Review of Methods of Persuasion.
I have a beef with a few of the examples in the book.
He tries to read our mind when we choose the number 7. Well, the number 7 is the most popular number to choose from a list between 1 – 10. We didn’t really need to be primed with dwarfs or being lucky. I would have been more impressed if he made it more challenging for himself by trying to get us to think of the number six. He could have primed us with the Devil and intimate relations, but, no he went with the most popular number. Kind of cheap in my opinion.
The second example was guessing that we would say carrot. Again, this is a very popular vegetable. When I was ten years old, a classmate said he would read my mind. He asked me three math questions in which the answer was always 15. Then he asked me to name a vegetable. I said carrot. I think carrot worked because it rolls of the tongue. All the other popular vegetables have more than two syllables: cucumber, green (or red) pepper), broccoli, onions. These are vegetables that we think of in our salad. So, again, I would have been more impressed if Nick had tried to guess that we were thinking of eggplant or asparagus.
The two examples I mentioned above and Nick used are old parlor tricks. Look on YouTube, all the “mind reader” use carrot as the word to guess. Not very impressive..
Although his examples on You Tube are very impressive.
That’s schema
[Raise Expectations]
I like his section about anchoring. I see this all the time. I hear people say, “Well, I may not be the best looking guy in the world,” or “I’m not a billionaire, but…”
He talks about raising expectations. He uses his own book on raising expectation. I can tell you I experience this a lot. When I go to a movie and the usher takes my ticket and says, “Oh, you’re gonna love this movie. I saw it last night,” I immediately go in with a new positive attitude, whereas I was skeptical when I first bought the ticket.
It really works!
It’s funny though, Kolenda uses a similar example in his third section: Trigger Social Pressure. In it he uses a waitress telling a customer about a “Great choice” as an example of compliments to elicit a tip.
He talks about the primacy effect and how the order of things make a difference and also comparison. Well, it certainly worked on me. Before I read this book, I just read Influence by Cialdini and hated it.
That book was boring. This book by comparison was phenomenal. Now, writing this review, I am reading Kolenda’s book for a second time, and I will have to say that I am not as impressed with it as I was when I read it immediately after reading Cialdini’s lousy book. That’s interesting to note.
One thing I found interesting was when Kolenda mentioned that we like brands that use the same letters as our name known as “name-letter effect.” For years, I tried to like A & W Root beer just because of the letters. But in the end, I hated it and had to go with Barq’s. Every time, I see a house under construction, I see AW windows and I say to myself, “Those are really good windows.” I don’t know anything about windows. What am I talking about?
I’m ending this review because I am tired of typing. Thanks for reading. All in all, this book is definitely worth reading despite some of the parlor tricks.
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Excellent Presentation, Examples, & Demonstrations As He Uses What He Teaches
Reviewed in the United States on October 18, 2018
Kolenda Created an Excellent Presentation, Examples, & Demonstrations As He Uses What He Teaches in This Exceptional Book.Like Daniel Kahneman and Robert Cialdini, he points your eyes to actual research. Then he makes observations and demonstrations for ways to use these in our everyday lives... And especially for marketers.I'm having a great time highlighting, dogearing, and writing wherever I can find space.Buy it. Enjoy it. Consume it. And do whatever it takes to make it stick. Then use it.Yea Nick!
Reviewed in the United States on October 18, 2018
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