Mass Influence
How to influence the masses to do what you want
It’s Wednesday afternoon. I’m looking through the glass door of my studio at the old brick wall fence I share with my neighbor.
The house is quiet, my Spotify playlist is playing ( If you want the playlist let me know) the sun is shining, and it’s a beautiful day.
Estimated reading time: 3 minutes
MASS PSYCHOLOGY
Edward Bernays, known as the "father of public relations," conducted a famous public relations campaign in the early 1920s to promote a hearty breakfast including bacon and eggs.
In 1929, he orchestrated a survey in which he asked 5,000 doctors whether they believed that a hearty breakfast was better for health than a light breakfast.
The response was overwhelmingly positive, which he then used to promote bacon and eggs as a healthy, hearty breakfast through a campaign for the Beech-Nut Packing Company.
He ran an advert based on his findings and the sales of beacon and sugages soared.
Hear from him
Lesson:
People can be influenced en masse if you:
Get an Influencer to Endorse Your Product:
Find someone who can influence your target audience and get them to endorse your product.
Quote Statistics:
Use specific statistics to lend credibility to your claims, such as “30% of lawyers...” or “According to the NBA (Nigerian Bar Association), 40% of property in Lagos...”.
Leverage Authority Figures:
Humans are designed to obey authority figures and institutions without questioning them. Quote authoritative sources, use authority figures, or borrow the credibility of these authorities to your advantage.
So, there you have it. You’re eating sausage, bacon, and eggs today because of the marketing genius of Edward Bernays.
RESOURCES
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