You are previewing The Science of Influence: How to Get Anyone to Say "Yes" in 8 Minutes or Less!, Second Edition.
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The Science of Influence: How to Get Anyone to Say "Yes" in 8 Minutes or Less!, Second Edition

Book Description

Get customers, clients, and co-workers to say "yes!" in 8 minutes or less

This revised second edition by a leading expert of influence continues to teach a proven system of persuasion. Synthesizing the latest research in the field of influence with real-world tested experiences, it presents simple secrets that help readers turn a "no" into a "yes." Every secret in this book has been rigorously tested, validated, and found reliable.

  • Learn dozens of all-new techniques and strategies for influencing others including how to reduce resistance to rubble

  • Make people feel instantly comfortable in your presence

  • Decode body language, build credibility, and be persistent without being a pain

  • Expert author Kevin Hogan turns the enigmatic art of influence and persuasion into a science anyone can master

The amazing secret of The Science of Influence is its simplicity. After you read this book you will immediately understand why people say "no" to you and learn how to turn that "no" into a "yes" from that moment on.

Table of Contents

  1. Copyright
  2. About the Author
  3. Preface
  4. Acknowledgments
  5. 1. Influencing Others to Change
    1. 1.1. Do They Even Know What They Want?
    2. 1.2. Two Personalities?
    3. 1.3. Three Ways to Change
  6. 2. The First Four Seconds
    1. 2.1. The First Impression
    2. 2.2. The First Appearance in Action
    3. 2.3. The Power of Physical Appearance
    4. 2.4. The Two Big Questions
    5. 2.5. The Science of Sexual Influence
      1. 2.5.1. Attraction and Net Worth
      2. 2.5.2. Even Computers Know Beauty
      3. 2.5.3. Beauty Beyond Cultural Norms
      4. 2.5.4. What about Romance?
      5. 2.5.5. Like Attracts Like?
    6. 2.6. Thirteen Secrets of Making a Magnetic First Impression That Will Last a Lifetime
  7. 3. The Delta Model of Influence
    1. 3.1. The Seven Keys to Rapport
    2. 3.2. The Bridge to a Client's Heart: Rapport
    3. 3.3. Nonverbal Rapport-Building Skills
    4. 3.4. The 21-Point Delta Model
      1. 3.4.1. 1. Establishing and Maintaining Rapport
      2. 3.4.2. 2. Using Content to Build Rapport
      3. 3.4.3. 3. Using Processes to Build Rapport
      4. 3.4.4. 4. Pacing
      5. 3.4.5. 5. Use of Your Voice
      6. 3.4.6. 6. Why Pace Breathing?
      7. 3.4.7. 7. Physiology and Posture
      8. 3.4.8. 8. Leading
      9. 3.4.9. 9. Leading with the Tone, Rate, or Pitch of Your Voice
      10. 3.4.10. 10. Leading with Physiology, Posture, and Movement
      11. 3.4.11. 11. Inducing Reciprocity
      12. 3.4.12. 12. Sharing Part of You with Them
      13. 3.4.13. 13. The Common Enemy
      14. 3.4.14. 14. A Short Story about Someone Like Them
      15. 3.4.15. 15. Respect
      16. 3.4.16. 16. Knocking Their Socks Off
      17. 3.4.17. 17. Always Giving More Than You Promised
      18. 3.4.18. 18. The Power of Understatement
      19. 3.4.19. 19. Be Precise: Then Beat Your Precision
      20. 3.4.20. 20. Get It Done Faster, Easier, Better
      21. 3.4.21. 21. Be on the Edge of Your Seat
    5. 3.5. Fifteen Never-Before-Revealed Secrets to Optimize Your Persuasive Messages
