The More Clients Blog

Law of Social Proof - Persuasion Strategies - Pt. 1

We'd all like to be more persuasive.

"If only I could persuade more people to work with me," is a thought I'm sure you've had many times.

Interestingly, many people equate persuasion with personality. However persuasion has very little do do with personality, except perhaps for the personal trait of learning and trying new ideas.

Persuasion is a science, with certain laws that work unfailingly - if we only apply them. This is the premise of a new book by Noah Goldstein, Steve Martin and Robert Cialdini called, "Yes! 50 Scientifically Proven Ways to Be Persuasive."

The book is based on scientific studies that reveal these laws and how they can be applied in a variety of situations. As I read it, I couldn't help but think of all the ways these laws of persuasion could be applied to marketing for Independent Professionals.

For the next several weeks I'm going to share with you some very practical application of these laws. Instead of theory, I'll give you hands-on strategies and techniques you can apply to your business immediately.

But first... Is persuasion manipulation?

Here's how I think of it. Persuasion is communicating in such a way that more people respond to what you have to offer. If you have a valuable service and deliver what you promised, and your clients are satisfied, then you are not manipulating.

Manipulation, on the other hand, has an agenda that fails to take your clients' satisfaction into account. Manipulation is all about what you get but little about what your clients get.

If you're not manipulating, please don't feel guilty about increasing your persuasive skills! Ultimately, persuasion will benefit your clients while enriching yourself at the same time.

The Law of Social Proof

This one is simple, but one of the most powerful laws of persuasion. People will more likely buy something if you can offer proof that others have bought the same thing and gotten favorable results.

This law can be applied in quite obvious, and also subtle ways. Here are a few that most Independent Professionals can apply.

1. Collect and communicate testimonials. My favorite example is Alan Weiss's testimonial book. Alan asks all his clients for a testimonial letter if they are happy with the service provided. He has collected hundreds, usually on the client's letterhead.

Alan then copies these letters and binds them into a book about an inch and a half thick. He gives this book to prospective clients at their first meeting. The proof of these testimonials is very powerful and they help him to close many large projects.

2. Case Studies should be at the heart of any web site. Stories of clients you've worked with and the difference your services made are more powerful than any other written marketing materials.

3. Prepare stories about client successes to relate when someone asks what you do. "Perhaps the best way to explain what I do is to give you an example of a client I worked with recently..." This tends to be more effective than most "elevator speeches."

4. Drop names appropriately. If you've worked with certain clients who are known and respected, don't keep it a secret. List them on your web site. Bring them up in conversation with some degree of subtlety, making sure not to reveal proprietary information.

5. Incorporating audio and video testimonials and case studies on web sites is a growing trend. The bottom line is that sound and sight are much more persuasive than just the written word. The best of these talk about real results achieved with your services.

6. When using testimonials or case studies, the key is believability. Never stretch the truth. Provide enough details to give your prospects a real sense of the value your clients have received. Identify key benefits, results or outcomes, not just the fact that your clients liked working with you.

What social proof can you provide when communicating about your services? Ignoring this law will greatly diminish your ability to get more clients to work with you.

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The More Clients Bottom Line: Apply the Law of Social Proof in all your marketing communication. This universal law will help your prospects feel more confident about your services and assure them that they are taking very little risk by working with you.

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What other ways have you applied the Law of Social Proof? Please share on the More Clients Blog.

Marketing is Dangerous

As I write this, I'm sitting here in my rented Camry Hybrid under a tree in Vancouver, Canada. I'm on a final summer vacation to relax after my fun, but grueling, eight-city workshop tour.

In the B'n'B where we're staying, the Internet connection isn't working, so after this is written I'll be searching for an Internet cafe and uploading the eZine.

Clearly I don't have time to do this. (I'm on vacation!!!)

One of the sections of the Fast Track Workshop is on Marketing Mindsets and one of the most frequent mindsets is, "I don't have the time to market my services." But the truth is, you'll always find the time to do something if you see the value and make a commitment.

Then time is never a problem. 

I often wonder why so many things seems to stop people from putting their marketing into action. But during this workshop tour I discovered even more mindsets that stop many people cold.

Here's one: "I can't start marketing until I know exactly what to do." This mindset is interesting because there's actually some truth in it, but there's also a big lie.

There's no question that it's useful to know what to do before you start anything. It's like a recipe. And when you have that step-by-step-recipe, it's usually a lot easier to get started.

