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Covert Persuasion: Psychological Tactics and Tricks to Win the Game Hardcover – September 18, 2006
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From the Inside Flap
When we make decisions we like to think we weigh the options carefully, look at all the possibilities, and make the best choice based on a rational examination of the facts. But in truth, much of our decision making happens on a subconscious level based on feelings we might not even be aware of. Understanding and managing those subconscious feelings is the key to the art of persuasion.
By observing and predicting human behavior, we can learn to react and direct behavior in others with the right kinds of words and body language. If you want to learn how to convince people to buy your product, contribute to your cause, or vote for your candidate, this book has the answers. Covert Persuasion syn-thesizes the latest research in psychology, linguistics, sales tactics, and human communication to reveal the most effective methods for consistently and effectively persuading anyone of virtually anything.
Covert Persuasion sounds like a secret operation because it is; when you master these techniques and put them to use, no one will even notice your tactics. But that doesn't mean these techniques are sneaky or underhanded. They aren't! You aren't tricking anyone; you're simply using all your abilities to encourage them to make the choice you want them to make. It's not unfair or underhandedit's just powerful, practical, and effective.
If you work in sales, Covert Persuasion will arm you with new skills and techniques you can put to use every day to dramatically increase your commissions. And if you don't work in sales, you can still use these tactics to convince colleagues, subordinates, and supervisors to help you meet your goals and get things done on a daily basis. Even outside of the office, persuasion is a vital skill everyone should have.
This reliable resource will help you with all your persuasion efforts, in every situation. Dip into it for fresh ideas and new techniques or use it to sharpen the skills you already have. For salespeople, Covert Persuasion will help you increase your sales almost immediately. No matter what you do for a living, this book will help you do it better. Not convinced yet? Look inside and you will be . . .
From the Back Cover
Praise for Covert Persuasion:
"This book is a treasure trove of ideas you can use to turn a 'no' into a 'yes' almost instantlyin any sales situation."
Brian Tracy, speaker and author of Create Your Own Future and Change Your Thinking, Change Your Life
"Hogan is the master of persuasion. I urge you to persuade yourself to buy this book and everything he's ever written and recorded. It will help you understand yourself, understand others, and succeed. This information is bankable."
Jeffrey Gitomer, author of The Sales Bible, Little Red Book of Selling, and Little Red Book of Sales Answers
"There's more wisdom in this book than in 500 pages on the same subject. Whether you need to persuade your lover, your spouse, your boss, your clients, your friends, or yourself, this powerhouse collection of mind tricks and secrets will give you the upper hand. In today's competitive world, this is the persuasion wizard's manual you need to control circumstances and get what you want."
Dr. Joe Vitale, author of Life's Missing Instruction Manual and The Attractor Factor
"When you read Hogan's writing, it feels like you're getting sage advice from a master. Would you like other people to decide on their own (or so they think) to go along with your every whim? Then this is the book you've been looking for."
David Garfinkel, author of Advertising Headlines That Make You Rich
"There is more practical information on the dynamics of selling and communication in these pages than you could ever acquire in a lifetime on your own through trial and error. Take advantage of the authors' wisdom and read this book!"
Todd D. Bramson, Certified Financial Planner and author of Real Life Financial Planning
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Top Customer Reviews
The writing is clean and clear. There are no complex theories, statements of advice are explained in a straightforward manner. The reader could appreciate the purposeful style. Although the tactics are listed using a dry numbering system ("Covert Persuasion Tactic #32), they are grouped in chapters following well defined concepts. I thought the authors handled quite well the delicate issues of emotion and belief. One of the positive aspects of the book is that the reader can follow a system to educate new, better communication habits. Some readers could find observations that provoke thinking beyond the simple idea of persuasion.
The authors make an effort to simplify the message of persuasion (they have to persuade you, right?), but they also emphasize the fact that one has to put in more effort in order to get better results. It is about being motivated, knowing what you want and hard work. Some of the more interesting concepts in the book are:
- People don't believe in something because of a specific reason, they just do
- Always be outcome focused, imaging final product
- Avoid mind drifting, which is caused by tiredness
- Focus requires energy
- Anticipate, always anticipate
- Beware when someone else's agenda is on your to-do list
- Communicate with intention
The title and the introduction style do not do justice to the book. It has more depth than it lets you believe. It is better if you take your time and read it slowly - and think about it, rather than skip through it.
Overall, the book is useful, even if you are already familiar with some of the concepts. Occasionally, the book drops the quality by dipping into sales demagogic rhetoric (just ignore that), but considering the size of the covered territory, it has remarkable tempo and interestedness. I am writing this review a month after I read the book and I can say that a few ideas in the book are sticky: they stay with you for a while. That means the book is onto something.
But this is not some dry, dull psych tome. The whole book is a "How-to"- how to make more sales, how to get people to help you achieve your goals, how to get things done in an interdependent world. The book shows you how to gently and covertly nudge people toward a decision that will benefit both you and them, without trickery, and make the best use of your time in the process. Loaded with visual, lingual, empathic and other tactics to influence others, it is a fascinating and provocative read.
I ripped it out of the Amazon package at 10AM and closed it at 9PM the same day- then went back to start taking notes to put the concepts and tactics into daily use. When you decide to buy and use this book, be prepared for changes in your outcomes with others. And, oh- don't let it lying around where your kids can find it, they know enough of these things already!
Back to the book, the chapter on 20 Keys to persuasion in a story should be required reading for anyone in sales and public speaking. You've got to understand why you are telling a story and HOW to make it not just better, but captivating.
This book changed the way I deliver presentation! Before this book, the technical nature of my presentations would, understandably, put people to sleep. Now, I have the audience captivated and sold in the "pretalk" before I even start the formal presentation...the technical data becomes a formality. Because I followed Kevin's advice. I admit it was disconcerting at first to push myself out of the typical seminar drone comfort zone, but the results have been fantastic. AND I love giving seminars and presentations now, I look forward to them!
If you are in public speaking or any role where your ability to persuade it key, I hightly recommend this book.