So what happened? If you guessed the former group gave the book higher ratings, you win. A third-party endorsement is incredibly valuable.
Cialdini shares another neat trick his colleagues applied to a real estate firm. The receptionist originally answered the phone and directed callers with phrases like, “Oh, you need to speak to Judy; she does rentals.” She was recommended to change this to, “Oh, rentals, you need to speak to Judy, who has over 15 years’ experience renting properties in this neighborhood.”
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To the Point: Because I Said So
So what happened? If you guessed the former group gave the book higher ratings, you win. A third-party endorsement is incredibly valuable.
Cialdini shares another neat trick his colleagues applied to a real estate firm. The receptionist originally answered the phone and directed callers with phrases like, “Oh, you need to speak to Judy; she does rentals.” She was recommended to change this to, “Oh, rentals, you need to speak to Judy, who has over 15 years’ experience renting properties in this neighborhood.”