The premise of Marketing and communication is to create an easy route to a sale by demonstrating relevance and generating interest, but taking that concept a step further is the element which drives and creates the context around all other sales and marketing forms - Influence.
Without influence we have a set of instructions, an empty shell of words lacking in direction.
As a business, it's quite easy to create instructions without influence which becomes obvious when sales figures fail to ignite and take off.
We all communicate in everyday life, to order a coffee, to ask for help or when we have an opinion, but when adding influence into the pot, people start to listen intently and take note because it suddenly has more meaning.
Ordering a coffee with a smile, or asking for help with a engaging tone of voice are both using influence, and for business, having an opinion for how things can become better, quicker, or easier in life for prospects and customers is also a strategy used to influence a positive future connection.
One of the most iconic influential moments in history was Martin Luther King's "I have a dream" speech, where he used a raw energy, passion, and core belief to change a way of life - for better (influence)
The beginning sets a tone to - listen up!
"I am happy to join with you today in what will go down in history as the greatest demonstration for freedom in the history of our nation."
He connects with how the American dream works for everyone...
"I say to you today, my friends, so even though we face the difficulties of today and tomorrow, I still have a dream. It is a dream deeply rooted in the American dream. "
But then he switches this into his own dream, his own beliefs, his own vision, building more and more empathy with life and life's struggles...
"I have a dream that one day this nation will rise up and live out the true meaning of its creed: "We hold these truths to be self-evident; that all men are created equal."
"I have a dream that my four little children will one day live in a nation where they will not be judged by the colour of their skin but by the content of their character."
It's this core element of having a purpose, and attaching an aspirational result which makes selling an idea, a concept, a product, a service - in fact anything that you have, far more appealing.
So take what you have to sell, and influence your prospects with aspirational results so that they start to buy into your solution rather than switching off from sales messages which more often than not gets introduced far too early to have the RIGHT effect.
This is the year to make your impression.
So go for it :)
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Posted on by Rob Barber