An ode to Robert Cialdini... and another tool to print out & tape to your wall (or clip to your fridge at home)

"Influence: The Psychology of Persuasion" is one of my favorite business books of all time.  As someone who has always been fascinated by those factors that most influence behavior & decision-making, I'm naturally interested in the "art of persuasion".  Not to mention the little fact that persuasion, done well and through an ethical prism, is a key success factor for developing effective, sustainable marketing programs.

In expressing my reverence for Mr. Cialdini while still (hopefully) providing readers with valuable marketing nuggets, I've put together a little cheat sheet of his famed laws of persuasion.  For each "commandment", I've included examples of how it is commonly employed within marketing.  However, each of these laws can be leveraged across many of life's little domains - from getting your child into that perfect school to getting bumped up to first class en route from Dallas to San Francisco.  

Enjoy, and please share your experiences with these laws - the good, the bad and the ugly.  Be they related to marketing or how you've employed them in other facets of your life.

CIALDINI LAW OF INFLUENCE	MARKETING EXAMPLE
Reciprocity You giving to me makes me really want to give back to you – I feel indebted. I owe you! Call it a form of closed-loop Karma if you like.	The free trial, an unexpected free gift with your purchase A free whitepaper, free e-newsletter Telling customers you’ve donated $15 to the charity of their choice before they’ve even completed a purchase (there are many ways to engineer this)
Scarcity People hate to miss out on something, even if it’s something they don’t like! Human evolution made us into hoarders, and we can't seem to shake the habit.	The “closing window” – “last chance”, “only one week left!” “Act now while supplies last!” “Here today, gone tomorrow – don’t delay!” “Limited-edition” products – art prints, coins, Barbies, Star Wars figures
Likability We want to do nice things for people we like. We’re also more likely to trust & listen to them. So whom do we tend to like? 1) People we have lots in common with 2) people who love to tell us how great & good-looking we are! (We just can’t get enough praise)	Celebrity & athlete endorsements “Our product is for smart, attractive people, just like YOU!” (Oh, how I blush… keep talking!) Why car salespeople try to learn early on what you both have in common. The closer you feel to her, the more you like her and are liable to trust her.
Authority People wearing nice suits. Police officers. Firefighters. Doctors. We become zombies in the presence of such authority figures in their domains of expertise. “I’ll do whatever you say…”	Power of “Opinion Leaders” – featuring Consumer Reports’ positive review of your product, including an endorsement from Seth Godin on the back of your book (although he has been kind of spreading the wealth lately…) Getting H&R Block to endorse your new tax software or Suze Orman to endorse your new no-load mutual fund)
Social Proof They seem to like it, so there must be something good about it. Aka, “the bandwagon effect”, “wisdom of the crowds”.	Testimonials (especially from people like yourself) Power of word-of-mouth, customer reviews Long lines outside a night club (even though the club is often half-empty).
Consistency / Commitment My current actions must align with my prior actions & commitments. Contradictory behavior makes me very uneasy.	“Foot-in-the-door” technique - getting someone to make small commitments to lead up to much bigger commitment. Getting user to register for free e-newsletter or to become “fan” on Facebook before offering user fee-based offerings.
Contrast We always evaluate our situations using some type of reference point – whether we’re evaluating the “goodness” of our incomes, spouses, children, education, etc. Marketers & salespeople engineer reference points for you for certain purchase settings. E.g., when you’re buying a new car, the salesperson wants you to think about the $1k “option” to install heated tush warmers relative to the $40k you’re already spending for the car, and not the 3% interest you’d earn by instead putting the $1k into your savings account.	For only $19 you can get 6 more inches of legroom for your flight from NYC to LA! The flight’s already $450 – what’s $19 more for 5-hours of comfort? “How about this nice $200 tie to go with your new $2k suit? You’re already spending $2k, why not spend a mere 10% more and make the suit perfect!”

Click here to download PDF of Cialdini persuasion table

How can I start using this information today?

• Clarify your goal or objective.  For example, "I want to increase the ROI on my email acquisition spend" 

• Go through each Cialdini law one-by-one and ask, "How might I use it to improve my email acquisition efforts?"  For example, for "social proof", you may decide to test the inclusion of testimonials or "seals of approval" from leading authorities within the body of your email.  For "likability", you may test emails with imagery of people who closely resemble your target market - from the clothes they wear to the surroundings in which they live.   

