Kevin Hogan

International Speaker

Latest Articles:  Stopping the Black Swan Can You Become a New Person?

old persuasion techniques that work

Please forgive the brevity of this but I have only just now returned from a one week business trip in The Netherlands. I will write in more detail including various research citations, but you want this now…so enjoy!

One: Utilizing Sequential Outcomes

If you can accomplish having someone do a small favor for you, the next larger favor or request is far more likely to be a “yes,” response as well. We call that “Foot in the Door” or FITD for short.

But let’s talk about just what is possible after that first yes.

You are having dinner with someone. Their dinner was wonderful. Yours was terrible.

Who is likely to take a chance on a potentially exciting desert and who will go for the more consistently chosen option?

The person who had the great dinner having experienced one “win” will be far more likely to take a risk on their next decision. The person having failed with the bad experience at dinner will stick with the tried and true to salvage something from the experience.

Big deal, you say?

Think about this:

The person who has a great experience with you at the restaurant is also far more likely to take a chance on a movie they “aren’t so sure about” in contrast to a failed experience at the restaurant.

People are willing to take much bigger risks after one success no matter how small than if they had failed or lost or didn’t enjoy their first experience.

KEY APPLICATION: If your client has a mediocre or bad experience with you or your product, don’t ask them to do something they might perceive to be “risky” (sign a long term deal, make a much bigger purchase).

Instead: Offer the product or service of higher perceived risk after the client has a had a positive experience. KEY APPLICATION: If your client has had a bad experience with you or your product, make sure that you get a “yes” response to a decision or risk that is very low in “loss potential,” before asking anything else of your client.

Two: The 11th Law of Persuasion: The Law of Inconsistency

It runs counterintuitive to be sure, but we now know that people will take actions opposing stated goals once they have PERCEIVED some progress being made toward the first goal.

For example:

  • Consumers are far more likely to buy a car if they are worried about the money and if they have just opened a savings account!
  • Consumers are far more likely to make expensive purchases immediately after beginning retirement accounts. Even if the account is funded with only $50, the idea that it might someday provide them with hundreds of thousands of dollars overwhelms the immediate expenses of a $1000 bracelet!
  • People who have weighed in and lost three pounds in the last week are much more likely to reward themselves with a calorie ridden dinner!
  • Just THINKING about going to a workout or THINKING about doing situps makes it far more likely a person will engage in overeating now!

Legend Point: Perceived progress is experienced as a reasonable tradeoff to something that provides instant gratification.

This fascinating phenomenon is so powerful that I have made it the 11th Law of Persuasion. It is so reliable and consistent…in its inconsistency, that you can’t afford to not be aware of it. In the future, I’ll talk about why, when and so on. For now, just know that you are the first to have it!

Want more information like you’ve just read?



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.


  • Reciprocity?
  • Consistency?
  • Contrast?
  • Expectancy?

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.

So what?

Here’s what you are going to learn:

  1. What are the 8 personas?
  2. How to identify them.
  3. Which one sells the most, and, which ones sell the LEAST.
  4. 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

The program content is superb. I’m 100% ready for you to hear it!

More Information or to Order


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Latest Posts on Kevin's blog

Kevin Hogan Live in Wrocław​

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World Class Business Kevin Hogan

World Business Class

Success in Influence, World Business Class Magazine, January 2018. Cover Story and Interview with Kevin Hogan


Costco interviewed Kevin for Body Talk: Actions Do Speak Louder than Words


Kevin's body language evaluation!

Sales Guru

Article by Kevin in Sales Guru magazine (based in South Africa). "Burnout: Escaping Living Hell"

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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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