Kevin Hogan

International Speaker

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“Buyers are liars.”

Maybe…but maybe not.

And the same thing that opens the door to their mind… opens the gate to you being able to reprogram your mind for wealth, happiness and a whole lot of other cool stuff….

Analyze this with me:

Forty-five 1st-year psychology students were told 3 stories about their grade-school experiences and asked about their memories of them. Two of the accounts were of real grade 3 to 6 events recounted to the researchers by the participant’s parents. The third event was fictitious, but also attributed to the parents. It related how, in grade 1, the subject and a friend got into trouble for putting Slime (a colorful gelatinous goo-like toy made by Mattel that came in a garbage can) in their teacher’s desk.

The participants were encouraged to recall the events through a mix of guided imagery and “mental context re-instatement”–the mental equivalent of putting themselves back in their grade- school shoes. Half of the participants were also given their real grade one class photo, supplied by their parents.

So a bunch of Psych students are told that this event happened when they were kids. Half of the psych students were shown photos of their first grade class picture. Make sense?

Question One: Estimate the percentage of students who literally believed the Slime story to be true in the groups where they were not given their class photo.

a) 3% b) 9% c) 14% d) 20% e) 25% f) 45% g) 67%

Question Two: Estimate the percentage of students who literally believed the Slime story to be true in the groups where their actual First Grade Class Photo was shown to the students.

a) 16% b) 28% c) 45% d) 58% e) 67%

The answers are first, that the mere suggestion of the Slime incident attributed to the parents caused 25% of the people to believe it actually happened! That is rather amazing, but consistent with what we know about suggestibility.

1 in 4 people believed an event to be true, even though no such event took place in the person’s life!


Legend Point:

In the group where the individuals were told the same exact story, but also shown the class picture from that grade, 67% of the students believed the fictional story about themselves to be absolutely true.

2/3 of all people believed the fictional story to be true.

Why so much more than the 25% in the other groups? Because there was a class photo which apparently helped stimulate some creative story-telling in the brain.

In other words, the false story combined with a TRUE photograph combined for a shocking rewrite of personal history.

“The false memories were richly detailed,” says Dr. Lindsay, whose research focuses on memory and who co-authored the paper with a team from the University of Victoria and the Victoria University of Wellington, New Zealand.

Of those who claimed to remember the Slime event, most did so with just as much confidence as for the two real events.

When asked which of the events didn’t really happen, all but three of the participants said it was the Slime event. Even so, the fact that it was concocted elicited surprised reactions, including the comment, “No way! I remembered it! That is so weird!”

Dr. Lindsay attributes the remarkably high rate of false memory to several factors. These include the plausibility of the Slime scenario (including that a friend was involved), the confidence inspired by the skilled and outgoing interviewee Lisa Hagen, a former student and co-author on the paper, and the role of the photo as both a memory prod and seemingly corroborating piece of evidence.

“The findings support the general theoretical perspective that memories aren’t things that are stored somewhere in your head,” says Dr. Lindsay. “Memories are experiences that we can have that arise through an interaction between things that really have happened to us in the past and our current expectations and beliefs.”

Read that again!

Ramifications: Startling. The mere presence of a tangential (not even corroborating) piece of information (the class photo from 2-5 years before the Slime event was supposed to have taken place) causes the majority of the individuals to believe a complete fabrication about their own past.

This not only confirms previous research that has been done in the past, but it does it all one better. That extra little visual piece of evidence which links the person to the past (false) “experience,” making it all very real indeed.

The same thing is true in your life about hundreds of things.

And the same is true of your clients! The mere suggestion of something that happened to you…or your client, “verified” by a “supporting” piece of tangential “evidence” can cause the immediate creation of an utterly false memory…and what shapes beliefs?

You got it.

This would be similar to someone showing you a photo taken for a Christmas card in your family, and then someone tells a story about you. The mere suggestion combined with a literally irrelevant picture can change the landscape of your mind…just like that.

What does this mean for persuasion?

This is one of the crucial finds of the last decade, and few will see its relevance in persuasion.

Avoid Gossip By a Mile

I advise people I work with in any capacity to never say anything bad about the person they live with…to anyone. (In fact this is a family rule as well.)

Why? The person you tell this information to has a very limited landscape of your reality. Now you create it for them and the relationship between you and the future gossiper will never be the same. Rare events become a way of life. Occasional annoyances become the norm of your life in the mind of the other person.

So what?

Each time they communicate with you, they then literally change your memory about your life. Your history. Your relationships. Your experience. Your experience is no longer what it was, but a sum of the conversations you’ve had with others about your life.

That could be a good thing if you follow “the rule”…it could be devastating if you break it.

So, the first thing you must realize is that your client believes many things about themselves and other people which simply aren’t true… Again these could be constructive beliefs or destructive beliefs.

The power of suggestion combined with tangential “evidence” is enough to cause someone to believe something ridiculous or even bizarre…something you wouldn’t have thought possible.

The brain is completely malleable as far as memory is concerned. I’ve written about this for a few years now. But now…it is evident that it is even more changeable (and much easier to instantly change) than I frankly, ever speculated.

