The Science of Pre-Suasion


Marketing Podcast with Robert Cialdini

Like so many others in marketing, one of the first books I read was Influence. Today this is required reading for anyone trying to persuade through writing, messaging, speaking – pretty much any form of communication. The principles outlined in this book have stood the test of time.

So, it’s a pretty darn big deal when the author of said book, Dr. Robert Cialdini decides it is time to add to the conversion slightly 30 years later.

I asked him why it took so long to write his second book and his answer is testament to just how important his first work is. He said, “I didn’t want to plant a bunch of shrubs around a great tree, I wanted to wait until I had another tree.”

My guest for this week’s episode of the Duct Tape Marketing Podcast is Dr. Robert Cialdini, author of the legendary NY Times Bestseller book, Influence (which sold over 3 million copies and has been published in over 30 languages.) He is also the founder of Influence at Work and author to a new book called Pre-Suasion: A Revolutionary Way to Influence and Persuade. Robert and I talk about the science behind communication and how the message before the message is key.

Pre-Suasion adds a simple notion to the conversation of persuasion. The big idea of this new work, Pre-Suasion is that there’s a step that must happen before you deliver your key message and that it’s the state the listener is in when they hear your key message that determines how receptive they will be to it. Without this set-up you may be less likely to persuade.

Dr. Robert Cialdini, frequently regarded as the “Godfather of Influence,” knows all about persuasion, compliance, and negotiation. His books are the result of decades of peer-reviewed research on why people comply with requests.

Questions I ask Robert Cialdini:

  • Can you describe for us the research that went into your newest book, Pre-Suasion?
  • Do we need social proof and consistency for this kind of pre-suasion to be effective?
  • Some people may view this as “tricking.” Are there unethical elements in influencing?

What you’ll learn if you give a listen:

  • How altering the mindset of the moment, referred to as “privileged moments,” can create a state of mind for recipients in communication
  • What a tactical approach to influence is and how environment plays a critical role
  • Why asking for a person’s advice, versus asking for an opinion, can encourage collaboration and support

Learn more about Robert Cialdini and Influence at Work here. Buy Robert’s book, Pre-Suasion: A Revolutionary Way to Influence and Persuade, here.

SEO for Growth


Marketing Podcast with Doug Burdett, John Jantsch & Phil Singleton

In my book SEO has risen beyond the tactic level to the strategic level – in fact, that’s precisely why I teamed up with SEO pro Phil Singleton to write a new book on the topic called SEO for Growth – The Ultimate Guide for Marketers, Web Designers, and Entrepreneurs.

The word growth carries a strategic element to this topic and as you’ll hear in this episode I think basic SEO practices must become a part of planning, messaging, editorial decision making and even to some degree the products and services offered by a business.

For today’s show the microphone has been turned as the host for this week is Douglas Burdett, founder of Artillery Marketing and host of the Marketing Book Podcast. He interviews authors every week about the latest in modern marketing and, for this week’s episode of the Duct Tape Marketing Podcast, Doug interviews me and Phil Singleton, CEO of Kansas City SEO & Web Design. Phil and I are co-authors of SEO For Growth: The Ultimate Guide for Marketers, Web Designers & Entrepreneurs.

SEO for Growth is Your One-Stop Digital Marketing Guide. Marketing is no longer about mass-market advertising and outbound sales; it’s about capturing demand — grabbing the attention of people already looking to make a purchase or acquire specific knowledge. To do that, your content needs to be at the top of Internet search results and this book will explain it all.

Questions Doug asks Phil and me:

  • Tell us more about the quote in your book: “We have heard grown men cry when hearing that their website is absolutely useless…”
  • Can you explain why and how content is such an important part of SEO?
  • What should companies be looking for and what are the red flags that stand out when looking to outsource SEO?

