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Three Ways to Assert Your Authority in 2015
Marketing success via social media tools, blogs and even traditional means, relies heavily on the respect you can earn and the expertise you can wield. This success boils down to the authority you have in a topic area or industry. And it’s that authority that ultimately garners attention, affinity and response from the audiences you target.
In 2015, the value of Authority Marketing can’t be understated. But the best way to position yourself and your team for success is a hot discussion. Should you put all your eggs into group discussions on LinkedIN? Should your blog be chock full of video embeds and interviews with ‘thought leaders’? Or should you constantly barrage audiences with your messages on Twitter, Facebook, G+ and even Ello?
The reality lies in the middle with a balanced approach. As with any marketing effort, your best returns come when you leverage a variety of communication channels so you can reach the greatest audience. Additionally, a consistent voice and message is paramount to successfully using an authority marketing campaign.
Looking back to the original premise, how do you do that in 2015 when every business has its social fingers in the content pot? Your message is competing with messages from start-ups, virtual stores, big brands and actual competitors in your industry. The answer here is fairly obvious – stand out as THE resource in your organization’s topic area.
To learn how to do that, keep reading.
3 approaches to effective Authority Marketing in 2015
Research Your Audience
First, do the research. Find out who your audience is. Know them so well that you can ask the questions they might ask. Slip on their shoes and see what pain points, services and products are on their radar…then find a way to deliver solutions.
For example, if you’re a real estate broker in an exclusive town you had better have insight into what it’s like to live in that community. You should know the neighborhoods, the hot hangouts, the local news and the history. Once you’re armed with this information, you can empathize with authority and craft messaging to reach buyers and sellers.
Learn the Tools
Next, become an expert in the communication tools you can use to reach your audience. Is this group predominantly using Facebook to research purchases and connect with businesses? Are they rabid Pinterest viewers/users finding products to buy or getting ideas for projects? Do they consume video and place a high value on messages they find there?
Whatever the channel, understand the way it can be used in authority marketing. If being an expert resource on Instagram is your goal, see how Mercedes Benz gets tens of thousands of likes on every single one of the images they post. If Twitter is where you buyers are, find out how Delta, Skittles and Sportscenter built their connection with their followers.
Build Your Connections
Finally, slip into the pool strategically and start building your connections. Use subtle, supportive messages at first. Share and reshare valuable posts and content from others. Don’t jump up in front of the spotlight and demand attention. Building your authority takes a bit of time and effort, but it comes when the information you’re sharing has value. On all forms of social media you should ask questions to which you have the answers. Engage folks and get them to connect your business with expertise.
As mentioned before, positioning yourself on some channels is as easy as joining groups. Have representatives of your company join groups on LinkedIN so they can contribute topic-specific knowledge. Create videos of your C-suite executives and employees answering questions that come up regularly during customer service calls.
Most of authority marketing is doing what you do well, and sharing it with a larger audience. So listen a lot to what your customers want. Craft smart, expert responses to their problems. Then share this expertise. That’s Authority Marketing 101. Here’s to having a great 2015 with YOU as the star.
Size Matters in Competitive Authority Analysis
Internet marketing requires you to look at your competition. If you want to do well in search engines and social media, as well as have a powerful website, then it is not optional to do competitive analysis before you begin.
In order to do this, you will need a number of Internet marketing tools to dramatically speed up the process.
There are many factors that can be used to judge how well you are doing, and the options can be overwhelming. If you want a very quick tool, check out marketing.grader.com from HubSpot. It looks at factors such as blogging, social media, SEO, lead generation and mobile. If you want to dig deeper, using these methods regularly will ensure that you stack up against the competition.
Size isn’t everything but it truly matters
Quality of content and engagement are cornerstones of real online marketing, but the best way to get a quick fix on your situation is by looking at the size of various factors such as:
- Number of pages on your website that are indexed in Google
- Number of backlinks (specifically the amount of referring root domains)
- Number of social shares of your top content
- Amount of keywords driving traffic to your site
- The value of your keywords if you paid for them in Google Adwords
- Unique visitors
Let’s dig into how you analyze each of these and what tools you will need.
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Number of website pages
In order to check the amount of pages that you have indexed in Google, you can use what is called an operator. If you search Google for “site:yourdomain.com,” it will give you the amount of pages that Google knows about, or has “crawled” with their robot.
