Selling Magically Express Ep2 — How to Sell with Emotion and Insight

In this second episode of our *Selling Magically Express* mini-series, we explore one of the most important — and most overlooked — drivers of buying decisions: **emotion**. Learn how emotions drive choices, how customers rationalise after the fact, and how you can align with their **Unique Buying Points** (UBPs) using a simple three-question values technique.

You’ll also discover how to ethically and powerfully connect with what *really* matters to your clients — even when they can't articulate it themselves.

🔔 Subscribe for more results-driven insights: [https://youtube.com/@theresultshow](https://youtube.com/@theresultshow)

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⏱️ Chapters

00:10 – 01:03 | Welcome Back & Recap

01:04 – 03:27 | What fMRI Tells Us About Decisions

03:28 – 06:00 | Killer Advertising & Marlboro's Formula 1 Sponsorship

06:01 – 09:10 | The Brain's Real Decision-Maker

09:11 – 10:28 | The Racing Driver Who Felt Something Was Wrong

10:29 – 13:25 | From USP to UBP: Why Customers Really Buy

13:26 – 17:00 | The Three Questions That Unlock Buying Motivation

17:01 – 18:06 | Magic in a PowerPoint Slide

18:07 – 19:45 | Understanding Makes the Difference

19:46 – 20:21 | Values, Rapport & Alignment

20:22 – 20:45 | Wrap-Up & What’s Next

💬 Got a question?

Drop us a line: **[podcast@theresultshow.com](mailto:podcast@theresultshow.com)**

👍 Like this episode? Be sure to hit like, subscribe, and turn on notifications.

Keywords

Selling Magically, The Result Show, NLP sales training, Emotional selling, Unique Buying Points, Martin Lindstrom Buyology, Blink Malcolm Gladwell, decision making psychology, sales masterclass, rapport in sales, how to sell with NLP, fMRI decision making, understanding customers, unconscious buying, sales storytelling, sales neuroscience, B2B sales tips, USP vs UBP, selling tips 2025, how to sell like a pro

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Welcome to Selling Magically Express — a mini-masterclass within The Result Show! 🎉

Today, we dive into one of the most critical (but often overlooked) factors in sales success: Trust beats USP.

In this first part of our series, you’ll discover why people don’t just buy the best product or the most unique service — they buy the person or company they trust and like.

We explore real-life examples, from overpriced MOT horror stories to multi-million pound consultancy deals won (and lost) because of emotion, not logic. Whether you’re selling a product, a service, or even yourself, understanding this shift will transform the way you approach clients and opportunities.

00:00 – 01:00 | Introduction – Launching Selling Magically Express

01:01 – 05:20 | A Story About Trust: MOT scams, broken promises, and loyalty lost

05:21 – 07:31 | Trust vs. USP – Why trust matters even more for services

07:32 – 10:12 | Big Deals and Big Lessons – How PwC lost to Capgemini (and why it wasn't about capability)

10:13 – 12:12 | Trust + Liking – The two emotional drivers behind business decisions

12:13 – 13:58 | Trust, Liking, and Choosing Partners – Business and personal decisions alike

13:59 – 17:04 | Tesla, Versace, and Falling Out of Love with Brands – Emotional disconnection explained

17:05 – 20:30 | AI, Authenticity, and Standing Out – Why sounding the same is deadly in sales

20:31 – 21:09 | Closing Thoughts – Emotional engagement as the true foundation of selling

21:10 – 21:35 | Next Time: How to Double Your Sales by Asking Three More Questions (Don't Miss It!)

Why This Matters

💡 Understand the true buying motivators – trust, emotion, and liking

🤝 Shift from "selling a product" to "building a relationship"

🚫 Avoid the race to the bottom on price and features

🎯 Learn how to become the obvious choice — even against technically "better" competitors

Trust, liking, and emotional engagement aren’t fluffy extras — they are the sale. Get this right, and everything else gets easier.

