What holds more influence the "Message" or the "Messenger"?

By: Monika Evers

Can you increase the likelihood of people saying "yes" to your offering, just by choosing the right kind of messenger?

The question is around the influence of people endorsements and what kind of person could be the more influential person to choose in order to influence your target market.

This months "Inside Influence Report" discusses what kind of person is the most influential advocate for your product or service.

For example a person that has abstained from drinking alcohol their whole life and advocating a change away from drinking has far less impact on a heavy drinking audience than a heavy drinker who is now a teetotaler talking to the same audience.

In turns out that using people that have been in the target market and then made the change are the most powerful influencers.

The take out of this report and study is to find people that are like the people you want to influence and have already made the switch to your offering.

These people will create a better listening for your product/service and an influencer of change. Makes you wonder who might be better serve you as a sales rep doesnt it?

 

Source Article:  "Inside Influence Report"

Source Science:  Levine, J. M., & Valle, R. S. (1975).  The convert as a credible communicator. Social Behavior and Personality, 3, 81-90.

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