Imagine you were starting a blog about news and wanted to be the best blog out there. If you didn’t know that the Huffington Post had 5,760,000 pages indexed in Google, you might be less likely to explore a deeper niche where you can compete more seriously.
Always keep in mind, that the competitors you think about on a regular basis might not be the only competitors to worry about. If you search Google for the top keywords you would like to be ranking for, and somebody much larger than your local business comes up ahead of you, they are definitively in your way.
For example, if you are a local business that helps people plan their weddings, and the site ranking above you for a keyword like “wedding planning Boston” happens to be your much larger competitor known as theknot.com, it would be hard to ignore that.
While it is not very likely that you are going to compete with having hundreds of thousands, or even millions of pages indexed in Google, it is important to look at why those top sites are ranking. You can see from the screenshot below that theknot.com has some excellent categories indexed in Google such, as their blog.
If you click the next button at the bottom of Google, you can continue to explore the various pages that Google has indexed for The Knot. If you want to go deeper in looking at their content, tools like Screaming Frog allow you to download their site map into Excel, along with the HTML title tags, so you can see what pages and topics they are covering.
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Number of backlinks
Link building is one of the most misunderstood tactics of Internet marketing. Think of it more like public relations, because you are trying to get coverage for your valuable content and expertise.
The following chart from marketingcharts.com, based on the world famous Searchmetrics study, shows the search engine ranking factors for 2014. Out of 20 main factors influencing search rankings in Google, almost half of them (8), have to do with back links.
Back links need to be on your front burner, and here’s how you can check them quickly. Go to ahrefs.com and type your URL, or the URL of one of your competitors, and hit the search links button. It will show you the authority levels of your URL and your corresponding domain rank. This is how important your website is based on the amount of high quality, versus low quality backlinks.
You can look at the overall number of back links, but it isn’t worth much because it factors in many links from one website. For example, if a website links to you in their footer on every single page, then the overall amount of back links to your site is skewed by many links from that one site.
There is a small amount of added value by getting multiple links from one site, such as getting featured regularly on The New York Times, but for the most part, we look at the number of unique and high quality referring domains as the most important factor. You can just look at the overall amount of referring domains for now to keep it simple.
If you want to get a little more advanced, then I suggest you check out the “top pages” feature to see what pages on your site, or the sites of your competitors are drawing in the most amount of links.
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Number of social shares
Ahrefs also has a great feature that lets you track the amount of social shares to your website. Just to the right of the referring domains, when using the method above, you will see the following list of shares of your content. The amount of shares for the New York Times and their content overall (at least according to this tool) is as follows:
If you want to see what content specifically gets shared the most, then you can use the top content feature. This shows the amount of social shares to specific pages on a website. You can use it to get ideas of what content has resonated well with people and engaged them enough to make them share it.
The following are the most shared pages on The Huffington Post:
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Amount of keywords driving traffic
Search engines work largely on keywords; therefore knowing the amount of keywords that are ranking for your domain is a critical factor. I use SEMrush.com for this. Just type in your domain name, or that of your competitor, and it will show you the number of keywords driving traffic, the estimated amount of traffic (although I find compete.com to be more accurate, even though neither one shows your exact analytics data) and the value of your traffic.
By clicking on the organic research item in the left navigation, and then clicking the word positions, you can see the actual keywords that are sending traffic to the site. The following are just a few of over 1 million keywords driving traffic to etsy.com.
I clicked on the top white arrow above the cost per click (CPC) column to sort the keywords by the most expensive (if you had to buy them in Google Adwords). You can also use the filter feature to exclude brand names or even focus in on certain topics.
The most authoritative sites have a high volume of keywords driving traffic.
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The estimated value of your traffic
SEMrush also calculates an estimated value for the keywords that are driving traffic to your website. This is an extrapolation, but it’s really interesting to see how you stack up to your competitors.
Etsy receives organic traffic from Google that would have cost $7.4 million a month, if they were to pay for it in Google ads.
The size of your traffic value is a good indicator of whether or not you are taking full advantage of organic search. One take away here is that you have to optimize for quality keywords and topics that matter from a monetary perspective.
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Number of unique visitors per month
I have never been fully satisfied with the tools that estimate unique visitors, but compete.com is one of the best and most commonly used.
All you have to do is go to their website and type in your domain name, or the domain of your competitor, to see how many estimated monthly visitors the websites are getting.
