Persuasion and Influence 2025:
The Legend’s Online 12 Week Course
The Game Changed.
Here are the new Rules to Capturing Minds in 2025,
with Kevin Hogan, PsyD
The action of influencing others changed in the last decade and that change has accelerated in the last 4 1/2 years.
There is a completely new dictionary of words, meanings, expectations, mental health, behavior… all as a response to new parenting styles and workplace structure just a few problems persuaders (salespeople, parents, teachers, marketers, online businesses big and small) face.
We all watched it change and today everyone is shaking their heads and wonder “how do I get the results and outcomes I need to get?!”
“It’s all changed….everything…”
How is it possible that just as you have the most comprehensive set of rules and certainties in both persuasion and influence, a lot of it changes.
I was really uncomfortable putting hard research about contagion “out there” (and I still am) so I waited until I created the Persuasion Legend Course which is where we are right at this moment on this line of text.
I was able to piece together the biggest longitudinal studies in history (some over 75 YEARS) and bring them current to date and then break them down to the level of behavioral choice and what was changing behavior. Because
… it was obvious that the new you and me, wasn’t going to change until the next predictably unpredictable experience where the world follows the blind leaders.
Almost all of this research was either persuasion (persuading with intention someone or some group to change) or influence (creating environmental cues or modifying them to shift behaviors though much more complex to effectively implement).
You used to be all but assured that the Law of Reciprocity was a sure thing. It’s not any more. It still effective with a few demographics but not cross culturally.
Then there is the Law of Scarcity. Same thing. Effectiveness is way down especially in younger people.
The Law of Consistency was reshaped and NOW people are consistent with their “new selves” but they aren’t the same people they were before 2020.
And the list goes on and on.
There are now far more effective principles and tactics, and then strategies for influencing and persuading others to your way of thinking.
I finally stopped codifying at 60 Laws in 2022. In 2019 I was at 36. Sixty is a lot and is not a number you can learn or teach in 10 weeks.
To just train the 12 Laws of Persuasion where we sat in 2002, and do it well, took about 30 hours. Actual applications would keep us productive at Influence: Boot Camp for 15 years. Now there are 60 and we lost the dramatic significance of 5 of the original 12.
I spent the past year designing this course, for you, to finally fix YOUR biggest problem. Getting to yes in a new and unique era that produces more challenge for you than ever has in the past.
And this year, that problem has never been bigger. People are rejecting not only expenses because of “the economy,” but they are saying “no” to questions that have nothing to do with the economy!
You can have the answer, or continue on in the same old…..
People in 2024 are nervous, anxious, socially phobic, stuck in their phone, unable to think past what they have always believed. People are less intelligent (this doesn’t surprise you does it?), they aren’t living as long (in the U.S.) and in the U.S. record numbers of people are dying of overdoses.
In other words, they have more anxiety, more depression, get rejected more, feel more resentful, are desperate for assurance and reassurance.
Here are some ways that is manifesting in your world.
• They can’t “do it right now because receivables are down.”
• Their customers aren’t paying their bills so they have to say, “no.”
• Customers barely trust even the most ethical and honest people.
• You can’t get through to #1.
• She doesn’t return your calls.
That’s tough but then you run into problems that are even more frustrating.
• He doesn’t ever get the proposal you sent him.
• They trust you perhaps but still feel uncomfortable, and say “no.”
• You are honest and they still don’t trust you.
• Your price was lower for the SAME THING, but they still said “no.”
• Your email didn’t get read, your text was ignored. Your call wasn’t answered.
• For someone else? It’s even worse. The email from your competitor got read, but they didn’t reply to you.
• The proposal from another competitor got read but you got a generated response.
• You wanted Customer Service to help but they came up with an excuse.
Plus…..
• You wanted an upgrade and didn’t get it.
• You wanted a better deal and they didn’t budge.
• She picked another guy and he was a moron.
• You were THIS close to the experience of a lifetime.
Think about that. You have lived with a lot of “almost” situations the last few years.
