They say, that to make beneficial changes in one's identity, that to do it through the conscious mind, is often ineffective and extremely gradual.
But when one can overwride the conscious mind through subliminal messages more permanent and lasting beneficial changes occurred to our identity because you have reached the subconscious mind.
They say that through subliminal messages you reach the subconscious mind and if the subliminal messages are of a positive nature for good things they will produce tremendous benefits for you.
But what have you heard?