Six Principles that Produce Influence
1) Reciprocity – we feel obligated to return favors. Thus The Frank Kern idea of ‘stacking the cool”, moving the free line. Give away ‘cool’ value things for free, and the givee will fell (mostly) obligated
2)Liking – we have a tendency to say yes to people we like. Again, the direct marketers portray ‘the likable character’. The story of rags to riches, the humble hero etc. Make your character likable when selling. Or perhaps ACTUALLY make yourself and your life, open and likable and things move in your favor.
3)Scarcity – we place more value on things that are in short supply. And expensive. An e-book that is $19.99 and available to all,is one thing. A Value Report, only 25 available in the world,can be priced at $3000, and jumped at, especially if you have created 1 and 2 above. That is proved you produce value. Now the $19.99 ebook could have the same information, but it will not have the same ‘value’.
4)Social Proof – we always look to see what others are doing, when we are not sure of a decision. A busy restaurant does better than an empty one (Its not about the food). People by more in a busy store than an empty store. Its impossible to stop a run on a bank.
5) Authority – we tend to put more weight on the sayings of those in ‘power’. Power in this case can be ‘in the spotlight’. Frank Kern is notorious for taking up all available oxygen when doing a launch f a product, so his is the most dominat voice in that market at that time.A Movie Star or (just for talkings sake ) a Golf Star have more weight and impact on our water cooler discussions than say – Mabel. (though they may be all doing the same thing).
6) Commitment and Consistency – we like things that are the same, or we perceive to be the same. We like people who follow through. We like people who keep to the same ‘story’.
Of course all six things can be manipulated to produce persuasion. But only for so long. The true ‘supersperson”, ‘super persuader’ actually IS all these things. And uses them only to produce beneficial, that is win-win situations for all involved.
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