What you’ll learn if you give a listen:

  • How SEO has evolved over the years and what technical and non-technical “tweaks” you can make to optimize your website
  • Why keyword research, content and link-building are all critical components of SEO
  • How incorporating an SEO mindset can help simplify the process and make you realize that it’s all about “stuff you should be doing anyway”

Learn more about our guest host, Douglas Burdett, his company Artillery Marketing and his podcast The Marketing Book Podcast. Find out more about our book, SEO For Growth: The Ultimate Guide for Marketers, Web Designers & Entrepreneurs, see what top influencers are saying about it and take advantage of the free downloads hereSEO for Growth is also available on Amazon – just click HERE. My co-author, Phil Singleton, of Kansas City SEO & Web Design, is a self-described “SEO grunt” obsessed with tweaking websites for search engine optimization and functional performance. He is also a Duct Tape Marketing Certified Consultant and co-author of the award-winning, Amazon best-seller “The Small Business Owner’s Guide To Local Lead Generation”

Rolling Out The Red Carpet For Your Customers

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Marketing Podcast with Donna Cutting

Let me ask you this – think about how much time you spend trying to get clicks, drive traffic, make the phone ring. Now, compare that to how much time you spend making sure your customers have an amazing experience every single time they interact with your company.

See any gaps? We’re all so busy trying to generate leads that we forget the most potent source of new business is a whole bunch of very happy customers.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Donna Cutting, CSP, Founder & CEO of Red Carpet Learning Systems. She is also the author of 501 WAYS TO ROLL OUT THE RED CARPET FOR YOUR CUSTOMERSDonna and I discuss what it means to give your customers the “red carpet” treatment.

Donna knows all about providing exceptional service. She leads a team of experts that train organizational leaders to turn prospects into delighted customers and delighted customers into raving fans.

Questions I ask Donna Cutting:

  • How do you measure the value of good service?
  • In some cases, the bar for good service isn’t very high, so what are some ways that companies can go above and beyond to deliver a memorable experience?
  • With the title of your book starting with “501 ways,” can you pick a couple of your favorite ways to roll out the red carpet for customers?

What you’ll learn if you give a listen:

  • What actionable and tangible ideas you can use to raise the bar in service for your organization
  • How the customer experience is directly related to your sales and marketing
  • What the three components of great service are and why consistency is critical

Learn more about Donna Cutting and Red Carpet Learning Systems here. Buy Donna’s book, 501 WAYS TO ROLL OUT THE RED CARPET FOR YOUR CUSTOMERS, here.

I Know You Are Tired of Hearing About Content, But . . .

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Marketing Podcast with Rachel Parker

Content, content, content – are you sick of it yet? The problem is that the need for strategic content is not going away anytime soon. The good news is that if you understand the strategic part of content creation and amplification, you won’t need to produce as much.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Rachel Parker, CEO of Resonance Content Marketing. She is also the author of The Content Marketing Coach: Everything you need to get in the game … and win! Rachel and I discuss the best strategies and tactics involved in producing high-quality content.

Rachel knows all about content marketing. Throughout her 15-year marketing career, she’s developed a distinct talent for being able to communicate in the voice of the client. Rachel has helped well-known brands to connect with their customers.

Questions I ask Rachel Parker:

  • What exactly is content? And what are some suggested approaches for small business owners, or someone that just doesn’t have a lot of time, to produce quality content in a timely manner?
  • How do you make content the voice of strategy, versus just another tactic?
  • Do you have tips for creating content that people really want to share?

What you’ll learn if you give a listen:

  • Why a blog or frequent publishing is essential for any business
  • How to really identify with your audience and, in turn, produce content specific to their needs
  • What constitutes a good marketing strategy and how it effects your sales funnel

Learn more about Rachel Parker and Resonance Content Marketing by visiting You can reserve your copy of her latest book, The Content Marketing Coach, here.

This week’s Duct Tape Marketing Podcast is brought to you by Alignable!
Alignable is the network exclusively for business owners to network with each other, generate referrals and co-promotions together. Connect with fellow business owners nearby in your community today!