Communication is vital for survival in an age of information that is undergoing a "shock-wave" of changes. Nationally and globally, we remain in a crisis in traditional literacy. Literacy, according to most dictionaries, is an unmoving term -- the ability to read and write.

According to National Institute for Literacy:

American businesses are estimated to lose over $60 billion in productivity each year due to employees lack of basic skills -- translated, means -- reading, writing, math and interpersonal skills all need radical improvement.

The number of companies reporting skilled worker shortages more than doubled between 1995 and 1998, from 27 percent to over 47 percent.

A survey of more than 300 executives found that, while 71 percent reported that basic written communication training was critical to meeting their workplaces changing skills demands, only 26 percent of companies offered this kind of training.

In order to stay competitive in the global economy, employers need workers who can read, write, compute, solve problems, and communicate well. Virtually everyone recognizes the emergence of computer-technology literacy and has ignored the counterpoint that is just as important, for navigating our way through the new world of communications -- oral communications.

Oral skills necessary for survival and success, goes beyond traditional literary communications -- to mastery of communications. Those who understand and become word merchants will be the winners of the future.

We mistakenly think that "great communicators" were born with a magical or god given ability to get across their messages with such command, influence and eloquence. Just as the language of computer-technology is, a learned language, so must the language of the spoken-word learned.

Spoken-words that influence and grab the listener's attention -- focus the listener's attention, interest, and compel the listener to take-action -- both greatly increase the suggestibility as a form of conversational hypnosis. Conversational hypnosis is ethical, effective and a leaned skill demonstrated by masters, such as our late president, John F. Kennedy, Ted Kopple, and Lee Iacocca.

Iacocca moved a nation with words: "If you can find a better car, buy one!" "Chrysler must be given a chance." During the Chrysler crisis, Iacocca made a riveting statement "My heart bleeds for those guys." All statements are very powerful and hypnotic.

Mastering mesmerizing conversation hypnosis will lead to maximizing your career because your communications will turn negative thinking into positive thoughts. Here are five steps to mastering conversational hypnosis:

1. Organize your thoughts and learn how to use vivid word pictures that free up the human imagination and activate creativity in the mind of your listener.

2. Listen carefully to the dreams and desires of your listener. Communicate the benefits of your products, service or ideas that help support their innermost dreams while connecting to each person in a real flesh and blood way.

3. Use the power of repetition in your communications. Example: "You'll love this program and it will absolutely change your life." "You'll love the way this program will change your life for the better."

4. Master the art of using metaphors and stories. Stories reduce banal communication, reduces tension and your listener becomes less critical when getting information in a relaxed and entertaining way.

5. Hone your communication skills -- your voice, articulation, tone and learn how to relate to you listener, talk with them and not at them. Deliver your message with heart, truth and cutting emotion.