Competitive spying tools do not have access to your real analytics data, so these are just estimates. I usually find that these tools radically underestimate the number of unique visitors. With that said, these tools are accurate in a more relative sense. So if it shows that your competitor is getting more traffic than you, then that is probably true, even if the exact numbers are not.
Below is the estimate for Etsy’s monthly unique visitors.
How to make your size work for you
You can’t be the top kid on the block if you don’t command a strong web presence. If you think your website is good but you haven’t looked at these types of factors or compared your site to your competitors, then you are being overly subjective.
The cold hard facts are sometimes what we need to help us put a more concrete plan into action. If you want more leads from the Internet and more authority, then the size of these 6 important factors, and working on improving them, need to be on your short list.
A few next steps to take, if you find your website doesn’t measure up
- Create an editorial calendar and content marketing plan.
- Create a deeper resource section on your website.
- Make a greater commitment to your blog.
- Create a variety of content such as blog posts, resource pages, videos, podcasts, ebooks and infographics.
- Create content with the intention of getting it shared and linked to.
- Use social media to make people aware of your content.
Remember that the best way to eat an elephant is one bite at a time, so it is ok to take small first steps.
How much do you think size matters and what matters more?
Search vs social, which is better?
Before diving into individual marketing tactics like a college freshman into free pizza, it’s important to understand just how important search engine optimization is in terms of the overall mix.
Search, for many companies, is by far the largest channel that drives traffic. With 6 billion searches a day on Google, it’s no surprise.
Google stats
What is the number one digital marketing strategy of all time?
For some companies with large lists, email marketing leads the pack by far, but its success is not as common as that of SEO.
While the pie charts below may not be perfectly accurate, they are made by one of the leading Internet marketing software companies in the world, and were partially based on analyzing 310 million visits.
They clearly show, even if the numbers aren’t perfect, that search on average, drives much more traffic than social media. Both are fantastic, but a proper digital marketing strategy cannot take the efforts needed to do well in organic search lightly.
Web visits by channel
Web visits by channel and by industry
Last year we had an SEO client, who got just under 100,000 total visits to their website but only 2,000 of them were social media visits. They have a young employee at their office doing social media, and they post some pretty decent content and even ask questions somewhat frequently to engage visitors.
Certainly, a good social media marketing company can do much better than that, but it is interesting how that example perfectly backs up the statistics above. Even when a company thinks they are doing a half decent job at social media, it’ doesn’t typically have as much of an impact on website visits as search does. Not that the entire point of social media is to drive people back to your website, but if website traffic is what you’re after, then these statistics are important considerations.
Below is organic search to social media traffic percentages from some of our clients
Note: Data is for a one year period and some of the organic search is for branded keywords when people search on the company by name.
Community Bank
- Direct: 54.79%
- Organic search: 40.42%
- Referral: 4.65%
- Paid search: 0.07%
- Social: 0.05%
- Display: 0.01%
- Email: 0.00%
Restaurant
- Organic search: 56.28%
- Direct: 32.58%
- Referral: 6.12%
- Paid search: 3.71%
- Social: 1.26%
- Email: 0.04%
E-commerce site
- Other: 32.26%
- Direct: 25.97%
- Paid search: 19.44%
- Organic search: 17.54%
- Display: 0.29%
- Referral: 4.40%
- Social: 0.08%
Law firm with over 100 attorneys
- Organic search: 59.78%
- Direct: 27.85%
- Referral: 10.14%
- Social: 1.43%
- Other: 0.43%
- Email: 0.37%
The law firm example might be the most interesting one because we just started doing search engine optimization for them and they never did much with it before. In addition, their blogs are on other domains and are not adding directly to the overall percentage.
You would expect that law firms get less social media attention, but in this case it’s a higher percentage than any of the others. Clearly we have some work to do on tying search and social media together in a stronger way across our client base, even if we are not being paid as the social media marketing agency.
It’s really not one or the other
Search engine optimization really shouldn’t be done in isolation anymore, or without the help of social media for sharing your content in order to get more visits and links. With that said, on average, between organic searches and paid clicks from search engines, not only does more traffic tend to come from search engines, but it usually converts better as well.
