Dirty Little Psychological Secrets of Infomercial Advertisers! Kevin Trudeau Disc 07

Dirty Little Psychological Secrets of Infomercial Advertisers! Kevin Trudeau Disc 07

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[Music] we have our product now if you follow this the procedure that you use to figure out whether or not you want to market this product or whether you think this is a product that will sell that procedure handles a lot of these issues because if you don't do that procedure and then just try to sell a product or come up with a way to sell a product
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that you that you that doesn't pass muster in the first procedure we just picked the product and you know the first one is going through the questions and picking the energy which is very stiff if you have that then the likelihood of it's every step along the way increases the likelihood of success so we'll use mega memory as an example but again it could it could be any product at all but we'll just use this as an example so if you're looking at
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mega memory for the first time and somebody would say hey this is a you know of course or you've come up with this idea you know some of you gone through Joel's training and you have your own passion and you come up with your own informational type of seminar and informational product that you could make into an audio program or a DVD program or a book or a workbook or a manual and then you go through those procedures to say is this a product that you know falls into the category of whether it's a health-related product informational based or make money or you
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know any of the other categories that we talked about and we went through the little energetic exercise of the people in the room and I'm asking trying to figure out questions I can ask them to see if not only do they raise their hand but is an emotional yes so I can feel the energy and again if you if you understand the first things that we've done its energy isn't it it's it's it's it's not this mechanical in your head type of thought process you're out of
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the think stage you're out of your head getting out of your head is the and if you go to marketing guys they're always stuck in their head they want to have meetings and they want to have group discussions and brainstorming sessions and everything is thinking thinking thinking thinking thinking thinking thinking think think think think think think think think think and you get stuck in the thought process you get stuck in the think stage and when you're stuck in the think stage you may hit it but if you're
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out of the think stage and you're in that emotional stage you'll be able to feel whether or not this is a product that could have a high probability of succeeding and you'll never hit it 100% but it has a high probability of succeeding so when you go through that thought process of whether or not this is a product that energetically is going to be perceived well now you're out of the think stage and you're in that thought proto you're out of the think stage and you're in that feeling process and you're using energy that's really where it comes down to this is why for
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those of you who are members of a global information network the success master course level one really focusing on that is gonna help you feel better and not just feel better feel better in other words pick up the feelings better you understand and then when you go through level two of the success mastery course and level three of the success mastery course and level four of the success mastery course in level five you your your ability to feel just gets more sensitive right aren't you just you
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just get more sensitive it becomes easier because you you have the ability to shut the thinking off quiet it down one of the reasons why people have a hard time feeling is because the chatter the noise of the thinking is so loud that it drowns out the feelings and so the ability to quiet the thoughts or shut the thoughts off and just feel
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makes your perception much better and make sure intuition and decision-making much better which is why again you know Tina and I always point to Tina because team has been around pretty much right from the beginning of beginning of the beginning in my career in the infomercial business and when you have a chance to meet Janine which many of you are already been in contact with and blame they've been around from the beginning they know that this is what happens and again I'm not patting myself on the back it's not about that it's about showing you how it can work and what the real results are you know to
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sit down and have a meeting with somebody about a product and and make a decision in virtually two or three or four minutes that's just unheard of I mean that's just unheard of because everyone else has to go through focus groups and discussions and meetings with the marketing staff and all these different surveys and deciding whether or not this is the product I want to get involved with when I can you know hear about it and just pick up the energy I do this so quickly I walked through the
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procedure with you but it's something that I can do right now because of practice and and repetitive nature incredibly quick it just happens very quickly you'll get that - you have to just trust yourself but it it allows you to pick the right product so we have a product you have a product and we'll use mega memory as the example you have a product you've chosen a product that you think you want to pick you've you've decided on this product because of the
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energy then you went through the basic questions such as yeah yeah yeah yeah yeah so I think the question you're asking is is there a technique to maybe quiet the mind so that you can pick up the feelings better there's a lot of techniques there's a lot of different things and some that will work for you may not work for me or something that will work for me may not work for you but the the most effective technique is just doing it and it'll come just allowing it to come and that's
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why I again for those of you who are members of the global information network the training and the success mastery course is really the whole crux of this it's it's about taking responsibility it's about understanding that you're creating everything in your life through your vibration but if you go through this in the various levels and you continue to go through those levels that training allows you to increase your ability to feel and you know what is occurring automatically not by a specific technique that you have to
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use to quiet the mind it begins to just quiet it just begins to slow down and be you you just thought it's an automatic process that happens naturally I'll give you an example of this and I'm just a great question I was with Sifu Xian Ming who was a Shaolin monk he's one of the real Shaolin monks which means at the Shaolin Temple in China you have the Shaolin monks that are outside the temple and then there are a small group
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of monks who live in the temple and he was one of the ones who lived in the temple and for years the people who said they're Shaolin monks were really just part of the outside group not the inside monks the the ones who lived in the temple whether you know that those are the real monks they're the ones who lived in the temple they were never allowed to leave the temple and years ago you heard me tell the story that a small group was allowed to travel the world and show people the real Shaolin abilities which just blew everybody's mind because everyone thought they were
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really just myths but now they were showing that was real and it was different than what they could do compared to what the monks on the outside to do which were still amazing and stunning I mean I'm mind-blowing but the monks from the inside of the temple were just at a different level almost superhuman and the lead monk Xie Ming decided to leave and the fact after his last performance in San Francisco and so he decided that the secrets of the temple needed to be revealed to the world so he left and was under pressure from the Chinese government and immigration and
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it was it was you know really an amazing story how we finally won his Asylum and learned English and still not very well but he speaks English and then started teaching when I was with him he lived with me in California for a while we decided to put on some classes not just trained me personally but I said listen trained me but let's open it to the some of the local members of the community who want to come they were martial artists there were G young masters there are Tai Chi masters there are martial you know mixed martial art boxers and
