Hinn's services, for example, follow a strict pattern that's calculated for maximum emotional impact and, not so coincidentally, maximum offering collection. From the time the crowd enters the arena, they're massaged with mood lighting, repetitive music, responsive chanting, group gestures, group singing, various forms of choral and instrumental entertainment, all leading up to the moment Hinn makes his entrance. The song sung for the entrance is "How Great Thou Art," making convenient use of an ambiguous personal pronoun.

"There's power here, people!" Hinn will typically say. "Lift your hands and receive it."

All dutifully lift their hands.

"You will be healed tonight!"

They sob and shout hallelujah.

"All things are possible to him that believeth!"

Hinn repeats this same sentence three times, getting a bigger emotional reaction each time he says it.

Chant, song, gesture, salute--all the classic techniques used to submerge the individual into a group. It works for dictators and it works for Hinn. But now that he's joined them together in hope, he adds a dose of fear.