Well, why not?
They are the problem, right?
Here you are with a blog or a product or a charity you believe will change the world, and yet no matter how excited you are about the possibilities, no matter how much faith you have in yourself, you can’t help being worried:
- If you ask a popular blogger for a link, will you get a reply?
- If you ask a partner to email a product offer to their list, will they agree?
- If you ask a friend for a donation, will they write you a check?
You don’t know. You can’t know. And it bothers you.
Wouldn’t it be easier if you could just close your eyes, pop over into their mind, and seize control?
Yeah. Too bad it’s not possible …
Or is it?
A Brief Introduction to Mind Control
As it happens, mind control is possible. Sort of.
No, you can’t turn your customers, partners, and in-laws into mindless zombies, but you can influence them.
In fact, there’s a science to it.
Back in the 1980s, a researcher by the name of Dr. Robert Cialdini wrote a book called Influence: The Psychology of Persuasion. He outlined different principles scientifically proven to influence people, as well as suggestions for how to do it.
Since then, it’s become maybe the most important book in the field of marketing. If you haven’t read it, you should, as well as the sequel.
Here’s the bad news:
Mind control isn’t about magic powers, arcane arts, or even shaving your head and gallivanting around in a wheelchair (although, I’ve been tempted). The truth is it’s about something that makes a lot of people squeamish: marketing.
The Truth about Marketing
The core of marketing isn’t customer profiling or market segmentation or any of the other complicated nonsense taught in most business schools.
It’s infinitely simpler than that, and it can be encapsulated in one word:
You ask a blogger for a link, and they say, “Yes.” You ask a partner to promote your product, and they say, “Yes.” You ask a customer for a testimonial, and they say, “Yes.”
If you get enough yeses, your blog/business/charity succeeds. If you don’t, it fails. It’s so simple, and yet so few of us really understand how to do it.
The good news?
You can learn.
What follows is a marketer’s guide to mind control. Use these seven strategies wisely.
1. Do all the thinking for them
The worst mistake you can make when asking anyone for anything is telling them to “Think it over.”
Here’s why: people already have too much to think about.
Between their jobs, their family, and their own hobbies and friends, their mind is already stuffed, like a suitcase bulging at the sides. Add one more sock, and the whole thing will explode.
To avoid it, they “forget” about things that aren’t very important to them, or if they do think about you, they don’t think very hard. It’s not because they are lazy or stupid. They’re just busy, and you’re probably not very high up the priority list.
And so the best strategy is to not ask them to think.
Do it for them.
- Instead of expecting them to see how your blog post will benefit their audience, explain it, and offer examples of similar posts that have done well in the past
- Instead of asking them to host a webinar for you, setup the webinar, landing pages, and emails yourself, and send them as part of your pitch
- Instead of begging a customer to write a testimonial from scratch, send them a dozen different examples to use as a guide
Be specific. Explain your reasoning. Offer proof. Tell them what to do next and why.
If you do it right, it won’t feel like asking at all. It’ll be more like advising.
And they’ll say yes. Not because of magical powers of persuasion, but because you’ve thought through everything, and it’s a no-brainer.
2. Start an avalanche
Creating a successful marketing campaign is a lot like starting an avalanche.
First, you climb up the mountain, and then you find the biggest boulder at the top, and then you sweat and grunt and strain to push the boulder over, and then you sit down and watch happily as the boulder goes crashing into other boulders, eventually bringing the whole side of the mountain down.
The first big yes is a pain in the butt to get, but if you get it from the right person, then getting all of the subsequent yeses is easy.
- Getting a popular blogger to tweet your post is hard, but once they do, dozens or maybe even hundreds of people will retweet them
- Convincing a leader in your niche to promote your product is tough, but once they do, everyone else will want to promote it too
- Persuading a celebrity customer to give you a testimonial can be tough, but once you do, sales skyrocket, and getting further testimonials is easy
Of course, a lot of marketers recommend taking the opposite approach.
They tell you to start from the bottom and work your way up because it’s easier.
But really, it’s just an illusion. Yes, pushing over a small rock is easier than pushing over a boulder, but the boulder is a lot more likely to cause an avalanche. So while it’s more work in the beginning to get top people to help you, it’s actually less work in the long run, and the results are far, far greater.
