I showed the below list to two marketing consultants. They both asked me not to publish it. I then showed it to a non-marketing person. He said he was going to print the list and tape it to his computer, so he could refer to it every day. Apparently there is real dynamite here. It scares some people. It inspires others.
After writing eleven books on marketing, reading several hundred other books on persuasion and psychology published over the last century and a half, and spending more than twenty years creating advertising and publicity to convince people to do what my clients wanted, I sat down and compiled this list.
For now, here's the list:
- People will spend their last dime to be entertained.
- People will pay any amount of money to have their inner states changed.
- People will never change their human emotions or basic desires, only their dress and their tools will change.
- People will believe a wild claim if it is just this side of unbelievable.
- People want you to do what you say you will do when you say you will do it; they will reward you if you go one step further and deliver more than what they expect sooner than when they expect it.
- People respond to flattery.
- People pick up on your energy, more than on what you say or do, and decide to work with you or not based on what they sense.
- People only do things for the good feelings they get.
- People only buy from people they know, like, and trust.
- People only act for self-serving reasons, no matter what they say or you think.
- People never question their own beliefs, so don't try to change them.
- People make snap decisions about you and your business based on little things you usually overlook, even the paper stock of your business card.
- People know when you are lying, though some may mistrust their own instinct.
- People cannot tell you why they buy anything or predict if they will buy something.
- People can be persuaded to your side with a good story.
- People always respond to free offers of something interesting to them.