However, just like cooking recipes, there are a whole lot of marketing recipes available. All you need to do is take a little time to study them and get started. You can find these recipes in books, my InfoGuru Manual and my Marketing Audio Programs.

The step-by-step details are there for anyone to follow.

It's not a big deal to launch a speaking strategy, an eZine, or a networking plan. Nevertheless, you may have access to these recipes and still not get started.

For instance, after last week's eZine on LikedIn and Facebook, how many of you are still thinking about them?

Perhaps there's another mindset in the way. Does this one sound familiar? "I might do it wrong, and if I do, I'll make a fool of myself and be ridiculed or rejected." This one is very common.

Despite having a step-by-step recipe, you may hesitate or procrastinate in getting started, or you may try to get everything perfect before you finally launch your plan. But, "I have to do this perfectly," is just another limiting mindset.

Let's do some reality thinking here.

How dangerous is marketing, really?

What's the worst thing that could happen if you put a marketing action plan into place? What would people do if you launched your eZine, or gave a talk to a group on your area of expertise, or put your profile up on Linked in and Facebook?

The worst thing that could happen, in my experience, is that people wouldn't be interested. They just wouldn't care. They wouldn't respond or want to know more.

But tell me honestly, would that kill you?

Truthfully, wouldn't you survive? If you really think you wouldn't, you just may be in the wrong business! You should pick a safer profession, a job where nobody could ever reject you. Maybe a forest ranger or night watchman.

Instead, take a look at the potential upside.

If you put yourself out there, if you were willing to face some disinterest, even some rejection (in fact, if you could embrace the disinterest and rejection), you just might discover that some people actually were interested and wanted to know more about your business. Heck, they might even hire you!

Here's my challenge to you this week: Pick a marketing strategy that is scary to you, (but that you intuitively feel could help your business) and then learn the step-by-step recipe to get started and put it into action.

And then just do it.

Now I'm off to find an Internet connection and get on with my vacation. See you next week.

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The More Clients Bottom Line: Taking any kind of marketing action is potentially dangerous. You could fail, be ridiculed or rejected. But your thinking about what could happen is almost always worse than the reality. It's not hard to find the tools to help you. And the potential benefits almost always outweigh the risks.

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What are you going to risk in your marketing this week? Please share on the More Clients Blog.

Online Networking Anyone?

This week I finally took the plunge and got very involved in two "Social Networking" groups - LinkedIn and Facebook.

For my purposes, the term "Online Networking" seems more accurate as you are making connections, having conversations, exchanging ideas and resources, as well as promoting your services - just like live networking, but all online.

Look, I'm very new to this but I'd like to share my perspective.

Like any other marketing activity that I engage in, I use the same "Marketing Ball" model. Let me take you step-by-step:

Affiliation

This is joining a network that can ultimately lead you to prospects and clients. As soon as you join, you have an affiliation, no matter how weak. Joining gives you access to potentially thousands of people in a relatively short time.

LinkedIn and Facebook are quite different, but both afford the opportunity to make these kind of connections and they are very popular with Independent Professionals and other small business owners. Both are free to join.

Attention

The first thing you need to do in both of these networks is to develop a profile. In LinkedIn it's more in-depth, listing your current business and jobs (or projects). In Facebook it's more flexible but you can also list information about your business and give people a good sense of what you do.

Using appropriate keywords that can be searched by members (in both networks) will help others find you. And don't forget to include a picture that actually looks like you! Since you are using these networks professionally, look professional, both in words and visually.

Familiarity

Now that you are affiliated and have an attention-getting profile, it's time to start getting known. There are many ways to do this in both networks. You could spend most of your free time doing this, so you need to pick your highest-leverage activities.

In LinkedIn, one of the best ways is to both ask questions and answer them. You can ask up to nine questions a month and answer infinite questions. Some answer dozens every week. This can be a great way to position yourself as a credible expert.

In Facebook there are even more opportunities for connecting. You can update your current activity once a day (or more) and everyone in your network will see what you're up to. You can interact with friends on your network in various ways and join different groups and participate actively.

Information

When you connect with other network members, you can add links to information on your web site. You can add a blog feed to Facebook and include such things as podcasts and videos. The opportunities to offer information are practically unlimited.

On the other hand, you don't want to overdo it and be pushing a lot information to people who don't want it. Like a good web site, you can have this information available 24/7 online for those who want to know more.

Experience

I haven't gotten to this level yet, but your long-term online connections could lead to such things as events, teleclasses and webinars, etc. For instance, in Facebook, you can hold an event (live or virtual) and then invite everyone in your network.

