As the Liking Authority, which refers to two principles made famous by author Robert Ciadlini because “People prefer to say ‘yes’ to those they know and like,” and “People respect authority – They want to follow the lead of real experts,” the 50 Scientifically Proven Ways to be Persuasive are of great interest because small changes can make a big difference in your power of persuasion.
Based on the research of Dr. Robert Cialdini, this animation describes the Universal Principles of Persuasion.
Dr. Robert Cialdini & Steve Martin are co-authors (together with Dr. Noah Goldstein) of the New York Times, Wall Street Journal and Business Week International Bestseller Yes! 50 Scientifically Proven Ways to be Persuasive. Dr. Robert Cialdini is Professor Emeritus of Psychology and Marketing, Arizona State University.
Here are some questions on persuasion:
- What one word can you start using today to increase your persuasiveness by more than fifty percent?
- Which item of stationery can dramatically increase people’s responses to your requests?
- How can you win over your rivals by inconveniencing them?
- Why does knowing that so many dentists are named Dennis improve your persuasive prowess?
- Why did a sign pointing out the problem of vandalism in the Petrified Forest National Park actually increase the theft of pieces of petrified wood?
- Why did sales of jam multiply tenfold when consumers were offered many fewer flavors?
- Why did people prefer a Mercedes immediately after giving reasons why they prefer a BMW?
- What simple message on cards left in hotel rooms greatly increased the number of people who behaved in environmentally friendly ways?
Every day we face the challenge of persuading others to do what we want. But what makes people say yes to our requests? Persuasion is not only an art, it is also a science, and researchers who study it have uncovered a series of hidden rules for moving people in your direction. Based on more than sixty years of research into the psychology of persuasion, Yes! reveals fifty simple but remarkably effective strategies that will make you much more persuasive at work and in your personal life, too.
Often counterintuitive, the findings presented in Yes! will steer you away from common pitfalls while empowering you with little known but proven wisdom. Recommended by Sherrie Rose, The Liking Authority.
#LikesUP for Yes! 50 Scientifically Proven Ways to be Persuasive by Dr. Robert Cialdini et al.
Lessons from Zig Ziglar
Today the personal development industry and the world lost one of its legends, Zig Ziglar, at the age of 86. Known for his passion, southern style and relentless optimism he was arguably the most influential motivational speaker in the world over the past 40 years.
I was blessed to see Zig speak on many occasions and I was always amazed at his wit, storytelling ability, and genuine mastery to inspire and motivate others. The last time I saw him speak was probably seven or eight years ago and I was blown away by his energy and mastery of the stage.
Speaking is an art form and being in his late 70’s at that time he made the other, very good speakers that day, look like amateurs. I think this a testament to not only his genius but more importantly how much he treated speaking as a true art form.
I can say without a doubt that watching him made me realize that practice, passion and commitment to be a world-class speaker would require years of discipline and practice.
Fast forward to today, after hundreds of paid speeches and several books later, I can attest that my goal is to keep growing, improving my skills and never resting on my laurels.
In my mind I always want to make sure that when people see me give a presentation they say to themselves, “This guy is a really good speaker.” I say this out of confidence and without apology as getting in front of a group of hundreds of strangers for 60-90 minutes is no easy task.
I’ve put in the miles, the trips, the hundreds of hours in training, and many a missed family event, to aim high and pursue a major goal of mine to be considered as one of the best speakers in the world.
This intensity and commitment to excellence comes from many within in the speaking industry who’ve pushed me onward, but I can say without a doubt that the day I saw Zig fire up a stadium with 12,000 people I was not only mesmerized, but more importantly inspired.
Thanks Zig! We will miss you, but your message and influence will never die.
Here are a few of my favorite quotes from Zig. Please make sure if one or more of them ‘Capture’ you in a positive way, to share them with others in need of a dose of motivation!
|“Of course motivation is not permanent. But then, neither is bathing; but it is something you should do on a regular basis.”|
|“Lack of direction, not lack of time, is the problem. We all have twenty-four hour days.”|
|“You can have everything in life that you want if you just give enough other people what they want.”|
Note: Like Tony, I also had the pleasure of meeting Zig and hearing him speak from the stage. The last time was at Dan Kennedy’s marketing event in 2006 in Los Angeles. May Zig’s memory be always for a blessing. See a photo of me, Sherrie Rose, and Zig Ziglar on my Facebook Profile.
