It isn’t often I say to people ‘you must buy this book’ but this is one of those times.
I have never attended an internet marketing seminar where at least one of the speakers didn’t mention this book as a major factor in their online success. You see, professior Robert Cialdini has spent years working out why people do what they do. Would it be useful to be able to exert a little influence on your customers to help them decide to buy from you?
Influence is about the psychology of persuasion. Cialdini discusses the factors involved in why people say ‘yes,’ even when they really wanted to say ‘no.’ You see, we are all pretty much wired the same way. If you know which button to press in a person you will almost always get the same result.
This isn’t some dry textbook but packed full of real world examples, case studies and experiments showing why and how this stuff works time after time. The triggers covered are reciprocation, consistency, social proof, liking, authority, and scarcity.
If you can weave the above into your marketing message and strategy then your effectiveness will be greatly enhanced. So now you see why you should buy it.