This Is a Great Video On The Shortcuts To Effective Persuasion.

10 years ago

Well, perhaps, if interests warrants it...we could have a discussion on each of these six principles and how we have applied them to our copy and/or sales efforts.

I'll start. I have had direct personal contact with 6 direct response companies, that is, actually PAID by them to do the research. Four I can name, two I can't. The four are

Suarez Corporation Industries
Arthur Middleton
Green Tree Press
Herbal Energy

TWO others and not to mention my mentoring from Joe Karbo, Harvey Brody and Jim Straw (and another 15 years of study).

Combined sales of billions of dollars. I was able to access and analyze over 35 years of advertising used by these companies. I seriously doubt there are very many people who have had this unrestricted access to RESULTS.

Sure, it is great to know an ad was successful, but to know the details...

that takes it to a whole different level. To know where and when the ads ran, their costs, the results, the lifetime value of the customer, to have the data right in front of you...it pulls back the curtain on the "hidden secrets".

OK, so the first principle. It is simple, Give Get.

It is incorporated in my Square One Workshops on the making money PictoGrigm.

Not important for YOU to know, you wouldn't understand it, it is for a limited number of special students...but the point is...

It is a typical, tested and proven strategy which works.

SCI gave away a box of chocolates to people on their birthday. This little act had through the roof results.

Herbal Energy gave free samples .

The sampling model is effective, it works. I have many examples, which I'll include if anyone is interested in keeping this thread alive for the purpose of exploring the Cialdini principles from a practical, useful and effective copy view.

gjabiz

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Raydal

10 years ago

The video is a great summary of Cialdin's book.

I could comment on #3 Authority. For my clients I would encourage
them to use a picture of themselves that show them in a position of
authority such as talking before a large group, rather than using a mugshot.

Right away the prospect thinks that this a person worth listening to.
Talking before a chalkboard also works the same way because you
are now the "teacher" and the listener becomes the student.

-Ray Edwards

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splitTest

10 years ago

Originally Posted by Raydal

The video is a great summary of Cialdin's book.

I could comment on #3 Authority. For my clients I would encourage
them to use a picture of themselves that show them in a position of
authority such as talking before a large group, rather than using a mugshot.

That's clever, ray! Good stuff.

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splitTest

10 years ago

I've read this stuff before, but that was a nice straightforward presentation.

Wonder if this concept works with pricing copywriting services:

$1187 or $1200? Is it better to use precise or...

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splitTest

10 years ago

Another decent one.

THE SMALL BIG by Steve Martin, Dr. Noah Goldstein...

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quadagon

10 years ago

I think this is one of the most important books I've read. My copy is battered, things get really powerful when you combined some of this principals.

I work with a lot of clients and where possible i try to include the pledge early on in the sales funnel. The pledge is a list of commitments ie i will spend 10 minutes today on facebook, i will follow 10 extra people. Link the pledge into their need so that they can see that by doing the steps in the pledge they will achieve their goal.

Get them to handwrite the pledge, sign it and post it on social. Its a great way of getting commitment and consistency from them. Plus the ones that do this convert like wildfire.

Eric

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FreedomBlogger

10 years ago

Awesome!! ...

Very valuable info! ... thanks for sharing!

Cheers!

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Alex Cohen

10 years ago

Reciprocity as a persuasion technique is highly over-rated in the Internet Age.

The entitlement mentality runs amok.

A free report? Still good for establishing credibility but don't expect your prospects to actually appreciate it.

And that's just one example.

Alex

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Raydal

10 years ago

Originally Posted by Alex Cohen

Reciprocity as a persuasion technique is highly over-rated in the Internet Age.

I can give you one of the biggest examples of how reciprocity worked on me.

When Clayton Makepeace first started his online newsletter I signed up for
his list and looked forward to every email issue. Then he offered his first
online ebook product, "Double Your Profits in 12 Months or Less" and
I bought it right away, only to discover that it was a compilation of
all the emails he had sent out previously, so I already had the "book".

Now the logical thing would be to get a refund but the thought never
crossed my mind because I was so thankful for all that I had learned
for free from his emails.

I've never seen this done before. Give away something for free in pieces
and then sell the compilation. The closest to this idea is selling the
recording of an event you paid to attend and then buying the tapes
but you're still paying for something you didn't have before.

-Ray Edwards

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Alex Cohen

10 years ago

Originally Posted by Raydal

I can give you one of the biggest examples of how reciprocity worked on me.

When Clayton Makepeace first started his online newsletter I signed up for
his list and looked forward to every email issue. Then he offered his first
online ebook product, "Double Your Profits in 12 Months or Less" and
I bought it right away, only to discover that it was a compilation of
all the emails he had sent out previously, so I already had the "book".

