088 – Persuasion Expert Kevin Hogan Teaches You How Get More Clients and Make More Money By Making Your Brand Messaging More Persuasive

088 - Persuasion Expert Kevin Hogan Teaches You How Get More Clients and Make More Money By Making Your Brand Messaging More Persuasive

Photograph taken by FotografJarkuliszMarek

088 – Persuasion Expert Kevin Hogan Teaches You How Get More Clients and Make More Money By Making Your Brand Messaging More Persuasive

Ken Newhouse:
Hey everybody … Ken Newhouse from FunnelTribes.com here and I want to welcome you back to the Get Clients Now Podcast.

“Where “the one-sized-fits-all” business model is dumb; the customer-centric business model is King; and the Sales Control™ system has taken the place of “company focused” advertising and messaging as the marketing, client acquisition andTribe Building Marketing Methodology of choice.”

Today is episode #088 and our guest today is my good friend Dr. Kevin Hogan. As many of you know, Dr. Hogan is one of the world’s leading experts on the subject of influence, human behavior and persuasive communications.

And I can promise you that what you’re gonna learn on today’s show … well, it’s going to make you a better, more persuasive communicator so you can stop losing prospects and (just as importantly, if not more importantly) so you can stop losing money.

You know, I’ve been working with professionals and consultants now for over 21 years now … and whether I’m helping a private client, working with new students in the Sales Control™ training … or maybe when I’m simply helping one of our newest members in the FunnelTribes online community.

And after working with all these different consultants, professionals, marketers and business owners … there’s no doubt in my mind that one of the biggest challenges that they all have in common …. is that they’re all to one degree or another, losing perspective clients, customers, patients.

They’re losing them to their competitors and losing prospects means that they’re losing money, lots and lots of money that they actually shouldn’t be losing.

Ken Newhouse:

This is money … that when you really think about it, that rightfully belongs to them. It should be going into their business and not in their competitor’s businesses.

Now, we’re gonna start today’s show with Dr. Hogan in just a few minutes

But before we dive into the training, I want to briefly address this. Because if you’re losing perspective clients, customers or patients … (or worse) … you’re losing existing clients, customers or patients to your competitors … what you’re going to learn on today’s episode can put a stop to that ( very, very quickly).

So, that the perspective clients that you’re losing (and just as importantly the money that you’ve been losing as a result) … can start flowing back into your business.

Because (like I said) … that money should be going into your business and your bank account, not your competitors.

Now, if you’re a regular listener to the get clients now podcast (which means you’re smart) … you’ve obviously heard me talk a lot about Sales Control™.

And one of the primary benefits that the graduates of Sales Control™ have (after they complete the training) … is the communications framework we’ve created.

A communications framework that helps you clarify your Brand / marketing message.

Now, the communications framework is one of the many frameworks in Sales Control™, but because your Brand messaging is literally the cornerstone to the entire marketing and promotions program in your business … we’ve developed a mantra in the FunnelTribes community and it’s this.

“If your brand message tends to confuse market share, money and prospects, you will lose.”

Sounds kind of corny (I know) … but it helps you remember that your Brand messaging has to be clear, so your prospects will understand it instantly. Here’s what I mean by that.

The fact that you’re a regular listener to the show tells me that there’s a pretty good chance that you’re providing the best products and services available in your marketplace.

But what you might not know is that people are not drawn to the best products and services. They’re actually drawn to products and services with messaging that they can understand the easiest and the fastest, and that has to do with the human brain.

“In fact, scientific research has found thatthe human brain is attracted to clarity.”

So, when the words on your website … in your marketing messages and promotions … in your sales presentations or in the emails that you send to the people on your lists are not clear, what happens?

Quite simply … your prospects (and even your existing clients) are going to tune you out. (Yikes!)

Ken Newhouse:
I don’t have to tell you that that’s not good. So, working on your messaging is incredibly important. And for most of us, figuring out what to say to our prospects can be very difficult.

I know it’s been hard for me in the past, and when we don’t craft clear, compelling messaging that are patients ALWAYS respond to? 

BAM! We end up bombarding our prospective clients, customers and patients with useless information and they get kind of irritated.

So, if you want your messaging to resonate with your prospects, if you want your messaging to resonate with your existing clients, you’ve got to narrow down your message so it’s concise.

And when you do that, you’re going to get the desired response that you want. And once you’ve got your messaging nailed down, then what can you do from there?

Well … you’re gonna use it on your website.

You’re going to use it in your emails, you’re going to use it in your seminar and sales presentations, and even for those of you who are still using an elevator pitch (c’mon Grandpa) … you can use it in that so the Sales Control™ framework will help you filter out all the clutter, so prospective clients, customers, and patients are going to engage with your brand.

Now, if you’d like to get your name on the Early Bird Notification List for the coming Sales Control™ trainingGO HERE NOW! Read More About The Early-Bird List

(NOTE: I haven’t announced the exact date yet, but it’s coming very, very soon.)

But, If you want to get your name on the early bird notification list so you can be notified when the registration is going to be opening 24 hours in advance to the general public.

Head over to www.FunnelTribes.com/class, and on that page you’re going to be able to discover a lot more about Sales Control™ and you’ll be able to get your name on the list.

Now, if you decide to put your name on the Sales Control™ early bird notification list (and you can do that before listening to today’s show … or in fact you can do it after you listen to today’s training) … but IT’S IMPORTANT that you get your name on the list, because …

#1: You’re going to be notified 24-hours in advance of the general public, which gives you the best chance of making it into the class. (The Sales Control™ training fills up very quickly). And …

#2: I’m testing something with the Early Bird Notification List registrations this time.

So, when you put your name on the Early Bird Notification List (whether you actually register for the Sales Control™ training, or not) … you’re gonna get (along with everyone else who registers) a free copy of our ($497) video testimonials system.

That’s right! You’ll get the same Video Testimonial System we’ve sold for as much as $997 in the past … and today it sells for $497.00 (retail).

So, if you’ve got satisfied clients, customers, or patients … my Video Testimonial System can help you get super high-quality, outcome-based testimonials (obviously on video) from them.

