TW3 Marketing

To become super-likable, practice the “Ben Franklin Effect”

When Ben Franklin sought to transform an adversary into a supporter, he turned to an unusual approach. He later described it in his autobiography as an old maxim. In 1969, researchers would confirm his maxim . Today, we call it “The Ben Franklin Effect.” I’d first heard of it during a sales training years ago, and would learn more about it from Franklin’s autobiography. In it, he writes a story about an adversary of his in the Pennsylvania legislature. Franklin wished to befriend or at least neutralize this adversary, so Ben asked him for a favor — to borrow […]

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