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The Psychology of Persuasion: How To Persuade Others To Your Way Of Thinking Hardcover – May 31, 1996
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The Psychology Of Persuasion: How To Persuade Others To Your Way Of Thinking will show how to ethically direct others toward your point of view. Author Kevin Hogan teaches the skills of persuasion drawn from techniques as diverse as hypnosis, neurolinguistics, the Bible, and successful salespeople throughout history. The Psychology Of Persuasion demonstrates how to construct persuasive messages. It teaches how to tell what the other person is thinking, why he thinks it, and how to change what he thinks. It covers persuasion from both points of view -- helping consumers to make better buys and salespeople to sell more. The Psychology Of Persuasion shares the most powerful tools, strategies and techniques used by political candidates, television ministers, and corporate leaders. The Psychology Of Persuasion is practical, sensible, workable, and totally accessible to the non-specialist general reader. -- Midwest Book Review
From the Inside Flap
25 years of experience in selling and persuasive communication research. Hogan holds a doctorate in psychology and resides in Burnsville, Minnesota, with his wife and two children.
Hogan is the author of Talk Your Way to the Top: Communication Secrets to Change Your Life; coauthor, with Mary Lee LaBay, of Through the Open Door: Secrets of Self-Hypnosis; coauthor, with William Horton, of Selling Yourself to Others: The New Psychology of Sales; and coauthor, with Ron Stubbs, of Can't Get Through: Eight Barriers to Communication, all available from Pelican.
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One of them she pulled out and showed me the intriguing opening pages of each chapter which had a visual representing how each chapter built upon the other so we had a whole picture of how to effectively and ethically persuade others.
She looked me in the eye, nodded, and said, "THIS one, THIS one you will want to read and implement."
Boy, she was NOT kidding!
Kevin Hogan provides a wonderful combination of academic cool research and clear practical steps that any sales person (who is NOT a sales person in some aspect of their life, I ask you?), entrepreneur, spouse and parent can actually understand and APPLY in their life.
After each Law he demonstrates, Hogan provides not just one example that is so abstract that it's of no use.
Hogan instead provides 10 clear cut examples from a cross-section of life which anyone can SO easily copy and apply to your field that he makes Persuasion just SO easy.
And he is always reading cutting edge research. So this is not dull dry (sorry, you know what I mean, meaning no disrepect to academia) research which we can't understand.
Not at all!
13 years later, Psychology of Persuasion is still the number one sales book I recommend every sales person and entrepreneur read and apply.
It is clearly a must addition to your library!
Kevin Hogan offers ten specific topics for detailed discussion, and then he offers concrete real-world examples for each one of them.
When I read in the Wall Street Journal yesterday that this was one of the few allowed books in the common area library at Goldman Sachs, I was reminded to pick it back up and read through it again.
Now I have another page and a half of ideas to implement that will help me be a more effective sales pro.
The book builds on the terrific work that Cialdini has done and reported in his books, which any student of influence will also buy and study. Hogan expands Cialdini's number of persuasion principles ("laws") from six to nine and fills the book with examples to teach you how to use them and scores of influence methods and techniques.
When we do choose to persuade someone, we want certain results. Anyone who consistently uses this book's simple model of outcome-based thinking will reap dollar benefits at least hundreds of times greater than the price of this book. And Hogan teaches you this in just ten pages.
Each chapter ends with a short summary in outline form. This helped me grasp the information the first time I read the book and has made it easy for me to quickly review the material when I've gone back to it.
I highly recommend that you buy and study this book, and then review the short chapter summaries from time to time.
This is the first persuasion book that I've purchased and reading it gave me some very good insight on not just persuasion but on life itself.
It also made me want to know more about persuasion and influence.
People that should pick up this book:
Anyone that wants to get more out of life.