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I’m Colin Receveur, and we’re going to end the week talking about how using prestige can convince patients to follow your advice. Stay tuned.
– TGIF everyone. It is Friday, May 16, 2014, and we’ve spent the week looking at Sally Hogshead’s 7 key ways that people receive messages.
– Just as a reminder, they 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.
– Yesterday we talked about mystique.
– Today we are going to look at prestige.
– So to reach people triggered by prestige, you want your patient to see how whatever you are suggesting is going to benefit them.
– To know that, you obviously need to know what they are after.
– So if you have a patient who wants to get rid of her dentures, is it because they hurt when she eats or because she’s afraid they’ll pop out when she laughs?
– There are plenty of other examples.
– Ultimately, reaching the prestige trigger means helping people see how your suggestion helps them reach their goals and ambitions.
– That takes care of it for this week. Come back Monday when I’ll talk about the alarm trigger.
– Until then, keep moving forward.