Die 4-Schritte-Formel für mehr Einfluss

0:00Now in this next section I want to talk about influence and branding. And the reason this is so important is that fundamentally branding is building a history of positive reinforcement with a large audience that ideally has a high likelihood of purchasing from you in the future. And so think about branding as pre-programming sets of behaviors. And so if I have a a cold audience and then you have a branded audience or people who have an association between you and the thing that is good, right? Then these people are going to be far more likely to take a desired action, right?

0:29So branding is the action that we do as businesses to make those associations to increase the likelihood they comply with our requests. Aka they do what we ask them to do when we ask them to do it, which is like, "Hey, go check this thing out." Or, "Hey, go buy my thing." Or, "Hey, go schedule a call." Or, "Hey, check out my next video." Or, "Hey, read this email." Whatever it is. You have to build a history of reinforcement that shows that the last time they did something good, something good happened for them, which makes it more likely that that happens in the future. So, I'm going to break down a four-part framework in thinking about this so that you can gain influence, not just reach and views for you and your business as an entrepreneur. So, there are there are four components of influence, right? You have SPCL, special is the easy way to remember it. You have status, which is the number of reinforcers that you control. The stuff that people want, you control that. The second is power, which is say do correspondence, which is when I tell someone to do something, if they follow those instructions, a good thing occurs. you gain more influence. The third is credibility. So, is there a third party world that proof that what I'm saying is true? And then fourth is likeness. How similar are they to me?

1:35Now, in this audience, it's mostly men around my age. Not all obviously, but I have a prepoundonderance of dudes around my age. Um, and so that's because likeness is a strong influence on that. Ila talks about many of the same things that I do, and her audience is 54% female. Mhm. >> Is it like and if I were to talk about her stuff, I'd probably still have more men, right? >> Um and so, okay, you're like, "All right, I understand that." And so, how do we reverse engineer? And I'm going to talk about each of these in a little bit more detail, and then we'll talk about how to apply to video.

2:04>> Okay. >> So, from the the the status perspective, each of these operate independently, but can also be combined. When you have all four, it's significantly more influential. And so a kid who has a trust fund and a kid who doesn't have a trust fund, somebody who's rich inherently didn't earn it but just is rich has more influence than somebody who doesn't. Now, do they have the most influence? No. But if that person was a trust fund kid, had or sorry, rather somebody who had a lot of money and gave you 10 stock tips and out of the 10 stock tips, all 10 worked and you made money on all of them on the 11th stock tip, the likelihood that you would follow their request is high.

2:38>> If they had credibility, it's okay. Do I have proof that these things occurred outside? Right now, some of these boxes can check multiple things. And so, if he gave you stock tips and they worked and then he gave you and then he gave you another stock tip, he has credibility. He has power and he has status. If he said, "Here's another investment that's not stockreated. Here's a real estate investment." He no longer has credibility, but he does have power still because other things you generally have listened to have worked, not specific to the thing that he's talking about. And then finally, if he looks like you and he talks like you and he's your twin brother, much more likely that they're going to listen. And so in any of these situations, if it's just a dude who looks like just like me, I'm more likely to listen to him than an old lady. I'm just more likely to. If somebody has credibility around the thing, oh, I scaled a sales team, I'll give you a different example. If I scaled a company to a billion dollars and I had zero equity in it, but I was the CEO, I would have credibility. If I was also the founder and had all the money, I would also have status. Now, if I've never given you any advice in the past, I have no power over you. If I then gave you advice and it worked, then I have three of the four. And if you look like me, I have all four. Right?

3:41And so the idea is that if we want to gain influence, we want to have as many of those loops demonstrated as often as possible in the content that we have. The reason I start every video with my name's Alex Rosie. I have an acquisition.com. It's portfolio last year over $250 million a year. And the reason I make these videos is so I can help you do X, Y, and Z. So we can eventually blah blah blah. Right? I do that because I'm trying to demonstrate these things as fast as I can. I try to demonstrate status, credibility. The power occurs from how good the advice that I give is. And that is if I had to pick one of the four to have, it's that one. It's how well can you give people directions in order to get something good to happen. So, uh, some of you guys have heard of Martha Stewart, hopefully.

4:16Um, Martha Stewart's a goat. I have a tremendous amount of respect for her. She was the original influencer, one of the first ever. And everyone was amazed that she became the first self-made female billionaire. No one talks about this. First self-made female billionaire. Why? She literally gave women instructions >> for years on how to do stuff and then they followed those instructions and then good things happened. Yeah. >> They made the cake. Exactly. And then everyone said, "Ah, you're amazing, mom." And they do that over and over again. So when she says, "Buy my book," they're like, "Of course I'll buy your book." Every other thing that you've told me to do has worked for me. Now, one of the best ways to have strong influences by building a strong brand, which I covered earlier. And so fundamentally, let's go more tactically into how to build one. So, so what is brand, right? Brand is the association we make between two things through an outcome. Right? That's what brand is. So thing you don't know, thing you do know. You put thing you don't know next to thing you do know. If you have positive associations, these positive associations transfer until eventually you don't need to have this thing anymore. Positive associations maintain. That's what branding is fundamentally. It's teaching at scale.

5:15So like if I brand the the so this is a tree, right? And if I say tree to a kid over and over again, they will associate the sound with that thing. And so then eventually they will say, "Oh, that is a tree." And so branding will have occurred, right? It's teaching. And so what happens is you have your existing brand, right? And then you have the new association that you want and we have some people that may get left behind and say, "I don't like this new association." And then you will have some people that you will gain as a result of the new association. This would be an even trade. The ideal branding move would be like this.

5:56we lose this, we gain this. And so whenever you change a brand from anything, you will always lose some and net others because any change will get some people to say no and other people to say yes. And the goal of good branding is that we net more than we lose. And so for me, if we think about the elements of brand, we have reach, so how many people, you know, see it. We have influence, which is uh the percentage likely they comply with their request.

6:22Will they do what we asked them to do? And there was direction which is like you can have influence and then it's against you right like Trump has super high influence and polar just both sides right like people are like but he changes people's behavior so if they see it they're either I hate him or I love him but either way their behavior changes which means he has influence right and if a lot of people have that then it's even bigger brand your parents have super high influence very small reach so all of our parents here or most of your parents if you didn't have parents sorry um but let me tell you how parents work. Uh so for most people, parents have super strong brand for you for very tiny reach.

7:01>> So in other words, you'll have a strong brand when you have large reach, high influence and in the right direction. So let me explain what happens when you build a strong enough brand, right? [laughter] And so but like but that's but that's exactly the point. This is like once the brand gets high enough, then you can just make the offer with no promises and say, "Hey, every other thing that you've bought from me has been good. You'll like this too. trust me and then people will buy and as long as I keep that promise the next time I have a thing hopefully you'll still want to get it um and then that cycle continues to reinforce and so that is the brand loop it's like what other what what you say about you what other people say about you and then finally what the customer thinks about you after delivering the product at that point is the final the final point so like said differently if you're going to go see a movie you see the advertisements of the movie first and then you're like huh that looks interesting and then a friend of your sees the movie and they're like you're like was it good or bad and they're like oh it was good you're like oh okay I'm way more likely to see it.

7:54But then when you go to the movie, you don't really care what your friend said. You're going to make your own call on whether you like the movie or not. And so that is the reinforcing loop that occurs with brand. It's just that most people Where's my Where's my homie? Where's my Where's my Indian guy? Where you at? Yes. So, the reason that the you keep doing more offers is because you say it's great. You get a handful of testimonials because if you sell a thousand people, you can get 10 people to get a good result because they're going to get a good result no matter what because they're 10 out of a thousand are going to have something good happen. So you get your 10 results and then you convince people and then they buy and then all of a sudden those people say this sucks and so then you have to start all over again saying this new thing is amazing and great and then get your 10 testimonials from your beta group because you can take a 100 people and 10 of them are going to get a result. You talk about the 10 results that are good. This is obviously lying in advertising by the way. Um, and then you go to sell the product and it sucks.

8:41And then you just do that loop forever.