The customer tells you anything. Any story. Realize that true or false, they believe it and if it is FALSE, they typically believe it with greater certainty than if it is real.

Realize that any “evidence” they show you to support their story will make it much more vivid in their mind, even if the picture/document has NOTHING to do with the memory.

You’ve had the experience many times where someone confirmed something you said about something you “remembered” and you said, “oh yes! I remember now…..” and perhaps it did happen and perhaps not. The external “cue” can make something seem to be “true” but realize that person/photo/document means nothing.

Cue Their Memory

Therefore, you must cue a person’s memory on your own. If you are speaking with someone who is a new client, you must create pictures of the past in a way that will not further solidify false beliefs the client might have about you or your company.

Remember when you saw the Super Bowl a few years ago? There’s Justin Timberlake, Janet Jackson, (yes, wardrobe malfunction day) Kid Rock, Snoop Dog all on stage, the camera comes in tight on Janet and Justin and POOF there goes the “wardrobe malfunction.”

Oh, sorry about that, I had to share with you a quick thought experiment with you.

Snoop Dog wasn’t at the Super Bowl, Kid Rock wasn’t on stage when the wardrobe malfunction happened and the camera didn’t zoom in, it actually panned. Amazing huh?

How to Prepare Yourself

Now, back to dealing with your client’s fallacious memories about your company or you. Be prepared to have photos or video, supporting documents or letters that “verify” that what you are going to share is in indeed true, incredibly useful and accurate. Those supporting documents (even as simple as a photo of the building you work at…which I’m sure you have noticed as some kind of credibility builder in many people’s ads…will add to your story…if you get it out first, or to theirs if they see the photo and then attach it to their fallacious beliefs.)

The new model of presenting information demands a very well thought out strategy doesn’t it?

Each environmental cue will change their memory as you move through your communication. New information will be shuffled with the old and an entirely new picture will indeed emerge.

You need to make sure that picture is favorable…and it doesn’t take much does it?!

Now think:

  • How are you going to avoid the instantaneous negative review your potential client wants to share with you?
  • Can you communicate something with an image or supporting document briefly that will unhook that memory?

OK, I’ll give you some of the puzzle pieces….here…

I’ll give you one clue in the life-persuasion process….

Never let anyone connect negative information with you.

As soon as they say it and connect it with your face, your office, your product…you are sunk.

Best to take 20 seconds and fix this possibility before it is not repairable.

Have you ever seen someone get in an argument with someone else and they use a diary or journal to prove that whatever happened really happened? If you’ve been with me for long, you know that that journal or diary is just as likely to be incorrect in facts as is the person’s memory 10 years later. Why?

People tend to write about emotional events and when this is the case, the hippocampus (not an animal, a part of the brain) doesn’t store all information…in fact it stores less information but that which it does keep is volatile, easily brought to conscious and just as likely to be correct as it is incorrect. The same is true with a “memory” 10 years in the future!

The person’s FEELING will always be the first sorting factor in what a memory will become.

How to Overcome Emotion

This is why I tell people to walk through what their feelings are saying and move completely through it to accomplish your goal.

Otherwise, you become fat, smoke more cigarettes and do everything else your feelings tell you to do. Scary, huh?


One picture with one story, true or not, can create a complete memory with a complete set of feelings attached to it. That set of feelings can trigger an entire set of behaviors and actions.

Now, when was the last time someone shared something this amazing with you and you got it for free….I know!

ATTENTION: Discover The Tactics & Techniques of Persuasion

Imagine How Powerful You Would Be if You Actually Knew All the Persuasion Tactics in Existence

  • What would you do?
  • How would you influence others?
  • What would you want?

Persuasion tactics are very specific pieces of the persuasion pie. There are 59 tactics that can be utilized in the persuasion process and they are ALL detailed here for you.

No one on the planet has ever released a program containing every tactic of influence and persuasion. They are here for the first time.

You Will:

  • Conquer Your Market
  • Motivate Your Clients
  • Profit in Surprising Ways From Your New Knowledge

This program breaks new ground in persuasion.

100% Legal!

  • Eliminate the “call back for approval.”
  • Eliminate “buyers remorse.”
  • Eliminate, “I’ll think about it.”
  • Eliminate your competition.

Whether you have the Science of Influence Master’s Course (v.1-12) or not, you MUST get the ADVANCED Master’s Course (Part II) now. This 14-hour course on CD comes with an oversized manual that makes learning and mastering the tactics and techniques of persuasion remarkably simple.

“…your courses are the reason that I made $32,000 last week!”

“I bought your Covert Hypnosis and Science of Influence and I thought I owed it to you to tell you that your courses are the reason that I made $32,000 last week! I used to lose a great deal of customers ‘on the fence’. I thought it was just part of the deal, you get some, you lose most. I still make a great living getting ‘some’. I believe your courses enabled me to get most of the ones that are ‘on the fence’ while losing only some of them. Thanks!” Mark Deaton, AGSI, Twin Falls, ID

Principles of “Mind Reading” Revealed

In 1999 one of the world’s finest mentalists (someone who “reads minds” for entertainment without lying to you…it’s magic…) agreed to show me how to calibrate to almost anyone’s thought processes with a quick look at the person and the expression on their face. It took me all of a couple of hours to “get it.” All he asked in return was to tap my mind on the latest in persuasion. It was a match made in heaven.

