Why Nonsense Works

Here’s some Nonsense:

BinkNyc for Spyro Poulos

Here’s some more:
BinkNyc Culture, Paper Planes

This page goes through 4 concepts used in the Neurochemical system which you can use to easily generate more business. Easily for us, because we have been using it for years. It may be difficult for you, even if you have a degree in marketing.

In a full Brand—ID campaign, we use 86 Tenets to assure we are on a correct and true path. These 86 Tenets are especially useful for getting a holistic view of the company and where it can grow. The 86 Tenets are a time-tested, heavily curated list of Human Default Patterns. Human default patterns are a part of human life, much like our need for air and water and you can’t avoid them—like growing old—hence the term default pattern.

The 86 Tenets comprise something we developed years ago called the Neurochemical system. The system is how we help businesses grow. Results are guaranteed. Yep, no one else offers it, we know.

Here, today we’re sharing a little taste—like a sample plate. We are giving away free samples of 4 of the 86 Tenets we use to galvanize and dominate market segments for our clients’ businesses.

First, let’s define what is meant by Nonsense and then, with your permission, I’d like to present a case.

Ready or not?
Here we go:

A. Definition of Nonsense

BinkNyc Culture

We use a very rigged, time-tested Process based on scientific findings and white papers.  

Let’s start this off with a little test. It’s a test for the subconscious mind. The first example of Nonsense:


“I cdn’uolt blveiee taht I cluod aulaclty uesdnatnrd
waht I was rdanieg: the phaonmneel pweor of the
hmuan mnid. Aoccdrnig to a rseearch taem at
Cmabrigde Uinervtisy, it deosn’t mttaer in waht oredr
the ltteers in a wrod are, the olny iprmoatnt tihng is taht
the frist and lsat ltteer be in the rghit pclae. The rset can
be a taotl mses and you can sitll raed it wouthit a porbelm.
Tihs is bcuseae the huamn mnid deos not raed ervey lteter by
istlef, but the wrod as a wlohe. Scuh a cdonition is
arppoiatrely cllaed Typoglycemia.

“Amzanig huh? Yaeh and you awlyas thguoht slpeling
was ipmorantt.”


If you could NOT read this or need the correct text < click here >.


Apparently, the jury is out whether or not this text you just read is from an actual Cambridge University study or not. I don’t care either way. The fact remains that most people can still read this despite the typos and jumbled letters. This Nonsense works. It can still be read and thus comprehended.

Your mind naturally makes order of things and does so with reasonable accuracy. Why are most people still able to make order in chaos and how is this useful in business.


A little more nonsense:

BinkNyc Cigar Party

When a designer or copywriter uses the words “eye-catching,” this ^ is exactly what it should mean. It CATCHES and stops the Eye in its tracks. The mind likes to fix and make order of the chaos.

Aesthetics and beauty are a separate issue.

BinkNyc Culture, events

Eye Catching graphics and images work better when there is something wrong or  with them—the anomaly rules in graphic design! It stops and jars the eyeballs and throws the mind for a little loop-de-loop.

This particular graphic adds humor and familiarity designed for the specific age group of the men we were attracting to this fun event. Cigar smoking real estate: contractors, brokers, moving companies, plumbers, union leaders, etc… were the people who came. These industry types were the ones we were trying to reach!

Cigar City, Breuk Iversen

It was a for a cigar party, at the Terrace Club, a power group of real estate people with an entry fee of $150 per person. It worked.

As a designer, my job is to get someone to spend TIME-solving chaos and to get into looking at the graphic trying to identify more anomalies. As a standard premise, the more time a viewer spends IN the graphic, the better, so I found dozens of high-quality cartoons and photos of the club then I composed the two in Photoshop.

^  Assignment: POSTCARD for an exclusive cigar party at the Terrace Club in midtown Manhattan. If you got an invite to this event, then you were a V.I.P. ^

Cigar City, BinkNyc

Back to Nonsense
This is going to be one of the more useful E-mails because I’m sharing a few sacred Neurochemical techniques with you. You won’t find them applied exactly the same way anywhere else on Earth.