This is a complete System … and I’ll venture to say it’s probably the easiest, most-effective System you’ll ever use in your business. And the result of using it? Awesome outcome-based testimonials from your clients, customers, or patients.

Talk about Social Proof! When you’ve got great testimonials from satisfied people you’ve worked with … they’ll most of the heavy-lifting in your marketing and sales campaigns … so you don’t have to.

So, yes … I’ll give you the entire system absolutely free. But remember … this is part of a test. I don’t know how long I’m going to doing the test. I may decide to cancel it tomorrow, I don’t know, but as of right now, if you go and put your name on the registration, the early bird notification list … you will automatically receive our Video Testimonial System

And just to be SUPER CLEAR about this (we are talking today about “Clarity” in your messaging, right?) … but just to be clear … you DO NOT have to buy anything (or provide a credit card) … there’s nothing like that involved. This is me simply being overly generous as part of a marketing test I’m running.

And if you know anything about marketing, if you know anything about communication … (NOTE: you’re gonna know a lot more after today’s show because Dr. Hogan is an absolute genius).

You know that social proof plays a vital role in your ability to persuade and communicate effectively with your perspective clients, customers, and patients.

So, get your name on Early Bird Notification List for the upcoming Sales Control™. Once you get your name on that list, you’ll receive an email that contains a link where you can go and download the video testimonial system … 100% FREE!.

Read More About The Early-Bird Registration …[/expand]

Ken Newhouse:
Okay, so let’s go ahead and talk a little bit about today’s show and the amazing information that Dr. Hogan is going to have for us today.

So on today’s show, Dr. Hogan is going to reveal the framework that’s been proven to increase his client’s overall revenue.

In fact, 50 to 60 percent of the Sales Control™ training I’ve created is based on the work Dr. Hogan (and Dr. Bob Cialdini) have done. But I would say that much more of Dr. Hogan’s work is responsible for my success.

So after listening to today’s show, what are you going to be able to do? Well, you’re going to be able to improve your company’s message and get a bigger response from perspective clients, customers and patients.

“But Ken, what if I think the messaging is fine? What if I think it’s okay? Right? What if I think it’s good enough?”

Fair enough. So, let me ask you a couple of questions.

#1: Is it possible that you’re not talking clearly enough about what you offer and that you can achieve more clarity and become more persuasive? Is that possible?

#2: What if the framework Dr. Hogan is going to give you today could help you communicate clearly and persuasively so that every one of your prospects understood why they simply must have what you’re offering? Let me ask you another question.

#3: How much is it actually costing you to have a website that doesn’t get the kind of response that you really want?

#4: How much is it costing you to send out those emails that most of your prospects simply aren’t opening?

#5: How much is it costing you to have an elevator pitch (Grandpa) … that’s not clear, that’s not persuasive … that most prospects (truth be told) … are simply ignoring?

Listen, there’s a reason why thousands and thousands of companies, including Fortune 500 and Fortune 100 companies … have hired and continue to hire Dr. Hogan to bring clarity to their messaging.

To help their messaging and become more persuasive, which is helping them get more Clients … make more money and grow using the framework that he’s going to be sharing on today’s training.

Okay. Now that I’ve said that, let me give you a little bit of a formal yet brief introduction for Dr. Hogan, so Dr. Kevin Hogan is the author of 24 books. He’s best known for his international best-selling books: The Psychology Of Persuasion: How To Persuade Other To Your Way Of Thinking … and The Science of Influence: How to Get Anyone to Say “Yes” in 8 Minutes or Less!


In the past decade Dr. Hogan is becoming a body language expert to the Wall Street Journal, ABC Fox, the BBC, The New York Times, the Toronto Sun, the New York Post, and dozens of popular magazine like Forbes investor’s business daily in touch, first for women success magazine and Cosmopolitan. Read More About Dr. Hogan's Qualifications & Accomplishments

Dr. Hogan has taught persuasion and influence at the University of St Thomas Management Center and is a frequent media guest articles by about Dr. Hogan have appeared in the Harvard Business Review.

I’m gonna actually give you a link. Dr. Hogan is cool enough in today’s show to give you a link to a resource that was posted in the Harvard Business Review that you would otherwise have to pay for.

Dr. Hogan is a dynamic well known international public speaker, consultant, and corporate trainer, Dr. Hogan specializes in training, persuasion, influence, and sales and marketing skills to leaders in the government of Poland, employees from mutual of Omaha, Boeing, Microsoft, Starbucks, Cargill, Pillsbury Carlson, companies for insurance, Maserati, great clips, the state of Minnesota, three m, the United States Postal Service, and numerous other Fortune 500 Fortune 100 companies.

And … Dr. Hogan recently spoke to the inner circle at the Million Dollar Roundtable convention in Las Vegas. Now I’m going to actually split today’s episode into two separate shows, primarily because Dr. Hogan has delivered guys.

It’s a literal ton of amazing content and the length of the interview really is quite long. So out of respect for your time and because I want you to get the most out of this information, I’m going to go ahead and make it into a two-part series.

You know … I’ve known Dr. Kevin now for probably going on 15 years and my first exposure to him is when mean old Dan actually recommended one of his training courses on influence and sales persuasion.

And I bought it, and since that initial investment in Dr. Hogan System, the work and the resources that he’s created over that hip played a major role in the success of my businesses, my clients, businesses, and many of the members in the FunnelTribes online community.

It was through Dr. Hogan that I was actually introduced to Dr. Bob Cialdini, another person who’s been very instrumental in my success in both of these guys. Giants!.. These guys are giants in the field of human behavior and persuasion.

Ken Newhouse:
And I’m talking on the world stage. So the information that Dr. Hogan is going to reveal on these two episodes … is what I consider (and in fact) … what anybody who knows anything about persuasion and influence and communication skills considers …

“The Holy Grail of Persuasive Communications & Marketing”

So in my opinion, this is awesome information and if you decide to use it to test it and use it … so you can see for yourself how much it can help your business and your bottom line …

I think there’s a pretty good chance that you’re going to come to the same conclusion that the members in the FunnelTribes community have come to, that I’ve come to in the majority of my clients have come to:

The information that Dr. Kevin Hogan is going to give you today is worth its weight in gold. Okay. Now having said that, let’s go ahead and bring Dr. Hogan and on the call.

