The Forgotten Art of State Control

How to COMMAND Emotions in Any Sales Situation

Have you ever watched someone who's absolute MAGIC at persuasion?

They walk into a room, and within minutes, everyone's hanging on their every word...

People are nodding, leaning forward, and experiencing EXACTLY the emotions this person wants them to feel.

It seems like some kind of supernatural gift, doesn't it?

Well, I've spent decades teaching people the hidden psychology behind this "magic," and today I'm going to reveal the most powerful aspect of persuasive communication that nobody teaches:

Emotional state control.

But this isn't some fluffy "be positive" nonsense.

This is about DELIBERATELY engineering emotional states in yourself and others using specific neurological triggers.

And once you master this, everything else in sales becomes almost irrelevant.

Why Emotions ALWAYS Trump Logic (And How to Use This)

Let me ask you something...

Have you ever tried to convince someone with pure facts and logic, only to watch them make a completely emotional decision anyway?

Of course you have. We all have.

That's because the decision-making part of the brain is fundamentally emotional, not logical.

Neuroscientist Antonio Damasio discovered this when studying patients with damage to their brain's emotional centers. Despite having perfect logical reasoning, these patients couldn't make even simple decisions because they lacked emotional signaling.

This means something profound for persuasion:

People DECIDE with emotion and JUSTIFY with logic.

But here's where most sales training goes completely off the rails...

They tell you to "appeal to emotions" by talking about emotional benefits. That's kindergarten-level stuff.

REAL emotional persuasion is about actively generating and controlling specific emotional states in real-time.

The Three Emotional States That Drive All Buying Decisions

After working with thousands of clients, I've identified three core emotional states that drive virtually all buying decisions:

1. Intrigue

The pleasant tension of curiosity and fascination. The feeling that something interesting is unfolding.

2. Desire

The magnetic pull toward something you want to experience or possess. The feeling of "I want this."

3. Certainty

The calm confidence that a decision is right. The feeling of "This is the correct path."

Master the ability to generate these three states, and you can sell almost anything to almost anyone (ethically, of course).

Let me show you exactly how.

Command Language: The Neural Code for Emotion Generation

Most people have no idea they can literally COMMAND emotions into existence.

Not suggest them. Not describe them. COMMAND them.

The technique is called "idiosensory language," and it's one of the most powerful tools in neurolinguistic programming.

Here's the basic formula:

"I want you to [SENSORY VERB] [SPECIFIC EMOTION/EXPERIENCE]."

Examples:

• "I want you to FEEL the excitement building as we explore these possibilities."

• "I want you to SEE yourself already enjoying these benefits."

• "I want you to NOTICE the sense of certainty emerging as we continue."

This direct command approach works because the unconscious mind doesn't process negations well.

If I say, "Don't think of a blue elephant," what happens? You think of a blue elephant.

Similarly, when I say, "Feel the excitement," your brain must process what excitement feels like before it can decide whether to feel it.

By the time the conscious mind catches up, the emotion is already activating.

The "State Chain" Technique That Builds Irresistible Momentum

One command is powerful. But a sequence of commands that builds emotional momentum? Nearly unstoppable.

I call this the "State Chain," and it works by linking emotional states in a strategic sequence:

1. Start with a universally accessible positive state

2. Intensify it

3. Link it to your desired state

4. Connect it to your offer

Here's an example from one of my actual sales presentations:

"As we begin, I want you to REMEMBER a time when you discovered a solution that made a significant difference in your business. That moment when you realized, 'This changes everything.' FEEL that sense of excitement and possibility.

"Now, as I share these concepts with you, allow that feeling to GROW even stronger. NOTICE how your mind automatically begins CONNECTING these ideas to your specific situation.

"As these connections become clearer, you'll likely EXPERIENCE a growing sense of certainty. You'll RECOGNIZE that this approach addresses exactly what you've been looking for.

"And that's the same feeling you'll have as you IMPLEMENT these strategies in your business. So let's EXPLORE what that implementation looks like..."

Do you see the chain? Remember → Feel → Notice → Connect → Experience → Recognize → Implement.

Each command builds on the previous one, creating an emotional momentum that naturally leads to action.

Environmental State Anchoring: The Room Hack That Changes Everything

State control isn't limited to language. Your physical environment can be programmed to trigger specific emotions.

I call this "environmental anchoring," and it's something master persuaders use constantly.

Here's how I use it:

1. Spatial Anchors: I designate different areas of the room for different emotional states. When discussing problems, I stand in one spot. When presenting solutions, I move to another. When closing, I move to a third. The physical movement helps transition emotional states.

