This Won't Scale: 41 Plays From The Drift Marketing Team To Help Your Business Cut Through The Noise, Grow Faster Than The Competition & Thrill Your Customers

by Dave Gerhardt

in Influence: The Psychology of Persuasion Dr. Robert B. Cialdini breaks down the psychology behind why people say “yes.” There are six universal principles behind persuasion: 1. Reciprocity – pay back what we receive 2. Scarcity – people want what they can't have 3. Authority – people follow credible experts 4. Consistency – consistency with past actions 5. Liking – people say "yes" to things they like 6. Consensus – looking for what others have done Dave printed out these six principles and has them taped to the top of his desk. That way every time he writes a new email or blog post he makes sure he hits all of them in his message. Now all of us on the team do that. It’s our recipe for writing great email, blog and landing page copy.