The Art & Science of Cold Reading

TRADECRAFT
The Art and Science
of Cold Reading
© Copyright 2002. All rights reserved. eBook Version
TRICKSHOP.COM

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TRADECRAFT
The Art and Science
of Cold Reading

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TRADECRAFT The Art and Science of Cold Reading
T A B L E O F C O N T E N T S
FOREWORD . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
CHAPTER ONE: AN INTRODUCTION TO COLD READING . . . . . . . . . . . . . . . . . . . 7
CHAPTER TWO: THE MIND OF THE SUBJECT . . . . . . . . . . . . . . . . . . . . . . . . . . 13
CHAPTER THREE: CURRENT TRENDS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
CHAPTER FOUR: THE 30-SECOND PROFILE . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
CHAPTER FIVE: BASIC TECHNIQUE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
CHAPTER SIX: ADDITIONAL INSIGHTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
CHAPTER SEVEN: COMMON QUESTIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49
FINAL THOUGHTS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
© Copyright 2002 by TRICKSHOP.COM INC.
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“…I firmly believe that of all the Arts and Crafts of Mentalism, there is
nothing more satisfying than one who is a first-class Reader. It is the
ultimate in Mentalism and if you reach this standard – you will never get
any higher – nor will you have to. It is a paradox that entertainers seek to
create a fantasy and yet the fantasy of this art is reality.”




