How and Why
We Think What We Do


That line has run through just about everyone's head at one time or another.

Building The Illusion is all about just that - how the brain is structured to make us think like we do.

As much as we like to think of ourselves as individuals, our brains all work the same way. If it were not so, communication, and survival, would be impossible. Our ability to communicate makes us what we are.

Although we often assume that when we actively think about something we are using conscious thought, most of what is going on is coming from the subconscious mind. That is, most of what you think of as conscious thought is actually a process of incorporating new information with subconsciously stored data. By learning how information processing happens we are more able to see the subconscious action going on in our active thought processes. We become able to control more of what we think.

This guide is not about NLP - which I find to be a misnomer. It should be called Neuro Linguistic REprograming. Your mind's programming processes begin the day you are born. What NLP is about is re-programming yourself after you have been sufficiently screwed up from the original programming to feel you need to reshape your reality. Building The Illusion is about how you got to that point in the first place.

This book isn't about advertising either - although advertising techniques are the modem I used for delivering the concepts. Many of these concepts are easily demonstrated in how they are used in advertising. When you see how advertisers apply principles, you can more easily see how they apply to other areas of life as well. Once you understand the principles of mind function, you can apply them to any source of information your brain receives, whether it originates from family, government, or the environment itself. You can also see how to use them more effectively when you need an edge in being persuasive.

For marketers - although the guide is not strictly about advertising, advertisers will benefit from knowing the basic principles of cognition. Different forms of marketing will always evolve to replace others, mainly because many bad advertisers hype material until their manipulation becomes transparent to those receiving the information. Suddenly anything similar becomes suspect. That's when it does an advertiser justice to know the basic principles of how the mind works. If the techniques taught to you cease to work, you have to figure out on your own what else does unless you have access to other successful marketers who will periodically spoonfeed you new formulas (which aren't so new by the time they are willing to spill information about them). And so it goes.

The most important reason I have used advertising as the illustration for the principles examined, is for the reader's entertainment. Face it - it's science, and science can be extremely dry. My goal is not to make you weed through pages of erudite academia. I've been there. It wasn't fun. I want you to enjoy the guide.

Building The Illusion is a blend of linguistic and cognitive sciences. The information is based on the Sapier-Wharf theory, which is about how perceptions are recorded and associated to form thought. It is combined with the work of Barnard J. Baar and Stan Franklin (The Neurosciences Institute and Institute for Intelligent Systems) regarding how memory, sensory, and reasoning departments work together to build our perceptions of everything. Accepted theories in socio and pyscholinguistics are used to present the information in a manner that makes it easy to understand and to apply to the everyday world.

If you've ever had an interest in really finding out why we think like we do, this is a good place to start.

Please note that this is an electronic book, that is an eGuide that will be delivered electronically via download. Adobe reader will open the eGuide.

About The Author: Sally Taylor (a.k.a, Sal or HeySal) has a Degree in linguistics from the University of Michigan where she studied psycho/socio/ethnolinguistics, cognitive sciences, and sociology. She has 25 years of experience in rock and gem hunting, (her favorite pastime), over half a decade of earth science research, and 30 years of research and experience in natural nontoxic self care.

She owns two websites related to these topics: and