My “Cliff Notes” from Cialdini Book . . .

Not too long ago a friend of mine sent me Robert Cialdini’s book, “Yes! 50 Scientifically Proven Ways to Be Persuasive”. I already HAD the book, but because my friend had given it to me, I decided to actually STUDY it this time rather than just skimming through it like I had before.

I even took notes, which I’d like to share with you here. There were a few items that didn’t really lend themselves to a brief note, so I have less than 50 to share. And I will also concede that it would be helpful if you had read the book first before reviewing this list. Or after.

However, I still think there’s a great deal of value in this summary . . . so without any further fuss, here’s what I got out of the book:

1. “If operators are busy, please call again” — using this line in a commercial increased the call volume. The phones being busy is “social proof” that the offer is worth pursuing. With eCommerce, you might instead say something like “please allow our support staff at least 2 days to reply to your post-order inquiries — they’re swamped!”. You can certainly come up with something better, but you get the idea . . .

2. Use testimonials from people who are identical to your targeted “ideal” prospect (so what they’re saying they will resonate with those prospects).

3. Focus prospects on social proof supporting the positive action I want them to take. Don’t give them social proof that others are doing the opposite. For instance, don’t say “Only 5% of you morons were smart enough to get in on this deal”, but rather, “the phones have been ringing off the hook! . . .”

4. People are attracted to the “average” behavior. When using social proof, praise those who exceeded the average. Otherwise, they’ll lower their actions to meet the average.

5. Too many choices reduce sales

6. When offering free bonuses, prove their value. Nobody wants free bonuses that are worth $0

7. Offering a more expensive, superior product will increase sales of the next lower option.

8. When stoking fear as a sales tool, be sure to include clear steps on how to overcome or avoid the undesired thing.

9. Reciprocity — give something before asking for something.

10. Personalize and show some extra effort.

11. Gifts should be significant, unexpected, personalized.

12. Incentives should be given with no strings attached.

13. Value of a favor you give will decrease in the eyes/memory of the recipient over time. Sometimes a tactful reminder can restore that value prior to you asking for a return favor.

14. Ask for small commitments first, larger ones later.

15. Apply a label and ask prospect to act in a way that is consistent with that role model.

16. Ask for commitment. For example, “Will you please call if you need to cancel?” vs. “Please call if you need to cancel” significantly decreased no-shows in a restaurant.

17. Get active written commitments

18. Free prospect from previous commitments from competitors

19. If we ask someone for a favor, they’ll be more likely to grant future requests. (Is this consistency at play?)

20. To secure approval/action, use sentences like, “Even a penny will help”, “Just an hour of your time will help”, “Even a brief note will help”, etc.

21. In auctions, always start with low price

22. Let others brag for you

23. Damaging admissions add credibility. But always show the “silver lining” (positive benefits) of the “flaw”.

24. Take responsibility for mistakes; don’t blame external factors

25. Bring up similarities with the prospect.

26. Mirror prospect’s behavior. Repeat their words.

27. Search others for their virtues

28. Use scarcity. If information is relatively unknown, point out how exclusive it is. This increases value to the prospect. People want what they can’t have.

29. People avoid loss. Use “Don’t Miss Out”, “Last Chance”, etc.

30. Give a reason why. “Because . . .”

31. Make names simple to read and pronounce. Handwritten notes should be simple to read. Make it easy for prospect to read your material.

32. Use rhymes. People consider fluent incoming information to be more accurate, and rhymes increase the fluency. (Along the same lines — use small words.)

33. Use law of contrast. For example, compare your product with something much more expensive. But only give a little information about the competing product, and a lot of information about yours.

34. When using loyalty programs, reward programs, and so on, give your customers a “head start”. That way their psychological need to “complete” things will practically force them to continue patronizing your business.

35. Use unexpected and ambiguous names for products. These are more desired by consumers

36. Product packaging should remind consumers of essential images, slogans, characters used in advertising

37. Mirrors, pictures of eyes, asking their name — these things encourage people to act in a more socially acceptable way. (Might help reduce returns . . .)

38. If you say something distracting (like stating the price in pennies), then immediately followup with a statement about your product, the prospect will generally accept the statement as truth (they’re too distracted to evaluate it). This is also true for sleep deprived people.

39. Getting/giving some personal information (getting to know each other) leads to a better end result in negotiating.

40. Speak their language.

41. Know their culture.

Well, I hope that gives you some good ideas. Think about how these things might be accomplished using the various marketing tools available on the internet — I’m certain the application of just a few of these ideas will have a significant effect on your bottom line!

By all means, tell me what you think of the above list and what ideas it generates!

Paul