After approaching the group, he continued, the key is to ignore the woman you desire while winning over her friends-especially the men and anyone else likely to cockblock. If the target is attractive and used to men fawning all over her, the pickup artist must intrigue her by pretending to be unaffected by her charm. This is accomplished through the use of what he called a neg.
Neither compliment nor insult, a neg is something in between-an accidental insult or backhanded compliment. The purpose of a neg is to lower a woman’s self esteem while actively displaying a lack of interest in her-by telling her she has lipstick on her teeth, for example, or offering her a piece of gum after she speaks.