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Fear causes stress. And stress causes the desire to do something.
Ca$hvertising
Drew Eric Whitman
Research shows that messages are more likely to be successful if recipients can first be made to feel positively toward the messenger. Three of the seven principles of influence—reciprocation, liking, and unity—seem particularly appropriate to the task.
Influence, New and Expanded
Robert B. Cialdini
Opening a statement with the words, “I’m not sure if it’s for you,” causes the listener’s subconscious brain to hear, “There’s no pressure here.” By suggesting that they may not be interested, you naturally increase their intrigue. They wonder what “it” is, and this spike in curiosity hooks them. What’s more, it fires an internal driver that tells them a decision needs to be made, and the soft approach ensures this decision feels unpressured and internal.
Exactly What to Say
Phil M Jones
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