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The “Influence” series: “Liking”

In his million-copy bestseller, “Influence: The Psychology of Persuasion,” Dr Robert Cialdini describes six powerful insights into human psychology: Liking, Authority, Reciprocation, Commitment and Consistency, Social Proof, and Scarcity.

Over the next few ezines I’ll apply these to writing to help you get your way more often when you write to your prospects and customers.

Let’s tackle “Liking” first. Naturally, the more someone likes you, the easier it is to persuade them to your way of thinking. To apply it to your writing:

  • Check your attitude: Do you really have your readers’ best interests at heart? If you do, they’ll sense it and trust you more.
  • Think “relationship,” not “one-night stand.” Don’t try to get them over the line too fast. By all means ask for the sale, but show you care more about them than the deal (“People don’t care how much you know until they know how much you care”).
  • Ensure your writing looks good. How’s your branding, layout, neatness, etc? People warm to “classy,” not “scruffy.”
  • Get feedback on your tone. Does your writing sound friendly, professional and helpful, or officious, abrupt or long-winded?

Of course, our “Write More Business” persuasive writing masterclass covers more, but these will get you thinking.

Keep your eyes peeled for “Authority” next month!

Paul sig  

BRAIN GYM: Ask a friend from a different industry to read one of your sales letters. Then ask, if they had received it, would they:
- Like you more, or less?
- Trust you more, or less?
- Feel you have their best interests at heart?

Need help? Call Likeline: (02) 9427 3127

  

Learn over lunch!

A 45-minute lunchtime seminar in your office is an excellent way to sharpen your writing, your mind and your business results. We guarantee you’ll love them!

What would you like Paul to present during your lunch break?

1. Ignite Your Writing & Results — Secrets of persuasive business writing
2. Tame the Email Beast — Get control, get opened, get actioned
3. Written-off Opportunities? — How employee writing affects competitive advantage
4. Success at Your Fingertips — Influential writing for business leaders
5. Go Write to the Top — Writing insights for ambitious EAs (Executive Assistants)

“Great topic; interesting and challenging content.”
“Excellent slides, material and presentation.”
“Entertaining, knowledgeable, relevant.”
International Coach Federation

More info (website)
Please call to explain more (email)

 Paul and Petrina

Magneto Communications Pty Ltd

Phone/fax 1300 658 580

www.magneto.net.au
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