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Persuasion secrets of the top marketing pros

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I’ve started working on a major long-term project. The book, tentatively titled The Persuasion Manifesto (the name a copycat of the pretentious Cluetrain Manifesto), is a compilation of the most successful persuasive communications techniques ever developed.

My primary research method is to e-mail direct marketers I know who consistently achieve superior response rates and ask them how they do it. My secondary research is a careful study of the few dozen marketing and psychology books every direct marketer should read, to extract the one or two best gems from each (I’ll give you a quick round-up of the best of these in a future column or two).

Because I may never finish or publish The Persuasion Manifesto, but am getting such good stuff from my e-mail queries, I’m going to reprint some of the best persuasion techniques I’ve collected in this column. So here goes with the first installment:

  1. The “so what” test. After you write yo...(register to read more)

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{ 1 comment… read it below or add one }

Tom McKay April 9, 2009 at 9:12 pm

Great column, Bob. The experts’ wisdom is pretty familiar, but it never hurts to get a brief refresher. Hope you’ll continue these tips in future columns.

PS: The security characters commenters have to enter are really hard to make out. Took me three tries before I got one right.


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