Yesterday I mentioned picking up a book by Hotchkiss that was under a copy of Cialdini’s “Influence”
Cialdini, a Professor emeritus at Arizona University, recently came out with the 5th edition of his book named “Influence: Science and Practice”, which is designed as a textbook.
He also has a differently-named: “Influence: The Psychology of Persuasion”
This is an incredible book, and while I know a few marketers I respect that don’t have it and haven’t read it — they would be far better marketers if they did.
However, they’ve probably become familiar with these principles — what I call the Cialdini principles — through other marketers.
What Cialdini talks about forms the backbone of Jeff Walker’s Product Launch Formula. And from what I hear, also of much of Frank Kern’s stuff.
Cialdini studied people he calls “compliance professionals”. That is, people whose jobs are involved with getting people to do things — notably such people as car salesfolk, hare krishnas, and even waiters & waitresses.
And he came up with 6 principles that appeared consistently.
Ones that operate at a nearly instinctual level.
Meaing…they’re darn nigh irresistable.
So…we’ll talk about them tomorrow.
Meanwhile — I recommend you pick up a copy!