Whether you’re a salesperson who wants to increase your closing ratio or just somebody who wants to improve their communication skills around people, then you can learn a lot from human interrogation. Leading intelligence behavior expert, Chase Hughes takes this subtle art of reading people to a whole new world – sales – with 6-Minute X-ray, a one-day course that teaches you to expose the person you’re talking to and dramatically increase your sales ratio. In this course, Chase veers away from things that are academic-based to those that are result-based. In this podcast, Chase joins host Mark Yuzuik to share his journey from being a deck seaman to becoming one of the most influential people in the field of human intelligence. You’d be pleasantly surprised at what initially sparked his interest in human behavior – something that he seriously studied his whole life.
Listen to the podcast here:
Human Interrogation: The Art Of Reading People In Six Minutes With Chase Hughes
I have with me Chase Hughes, one of the most influential, powerful men I’ve ever met in my life. Something that I’ve been wanting to do for a long time is get him on the show. He is somebody you don’t want to mess with, but you want to get to know. He’s a retired chief in the military. He teaches human interrogation. I had an opportunity to meet with him one time at an event. I bought and started with his book, an amazing character, he’s going for years and he saved many lives out there, but he teaches this stuff. Can you imagine what it would be like to be able to teach how to read people? Chase, thanks for being here. I appreciate you being here. You’ve got a longer story that we’re allowed to legally tell.
Thanks, Mark. That’s a great intro. I appreciate it.
When I saw you speaking in Florida, I was blown away. You do a lot of cold reading. A lot of interrogation talks about cold reading. How did you get involved in this? What’s the thing that made you get up in the morning and go, “I’ll learn how to read people, interrogate, and do better for the world out there?” What got you started the curiosity? Nobody wakes up dreaming about that as a child.
Since the age of three, I wanted to be a military interrogator. I had a crappy job. I joined the Navy when I was seventeen and was a high school dropout. I got a job. I failed every course in high school. I’m fluent in Spanish and I failed Spanish. I joined the Navy and I thought it would be cool because it sounded neat. They called it Deck Seaman. I said, “I’ll get to the ship.” They’re like, “You’re in charge of scrubbing and scraping all the rust off the ship, sanding that down, and then painting the ship again.” We deploy in the middle of Bahrain. It’s 130 outside, I’m out there doing this and I said, “This is not cool.”
We get back to Hawaii. I’m stationed in Pearl Harbor at the time. It’s a good spot to be. I was out one night with some friends when I was nineteen years old and asked somebody for a date and they said no. I get home and I typed in, “How to tell when girls like you?” onto Google. I printed out this massive stack of papers and got obsessed with the nuance of human behavior. I had some social anxiety because the better I could read people, their insecurities, fears, disbelief and doubts, made them way more human. They were a lot more approachable. Nobody was threatening anymore to talk to. It became addicting because it made everything easy to connect. I never felt superior to anybody. I got to the point where I could see how screwed up everybody was and they’re screwed up as me. It was easy to talk. I got a degree in Psychology, started working in prisoner areas and started doing the interrogation thing.
You’ve done it all as far as from scrubbing the deck to scrubbing people’s minds.
Deck washing to brainwashing.
If your car is already dirty, you’ve got to get it washed and sometimes if your brain is dirty, you’ve got to get it washed too. You are one of the guys that teach people how to be better interrogators to help a lot of people out there. When you come across somebody, you can within a couple of hours figure out, interrogate them within a few hours?
My average is 28 minutes with a confession.
You get somebody with a confession with 28 minutes to get them to say, “Yes, I did it.”Ego is typically your biggest enemy if you sit in judgment of anybody. Click To Tweet
It’s on the record.
How do you do that? Your wife and kid must be on alert all the time.
It’s easier to be honest than come across.
Interrogation is only a small part of what I teach. I teach a ton of intelligence operations, something called Human Intelligence for the military. I teach the Army Psychological Operations Command down in Fort Bragg, the special operations guys. We teach a lot of persuasion and influence on an extreme level. To the point where you could talk somebody into doing anything, which a lot of book covers and courses tell you they can teach you. You go to one of those courses and it’s a letdown.
