1. INTRODUCTORY COURSE IN COVERT INFLUENCE
1

2. Easy Eddie

3. Bill and Virgina Blyth

4. “Butch” Ohare

5. Third Party Stories
“Stories and metaphors are the single
most powerful form of communication
that exist! Period!”

6. Cave Paintings
“Stories have been told since the start
of mankind”

8. Stories and Metaphors
“Matthew 13:34 “Jesus spoke to the crowds by
illustrations. Indeed, without an illustration he
would not speak to them.”

9. We Crave Stories

10. We Crave Stories

11. We Crave Stories

12. Don Hewett
!

14. 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. ”

15. Third Party Stories
“Stories and metaphors are the single
most powerful form of communication
that exist! Period!”

16. 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.”
”

17. 6 REASONS WHY YOU MUST
USE STORIES AND
METAPHORS

18. 1. Message retention

19. The Johnny Carson Principle
The Law of Contrast!

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

21. 2. STORIES ARE HYPNOTIC

22. 2. STORIES ARE HYPNOTIC

23. 3. STORIES REDUCE OR
FLAT OUT ELIMINATE
RESISTANCE
!

24. 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.

25. 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.

26. 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.

27. 4. STATE CHANGE
“So a guy walks into a bar”

28. 5. YOU CAN DEEPLY
LAYER A MESSAGE INTO A
STORY
!
!

29. The Yorkie Story
!

30. 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.”

31. So what stories to do you
have for your feature
benefits?
!!

32. What stories do you have for
your feature benefits?
!

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