The full title of this book by Roger Dooley is
“The Persuasion Slide – A New Way to Market to Your Customer’s Conscious Needs and Unconscious Mind: Use Psychology and Behavior Research to Influence and Persuade“.
In my review of the book posted on Amazon.co.uk, I rated it at the Four Stars level. This means I consider the book to be good to very good.
Here is my book review.
A nice mental model of the buying process
Copywriters have talked about the slippery slope or greasy slide for many years. It’s a metaphor for building up momentum as the copy is read, as the person moves from “this looks interesting ” to “I must have this in my life, right now”.
The author has taken this idea and thought about the different steps involved with getting from top to bottom. There are four:
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- Gravity – the desire to solve , the motivation of the buyer
- The Angle of the slide – the motivating factors provided by the marketer
- The Nudge – this is what starts the process, it may be an marketing message but it could come from elsewhere
- Friction – anything that makes the slide difficult.
This is neat and supports the two types of mental processing in the conscious and unconscious mind.
The author seemed to spend a long time talking about getting email sign-ups but this seems to trivialise the idea which is a shame. Indeed much of the discussion was focused on Internet marketing but the principles will apply in the offline world as well.
It is available to buy from Amazon.co.uk and Amazon.com.
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