It’s curated and a specialized system based on mathematic and scientific systems used for business and publicity. It’s been compiled and developed only at BinkNyc. These are also used for publicity in the service and product based sectors. This is why we can guarantee our results.

Well, to be brutally honest, you can find them on Planet Earth. They are out there. I can tell you that only a handful knows about it and even fewer have combined the combinations of systems that we have.

This is where the potency of the BinkNyc Culture Neurochemical brain system meets mathematics and science. The Process has 5 main stages.

B. The Process
Bink Process

Here are briefs of each stage and what each stage does.

1. Research – Identify the market: values, lifestyle, attitudes; type, demo.
2. Planning – What are their subconscious & emotional wants and desires?
3. Creation – Address their needs through the best media and messaging.
4. Application – Do it yourself or get someone who is better at it than you.
5. Measure – How did it go and what is your result?

The last stage. 6. Increase is after you hit your projected benchmark ($$$). If you run into a problem when you get to Stage 5. Measure, go back and double check the previous stages: Planning, Creation, and Application again. Something is missing.

As you go through each stage you’ll soon realize the power. On NO account should you attempt this without some basic knowledge of advertising, branding, communications, design, sales, publicity and marketing. It’s best to see or speak with us or someone who knows enough about these methods and can provide a Return On Investment (ROI).

6. Increase – Go through stages 2-5 again. This time you increase the investment you’ve spent with the resources you’ve collected from the first time passing through. If you go with the same amount or less, you’ll head down the Crash and Burn stage.

We don’t use a Crash and Burn stage but, it exists.

Don’t Repeat.
Some people; books, blogs, and articles tell you to Repeat. This doesn’t work!. Repeating what you did is like telling the same joke over and over again to the same group of people. It gets pretty old, pretty quick.

Even if the joke is AMAZING, after 2 or 3 times you’ll have to switch it up and tell a new one. Customers are much smarter than most marketers give them credit for. So Don’t Repeat.

C. Lifestyles

3 samples of explaining the benefits of owning an iPhone
according to 3 different lifestyle types. Lifestyles are used in branding and it’s all about how these three different types view the world around them and interact in a society.


Type #1 (The Brain)

It is a transportable, pocket-sized cell-phone device that I can add ‘apps’ to and releases me from the confines of my desktop. I check it frequently and it keeps me in touch with family, friends and is used for many professional correspondence.

It’s great. I admittedly use it to check Facebook and to tweet.


Type #2 (The Motivator)

I don’t know what I’d do without my iPhone! I keep everything on there and it has revolutionized my world. The possibilities are nearly endless with what you can do with it. I use it to order food, keep in touch with people, play games, look up words, take photos, videos and journal my thoughts. It feels good in my hand.

I admittedly use it to check people I like on Facebook and Twitter.

Type #3 (The Pioneer)

My iPhone holds 16 Gigs of apps, music and a large series of iBooks. I keep everything backed-up on iCloud regularly. It has an eight megapixel camera on the rear panel. The camera has a back-side illuminated sensor, HD video capture (1080p) at 30 frame/s, Aperture f/2.4, image signal processor and facial recognition features.

I admittedly use it to watch people I like on Facebook and follow on Twitter.    


This is very much like The Three Hats article. Can you recognize which one sounds most like you?

Is it Type #1?

Is it Type #2?


Is it Type #3?

PLEASE ANSWER THIS before you scroll down and see the actual statistics.


Regular Guy Hat Technical Hat Official Breuk Iversen hat






Type #1 (The Brain) represents only 18.3% of the NYC Population.
Type #2 (The Motivator) represents 38.6% of NYC.
Type #3 (The Pioneer) represents only 11.8% of NYC.

I’d love to share exactly how I know these stats but, this info is for our clients only. It’s from one of the top research institute in the US. They developed and completed the system in 1977. The success of their system is that it has been extraordinarily accurate since 1977. Today the licensing in $60,000 per year and you MUST buy a two year subscription ($120K).

Next what you’d do is superimpose the information above noting their psychological/societal dispositions and apply them with the next technique.