2. Gestural Anchors: I consistently pair specific gestures with specific emotions. When emphasizing certainty, I might make a firm, decisive hand movement. I'll repeat this gesture later when I want to recall that feeling of certainty.

3. Vocal Anchors: I adjust my tonality, tempo, and volume to anchor different states. Excitement gets a faster, higher-pitched delivery. Certainty gets a slower, deeper, more measured pace.

The key is consistency. Once established, these anchors can trigger emotional states instantly.

I once had a client who was hesitating at the closing moment. All I did was move to my "certainty position," make my certainty gesture, and ask in my certainty voice, "So, shall we get started?" The sale closed immediately.

He later told me, "I don't know what happened. I just suddenly felt absolutely certain it was the right decision."

That's the power of state anchoring.

The State Interruption Pattern That Eliminates Objections

What about negative states like doubt, hesitation, or skepticism?

This is where the "Pattern Interrupt" technique becomes crucial.

When someone enters a negative state, you must:

1. Interrupt the pattern

2. Redirect to a positive state

3. Resolve from the new state

Here's a real-world example:

Client: "I'm just not sure if this is the right time to invest in this." (Hesitation state)

Pattern Interrupt: "Stop for a moment. I appreciate your thoughtfulness." (Interrupts the hesitation pattern)

Redirect: "Think back to the last time you delayed a decision you knew was right, and what that cost you. Really see that clearly." (Redirects to regret/lost opportunity)

Resolve from New State: "Now, considering that experience, what feels like the wiser approach here—moving forward or postponing?" (Resolves from the redirected state)

The brilliance of this approach is that it doesn't argue with objections—it changes the emotional state from which the objection arose.

And once the state changes, the objection often dissolves on its own.

The Congruence Factor: Why This Fails for Most People

Here's why most people fail when they try these techniques:

They deliver powerful language patterns with weak, incongruent energy.

Command language requires what I call "congruence"—complete alignment between your words, tonality, physiology, and intention.

If I say, "Feel excited about this opportunity!" while slumping, speaking monotonously, and looking uncertain, it creates cognitive dissonance rather than excitement.

Before important meetings, I literally program my own state first:

I sit in my car and forcefully declare: "I'm the GREATEST at this. I am SO GOOD at this. When I speak, people LISTEN. I'm going to BLOW THEM AWAY."

This isn't just positive self-talk. I'm actually installing a state of absolute certainty in myself first. Because if I don't believe it, why would anyone else?

The State Control Testing Ground

Want to practice state control in low-risk situations? Here's an exercise that revolutionized my abilities:

Go to a busy public place and practice generating unusual states in yourself. Walk confidently for 20 steps, then switch to walking cautiously for 20 steps. Stand proudly for 30 seconds, then switch to standing humbly.

Notice how different your posture, breathing, and muscle tension become in each state.

Next level: Practice state commands with service staff (always positively).

Instead of "Can I have the check, please?" try "I want you to ENJOY bringing me the check when you have a moment."

Watch their reaction. If done congruently, you'll notice an immediate shift in their demeanor. They'll often smile or perk up.

I used to practice even more extreme versions of this. I'd approach strangers and say:

"Excuse me, you look familiar. TAKE a moment and THINK if we've met before. While you're thinking, LOOK at your hand. NOTICE all the little lines and details you rarely pay attention to. How fascinating are they? STAY right there a moment while I check something."

Then I'd walk away and watch.

Many people would stand there for MINUTES, staring at their hand, completely entranced by a simple command sequence.

That's how powerful state control can be when delivered congruently.

The Ultimate State Control Sequence for Sales

Let me share my complete state control sequence for sales conversations:

1. Opening State: Curiosity + Rapport

"Before we begin, I'm curious what specifically made you want to have this conversation today?" (Creates information-sharing state)

2. Problem State: Dissatisfaction + Urgency

"Take a moment to really CONSIDER what this problem is costing you. Not just financially, but in terms of time, stress, and missed opportunities." (Creates motivational tension)

3. Solution State: Relief + Possibility

"Now IMAGINE having this problem completely solved. FEEL what that would be like. NOTICE the sense of relief and the new possibilities that open up." (Creates contrast and desire)

4. Evidence State: Curiosity + Validation

"I'm going to SHOW you exactly how others like you have achieved this. As I do, NOTICE which aspects feel most relevant to your situation." (Creates proof receptivity)

5. Decision State: Certainty + Anticipation

"Based on everything we've discussed, TAKE a moment to CHECK with your intuition. What feels like the right next step? As you CONSIDER moving forward, NOTICE the sense of certainty that emerges." (Creates commitment readiness)

Each state is deliberately engineered to flow into the next, creating an emotional journey that naturally leads to a buying decision.