• It was totally illogical that she said “no” to you.
• She said “yes” but then “changed her mind.”
• You do everything right and it barely works.
• You tried what they taught you and it didn’t work.
• You learned from them and never had success with it.
People trust fewer people and that is HOW IT SHOULD BE. In fact I find I trust a LOT FEWER PEOPLE.
Your clients have been taken advantage of and scammed by people they believed they could trust. Unscrupulous, unethical and incompetent people have all taken advantage of them and they have UNDERSTANDABLY withdrawn their head into the shell.
If you can *understand* that, then you will benefit from This 11+ week Online Course.
If you can’t…you won’t.
And then there’s what you get when it’s applied in real world selling.
For example:
“Just HOW will I actually get an appointment?”
“How do I make myself competitive with a Zoom call when a competitor got a lunch date?
“How do I make more sales without lowering my commissions when I sell the exact same product as my competitor?”
We’ll take the research and answer that question once and for all.
Legend Point: You will leave knowing how to RAISE the price of your product or service and sell more of it, even if it is IDENTICAL to your competition.
Maybe one of the most exciting elements of Persuasion and Influence: The 11 Week Online Course for 2024, is that I will show you how to sell a commodity (something that is sold by your competitor and you DON’T have a competitive edge!) for more money than any of your competitors.
Not only will I show you how to do it. In THIS case, I will show you what to say.
And I will do this either recorded face to face interactions or examples from live discussions, you get to see, right before your eyes with someone’s product or service in the audience!
Everyone has to sell something in life.
Coaching? Coaching is the biggest human commodity in 2024.
Financial Advisor? You can make far more money than your competitor’s think possible.
If you sell real estate, you’ll learn how to sell the same house for more money.
Diamonds? Gold? You’ll make a lot more if you follow this process to the letter.
If you sell insurance, you’ll learn how to sell the same product for more money to excited buyers.
If you sell tires, you’ll find out how to make a lot more money than your competitors would ever dream of making.
Trainings? You have no idea how much money is there and they literally want to give it to you.
Now, if you can increase your customer base and the amount of money your clients want to give you to be a customer of yours, can you imagine what will happen if you sell something that isn’t a commodity…something that is different from company to company?
Pharmaceuticals, advisory services, food, art, clothing, cars, jewelry, services and all kinds of other products are *easy* to sell more of and for more.
People like you (maybe you) often send me e-mails asking me to give them applications of various strategies and tactics I’ve written about. If those people are in the Platinum or Gold Inner Circle, they get an immediate response. If not, it’s not possible to get to everyone’s email.
You get your answers and instantly.
Question: What will you be able to have if you could influence anyone to your way of thinking?
I can’t specifically answer that question for you. I can tell you that the power to influence, (not the power OF influence) gives a person permanent security and stability.
You’ll be able to take full advantage of everything you discover in this user friendly online course and apply it immediately.
EVERYTHING translates from business to personal and vice versa.And you are going to learn how to make a LOT more sales by seeing fewer people with NO extra work, and in fact, you will reduce the total time it takes you to communicate your message so much it will probably scare you.
In fact everything in this course is about what I always wanted in an online experience with you.
• Lots of content.
• Lots of applications.
• Lots of certainty.
• Lots of new material.
Do you know how your customer really sees you? Do you truly know your customer? The answers to these questions are vital to your success!
The NEW Identity in Persuasion – Yours & Your Customer’s!
The field of influence and it’s sub-field of persuasion continue to grow with fresh research from the best minds on the planet.
More books about persuasion were published in the last three years than in recorded history to date.
Almost all of these books were rehash of Cialdini, Carnegie, and myself. There wasn’t really anything new. But the persuasion research?
….well that is a different story. I had a “field day” this year stacking just shy of seven FEET of research. I’ve synthesized this with results from dozens of real world applications.
Here’s some of what I’ve distilled from current research that you can put into immediate use:
We learned a lot about the relationship of how people “feel about products, services and people” and the mental shortcuts they use to buy.