3. Ask for an inch, take a mile
You’ve probably heard the expression, “Give them an inch, and they’ll take a mile,” right?
It’s supposed to be derogatory. It’s supposed to be a warning against appeasement. It’s supposed to protect you against getting taken advantage of.
But it’s also great marketing.
Whenever you’re asking for anything, never start by asking for everything upfront. Instead, start small. Make it easy to get started. Reduce the risk if it flops. Let them see the results for themselves.
And when it goes well, ask for more. And more. And more.
You might think that’s unethical, but if everything is going well, why not push for more? It’s not manipulation. It’s common sense.
- If you want to write a guest post for a popular blog, start by pitching the idea in one or two paragraphs, and then send them an outline, and then write the full draft of the post
- If you want do a JV promotion with a leader in your field, start by asking them to email your launch content to only 10% of their list, and than 50% of their list, and then 100%, and then a direct mail campaign
- If you want your customers to give you case studies, start by asking for a 1-3 sentence blurb, and then ask for a half-page testimonial, and then talk about doing a two-hour webinar going in depth about their success
- It’s not psychological trickery or anything like that. It’s smart business. No one likes to risk everything upfront, and by offering progressive levels of commitment, your chances of getting them to say yes go through the roof.
4. Always have a real deadline
The keyword is “real.”
All of us have had salesmen tell us, “Well, you’d better get back to me fast, because I have three more prospects coming this afternoon, and I don’t know how long it’ll last.” It’s BS, of course.
There are no clients, and there is no urgency. The salesman is just so desperate he’s willing to lie, not only costing him your trust, but probably the sale too.
And it’s not just salesmen.
How many times have other people handed you completely artificial deadlines, thinking it will motivate you to act? Our teachers do it, our bosses do it, our family does it, and without thinking about it, you’ve probably done it too.
Not only is it ineffective, but it’s totally unnecessary. Real urgency is easy to create. With a little thought, you can build it into your marketing. For example:
- Instead of leaving a free report on your blog forever, tell everyone it will only be available for seven days, and then you’re going to start charging $7 for it. Not only will you get a lot more downloads, but other bloggers will be a lot more likely to promote it during the window
- Instead of letting JV partners dictate when they will promote your product, schedule a launch, announce it to your list, and then forward partners the announcement, inviting them to participate
- Instead of asking customers for testimonials whenever they get around to it, show them the timeline for an upcoming launch, including a specific date to send out testimonials. You need it by then, or you won’t be able to include it
Will some of them bow out, saying they are too busy right now, and they’ll catch you next time?
Sure, but it’s better than never getting started it all. And if you let other people dictate timelines, that’s exactly what will happen.
5. Give ten times more than you take
You know you’re supposed to give before you get, right? But what you might not know is how much to give.
A lot of marketers mistakenly assume it’s a 1:1 ratio.
Before you ask for a link, you should give a link. Before you ask for promotion, you should give a promotion. Before you ask for a testimonial, you should do one thing that deserves a testimonial.
But that’s wrong. Smart marketers use a 10:1 ratio, and not just in action, but in value:
- If you want 100 visitors, send them 1,000
- If you want $1000 in product sales, sell $10,000 of their products first
- If you want one testimonial, do ten different heroic acts of customer service worthy of a testimonial
This isn’t about “You scratch my back, I’ll scratch yours.” It’s about generosity so overwhelming they can’t say no.
Yes, it’s a lot of work, but that’s the price of influence.
6. Stand for something greater than yourself
Imagine there are two homeless guys standing on a street corner.
The first guy has a normal, run-of-the-mill sign saying, “Spare a few dollars? God bless you.” The second guy, on the other hand, has a much more unusual sign: “Can’t afford to feed my family, and it’s tearing me apart. Please help, so I can stop feeling like such an awful Dad.”
Which one would you be more likely to help? The second one, right?
Forget giving him a few bucks. With a sign like that, you’d take him to the grocery store and buy him $200 worth of groceries. I know I would.
That’s the power of standing for something bigger than yourself. It makes people care.
And it applies to everything:
- Instead of writing yet another how-to post, take a stand on an important issue, arguing with both passion and unassailable logic
- Instead of starting yet another me-too consulting business, create a movement, working tirelessly to change the lives of your customers
- Instead of selling yet another step-by-step manual, sell a philosophy, filled with heroic examples to inspire your customers
Those are the types of things people want to talk about. They feel grateful just for having the chance to help you spread the word.
