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104

 – Revolutionary Ways to Enhance Your Powers of Influence with Dr Robert Cialdini

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Hosted by HerBusiness

On air:

4 July 2019

Getting marketing messages right is a fine art. What if there were a few small changes you could make, tiny changes even, that could drastically improve the profit on your next marketing project?

Research suggests that the key difference to the results you get can depend on how you present information before you get to your real sales pitch. Dr Robert Cialdini, the world’s expert on influence and persuasion calls this Pre-Suasion.

Pre-suasion involves the process of arranging for people to move in the direction of the message that we’re going to send them before they experience that message.

For example… 

When asking customers to try a new product, asking a question a particular way. 

In another example, the use of specific symbols in an email produced FIVE TIMES as many sales as ones without. Two images on a website when tested against one another, with nothing else changed, netted TOTALLY different results.

These aren’t random incidents. They’re actually the result of the deliberate use of Pre-Suasion. Now you can learn how to use Pre-Suasion to increase conversion rates in your own business.

In this podcast interview with the world’s expert on influence and persuasion, Robert Cialdini, you’ll learn how to structure information to guide customers’ attention so they buy more often. And, how to ethically influence them to buy more expensive items than they had planned to buy from you.

Listen to this podcast episode with Suzi Dafnis and  Dr Robert Cialdini to discover:

  • What are the six influence principles and how they make your marketing more persuasive
  • How to guide people to move in the direction of the message that we’re going to send, before they experience that message (ie. what to do before asking for the sale)
  • Why you should ask for your customers’ advice rather than their opinions
  • How small changes to a landing page can steer customers in a particular direction
  • Which one tiny change to an email subject line made a 5-fold increase in sales
  • How to use the principles of authority and social proof to boost sales conversions
  • Where to place testimonials on your website for best results

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About the host

Suzi Dafnis

Hi there. I’m Suzi Dafnis, CEO at HerBusiness. My BIG passion is helping women business owners to grow and scale their business, so that they can create their ideal lifestyle and make a difference in the world. Every day I am inspired by the more than 30,000 amazing women (and men!) in our community and I love finding the best education, mentors, and resources from around the globe, to help them get the skills, knowledge, and support they need to succeed. It’s been my privilege to lead HerBusiness (formerly The Australian Businesswomen’s Network) for the past 23 years (two+ decades – WOW!) because, whilst I’ve enjoyed success in business, I’ve also experienced the highs and the lows – sometimes you can feel on top of the world and in control and other times you can feel isolated, exhausted and stuck. What has made the biggest difference for me has always been having great people around me and having a lifelong commitment to learning. That’s why I am so passionate about the work we do here at HerBusiness – providing a Connection Network for women in business to get the mentors, contacts, referrals, knowledge, and skills they need to grow their confidence, make more money, build their businesses, expand their network and create the lives they love. My entrepreneurial journey started in the spare room of my Sydney apartment in 1994 when my business partner and I started a boutique events company that represented speakers and authors from the USA, here in Australia. Over the years I’ve grown multiple multi-million dollar businesses in the events, publishing and education niches – with teams in Australia, New Zealand, and the USA. Not everything has worked and there has been a degree of trial and error, and a lot of bumps in the road. But I have always had a strong commitment to always surrounding myself with great mentors and like-minded peers – a Connection Network that I can depend on and who can depend on me to be there for them too. I truly do what I love, every day.  

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About the guest(s)

Robert Cialdini

Robert Cialdini

Dr Cialdini is Regents' Professor Emeritus of Psychology and Marketing at Arizona State University. Harvard Business Review lists Dr Robert Cialdini's research in “Breakthrough Ideas for Today's Business Agenda.” He is a New York Times, Wall Street Journal, and USA Today bestselling author. Fortune Magazine lists his first book Influence in their “75 Smartest Business Books.” CEO Read lists Influence in their “100 Best Business Books of All Time.” His new book,  Pre-Suasion:  A Revolutionary Way to Influence and Persuade, is the topic of his Summit session. Dr Cialdini is CEO and President of INFLUENCE AT WORK; focusing on ethical influence training, corporate keynote programs, and the CMCT (Cialdini Method Certified Trainer) program. Dr. Cialdini’s clients include such organisations as Google, Microsoft, Cisco Systems, Bayer, Coca Cola, KPMG, Ericsson, Kodak, Merrill Lynch, Pfizer, IBM, Prudential, The Mayo Clinic, GlaxoSmithKline, Kimberly-Clark, Harvard University - Kennedy School, The Weather Channel, the United States Department of Justice, and NATO.

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