How Principles of Influence Lead to Longevity Economy Success
These are the foundational principles of persuasion you’ll employ as a Leading Expert in the longevity economy.
Remember Tupperware parties?
I’m guessing you do, but let’s do a refresher anyway. Tupperware is an American household products company founded in 1942 by Earl Tupper that sells various types of plastic containers, generally for the kitchen.
The company developed a direct marketing strategy known as the “party plan” to sell its products, an approach that continues to this day. These Tupperware parties enabled women of the 1950s and beyond to earn an income without working outside the home.
As quaint as it may seem, this direct-selling approach was a stroke of genius. That’s because it turns ordinary people into super sales representatives thanks to pre-existing elements of influence combined with a setting that brings other highly persuasive aspects into play.
Skeptical? Let’s take a closer look at the dynamics of these friendly gatherings.
In the Tupperware party, there is:
Reciprocity: The host throws the party, usually with snacks and beverages, which prompts the tendency for guests to want to “pay it back.”
Liking: The party host is usually a neighbor or friend that attendees see as similar, likable, and perhaps attractive.
Unity: Unity is usually present because the host is a community member and will likely share common interests and values with the attendees.
Authority: The host has unique knowledge of this new product and is placed at “center stage” during the presentation, demonstrating expertise and authority.
Consistency: Attendees are prompted to say whether they like certain products during the party, so later buying those items is consistent with the views they’ve publicly committed to.
Social Proof: The party is designed for on-the-spot purchasing, which means friends, family, and neighbors are buying right in front of each other, leading to social proof.
Scarcity: Besides having a limited supply of products on hand, the host offers special price incentives if attendees buy at the party — but not later. FOMO at its finest.
In this way, the Tupperware host exemplifies the potent attributes of a “leading” expert.
It’s not that these people are masters of advanced sales techniques. It’s what they’ve already established with the audience, and the setting they operate in, that leads to sales for them and Tupperware.
What Was Really Revolutionary About Blogging
Business or professional blogging evolved out of online journaling, dating back to the debut of the World Wide Web in 1994. The term “weblog” was coined in 1997, which in turn was shortened to blog. Evan Williams introduced the software platform Blogger in 1999, a tool I used for strategic SEO in my real estate business.
It was in 2005 that the rise of commercial blogging caught my attention. The ideas at the time were all about how “the conversation” and “authenticity” would revolutionize business and marketing. It was much more than that to someone trained in persuasion, which in part motivated me to start Copyblogger in the first place.