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fighters there are people from you know karate schools and Taekwondo schools and Chinese kung-fu schools and Aikido schools there are energy masters there yoga masters Yogi's that would be interested in meeting you and learning from you people from a whole bunch of different disciplines and when we were in the class we did we did two hours of kung fu training and this is in one day and then we did an hour a half of Tai Chi training and then an hour and a half of Qigong training so there's a lot of
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training yeah I mean this was hard and we did it seven days in a row it was really hard and then and when we weren't training we were eating or hiking up a mountain it was insane the amount of physical activity that we were involved with but this is the point of the story we were doing Qigong and he simply said watch and follow and he started doing a Qigong move and as he was doing this he just said watch and then follow
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he didn't say now you're gonna move your weight here you're gonna he didn't start explaining what he was doing he just said watch and follow now let me digress when he first did this I asked him why aren't you explaining in detail what you're doing and he says I don't want people to think about it think about that I don't want people to think about it
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just watch and follow don't think about it we were doing kung-fu you could see as we were learning the movements that some people were like we're my feet position where's my right you could see and he would watch this and he would scream look dolphins polar bears and we'd all like we're inside there's no dolphins or polar bears and the whole
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point was look far away and I asked him why you do that he goes people are thinking stop thinking look polar bears dolphins don't think I says how come we don't have mirrors so we can watch yourself don't think don't think then we were doing the Qigong and as we're doing the Qigong we're all in the room doing the Qigong and all of
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a sudden this happened it wasn't from him there was some one of the people doing the program and he said what's that noise and the gentleman said well I'm breathing he said why can I hear you he says well I'm doing Qi diet dramatic breathing for my diaphragm he says what's that he says well seafood when when you were taught how to breathe at
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the temple and he go stop I was taught how to breathe at temple I must have missed that class he goes well well where did you learn how to breathe he goes where did I learn how to breathe I my body know how to breathe he goes but but but Sifu here in America we don't know how to breathe he says hold on baby born in China baby born in America which one know how to breathe because the body know how to
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breathe you know how to breathe he goes yes but Sifu when you're doing some of these exercises or stretching we have a tendency to hold our breath he says yeah don't worry after a few minutes you start breathing again you go don't think about it just do it your body know what to do it may not do it perfect the first time or second time don't worry just keep doing it don't think your body do it perfect it know what to do just let
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it do it knows what to do do you understand that so how do you read feelings people always say how do you do it it's like you it knows what to do just stay with it and then it knows how to quiet in other words automatically you internally you know how to shut your mind down you don't have to think okay now I'm going to use a technique to quiet my mind so I can read my thoughts or feelings I'm gonna shut my thoughts down so I can read my feelings you don't
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have to think about that just do the process it will happen it'll happen when you're not looking when you're not paying attention think about this you're working on a problem and you're sitting at your desk and you get this business problem and you're I got this problem and you do this for hours you can't figure it out and then you think the hell with it I'm going to
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the movies you go to the movies not laughing at this comedy and all of a sudden boom the answer comes in when you're not thinking about it you take a test you look at the question you go blank oh I know this I know this think think think think think think think big pink doesn't come to you pass the test in you leave you go home you have dinner and all of a sudden the answer is right there when you're not thinking about it
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right it just comes so the point is you you want to always get out of the think stage and one of the toughest things is to get people out of the think stage because they want to intellectually try to figure things out and come up with the answers into intellectually instead of just allowing your feelings to give them the answer it's much quicker and it's much more accurate always quicker and more accurate always trust your
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feelings so you enter the procedure and we decided that this is a good product we think this will sell we have a feeling that it will sell we've looked at the pricing we think there's bless you we think there's a good enough markup and we've decided that this is the one we're going to think about so now the next step in the procedure is to put together an ad for this the first thing we have to do is if we look at the various ad
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types the first thing is we have to ask ourselves what form of media that's what these are or what which one of these ad types do we think keyword think would be an effective way to sell this so here's what happens in real life in marketing companies they have the marketing team
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and they start thinking about will mega memory sell and long-form television is it a product that we could sell in short form TV insert a product that could sell on long form radio or short form radio or direct mail or email or print space or classify through the internet and let me tell you the secret to determine how you will absolutely 100% know whether or not this will sell on long form
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television and how will you absolutely 100% know if this will sell on short form TV and how will you 100% know if this product is a product that will sell on short form radio how will you know if it will sell on Direct Mail here's the technique that I have used my whole life guess and test because here's the point with the techniques that I'm going to share with you it doesn't take a lot of time and it doesn't take a lot of money
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to produce any one of those ads it does not take a lot of time and it does not take a lot of money to produce any of these ads so produce one and test it it may only cost you a few hundred dollars and then you'll know so just guess and test and this is really a significant point because if a product is picked up by a major marketing company they will spend weeks
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and weeks months and months doing market research and focus groups to determine which one of these are even going to attempt and then huge amounts of money to produce these ads and then test it and the people involved in that in that procedure have their jobs at stake and if they don't want to make the decision let's test Direct Mail because if one person makes a decision let's test Direct Mail and it fails that person's
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job is then in jeopardy their ability to get a raise or a promotion is in jeopardy because they didn't get the results so you have committees right and the committees are afraid to make decisions because they want to make sure that they can you know the blame goes goes you know not on them and if it works they all want to take the credit there's an old saying success has a thousand fathers failure is an orphan
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success has a thousand fathers failure is an orphan when something is successful everyone comes out of the woodwork to claim the credit and when something fails no one is around to take the blame or to take the responsibility so I'm gonna show you how to make an ad and there's a basic procedure that you're gonna use no matter which one of these type of ads you choose there's a