The first cluster of material I developed was about how people connect with YOU when they buy from you.
So, Who Is Your Customer, Anyway?
• What do they think?
• How do they feel?
• Does it matter?
• When?
• So what? Can that be used for ANYTHING?
Turns out it can….
Identity in Persuasion
It’s in a cluster I call IDENTITY. Identity research could fill 12 hours all by itself, but that would have left too much excluded that I wanted you to have NOW.
So, I put together the core concepts of IDENTIFICATION and IDENTITY and how YOU can utilize this cluster of information in influencing others.
One example would be something like, “If you know someone is a Republican who is going to vote for Trump in the election, how does that help me predict what they will think, buy, and feel about it all today when I ask them to buy from me?” Obviously we all identify with SOME other people.
I am going to show you how to cause people to SEE YOU through those filters that YOU PUT IN PLACE. Those filters will completely change their perceptions of you, your work and whether they will hire you or not. For years people have used the word filters….
How would you like to know what that REALLY MEANS?
How would you like to understand what you get from a filter?!
Identification and Identity are profound areas of influence research that are now coming to the surface. It’s nothing short of fascinating and of course no one knows about it yet.
Influencing the Long Tail
Finding the meeting point in the world between you and the universe of people who would LOVE to do business with you, is the subject of one of the more valuable aspects of this course.
Legend Point: YOU are THE answer for a group of people out there.
I show you how to project the image and self that you need to project to draw that group to you.
It was a lot of fun to synthesize the work that’s been done in this area and make it pretty simple to understand and just as easy to make real for you.
Persuasion’s Best Kept Secret
I’ve briefly touched on MVD. MVD is short for Most Valued Dimension.
No one (no one) had ever reported this phenomenon to the public except… me.
So for most people, it was so unusual that it went right over their heads! But, two dozen people wrote this year and asked a ton of questions about how to calculate the MVD for themselves.
This is an incredibly potent persuasion tool that is waiting for people to learn. This is NOT easy and it is NOT simple.
I have made it approachable.
If you really want to know WHY people pick YOU and YOUR PRODUCT, this is the answer.
Once you know WHY people pick YOU, it is a lot easier to project those FEATURES (NOT BENEFITS) to the public.
Once again, if I could say that this course was worth the price of admission…..but I won’t.
I’ll wait for YOU to tell ME.
How do Mind Readers Know What You’re Thinking?
I’ve been adding to this fascinating aspect of persuasion for years. I give you about half of what I can and then make easily applicable.
The other thing people constantly ask is how I read their minds so easily.
OK.
It’s here. Week 4.
The Mind Reading material is *definitely* worth the price of admission, no maybe’s about it.
It’s excellent.
Yes. I show you what to do, what to say, and how!
Enough said….you’ll see.
The Ultimate Power Factor in Persuasion
You learn in detail the two most important factors in persuasion, bar none. In detail that I’ve never given this subject, you will gain an awakening awareness to these two core concepts of behavior and the keys to control of behavior.
Fewer people ask for “recent research” unless we count “what’s new in persuasion,” and then that is what the next element is about.
Current Research Gives You a 3:1 Edge
Current research in persuasion is voluminous and throughout the course, I cover a LOT of stuff quite quickly almost always with examples and specifics for YOU. New research is always intoxicating because it is stuff no one knows about yet…because it is new.
And I love new stuff…
Eminently useful immediately.
You will like. You will put into use immediately.
A Complete Guide to Analyzing Your Customer
For the first time ever, I show you how to analyze your customer. The questions you want to ask YOURSELF about YOUR CUSTOMER (or the girl or whoever) and then I show you how to utilize that analysis to cause people to “change their minds” (and yes, their behavior).
Once again, cutting-edge research merges with real world applications and makes you the master. (Well, maybe not after listening just once…but, drill this stuff into your brain a few times, and you will do very well, indeed.)
This course is not only cool, it’s approachable, it’s exciting, it’s intense.
