157
From imagination to…From imagination to…
influence factors
Chapter 12
The only way to influence someone is to find out what
they want, and show them how to get it.
Dale Carnegie—US author and lecturer
Key points
You can use the six principles of...
More
157
From imagination to…From imagination to…
influence factors
Chapter 12
The only way to influence someone is to find out what
they want, and show them how to get it.
Dale Carnegie—US author and lecturer
Key points
You can use the six principles of influence to encourage
people to buy from you.
Incorporate these principles into your marketing and your
business systems.
Each approach can be adapted to suit your business, product
or service.
The aim of your publicity and marketing is to influence people
to buy from you and in this chapter we are going to examine the
psychology behind influence.
I am not saying trick, deceive or
scam—I am saying influence, by which I mean encouraging people
to see the benefits of your product or service.
Robert Cialdini is
a professor of psychology and he has written a great book called
Influence: The Psychology of Persuasion.
I am going to discuss
Cialdini’s six ‘weapons of influence’, how I used them in the MCG
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