Use these three "powers" for success
This week, I came across a fascinating article on persuasion and selling that features Robert Cialdini, the man who wrote the book on Influence.
Cialdini has 6 principles when it comes to influence: Reciprocity, Commitment, Social Proof, Authority, Liking, and Scarcity. Today, I wanted to share the ways you can begin implementing three of these principles in your digital marketing efforts:
1. SOCIAL PROOF: The easiest way to get social proof is through requesting online reviews.
First, choose a platform you want to aggregate reviews on (Zillow, Facebook, Google, etc.). Then, look at your database and begin sending emails to ALL of the happiest clients you’ve worked with in the past 12 months. Each week, choose 5-10 from that list and send them a personal note requesting a review. Second, ensure that asking for reviews is a part of your ongoing strategy. I personally ask for reviews in every “congrats!” call I have with a client.
2. AUTHORITY: Use platforms like Instagram, YouTube, and Facebook Live to share informational videos or host trainings.
To build up content on these platforms, begin recording videos that cover anything from a two-minute tip on home staging to a four-part video series on repairing credit.
A more timely recommendation I have is for you to consistently educate clients on the current Las Vegas market and what it means that we currently have low inventory levels – this will position you as up-to-date and knowledgeable, a key in having influence.
3. LIKING: This is all about using social media to find common ground with someone.
Common ground can be anything from having the same taste in music to discovering both of your kids play soccer. Remember, people work with people they know, LIKE, and trust!
Once you find common ground, use this as an opportunity to surprise & delight old clients who are great referrers as well as newer clients in your pipeline. Like Teddy Roosevelt said, “People don’t care how much you know until they know how much you care.”
What are the ways you’re building influence? I’d love to hear your thoughts!