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 — and his “Reason Why” makes all the sense in the world.
Special thanks to Rick Lewis of Clear Channel for tipping me off.
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Great photo. Bet you had to look for about 23 seconds to find a example of a dumb reason for a sale
Have you seen Cialdini’s new book.. “YES! 50 Scientifically Proven Ways to Be Persuasive”
CIaldini will be speaking next week, answering readers questions. The event is free (recipocity means no purchase necessary).
Details at http://yes50book.com
But how is Mr. Toskana’s need for cash compelling for Me, Me, Me? I hope that somewhere on his storefront, he gives an idea of what he sells.