Episode 179 - New Trust Research and Interview with Michele Plunkett
Release Date: 03/08/2017
Maximize Your Influence
The Law of Verbal Packaging states that the more skillful a person is in the use of language, the more persuasive they will be. We persuade people based on the words we use. Words affect our perceptions, attitudes, beliefs, and emotions. The words we use in persuasion make all the difference in the world. Join me for this week’s podcast on Using Words To Read Your Prospect And Adapt Your Persuasive Presentation. Discover words that repel and words that attract your prospect. I will reveal ways to read people based on the words they use and how to adapt your persuasive...
info_outline Episode 504 - Offensive Persuasion Works - Sell Like The Soup NaziMaximize Your Influence
Hopefully, you have seen the Seinfeld episode about the Soup Nazi. Although the character in the show (modeled after a real person) is exaggerated for comedic effect, you could use a few techniques to influence. Here are some potential strategies you could use from the Soup Nazi character on Seinfeld to persuade and influence. The key is not to offend your prospect, but to adapt these strategies that create value and a positive experience. Want to learn more about how to have more confidence, create a better customer experience and sell like the Soup Nazi? Discover...
info_outline Episode 503 - New Psychology of ObjectionsMaximize Your Influence
When you engage people in your message, objections are bound to arise. But fear not! Your ability to handle objections directly links to how deeply people connect with your words. Mastering the art of handling objections isn't just a skill – it's the key to becoming an unstoppable force of persuasion! As you embark on your journey to becoming a Power Persuader, you'll come to embrace objections as opportunities. Why? Because objections signify interest and attention. They're your audience's way of saying, "I'm listening, and I want to know more!" Now you know the game has begun. Want...
info_outline Episode 501 - How Shame And Guilt Can Quickly PersuadeMaximize Your Influence
Using guilt and shame is fast and easy. They could be doing it both consciously and unconsciously. Sometimes it is the only tool they know how to use. It could backfire on them, but can we use guilt and shame to persuade ethically. The answer may surprise you – YES you can. It's essential to recognize that the use of guilt and shame as persuasive tactics can have negative consequences, including emotional harm, strained relationships, and erosion of trust. What is the difference between shame and guilt? Why do psychologists consider guilt as positive and...
info_outline Episode 500 - The 10 Hottest Influence Tools For 2024Maximize Your Influence
Prejudging is one of the most devastating mistakes you can make because you really cannot judge a book by its cover. Many, many times, we find that the people who seem to be the least likely candidates are the ones who become a big part of your business. Join me for this week’s podcast #500 with Freebies and fun stuff. This podcast will focus on The 10 Hottest Influence Tools For 2024. Get the latest research, studies and statistics on the new secrets of persuasion.
info_outline Episode 499 - Edutainment, Engagement, and EnergyMaximize Your Influence
Why Your Last Audience Said You Were Boring. Many factors can contribute to boredom and disinterest during a presentation. Avoid the blunders by creating content that is relevant and engaging Deliver the presentation with enthusiasm and incorporating visual aids. Be aware of the audience's needs and encourage interaction with the audience. Join me for this week’s podcast on Edutainment, Engagement, and Energy. You will discover that there is no such thing as a boring topic, only a boring presenter. Learn how to be more dynamic, charismatic, and...
info_outline Episode 498 - John Lowry - Negotiation Made SimpleMaximize Your Influence
We all negotiate every day. Only 10% of business professionals who negotiate every day have taken negotiation training. The challenge is they estimate this has cost them millions of dollars. Who is paying for these mistakes? Usually, the companies that employ them. Entrepreneurs know this will just cost them income. Join me for this week’s podcast interview with John Lowry. We will focus on Negotiation Made Simple. Discover how to structure a negotiation and what questions to ask before the process begins. Learn if you should make the first...
info_outline Episode 497 - Do You Have The C Factor - ChaRIZZma, Charm and ConfidenceMaximize Your Influence
So, is that power of charisma good or bad? I would say is gravity good or bad? Just like gravity, charisma is neutral. It is how you use the power that will define you as good or bad. Some say Adolf Hitler, Charles Manson, Mussolini had charisma. Sure they did have many of the tools of charisma. There are many cases of someone who had some of the skills of charisma and they used them in an unethical way. Let’s think about this. You could probably count more people in history and in your life that had this skill and they used charisma to change...