You know exactly what people are thinking. We’re thinking right away, “I can target women to get them to do anything.” That’s not what you use it for. You use it for something totally different. I want to clarify that. Curiosity was because you got rejected. What you did with the information is way different than that. You’re married and you are with your kids, but you used it once.
Maybe more than once. With this an interrogation, the step one of what I teach everybody is that ego is typically your biggest enemy if you sit in judgment of anybody. I have a course called 6-Minute X-ray where I teach you how to see behind people’s mask and I guarantee this, it’s all the way down to their hidden fears that not even their friends and family know in less than six minutes of a conversation. I have the 100% guarantee that you’ll be able to do it. At the moment that you’re able to do that, and I open up a lot of my training that if you got home from work and you could magically see all of your neighbors’ browsing history, everybody who lived near you. There was some new superpower that you had. We initially think, “I’d probably be disgusted,” but we would start to see a trend like, “This guy is not just looking at weird stuff on the internet, but the next day I see how to get over depression, how to stop suicidal thoughts.” There’s so much going on with everybody that we initially think we’d probably be judgmental. The more we look into it, we figure out every human being on earth is suffering, is insecure, and everybody wears a mask. There’s no exception.
We pretend like we don’t and we don’t want to. Sometimes even in my live events, one of the questions I’d say, “Who are you? Who do you pretend to be?” It throws them for a loop. My interrogation of that is to get them so we can do an intervention because they’re pretending to be somebody who’s not in pain. Mine doesn’t go as deep as yours. Generally, it takes a little longer than six minutes. When I take that six-minute course, that’s going to be a whole new. How did you learn this? Is this a gift or talent you learned from somebody? Did you discover it? Is it intuition? People are born with certain gifts. I love entertaining. For me, entertaining is my second nature. I don’t think about it. Give me a mic. I’m going to be a clown. Put up my camera in my face, I’m going to joke around. It’s the way it is. How do you figure this out? You’ve got a book and this is not small. It’s a thick book, small writing and you’re talking almost 400 pages of this stuff. You have to be smart to read it.
That’s what I hoped. I didn’t want it to be huge because the stuff in there is dense. There’s no fluff on any of it. It’s an encyclopedia of persuasion or mind control or the whole thing of human behavior that I’ve studied. I developed my life around figuring out how far we can push influence persuasion. Where’s the wall? I was trying to discover where is the limit on what a human can be talked into doing. Where’s the time limit at that point? If I can talk a human to go all the way to the right to whatever, but how long? How can I shrink that time limit and extend what’s possible? I developed that for interrogations initially. I started running experiments and I used a ton of our tax dollars on researching and investigating this stuff.
Eventually, I came to develop this program that I discovered that because of this piece of psychology, this technique that I invented works well. For the technique to work, you need to know who you’re speaking to because everybody’s going to be different. If you go on Amazon and buy every single persuasion book out there, they’re all going to give you techniques that work most of the time for most people in some situations. In that vein, an interrogator, a salesman, a guy trying to get a date, they’re all the same thing that I don’t know until the end of the sale whether or not I’ve got a sale. I can’t see human behavior. I can’t see those hidden gems of disagreement like somebody is squeezing their lips together.
Even slightly, during a conversation, means that someone’s withholding opinions. If I’m a sales guy and I’m talking about the interest rate and the guy in front of me squeezes lips together, I automatically know that I’ve got work to do. I know his needs, his fears, his insecurities, everything. if you watch one of those interrogations where they have a captive audience, that takes twelve hours to take place and the guy finally confesses, that’s because for twelve hours that interrogator is jiggling a lock pick inside of a lock. Finally, “I did it.” Everybody says, “He’s such a great interrogator.” I do this in my 6-Minute X-ray course. You can go back and watch as the person confesses, the interrogator accidentally uses the right words that trigger that person’s personality. Now, you can do it in a matter of minutes instead of waiting twelve hours and using a lock pick, I’ll give you a key.
Some interrogations take forever and then they wear them down. You don’t even wear them down. You unlock it and see what’s inside and they don’t even know it.
Not standing in judgment is one of the biggest things there that once you’re able to see somebody’s fears, weaknesses and insecurities, it’s easy to look down on somebody. Unless we realize, “That’s like me, except in a different way,” and that’s everybody.
There’s a movie or TV show that the guy could read by the language. He could tell if somebody’s lying or not.
