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I love to read books. I read over 100 books a year and really try to implement principles and tips from those that I love. I also hate traditional sales advice and have worked on building my business differently from the typical salesperson, trying to serve my clients better by learning and practicing in a different way. Nothing happens until somebody sells something, but there is a better way. That’s why I wrote my book, The Mental Game of Real Estate, about the same principles that I teach my agents every day.
If you are going to read one book about how to be a better salesperson, read this one. Cialdini is a master, and most modern sales psychology books are built off of his work in this book. I have used all six of the principles that he lays out in this book to grow the real estate business, but I especially love the principle of reciprocity.
In a nutshell, this is the power of giving gifts to build relationships, and it is one of the main things I learned from reading to grow my business. When I show a property, I bring water, snacks, and beer. I follow up with my clients with at least 5 personal gifts a year. Cialdini also teaches the power of accepting gifts from others, and I always accept a glass of water, a snack, or anything else my clients offer me. You are not…
The foundational and wildly popular go-to resource for influence and persuasion-a renowned international bestseller, with over 5 million copies sold-now revised adding: new research, new insights, new examples, and online applications.
In the new edition of this highly acclaimed bestseller, Robert Cialdini-New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion-explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don't have…
I’ve been fascinated with propaganda and persuasion since childhood. Growing up in Detroit, our family would watch both American and Canadian TV channels. The TV commercials shown on the American TV channels were noisier, nosier, zanier, and more intrusive than the more sedate and polite forms of persuasion on Canadian shows. Because advertising and propaganda are kissing cousins, I've always appreciated how they shape politics, journalism, entertainment, activism, education, and the arts. Propaganda's greatest (and most dangerous) power is its ability to both unify and divide people, and there's never been a more important time to look carefully at how propaganda is shaping our understanding of reality through the many screens in our lives.
There’s no magic wand, no defensive armor, vaccine, or potion that can inoculate people against the influence of propaganda. But learning about propaganda is essential for people of all ages who want to hold on to their democracy in the face of threats. What will surprise you when you read this classic work, written in 1928, is how timely it remains. Bernays anticipates the rise of influencers and memes because he knows that people rely on thought leaders for most of their opinions and beliefs about the world. But the most important feature of this book is what he has to say about propaganda and democracy. Bernays convinces you that propaganda is not inherently evil, and he even makes the case that propaganda is necessary for democratic societies to flourish.
“Bernays’ honest and practical manual provides much insight into some of the most powerful and influential institutions of contemporary industrial state capitalist democracies.”—Noam Chomsky
“The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.”—Edward Bernays
A seminal and controversial figure in the history of political thought and public relations, Edward Bernays (1891–1995), pioneered the scientific technique of shaping and manipulating public opinion, which he famously dubbed “engineering of…
I've been working in the field of AI for 40 years, first in graduate school and then as a professor. For the most part, I have had my head in the sand, focusing on the minutiae that occasionally lead to publications, the coins of the academic realm. When deep learning started exhibiting human-level pattern recognition abilities, the number of AI books for the general public began to swell. Unfortunately, the science-fiction scenarios were a bit much. Since understanding, recognizing, and admitting problems are vital steps toward a solution, I find these books to be the most important warnings of the impending tech-dominated future.
Although it is now a well-known fact that many actors are fighting for our online attention, and will do just about anything to get and keep it, Wu puts it all in historical perspective by going back to the 1800’s and the beginning of print advertising.
He then traces our relationships with ads across a century and four screens: movies, television, home computers, and finally the cell phone. For the same reason that I enjoy reading history books to try to make some sense of the world’s current political chaos, this masterpiece by Wu should ensure you that nothing about human greed has changed in any major way: the tools of exploitation just get more powerful and more addictive.
Attention merchant: an industrial-scale harvester of human attention. A firm whose business model is the mass capture of attention for resale to advertisers. In nearly every moment of our waking lives, we face a barrage of advertising enticements, branding efforts, sponsored social media, commercials and other efforts to harvest our attention. Over the last century, few times or spaces have remained uncultivated by the 'attention merchants', contributing to the distracted, unfocused tenor of our times. Tim Wu argues that this is not simply the byproduct of recent inventions but the end result of more than a century's growth and expansion…
I’ve always been intrigued by politics and the tools and tactics people use in attempts to gain and maintain power. Since 2010, I’ve been researching and writing about propaganda and digital media. With collaborators at the University of Washington, the University of Oxford, and—currently—the University of Texas at Austin, I’ve done groundbreaking work on computational propaganda: the use of algorithms and automation in attempts to control public opinion. I’ve also worked with numerous think tanks, news organizations, policymakers, and private firms in efforts to make sense of our current informational challenges. In the summer of 2022 I testified before the U.S. congress on election-oriented disinformation challenges faced by communities of color.
This is another classic work in the subfield of propaganda studies, and it’s pretty dense. That said, its arguments on how technology and propaganda come together to enable mediated control of our very thought are powerful. Ellul’s point that propaganda is a sociological phenomenon—something that surrounds us in everything we do, everything we watch, everything we listen to—have also aided me in understanding why experimental or lab-based attempts to understand the specific effects of disinformation and propaganda often come up short. It’s difficult to study these things in a vacuum because they are so contextual, so tied to who is spreading the message, how they are spreading it, what their intentions are, and who they are targeting etc.
This seminal study and critique of propaganda from one of the greatest French philosophers of the 20th century is as relevant today as when it was first published in 1962. Taking not only a psychological approach, but a sociological approach as well, Ellul’s book outlines the taxonomy for propaganda, and ultimately, it’s destructive nature towards democracy. Drawing from his own experiences fighting for the French resistance against the Vichy regime, Ellul offers a unique insight into the propaganda machine.
After years of struggling to start my own business, I had a revelation that changed everything for me. The best marketers weren’t marketers—they were resourceful punks, propagandists, cult leaders, and other assorted riff-raff. I began to adopt their tactics, and I started having some success—first as a freelance copywriter and then as a marketing agency owner. Ever since, I’ve been obsessed by the weird psychology we fall into when we’re with other humans and how people can hack that psychology to make others do what they want.
It was during the earliest days of the first Trump campaign, and I was reading this one-hundred-plus-year-old book with one of the first debates playing in the background. It felt like he had used this book as his operating manual (although I'm almost positive he never read it). When I got home, I started telling my friends, "I think this guy could win." They thought I was crazy. The rest was history.
This book is the definition of timeless. Le Bon was remarkably perceptive about what makes groups of people react in certain ways and how leaders can get them to do their bidding.
One of the most influential works of social psychology in history, The Crowd was highly instrumental in creating this field of study by analyzing, in detail, mass behavior. The book had a profound impact not only on Freud but also on such twentieth-century masters of crowd control as Hitler and Mussolini — both of whom may have used its observations as a guide to stirring up popular passions. In the author's words, "The masses have never thirsted after the truth. Whoever can supply them with illusions is easily their master; whoever attempts to destroy their illusions is always their victim."…
After years of struggling to start my own business, I had a revelation that changed everything for me. The best marketers weren’t marketers—they were resourceful punks, propagandists, cult leaders, and other assorted riff-raff. I began to adopt their tactics, and I started having some success—first as a freelance copywriter and then as a marketing agency owner. Ever since, I’ve been obsessed by the weird psychology we fall into when we’re with other humans and how people can hack that psychology to make others do what they want.
I have to admit it: I’m pretty sure I bought this book in my early twenties with less-than-pure intentions. It didn’t end up doing much for my romantic life, but it changed the way I think forever after.
In writing about how to get attractive people to fall into your arms (and into your bed), Robert Greene makes no distinction between seducing an individual and seducing an audience of millions. It’s one of those books that makes you feel like you want to take a shower. Then again, most of my favorite books make me feel that way.
A fascinating inside look at the nature of seduction uses a vast array of sources, from Freud and Nietzsche to Cleopatra and Josephine Bonaparte, to uncover the truth about this important feature of the human animal.
After years of struggling to start my own business, I had a revelation that changed everything for me. The best marketers weren’t marketers—they were resourceful punks, propagandists, cult leaders, and other assorted riff-raff. I began to adopt their tactics, and I started having some success—first as a freelance copywriter and then as a marketing agency owner. Ever since, I’ve been obsessed by the weird psychology we fall into when we’re with other humans and how people can hack that psychology to make others do what they want.
