Hoh Kim, one of the 27 Cialdini Method Certified Trainers around the world (as of December 2012), provide two full day(16 hours) Principles Of Persuasion Workshop throughout Asia Pacific. For any inquiries, please contact Hoh at hoh.kim@thelabh.com

1. Learn What You’ve Been Missing!
Principles of Persuasion Workshop
facilitated by Hoh Kim, CMCT (Cialdini Method Certified Trainer)
INFLUENCE AT WORK
E-mail: hoh.kim@thelabh.com / Tel: 82-2-2010-8828 / Fax: 82-2-2010-8899
15F Kyobo Building, Jongno 1, Jongno, Seoul 110-714, Korea
It’s a well-kept secret that an entire science is devoted to how people are persuaded. There is a science
that has discovered how to increase your likelihood of hearing “yes,” sometimes as much as 300% or
400%, by merely adding a word or phrase, or changing the sequence of your request.
The success of leaders, executives, managers, and salespeople is measured by their ability to
accomplish goals. Those goals are met, more often than not, by reasoning, persuading and inspiring
others to share a vision and pursue a common purpose. We live in a world where those who are the
most persuasive are the most prosperous. How successful you are in your professional and
personal life depends on your ability to influence others.
Those who wish to create and sustain positive change in others need to understand how the influence
process works. A vast body of scientific evidence now exists on how, when, and why people say “yes.”
There’s been an average seven to nine year time-lag between the time that findings are discovered in
the behavioral sciences, and the time they begin to be implemented by professionals who need the
information.
Now, INFLUENCE AT WORK (IAW) is pleased to offer you and your employees the Principles of
Persuasion (POP) workshop. Developed by leading researchers in the behavioral sciences, it is the
first program that bridges this time lag, helping you implement the latest research to your
advantage.
Unlike most consulting and training firms, INFLUENCE AT WORK was founded by behavioral
science researchers and professors at top universities. Our approach to the influence process is
based on the research and methods of the internationally renowned influence expert, Dr. Robert
Cialdini, whose seminal research into the six fundamental principles of influence forms the
cornerstone of our training program.
1

2. What You Will Learn
The Six Universal Principles of Persuasion that have been scientifically proven to make
you most effective
What are the Activators that will most effectively initiate each Principle
What are the Amplifiers that will act as rocket boosters to amplify the effectiveness of each
Principle
What are the conditions and situations where each Principle works best
How to most effectively use these Principles together
How to recognize the difference between what the science says and what other guess
How to protect yourself and those you want to protect from unethical persuasion
How to recognize the most powerful “Moments of Influence”
What to say in the most powerful “Moments of Influence”
How to use these very powerful tools to help solve your very own influence challenges
Which Principles are best for developing trusted relationships
Which Principles are best use during times of uncertainty
Which Principles are best to use when dealing with people who don’t know you
Which Principles are best to use when people don’t like you (not that this would be any of
OUR readers)
How to recognize and use these Principles ethically
The only course on the ethical application of influence actually endorsed by Dr. Cialdini, the
Principles of Persuasion (POP) Workshop is an inspiring, innovative and invaluable session for
anyone seeking to improve effectiveness and productivity.
Based on his pioneering book, Influence: Science and Practice, the two-day workshop demonstrates
how to ethically apply Dr. Cialdini’s six principles to produce lasting change and avoid common
influence traps. It teaches strategies on how to create and maintain trusted relationships, how to avoid
bungling away critical “moments of power” and interactively shows how small, strategic changes can
yield lasting results.
2

3. Workshop Materials
Principles of Persuasion Workbook
The Principles of Persuasion Workbook is only available when you attend the Principles of Persuasion
Workshop. The workbook outlines the workshop but also contains information stemming from Dr.
Cialdini’s Six Principles of Influence not found anywhere else. Not only does the workbook give you
a thorough understanding of each principle, but there are also exercises and application methods
provided for each of the six principles-you can only imagine what you will lose out on by not having
this powerful tool.
Influence: Science and Practice 5th Edition
In May of 1999, Dr. Cialdini’s book was rated as Amazon’s top business book. Updated for 2008,
Cialdini has recently published the current, fifth edition of his best-seller, Influence: Science and
Practice. Influence is a result of 40 years of study into the reasons why people comply with the
request in business settings. Worldwide, Influence has sold nearly two million copies. Influence has
been published in twenty languages and 24 different countries, and is the top sales & marketing book
on CEO Read’s 100 Best Business Books of All Time. Influence has been ranked on the New York
Best Seller List & Fortune said it is one of the “smartest books we know.”
Principles of Ethical Influence Smart Card & Tip Card
At first glance, the TIP card appears to be a smaller version of the Smart Card. But don’t be fooled-
each card is distinctive in it’s own way. The smaller TIP card lists all Six Principles of Influence and
key accommodating concepts that follow each principle. These cards are a powerful tool that can
support you through business endeavors.
SMART CARD available only by attending workshop.
3