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basic procedure and putting the ad together which is what I'm gonna share with you and then I'm going to tell you how you can select which one to start with and I'll give you some basic parameters because each one of these there's some different dynamics in terms of the cost and the time which you may see a return so you can choose so all of these are ads they're all designed to sell a product and we'll use mega memory as the example so when we're producing the ad let me tell you a couple of basic
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parameters when you decide you want to produce an ad for the product what you have to do number one the first thing you have to do is come up with a list and you can sit down and write these of features of that product and benefits features and benefits what are the features and what are the
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benefits so the first thing is features and benefits I got a describe what a feature is and what a benefit is let's take mega memory what is a feature of mega memory what is a feature a feature the word feature really means what's specifically about this can I say what what is something specific about this ok
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so let's say a few things we could say it's a set of CDs it's a set of CDs so we could say it's a CD course that's a feature we could say it's a CD course we could say it comes with a workbook it's we could say it's not word association I'm not sure if that's a feature per se but you could write that down there's no right or wrong here you could say comes with a pocket guide you could say it's one of the
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best-selling self improvements of all time you could say it takes just a few short hours to go through you could say it's been used by millions of people around the world these are features features don't sell but the procedure of writing features is a good process to help you become creative and let the
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juices start flowing because it's easier to find the features sometimes in the benefits so there's a feature and then there's a benefit so we want to write down a list of features of the product that we're gonna sell and then write down a list of the benefits so in terms of mega memory what are the benefits the benefits are it's going to help improve your memory what would be another
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benefit thank you you could you could go through this and a benefit is you'll do better in school it'll help you remember names it'll help you focus it could help you make more money it could help your concentration you could increase your confidence you could help your career
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it could impress people at parties you can come up with any benefit there's no right or wrong it's just kind of a an idea when you're selling something you have to ask what is in it for them if you look at ads so many ads missed the point the number-one point of an ad is what's in it for them it's the number-one point
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of an ad what is in it for them what are the benefits they are going to receive so features and benefits is the first thing that you have to put down that's the key that's 90% of it features and benefits because the benefits are the key and your when you're selling any product all you're doing is talking about the benefits next the next thing you'll want to write down is how is this product unique or
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different compared to the competition so what makes this particular product unique or how does it differ or compared to a competitive product maybe there's not a lot but you have to write down and think about what is unique about this and how is it different or how is it compared to another product sometimes
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that's called a unique selling feature there's got to be something unique about it ideally ideally okay now with these two things you can start what's called building your sales presentation just with these two things you don't need a lot more than this you can start building your sales presentation and I'm going to give you
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the simplest trick in the world to building a sales presentation you take one of the benefits or something that's unique or different about this when you compare it to another product just take one and then you have to ask what story what story can be told which validates this benefit or which
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validates this unique difference with this product remember facts tell stories sell you need stories it's always about the stories the story has to show someone how this product benefited someone or the story has to show the
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audience how this product is unique and different to the competitor this one other thing a story can do and that is show the difference a person is before they went through this program or bought this product compared to after the before and after now in weight loss
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that's the easiest example I weighed 280 pounds before I went on the program and then two months later I weighed 230 pounds I lost 50 pounds and here's my picture before and here's my picture after you have a before and an after photograph correct that shows the benefits the program helps you lose weight but before and after in a story is very very effective now I'm gonna
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talk about testimonials in a moment and also credibility two other key key issues here but before and after are keys when selling anything there has to be a before and there has to be after so individuals have to see or hear stories about people what they were or what they thought or how their situation was before they bought the product and how
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it's different then after they bought the product there has to be a big difference between before and after so the benefits they received I was broke before I went through the program a year later I got a hundred thousand dollars cash in the bank I was in debt before I bought that cures after I went through it I eliminated thirty thousand dollars in debt before and after that's also hitting the benefit isn't it the benefit
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of debt cures for example would be you are capable of reducing your debt so that's the benefit so what story can be told that shows that that benefit exists before and afters key key now let me tell you a little bit about stories because it's all about stories a story can be told in a written form in any of
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these forms of advertising you can use a story you can use a story in a short form television commercial long form you do it radio direct mail if it's a print media obviously the story is written if it's on the internet the story can be on a video or could be written if it's a TV infomercial the story could be I could tell the story about somebody or somebody else could tell their own story that's the form of a testimonial so video usually so stories can be put
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in all of these but I'm going to tell you a little trick about the story there's an art of storytelling and if you look at stand-up comics and you go to see a stand-up comic and they tell a funny story which is what stand-up comics generally do they tell stories and you hear their joke or their funny story and you hear them tonight and you laugh and you think this is really funny
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then you go back two days later and you see the same comic and he says the same damn story doesn't he almost verbatim with the same voice of deflection the same words and it takes her almost exactly the same amount of time almost identical almost identical let me give you an example about business I was doing a radio show I think it was in New Jersey at the time
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could have been the Andy Anderson show this is 25 years ago in fact I'm pretty sure was seeing anything interesting show when I did the did the radio and it was seven at the time yeah yeah 25 years ago I was doing this radio show and a guy calls up in the air and again he had purchased mega memory says hey Kevin Knight I go by Katie says hey Kati I say I've got mega memory from your infomercial I saw it with Danny Bonaduce you know remember the register for the part he goes then and I just want to let you know it has had a huge impact in my
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business career I said how he says well when I got your program mega memory I was applying for a job on Wall Street a job I really want it maybe today people would want jobs in Wall Street but back then he wanted this job on Wall Street because the problem was 500 other people were applying for the same position very competitive mm-hmm so he said in order to set myself apart what I did over the five-day interview process is when I walked into the firm I met a bunch of people and I remembered all their names so when I would walk