Ken Newhouse:
All right, well we’re here with Dr Kevin Hogan … one of the leading experts in the world on human behavior and persuasion. So Dr. Hogan, I want to thank you first of all for doing the show with us and ask you how you’re doing today?

Kevin Hogan:
I’m very well up here in Minneapolis. It’s a little warm, but we’re fine. Thank you. How are you guys doing down there?

Ken Newhouse:
Well, it’s uh, it’s, it’s been like an inferno. Not only has it been hard, has it been hot? It’s been extremely humid. I mean, I know St Louis is pretty well known for being human, but this heat wave has been really abnormal, unusually hot, and it’s totally hardcore at any rate.

So let’s go and get started. Dr Kevin, so I know we kind of talked a little bit earlier and as I mentioned, you have a literal ton of information that you published. I’m not sure what do you have like almost 30 books that you’ve published?

Kevin Hogan:

A 24 books now … published in 43 languages. I think we’re okay.

Ken Newhouse:
Yeah, that’s just simply. I mean that in and of itself says a lot right there. It says everything. So at any rate, just a ton of information before I dig into the questions that I have.

Do you have anything that you’re working on new, any projects or anything that you’re working on that are like, that’s new and exciting or you just kind of chill and I know you are in Europe just recently, but is there anything new coming on the horizon or anything exciting you’ve been working on?

Kevin Hogan:
Yeah, there’s a lot of companies that I’m working with right now in Europe. They’re very interested in learning about ethical persuasion, because persuasion (was, I don’t know exactly) … for a long time looked down on.

Persuasion and influence learning, which is essentially learning how to communicate your message and thoughts to someone effectively to where that if, if this is a great thing for the other person, that they should be able to be involved in business with the person.

So I’m working with, uh, doing events, public events. I’m going back to Poland in October for two days. I’m going to do one in Los Angeles. I’ve got bootcamp coming up at the end of October.

Uh, this summer. I’m writing three books. I’m working on one that I just finished the text for called Irresistible Connection.

And uh, the next one is going to be on how to have a great conversation because nobody knows how to talk anymore. Certain ones, fiction, my third fiction book …

So it’s busy this year.

Ken Newhouse:
So here’s a question that I didn’t actually write down for myself, but your comment about the three books:

“How do you persuade yourself to have the discipline to write? Well, I mean after 24 bucks I guess you already have the discipline obviously, but are you doing these simultaneously? Are you doing these sequentially?”

Kevin Hogan:
No, you bounced from one to the other.

The fiction books a lot of fun and so your, your passion is, you know, when you get into a relationship for 10 years, maybe one to three years are very, very exciting and all that and then after a while it becomes sort of normal.

It is normal but it’s normal and it’s the same with books.

So you know you’re, you’re absolutely right.

There’s challenging days where you’re like, I’m not going to write. And some days I don’t write, which is totally fine, but the next day I’ll often do a double or triple just because I get a great idea.

I find a piece of research that I really love.

Anything can happen, it’ll trigger it and I can write a lot in a short amount of time if the material’s good.

Ken Newhouse:
That’s awesome!

So I know that from time to time the topic when we bring up the topic of persuasion and all of the work that I’ve done and all of the materials that I’ve created to help people … like our Sales Control™ system …

And as you know Dr Kevin, that’s probably my most popular training course that’s not part of the FunnelTribes, which is our online community.

Everything I would say is based on 50 to 60 percent of everything that I’ve done speaking specifically a Sales Control™.

The other training products and even the training within FunnelTribes is directly attributable, Dr Kevin, to the work that you’ve done (as well as the work of our friend Dr Bob Cialdini) …

And the work done by Paul Connor from Emotive Analytics. He’s got a company that does research on emotional triggers that why people buy, so to speak.

I want to cover this topic sort of quickly and then move on so that anybody who wants to be critical of the whole idea of persuasion, we’re talking about the ethical use of persuasion.

I know you alluded to it just a second ago, but that might have kind of gone under the radar of people.

So, if you could take a minute or so and just kind of break that down and give us a definition of what ethical persuasion is and why it’s our responsibility, at least in my opinion, to try to persuade people if we’re doing something ethical to help them.

Babies Persuade

Kevin Hogan:
Babies persuade; they specifically ask until they absolutely need to survive is met. So if they’re in pain, they will cry. And if the mother feeds the baby and he continues to cry … obviously it wasn’t hunger.

Babies always cry for a specific reason, so the baby is asking 100 percent of the time for something the baby needs a 100 percent of the time …

And the parent’s job is to love and to care for that child 100 percent of the time. I look at influence as the little baby every single time. There’s people that come. Now your job in my job are a little different.

People have me come to their company or individually because they want a specific change and I’m going to make sure that they change whether or not they want to or not.

Once they’re here, once they hired me to get them to change or to be able to be more effective with other people, then I won’t take a 50 slash 50 answer like, oh, I’d only want to be 50 percent effective.

Now, either you’re doing something really good for people and it really matters or it doesn’t, so you have to make that decision and then it becomes a certainty at this point.

Then it’s like, are you sure that what you’re doing is valuable for people and if indeed it is, then I want you to be as effective in communicating what the clients need as you possibly can and it’s your obligation to be as compelling as possible, to be as compelling as the little baby with the mother and that’s your job.

But that is our job is to do with the great things that we do for people and I think if people are away from that, they become unethical in their communication by not communicating the message wisely enough.

Ken Newhouse:
Yeah, that’s really good. I remember a long time ago when I first went into practice as a Chiropractor and I practiced almost 17 years. I didn’t know the first thing about marketing.

I didn’t absolutely know hardly anything about persuasion and I knew how to be polite to people and things like that. But I remember an older gentlemen, and in fact it was mean ‘Ole Dan.

Dan Kennedy told me that I had an obligation to do marketing and to be persuasive in order to help people.

So if I had actually taken an oath as a Chiropractor and I don’t remember actually having any kind of an oath, but we, you know, obviously we want to go to chiropractic college or medical school to serve people to help people.

I mean I have a responsibility and so that really meant a lot to me and it really helped to clarify the, the whole process for me.

