Covert Influence...
Tapping into Human Desires and Emotions
(Part 3 of a multi-part series)
Kevin Hogan
Page 5
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Just in case this eludes you, how are you/your company/your brand
similar to other people I care about. (I'm your customer.)
Don't just snap off an answer. This is a 30-minute or maybe a
one-hour action.
People are going to do business with you instead of others not
because of some coercive manipulation.
They are going to do business with you because of the hidden
influences that instead of letting run rampant, you have captured.
People want to do business with people they care about, people
they like.
That's not how it always works of course, but that's how we all
would PREFER things to work.
So LET IT HAPPEN.
Tribes
Us vs. Them...
People filter their thoughts through the perceptions of the tribes
they belong to and those they don't.
If you are part of THIS tribe, you are "in group."
If you are part of THAT tribe, you are "out group."
One of the easiest ways to screw up marketing or sales is by
pointing out how amazing your business/service/brand is and how
it helped someone/some group that is OUT GROUP.
You could show with crystal clear proof how you made that
OTHER RELIGION or OTHER POLITICAL PARTY or OTHER
GROUP AT SCHOOL tons of money and you'll still hear "no."
You can prove beyond the shadow of a doubt that the work
you did with Group Y was stellar, but the HR person at
Group X says "you won't fit in here."
Every day people are shocked as to just WHY people say
"no" to them when they are the OBVIOUS choice.
Why?
There's a bunch of hidden "reasons" which no one can put
a finger on outside of the study of Covert Influence.
One powerful factor is making sure you don't try and
get the words right, but get the MESSAGE right.
Decades of research have uncovered the fact that advertising
to get people to stop smoking is completely useless.
It doesn't work.
You can show pictures of people dying, cancerous lungs,
tumors, you can put big signs on the wall like they do in
Australia and other countries stating that cigarette smoking
is deadly.
Meaningless.
Advertising, per se, does NOT work.
People have an illusion that because you expose people to
X in an advertisement that you will cause everyone to blindly
follow.
But that isn't necessarily the case.
If you want people to quit smoking, you have to use the
OUTGROUP TACTIC.
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People filter their thoughts through the perceptions of the tribes
they belong to and those they don't.