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back in I'd call people by name hey Joe Sewell oh good to see you Paul Bertolli Franklin Militello RT Schley nice to see you I blew everybody away that I remembered everyone's name yes I was to talk in the office then I showed the executives that I had a good memory so you know I have a pretty good you know memory let me show you he said I'd committed all of the New York Stock Exchange companies and stock symbols at the time was around 1500 and I showed him I had this great memory ability he says Katie I was like a freak
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show they say hey Charlie come in here you gotta check this guy out he says I obviously got the job he said I've gotten three promotions since then I can go into meetings without notes I can remember what was talked about when I go back again I can remember what was said in the first meeting I can make a speech or a presentation without any notes which impresses everyone when people ask me questions I have that information at my mental fingertips and off to look at my you know I you know today people would be looking at their iPhones or tablets or computers for the information he goes I had it right here
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at my mental fingertips he goes in the best part about my powerful memory now because of your course he says everyone thinks I'm smart it's true he said but everybody really is impressed with my abilities do you know the time on that how long that was two and half minutes so you'll notice stories are not very long there's a secret to business communication years ago I was in a class
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on marketing and when I took this class on marketing it was a semester class very intense lots of reading huge amounts of material and it was on business communication when the midterm came we went in to take the midterm and I thought there was gonna be a bunch of questions it wasn't it was gonna be an essay and the teacher said you have three hours to complete the essay and the essay is describing detail the secret of business communication so I
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put my name at the top of the paper and I wrote the word brevity and I passed it in and I said that's a correct answer to the question I get an A she looked at me she said you get a name everybody else took pages and pages and pages they missed the whole point of the class the secret to business communication is brevity all right now I want you to go back 17 18 years whatever it is kind of scary I know there's gonna be a guy who
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looks kind of like me and I want you to listen to this story let me give you a quick story I was in New York City I was doing a radio talk show was call and chill and the fella called up and says hey Kevin I'm so happy to talk to you alive I saw it on TV about eight months ago I got your mega memory course and it was the best investment ever made for my career I said well why is that he said well you see I was applying for a job on Wall Street job I really wanted he the problem was 500 other people also applying for the same job he said so in order to set myself apart what I did was I committed to memory every single person's name in the firm there were
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over 50 people that I met over a five-day interview process and he goes the great thing is every time I go back in the next day and I saw the people that I met the day before I call him my name and say hey Johnson kardi good to see you Franklin Militello good to see you grace why nice to see you they were blown away he said but the second thing I did was like committed to memory all 1,500 of the New York Stock Exchange companies and stock symbols and I told him I had this great memory I showed them because man I was like a freak show they say hey Charlie gonna come in here and check this guy out he goes I wish I was the only guy they talked about I got
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the job I got three promotions since then he says now I can go into meetings without paper without notes I can make presentations without notes I remember the memos I remember all the facts and information the telephone numbers because they call me the walking computer and the best thing he says Andy because I have this great memory everyone thinks I'm smart and he was kidding me he goes and I don't know if it's true those two stories sounded pretty damn similar didn't they it's 17 years and I'll tell you another secret new minute
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play The Wall Street story Danny Bonaduce you know I was gonna show in New York not too long ago and it was a call-in radio show fella called up in the ears is Kevin I saw you in TV about eight months ago about you make a memory course the best investment ever made from my business I said why is that he said you see I was applying for job on Wall Street a job I really wanted the problem was 500 other people were applying for the same position so in order to set myself apart what I did was I committed to memory every single person's name in the firm he says Kevin over the five-day interview process I must have met over 50 people so every
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day when I would walk back in I call people by name that I met like hey Franklin Militello good to see you Johnson cloudy nice to see you again they were blown away he said but the second thing I did was like committed to memory all 1,500 of the New York Stock Exchange companies and their stock simple way gentleman has wrote a book on that who committed those to memory it's very easy to do and he said oh man is I was like a freak show they say hey Charlie come in here you're gonna check this guy out obviously got the job I've got three promotion cents and I go into meetings now without paper and pencil I make presentations without notes they
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call me the walking computer he says the best part about it is now because of my powerful memory everyone thinks I'm smart anyways I don't know if it's true sounds similar so here is the point the point is stories in order to be effective in any form have to be structured the key is you should structure a story
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just like a comedian and when you have that story you should have it down pat you should be able to rattle off without thinking the key is you have to have stories facts tell stories sell if there's one thing you do is work on the
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stories and if you're ever giving a live presentation which we'll be talking about later if you're doing an appearance on an interview or an infomercial or if you're appearing on an interview and infomercial you have to know your stories because all an interview really is is you have an arsenal of stories and when I go in and somebody interviews me it doesn't really matter what questions I ask I'm gonna be telling my stories I'm there to tell my stories it doesn't matter what you ask
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I'm gonna tell my stories because my stories do the selling facts tell stories sell now couple things about stories number one you'll notice the length run to two minutes they don't have to be very long they shouldn't be very long brevity number one key with stories is brevity next trick about a story is you can't
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talk in generalities by the way this a there's a a senior axiom here the story has to be true so it has to be an accurate true story I mean it has to be a real story you can add in an element or a little bit of what we call puffery you know - and you can massage the story timing just to get the point across but the story basically
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has to be true in this particular story as an example was 100% true I was doing a radio show in New York about eight months ago guy come up in the air he says hey Kati I'm talking to you spot your mega memory buddy 8 months ago was the best investment I ever made in my business I said really how's that he says while I was applying for a job on Wall Street a job I really wanted the problem was 500 other people were playing for pine for the same position so another set myself a problem what I did over the five-day interview process every day when I walk in everyone I met I simply remember their names there's about 50 people so I go back and I say hey Frank I'm gonna tell a good to see you Joe soon Oh Johnson Connie how are you aren't Eastland he said they were
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blown away he says then what I did is I committed to memory all 1,500 or the New York Stock Exchange companies and stock symbols and h.o and I had this great memory this is Katie I was like a freak show it say hey Charlie I mean you're gonna check this guy out I obviously got the job I've got three promotion since then in the best part now I can walk into meetings and make speeches without notes remember the memos and the best part about my powerful memory everyone thinks I'm smart and I'm not too sure if it's true but that sound familiar you get it that
