Can't read this? Click here.
   

The “Influence” series: “Social Proof”

Also below:
1. Our article: “Writing Wrongs” (in Aug. HR Monthly)
2. Podcast of Paul’s “Pitching on Paper” presentation

Hi,

Feeling sheepish? Your readers are. Well, they (like all of us) can act like sheep when making decisions.

Ever notice yourself checking what others are doing when you’re unsure what to do? We all take cues from others about whether to eat chicken with fingers or a fork, how fast to drive, and how to dress at work.

This is Cialdini’s* Social Proof in action. How much more “sold” are you on an Amazon book when you see hundreds of others have “rated” it highly? “All those people can’t be wrong!” (you think).

And the more similar your “reference” is to your reader, the better (e.g. a banker's testimonial will sway an accountant more than one from a plumber). See how SalesForce do this.

Humans like shortcuts and often react based on only partial evidence. Here’s how to leverage that in your writing:

  • Testimonials. Ask for them straight after you’ve worked for clients, and include them in your marketing. But keep them short.
  • Case studies. Especially powerful when you include specific, measured results you achieved. Keep these short, too (example).
  • Big names have big impact, so highlight well-known and respectable companies who’ve used your business.
  • Pictures of your typical target audience enjoying your product/service will reassure your clients they’re in the right crowd.

Next month you'll learn tips on how to use the last Cialdini principle, Scarcity, to get your readers to act NOW.

See you then,

Paul and Petrina

   
 

Get 'em committed

The Power of
“give & take”

Use “Authority” to your advantage

Influence at your fingertips

Do you write Old Style or New?

Keep it short, sport

Fat-free writing tips

It's all about YOU!
   

 
Paul sig  

* For an intro to this series of persuasive writing tips see our April issue.

BRAIN GYM: Find “references” to third parties in your writing (testimonials, case studies, pictures, client lists, etc) then ask these questions:

  1. Are there enough of them?
  2. Are they the calibre of who you want to be working with? (Remember, “like” attracts “like.”)
  3. Are they visible enough when people visit your website or read your writing?
 

Our HR Monthly article: Writing Wrongs

This month HR Monthly featured Paul’s article on excellent business-writing tips.

Why not shoot it to your workmates to help their writing?

Get it here (95kb PDF).

_________________________________________

 Does your writing need a workout?

“Pitching on Paper” podcast

Time to hike your proposal “hit” rates?

Then hear Paul’s “Pitching on Paper” presentation at the American Club earlier this year.

Your complimentary MP3 is at the top of this list.

_________________________________________

  

Learn more >> EARN more!

Get it Write (Professional business writing)
17 October 2007: Limited seats available

Write More Business (Persuasive writing)
31 October 2007: Limited seats available

“My team immediately saw changes in my writing (punchy subject lines, shorter sentences, involvement techniques). Thanks!”
Delphine Caprez, Goldman Sachs JBWere

For in-house courses, click here

  

Magneto Communications Pty Ltd
PO Box 706, Vaucluse, Sydney NSW Australia.
Phone (02) 9337 6574  Fax (02) 9337 6874

www.magneto.net.au
Got a comment?
Was this sent to you? Subscribe for free.

Manage your subscription | Unsubscribe

Your email is safe with us: We’ll never sell, display or give your email address away. We'll email you purely with information and ideas to give you better writing results.