Keywords: sales skills, selling strategies, trust in business, emotional selling, USP vs trust, selling services, customer loyalty, rapport building, emotional buying decisions, business development

Hashtags: #SellingMagically #SalesTraining #TrustBasedSelling #EmotionalSelling #SalesSuccess #TheResultShow #BusinessDevelopment #USPvsTrust #AuthenticSelling #SalesMasterclass

💌 Questions? Email us at podcast@theresultshow.com

📺 Next time: Find out how to double your sales by asking just three more questions — don't miss it!

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Welcome back to The Result Show! In this second episode of Presenting Magically Express, we unlock one of the most powerful tools any presenter can learn — how to structure your genius.

If you've ever been asked to "say a few words" on the spot… if you've ever panicked while staring at 109 slides… or if you've ever wanted to speak confidently without clinging to notes — this episode is for you.

Discover the Format System, a simple five-part mental framework that will let you:

- Speak confidently with zero prep

- Deliver your message clearly and persuasively

- Engage all learning types in your audience

- Structure training, pitches, talks, or even landing pages

- Feel prepared (and even excited) next time you're asked to speak

00:00 – 01:33 | Recap & Foundation – Hakalau and the path to Presenting Magically Express

01:34 – 03:03 | What is Structuring Your Genius? Why smart people struggle to communicate

03:04 – 05:38 | The Format System – The 5 questions that build every great presentation

05:39 – 08:16 | Why → What → How → What If – How to speak to every audience type

08:17 – 10:07 | What If Learners & the Power of Q&A Placement

10:08 – 12:28 | Handling Audience Questions, the Right Way

12:29 – 14:10 | The Call to Action – Ending strong with motivation and momentum

14:11 – 16:44 | Rhetorical Framing – Using the Format System naturally in your speech

16:45 – 21:31 | The Sales Analogy – A 5-Step Sales Framework That Mirrors the Format System

21:32 – 22:25 | Why This Matters – Fear of public speaking, confidence, and self-belief

22:26 – 22:37 | Coming Next: Selling Magically Express – Part 1

Why This Matters

💡 Know your content cold – even under pressure

🧠 Engage everyone in your audience – thinkers, doers, explorers, and skeptics

🎤 Replace fear with confidence – through structure, not scripts

⚙️ Bridge to persuasion – this structure leads directly into the art of selling

Whether you’re leading a team, launching a course, or just want to be more compelling in conversations — this episode delivers an elegant, powerful system that will serve you for life.

Keywords: NLP presentation skills, Format System, Presenting Magically, how to structure a talk, presentation structure, fear of public speaking, engaging presentations, live presentation confidence, selling structure, communication skills

Hashtags: #PresentingMagically #NLPTraining #PublicSpeakingTips #FormatSystem #PresentationSkills #TheResultShow #StructuringYourGenius #NLPForBusiness #LifeSkills #SpeakingConfidence

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Welcome to Presenting Magically Express – a brand-new series within The Result Show focused on teaching you how to present with power, presence, and purpose using NLP.

This first episode dives into the most important (and most overlooked) skill in speaking, performing, or showing up in any high-stakes situation: Your State.

You can be the most skilled speaker in the world, but if your state isn't right, your message won’t land. In this episode, you’ll learn how to:

:: Understand why state matters more than skill

:: Recognize how great performers "get into the zone"

:: Use the ancient Hawaiian technique of Hakalau to instantly shift into a powerful flow state

:: Apply this to public speaking, driving, performance, interviews, and everyday life

Plus, David shares stories from his pioneering work in NLP training and the surprising link between peripheral vision and inner calm.

