The Persuasion Masters:
The Million Dollar Conversation
An Interview with Roberto Monaco (Part 2)
Kevin ... Youíre right, yes there are 16 core drivers and they're either flipped on so to speak or
For example, I have friends who go to a restaurant and they love the taste of
food and they just are connoisseurs of food. Other people that go to a restaurant itís like feed
me, do it cheap and letís go home. Some people have their desires very strongly turned on to
this specific desire, whatever it is, and other people it goes the other way. There are 16 of
those so really there are 32 combinations, a total of 32 things!
What weíre looking at things like the desire to connect with other people, the drive for
curiosity that is a huge thing for customers and clients that I have, people want to learn.
There are people who want to seek power; those are people who want to be influential.
There are people who want to be accepted. You know what, as a public speaker you want to
be accepted but you want to seek power too so you have conflicting desires that have to be
met. You want the desire for loyalty. Thereís the desire for altruism.
There are 16 of these things either flipped up or flipped down, kind of like genetics. When
youíre going to an audience, if Iím going to go do an audience of people who are mostly
religious people and spiritual people, these are people who have the desire to connect, the
desire for altruism, they want to always do good things for other people, they have the desire,
but they donít have the desire for independence, so that switch is flipped down. These are
people who want interdependent relationships.
What I do before I give a presentation is I just do a simple run down Ė Iíve collected data for
16 years on all of this so I know basically every single person or personality type of the
desires that Iím going to communicate with.
Basically then when youíre doing story selection and youíre going through your stories you want to pick stories that are going to resonate with the drivers of the people in the audience; but your goal is not to always make them feel comfortable. Sometimes your goal is to make them feel a little uncomfortable
without polarizing them.
The first thing youíre going to do is go through your drivers and you find out who your
general audience member is. People always say you should know your audience, you should
know your customer, but all they do is play lip service to this, they really donít know their
customers, and they really donít know their audience. People really donít know anything
about the people who are watching their videos, which is why you have to go back and think
who am I selling to, what is motivating them.
You go through the 16 drivers and then you look at your story bank. Everybody has to
develop a bank of stories and you look at your stories; which stories appeal to the religious
group, which ones appeal to the corporate group, which ones appeal to the banking group, which ones appeal to the insurance group? The insurance group is a security minded thing; the banking group is an aggressive thing.
If youíre talking to sales people, they all thrive on the desire for vengeance and competition.
Sales people are the most aggressive people out there and they donít want to hear a bunch of
stories that are soft and squishy and fuzzy and all that kind of stuff, they want to hear things
that are going to resonate with vengeance or competition. In other words, Iím better than
Roberto and Roberto is better than Gene and Gene is better than Jason and thatís how sales
people think; they want to be the best.
Whereas people in the eclectic groups, the groups that have lots of people, they want to all be
the same and be equal, thatís why we have Republicans, Democrats, and Libertarians. If you
think about it like that, the drivers are pretty similar for the people within an audience when I
go to a group and I just do the analysis Ė I do the analysis six weeks before I go to an
event because Iíve got to do story selection and content selection that is going to fit with that
Nowadays it takes maybe a few hours, but it used to take a few days. The time is well worth
it, learning those drivers, to understanding what those drivers do. People want to get away
from fear and they want to move to tranquility. They want to get out of pain and get into
pleasure. Thatís technically not one of the drivers but thatís the concept of all of them. They
want something; we all want and need stuff to feel better.
Thatís kind of the basics right there and then you make your presentation and you decide
your stories based upon who your customer really is. If people do that theyíll succeed in
How many Drivers are "turned on" for your counterpart?
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