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The Science of Influence: How to Get Anyone to Say "Yes" in 8 Minutes or Less! Hardcover – October 29, 2004

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Editorial Reviews

From the Inside Flap

In the last decade, scientific research has revealed new and amazing insights into how persuasion really works. For The Science of Influence, persuasion expert Kevin Hogan examined and road-tested all the newest research and tactics in influence and here presents the best new ideas and strategies. Coupled with the most effective of the traditional persuasion techniques, this book offers a simple, concise, and practical compendium of what works and what doesn't.

For salespeople, marketing professionals, and anyone who persuades others for a living, there's no excuse for not having the newest, most effective tools and tactics at hand—and this book provides them. Hogan combines these techniques into a revolutionary system that will get anyone to say "yes" in eight minutes or less.

With a wealth of the best new ideas and techniques—as well as secrets of persuasion never before revealed—The Science of Influence will show you how to:

  • Present a convincing physical appearance
  • Read and send powerful and effective body language messages
  • Turn on the charm for maximum effect
  • Make your target feel comfortable talking to you
  • Ask questions to learn about your target's values, desires, needs, and beliefs
  • Use secret tools to build credibility fast
  • Convince your target of the negative consequences of a "no"
  • Be persistent—but not annoying

The Science of Influence also reveals the hard science behind the most effective techniques—how the surrounding environment affects your listener, how they form habits and routines (and how to break them), and how the conscious and unconscious minds work. More than just a book about salesmanship, this book will change the way you communicate with coworkers and clients, family and friends. It's the Holy Grail of persuasion—a proven system for turning a "no" into a "yes."

From the Back Cover


"Want to influence others? Want to persuade others? Want to sell others? Then this book is not an option—it's a landmark breakthrough of information you can use the minute you read it."
Jeffrey Gitomer, author of The Sales Bible and The Little Red Book of Selling

"I shudder to think what an evil-minded person might do with these secrets of persuasion, but I also marvel at what good someone else could do, as well. An astonishing, eye-opening, even amazing work."
Joe Vitale, author of The Attractor Factor

"Kevin Hogan is that rarest of breeds: an expert who not only is master of his subject, but also understands how to teach it masterfully. No one in the business of influencing others—and who isn't?—can afford to be without this book."
Richard Brodie, author of Virus of the Mind

"Kevin Hogan has written that rare how-to book on the topic of persuasion that is rooted in current psychology research.?The Science of Influence is an intelligent, practical, entertaining, and provocative guide."
Professor Robert Levine, author of The Power of Persuasion: How We're Bought and Sold

"Influence used to be an art. Thanks, in large part, to Hogan, it is now a science. He is the obvious expert in the field of persuasion, and this book is the most authoritative work on the subject today."
Elsom Eldridge Jr., coauthor of How to Position Yourself as the Obvious Expert

"Kevin Hogan's book is a must-read for everyone who wants a high level of success. There is one secret in Chapter 11 that makes the book worth more than ten times the price. I bought twenty advance copies to give them away to my family, my good friends, and everyone who works for me."
Frank J. Candy, MBA, PGA, CPC, President, American Speakers Bureau®

"This book's message will become the formula for influencing change in the workplace and personally, especially in these difficult and changing times."?
Richard Harte, PhD, author of?What's Keeping Your Customers Up at Night?


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Product Details

  • Hardcover: 256 pages
  • Publisher: Wiley; 1 edition (October 29, 2004)
  • Language: English
  • ISBN-10: 0471670510
  • ISBN-13: 978-0471670513
  • Product Dimensions: 6.4 x 0.9 x 9.2 inches
  • Shipping Weight: 1 pounds
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (65 customer reviews)
  • Amazon Best Sellers Rank: #472,699 in Books (See Top 100 in Books)

More About the Author

Kevin Hogan is the author of twenty+ books and counting! He is best known for his international best selling book, The Psychology of Persuasion: How to Persuade Others to Your Way of Thinking.

In the past decade, he has become the Body Language Expert and Unconscious Influence Expert to ABC, Fox, The BBC, The New York Times, The New York Post and dozens of popular magazines like Forbes,Investors Business Daily, InTouch, First for Women, Success! and Cosmopolitan. He has become the go-to resource for analyzing key White House figures.

Hogan has taught Persuasion and Influence at the University of St. Thomas Management Center and is a frequent media guest. Articles by and about him have appeared in Success!, Redbook, Office Pro,, Selling Power, Cosmopolitan, Maxim, Playboy and numerous other publications. He was featured in a half dozen magazines (including wProst) in Poland.

Kevin is a dynamic, well-known international public speaker, consultant and corporate trainer. He has trained persuasion, sales and marketing skills to leaders in the government of Poland, employees from Mutual of Omaha, Boeing, Microsoft, Starbucks, Cargill, Pillsbury, Carlson Companies, Fortis Insurance, Great Clips, the State of Minnesota, 3M, The United States Postal Service and numerous other Fortune 500 companies. He has spoken to The Inner Circle and at the Million Dollar Roundtable (MDRT) convention in Las Vegas.

His keynotes, seminars and workshops help companies sell, market and communicate more effectively. His cutting-edge research into the mind and keen understanding of consumer behavior create a unique distillation of information never before released to the public.