Now the logical thing would be to get a refund but the thought never
crossed my mind because I was so thankful for all that I had learned
for free from his emails.

I've never seen this done before. Give away something for free in pieces
and then sell the compilation. The closest to this idea is selling the
recording of an event you paid to attend and then buying the tapes
but you're still paying for something you didn't have before.

-Ray Edwards

How many years ago was that... 7, 8, 9?

Internet years are like dog years.

Internet 1.0 is long gone and expectations are much different today. If the same incident happened today, and you did the same thing, you'd be in a very small minority.

Alex

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quadagon

10 years ago

Originally Posted by Alex Cohen

Reciprocity as a persuasion technique is highly over-rated in the Internet Age.

The entitlement mentality runs amok.

A free report? Still good for establishing credibility but don't expect your prospects to actually appreciate it.

And that's just one example.

Alex

Alex may i respectfully disagree and say that the issue lies in the fact that 99.99% of imers dont know how to engage it because they have been taught by people who do not understand it.

In cas$hvertising drew eric whitman points out:

the reciprocation mindset is initiated when you give something to someone as a gift. It`s not something they have to request from you. (if you have to request it its a favour). And it`s not something you give me in return for something I`ve done. (thats a thank you)

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Nabru

10 years ago

Originally Posted by quadagon

Alex may i respectfully disagree and say that the issue lies in the fact that 99.99% of imers dont know how to engage it because they have been taught by people who do not understand it.

In cas drew eric whitman points out:

the reciprocation mindset is initiated when you give something to someone as a gift. It`s not something they have to request from you. (if you have to request it its a favour). And it`s not something you give me in return for something I`ve done. (thats a thank you)

I agreed with the few posts above yours, but that quote explains it much better. As I understand it now, reciprocation is initiated by a random/ unexpected act of kindness.

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Alex Cohen

10 years ago

Originally Posted by quadagon

Alex may i respectfully disagree and say that the issue lies in the fact that 99.99% of imers dont know how to engage it because they have been taught by people who do not understand it.

In cas drew eric whitman points out:

the reciprocation mindset is initiated when you give something to someone as a gift. It`s not something they have to request from you. (if you have to request it its a favour). And it`s not something you give me in return for something I`ve done. (thats a thank you)

Some marketers give content to their lists as gifts.

But the internet is awash in content... tidal waves of it sweep across the internet every nanosecond. Content is no big deal anymore. And just as unappreciated as free reports.

Alex

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Cam Connor

10 years ago

Originally Posted by Alex Cohen

Some marketers give content to their lists as gifts.

But the internet is awash in content... tidal waves of it sweep across the internet every nanosecond. Content is no big deal anymore. And just as unappreciated as free reports.

Alex

Well, what do you think of the other 5 Alex?

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Alex Cohen 10 years ago

Originally Posted by Cam Connor

Well, what do you think of the other 5 Alex?

The other five are excellent... but hardly inclusive of everything needed for an effective sales presentation.

Calling them "shortcuts" is a misnomer. Principles, techniques, tactics, or triggers... yes. Shortcuts... no.

Alex
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Cam Connor

10 years ago

Originally Posted by Alex Cohen

Reciprocity as a persuasion technique is highly over-rated in the Internet Age.

The entitlement mentality runs amok.

A free report? Still good for establishing credibility but don't expect your prospects to actually appreciate it.

And that's just one example.

Alex

Alex, a free report isn't REAL reciprocity, because it takes no time to resend a digital product... do something which actually requires your time and energy, and you've got real reciprocity.

Edit: I will add that reciprocity's extremely difficult to offer as a marketer, it's more for salespeople. The waitress example, where she turns around and offers a second mint, is a real demonstration of that.

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ewenmack 10 years ago

The whole free report as a lead magnet needs
re-thinking in today's information overload.

Physical products as a lead generator leading
to digital for a info publisher is working great now.

The physical product gets more in the front door
and the back end digital product gets more profits.

Best,
Doctor E. Vile
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KreativCopy

10 years ago

Originally Posted by Alex Cohen

Reciprocity as a persuasion technique is highly over-rated in the Internet Age.

The entitlement mentality runs amok.

A free report? Still good for establishing credibility but don't expect your prospects to actually appreciate it.

And that's just one example.

Alex

I agree with you there. I think it worked well at first...but now who doesn't offer a free report?...Well...apart from me I guess

Even if in the report you are giving away something useful, the fact that it is free undervalues it in people's minds imo...after all...if it's free then everyone knows the 'secret' information.

But....if you are giving away something of real value alongside something that you have to pay for (i.e. a BOGOF type deal) then this works.

