Persuasion

This One Word Describes The Only Thing Worth “Selling” (No Matter What Your Product Is…)

Charles Revson

“In the factory we make cosmetics; in the drugstore we sell hope.” – Charles Revson, Born Oct. 11, 1906. This is something to remember for all you would-be copywriters out there. The product is the product. It has features and aspects and components. Even a digital product has a page count or a domain name …

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Every Snowflake In the Blizzard Feels Unique and Special

Harvey Pekar

“Everybody’s like everybody else, and everybody’s different from everybody else.” – Harvey Pekar, Born Oct. 8, 1939. As a professional person expert, I can tell you that the second part of that quote is what people believe is true about themselves. “I am unique. I am special. I am different. I stand apart.” And note, …

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Say it. Then say it again differently. And yet again, but not the same, and Etc…

Paul Weyrich

“The average voter has to hear a point seven times before it registers.” – Paul Weyrich, Born Oct. 7, 1942. Repetition is key. Repetition is key. If you want your message to be received… Repetition. Is. Key. Here is the rub. The trick to making this work is that you can’t just say the same …

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Why We Buy: To Forget We Will Die

Steven Pinker

“We’re living in primate heaven. We’re warm, dry, we’re not hungry, we don’t have fleas and ticks and infections. So why are we so miserable?” – Steven Pinker, Born Sep. 18, 1954. Why not, Steve? Because we are all damned with the inescapable knowledge of our own eventual demise. It’s a pants-shitting fear that constantly …

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No Message Stands Alone – All Communication is CONVERSATION

Maurice Chevalier

“An artist carries on throughout his life a mysterious, uninterrupted conversation with his public.” – Maurice Chevalier, Born Sep. 12, 1888. A business has a conversation with the market, and with its prospects, and with its customers. That’s what marketing and advertising and selling IS: a conversation. Social media and Internet-based marketing in general has …

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How To Talk to People So They Feel Like You’re Instantly Friends (And Then Sell Them Stuff)

Peggy Noonan

“Candor is a compliment; it implies equality. It’s how true friends talk.” – Peggy Noonan, Born Sep. 7, 1950. In times past, social interaction required a facade of formality. Especially in a business context. Gentlemen wore suits of clothes, and exchanged handshakes and cards and engaged in small talk, followed by queries and responses about …

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Your Memories Are Imaginary (And Easily Altered With This One Trick…)

Susumu Tonegawa

“Recalling a memory is not like playing a tape recorder. It’s a creative process.” – Susumu Tonegawa, Born Sep. 6, 1939. This little secret Susumu shared above is one reason why persuading and influencing people like we do can be so dangerous. See, when you recall a memory, you’re not accessing a permanent record. You …

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What to Reveal and What to Conceal When Making an Irresistible Offer

Geoffrey Beene

“The greatest concubines in history knew that everything revealed with nothing concealed is a bore.” – Geoffrey Beene, Born Aug. 30, 1927. When it comes to sharing invaluable information with your audience, give away as much as you can. Ideally, give away what others try to sell. Drown people in quantities of quality… But always …

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When People Are Driving in Circles, They’ll Pay a Toll to Take Your Exit

John Locke

“As people are walking all the time, in the same spot, a path appears.” – John Locke, Born Aug. 29, 1632. People are not that different. We all think we are unique snowflakes, but humanity is a blizzard. While there are always exceptions, we are built the same way, and we have similar lives. Routine. …

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