In my recent Fast Track to More Clients Workshops I discovered that one of the biggest beliefs that stop people from marketing is the idea that, "I have to know how it all works before I can start." Is that true? No it's not! Jump in and poke around. Both LinkedIn and Faeebook are simple to get started with and figure out.

Once you get people to Experience, there are always opportunities to follow-up and make appointments with qualified prospects who now know, trust and like you.

I read a few books that helped me get started: 

I'm on LinkedIn - Now What? by Jason Alba
I'm on Facebook - Now What? by Jason Alba, Jesse Stay
LinkedIn Personal Trainer by Steven Tylock

All good reads and mercifully short! You can read each in less than 45 minutes. Check 'em out and then get networking.

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The More Clients Bottom Line: It's time for you to get into Online Networking with Facebook and LinkedIn. You'll be amazed by how many of your friends, clients and associates are already there. And you can start growing your network faster than you think.

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How are you already using LinkedIn and Facebook? Please share on the More Clients Blog.

The Karate Model of Marketing

Before embarking on my workshop tour in June I attended the System Internet Seminar in Chicago. I spoke there as well, but also attended some great presentations and made many valuable connections. 

One presentation will change my business and my life. 

Sean d'Sousa's Presentation on "The Theory of Consumption in Business" was the most powerful (and practical) presentation I've ever witnessed in my career. Instead of the usual warmed over ideas, presented in a lackluster format, Sean delivered a wake-up call that will change my business dramatically. 

Sean's two main premises were: 1. You first have to get your clients and customers to consume what you've already sold them. 2. You need to offer new services in progressively more complex stages if you are going to truly serve them. 

As a result of this presentation I am already working on the design and development of my "Marketing Tracks." Let me give you a very quick preview. 

1. More Clients Track. This is the free subscriber level. I've already offered this for years. Anyone can join by signing up with their name and email address.  

2. The Fast Track. This will be my new foundational product - The Fast Track to More Clients. This lays the groundwork for marketing success. By August I'll have the home study version based on my Live Workshops. 

3. The Action Track. This includes more advanced marketing materials, including the InfoGuru Manual and Web Site ToolKit. Ultimately this will include more products and services, including online software and live workshops. 

4. The Mastery Track. This is for those who want a very high level of success in their businesses. It will include in-depth coaching programs designed to accelerate the ability to grow your business. 

5. The Certification Track. This is for those who want to be licensed to use my materials and be coached at an even higher level to be Action Plan Marketing Coaches. This program is already in place (yes, I got ahead of myself!) and there are now 36 coaches working around the world. 

My goal is to roll out this new business model completely by mid September. It will include a newly designed web site and many new ways to use Action Plan Marketing as a resource to grow your business. 

As I put things in place, I'll keep you posted, but in this eZine let me get a little more into Sean's ideas. One of the brilliant parts of his presentation was demonstrating the parallels in various systems we are already familiar with. 

For me, the best one is the martial art of Karate.  

When you start as a Karate student you start with a white belt. Everyone starts there. You then progress to different colored belts - yellow, green, brown and then black. And the black belt has ten stages (1st Dan to 10th Dan).  

When you go to join a Karate School, the instructor doesn't ask you, "Which color belt would you like? Green is very fashionable these days!" No, you get a white belt that indicates you're a beginner. And as you progress in your skills and pass certain tests, you earn the next colored belt. 

Sean realized that it would make a lot of sense to offer the same kind of levels with business services as well. Before a client or customer can buy the second or third-level programs or workshops, they needed to buy (and consume) the first level program or workshop. 

This approach has many advantages.

- First, it increases the chances that your clients will actually get results. Too many people buy advanced programs and are unable to implement them because they haven't yet mastered the basics. 

- Second, it enables you as a professional service provider to work with clients at increasingly complex and interesting levels. It's more involving and rewarding to work with black belts than it is with white belts. 

- Third, the higher, more advanced levels are ultimately made available to fewer people, but at a higher price. Subsequently you end up earning more by working with a smaller number of people.

I don't know about you, but by restructuring my business this way, I'll accomplish my primary marketing objective more effectively: More independent professionals who are able to consistently attract more clients and grow their businesses. 

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The More Clients Bottom Line: Ask yourself if you can adopt Sean's model to your own business. Can you offer basic, intermediate and advanced programs at increasing levels of complexity and value? 

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How have you structured your business model? Please share on the More Clients Blog.