Customer Reviews

4.3 out of 5 stars

Most Helpful Customer Reviews

120 of 139 people found the following review helpful By T SANTOSO on April 13, 2005
Format: Hardcover
I was extremely captivated by Cialdini's Influence: Science and Practice, which is one of the best read book ever on the subject of influence. i have read many other influence and persuation books since. this one is the best, and should be a requiered reading to extend the original cialdini's book. while cialdini's book is more simple and clear with the 6 weapons, this one is more rich and expanded to various details of the influence.

Basically, the book is about how people react to certain situation and how we can maximise our effort. people are more emotional rather than rational. how the same offering can be arranges to be more attractive. Each technique will yield a lot of success if we can smartly apply it to our daily life.

Hogan took a lot of various sources materials and put them together, along with his own research, into this wonderful book.

If you are a salesperson, negotiator, leader, or person with anything to do with people, you should read this and try out some of the techniques explained.

My book has been read and re read and flipped and marked, and i have used a lot of the materials for my seminars, and i still love this book and re read it often.

If you want to influence people in anyway, buy and read this book! 5 stars materials.....
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94 of 110 people found the following review helpful By Mark J. Ryan on November 21, 2004
Format: Hardcover
How mant times have we all heard those words and wondered what the heck were they thinking about? Whether it was a customer, client, friend or family member, wouldn't it be nice to know.

Well "The Science of Influence" Broke the lid off it for me.

I have been in sales for over 25 years and doing therapy for 20 of those years. And i have read hundreds of books and listened to literally thousands of audios and videos on the subjects of Sales and Infulence and Changing people's minds. This book rises to the top. I Love this book!

This Book Helped me to see what i was doing right and what i was doing wrong, and then added a whole bunch more, "what to do right" that i hadnt even considered or heard anywhere before.

The book starts off by telling you what must happen before you even begin any interaction that you want to hear a "Yes" to. He tells you how to set up the context of the interaction, that puts the odds in your favor before you say a word. Then he gives you the Science in layman's terms to back it up.

The book then gets into the easily understandable science of what is going on with a person's emotions and thoughts in real time, as they are getting to "Yes". No more guessing. You get front row seats. You learn what is blocking them from yes and what to do and say to get around thier blocks.

The parts i liked best were the ones dealing with how a person goes back and forth between "Yes" and "No" When making a decision, and how to recognize it and what to do at those critical points to help that person get to "Yes".

Any therapist or sales person, teacher, counselor, manager Etc. will see the value in this book right from the beginning.
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59 of 68 people found the following review helpful By SH on December 28, 2008
Format: Hardcover Verified Purchase
As a career military officer, I typically I read one or two books on persuasion, influence, employee motivation and leadership every week. I have to say I was quite disappointed in this book. It starts out okay, but you quickly realize that that this book should more appropriately be titled "The TRICKS of Influence" ... This is not about creating a win-win situation and influencing others for good. This is about how to become a better used car / snake oil salesman. If that's what you're after, this is the right tome. But for me, the more I read, the more slimy the book felt. In addition to this, the author seems to feel it is necessary to push his other book titles every few pages. (Mr Hogan, I paid good money for this book. If you want to force your advertisements on me, lower the cost of your book). I won't be spending any more money on this author. If you want a very good book on the science behind this subject, I'd recommend instead: "Influence: The Psychology of Persuasion" by Robert B. Cialdini.
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41 of 46 people found the following review helpful By Kondor on June 23, 2005
Format: Hardcover
Chapter 11, titled "I'll Think About It", is a priceless chapter. In speaking with people when presenting your product his examples he uses are broken up into 3 categories. It is so simple yet so powerful! The rest of the book is laid out in easy to understand language that can make you understand why people think the way they think. As a professional business executive I had to give this book the highest rating. It is well worth the money and should be added to your library.
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47 of 57 people found the following review helpful By MythBuster DownUnder on May 16, 2009
Format: Hardcover
Immensely boring and bland book, did not enjoy it one little bit. In fact, could not finish reading it.

When I read the subtitle, I got suspicious. Persuade ANYONE in 8 minutes or less? Why not in 7 minutes or 4? ANYONE? When an author claims specific numbers without actually empirically and scientifically testing them, you know what will follow - lots of generic statements and old, reheated examples that are supposed to give the common sense a shroud of legitimacy. When I see or hear "anyone", "nobody", "always", "never" and similar terms, I get a rash and my left eye starts twitching.

Hogan gives his "models" ambitious names such as "Delta model", "Omega Strategies" or "Secret of Oscillation". Oh, please... An attempt to piggyback on the Greek philosophers or erroneously link them to mathematical symbols? Subliminal persuasion on the author's part? Let's ask his buddy Dave Lakhani ...

Chapter 5 talks about "The New Principles of Influence", which are anything but new. The first principle, "Framing a Question" is a summary of the often cited research from 1984 by Kahneman and Tversky! Does 25 year old research count as "new"? The rest of the principles in that chapter have also been seen in dozens of other books!

Even worse, on page 46, a title "Fifteen Never-Before-Revealed Secrets to Optimize Persuasive Messages"! I can now pull out at least 6-10 books from my library that talk about the same "secrets" such as primacy and listing order, repetition, and other tired-and-detested, pardon, tried-and-tested principles!

A few "pearls of wisdom", pardon, examples of boxed sentences, presumably important points to memorize and practice:
"You can't persuade someone if you can't get in front of them to communicate your message." Oh, really?
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