If you want to get more leads and clients from your content, it’s important to understand influence.
Not only understand it, but use it ethically, elegantly, and effectively.
Frank Kern, one of the top marketers in the world said,
“Inspiring people to put their hard-earned money into your
pocket instead of theirs is one of the hardest things to do.”
When you know how to influence elegantly, you can get people to cross what I call the decision bridge.
The decision bridge is between where someone is right now and taking the next step towards you.
Your potential paying clients are standing at the decision bridge and influence is the bridge that takes them to the other side of working with you.
Your potential paying clients are standing at the decision bridge and influence is the bridge that takes them to the other side of working with you.
In this video, I share:
‘3 Scientifically Proven Elements Your Content Needs To Grow More Leads.’
And how to create influential content from the very inventor of the art, Aristotle.
You can check out the video here…
I read a quote recently by Peter Cunningham, from Geneva Leadership Alliance. He said, “You can learn all the knowledge in the world about the changes you want to make, but if you can’t influence other people, you will only have frustration to look forward to.”
Knowing proven influence principles can change everything for you and business.
The best part is that being able to get clients from our content is not reserved for a gifted few. Anyone can learn how to do it.
The 3 scientifically-proven elements that you can use to create influential content come from Aristotle.
Aristotle was a Greek philosopher, and one of the founding fathers of communication theory.
Aristotle believed that persuasion occurs when 3 components are represented: ethos, logos, and pathos.
1. Influence with Ethos
The first principle of influential content, according to Aristotle, is ethos, or ethics.
Ethics are what make your audience feel they can trust you.
Trust is exchanged between people much like a currency, it can be given and received. Trust can be built up over time, but once you’ve lost it, trust is hard to rebuild. It’s not impossible to rebuild, however, it just takes a lot of work.
Trust forms the basis of all human relationships and the extent to which you have influence is largely based on the extent to which people trust you and you are willing to trust them.
If you keep your integrity, treat your clients well, and be totally honest, you will maintain your credibility.
This means it’s essential to show your credibility.
You show your credibility through:
1. Personal branding
2. Having confidence in your delivery
3. Providing real value
“Reputation over money. Every time.“
2. Influence with Pathos: Emotional Content
Aristotle’s second tool of persuasion is pathos, which is the use of emotion.
Without pathos, content would just be a list of facts and no one likes to be bored by plain facts alone.
Some psychologists believe that using human reasoning is simply an attempt to justify your emotional decisions. Whether this is right or not, emotions have the power to trigger action.
The concept of branding is mainly based on brands’ ability to cause emotional reactions and responses to these reactions.
Most people tend to buy emotionally and back it up with logic. Emotions definitely have the power to trigger us to take action.
You use emotions in your content through:
a) Telling stories
b) Inspirational quotes
c) Using vivid language
3. Influence with Logos: Logical Content
Aristotle’s third rule is logos, which is also known as reason.
You can do this through…
1. The structure of your content
2. Your referencing of studies, statistics, and case studies
3. Using comparisons, analogies, and metaphors
Structure helps people stay engaged and keep reading.
If your content does not have logic, and a clear flow, it can feel like it’s disjointed. If it follows a clear, sequential flow, it is easier for people to take in.
Aristotle’s 3 lessons of rhetoric fundamentally address how human beings are influenced. Ethos, pathos and logos have had the ability to influence people throughout the centuries.
In the words of Aristotle himself, “The art of persuasion lies in knowing how to combine these three principles in the right amounts.”
This is the fun, creative side of the process.
There are multiple ways to influence the brain, I’ve just shared 3 of them here.
If you
Take care my friends and remember – Keep showing up. Keep sharing.
The world is waiting for your words. They matter…
Big love
Kat xo
P.S Whenever you’re ready… here are 3 other ways I can help you grow your business:
1. Grab a free copy of my ‘Client Attraction Checklist‘
It’s a powerful roadmap to attracting leads, signing clients, and scaling your coaching business. — Grab It Here
2. Join the community and connect with like-minded Coaches & Experts
It’s our Facebook community where ambitious entrepreneurs learn how to increase their income, influence, and impact. — Join Us Here
3. Work with me to get more clients
If you’d like to work directly with me to get more clients… just send me a Facebook Message with the word “Clients”… tell me a little about your business and what you’d like to work on together, and I’ll get you all the details — Message Here
Check out the video below:
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