“Kevin Dubrosky is a Transmogrifier”
October 30, 2009 – 4:10 pm
The Russian scientist Ivan Pavlov once wrote:
“Men are more apt to be much more influenced by words than by the actual facts surrounding reality.”
In other words, as people, we are very susceptible to the power of quotations from other people.
Which is just weird, when you think about it.
For two reasons:
1. We often have never heard of the quoted person.
2. We have no idea if they should be believed.
And yet, we love reading what others say about something when that something is among the things we wish to buy. More importantly, we embrace it as authentic and let down our guard, to allow it to influence our own thinking.
One marketing expert, Dan Kennedy, has commented that it is TEN times more powerful for someone else to say nice things about your stuff (in your case, your window cleaning services), than for you to say nice things about yourself.
Again – just an irrational human thing.
So…
How can you USE this information?
Simple: Look for lots of other people to say the important stuff that you want your prospective window cleaning client to hear. And then ask them to say it, so that you can legitimately quote them!
Instead of saying “we carry $2 million liability coverage, so that your home and property is completely protected for your peace of mind”, use a quote instead.
“We love the fact that Paneless Perfection carries $2 million in liability coverage, so that our entire home and property is protected. That’s important to us as Forest Hill homeowners, and helps us sleep better at night!”
- Bill Smith, 123 Anywhere St, Forest Hill.
See what I mean?
I just made that person up and yet you likely were hit harder by this imaginary person’s words, weren’t you?
Bizarre…but true.
It doesn’t even matter why it works, all that matters is that it does work.
Same message as you + different source = stronger persuasion
These are the weird and wonderful mathematics of testimonials.
Here it again in case you missed it:
Same message as you + different source = stronger persuasion
So use this marketing reality and start letting other people do your talking.
Even more than you are now.
Kevin
P.S. If you’re gonna be in Reno for the upcoming IWCA convention, on the evening of January 28th, then you might want to know about this.
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