No Moral Judgments
A quick side note to those who feel "persuasion" is a four-letter word. To be clear, I'm not looking to generate a forum for moral soap-boxing. These laws exist whether we like it or not; a consequence of human evolution, and without their development we'd likely have gone the way of dinosaurs.  Like Cialdini, I believe these laws can be used for good, for bad, and for everything in between.  At a minimum we should all be aware of them since they do have such a profound impact on our daily lives.  Now that I got that off my chest... enjoy!




More from R. Cialdini plus other great persuasion content 

• Yes!: 50 Scientifically Proven Ways to Be Persuasive ("Applied Cialdini" - terrific book!)

• DishyMix podcast interview with Robert Cialdini

• Great presentation with the supporting audio on persuasive UX design from Andy Budd. 

• 6 elements for creating influential web experiences - copyblogger podcast

• How To Win Friends And Influence People by Dale Carnegie (I consider Dale the grandfather of persuasion, particularly within the work context)

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Show-Don't-Tell Marketing: enhance your marketing communications by using "picture-words"

"Show, don't tell!"
Yes, that annoying piece of feedback you received from your your 6th grade English teacher in creative writing class is as important for marketers to practice as it is for writers of fiction.

Let’s illustrate the point by looking at the following tag lines:

• "Use Lowenstein’s fertilizer and ensure the health & vitality of your lawn!"
• "Use Lowenstein’s fertilizer – it’ll make your lawn so green, so thick, and so soft you’ll ditch your bed and sleep outside on your grass!"

So how do these two tag lines differ? (Other than the 1 sentence vs. 2 sentence thing)

Unlike tag line 2, you can’t see tag line 1 in your mind’s eye. T1 uses non-visual, conceptual words like "health" and "vitality". T2 goes the visual route. It paints a picture in your head - you sleeping on a plush bed of the greenest grass.

Tag line 2 brings the benefits of Lowenstein’s fertilizer to life. Tag line 1 requires that YOU bring it to life, which requires mental energy – a non-starter for today’s consumers.

An easy tool for improving your sales & marketing copy

Step 1 - Assess
Take your sales copy, email campaign, landing page or what have you, and ask:

• Do the words paint a picture in my mind? How vivid is that picture?
• Does the picture clearly express the core benefit of my product? (Why paint a beautiful picture that doesn’t help sell your product?)

Step 2 - Identify
Identify the conceptual/abstract words in your copy – those words that don't paint clear pictures in your head.

Step 3 - Improve
Take the list of conceptual words you identified in Step 2 and do either of the following:

• Replace these conceptual words with visual counterparts
• Add visual words to your copy that bring your conceptual words to life. For example, if you're using the word "healthy", you can add visual words like "32-inch waistline", "glowing, beautiful skin", "well-sculpted muscles", etc.

In closing... whether your 6th grade English teacher had strong coffee breath, a grating voice, or a curious way of holding his chalk, when he shouted those three little words, “Show, Don’t Tell!” he was speaking the Marketing Gospel. Heed his words. Because if the consumer can't see the benefits he'll receive from your product, the consumer won't buy it. Amen.

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Show-Don't-Tell Marketing: enhance your marketing communications by using "picture-words"

"Show, don't tell!"
Yes, that annoying piece of feedback you received from your your 6th grade English teacher in creative writing class is as important for marketers to practice as it is for writers of fiction.

Let’s illustrate the point by looking at the following tag lines:

• "Use Lowenstein’s fertilizer and ensure the health & vitality of your lawn!"
• "Use Lowenstein’s fertilizer – it’ll make your lawn so green, so thick, and so soft you’ll ditch your bed and sleep outside on your grass!"

So how do these two tag lines differ? (Other than the 1 sentence vs. 2 sentence thing)

Unlike tag line 2, you can’t see tag line 1 in your mind’s eye. T1 uses non-visual, conceptual words like "health" and "vitality". T2 goes the visual route. It paints a picture in your head - you sleeping on a plush bed of the greenest grass.

Tag line 2 brings the benefits of Lowenstein’s fertilizer to life. Tag line 1 requires that YOU bring it to life, which requires mental energy – a non-starter for today’s consumers.

