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“The triumph of persuasion over force is the sign of a civilized society.”

— Mark Skousen

People believe the craziest things — despite being proven wrong.

by JERRY SILVER // Twitter, Facebook, Instagram
Digital PR specialist and CEO at Spin Factory

15 years in PR has taught me a thing or two about spin.

Unfortunately, people tend to believe in whatever version of a story that benefits themselves the most — or the version that’s coherent with their existing view of the world1 (they are often one and the same). Evidence and facts tend to have little effect on those who have made up their minds. It’s often enough to sway people by casting enough doubt on the truth. Especially if the truth is somehow inconvenient.

It’s often enough to sway people by casting enough doubt on the truth — especially if the truth is somehow inconvenient.

Here’s how:

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Social platforms often use the low-ball squeeze to lure businesses away from connecting with customers directly. Will e-commerce be next?

by JERRY SILVER // Twitter, Facebook, Instagram
Digital PR specialist and CEO at Spin Factory

Who’s in control of your audience?

Carl Waldecrantz, CEO and co-founder of Tictail, delivers an anti-website observation in The Death of Webshops (Huffington Post):

“Over the years that have passed, I have witnessed the deconstruction of websites as one part after the other have been moved elsewhere. Support to Twitter, Forums to Facebook, Blogs to Tumblr and now Medium, Videos to YouTube and now Snapchat, Opening Hours and Directions to Google Maps, Images to Instagram and so on.”

Waldecrantz then goes on to make the point that webshops, too, should be relocated onto third-party e-commerce platforms — like Tictail.

But before we give away the farm, let’s talk shop:

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This is going to be a short post, so pay close attention, dear readers. I’m going to reveal a favourite trick known to most conversion specialists, but not to the average digital marketer. It’s fun — and a little bit weird, too. We all debate (well, some of us) colours of buttons for maximum conversions. […]

by JERRY SILVER // Twitter, Facebook, Instagram
Digital PR specialist and CEO at Spin Factory

This is going to be a short post, so pay close attention, dear readers.

I’m going to reveal a favourite trick known to most conversion specialists, but not to the average digital marketer. It’s fun — and a little bit weird, too.

We all debate (well, some of us) colours of buttons for maximum conversions. But there are more to getting that oh-so-important click than that …

Here goes:

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By know, most are getting used to the idea of including CTAs (call-to-actions) in their online messages. A call-to-action is basically where you tell people what to do next. Let’s just contemplate this for a while … what to do next? Having struggled with creating great content, publish it in a timely manner while being […]

by JERRY SILVER // Twitter, Facebook, Instagram
Digital PR specialist and CEO at Spin Factory

By know, most are getting used to the idea of including CTAs (call-to-actions) in their online messages. A call-to-action is basically where you tell people what to do next.

Let’s just contemplate this for a while … what to do next?

Having struggled with creating great content, publish it in a timely manner while being social with your community. If you forget about the next part, you’re of course excused. It’s pretty easy to forget about it.

However, I would argue that this next is the most important aspect of them all.

Here’s why:

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People will always be wanting you to deliver value. By using the value triangle to set people's expectations, you position yourself better.

by JERRY SILVER // Twitter, Facebook, Instagram
Digital PR specialist and CEO at Spin Factory

It could be your boss, your client, your customer, or your spouse.

We all find ourselves in situations where we must to deliver value to someone else.

But it’s obviously important to manage expectations. One powerful persuasion technique is to ask for clarification in terms of priorities using the value triangle.

Make them decide what not to prioritize!

Here’s how:

See the model explained >>

"But I'm not after you, I'm after them." Remember the epic scene from the spin doctor movie 'Thank You For Smoking'?

by JERRY SILVER // Twitter, Facebook, Instagram
Digital PR specialist and CEO at Spin Factory

If you’re into persuasion techniques like I am, chances are you’ve seen the movie Thank You for Smoking.

If you haven’t, I can recommend it to anyone in working with PR — it’s awesome.

It’s the story about Nick Naylor, a lobbyist for Big Tobacco who showcases some astonishing moral flexibility to be able to do his job. And what’s makes the movie so fun to watch is that he’s so good at what he does. Not only that, but he also has a son (with his ex-wife) that he desperately tries to bond with.

In the movie, there’s one scene, in particular, you should watch:

The ice-cream debate.

Here goes:

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