7. Be completely and utterly shameless
You want to know what separates a great marketer from a mediocre one?
I’m not referring to a lack of conscience, having a gregarious, extroverted personality, or any of the other ways we traditionally look at marketers. For the most part, those stereotypes are myths.
No, by shamelessness, I mean this:
An unshakable belief that what you are doing is good for the world and the willingness to do anything to bring it into being.
When you believe in your content, you don’t publish it and forget it. You promote it day after day, week after week, month after month, year after year, working tirelessly to spread the message to everyone who needs to hear it, and refusing to rest until they do.
When you believe in your product, you don’t balk at sales. You revel in it. Not because you’re greedy or desperate or egotistical, but because you know your product will help them, and so it’s your duty to get them to buy. Whatever it takes.
When you believe in your charity, you don’t beg for donations. You demand them. You grab people by the shoulders and look them in the eyes and tell them what you’re doing is changing the world, and it’s time for them to step up and do their part.
It’s not about money. It’s not about glory. It’s not even about legacy.
It’s about falling in love. It’s about being enchanted. It’s about seeing a vision so beautiful you can’t help but fight to make it real.
Do you have a vision like that? Something worth getting up every day and fighting for?
If you do, you can accomplish damn near anything.
And if you don’t, well …
What’s the point?
About the Author: Jon Morrow is Associate Editor of Copyblogger. If you’d like to learn what it really takes to become a popular blogger, check out his free videos on guest blogging.
Reader Comments (99)
Joel Libava says
Fantastic post. You (as usual) have inspired me to keep things going at a level that I know I need to.
The trick for me is this;
Writing posts that are a nice mix of showing my true passion for helping would-be franchise owners increase their odds of real success, while at the same time teaching these people that they don’t have to always drink my industry’s Kool-Aid.
Again, great job, Jon.
The Franchise King®
Gregory C. says
One of the best bloggers ever, he had a guest post on Problogger than won me over, and now I can’t wait for the next John Morrow post!
Jared H says
I’ve never felt compelled to comment on copyblogger before but this post is magnificent. It has moved me in a way that a post never has. I am filinf this post under my keeper file.
Thank you, and keep up the great work.
Caroline Bottomley says
I feel like that about it too 🙂
Took the words right off my keyboard. Seriously. First time commenting on Copyblogger. This post started off like it was going to be a list of tricks and ending up way more meaningful. Loved it.
Rob F. says
Same here, Denise. I listen to the podcast semi-regularly, then came here and read this right as I’m thinking about blogging and / or starting my own business. A banquet for thought in one post. Thanks, Jon.
Jon Morrow says
I’m honored. 🙂
Jon, you’ve totally inspired me too…especially with the part abot thinking for your customers, and the part about standing for something…I feel like changing and inspiring an industry, and you’ve helped me make the final decision to go ahead and do it!
D. Brewer Fukuhara says
– Well done, Sir.
Menachem Lifshitz says
Awesome Post! Also, I wan to add that influencing the “influencers” is also a great marketing tactic.
Jon Morrow says
I agree. To a large extent, influencing the influencers is what my guest blogging class is about.
Alvaro Friedenzohn says
When I was at DU I ad to read ” the power to persuade” . Many Years later I have realized that without persuation you get nowhere. Good post, I think people needs motivation now too.
Judy Schramm says
Jon, this is brilliant. Influence is my favorite marketing book of all time, but you’ve taken it to the next level with specific to-do’s that anyone can act on. Love it!
Jon Morrow says
It’s my favorite too. 🙂
A close second is Breakthrough Advertising by Eugene Schwartz.
Lorna Gibson says
Quick question – does JV stand for joint venture? Just for all us newbies 🙂
Martyn Chamberlin says
Yes it does.
Lorna Gibson says
Caroline Bottomley says
Very, very, very excellent.
Encapsulates a lot of the very good advice you generally give.
Jocelyn Y. Wilson says
Great post! So many useful tips
Dries Cronje says
Wow. Awesome writing as usual.
