At the risk of being redundant (not to mention repeating myself ), these pieces that you write, allow you to reach out to people leading with value; they establish your relevant credibility – moving people to action; and they provide your clients and centers of influence with tools that will help them feel comfortable introducing you to others.
“She/He wrote the book on ___________.”
Speaking to Groups
As with writing, speaking to groups of prospects or influencers can be a powerful dose of evidence. Not only do you establish your credibility, you also connect with people in a way a written piece just can’t do.
Research has demonstrated that every decision humans make is emotional at their core.
This knowledge of how people make decisions compels us to make sure we attend to that part of the decision process. This is why we always prefer in-person appointments over phone appointments. This is why a video conference call is better than just a regular phone call.
The better the personal connection you are able to make with anyone, the more you will be able to influence them; compel them to act upon your request – whatever that request may be.
3 Tips for Speaking to Prospects:
- Educate – Bring good information. Take counterintuitive stands on topics to grab their attention. Use statistics from time to time to emphasize a point. Yes! Statistics can actually create an emotional response!
- Entertain – I’m not talking singing, dancing, or telling jokes. Just let whatever authentic sense of humor you have, shine through. No sense of humor? Really? Maybe you can find a few photos or cartoons (with permission, please) to use to make a point and inject some humor. Laughter opens the heart. (Emotional response.)
- Entice – Tell people what they need to do. Give them some of the “how they can do it.” And then have a call to action (suggested next step) so they can take full advantage of your expertise.
Social Event Marketing
In the introduction to this piece of Social Proof and Evidence, I mentioned Congruency Theory and the related terms of Confirmation Bias and Consistency Theory.
If there is one place where you can truly capitalize on those concepts, it’s with Social Event Marketing.
When your clients who like and trust you get together with other clients who like and trust you, the net result is that they all leave the event liking you and trusting you even more. This helps you develop client engagement and business friendships.
Now… when a few prospects and/or centers of influence attend one of these love fests, they get a heavy dose of social proof. They see how you and your clients relate to one another.
Would you like more ideal clients? Invite your ideal prospects to attend social events that you host for a few of your ideal clients. When your clients discover your guests (and yes, it’s okay to introduce your guests as such to your clients), your clients will say good things about you. Voila! Just the evidence they need to trust their gut and move forward to working with you.
NOTE: Generally speaking, you should favor smaller events. The point of a client-appreciation event or a bring-a-guest event is to make connections. The more the people, the thinner the connections.
Every business is an Evidence business. Since Social Proof speaks to the emotions, it should be a powerful piece in your efforts to compel action on the part of your prospects and clients.
Latest posts by Bill Cates, CSP, CPAE (see all)
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