So I think we have an obligation, as you said, to clarify now. I didn’t want to mention one thing. My wife Lisa is also a very big fan of yours.

She does marketing for engineers and I don’t know that I could work with engineers because they’re, they’re different.

But she told me prior to doing the call with you today, her and I, um, one of the movies that we’ve watched several times we really enjoy is the movie Mel Gibson’s movie called SIGNS.

I don’t know if you remember it. And the movie is about alien invasion and this is kinda off topic, but it’s, it’s totally related in the movie.

Mel Gibson walks into his house and both of his children and his younger brother have aluminum foil on their head to try to block any kind of mind manipulation that the aliens could do on them.

And so my wife jokingly said, you know, maybe you should, maybe you should put on one of those aluminum hats like they had in the movie signs so that, you know, Dr. Hogan can’t, you know, have his way with you. And I’m like, I don’t think that would help.

But anyway, I thought that was kind of humorous.

Kevin Hogan:
It was a pretty good movie.

Ken Newhouse:
Yeah, I thought it was really good. Okay. So let’s assume that got like Johnny and Jenny and they’re listening to the show today.

This is my next question.

And they’ve just uncovered the fact that by learning how to become more persuasive, they can attract more prospects and they can actually transform their business. So it become much more profitable.

Now their challenge is that they don’t know where to start is it relates to learning how to become more persuasive.

So if you were going to give them a suggestion, I know you were saying you consult with Fortune 500 and Fortune 100 companies all over the planet, all over the globe.

You were just in Europe. What suggestion would you give to a Jenny and Johnny as it relates to:

“Hey, where (and how) can we get started with this whole persuasion thing?”

I know you’ve got a ton of books, so if you want to recommend your stuff, I whole heartedly recommend it myself. But where should they start?

Kevin Hogan:
Well, first of all, it’s with an attitude and the attitude is to listen and listening is not waiting for someone else to shut up, so you can talk when you’re communicating something.

Then you need to have the other person’s attention and the only way that you’re really going to get the other person’s attention is when they’re talking with you, when you ask them a question that you actually listened to it, that you actually listened through, um, Mississippi through Missouri.

He was a little bit nervous or something like that. And you sort of think about the person communicating with you and what they’re saying.

And then when they’re, when they are ready to let you have the ball in the communication.

Um, and in their portion of the, the speaking, um, it’s, it’s just as good to be crystal clear at the most simple level for the other person as possible.

Ken Newhouse:
So in other words, we listened to Jenny and Johnny both. They need to listen to the other person with the intent of understanding, with the intent of being able to get what the other person’s living through.

Salespeople, I’m often thinks that like I have to go sell a product to this person, and then they neglect the, uh, the whole fact that the person has this.

Like they just, you know, somebody died in the family, the person has a sick relative, somebody is angry with them, they’re taking care of an older parents.

Kevin Hogan:
There’s a million things that are going on in the world and we walked into this.

You know, in your case, in your listeners case to the dental office and you see, you see seven people today and you’re going to talk with these seven people and every single one of them has some piece of hell going on in their life and it’s real and it’s painful and they hurt.

And so we tend to gloss over like how you are doing today. But really it’s not the great question. The great question is:

“What’s going on down in St Louis Today?”

The great question is what gives me an opportunity to listen to Ken.

Tell me about this most significant thing that he feels comfortable sharing right now. So this is where you begin, is with asking the right question.

“How are you?”

“I’m fine.”

What’s the biggest thing happening down in St. Louis?

What’s cool is my daughter’s on the soccer team, but at the same time she’s having a. it’s a challenge because it’s. The heat down here is incredible. I’m actually worried about her health and my health and everybody else’s.

That’s a real conversation.

Now we have meaning and substance in a conversation instead of:

“Oh … I’m fine. How are you?” … “Fine.”

You know, it’s one of those kinds of things. So this is where I want people to start with that.

And then the next point that you go to is once you, once you know what you would like the other person to do and it has to be basically looking at this person as if they’re family.

You know, it’s like your brother, your sister, your mom, your dad, your uncle, your kid.

  • What is it that you would tell your family member, you know?
  • Would you tell them to come back in two months for a checkup?

Well, if that’s what they need, then make sure that you do that.

It makes sure that they come, if you want to tell them that they should come back in six months for a checkup, then that’s what you should do, and that person should come back in six months.

So really as you’re thinking about your client, you don’t use the average formula, which is people should come back every six months and everything.

It will be fine. Well maybe that’s not necessary for this client, so don’t tell them to come back in six months.

Be the different person who’s actually listening to this person’s needs.

You observe, you’ve got your x rays there, you see how the person’s habits are impacting their health, their dental health.

Then utilize that information and say, you know what?

Most of the time on average, we would say, come back in six months for you three months.


And then tell the person specifically why they need to make that trip back. It’s not as if they’re going to die, probably, you know, but we do know that dental hygiene, lack of flossing and all that actually contributes to.

And you mentioned this when in the pre-call it contributes to heart disease.

And I believe I read a stat one time that showed that it can impact people’s lives up to seven years for dental health, being poor.

That’s a huge deal.

And if you can go to the desk and take care of your teeth and get it done and every four months is correct for you or every eight months, then make sure it’s tailored to that client.

And then you become the person they respect you, become the person they stick with forever.

And I’ve had the same mentor for 20 odd years.

It was Dan Kennedy, you mentioned him, his partner Elsom Eldridge.

And Elsom has been my mentor forever. And when am says something, he just, he calls, he says, Kevin, I want you to do this. Boom, boom, boom, boom. I don’t ask why. I just go do it. Why? Because he loves me and he sees me in a way that no one else does. And he knows the strengths.

So you see your clients in a way they can’t see themselves. You see the patient and you say, God, you know what this person really needs. They don’t need another set of bite wing …

Ken Newhouse:
Radiographs …

Kevin Hogan:

Yes, radiographs. The word slipped my mind.

So, they don’t need that this week. What they need to do is talk to me because they have challenges that are keeping them from doing the things you know, like they’re not flossing.

That’s not okay, and so these little things, those are the things that you take the extra two minutes on and you communicate that and so that’s the sort of the foundation is the understanding that everybody’s real.

