There are some kinds of situations where/when people are very difficult to persuade. Others where they are too easy.
Each page of this article will reveal many secrets that no one wants to tell you because most of them are REALLY uncomfortable to think about. They make your heart race. They even bug me, and I’m pretty unflappable when it comes to human/consumer behavior.
Aside from dealing with these polarities…we’ll also do one other thing…if you have kids I might be able to show you how to save their lives from deadly persuasion.
Today we find out how to persuade in those tough situations…and we take a look at the beliefs and behaviors that make people not only TOO persuadable but going past the redline and either being taken advantage of, or asking to be taken advantage of…
There are uncomfortable secrets here…and they have nothing to do with visualizing…these secrets all revolve around one of the laws of persuasion….
Who Pays More?
Some people line up as better influencers in certain contexts and not so great in others. Not long ago a significant piece of research was made public that speaks volumes about identity and influence.
In the good ole USA, we know white women pay more for the same vehicle than a white man. (Interesting: Black men in America pay much more for the same car than their white counterparts and they pay dramatically more than black women. In all cases, best prices are obtained by white men.)
Two Factors Lead to More Sales
Astute salespeople recognize that women are not only looking at and buying cars more, they often don’t have a grasp of pricing to the degree of their male counterparts. But there is more at work than pricing knowledge.
The other factor? Women want to make more important buying decisions in 2014 than they did in 1984. Those two facts tied together make for profitable deals.
Quick analysis for both sides:
When people feel some cultural bias, or that they are a minority… (for example, many women believe they are a minority, this is obviously not accurate, as there are a whole bunch more women than men in the United States, and for that matter in college and earning degrees…but it isn’t the FACT that matters in decision making and behavior, it is the belief and the feeling that will influence people’s behavior most)
In raw no BS english: Black Men pay more than Black Women by a lot. Black women pay a lot more than white women and white women pay a lot more than white men.
Car buying is typically either the biggest or second biggest financial decision a person makes.
You have people who have felt “disrespected” and as anyone will tell you, people are generally disrespected because of two things. Their behavior or their decision making ability. The disrespect can be real, perceived, both, it doesn’t matter.
Thus you have definite internal belief system norms among various demographics, that are scary predictable. From a self-actualization/self-esteem/self-worth point of view, certain people MUST make a decision to buy a car and want to feel empowered by that decision.
I find it very hard to believe that a bunch of white guys are all that more intelligent than a bunch of black guys when it comes to cars. (Especially if I’m in the mix.)
It goes much deeper. It goes to The Self and how The Self believes they are SEEN by other members of their peer group. (I’ll come back to this later. For now, let this be uncomfortable because this isn’t just about gender or race…it gets more fascinating and more gritty.)
Want to know what happens when people have these feelings inside and what people of influence and those dealing with persuasive situations should do?
Tip for consumer: If you are not completely familiar with costs on vehicles, get in touch with someone who is and have them explain pricing, invoice, holdbacks and value retention…this is not a great time to let ego get involved. In fact, if you want to be smart, if you aren’t a white guy, bring a white guy with you to the dealership. He’s not smarter, he just gets a better price on the same car. Otherwise go by yourself and spend more, then write and tell me that you “got a really good deal.”
There’s a LOT of ego involved in buying a car.
Let me categorically state that I am egoless in this area. I have had my clock totally cleaned buying a car and that was not just one time. It was a number of times. That changed when I started reading Consumer Reports and Edmunds. (Thank you god) I don’t know much more now, but I have access to information.
Tip for dealers: Your job is to optimize your knowledge of consumer behavior. As long as women are paying more for the same car, why aren’t you marketing more to women? Your competitor is and he’s cleaning up. Women’s buying patterns alone account for a significant portion of the increase in car prices over the last decade.
Who Holds the Power?
Aren’t car dealers evil? You know…having a quality position in Dante’s Inferno?
No. Their business, with a few exceptions, is the same as anyone elses.
Your Uncle John is a mechanic there and your Aunt Jane is on the floor. They employ people and the car industry employs vast amounts of people…. If they don’t sell cars at a high price, they have to let people go. That simple…..
What’s “evil” (from the consumer viewpoint) is walking into the place not knowing what a holdback is and pretending to make a “decision” for your family. (M or F)…..
