Copywriting Takeaways from Dr. Cialdini and Friends

<img src="https://copywriterspodcast.com/images/banner/copywriterspodcast216.jpg" /> <br />Every marketer has their favorite books and experts. One of mine is Dr. Robert Cialdini, who wrote “Influence: The Psychology of Persuasion.”<br /> It’s a classic and I’m sure many of you have read it and found it incredibly useful.<br /> That’s not his only book, though. Dr. Cialdini got together with a couple of friends… a prof and consultant from the UK, Steve Martin -- no, not THAT Steve Martin -- and a prof from the UCLA biz school, Dr. Noah Goldstein. They put together a neat book called “The Small Big.”<br /> It’s unique as far as I know because it lists tiny little things you can do, or changes you can make, that turn a no into a yes.<br /> For some reason it was very hard to find when I got my copy a few years ago. Luckily, today it’s really easy to buy on Amazon. Even as a Kindle.<br /> OK. So what we’re going to talk about today is a little different than what we usually talk about, or what I’ve heard anyone talk about in the area of copywriting.<br /> This is not about hooks or bullets or storytelling., Or smart hacks to make an upsell bring in more revenue.<br /> Now before we get into this, I want to point out that these little hacks, by themselves, are not designed to make money for you. They’re not.<br /> Instead, these are what I would call “strategic tactics.” By that I mean, little things that can turn the tide.<br /> What’s so appealing about them to me is that they have all been proven through research experiments AND they ring 100% true to repeated experience on my part.<br /> These tactics were not originally developed for copywriting, but for persuasion at large — often in large organizational settings. But it’s easy to see how they can be transformed into powerful boosters for any copy that’s fundamentally sound to begin with.<br /> Here are the tips we explore in detail, with easy ways to apply them to copy:<br /> 1. Creating Maximum Credibility for an Expert<br /> One small thing you can do to ma