HOW TO INFLUENCE ANYONE

Happy Thanksgiving everyone and welcome back. I know, You can’t wait for the AI letter. This is the last one in the influence series. Next week, like always, I will share with you a simple automated framework that you can use directly to improve your online sales.

With that out of the way, let’s start this week’s newsletter on the other 4 levers of compliance.

Lever 5: Authority

Online influencers who have never heard the term ‘AI’ before are suddenly calling themselves ‘AI experts’. Speaking crudely, They just read newsletters and blogs from actual AI experts and just present them to their followers like they understand what they are saying. This is not surprising. Marketing guys have a history of hopping on the bandwagon on the latest technologies. What’s surprising is that they have hundreds of thousands of followers. People buy their courses, and products, and subscribe to their paid group chats. How can smart people like CEOs and founders fall for this fallacy? Aren’t they smart?

This is caused by the 5th lever of compliance, Authority. An Authority is someone who has the expertise and experience in the topic and can be trusted to believe him to act in our best interests. But people judge an authority based on the symbols of authority: Title, clothes, items in possession.

In the above example of online AI gurus, They have titles like “entrepreneur, AI expert, AI guru” in their bio. They dress up and speak fancy like they understand what they are saying. and they make reels, and videos on AI tools developed by others.

This can be seen in many other cases:

1. People wearing designer clothes, and expensive watches are often favored in hiring.

2. People don’t honk at luxury cars even if they are at fault.

3. Actors who played the role of doctors in prominent tv shows, sell more medicine when they appear in Ads wearing the white coat like doctors.

So, How can you become an authority so people listen to you and buy your products?

1. You need to have/show expertise

   If you have expertise even in a field loosely related to the topic, like a degree or title, people listen to you with a halo effect.

   If you don’t have a symbol of expertise then see if you can get one easily. For example, Anyone can become a licensed real estate agent for less than $200.

   But if you don’t want to go through all this, There is another way you can use the halo effect. Mention expert quotes in your posts, tag them, or invite them to a podcast. Their authority will be associated with you. Check out this post from Lara to know more about doing it.

2. You need to be trustworthy

   Your prospects and your customers should be confident that you align with their best interests, and that you are honest and realistic.

   So, you need to be clear in mentioning the shortcomings of your product early on and immediately after, mentioning the strongest point of your product. This makes it even stronger.

   And if you ask your friends to leave reviews of your products, Make sure not all of them leave a 5 star.

    

LEVER 6: Scarcity

This letter is so perfectly timed around the black Friday season. Every year, People get into a frenzy trying to buy a discounted product. You lose all sense of humanity and are very competitive and will push, fight, and run over to get to the product first.

What brings out the animal in you?

Humans often value avoiding losses more than acquiring equivalent gains, a phenomenon known as loss aversion.

Most people say “I am nothing without you” but they don’t say “ My life got better with you”. So you need to do the same in your sales pitch.

Instead of saying

“ You get … if you buy…”

say

“You lose ….. if you don’t buy..”

Highlighting what customers stand to lose by not purchasing can be more compelling than emphasizing what they gain.

Deliberately limiting product availability can create a perception of exclusivity and increase its perceived value. for example, Offering limited edition products or services can prompt quicker purchase decisions due to the fear of missing out (FOMO).

You can also do this by implementing deadlines or limited-time offers can create a sense of urgency.

FOMO is very effective because the desire to possess scarce items often outweighs the joy of the experience they provide. It doesn’t have to be of greater utility, It just has to be scarce.

Here are all the Practical Tips for Implementing Scarcity in Online Business:

1. Create Limited Editions: Offer products that are available only for a short time or in limited quantities.

2. Use Countdown Timers: Implement countdown timers for special deals to enhance the sense of urgency.

3. Display Stock Levels: Show how many items are left in stock to instill a sense of scarcity.

4. Send Last Chance Reminders: Use email marketing to remind customers of expiring offers.

5. Leverage Customer Reviews: Showcase reviews for scarce items to combine scarcity with social proof.

6. Implement Dual Appointments: For high-value items, consider setting up simultaneous appointments or viewings to create a sense of competition among buyers.

Lever 7: Commitment and Consistency

If you don’t know Dan Koe, He is the king of one-person brands who went from 0 to $4M in 3 years. And I found one thing a bit strange about his marketing. He rarely promotes any paid products on his social media accounts. Instead, He promotes his free newsletter, which is on his website. But still, 99% of his revenue comes from his products. But after understanding the 7th lever of compliance, I don’t doubt his technique.

So, this is exactly what happened to me and happens to anyone. When you start reading his weekly newsletters, you create a self-image of yourself, partially shaped by the newsletter’s content. You commit yourself to that self-image and start using that as a compass for your actions. Later, whenever you come across his products, You want to follow through with the commitment and be consistent with it by buying his products.

When individuals make a commitment, especially in public, they are more likely to follow through to maintain consistency with their self-image and past actions.

We have already talked about how testimonials create social proof for prospects but there is one more advantage to it. Because the testimonials are public endorsements, they continue liking your new products even in the future because of their desire to be consistent with the commitment.

And the more effort a customer puts into a commitment, the stronger their adherence to it. Effort here can be the price or time they pay. Make the process of engaging with your brand or purchasing your product an experience in itself. The effort customers put into understanding, choosing, and buying your products can deepen their commitment to your brand.

And always design marketing strategies that encourage incremental commitments. Start with small asks, like subscribing to a newsletter, and gradually move towards larger commitments, like making a purchase or signing up for a subscription service.

Lever 8: Unity

At its core, Unity goes beyond mere similarity; it’s about a profound sense of shared identity. This could stem from family ties, geographical connections, cultural bonds, or shared interests and values. When people perceive a sense of 'oneness' with others, their levels of trust and openness to influence significantly increase. In the digital marketplace, tapping into this shared identity can be a powerful strategy.

And this shared identity is created using a community. Swifties and Beliebers are great examples of these communities.

Here are a few ways you can leverage Unity to make more sales:

Building a Community Around Your Brand: One of the most effective ways to apply the Unity principle is by fostering a community around your brand. This can be achieved through interactive platforms like social media groups or forums. Here, customers can connect not just with the brand but with each other, over shared experiences or interests, creating a robust sense of belonging.

Personalizing the Customer Experience: Tailoring your content to mirror your audience’s values and interests can significantly enhance the feeling of unity. This could mean using specific language, imagery, or themes in your marketing that resonate deeply with your target demographic. A personalized experience makes the customer feel seen, heard, and, most importantly, understood.

Encouraging User-Generated Content: Invite your customers to share their stories and experiences with your products or services. This approach not only provides social proof but also weaves a narrative of collective experience, further solidifying the sense of unity among users.

Showcasing Shared Values: If your brand advocates for certain values or principles, like sustainability or innovation, make these a cornerstone of your messaging. Customers who share these values will feel a stronger connection to your brand, fostering a loyal community bound by common beliefs.

Influencer Partnerships: Collaborating with influencers who embody the identity and values of your target audience can be incredibly impactful. Their endorsement carries weight because of the perceived unity between the influencer and their followers, which can now extend to your brand.

Storytelling: Utilize storytelling in your marketing efforts to craft narratives that your audience can relate to. When people see their own lives and values reflected in a brand’s story, it strengthens their emotional connection and sense of unity with the brand.

This concludes the 8 levers of Compliance and how they can be used in online sales. Next week, We will see how to put these levers into action using AI and move towards your goals.