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The Science of Influence


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Table of Contents

About the Author ix Preface x Acknowledgments xiii 1 Influencing Others to Change 1 2 The First Four Seconds 13 3 The Delta Model of Influence 33 4 Credibility: The Pivot Point of Persuasion 57 5 The New Principles of Influence 65 6 Introduction to Omega Strategies 85 7 Framing Principles, Persuasion Techniques, and Influential Strategies 107 8 Applying the Laws of Influence 131 9 The Influential Secret of Oscillation 157 10 Mind Reading: How to Know What They Are Thinking 167 11 I'll Think About It 173 12 How Their Brain Buys . . . You! 207 13 "I Will Do the Work for You": Magic Words That Unlock Minds 219 14 The Power of Thinking without Thinking 233 15 Influence in Sales and Marketing Online and in the Real World 243 16 The Problem and Opportunity of Memory in Influence 259 17 Women: Influencing Women to Buy 267 Bibliography 287 Index 295 Need a Speaker? 305

About the Author

Kevin Hogan is a public speaker and corporate trainer. He teaches, trains, and speaks about persuasion, influence, body language, emotional intelligence, communication, and motivation. Hogan holds a doctorate degree in psychology and has studied extensively in the fields of influence, hypnosis, and nonverbal communication. Visit

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