<div class="bbWrapper">Just finished Pre-Suasion by Cialdini. This is definitely one you have to listen/read twice.<br />
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What was striking about this book is that the sale happens before the sale.<br />
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Just like we used to think you made a sale by the words that come out of your mouth. Only to then discover, 80%+ was body language. Pre-Suasion is similar, in that the sale comes from the environment, and before you even utter a word.<br />
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For example, imagine 2 restaurants with the following names: Rue 17. House 37.<br />
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Both are of equal quality and value. However, customers are more likely to purchase a higher priced meal in House 37.<br />
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Or another example is increasing the price of food, to increase customer satisfaction. I noticed the Asian buffet in my town raised their prices by 77%. The place is more packed than ever. Same exact food and service. If you have the time, look up how buffets make money. It's fascinating. (Not an example in the book)<br />
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Likewise, you can trick people into success.<br />
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Simply putting up posters of someone winning a race, is enough to make the viewer more goal oriented.<br />
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Or...<br />
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How about marginalized groups? People who are under societal pressure to not do well in school? Well you can push their scores up without all the political trickery of padding results.<br />
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Again, put up a few posters, but this time of successful people who look just like them. I think we've known this for a while, just not applied to academics. If there is a task no one has been able to complete, then someone comes along and does it. Then soon after, other people start completing it as well. This is because they now know it can be done.<br />
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How about a principle that's related to current events?<br />
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Nike.<br />
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Pre-suasively, we give importance to what we're paying attention to.<br />
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And it's at an all time high:<br />
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While the controversy will hit them short term, (barely as we can see at the last candle), most people will forget by the next news cycle. However, those Nike connections in their head will strengthen.<br />
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More importantly, by the exposure effect, people who don't even care about what everyone is mobbing about, will subconsciously gravitate towards Nike. (Adidas who?)</div>