Everybody has real problems, real challenges.

We listen for what’s going on in a person’s life and allow the person to develop a relationship with you that’s fairly unique to them.

You’re the only health professional that’s actually listening to that person that puts you in standing close to friendship and when you’re there, people listened, they care.

And they really do learn to love you and you become special in their mind and do whatever it is that you tell them because they know that you really.

It’s not just best interest, it’s just that you’d be angry if they didn’t do it. You’d be like:

“Listen up Kiddo, you’re going to do this because it’s the right thing to do.”

It’s just like your parenting, so that’s the beginning. That’s the. That’s the central basic starting point of everything.

Ken Newhouse:
What would you say are the biggest mistakes that people are making in their efforts to be more persuasive, to be more convincing or persuasive with their customers, clients and patients?

Kevin Hogan:
Biggest mistakes?

#1: Is putting your own self-interest before the person that’s in front of you.

Your self-interest matters. It’s really important that people take care of themselves and their family, but when you’re in front of a client, your patient, whether it’s for Chiropractic or dental or in selling …

The fact is that your child has to come second now … and your mom has to come second.

Listen, you’re with another person (a prospect or client) … and this person’s life, their financial situation, their health …

All of those things now become the number one focus of your life.

So, anytime you break into your own self-interest over your patients or clients you’ve lost because you’ve now put yourself before and the person.

If they don’t feel it on the surface … they will feel it and see it intuitively, at this sort of nonconscious level and they will resist coming back because they know that it’s not okay in their world.

So that’s the number one mistake.

#2: Next mistake is that when the patient is talking, we don’t really listen.

We tend to gloss over it very, very quickly. And this is true in all forms of communication. And the great listener is the person who really does not wait to talk, you know, it’s like just let the person communicate what their concerns are.

And you can say that at that point, is there anything else that you want, are you, that you’re feeling or the end of their pains? Feel free. List them all. I know you’re hurting in there.

Tell me, you know, and it’s like ABCD. It’s like, okay, so a, b, c, d, right? And they say yes, and now you know who they are. And that’s the mistake because we don’t, we don’t, not, we don’t listen well enough.

And that’s the big disasters when we actually assume that we’re going to treat every single person exactly the same way. Instead, we want to treat each person just a little bit differently than the last person that was here because they’re just a little bit different than that person.

Ken Newhouse:
Yeah … Gary Vaynerchuk talks a lot about that. I guess you would say you’re maybe referring to being more empathetic and being really involved with what they’re trying to say. I couldn’t agree more.

So, in your book:

The Science Of Influence: How To Get Anyone To Say YES In Eight Seconds Or Less … (and in every book that you’ve written) … for those of you listening today … especially if you’re one of the smart ones that listen every week … you know that guarantee I make (personally) when I recommend a book.

If you’re not a regular listener (and I know there are lots of you too) … the show’s actually growing consistently each month (which means there are new listeners) … but the first thing I’ll say is that:

#1: I wouldn’t have a guest on if I didn’t absolutely think they were fabulous. So that says a lot.

#2: I’m recommending that everyone listening … if they haven’t invested in your books yet … that they buy The Science Of Influence: How To Get Anyone To Say YES In Eight Seconds Or Less … and after that book, they buy the others.

I do this with every person who’s on.

So guys, here’s how this works.

If you decide to buy Dr. Kevin’s books … one or all of them … you will be 110% thrilled and delighted and fully believe that you have received multiples, exponential multiples of your investment for the book.

And if you can’t say that, not only will I buy that book from you, but then I will turn around and buy another book of equal or lesser value of your choice, no questions asked.

So with respect to Dr. Hogan’s books and his resources, let me be as clear as I can be.

If you haven’t purchased any of his books … specifically the books that I mentioned today … (I promise you) … you will be utterly delighted with what you find in those books.

So, on my next question … and this one’s really important.

So, in your book; The Science Of Influence: How To Get Anyone To Say YES In Eight Seconds Or Less, there’s a quote it says:

“If you want to change your own or someone else’s behavior, the first thing you can often do is to change the environment. If you can control the environment, you can typically predict or create a specific behavior.”

So my question as it relates to Deborah, the Dentist; or Kevin, the Chiropractor or Carl, the Consultant … (and I picked that naming structure up in your one of your books).

So, how can each of these three individuals change the environment in such a way that it’s going to actually give them or make them more persuasive with their prospect?

Kevin Hogan:
Well, in, in the case of the Dentist and the Chiropractor, they have this massive wall space and uh, and the first place, you start with a wall space.

What color are the walls?

What is your goal with what, what are, what are the biggest fears and concerns that people have when they come to the Chiropractor, what are their greatest desires?

And we know, for example, that the color red causes people to be more impulsive and to be happier and to look better, but we don’t really care about those things when they walk into the Chiropractor’s office.

We’re into the dental office.

So what we’re really doing, you’re looking for is not a red wall. So then you look at things like blue for example, and I’ve written this, you can Google:

www.KevinHogan.com a color red for example, or color blue.

And I’ve written quite a bit about this over the years, but the, the Blue Wall is the trust wall and that blue is a, is when we see people wear blue or talking about the light blue have a dental tech.

By the way, I’m talking about a deeper blue, like a navy blue, when people were wearing a deeper blue.

If I had a doctor’s office, I’d have everybody wearing a deeper blue, not black, not the light blue that I so often see in the tax office.

But right sort of in the darker side of medium and we know that this is builds trust and it just triggers off lots of thoughts, emotions, feelings inside, all the related to trust.

And as people trust this Chiropractor and the Dentist more in this case, in this specific situation, then that’s huge. Okay?

That’s pretty massive!

If you have somebody who trusts you and they’re feeling better and they don’t know why, they call that a gut instinct then.

And people trust their gut and they shouldn’t necessarily, by the way, that’s a whole show all by itself.

But the, the deal is, is that you want people to trust you until you change your environment.

There are also other things.

There are things like putting up a, uh, a photograph on the wall in where the patient that’s in the line of sight of the patient, but perhaps it’s not directly related to the industry.

