It's all about changing your own feelings and thoughts, behaviors... creating a signal to make yourself feel good by remembering a time you were happy, breaking negative , limiting though patterns, etc. It's become a bit for a craze in recent years - the psychology section in my local borders has a whole shelf for it. They use the creating rapport techniques for salesmen and men who are out to pick up women. Theres a famous self help guru/hypnotherapist called Anthony Robbins who writes a lot of books on it - he was in the film Shallow Hall as himself.