Why do some
websites and ads work-- and others don't? There are as many
theories as there are experts. One key explanation is usually
overlooked. The energy the-copy and the graphics on the website,
or in the ad, generate. If energy is present, it encourages
people to stay at your site or read your piece; if energy
is lacking, they will most likely disconnect or throw it
I've developed a system to discover whether
a website or ad is/has a positive or negative impact on
your energy system. I determine this by using a technology
I've studied and applied for 19 years: Behavioral
Kinesiology, or muscle checking.
Kinesiology is a way of determining how
everything around us affects us. Initially, when I demonstrate
this technique in my keynotes and seminars, it looks to
the audience as if it's a trick. Once I have everyone choose
a partner and then experience it for themselves, they self-validate
what I'm sharing.
Two of our clients are Jack Canfield and Mark
Victor Hansen, co-authors of the famous Chicken
Soup for the Soul book series. Jack has stated he
won't release a book unless it's been muscle checked!
In December 1999, seven Chicken Soup books were on the
New York Times bestseller list!
Here are the
instructions so you can validate Kinesiology for yourself:
- Your partner faces you with
one arm at the side of the body and the other arm
raised out until it is at a 90-degree angle to
the floor, thumb pointing to the floor. Place one
of your hands just above your partner's wrist on
the extended arm. Place your other hand on your
partner's opposite shoulder.
- Instruct your partner to
resist as you push down on the extended arm. You
are not trying to force the arm down; you simply
need to feel the normal level of resistance. Push
with a steady pressure for several seconds; then
- Keep the same position, arm
extended. Your partner should now think of something
sad or someone disliked. Allow a few seconds for
focusing on the thought. Then push down on the
extended arm. It will usually go down easily, though
your partner resists.
- Wait a few seconds, then
tell your partner to resume the position while
thinking of something gratifying or someone well
liked. Again, allow a few seconds for focusing
on that image, then push down on the arm. The arm
will usually stay level and strong, even if you
push harder than before.
Now that you understand the concept,
let me share a bit of what I do to determine if a book
cover is weakening, neutral or strengthening.
While someone looks at an ad, you
can muscle check them. If their arm goes down, it means
the ad is having a negative impact and will probably
not be read. If it stays up, it means it's not weakening.
The third level (which is too complex to explain in
this article, but is included in the DVD) is to determine
if the ad is strengthening. That's the level at which
we want each Chicken Soup book to be.
If we discover something is
weakening, we'll give input as to what specifically
needs re-doing to get it to the strengthening level.
One of the first ads I applied this technology to
was an ad Burt Dubin, Speaking Success Systems, had
run in SHARING IDEAS Newsmagazine. I muscle
checked the ad wording and discovered it was weakening.
I made suggestions for changes, and he did what I
suggested. Here's what Burt had to say:
"I waited four full months to get back to you with my report on how well the
new display ad in SHARING IDEAS is doing. You'll recall you muscle-tested my
previous ad and found it to be a 'downer'. It weakened muscles. You called my
attention to specific dissonant areas of the ad. You recommended they be excised.
Then, you tested the new ad and found it positive. We tested the new ad. The
results: Inquiries more than doubled. Sales fully doubled!"
Once you start applying this technology,
you will discover ways to create high energy websites
and promotional materials to capture the attention
of surfers and readers. Anyone interested
in selling 40 million books like Jack and Mark?