Lately, people have been asking me about NLP.

Is it really some near-magical persuasion technique that lets you all but control someone’s mind?

Or is it just more overhyped goo-roo nonsense?

My answer?

I have no idea, either way.

All I know about NLP is the subject bores me to tears — despite trying to learn about it from people I consider to be excellent teachers.

However, I WILL say this:

While it may indeed be the second coming of John Caples or Frank Bettger, I seriously doubt it’ll do as much for you as just mastering the fundamentals.

Let me give you one of my favorite examples.

Something I originally heard while interviewing top copywriting and marketing pro Doug D’Anna for my Copywriting Grab Bag book.

He gave what I call his “dog cookie secret”, and it goes like this:

Let’s say you have a dog and you want him to come to you. You can try to coax the dog to come to you using all the latest “cutting edge” persuasion and manipulation tricks. Or… you can just hold up his favorite cookie.

Which do you think will get the job done better?

Anyway, here’s the point:

If NLP works for you, then by all means USE it.

But whether you use it or not, you can never go wrong with this “oldie but goodie” sales principle that’s worked for thousands of years:

It’s simple and works like a charm every time.

Ben Settle

P.S. For 101 proven sales principles that are easy to use and work like gangbusters, check out my upcoming CD club at: