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Welcome everyone. It is Monday, May 12, and for the next eight days we are going to look at 7 ways to sell your ideas. We’ll do an overview when we return.
– This list comes from Sally Hogshead, a former advertising creative director who has worked with Coke, Nike, Target, Godiva, Rolex and MinCooper. She is a hall-of-fame speaker, an international author and a researcher.
– Now, she calls what she is talking about “fascination.” I think that is cheesy.
– But she has surveyed more than 160,000 people and found the brain is hardwired to focus on 7 types of messages.
– I think her work supplements the work of Dr. Robert Cialdini, of whom I am a very big fan and on whose work I did a podcast series a few months back.
– Ms. Hogshead says the 7 triggers that cause people to buy into your ideas are:
● POWER: Find one aspect of the idea about which you feel very strongly.
● PASSION: Before you present the idea, help your audience warm up to you and your idea.
● MYSTIQUE: Give a calm, unruffled analysis of why this idea makes sense.
● PRESTIGE: An idea is only as valuable as its ability to solve a problem.
● ALARM: Safe, boring ideas rarely get traction in the marketplace.
● REBELLION: Make it clear that your idea does not follow the usual path.
● TRUST: Help your idea feel less unfamiliar by providing as many familiar reference points as possible.
– Why does this matter to you?
– Because your patients are coming to you with a problem and may not have any ideas, or at least the most current ideas, for a solution.
– So when someone comes to you wanting a few teeth pulled and what they need is a full-mouth reconstruction, you are going to need to get them to buy in to your ideas.
– We’ll start discussing the specifics tomorrow. Until then, keep moving forward.