Friendly is Nice. It’s Not Persuasive.
How do you activate the Friendship Trigger with people who are at best acquaintances? Spoiler alert: Specificity.
Continue ReadingHow do you activate the Friendship Trigger with people who are at best acquaintances? Spoiler alert: Specificity.
Continue ReadingA persuasive messaging test of over 2,000 Illinois residents revealed what anyone knowledgable in the 7 Triggers could have predicted.
Continue ReadingFor every Elizabeth Holmes con there are thousands of Chester F. Carlsons with shelved greatness. Why? They don't know how to persuade.
Continue ReadingBrands love celebrities because they embody a ready combination of authority, friendship, and consistency. But Gus Kenwworthy may be in a class by himself.
Continue ReadingSuper smart ad spot application of the Contrast Trigger, Allstate makes some fairly ordinary features sound unusually appealing by contrasting them with low expectations.
Continue ReadingWhat skills do companies prize in C-level executives ? Harvard Business Review found some surprising answers.
Continue ReadingAccount team leaders can motivate momentum with some of the same approaches they use with customers, plus trust built through social capital.
Continue ReadingThe slow, plodding, analytical brain is a performance killer when fast decisions count. Want quicker sales and faster agreements? Go emotional.
Continue ReadingEvidence that a doctor's diagnosis is influenced by emotional factors may be bad news for misbehaving patients but it's good news for healthcare sales reps.
Continue ReadingIf Tim Cook's 'Message to Customers' was intended to persuasive, he might have taken a cue from the emotional connection achieved so often in his products.
Continue ReadingOne of the biggest advantages of a brain-based approach to engaging and influencing customers is the opportunity to dispense with complex behavior-based analysis.
Continue ReadingA veritable master class in trigger packing to produce a powerfully persuasive newsletter from online marketing and Wordpress consultant Kim Castleberry.
Continue ReadingPixar president Ed Catmull is revered among business and leadership experts for his remarkable success, but more so for his approach to making others successful.
Continue ReadingIf your business depends on the interest, cooperation, and facilitation of other people, it's vital to appreciate the value of the social currency we call small talk.
Continue ReadingAn unearthed interview with the famously reclusive reindeer reveals how the legendary sleigh ride almost didn't happen.
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