Social media certainly can convert well with a very intentional strategy, but usually it is for getting people to visit/view your content or download an e-book rather than giving them a hard sell. Search engines drive traffic that is often related to people’s researching and purchasing needs, that’s why it tends to convert better.
Social media vs SEO smack down
Media bistro recently created a nice info graphic called the “social media versus SEO smack down”, and they broke down some of the differentiating factors below.
- Speed –Social media posts are more instant than SEO.
- Limits –Traffic from search is limited to specific search volume, social media traffic is potentially unlimited.
- Topics –Search is more research and needs based, while social is more emotional.
- Formats –Longer text of 1500 words or more works well in Google, while images drive a lot of social media marketing.
- Audience Intent –Search visitors are more likely to buy, whereas social visitors are far more likely to engage and share, which influences others.
- Effort –Traffic from search engines can last a very long time, whereas social media is hot initially and then goes cold.
- Metrics –Social media provides a ton of track-able metrics, but search traffic tends to produce clearer ROI.
Interdependency
Without a good outreach and social sharing campaign you are very unlikely to get regular back links. Therefore, SEO companies that don’t partake in finding the communities where their content will be valued, allowing them to connect with real people and influencers, will fall short.
Brad Miller of searchenginewatch.com asked Rand Fishkin of Moz, “Will social signals ever become more important than links?” Here is what Rand had to say:
Probably no, but I think that social, branding, press and PR, and things like content marketing will all replace a lot of the purely link-fueled and link-focused outreach and link acquisition,” Fishkin said. “I see the world of SEO continuing to be focused and even reliant on links in a lot of ways, but not reliant on the tactics we’ve used to acquire them in the past. So I think that link earning is going to replace link building.”
So it is more about earning links which are critical to SEO, through content, PR, branding and social sharing.
“EAT” at Google and the rise in complexity of SEO
Google has an acronym (EAT) that their employees use to judge websites. It stands for expertise, authoritativeness, and trustworthiness. A website cannot get a high rating, according to Google, ifit is not clear that it is authoritative, has expert authors, and trusted reviews.
Some of the largest and most influential websites in the world are blogs, or have blogs and regularly update their content. This content and/or blogging approach has been proven in the B2B marketing community as well. In fact, HubSpot has a wealth of case studies in this area, perhaps more than in e-commerce websites.
The HubSpot chart below is based on data from approximately 10,000 customers and shows that larger sites with 311 or more pages get a 236% increase in leads.
Whether you are B2B or a B2C company, the old days of SEO being a behind-the-scenes and non-social activity are gone.
Blurring the lines between search and social media marketing
If having a blog and a lot of content is critical for SEO, and blogging is technically a social media marketing tactic, then which are you doing when you are blogging?
Modern SEO requires you to be a thought leader, connect your content with influential authors in your space, and get good reviews. This ties in deeply to social media marketing.
Facebook has changed the game by making it pay to play
In the Wild Wild West days of social media, the “gold” of lots of “organic reach” visitors could be had by anyone with the personality and will to engage and share content. These days, your reach on social media is a small fraction of what it used to be. As Facebook expert Amy Porterfield says:
Facebook’s organic reach has drastically declined. That’s a fact. When reach declines, it often feels impossible to get your fans to engage with you on your Facebook Page…. If you want to see big results from Facebook, you must invest in ads…. If you combine the increase in organic reach WITH your new understanding of Facebook ads, you will finally start to see the kind of results on Facebook that you’ve been searching for all along.”
This is powerful stuff coming from the queen of Facebook marketing, and once again shows how tactics are tied directly together. If you don’t pay for Facebook ads, you will likely have limited results. If you don’t do social media, your SEO will suffer from a lack of awareness of your content.
Leveraging the relationship between SEO and social media marketing
I may be personally biased because I fell in love with SEO back in 1995, but I do give more importance to SEO over social media. With that said, I have failed plenty of times to get significant traffic on certain projects, and the reason is usually because the content that we are trying to promote with SEO is not resonating with people socially.
The smartest digital marketing experts know how to make these two tactics work together. This type of strategic thinking isn’t necessarily on the mind of the niece or nephew that you or your boss might have hired to run your social media. Or is it?
5 social media tips for entrepreneurs
Entrepreneurs can become transfixed by the sometimes misleading promises of social media. It works for some, while for others it is just a drain on resources. If you want to turn social media into the powerhouse that it deserves to be, follow these 5 tips to work smarter, not harder.
