Hogan's ethical background is largely influenced by a Judeo-Christian tradition which he doesn't hide in the book...nor does he ever preach...thankfully. The ethical approach he takes is essentially that of Stephen Covey's as put forth in Seven Habits.
Then with the foundation of win/win established, it is time to go to work. We learn about specific code words that change minds. "Because", "now", "imagine" and a plethora of others that seem to have been thoroughly researched as to their strength in the process of persuasion.
Synthesizing his academic background with his real world experience in sales we are treated to a truly useful introduction to hypnotic language. Hypnotic language is roughly defined as language that allows someone to avoid the reactant response. (Reduce resistance.)
Next up comes a core principle in all strategic thinking, the gathering of intelligence. In other words, McKay's 66 for five fingers. Hogan likes to keep intelligence simple. Uncover the keys to the other person's stories, get inside of those stories and then work within those "maps" if you will. His laying the foundation of intelligence (and ethics) with the old Gary Cooper movie, Meet John Doe, was either a stroke of brilliance or a lucky hit.
The chapters on nonverbal communication are not as powerful as his body language programs are but I did find the information quite helpful. The diagramming of positioning of people seems to disagree with his more recent research into seating and standing to build rapport. I suspect the information in POP is still valid and that his more recent discoveries are probably simply the next step up. The nonverbal communication chapters seem to be the best documented of the book.
His chapters on presenting material were more motivational than they were filled with the same degree of facts and specific applications. They aren't greatly lacking, they simply aren't the strength of the book.
Getting to Yes, is dealt with remarkably briefly. Hogan believes in a very powerful model of influence where you eliminate resistance, paint a vivid outcome, work within values and the person you are communicating with simply MUST say "yes." This is probably not as simple as it really works in real life but I confess that his chapter on asking for confirmation, compliance or agreement is powerful in it's simplicity.
The advanced section of the book contains material from an offshoot of various psychological backgrounds called, NLP. It differs from "traditional NLP" and some of the material is useful though I have seen little value in most of the NLP books I have read.
The final appendices discussing Ethics and Brainwashing should have been full chapters. They act only as a foretaste perhaps of future books. Just as you are finished with each of the appendices you are ready for 200 pages more on each subject. He brings up the problems of Win/Win thinking. (How much of a win and for whom?) He brings up brainwashing and it's positive and negative uses. These subjects are all tantalizing. He refuses to judge most mainstream points of view though you sense the author has very distinct beliefs and views in these areas.
Overall, The Psychology of Persuasion is a win for anyone who needs other people to comply with them.
Quite good and well worth the time invested.
I work in a win/lose profession. Someone has to. Every immediately applicable tool makes the difference between winning and losing and The Psychology of Persuasion offers many tools that other books about influence don't.
Some of this book is clearly geared to the salesperson, which is fine, but the more general writing is quite useful for just about anyone.
We've tested a lot of the claims that some of the "power words" are truly influential and it turns out to differing degrees that they really do play a role in winning and losing. The hypnotic language patterns weren't quite as useful but offered something for salespeople who are in more of a win/win game.
The nonverbal communication sections provided some excellent introductory material and have definitely impacted my practice in and out of court. The information offered about proxemics has been quite helpful in getting people to respond in the way I need them to. In addition the rapport buiding tools have been remarkably helpful. I particularly liked the final few chapters that integrate some NLP/Hypnosis techniques into more traditional social psych theory.
Overall The Psychology of Persuasion is probably required reading for salespeople, entrepreneur's, anyone who needs to gain compliance and yes, the trial attorney.
The book is completementary to Aronson's excellent book, "The Social Animal" and Dillard's text, "The Persuasion Handbook." The one difference is that this book is remarkably well organized for a book that takes pride in the number of techniques it offers.
I've read a lot of books about influence and selling. Hopkins, Ziglar, Childini, Tracy, Aronson. This one isn't better than all the rest in all respects but it is probably the best of the field overall.
Here's what I liked about the book: 1) It is organized better than any book on persuasion. You can follow the process of influence step by step. I've never seen anyone do that before.
2) The material in the book is collected from the authors personal experience as a salesperson and a cluster of scientific studies.
3) The author directs you to other sources that are credible and useful.
4) You learn about body language and proxemics which was really helpful. I learned so much in this chapter. My only gripe is I wish there was a lot more of this.
5) I've never seen any sales or influence book talk about gathering intelligence. This was an eye opener and something I frankly hadn't thought about.
6) I thought the Win/Win theme stressed throughout the book was very important as it keeps persuasion in the context of ethical influence.
7) I liked the appendixes about ethics and brainwashing. These could have been full chapters and I would have been even happier!
This book really doesn't have any big flaws. I would have liked to have seen more on body language and more on the closing aspects of influence. Aside from that, this really is a great book. It helped put in perspective all the new material Dr. Hogan talked about at our company sales meeting.
