This is an all new validated step-by-step solution for getting you attention.
Cutting-edge research that you haven’t seen that you can apply to almost all influential situations including sales, marketing, and PR.
This is thorough and will require a brief time investment and will be taken off the website Saturday at 11:59 PM CDT and will not reappear at any time in the future.
- Why does one person pick Fidelity and another Goldman Sachs?
- Why does one person pick Folgers and another Gevalia?
- Why does someone visit Starbucks and another Seattle’s Finest?
- What causes someone to decide on Snickers instead of Kit Kat or Reese’s?
How do you *cause* someone to choose YOUR company or YOU and cause the person to PICK YOU instead of the dominant market leaders?
I’ve never written about this before and all the research herein is less than 16 months old.
Can I suggest you take notes so you can apply this to YOU?
This is good stuff, but it isn’t Kindergarten. It’s all based on current scientific research brought to the level being able to apply it.
There is a process in human feeling, emotion and thought that is NOT a model, but the WAY THE BRAIN WORKS in humans….that determines all of these things.
Our goal: Understand how the brain decides what or who to buy and then design our product, service and it’s promotional and sales strategy to fit INSIDE of the process.
The easiest way to understand this is to use an example and follow it through from beginning to purchase.
I need to get beer for your family reunion. (Big in Minnesota at Christmastime you know…) OK, they tell me to get…beer.
(I know nothing about beer, so this is an ideal example.)
I walk into the store and see all these different types of beer. They line a wall. (Coincidentally and unbeknownst to me, they are listed in order of year 2004 market share. The numbers to the right are the share of the total market each beer has. )
Interesting. Of thousands of kinds of beer….The Top 10 beers in the United States have 2/3 of the entire market. More impressive about branding? The top Light 10 beers total 99.4% of the market share!!!
Bud Light …………………..20.2
Miller Lite ……………………8.9
Coors Lite …………………..7.2
Natural Light ……………….4.2
Busch Light Draft ………….2.7
Miller High Life ……………..2.5
Miller Genuine Draft ………2.1
Michelob Ultra ……………..2.0
Michelob Light ……………..<2
Keystone Light …………….<2
Milwaukee’s Best Light …..<2
Old Milwaukee Light ………<2
Miller Genuine Draft Light ..<2
Now, I have no idea what beer tastes good or how to pick a beer. And there are no promotional ads in the store at all.
The Awareness Set:
For the sake of our story, let’s say that these are the only beers in the store. They are what we will call, “The Awareness Set.” These are the beers I am aware of.
I see them all. They all look about the same.
Oddly there is no one in the store to ask how I should pick a beer and I am not seeing any store promos or ads. Ugh.
So I have these 10+ cases of beer set in front of me and I have a forced choice sale.
In other words, I AM going to buy beer today.
I have no idea what to do.
The first thing that comes to mind are the names I recognize from TV ads during football games and just names that strike a chord in my mind. Budweiser, Bud Light, Miller Lite, Keystone and Coors. I remember someone telling me that Michelob and Heineken were the best beer. There is no Heineken. And I recognize most of the names but Busch and Old Milwaukee give me a local feel (St. Louis and Milwaukee) but I’ve never gone for that kind of stuff…., if you will, so that’s an interesting thought.
I’ve never heard of Natural Light. Probably some environmental beer or something.
All the rest I recognize by name.
Miller High Life is a stupid name. Sounds like beer smoking pot.
Michelob Ultra sounds….weird…and for some reason “draft” has a bad feeling in me…maybe the army? Maybe watching some idiot bartender pouring a draft?
I don’t know. But whatever, I’ve now unintentionally, some consciously and some unconsciously, eliminated a number of the beers into what is called a:
The Consideration Set:
Budweiser, Bud Light, Miller Lite, Coors Light, Keystone Lite.
So what IS “considered” in the mind of the consumer at THIS point?
Pioneering brands, and not the followers that come afterward, are the most likely to make the consideration set. Those with high exposure that have salience (personal relevance or importance to the buyer).
KEYPOINT: 70% of Consumer Choice is dictated by CONSIDERATION. (Hauser and Wernerfelt)
So, exactly what is consideration!??!?!?!