I really appreciate the advice. It can be daunting to get a new venture off the ground, but this should make it easier. It is practical and usable. Like all your advice 🙂
Glad I stuck with reading this to the end. Lots of high quality content I can and will use.
ps Robert Cialdini reference is superb and I speak from everyday experience using the principles
Jessica Flory says
Wow. Incredible post! Jon, you have motivated me to action. I especially liked the last point. I tend to doubt my writing and become nervous about promoting it, but I believe that I have valuable advice to give and that I can change the world with my writing!
What a fabulous post! I felt energized and strong just reading it. Thanks so much. I think I needed
Ricardo Bueno says
Jon: I dig point #1. To be honest, as consumer’s we need a little direction. Tell us what you want us to do next. Give us a gentle nudge. Don’t overwhelm is with options, and a slew of other things to think about. Make it simple, period.
Jim Ross says
I read many blogs, I never comment, but this is a very important blog post. Just amazing information
good for you
Amazing! Fabulous! Incredible article!!! Thank you. Must devour later… hehehe Will share fo sho with my meager 20K network. THANKS!
Andrea Vahl says
Jon, you’re posts always slap me across the face and shake me by the shoulders. I loved #7 and I’m going to tape it up on my wall. Thank you 🙂
Joseph Putnam says
I’m a big fan of point number one. In order to get customer testimonials, I send a link to a three question survey. The response rate is very high, and I think it helps that people don’t have to write a testimonial from scratch. I like to do all of the thinking for them by asking three specific questions.
The rest of this post is awesome as well.
Judy Schramm says
Excellent idea, Joseph! I like that approach – we’ll give it a try too.
Bob Beverley says
A very fine ensembe of reminders leading up to the grand finale
about mission and love and big purpose. A bracing and
challenging and inspiring symphony.
thanks a lot
Krista Stryker says
Awesome post, Jon.
Points #’s 6 and 7 warmed my heart. Not enough people actually believe in what they’re doing. So why would anyone else?
Like you say, you have to be willing to fight for something. Take a stand. Forget about looking stupid. Do something you care about – and readers/customers won’t be able to stop themselves from devouring up what you’re offering!
Million Mile Secrets says
A brilliant post.
My day job is in marketing, and everything you’ve suggested will change behavior. The funny part is that it boils down to human nature, not creating slick ads or fancy presentations.
Jon Morrow says
True. That’s why all the best marketers are avid students of psychology. The best writers too.
Jennifer Minar-Jaynes says
“The best strategy is to not ask them to think. Do it for them.”
This is SO much more effective for asking for book blurbs… and I can imagine just about anything.
Make it EASY for them and they’re much more likely to help you out.
Great post, Jon. 🙂
Harleena Singh says
Interesting and educative post!
I love the way you have put across all the points so well, something that makes it so easy for all of us to understand. It surely does inspire and motivate me a great deal!
Thanks for sharing!
Kelly Ann Taylor says
Wow Wow Wow!
Yes this is TOTALLY doable! I can’t tell how how many times I have asked for a review, a testimonial or
a thumbs up from my friends!
I can totally suggest wording for them to copy paste and post. That is ways too easy and with links on the bottom of every email, blog post, and tweet it makes it so easy for them.
Brian D. Hawkins says
I love number 4, have a REAL deadline. It reminds me on those lame salespages that run a script trying to form a sense of urgency by using the same date as a perceeved deadline. Other scripts start counting down as soon as you are on the page. I guess that one works but it sure does seem a bit lowbrow.
I love the idea to give something away for a set time period before it goes on sale. I’ve seen that before and it’s a great way to build a list.
Jay Schwartz says
Great post, Jon. I’m reminded of Zig Ziglar and all the ‘Closing The Sales’ books I read back in the 80s. There was certainly a good measure of psychology to be found among the practical marketing advice. Yes, the issue is to give the client a choice and ask a closed or leading question as in “Are you free on Monday or Tuesday?”, and not an open question as in “So, what time is good for you?”. The latter is usually yeilds a response like “Oh, no time is good for me!”
One caveat here is to keep in mind that it’s important to know your ‘clients’ and treat them with respect, as opposed to taking a ‘one size fits’ all approach to dealing with people. Afterall, there is a reason that many people distrust salespeople … even though in many ways, we are all selling something!
Laura Click says
Love this post, Jon! First, it’s wonderfully written. Second, it’s incredibly informative. I’m sure you’ve got a lot of folks (myself included) standing up and cheering after reading this one.
