Kevin Hogan

International Speaker

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You and I have both heard of motivated sellers as referenced in the buying and selling of real estate.

Motivated sellers, are people who have strong mottvation to sell their house. Divorce, they’ve been transferred, stuff like that.

I would suggest that almost all sellers in real estate are “motivated.” Influence, Persuasion, Body Language Expert Kevin Hogan

Most people can’t afford to move until their own house has been sold. And today, of course, sellers are motivated to complete transactions quickly because there are fewer buyers on the market and those that are, are offering less money from the git go.

OK so that’s a motivated seller…

I want YOU to do business with motivated buyers.

Imagine that you represent a product that helps people lose weight. My experience says people aren’t motivated to lose weight after about two weeks. …but most people are motivated to LOOK GOOD…and that motivation lasts a long, long, long time.

Most people are motivated to reduce their back pain, their headaches, and pretty much anything that hurts.

Imagine you sell a product that helps people reduce or eliminate their pain. If you can show that to the potential buyer, you have a motivated buyer where price becomes a small issue.

What about someone who sells a financial advisory service that has made a lot of money in the last few years while everyone’s 401 K has gone down in value. (Someone who has talked about gold, emerging markets, and oil…for example…yes I think about it but don’t really have the time…)

Show the person how much they’ve lost in the last few years or what they haven’t gained in the last 10 years that they could have, and you have an individual in pain.

Most people, of course, don’t experience financial pain until they are fired or quit or have some disaster happen to them.

Talking to people about future financial pain is usually a waste of time because people tend to believe that things will magically get better.

So unless you are dealing with someone who has a high degree of intelligence, you don’t have a motivated buyer until something dramatic has occurred that brings them to “needing money today…or else.”

Then of course you have a motivated person.

OK, you get it.

What will people do almost anything to avoid?

QUESTION: What is your client’s greatest pain?
QUESTION: What is your client’s greatest fear?

People will do almost anything to move away from pain and fear.

“do almost anything” is a big part of motivated.

Once you know what a person’s fear and pain is, it becomes very easy to communicate with that person about solutions.

Legend Point: If you have a product that is PROVEN to help your client with their pain and help them eliminate the fear in their life, it is very difficult to screw up this confluence of factors.


Isn’t there ANYTHING other than helping people get out of pain and vanquishing their fears that will create a scenario where you are a “seller” meeting a “motivated buyer?”

You bet.

People have desires that drive their behavior.

  • People want to be smart.
  • People want to be independent.
  • People want to belong.
  • People want to make a difference in their family and the world.
  • People want to acquire stuff.
  • People want to have sex.

These are all factors that give birth to motivated buyers.

If your product, or service, or you, can give a person or lead them to having one of those “desires”, then you both win big.

Dealing with motivated buyers is the answer.

Are there any other motivated buyers?!

You bet.

I drive a very modest, almost old, Toyota Sequoia. Maybe 2500 miles annually. I’d buy a different car, but I don’t know what I’d do with it.

However, I do travel a lot by airplane and stay in make-believe homes called “hotels.”

I like hotels to feel like home and I like my little tiny space on airplanes to be as large as possible.

Having been stuck on elevators between floors in two hotels and a commercial building has caused me to avoid three-star hotels at any cost. I am very motivated to NOT experience that again.

Shoot, I engaged a security guy at the Luxor Hotel in a conversation, noticed he had a working walkie talkie, and asked him if he’d show me up to a room I was keeping all my stuff in at the hotel during Boot Camp. He smiled. I didn’t care what he thought. But he took the ride up the inclinator (that’s what they are called at the Luxor) and I tipped him. I did this because the first time I got in that elevator I couldn’t get the thing to go “up.”

Now the Luxor is a four-star hotel. It’s a heck of a nice hotel…but I stayed at The Mandalay’s posh, The Hotel. Because I’m a hotel snob?

No, because I want something that is as clean as home, as close to “everything works” and at least as big as the main floor back home.

I’m a VERY MOTIVATED BUYER when it comes to a very, very nice hotel suite. Mostly it’s about avoiding pain and fear, but it’s also about being comfortable and content.

Now because the resorts in Las Vegas are run by brilliant marketers, they know precisely how to market to me and because I’m a motivated buyer, they get a lot of my business.

Legend Point: They know what I want and they give it to me. It’s as simple as that.

Is it bad that I’m a motivated buyer?!


It’s great!

And they are motivated to sell, and that makes for a happy couple.



In other words, we all go around all day talking to ourselves silently or out loud. What is the conversation going on in your customer’s head? What is your client talking about or debating in their head?

For me it’s easy. I want a penthouse in a five-star hotel near my event for less than X dollars. Find it. Accept.

What is YOUR CLIENT saying in their head?