So at the Chiropractor’s just to imagine that there’s somebody fairly famous in the area, um, that, uh, does Chiropractor or one of the people that works for the Chiropractor.

I’m a mess and they put the photo up of Paul McCartney meeting this person and then that’s cool because it becomes a conversation point in.

A lot of people are familiar with that.

And then if the person asks about it, they say, yeah, yeah, yeah. My tech girl over there, she went, and she saw McCartney and then he was, she was lucky enough to get his autograph and, and talk a little things like that.

Put the person at ease.

And as soon as there’s a little brush with celebrity or somebody important, not a precedent I wouldn’t do that. Wouldn’t put a political figure up there. They’re too volatile.

But somebody who’s generally respected by the public, little things like that.

So you put something like that up on the wall that’s way more important than a diploma and if it’s in the line of sight of someone put, put a couple of photos up, you don’t need pictures of the kids.

Those can go on your desk. That’s all fine.

Pictures of children and family actually can cause as much damage for a client as they can be viewed as a positive.

It’s because basically it’s like you have kids, but I wasn’t able to have them.

And that’s why some conversations are taboo in my mind.

Some photographs are not so great, but meeting somebody cool, doing something kind of fun. Um, something that a person can identify with in Minnesota.

If you were a Chiropractor here, I’d have, I’d have you with a picture of you fishing. I don’t fish but everybody else.

I’d love to finish this.

One of the things that I love to do and if you had a picture of you with a five-pound walleye, you know, somebody can ask you about that and say, hey, you know, you, I didn’t know you fish.

That’s cool.

And then you share stories quickly before you go to work and you spent three minutes and now there’s that real identification bond between two people that matter.

And this happened because we change the environment and there’s so many changes that you can make.

Just look at everything around you.

Everything around you has developed your identity for yourself. Change the color of the wall.

It costs nothing. It costs 40 books to change the color of a wall, make it a darker blue, you know, it’s terrible white that we all see, or pink, which is a real disaster for for professionals.

So those are a couple of examples.

Changing the environment. It’s easy and it’s something you do have to test.

I’ve had people test this working with banks, large banks.

We had this out on the west coast. We had a bank test photographs of people that they thought they loved and cared about.

Put them in front of themselves.

Clients can’t see when they come to the bank teller.

Some days that person would encourage the person to go talk with the loan officers.

For example, to, to open an investment account for example, or, or to take their loan there instead of working with someone else.

And we found that the photographs of certain kinds of people worked far better for example, than other kinds of people in motivating the person to be up the energetic positive, um, and actually putting a smile on a person’s face.

So there’s lots of those are examples.

Ken Newhouse:
Okay. And so with respect to that, because I can tell, like you said, that’s a show in and of itself.

Are there specific resources or books or anything that you put together on that subject?

I want to go ahead and recommend that now, so I don’t forget to come back to it. Is there anything you could recommend?

Kevin Hogan:
Yeah, this is the kind of thing I would talk at bootcamp usually because it’s so in depth.

Um, I’m trying to think if there’s, if it’s specifically in one of my books, you know, Google. I’m at www.KevinHogan.com.

And here’s a freeway to get this information.

I’ll be happy to give you some resources that you can go to Amazon and pickup in a minute, but right now a free resource would be to …

Google – ” www.KevinHogan.com – the color red”.

Change the people around you.

Google “www.KevinHogan.com – change the environment around you”.

Then Google – “www.KevinHogan.com – change the context” …

And you’ll find lots of articles and people should actually read them all because the context, the things that happen around us are so influential.

They change our life, they change our relationships with. They change how we feel about ourselves. These are.

Those are the things to Google today.

Ken Newhouse:
Hey, thanks a lot Dr. Kevin.

That’s very generous of you and that actually leads me to my next question, which actually refers to or deals with the topic of our appearance and our ability to persuade.

There’s a quote I want to reference that actually deals with that. It says:

“Your body language and your physical appearance will jumpstart your instant likability, your persuasiveness, and most importantly, how you’re perceived by everyone who meets you.

You have less than 10 seconds and realistically closer to four seconds to make a good first impression on those with whom you come into contact.”

So, if you could take a few minutes and break that down so we can start using it.

I know again, that could be a show in and of itself, but how could we, if you know, whether we’re a consultant, whether we’re professional, maybe a small business owner, what are some key elements to that that we can take and put into action immediately that we can benefit from?

Kevin Hogan:
Oh, the first thing is the casual look in the doctor’s office does not play well in the patient’s mind and we often think that it might be okay.

So in other words today, I’m not going to wear a tie to work today. I’m not going to have a blazer on or something like that.

And the fact is that (as a professional), if you dress casually, you’re reducing the prestige and status in the client or patient’s mind.

And by dressing casually, you’re choosing comfort for yourself, but you’re creating a subconscious decrease in the patient’s and/or client’s perception of your authority and professional status.

In this case, for example, the doctor to where to not wear the tie because he wants to be comfortable today.

Boy, I get that feeling, but if I just imagine I want stage was onstage, what, three weeks ago for 4,000 people and if I go on stage for three, 4,000 people and I’ve been known to show up in a dress in and a tee shirt …

Let me say that again … I’ve been known to show up for an address … a speech (in front of thousands of people) … dressed in jeans and a t-shirt.

Ken Newhouse:
(Laughter) … Can I keep that in Dr. Kevin? A dress and a t-shirt in front of 4,000 people? I’ll take it out if you want.

Kevin Hogan:
Okay. Go ahead and keep it in only because I have friends that love it.

So, so yeah, dressed in a tee shirt and jeans because of last minute things didn’t allow me to get my dry cleaning and uh, I, I literally got great stories out of it but it needs to be the exception rather than the rule.

So the first thing is, is to, to not forgo the tie.

That’s it’s really important that that sort of, um, professional look is critical, which brings you to the white coat.

Um, in the case of both the doctor and the Dentist.

Um, you have the white coat, which we, it’s, it’s almost, it’s almost unbelievably ridiculous that we should be having to wear a white lab coat.

But the perception of people is so strong when you do, when you recommend something wearing the white coat just loosely, it doesn’t need to be fitting and tighten around the witnessing like that just loose.

It actually brings prestige for the sales person.