It was Lie to Me. That whole show was based on a real guy named Paul Ekman.
I know Paul Hutchinson and he’s an amazing man. He’s a billionaire. He went back and he donates money to stop trafficking. He goes on these interrogations. He’s a heck of an interrogator and a great man. He’s in Utah and he’s over there going on these trips. He has saved hundreds of women from other countries that have been trafficked over there. His story is good. Your story is way deeper. It’s a different level. He’s a good high school graduate. He’s an honor roll, but when you’re a college Harvard teacher, there’s a little difference. There are lots of things that you probably can’t even talk about, never talked about, I don’t even know about and I’m sure that’s what it is. I can’t tell if you’re lying or not because I haven’t done the 6-Minute X-ray yet. You’ve saved a lot of people. You gotten out there, made a difference with your talent and you have to have a job.
In my last few years in the Navy, I was a captain of a little spy assault craft. MK VI, that’s what the boat looks like. It’s a little sneaky boat and we did sneaky stuff overseas.
Over in London, there’s a guy that does NLP and I use it all the time. He’s Derren Brown and I love his stuff. Is he kind of what you do or a little section of that? Can you do what he does?
Derren’s got a copy of my book and he’s got a show. Eighty percent of what he does is showmanship. When you see him do some incredible thing, that sometimes is the 25th or 27th take or they had to redo it, but it’s still massively impressive. It was a tremendous inspiration for me because he predated me back when he was working for a company in London, Channel 4 television station there. He did some cool stuff and that pushed me forward to keep finding the edge.
You’ve got a couple-day event like two-day where you teach us stuff. I’m going to come out of there. I’m going to learn as an entertainer, but also as somebody who has a lot of intervention in things. I’ll be able to read the audience a lot quicker, faster, easier, and get to the root of the problem a lot faster.Our insecurities, fears, disbelief, and doubts make us more human. Click To Tweet
One hundred percent I guarantee it. I’ll give you triple your money back if you don’t agree with that.
What about people that go there because they want to get more confidence in talking with people or picking up women or picking up guys or whatever that is. Do you see that? People ask me as a hypnotist, this is the number one question I get, “Can you hypnotize me so I can pick up girls? Can you hypnotize girls?” I go, “That’s not what I said. It’s not like that. You’re way off base.” They’ve seen the show and they’re like, “You must be able to hypnotize anybody.” It’s not like that. I’ve been doing this since 1991. I don’t do it unless I’m on stage because it’s done all the time, but do you get a lot of those requests as well?
I get people that ask about it. We have a course called The Behavior Practitioner Course where we teach about authority and what makes humans automatically become obedient instead of making a decision to obey and how to trigger those tripwires. What they discover eventually is they come there thinking, “I’m going to do these things to other people, especially this pickup stuff. I’m going to do this to them.” They discover that the ability to do this pickup stuff is a byproduct of having your shit together.
They’re not confident at all. They want to control something or be powerful, instead of being confident, going there and treating people right. That’s how you manipulate them is to treat anything like you would nimbly. I would say if you want to inspire somebody, give them reasons why they would never want to leave you. Don’t try to force them into it.
That’s a description of me at the age of 21. I discovered the pickup stuff. My mentor was 70 years old and a CIA psychiatrist. He said, “How many books have you purchased on this pickup stuff?” I said, “Probably eleven.” He goes, “I’d like you to bring them with you, put them in a duffel bag and bring them to lunch.” I go to meet this guy for lunch and he’s a scary guy. I sit down at the table with this guy, we’re eating lunch, he’s walking me through this and that. He says, “Pull all those books out.” I pulled them out and he says, “I’d like you to find me one technique in any of those books that aren’t a way to fake or pretend like you are a man and you have your stuff together.” That changed my life.
There’s a grouper fish that live all around the world. This big, giant fish can get up to a couple of hundred pounds. They formed a symbiotic relationship with this other fish called a cleaner wrasse. It’s a tiny fish that swims up to this giant grouper and does a dance in the water. That tells the grouper that it’s there to do a service. The grouper sees that the cleaner fish do this dance and it opens its mouth and lets the fish inside. The fish goes inside the grouper mouth, cleans all of its teeth, and the grouper lets him swim away. It doesn’t need it. They have an agreement that I’m not going to eat you. This is a real thing. There’s another fish similar in size to the cleaner wrasse called the sabretooth bloody fish. In the other scenario, there’s a symbiotic relationship, “I’m going to clean your teeth, don’t eat me.” It’s an easy deal.
