how home-based business owners can get what they want
TRANSCRIPT
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How Home-Based
Business Owners Can
Get What They Want
Perfect Marketing Equation
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Being able to persuade others is
critical to an entrepreneur’s
success.
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I was talking with one of my friends
about this and the funny thing was
when I mentioned having a talent to
easily persuade others, she took that
as a negative thing.
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I found it interesting how she
related persuading others as
deceptive which is completely
false.
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Sure, there are slimy people out
there that are trying to make a
buck off people dishonestly,
there’s no doubt about that.
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But if you’re a home-based
business owner, you’re going to
have to sell your product.
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If you’re going to sell your
product, you’ll need to talk people
into it.
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As a Home-Based Business
Owner You’ll Need to
Understand the Art of
Persuasion
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I decided to talk about this topic when I
watched a television program a few days
ago on the National Geographic
Channel called How Can You Get What
You Want a segment from the series The
Numbers Game.
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I was fascinated by the program
which stated the entire world was
built on persuasion.
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Doctors persuade patients to take
medicine, teachers persuade students to
learn, TV persuades us to do just about
everything, and as a business owner you
must persuade someone to buy
something.
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Here are some examples of
persuasion used on the show:
(Content credit to the National
Geographic Channel.)
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1. Give a reason
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If you’re standing in line and want move
ahead of the person in front of you the
study showed that 94% of the time when
someone gave a reason versus just
saying the word please they actually
would allow you to jump ahead of them.
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2. Dress the part
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A recent study found that people
were 3.5 times more likely to follow a
man wearing a business suit across
a busy intersection than the same
man in casual attire.
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Dressing professionally makes
people think you’re more credible
than if you are dressed normally, and
so they are more likely to believe you
and trust you as an authority figure.
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3. Present a visual
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Get those PowerPoints ready!
Presentations that use visual support are
43% more persuasive than those that
don’t because visual aids help people
remember and understand things better,
which improves their chances of acting in
a certain way.
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4. Grow a beard
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A recent study in the Journal of
Marketing Communications found
that men with beards were deemed
more credible than those who were
clean shaven.
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5. Speak fast
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Studies have found that speaking
quickly, like at around 200 words per
minute, is more effective in short-
term persuasion.
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Fast talkers give listeners less time to
come up with their own arguments, and
so the listeners are more likely to just
agree rather than embarrass themselves
by stumbling over their words. So I guess
this is why auctioneers talk so fast?
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6. Body language is
powerful
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One study found that you can convey
80% of a word’s meaning using
nonverbal cues such as posture,
facial expressions, and hand
movements.
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Is Persuasion Manipulation?
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I think that many people feel that
persuasion is a form of manipulation
which is why there was a negative
implication when I discussed it with
my friend.
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According to an article written for Forbes,
called The 21 Principles of Persuasion
written by Jason Nazar, persuasion is not
manipulation – manipulation is coercion
through force to get someone to do
something that is not in their own interest.
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Persuasion is the art of getting
people to do things that are in
their own best interest that also
benefit you.
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So stop thinking about those slimy
snake oil salesmen when you think of
being persuaded, it’s actually a
mutual process. Let’s face it,
everyone is selling something!
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I’ve filled an entire practice by doing
one thing really really well. I KNOW
my ideal client. I know them
intimately.
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Everything I do in my business down to
the website that I designed was from their
point of view, based on what I knew they
needed. I constantly say out loud, “this
isn’t about me” just to remind myself.
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If you really believe that, then what
you sell doesn’t really need to be
sold but instead just needs to be
explained so that your client clearly
understands the value.
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Now, as long as you’re confident that
you’ve created a product that aligns with
your passion and is of great value to your
ideal client you should make a conscious
decision to release yourself from any
concern of over-selling.
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The confidence you have in your
product and your process will
shine through, thus attracting
your client.
