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How To Get People To Say Yes - Essential Reading For The Publishing Industry?

Posted at 8:31AM Tuesday 02 Sep 2014

Imagine you're Kate Bush. You're planning your first live shows for 35 years and you really, really don't want to be singing to a sea of smartphones.

Do you a) tell your security people to bundle smartphone users out of the Hammersmith Apollo before they so much as press "record"; b) go on social media for a furious rant about copyright and the death of manners; or c) write a gentle, flattering appeal to your fans in which you say you want to interact with them, not their screens.

The answer is of course c). It's the one Bush chose and, barring the antics of an uncooperative Lily Allen, it has worked quite well. In fact, it's almost as if she's been chatting, as I have, with Professor Robert Cialdini of the University of Arizona about the fine art of persuading people to come around to your way of thinking.


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