The magic of influence
I have been listening to a lot from Dan Kennedy lately.
Dan is one of the top copywriters in the world and a genius at direct marketing.
One of the interesting things Dan teaches is how people are influenced.
Direct marketing is all about influence. What applies in direct marketing often transfers to internet marketing. For example You can have targeted visitors in internet marketing just as with direct marketing and you can measure your success with relative ease.
When you are trying to influence someone your relation to the person makes all the difference. Your relation to the person you are trying to influencing determines your credibility.
Here are the five main categories of credibility.
When you meet a person who doesn’t know you, you will by default have low credibility. The person has no reason to trust you. If you are trying to sell a widget to this person you will have a hard time.
If you are friend with the person you are trying to influence you will have a little more influence. For example; imagine that you tell a friend to buy the widget because you like it. In this case you leave a much greater impact than if a random person did the same. The chance your friend will buy the widget is much greater.
If you are considered an expert you will have even greater influence. Say you bough a book about widgets and the author of the book told you to buy widget a. Note that you often can and should appoint yourself an expert. There is no authority appointing experts, you have to appoint yourself and provide proof that you are an expert.
Read tomorrows post to learn about the next two steps in the ladder of influence. I will also tell you why this is important for you and how you can use this knowledge.
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