This is the equivalent of your blazer or your or your jacket, your sports jacket, you know, believe it or not, just walking in with a shirt and tie into an office and trying to communicate with the executive.

He doesn’t want to see you in a shirt and tie. He wants to see your shirt tie coat and that coach should actually be pretty well matched to the tie.

Um, when, when you’re looking at as a professional, you want to look quite good.

As much as I would love to wear a pair of tennis shoes, I don’t get to do that either and you can’t either when you’re out there making a sale or working with your patients.

Things like this are seemingly simple, but after all today’s casual Friday and here’s what we know about Fridays, people are less productive because they’re not working.

Wearing the corporate dress code uniform and the fact is that when somebody is met at the reception desk, they need to be met by a professional, someone who is dressed as a professional.

Just imagine going into the doctor’s office or somebody coming to see you for something else.

Could be insurance. Anything and a person sitting there is in a pair of jeans and a check to a Minnesota shirt. It doesn’t look quite right.

Then. You don’t feel quite comfortable with the setting and our job in four seconds. I always tell people four seconds is generous.

People process everything before you can speak a word.

They’ve already processed the entire environment at a nonconscious level and this is no kidding.

They know whether they want to be here or not. Instantly they know whether they want to be in front of you instantly.

This is where things, little things like teeth whitening for the Dentist, teeth whitening for the Dr. teeth whitening for the sales person. These things really matter and if I’m a Dentist by the way and I have clients and patients, it would be hard pressed unless somebody had an allergy to like the peroxides are the things that I use.

I would make sure every person got a teeth, teeth cleaning, even if I had to take a hit on profits and make a lower price so the person could afford it, I would make
sure that everybody left with a teeth cleaning because we are judged by our teeth in our smile and that is a critical, critical thing.

As far as the Chiropractor’s office, it’s really important that the Chiropractor stresses to the patients and making their life better. In this way, I’m using them one little thing that they can change its posture.

Kevin Hogan has terrible posture. I have for years. I grew up in Chicago. I developed a Chicago Shuffle.

We grew up poor, and if you didn’t shuffle along, there was something wrong with you, with if you walk like I’m, I’m, I attempt to do every single day to break these habits of the last however old I am.

45, 50 years, uh, it’s hard, but people, you need to tell your patients that in the case of the Chiropractors, like, here’s what I want you to do.

I want you just to practice keeping your shoulders back and standing erect as you walk.

That’s going to reduce your back pain. It’s going to make you feel better. And here’s the secret.

You’re a guy. You actually are more attractive to women when you, when you look like that.

So these are examples of the ways that we make impressions and how we can make the people in our life even have better impression by doing the little teeny things ourselves.

Ken Newhouse:
You know … speaking of posture, one of the things, as I mentioned before, obviously everybody listening knows almost 17 years in practice now.

I will say this, that once I saw about 100 to 125 people every day and that was adjustments and I had a really good system set up.

I had about a four to six week waiting list for people to get in to see me.

I did specialize, but I got to the point that Kevin where I couldn’t deal with the tie. It kept falling in the patient’s face when I would, you know, would hit them in the face when I would go to adjust their neck or something like that.

But I did wear nice clothes and I do think it made a difference that one of the doctors I’ve just mentioned this quickly, he put a picture of himself.

This is the last guy that I had right before I retired.

He was my, one of my best friends at the time.

He went to the Arnold Classic, a bodybuilding contest, got his picture taken with Arnold Schwarzenegger, and then he also had a picture of himself in a pair of speedos at a bodybuilding contest.

A picture where he was all lean and ripped and stuff and with the, you know, the, the orange tanning stuff on and he had that in the area for everybody to see that came in the office and I always thought, you know, that looks really unprofessional and we don’t know.

We don’t need to really get into it at length.

But, I did think it made a difference.

I mean I had, I saw not because I was a better doctor, but I saw about three times as many patients as me and I often wondered if that picture somehow repulsed patients because it really offended my patients.

Kevin Hogan:

It totally does!

That’s something that somebody should learn in day three of testing. Everything that you do in business.

You’re testing all the time. And for, for somebody to put that photo up front, basically just think like this.

Think, okay, if I look at my, let’s look at it from the way is a really important comment.

By the way, this is not just like a slide by, you know, thing that somebody is thinking of off the cuff.

This is huge.

If you put a picture of yourself winning the, uh, you know, something that’s relevant to your field, that could be cool…

But if you’re putting something up there as a Chiropractor or a Dentist or as a salesperson that is not related to your field and you’re looking like at a bodybuilding shot, what percentages of people that are walking in the door are body builders.

I’m going to say less than one in $500. Okay?

So that means perhaps maybe one in 500 people will say, oh, that’s a really cool thing. I really liked that.

That’s interesting because we do know that some people like everything even as strange and bizarre as it is, but the other 500 people have a, have a series of feelings and beliefs and ideas about that photograph.

None of them are good. I could never do that.

I don’t like how he looks. It’s disgusting what he’s doing.

He shouldn’t be putting pictures of him in his underwear thing.

I’m not bringing my children in here. I mean, take your pick. We all have different feelings when we see stuff like that.

So no, we don’t take pictures of us going swimming. We don’t take pictures of us on the beach.

Um, anything that could touch off people in a negative way is just not acceptable, which is exactly why you wouldn’t put a picture of you and President Trump with upon the wall (even though he’s probably going to go down as one of the greatest Presidents ever).


President Trump – Photo Courtesy of ABC News

You wouldn’t put a picture of you and president trump on the wall either would be an error.

You would be irritating 45 percent of your patients no matter what. And that’s just not wise.

That’s why you’re looking at somebody who has a good reputation to clean reputation.

Uh, somebody who’s done good for the community, meeting people who are actually, you know, well known people that are good people, something like that.

If that’s their, put that up on the wall and let that be there. It can be a very nice conversation piece, but showing, you know, my muscular strength on a photo or a bad idea,

I couldn’t really nail it down. I just know I had a lot of patients that were offended at it and I couldn’t make them take it down, but uh, I thought it was really important taste, so

Wise, very beautiful comment by the way. I love that. That’s fantastic.

Ken Newhouse:
You talked about your bootcamp and this is my last question, at least for today.