But just don't make the same mistake Hoover did some years back. Where you got a free flight with your new appliance...that certainly didnt work out quite as planned
Hoover free flights promotion - Wikipedia, the free encyclopedia

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TracyBelshee

10 years ago

Originally Posted by KreativCopy

But just don't make the same mistake Hoover did some years back. Where you got a free flight with your new appliance...that certainly didnt work out quite as planned
Hoover free flights promotion - Wikipedia, the free encyclopedia

Speaking as a consumer, you have to convince me that what I'm getting "free" matches the value of what I'm paying for. I don't mean they have to be worth the same thing, but it has to make sense value wise.

For example, telling me I'm getting $1,399 worth of free information for the price of the $37 product doesn't fit in my mind. I'm going to spend more time trying to figure out what you are pulling on me then I am considering your product.

Same with the Hoover idea. First I'd be spending time looking for the hidden catch. What's it going to cost me that the ad doesn't refer to up front. Then I'd be thinking the product must really suck, no one wants to buy it and they are just trying to get rid of it. I'd also be thinking that if they can give me a plane ticket, they must really be overcharging and I'd be hesitant to buy other products from them.

Then, once I've convinced myself there are no hidden costs, I'd probably buy the product for the airfare with the idea of giving the product to someone that can't afford it. Unless I've also convinced myself the product is actually any good by that point.

Personally, I agree the free stuff is a bit overboard lately, but for me the problem is the values given just don't seem to make sense considering the price they are asking.

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KreativCopy

10 years ago

Originally Posted by TracyBelshee

Speaking as a consumer, you have to convince me that what I'm getting "free" matches the value of what I'm paying for. I don't mean they have to be worth the same thing, but it has to make sense value wise.

I agree, I am the same. The thing with the Hoover fiasco was that this was back in the day before budget airlines were the norm...at first the take up was slow when it was just the European flights that were offered...but as soon as Hoover added flights to the US...this is where it call got a bit messy. It was definitely worthwhile spending 100 quid on a vacuum cleaner or washing machine and getting a free flight across the pond.

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Steve The Copywriter

10 years ago

Sadly Alex is absolutely right about the incredible interweb.

The irony is you HAVE to give out free stuff (it's expected, and often anticipated that any "information" on the net should all be for nothing).

To stand any chance of getting the reciprocity the "get it for nought" thing HAS to be so jammed packed with value - that even the hardened grab it all crowd are tempted then persuaded to actually buy something.

You need to crowbar in the thought - "F*** me this free thing really is spectacular - and you know what, it could well be worth buying the rest of it"

It's not easy and it gets harder - fortunately with a lot of effort it can be done.

You just have to get over that sinking feeling that you had to give away a big chunk the farm.

Steve

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JamesDLayton

10 years ago

I know a few of you copy monsters have mentoring programs and such. And what you say about "information saturation" is true. I have been signed up to Pat Flynn's email list and podcast for years. AMAZING content.... never bought a thing.

But. If you guys came up with a snail mail mentoring programme. We get a stack of YOUR typed letters and a book. Then send off our "homework" and you mark it up and send it back. No calls. No skype. No website. ALL VIA MAIL....

You could triple your prices and halve your students.

Personally snail mail is the holy grail for me. Somebody gives me a good feeling in a letter I'm sold.

The English company Graze sent me a box of nuts and fruit last week. Signed up for 12 months before the box was finished.

I'm serious. Get offline. Go snail you mentoring beasts.

James

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"We are what we think about
all day long." - Earl Nightingale

One of the easiest transformations I ever undertook as a copywriter was reading that quote every day.

James

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KreativCopy

10 years ago

Originally Posted by JamesDLayton

Personally snail mail is the holy grail for me. Somebody gives me a good feeling in a letter I'm sold.

The English company Graze sent me a box of nuts and fruit last week. Signed up for 12 months before the box was finished.

I'm serious. Get offline. Go snail you mentoring beasts.

I like snail mail too, only because I only seem to get bills through the post...so anything else is a bonus

. Graze - I like what they do...and its a good method imo....I know plenty of people who have signed up for it. Graze have been going a while now so I am pleased to see they still appear to be successful (I first heard of them maybe 3/4 years ago...everyone at the office had a Graze box for lunch!).

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JamesDLayton

10 years ago

I think the ONLY real "gift" you can give these days is change. If you offer to plug yourself into someones life/business and make ONE dramatic change.

They wake up and say "Oh.... wow he knows his stuff."

This of course requires a certain amount of qualifying. Making sure you have a high chance of converting the prospect. Since you can't waste time on every Tom, Dick and Harry that wants FREE COPY, FREE COACHING, FREE SEX.

James

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"We are what we think about
all day long." - Earl Nightingale

One of the easiest transformations I ever undertook as a copywriter was reading that quote every day.

James

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This Is a Great Video On The Shortcuts To Effective Persuasion.

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