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Persuasion Machines
A review of Richard Dawkins’ The Extended PhenotypePRL Guest Post by Robert Sherwood
Introduction
Most books on persuasion are written as how-to manuals. They may include information about social science research to explain why persuasion techniques work, or may include information about history’s greatest persuaders. Primarily, though, persuasion books are made to help you use or resist persuasion techniques.
Everyone’s unique DNA is passed down from generations before. Image “dna security system” by jon jordan. The Extended Phenotype, by British evolutionary biologist Richard Dawkins, is not like those books. (more…)
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If most people fail to meet their goals, why would they have good advice? (My Life in Advertising: Chapter 8)
Last week on PRL, we discussed Hopkins’ career in medical advertising. After seeing all the cash being made by his own advertising efforts, Hopkins gets interested in his own profits.
Chapter Eight, Hopkins is recruited to work at Liquozone, a failing company selling another medical tonic.
Liquozone was Hopkins’ own medicine company after investors really spent $100,000 to buy the product rights for the US market. Against the opposition of his friends, Hopkins takes the job. He is to be paid no starting salary. He reasons that if most people fail to meet their goals, why would they have good advice? [tweetthis display_mode=”button_link”]”If most people fail to meet their goals, why would they have good advice?” [/tweetthis]
Hopkins creates a new scheme for Liquozone, where six bottles are available for $5, guaranteed to work. Again, he has a druggist sign the paperwork for the guarantee, lending authority to the tonic.
Light through the ear? Because yeah, druggists have the best reputation. Image by Arallyn, Flickr, By-CC-2.0 “I had a proposition which no reasonable person can refuse.” Hopkins insists that a salesman should remove all attempt of protecting himself in a deal. Make an offer that the buyer should not reasonably refuse, and the sale is easy.
Vague facts never sell as well as specific claims, such as the price of Liquozone. Image by Arallyn, Flickr, CC-By-2.0 Within one year, Hokpins has enough sales to turn the Liquozone company around with a large profit. The advertising lesson learned is “ask a person to take a chance on you, and you have a fight. Offer to take a chance on him, and the way is easy.” [tweetthis display_mode=”button_link”]”Ask a person to take a chance on you &you have a fight. Offer to take a chance on him…”[/tweetthis]
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Persuasion Articles of the Week
“Brains” by Neil Conway, Flickr, CC-By-2.0 -
Persuasion Articles of the Week
Image by daniel.stark, Flickr, CC-By-2.0 -
Hopkins’ Great Mistake and Great Satisfaction (My Life in Advertising, Chapters 18 & 19)
Successful people look successful from the outside. They only get that way by making (and learning from) many, many mistakes on their way to greatness.
Claude C Hopkins made many mistakes in his career, as we’ve learned while reviewing his 1927 book, My Life in Advertising.
Most of Hopkins’ mistakes were small marketing and advertising tests. They were intentionally designed to have a successful outcome and a failed outcome, to refine his ads and better hone his craft.Chapter Eighteen, Hopkins’ Great Mistake. At age 21, Hopkins is advised by his boss, Mr. Bissel, to not get tied to the company. Hopkins remains an employee over the next decades while he watches others in his field build their own firms. He laments that he’s taken many risks that bring reward to the vendors or failure to the ad-man, while the ad firm gets the lion’s share of the earnings.
Hopkins wishes he had struck out on his own. He eventually did, starting a successful cosmetics company.
Nineteen, Some Personal Things. Hopkins talks about his lifelong love of work. He tells how he woke early to encourage the homeless to work. He inspired his daughter’s suitors to work harder. “They found that… winning a contract was better than winning a trophy.”
At the end of his career, Hopkins is disinterested in his finances and doesn’t want to know the value of his property. Instead, “Now I have the privilege of setting down my findings for the men who follow me…. I have gained… the satisfaction of knowing that I have discovered some enduring principles.”
This is the fifteenth part in a chapter-by-chapter summary of Claude C. Hopkins’ My Life in Advertising. First published in 1927, this book was as insightful then as it is today. I encourage you to sign up for PRL to learn more about persuasion and influence today!
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Persuasion Articles of the Week
“Brains” by Neil Conway, Flickr, CC-By-2.0 -
Hopkins’ Essentials of Advertising (My Life in Advertising: Chapter 17)
After reviewing Hopkins’ accomplishments, we get to the most important chapter of the book, Chapter Seventeen, Scientific Advertising.
Hopkins compares advertisements with salespeople. Each must prove their worth. Track results to know what is effective and what is not. Some techniques won’t work in various industries.
Image “Money bw” by Monochrome, Flickr, CC-By-2.0 But some truths are universal. Hopkins lays them out in this essential chapter.
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The Three Interests An Advertisement Must Serve (My Life in Advertising: Chapter 16)
I don’t know about you, but I’m wary of ads that push the status quo. “Everything’s OK,” they say. “We’re the brand you know and trust.” Those brands aren’t working to keep our business.
Advertisements with selfish appeals don’t interest a reader. Advertising great Claude C. Hopkins stresses service in advertisement. It’s a theme throughout his book My Life in Advertising.
Hopkins applied this service outlook in his advertisements and his career. Hopkins’ great success comes from service to others, not to himself.
Chapter 16, “Reasons for Success,” focuses on the business of advertising.
The influential advertising person, you, must serve three interests.
Image “_MG_8515.jpg” by Tibor Kovacs, Flickr, CC-By-2.0 -
Persuasion Articles of the Week
Image “Put your hands up in the air” by Thomas Leuthard, Flickr, CC-By-2.0