      1. 3.5.1. Primacy and Listing Order
      2. 3.5.2. Peripheral Cues and Central Cues
      3. 3.5.3. Knowing When Enough Is Enough: Before You Begin
      4. 3.5.4. Repetition
      5. 3.5.5. Dramatic Difference
      6. 3.5.6. Prior Knowledge
      7. 3.5.7. Physical Attractiveness
      8. 3.5.8. How Much Is Too Much?
      9. 3.5.9. Self-Referencing
      10. 3.5.10. Authority
      11. 3.5.11. Arousal
      12. 3.5.12. Directed Thinking
      13. 3.5.13. Unusual Claims
      14. 3.5.14. Checklisting
  8. 4. Credibility
    1. 4.1. Perception of Credibility: Do You Have It? It Means Everything
      1. 4.1.1. Credibility Is the Pivot Point
      2. 4.1.2. Credentials
      3. 4.1.3. Martha Stewart
      4. 4.1.4. Your Mom?
  9. 5. The New Principles of Influence
    1. 5.1. Framing a Question
    2. 5.2. Fear of Loss versus Possibility of Gain
    3. 5.3. Freedom of Choice . . . or Barrier to Selling?
    4. 5.4. Quick Summary
    5. 5.5. Mine Is Best
    6. 5.6. Endowment Effect
    7. 5.7. From Your Life
    8. 5.8. Your Appeal Should Be to the Many or Greater Cause, Not Just Your Client
    9. 5.9. Competition Is a Driving Genetic Force of Survival
    10. 5.10. The Principle of Larger Numbers
    11. 5.11. Principle of We All Need Someone to Love
    12. 5.12. Influence and Mood
    13. 5.13. Influence and Product Placement
    14. 5.14. Influence and Community
    15. 5.15. Loss-of-Ownership Tactic
    16. 5.16. Disconfirmation-Doesn't-Cut-It Tactic
    17. 5.17. The Mistake of Asking the Wrong Question
    18. 5.18. Note-Taking Tactic
    19. 5.19. People Can't See the Future, So Get Them to Commit to It, Not Pay for It
    20. 5.20. The Inconsistency Tactic
    21. 5.21. The Single Differentiation Tactic!
    22. 5.22. Nine Golden Keys
  10. 6. Introduction to Omega Strategies
    1. 6.1. Testing Your Influence and Persuasion Quotient
    2. 6.2. Reducing Resistance in Relationships, Business, and Life
    3. 6.3. Two Kinds of Resistance
    4. 6.4. Overcoming Resistance with Omega Strategies
    5. 6.5. Mastering Omega Strategies
    6. 6.6. The Power of the Future . . . in the Present
    7. 6.7. Using Time Perspective
    8. 6.8. Mastering the Science of Influence
  11. 7. Framing Principles, Persuasion Techniques, and Influential Strategies
    1. 7.1. More about Framing
      1. 7.1.1. Scenario 1
      2. 7.1.2. Scenario 2
    2. 7.2. Foot in the Door: A Proven Persuasion Strategy That Leads to Yes!
      1. 7.2.1. FITD Technique
    3. 7.3. Four Tested Ways to Be More Persuasive with Framing
    4. 7.4. Mastering the Science of Influence: Priming the Pump
    5. 7.5. Hypnotic Confusion
      1. 7.5.1. Example 1: The Cupcake Study
      2. 7.5.2. Example 2: The Donation Study
    6. 7.6. The Amendment Technique
      1. 7.6.1. Bonus: Price Points
    7. 7.7. How Most People Make Bad Decisions and How You Can Help Them Make Good Ones!
  12. 8. Applying the Laws of Influence
    1. 8.1. Law of Reciprocity
      1. 8.1.1. Life Insurance and Financial Products
      2. 8.1.2. Real Estate
      3. 8.1.3. Automobile
    2. 8.2. Law of Time
    3. 8.3. Law of Contrast
      1. 8.3.1. Real Estate
      2. 8.3.2. Financial Products
      3. 8.3.3. Clothing
      4. 8.3.4. Electronics
    4. 8.4. Law of Friends
      1. 8.4.1. Financial Products
      2. 8.4.2. Real Estate
