Friday - - Contents -

Un­lock your po­ten­tial with these buzz­words – called switch­words.

Switch­words are the new buzz­words – and fans say they can help us at­tain those elu­sive goals

Jo­lene Pole glanced down the list of con­tracts for the com­pany she had just set up and sighed. If she didn’t get some new busi­ness in quickly, she wouldn’t have enough work to keep her staff busy. And not enough work meant not enough money, which could prove dis­as­trous for the fu­ture of the firm.

But in­stead of pan­ick­ing, the 33-year-old di­rec­tor of a clean­ing en­ter­prise knew ex­actly what she had to do. Jo­lene didn’t cre­ate a mar­ket­ing cam­paign, print any fly­ers or go to the bank for a loan. She sat down

and clearly said the word ‘Give’ out loud 10 times.

‘I wasn’t sure it would work but I’d just read a book about the power of “switch­words”,’ Jo­lene says. ‘“Give” was the word that could be used if you wanted to sell some­thing or man­i­fest gen­eros­ity or busi­ness.

‘I thought, ‘What if us­ing “Give” could help me se­cure new clean­ing con­tracts? So I said it out loud, then re­peated it over and over in my head.’

The next day, Jo­lene landed a new con­tract that was big­ger than any she’d had be­fore, and months later she’s been so in­un­dated with work she’s look­ing for a new mem­ber of staff.

Jo­lene’s not alone. From CEOs to busi­ness gu­rus and em­ploy­ees, switch­words are the new buzz­words of in­dus­try and can be used to at­tract money, suc­cess, re­pair rep­u­ta­tions and cri­sis man­age­ment.

‘Switch­words are pow­er­ful, uniquely cho­sen words that switch on your sub­con­scious,’ says Liz Dean, au­thor of the Ama­zon Num­ber 1 best­seller Switch­word: Use One Word to Get What You Want. ‘They flip a switch in your be­liefs and be­hav­iour at a deep level so you con­nect with your goals and at­tract what you want in life.’

That can be any­thing from mak­ing your busi­ness a suc­cess to writ­ing a book, reach­ing for a good idea, speak­ing in pub­lic or even en­hanc­ing your rep­u­ta­tion.

So how does it work?

Switch­words can be traced back to psy­cho­an­a­lyst Sig­mund Freud, who said in 1905 that they were the bridge be­tween the con­scious and un­con­scious dream state. But it was Amer­i­can ad­ver­tis­ing ex­ec­u­tive James T Man­gan who cre­ated a list of 60 switch­words to help peo­ple change their lives in his 1963 book The Se­cret of Per­fect Liv­ing. (Find the list of switch­words over­leaf.)

‘The words aren’t lit­eral, they are counter-in­tu­itive,’ ex­plains Liz. ‘They work by trick­ing the left, log­i­cal side of your brain and get un­der the radar of your con­scious to get into your sub­con­scious.

‘These power words speak di­rectly to our sub­con­scious mind, help­ing clear blocks to suc­cess and ac­ti­vat­ing our abil­ity to man­i­fest money, cre­ativ­ity, self-heal­ing and suc­cess. Switch­words work be­cause the sub­con­scious mind ac­tu­ally di­rects up to 95 per cent of our ac­tions and de­ci­sions.’

And here’s the rub. We might openly de­clare we want to be the next Steve Jobs or Sh­eryl Sandberg, but what if deep down we’re still the same per­son who strug­gled at school, or were told by peo­ple that they weren’t good enough?

Un­less our con­scious is aligned with out sub­con­scious, suc­cess might never hap­pen. ‘We’re of­ten left be­wil­dered by our fail­ure to com­plete a task or make a sub­stan­tial change to our lives,’ says Liz. ‘When our sub­con­scious mind ap­pears to ig­nore or even sab­o­tage our con­scious de­sire through ac­tion or in­ac­tion, it’s vir­tu­ally im­pos­si­ble to cre­ate and sus­tain the new re­al­ity we want.’

Quite sim­ply most blocks to achiev­ing suc­cess or mak­ing money are down to our own self-doubts or sub­con­scious self-sab­o­tage. Switch­words work by clear­ing our neg­a­tive thoughts and cre­at­ing the idea in our sub­con­scious that we re­ally can achieve what we want.

