#cuba #masshysteria #computersimulation #fear #russia
Tag: marketing
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Persuasion Articles of the Week
Is Cuba attacking our diplomats with sound waves? Photo “03_2015_Cuba-287-Edit.jpg” by Jana Allingham, Flickr, CC-By-2.0 -
Three Types of Liking: People Liking Consumables (Part 3)
You like things? I like things! It’s hard not to, am I right?
Liking others, and being likable, is essential in the art of persuasion. People don’t help or support those they dislike.
Photo “CL Society 218: Crossing arms” by Francisco Osorio, Flickr, CC-By-2.0 But what if the things that someone likes aren’t capable of reciprocating that affection? They’ll forever support that, too.
People will dismiss an opportunity for improvement or learning if it means they might have to question their behavior… or their access to a favorite treat.
I could never eat healthy — I like cookies too much!
I love my morning Frappachino!*
Well, I don’t smoke that much.
This represents the most insidious of all the Liking: Consumables. Food, soda, beer, drugs.
*It’s 2017 — is Frappachino still a thing? (more…)
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Persuasion Articles of the Week
“Old Computer” by Marlo Mckenzie, Flickr, CC-By-2.0 #brand #marketing #AI #silence #branding #trump #memories
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Persuasion Articles of the Week
Image “our bench days” by phlubdr, Flickr, CC-By-2.0 #reality #bias #marketing #bigbusiness #badscience #identity
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“I aim very high, and then I just keep pushing”
Not everyone is born a deal-maker, Trump warns us. Some people have the instincts, and some don’t. Even if someone has the instincts, they may never get off their couch to try something more ambitious. People are afraid to take chances and that holds them back.
I think we can agree that Trump has been in business for a very long time. He probably knows a thing or two about deals.
“Trump Tower” by Tripp, Flickr, CC-By-2.0 Chapter two of The Art of the Deal covers Trump’s approach to deal making.
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How to Please Your Customers: Hopkins’ My Life in Advertising Wrap-up
My new boots came in the mail. They were far too small. I felt like a kid again and my feet had grown over the summer.
These boots had everything I wanted. Leather, waterproof, and insulated, I expected to keep them for years. But of course, they had to fit right.
Winter Boots are a necessity around these parts. Image “What’s Down There?”by James, Flickr, CC-By-2.0 Luckily, the online retailer made the exchange simple and free. I mailed the boots in to try a second pair, and I waited.
It was going to be a cold, snowy Thanksgiving in Wisconsin.
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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!
