Cialdini’s Influence Principle:
Liking & Guilt by Association In Relation To SEO Clients.
Why I Turn Down 50% Of Clients Nowadays.
There’s an incredible marketing book called Influence by Robert Cialdini, by many it’s considered THE single best marketing book of all time. For me it’s definitely in the top 5.
Re-reading this week I spotted something that unconsciously I think I may have picked up in the past 6 months. The basic principle is guilt by association OR conditioned association.
I’ll give a quick explanation for anyone not familiar with this principle.
The basic principle is as follows and dates back even as far as when your parents would say: “Don’t play with the bad kids in the neighbourhood” – Why would they say this, even if you weren’t going to do anything wrong?
Guilt by association. Is the reasoning.
So WTF has this got to do with marketing and more specifically an SEO agency?
Well, about 6-9 months ago I stopped taking on what I term “bad” clients. To some this might seem like an arrogant statement and it’s tough to do at the start when the money is on the table, but most successful agencies in any industry will tell you the same thing – Bad clients are worse than no clients.