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Persuasion Isn’t
Manipulation – It’s Science
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When conducting research on
this topic I came across a great
video on YouTube called Science
of Persuasion by Influence at
Work.
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Wow, this video gave an excellent
perspective!
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The video explains that researchers
have studied what influences us to
say yes at the request of others for
over 60 years.
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They mention that it would be nice to
consider that we make an educated
decision based on all the available
information. But the thing is, that isn’t
the reality.
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They reference to the increasing
information over-loading lives that we
now live and as a result we create
short-cuts to make our decisions.
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I thought it would be fun to identify
these 6 short-cuts which they refer to
as the Universal Principals of
Persuasion and then I will elaborate
on them from a home-based
business owner perspective.
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Understanding these short cuts and
using them in an ethical manner, as
they explain, can significantly
increase the likelihood that someone
will be persuaded by your request
and say yes.
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1. Reciprocity – Simply put, people feel
obligated to give back what they receive.
If you do someone a favor for example,
they feel obligated to do a favor for you.
People are more likely to say yes to those
that they owe.
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So from a business perspective if
you provide your audience with great
information that’s valuable and helps
them in some way, they feel
obligated. As a result, they’re more
likely to buy from you in the future.
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2. Scarcity – It’s a known fact that
people tend to want more of the
things they can have less of. This is
why so many businesses make a big
deal out of going out of business
sales.
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I have a furniture store down the street
from me that I know has went out of
business at least 5 times in a few years.
This can also explain why we tend to buy
things at the last minute – the threat of
losing an opportunity that’s valuable
actually encourages us to buy.
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The video explains that it’s not enough to
tell people about the benefits they’ll gain
for purchasing your product. You’ll also
need to point out what is unique about
what you sell and what the potential
customer stands to lose if they don’t buy.
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3. Authority – This is the theory that
people will follow the lead of credible
knowledge experts. People are more
likely to trust a doctor that has diplomas
on the wall for example, or a fitness
instructor that is very buff and healthy
looking in appearance.
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The science of authority is, it’s important
to signal to others what makes you a
credible and knowledgeable authority
before you make your persuasion
attempt. This theory is why testimonial
marketing is so powerful.
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It would be a bit boastful to go
around telling others how great you
are. But what if someone does it for
you?
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4. Consistency – You should always be
consistent with things you’ve said and
done in your business. So in essence
when seeking to persuade someone
using the consistency principle, people
will look for active commitments
preferable in writing.
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5. Liking – People prefer to say yes
to those that they like. But what
causes someone to like you?
Research tells us there are 3 very
important factors.
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First of all we like people who are similar
to ourselves. Secondly, we like people
who pay us compliments. Finally, we like
those who cooperate with us toward
mutual goals.
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This principal is why it’s crucial to choose
an ideal client target instead of selling to
everyone. It’s so much easier to create
this bond first with potential customers
that we really understand and secondly
that we share common ground with.
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6. Consensus – When people are
uncertain about something they will
look to the actions and behaviors of
others to determine their own.
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How good at you at influencing
others to buy? Will this information
help you to do better? If so please
leave a comment! I would love to
hear your thoughts on this slideshow.
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If you need some help picking a
niche market I just launched a new
training product that will tell you how
to make that choice step-by-step. It’s
absolutely FREE.
Click here to check it out.
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Visit my website for more entrepreneur
training courses.
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If you’re bootstrapping
a business and need a
roadmap look up my
book, Yanking
Bootstraps, on
Amazon! It’s a short
but powerful read that
will give you strategies
to use right away in
your business.
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Connect with me!Twitter -@thawkbridges
Facebook -www.facebook.com/TammyHawkBridges
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I hope you found this slideshow helpful in your business please visit me at perfectmarketingequation.com for marketing training and educational information for entrepreneurs.
Tammy Hawk-Bridges is an author, entrepreneur mentor and marketing strategist. She provides education and marketing training for entrepreneurs. Connect with her on Twitter @thawkbridges.