The consumer COULD have all the control in car buying, but they almost always choose to give all their power to the dealer. It is a choice and it is an ego driven choice.
In some respects, life is a game.
In some respects, buying and selling is a game.
Whether you’re selling or buying you might want to ponder that thought.
If Car Buying Were a Game
If buying a car were a game, what rules would be involved? How would you win? What would you need?
If you were selling a car, what rules would be involved? How would you win? What would you need?
And, for the seller, if you want to keep a customer, what will you do to win the future game?
So we know that women continuing to buy more expensive items is not going to be a factor or a persuasive difficulty. (And indeed all research bears this out.)
The Difficult to Persuade
However, there is a group of people who is the most difficult to change their behavior and persuasion is mostly resisted.
KEY POINT: The person who is “addicted” to a product or could become addicted to a product, when told not to use that product, actually polarize and not only tend to buy the product, but use it, defend it, and evangelize it to others.
You tell them don’t buy it and they buy it.
Again, who is this person?
They are the person who hears this…
- “Don’t you go to that cult…” (The church down the street from yours.)
- “Don’t look at that X on line…”
- “Don’t do that behavior….”
Recent research breaks it all down to a very specific situation and how you can know what the person will do. Here it is…
Some anti-smoking ads are simply ineffective, while others actually make youth more likely to light up. Fortunately, some are successful, and a new University of Georgia study helps explain why.
Researchers found that anti-smoking ads are most effective when they convince youth that their friends are listening to the ads. Otherwise, the ads appear to stimulate the rebellious and curious nature of youth, making them more interested in smoking. (Credit: iStockphoto/Mitar Gavric)
Hye-Jin Paek, assistant professor at the UGA Grady College of Journalism and Mass Communication, found that anti-smoking ads are most effective when they convince youth that their friends are listening to the ads. Otherwise, the ads appear to stimulate the rebellious and curious nature of youth, making them more interested in smoking. Paek and co-author Albert Gunther from the University of Wisconsin-Madison examined data from surveys of nearly 1,700 middle school students, and their results appear in the August issue of the journal Communication Research.
“Anti-smoking ads have the greatest impact on smoking attitudes and behavior when adolescents think that their peers are listening to those messages,” Paek said. “And that makes sense because people are more likely to listen to what their close peers say rather than what the media says.”
Evidence that anti-smoking ads have the potential to make youth more likely to smoke has been accumulating for the past five years. Paek and Gunther’s study adds to that evidence and helps explain how anti-smoking ads can be effective.
The researchers surveyed students in four middle schools about their exposure to anti-smoking ads and their intentions to smoke. They found that, overall, the more the students were exposed to anti-smoking messages, the more inclined they were to smoke.
The exception — where exposure to anti-smoking ads correlated with a reduced intention to smoke — occurred among students who said their friends were influenced by anti-smoking messages.
“Perception is sometimes more powerful than actual behavior,” Paek said. “What we’ve found is that it doesn’t necessarily matter how your friends respond to the ads, but how you think your friends are responding.”
Paek said many health campaigns assume that anti-smoking messages have a simple, direct and strong impact on individuals. She said that by understanding the indirect route that messages often take, health communicators can design more effective ads.
Her results suggest that campaigns don’t work by convincing individuals to avoid tobacco, but rather by helping change the social norms surrounding smoking. With that in mind, she said, campaigns should be designed for a sustained, multi-year effort.
The way the message is designed is critically important, too. Rather than using an authoritarian approach along the lines of “just say no,” Paek urges health communicators to emphasize that most youth don’t smoke, and for good reasons.
“Advertising professionals have only recently become involved in anti-smoking campaigns,” she said. “We need to develop more sophisticated appeals.”
THE SECRET – Appeal to a perception of a NORM within their shared identity group and you create in your ad/message and they will comply.
Or you can do what is politically correct and have a lot of people die of cancer…
Decision Point–Discover a System of Decision Making That Will
Clear the Way to Success
Next Course begins November 2, 2019
If you’ve ever taken one of my e-courses, yes, it’s like them! This E-course lasts 7 weeks and has more than 20 modules. You set your own schedule – you don’t have to be “in class” at any particular time each day. You get VIP access to a secret portion of the web site, and can log in at any time.