Mastering State Control in Non-Face-to-Face Situations

"But what if I'm selling over the phone or through writing?" you might ask.

State control works in ANY medium—you just adjust your approach:

For Phone Sales:

Focus heavily on tonality shifts, pacing, and vocal anchors. Use phrases like "Hear the confidence in my voice when I tell you..." or "Notice how your own interest increases as I explain..."

For Email/Written Sales:

Use sensory-rich language and storytelling to evoke states. "Picture yourself already having solved this problem..." or "As you read these words, you might begin to feel a growing sense of possibility..."

In writing, formatting also becomes a state control tool. Bold text, italics, and ALL CAPS create different psychological impacts, as do paragraph lengths and sentence structures.

I once increased conversion on a sales page by 37% simply by restructuring the emotional states it evoked in sequence, without changing the core offer at all.

The Ethical Dimension: Power and Responsibility

This knowledge carries significant ethical responsibility.

I only use these techniques when:

1. I genuinely believe my product/service will benefit the person

2. I'm directing people toward their authentic desires, not manufacturing artificial ones

3. I'm enhancing their decision-making process, not bypassing it

The goal is empowered persuasion, not manipulation.

Think of it like this: If someone is hungry and you make their mouth water by describing a delicious meal your restaurant serves, that's ethical state control. You're amplifying an authentic desire.

If you try to make someone who's full feel artificially hungry to sell them food they don't need, that's manipulation.

The difference is whether you're serving an existing authentic need or manufacturing a fake one.

The Meta State: Self-Mastery

The ultimate application of state control is self-directed.

Most people live at the mercy of their emotional states. They feel what happens to them.

Masters of state control CHOOSE their emotional states regardless of circumstances.

Before any important interaction, ask yourself:

• "What emotional state would be most resourceful right now?"

• "How can I deliberately generate that state?"

• "How can I maintain this state regardless of what happens?"

This self-mastery becomes your greatest persuasive asset. People are naturally drawn to those who maintain positive, resourceful states under all conditions.

Putting It All Together: A Real-World Example

Let me show you how this all comes together in a real sales scenario I encountered:

I was meeting with a CEO who was known for being analytical, skeptical, and difficult to sell to. Previous salespeople had failed repeatedly.

Instead of fighting his analytical state, I utilized it:

Opening: "I appreciate your analytical approach to decisions. In fact, I'd like to start by having you analyze something specific..." (Respects and utilizes his existing state)

Pattern Interrupt: I pulled out a sheet with ROI calculations from similar clients. "Before we discuss our solution, I'd like you to find the flaw in these numbers." (Interrupts typical presentation pattern, engages his analytical mind in a new way)

State Transition: As he engaged with the numbers, I gradually shifted from analytical language to more visionary language: "As you verify these calculations, start to VISUALIZE what implementing similar results would mean for your organization." (Bridges from analysis to vision)

Environmental Anchor: When discussing the vision of implementation, I moved to a different position in the room. "Let's step back for a moment and look at the bigger picture." (Physically anchors the state shift)

Embedded Commands: "You might DECIDE that this approach makes sense after you've had time to ANALYZE all the variables. Many CEOs RECOGNIZE the value immediately, while others need to PROCESS it overnight. Either way is completely fine." (Plants decision commands while respecting his process)

Closing State: I returned to my original position in the room (re-triggering his analytical state). "From a pure numbers perspective, the decision becomes quite straightforward, doesn't it?" (Resolves in his preferred state)

He signed a $420,000 contract that day—the largest in the company's history at that time.

The key wasn't fighting his analytical nature but using state control to expand his decision-making process to include both analytical AND visionary perspectives.

Final Thoughts: The Invisible Advantage

The most powerful aspect of state control is its invisibility.

When done skillfully, people never realize you're directing their emotional states. They simply feel increasingly certain about doing business with you.

It becomes the most natural thing in the world.

And the beauty is, you can begin practicing this immediately.

In your very next conversation, try a simple command: "As you CONSIDER what we've discussed, NOTICE which aspects feel most valuable to you."

Deliver it congruently and watch what happens.

This is just the beginning of what's possible when you master emotional state control.

The question is: what state are YOU in right now? Is it a state of action and implementation? Or just passive interest?

Only you can command your next move.

What will it be?