Can a Big-Box Supermarket Create ‘Liking’?

Most readers here know that one of the six principles of persuasion proposed by influence expert and recent Pubcon keynoter Robert Cialdini is “liking.” Liking can be established by displaying shared attributes – we both went to the same college, we both have Siamese cats, etc. But can faceless companies generate a similar reaction?

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Pronoun Power, Looong Content, Buffett’s Billion, and More – Roger’s Picks

It was a busy week between speaking gigs in New Orleans and Austin, but never fear – I’ve still got a great selection of the best content I found during the last 7 days! Did you [related: see pronoun article below] find a fascinating feature or amazing article? Leave a comment with a link to [...]

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How the World’s Leading Persuasion Expert Gets Your Business Card

If you attend conferences, you’ll encounter lots of people doing things to get your business card. Walk the aisles of an exhibit hall, and you’ll see fishbowls for iPad raffles, booth babes handing out t-shirts… all for the price of a mere business card. Keynote speakers wouldn’t attempt anything so crass, of course, but how [...]

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Don’t Make This Social Proof Mistake

Every marketer knows that social proof – showing that other people use your product, support your cause, etc. – is a powerful persuasion tool. It’s one of influence expert Robert Cialdini‘s six main principles, and may be the best-known and most-used of them all. But not all uses of social proof are equally effective.

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The Persuasion Slide: An Introduction

The Persuasion Slide is a deceptively simple new model for the process of persuasion that accommodates both traditional conscious factors as well as the often more significant and powerful non-conscious factors.

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Latest Brainy Marketing at Forbes

It’s been a while since I recapped my Forbes Brainy Marketing activity here, so here’s what you may have missed. And, be sure to add a comment if you visit. I can “call out” quality comments, and site admins sometimes expose these in different parts of the site.

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How to Turn a NO into a YES!

Can an initial rejection actually help you get the “yes” you really want? Surprisingly, if you create the right first and second requests, it can. Persuasion expert Robert Cialdini conducted a classic experiment that demonstrates the technique by soliciting volunteers to work with troubled kids.

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If Your Customers Have to Wait…

In years of running a direct marketing firm that included a small call center, my objective was to eliminate, or at least minimize, waiting time for phone customers. We knew (from those times when we didn’t have enough staff in place) that the longer callers waited to speak to a representative, the higher the probability [...]

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What Don Corleone Could Learn from Guy Kawasaki

When someone thanks you for doing them a favor, there are any number of stock ways to respond. “No problem.” “It was nothing.” And, of course, “You’re welcome.” For some situations, though, there’s a phrase that beats the common replies that we toss out. One of my favorite bits in Guy Kawasaki’s Enchantment is a [...]

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Smiley Power: Green Marketing That Works

Could a simple smiley face on your power bill change your consumption? Utilities in various states, tired of unsuccessful attempts to encourage energy-saving strategies by their customers, are resorting to an approach based on sound neuromarketing principals: social pressure. As I noted in my post, Green Marketing Doesn’t Work, traditional appeals to “Save the Planet” [...]

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