In the Land of the Bland, the One Idea'd Man is King! What is going to make you stand out? If you think it's a particular feature of your product or service, it had better be really good! The truth is, it will be in how you present it, the relationship you build it on and the way you can convey the beneftis persuasively. In the last article, you learned about making the difference dramatic, educating yourself on exactly what they know, knowing when enough is enough and the power of arousal. Let's dip into your next four TRIP System™ strategies for being more persuasive with your messages. 

5. Repeat as Necessary!

Remember the old news motto - tell them what you're going to tell them, tell them, and tell them what you told them? Master persuaders know that the simple repetition of key thoughts, ideas and concepts can lead to big results. They apply the knowledge the advertisers use; that people need to hear a message several times before they consider buying. In my business life, I have waited years for prospects to turn into clients, and kept in contact through KIT (Keep In Touch) Marketing outside the transaction.

Your job is to deliver your message in easily repeatable ways. Kevin Hogan uses the term memes - a message that can be easily replicated. Memes are ideas that pass from person to person to person via word of mouth (or sometimes called viral) marketing, and can be very powerful. One way I do this is to state what I'm going to cover on meeting agendas. Then I cover it and then I recap. That way they get the message three times, all in slightly different ways. And each time it goes deeper!

6. Exercise Your Authority!

Everything being equal, people will buy from those they consider to be the most credible source. In my Personal Branding Bible, I give plenty of examples of how you can become, and make it known that you are the source, the expert. I actually like the GTG phrase - the 'go to guy' or 'go to girl'.

Beware that these days, everyone claims to be an expert, and this can create competition in the mind of your prospects. The trick is to hold that mantle long term, through article writing, speaking, radio and magazine appearances, sitting on influential boards and having sound opinions.

When people are not experts and you know more than your audience, it is not always the message that matters. They listen to you more than what you say. There is a consultant in my field who charges up to $25,000 per day for his services. His message is not radically different to mine in that he advocates building relationships to sell. It's just that he's written a few very good books and held a position at Harvard. That's positioning and I'm working on it!

7. Look Good for Best Results!

This one is simple but overlooked. Robert Cialdini's book, Influence - Science & Practice, highlights how your physical attractiveness makes a difference when you communicate. When you simply focus on numbers, statistics and details, physical appearance is less of a factor. But in conversation with other experts and key decision makers, research shows it can help considerably if you look your best!

8. Remember It's All About Them!

Hogan uses the phrase "paint people in the picture of your presentation." It is sometimes called 'self referencing'. Your prospects will give far more weight to your suggestions and proposals if they are encouraged to see themselves using your product or service. They will also remember more and buy more as a result.

Self referencing is a peripheral cue. If you address someone who has significant prior knowledge of your products and services, any time you spend on putting them in the picture is wasted. However, if you are the expert and they have marginal knowledge, then self referencing is a powerful peripheral cue to hit on. This especially holds true if you can see they already have some motivation to use you. Obviously, if they have no desire to make use of you, all the self referencing in the world won't make the sale!

So say 'you' a lot more than 'I' and 'we' to make them feel it's all about them. The more people self reference, the more likely they are to buy, and the more likely they are to remember you and your services.

Rob's Quick Tips

Now go out there armed and dangerous to make the most of your persuasive powers. Work on one or two at a time until you nail them well enough to have them all in your tool box!