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:
- 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.Business Books Reviews by Paul Simister (Please click). I've also narrowed these down to a list of the 12 Best Business Books For Business Owners & Entrepreneurs (Please click).
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