From Jeff Walker, Launch:
People tend to follow others in positions of authority. Think about doctors in their white coats…If you want to be more influential in your business and marketing, it pays to be seen as an authority…
Reciprocity is the idea that if someone gives something to us, we will feel some obligation to give them something back in return…When you give out [free and helpful] content, you’re creating a large reciprocity imbalance…In the end, when you ask for something back, your prospect will have a greater tendency to want to reciprocate…
Building trust is the ultimate shot circuit to becoming influential in someone’s life…One of the easiest ways to create trust is through time.
…Anticipation is omen of the triggers that allows you to cut through the marketing fog. It lets you grab your market’s attention and not let go…If you use anticipation right, people will put the date on their calendar and look forward to your launch. It’s like you’re putting your prospects into your storyline. They can’t wait for the next installment, they can’t wait to see what’s going to happen, [and] they can’t wait to get your product.
The simple fact is that we enjoy doing business with people we know, like, and trust. We are more influenced by people we like than those we don’t like…When you’re seen being gracious, kind, generous, and honest…well, people will like you more. And the more likable you are, the more influence you will have.
People generally like to do business with other people more than with a large faceless corporation.
6. Events & Ritual
When you turn your marketing into an event, then you instantly make your marketing truly magnetic. People log events, and they get pulled in by them. It makes them feel as though they are part of something bigger than themselves…When people go through an event together, it becomes something of a ritual. Rituals pull people together and create some of the most powerful experiences we as human beings can have.
Community is a very powerful mental trigger. We act in accordance with how we think the people in our community are supposed to act…Once you get people interacting with you, with your marketing, and with each other, you’re on your way to forming a community.
Scarcity is one of the most powerful mental triggers in existence, period. It’s simple—when there is less of something, we want it more…One of the things that scarcity does is force people to make a decision…To create a well-executed launch, you absolutely need to build scarcity into that launch.
9. Social Proof
Social proof is the idea that if we see other people taking action, then we will be inclined to take that action as well. Typically we take fuse from the people around us when we’re unsure of how to act.
Content adapted from Jeff Walker’s, Launch: An Internet Millionaire’s Secret Formula To Sell Almost Anything Online, Build a Business You Love, and Live the Life of Your Dreams (New York, NY: Morgan James Publishing, 2014), 61-68.