J PsTyhce ho ogy of Pe rsuast1o n How to Persuade Others to Your Thinking Wag of KEVIN HOGAN -- PELICAN PUBLISHING COMPANY Gretna 2004 Copyright © 1996 By Kevin Hogan All rights reserved First printing, May 1996 English edition in India, April 2003 Second printing, September 1998 Korean edition, May 2003 Third printing, May 2000 Fifth printing, August 2003 Polish edition, July 2000 Russian edition, August 2003 Spanish edition, December 2000 English edition in Malaysia, September 2003 Japanese edition, November 2001 Chinese complex character edition, May 2004 Fourth printing, May 2002 Sixth printing, August 2004 The word "Pelican" and the depiction of a pelican are trademarks of Pelican Publishing Company, Inc., and are registered in the U.S. Patent and Trademark Office. Library of Congress Cataloging-in-Publication Data Hogan, Kevin. The psychology of persuasion : how to persuade others to your way of thinking I Kevin Hogan. p. em. Includes bibliographical references. ISBN 1-56554-146-4 (hardcover: alk. paper) 1. Persuasion (Psychology) 2. Influence (Psychology) 3. Interpersonal communication. 4. Interpersonal relations. I. Title. BF637.P4H64 1996 153.8'52-dc20 96-3423 CIP Manufactured in the United States of America Published by Pelican Publishing Company, Inc. 1000 Burmaster Street, Gretna, Louisiana 70053 To Katie and Jessica, the loves of my life Contents Acknowledgments ...................................................................... 9 Introduction ............................................................................ 11 Part 1: Patterns of Persuasion Chapter 1 The Power to Influence ................................ 19 Chapter 2 Outcome-Based Thinking ............................ 29 Chapter 3 Laws of Persuasion ........................................ 41 Chapter 4 Persuasion Techniques ................................ 65 Chapter 5 The Impact of Nonverbal Communication ............................................ 95 Chapter 6 Intelligence: How to Get It, How to Use It .............................................. 115 Chapter 7 Communication Styles: Preparing the Message ................................ 137 Chapter 8 The Power Within You: How to Achieve Mastery of Yourself and Power with Other People .......................... 149 Chapter 9 Instant Rapport .......................................... 167 Chapter 10 Powerful Presentations Made Easy ............ 187 Chapter 11 Ask Until ...................................................... 199 Chapter 12 WIN/WIN .................................................... 215 7 8 THE PSYCHOLOGY OF PERSUASION Part II: Mastering Advanced Persuasion Techniques Chapter 13 The Structure of Persuasion ...................... 221 Chapter 14 Master Persuader Part I .............................. 247 Chapter 15 Master Persuader Part II ............................ 259 Appendix A Ethics ................................................................ 267 Appendix B Brainwashing .................................................... 271 Glossary .................................................................................. 279 Bibliography .......................................................................... 283 Acknowledgments Thank you to the tens of thousands of children who have lis tened to me talk to them about the dangers of drugs and alco hol and the benefits of a goal-oriented, positive life-style. Thank you for the lessons in persuasion you have taught me. Thank you to Harry and Carol Swicker and Dr. Charles Hogan and his beautiful wife, Frances. Thank you for your love. Thank you to Jessica Lynn Hogan for reminding me about hugs and love. Thank you to Katie Hogan for giving me Jessica to love. Thank you for typing and editing this labor of love when we could have been doing other things together. Thank you for all your support. Thank you to Pelican Publishing for having the confidence in this project to make it a reality. Thank you to the Grand Designer for giving us the great purpose in life, to communicate with each other. 9