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Be strategic by making your blog your home base
As an entrepreneur your time is limited, and it is essential that you leverage the powerful relationships between search engine optimization and social media. When you focus on creating an outstanding blog and use that as the foundation of your content sharing strategy, your marketing will become easier.
Keep to a consistent blog writing schedule, such as at least once a week, then share the posts and included images/embedded YouTube videos with influencers in your community. Using quotes from the influencers that you will be sharing with is a great way to get their attention.
Blogging regularly will also lift your organic search results significantly, and make you more of an influencer yourself. A recent study by web marketing software giant Conductor says “Organic search is actually responsible for 64% of your web traffic.” If that is anywhere close to being true, then not understanding the very tangible relationship between SEO and social media is a mistake that you can’t afford to make.
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Podcast with influencers
Just sharing your own content or curating content is not enough. You have to connect with influencers to make social media truly effective. One of the fastest ways to generate buzz is to get in front of other people’s audiences. By doing 20 to 40 minute podcast interviews with influential people in your niche, you are opening a floodgate of sharing possibilities.
Blog Talk Radio has a free option that lets you record interviews in a radio show format by simply calling into a phone number. Use this ridiculously simple option for your podcasting if you want to get started quickly.
The people that you interview will likely have large audiences on their blog and via their email marketing list. If they like the interview, they will share it and your reach will immediately be extended. Also, this often generates incredibly important back links that will give greater power to your SEO.
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Don’t be afraid to pay for Facebook ads
The amount of organic reach that you get from social media has been greatly diminished over the last few years. Facebook ads can help increase your reach and drive people to an offer such as an e-book or free 7-day video training series.
While fans equal community and social proof, the ultimate goal is to turn fans into leads, and prospects into customers. Interestingly enough, paid clicks also help your regular organic posts! Your score actually increases via paid.
Steps to creating a Facebook ad and increasing your email list
- Create an irresistible offer such as an e-book.
- Create an opt-in landing page using a tool like leadpages.net or unbounce.com.
- Create an unpublished page post ad instead of the typical sidebar ad.
- Budget $10 a day as a test.
- Track the results using Facebook Ads Manager. Also make sure to use Google Analytics goal conversion tracking on your “thank you for signing up” page.
- Email your new subscribers helpful content and offers. This is a better place to sell frequently, rather than selling too much on social media.
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Create highly sharable content using BuzzSumo for ideas
Coming up with ideas for content is a lot easier when you know what content has been shared the most. Go to BuzzSumo.com and pop in a keyword that relates to a topic you might like to write about. The results given show the amount of social shares to the most popular content on that topic.
Your job is simple. Pick one of the most popular pieces of content and write something similar. Reference the original piece of content by using quotes from its authors, and share it with them, as well as the people who shared the original post. This can result in an incredible amount of social sharing and back links.
Technically, you will be writing what is known as “link bait” in the SEO community. Killing two birds with one stone by creating highly shareable content, that also gets back links, will help you make the most of your limited time and resources.
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Use feedbackarmy.com to get opinions on how well you are doing
Feedback Army is a tool that allows you to ask a half a dozen questions to 10 different people for $40. Curious if the design of your social media profiles looks good? Why ask just one or two people, when you can ask 10 or more at the same time?
Here are some questions to consider asking:
- Do my social profiles visually look as good as competitors X, Y and Z?
- When you go to my website, am I leveraging social media icons and share buttons effectively?
- Do people appear as engaged with my content as compared to my competitors X, Y and Z.?
- Do I appear to be helpful in social media or am I selling too much?
You can’t only rely on your own opinions, or even those of your marketing consultants, therefore tools like feedbackarmy.com and grader.hootsuite.com are important in order to get a reality check.
Positioning yourself as an influencer
Make sure that your social media isn’t just about curating or sharing original content. It is also about engaging influencers. Positioning yourself as a fellow influencer in a specific niche, via your content, can help you take your social media from good to great.
The art of persuasion in digital marketing
Your power to persuade can be significantly increased using Dr. Robert Cialdini’s 6 principles of influence in all your marketing campaigns.
Dr. Cialdini spent many years in the field as a salesperson in numerous industries, allowing him to figure out what key elements resulted in higher levels of sales. The following are the 6 principles that he came up with, and have since become world-famous in the marketing community.