00:00 – 01:30 | The Origin of Presenting Magically – How it all began in 1993

01:31 – 04:46 | From Warm-Ups to a Movement – The Birth of the Book and the New Express Format

04:48 – 06:50 | Why State is More Important Than Skill – The Zone vs. Brain Freeze

06:51 – 12:12 | Hakalau Explained – Peripheral Vision, Calm Mind, and the Flow State

12:13 – 15:03 | Real Stories: From Stage Panic to Smooth Flow with Hakalau

15:04 – 19:15 | NLP Anchoring and the Power of Muscle Memory in Performance

19:16 – 22:52 | Teaching Hakalau – Step-by-Step Guided Technique You Can Use Anytime

22:53 – 24:10 | Driving, Performing, or Presenting – Why Peripheral Vision Makes You Better at Everything

24:11 – 24:36 | Coming Next: What to Say – The Format Content Structure

🧠 Learn a practical, two-minute NLP tool that can change how you show up forever

🎤 Get out of your head and into your power before speaking or performing

💡 Discover the neurological link between vision and calmness

📚 Hear how the bestselling book Presenting Magically came to life – and how it’s now evolving into something new

Whether you’re an NLP student, a coach, a performer, or just someone who has to speak in front of others… this is a foundational episode you’ll come back to again and again.

Keywords: presenting with NLP, flow state for speakers, Hakalau technique, state management, how to get in the zone, public speaking nerves, NLP performance tools, peripheral vision focus, Presenting Magically Express

Hashtags: #NLPTraining #PresentingMagically #FlowState #Hakalau #PublicSpeakingTips #NLPTools #TheResultShow #NLPforCoaches #SpeakerSkills #StagePresence

💌 Questions or comments? Email us at: podcast@theresultshow.com

🎙️ Join us next time as we explore the Format Content Structure – how to quickly craft compelling presentations using a proven NLP framework.

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No, it’s not clickbait. “Suck, Squeeze, Bang, Blow” is the classic model of how an internal combustion engine works—and in this episode of The Result Show, Pete and David reveal why it’s also the perfect metaphor for building a successful, sustainable business.

This is a must-watch for anyone in coaching, therapy, or personal development who’s ever said:

“I’m great when people are in the room—but I struggle to get them into the room.”

By walking through this engine model, you’ll learn how to:

Attract the right audience (not just anyone)

Warm them up to buy using trust and value

Close powerfully and ethically

Deliver a world-class experience that leads to referrals and repeat business

This episode lays the groundwork for a new mini-series on Presenting Magically Express and Selling Magically Express—but it also stands alone as a clear breakdown of business flow.

00:00 – 02:24 | Why the Title? The Internal Combustion Engine as a Business Blueprint

02:25 – 04:06 | David’s Business Origin Story – From Sales Trainer to NLP Pioneer

04:07 – 08:06 | A Combined 50+ Years in the Industry – What We’ve Learned

08:07 – 10:58 | The “Suck” Phase – Who Are You? What Do You Offer? Who Do You Serve?

10:59 – 12:07 | The Cost of Being Vague – A Firewalk Mistake and a Powerful Pivot

12:08 – 15:49 | The “Squeeze” Phase – Warming Prospects to Buying Temperature

15:50 – 19:15 | The “Bang” – Why Sales Are Often Missed and How to Fix It

19:16 – 22:52 | The “Blow” Phase – Delivering So Well They Can’t Wait to Come Back

22:53 – 25:50 | Building a Funnel that Pays for Itself – And Pays You Well

25:51 – 29:34 | Start at the End: Why Working Backwards Clarifies Everything

29:35 – 31:01 | Why Sales Isn’t a Dirty Word – And the Quarter-Turn That Fixes Everything

31:02 – 31:30 | What’s Next? Presenting Magically Express – And How to Join Us

Why You Should Watch

🚗 Understand your business like an engine—know which part is missing and how to fix it

🔧 Identify bottlenecks—whether it's unclear offers, cold leads, poor closing, or no follow-up

🔥 Gain a structure you can build from, whether you’re brand new or scaling up

🧠 Use NLP thinking to sharpen your positioning, audience targeting, and sales psychology