If you want to read about how to make hype happen while making people happy, check out Shep Gordon’s autobiography. This book played a big part in making me realize that hype can be used as a force for good as well as evil. At the very least, it can add a whole lot of color to the world.
Shep Gordon had no connections and no money when he started out as a manager in the entertainment industry. But somehow, he managed to turn Alice Cooper into an international superstar, resurrect the career of a Vaudeville legend, and singlehandedly create the celebrity chef movement. This guy continues to inspire me.
After years of struggling to start my own business, I had a revelation that changed everything for me. The best marketers weren’t marketers—they were resourceful punks, propagandists, cult leaders, and other assorted riff-raff. I began to adopt their tactics, and I started having some success—first as a freelance copywriter and then as a marketing agency owner. Ever since, I’ve been obsessed by the weird psychology we fall into when we’re with other humans and how people can hack that psychology to make others do what they want.
This one is a pure a page turner. It’s about a man named “Dr.” John R. Brinkley who became one of the richest people in the country by selling a procedure in which he transplanted goat testicles into healthy adult males. He was responsible for the deaths of nearly fifty people, came a few votes shy of becoming governor of Arkansas, and more or less invented modern marketing. What’s not to like?
I am a book publicist and President of Westwind Book Marketing, a public relations and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. I work with bestselling authors and self-published authors promoting all types of books, whether it's their first book or their 15th book. I’ve handled publicity for books by CEOs, CIA Officers, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers, and Adventurers. My clients have been featured by Good Morning America, FOX & Friends, CNN, ABC News, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman's World, and Howard Stern.
When I
arrange for my clients to do a radio or podcast interview, some sell books,
while others do not. Why is that?
In many cases it’s the little things said during an interview that make people
want to buy that book. That’s why Media
training is important, because what good is landing an interview if you can’t get
the listener/viewer to take action and buy the book? If you take your
interviews seriously then read this book. Besides learning tips and techniques
you’ll gain confidence which is an important element of any
interview. This book is for anyone who is planning on getting media
coverage including: Authors, C-Suite Execs, Politicians, and Sports
Figures.
The author
Jess Todtfeld worked as a national TV-News Producer at NBC, ABC and FOX News.
He coached guests on how to look and sound good for years. Now he brings that
experience to his…
Strategies for Getting the Most From TV, Print, Radio, Internet & Social Media Opportunities. The most up to date media training book on the market. The idea of Media is more than just TV, Print, and Radio. Media now includes social media interviews, Skype, Periscope, Facebook Live, Blog interviews. It means Leveraging Traditional and Internet Media. All are important. Includes “Media Training Quick Start” Free Audio Download “Jess Todtfeld is a media training expert.” —The Washington Post
My first career was as a reporter on daily newspapers. As I got promoted to editing and eventually webmaster jobs, I needed to learn about design. Newspapers had been trying to figure out which designs attract the most readers for a century. The Poynter Institute, founded in 1975, began doing quantitative research as part of its journalism education mission. Seven years later, Gannett, a large newspaper publisher, introduced USA Today, based on the latest graphic and readability research. About the same time, Edward Tufte wrote his seminal book on graphic design (See recommendation #1). With the arrival of the web, companies like Google and Microsoft took the research to new levels. For example, Microsoft used readability research to create Verdana, a font designed to be legible with then-low resolution screens. Of course, the advertising and direct-mail industries had been conducting design research for decades to enhance sales. In short, you can’t pretend to be a competent designer, webmaster, or editor in this day and age without understanding quantitative readability research.
If there’s anyone who cares about effective graphic design, it’s direct-mail experts and fundraisers like Brooks. Brooks devotes about one-quarter of his book to the “design of fundraising”—how to use graphics to improve response rates. If folks can’t read your pitch because of poor design, all the words you write won’t make a difference. “It doesn’t matter how great a piece looks if it’s hard to read,” he says. He deflates designs that make the designer feel good, but make the reader toss the communication because it’s just too much work to figure out.
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