I think the first point is especially important. I used to get so psyched out about guest posts. I thought the other blogger was doing ME a huge favor by letting me share content with their readers. Now, I realize it’s the other way around (if you do it right). If you make it easy for the person, all they have to do is pull the trigger. Then, they have great content for their blog and you have exposure to a whole new audience. It’s a win-win. Of course, this applies to a lot of different proposals too.
I think the give more than you take comment is also important. However, I think you have to be careful that you don’t get taken advantage of in the process. Any advice for avoiding that pitfall?
Again, great post, Jon! You always knock ’em out of the park. 🙂
Jon Morrow says
Well, for one, just accept getting taken advantage of. It’s going to happen, but probably not very often, and the benefits of generosity far outweigh the costs of a few people abusing your good nature.
Refunds are a good example. If you have a 30 day refund policy, occasionally people will buy something just to use it for 30 days, and then return it at the last minute, basically having used it for free.
It’s irritating, so much so that some beginning marketers stop offering refunds, but it’s a mistake. Just look at the math:
Let’s say the guarantee gets you an additional 10 sales per month. Every month, you also get one person who takes advantage of it. Unless you’re selling an extremely low margin product, you make a lot more on the 10 sales than you do on the one loss, and so offering refunds is a good business move.
The same goes for guest posts. For every 10 blogs you write for, maybe one or two will refuse to reciprocate in any way, and if that happens, just accept it.
Of course, nothing says you have to be a doormat. If a particular customer keeps buying products and asking for refunds, blacklist them from ever buying again, and if a particular blogger refuses to reciprocate, stop writing posts for them.
Hope that helps. 🙂
Yes, it is about building a relationship of trust. If you want their help they have to trust you to represent yourself as an over achiever. Thanks for the post, it is a great reminder that mediocrity does not breed success!
Jody Day says
THANK YOU. This post is so utterly brilliant, so completely top drawer that I’m sure many bloggers will just quit after reading it!
I absolutely LOVE your definition of shamelessness! So great to be reminded that our passion is what we communicate — and ‘marketing’ is what we do to share it.
I am so passionate about supporting, inspiring and empowering childless / childfree women to lead fertile, passionate lives… that I just shamelessly plugged it 😉
Reading Copyblogger is like attending the best classes at a journalism / marketing school. Your generosity is inspirational and your advice spot on.
Your passion shows, Copyblogger!
Ben Janke says
Nice post Jon. It good to see it all laid out from other’s perspective.
doug hay says
Jon, This is an excellent post and inspiration to all bloggers. I have passed it on to my clients.
Lynn Henriksen says
Well said, Jon. Your plan complete with Intensity and authenticity can’t fail.
Stephanie Wyant says
This was a wonderful piece! I hadn’t thought of it like this at all. Especially the 100:1 ratio thing.
Jacqueline Snider says
This is a great post. I especially like the last point about being shameless. This is a great idea and has helped me focus my business even further. Thank you very much! I am going to revise my website and my bios. Very exciting. My vision is becoming clearer every day, and today you’ve really helped!
Jeff Goins says
One more reason why Jon is the king of this stuff. Loved the bit about doing all the thinking for them. So true.
Carolyn Smith says
Jon, you swept me away under the hot sun of an August day. An amazing and beautifully written post. Thank you. Philosopher Kalil Gibran once shared: “Work is love manifest.” Fall in love with your work and others will fall in love with you.
Mike Sweet says
Shamelessness! Love this and its all too true, “Write and forget”. As usual another inspiring post but this one is being book marked as its such a good point of reference.
Christian Thomas says
Wow, Jon. One of the best, touching, and true articles I’ve read in a long time. Thank you.
A Guy from Prague says
Simply excellent! You are absolutely right in every single point. But unfortunately many people will never understand …
Nice post Jon!
There are 2 acceptable answers in any sale. Yes and No.
Anything in between is a soft No. The only person thinking ti over is you. Get the Yes or a No and move on.
Thanks for sharing great info.
ghost writer says
Quite a long post this time… i thought of quitting in the middle… but thank God i read it completely… well, the last point has made me realize that I’m NOT shameless :S i am rather scared and I don’t know how to change myself.. but now I know & hopefully I’ll find a way 🙂 thanks
Chris Johnson says
The problem with fictional deadlines is that the real ones aren’t believable.