📈 Set yourself up for the next phase of growth with magnetic marketing and presentation

Keywords: business model NLP, client journey, how to get coaching clients, marketing metaphor, personal development business, sales process NLP, client acquisition, Suck Squeeze Bang Blow business

Hashtags: #NLPBusiness #SalesStrategy #ClientJourney #SuckSqueezeBangBlow #TheResultShow #NLPMarketing #CoachGrowth #TherapistBusiness #SmallBusinessGrowth #MindsetAndMarketing

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In this episode of The Result Show, David and Pete geek out over their love of photography—but not just for nostalgia. They draw powerful, practical parallels between cameras and the human mind, using submodalities and focus as metaphors for how NLP gives us manual control over our inner experience.

Whether you're a total NLP beginner or a seasoned practitioner, this episode is packed with golden insights:

Why you might be stuck on ‘auto mode’

How changing your internal pictures, sounds, and feelings changes everything

Why focus is your brain’s most important setting—and how to master it

This is one of the most vivid and accessible explanations of NLP's deeper mechanics—and it all starts with a Canon A1 and a monster Nikon.

00:00 – 01:25 | Why This Episode Is Special – Cameras, nostalgia & the Canon A1

01:26 – 03:16 | The Monster Nikon and Photography’s Vinyl Moment

03:17 – 04:39 | Submodalities: The Qualities That Change Meaning

04:40 – 06:25 | Point-and-Shoot Thinking vs Manual Mode for Your Mind

06:26 – 07:14 | Try This at Home: Moving Internal Pictures & Sounds

07:15 – 09:59 | Exercises on Dislike, Seductive Voices & Sergeant Majors

10:00 – 11:25 | Why Practice Makes It Stick – Like Learning to Shoot on Manual

11:26 – 13:00 | Focus and the Reticular Activating System (RAS)

13:01 – 15:10 | Why You Skid Into the Tree: What You Focus on Is What You Get

15:11 – 17:54 | The Power of Clear Goals – And How NLP Trains the Brain to Hit Them

17:55 – 19:14 | What's Coming Next: Using NLP in Sales and Marketing

19:15 – 20:12 | Next Time: Why the Episode Is Called Suck, Squeeze, Bang, Blow!

Why You Should Watch

📸 Understand how your internal “camera settings” affect emotion, motivation, and behaviour

🧠 Learn how to shift from automatic habits to intentional, powerful mental states

🎯 Discover why clear goal-setting activates your brain’s radar to find the right people, resources, and opportunities

💬 Play with real exercises using internal pictures and voices to feel the difference

🚁 Bonus: Real-world stories from driving, helicopters, and photography that bring NLP to life

Keywords: NLP submodalities, reticular activating system, internal focus, self-programming, state management, photography analogy, goal-setting NLP, mind reprogramming, visualisation, unconscious change

Hashtags: #NLP #Submodalities #MindsetMatters #NeuroLinguisticProgramming #FocusAndClarity #PhotographyAnalogy #GoalSetting #ManualMindset #TheResultShow

💌 Questions or comments? Email us: podcast@theresultshow.com

🎧 Subscribe to hear how NLP can help in business, life, and beyond.

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In Part 2 of our conversation with Elizabeth Cowper, we explore how NLP, hypnosis, timeline therapy, and Huna have helped her navigate the toughest challenges of modern leadership—including delivering a high-pressure TED Talk, building her company Ludo, and parenting through real-world stress.

From self-hypnosis and perceptual positions to the life-changing power of Ho'oponopono, this episode is packed with practical techniques and authentic stories that show NLP in action—not as theory, but as a toolkit for life.

🎤 Bonus: We discuss Elizabeth’s TED Talk journey—including the fears, mental blocks, and techniques she used to deliver it confidently (link in description!).

