Why do some websites and ads work-- and others don't? There are as many theories as there are experts. One key explanation is usually overlooked. The energy the-copy and the graphics on the website, or in the ad, generate. If energy is present, it encourages people to stay at your site or read your piece; if energy is lacking, they will most likely disconnect or throw it away.

I've developed a system to discover whether a website or ad is/has a positive or negative impact on your energy system. I determine this by using a technology I've studied and applied for 19 years: Behavioral Kinesiology, or muscle checking.

Kinesiology is a way of determining how everything around us affects us. Initially, when I demonstrate this technique in my keynotes and seminars, it looks to the audience as if it's a trick. Once I have everyone choose a partner and then experience it for themselves, they self-validate what I'm sharing.

Two of our clients are Jack Canfield and Mark Victor Hansen, co-authors of the famous Chicken Soup for the Soul book series. Jack has stated he won't release a book unless it's been muscle checked! In December 1999, seven Chicken Soup books were on the New York Times bestseller list!

Here are the instructions so you can validate Kinesiology for yourself:

1. Your partner faces you with one arm at the side of the body and the other arm raised out until it is at a 90-degree angle to the floor, thumb pointing to the floor. Place one of your hands just above your partner's wrist on the extended arm. Place your other hand on your partner's opposite shoulder.
2. Instruct your partner to resist as you push down on the extended arm. You are not trying to force the arm down; you simply need to feel the normal level of resistance. Push with a steady pressure for several seconds; then release.
3. Keep the same position, arm extended. Your partner should now think of something sad or someone disliked. Allow a few seconds for focusing on the thought. Then push down on the extended arm. It will usually go down easily, though your partner resists.
4. Wait a few seconds, then tell your partner to resume the position while thinking of something gratifying or someone well liked. Again, allow a few seconds for focusing on that image, then push down on the arm. The arm will usually stay level and strong, even if you push harder than before.

Now that you understand the concept, let me share a bit of what I do to determine if a book cover is weakening, neutral or strengthening.

While someone looks at an ad, you can muscle check them. If their arm goes down, it means the ad is having a negative impact and will probably not be read. If it stays up, it means it's not weakening. The third level (which is too complex to explain in this article, but is included in the DVD) is to determine if the ad is strengthening. That's the level at which we want each Chicken Soup book to be.

If we discover something is weakening, we'll give input as to what specifically needs re-doing to get it to the strengthening level. One of the first ads I applied this technology to was an ad Burt Dubin, Speaking Success Systems, had run in SHARING IDEAS Newsmagazine. I muscle checked the ad wording and discovered it was weakening. I made suggestions for changes, and he did what I suggested. Here's what Burt had to say:

"I waited four full months to get back to you with my report on how well the new display ad in SHARING IDEAS is doing. You'll recall you muscle-tested my previous ad and found it to be a 'downer'. It weakened muscles. You called my attention to specific dissonant areas of the ad. You recommended they be excised. Then, you tested the new ad and found it positive. We tested the new ad. The results: Inquiries more than doubled. Sales fully doubled!"

Once you start applying this technology, you will discover ways to create high energy websites and promotional materials to capture the attention of surfers and readers. Anyone interested in selling 40 million books like Jack and Mark?