The Psychology of Persuasion: How To Persuade Others To Your Way Of Thinking

The Psychology of Persuasion: How To Persuade Others To Your Way Of Thinking

Using techniques from hypnosis, neurolinguistic programming, the Bible, and the greatest salespeople in history, Hogan empowers you to improve all areas of your life.

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3 Comments so far »

  1. Jerri Simpkins said,

    Wrote on December 24, 2011 @ 12:41 am

    158 of 165 people found the following review helpful:
    5.0 out of 5 stars
    Science meets the Art of Persuasion, October 9, 2001
    By 
    Jerri Simpkins (Hartford, Ct.) –

    This review is from: The Psychology of Persuasion: How To Persuade Others To Your Way Of Thinking (Hardcover)

    The Psychology of Persuasion is written for the person who wants to influence others. Hogan reveals more communication and influence secrets in one book than you might expect possible. The phallic paradigm of persuasion begins with the concept of Win/Win (which the author clearly believes in and repeats over and over throughout the text) and finishes with some very complex and advanced persuasion techniques that are difficult to describe in a book review.

    Having been in market research for seven years, I can tell you that his insights into what works and what doesn’t is pretty accurate. I also learned a great deal I hadn’t come across in my work with P&G.

    Specifically, the section about power words is worth a great deal to a person running their own business or for a salesperson. (It’s also nice to have this information as a mother of a teenager!)

    The next information that is striking (and there are some basics in the book like building rapport, elementary sales tools, and the like that make this useful for beginners as well as those of us who use this material to make a living)is the detailed discussions about nonverbal communication and strategic movement. I’ve never seen discussions of strategic movement in any book and the body language components are mature and insightful. Everything seems well researched and ready for use.

    Another very nice benefit of this book is the subject of collecting intelligence. It seems that most everyone in the influence and persuasion professions have ignored this element and Hogan pulls a rabbit out of his hat here. Using simple examples, he shows how to really gather useful intelligence whether you are a marketer with a big budget or a small business person.

    The most exciting material is the second half of the book. Here Hogan describes advanced techniques of persuasion that, once again, I have never seen anyone discuss. What again seems like magic is described carefully and with a simple but scientific precision.

    Appropriate to news events of the year 2001, brainwashing is discussed in detail in the book and in light of current events, these revelations should be read by all.

    The Psychology of Persuasion is a fun read. It is written so that you can be more influential with your kids, your boss or your business dealings.

    The only drawback of this book was that most of the stories are about small business people. Those of us in corporate America have to extrapolate how to use these one on one tools, or small group strategies to the much larger audience of America and Western Europe. Aside from that, there isn’t anything to complain about.

    This was a big win for me.

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  2. Jennifer Holtzman said,

    Wrote on December 24, 2011 @ 1:00 am

    127 of 134 people found the following review helpful:
    5.0 out of 5 stars
    The Leader in the Field, February 20, 2002
    By 
    Jennifer Holtzman (Waukegan, Illinois) –

    This review is from: The Psychology of Persuasion: How To Persuade Others To Your Way Of Thinking (Hardcover)

    The Psychology of Persuasion hits on most but not all of the criteria for being what I would consider to be the leader in the field of persuasion.

    The book starts with a clear exposition about the importance of utilizing influence with integrity. Hogan is probably overly zealous in his repetition of “the win win philosophy.” This could be a habit from his religious background or possibly a simple concern that people utilize the principles of the book ethically.

    His discussion of outcome based thinking which at least in part appears to be based on the Harvard Negotiation Model is his first glimmer of genius. It’s rare to see any author present a process of thinking as clearly as his model of outcome based thinking is presented. What makes this work is the multiple examples of how to think in a negotiation. This is an area generally untouched by most authors, who like Hogan, focus on how to do, but not how to think.

    The next chapter glosses over an area which Cialdini addresses more articulately in “Influence.” The laws of persuasion are an expansion on Cialdini’s six principles of influence. Hogan’s additions are valid and I suspect that in time when Cialdini updates his text, these additions will be seen there as well. This chapter works, just not as well as it’s most profound influence.

    Persuasion Techniques (Ch. 4) appears to be some of Hogan’s oldest material as the examples date all the way back to Iraqui SCUD missiles and the fears of same. This chapter works as the author shares well thought out techniques for asking questions and rapidly assessing values. Again, this is Hogan’s niche, teaching specific patterns of thinking.