This all goes on in the amyg­dala, the part of the brain that re­sponds to ‘fight or flight’ threats to sur­vival, Liz claims. But be­cause switch­words aren’t lit­eral, they can get through with­out re­veal­ing their pur­pose.

In one work­shop Liz was con­duct­ing with busi­ness peo­ple in New York, she came across a woman who said she wasn’t mak­ing as much money as she felt she could. ‘I asked her to imag­ine sign­ing con­tracts, know­ing the last one she signed would be for a large amount of money,’ Liz says. ‘The woman could imag­ine all but the last – she just kept say­ing, “I can’t do it, I don’t de­serve it.” She was block­ing her own suc­cess and she had to go back and look at why that was. She’s now re­plac­ing those blocks with pos­i­tive switch­words. She’s now ready for suc­cess.’

Which words are right for me?

So how do you know which words to use? Sim­ply do a mus­cle test with your fin­gers, says Liz. It works by test­ing if the word has a strong or weak con­nec­tion to your sub­con­scious, like test­ing an elec­tri­cal cir­cuit.

‘Make a cir­cle with the thumb and in­dex finger of one hand, it can be your right or left,’ says Liz. ‘Now touch the tips of the in­dex finger and thumb of the other hand to­gether and say the word ‘strong’ as you firmly push through the cir­cle. The cir­cle holds. This is the ‘yes’ po­si­tion. Now re­peat, say­ing the word ‘weak’. This time, you’ll find that the cir­cle breaks; this is the ‘no’ po­si­tion. Keep re­peat­ing this, notic­ing the dif­fer­ence be­tween your strong and weak po­si­tion.’

Now you can say your cho­sen switch­word as you push your fin­gers into the cir­cle - if it holds that means the word works for you, if it breaks try an­other. Only say the word once so it’s work­ing on your sub­con­scious. ‘If you re­peat the switch­word it’s likely your con­scious mind is step­ping in and try­ing to en­gi­neer the re­sponse it wants,’ Liz says.

To be­lieve or not? It still works

Scep­tics might be look­ing away right now, won­der­ing how they’re go­ing to do all this while jug­gling staff and look­ing for new busi­ness – or sim­ply don’t want to ap­pear weak or silly. ‘You don’t have to be­lieve for it to work,’ Liz says. ‘That’s why I asked two friends to say the switch­words ‘to­gether count on’, which means bring me money now. One was a to­tal scep­tic and the other re­ally be­lieved in the power of words, but the next day they both rang me to say they had re­ceived money from out of nowhere, and both for the same amount, £12 (Dh54.) It’s not a lot, but it shows it works. You just have to have an open mind.’ You can start off with one switch­word to chant 10, 28 or 108 times and then add on other switch­words to cre­ate pow­er­ful phrases. ‘Say them any­time,’ says Liz. ‘I say mine while I go for a walk but lots of peo­ple say them un­der the shower so they’re done first thing in the morn­ing.’

‘These POWER WORDS speak di­rectly to our SUB­CON­SCIOUS mind, help­ing CLEAR BLOCKS to suc­cess and ac­ti­vat­ing our abil­ity to man­i­fest MONEY, cre­ativ­ity, self-heal­ing and SUC­CESS’

Of course there’s no scientific proof the switch­words phe­nom­e­non works. ‘Sadly there hasn’t been any scientific re­search done into it,’ ad­mits Liz, ‘but these words do work and are used in mar­ket­ing and ad­ver­tis­ing all the time. “I’m reach­ing out to you,” is of­ten used in sales tech­niques and that “reach” switch­word is in­spir­ing the reader to lis­ten. If they are then given a sweet of­fer that is likely to in­crease the sale by up to 300 per cent, as “sweet” is the switch­word for be­ing amenable and lovely to ev­ery­one, so it’s hard to re­sist. Lots of suc­cess­ful busi­ness peo­ple use switch­words em­bed­ded in emails and every part of their sales and in­ter­ac­tions with clients and cus­tomers to in­cred­i­ble ef­fect.’

Jo­lene, from Lough­bor­ough in the UK, is adamant switch­words trans­formed her work­ing life. ‘My busi­ness is boom­ing,’ she says, ‘and that’s all down to us­ing switch­words. I have no doubt they work.’

Liz Dean be­lieves some words are pow­er­ful enough to change the way you think

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