info_outline Episode 496 - What Is Your RIZZ (Charisma) Ranking? PART 3Maximize Your Influence
We live in a world where people are less trusting, more cynical, and full of skepticism. Corporate loyalty is a thing of the past. Belief in government has eroded away. Everyone around us is confused, overwhelmed, and more difficult to influence and lead. Now more than ever, charisma is a vital and critical life skill. The challenge is that some think they have the Rizz (charisma) but don’t. Just because you can get somebody to do something doesn’t mean you are influential or charismatic. We know there is a direct correlation between the manager/leader...
info_outline Episode 495 - It’s Either Rizz (Charisma) or Fizz (Dull) PART 2Maximize Your Influence
Do You Attract or Repel Others? It’s Either The Rizz or Fizz. The skill of charisma can propel you into leadership and success. When someone is charismatic, they can connect, bond, and lead everyone and anyone. Charisma allows you to be more efficient and effective. Think about this. It could be you if others aren’t responding to you or your influence. Sure we like to say it is them, but when you do not influence others, are empowered by you, or even want to help you – it is you. Remember: When a sports team has a losing season or they...
info_outlineSix stats on the importance of trust in influencer marketing
“Only 22% of brands are trusted.” (Havas Media)
That’s a frightening metric for any marketer. Without establishing trust between your brand and your audience, it’s nearly impossible to market your product or service. So marketers are faced with the difficult question of how to create and maintain trust with their audience.
“61% of women said they won’t engage with an influencer’s sponsored content if it doesn’t feel genuine.” (Bloglovin)
Trust and authenticity are critical for engagement in any influencer campaign. Without trust, the content that you’re hoping will build engagement won’t feel genuine and won’t resonate with your desired audience.
Low trust equals low engagement, and a pattern of this can erode an influencer’s audience over time. While this report references women specifically, these principles are applicable across the influencer marketing sphere.
“43% of millennials rank authenticity over content when consuming news.” (Forbes)
According to a survey of 1,300 millennials carried out by Forbes, young people prioritise trusting a company or news site before they will look at any content it produces. As Dan Schawbel of Forbes wrote, “Millennials connect best with people over logos.”
If trust isn’t established, millennials may not even interact with your content. An influencer can get a lot of attention, but the only attention that matters for your brand is authentic, genuine interaction that builds trust between you and the audience.
“60% of YouTube subscribers say they would follow advice on what to buy from their favourite YouTube creator over a traditional celebrity.” (TheYouTube Generation Study)
Celebrity spokespeople have long been considered a surefire way to build positive associations for your brand among your target audience. H&R Block wants to establish trust with their audience, so they recruit Jon Hamm to be their spokesman.
But savvy brands are turning to influencers on YouTube and other channels who have built audiences related to a shared set of interests. These placements are more authentic, and drive more brand-relevant recommendations than the generalized appeal of celebrity spots.
“83% of consumers trust recommendations from their peers over advertising.” (Nielsen)
Consumers take recommendations from their peers much more favorably than the ‘recommendations’ they see in ads. They trust the opinions of their friends because they know they’re both unbiased and providing recommendations that are personalized to the individual. Influencers fit this bill nicely.
The best influencers turn down deals that don’t have a natural fit in their feed and approach branded deals without bias. Either they already love a product and are happy to endorse it, or they agree to test the product and give an honest review or endorsement.
If you find the right influencers whose personas fit your brand values, targeted to your area of interest, the recommendations they share are more personalized for their audiences.
“54% of consumers believe the smaller the community, the bigger the influence.” (Technorati)
Although influencer marketing can help you reach a larger audience, ultimately, that audience doesn’t matter if it’s not the right audience. It is more valuable to show your brand to 30K likely buyers than it is to show it off to 200K totally uninterested viewers.
Finding influencers whose content and style perfectly match your brand, no matter their follower level, is a much smarter strategy than just getting as many eyes as possible. Influencers with smaller followings may have a more relevant, engaged and trusting audience because they haven’t “blown up” yet. Check the comment sections on a Kardashian-branded post and you’ll see what I mean.
To build trust with your audience, you don’t need to reinvent the wheel. But you do need to foster trust between your brand and the influencer — trusting them to make content that will capture your brand values while also engaging their followers in the best way.
You can take advantage of existing marketing principles to build a playbook to engage your audience. Make use of peer recommendations from authentic influencers to drive engagement with your brand.
Brian Zuercher is CEO & Founder of SEEN, and a contributor to Search Engine Watch.