10 Things You’ll Learn in “The System Club Letters” by Ken McCarthy

11:17pm Tuesday

Saint Paul, Minnesota

 

Good day reader, what’s the news?

 

PRL has been keeping me busy.

‘Busy’ is one thing… but I’m looking for a Big Idea.

Because I don’t know–

What’s my next step with Persuasion Reading List?

"The System Club Letters" by Ken McCarthy. Photo by Jeffrey Thomas
“The System Club Letters” by Ken McCarthy. Photo by Jeffrey Thomas

 

Lucky me, Ken McCarthy has me covered in chapters 31 to 34 of his book, The System Club Letters: 57 Big Ideas to Transform Your Business and Your Life.

The other 53 chapters are pretty insightful too.

Continue reading “10 Things You’ll Learn in “The System Club Letters” by Ken McCarthy”

10 Things You’ll Learn in “The Boron Letters” by Gary C. Halbert

Good day PRL reader!

I’m at the dining-room table, finishing my licorice tea and wrapping up this week’s post about an excellent book on direct-mail marketing.

If you send email or physical mail to your clients… this book might be just what you need to increase your conversions.

The Boron Letters by Gary Halbert and Bond Halbert. Continue reading “10 Things You’ll Learn in “The Boron Letters” by Gary C. Halbert”

Advice from a World-Renowned Copywriter (Robert Collier Letter Book, Part 1)

I’m sitting at the dining room table, hand writing some of the sales letters from the Robert Collier Letter Book while my licorice tea cools off.

Robert Collier Letter Book, 6th Edition, with the library punch card
Robert Collier Letter Book, 6th Edition, with the library punch card

Collier was a direct mail writer, successfully selling all kinds of products during his career, including jewelry, tires, books, and clothing.

Hand writing successful sales letters like these helps to slow down and focus your brain, while Continue reading “Advice from a World-Renowned Copywriter (Robert Collier Letter Book, Part 1)”

10 Things You’ll Learn From “The Secret of Selling Anything” by Harry Browne

While the financial reward of being a good salesman has it’s

Harry Browne's "The Secret of Selling Anything"
Harry Browne’s “The Secret of Selling Anything”

appeal, I’ve not historically been good at selling things to people. (Or at least that’s the story I’ve told myself!)

The last time I was trying to “sell” (as a career) was during the down economy in the early 2000s.

No one was buying, and I wasn’t making any money trying.

I’m an introvert, mostly — again, one of the things that I tell myself. I’ve practiced becoming more extroverted. I’ve intentionally put myself into situations where I need to be more extroverted.

One reason I’m drawn to persuasion because I see it as a way to interact with people. It allows me to better understand their motivations and behaviors, and to better connect with them. It pushes me to do so.

Sales, on the other hand, is a whole different beast of persuasion. To be “salesy” meant Continue reading “10 Things You’ll Learn From “The Secret of Selling Anything” by Harry Browne”

“Obvious Adams” by Robert Updegraff (Persuasion Play Podcast #003)

I started the book reviews on PersuasionReadingList.com over two years ago. The first was My Life in Advertising by Claude C. Hopkins, a classic written in 1927.

Over those two years, I’ve summarized my favorite lessons from 17 books — and I have a dozen or more on my bookshelf waiting to be read and written up or otherwise shared.

Can you justify such behavior? Image from Steve Martin's movie "The Jerk", 1979
Image from Steve Martin’s movie “The Jerk”, 1979

It’s been fun and educational on my end — and I hope on your end too!

As I continue along my PRL journey, learning about the forces that influence us and how we, in turn, can influence the world around us, I was bound to Continue reading ““Obvious Adams” by Robert Updegraff (Persuasion Play Podcast #003)”

10 Things I Learned from “The Obstacle is the Way” by Ryan Holiday

Much of what we think of as “persuasion” is really “motivation.”

The secret to “motivating people” is to find what already motivates them, and to tap into that. Because you’re not likely to change someone’s mind, and…

people aren’t going to work against their own happiness.

"The Obstacle is the Way" by Ryan Holiday
“The Obstacle is the Way” by Ryan Holiday

A great way to tap into existing motivations is to frame your argument in a way that encompasses the interests of each group. Continue reading “10 Things I Learned from “The Obstacle is the Way” by Ryan Holiday”

10 Things I Learned from “The Design of Everyday Things” by Donald A. Norman

During my last trip to New York City, we visited the World Trade Center Transportation Hub, also known as the Oculus.

"Oculus" by Jeffrey G Thomas, 2017 CC-By-4.0
“Oculus” by Jeffrey G Thomas, 2017 CC-By-4.0

The stunning architecture of this sweeping building cannot fail to impress. The inside feels huge and open like a European cathedral. The outside looks like a pair of wings, flapping in multiple photographic exposures across the Manhattan skyline.

One thing that will forever stand out about the Oculus, however, was the doors.

Continue reading “10 Things I Learned from “The Design of Everyday Things” by Donald A. Norman”

“Everything is Relative” — Lessons on Decision Making from Dan Ariely’s “Predictably Irrational”

In his 2008 book “Predictably Irrational,” Dan Ariely opens our eyes to our decision making process and how it can be used against us.

Everything is Relative.

Our choices are made in comparison to other options, and what we might lose or gain with these decisions. Unfortunately, all too often we don’t know the value of those options at all! For example, do you really know the price and quality of one television set over another?

If given a set of options, Ariely lays out the predictable choices in each:

“Drive” — 10 Things I learned from Daniel Pink

A few jobs ago in a different company, I split my time between IT Support and IT Sales. It was my first job in IT. I felt lucky to be there.

Drive by Daniel Pink
Drive by Daniel Pink

In the Sales role, my sales manager was constantly looking over my shoulder.

I would compose an email to a client and he would revise it.

I would write up a specific piece of hardware and he would suggest something different.

Continue reading ““Drive” — 10 Things I learned from Daniel Pink”