An easy tool for improving your sales & marketing copy

Step 1 - Assess
Take your sales copy, email campaign, landing page or what have you, and ask:

• Do the words paint a picture in my mind? How vivid is that picture?
• Does the picture clearly express the core benefit of my product? (Why paint a beautiful picture that doesn’t help sell your product?)

Step 2 - Identify
Identify the conceptual/abstract words in your copy – those words that don't paint clear pictures in your head.

Step 3 - Improve
Take the list of conceptual words you identified in Step 2 and do either of the following:

• Replace these conceptual words with visual counterparts
• Add visual words to your copy that bring your conceptual words to life. For example, if you're using the word "healthy", you can add visual words like "32-inch waistline", "glowing, beautiful skin", "well-sculpted muscles", etc.

In closing... whether your 6th grade English teacher had strong coffee breath, a grating voice, or a curious way of holding his chalk, when he shouted those three little words, “Show, Don’t Tell!” he was speaking the Marketing Gospel. Heed his words. Because if the consumer can't see the benefits he'll receive from your product, the consumer won't buy it. Amen.

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How to unleash the power of context and turbo-charge your marketing

There are few more powerful insights you can generate than learning the main contexts in which demand for your product/product category arises. Having such knowledge will allow you to elevate your marketing and develop deeper, more profitable relationships with your customers.

------------

Step 1: identify the most frequent demand contexts
The first step in unleashing the power of context is to identify the different contexts in which demand for your product is triggered. Think of yourself as a detective attempting to answer the questions:

• Under what situations do people become interested in my product?
  
• What triggers their interest in my product? (Events, changing circumstances, etc.)
  

In sleuthing your way to an answer, you may find that there is a series of events that take place before demand is sparked. You will also likely learn that there are several distinct demand contexts for your product, some of which will occur with far greater frequency than others.

Your key objective in step 1 is to assemble a list of those demand contexts that account for at least 75%-80% of total demand for your product/product category.


Step 2: ask the 6 power-questions to elevate your marketing strategy
For each of the most frequently occurring demand contexts for your product, ask the below six questions:

1) How can I tweak or reconfigure my product to better meet the consumer need in the given context?

2) Are there complementary products or services I should consider offering, whether though my company or a partner?

3) How might I adjust my pricing to better reflect the value provided by my product within the given context?

4) How can I more effectively communicate & position the value provided by my product within the given context? Is there specific imagery, tonality & language I should use in my marketing communication?

5) Are there any changes I should make from a channel perspective, whether it be my channels for building awareness, for selling, or for servicing customers?

6) How can I detect when demand has been triggered for this given context? Can I actually identify these people with some degree of certainty? (Dig deep to answer this crucial question. There is almost always a way)
(Note that some of the questions may not be pertinent for certain product categories and demand contexts)


Let's make this pop! with a brief real-world example

Product du jour: Cars

Step 1: identify the most frequent demand contexts for cars
-The lease is expiring on the existing car
-The price of gasoline jumps and the person owns a gas-guzzler**
-The car is old & worn out (tail pipe tickling the pavement, etc.)
-The car died & resuscitating it would cost a whole lot of money
-The person is moving from the City to the ‘Burbs

Step 2: ask the 6 power-questions for each frequently-occurring demand context for cars
**Below I've answered the questions for the demand context in which the price of gasoline jumps and the person owns a gas-guzzler

1) How might we tweak our cars to better meet the needs of the owners of gas-guzzlers?
We could develop a fuel-efficient car or one that could run on cheaper types of fuel (given the long R&D cycle for new models, auto companies are always best suited to have such a model either always available for sale or one that can easily be ramped up for production)

2) Are there complementary products or services we should consider offering, whether though our company or a partner?
We could develop services or partnerships that would cheapen the price of gas - e.g., partner with credit card companies to develop attractive cash-back rewards on gasoline purchases

3) How might we adjust our pricing to better reflect the value that our cars provide to owners of gas-guzzlers?
Consumers who are feeling increasing pain at the gas pump are likely willing to pay more for a car that will significantly reduce their “gas pains”... Then again attempting consumer-level pricing can be tricky and a risky move from a brand perspective (not to mention the current distribution structure for cars does not readily lend itself to such a pricing strategy).

4) How can we more effectively communicate & position the value provided by our cars to owners of gas-guzzlers? Is there specific imagery, tonality & language we should use in our marketing communication?
We could position our cars as “fuel-smart” alternatives that could save them thousands of dollars, which could be put towards more enjoyable things than gasoline, such as a much-needed vacation in the Caribbean(!)

