Rich Brooks on the Robert Cialdini classic "Influence"

One Book That Changed My Life

In “Influence”, Robert Cialdini lays out 6 massively powerful principles that when leveraged, make marketing effective, and make us more influential to our prospects.

Rich Brooks considers this book The Rosetta Stone of marketing, and he’s baked its insights into the way he runs and markets his business.

What principles really jumped out to him in “Influence”, and what can we learn from Cialdini’s brilliant take on human behavior?

In this episode, host and founder of The Agents of Change conference and podcast, Rich Brooks talks about the book that massively influenced him.

Three Things You’ll Learn In This Episode

Why influence is necessary

Professional services are a high trust sale, and our prospects will always feel like they are taking on a lot of risk by buying our services. Social proof reduces their fear of loss, and shows them that we’re worthy of their risk, whether it’s in attention, time or money.

The key takeaway from “Influence”

Human beings respond to reciprocity, authority and social proof because it makes buying decisions easier. Our prospects are so short on time that they are looking for certain cues about how credible and trustworthy we are.

The inner dictator vs. the external leader

It’s easier to help our team improve and perform from within. Everyone has an inner critic that can hold them accountable more effectively than we ever could as leaders. If we leverage that in how we manage, any improvement is self-driven instead of feeling like it’s coming from us.

Guest Bio

Rich Brooks is a Digital Marketing and Social Media Consultant, founder and president of flyte new media, a web design and Internet marketing firm in Portland, Maine, and the host and founder of The Agents of Change podcast and conference. To listen to the podcast and to find out about the next conference, visit https://www.theagentsofchange.com/.

Identify what makes your business, organization, or event “remarkable” with Rich’s Remarkability Formula. Fill out the form at https://www.theagentsofchange.com/remarkability/ for a free consult.