Science that might explain why you think, act, and write the way you do.
What’s more persuasive, email or face-to-face communication? Per a UK psychology study published on this fascinating British psychology blog, gender roles make a difference. So does the level of familiarity. Friends can persuade us more easily, generally, than strangers. But… Continue Reading
Carnegie-Mellon, says the book “Made to Stick,” did a study. They invited participants in to take a survey. The topic wasn’t important — something about tech products — but what mattered was the small payout. Each participant got paid with five… Continue Reading
Interviewers will tell you, they hire based on qualifications… experience… results… and so on and so forth, blah blah, etc. Says Richard Wiseman, in his book “59 Seconds…” they’re mostly kidding themselves. And he’s got 30 years of psychological research… Continue Reading
I’ve gotten a few copy critiques in my day. I’ve given a few, too. And I’ve discovered there’s one essential element to making them effective: “ego butter.” Let me back up a bit, so I can explain by way of example… Continue Reading
It’s always a great idea to throw lots of testimonials into your copy. Except when it isn’t. Here are some times when you might not want to run a testimonial past your audience… When it’s emotionally unsatisfying and vague: “I found… Continue Reading
Everything we do is dictated by the “why” behind it. As in, the only reason why we would change our behavior to get a certain outcome. And the only way to persuade others is to answer the “why” behind what… Continue Reading
Sid and Harry run a tailor shop in New York City. If you can picture it, Sid is the salesman working the floor, while Harry works over the inventory in the back. A customer comes in. “Excuse me sir,” he… Continue Reading
Alex Osborn, a founder of a super-successful New York ad Agency and of the Creative Education Foundation, came up with a list of brainstorming “rules” in 1963: No judgment in early stages: Collect as many ideas as possible without imposing… Continue Reading
Running into resistance, when you set out to make sales? Maybe that’s because you’re running up against one of these nine big roadblocks to persuasion. Fortunately, say these psych professionals, all nine of these common obstacles are easily overcome. See… Continue Reading
Say researchers published in Scientific American, while their isn’t really a measurable “Creativity Quotient” (C.Q.) that they can pin to any set standard, it just so happens that a lot of creative people share some or all of these traits… Continue Reading