The Psychological Power of Authority You’ve probably heard of the old Stanley Milgram psychology studies, where average people were told by an authority figure – which was a researcher in a white coat — to deliver electric shocks to someone else whom they couldn’t see. Of course there weren’t real shocks being delivered, but the […]

The Psychological Power of Honesty I know it seems like common sense that you should be honest. But the truth is, a lot of people seem to think that marketers and sales people aren’t honest. Just ask anyone what their impressions are of used-car dealers. That’s an entire profession where everyone tends to be lumped […]

The Psychological Power of Specificity People are always a little skeptical whenever they’re reading bold claims in ads or other content. However, there are ways to reduce their skepticism and make them more likely to believe what you’re telling them. One of these ways is by being specific about your claims. Take a look at […]

The Psychology Power of Credibility Whenever your prospects are reading your sales letter or other content, they’ve got their defense shields up. They’re skeptical. And one of the thoughts that will be floating through their head is this: “Why should I listen to this person?” You need to give your prospects a good reason. In […]