—Tony Corinda, Corinda’s 13 Steps to Mentalism
F O R E W O R D
Imagine meeting someone for the very first time and being able to
reveal not only some of their innermost thoughts, but also details of
personal events yet to come. It appears to be nothing less than a genuine
demonstration of extrasensory perception, ESP. This is the power of
cold reading – a process used by professional psychics, mind readers,
fortunetellers, intuitive counselors and guides, and mentalists.
In TRADECRAFT, you will learn how to harness this power to entertain
your clients. This concise, how-to manual takes you step-by-step through
the process of developing your cold reading abilities – from gaining a
solid grasp of the underlying scientific principles at work to the practical
application of specific methods and techniques. Moreover, you will even
learn how to answer the most difficult questions readers face.
TRADECRAFT
is a TRICKSHOP.COM Publication
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CHAPTER ONE:
AN INTRODUCTION TO COLD READING
WHAT IS COLD READING?
There have been many definitions of cold reading. Most define it as a technique or skill used to gather
information about a subject who is unknown to the reader. In reality, cold reading is not a single skill
or technique, but rather a series of them. Therefore, for our purposes, as magicians and mentalists, we
shall define it as, “A process by which the reader creates the effect that he or she has knowledge of an
unknown subject’s life – past, present and future.”
This process begins with observation, which enables the reader to build an initial profile of the subject.
Based upon this appraisal, along with an understanding of psychology and current trends, the reader is
able to make a number of opening statements about the subject. These usually intersperse specific details
relating to the subject’s profile with general assertions, likely to be true about almost any person. This latter
technique is called “warm reading.” Probative statements follow these. Based upon the subject’s reactions,
the reader is then able to zero in on details that appear to hit their mark, and abandon those that do not.
In this quest, the reader uses both “try-on” and “multiple out” statements that are open to interpretation by
the subject. Any information gleaned is used to refine the accuracy of subsequent statements made to the
subject. In the hands of an expert, this process has an uncanny effect.
WHY IT WORKS
Most psychologists point to “The Forer Effect” and a phenomenon called subjective validation or selective
memory. In general, it states that when you give people a number of both vague and specific claims
about them – they tend to remember and give significance to the ones that are accurate or favorable,
and dismiss as insignificant or forget, those that are not. In the case of cold reading, this selectivity of the
human mind helps the subject interpret or “retrofit” the reader’s assertions to fit his or her own particular
circumstances or beliefs.
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TRADECRAFT The Art and Science of Cold Reading
This effect is based upon the work of psychologist Betram Forer. In 1949, Forer first studied an ancient
effect he called, “The Fallacy of Personal Validation.” He was interested in determining whether people
were able to appraise their own individual personalities. Using statements from a newsstand astrology
book, Forer compiled the following all-purpose profile:
“Some of your aspirations tend to be pretty unrealistic. At times, you are extroverted, affable, sociable,
while at other times you are introverted, wary and reserved. You have found it unwise to be too frank
in revealing yourself to others. You pride yourself on being an independent thinker and do not accept
others’ opinions without satisfactory proof. You prefer a certain amount of change and variety, and become
dissatisfied when hemmed in by restrictions and limitations. At times you have serious doubts as to
whether you have made the right decision or done the right thing. Disciplined and controlled on the
outside, you tend to be worrisome and insecure on the inside.”
“Your sexual adjustment has presented some problems for you. While you have some personality weak-
nesses, you are generally able to compensate for them. You have a great deal of unused capacity which
you have not turned to your advantage. You have a tendency to be critical of yourself. You have a strong
need for other people to like you and for them to admire you.”
Forer’s subjects were each given a personality test and told they would get their results back after the
tests were examined. When the results were finally returned, Forer actually gave each subject the same
generic profile. On a scale of 1 - 5 (with 5 being the highest), the profile received an average accuracy
rating of 4.3 from the subjects!
Contrary to the skeptics, the influences of The Forer Effect are not limited to the naïve, gullible or
less educated people in society. Research has shown that those who are well educated and consider
themselves strong-willed are also susceptible to its effects.
POSITIVE VS. NEGATIVE READINGS
Studies that are more recent have built upon Forer’s findings with regard to favorable versus unfavorable