4. Hoh Kim
Cialdini Method Certified Trainer, INFLUENCE AT WORK
Founder, Head Coach and Lead Facilitator at THE LAB h®
“What a delight it is to have Hoh Kim as a partner. He has given me confidence that,
in anything we do together, he will perform at the highest levels. I am certain that the
same will be true for you. His intelligence and conscientiousness assure it.”
(Dr. Robert Cialdini)
Hoh Kim counsels business executives and high-ranking professionals in government and medicine to
positively influence their stakeholders. With fifteen years of experience in strategic communications
consulting, executive coaching, and crisis simulation & workshop design/facilitations, Hoh is one of
the most sought after consultant, coach and speaker in the area of leadership communication and crisis
leadership.
Hoh has counseled and coached corporate executives from various countries, including Australia,
Brazil, Canada, France, Germany, Great Britain, India, Korea, Netherlands, South Africa, Taiwan,
United States, etc.
He is one of the 27 worldwide professionals (only two in Asia, as of December 2012) who is
trained and certified to conduct Principle of Persuasion(POP) workshop by IAW (Influence At
Work, Tempe, AZ), contents of which are based on the worldwide million-seller book, Influence, by
Dr. Robert Cialdini.
Hoh was the Managing Director at Edelman Korea(2004-2007) and he achieved record revenue each
year and the headquarters awarded “Office of the Year” in his first fiscal year to the operation. He also
worked at Merck as Communications Manager.
Hoh served as Korean Air Force intelligence officer at Seoul Air Base and Korea Defense Intelligence
Agency. He holds a B.A. in French (minor in Philosophy) from Hankuk University of Foreign Studies
(Seoul, Korea), and Master of Arts from Marquette University (Milwaukee, Wisconsin), in Public
Relations. Currently, he is a Ph.D. candidate in Culture Technology at KAIST (Daejon, Korea). He
conducts research on Human-Crisis Interaction. He co-wrote “Cool Apology” with Dr. Jaeseung
4

5. Jeong, which was selected as one of the top 50 best seller in the self-development area (first half of
2011) by Kyobo Bookstore, the largest bookstore in Korea. The book will also be published in China
soon.
As for the academia, he was an Adjunct Professor (2005-2006) at the Graduate School of Media
Studies of Sogang University teaching classes on issues & crisis management. He has taught
communications in top universities in Korea, including Ewha Woman’s University, and Korea
Advanced Institute of Science and Technology.
“In my 30 years of teaching, training and consulting, it is rare to find a person with the
professionalism, intelligence and facilitation skills Hoh Kim possesses. I have seen Hoh eloquently
present our material on the science of ethical influence to audiences in Asia and the US with equal
effectiveness. His ability to relate the material to participants in a clear, concise and usable manner is
a hallmark of his style. As a result, Hoh easily holds the attention of his participants and keeps them
actively involved throughout each day of training. If you value training of the very highest quality, I
strongly recommend you do not miss the opportunity to attend a Principles of Persuasion Workshop
facilitated by Hoh Kim. The time you spend with him will be time wisely invested.”
(Dr. Greg Neidert, Director of Training, INFLUENCE AT WORK)
For Corporate POP Workshop, it is the client’s responsibility to provide:
Trainer’s travel, meals, and lodging.
AV needs.
Training facility.
Student refreshments & meals (optional).
For Corporate POP Workshop Arrangements in Korea or Asia Pacific,
please contact below regarding scheduling and availability.
Hoh Kim, Cialdini Method Certified Trainer
E-mail: hoh.kim@thelabh.com / Tel: 82-2-2010-8828 / Fax: 82-2-2010-8899
5