AI Bob
Test messaging, brainstorm campaign angles, and get instant influence feedback on your marketing copy from an AI trained on Dr. Cialdini’s expertise.
Try AI BobFor Marketers
Craft messages that captivate and convert.
The offer is good, the page is clear, and conversion is still flat.
Clarity is not persuasion. A visitor who understands your offer perfectly can still fail to act, because acting requires certainty that copy alone does not supply. The seven principles describe where that certainty comes from, and where to place it on the page.
Science-Backed Marketing
Where the page loses them
Most campaigns spend everything on the message and nothing on the moment before it. The research covers both.
01
Attention, before the message
What a reader is thinking about in the second before your message arrives changes how they read it. Pre-Suasion is the study of that second, and it is the one most campaigns spend nothing on.
02
The gap between understood and acted on
Visitors who follow your argument perfectly still fail to convert, because understanding is not certainty. Social Proof, Scarcity and Commitment supply the certainty, and they work best placed at the point of hesitation.
03
Why they believe you and not the next tab
In a category where everyone claims the same things, claims stop counting. Authority and Liking are what a reader weighs instead, and both can be earned honestly.
In the Room
Learned with peers, not from a lecture.
The POP Workshop is two days of hands-on work at round tables. Participants work through each principle together and practise it on situations from their own work.
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Start with one campaign
Test a headline with AI Bob™ this afternoon, certify yourself at your own pace, or bring the whole team onto one method.
Certified Practitioner Program
Master the 7 Principles at your own pace. Apply each principle to marketing campaigns, content strategy, and customer journeys.
See the certificationCorporate Influence Training
Custom workshops for marketing teams that align messaging, campaigns, and brand strategy with the science of persuasion.
Plan team training§
“His work in codifying human behavior has been priceless.”
Rory Sutherland
Vice Chairman, Ogilvy & Mather
Your Next Step
Find out where the page is losing them.
Sixteen questions will show which principles your campaigns lean on and which one is missing — because a gap you have not named is a gap you cannot fix.