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It all started in 1988 when Jeffries self-published his own book, How to Get the Women You Desire into Bed. The man who turns wimps and geeks into supercharged macho studs.’ The change worked.

The subtle, un-offensive tone of the book on how to woo women carried little weight. But Jeffries was sure it wasn’t the message that was wrong, but the way in which that message was delivered. When chatting women up he would remain subtle and understated, that was his technique after all, but in order to make money, and train other men, he had to appeal to their animal urges. “I thought: I’m going to be the most unsubtle, brash, obnoxious, loud mouth there is,” he says, inventing a character that he would play with great success – that ‘character’ was Ross Jefferies. After gambling his last 0 on a full-page ad in a magazine that extolled his pickup abilities, Jeffries got a call from the number one chat show in America at the time: The Phil Donahue Show.

Except that Jefferies’ field isn’t creating computer programs. Jeffries is known in the pickup artist (PUA) community as the pioneer of seduction techniques.

He developed his skills using a mixture of hypnosis and neuro-linguistic programming (NLP) and set the benchmark for the success with women using such approaches.

When his book was published in 2005, it proved equally successful.

The Game featured on the New York Times Bestseller List for two months in 2005 and spawned a VH1 television series The Pickup Artist, hosted by 'Mystery'.

Throughout time, Grinder further developed this technique, allowing men to understand and unlock the female psyche—so much so that it became a deadly and almost a forbidden method as it had been known to mess with women’s minds.

Derek Rake came to the SIBG lair here in Baltimore to speak during the “birth” of this technique, and we were privileged to witness the formulation of one of the most effective seduction technique ever known to mankind.

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He looks like an older Mark Zuckerberg – an apt similarity, given that, as with Facebook's inventor, Jeffries is the founder of his subject.

The book may have ended with Strauss, and various other members, leaving the community – some of them, including Strauss, even denounced its techniques. He was there at the start and he would be there at the end.

To look at, Jeffries isn’t your typical ladies’ man.

Rolling Stones did a feature story on him in 1998; he was the inspiration for Tom Cruise’s character in Magnolia the following year, and then in 2000, Jeffries was introduced to British audiences through Louis Theroux’s Weird Weekends series.

At the height of his powers, Jeffries wasn’t just synonymous with the seduction community, he was the seduction community.

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