In less than 4 quick minutes, Matt Cutts gets to the heart of the matter and responds to AJ Kohn who asked Matt, “What is Google’s view on guest blogging for links?”
High quality guest blogging with FRESH relevant content with insight and the subject will give you something new to learn or discover will still be valued both by readers and Google’s Search Engine.
Relevancy is important and remember, Matt says do not do anything to extremes.
High quality and original articles are what Google is looking for. And so are your readers!
There has been a proliferation of “garbage articles” on blog posts as well as “garbage books” on Amazon. It is the push to get to #1 in Google, #1 placement on the search engine results page, #1 on Amazon, that drives the addition push to spew out garbage backlinking or keyword stuffing.
Google’s search engine is looking for fresh relevant content. And so are your readers. So if you are reading this, I beg you not to write another article that has no character, no depth, and nothing new.
“EMMA TIEBENS… Character, Depth, and Service”
I would love to have my friend and business associate write a guest post on LikesUP.com but today she is busy on a webinar as the #1 Case Study as an author, marketer, and successful coach.
Emma Tiebens Founded The Relational Marketer in 2009. She is passionate about teaching entrepreneurs on how to create a powerful online presence for their business using technology to build and foster business relationships with people they wouldn’t have been able to reach before. As a result of that relationship, they feel the need to invest in whatever it is that you offer – product, system or service.
As a Mentor, Consultant and Coach, she is all about Encouraging, Enlightening and Empowering Entrepreneurs and teaching them how to leverage social skills and technology to reach a greater audience. Her “Accountability Action Items” propel them to move forward. She specializes in getting them out of the overwhelm mode and helps them line up their goals with their dreams and passion!
As a Speaker, she speaks about the importance of “Relationships First” and the 4Ps To Profits: Passion, Product, Process, Promotion, Partnership. She shows you how you can become memorable, how to make a good first impression, what posture you need to have to attract industry leaders and how you can show your customers your authentic desire to help them.
As an Author, she has written a book – “Attracting Customers For Life” and has co-authored a book with Mari Smith and 19 other authors worldwide called “The Relationship Age”. She currently has 3 books in the works: Instant Online Celebrity, Relational Marketing Secrets and Proverbial Success Principles For Entrepreneurs.
Emma is an example of someone who knows how to invest in people and reap the rewards: “The Real Currency is Relationship Riches.”
Big #LikesUP for Emma Tiebens
Likes UP: “Bally The Tip” “Nod Them In” “Chill ‘Em Down” From Infomercial Pitchmen
“Webinars are the new infomercial for entrepreneurs.” – Bart Christian
In conducting research for my soon to be released book, The Webinar Way, I could not escape the comparison to the informercial at least in the Pitch portion of the webinar. The pitch portion is where you are closing with an irresistible offer. There really are no webinar pitch secrets. It is just selling and if you know what you are doing, you cannot help but sell. Webinar presenters who know what they are doing make more sales in 10 minutes than most regular sales people make in a week or even a month.
Let’s look at this 3-step process for selling on infomercials.
#1: Ballying The Tip
#2: Nodding Them In
#3: The Chill Down
Moving merchandise on an infomercial is a three-step process that harks back to the carnival barker tradition: “bally the tip,” “nod them in,” and “chill ‘em down” as explained in this excerpt from a 2009 Fortune Magazine CBS article.
The hardest part of making a sale is stopping people, whether they’re wandering by a booth at a carnival or flipping TV channels.
#1: Ballying The Tip means drawing a crowd – and once one begins to gather, it feeds on itself. For Billy Mays (who died in 2009) his volume, energy, hand gestures, and faux authority (“Hi, Billy Mays here for …”) are all tactics to bally the tip. To keep the crowd you use humor and make the presentation interactive.
When Billy Mays and Anthony Sullivan debated whether to shill for a product, their mental checklist could easily be a decision tree for a new product launch at a major corporation. Billy and Sully had a reality TV show called Pitchmen along with numerous infomercials. Billy said: “First, it’s got to have mass appeal.” “If you can connect to a broader audience, there’s just a better shot of making it work. Second, the product needs to solve a common problem. I need to be able to show that it makes one’s life easier. And also it gives instant gratification, hits you on an emotional level.” And, believing in the product is essential to being able to sell it.
