[Attention: This article contains two $10,000 keys!]
Come on….scientifically proven?
- How would you like people to say, “yes” to YOU?
- How would you like to be the one 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?
Scientifically proven. (That means it’s going to make you money and increase your attractiveness.)
The research is new. No one has it. I didn’t have it in complete form until YESTERDAY. (That means you will have more money and be more attractive than those with whom you compete.)
Have you ever wondered how a Governor of Alaska, a rookie at that, could end up as the Vice President of the most powerful nation on the planet?
What about a rookie Senator as the President?
Forget whether it SHOULD happen, just think about HOW it happens. There’s so much to be learned about personal “branding” and “framing” in this election it never ceases to amaze.
Now, let’s just stop before we get going…
Before we begin, think about YOU and your friends and your colleagues.
You know someone who is a real estate agent.
There’s a MILLION agents in the USA. A MILLION. And there’s not enough buyers to even pay the bills of 1/3 of those people. HOW can your friends be in the top third? How will those few buyers and sellers be able to find YOUR friend?
You know someone who is a financial planner/insurance salesman.
There are a MILLION of these professionals in the USA. a MILLION. But only 1/2 will be able to succeed in the profession. How can your friends assure that themselves that they will be found by future clients?
I guess you and I know a lot of people who are competing for customers and clients….so let’s ask a good question and hope we find a better answer:
What the heck can you do to make sure that YOU are PICKED as the person that YOUR customer WANTS to do business with. WHAT can YOU do to STAND OUT as the OBVIOUS person that EVERY intelligent person prefers to be with, work with, and entrust their problems to?
Starbucks, Microsoft, Wal Mart, McDonalds, iPod…. and NOW, YOU! Brands and people (and people *can be* brands as we found out in Boot Camp last year) that stand out from the crowd and blast competitors so far out of the water that the others are meaningless….. What is it that attracts attention to the winners and not the losers?
We’re not going to talk about branding in the traditional sense of the word.
We’re going to talk about how those that EVENTUALLY ascended were INITIALLY the choice.
Anyone can open a McDonalds and make money TODAY. (If you have the money to buy one…) 50 years ago, who would have known?
Now I can tell you….
Part of the answer I talk about today…and it’s going to surprise you.
DILEMMA: I have copies of 2 different issues of Maxim, FHM, and Playboy on my coffee table right now. (Remember that.) I haven’t had a moment to crack them because I’ve been catching up on scientific research about how people and products can become as successful as Maxim, Stuff, FHM and Playboy. In a moment I’m going to choose one and toss the rest aside. Which will I choose?
Here I am talking to you when I could be reading about the recent evidence that reveals Marilyn Monroe was probably murdered. I could be “reading” about Fox TV Show Starlet Amanda Righetti (Reunion) in FHM. 5 magazines. Mostly quick “reads.”
I’m going to show you how to predict which magazine I will pick and that will teach you how to become the next Microsoft or Starbucks.
I face the problem that all marketers, salespeople and professionals face. Too much noise and no signal…yet. Too many messages. Sex sells but ALL the magazines have almost entirely undressed beautiful women on the cover. So…Which will I pick up first?
I will show you how YOUR brain would come up with the answer and it depends on three factors…that you didn’t know about…that I’m going to show you today…and a few I’ll show you only at Influence: Boot Camp in February.
Before we get to my intellectual dilemma, let’s look at an example of what happened when I asked two other people to pick up a magazine from a group of them on the floor. 4 sets. 4 different rooms.
I asked Katie to play and I asked Mark, my 10-year-old son.
In different rooms of the house I had these magazines laid out next to each other.
Psychology Today, Time, Skeptical Inquirer, American Music Supply Catalog What happened? Mark picked up Skeptical Inquirer. It had a picture of a measuring tape around a large order of Mc Donald’s french fries. He didn’t know why he picked it. (Maybe because he loves McDonalds?) Katie earlier picked up the music catalog, “I like Avril Lavigne,” (Avril appeared on the cover.)
Selling Power, Skeptical Inquirer, Consumer Reports and Scientific American Consciousness. What happened? Mark picked Scientific American. It had an image of the brain. The other three had dull covers. Katie picked up Scientific American “because it was on the left and I chose the one on the right last time.”
Wired (December Issue), Harvard Business Review, Wired (Nov. Issue), Sync (sexy blonde, in your face photo on cover wearing very little), Strategy and Business (scientist with double helix model) What happened? Mark picked up Harvard Business Review. “It had a guy playing pool on the cover.” Katie picked up the hot pink cover of Nov. Wired. “It stood out.”
Maxim (Dec. Issue), Maxim (Oct Issue), Playboy, FHM What happened? Katie picked up Playboy. “It was the least obtrusive.” (Marilyn Monroe – no nudity on the cover) Mark didn’t get to choose. (poor kid.)
NOW, what did I choose from group five?
What did I choose?
I ALMOST picked FHM with Amanda Righetti wearing a gold lame’ bikini but… Maxim had Vanessa Millinno but she was wearing a school girl-ish outfit…which certainly was very sexy but a bit uncomfortable for me…. I have lots of books about Marilyn Monroe, one of my female heroes, but opted against it and the other Maxim with Cindy Crawford with only her hand covering her..yeah…on the cover. I didn’t see the 48 point font words on any of the covers except for Playboy.
Now that we’ve looked at my voyeuristic tendencies let’s move to science in marketing…
KEYPOINT: FIVE Factors determine what gets attention.
- Surprise Location
- Surprise Observation
- Surprise Event
- Salience (Importance to YOU)
- Entropy (Message fading or randomness in moving experience)
Scientific research culled from just released work by Lauren Itti, USC and Pierre Baldi, UCI
The magazines were stationary and there were no fading messages, so enter the other four. Katie and Mark both picked magazines where they told me they made the choice because the item was “important to me.” They also gave answers about things that were unusual (a brain, french fry box with a tape measure around it, hot pink magazine cover, and me…) All had this in common: Surprise in one fashion or another.
$10,000 KEY: 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).
$10,000 KEY: YOU MUST utilize all three factors and all three different elements of surprise. Surprise is NOW PREDICTABLE. The researchers have discovered that surprise is the affect of information or perception of information on the observer.
Write that down. Tape it to your computer with the other with the other 31 – $10,000 keys I gave you this last year in Coffee with Kevin Hogan!!!!
“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!
I’m going to spare you the calculus they use in their model. It is quite advanced. But what it translates to you is that YOU can BE #1. Utilizing these scientific discoveries, you can get attention, stand out from the crowd and be picked up like the magazine!
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 NEVER 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 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.
KEYPOINT: 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
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
It’s in CD 66. (THE ENTIRE CD IS HOW MIND READERS DO IT!)
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
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