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is a trick ah now here's the example of speaking in generalities when you tell a story in generalities you don't use people's names a guy there's nothing specific watch what I did I was doing a radio show in New York see I gave something specific there I didn't mention you don't have to give every detail but you have to give some things specific now a
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given example Zig Ziglar taught me this Zig Ziglar told the story and he explained how he added just one element which took out the generalities and made it real and made it believable it was a story he tells about a shoe ologist at the st. Louis Airport he said I've never met a shoe ologist he says let me tell you the story I was flying from st. Louis to Boston Massachusetts it'll stop right there something
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specific I was flying from st. Louis to Boston he didn't say I was flying someplace you with me I've heard people tell stories from the day I was in I would since I'm an airport I was flying someplace well how accurate you think this story's gonna be how believable is that story you can't remember what a airport and where you were going see if you have a story that you want to share you usually remember some of the details so the difference here is don't talk in
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generalities use some details because when you add some details to the truthful story it adds credibility to the story so Zig Ziglar the first thing he did is said I was in st. Louis flying from st. Louis to Boston's in st. Louis Airport so we added a detail where he was flying to which is irrelevant to the story the fact that he was flying from st. Louis to Boston is irrelevant but it was a detail he said my flight wasn't
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till 2:30 another detail I had about 45 minutes before flight time so I walked in to get a shoeshine and I sat down on the stool I looked up at the clock just to make sure I was on time so he was giving some specific detail then he went on with the story about the guy shining shoes and how he got a big tip out of them and and as Zig walked away he called me oh the guy says he was amazed the guy called himself a shoe ologist which obviously get some bigger
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tips than just a shoeshine boy and it was really a funny story it was about selling and is about positioning yourself but the point the point was he added some detail to the story it's key to add some detail and if you notice I added some detail to that story it wasn't just broad stroke generalities it was some specific detail next about a
46:30
story if you can elicit some emotion from the story if you can elicit some emotion from the story it's a better story now that particular story what emotion do you feel that it elicited anybody have an idea of what emotion what emotion you thought yeah it's again excitement one emotion there's no right
47:03
or wrong here when you watch that was there any emotion that you felt watching that correct the emotion really was laughter it was a little laughter looks like but it was a little humor at the end the I was making a point about how this worked how somebody got good results so I was talking about a specific benefit but the key there I add a little humor to the end which elevated some of the emotion correct so the key was I added some an element of humor to
47:33
get humor as the emotion some of the stories that you'll see me do are a different emotion it's you know empathy or there are some other feeling that's elicit but when you hear the stories the key is with a story you want to get some type of feel out of that story we give a good story I was on a nationwide television talk show most people were familiar with they've seen me on and one of the demonstrations I did in D was I met the audience before the program there was over 150 people and I remembered everyone's name first
48:04
and last name when it came off the everybody was impressed ed grabbed me and said well sure Kevin you know you could do that you have a founder of the Institute but no one else could I says know it anyone can do this and I'll prove it to you out of tonight so I didn't you give me a student age 10 11 or 12 give me a business professional someone in their 30s or 40s and get someone in their 60s I'll have him go through the mega memory home study course this week on their own next week invite the 4 of us back on the show and I'll have my brain - graduates do that exact same demonstration Michael was a great way to get back on the program right which work but it was so
48:36
exciting the next week to see a 67 year old woman by memory Ratliff over 50 people's first and last names that she met just about an hour before the program man they were all blown away they said wow how did you remember those people's names and her answer was I don't know she said I just remembered and we all had a good chuckle she was I can't wait for my bridge club but that was the point I said she turned to me chose what do you do to my memory and I said well we just exercise the instant recall ability you have and released it and now you got it forever short story
49:09
little humor I brought in some names and notice it was a story that talked about a student a business professional and someone in their 60s so in terms of the benefits and who who this product was good for I hit everybody didn't I I also gave the story of an impressive demonstration that this particular woman did remembering 50 people's names and the idea is when you're telling stories and you're giving the benefit you have
49:41
to ask yourself is the audience interested in being that person so that's the key when you're telling a story story is usually about a person or a situation the key is you just ask yourself and when I say ask yourself I'm not saying think about it just feel it it's a feeling answer the question is will some people in the audience want to be or wish they were that person or would like to have that
50:13
ability would they'd like to be that person being able to do that the whole point of a story is to get people watching it thinking oh I want to be that person described in the story I want to be able to do that - that's what the whole thing about it before and after is high I weigh 280 pounds I went on this program and now I lost 50 pounds does the people watching do they want to be that person yeah if they want to lose
50:45
weight they want to say I lost 50 pounds - right they want to lose weight they want to do that - so you see the connection it's a very simple it's a very simple procedure to determine whether the story is good or not it's does the people want to be the person described in the story I get that quick story was I wanted to gather talk shows one of the demonstrations I did was I met the audience like I did tonight and remembered everybody's name we had a short period of time but I did about a hundred people because we had a lot of time before the show right when I came
51:16
off the air buddy was impressed and Ed grabbed me and said sure you could do that but nobody else could I said no ed anybody can do that and I'll prove it to you out of tonight so I didn't give me a student a business professional give me someone in their 60s I'll have them go through mega memory the home study course this week on their own next week invite the former's back on the show and I have my brain who graduates through that same demonstration the same chemistry with the nodding the audience right and I it was a great way to get back on the program right so exciting the next week to see a 67 year old woman by memory rattle off over 50 people's names that she met just
51:47
before the show everyone was so impressed when she got a standing ovation and they grabbed her and they said hey how did you remember those people's names and her answer was I don't know [Music] she looked omission what did you do to my memory and I said I didn't do anything I just released the photographic instant recall memory you've had your whole life and now it's with you forever she grinned at her I said what's so funny she said I can't wait for my bridge club karenallen the playing card sounded
52:20
similar the point with stories is you have ammunition and if you're gonna sell a product in any of these forms of marketing at this point I've covered secrets of picking the product now the biggest secret of producing a winning ad the biggest secret I can tell you you just put together six or seven stories which which expose the benefits and the stories are about people who used your
52:58
product and how they benefited from it facts tells story sell the stories are basically before and afters the stories are basically the results people have achieved or benefited from after they bought your product that's what the stories are facts tell stories sell this is where all the work is done and the
53:31