assessments. These have shown that while negative profiles can add a touch of realism, they are far less
likely to be accepted as positive ones by the subject. When these negative statements come from an
authority figure or person of higher status they are given slightly higher credibility, however they are still
not rated as highly as positive pronouncements. Furthermore, when profiles are given, which are mostly
positive but have a few negative statements thrown in – subjects usually consider the positive ones as
unique descriptions of themselves and the negative comments as broader in scope. This is important,
since it tells us that people tend to see themselves as exclusively good. At the same time, they believe any
flaws they may have, are shared by others.
COMMON SUBJECT CONCERNS
In addition to The Forer Effect, there is another important factor contributing to the success of cold reading
– namely, the commonality of subject concerns. For centuries, readers have known that the interests
of most people are likely to fall into one or more of three general categories. They are relationships,
finances and/or health/welfare. More often than not, these concerns involve an unresolved issue in the
subject’s life. As one colleague tersely put it, “No one gets a reading because they think their love life
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CHAPTER ONE: AN INTRODUCTION TO COLD READING
is too good or is concerned they have too much money.” Armed with this knowledge, the cold reader
is able to efficiently narrow the scope of his or her inquiries and systematically uncover the nature of
the subject’s concern.
PUTTING PROBLEMS IN CONTEXT
In “The Psychology of the Psychic,” by David Marks and Richard Kammann (Prometheus Books, 1979),
the authors concluded that, “Once a belief or expectation is found, especially one that resolves uncomfort-
able uncertainty, it biases the observer to notice new information that confirms the belief, and to discount
evidence to the contrary. This self-perpetuating mechanism consolidates the original error and builds up
an overconfidence in which the arguments of opponents are seen as too fragmentary to undo the adopted
belief.” In other words, a cold reading that helps put a person’s unresolved issues into a satisfactory
context, especially one that support’s the subject’s own beliefs, is likely to be accepted.
THE ETHICS OF COLD READING
All of this brings us to one of the most important subjects we will address in this book, ethics. There
is clear historical evidence that magicians and mentalists drawn to cold reading over the years have
grappled with the ethical implications of such study. We hope the following synopsis will help you come
to terms, personally, with this matter.
Most cold readers fall into one of two camps. The first group consists of largely unscrupulous con
artists who use cold reading to bilk sometimes-substantial sums of money from their clients. A gypsy
fortuneteller, who convinces an elderly widow to withdraw her life savings in order to communicate with
her deceased husband, is a perfect example of this. Some “900” phone line psychics also fall into
this category, if to a lesser extent. The second group consists of those who provide cold readings for
entertainment purposes at fairs, picnics, ESP home and dinner parties, resorts, corporate hospitality
suites, or other events. These performers, who provide one-time readings, paid for either by individual
clients or the event sponsor, are usually brief and uplifting. They leave the subject feeling good about him
or herself, and do not attempt to extort money or induce the subject to have additional readings. Most
magicians and mentalists, who do cold reading fall into this latter group and the most ethical of these,
carefully avoid any claim of supernatural powers.
For most subjects, a cold reading provides a brief and amusing diversion from the cares of everyday
life – much in the same way, going to a movie or sporting event does. It does no harm and if anything,
it provides subjects with an additional outlet to release some of their everyday tensions. There is even
a category of subjects who are cold reading “regulars,” people who seem to get a reading at every
opportunity. Often, these people just want to talk with someone who is sympathetic to their problems.
Subjects like these are easy to recognize and will usually begin their session by mentioning other
readings they have had. Remember to keep your reading light and flattering, and you will have no
difficulty whatsoever. When a reader encounters a subject who has severe, unresolved personal issues
and anxiety, the ethical cold reader “drops the act” and becomes a good listener. Afterward, the reader
helps this troubled person find professional help. This may be the clergy, a crisis counselor or agency,
a shelter, or even the police in the case of a dangerous or abusive relationship. These actions separate
the entertainer from the fraud – from those who seek to help people from those who seek to personally
benefit from the misfortune of others.
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TRADECRAFT The Art and Science of Cold Reading
ETHICAL GUIDELINES
Ethical cold readers ALWAYS use their abilities to have a positive influence on the lives of those they
touch. Here are some additional guidelines to follow:

• Never claim supernatural abilities

• Never frame your reading in a religious context

• Never pretend to communicate with the deceased or perform mediumistic stunts

• Never fraudulently induce a subject to have additional readings
Even when a reader disclaims having paranormal abilities, the effect of cold reading is so powerful;
some subjects will still credit him or her with powers of ESP. Understand this fact and do not exploit it
for immoral reasons.
EXPOSING THE FRAUDS
Those readers without a moral compass who achieve a greater measure of success are likely to attract the
attention of magicians who do. Perhaps the best known of these is James Randi, a well-known Canadian
magician and escape artist. Like his predecessor, Harry Houdini, Randi has spent his later years in a
personal crusade against mediums and psychics.
To aid in his efforts, Randi uses million dollar challenges to test phenomenon, personal TV appearances,
best-selling books and even a popular web site. His recent targets have included prime-time psychics,
such as John Edward, James Van Praagh and Sylvia Browne. Some people will recall Randi’s much
earlier media blitz against Uri Geller, an Israeli magician, who claimed to have psychokinetic abilities.
Randi’s relentless assault all but drove Geller off the public stage, especially in North America, for many
years.
“GENUINE” READERS
Some readers DO believe they have genuine psychic abilities. Lee Earle calls them “eyes shut” psychics,
as opposed to those who have their “eyes open.” Your well intentioned Aunt Martha who reads tea leaves
or prepares astrological charts for family and friends may be one of these. She knows nothing of the
mechanics of cold reading, yet by following the stock interpretations (warm reading) her prognostications
have an air of authenticity. In addition, over a period, her subconscious learns to recognize certain “types”
and she tailors her advice accordingly. The strength of her belief in her own powers of intuition can make
the deluded psychic extremely convincing – far more so, in fact, than a less skilled cold reader.
THE MENTALIST TRAP
This delusion of having psychic abilities is not limited to well-meaning old ladies. It also affects some
experienced mentalists and cold readers. Long after the mechanics of cold reading require a conscious
effort on their part, some performers become convinced they really do have a psychic gift. They begin
to remember and dwell on all of the “hits,” especially the bold predictions that come true, and forget
all of the misses. In other words, it appears the cold reader is as susceptible to The Forer Effect as
his or her subjects.
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CHAPTER ONE: AN INTRODUCTION TO COLD READING
COLD READING AIDS
While certainly not essential to the success of cold reading, many readers do utilize some aid or other
prop in their presentations. Aids can range from an actual, physical prop, such as a deck of Tarot
cards, crystal ball or astrological chart, to the subject’s own hand (palmistry). Such devices serve several
important functions, not the least of which is allowing the reader to pinpoint the subject’s primary area of
concern right from the start. Thus, the well-informed palm reader begins by asking the subject, “Should we
concentrate on the heart or the wealth line?” Similarly, when the reader is trying to “interpret” something
he or she sees in the Tarot cards, the subject feels more compelled to help “fill in the blanks.” Alternatively,
when there is a slight lull in the discussion, the reader stares intently at the cards. To the subject, the
reader appears to be concentrating on deciphering their hidden meaning – not stumped or pondering how
to phrase the next statement. An aid also contributes to the air of mystery surrounding the proceedings
and helps elevate the event from more mundane, everyday activities. Finally, dealing out Tarot cards from
a shuffled deck or reading someone’s palm adds to the impression that the reading is personalized. As a
result, acceptance by the subject is much more likely.
If you do use Tarot cards, it is a good idea to take the “Death” and “Hangman” cards out of the deck, so
you can keep things upbeat. Nothing will ruin someone’s day like drawing that death card! Dealing with
the fundamental aspects and proper terminology of various cold reading aids is outside the scope of this
highly specialized publication. Suffice it to say, there is a wealth of information readily available on every
aspect of fortunetelling – just check the Internet, or your local library or bookseller.
PRESTIGE AND FAITH
The relationship between the cold reader and the subject is one of “Prestige and Faith.” That is to say, the
reader must possess sufficient confidence and prestige in the eyes of his or her subjects, while the latter
must have sufficiently firm faith in the reader’s psychic abilities or intuition. This creates a fine balancing
act, since the reader must appear confident and self-assured without coming off as smug or arrogant.
If the reader makes the mistake of challenging the subject to an intellectual battle of wits, there can be
only one outcome – the reader loses.
For this reason, many readers assume a non-threatening role that suits their own personality. This is the
same way magicians and mentalists assume an on-stage persona. For example, a mature female reader
might approach a subject as almost a mother figure or matronly aunt providing advice and wisdom on
dealing with life’s challenges. A young male reader, on the other hand, may find that appearing to be
slightly eccentric or sensitive, will endear him to his female clientele. Remember, you are playing the role
of a psychic – someone who has an extraordinary gift. To have any credibility at all, you must appear
special or at the very least, different. Ordinary does not work here.
OTHER IMPORTANT QUALITIES
In addition to confidence and acting ability, the cold reader must have a good head for facts, as well as the
ability to observe, retain and process information about a subject. People who cannot think on their feet
need not apply. Like the magician, the capable reader must always stay one-step ahead of the subject with
the capacity to do one thing, while thinking about something else.
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TRADECRAFT The Art and Science of Cold Reading
GETTING STARTED
Ask a seasoned cold reader how to get started and his or her likely reply will be, “You just do it.” There
is some measure of truth in that reply. However, while experience is ultimately the best teacher of cold
reading, the aspiring cold reader needs some direction as well. Unfocused talent, no matter how good,
rarely succeeds. Moreover, as much as the old veteran may be reluctant to admit it, there is a process
at work. A process, which must be first learned, and “then” practiced. That is the purpose of this book –
to develop your knowledge and abilities, and thereby provide you with the tools you need to get started
in this fascinating field.
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