Last week, I was haggling with a guy for an October delivery date. This week, it would be December 19th because the “big order” that we’d been working for a couple weeks came through and ate our calendar.
We are careful not to oversell the calendar and miss deadlines (we have, and we did, and we learned).
I tried to tell him, needle him…and then Today – not long ago- he calls ready to go, and I have to break the bad news.
The bullshit fake deadlines that other people use hurt me, too. I did have clients in “almost” mode, but that strains credulity.
He thought it was some bullshit closing tactic.
It wasn’t, I never do that.
Not even at during smarmiest days as a mortgage broker did I use this when it wasn’t true.
Turns out, everyone uses it when it’s not true.
I was trying to be of service for his benefit, not my own. Now, we probably don’t get to do business. I don’t know what I would have done differently- now I guess I can’t use that method to sell..
Jon Morrow says
Yeah, it happens. One thing you can do is actually make your calendar public, putting the proof upfront for everyone to see.
That’s what Dan Kennedy used to do when he was a professional speaker. If you asked to book him, he sent you a calendar for the year already stuffed with speaking invitations he had accepted, along with the name of the event.
Not only did it prove he was for real, but it also raised his perceived value, allowing him to charge more per speech. Smart strategy all around. 🙂
Chris Johnson says
Well, we did that up front, and it strained credulity.
Then, when the rubber hit the road, and the client did want one, they were livid with me.
It turned out that bing reasonably indifferent to which clients we help is a good thing. We will sell all the minutes we can make at the price that suits us.
E excellent! …
“THE TRUTH ABOUT MARKETING
The core of marketing isn’t customer profiling or market segmentation or any of the other complicated nonsense…..?”
WHAT?! What what what?! Hahaa. Nonsense? In copywriting, customer profiling is a must and necessary. You can’t implement anything you’ve said above without knowing who you’re talking to, their wants and desires.
But, aside from that, I know what you;re trying to say =)
Jon Morrow says
Well, there’s a big difference between the “customer profiling” they do in business school and what we do as copywriters. In general, copywriters don’t even have a name for it, other than “getting to know the customer” or “building a customer avatar.”
But sure, getting to know your customer is key. It’s about empathy more than anything else.
Gabrielle Maston says
This was an awesome post. Recently I have been asking clients for testimonials and it like trying to squeeze blood out of a stone. Not that they didnt want to give them… but time is a huge factor. So I said to hell with it instead Ill have 5 quick questions Ill email to them to answer. I asked to add them on facebook. Verabbly asked to download there pic off facebook, turn there quick questions into logical sentences AND WHALA! I have my testimonials.
Def learnt my lesson, make it easy for people.
In terms of writing gigs, you are correct just ask because most editors are happy to hear new ideas and most of all if you want to write for free for publicity they love it… because they don’t have to pay you. So far just my emailing editors of magazines I have had my photo, website, article published in 5 different fitness magazines. Total marketing cost ZERO , only my time… in which I converted old blog posts into an article style piece.
Great work with your post- LOVED IT!
Debbie Miller says
Great post, thank you! All the psychology involved in the present state of social marketing is so fascinating. Are there any current studies or books on the topic you’d recommend?
I am starting to learn about blogging with the question “Can i do it?” constantly on my mind but when i started reading your enchanting post, the question changed completely into an extremely motivated words ” I can do it!!!”
Thank you for the motivation.
Ryan Biddulph says
“Give ten times more than you take.” Awesome!
The more you give, the more you get. Bringing mind control into marketing is believing in this statement 1000% percent, with no deviation. Give freely, receive generously.
As for shameless self promotion, it’s the 1 difference between people who REALLY believe in what they’re marketing versus the people who say they do, but don’t, on a subconscious level. People who are annoyed by those who promote themselves aggressively simply lack belief in their own opportunity.
Thanks for sharing your insight with us!
Jared Kimball says
Great post as always Jon!
I especially love this quote, “If you want your customers to give you case studies, start by asking for a 1-3 sentence blurb, and then ask for a half-page testimonial, and then talk about doing a two-hour webinar going in depth about their success”. I’ve been racking my brain how to approach some people in my niche for them to share in a case study, and I believe this will work wonders.
