This document discusses the power of stories and metaphors for communication and influence. It argues that stories are the most effective means of delivery for influencing others as they relax the audience and allow multiple messages to seep into the unconscious mind unconsciously. It provides reasons why stories must be used, including that they improve message retention, are hypnotic, reduce resistance from audiences, can induce state changes, enable deep layering of messages, and demonstrate features and benefits through examples. The document encourages finding stories to communicate key messages and benefits.

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!