Binds are language patterns that figuratively bind your prospect or client to do as you wish them to do. (Can you see why this should be used sparingly and with the utmost integrity?) Like all language patterns, there's a formula to it.

Single binds have two formulas. Formula one is 'if X, Y'. Formula two is 'the more you X, the more you Y.'

X, as a general rule, will be a pace. A pace is something that is verifiably true and can include a suggestion or challenge. Y is a lead. A lead is something you want them to do, think, or feel which they may or may not be currently doing. (Want more on pacing and leading? Stay tuned.)

In other words, you can think of X as the set up, and Y is the punch line.

Here's a self-serving example (lol): 'If you develop a deep understanding of the power of binds, you'll feel compelled to sign up for The Persuasion Factor.'

Fairly transparent, I know. But let's break it down. The first part of the sentence, 'if you develop a deep understanding of the power of binds', is a pace. This is a suggestion, a challenge. Then you have 'you'll feel compelled to sign up for The Persuasion Factor' which is a lead. It's something that I would like you to do which you may or may not currently be doing (but which you really should).

Here's another example: 'The more you read what I'm explaining, the more you'll understand the power of using it.'

I'll break this one down a little. The more you read about something, for example, the more you read about using binds, the more you will understand how powerful they are in persuasion. Is this true? I think it is. But it's more of a presupposition than it is solid, hard, cold fact.

Binds do not have to in any way make sense or be logical.

An example for real estate agents: 'The more you hear about this piece of property, the more you will be compelled to buy it.' It's not absolutely logical because in actuality, hearing about something doesn't necessarily compel you to buy it. It might, it might not. However, the suggestion that there is a logical, obvious link between the property being sold and one's compulsion to buy it creates the link and makes it so in their minds.

Here's where we start to get into some really interesting ways of using this. 'The more you try and object, the more you will find yourself going along with these ideas.'

What are we really doing here? We're issuing a challenge. The more you try and do something we don't want you to do, the more you'll find yourself doing what we want you to do.

Here's another one: 'The more you want to feel good about yourself, the more you'll need to act now on this proposal.'

You might say, 'Kenrick, you can't just say that to people.' Well, yes I can. And I do. And it works great. My advice: write some samples out before you try using this technique. It is something that needs to be delivered smoothly or you will get an odd reaction.