I also love this, “Smart marketers use a 10:1 ratio”. I always try to look at myself and ask myself, “What are YOU doing to help others”? Putting it into a simplified ratio of 10:1 is a great way to break down the process.
btw the Guest Blogging Course is awesome! I’m learning some great stuff!
Jon Morrow says
Glad you’re enjoying it, Jared.
Greg Walker says
Great post, and I totally agree with the first point. People are just too darn busy to have time to think about yet more things and to make more decisions. Make it easier for them and you’ve got a much better chance of success. I haven’t read the book yet but I’ve just placed it on my reading list.
ah Freedom says
I’ve had a copy of Influence: The Psychology of Persuasion on my bedside table for the last year. I pick it up every now and then. The book is just amazing.
Michael @Blast4Traffic says
These are the exact words I need to succeed in marketing. I was once
tempted to assume that my prospective audience are ready. But by thinking for
them like you explained, it become a lot easier and fun. God bless you heavily.
must… hit… like… button…
Brian Marderosian says
Amazing post!!! I am walking away with so much useful info. I love the idea of giving 10x what you get, makes so much sense. I also love the last part “Shamelessness” , Its something I’m driving towards.
Jen Gresham says
Of course, what I love is that this isn’t just good advice for bloggers and copywriters. I’ve sent anyone who’d interested in career change to this post as well. No one can do “it” alone–substitute what you want for “it.” We all need help, and this is a wonderful guide for getting (and sharing) it. 🙂
Anna @ Copybreak says
This post has come at just the right time for me – reminding me of all the “right” ways to put words into action for a charitable cause. Thanks Jon 🙂
Sally Erickson says
Wow! Did Cialdini really come up with this stuff? No, I think the fantastic, concrete do-it-now-and-do-it-like-this ideas came right out of your very imaginative and marketing-fertile head. Thank you for writing it all down for the rest of us. Maybe we can catch up…
I think it can all be summed up in one word, “Belief.”
If we believe, we can easily do “it” for them, climb the mountain and start an avalanche, keep people moving with a sense of urgency and missed opportunity if stagnation creeps in, give up front AND way more than expecting in return all while spreading a contagious energy in the bigger picture!
Belief is a MUST!
Great Post! I now believe in YOU! 🙂
David Leger says
Incredible article ! What more can I say !
Jon. I just want to say. AWESOME POST. i wrote you guys a message but its pretty much the same thing. its so true that Passion can bring you to greatness. keep it up I want MOARRR
Roy G. Miller says
Well said, well done!
The spirit of reciprocity is a universal truth that I’ve experienced as part of a CEO Network referrals group for years.
It really DOES work.
Nicholas J. Grobler says
Brilliant post! I think I am going to need to re-evaulate my approach to building a web business. Why can’t you just make it easy 🙂
kyveli kardasi says
the best post in this blog so far…
right. also show them what they need and why they need it. so often they won’t even know the reasons for their behavior.
Well, not much to say after all that has been said, but this was so brilliant, I felt compelled to throw in my thumbs up.
wow,very good post,will try for an avalanche
Uxío Fraga says
I think influencing is very related to negotiating. So, before you can apply mind control you need to know, you need to negotiate, you need to ask questions.
Although it may seem the other way, mind control is better apply to the people you know better and you know more about. So I would add a number zero step of asking lots of questions in that 7-step guide.
What do you think?
I simply don’t have words to praise this post.I was looking for such advice because I’m tired of all the useless marketimg advice from so called gurus.Thanks for this wonderful post.
Aim Social says
Saying the opposite to the rest is often a good tactic, good post.
Diane Dolinsky-Pickar says
Jon, this is a fantastic post from beginning to end. Honestly, I was not planning to read it but your headline grabbed me so vigorously that I could not move past it. Then, everything you wrote came from my experience. Since when did you see me hustling donations for that charity, year after year? And how were you so inconspicuously peering at me when I was the mail marketing guru at a firm in an industry in meltdown? And as a blogger who is invested like 130% in what they are doing, do you see through a periscope how I can push my message until someone literally yells “STOP” without taking it personally. A GREAT example of knowing the mind of your reader even better than they. Now, having read the entire post, I will share it with the frazzled entrepreneurs who have to get up and go to work day in and day out. I know a few guys that need to know about speaking truth to power exactly in the way you’ve explained!
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