Kevin Hogan

International Speaker

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Covert Hypnosis works on two levels of awareness and communication. One level is called the conscious level of awareness, and the other is the unconscious level of awareness. After you complete the Covert Hypnosis series, there will no longer be anything mysterious about the unconscious level of awareness. The unconscious level of awareness is that which you are not consciously aware of, but are still responding to in your mind and body. These include stimuli that are ongoing or novel in the environment, your genetically wired drives and instincts, your learned values, beliefs, attitudes, and your lifestyle.

Communication is ongoing at both levels (and *between levels*) of awareness all of the time and no one is fully aware of what is happening at both levels of awareness, ever. What is even more fascinating is that even before two people see each other, decisions are made and potential relationships destroyed. Even before a customer and a prospect ever meet or know they will meet sales are made and broken. You will shortly learn how to prepare for what used to be largely unknown in the sales process: the beliefs and attitudes of yourself and those of your customer.

Covert Hypnosis deals almost exclusively with influencing the unconscious mind. Before you can do that you need to gather some information…and it has to be the right information! It begins with an understanding of the beliefs, values, attitudes and lifestyles of both you and your client.

What do these four words mean and why are they important in Covert Hypnosis?

Beliefs are what people know to be true, with or without enough evidence to have made a rational determination that the belief itself is actually true.

Values are what people hold in esteem or significance in their life. Some people consider love, happiness, peace of mind, money, security, freedom, justice and companionship among the highest values in life. There are hundreds of values.

Attitudes are people’s states of mind or feeling as they pertain to specific issues.

Lifestyles are how people live considering the means, values, beliefs and attitudes they currently have.

Beliefs, values, and attitudes are unconscious “filters” of our experience. We see everything in life through the glasses of our beliefs, values and attitudes. Once we open our eyes to our own beliefs, attitudes and values, it makes it easier to understand other people’s values, attitudes and beliefs. In the course of an average day, we don’t discuss our attitudes, values and beliefs but we do perceive and experience life based upon these filters. Once you know a person’s beliefs, values, attitudes and lifestyles you can ask them for anything in an appropriate fashion and they will in all but the rarest instances say, “Yes!”

(Note: It’s often easier to know another person’s beliefs and values than it is to see what is truly running your own brain!)

Understanding your own beliefs, values, attitudes and lifestyle comes first. Long before your customer meets you, you spend time with your belief systems, values, your attitudes about life and your work, and live within a certain lifestyle that often make or break sales before you meet the woman who will say “Yes!” to you today. Take a few moments to learn about yourself first and understanding others will be easy.

Values: The Gateway of the Mind

Take twenty minutes and write down the answer to each of these questions.

A) What are the 10 most important (things/people/places) to you in life?













B) Rank the above ten values in order by placing the numbers one through ten next to each value.

C) Write down the 10 values in the spaces provided below and to the immediate right, write down specifically how you know when you have that value. (If you wrote love, for example, then write down, exactly how you know when you have love next to the word love.) Take your time this isn’t as easy as you might think!

My Top Ten Values and Evidence of Them











Understanding your values is the beginning of personal mastery. Your values are what you move toward. These are the states of mind and “things” that you want most in life. One element that separates great salespeople and great therapists for that matter…. from those who are mediocre…. is the ability to discover what is important to others in business, relationships and life.

When utilizing the tools and techniques of Covert Hypnosis, you must unconsciously map your products and services into the values, beliefs, attitudes and lifestyles of others around you.

Four Magical Questions…
…to Open the Gateway to the Mind

There are three key magical questions that allow you to uncover another person’s values instantly. They are very simple to learn and once you can utilize them in any context, your personal power as a salesperson is enhanced dramatically.

The reason you want to know another person’s values is that once you know what is most important to another person, you are virtually guaranteed to “gain compliance.” Note: People don’t typically have a clue as to what is most important in business, their life, a relationship or much of anything. That’s why a subtle utilization of Covert Hypnosis is likely to tap the unconscious mind’s responsiveness is likely to be most effective.

Generally speaking, you want three pieces of information.

1) What is most important to you in X?

(X is in buying you or considering the purchase of your products or services.)

“What’s most important to you in deciding how much life insurance to buy?”

“What is most important to you in deciding what computer system to use?

“What is most important to you in buying a new home?”

“What is most important to you in deciding what to invest in for your retirement?”

