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The Art and Science of Persuasion

Posted By Joseph Rosales, The Sales And Service Group, Monday, October 22, 2018



Certainly, some people are naturally more persuasive than others. Whether it is their passion, their experience, or just a knack for connecting...some people seem able to persuade people more easily.

And success in sales and in business is significantly influenced by the ability to persuade.


However, being persuasive is not just about having the "gift of gab". Good communication skills are essential and with the proper perspectives, a solid strategy and some effective technique virtually anyone can learn to be more persuasive. There is a lot of science behind how people are influenced and persuaded.  And some great news...the ability to influence others can be developed by most anyone with a desire to learn.


Robert Cialdini wrote in his best-selling book, Principles of Persuasion about the scientifically proven fundamentals of persuasion.  They are presented here in no particular order of importance.

·       Reciprocity - give before you ask to receive. This is so fundamental but is rarely practiced in business. It could be as simple as providing (not just offering) a customer a bottle of water, or some other gracious act that causes them to feel obligated to reciprocate. There are a million examples of Reciprocity at work in our daily lives...but suffice to say that if you invite someone to a party you are having you are more likely to receive an invitation in return.


·       Scarcity - whether it is limited time, or limited product availability, scarcity is a significant influence if properly presented that will persuade people to act. Consider the various ways Scarcity can be used to influence and persuade in your business.


·       Authority - this is not about being in charge. This is about causing yourself as an authority in a particular subject without seeming self-promoting. It could simply be one's experience gained in helping hundreds of customers select the right product for them, or displaying awards you have won for outstanding achievement.

·       Consistency - this speaks to the process of gaining small commitments along the way that will lead to a larger commitment (a yes) when the time comes to make a buying decision. Think

about all the "minor yes's" that could be gained along the way that might pave the way to the

bigger yes.


·       Liking - people buy from people and companies they like. However; just because you smile, have a polite introduction and talk about their favorite sports team, does not mean a consumer is going to like you. Being a sincerely nice person, smiling a lot and having a positive attitude is a great place to start.

·       Consensus - people like to buy what is popular. The ability to use Consensus is a very

subtle approach and must be done with balance, but suffice to say that Consensus is a very

powerful influence in the persuasion process and helps validate a buyer’s decision


I trust this helps shed some light on Persuasion and how it can help you in business and in life.

If you need help converting and applying these concepts to your specific business...please reach out

to me...I will be glad to help you!  Joseph Rosales

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Tags:  marketing  Sales  Sales Management  Sales Professionals  Sales Results  Sales Skills  selling skills 

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6 Dos and Don'ts of Social Media Marketing

Posted By Karen Cummings, Radiant Marketing, Sunday, December 4, 2016

It can be challenging to navigate the social media waters in the healthcare industry. Despite its challenges, businesses in healthcare have the opportunity to stand out among the rest and communicate with patients to impact their bottom line using social media.

Keep your healthcare social media marketing strategy in check with these 6 Dos and Don’ts:

Do Start Slowly

As tempting as it is to jump right into building your presence on various social media sites, take it slow. Effectively managing social media can take a lot of time. Be sure you have a plan in place and know how you want to best participate.

Don't Be Afraid to Observe

Don’t hesitate to click around and check out how other healthcare organizations are establishing their presence through social media. Take notes on things that seem to be working and consider how you can apply these ideas or strategies to your practice’s needs.

Do Show Personality

You want your patients to know you and like you. Although maintaining a level of professionalism is always important, that doesn't mean you can’t show some personality online! Having a personality that patients and prospects can relate to will help to establish trust and loyalty.

Don't Shy Away From Negative Feedback

Some of the most important words to learn in social media are “I’m Sorry” and “Thank You”. Saying you’re sorry isn't an admission of guilt, but instead empathizing with someone who has had a negative experience in some way. Thank the person for the negative post, tell them you are sorry they had a negative experience, then take your conversation offline. Don’t let your emotions guide your response, and ALWAYS follow up—ignoring a negative post is like hanging up a phone on someone. Showing you can clearly communicate in a timely manner and addressing the negative comment will only turn things into a positive for your practice.