#2: Nodding Them In The next step is convincing potential customers that buying your product is totally reasonable. “Wouldn’t you like to eat more fresh vegetables?” Yes, of course you would. A good pitchman will literally nod in answer to his own question to get the crowd nodding along. “If there were a device that made it easy, was a snap to clean, and I could sell it to you for less than half what it cost in stores, wouldn’t you want to buy it?” Yes, yes, and yes!
#3: The Chill Down But the trickiest part of any sale is being able to transform good will into cold, hard cash – the chill-down. Rather than politely ask if anyone would like to buy something, the pitchman often starts the process for potential buyers by counting it off. “Who are going to be my first ten customers? You, sir, you’re No. 1!”
Pitchmen have been around forever, but the infomercial was created in America just after World War II. With TV viewership exploding, it was only natural for veteran peddlers like Arnold Morris with his Kitchen Gourmet knife and W.G. “Papa” Barnard with his Vita-Mix blender to start renting half-hour blocks of time on the airwaves. The fledging industry had to recalibrate in the 1960s when the FCC restricted the amount of time that networks could sell to advertisers, and the classic half-hour infomercial disappeared in favor of one- and two-minute spots exclusively. In 1984, the FCC deregulated the booming cable industry, repealed the restriction on ad minutes per hour, and unleashed the golden age of the infomercial – everything from empowerment guru Tony Robbins to the Sally Struthers ThighMaster and Forbes Riley’s Spin Gym.
|The formula sounds simple:
Product + Pitch + Pizazz = Infomercial.
But it’s really a combination of science and skill, and yes, the requisite amount of silliness, that goes into creating an ad that will make you get up and buy.
As Seen On TV
CNBC Originals presents an exclusive look inside the $150 billion infomercial industry.
The Professional Pitchman
The infomercial industry made stars out of professional pitchmen like the late Billy Mays best known for OxiClean. The bearded, blue-collar everyman commanded tens-of-thousands of dollars per product pitch, and he also took a percentage of the sales. Billy Mays: “Life’s a pitch and then you buy.”
Do you say “Wow!” every time you use the ShamWow! absorbent cloth? Wonder why you do? Because pitchman Vince Shlomi told you to in his popular ShamWow! infomercial. A catchphrase may not get you to buy, but industry insiders hope it will GRAB YOUR ATTENTION.
Picking The Perfect Product
It all begins with a product that marketers hope will capture a consumer’s desire. The Ped-Egg – an egg-shaped foot file – hit the mark. Since it launched in October 2007, more than 20 MILLION Ped-Eggs have been sold.
FACT: Most of the profits for bestselling products sold in short-form ads are generated not from the TV ads themselves but once the merchandise hits shelves. A.J. Khubani says “90% of our sales are in traditional retail chains today.”The callous-removing device called the PedEgg sold 20 million units in 2008 – mostly in stores like Bed Bath & Beyond, Target, and Walgreens.” Once an item is a bona fide hit in the direct response market, he has it in stores within two months. And he keeps running the TV spots even after they’re no longer profitable because the brand recognition drives sales on the shelves.
If you’ve ever seen a product and said, “Geez, I could have thought of that!” you must have seen the Snuggie. The Snuggie blanket-with-sleeves has sold millions and is a fixture in American popular culture. For those keeping score, All Star Marketing Group has sold enough Snuggie blankets to outfit the entire population of Minnesota.
“In Japan, the hand can be used like a knife. But this method doesn’t work with a tomato.” That was the opening line for the 1978 Ginsu Knives infomercial, one of the first and most famous, 2-minute infomercials ever made. Ed Valenti, the man behind the marketing, coined the catchphrase, “But wait, there’s more!”
Celebrity Stands Behind the Product
Finding the right face to promote a product is key and securing a celebrity endorsement can pack the necessary punch. In 2008, Mr. T, from the popular TV show “The A Team,” stood behind Thane’s “Flavor Wave Oven,” which promoted a new generation of cooking. Mr. T: “My taste buds have gone wild…I love it when a plan comes together!”