The sabretooth bloody fish is hanging out with some buddies one day and he sees this cleaner wrasse do a dance and he’s watching this fish do a dance. He sees this giant group of fish open his mouth up and let this fish do whatever he wants on the inside. Keep in mind, the fish can’t feel pain. The sabretooth bloody fish swims over and does a similar dance. The group of fish is not extremely discerning or intelligent about the way that this dance is done. The grouper fish sees the dance and opens his mouth. The sabretooth bloody fish swims into his mouth and eats the insides of his mouth and leaves him to die. That is the story that my mentor told me. He said, “That is what pickup is. We’re figuring out tricks to make a creature react a certain way even though we’re not going to perform the service that we’re there to do.”
We’re there to perform the service that we want to meet our certain needs at the time.
We’re misrepresenting what our intentions are to make a creature behave a certain way.
Didn’t you get in this to figure out how to pick up women?
Not pick up. I wanted to figure out how to tell who was attracted and who was not. I didn’t want to face rejection again. That was a big deal. This girl turned me down and I’m like, “What am I going to do? I need to figure out.” In any future conversation I have, I want to make sure before I ask the question, so I don’t get rejected.
You don’t need to spend that extra money on drinks if you know you’re not going to be able to keep the glass.
Same thing in a sales call, same thing in an interrogation.
Can you help salespeople increase their closing ratio?
You could help not only salespeople but people that lack the confidence to have more confidence mainly about themselves as well as in front of other people. I started reading your book and you’ve got to read it slowly because it’s like eating a piece of meat. It’s not ice cream where it goes down easily. You’ve got to digest it. It is filling, it will satisfy you, and it will reward you big time, but it’s not something they go, “Whip it through.”
It’s like reading a geometry textbook. It’s not something you take to the beach.
It’s something you’re studying and learning. You have courses all the time. As a hypnotist, I love to teach people how to influence themselves so they get a better result and influence and help other people out there. That’s why I got into this whole thing, but I want to take it to the next level and I want to learn how do you call it? I call them interventions from myself on the stage and you call interrogations. I’m dealing with people that are hurting. You deal with people that are bad, close, but we’re still getting the same result. Tony Robbins is doing an intervention, he sees it like that and can read them fast. Are you able to read them that fast?
With much greater clarity and it’s not my skill. That’s the thing that I pass on to my clients. That’s my goal. I want everybody that I teach to be the most dangerous person in the room.
You were supposed to speak at my event, but due to COVID-19, there’s no event. You have to be at my event. You were there one time, but you had the same dates, we booked over so you couldn’t attend one live event. I need to get your schedule so I don’t book my event over yours so I can have you as my guest at my event. How do people get ahold of you? Do you have online courses? They can start learning now, don’t they? How do they get hold of this the 6-Minute X-ray?Everybody wears a mask. Click To Tweet
That’s the foundational course. If you want to learn or dip your toe in there and walk out with skills to read people better than Tony Robbins, I will give that to you. That’s the beginning course and it’s cheap. If you come in, it’s five days and we do it over Zoom, which is something I’ve never done before. We had to adapt to this COVID stuff. We do it over Zoom and you can purchase it online, you can watch the videos afterward. The course walks through body language, lie detection, people reading, identifying fears, weaknesses, insecurities, and then how to talk in a certain way where people will give you whatever information you’re looking for without even asking questions.
Is that 7%, 38%, and 55%?
Not at all.
I was talking about, “Who decided that was the number? How was that the number for everybody?” I never got that.
I always look at the academic study.
I never bought into that. Even though it’s hard all the time. I never believed that 100% because I think everybody’s different. My physiology is way different than somebody else’s who’s a professor at Harvard. They’re supposed to be boring. This five-day right there, this is a Zoom. How long is each call?
Each call is 1 hour and 20 minutes.
We can do it all in one day if we wanted to?
