Answers:
It's the theory developed by Bandler & Grinder that:
1) People think with primarily Auditory, Visual, or Kinesthetic means
2) If you match what you say to how they think, you communicate better
3) You can hypnotize & persuade better by matching the "predicates" (words you use) to the thinking style of the person you're trying to persuade.
Example:
Person says: I feel upset, so I grab a smoke.
Tell them: Those powerful feelings can be relieved by a walk.
Person says: I hear my husband yelling, all day long
Tell them: Hearing his voice is like the sound of bricks hitting the sidewalk, huh?
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