Your client will respond with whatever is important. He may respond with one word like “quality” or “service” or he may respond with a 20-minute monologue that you will recap into one or two sentences. Regardless of how your prospect responds, his response and your summary of his response now become “Y.”

2) How do you know when you have Y?

Client: I want a car that is a good value.
Covert Master: “How do you know when you have a good value in an automobile.”

Client: I want enough life insurance to protect my family when I die.
Covert Master: “How do you know when you have enough life insurance to protect your family?”

Client: I want a house that is big enough for my whole family to live comfortably in.
Covert Master: “How do you know when a home is big enough so your family is comfortable?”

Once the client responds to your inquiry, they do so by stating something that is often ambiguous. For example, they may say, “We like quality.” Therefore, the master salesperson wants to know, “How do you know when you have a quality X (house, automobile, mutual fund, insurance company)?” This is called, “evidence”.]

3) If I could give you Y, would you Z?

If you can meet their highest value, quality, using the example above, will they work with you?, or hire you?, or buy your product? It is very difficult to say, “no” at this point because of the framing of questions one and two. Consider the following examples.

“If you can be certain that this is an A+ rated insurance company will you feel comfortable?”

“If you can be certain that this is the best value in automobiles will you feel comfortable owning it?”

“If you feel sure that this is a quality home, will you feel comfortable living here?”

The Fourth Magical Question

On occasion the customer will say no to a “stage three question.” If that ever occurs you have one more magical incantation that will turn the key.

4) What else is most important to you in buying/owning an X?

At this point you merely cycle back through the value elicitation process noted above. There are times when the customer does not know what is most important to him in the purchase of your product. Question four eliminates the concern and continues the magic cycle to a positive solution! You now know the magic formula for eliciting values, one of the single most important elements in Covert Hypnosis.

Now that we have delved deeply into the concept of values and know how to utilize them, we will discuss how to reshape values as you communicate with your clients!


Covert Hypnosis: An Advanced Course in Subtle Unconscious Influence The Master’s Secrets Revealed! (Vol. 1 – 8)

“This is THE advanced course in subtle influence! Remember when you read Covert Hypnosis: An Operator’s Manual, and you got that WOW! feeling inside?! Well, that was just the beginning. In Covert Hypnosis: The Master’s Secret Revealed, you are going to learn how to subtly move inside the minds of anyone you communicate with. In trance or out…this is the most powerful material on Covert Hypnosis on the planet. Period.” Kevin Hogan, Psy.D.

In CD 1, Kevin Hogan reveals specifically the secrets of how to weave the exact messages you want others to act upon into stories that captivate listeners.

CDs 2 & 3 show you how to motivate and compel other people to change their behavior as quickly as is humanly possible. Benefit: You can utilize these covert tools with your own unconscious mind because they link into the core drives and desires that you have!

CD 4 reveals ALL 22 elements of Covert Hypnosis for this first time anywhere! Never before released by anyone, anywhere. The complete Covert Hypnosis Model for change is here. Business? Sales? Consulting? Coaching? Therapy? Learn specifically how to generate change in their thinking with the Covert Hypnosis Model.

CD 5 gives you all the tools necessary to take a person’s deepest drives (sex, eating, acquisition, connection, etc.) and fuse them into building compelling outcomes (the girl of your dreams, lose weight, acquire wealth, meet new people easily). Ignore either aspect, and failure is assured. Successfully meld the two in the unconscious mind and amazing things can happen.

CD 6—Pattern Recognition: Getting someone to think about something is one thing. Getting someone to feel driven to DO something and then watch them do it like magic is something else entirely. Learn so much in just this one CD!!!

CD 7 – This is 2003 neuroscience and research that reveals how to rewire the brain. Some neuroscientists call it “sculpting.” It’s not something that happens instantly and it requires the use of both hemispheres which can be pretty tricky if you don’t know what you are doing.

CD 8 – You are going to learn some unique techniques in the eighth volume of Covert Hypnosis. Not only are you going to learn the truth about values (when they are critical and when they are MEANINGLESS) but you are going to discover the values of the unconscious mind! The unconscious mind and conscious mind do not correlate to each other but they both correlate to the behavior of every person you meet.

Intrigued? Discover the secrets to what separates Covert Hypnosis from every other compliance technology Discover what even the experts don’t know about how the mind interacts with the unconscious mind.

More Information about Covert Hypnosis or to order

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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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