    Chapter Five is one that the author seems to be most comfortable with. The Impact of Nonverbal Communication is a treat. Hogan’s new research blends well with the likes of Birdwhistell and Knapp. My only complaint is that he could have gone more in depth in this fascinating area.

    The acquisition of “intelligence” is something that is rarely discussed in persuasion/influence literature but Hogan misses an opportunity when he doesn’t detail how to acquire high level intelligence with the world’s big players like GE and Cisco. Instead he sticks with the small business owner and sales person as his examples. Here again, the book excels, but an opportunity missed is an opportunity missed.

    A couple of other chapters breeze by when you again find Hogan passionate about passion. Here Hogan scores big. Difficult concepts of motivational thinking processes are dealt with in some detail and they actually transfer to the reader. This was my favorite chapter in the text.

    Instant Rapport comes next and I found this chapter a bit on the manipulative side. His modeling processes are so chameleon like that you almost voyeuristically observe someone who loves to teach others to play inside other people’s minds. The chapter works well but it certainly is intense.

    The first half of the book ends with a discussion about how to make effective sales presentations and close the sale. He was obviously trained in the J. Douglas Edwards/Zig Ziglar tradition and these chapters add nothing that isn’t available elsewhere.

    The second half of the book is absolutely intriguing.

    The author’s ability to synthesize NLP with current psychology is impressive. Complex ideas from NLP become easy to understand and seem to actually work in real life applications. I’d like to see more research in these areas…perhaps in a sequel???

    His Master Persuader chapters seem to fit the bill as once again, Hogan excels at sharing effective thinking processes to succeed at human communication.

    He closes with discussions about ethics and brainwashing in two appendices which one wishes would have been chapters. Hogan never discloses his intense passion for ethics and brainwashing but clearly his arguments for ethics and understanding brainwashing by the masses are well formed and worthy of every school teaching.

    Overall this is an excellent book. It misses in the area of big business applications but succeeds at the highest level for the salesperson and entrepreneur. The pragmatic and humanistic philosophy mixes well with a dash of Christian/Jewish story telling.

    Five stars.

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  3. David Y. Zhang said,

    Wrote on December 24, 2011 @ 1:38 am

    61 of 70 people found the following review helpful:
    1.0 out of 5 stars
    Catch phrases and anecdotes in abundance, but not useful, November 19, 2002
    By 
    David Y. Zhang (Pasadena, California United States) –
    (REAL NAME)
      

    This review is from: The Psychology of Persuasion: How To Persuade Others To Your Way Of Thinking (Hardcover)

    It appears to be that this book is nothing more than a collection of catch-phrases thrown together in a haphazard fashion interlaced with anecdotes. For example, Hogan mentions many times in his book that Saddam Hussein is a villain, who uses the same tricks in persuasion as other great leaders. However, his examples are direly lacking in both scientific validity as well as relevance to the theme of the book. Instead of informing the readers *why* Hussein hold power and is able to persuade followers, Hogan uses very bad metaphors, which do nothing but show his own lack of scientific knowledge. In the beginning of Chapter 4, Hogan describes Saddam Hussein as “using and manipulating laws of gravity and aerodynamics…

    In addition, Hogan’s neat classification of everyone into various sub-categories is entirely too simplistic for the real world. In Chapter 6, he neatly files Americans into Belongers (37%), Emulators (20%), Achievers(18%), Societally Conscientious (22%), and Need Driven(3%). Well, I don’t know about the other 200 million Americans, but I personally would like to think that being an “Achiever” doesn’t disqualify me from being Societally Conscientious!

    Hogan vacillates between walking a scientific path and an empirical one. While to an uninformed reader this trick would elevate his status to sage-level, who is to be revered for both his practical experience as well as his broad and deep knowledge into the bio-physical reasonings for human behavior, to anyone with a basic knowledge in biology or psychology, Hogan is simply reciting the Psych 101 textbook, and adding in his own warped view of the sciences. On page 222, Hogan describes physiology as “our actual body position…and the movement of our eyes.” I’ll bet that if anyone tries to answer that on a pop-quiz to the question, “What is physiology?” they’re guaranteed to fail the quiz.

    It is, at least for me, a truly disappointing book. My recommendation is to buy “The 48 Laws of Power” which focuses on an purely empirical approach.

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