5) Are there any considerations we should make from a channel perspective, whether it be our channels for building awareness, selling, or servicing?
(Response not included to maintain brevity)

6) How can we detect when this demand trigger has been fired? Can we identify the owners of gas-guzzlers during a spike in gas prices?
Knowledge of rising gas prices is a layup - CNN & our local gas stations would make any major rise in gas prices abundantly clear. And, there are a number of ways to identify owners of “gas-guzzlers” with fairly good precision, starting with identifying the geographic distribution of SUV sales & SUV dealerships.


Your assignment
1) Select one of your products or services – especially one that you believe has the most “improvement potential” & could provide the most upside for your business.

2) With a pad & pen in hand, walk the product through Step #1. Also, ask colleagues and friends & family to complete Step #1. And, hold a brainstorming session if timing & calendars permit. (I’ve always found the collective IQ of a good group to be far greater than any one individual flying solo)

3) Take each of your top demand contexts and run through Step #2. For this step it is particularly valuable to hold a brainstorming session or two, as the collective brainpower of your colleagues in this step can be the difference between a $1mm idea and a $10mm idea.

4) Share your experience with us here on the blog, including any interesting things you learned from the process and, of course, any successes you have to-date.


A note on business strategy & demand context
In a future post I’ll be writing about the role that the demand contexts of your product should play in (re)designing your business strategy. Depending upon a number of factors including the economics of your business and the positioning of your brand, there are likely certain demand contexts that you would want to focus your efforts upon. More to come on this, so stay tuned...

And, as always, please feel free to leave a comment, question or shout-out.

Sources: car demand contexts based upon 2005 study by the American International Automobile Dealers (AIADA).

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Improve your marcom by becoming mindful of messages that hit you in the gut!

One of the most powerful pieces of communication I have ever laid my eyes upon was not the brainchild of the hot, new Madison Avenue agency... nor the creative genius of an underground, esoteric Parisian artist. It was the creation of a couple of public school teachers and their students. It sat on display in the entry hall of their school in Harlem.

There in the display case was a can of a Coca Cola and three Chips Ahoy cookies. Right next to the can of coke was a mountain of pure white sugar. The Chips Ahoy cookies were accompanied by a similar-sized mountain of sugar in addition to a large cube of butter.

The sign above the display read, "Ever wonder how much sugar is in that can of coke you're drinking?"

Needless to say, the hills of sugar and the butter represented the exact amounts of sugar and fat in the respective items on display. It was powerful communication. It scored a knockout blow.

The goal behind any communication is quite simple. Get people to notice it. Get people to "give it the time of day". Get people to be moved or motivated by it.

Whenever I come across something or someone that communicates powerfully, I stop and ask myself, "Why? What was it about this that made it past my 'filter' and touched me in some way?" Whatever answers I come up with, I try to boil down to more generalized themes that I can apply in some capacity to my own marketing efforts. As a marketer, this is an important habit to develop, and one that has helped me immeasurably throughout my career.

Going back to the school display in Harlem, the communication was effective with me for two primary reasons, each interrelated:

1. It was unexpected & surprising.
2. It made the abstract concrete.

While I knew a can of coke had 'lots of sugar' in it, the 'lots' remained an abstract concept that was hard for me to interpret - and one that I likely preferred not to think about. Translating this abstract concept into a visually compelling mound of sugar brought it to life, and made it easily comparable. How could I help but notice that the mound of sugar was 1/2 the height of the can of coke! It was a perverse, shocking image, with a powerful, long-lasting impact.

While my example of the coke can highlighted a couple common success drivers of powerful communications - surprise & tangibility - there are several other such drivers that have relative degrees of importance given the context of the communication. While understanding these drivers is helpful, it's even more important to become mindful of those communications that "get to you" - and to ask yourself, "why?" The nuances you will learn through your self reflection about what make communications powerful is where the real insight lies.

read more

Improve your marcom by becoming mindful of messages that hit you in the gut!

One of the most powerful pieces of communication I have ever laid my eyes upon was not the brainchild of the hot, new Madison Avenue agency... nor the creative genius of an underground, esoteric Parisian artist. It was the creation of a couple of public school teachers and their students. It sat on display in the entry hall of their school in Harlem.