If you could point to one word, to one factor, to one element or cause of what happens to you in your life, it is decision.
Maybe you have been experiencing one or more of the following:
Moving is always tough but when there are more than one person’s job or one person going to a school that they love and the possibility of leaving friends behind makes for what many consider an impossible decision. What do YOU decide? How do you decide?
Your investments have done OK but your total income saved for your future is terrible. There are a lot of options you’ve been told about but you really don’t know what to do. What will you decide? How will you decide?
You are a manager at your company and only have enough budget to pursue one product line. You can choose between an almost sure thing with a very modest return or a riskier proposal that could make you a superstar. What do you decide? How do you make the decision?
You’re on your way home for the holidays. You get stuck in bad weather and are put up at a local hotel. In the bar that night a beautiful woman strikes up a conversation with you and she has offered you the key to her room. What will you decide?
A relative lives with you. They take advantage of you but you can’t let them go because you don’t know what will happen to them. What is the right thing to do and will that thing be what you decide? How will you decide?
An elderly relative lives with you. They can’t take care of themselves any more. You hate the idea of a nursing home or “worse.” You also want “a life.” What will you decide to do?
Your wife is two months pregnant. A test reveals the baby is going to be born with a disease that will require your 24/7 care for the rest of your life. She decides she wants to keep the baby. But you haven’t made your decision. What will you decide to do? How will you make the decision?
Your home has a horrible defect that you can cover easily in the selling process and the defect almost certainly won’t be discovered for years. Revealing it will reduce the price of your home $100,000. What will you decide to do? How will you decide?
You can stay at your present job which you really don’t like that much and live on a predictable but very modest income or you can pursue a venture that has about a 70% chance of success and if it succeeds, you would double your income. What do you decide to do? How do you decide?
“Just wanted to thank you. I took your Decision Point E-Course earlier this year, and have put the ideas into practice. I knew I wanted to leave my job, but didn’t seem able to decide when, how, etc. Well, using what I learned from you, I was able to make a very definitive decision about NOW being the time. I feel great about the timing in my life now and at peace with the decisions I made. This means so much to me! Mahalo nui loa (thank you so very much).”
Stephanie Smedes, Seattle, WA
You’ve been thinking of getting a divorce but you’re just not sure. There are other fish in the sea but you wonder if you can still compete? Can you do better? What about the kids? What do you DECIDE? How do you decide?
You are involved in a custody battle for your children. One of the kids is misbehaving terribly and you don’t know whether you should spank them or discipline them firmly. The result could easily effect the results of the custody hearing. What do you do? How do you decide?
Two women have taken a liking to you. You date them both for some time. They both begin to talk about moving in and a permanent relationship. One is the kind of person you feel comfortable with and would be easy to love. The other is 10 years younger and is celebrity beautiful. Unfortunately she knows it and enjoys being the center of attention. What do you decide? How do you decide?
And those are just a few of the decisions that face real people every day. Decisions that people are forced into and have no idea what to do or how to do it.
THIS COURSE shows you how to make ALL of the decisions above.
And it’s important to note, that the right decision easily can be different from person to person. Knowing how to evaluate THAT is crucial to everything you will do…but no one ever does it….
“As a psychotherapist, I work in the minefield of decision-making and I can tell you that making good decisions is critical to happiness, success and relationships. Kevin Hogan’s course covers the terrain of decision-making with his usual thoroughness, candor and relevance. Kevin is always ahead of the game because of his extensive research, vast and varied connections and sharp mind. His thinking about ‘high noon’ and light a fuse, if applied, would save many relationships and learning the concept alone is more than worth the price of admission.”
Bob Beverley, psychotherapist, www.findwisdomnow.com
If you haven’t taken an e-course with me: an E-course with me is not like an E-course as thought of by the rest of the world. With me an E-course means you will have instruction in several media forms. Video, audio and text. There is NO specific time you must meet with me every day.
About 50% of the people who take my courses collect all the materials and work at their own pace later. The other half work with me and sometimes with other participants when necessary, on projects that are necessary to learning how to make RIGHT DECISIONS.
My courses are universally known to be challenging, results-oriented, pragmatic and show you EXACTLY how to get where you want to go.
