Persuasion, the ability to persuade. It's a core skill that every entrepreneur should be adept in. Without it, you'll probably find it hard to raise capital, attract clients, or even close a sale. Thankfully, becoming a master persuader is relatively straightforward. All you have to do is invest a little time and effort into learning a few basic principles, six of them to be exact. Those principles are outlined beautifully in the bible of persuasion, the book, Influence: The Psychology of Persuasion, by our guest today Dr. Robert Cialdini or Bob as he likes to be called by. These universal principles of persuasion are as follows. Number one, reciprocity. We tend to reciprocate even if we really don't want to. This isn't just because of social pressure, it's in our genes even. Hare Krishna, for example, want to give you a flower, but you'll go out of your way to avoid them so you don't get stuck with a flower you don't even want and feel obligated to make a donation. But you will make that donation even though you don't want to because of that social pressure, the law of reciprocity. Number two, scarcity. When it's scarce, we want it more. We see scarcity used to manipulate us with special offers that are time-limited and/or quantity-limited, and it works. Number three, authority. If you are the undisputed guy or gal in your category, the one with the New York Times bestseller or the keynote speaker who's invited to all the big industry events, that status conveys a halo of infallibility and awesomeness on you. Number four, consistency. We want to be consistent with our previously formed opinions even if they're wrong. We don't want to look inconsistent, confused, wishy-washy, even just to ourselves, so we will double down on our stupid original bad calls. Number five, liking. This one seems pretty obvious, but it's insidious. We want to do business with people we like. It's unfortunate if those people are inept, and doubly unfortunate if the person we don't like for some unjustifiable reason is the exact right person for the job. Number six, consensus. This is also known as social proof. There are lots of ways we could have social proof. A client list with impressive names, as seen on logos from the major TV networks and in TV shows, a who's who of celebrity friends. It means basically that you've come preselected which saves me the consumer or client, a lot of time in terms of the due diligence that would normally be required. Fewer calories to burn in our big brains. Bob followed up with this seminal work with another one pre-suasion. I'll let Bob defined pre-suasion for you, but suffice it to say, it's powerful. Whether you're familiar with Bob's work or not, you probably have come across some concepts he developed like social proof because they have become crucial tools for marketers seeking to understand human behavior. Dare I say even a cornerstone to marketing. On this episode number 201, I'm excited to welcome Bob to my show so he can share with you some of his game-changing wisdom backed by hard science and lots of research on human psychology in marketing. If you're looking to understand your market on a deeper and more profitable level, and then to ethically influence them to take the action is right for both them and you, this episode is not to be missed.
98% of the time when I'm asked to speak on stage about SEO, I'm not allowed to sell from stage. Yet my whole reason for being there is to generate leads that will eventually turn into SEO consulting gigs. You can imagine the dilemma. I need some tools, techniques and tips that will help me to be more effective at generating the leads without seeming to be salesy from the stage because otherwise I won't get invited back. Enter Speaking Empire, specifically Dave Vanhoose and Dustin Mathews. Dustin's already been on the show and Dave Vanhoose is our guest in this episode number 157.One example of a technique I learned from Dave was how to give my book away in a powerful way, The Art of SEO, which has a thousand pages. It's a pretty good giveaway but just giving it away is not that impressive. We want to make people run to the stage to get a copy of the book and I learned a cool technique from Dave on how to do that. You're going to learn lots of cool tips and techniques from Dave Vanhoose. He's an author, speak to sell trainer and Co-founder of Speaking Empire. An interesting fact about Dave, he faced complete paralysis at the age of 29. Thankfully, it was only temporary.
Before you step onto a stage to speak, you need to have clarity on two big questions: who your target audience is and what specific problem you solve for them. Once you answer these questions, it’s surprisingly easy to put together a great talk (or webinar, podcast, and so on). It’s when you’re vague and loose with these answers that your talk might meander and not reach anyone. Pat Quinn didn’t get his start as a professional speaker. Instead, he worked as a professional magician for 10 years before deciding to get a “real” job. He became a public school teacher and taught high school for 12 years, during which time he got a degree in brain research and focused on how adults learn. This combination of experiences means he brings both stagecraft and a deep understanding of audiences to his presentations. Tune in to hear his wisdom and learn how to apply it to your own talks and presentations!
We’ve all been the customer outside the money-back guarantee window asking for a refund. But refunds don’t have to be commonplace. Fortunately, there are tools and techniques that you can use to minimize returns. For example, reaching out to new customers can dramatically reduce the number of people who end up asking for refunds. Dustin Mathews is here to explain this and much more about the best techniques for selling. Whether you conduct sales in person, from presentations on stage or virtually through webinars, Dustin’s advice will offer incredible value.
Today's guest is Tamsen Webster who's a brilliant keynote speaker and change strategist. She’s also an insightful “idea whisperer” who knows how to bring a talk or presentation to life. Her experience with the topic runs deep; she’s the executive director of the oldest (and one of the largest) locally organized TED talk events in the world. She’s particularly noteworthy for her simple yet powerful “red thread” framework, which she’ll explore in depth in this episode.