Your subconscious is like a firewall. It has a very large set of rules that help it to process everything that comes at you non-stop. In order to do that fast enough, everything needs to be neatly placed in a little box. If something doesn’t fit in a box or conflicts with one, your mind short-circuits, comes to a screeching halt and goes ‘blank’ for a moment while it figures things out and makes the world right again. Only lasts a few seconds, but to the subconscious that’s an eternity.
Hypnotists often use it for speed-inductions, because for a very short moment you become super suggestible. You can imagine some guys have learned how to use it in seduction. It’s also funny to use on waiters or similar service personnel that have memorized long lists of things.
What does that have to do with subliminals?
Who you are as a person is also in those little boxes. So there’s a box for every belief you hold, a box for every habit, a box for every aspect of your personality.
Now… when someone tells you that you are awesome, the subconscious looks for boxes to prove that. If it doesn’t enough proof to back that statement, it will reject it. It doesn’t match with who it believes you are and it doesn’t have time to make it match.
But when someone asks a question, your subconscious has a compulsion to answer it. A question without an answer is something without a little box. Which is why when people ask why they are not losing weight, or why they are so scared to approach somebody they like, their subconscious will happily come up with the answers for them.
But this “addiction” to answer every question cuts both ways. The subconscious can reject a statement without spending any time on it. But it can not reject a question.
So when you instead ask yourself why you are so awesome, your subconscious looks at all the little boxes and starts to mix-and-match them in order to create a story, a narrative, that would answer that question. If there are parts missing, it will make you do the missing things. It is obsessed with finding an answer, no matter how long it takes. Until it has one, you are going to be uncomfortable. Anything can happen, from stress to mood swings to loss of focus. But your subconscious will always find an answer that works.
By the time it is done, your subconscious is able to answer why you are so awesome. And the more often it has to answer that question, the more evidence it starts to find. And when your subconscious has to look up the same evidence over and over to answer the same question, it will eventually create a shortcut to save time in the future. A new little box that states: you are awesome and this is why. Next time, no more looking for answers, the answer is already available.
So that’s how SubClub subs work. They don’t tell your subconscious that you are awesome. They assume you are indeed awesome and then challenge your subconscious to prove them right. And during that journey of self-discovery, your subconscious makes you awesome.
In a way, SubClub is using a flaw in the system.
Seems easy enough, right?
The difficulty is in asking the right question. Like those stories about making a deal with evil, or bugs in a computer program causing massive damage because of one tiny typo, your subconscious take the question as literal as it can and often ends up with the wrong answer. A valid answer, but not the one you were expecting.
So you need to ask questions in such a way that the only possible answer is the one you want to have. Zero ambiguity.
And that is why I would love to donate Fire’s brain to science. After I download it. 
