“The Barnum Statements are very famous and well known about and there’s a great experiment… There’s a terrific experiment that was done on this with students. I’ve filmed this myself. We did it with three different groups of people across the world, where you have… everybody in the group is given a reading, a personality reading. Normally beforehand there’s some nonsense about asking for their birth date or getting some objects off them - so there’s some sort of process apparently involved - and they’re given a reading. And it’s a long reading, it’s a very detailed personality reading and they all get one individually, they’re all asked to read it and, invariably, they will all say afterwards that it’s very, very accurate, that it was not at all vague or ambiguous or what people might expect and they’ll give it 85, 90, 95 percent accuracy. I’ve seen this happen and people are amazed by it. And then you get them to swap with each other and say “perhaps you can identify someone else by their reading”. Then they realise they’ve all been given exactly the same thing which was written months ago before I even met them and the statements that fill those sorts of readings are generally Barnum Statements. Barnum statements are things which essentially apply to anybody – this is only part of the cold-reading skill but it’s a major part of it… PT Barnum… “something for everyone” and, famously “a sucker is born every minute””

Other TV and web appearances, The Enemies of Reason (Richard Dawkins)