Why You Can’t Resist Persuasive Techniques (Even When You Spot Them)

I am such a sucker.

Every year around the same time, the catalog comes in the mail. And every year, I think “maybe I’ll skip ordering this year. Maybe I’ll take a break.”

And then, I make the fatal mistake. I decide to take a peek inside.

And before I know it, I’m placing an order for the most expensive oranges I’ll eat all year. I cannot resist.

Even though I understand full well all the persuasion techniques they employ to make their product irresistible, I cave.

Robert Cialdini would be proud, because they follow the concepts in his classic book, Influence, to the letter.

Here’s what makes HoneyBell oranges so irresistible (besides the taste):

1. Liking: we buy from people we find agreeable

When you peel back the catalog cover, you’re met with a headline that introduces an engaging story about how this particular strain of orange was discovered.

It’s descriptive, folksy, and uses humor. It sounds like you’re hearing a story told by a likable friend.

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