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In crafting triggers to try out, the set of six principles of persuasion that Robert Cialdini presents in his book Influence are also invaluable. We mentioned one earlier, in discussing his insight that once people take an action of whatever kind, they are more inclined to take that action again. Here is the full set: Reciprocity—whereby people are

create word of mouth with your One Percenters by giving them something to talk about. Your most passionate fans love to talk about you but you need to make sure they always have something to talk about.

I realized that my clients could be successful as experts