The Psychology of Influence and Persuasion
As a hypnotist your job is basically that of a master persuader. You are persuading someone that their hand is glued to the wall, or that they are a non smoker. This is why, as hypnotists, it is essential we learn and study the psychology of persuasion. Unlike debating, where you attempt to reason with the rational mind, as hypnotists it is our goal to persuade the unconscious mind, a task which requires less rational argument than some may believe.
Naturally the fields of NLP and Ericksonian hypnosis contain a lot that we can draw on when studying how to influence the unconscious mind, but what a lot of hypnotherapists seem to overlook – to their detriment I might add – is the work of Dr Robert Cialdini. Drawing on studies such as the infamous Milgrim Experiment Cialdini founded his 6 principles of influence, all of which are very relevant to our work as hypnotists.
These principles are our core psychological drives, our mental buttons or triggers which, when pushed, can irresistibly lead us irrespective of rational justification.
These include:
• Authority
• Reciprocity
• Commitment and Consistency
• Scarcity
• Liking
• Social proof
From your marketing to your actual change work, studying these principles will pay off big time in your work as a hypnotist. Let’s talk through a basic clinical hypnotherapy set up to give you an idea of how easy it is to activate these principles in your own work. In your advertising you offer your clients a free consultation. This not only gets the phone ringing, but due to the principle of reciprocity this will also make your prospects far more likely to become paying clients.
On the phone you tell them that you are fully booked for the time they originally wanted, but you may just have an opening in one week’s time. Since you are showing your service to be in demand, the principle of scarcity makes it even more desirable than it was before. The client arrives at your office, and is shown into your very handsome therapy room where, with great confidence, you begin talking to them about hypnosis.
They see on your wall awards and recognition from other hypnotists. Perhaps your articles published in a hypnosis magazine, or an article about you in the local paper. Social proof says that what you do works. You gain rapport and get them liking you, and speak with such confidence that they find it natural to consider you an authority figure.
Already you have activated five important principles. Act uncertain and fail to gain rapport, and you’ve shot yourself in the foot.
Pretty basic so far, right?
Let’s step it up a notch.
Ask them ‘So, are you ready to make this change now!”
When then reply ‘Yes,’ ask ‘are you sure?’
When they again respond in the affirmative, they have made a commitment, one which basic human psychology and the principle of consistency shows they will not easily go back on. With all 6 principles utilized before they are even asked to close their eyes, you are well on your way to a knock out session! This is only a very basic example of how to use Cialdini’s principles of influence in your own work, but I hope you have found it useful. Cialdini’s work in the field of persuasion is ground breaking, and this post has barely scratched the surface.
The more you know about hypnotic persuasion, the more effective your hypnosis will be. To learn more about persuasion psychology and access some detailed articles, videos and other free resources, check out http://thepersuasionpsychology.com
Cheers, and I’ll see you soon,
Nathan Thomas
NOTE FROM JOSH: If you’re interesting in the subject of persuasion and influence one of the best books on the subject is The Persuasion Skills Black Book by Rintu Basu. This book is awesome and in very in depth. So if what Nathan talks about is interesting to you then I recommend you check out this book.
The Persuasion Skills Black Book
Sat, Mar 27, 2010
Hypnosis Training