The Price is Right
Direct Response ads are targeted to get consumers to buy and buy NOW! So, finding the right price is key to getting people off the couch and on the phone. Pricing psychologists have proven that a $9.99 price tag outsells a $10 tag by a remarkable 2:1 ratio. Why? Because, according to studies, consumers see $10 and may hesitate, but when they see the $9 in the $9.99 they’ll often spend…even though there’s just a $.01 difference in price.
The Cost of a Commercial
According to Telebrands CEO, AJ Khubani, his ad shoot for the Zasshu Knife cost $30,000. That, coupled with buying media time and talent fees, cost approximately $70,000. But, there’s never a guarantee of success. The Zasshu Knife ultimately failed.
Monitoring for Money
Once an ad runs, it’s all about the return. A key sales metric is that for every dollar spent on advertising, at least $2 has to come back from product sales. The industry turns to Infomercial Monitoring Services to see what sales should be to ensure a profit. (note as a bonus gift for book, The Webinar Way, you’ll get a copy of The Webinar Way Profit Calculator to measure your metrics and calculate your webinar profits)
The Perfect Storm
In an industry where success is measured by longevity, Ron Popeil is long considered the king. According to Infomercial Monitoring Services, Popeil’s “Showtime Rotisserie and BBQ” has aired more than 21,000 times since its 1998 launch – making it no. 5 of the top ten infomercials of all time.
Memorable Catch Phrase – The “Sound Bite”
”But Wait, There’s More”
”Set it and Forget it”
”And that’s not all”
”You’ll say ‘wow’ every time.”
”It slices, it dice.”
But wait, there really is more! You can listen to the audio of “Pitch Perfect” and read the transcript of the show. The DVD Pitch People and the book, But Wait… There’s More, chronicles the stories of the pitch men and pitch women and the success of the infomercial business.
Everyone is selling something. As mentioned in the Fortune Magazine article, noted above, the great American business tradition that Mays and Sullivan embody – namely hucksterism – is enjoying an uptick. Whether you sold yourself in an interview for a job, or you sell cars, or you sell software for a large company, or you are part of a non-profit organization, or you are a solo-entrepreneur selling your services on webinars, you sell. The “how to make money” business is in full swing with multi-level marketing MLM organizations selling hope to individuals. Churches sell the good feeling that comes with donating. If you are customer support you are on the end of the selling experience servicing the customer.
It’s all about RELATIONSHIP RICHES. Video just gets people in the door. Webinars are for teaching AND selling.
Webinars cross the bridge between corporate, entrepreneur, multi-level marketing and non-profit opportunities. It combines the training experience (which you can’t get in the first 2 minutes of an infomercial) with the final close and offer. You can do it in a classy way, provide tremendous value and shuck the label of huckster.
#Likes up for Billy Mays, “Bally The Tip” “Nod Them In” “Chill ‘Em Down” and of course, The Webinar Way
Book Marketing & Selling Tips for Authors
So you wrote a book and need some more promotion. The place to go is the Author Marketing Club where you can sign up for free membership and get loads of insider tips and tactics. The entire point of Author Marketing Club is to help you find ways to sell more books. They LOVE book promotion! How would you like your book featured?
I’m all about webinars. To get featured in Author Marketing Club daily email for a week, you can run a webinar. This is directly from the membership area of the Author Marketing Club:
Great Way To Get Your Book Featured – Do A Webinar
We’ll handle everything, including the technology and signup and running the webinar.
All you have to do is promote the webinar to your audience. We’ll pick a topic together and you can promote it to your readers/viewers/listeners as a value-add.
Topics: Self-publishing, Kindle tips, Authoring, Marketing, Motivation. Anything like that. Contact firstname.lastname@example.org to get started.
There are multiple ways to get featured in addition to webinars and fantastic resources for authors. Plus great information from Jim F. Kukral in webinars (webinar replays in the free members area)
- Need More Reviews?– (Who doesn’t?) Submit your book to the Author Marketing Club review page.
- Want More Exposure?– Submit your book to the Author Marketing Club Kindle update email list.
- Book Going Free On Amazon?– Tell Author Marketing Club the date and we’ll announce it for you.
- Meet Other Authors– Share tips & tricks and make new connections.
- Guest Post Exchange– Find places to guest post.
- Author Tag Exchange– Exchange tags with other authors to boost your rankings.
- Submit Your Cover – Add your book cover to the Author Marketing Club gallery.
#LikesUP for Author Marketing Club Free Membership