There in the display case was a can of a Coca Cola and three Chips Ahoy cookies. Right next to the can of coke was a mountain of pure white sugar. The Chips Ahoy cookies were accompanied by a similar-sized mountain of sugar in addition to a large cube of butter.

The sign above the display read, "Ever wonder how much sugar is in that can of coke you're drinking?"

Needless to say, the hills of sugar and the butter represented the exact amounts of sugar and fat in the respective items on display. It was powerful communication. It scored a knockout blow.

The goal behind any communication is quite simple. Get people to notice it. Get people to "give it the time of day". Get people to be moved or motivated by it.

Whenever I come across something or someone that communicates powerfully, I stop and ask myself, "Why? What was it about this that made it past my 'filter' and touched me in some way?" Whatever answers I come up with, I try to boil down to more generalized themes that I can apply in some capacity to my own marketing efforts. As a marketer, this is an important habit to develop, and one that has helped me immeasurably throughout my career.

Going back to the school display in Harlem, the communication was effective with me for two primary reasons, each interrelated:

1. It was unexpected & surprising.
2. It made the abstract concrete.

While I knew a can of coke had 'lots of sugar' in it, the 'lots' remained an abstract concept that was hard for me to interpret - and one that I likely preferred not to think about. Translating this abstract concept into a visually compelling mound of sugar brought it to life, and made it easily comparable. How could I help but notice that the mound of sugar was 1/2 the height of the can of coke! It was a perverse, shocking image, with a powerful, long-lasting impact.

While my example of the coke can highlighted a couple common success drivers of powerful communications - surprise & tangibility - there are several other such drivers that have relative degrees of importance given the context of the communication. While understanding these drivers is helpful, it's even more important to become mindful of those communications that "get to you" - and to ask yourself, "why?" The nuances you will learn through your self reflection about what make communications powerful is where the real insight lies.

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Use your customer's language so they can HEAR you

"... all I need is some cigarettes, a little food, and my HBO..."

-Anonymous gentleman on downtown #1 train, NYC

Well you certainly have to respect a guy who knows exactly what he wants. I wish I had his level of clarity...

I heard the above quote on the 2 train this morning during my work commute down to the World Financial Center, and it really slammed home a point that Sam Horn makes in her wonderful book, Pop! The key insight is to use your own customer's language in your marketing communications. Rather than playing around with formal-sounding or hip-sounding terminology, listen to the actual words that come out of your customers' mouths.

What do your customers say or think to themselves when they're in a situation in which they would benefit from your product (or service)? What do they say or think when they're enjoying the benefits of your product? What words do they use to describe the product to their friends?

Why pay an expensive copywriter or worse, try to write the copy yourself when you have thousands or millions of customers doing the writing for you already? And remember, perhaps the easiest way to gain access to the language of your customers is via the web - blogs, discussion boards, etc.

If you want your copy to sound real and resonate with your prospects & customers, what better way to accomplish this than to take the words straight from the horses' mouths?

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Wilton Stentz, the Yoda of online marketing...

All marketers know how important successful communication is - whether you're trying to build brand awareness, maintain the loyalty of an existing customer base, or influence key decision makers at work.

The Law of Association
While there are several core 'laws' that underlie successful communications, few are as crucial and as powerful as the law of association.

The law of association is based on the solid yet simple notion that in order to communicate effectively with anyone, you need to work with the material that already exists inside of their heads. Al Ries & Jack Trout underscored this premise in their classic book, Positioning: The Battle for Your Mind.

The law of association is particularly powerful when you are introducing something new to people, especially when it is complex, hard to "size up" or hard to visualize. Through using what is already in people's heads, you can instantly communicate in a manner that is both clear & compelling.

Who the heck is Wilton Stentz?
Let's use the title of this article as an example of the law in action. Now you probably don't know who Wilton Stentz is, but you most certainly know our friend, Yoda. Let's imagine that Mr. Stentz is a wise & experienced online marketing consultant who lives in Zurich. Now I could simply say these very words to you and you would be able to comprehend them; whether you would really hear them & remember them is a different matter. But when I look into your mind to identify something that represents wisdom & experience in a rich & visually compelling way, I come up with an association that immediately brings Mr. Stentz's attributes to life. When Wilton is compared to Yoda - in an instant - you "get it".

