My question to him was, 'When you learn a new language, are you fluent in a week or two?'

When learning a new musical instrument, are you a virtuoso in a few lessons?

Persuasion is a subject that is just as complex as learning a new language or a new instrument, possibly even more difficult because it's ever expanding. If you've ever learned a language, and you practice this language, you will know all there is to know. Persuasion is different. It's an ever expanding subject that continues to grow by leaps and bounds.

The best way I know to become a world class persuader is to master the basic principles. Mastering the basics requires you to do what people do when they're learning something new: you must practice.

'Learning' has been traditionally broken down into five different categories: imprinting, habituation, associative learning, observational learning and play.

The first learning phase is called imprinting and is closely associated with young animals and children. It is the process by which babies learn from their parents. For persuasion purposes, imprinting doesn't have a lot that we can utilize, but the brain state resembles very closely the brain state we achieve through the use of our light and sound machines.

Habitual learning is a response to stimulus. If the stimulus is neither rewarding nor harmful, then the response usually diminishes over time. This learning is associated with the other than conscious or subconscious mind.

The two types of learning that we most utilize in our quest for persuasion mastery are observational learning and play. The first, we're all quite familiar with: observing and repeating. 'Unconscious hello'? Observe. Repeat. We need to pay attention and then emulate.

The last type of learning is play. I think play is a beautiful concept. I assign home play at the each of my conference calls because I believe play enhances, greatly, the learning process.

We're all successful in our fields. Many of us have high pressure work environments. And yet, I can't help thinking that part of what we do when we meet for our quarterly meetings is quite playful. Role playing, camaraderie, even the occasional game. Some play is unrestrained and has no outcome, but our play has a clearly defined goal, as does our work.

Back to my frustrated student's question. Persuasion is play. Persuasion is observation. Persuasion is habitual. Persuasion is repetition and emulation and commitment and intention. And it all comes in time with persistence.