Keypoint: Consideration is thinking and evaluating and feeling about the few options left. The more liked or memorable and easily retrieved from memory, the greater the probability the brand will be purchased.
I look at Budweiser.
Seems like a safe (it’s been around FOREVER) and logical choice and it’s the only one that is NOT a lite beer of the consideration set.
(And please remember I don’t know that I even HAVE a consideration set, it’s just how the brain filters out other options into something managable!)
Budweiser is going home for sure. I pick up a case.
But then I look at the others. I’m not bringing home four light beers.
Of the remaining four beers, I have a bad taste in my mouth about Keystone because they quit doing some really fun sexy commercials for their beer about 10 years ago. So, they are out. Bud Light is out because I’m already buying Budweiser and I don’t want to hear whining when I get back that I didn’t get other choices.
I like the Coors commercials that have the Coors Express Train and the football cheerleaders cheering away.
Must be good if all those girls are cheering for it. So that seems like a good choice. Bud Light and Budweiser bring back lots of memories, like the frogs saying, “Bud-Wise-Er”…and the Super Bowl/Bud Bowl games. But I already have the Budweiser.
So the cheerleaders win. Coors Light it is.
The guy walks in, takes my order and doesn’t seem to think I’m an idiot. I’ve made my purchase and Coors and Budweiser have made a sale!
The Consideration Set was influenced solely by my attitudes and the strength of those attitudes.
Attitudes: Brands with STRONGLY held attitudes are most likely to be considered. Because I have zero knowledge of beer but do I have memory and knowledge of commercials… and feel…strongly…about cheerleaders… I felt strongly toward Coors Light.
Budweiser seemed a safe choice that no one would yell at me about. And I remember in conversation that Coors was one of those “good beers.” I don’t believe there is much difference… but I’m buying for the family.
So what was the order of the choices that were made?
(Write this down and use this FOR YOUR PRODUCTS AND SERVICES)
- There was an AWARENESS SET of all options available.
- There was a reduction to a CONSIDERATION SET based on memories of commercials and name recognition.
- There was an ELIMINATION of Keystone because they don’t do fun commercials anymore and an INCLUSION of Coors because they do. These are ATTITUDES toward and against options. The strongest attitude was the SECURITY and SAFETY of Budweiser as a choice followed by BEST ADVERTISING for Coors Light during football games.
- COGNITIVE ELABORATION(!) which means thinking about what is important to me and the situation causes a strongly held attitude that seemed cemented now. ELABORATION happens when someone scrutinizes information and it is the process whereby an attitude is formed or changed as the result of the thoughts an individual has in response to information about the product (or object or service).
- The choice was easy. Budweiser and Coors Light.
KEYPOINT: Now, notice that ADVERTISING and BRAND are JUST AS EFFECTIVE as personal use in changing attitudes and the accessibility of attitudes. I don’t use, but I bought!
KEYPOINT: If the consumer ELABORATES scrutiny that causes strong attitudes) on the brand (in this case Coors Light) because of the advertising (football cheerleaders and the cool train), it’s not the exposure, it’s the psychological process by which it is received. (Of the 16 core drivers of human behavior guess which one is at that top or near the top of my biological list???!!! If you are NOT familiar with my work on the 16 core human drives and desires, pick up Covert Hypnosis CD program in the http://www.store.kevinhogan.com/ ).
Now, if I really liked racing cars, I’m sure I would have picked something else because there is probably a beer that racing car fans drink. Same for Martha Stewart fans or basketball or knitting teams but I like football, cheerleaders and flashy commercials. It’s not the number of ads I see, I see a LOT of ads for Budweiser and Miller (tastes great/less filling) and Old Milwaukee (tastes as great as it’s name).
It’s about the filters of the consumer. The DRIVERS that the product or service will be seen through.
And this is how choices are made by consumers in virtually EVERY situation they have choices in!
Additional factors in consumer choice that you need to know today:
- Attitude strength is more important than attitude. Attitude strength is the combination of attitude attributes that add up to “strength.” They tend to PERSIST OVER TIME!