What do they want?
What do they want in life?
What do they dream about?
Who do they want to be?
What ARE their desires!?

When you know this basic first-level information, it becomes quite easy to walk even for the briefest of time in your customer’s mind.

And it makes it very easy to make sales with customers who are HAPPY to do business with you.

No, that’s not right.

THEY ARE THRILLED to do business with you BECAUSE they “get you” and they are going to give you what you need/want.

It’s as simple as that.



  • They want to be out of pain and they want their fears taken away.
  • They also want to be sexy like Giselle the Victoria Secret girl. (Well I don’t want to be sexy like Giselle, but you know what I mean.)
  • They want to feel in CONTROL and they want YOU TO GIVE THEM the ability or skill to put them in CONTROL.

…money becomes the pieces of paper it is and you get what you want.

…and that, is, the way it works best.

Science of Influence

The Science of Influence Master Volume VI – Invisible Influence

Knowing What They Think and Who They Think You Are

Do you need to have listened to any of the previous CD’s to use this program?

No. It has been intentionally designed to be newcomer friendly.

For those of you who have only been “here” for a year or less, this program,
The Science of Influence Master Volumes 61-72 is my effort to “top” what
most everyone reports as their favorite of the Library, 49-60.

When I listened to it, I felt comfortable that this program
accomplishes that. 61-72 is superior.

This program is brand new, unreplicated material.

The field of influence and it’s subfield 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 and researchers….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

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?
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 CD’s 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

One example would be something like,
“If you know someone is a Republican who voted for Bush in the last
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 other people.
Around the house here and in the home office, you’ll hear people
refer to me as being just like HOUSE (House M.D./Hugh Laurie). I find
that hard to imagine as he is older than I am and uses a cane….

In public, people tell me that I remind them of Kelsey Grammer,
Robin Williams, Drew Carey and David Letterman all rolled into one.
Must be a very overweight guy….

So the point is that they identify me….with them.

That means they will SEE ME through those filters. Those filters
will completely change their perceptions of me, my work and whether
they will hire me 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.

I DID see a couple of Internet Marketers use material that they got
at Boot Camp where I touched on Identity. I think they did rather
well in their launch…..

Aside from that you will be the first to use this virgin research.

Because the concept of “persona” is so poorly understood and
underutilized outside of show business and branding, I do show you
how to develop your own persona. Little is more important in being
THE person want to do business with…I’ll come to that in a

I decided not to open with something so profound, however.

10 Simple Steps to Persuade Anyone

Mark Joyner, who is probably the all time #1 Internet
Marketer on the planet, asked me to write a small piece of his book,
Simpleology. (Very good book btw)

He wanted 10 steps I use when I persuade. Not when other people
persuade, but when I do, and he wanted me to make them simple and
easy to understand no matter how complex they are.

That was a challenge but in doing some self-modeling I was able to
develop quite a cool construct that I’ve never written about and now
for the first time you get it all.

This one long CD is of significant value to those who want to
influence, especially in business. I’d like to say it’s worth the
price of admission but would you think one CD could be worth $600?

Maybe not…it is…but maybe not. So I’ll just say it’s pretty
excellent and leave it at that….

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
the next couple of CD’s.

KEY POINT: YOU are THE answer for a group of people out there.
I show you how to project the image and persona you need to project to
draw that group to you.

This portion of Science of Influence 61-72 is just too cool. 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

Persuasion’s Best Kept Secret

In Science of Influence Four, I 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 about 20 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 CD 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?
The other thing people constantly ask is how I read their minds so


The Mind Reading CD is *definitely* worth the price of admission, no
maybe’s about it. It’s frigging excellent.

Yes. I show you what to do, what to say, and how.

Enough said….you’ll see. (And do listen to this CD numerous times.)

The Ultimate Power Factor in Persuasion

CD 67 discusses 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.

Subliminal Persuasion & Perception

The 3rd most commonly requested information was “subliminal X.”
Man, do people want to know about subliminal stuff and you should,
too, because it is the future of marketing and influence.
Sooooo….you get it one crystal clear hour where I pound out recent
research and what it means to how you will persuade, or not.

Fewer people ask for “recent research” unless we count “what’s new
in persuasion,” and then that is what the next program is about.

Current Research Gives You a 3:1 Edge

Current research in persuasion is voluminous and over the next two
CD’s 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. The final two CD’s are pretty cool.

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.)

Science of Influence Volumes 61-72 will take you through the next
quantum leap.

It’s not only cool, it’s approachable, it’s exciting, it’s intense.
You will be the first to have almost all of this information. You
will be the first to use this information and I’m excited to be the
person who gives it to you.

12 hours on 12 Audio CD’s

150-Page Manual on CD

Get Science of Influence VI Today!

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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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