Next, see the chart below:

D. Statistics

Neurochemical Infographic, BinkNyc Brand—ID
FULL SIZE: BinkNyc infographic < click here >

You Are Cordially Invited To Test these 4 Techniques (and The Process).

A. Definition of Nonsense
B. The Process
C. Lifestyles
D. Statistics

When it works and you make a fortune and then you’ll have the money to hire our firm. Hopefully, the price point will be within your budget by the time you test this. If you wait a year, I can pretty much assure you, it won’t.

Once you try these principles and apply them, let us know how it goes. If they don’t work as you’ve planned, call me. I’d be happy to take you through The Process.

 (I hope you are beginning
to realize what this can
do for your business.)

I’m like that guy you can hire to kill the BAD GUY. Hell, I’ll even kill the good guy too and let the bad guy win every once in a while > http://youtu.be/2szNtnS7Bh4?t=41s

Call (718) 578-6613

Let’s Recap:


Start with some Nonsense. Then move to The Process. The Process starts with #1. Research. Without it, you are shooting in the dark and viewing the world around you based on your personal biases. This is likely a FAIL. Your personal biases are limiting and to put it bluntly: useless

1. Research – Identify the market: values, lifestyle, attitudes; type, demo.

Then, just follow through the other steps: Be mindful of the target’s LIfestyle and always use the useful Statistics.

This is used in Advertising, Branding, Communications, and Design (web and graphics) at BinkNyc Culture. We go through 80 other checkpoints after considering the four above.

We’ve nearly mastered this at BinkNyc. I say ‘nearly’ because a client is paying for it so, they do have a say in the matter. So often they want to do it their way or the highway. Quite often, their ‘say’ is to their own detriment. Their failure results in our failure also.

What!!! Why?

    1. Because they are NOT their customer. Some forget that.
    2. More often their optimal target customer lives, breathes and
      thinks in a very different way than they do.

If you are a “The Brain” type, you only represent 18% of the NYC population according to one market system we use. This has been thoroughly tested with startling accuracy since 1977. It has only fluctuated a percent or two since 1977. This means that the attitudes, beliefs, and values of 82% of the population think very differently than you do.

In order to effectively reach the target market, you could use a lobotomy or at the least be capable of leaning toward a sociopathic disposition. Seriously.

It’s not about Right or Wrong. These are mathematical and scientific facts.

Ok… You may be saying,

“Yeah, great, so this all nice and dandy so,
Nonsense come in?”

I’m glad you asked. It’s a fantastic question. Let’s do this right now.

If you look at a chart above, the first statistic says: “95% of our decision to purchase is subconscious.” Now, that statistic is from a scientific study from Harvard Business School. It actually works.

You’ve used it yourself, time and again, and perhaps without consciously realizing it.

You know when people send out an ad or message and get a 5% return on their effort? By many marketers, that is considered a ‘good’ return on your investment!  Well, add 95 + 5 = _______? What does that equal?

95% is subconscious and this leaves 5% for the conscious mind making the decisions.


So, when you send out that sales pitch or run a special and you only get a 5% return, it means that you are hitting the rational side of the brain. It works like math. The question then becomes “What is in the subconscious and how do we reach it?”

The answer is to use an irrational approach. That’s where 95% is. We call this area: Nonsense. : ))

I can’t tell you how many clients’ I’ve had that have gone through near nervous meltdowns with some of the ideas I’ve given them. In their minds’, from their perspective, they may say: “This will NOT WORK.” 

Ahhhhh Haaaaa, the science says otherwise.

Then I give them the statistical surveys and rationale for the Nonsense approach. We usually need to get to the 4. Application stage (- Do it yourself or get someone who is better at it than you) first.

If not, feel free to go to the Crash and Burn stage.

We’ve fortunately gotten more swimmers than sinkers and are truly blessed.

BinkNyc, Breuk Iversen

Test It. Use it. Live it. Be it. Then tell us what you get. We’re dying to know. 😀

CALL (718) 578-6613
with any questions or concerns.
If you call, I’ll answer.

Thank you,