You do it already all the time. We all do it, since genes are regulated through the signals they receive from their (cellular) environment, which are chemicals and hormones, which are being released every time you have thoughts and emotions like fear, anger, love, compassion etc… This scientific field is called “epigenetics” and the pioniers of epigenetics are Dr. Dispenza and Dr. Lipton.
Subliminals do the same thing, you could say they upregulate your “salesman/lover/seducer/emperor/-genes” and downregulate the genes that got turned on from years of emotional conditioning.