Decision making is a function of thinking that almost 90% of people do very poorly. Most people think that if something turns out well, they made a good decision. If something turns out poorly they made a bad decision.
And that conditioning is one of the biggest reasons why people are poor decision makers.
Decision making is first and foremost about MAKING DECISIONS IN THE FIRST PLACE.
Every day, people vacillate on making changes in their lives that they KNOW are absolutely necessary, but they decide to do nothing and hope for the best, only to live a life where nothing ever changes.
This is where we begin.
Elimination of PROCRASTINATION and VACILLATION.
You will learn how to recognize situations where you are about to commit acts of self-sabotage. I’ll show you how to identify it long before it becomes an issue. I’ll show you how to crush self-sabotage so you can make a CHOICE instead of only having the ability to stay with the Status Quo.
This first week’s module alone will be worth the investment in the course.
How would you like to NEVER procrastinate again?
What would happen if you could actually MOVE in the DIRECTION that you want to, even if it is ONLY AWAY FROM WHERE YOU ARE TODAY?!
By the end of week one, you will have daily projects to do for several weeks that will almost literally beat the habits of self-sabotage and procrastination from your life.
Most people don’t know that procrastination is a habit you picked up, but it is NOT your fault.
The same is true of self-sabotage.
I will explain why, where it all started, why it happens to everyone and why it must be eradicated intentionally and with no little effort. By the END of the course, IF YOU FOLLOW the Decision Point Plan, you will have eliminated procrastination and almost all forms of self-sabotage.
I’ll explain in detail why self-sabotage is a little trickier and lurks in EVERYONE’S back yard waiting to strike. I’ll show you how to get rid of it and then prevent it so you never have to deal with it in the future.
And that is only week one! How we doin’ so far?!
Decision IS Destiny
You make decisions all the time. Generally speaking, the more decisions a person makes, the more successful they are.
The better a person is at making decisions, the more successful they are.
When you move from your old home to the home you are in now; maybe you moved because you wanted a bigger house, or to put the kids in a better school district. Maybe it was just closer to where your job is…more convenient.
And of course in the case of uprooting and moving your family, you’re talking about a lot of variables, a lot of things to consider. You’re going to find out how to make the right decision in which house to buy and where to move.
What about leaving your job for some other opportunity?
FEAR enters the picture quite clearly and because the future is seemingly unpredictable, you feel frozen or stuck as to what to do, so you immediately default to stay in your same job. But there is a way to make this decision much easier. And you’ll be pleasantly surprised when you do….
But there are also the smaller decisions of life.
- Which movie to go see…
- Which show to watch on TV….
- What to make for dinner…
- Whether to go to the game or stay home….
- Whether to take a vacation with or without the kids…
- Whether to wear blue or black…
There is a simple method that takes little thinking at all to make these day to day decisions.
And then there are decisions that you make that influence other people’s lives like taking a new job, going into business for yourself, moving to a new area, having a surgery that has risks involved….
How do you know what to do? Don’t worry, most people haven’t got a clue as to how to make the right decision every time, and there is a right decision to make.
Then there are Destiny Decisions…those decisions that you make that will literally determine where you are going to be in three years or five years.
These are REALLY IMPORTANT decisions. Every day I see people screwing them up as if they are no big deal.
You’ll find out a methodical system that might take a very short amount of time or significantly longer depending on circumstances. Nevertheless, you will find out exactly what to do every time.
Obviously there are plenty of Black Swan’s (unexpected random events like hurricanes and terrorism) out there to get in the way of what you want in life, but nothing you can control impacts your life more than decision.
Write that down.
Put it on the refrigerator.
That alone is worth $10,000, yes?
Nothing you can control impacts your life more than decision.
How would life be different if you knew you were going to make the right decision, every time?
Did you know that in life, there is almost always a best decision?
What would happen if you had the method for decision making?
What would it be worth to have a simple systematic approach to decision making where the guidelines are from your head and heart?
Most people are paralyzed with uncertainty about whether they should:
- Ask the girl to marry them.
- Make a purchase.
- Move from one place to another…
- Quit their job…
- Decide between committing one person or another.
