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You can find it on Amazon or anywhere you buy books.
If you are a marketing student (like I am) it's a great addition to your marketing library. This is a "hyper condensed" version of the information in the book.
From my 40 years of experience in selling insurance (and studying what works in marketing in many industries) I know that these 6 "triggers" have been the deciding factor in millions or purchases for billions of dollars of goods and services.
When you are designing your marketing and sales materials keep them in mind.
It doesn't matter whether you are offering something with a high or low price, people and companies (run by people) tend to buy anything and everything based on 1 or more of these 6 areas of interest, these 6 "triggers"...
#1 - Authority
You stand a better chance to get people to buy what you are offering if you are considered and expert, an authority.
Craft your marketing around what makes you "all that".
#2 - Scarcity
Do you have the last 10 cases of toilet paper during the COVID panic?
That's scarcity.
And most businesses have both legitimate and perceived scarcity.
In the life insurance business, when we suggest someone buy some coverage we remind them that if they are healthy today they probably qualify for coverage but if they develope a health problem tomorrow...
They may not be able to get ANY coverage and/or they may have to pay a lot more.
That's scarcity.
#3 - Liking/Likeability
I really like a number of people in the online marketing world like Jim Edwards (a copywriting guy), John Lee Dumas (a podcast guy), Frank Kern (a marketing guy) and a couple dozen others.
When I see one of their offers I'm more likely to pay attention and more likely to buy what they are offerings. Why....
Because I like them.
Be likeable. Not to the detriment of your ethics or your principals of course, but remember if an audience likes you you can "screw up" a lot of things and they'll still buy from you.
#4 - Committment/Consistency
Leading people towards making decisions that lead them to happily invest their money in your products and/or services is a path that involves a series of small agreements.
They agree that they have a "problem". They agree that their are many solutions to that problem. They agree that you have something that might help. They agree that you understand the problem that they are trying to solve. They agree that you are fair and honest, They agree that you the are competitive in price for the products and/or services you offer.
and on and on and on....
Be sure to craft your message(s) recognizing that people don't let YOU "tie" them down so much as they want you to give them reasons to convince themselves.
#5 - Social Proof
Joseph Pulitzer (the Pulitzer prize guy) said...
"It only serves to show what sort of person a man must be who can't even get testimonials. No, no; if a man brings references, it proves nothing; but if he can't, it proves a great deal."
Social Proof is the art and science of getting people to say nice things about you.
You should do business with me because these other people already do. That's what you are saying when you invoke the power of social proof.
Be sure you are learning/mastering the art of getting people to become your advocates, your fans and ultimately/ideally your disciples/advocates.
#6 - Reciprocity
Most people have a very real adversion to debt. They don't want to "owe" anybody for anything.
When you give someone else something, some value for them and their family or business you invoke my favorite of Robert Cialdini's pricinples, the principle of reciprocity.
Give people something that they don't have but do value and they will want to reciprocate. In fact, most people feel uncomfortable if they don't give back. (Not all people of course but all the people that you want to do business with).
Those are the Cialdini 6
Consider how to use them in your business. If you need some coaching, get in touch. I'm happy to give you my opinion about your marketing for free because...
I'm a big believer that if you find value, you'll reciprocate
