Have you ever been in your favorite restaurant and suddenly you felt sad and emotional after you heard background music of an old song ?

Do you have phobia ? may be from cats , spiders , closed places , planes …

How does it happen ?

Anchoring is reminiscent of Pavlov's experiments with dogs. Pavlov sounded a bell as the animal was given food. The animals salivated when they saw the food. After some parings of the bell and the food, the bell alone elicited salivation.

Anchors are stimuli that call forth states of mind - thoughts and emotions. For example, touching a knuckle of the left hand could be an anchor. Some anchors are involuntary. So the smell of bread may take you back to your childhood. A tune may remind you of a certain person. A touch can bring back memories and the past states. These anchors work automatically and you may not be aware of the triggers.

Establishing an anchor means producing the stimuli (the anchor) when the resourceful state is experienced so that the resourceful state is pared to the anchor. For example, touching the knuckle of the left hand when the resourceful state is experienced to pair the two events.

Activating or firing the anchor means producing the anchor after it has been conditioned so that the resourceful state occurs.For example, touching the knuckle of the left hand after the anchor has been established so that this action produced the resourceful state.

Anchors can be set and fired off both consciously and subconsciously , marketing specialist use anchoring to manipulate people’s brains and create brand awareness ( like flashing the logo of the brand sign in 0.1 sec , your conscious mind didn’t see it but it is imprinted in your subconscious )

Anchors can be established in the visual , auditory , and kinesthetic representational system ( see NLP topic)

How Anchor can be used in sales ?

Well,  when you pair some of your words during presentation of your product with appropriate anchor according to the client’s representational system ,and fire that anchor when closing deal you can greatly manipulate your client’s brains and be one of the highly effective people in persuasion and closing deals.

This is explained in details at the workshops ,as it needs lots of coaching and training to build such skill.


Since you love fuel economic car .. like this one (put your hand on the car and look at it ) .. let me explain some more benefits you can have , if you … buy this car ( do same posture)

When closing .. do same posture , and ask the closing question (explained in closing techniques)

This is a visual anchor , if you nuke on the car body instead of previous posture then you are establishing auditory anchor , for kinesthetic anchors it require sitting in the car feel the hand wheel , chair , environment…  

Along with anchoring the words written with bold font are embedded commands which is explained in separate topic.

This video for Derren Brown shows how he used anchoring to changes someone's need: