How to influence people to buy your product and service
It’s a quiet Wednesday morning. The sound of my washing machine continuously doing what it was designed to do fills the air. My sons are on their way out of the house to play football, and I am looking at a blank page as I write.
I hope I write a useful letter today.
Estimated time of reading: 4 minutes
To quote the PR guru Edward Bernays: “We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of.”
Most of your desires, demands, and dreams don’t come from you; they emerge from the imprint of the people and places you have been exposed to.
Every human belongs to a tribe, community, or family. If you can influence the leader of the tribe, you will influence the participants of the tribe.
Humans are designed to look up to leaders and authority figures to make decisions.
To quote Edward Bernays again: “Because man is by nature gregarious he feels himself to be a member of a herd, even when he is alone in his room with the curtains drawn. His mind retains the patterns which have been stamped on it by the group influences.”
Here are the two ways to influence people
Emulation
I recently bought a stool for my house from IKEA because I saw it displayed in the London home of one of my favorite influencers on Instagram.
The demand for the stool was created by the influencer, not by me. I did a good job emulating him.
How can you be the influencer in the lives of your customers so that they buy a lot of things from you?
Authority
If your pastor endorses a person, you're more likely to do business with that person. Similarly, if your favorite comedian or singer endorses a product, you're more likely to buy that product.
In the book "Sway: The Irresistible Pull of Irrational Behavior" by Ori and Rom Brafman, there's an interesting story that illustrates the power of authority and context in influencing behavior.
The authors describe an experiment where doctors, who are typically associated with a high degree of authority and trust, were asked to wear their white coats and participate in activities outside their usual medical environment. In one particular instance, these doctors stood behind a pickle stand at a fair.
The result was fascinating. The presence of doctors in their white coats at the pickle stand led to an increase in the sales of pickles. People perceived the pickles to be of higher quality and healthier simply because they were being sold by individuals who appeared to be medical professionals.
The authority and trust associated with the doctors' coats had a strong sway over the customers' purchasing decisions, even though the context (a pickle stand at a fair) was completely unrelated to medicine.
This experiment highlighted how powerful symbols of authority, such as a doctor's coat, can significantly influence people's behavior and decisions, even in contexts where that authority should logically have no bearing.
It demonstrated how irrational behaviors can be triggered by subtle cues that manipulate our perception of authority and expertise.
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