Kevin Hogan on Mastering Persuasion



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Kevin Hogan
Network 3000 Publishing
3432 Denmark #108
Eagan, MN 55123
(612) 616-0732

Persuasion Mastery

An Interview with Roberto Monaco

Page 3

Kevin ... Letís start right where you left off which is external focus. If I just focus Ė right before I go on stage somewhere I always have somebody with me who is going to look at me and brush off the shoulders and check the hair and make sure that thereís nothing stuck in my teeth and do all those things. You do need to have that sense of security when you walk on stage, but the fact of the matter is that I spend an enormous amount of time in presentation for every single presentation Iím going to give.

Know Your Listener I think about the audience in general. This might be a good hour at boot camp but in general you want to learn your material to where you know it, you donít memorize your material but you want to know what youíre going to be talking about better than anybody in the audience, so you really are the expert on the subject. If you start there with what you know the other person needs to know then youíre not just parroting or mimicking what every other speaker out there is talking about.

This is one of the great things about presenting is that if you really, really focus hard on your message and the needs of the other people that are out there you take a lot of pressure off of yourself and you donít have to worry about all the times you say um or you do something goofy on stage. I make so many mistakes every time I give a presentation; whether itís on video. Iíll go back and Iíll watch myself on video and I always wonder how bad itís going to be. The fact is, most of the time, even when I think itís pretty bad, itís actually not too terrible. I donít do any editing on anything. I talk from Ďaí to 'b.'

The up side of that is that you build trust and credibility faster because people see you make a mistake. With you, Roberto, you might mispronounce a few more words than the rest of us perhaps. Basically you want to think like this, youíve got material that you want to communicate whether itís in front of an audience on stage live, doesnít matter whether itís on video. You learn your material, then you know it, then you prepare it Ė I should slow down because everybody has to write this down.

I outline everything down to 10 words.

Roberto ... What do you mean 10 words?

Kevin ... Good question. I think about the audience I'm speaking to. Recently I spoke to 1200 people. A very unique group. A very spiritual and success minded people and theyíre very much believers in the law of attraction. I obviously donít fit in, right there. I have to find all the common ground that I can get.

Because Iím there for the purpose of enriching their lives. That presentation has to be brilliant, but I also have spent thousands and thousands of dollars and a good couple hundred hours creating a very cool program that I want this specific audience to buy.

When do I want them to buy it? I need them to buy it at the end of my 2 Ĺ hours and Iím talking straight through. I need to develop; I have to work on ways, what do these people need to see in Kevin Hogan thatís going to develop trust and credibility, because people buy the brand. Iím establishing brand rapidly, as fast as I possibly can. The 10 words that Iím going to do are going to represent 10 stories. Each word represents one story. I have a story about a little girl in Chicago that I tell. You know the story.

Roberto ... Barnes and Noble.

Kevin ... Right. Thatís the story about the little girl. Then thereís a story I have that I tell about Clinton and how the New York Post picked me up and they wanted to do that and thatís what started that whole body language which sort of stream of the career. Thatís just one story.

These 10 words, whether itís summarizing content or a story they go in consecutive order; 1, 2, 3, 4, 5, 6, 7, 8, 9, 10 on the note card and that note card goes inside of my jacket, my coat.

If I were to space out, which I have done before on stage, lose completely where Iím at, if Iím not having a great day, about one out of every 50 presentations I give I pull out my little note card which is right in there and I just look and I have instant comfort because I have prepared all of this material. All I did was just mentally give off a train track and now I put myself right back on it and so Iím there.

Roberto ... That is a brilliant strategy.

Kevin ... Thanks. Itís been helpful when you really need it in the emergency and you can go from doing absolutely no business that day to building back the business that you need to do at the end of the day at the back of the room, do develop your long-term, just with that one little card. This includes, if you have a PowerPoint because even if youíve got a PowerPoint, I promise, I guarantee there will be a day when that PowerPoint does not work, you will flip a switch and it wonít come up.

The people who donít know their material, the people who rely on the PowerPoint thatís cool 92% of the time and the other 8% of the time there is no screen, the PowerPoint machine doesnít work, it doesnít advance, the frame thing dies, the remote control battery goes dead.

Iíve experienced every single one of these things somewhere in the world and stuff goes wrong. The person who walks in with their presentation prepared and the material prepared and the note card in the pocket youíve got it with you forever.

In front of a video, if you speak regularly to your video camera, just turn on your video camera and constantly be playing with it. Goof around with it even, just start to get familiar with the idea that that lens is on you and then itís really okay. One of the things that I do is just one other thing. I have a friend whose name is Mark Ryan, he was actually on the phone call last night and we were talking about subliminal influence. Mark is one of those guys that is a great friend, heís a great supporter but I also have to live up to a standard to present to people like him. Whenever I make a video I usually think of somebody like Mark Ryan is sitting there watching me, talking with me and I just create my imaginary friend. I donít tell very many people this. Donít tell anybody else this either. When you see me making the funny looks thereís nobody in the room except for me and Mark and Mark lives in California.

Those are a few good strategies that people can use to overcome that fear of presenting and tools like that. Get familiar with that video camera. If people can become familiar with the video camera and just know that itís there you will be way more comfortable when you start doing stuff thatís going to be designed to make you money.

Back to you. We were talking a little bit about the psychology of influencing as being the first pillar. You said the second pillar is structure. Letís talk about structure and letís go deep here.

The 2nd Pillar of Influence...

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Kevin Hogan
Network 3000 Publishing
3432 Denmark #108
Eagan, MN 55123
(612) 616-0732

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