CovertSubliminalInfluenceManual.pdf

Covert Subliminal

Influence

How to Persuade Using Covert

Images, Stories and Messages

With Kevin Hogan, Psy.D.

20 Keys to Using Covert

Persuasion in Story

The intention of communication is to influence.

Captivate Your Listener

A story about boredom!

And it can be captivating!

Stories can captivate to the point where you are there with the person and

experiencing everything as if you are there with them.

A story can also completely shut down the listener. It takes very little time to drive

someone past boredom and drop them off at exhaustion junction.

When you are telling a story, it should have a purpose . Answer these questions. This

is factor #1.

(1) What intention do you have?

Why are you telling this story? What is the point? What is the purpose? Are you

telling it for fun, to make people laugh? Or is there no point whatsoever…just talking

without thinking?!

(2)What do you want the other person to think or feel after you tell

your story?

Don’t think, “maybe they will like me.”

Do think, “I want them to know that I care and that there problem is something I’m

interested in.”

Do think, “I want them to feel better, so I won’t tell a story that’s ‘worse’ than what

they told.” I will listen for awhile before even thinking of telling a story.

Sometimes it’s best to not tell any story. And that is something the most powerful

storytellers practice!

(3) What is your purpose?

Not the intention of this specific story but the point of you being wherever it is you

are with this person or group… then think, what is my plan? What stories will help

me persuade them that I’m credible, interested, concerned and want them to come

out on top too?

What brief story or stories do I have in my repertoire that really help illustrate what I

want to happen here?

You say to yourself..."I am telling this story to Kevin because I want him

to____________" and you make sure your story moves Kevin in that direction?

If people thought in advance WHY they were telling a story they would tell far FEWER

stories.

Covert Persuasion Fact

Stories can kill rapport or captivate to a plane far above rapport to a place of

connection that is almost electric.

My intention of telling you a story must be clear to me or I don't tell it.

Note: Just because you intend to tell a story for a specific result doesn't mean you

will get that specific result. It often will be filtered through people's beliefs, biases

and values and the story could be "offensive" or "felt" in a negative way. That will

happen particularly when you tell a story to more than one person.

Know two things:

* It's not the intention of every story you or I tell to be to deliver a "calm message."

Many messages MUST ignite emotions to influence people.

* The other notion is that if you get similar feedback from multiple people you might

want to reconsider the value or usefulness of a specific story.

With this caveat: The best communicators are often those who generate the most

emotion, positive and negative in others. When you think about Bill Clinton or Ronald

Reagan, you have two very different people and sets of beliefs, but you also have

two successful communicators that were generally respected by the majority of

people...even those who disagreed with them. Emotion influences.

Key Point: Capture, hold and focus the audience's attention until they go into a

natural waking trance. Share information in a simplistic fashion that appeals to the

audience's innate curiosity and need to learn.

(4) Give certain powerful SINGULAR self-revelations that reveal and teach

the audience your values, beliefs, the goodness of your heart, and the

emotional and experiential reasons for it.

That said, put all the emphasis on SINGULAR. If you tell a story that is a biography

or a travelogue of your ENTIRE life-trip you space the other person out and they lose

interest ...completely.

If you want someone to know that you value loyalty or that you believe in God or

that you are a Red Sox fan or whatever, you want to STICK TO THE SINGULAR. PICK

one covert message and stick with THAT message. (I’ll come back to the covert

message in a few minutes.)

Avoid communicating too much and avoid too much information in any one story. A

good story maxes out at about 4 minutes in conversation with one person. You get

one of those about every half hour. With small groups you have to make your stories

tighter and more concise. With large groups of say 50 or more you can tell a longer

story if it is emotion or action packed. Perhaps 6-7 minutes.

You want to self reveal because you must have the person you are communicating

with be able to empathize with you....to know who you are "inside." But self reveal in

a non-threatening fashion.

Always put words of self flattery back into the mouths of the people who originally

said the words. So if you want to tell how smart you are, you will make sure the

story you tell is one where someone ELSE tells you how smart you are.

This is the beauty of "covert." It's why a testimonial means so much more to the

average person than a scientific study.

And, a testimonial that is SINGULAR in it's message is ALWAYS more effective than a

testimonial that says you are smart, good looking, and a good gardener...

(This is profound...please take notes...you'll never see anything that matters as

much in conversation in your life.)

A good story must:

1. Have a clear purpose, or intent, a particular influence you wish to achieve by

telling it.

2. Have intention. You have to be clear in your own mind, "I am telling this story

in order to get my listeners to …!"

People babble and babble and say nothing, have no clue what their intention

is and worst, while babbling they have no idea that the other person can't

hear them any more because their mind is just west of Neptune. YOU always

have a clear intention AND pay VERY CLOSE attention to feedback, verbal and

nonverbal, from your listener.

(5) Capture, hold and focus the audience's attention until they enter into a

state of captivation .

A State of Captivation is accurate. When a person is completely wrapped up in

what you are saying and there is nothing else happening in the world you have a

State of Captivation .

You have created a tunnel between you and your listener and you are meeting in the

tunnel. You will meet them at their end and take them by the hand and bring them

to your side.

What grabs attention?

•

Something they passionately agree with you about (pro-life/pro-choice,

handgun/ban handgun, etc.)

•

Something controversial that creates a significantly attention-getting emotion

inside of them (anything that causes emotion that is NOT SO GREAT to take

attention away from your story...nor too dull so that they pay no attention)

•

Peripheral things that have nothing to do with the actual later content of the

story. (camera focuses on the cheerleaders between plays to hold attention in

commercial breaks)

•

Setting, environment. where the story is told (the restaurant you are at)...or

if you are good...where the story takes place in the mind of the person you

are talking to

SELF EVALUATION:

What grabs MY (I’m your listener) attention about your product/service?!

There's more than this, but this is the key : You want to wake up your listener .

Get them OUT of their walking-through-life trance and then bring them into your

world. You WANT to stimulate an emotion but not to a degree that they become

compelled to argue with you or debate you about something. You stir emotion...you

don't boil it. Stir and you captivate. Boil and you eliminate.

I was in the 14 th row at the MGM Grand Garden Arena in Las Vegas. Paul McCartney

was on tour promoting his new album. Along the way I heard these lyrics, "There's a

fine line between courage and recklessnes...a fine line between chaos and creation."

Simple lyrics yet profound…and one of the reasons that he is such an ingenious story

teller through song.

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