Do Engage With Your Patients and Followers

Another way to build trust and loyalty with your patients and potential patients is by engaging with them. Sounds simple enough but a lot of businesses fall short here. If someone posts on any of your social media platforms, respond and interact! Research shows that most consumers expect a same-day response. The more engagement you are able to bring to your social media presence the better.

Do Listen

Listen to your patients and audience—what keywords are your target audience using? What are they interested in? What common questions do they have? Listening will provide you with valuable information for your social media content and your audience.

Now it’s time for you to amp up your social media marketing efforts!

Tags:  marketing  sales  social media 

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The Best Public Speaking Tips to Build Your Brand

Posted By Karen Cummings, Radiant Marketing, Tuesday, November 1, 2016

We know public speaking is not everyone’s favorite topic, but that doesn’t mean that it doesn’t need to be talked about. Yes, public speaking can be terrifying. If you are someone that freezes up in front of the mic, you’re not alone. Whether it’s 10 people or 10,000 people, public speaking can be nerve-wracking. But we think we have a few public speaking tips up our sleeve that can help you.There’s no doubt about it, public speaking can be a powerful tool. The best speakers are able to unite crowds and evoke the right feelings in order to persuade their audiences of something. And though we’ve become accustomed to seeing this in the political realm, it can also apply to building your brand - both personal and business.

Below are our best public speaking tips to build your brand.

Understand Your Audience

No matter what you’re speaking about, or in what context, the number one rule of public speaking is knowing who your audience is. Your audience will drastically change the way you present your content. If you’re speaking to investors, you probably won’t pitch the same way you would to your customers. Both audiences will view your brand in a different way, so appeal to how they think.

Make the Most Out of the Event

Your presentation doesn’t have to be over once you leave the stage. Film the speech, publish it on your website, use it to promote your brand on social media. There are so many ways to utilize the content you spoke about to market your business. Publish the powerpoint presentation on SlideShare, or convert it into a blog. Take advantage of the speaking opportunity, and get the biggest bang for your buck!

Be Confident

This sounds like a no brainer, but you’d be amazed at how many public speakers clearly lack confidence when they’re on stage. The problem with a visible lack of confidence is that even though most people understand that public speaking can be scary, that’s not what they tie your lack of confidence to. When your voice is shakey while you’re talking about your own brand, product or service, it sounds as though you aren’t confident in your own business, and that’s the last thing you want. Rehearse your speech so you’re confident at the event.

Public speaking doesn’t have to be the terrifying monster we make it out to be. Forget about the fear for a second and just own the content. You know you know what you’re talking about, so go out there and kill it with these public speaking tips!

Emotions can be a powerful way to captivate your audience, use these 6 effective emotion triggers to grab their attention.

Tags:  branding  Inspiration  marketing 

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4 Tips to Finding Your Voice in an Online World

Posted By Karen Cummings, Radiant Marketing, Tuesday, October 25, 2016

It can be a struggle to stay hyper-focused on your brand as you set out to reach your target audience.  In fact, many small business owners say that it’s a lifelong task to truly find your voice as a business owner and creator.  

It can take some time to build an online presence and trust your own voice.Being unique and finding your own voice online means that you can do similar things as others but still speak from a completely different perspective.  

Bringing your business’ individuality is the best way that you can spark your creativity which can allow you to actually reach the people you want to reach and be an influence.  Your voice will become the building blocks for your brand both online and off.  Ultimately, it will become the way your audience will identify with you as a unique presence.  

So how can you go about staying focused on your brand in a world overstimulated online?  

Be consistent.  

No matter what style of content you use that is most effective with your audience, one thing will always remain certain:  you absolutely must be consistent in your voice in order to build and solidify a long-term connection with your audience.

Share your passions.  

Another easy way to find your voice is to look for any opportunity to share your passions.   Whatever your passions are, those are what you are invested in most, and deeply and emotionally connected to.  So when you share anything about them, its most likely to bring out the honest version of you and your business.  When you share that genuine excitement it won’t only help you to define your voice, but it’s a great opportunity for you to connect with your audience on a more personal level.  This is how those connections truly begin.  