good news just like a comedian once you make your stories and once you practice them and rehearse them they never forgotten you can tell the story on command twenty-five years later I mean it's really that easy you got your stories you got your material you got it and those are the stories you used in your infomercial your short form your long form when you're doing a live radio interview remember I told you I show you how to do
54:02
live radio interviews when you have your stories it doesn't matter what questions they ask you because all you're doing is telling your stories this is the magic that nobody understands and this is why it really is easy all you have to do is get the story's done practice them drill them make sure that you got them down and it's simple practice tell the story tell the story tell the story rehearse
54:33
it or harass it rehearse it you don't have to worry about it oh I need notes you don't need notes it's a story it doesn't have to be exactly the same every single time both of those stories were not exactly the same correct they're recorded I think five years apart who knows when but they were pretty big pretty darn close pretty darn close okay let's show a classroom story tell you story I just got a letter recently from a teacher that took an entire seventh grade class at the
55:04
beginning the last school year they put them through the mega memory system at the beginning of the school year just took a couple days at the end of the school year they had a big problem on their hands eight months ahead of their school curriculum although his grade point average a - they tested the vocabulary levels of the seventh graders and E they were found to be that a sophomores in college because they can remember all the words and definitions I can't wait to these kids take their SATs you know it's gonna be a major advance there were three years ahead in Spanish because they could remember all the conjugations the words and so forth it's the foreign languages of virtually
55:35
all memory but more importantly than anything the absentee rate they told me was virtually zero because the children love to go to school I could imagine him in schools like teach I don't forget that test I study for five minutes last night that's a story was it a long story short story if you write down benefits of mega memory one benefit could be learning a foreign language did that story address that now the benefit could be getting better grades to that story
56:06
address that you mentioned the benefit of self confidence did that story address self confidence in children it addressed that that one story addressed a lot of the benefits didn't it when you make your list of benefits and you build your stories you're just looking at the story then checking off the list does this story address a benefit and which benefit are you with me again you have to get comfortable with telling the
56:35
stories let's show the actor story Andy Anderson we also work with there's we need to remember lines verbatim I had a letter from the fellow who called up and said hey I get now virtually every single job that go on he's an actor in Los Angeles in those commercials he says because what I do was when I go into the set they give me the script and while everyone else has to read teleprompters or cue cards I take ten minutes and committed to memory now I can go and use no notes whatsoever I can emphasize my facial instructions and voice inflection and so forth he
57:07
goes they're impressed and of course I also remember everyone's name which makes them like me too if we look at our benefit list on mega memory one benefit is maybe make more money or another benefit could do do better in your career does that story do better in your career another benefit could be by remembering names get people to like you does that story address that again short story gets the benefit let's go can we back this up a minute I think it
57:37
was at one I missed yeah classroom story Danny Bonaduce because we saw the classroom stories from Andy Anderson now let's watch the classroom story from Danny Bonaduce and let's see if it was similar we took an entire seventh grade class at the beginning last school year they went through the mega memory system just took a couple days a couple I was very easy and at the end of the school year they had a big problem on their hands eight months ahead of their school curriculum our lowest grade point average a - and they tested the vocabulary levels of the seventh graders and they were found as sophomores in college because they could
58:10
remember all the words and definitions I can't wait to these kids their SATs they were three of the head in Spanish because foreign languages if you ever want to learn a foreign language has a lot to do with memory as you know presenting Japanese Japanese right has a lot to do with memory of learning foreign languages but here's the most exciting statistic absentee rate virtually zero because school became a lot more fun more left and go to school I could just imagine him a classical eye teacher don't forget that test I studied for twenty minutes last night sound familiar facial expressions very similar body
58:42
movements very similar it's it were her story so the key is and this by the way is a technique that you can use if you're a speaker in front of a stage all a good speaker does unless they're teaching something like I'm teaching particular event which is quite different but if you're giving a presentation it's really simply a series of stories and you don't need any notes and it's just really a series of stories and you can take these stories and put them in different orders and you really don't need notes so it's really stories
59:13
the kea stories and the key is drilling the stories this will increase your self-confidence dramatically when you're giving a live presentation it's really all it comes down to giving a speech someone says how can I give an hour speech well I can teach you how to give an hour speech without any notes huh yeah you don't need any notes you don't need a podium or if you want to have some notes you'll have eight words on it each word will be classroom story you've ripped me that's what comedians do they
59:44
have just a one word which says tell that story and there's your whole your whole presentation because it's really just a series of stories linked together using memory techniques you don't even need notes because I can show you how to put those keywords on pegs around a room or on your body list that way you never have to worry about it which is what me and Blaine do when we speak our whole presentation is on our body so that way no matter what room is in I remember one
01:00:16
time we had a speaker and we taught him how to use memory techniques and we said you know you could use a body list or a room list so he went into this room he was speaking at and he picked out all the pegs and he you know did all his memory taxis and then they moved the room he was in a different room he was all freaking out because he didn't you know I thought well just just picture that room and you'll see the pegs anyway but if you have it on your body list you don't even need that and you don't even need that if you just trust your memory so again the stories sell facts tell
01:00:46
stories sell the story has to be short has to be a little animated has to have a little bit of emotion the story has to hit a benefit it has to show a benefit being received that's what the story's doing we get a good story I was on a nationwide television talk show most people were familiar with they've seen me on and one of the demonstrations I did in D was I met the audience before the program there was
01:01:23
over 150 people and it remembered everyone's name first and last name and when I came off the everybody was impressed ed grabbed me and said well sure Kevin you know you could do that you have a founder of the Institute but no one else could I says no it anyone can do this and I'll prove it to you out of tonight's audience you give me a student age 10 11 or 12 give me a business professional someone in their 30s or 40s and get someone in their 60s I'll have them go through the mega memory home study course this week on their own next week invite the four of us back on the show and I have my brain two graduates do that exact same
01:01:53
demonstration well Hank it was a great way to get back on the program right which work but it was so exciting the next week to see a 67 year old woman by memory rattle off over 50 people's first and last names that she met just about an hour before the program man they were all blown away they said wow how did you remember those people's names and her answer was I don't know she said I just remembered and we all had a good chuckle she was I can't wait for my bridge club but that was the point I said you turn to me chills what did you do to my memory and I said well we just exercised
01:02:24
the instant recall ability you had and released it and now you got it forever it elicited an emotion correct it was a different emotion it wasn't funny although I did the mannequin story to the ad little you know break in the in the emotion there but notice it was a listening emotion and it was also basically doing something and let me give you another trick with stories and another trick with stories is they have
01:02:52