00:00 – 01:16 | Why Elizabeth Did a TED Talk – And what made it so hard

01:17 – 03:32 | NLP & Hypnosis Tools She Used to Prepare and Deliver

03:33 – 05:06 | Perceptual Positions: The Secret to Stage Confidence

05:07 – 07:30 | State Management & Why NLP Is the Ultimate Stack for Speakers

07:31 – 10:15 | Ludo: Elizabeth’s Business Helping Companies Support Women & Wellness

10:15 – 12:19 | Broadening Choice: Why NLP Helps You See the Options

12:19 – 15:15 | The Power of “Unwarranted” Emotions and Releasing What No Longer Serves You

15:16 – 20:00 | Ho'oponopono and Forgiveness – Letting Go for You, Not Them

20:00 – 21:10 | Elizabeth’s TED Talk (Yes, You Can Watch It!)

21:10 – 21:55 | Final Thoughts & Where to Learn More

🎯 Learn how to prepare for high-pressure presentations (like a TED Talk) using NLP & timeline therapy

💼 Discover how Elizabeth’s company Ludo is transforming workplaces by supporting mental health, menopause, fertility, and more

💡 Understand Ho’oponopono—a simple but powerful Hawaiian forgiveness technique that frees you from resentment

👩‍👧‍👧 Hear how NLP tools can also strengthen parenting and emotional resilience—even when parenting neurodivergent children

🔍 Find out why "unwarranted emotions" can block your growth—and how to clear them

Keywords: NLP techniques, TED Talk prep, workplace wellbeing, Ho’oponopono, timeline therapy, self-hypnosis, emotional release, leadership mindset, women in leadership, burnout recovery

Hashtags: #NLP #TEDTalk #Hooponopono #TimelineTherapy #EmotionalHealth #LeadershipDevelopment #WellbeingAtWork #LudoLife #TheResultShow

📺 Watch Elizabeth’s TED Talk – https://www.youtube.com/watch?v=QGyyFUKAFwM

🌐 Learn more about Ludo – https://www.weareludo.com

📩 Got questions or comments? Email us: podcast@theresultshow.com

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In this episode, we are joined by Elizabeth Cowper, a former HR Director turned entrepreneur, to explore how NLP has transformed her leadership, career, and parenting journey.

With 30 years in HR, Elizabeth has used NLP to coach teams, drive business strategies, and develop leadership skills in the corporate world. She also shares how NLP helped her navigate major life transitions, including divorce, and how she’s applied these tools to raise resilient and confident children.

💡 Key Takeaway: You don’t have to be a coach to use NLP—you can integrate it into leadership, communication, and personal growth to achieve tangible, real-world results.

00:00 - 04:22 | Elizabeth’s NLP Journey – From HR leader to entrepreneur, and how she first encountered NLP.

04:23 - 06:09 | NLP in the Corporate World – Using NLP for leadership, coaching, and driving business success.

06:10 - 09:26 | NLP as a Parenting Tool – Double binds, resilience-building, and supporting neurodivergent children.

09:27 - 14:40 | The Changing Workplace – Managing five generations in the workforce and how NLP helps leaders adapt.

14:41 - 19:20 | Empowering the Next Generation – How NLP influenced Elizabeth’s children and their career choices.

Discover How NLP Works in Corporate Leadership – Learn how questioning techniques, rapport-building, and future pacing drive results.

Learn NLP Parenting Hacks – From double binds to confidence-building, see how Elizabeth used NLP to raise independent, resilient kids.

Gain Insight into Career Transitions – Whether you’re in HR, business leadership, or entrepreneurship, Elizabeth’s journey shows how NLP elevates careers and personal growth.

Find Out Why NLP is More Than Just Coaching – See why you don’t need to be a coach or trainer to make NLP work in your life.

Keywords: NLP in business, leadership development, coaching for managers, parenting with NLP, personal resilience, business success, career transitions, communication skills, corporate HR

Hashtags: #NLP #Leadership #Parenting #Coaching #BusinessSuccess #CommunicationSkills #PersonalGrowth #TheResultShow

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