An Author’s Guide To Social Influence
Some guy on a street corner is recommending that people buy a book. You know what happens? The vast majority of people are going to ignore this person. They don’t know him, they don’t trust him and so his recommendation means nothing to the passersby.
Now think about when Oprah Winfrey’s show was in its prime. When Oprah recommended a book, the book became a bestseller overnight as hundreds of thousands if not millions of Oprah’s fans rushed out to buy the book.
The difference between these two examples is a matter of social influence. Oprah wields a lot of social influence, because people know, like and trust her. The stranger on the street has very little of this power.
If you’re just some person writing a random blog, then you don’t hold much more power than the random guy on the street corner. Building your credibility takes time. You need to associate with other credible people (“borrowed credibility”) and you need to earn your readers’ trust.
So, does this mean that in the interim you’re going to be completely powerless?
Not at all. Because you can use a sneaky psychological trick to influence people and get them to do what you want. The trick I have in mind is the “labeling” trick.
You see, psychologists have discovered that if you give people a label that reflects a behavior you want them perform, these people are more likely to perform that label.
Example: Tell someone they look like a voter, and that person will be more likely to vote during an election taking place within a few days.
So how do you work this to your advantage? Simple: By creating a “cause” or movement around your book, and then labeling your prospects as members of that cause.
For example, maybe your book is about eating raw foods. So instead of just being a helpful how-to manual, you turn it into a cause, where “raw foodists” go on a mission to make themselves and their loved ones healthier and happier. You can now tell your prospects, “I know you care about your health and your body, which is why I know you’re a Raw Foodist – so join the other Raw Foodists today…”
See how powerful that is?
Not only does it use the labeling technique, it also uses social proof (“join the other Raw Foodists…”).
Want to take this all a step further?
Then court controversy.
Instead of just rallying people around your “Raw Foodist” cause, startle them with your book titles, such as, “Fast Food, Lies and the Dirty Corruption on Your Plate: How to Lose Weight and Get Healthy by Shunning Traditional Food!”
Think that would get attention? You bet it would. And your “Raw Foodists” would be happy to get behind the cause.
This is an extremely powerful yet easy-to-implement strategy. To learn still more surprisingly effective strategies like this, get your copy of “Earn More, Work Less, Get Famous” today!