to over come objections stories have to over come objections if it's not specifically giving a benefit or maybe it is a story can also be used to overcome an objection so one other thing that you want to write down when you're putting together your sales presentation is a list of objections
01:03:28
people may have why they don't want to buy your product the nursing home story overcame an objection with mega memory and that objection that comes up from time to time is I don't think it'll work for me I don't want to buy mega memory because I don't think it'll work for me now when you heard that story of the nursing home and those people did it maybe overcome
01:04:14
that a little bit boy if it work for these people it can work for me so there's another phrase that every product that you have if it's an educational product or if it's a self-improvement product and that is can I do it too can I do it too this has to be addressed in your sales presentation if you're making an infomercial or writing a direct mail piece can I do it too will
01:04:44
it work for me and when you give examples of people that wow if it worked for them it'll probably work for me too it's kind of what you're trying to make sure is in your presentation or in your infomercial a story that that achieves that objective I had a fella I was doing a class in New Jersey and this fella came into the room is impeccably dressed obviously pretty wealthy fellow but he was his face was something's wrong he
01:05:16
was partially paralyzed he had a stroke on the right hand side of his body mostly in his face adversely affected his memory he lost his job because he flew on the conquerer to Paris so God has notes forgot why he went lost his job and he said hey look for three years I've had this memory problem can you help me I said I don't know take the course home with you go through at your leisure and you let me know the results call me a few months later he says well my memory is not only what it was before it's better than ever he said I can go into meetings now without paper without notes remember everything that's
01:05:47
discussed I can read The Wall Street Journal remember most of the information that I want to recall I go into a room and meet 30 or 40 people and he says I remember all their names he goes this has changed my life because I thought that I had really no future and I was just gonna be living this miserable existence short story if he can do it if it works for him it may be able to work for me they'll notice something else when you put together your benefits there are some benefits that are more significant or
01:06:16
more important than other benefits with mega memory is one benefit that is very significant remembering people's names and if you notice almost every story there's some reference of being able to remember people's names to notice that because that is a key benefit and I want to make sure I continue to hit that benefit over and over and over again because it is a very key benefit so when
01:06:47
you're putting together the benefits for your product for your infomercial that you want to sell when you list your benefits which benefit do you think is more important than other benefits how do you come up with that the same way we pick the product picture the thousand people in the room and ask them is this important and you'll feel the energy and you'll know which is the hot buttons people obviously how do you always know the hot buttons because I can just feel the energy that's why I always pick the
01:07:16
right hot buttons I mean for example Howard Berg the world's fastest reader or scotf Landsberg how is it that got the irenka corporation one of the finest infomercial companies and direct marketing companies in the world how is it they couldn't produce a winning infomercial because the marketing guys were in their head thinking about what the hot buttons are and when I looked at it I knew what the hot buttons were and that's what I emphasized they didn't well how did they make the wrong decision because they did something called focus groups they asked people
01:07:49
what they thought oh well wouldn't that work no because people think with their head and they're giving the intellectual answer not their feelings so focus groups are usually very ineffective and I'll give you an example of this years ago the Ginsu knife ad was produced with Arthur Schiff I was involved a little bit in that project when the in Ginsu knife had was produced it was shown to a focus group and you may remember this ad there was a
01:08:22
man dressed on the karate outfit and the voice-over said in Japan the hand can be used like a knife and he breaks a board in half but then then the voice-over said but this method does not work on tomato and he crushes a tomato with his hand and the tomatoes squirts everywhere introducing the Ginsu the one knife no catch it should be without and then the Ginsu kind of kicked in can and then cut a tomato the Kinzua was hit with a hammer and then cut a tomato they took the Ginsu and they was soaring the
01:08:53
head of a hammer and filings from the hammer were on the white paper beneath it and it still sliced the tomato paper thin an amazing knife they showed it to the focus group it passed out some papers did you believe the claims in the ad no did you like the ad no did you think the demonstrations were believable no all the focus group answers basically said throw the ad away it's a waste of
01:09:24
time to even test it they collected the papers they looked at the focus group results and said this ad will not work because these people hated the ad the managers said thank you all for coming as you walk out you can collect your check on the way out as people left to collecting their check they also asked the staff by the way how do we get a set of those knives how do we buy a set of those knives all the focus-group people walked out to get their check for being the focus group
01:09:56
asked how can we buy a set of those knives where can we get those knives forget what they said in the paper they were buying the knives do you understand that and this is what this is why your feelings are always better a better judge of what the results are gonna be as opposed to what someone necessarily says I had a fella called me up he said he had this problem ad D was flunking calculus they called me up I was doing a show in Cleveland Kevin I'm getting a straight F in calculus because I can't the equations they told me have
01:10:27
attention deficit so I can't concentrate he spent I just caught your course I'm so excited because in less than seven I teach them how to come in an equation to memory a calculus equation to memory in 30 seconds he goes me and I have a test tomorrow if I study tonight and remember these equations I have 20 of them I'll get an A that's a great call me at my home tomorrow let me know how you did call me the next day says well I got good news and bad news because the good news is I got a 100% on my calculus equation exam I go me and that's terrific because I know what's the bad news because the bad news is the teacher won't accept the test you figure they
01:10:57
must have cheated to get this a I said oh no what are you gonna have to do now he's not gonna take it Friday in the principal's office I here's the best party in d I said how are you gonna do Friday this is Kevin I can't forget these equations even if I tried short story notice they're not long notice they're short brevity they're short you only got 28 minutes and 30 seconds in an infomercial short it gets to the point doesn't it it gets to the
01:11:32
point now with memory remembering numbers doing better in school children parents buy products for children that's one of our buttons right so if you notice what I did when I structured this this was a product that happened to hit a lot of different buttons a lot of different categories parents investing money to buy mega memory for their kids it's getting a lot of different making more money so we covered that in here
01:12:06
better grades we covered that better school children we cover that so every product that you pick is not necessarily going to have what we call this large scope of appeal you only may have two or three Hut buttons or two or three buttons or benefits that you're going to hit over and over and over again so you may only have a couple benefits which is perfectly fine you can continue to for example if you're selling a course on how to make money in real estate what's the benefit
01:12:37
of the course how to make money in real estate what's the benefit make more money what other benefit well you can make more money any other benefits you can make more money I mean really the main benefit is you make money so if there's a weight loss product what's the benefit of this you lose weight what's the other benefit and you lose weight what's the other benefit you lose weight how about you lose some fat right we just lose weight there's one benefit on a weight loss product so every story is the same isn't it and
01:13:08
lose weight lose weight you lose weight you lose weight you lose weight now there may be some other elements in there which we're going to talk about other key elements to put into stories or key elements in terms of a sales presentation but the point is it's about the benefits secondly it overcomes objections overcomes objections now give you another little secret the stories if you notice one of the stories a stroke victim story the gentleman came up to me