My normal 6-Minute X-ray course is a day long. It’s an eight-hour course. The only difference is that we can’t do classroom exercises. These people will join a Facebook group where they can Zoom call each other and work on some of that stuff and profile each other. I wanted to give your audience a cool tip that they can start using immediately. You can check YouTube for this if you want to watch somebody get interviewed on YouTube, you can do this to your spouse and kids, it doesn’t matter. When is the last time that you became aware of your own blink rate, how often you’re blinking? It doesn’t happen. It’s not something we pay attention to. Since it’s far behind our awareness, that makes it one of the extremely reliable indicators that I teach in the 6MX. The average blink rate in a conversation is around 15 to 20. Bear with me, I’m not going to make you count anybody’s blink rate. There’s a technique for that. The more interested, focused, curious, and enthralled you are with a topic. The last time I watched an awesome movie, it was Interstellar.
My blink rate was literally around a three per minute because something captures all of your focus. During the math part of my SATs, my blink rate was probably around 70 and that’s a massive difference. The moment you’re in a conversation, someone starts losing interest, the blink rate starts going up. You don’t have to count, but when we start a conversation, does the blink rate look normal, fast, or slow? Step one is complete, normal, fast, or slow. We’re making eye contact already. It’s not awkward. I’m not telling you to count their breaths and stare at somebody’s chest.
The more interesting, the more focused that the person you’re speaking to becomes, the lower their blink rate will go. You ask them about a cool vacation that they took and they almost stopped blinking. While there they’re excited to talk about this or you’re talking about something that’s interesting. You’ll see the blink rate slow down. The moment you see the blink rate slow down, you say, “Now that I was talking about the leather interior in this car that I’m selling, the blink rate went down. I’m going to continue to hammer on that topic.” When I was talking about interest rates, his blink rate went up. You can see it plain as day. We’re making eye contact with people all the time.
Blink rate went up when I talk about interest rates, I’m going to have an objection there, I can handle it right there at the moment. I start talking about interest rates, I see lip compression, which I talked about, lips squeeze together, blink rate goes up and I say, “A lot of people are worried about this. Eventually, people find out that X, Y, Z,” or I’ll handle that objection without even asking him if there is one. Blink rate starts going back down, “I’m good to go.” I’ll start talking about that thing right before I closed the sale, I’m going to bring up that topic that lowered his blink rate. Any topic that made good behavior signals happen in the conversation, I’ll bring those topics all back up into a little tiny monologue before I go in for the close.
I’m recreating the physiological and psychological behaviors of agreement, compliance, interest, focus, curiosity, and connection with me that’s before the close. If you were not looking at a snapshot of somebody’s blink rate, what we’re looking for is, is it increasing or decreasing? If you want to get good at this, what is it that caused the shift? We need to figure out what made the shift. If someone’s blink rate starts going way up the moment you start talking about Hillary Clinton or Donald Trump, you know something already about that person’s personality.
The faster they blink, the more frustrated or the more they don’t want to talk about. The more uncomfortable and discomfort.
The higher blink rate is discomfort and stress. The lower blink rate is focus and interest.
How do you read their body language when they move their hands or look a certain way? I hear all the time, “If you look up, you look this way.” I never caught onto that. I can tell if their eyes are shifting, that something’s going on.
The eye movement thing is total BS. Eye accessing cues from neurolinguistic programming is absolute BS and I will take anybody to the mat if anybody wants to argue with me on that. It’s never been proven. It’s been disproven by hundreds of universities and it’s never been able to be replicated. I’m not saying it because NLP is bad. I’m saying it because we need to improve the art with things that are not academic-based, but results-based. We have to be able to produce accurate, reliable results with our techniques. I use some NLP techniques.
I’m not knocking the craft. I’m saying we need to evolve. In 5 or 10 years, if somebody is going to go through my book and say, “This doesn’t work well. We can tweak it or make it better or do something else with it.” I’m open to that too. What we can do with somebody’s eye movements is something called Gestural Hemispheric Tendency. I had to invent the name for this because it didn’t exist, but I watched 20,000 hours of people being interrogated between me and my interns.