Because as you come to understand the mind of the other person; you’ll also be learning :
• How to create the “gotta have it” feeling in consumers
• How to melt away sales resistance and reactance
• How to tap into the “primal” buying emotions
• How to literally eliminate the need for rapport and go to instant trust
• How to ’cause’ consumers to obey your hidden ‘sales push’
• How to infuse “proof power” into your sales letters
• How to arouse your prospect’s inner buying drives
• How to influence your prospect’s mind to trust you
• How to bypass your prospect’s (or anyone’s) conscious mind
In a nutshell, you’ll learn how to create influential messages that hold customers captive from the first words you say to the signing of the check.
That’s not all, you’ll also discover how to:
• Cause Them to Identify with You
• Combine Two Key Drivers that Will Cause Compulsion to Comply
• Form Questions that Will Cause Compliance When Asked
• Never Have That “Phoney Feeling” Inside Again…and Instantly Watch Your Income Increase
• Use the Power of the Invisibility Intensifier
• Take Advantage of Kevin’s Full Christmas Tree Technique
• Optimize the Use of Their Feeling of Fear
AND…
• Determine Which of the Five Basic Fears to Utilize in Your Presentation or Copy
• Adopt Key Characteristics of God that Make You More Persuasive (even if you are Agnostic!)
• Use Features instead of Benefits to Close The Deal
• Send The Energy of Being THE Problem Solver to Those You Influence
• Modify Old Sales Strategies to Become Influential Again
• Be THE Person That Imbues Them With Good Feelings…They Won’t Want You to Leave!
Link Good Feelings with Buying Now
PLUS…
Generate Connection and Loyalty Triggers that yield stronger connection, so patients, clients, customers, friends, employees, contractors, loves, don’t simply walk away with no sense of connection or responsibility to anyone but themselves.
* Take Advantage of The Impulse to Instant Gratification With You, Your Product and Service
Building Trust & Credibility (make it look easy)
Building Trust and Credibility is one of the most difficult things for ANYONE to do. I’ve put together some very EASY methods for you to accelerate the process to almost instantaneous.
BUT please do note, that getting trust and credibility immediately does have a danger. If you don’t deliver, you will lose. If you can deliver, you will be have a bonded relationship forever. This alone is worth far more than the tiny investment in Triggering Compliance in the Persuasion Sequence
I’ll show you how to do it…don’t abuse it…
One tactic is The Power of Impulse Activation is that in most cases it moves the person past skepticism and criticality….almost instantly.
I’m going to compare messages verbally and in text for you. I’m going to show you what works and what doesn’t verbally, and in writing.
Nuances make HUGE differences.
Do You Know How to Influence Non-Verbally?
I watch people use the right tone of voice and great body language and get a “no” because they blew it with words.
Even more often I observe people saying the right words but completely screwing up because their tonality and pitch of voice offend the other person.
Learn how to do it correctly…
And I’ll show you how to do things that everyone else told you not to.
• I’ll show you HOW and WHEN to use LOGIC in the buying sequence.
• I’ll show you WHEN to be politically correct and when not to.
• I’ll show YOU how to INFLUENCE WOMEN (in-depth, like I’ve never done before!)
Triggering Compliance in the Persuasion Sequence is UTTERLY UNIQUE in persuasion and selling.
Influencing Men vs. Women, Conservatives vs. Liberal, People who Get things Done vs. Those that are Lazy. What’s the Difference?
Because, for the first time, you will find out EXACTLY how to influence women. (Whether you are a man or a woman doesn’t matter. What matters is how you will use what you discover here!)
Women react and respond VERY DIFFERENTLY than men to influence attempts.
The chances are very good that your business is HEAVILY WEIGHTED with either 80% male or 80% female clients and customers.
I’m going to show you how to gain compliance from the women you’ve been missing out on.
I’ll give you THE EXACT WORDS that are REQUIRED to influence and sell women.
I will show you the PRECISE ATTITUDE that is REQUIRED to market effectively to women.
Get your ticket to Persuasion and Influence: The Legend’s Course, Season One!
