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The Trigger Chronicles
POPULAR FROM THE ARCHIVES
  • Great Ideas Don’t Persuade
  • Healthcare Sales: Diagnosing Doctors’ Decisions
  • Persuasive Marketing: A Fully Triggered Newsletter
  • Trigger Basics: How to Engage the Emotional Brain
LATEST STORIES AND REPORTS
In Entrepreneurs, Leadership & Management, Popular, Sales & Selling

Great Ideas Don’t Persuade

For every Elizabeth Holmes con there are thousands of Chester F. Carlsons with shelved greatness. Why? They don't know how to persuade.

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October 15, 2018
In Advertising, Authority Trigger, Friendship Trigger, Hope Trigger

To Produce Real Emotion, Fire On Multiple Triggers

Brands love celebrities because they embody a ready combination of authority, friendship, and consistency. But Gus Kenwworthy may be in a class by himself.

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March 4, 2018
In Advertising, Contrast Trigger

Advertising: Allstate Connects Using Contrast

Super smart ad spot application of the Contrast Trigger, Allstate makes some fairly ordinary features sound unusually appealing by contrasting them with low expectations.

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November 4, 2017
In Leadership & Management

The Sweet Spot in the C-Suite Skill Set: People

What skills do companies prize in C-level executives ? Harvard Business Review found some surprising answers.

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September 25, 2017
In Leadership & Management

Account Leaders: How to Persuade for Performance

Account team leaders can motivate momentum with some of the same approaches they use with customers, plus trust built through social capital.

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January 26, 2017
In Contrast Trigger, Politics

Reagan’s Power of Persuasion

Ronald Reagan's handling of Mikhail Gorbachev at their first meeting in Geneva is by now the stuff of legend. A look back reveals how brilliantly the president used a key persuasion trigger.

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December 28, 2016
In Marketing, Politics, Sales & Selling

Data Lost, Emotion Won: Lessons from a Shock Election

Marketing and sales people need to be investigative journalists with customers, and do a better job than those who covered the 2016 presidential campaign.

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November 10, 2016
In Neurological Research

Batter Up! Hitting Fastballs with the Emotional Brain

The slow, plodding, analytical brain is a performance killer when fast decisions count. Want quicker sales and faster agreements? Go emotional.

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September 19, 2016
In Healthcare, Popular

Healthcare Sales: Diagnosing Doctors’ Decisions

Evidence 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.

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May 18, 2016
In Media & Press

How Tim Cook Could Have Made a More Persuasive Case

If 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.

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February 24, 2016
In Leadership & Management

Want to Be More Influential? It’s Not Your Style.

One of the biggest advantages of a brain-based approach to engaging and influencing customers is the opportunity to dispense with complex behavior-based analysis.

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February 21, 2016
In Marketing, Popular

Persuasive Marketing: A Fully Triggered Newsletter

A veritable master class in trigger packing to produce a powerfully persuasive newsletter from online marketing and Wordpress consultant Kim Castleberry.

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February 8, 2016
In Book Reviews, Leadership & Management

Key Leadership Triggers for Creativity and Innovation

Pixar president Ed Catmull is revered among business and leadership experts for his remarkable success, but more so for his approach to making others successful.

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January 22, 2016
In Friendship Trigger

Party Persuasion: Small Talk for Big Gains

If 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.

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December 29, 2015
In Emotional Intelligence, Healthcare

Physicians’ Emotional Skills Suddenly Matter

More people are expressing their opinions about doctors and healthcare services in reviews online. Medical competence is not on the top of their list.

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November 23, 2015
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