We analyze this and we develop this new thing. “Do I gesture to left or right?” is what we’re saying. “What hemisphere does a person use?” When we recall positive things, we tend to look a certain way and use that hand. If I’m saying, “The vacation in Italy was great,” and I’ll look that direction. I’ll use that hand. I ask a woman about her ex-husband and she goes, “He is such a D.” We start talking about and she’ll use the other hand and look the other direction. It is solid. You can see this in conversations when you talk to people.
If I know that person looks and gestures to one side as I’m starting to prep for the close, I’m going to lean that way. I’m going to use this hand. I’m not overusing it in the conversation. I’m saving that to the end. When I ask somebody to give me a confession in an interrogation room, I’m going to scoot my chair over, lean that way and use that hand that makes them look that direction as I’m discussing everything. I’m not overusing it over and over again in the conversation, you save it until the end because it becomes repetitive. Anything that’s repetitive, their eye contact and their body movements will ignore.We need to improve the art with things that are not academic-based, but results-based. Click To Tweet
I watched a speaker one time and he was telling me, “You’ve got to use embedded commands like, ‘Buy now, you know.’” He said it so much. It was a three-day event, by the second day I caught a plane and left. I got sick of hearing it and anything else that he was saying. I went and told him, he goes, “What’d you think?” I said, “I couldn’t stand.” I don’t know what he was teaching, but it was all “Buy now,” and he used it so much.” I told him not to do that, but he didn’t listen at all. He was all about trying to close the deals and get the sale instead of trusting the process. He’d get one little information, run with it and think that was the holy grail right there, how they take things out. Some people will take one quote out of a Bible and that’s what they live by.
Some people will read through an NLP book. They’ll go on their LinkedIn page and change their title to behavior expert because of something like that. They’ll be talking to a person and the person will say something like, “I see what you mean.” They’ll be like, “I got him pegged. I had this full behavioral profile. He’s visual.” I’m like, “That’s literally nothing.” There are lots of stuff out there, but a lot of these techniques have a compounding effect that you need lots of stuff with that. That might be a good thing to use, but no one’s ever going to buy them because they hear the words ‘buy now’ over and over again. Hearing the words ‘buy now’ is a logical process.
I know your readers can’t see me, but logical processes take place in our neocortex. This is the youngest part of the human brain. It’s around 295,000 years old. If you put your fingers in your ears, you’re pointing towards the animal part of your brain, which is the hypothalamus is down there, it regulates our emotions and stuff. That’s the part of the brain that bought the last flat-screen TV that you thought you did all the research on. That’s the part of the brain that bought the fancy sports car. That’s the part of the brain that makes our decisions and then we rationalize it with the top.
If you can’t speak to that animal brain, we teach you how. If you can’t break the barrier from logic down to the animal brain, you’re done. You’re finished. If we’re saying, “Buy now,” over and over again, these words don’t go down to the animal brain. I’ll tell you exactly why. This brain is called the mammalian brain because it’s an exact replica, it’s a copy and paste of the brain that’s inside of your dog’s skull. It’s sitting in there. Your dog doesn’t speak English.
That animal part of your brain is 100% incapable of language. Unless we’re able to manufacture imagery with our words in a descriptive communication that pulls someone’s imagination into it, which would pull the dog brain into it, then you’re done. You don’t get to advance or go to the next level. That’s the same reason that if you want to show your dog a picture of the Taj Mahal, it will have no idea what it is. It’s two-dimensional. How would I describe the Taj Mahal to the dog? It would have to be a sensory-rich experience. I would have to have the smells there, which I can’t communicate with words. Luckily with humans, we can. We have to have it sensory-rich. If I built a 3D model of the Taj Mahal, then my dog would have an understanding that’s what it looks like.
These are embedded commands and I’m using a visual language that might relate it. Those things help us to relate. I don’t knock any of that, but we have to be able to pierce the barrier from the logical to the mammalian brain because that’s what makes our decisions. I also think that’s the reason that vision boards work. When you put the pictures of everything that you want, they work because if you sit there and stare at them, you’re not looking at the image you’re thinking of living there, “I would be there.” I’m thinking of images and you’re sending that. That’s what makes it down to your animal brain, not the photograph. It’s the feeling that the photograph produces.
That’s what you’re attracting in, it’s the feeling that if you had it, what would you feel like in imagining if you’ve already had it?
