Published in 1984 by HarperCollins Publishers, Robert Cialdini‘s book Influence: The Psychology of Persuasion outlines why people say ‘Yes,’ and offers 6 proven techniques that improve your ability to persuade others. (more…)
Juxtaposition is the art of placing together a number of contrasting objects or ideas, usually two.
Used effectively, it captures our imaginations immediately, making it one of the most valuable techniques any creater can employ to dramatize their message.
And it’s at its most potent when these two objects are as diametrically opposed to each other as possible.
When I’m asked, ‘When do you do your best thinking?’ My answer is always, ‘When I’m not thinking.’
That is why a brainstorming session is a complete and utter waste of time for the truly creative person.
Creativity doesn’t work like that. Too much thinking jeopardizes the creative process.
Facebook’s pages platform reaches only six percent of a brand’s followers; and it’s headed down to one to two percent.
If businesses want to make sure that people see their content, the best strategy is, and always has been, paid advertising.
Improving customer service is about dealing with expectations and dealing with absolutely crucial points in the process more than just actually trying to improve everything evenly.
When we have strong positive emotions about a brand we seek supporting evidence and ignore contradictory facts.
Burn your business cards.
Whenever we introduce ourselves to another person, we usually lead with our title – whether it’s on our business card or what we claim ourselves to be.
In fact we’re robbing ourselves of some really great opportunities.
Recognizing that brands aren’t simply built upon exclusive loyalty but are highly dependent on vast numbers of light, polygamous buyers – and that growth comes from acquiring more of them, not increasingly the loyalty of current buyers – puts the role of the ‘fan’ into proper perspective.
There are plenty of people who are not very good web developers and not even necessarily good web designers, but they’re good at using the tools available to them, and if their design and message are good enough their idea or brand gets picked up spread everywhere.
We draw conclusions based upon how the information is presented—not the actual information itself.
An ad for cream cheese that states 95% fat free is more likely to convince us than one that says it contains 5% fat.
The facts are identical but it is the positive spin not the concrete evidence that drives the appeal.
The people LEAST likely to engage deeply are the MOST important for growth.
There is a way out of this paradox. But it requires us to embrace two principles:
1) Battle for interest, not attention
2)Fans are actors, not the audience