- Start a business…
- Ask the girl to go out with them…
- Send the letter or not…
- Decide between hiring one person or another.
- Get a divorce….
- Send your kids to public or private school….
- Choose between a new car, a used car or no car….
- Go back to school to get more education….
- Fire the person or not.
- Invest in stocks, bonds, real estate and not screw up.
- Accurately plan for their future in all areas.
Why Do People Make Bad Decisions?
And…they make bad decisions because…we all have about 8-10 areas of failure in our brain….similar experiences where you make the wrong decisions over and over again.
(Like marrying the same guy five times, dating jerks, working for idiots, saying the wrong thing at the worst time, etc. Sound familiar?)
We’ll repair all of that. (If we don’t, life will be the same tomorrow as it has been in the past….)
Did you know there is a proven way to make the right decision in each of the above choices?
For the sake of discussion, let’s assume that is correct. There IS a method you can use to make the RIGHT decision just about every time.
It doesn’t take a genius to think, “I decide to make more money,” “lose weight,” “get a better job,” “get married to perfect person x”.
KEY: Learning the process of making the right decision involves making that decision STICK, be UNYIELDING and barring a Black Swan, guaranteeing you will follow through.
Over the last 15 years we’ve been fortunate to have studied the raw information about how to make laser beam accurate decisions. Complex software programs have shown scientists how to simplify the decision making process using some mostly simple (sorry, it’s not ALL instantly easy!) rules.
And now, you don’t need the software or the computer any more…
And, by the way, in the last 15 years there has been an incredible amount of research done about decision making that teach and use VERY FAULTY processes, that can’t and don’t work.
KEY: You’ll experience FIRST HAND, how what seems to be an obvious decision, is almost always the wrong one….the costly one…(often the disaster one….)
If you follow that teacher’s advice, you’ll flat out screw up.
You’ll end up with next to nothing and headaches and heartaches to boot.
People, including a lot of authors, are lazy.
They don’t do the research.
They don’t test.
Why should they?
They get paid the same no matter what and when YOU screw up, they just say, “you did it wrong.”
Play along for just a moment.
Can I ask you a question?
Have you ever read that it’s been proven that 93% of all communication is body language?
Of course, lots of times. Everyone has read that.
And of course, it’s not true.
(It’s not even close to accurate.)
How could that be, it’s common knowledge…isn’t it?
There was one study done by a brilliant communication researcher 35 years ago that evaluated people saying one word to another, with the other person only being able to see the person from the neck UP. (that leaves about 90% of the body out of the study.) In this one specific instance, Dr. Mehrabian found that about 93% of the communication sent was at a nonverbal level. Obviously when people communicate with more than one word and people can see below the neck, all kinds of factors change the percentages.
Problem is people read something in a book written by Goofball X and they believe what she writes because she says it’s “scientific.”
People look at their lives and think, “I did everything I was told…”
Yep and look at that life. It didn’t work.
The guru didn’t do the research. They went with the party line and taught that.
I don’t care about the party line because I don’t like the people at the party.
Remember when Benjamin Franklin did his famous experiment about testing each of the virtues (temperance and so forth) for a month so he could eventually become adept at all of them? I’ve heard most motivational speakers talk or write about this. I’d name them, but it would take an entire page…
Anyway…You remember… but he gave up the idea after the first week …he never did the experiment. He wrote early in his biography that he was going to do the project and then soon after decided not to. Basically he said it was impossible to do such a thing.
I’ve never heard ANYONE get that right, either.
But THEY TEACH YOU TO DO IT…
And because you trust them YOU TRY IT and FAIL.
Franklin’s personal challenge didn’t work for all kinds of reasons I’ll show you later.
Question: Why did you believe he actually did the project?
Only one reason: …because someone you trusted or believed, an author, a teacher….told you that it was true.
Want a quick way to filter a crummy guru out?
If they tell you that story, they didn’t get very far in Franklin’s biography. If they tell you that, they’d tell you anything.
By the way…what did Franklin do instead?!
I’ll show you that at Decision Point, too.
The point is that MOST of the stuff people tell you to do…. that is “scientific,” that is based on laws of the universe or proven techniques is nothing more than their imagination having run wild.
…and following their advice will get you the same ultimate destination, every time…
Back to Start. (If you don’t go into foreclosure first.)