Think outside the box and uncover your true potential.  Embrace a powerful and targeted marketing strategy for your brand by scheduling your Discovery Session today!  

Create your mission statement.  

Write a crystal clear and specific mission statement for your business.  Include your target audience and what you are trying to inspire them to do.  Any new idea from blog to social media post should be filtered through that mission statement.   

Show some personality.  

Your brand needs to be more than just a name and logo.  In order to reach maximum relatability, your brand needs to develop its own personality—and show it!  Imagine your brand as an actual person.  What are its dreams, sense of style, tone of voice?  Establishing these traits will help you characterize your brand personality and help to develop your brand’s image to your audience.   One great example of a brand exceptionally expressing their personality is Old Spice.  Check out their Facebook page to get a sense of some good brand personality.

Don’t get discouraged if you start to lose vision.  There are many different ways to arrive at your own voice, but hopefully these 4 tips will help you focus in on what may come to define your voice.  

Need some extra inspiration?  These 43 creators share from their personal experiences on how to find your voice online.

It’s time to dominate Facebook with this Ultimate Guide to Facebook Success!  Download yours today to create a Facebook presence that gets results. 

Tags:  digital marketing  marketing  small business 

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4 Steps to Crush Creative Burnout

Posted By Karen Cummings, Radiant Marketing, Tuesday, October 18, 2016

“Logic will get you from A to B.  Imagination will take you everywhere.” – Albert Einstein

What the funk?!

Sometimes it just happens no matter what we do.  We find ourselves stuck in a creative funk.  Creative burnout is all-too real and we just can’t escape that nagging feeling that can grind your workday productivity to a halt.  

If you’ve found yourself in a creative slump, it can throw you head-on into an uncertain, disorienting fog - leaving you unmotivated and incapacitated.  

But there’s a silver lining.  

Every entrepreneur goes through this from time to time—so you’re not alone.  And the faster you can learn how to crush and conquer creative burnout, the quicker you can get right back on track to finish your workload and come up with some fresh new ideas to innovate and excite.  

We’ve come up with some awesomely effective techniques to keep creative burnout in check.  Breakthrough your creative burnout with this 4 tips.

Ready, Set, Break!

Taking a break while you’re already behind may seem like the worst possible idea.  But, it can be precisely what you need to get out of that slump.  Studies have shown that after a long period of focus, the brain’s resources can drop, hindering overall performance.  Even a few minutes away from your desk can help you to get unstuck and restore the brain’s ability to think creatively.  So step outside, take some deep breaths and enjoy a moment or two to yourself!

Work it Out

If you encounter a creative block, one of the best and quickest ways to get your endorphins going and blood pumping is to get moving.  Take a hike, go for a nice, brisk walk, hit the gym.  Exercise will help clear your head and stimulate new ideas through a different setting.  In fact, changing up your scenery and activity is one of the most powerful ways to boost your creativity.  Take Haruki Murakami for example.  He’s a spectacular novelist who revealed his obsession with running and how it fuels his creative process.   

Keep the creative content spark alive with these 3 tips to bringing on those creative ideas.

Start Drinking

Although drinking wine has been linked to broadening your creativity horizons, we’re talking about chugging some good ol’ fashioned H2O.  It really is crazy how something as simple as water can make an enormous impact on your mental clarity.  Our brains are made up of 90 percent water!  So, the less water you supply it with, the less it’s able to function at peak performance.  Try to drink at the very least  8-ounce glasses every day.  

Hit the Reset Button

The tips above will help if your creative burnout is temporary.  But if you find yourself feeling stuck and your flame slowly burning out over and over it may be time to consider a total reset.  If you can’t quite shake off that creative burnout, it may be time for a bigger change.  Listen to your gut.  Moving in an entirely new direction may be just the solution you’re searching for.  

As a creative professional, you will face the very real potential for burning out.  The secret to combatting creative burnout isn’t luck.  It’s a deliberate decision to keep the fire burning.  Start radiating that creativity!  

Content should be inspiring, instructional and encourage action.  We can create content for you that will inspire prospects to take action and keep them coming back for more.  Request a Discovery Session with Radiant today


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Tags:  business tips  creativity  ideas  inspiration  marketing  online marketing 

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