"It's the Rolls Royce of..."
To touch upon a few additional examples, you've probably heard the law of association used with respect to a a famous luxury automobile brand. Ever had someone tell you, "It's the Rolls Royce of... so-and-so"? Or, how about the brilliant use of the law by baby toy manufacturer, Baby Einstein? What parents don't want their children to become as brilliant as Albert Einstein?

Looking at current events you can see the law of association playing out in the presidential primaries on the Republican side. Just have a look at what Fred Thompson has tried to do, attempting to associate himself with former President Reagan. Perhaps it was a clever idea; however, one requirement that Fred seems to have overlooked is that the law requires there to be real integrity behind the association that is made. There is no substitute for this requirement, nor will there ever be.

The law of association has a rich and varied set of applications within communications, and I look forward to exploring them in future posts.

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Focus on Product BENEFITS not features

Features, features, features... whether a product (e.g., a car) or a service (e.g., a vacation resort), it's sure to have plenty of features... bells & whistles... "goods"... "extras"...

I often find my eyes crossing as I read through descriptions of products or services. They often seem to be written for "insiders" - either people who work within the industry (e.g., car engineers, resort business managers) or the "pro-sumer" segment of the market (i.e., those consumers who are near experts when it comes to the product or service).

The challenge I find that many have within a given industry is remembering what it was like before one became an industry insider - i.e., to remember what it was like when one was simply "one of the masses".

When it comes to marketing a product or service, I find that this dynamic is one of the biggest challenges plaguing many who are in the business of marketing their products or services. The old adage of "putting yourself in your customers' shoes" is as necessary today as ever. Perhaps it is even more important given the pace at which new technologies and new products are introduced into the market.

The bottom line is that the more one lives & breathes a given industry, the more & more challenging it becomes to "put oneself in the shoes of one's customers". Industry jargon and features with non-intuitive benefits, begin to bleed into the marketing communications, leaving many consumers dumbfounded & confused.

Valvetronic technology... A 5-link/5-beam rear suspension... Does BMW expect me to know what these engineering terms refer to? I'm an average consumer with limited knowledge of cars. Words such as these make my eyes cross, and my brain hurt. They no doubt mean a lot to the engineers who developed the car; and likely to autophiles as well. But to me these terms resemble some form of early Greek. And I have neither the time nor the desire to learn a new language. My days are busy enough as it is.

So the burning question we are left with is how should BMW talk "Valetronic technology"? Clearly they're excited about it. So what should they say & do?...

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CoNtEXT iS KiNg

All good marketing requires a rich understanding of context - environmental and personal.

We are always embedded in a context. The time of day; the weather; the people we are with or not with; our location - at home, at the doctor, in a store, at work; our present goals, objectives and activities; our current emotional states & energy levels... to name only a few dimensions...

When I am standing on a packed subway platform during my Monday morning commute to work, with coffee in my left hand and organizer in my right hand, I'm in an entirely different context than when I'm in upstate New York in the fall, walking through the woods with my lovely wife & our charming French Bulldog.

While I remain "Doug" in both situations, my environment and my state of mind could not be more different. While my values, beliefs & views of the world might remain relatively fixed in both situations, my needs, objectives, mental filters, and basic physiology likely diverge greatly.

In a nutshell, good marketing requires a deep, rich understanding of context. People's needs, objectives & mental filters are dramatically influenced & shaped by their environments. Given this basic tenet, marketers need to align their strategies with the environments in which their target (and existing) customers find themselves.

To give a basic example, if your main customer acquisition channel is direct snail mail, you need to develop your mailer with an understanding of the context/environment in which your mailers are likely to be viewed.

While research can help you identify the most common contexts in which people open up their mail, for the sake of this example let's say assume it's in the evening just after coming home from work. Let's also assume that people look through their mail in one sitting, and thus will view your mailer as part of quickly sifting through a stack of other mail, most of which will be quickly identified as "junk mail". Let's take our premise one step further and assume that the process of sifting through mail is a frustrating one as people try to "separate the wheat from the chaff".

So that's the context you need to keep in mind as you develop your mailer. All of the decisions that you make about the mailer (envelope, copy, design, cadence, pieces, sizes & shapes, colors, etc.) should be made keeping in mind this context, which should heavily influence your decisions.

to be continued...

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