All we’re doing down there in that little part of our brain is the reticular activation system. We’re teaching what to focus on, what to look for. It’s the exact same thing. I bought a Ford Explorer. I drive out of my driveway, riding around the city and every other car that I see is a Ford Explorer. Everybody bought them and I started the trend. I was the first because I never saw them before. In reality, I had an image of this car burned into my mind because it became important to me. Your dog knows home security is important to you that’s why it barks when there’s a sound of the door. You’re telling the dog brain in your head, “This car is important to me,” and it says, “I will look for it every single day and I’m going to show you every time I see it.” That’s what makes the difference.
Could you use these same skills? You do funnels and things like that. We’ve transformed and everything’s online. How do you get your product out there to the masses and all that? How do you write good copy so people listen to it? There are some people that when you click on their video, you’re drawn to it. In 30 seconds, you’re like, “I’m out of here. I don’t want it.” How do you know how to write good and produce good video and/or copy or something where people stay interested to get them to the end, to where they click though, “I’m interested,” or “I want to buy something,” or “At least I’m curious about what you have to offer?”
I teach a lot of that in the 6MX course, but it’s not about copy, not about sales, not about funnels, not about interrogation. Let’s say somebody is in B2B sales, that doesn’t exist. If somebody says, “I’m an interrogator.” No, you’re not. There’s H2H, that’s all we’re dealing with. This is a human to human deal. Once we understand the human part of it, we get a lot better at our communication. Copywriting is its own art form. Granted, I don’t know much about it. I wore body armor for my whole life. I’ve never copyrighted anything in my life.
This is my trend. I won’t comment and will never call myself a marketing or copywriting expert. What I’ve seen as a trend is that anything on there that stimulates the animal part of our brain, we watch. It’s not the flashiness. It’s not anything else. It looks like something that we can learn from. That’s why when someone’s telling a tragic story, we want to listen because one million years ago, if Grandpa Joe is telling you about that saber-toothed tiger and you’d rather go throw rocks in the lake, you’re probably the next one to get killed. The moment that a story or a message captures that evolutionary part of our brain that is concerned with survival and all the human needs, that triggers a focus response, so does novelty.
Anything novel, that’s new or different from what somebody might’ve expected, automatically generates focus. A million years ago, if you go out hunting all the time, you come home the same path every day and you walk by the same bush every day. One day you’re dragging an alligator, whatever you killed, and a stick snaps behind that bush. No matter how sick your kids are, you won’t be thinking about them. Even if your village is on fire, you won’t be thinking about your village. At that point, when the stick snaps, you’ll be thinking about the stick. What is behind this bush? The people who didn’t care about the stick, their DNA doesn’t exist anymore. They got attacked by an animal. We’re totally concerned with, “I hear something that deviates from what I’m used to hearing in this environment.” It is 100% completely focused and novelty manufacturer’s focus. In my course, I have a phrase that focus is currency and novelty generates focus.
Interrupt that pattern. We’re in survival mode the entire time in, “What’s wrong, not what’s right.” If an animal, here’s a snap, the first thing it’s going to do is stop eating. It doesn’t matter what it’s doing. It could be starving, but here’s something that’s going to stop, protect. What am I going to do? We’re in the same thing. People think, “I’m not like that.” A lot of times I’ll scare somebody and I go, “What happened? Why are you scared?” First, we react and then we think. Your reaction’s processing the thoughts because you’ve got the knowledge. You know a certain reaction is going to give a certain answer.
Milton Erickson invented the pattern interrupt, but I think it was saber-toothed tigers that deserve all the credit.
What is your website? How do they get in touch with you? How do they get the 6-Minute X-ray? How do they go through some of the processes? How do they find out who and where you are so they can figure out this is just a tease and .5% of what you are and who you are and what you can do for them? This will definitely make a difference in their life. They are at least more fun and interesting for sure. Imagine the sales that they’re going to be able to close and how they’re going to be able to communicate regardless of what business they’re in, what they’re going to be able to influence, to get a better result from somebody and influence somebody to become a better person as well instead of looking for what’s wrong. Figure out how do you get into the mind to make them feel good and they want to be around you to build raving fans with you. How can they get ahold of you?
Test it out. You could ask a stress question and you could watch the response yourself. They can go to ChaseHughes.com or google Chase Hughes.
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