Kevin Hogan

International Speaker

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

What works in Advertising…and What Doesn’t?

Many argue, that nothing matters in business in the short run more than knowing just what persuades in advertising and what doesn’t. I want to show you a number of findings that will help you understand what works in advertising and what doesn’t.

First, I want to start with raw numbers covering almost all industries and professions before talking about the various types of persuasive messages you need to use.

How would you like to know what the research reveals, instead of the company selling the advertising? Where possible I’ll show you the results for Europe as well as the United States.

Spend More?

Across thousands of businesses, services and products, using all kinds of advertising (not including direct mail and Internet) including television commercials, magazine advertising, newspapers and radio. It’s been found that a 1% increase in advertising budget yields a median of 0.1% increase in sales.

If a small business does $500,000 annually in revenue and has a $50,000 advertising budget, then a 1% increase in advertising ($500) would translate to $500 in additional sales. (People new to small business, call this “breaking even” and they are soon out of business.)

The good news? Increased advertising does increase sales overall. The bad news? If products and services have traditional profit margins, a company could easily go broke trying to advertise it’s way to sales. In Europe, the same 1% increase in ad budget gets you 0.2% increase in sales, double of the return in the USA.

KEY POINT: Small businesses (less than 1 million in revenue annually) that attempt to advertise are most likely to go broke using traditional advertising, where large businesses that can reduce cost per unit (or cost per service) on products and services are most likely to benefit from advertising.

Products with large profit margins (beer, alcohol, diamonds, soft drinks) and current wide exposure can boost net profit where those with small margins (restaurants, clothing, books) will on average have to be far more careful advertising.



Advertising messages that are effective on first exposure are likely to be successful for some time before failing.

Advertising that doesn’t succeed on it’s first exposure is almost certain to fail with multiple attempts.

Repetition of multiple exposures increase sales with ads that are effective on their first use. Then, with similar repetition sales will go up with constant repetition before dying out.

KEY POINT: Repetition is a major factor in causing people to switch brands. People that are exposed to a different brand twice, between purchases of the product, are about 5% more likely than those who were not exposed, to switch.

Reduce Price?

In general, a 1% decline in price is rewarded with a 1.7% increase in sales.

If a product or service sells for $100, and the price is reduce to $80, you could anticipate at 34% increase in sales. (If the audience is unfamiliar with the standard pricing of the product or service the discounting is meaningless.)

But there is a huge difference between what kind of a product or service the price reduction is being used to promote.

The bad news: For durable goods (products that can last 3 years or longer on the shelf or in someone’s home or garage) a 1% decline in price will on average increase sales 0.5%.

The good news: For nondurable goods (products and services with shorter than 3 year “shelf life” do quite well in price reduction promotions, increasing sales by as much as 2.5% on average for a 1% price decline.

More bad news: In Europe reducing price by 1% only gains about 0.6% increase in sale.

Reducing the price of a Lexus or products and services that are “high end” aren’t likely to do as well as something that is going to be “used up.”

Finally, the research shows that price reduction on products at the END of their life cycle (VCR’s in 2005, for example) are benefited most by price reduction.

Learn About Utilizing Subtle Covert Influence for Change

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.

Kevin Hogan has released a powerful new CD program that takes you from a barely-there awareness level of subtle communication to a powerhouse expert of subtle unconscious communication. This is everything you need to know to increase the power you have in every communication.

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.

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.

More Information about Covert Hypnosis or to order

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Latest Posts on Kevin's blog

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


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Kevin's body language evaluation!

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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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