Kevin Hogan

International Speaker

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Their Attention on You, is Priceless and Predictable

Their Attention on You, is Priceless

I had just spoken for three hours to an elite group in Warsaw. The people could have headed for the exit when I had concluded. But this is the result that occurred. I want this to be the result YOU experience.

And remember when you have an abundance of attention, giving a little piece of that attention to as many people as want it, allows you to be both magnet and an excitement generator. Watch the faces of the people and see if this is true.

You walk into a room with 100 people and because of what you are wearing, how amazing you look, your advanced billing, who you are with, or what you are carrying,

(1) everyone flashes on you.

(2) You will either capture and hold their gaze or it will move along to another person.

You’ll learn today you don’t want attention at all cost, you want that initial split second to be consistent with what you are there for. If you walk into a board room wearing a bathing suit you’ll get attention, but (3)  if the ongoing attention doesn’t fit with your role there, you lose credibility. The attention that could have been positive becomes a disaster.

Legend Point: Your captivation must be context specific or you lose your desired outcome.

Let me explain…

Instagram. If this were your place of connection with fans, your  reaching 100,000 followers COULD net you about $5,000 for a post with a brand that fully resonates with your Instagram content.

Think about it: You built from scratch an Instagram account that was all about traveling around the world. There was nothing about your philosophy, your kids, your job. Just images of destinations that are captivating. For some reason your account got followed and thousands of others just like seeing it every day.

Sounds easy? You captured attention in a flash one day. They followed you after looking at your posts. And they’re always about the same thing. (This is your Instagrams account, brand!)

There’s a million ways to screw up this account on the road to 100,000 which instantly reveals whether you’re serious about this micro-niche, or not. When it’s clear, your Instagram is the real thing, there will be an established company with money becomes interested.

In this case you made it and now you can be rewarded with an exclusive deal with a travel company of some kind.

Imagine if your entire two years of posts are better niched.

Instead of “travel” it’s all about cruises for singles and your account has that same 100,000 followers.

NOW that $5,000 per month sponsorship could be worth $10,000 monthly to one cruise line because you are reaching a VERY SPECIFIC audience that is tailor made to their market.

You captured and HELD the attention of 100,000 people over time, and THAT is impressive.

Attention is something that you will capture in one or two “places.” (this is true in both the virtual or in real world) Trying to be seen everywhere is not going to work in real life.  Learn how to capture, hold and make the attention “brand specific” and you can build wealth.

Good news:

You don’t need 100,000 followers anywhere to be successful. The rules of Attention Capture are the same whether you use social media, television, webinars, books, podcasts, newspapers to be seen.

Legend Point: There is a DIFFERENCE between what gets attention and what gets picked (bought), but if you DO NOT get attention, you CAN NOT get “picked up off the rack!”

However, getting attention in a way that is not consistent with you as a person or the product/service you sell then you are like a carnival act. Funny to look at, and go home with nothing.

The attention you capture must be BRAND CONSISTENT, and because YOU are a brand, you probably want to consider some fine tuning that brand image.

Attention that resonates with who you or your company are, is what you strive to achieve.

Now you understand that meaningful attention has three aspects. Let’s focus on the FIRST.

Think of  an attention flash like the momentary trigger that stops certain people from looking at what they were looking at…and instead look at you. Remember you don’t want everyone. You want to capture the attention of specific people for a specific purpose.

For example,

  • How would you like to be THE ONE  that the girl (or guy) sees and considers FIRST?
  • How would you like your product or service to instantly stand out from all the others?
  • What would happen if they thought of you, immediately when they wondered who could solve their problem?

Legend Point: You’ll need to use ONE of the following FIVE Factors that will be certain to bring attention to you.


1. Surprising (unexpected) Place, Placement, Position – If you fly into the stadium on a helicopter, no one is expecting that. It’s surprising. When something happens in one specific location that is surprising because of the location or placement in the location, that’s often enough to have an attention flash.

Coming up the road to the turnoff to the development I live in, the only way to know where to turn right is not by seeing a stop sign or the road itself. Nope. It’s a tree that is 120 feet tall it continues to grow at a 45 degree angle. The boulevard is impossible to miss and that tree captures EVERYONE’s attention.

2. Surprising Sight (didn’t see that coming) or Comment – Driving down the two lane highway last week, a car jumped the meridian from his lane of traffic, into mine and drove head on toward me, out of control and unable to regain control of his car. You don’t expect this behavior from a car. You can’t predict it. It caught and held my attention as I veered off the road. The attention and it’s meaning were so profound that I’m telling you about it a week later.

And speaking of surprises there’s one for you on the next page…Continue…

3. Surprising Moment (ex boyfriend walks in) or Experience – You’re watching the game on TV and the ex walks in. Or maybe you’re with your girlfriend in Vegas and you propose on the casino floor. (Talk about attention.)

4. Salience (Something that is important to YOU) – I walk into my hotel suite only to find it is a regular room, 30 square meters. This is important to me and I have to call down to get moved to a suite. A letter from the IRS is pulled from the mailbox. An email from someone offering you a book contract. You’re at the store and see the ingredients you need to make a birthday cake for someone.

