Covert Influence...
Creating Irresistible Impulse
(Part 2 of a multi-part series)
Kevin Hogan
Creating.... Irresistible Impulse...
...the invisible influences that cause us all to change our minds...
on a dime...to say "no" when one would normally say "yes,"
to behave rationally or irrationally...the influences that sometimes
have to do with language, but far more often are about the most
subtle fragments of consciousness.
Covert Influence encompasses the powerful hidden persuasion
points that shape behavior and attitudes....Covert Influence
is the most important "collection" of persuasive communication
"tools" known to humankind.
Let me give you an example.
The Reward Card
Last year I wrote about a fascinating "reward card" phenomenon.
These are the kinds of cards that Subway uses to keep you as
a customer. A lot of other places use them as well and they are
powerful marketing tools when they are used correctly. They are
completely worthless when one little thing is missing.
What's sad is people think, "That didn't work for us," when what
really happened was they didn't understand the only way the card
can be profitable.
They had a power tool but didn't know how to turn it on...
The Reward Card Phenomenon is a startling example
of Covert Influence at work....but it's not why you think....
It turns out there is a big difference in whether or not a rewards
card using "stamps" gives you a head start by crediting the buyer
of a car wash with three stamps (purchases) when they are first given the
card, filling 3 of 12 slots, vs. a card that simply had 9 purchases
before a free car wash could be obtained.
Both, of course, required nine additional purchases, the only
difference was the total amount of spaces, 9 vs. 12 and the spaces
already stamped, 0 vs. 3. That's it. The latter generated multiple
amounts of sales and revenues.
This has nothing to do with language or answering objections. Covert
Influence transcends beating people over the head, arguing, fighting,
and almost all influence is experienced at a nonconscious level...
For you...it's about understanding exactly what response another
person will have to various stimulii in the environment or with you.
Please understand this...
If you meet a client for lunch and the restaurant has a blue interior
vs. brown that changes whether the person is more likely to say
"yes" or "no" to you.
You can build rapport, pace and lead, present beautifully, look hot,
answer objections, close with hypnotic language and hear "no,"
and it makes no difference because you have wasted your time...
or you were in the restaurant with the right interior color.
That's Covert Influence.
It's not whether the card will be effective, it's the one SPECIFIC
use of the card that causes an Irresistible Impulse to COMPLETE
the card.
If you have 3 out of 10 of something and need 7 more before you
can "cash it in," it's pretty compelling. No one likes to leave money
on the table.
If you have 0 out of 10 spaces stamped...there is no compulsion
and nothing that hurts if you leave it on the table.
You'd get upset if someone threw away the card that had 7 spaces
stamped.
Think about it.
See?
But if you had another card, or even 10 cards with one stamp each
and they couldn't be removed...and someone threw them away,
you'd pay no attention...you wouldn't care....
....oh and you wouldn't be a customer...certainly not as often...
By placing the right "things" in people's hands, you cause very
different results. But it's not just the right things. It's making sure
that they are placed there correctly. Only one combination turns
the tumblers to open the safe.
One specific way creates a thriving business, try the others
and the doors close. The cost is zero, the implementation cost
is zero but the differences in results are dramatic.
And by the way, the phenomenon itself isn't about reward cards.
It's about a lot more than the ONE manifestation of a principle
right?
It's about the Irresistible Impulse...the nagging compulsion to
complete....
and one other key factor in the case of our card...I'll come to
that in a minute.
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Last year I wrote about a fascinating "reward card" phenomenon.