- One person’s self report of a strong attitude of say, “I feel very strongly about X” is a very different TRUE strength compared to someone else’s exact same statement. In other words, people are terrible at self report for why they buy something or knowing what caused them to buy something. You MUST observe the behavior of the consumer and NOT WHAT THEY SAY OR EXPLAIN TO YOU. They do NOT know WHY they buy.
- Strong attitudes (like not getting yelled at by family and cheerleaders) come to mind faster, persist over time and RESIST counter-persuasive attempts.
Priester, Nayakankuppam, Fleming and Godek (2005) have come up with the following formula based upon all of this research:
THE FORMULA: Attitude x Strength Interaction ==> Consideration ==> Choice
- Brands that are VERY memorable are much more likely to be considered than those that are not, REGARDLESS of attitude strength toward the brand!
Now….that took a bit of thought. You had to apply it to your product or service…but now you see just HOW you can get YOU and/or YOUR product or service onto the list. Start focusing on the process by which it is received! (The drives, desires…the filters of your future customer!)
Oh and please don’t tell anyone how much I avoid getting yelled at by family and how much I obsess over cheerleaders…
Never before in the field of persuasion….not by anyone…anywhere…
The Science of Influence: Vol. 37-48
The Science of Influence in Action!
It took 19 months to put this together because the research was so in-depth and it was crucial to make sure it was right.
I’ve never been able to answer this question…but now I can with certainty:
Which of the 10 laws of persuasion is the most effective?
Which is more effective with women…?
Which is more effective with men?
Then, based on detailed research you’ll find out which are the second and third AND fourth most powerful laws for influencing both men and women…in order of effectiveness.
Can I give you more?
The research says there are 8 “personas” of persuasion.
I’ve never talked about this with you before.
(Of course, I didn’t have all of this until early last month…)
Personas are the valences people “use” when influencing. They include characteristics, attitudes and valence of salespeople.
Some salespeople are passive. Others are client-centered. Still others? Solution focused and so on. There are 8 clear cut defined types of salespeople and influence personas.
Here’s what you are going to learn:
- What are the 8 personas?
- How to identify them.
- Which one sells the most, and, which ones sell the LEAST.
- Which single persona sells 53% more than ANY of the other 7 styles.
In other words, you are going to learn what SPECIFIC characteristics can CAUSE you to sell 53% more of your product than ANY OTHER set of characteristics.
Only 4% of all salespeople have chosen to adopt the characteristics of the winners…and 81% of all salespeople have the characteristics of the two LOWEST producing people.
You’ll find out all!
Scientifically proven. No opinions, guesses, theories, or maybes.
This is THE answer.
I’m not going to hype or oversell these 12 volumes in the Science of Influence Library.
The content herein is second to nothing I’ve ever done before and I have no idea how it can ever be beaten as for the “wow” value factor. I don’t want to put a percentage of sales increase out there for you. (Let’s just say that I feel REALLY good about it.)
As I listened to this set, I realized that I’ve sounded more “excited” on other programs. I’ve been more elegant. I’ve been funnier. I might quote too much data. I said a few things I wish I wouldn’t have.
I’ve never had as many final solutions as are in SI 37-48. And now they are YOURS.
Here’s the rundown of everything that is in this content masterpiece.
- Selling Value with Persuasion
- Intentional Subtle Influence
- The Power of Your Story
- 5 Factors for Attention in a Crowded Marketplace
- Astonishing Perceptions of Morality
- Self-Confidence, Personal Mastery & Persuasion
- Transformational Persuasion Techniques
- 8 Techniques to Build Persuasive Messages
- Advertising That Works
- The Landscape Effect
- Power of Perception
- Hedonic Choice Influence
- Influencing Decisions
- The Three Powerful Emotions in Influence
- 7 Persuasion Strategies That Sell
- Proven Most Effective Techniques in Selling
- 4 Techniques of Influence
- Covert Selling: Jump on the Hottest Trend in Advertising
- The Person of Influence
- They Don’t Know What They Know
- Marketing Your Face
- You Can Be the Next I-pod
- Persuasion with False Memory
- 7 Action Points for Sales Success
- 5 Little Known Factors of Influence