What does it take to influence people?

Advertising often relies too heavily on the idea that a single ad will be the thing that sways people.

But what if you did the homework to understand your audience fully?

Actually, you decided on the exact people you’d target and then you mapped their daily journey?

Let’s say you’re pushing a movie that you want them to see — what would it take to accomplish that?

If you knew they logged into LinkedIn every morning to check their feed and on that feed, you had an ad placed and trailer to the movie.

When they checked emails, they had a message about the upcoming movie with a clickable link to buy tickets.

When they flipped over to Instagram to check notifications, there was a sponsored post and clip from the movie perhaps even tagging them along with a DM with a discount code.

On their drive to work, a billboard or bus stop poster promoting that movie…

The podcast they listen to while they drive gave a shout out to the movie as a sponsor with again, a special code for a discount on tickets.

In the elevator at their workplace — another poster for that movie.

Would that influence them to go see it? Honestly — probably.

To some degree, we’re all very much influenced by these sorts of things.

I remember years ago I went on a family vacation when I was a kid — the book, The DaVinci Code by Dan Brown recently came out and I’ll never forget how I saw that book everywhere.

My mom was reading it, it was plastered through the airport, people sat waiting for their plane reading it, the people on the plane were reading it — when we arrived at our hotel, I saw people on the beach reading it.

This sounds like an exaggeration — it’s not. I’ll never forget it. That influenced me. I thought — wow, that book must be incredible. As a kid, it was a little too big for me to tackle but as soon the movie came out, I had to see it.

I say all this to say that — I think in many cases that people are thinking too small about what it takes to influence people.

Perhaps your effort doesn’t match the environment and if you thought a little bigger about it — built a bigger strategic campaign and immersed your audience, you’ll get the outcome.

Obviously pushing things people don’t need isn’t helpful but if your product or service solves a problem and actually helps them — then why not do everything you can to win them over?

Need help driving sales? – go here

— Robert

About Robert Cornish: Robert Cornish founded Richter in early 2008 to build an agency focused on communication strategies that support sales growth for business to business technology-related companies. Bootstrapped with zero capital in the middle of the financial meltdown, Richter went on to make the Inc 5000 list comprised of the fastest-growing companies in America five times. Richter made the Silicon Valley Fast 50 four times and the Entrepreneur360 award two times. Robert has been featured in Bloomberg Businessweek, Selling Power Magazine, Inc Magazine and IDEA magazine. He's been a guest speaker for ACG Los Angeles, IASA Summit, West Point and been interviewed for 33Voices, EnTRUEpreneurship Podcast and IDEA Magazine by Northwood University. In 2012 Wiley & Sons published his book, What Works, about the lessons he's learned while growing his agency from start-up navigating his way to a multi-million dollar agency. Robert currently owns four companies.

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