What do advertisers, politicians and charity organizations all have in common? They all have the desire to make their message catch on and spread!
How to achieve this? Of course, advertising comes to mind but there are countless cases of compagnies and organizations that spent millions of dollars on advertising without getting ANY benefits…
SMART advertising is the answer…Advertising alone is not enough, you need SMART advertising that will make your message go viral. Just getting a message out there doesn’t necessarily mean that it is going to catch on. For your message to go viral, you need to get people talking, sharing and imitating.
What you need is Social influence and this is exactly what the author studied extensively for the past 10+ years. Jonah Berger is a marketing teacher at the Wharton School of the University of Pennsylvania, at top business school.
Berger’s extensive research on the topic has revealed that there are 6 main factors that help explain social pandemics…1) Social Currency 2) Triggers 3) Emotion 4) Public 5) Practical Value 6) Stories.
Let’s say that you are at a party and you are meeting a bunch of new people…Should you be super nice with them in order to make them like you? If you read the book called How to win friends and influence people by Dale Carnegie, the main advice in the book is to be interested in the other person in order to make them love you…
Does it really work all the time though? I don’t think so…In some cases, being too friendly makes you seem desperate and weak. By showing too much interest, the other person might perceive you as desperate…
Should you instead try to project strength in order to let the other person that you are a high value person? Telling about how your business is doing great, how you know that famous person, etc? There is a good book on this topic called The Mystery Method, which is a book on how to seduce women, but I think everyone should read it because it will teach you a lot about social dynamics. The main premise of the book is that people are driven by a desire to survive and reproduce, and people that are highly popular are people that exhibits behaviours that makes them high value; Having a lot of money, lots of connections, being super smart etc…Basically, by hanging out with this person, you would increase your chances or survival by a lot and you would increase your chance of attracting a high quality sexual partner too. Inside of The Mystery Method book, the author teach you that in order to attract super beautiful girls, you need to exhibits high value qualities. To do this, the author uses stories in which he add elements that makes him look like a high value person. For example, he could tell a story about how his ex girlfriend was a model. By saying this, he is using pre-selection (read Influence by Dr Cialdini to learn more about this) to sub-communicate to the girl that he has enough value to attract high quality girls.
You get the idea?
Now, the whole point of the Mystery Method is to show strength. It is THE OPPOSITE of being interested in the other person to make them love you. Actually, in the Mystery Method, at the beginning of the interaction they would avoid giving too much compliments because it would make you look desperate and needy and the girl would lose attraction.
So what is the answer? What should you do? Is it better to be super nice and give compliments or is it better to tell people your accomplishments so they know you are a high value person?
This is what the book Compelling People: The Hidden Qualities That Make Us Influential wants to answer…
Dr Cialdini did it again! I read his book Influence a few years ago and it is one of the books that had the most impact on my life…So I was super excited when I learned that he just released Pre-Suasion!
I’m not going to lie, Pre-Suasion is not as good as Influence, but it is still a good book…Maybe it is because I had such high expectation about it though…
The goal of the book is to identify what savy communicators do before delivering a message to get it accepted. What Dr Cialdini discovered is that the highest achievers (in terms of influence) spent more time crafting what they did and said before making a request…The best at this are aware that the psychological frame in which a request is first placed can carry as much weight as the request itself. To make sure your message get accepted, you have to make sure the audience is sympathetic to it.
Did you know that Walmart makes a profit of 1.8 million every hour?
How much do YOU make an hour?
This book is the story of how Sam Walton, a man without any retail experience became one of the richest person in the world…As of 2016, the Walton family is worth about 160 billion dollars…Which is equivalent to the total net worth of Bill Gates, Warren Buffet and Donald Trump COMBINED.
Don’t you think you could something from the man that started all of this?