Dr. Robert Cialdini’s 6 Principles of Influence
- Reciprocity – People are wired to return favors, hence free offers in marketing
- Commitment and Consistency – If you can get people to raise their hand or take a small action toward something, they will be more likely to follow through.
- Social Proof – People tend to follow the herd and people that others are following.
- Liking – People buy more from those that they know, like, and trust.
- Authority – History has proven that people follow authorities. Sadly, sometimes even when they are violent dictators. That is how ingrained this principle is into human beings’ psyches.
- Scarcity – People are often afraid to miss out on a good deal.
Dr. Cialdini on Authority
Abraham’s willingness to plunge a dagger through the heart of his young son because God, without any explanation, ordered it. We learn in this story that the correctness of an action was not judged by such considerations as apparent senselessness, harmfulness, injustice, or usual moral standards, but by the mere command of a higher authority.”
Using the psychology of persuasion on your website
We suggest that these principles are used in every marketing campaign. Whether it be a brochure, a television ad or a landing page, it is best to utilize all of these deeply researched principles.
If you have ever watched an infomercial, you’ll instantly recognize some of these tactics. For example, they might say something like “if operators are busy when you call, stay on the line and we will be right with you!”
This initiates the principle of scarcity and makes people nervous that they might not even be able to get this offer because the phone lines may be jammed. Meanwhile back at the warehouse, there are probably far more operators than people calling, but the tactic still works.
The good news is, you don’t have to use these principles in a cheesy way, and Dr. Cialdini suggests that people who have authentically used the principles of influence will do far better than those that use them improperly.
Another example is celebrity endorsements. This initiates the principle of social proof. If Tiger Woods uses this golf club, then I should too. Well, Tiger may no longer be a perfect example but you know what I mean.
A few important things to consider adding to your website, if you want to increase conversions, are as follows.
Website and persuasion marketing suggestions can include:
Authority
- A clear, specific and unique value proposition of why you are different/better than other companies.
- A better design and user experience. (Also liking)
- Thought leadership by listing recent blog and social posts.
- Pics of real people / thought leaders at your firm.
- Deepen specificity, i.e., number of customers served, etc.
Social Proof
- Awards and affiliations.
- Customer and/or influencer testimonials.
- Large subscriber or follower base when appropriate. (Also authority)
Liking
- Overview or even a basic FAQ video when appropriate for body language and tone.
- Photos of key people.
- About Us pages that are more personal and about who you are, instead of mostly what you do
- Live Chat. (Also reciprocity)
- Address more than one persona. (Liking by showing affinity to certain groups)
Reciprocity
- A top of the funnel call to action such as an e-book for people that are not ready to hire you yet.
- Free “Samples” / Free content.
Scarcity
- Indications that you only accept certain clients or have a limited amount of products in stock.
Commitment and consistency
- Call To Action based on content such as downloading an e-book before pushing them to call you or fill out a contact form, to create inertia and trust.
Using the 6 principles of influence and some of the suggestions above can dramatically improve the amount of leads and sales you get from your website.
Examples of websites using the art of persuasion:
Suzy Orman – Finance Coach:
Mint Levin Law Firm:
Dan Schwabel – Personal Branding Expert (Partial section of his home page)
Can my SEO company, ad agency, or web designer handle this for me?
Web designers typically are not schooled in this type of marketing psychology. SEO companies can also be more focused on keywords than on conversions. Advertising agencies might use these principles but may not understand how they fit into your website.
Understanding this type of marketing is something that you can do easily on your own, compared to learning website development or technical SEO. Armed with these strategies you can then guide your marketing team and maybe even impress them a bit.
If you want advanced help with A/B testing, then hire a conversion rate optimization expert, because CRO at the deeper levels is extremely advanced and is the combination of art and science.
Prove your theories with A/B testing and customer feedback
Just make sure that you get user feedback using tools like UserTesting.com to ensure that whatever elements you come up with are having a positive effect on users. Tools like Unbounce.com (ok for beginners) and Optimizely can be used for A/B testing, to make sure your implementation is working properly.
At the end of the day, your customers and data from analytics are what will help define the best way to optimize your website. Your opinion and the opinions of your marketing agency can only go so far.
Conversion Optimization and Persuasive Marketing Resources
- influenceatwork.com (Dr. Cialdini’s site)
- meclabs.com
- bryaneisenberg.com
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