Kevin Hogan - Invisible Influence: The Power to Persuade Anyone, Anytime, Anywhere

Cover design: Susan Olinsky

Copyright 2013 by Kevin Hogan. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Hogan, Kevin.
Invisible influence: the power to persuade anyone, anytime, anywhere/Kevin Hogan.
pages cm
Includes bibliographical references.
ISBN 978-1-118-60225-6 (hbk. : alk. paper); ISBN 978-1-118-62047-2 (ebk);
ISBN 978-1-118-62046-5 (ebk): ISBN 978-1-118-62039-7 (ebk)
1. Persuasion (Psychology) 2. Influence (Psychology) 3. Interpersonal communication. I.
Title.
HM1196. H64 2013
303.342dc23
2012048008

For Mark, Jessica, and Katie

Acknowledgments

I want to thank Mark Hogan for making this book better. Every day for an hour hed take me away from writing to play catch, chess, or Rockband. Those breaks helped me return to the manuscript and instantly find a dozen ways to make something better for you, the reader. More than anything, the nightly hug from a 15-year-old young man and I love you, Dad drives me to be the best I can be. I have the greatest son in the world.

Thanks to Katie Hogan for tolerating me while under the influence of yet another book being written. There is a real tension between author and the rest of the world that exists when a manuscript is being penned. It must be tougher to navigate through and around that tension than I often estimate in real time. There are plenty of bonus challenges each day when the person you live with is an author. Im well aware that Im not all that charismatic when Im researching, not so charming during rewrites, and not even close to tolerable during editing. I love you.

Jessica Hogan continues to inspire me as she works toward her PsyD down in Chicago. Just knowing shes down there keeps my competitive edge on. I no longer feel like shes in my world. I now feel like Im in hers. Taking on grad school with the handicap of profound hearing loss makes me doubly proud of her tenacity. I dont know how she could be in class, do labs, and work with children, all while hearing only some of the words being spoken. She could moan about her disability and no one would think less of her. Instead she works damned hard and carries on without complaint. I couldnt be prouder. Shes an inspiration to everyone around her.

I want to thank my editor Rachel Hastings for pushing me to continually make this book better for you. She had the audacity to regularly suggest that You talked about something like that in Science of Influence. Do you really want that in this book? My favorite is when she says, This technique is weak. I saw something like this in so-and-sos book. Im taking it out. She wasnt going to let anything slide. Her constant suggestions and sometimes sweeping changes were not only annoying, they were absolutely necessary in bringing you what is in your hands.

Jim Speakman, my co-author of Covert Persuasion, was a true creative impetus behind this project. He encouraged me to do an influence book, including techniques I hadnt previously written about. After we wrote Covert Persuasion, which was loaded with tactics and techniques, it seemed like everyone came out with a technique book of their own. If imitation is the best form of flattery, then we were very flattered. Mackenzie and Madison (Jims kids) seem to play a role in all of Jims ideas.

The members of my Platinum Inner Circle, without question, are the daily force that drives me to not just keep up but get ahead of the curve. They are Duane Cunningham, Clare Delaney, Annie Born, Lisa Hyatt, Octavio Urzua, Todd Gaster, Scott Bell, Dale Bell, Christian Haller, Bryan Lenihan, Sonya Lenzo, April Braswell, Rob Northrup, Steve Chambers, Ken Owens, Michael Walker, Cherie Miranda, and Larry Hines.

I want to thank Roberto Monaco of www.influenceology.com for letting me use his story in the Technique section.

Bob Beverley has had a greater impact on me than he knows. Now he knows. Special thanks to David Garfinkel and Deb Cole.

Thanks to Andrew Records for making www.KevinHoganUniversity.com a great place for our team to work.

Special thanks to Gary Moon and Wendy Schauer for always having something good to say when the rest of the world said something else.

Thanks to all the great researchers around the world from whom I drew ideas or quotes from their press releases or studies. They are the heroes of persuasion and influence.

Thanks to Matt Holt, Shannon Vargo, Tiffany Colon, and Linda Indig at Wiley. They are a pleasure to work with and made this a better book!

Intentional Reality

Youre about to meet someone and the stakes are high.

Youre about to ask them a question that really matters. Perhaps the answer will determine your income, your job security, whether youll have the date with the cute girl next week or not.

But I have bad news.

They are going to say no.

You can change that right now, if you can wrap your mind around the fact that the birthplace of influence is in your own brain.

What the person is going to be like, and what their response to you and your request is going to be is, in significant part, happening right now between your ears.

In His Own Image

The Bible says that God created man in his own image.

It turns out that God gave man a touch of that creative power as well.

This story about how you shape others in your own image has a few twists and turns, and a surprise ending with a lot of Aha s and Wows in between. You may never see yourself or others in the same way.