Salience simply means that something is important in this moment to you. (Seeing those same birthday cake ingredients next month won’t matter a lick. But the IRS letter will always be special…)

5. Entropy (Message fading or randomness in moving experience) We naturally attend to things that are fading away. You’re taking off in an airplane and all the other planes at the gates and landing are very quickly little dots on the ground as are the cars and buildings.

A common special effect in video is the fading of a picture to another image or simply a blank screen.

[Scientific research culled from just released work by Lauren Itti, USC and Pierre Baldi, UCI]

Think of the five factors and creating attention getting flashes becomes much easier.

Legend Point: There is a DIFFERENCE between what gets attention and what gets picked (bought), but if you DO NOT get attention, you CAN NOT get bought!

The scientific research showed that SURPRISE is the most important factor in attention, followed by salience (importance to YOU), and entropy (unpredictability, randomness of events or experience).

Legend Point: YOU can utilize all three different elements of surprise. Surprise is NOW PREDICTABLE. The researchers have discovered that surprise is the affect (EMOTION) of information or perception of information by the observer.

Write that down. Tape it to your computer.

“Life is full of surprises, ranging from a great Christmas gift or a new magic trick, to wardrobe malfunctions, reckless drivers, terrorist attacks and tsunamis. Key to our survival is our ability to attend to, identify, and learn from surprising events,” say Itti and Baldi.

Until now surprise was not able to be modeled. That has now changed!

Here is an example of how a top salesman in Poland got me to get me to touch his car…and his hand. The event had finished an hour earlier. I was hot in the 92 degree amphitheater but Krystof managed to get me to smile and be just a little uncomfortable, gathering attention and pictures of his success. Brilliant strategy on his part.

YOU can BE #1. Utilizing these scientific discoveries, you can get attention, stand out from the crowd and be picked up like a menu!

Now: Some facts from the research that you and I can easily understand and apply. Through thousands of measurements in numerous experiments the scientists learned that:

  • a continually blinking light on a static background quickly gained attention…and shortly thereafter lost it.
  • a shower of low level random pixel showers excites at first but rapidly only becomes a low level interest

It’s like I tell my son…”a joke MIGHT be funny the first time you tell it to someone…it’s not very likely to be funny the second time.”

Surprise can take many forms as the researchers have shown us. Coupled with salience and entropy you have the factors of making YOU #1.




Science of Influence

The Science of Influence Master Volume VI – Invisible Influence

Knowing What They Think and Who They Think You Are

Do you need to have listened to any of the previous CD’s to use this program?

No. It has been intentionally designed to be newcomer friendly.

For those of you who have only been “here” for a year or less, this program, The Science of Influence Master Volumes 61-72 is my effort to “top” what most everyone reports as their favorite set of the Library, 49-60.


When I listened to it, I felt comfortable that this program
accomplishes that. 61-72 is superior.

This program is brand new, unreplicated material.

The field of influence and it’s subfield of persuasion continue to grow
with fresh research from the best minds on the planet.

More books about persuasion were published in the last three years
than in recorded history to date.

Almost all of these books were rehash of Cialdini, Carnegie, and
myself. There wasn’t really anything new.

But the persuasion and researchers….well that is a different story.
I had a “field day” this year stacking just shy of seven FEET of research.
I’ve synthesized this with results from dozens of real world applications.

Here’s some of what I’ve distilled from current research that you
can put into immediate use:

We learned a lot about the relationship of how people “feel about
products, services and people” and the mental shortcuts they use to

The first cluster of material I developed was about how people
connect with YOU when they buy from you.

So, Who Is Your Customer, Anyway?

What do they think?
How do they feel?
Does it matter?
So what? Can that be used for ANYTHING?
Turns out it can….

Identity in Persuasion

It’s in a cluster I call IDENTITY.
Identity research could fill 12 CD’s all by itself, but that would
have left too much excluded that I wanted you to have NOW.

So, I put together the core concepts of IDENTIFICATION and IDENTITY
and how YOU can utilize this cluster of information in influencing

One example would be something like,
“If you know someone is a Republican who voted for Bush in the last
election, how does that help me predict what they will think, buy,
and feel about it all today when I ask them to buy from me?”

Obviously we all identify with other people.
Around the house here and in the home office, you’ll hear people
refer to me as being just like HOUSE (House M.D./Hugh Laurie). I find
that hard to imagine as he is older than I am and uses a cane….

In public, people tell me that I remind them of Kelsey Grammer,
Robin Williams, Drew Carey and David Letterman all rolled into one.
Must be a very overweight guy….

So the point is that they identify me….with them.

That means they will SEE ME through those filters. Those filters
will completely change their perceptions of me, my work and whether
they will hire me or not. For years people have used the word filters….

How would you like to know what that REALLY MEANS?

How would you like to understand what you get from a filter?!