So why don’t the vast majority of people make good decisions?
Why are people AFRAID to make decisions at all?
They’ve been given crummy information and worse methods for how to choose and what to do.
It’s that simple.
(OK, there are eight other core reasons people make crummy decisions every day, but to pick on your neighbor here is so not cool…)
And what does the Power of Decision Point give you in life?
- Personal freedom
- No limits
- The Ability to Succeed When Most Others Fail
- The Ability to Make Big Changes in Life with Easeand…
- Wealth if You Want It
- A LOT Better Life If You USE The Power of Decision
- Success when you use The Power of Decision.
You’re going to learn it ALL in this 7 Week E-Course.
If you’ve been in an E-Course with me, you know that although they are always convenient, they are also densely packed with practical, real life application as the end result. That is the same here. Everything you learn will be immediately applied to a crucial part of your life because there is a LOT going on in your life right now and a LOT of it has to change but you don’t know WHAT.
Each week you’ll receive a number of emails or documents from me. You’ll have homework assignments that are all real-life based…your life. You’ll be given audio’s to listen to or video to watch. You will once again, find out what “over delivery” means!
You’re going to discover:
- How People Decide
- Why Most People Make Almost All Bad Decisions
- How to KNOW What to do…
- The Four Factors of Luck and How to Tilt the “Luck Factor” in YOUR Favor.
- How to Beat the Black Swan when Bad Luck Strikes….
- All of the Successful Strategies for Decision Including Decision Point: MY PERSONAL SYSTEM
“You’ll never see a sunset if you keep going east! And you’ll never live the changes you want in life if you exercise your decisions in the wrong way. No matter how positive or determined you are. So, if you want to begin making decisions that will help you take control of your life at a whole new level, then you need to enroll and immerse yourself in Kevin’s new e-decision-making course. It’s packed with fresh, new, exciting information that will help you train your brain, period. Since I completed the course, I have learned to think better and smarter about challenges, enjoy being able to make powerful, timely and well-considered decisions with new secret technology that until recently, only the elite had access to. In the course, besides being presented in a convenient format, you will be able to start and work on your learning curve at your own pace. And, personalized learning means you can contact Kevin at any stage of the course. I strongly recommend this course, it has solutions that really work!”
David Power, London, England
Do you sell something for a living?
[Pay attention: I’m going to show you how to analyze how your client WILL DECIDE on buying your product or service…and I’ll show you WHAT is going to happen next…think that might be worth $10,000?!]
I’ve never given the system for DECISION POINT to anyone.
I’m not going to write about it in Coffee….ever.
But the time is now to experience a truly transformational experience in an exciting and unique E-course.
I PROMISE YOU:
No one else is going to ever show you this information. You’ll never experience these experiences with anyone else. You can’t find anything remotely similar “out there.”
So essentially, you’re stuck spending seven weeks with me. As with all of my E-Courses, I am your PERSONAL COACH and you don’t have to be at any specific place at any specific time. The program is delivered via audio, video, and text.
So what’s going to happen in these seven fascinating weeks?
I’ll personally show you the problems you face when you make decisions.
You’ll find out the impact of other people on your decision.
I’ll show you how to minimize the NEGATIVE impact of other people on your decisions, including the people you might love or work with every day.
You won’t regret your decisions anymore.
You’ll understand how to MINIMIZE RISK and MAXIMIZE RETURN on both business and personal decisions.
I’ll show you EXACTLY what to do when the RIGHT decision you determine, FEELS completely wrong.
Finding out how your beliefs, faith, values and lifestyle factor into your decisions matters a lot to you. No one else shows you how to be true to yourself and others around you while you decide for your Self or for many.
At the end of the course, you will have one cool, big Coffee Table-Sized Manual that you will be able to refer to forever.
Your tuition: $1995 today!
A couple things before you apply!
- I reserve the right to reject any application for any reason.
- There may be a few group projects that are necessary for making decisions where two people are involved, instead of just you (as in a marriage, with kids, or at work). If you are unwilling to e-mail one of your fellow participants during these two projects do not apply.
- Everything is yours to keep, but you may not share or give away any of this information to anyone.
- If you’re still here with me, then I look forward to seeing your application!