Friendly is Nice. It’s Not Persuasive.
How do you activate the Friendship Trigger with people who are at best acquaintances? Spoiler alert: Specificity.
Continue ReadingHow do you activate the Friendship Trigger with people who are at best acquaintances? Spoiler alert: Specificity.
Continue ReadingFor every Elizabeth Holmes con there are thousands of Chester F. Carlsons with shelved greatness. Why? They don't know how to persuade.
Continue ReadingIt took the findings of modern neuroscience to prove that even our "strictly business" decisions are driven by the emotional brain. So, how do we align our customer strategy to this challenge?
Continue ReadingLearning client needs is a great first step. But teasing out underlying motivations and benefits is what enables you to activate three essential triggers.
Continue ReadingWe are emotionally hard-wired to respond to those we like and trust. Even the smallest authentic human connection can be a huge persuasive advantage over a strictly-business approach.
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