Identification and Identity are profound areas of influence research
that are now coming to the surface. It’s nothing short of fascinating
and of course no one knows about it yet.

I DID see a couple of Internet Marketers use material that they got
at Boot Camp where I touched on Identity. I think they did rather
well in their launch…..

Aside from that you will be the first to use this virgin research.

Because the concept of “persona” is so poorly understood and
underutilized outside of show business and branding, I do show you
how to develop your own persona. Little is more important in being
THE person want to do business with…I’ll come to that in a

I decided not to open with something so profound, however.

10 Simple Steps to Persuade Anyone

Mark Joyner, who is probably the all time #1 Internet
Marketer on the planet, asked me to write a small piece of his book,
Simpleology. (Very good book btw)

He wanted 10 steps I use when I persuade. Not when other people
persuade, but when I do, and he wanted me to make them simple and
easy to understand no matter how complex they are.

That was a challenge but in doing some self-modeling I was able to
develop quite a cool construct that I’ve never written about and now
for the first time you get it all.

This one long CD is of significant value to those who want to
influence, especially in business. I’d like to say it’s worth the
price of admission but would you think one CD could be worth $600?

Maybe not…it is…but maybe not. So I’ll just say it’s pretty
excellent and leave it at that….

Influencing the Long Tail

Finding the meeting point in the world between you and the universe
of people who would LOVE to do business with you, is the subject of
the next couple of CD’s.

Legend Point: YOU are THE answer for a group of people out there.
I show you how to project the image and persona you need to project to
draw that group to you.

This portion of Science of Influence 61-72 is just too cool. It was a
lot of fun to synthesize the work that’s been done in this area and
make it pretty simple to understand and just as easy to make real for

Persuasion’s Best Kept Secret

In Science of Influence Four, I briefly touched on MVD.
MVD is short for Most Valued Dimension.

No one (no one) had ever reported this phenomenon to the public
except …me.

So for most people, it was so unusual that it went right over their
heads. But about 20 people wrote this year and asked a ton of
questions about how to calculate the MVD for themselves.

This is an incredibly potent persuasion tool that is waiting for
people to learn. This is NOT easy and it is NOT simple.

I have made it approachable.

If you really want to know WHY people pick YOU and YOUR PRODUCT,
this is the answer.
 Once you know WHY people pick YOU, it is a lot
easier to project those FEATURES (NOT BENEFITS) to the public.

Once again, if I could say that this CD was worth the price of
admission…..but I won’t. I’ll wait for YOU to tell ME.

How do Mind Readers Know What You’re Thinking?
The other thing people constantly ask is how I read their minds so


The Mind Reading CD is *definitely* worth the price of admission, no
maybe’s about it. It’s frigging excellent.

Yes. I show you what to do, what to say, and how.

Enough said….you’ll see. (And do listen to this CD numerous times.)

The Ultimate Power Factor in Persuasion

CD 67 discusses in detail the two most important factors in
persuasion, bar none.
In detail that I’ve never given this subject, you will gain an
awakening awareness to these two core concepts of behavior and the
keys to control of behavior.

Subliminal Persuasion & Perception

The 3rd most commonly requested information was “subliminal X.” Man, do people want to know about subliminal stuff and you should, too, because it is the future of marketing and influence.

Sooooo….you get it one crystal clear hour where I pound out recent research and what it means to how you will persuade, or not.

Fewer people ask for “recent research” unless we count “what’s new in persuasion,” and then that is what the next program is about.

Current Research Gives You a 3:1 Edge

Current research in persuasion is voluminous and over the next two CD’s I cover a LOT of stuff quite quickly almost always with examples
and specifics for YOU.

New research is always intoxicating because it is stuff no one knows about yet…because it is new.

And I love new stuff…

Eminently useful immediately.

You will like. You will put into use immediately. The final two CD’s are pretty cool.

A Complete Guide to Analyzing Your Customer

For the first time ever, I show you how to analyze your customer.

The questions you want to ask YOURSELF about YOUR CUSTOMER (or the girl or whoever) and then I show you how to utilize that analysis to
cause people to “change their minds” (and yes, their behavior). Once again, cutting-edge research merges with real world applications and makes you the master. (Well, maybe not after listening just once…but, drill this stuff into your brain a few times, and you will do very well, indeed.)

Science of Influence Volumes 61-72 will take you through the next quantum leap.

It’s not only cool, it’s approachable, it’s exciting, it’s intense.
You will be the first to have almost all of this information. You will be the first to use this information and I’m excited to be the person who gives it to you.

12 hours on 12 Audio CD’s

150-Page Manual on CD

Get Science of Influence VI Today!

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Author of The Psychology of Persuasion, Irresistible Attraction, and The Science of Influence, Dr. Kevin Hogan is trusted by organizations, both large and small, to help them help their people reach their personal peak performance and maximize influence in selling and marketing. Kevin is an internationally admired keynote speaker and corporate thought leader. In Coffee with Kevin Hogan, he shares his research, observations, and how you can apply them in your life – both in business and at home.

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