The principles of mind reading are wrapped up in what Fortune 500 companies call psychographics. In a nutshell, you can tell a LOT about a person by asking three questions and looking at how they dress and keep themselves. No. Not a lot….everything that matters.

Mark told me that his accuracy was unparalleled and after I successfully did what he did with people, I never doubted him again.

I took the three questions, the appearance pieces and assembled the information into the coolest psychographic tool anyone could ask for.

These two (of 12) CD’s alone are worth 10 times the price of the Advance Course and that is understating the fact dramatically.

You will blow people’s minds (and your own) by knowing what people think before THEY are consciously aware of it themselves.

This is one of the big reasons people find the advanced course their “favorite” of the Science of Influence sets.

The information here will either help you or your competitor plant the flag atop your market.

Let it be you!

** Secret 1 : In EVERY presentation you make your client wants to say “yes”, at least ONCE. Learn how to TRIGGER that moment and move before they turn back to “no!”

** Secret 2 : There are precisely 59 tactics in persuasive communication. No more. No less. They have been identified and for the first time anywhere, they are presented to you in the Advanced Course!

** Secret 3 : Everyone fears rejection. Everyone. Your CLIENT doesn’t want to be rejected by YOU! Find out how to answer that call for connection every time.

** Secret 4 : No one wants to hear “no.” OK that’s not a BIG secret. How would you like to ELIMINATE your fear of hearing no…forever?!

** Secret 5 : NLP was on the right track with meta-programs. I found out which ones made a difference in selling…then found 7 new meta-programs no one else had come across…ever…and they are all assembled for you!

More that will be revealed to you:

* Credibility: 7 things you MUST do to be seen as credible by your client.

* All 59 tactics in persuading anyone to your way of thinking? They are ALL here.

* The Delta Model of Mind Control. (A detailed sequence by sequence of precision based communication and body movements that you will master.

* Everyone’s goal is to be seen and experienced as a recognized brand of excellence. I’m going to show you how to literally brand …you! They see your name, your face and they immediately trust you, know you, respect you, answer to you!

What will you receive?

Vol. 13: The Delta Mind Control Paradigm of Influence (Part 1)
Vol. 14: The Delta Mind Control Paradigm of Influence (Part 2)
Vol. 15: The Influential Secret of Oscillation
Vol. 16: Credibility: The Pivot Point of Persuasion
Vol. 17: Utilizing Metaprograms for Persuasive Impact
Vol. 18: How the Brain Buys Brand: YOU!
Vol. 19: You can’t Hear “Yes!” if You Can’t Get and Keep Their Attention. How to Rapidly Build Brand You.
Vol. 20: Mind Reading – How to Know What They are Thinking 
Vol. 21: Psychographics – Why Your Client Buys…and How to Know in Advance Vol. 22: Optimizing Persuasive Messages
Vol. 23 & 24: Here they are: 59 Persuasion Tactics That Gain Compliance!

The Beginning, the Middle, and the End

In the Master’s Home Study Course Part One (V. 1-12) you learned an enormous amount of cutting-edge material now coming to light in the field of influence. Many consider the Science of Influence the Win Friends and Influence People for the 21st Century! Now you are going to gain access to truly advanced information about social influence and the persuasion process that has never been released to the public, ever!

“Imagine how powerful you would be if you actually knew all the persuasion tactics in existence. Imagine. What would you do? How would you influence others? What would you want?”

Ready? They’re here. All 59 Tactics of Persuasion!

In order to complete the second series (13-24) in the Science of Influence Home Based Program, I’ve decided to give you my secret compendium of all the tactics of persuasion.

A tactic is a very specific maneuver or plan for attaining a very specific goal. A number of tactics usually combine to form a strategy and a number of strategies…spell success. The verbal tactic is the atom. It is the smallest component in verbal persuasion.

The greatest aspect of having all 59 tactics at your finger tips is that you can determine the best tactic for each and every situation that you are in where you need compliance. (That means, “Yes!”)

So many people use the same tactics over and over and begin to sound like a machine. This is true in international negotiation, speeches, sales presentations, or even in getting the date. The person who succeeds and hears “yes” is the person who has the widest knowledge of tactics and the ability to apply them instantly.

“If You Don’t Know the Tactics, You Simply Cannot Be Persuasive to Anyone or Any Group in the Long Term!” Kevin Hogan

Order today for what I guarantee you is the most compact “download” of persuasion tactics you will EVER receive in your life.

This Part of the Science of Influence Library is the most amazing 12 hours of persuasion you’ve ever heard so far.

It’s only here.

This is the only place you can order it.

Get your copy of Science of Influence: The Tactics & Techniques of Persuasion

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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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