by Ian Rowland. 3rd edition, 2002. 237 pages. Published by the author exclusively through his website, www.ianrowland.com. The new 4th edition: £28 plus postage from England.
Reviewed by Norman Sperling, JIR vol. 50, no. 3, 2007, p30.
Ian Rowland knows what you're thinking. Now that I've read his book, so do I.
Ian Rowland is a British magician who has perfected the art of "Cold Reading" to tell clients amazing things.
Cold readings are also used in tarot, astrology, palmistry, graphology, clairvoyance, mediumship, psychometry, crystal balls, and auras. The clients are usually surprised at how accurate the readings are. Readings work largely because most people share the same kinds of experiences, including the same problems. If you bring up a characteristic that almost everybody has to some degree, and scrupulously don't say how much the subject has of it, the claim rings true.
Rowland has learned the common thoughts of common people. I noticed that many of my own thoughts are so conventional that I must be pretty "normal", despite what some people say.
I got tuned in to this situation by fighting astrology. Horoscope writers spin lots of statements that are true for most people most of the time. Therefore, readers think their horoscopes are "right!", and credit astrology, rather than psychology, with the "hits".
Till recently, however, the only compilation of cold readings that I could find was the article, "Cold Reading": How to Convince Strangers that You Know All About Them, by Ray Hyman in The Zetetic (which later became Skeptical Inquirer), vol. I, no. 2, Spring/Summer 1977, pp 18-37. The paragraphs there descended from astrological horoscopes. I wanted better, more complete information. I knew there had to be more, but I couldn't find it.
Looking up "cold reading" sent me down some wrong alleys. For example, the term is also used for the quite different skill of narrators and actors who read a script for the first time – "cold".
Then, I heard about the first edition of this book, which was published in 1998. But it's not available in stores, and no library I use – including some major academic research libraries – has a copy. The price tag gave me second thoughts, so I put it off.
Finally I decided to buy it. It was already in its third edition, after only 5 years! The exclusive source is the author's website. This keeps control – and profits, and customer contact – away from distributors who don't care enough about the book. Rowland uses a clever security method to take credit cards, so I committed to the full retail price, plus intercontinental postage, totaling $64.61. Before I could even start worrying about the book getting lost in the mail, it arrived in perfect condition.
What a gem! This book is a joy to read, a splendid blend of human insight and practical showmanship. It includes everything I was thinking of, tons more that hadn't occurred to me, provides huge resources, and stays interesting the whole time. I read it cover-to-cover.
The most common themes of readings are love and money. Other popular topics include career, health, travel, education, and ambitions. A person not concerned with those would be rare indeed.
The heart of the book is the 119-page unit explaining how cold reading works. It covers the setup, principal themes, elements of the reading, the win-win game, and presentation points. Laced with revealing examples and entertaining anecdotes, it explains the theory and practice behind each point.
One of the book's many delights is the titling of the subsections. Here is a sampler:
The Fuzzy Fact
The Opposites Game
The Jargon Blitz
The Vanishing Negative
The Neverwas Prediction
I am wrong now, but I will be right soon
Reprising with gold paint
New in this edition are applications of cold reading to sales, romance, and interrogating criminals. Rowland comments on the ethics and legality involved, but may not always be heeded.
The author has some quirks that are excusable, and arguably good. He puts into print the time-honored speaker's maxim of "tell them what you're going to tell them, tell them, then tell them what you told them." Each segment's introduction clarifies what it is about and where it fits into the larger scheme. Each segment ends by saying some version of "this ends the segment on such-and-such, the fourth of seven elements of thus-and-so." The phrasing is stilted, but it's brief and keeps the logical structure obvious.
The book is so meticulously proofread that I found only 2 typos, both trivial, on pages 123 and 125.
Though the contents are witty and wonderful, the physical production of the book shows some choices that I wouldn't have made. I eMailed Rowland about them, and got his reasoning, but I still don't agree.
Throughout the book, most places that need a long "dash" use a short "hyphen" instead. That is just plain wrong.
The paperback format and binding are conventional and appropriate. The paper is certainly opaque, a helpful characteristic which Rowland wanted. But the paper is much heavier than it needs to be. It's also very glossy, which gives awkward, annoying reflections from lighting in some rooms. Lighter, matte-finish book paper would feel more appropriate, be easier to read, and probably cost the publisher less.
The author likes the look of the "Souvenir" type font he used. But it is not the most readable. When I publish a book, I really want people to read it, so I use the most-readable fonts – typically "book" types like Bookman and Century Schoolbook. They aren't as condensed as Times, nor as artsy as Souvenir – but they read better, and that's what I want most. I often felt this book's lower readability slowed me down, when the actual wording would have let me go faster.
OK, if you have to read slower, consider it "savoring". This is certainly a delicious book!