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.”
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.”