Six Principles of Influence: Create Change That Benefits Your Customer

Influence is one of the most important factors in any business from the one-off entrepreneur to the largest global corporations. To understand the power of influence and persuasion, you must first understand the definition of influence.

The best definition is offered by one of the world’s leading experts on influence, persuasion, and negotiation Dr. Robert Cialdini as told in his interview for Guy Kawasaki’s great book “Reality Check.” Dr. Chialdini, a psychology professor at Arizona State University and Phd defines influence:

“Influence means creating change in some way. Change can be in an attitude, it can be in a perception, or a behavior. But in all instances, we can’t lay claim to influence until we can demonstrate that we’ve changed someone.”

Six Universal Principles of Influence

1. Reciprocation: People give back and treat you the same way you treat them

2. Scarcity: People are motivated to “seize the opportunities” of a limited offer that you provide to them if they realize the supply of this offer is rare or in dwindling availability

3. Authority: The greater your knowledge and credibility on a subject is the easier it is to persuade people

4. Commitment: People will feel the need and obligation to “comply with your request” if it is consistent with what they have publicly agreed (committed) to in your presence

5. Liking: The degree to which people know and like you is the main factor in their preference to say “yes” to you

6. Consensus: People love company in most decisions. If you give them evidence that others, just like them, have said yes to you, they then “will be likely” to say yes to you more often than not

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Tequila: A Lesson In Marketing And Brand Identity

TGIF and watch this tour of Jose Cuervo Factory

Reuters.com published this deansguide article September 13, 2008

Tequila the official party liquor, the daddy of the fiesta, the king of the shot, and the emperor of margarita madness is actually an amazing marketing story. What makes an often, horrible smelling, difficult to describe taste that can make the eyes water and throat wretch with a gag reflex similar to food posioning the #1 fastest growing category of liquor in America according to the 2005 Adams Handbook Advance the industry standard.

Granted the premium tequila brands like Patron produce incredibly rich and smooth tasting liquors, but the majority of the tequila sales, 40% plus, are Jose Cuervo tequila of the ilk described above–rotten eggs on sandpaper.

Marketing Strategy

1. Association: Tequila is the party liquor associated with fiestas, parties, food, and music. No other drink symbolizes fun, good times, beaches, and the tropics like a tequila margarita

2. Heritage: Tequila has a long history and heritage of proud producers from a passionate country, Mexico, that crafts the best tequila products in the world

3. Perception: Tequila, like the country of Mexico, symbolizes macho, hot, spicy, and power. It is perceived, and rightfully so, as the drink that is dangerous. For many people it is a brand that signifies their toughness much like a football fan who supports the Oakland Raiders. If you can hang at a Raider game, think of San Quentin at a picnic, then you are tough enough to drink tequila

4. Reputation: Everyone, at least those that drink, have a tequila story. The stories are never pretty, they are usually warning shots to friends, and yet they are told with pride. There is a legend a lore attached to this brand that people want to associate despite the taste and horrific results the drink can produce

Newsflash: Ed Okun Denied Bond, Remains Incarcerated

This just in courtesy of the “mystery caller”: Ed Okun’s attempt to secure bail and his freedom was denied today at his bond hearing in Richmond, Virginia. The hearing, which ran from 2pm to 5pm EST, was previously postponed so that Okun could build a case for gaining bail. Okun charged with multiple counts in relationship to his “ponzi” like scheme which bilked investors out of $160 million, was denied bail as:

1. Flight risk

2. Danger to the Community at large

His court appointed attorney was present; and according to the “mystery caller” original Miami attorney Michael Rosen was also in attendance.

Analysis

There is a very sad and ironic problem with keeping Ed Okun incarcerated. There is no way to force Okun to pay restitution if he is incarcerated. Not that Okun would have the ability, means, or method to legitimately pay back Train Wreck Victims.

But with Okun incarcerated, there is no hope at all in recovering anything that he may have hidden, if he hid anything at all, or forcing him to “work” for his victims.

Now it seems the only hope that victims of Ed Okun’s collapsed 1031 scheme have in recovering their monies is to go after the insurance companies involved in the transactions.