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THIS WEEK'S QUESTION(S):

Question: If I am out of bounds, feel free to slap me. I have a quick question though that I am hoping you will answer regarding research. I am in the process of constructing goal setting parameters for my business (Attorney Placement and Executive Coaching). The principles of which will be heavily influenced by your work. As I have heard you say in that past though, reading a book that only cites one source is simply taking one man's opinion. (My own translation of your words)

I take your work as gospel frankly, until I have been presented with credible material that refutes it (which has eluded me thus far ). My concern is that my clients may take my advice as "one man's opinion," If I am falling back solely on one source (your work) and my own experience. These are attorneys mind you and their minds are extremely critical... I know you use at least several sources for your own material.

So my question is... can you point me in the direction of some other sources that touch on the neuro-science of goal setting? My searching online and on Amazon has been fruitless… any help you can afford me is much appreciated…. Thank you in advance.

Answer: First of all, don't take anything I say as gospel. It's pretty reliable but "gospel" is pretty tough to live up to.

The other day I was reading an article that I was writing "without authority," (I was having fun when I wrote it and that was obvious to the reader) I remember thinking, "I don't really think that!"

So please know I'm truly human. Reliable as the 7 a.m. train, but human, too.

Everything I write about with authority is easily backed by hard data.

(i.e., if I note that something is certain or close to certain, you can feel pretty comfortable.)

For your interests, pick up Self-Efficacy by Bandura, I think it is. That text, though a bit dated is the foundation for a lot of study in this area. The work of Carol Dweck is superb. There is a lot of academic research in this area. Thousands of articles per year.

Question: I'm a devoted Coffee reader. I'm also a radio commercial copywriter, voiceover guy and producer (not like a TV producer, I edit the audio on a computer, mix music with the voiceover and toss in sound effects, etc.)

I'm soaking in your Science of Influence CD series.. (Like drinking from a fire hydrant!) I've been reading ton's of psychology books, yours and others. The subject absolutely fascinates me.. I understand a good amount of the specific principles and I seem to be building a kind of gestalt understanding of influence as well.

A radio commercial is like talking directly to the one person interested in what's for sale.. Tonality of the announcer, personal intimate voice style, pacing psychologically in both content and attitude. I understand this stuff pretty well and use it to create some very effective spots.

What can you say about commercial copy for radio?

Any insights? Cool tricks I haven't thought of?

For instance, Can consistency be used effectively in a commercial? (Yes I know it's strongest when you get the subject to say it out loud even better to have them write down their intention) Can it be effective at all if you get them to commit to an idea just in their head? Or does consistency break down as a tool short of verbal or written expression?

What about reciprocity? Primacy? Self referencing?

Answer: Commercial advertising...EVERYTHING has been tested that is in the 72 volumes of Science of Influence and with varying degrees of ease or difficulty what you have in your hands is indeed what works.

Here is a cool learning tool: Grab any tool. Say oscillation. Then think of 10 ways you can use it in a billboard, on radio, in a TV commercial.

Do that with everything you learn in the Science of Influence Library.

Consistency definitely can break down. Remember the Fiji travel study?!?!

Question: I am thinking I have an issue of State Control and would like to know the exact replicable steps.

The issue(s) are as follows:

1. I sit in front of a computer doing electrical drafting and design for work. Sometimes I get really tired and my focus is lost. In order to wake up I drink coffee which is only a temporary solution. I think if I were able to build anchors and fire them off I would have energy at work and I would have energy after work to go to the gym. Obviously if I had the energy to go to the gym after work I would be more healthy and lose a bit of weight - so, I would sleep better and work better.

2. Sometimes I get so focused on what I am doing at work - trying not to miss anything - I in fact miss things on the drawings. It's a bit like I hypnotize myself and hallucinate not seeing things. Please help me if you are willing to do so.

Answer: First key is SLEEP.

Second key is regular short 10-minute breaks every hour and a half.

Third: Do you like what you are doing?

If not, you are putting yourself through hell, yes? More sleep will cause you to lose weight. The gym is a great place to get away from what needs to be done. Maybe you get a workout on the way to work, on lunch and going home.

Then determine if you are getting sleep. It's critical. If you aren't, nothing else is going to matter and you WILL potentially gain a LOT of weight.

Losing weight: Track calories in writing and sleep. Those are the predictable factors. You sound like you need a therapeutic coaching series of sessions. Too much is passing you by and you are in a daze. But before you spend money, get a couple of weeks of 7 hours per night. Then drop me another note and see how you are.

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