Larry Keller
The Science of Persuasion
When New York Life offers—with “no obligation”—a flashlight and keychain to AARP members who agree to let the company send them information, it’s employing a scientifically proven persuasion principle. Same with TruGreen, when it solicits lawn-care business in a mailer that says “57 of your neighbors have TruGreen lawns.” Ditto for Core Power, when it…