When a product or service isn’t selling, the first reaction is often to cut the price. Sometimes the price cut works, but in many cases price was never the issue. From the world of sports comes news that Barry Bonds’ agent has offered Bonds’ services to all 30 major league baseball teams for a pro-rated […]
Over at the Sales and Marketing Loudmouth Blog, Tim Rohrer has a very interesting take on the role of local marketing. He summarizes his premise this way: Remember, to advertise effectively at the local level, find out how consumers are behaving and then fashion your message to take advantage of their direction and momentum. I […]
Nearly fifty years ago, social psychologist Howard Leventhal conducted experiments in which he tried to convince Yale University seniors to get a tetanus shot. Leventhal initially divided the seniors into several groups, and gave each group different versions of a seven-page booklet on the disease and its effects. According to Malcom Gladwell in his […]
In Influence, the Science of Persuasion, Robert Cialdini cites experiments demonstrating that people are more likely to comply with your request if you give a reason. The reason doesn’t even have to make much sense. Copywriting instructors have incorporated the “Reason Why” technique into their lessons. Mr. Toskana’s obviously been studying up on this stuff […]