It begins now.
You are now in a very new world.
Perhaps this collective designation is a good metaphor of the shift in the world.
LGBTQQIP2SA:
Looks like a password with a special character.
I showed the new LBG inclusion initials to a friend who is a psychologist. “Kev you are exaggerating.”
“Really? Google it.” She did. She showed me her phone and there had been an additional 8 characters added.
From the perspective of persuasion and influence, we need to be first aware of a person’s IDENTITY.
If you aren’t you won’t make the sale, get the date or anything else.
About 30% of Gen Z adults identify as being L… in the U.S.
Over all “generational” designations, (baby boomers, Gen X, Millennial…) almost 5% of men and 9% of women identify with being L…
And this is simply ONE metaphor for all of the different changes.
I want to help you understand how to influence people but if you don’t know what people’s self perceived identity is, you can’t even get to the starting point of the race.
Millennials were born from about 1981 – 1996. Gen Z meanwhile were born from about 1996-2010.
Gen Alpha? 2011 – 2024.
In just a few paragraphs we’ve identified a big problem people who want to persuade have.
There are lots of other designations that people use to identify themselves or others.
One of my favorites is “woke.”
And these are just a few of the enormous shifts in thinking that are going on in the world but sometimes only in the U.S.
For example the number of people taking their own lives in the U.S. is up dramatically over the last 5 years. In every other nation? It’s down dramatically.
All of these new distinctions and ideologies have made it so you can easily communicate with someone who thinks just like you do, but if YOU talk long enough you find out that your emotions will be triggered even intra-family.
Persuasion and influence is obviously not really about “influencers” as there aren’t that many people whose celebrity status or beauty is enough to make a massive impact on people’s decisions in life. Far more significant are the people who would not be labeled influencers, who I will call Persuaders and return to my original designation Master Persuader.
The master persuader knows that persuasion begins in understanding the other person. You get on their landscape.
You learn what matters to them and then bring them to your landscape.
It’s the same formula as the best movies use.
The landscapes have changed and I’m going to walk you through all of them in the Legend Series.
There are completely different strategies and tactics for persuading conservatives in contrast to liberals. It’s not the politics that makes them conservative or liberal. It’s their worldview that makes them politically conservative or liberal. The spectrum is broad and critically important in 2024.
On average, people buy and say yes to people they like. You’ll see that you can be likeable to people who don’t agree with your world view. Getting people to like you is of course just one step, but it’s important and it’s easier than you might think.
So how do you persuade in this new world with all these new ideas, new views, new thoughts and incredibly polarizing factors?
…and you’ll have it to give them!
It took quite some time but finally, I began the process of retooling persuasion and influence in every day life as well as specifics like business, marketing, selling and relationships, both on and offline. When you read it you realized that the 400+ pages just opened the doors.
Now it’s time to do the seriously deep dive and once again become a new Master Persuader.
Consistency, Reciprocity, and Scarcity still have their places, intra-similar belief structures; but they are “the answer” much less often than they were 15 years ago. Meanwhile, for example, Expectancy, Identity and Friends continue to be strong.
You need to make legendary progress and SOON, in the new world, or the price to pay is dramatic.
Stop thinking about how you THINK things should be. That’s ridiculous. You and I don’t control how things will be, EXCEPT as they relate to YOU.
So you go out to the gas station to get gas and 20 people look at you.
How many look at you TWICE?
ZERO?
If you talk to someone and think the person is a possible hire or a possible date, do you even have ANY clue as to what you’d say?
Look, the world CHANGED. Any similarity between 2024 and 2014 is purely coincidental.
I’ve easily put 1500 hours of time into creating this course.
Influence is the central pillar of Emotional Intelligence. Without it you are doomed. With it, you are at cause.
But how many people do THAT anymore?
“Yes! register me Right now with Monthly Installments!”
The Persuasion and Influence Legend Online Course
beginning August 17, 2024.
I understand my deposit is 297.26 today
then six additional monthly installments of 297.26.