But take a few minutes and tell our listeners about the new boot camp that you have.

I know it’s not a brand new bootcamp, but you have added a lot of new cool stuff.

A lot of new cool speakers to the bootcamp, a lot of new research findings that people can actually put into play in their business and then use to monetize and certainly become more profitable.

But if you could take a few minutes, tell us a little bit about the bootcamp, how we can actually register and attend where it’s located, things like that.

Kevin Hogan:
Pretty much every year for the last 15 years I’ve done an influence bootcamp.

I think we had one year where I lost my voice and I wasn’t able to do it. So, um, which happened, uh, influenced bootcamp and it’s in Las Vegas.

It’s October 26, 27, 28. If you guys are listening to this in 2019, it’s still going to be in Vegas.

It’ll be sometime either in March or October 20 slash 20 as well.

Um, I bring in the very best people who know about how to use influence in social media, how to use it in writing copy.

These are all things that you must do to do well in business.

It’s not quite tailored made to the Dentist, the consultant or the Chiropractor, but everything that we do is 100 percent applicable.

I speak for about 40 percent of the time. And then I bring in people like Tanya Ryman.

She’ll be there this year in October.

She’s probably the best-known body language expert in the world.

She started out with me about 12 years ago and if you could subscribe to coffee with Kevin Hogan.

Now here’s, here’s your plug for the day. Um, I’ll be talking about it on Monday, not today, but next Monday a coffee with Kevin Hogan is found www.KevinHogan.com/coffee.

So just type the word “coffee” after the dot com (all lower case letters).

And that means you have coffee with me every Monday morning you read something that’s fun. That’s interesting.

I think this next week, um, I just talked about how to actually make a real brand in two minutes, you know, how do you actually like understand brands because Dentists, Chiropractors, consultants, they all think they’re doing the exact same thing as somebody else.

So let’s break it apart and show what it really is in two minutes.

And, uh, I’ve, I’ve created programs with multi-month programs on these things, but if you really want to get it quickly, this is the kind of stuff I put in coffee and it’s short, it’s sweet, and it drives.

My purpose for doing it is it drives people to do something and read something that’s not a Facebook post every single day.

You know, Facebook posts are great and they’re wonderful, but they’re also two lines.

And I’ve never seen anybody read two lines and become successful at whatever they’re doing.

They really need to understand things, so bootcamp is where we have in depth, um, in depth learning and every year it’s kind of slightly different subject.

One year I talked about the value of using posted notes and how to exactly use posted notes.

You can go to the Harvard Business Review by the way, and Google Kevin Hogan and there’s an absolutely priceless article.

This is stuff I used to just give to my corporate clients in 2008, 2009 and 2010.

And finally Harvard Business Review contacted me, and they said: “We want that content for our readers.”

I said, well, I’m not going to put that nature for her, you know, that’s a goal.

And they’re like, if you don’t, we’ll get one of the other researchers to do it. And I was like, okay, well I’ll be doing that then.

So, we gave it away and it shows you how to use a posted note and it’ll basically double your business. I mean, just a freaking little posted note. That’s the kind of stuff we do. It influenced bootcamp as well.

So, our Influence Bootcamp, next week we’ll have a registration form.

If you are interested, you’re welcome to come. We’d love to have you.

You sort of fit right into our wheelhouse of who we are interested in.

We have 20 of Chiropractors and Dentists and a whole bunch of business consultants to come.

It’s in Las Vegas. It’ll be downtown. It’s an inexpensive hotel. It’s not a hard trip.

It’s only three days this year and be a lot of fun.

But you’ve got to go to www.KevinHogan.com/coffee  to subscribe to a coffee with Kevin Hogan and that’s the Monday morning.

It’s fun. It’s always a little edgy. We try to have fun with influence and stories that are fun.

Not just, you know, like here’s how you apply this in business.

You know, how can you have fun when you go to lunch?

How can you have fun with influence when you’re with somebody special, what can you do?

That’s cool, you know, how can you use it almost to like read people’s minds.

Sometimes. There’s a lot of special fund applications and as long as everybody remembers that the most important person is a person instead of sitting in front of you right now, then everything is great and we’re good.

So that’s that.

So there’s that coffee with Kevin Hogan and then um, I’d love to see you in October. I’ll be there.

I’ll be coming right back after three days in Poland event after event after event and I’ll be back in Vegas at the 10-hour time difference.

I’ll be a little tired but I’ll be fine.

And uh, it’ll be great to see everybody there. Who would like to come?

Registration Info will be in, in coffee this week for the next set. Actually several weeks.

Ken Newhouse:
Okay. So if they want to, if they want info on the registration, if we want that, that’s going to be found in the www.KevinHogan.com/coffee. That’s where we find the registration information for the boot camp.

Kevin Hogan:
Yeah, yeah, they, they can, they can get coffee and we’ll be there on Monday morning in their mailbox.

Ken Newhouse:
Alright guys, we’re gonna. Go ahead and wrap up the show and I just want to say to our listeners before we go, guys listen up.

Every book that Dr. Hogan has written every resource, every training course, and certainly his bootcamp, I promise you is worth multiples, exponential multiples of what the investment is to attend and certainly just to figure it out quickly and easily and inexpensively.

Go ahead and buy one of his books and start off with covert persuasion and just an absolute priceless resource you can use immediately.

Dr. Kevin, I want to thank you.

You’ve been a great friend over the years. We’ve been a great mentor.

Your work literally has been instrumental in a lot of my success. I’m going to give you credit.

Your work has just been very, very valuable not only to myself but to the, to our clients and the members in the FunnelTribes community.

And I can say without question that our listeners today certainly will have an are going to enjoy and get a lot out of the call and all of the other things that you’ve done as far as contributions you’ve made with your resources.

And again, I want to thank you, so we’ll get together again when your new book comes out, but in the interim, don’t such a stranger.

Kevin Hogan:
I take the compliment and it’s pretty wonderful to hear those kinds of things. So thank you very much. Have an excellent day.

Ken Newhouse:
Yeah, let’s talk soon.

Kevin Hogan:
Take care.

Ken Newhouse:
Bye. Bye.