Influence The Psychology of Persuasion by Robert CialdiniPublished 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…)

Too many creative people think they don’t need to specialize, that they can have lots of ideas in lots of different subjects all of which are going to be great.

Hegarty on Creativity by Sir John Hegaty of BBH

Persuasion has a bad reputation because it’s associated with selling things to people, sometimes selling them things they don’t even want.

Hegarty on Creativity by Sir John Hegaty of BBH

When it comes time to pitch, you’ll be amazed by how powerful your persuasion skills have become simply because you understand a little more about the field and what drives it.

Hegarty on Creativity by Sir John Hegaty of BBH

Getting noticed is a prerequisite of any good idea.

Hegarty on Creativity by Sir John Hegaty of BBH

Storytelling is the most powerful form of communication ever invented.

Through stories we learn, entertain, communicate, and socialize with each other.

Hegarty on Creativity by Sir John Hegaty of BBH

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.

Hegarty on Creativity by Sir John Hegaty of BBH

If it’s a race to get into minds and stay there, then it’s the artists who make their points faster, smarter, and more thought-provoking that will be the ones who succeed.

Hegarty on Creativity by Sir John Hegaty of BBH

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.

Hegarty on Creativity by Sir John Hegaty of BBH

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.

The Golden Age of Bullshit by Bob Hoffman citing Time Magazine and a Facebook spokesperson for Time Magazine

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.

The Participation Paradox by Martin Weigel

At the foundation of any great idea is the truth, and the most powerful force of creativity.

Hegarty on Creativity by Sir John Hegaty of BBH

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.

One of the greatest threats we face is simply put – bullshit.

We’re drowning in it. We’re drowning in rhetoric that is just true enough not to be a lie.

Bob Hoffman on The Golden Age of Bullshit citing speechwriter John Lovett

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

The Participation Paradox by Martin Weigel

One of the great problems of (advertising) is how oblivious we are to our own prejudices and our own illogical behaviors.

We seem to be able to recognize it in everyone but ourselves.