    5. 8.5. Law of Expectancy
    6. 8.6. Law of Consistency
    7. 8.7. Law of Association
    8. 8.8. Law of Scarcity
      1. 8.8.1. Real Estate
      2. 8.8.2. Automobile
      3. 8.8.3. Financial Products
    9. 8.9. Law of Conformity
    10. 8.10. Law of Power
    11. 8.11. Law of Inconsistency
      1. 8.11.1. Another Example
  13. 9. The Influential Secret of Oscillation
  14. 10. Mind Reading
  15. 11. I'll Think About It
    1. 11.1. Influence: It's Not How You Ask, But When!
    2. 11.2. The Most Common Reason They Say No, and How to Overcome It
    3. 11.3. Influential Power of Choice Reduction
      1. 11.3.1. Problems of Choices
    4. 11.4. Impact of Emotions
    5. 11.5. Persuading the Represented Mind: Representation and Exaggeration?
    6. 11.6. Flagging in the Persuasion Process
    7. 11.7. Applications
  16. 12. How Their Brain Buys . . . You!
    1. 12.1. Why Most People Fail at Being Persuasive: Why Focus Groups Don't Work
    2. 12.2. What Causes This Problem?
    3. 12.3. You Can't Get to Yes If You Can't Get Their Attention
    4. 12.4. The Attention Model
  17. 13. "I Will Do the Work for You"
    1. 13.1. Our Natural Way Is to Experience Hopeful Outsourcing
    2. 13.2. Magic Words in Business and Personal Relationships
    3. 13.3. The Gift of Freedom
    4. 13.4. Comfort and Familiarity
    5. 13.5. The Most Misunderstood Advertising Factor
    6. 13.6. Will Logic Overcome? Unlikely
  18. 14. The Power of Thinking without Thinking
    1. 14.1. Power of Thinking without Thinking
    2. 14.2. Recent Coffee Challenge
    3. 14.3. Perception Causes Action
    4. 14.4. More Thinking without Thinking
    5. 14.5. Expectations: If You Think a Wine Will Taste Good, it Will Taste Better Than it Would if You Think it Will Taste Bad
    6. 14.6. Personal Identification—Thinking without Thinking
    7. 14.7. Disrupting Their Dislike . . . and Influencing Mixed Emotions
    8. 14.8. Negative versus Positive: Who Wins?
  19. 15. Influence in Sales and Marketing Online and in the Real World
    1. 15.1. Core Reasons People Buy or Say Yes to Anything
      1. 15.1.1. The Influence of Emotion
        1. 15.1.1.1. Secrets of Tapping into Emotions
      2. 15.1.2. The Influence of Value
      3. 15.1.3. Influence of Expectation
      4. 15.1.4. Influence of Referrals
      5. 15.1.5. Influence of Recognition
      6. 15.1.6. Influence of Necessity
      7. 15.1.7. Principle of Presentation
    2. 15.2. Can Higher Prices Cause More Sales Volume?
  20. 16. The Problem and Opportunity of Memory in Influence
    1. 16.1. What Does This Mean for Influence?
      1. 16.1.1. Avoid Gossip
      2. 16.1.2. Cue Their Memory
    2. 16.2. How to Prepare Yourself
    3. 16.3. How to Overcome Emotion
  21. 17. Women
    1. 17.1. Selling to Women Is Often Counterintuitive
    2. 17.2. So . . . Just Think Pink, Right?
    3. 17.3. Want to Sell Women?
    4. 17.4. The Online World
    5. 17.5. The Secrets Revealed . . . A Sneak Peek Inside a Woman's Mind
    6. 17.6. When Women Say "No"
    7. 17.7. The Anti-Authority Message Reaction
    8. 17.8. Does Everyone Have the Same Response?
    9. 17.9. Reactance Triggers
    10. 17.10. What About That Teenager?
      1. 17.10.1. Fear and Reactance
      2. 17.10.2. Soften Your Message
        1. 17.10.2.1. Softening the Message Will Influence Men
  22. Bibliography
  23. Need a Speaker?