01:13:39
and again every story is true and he said will mega memory help me do you remember what my response was I don't know I'm not sure this is key you can never be so arrogant to know everything because when you have that arrogance you really put off a percentage of people not everyone some
01:14:12
people really like the arrogance because those who are the neediest those who take the least responsibility for their life those who blame everyone else for everything that's happening love the arrogant all supreme comment person that knows everything but you lose a larger percent than you gain so it's better to be honest because when the guy came to me and he said I had a stroke will this
01:14:43
help what if I said absolutely well how the hell I'm gonna know it's gonna help brains damage for God's sakes I don't know and I said I said I don't know you tell me you go through it let me know did you notice how that added credibility to me because I said I don't know you tell me you take it and tell it give me tell me the results I'm curious it made me very real direct very real
01:15:15
very key element in the story very key element all right let's do the storefront story with Danny Bonaduce welcome in New York City Manhattan with the president of NFL he's a good friend of mine yes children we're talking about nutrition I was talking about how mega memory virtually takes that I as I mentioned and turns it into a wide-angle camera in your ear into a powerful tape recorder Suri you record things without trying there's Kevin that's amazing goes let's put it to the test we were walking down Fifth Avenue describe to me one of these storefronts I said okay and I thought for a second put me off you know off guard
01:15:47
I said well one of the Serpent's it was a wicker chair as a matter fact the bottom rung was frayed there was two brown shoes with argyle socks there was a black Chinese cabinet with one two three four five drawers the tuna top had a drag and it looked like a tiger on the right that was describing in detail the wicker basket the fruit the type of fruit and so forth he was like oh this is wrong so we so we walked back about 15 blocks and we found this exact storefront with everything as I described it was exactly there didn't listen this guy was impressed when I
01:16:16
looked in I was impressed but that's the ability that everybody has right now and it can be released now if you notice the story again short you'll notice something else I do with stories I constantly bring it back to you the person who hasn't purchased yet I described something that I just did and it's not about me I describe what I just
01:16:49
did and then I said in the point is this is something that everyone can do I always bring it back you always have to bring it back to the person to the buyer to the customer again how is it going to benefit them what's in it for them you always have to tie it back to them what's in it for them question if you're just starting up where'd you get your stories from it depends on the product
01:17:19
and if you don't have any stories if anybody who's actually gone through this I'll show you later how you can actually get the product out so that you can get stories yeah I mean if you have a good product then you need to get it in people's hands so that people can use it and people can tell you a story people have to have yeah have to have a story now it could be your story so if you don't have other people's stories and the only story you have is your story that works just fine as well because
01:17:50
it's your story for example let me digress for a second cause it's a very good question when I sold Dalton McCreary straight shooting golf I didn't have any stories we had just put the program together so the only story I ever told or stories was mine when you looked at gulten mccurry straight shooting golf is about my story about how I couldn't play I paid money for all these other people I saw his ad I bought the videotape I you know started hitting the golf ball
01:18:20
great so it was always just my stories and then I had some other stories too that had happened since I recorded it and I kept saying let me tell you another story I was on the second hole at Ojai Valley and Golf Club which is a par 3 and when I got up to the hole the group in front have hit their balls all over the place so we were waiting forever it was a foursome to clear there was only two of us they finally cleared and as they cleared the next group of four guys were coming up to the tee and all about the tee off and this guy says
01:18:51
wait a minute aren't you that guy in town with the straight shooting golf program you've been filming yeah he says does it really work I go yeah it really works he goes good let's see talk about the pressure yeah so I get up there I'm closing my praying if I hit but notice the story it's true it's how I was feeling like talk about the pressure hit the ball following dead straight landed right in front of the pin rolled up with a 4-iron rolled up maybe about 15 feet
01:19:22
from the pin the guy's going oh my god this is amazing I'm thinking panko cheese yes they all wanted to get the course of course I got him the course for free and you know I said I'll send you guys the course and I go no let me tell what happened it's true the guy one of the guys called me he said about two three days later he says Katie this is completely 100% coincidental I am sure but I went through your course I went out and played golf the next day and I hit my first whole room one of my life
01:19:52
good story right again it's short and pithy but here's a secret to stories and this is what people miss all the time I'm not reading teleprompters because the story is not so much about the phrases or the language patterns or the words yes you can find tomb stories to use better words and better language passive patterns
01:20:24
yes but let me tell you what's more important is to tell the story out of memory and I'll tell you the reason why here's a big secret all of you have an internal alarm excuse my language all of you have an internal BS alarm okay when something doesn't feel right if you're seeing somebody on television and they're telling a story by memory
01:20:58
and their eyes don't move up to the right or up to the left or down to the right or down to the left they're not accessing their memory you're reading something because the only way you can access and recall pictures and feelings and words is your eyes have to move up to the right or up to the left or down to the right or down to the left or off to the side because that's how the brain accesses the data and it could be for a
01:21:30
nanosecond how many of you if I would say hey remember when this happened oh yeah did you see what I just did did you remember you remember that time we did that efficient trip oh yeah that happens all the time because in order for you to remember it and recall it oh yeah that's how you access it that's how the file gets accessed you didn't know that maybe you went through it and I'll peek or something and learn about this but it doesn't matter if you know it or
01:22:00
not you instinctively know it instinctively so when somebody's watching me on on camera and I'm recalling a true story from my memory I can't control my eye it has to move and therefore people know it's truthful they instantly pick it up because it is if you make the story up or read a script on a teleprompter you're I ain't moving
01:22:34
and everybody's BS alarm goes off and there's a loss in the interconnect can energetic connection between you and the audience and you lose them does this make sense this is a big secret yes good question if you are Marlon Brando or Robert DeNiro or one of the great actors of all time you watch what
01:23:09
they do in movies that's what they are trained to do and that's what they're good at and that's why they went oscars because they're reading lines and they're acting as if they're remembering it we can't do that we're not perfect we haven't won an Oscar we're not professional actors that's the point a professional actor who wins the Oscar has the ability to read a line and do a scene as if he's recalling something by memory and he moved his eyes in those
01:23:40
directions on command he's doing this to act as if he's remembering and recalling a story but he's a professional trained actor it's hard to act and come off real I mean that's why these guys you know are paid so well and there's so few of them and that's why when you see a bad actor do a bad performance you say that's a bad performance it's hard to act it's really hard it's easier to be honest and truthful and come from the heart
01:24:13
so the first secret is you want to be coming out of out of memory so you never use scripts you never use teleprompters that's the point you don't use teleprompters you're just telling stories by memory and if you told that story over and over and over and over again the words will flow naturally but you'll still you have no control over it if you're recalling an event than telling a story your eyes will instinctively move so that's the first see
01:24:46
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