INTRODUCTORY COURSE IN COVERT INFLUENCE

1

Easy Eddie

Bill and Virgina Blyth

“Butch” Ohare

Third Party Stories “Stories and metaphors are the single most powerful form of communication

that exist! Period!”

Cave Paintings “Stories have been told since the start

of mankind”

Stories and Metaphors “Matthew 13:34 “Jesus spoke to the crowds by illustrations. Indeed, without an illustration he

would not speak to them.”

We Crave Stories

We Crave Stories

We Crave Stories

Don Hewett !

Third Party Stories “The secret to our success is that we did not

concern ourselves with issues. Rather, we focused on stories shaped by those issues. ”

Third Party Stories “Stories and metaphors are the single most powerful form of communication

that exist! Period!”

Stories = Influence “The fact is, we relax when a story is told and allow

ourselves to be entertained. Stories are the single most effective means of delivery when it comes to influence. It

just is.” ”

6 REASONS WHY YOU MUST USE STORIES AND

METAPHORS

1. Message retention

The Johnny Carson Principle The Law of Contrast!

The Red Test Kit Principle “Different...We’ve changed all that”

2. STORIES ARE HYPNOTIC

2. STORIES ARE HYPNOTIC

3. STORIES REDUCE OR FLAT OUT ELIMINATE

RESISTANCE

!

3. STORIES REDUCE OR FLAT OUT ELIMINATE

RESISTANCE

!

Presentations without stories are heard from a defensive posture. We listen with our dukes up, skeptical of what the

presenter is saying.

3. STORIES REDUCE OR FLAT OUT ELIMINATE

RESISTANCE

!

On the other hand when being told a story we concentrate on the storyline. This makes us less aware that we are subject to persuasion. multiple messages seep into our unconscious

mind, doing so while under the radar.

3. STORIES REDUCE OR FLAT OUT ELIMINATE

RESISTANCE

!

Stories that contain emotional elements, take us on a ride further reducing resistance. We travel along through

emotional twists and turns as the plot further distracts our conscious mind. Now that our guard is lowered, we are

more likely to be agreeable.

4. STATE CHANGE

“So a guy walks into a bar”

5. YOU CAN DEEPLY LAYER A MESSAGE INTO A

STORY

!!

The Yorkie Story

!

6. Stories demonstrate feature benefits

(presuppositions) !!

“So there I was completely embarrassed. I totally messed up the reservation. I booked a three bedroom villa with a golf course view when what I really wanted was a two bedroom villa with a

pool view.”

So what stories to do you have for your feature

benefits? !!

What stories do you have for your feature benefits?

!

NOW IT IS UP TO YOU!Go and find your gold!