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persuasion, influence, and negotiation techniques that will help you maximize your success in life and in business! Our podcast combines years of persuasion research with current studies and events that will entertain you and supercharge your ability to influence others.

In business and in life, your ability to persuade others can mean the
difference between success and failure, or between mere success and spectacular success.…

Kurt Mortensen & Steve Olson
Latest Podcasts

Episode 180 – Engage and Persuade with Stories -Paul Smith Interview

Paul Smith (Author) – Lead with a Story and Sell with a Story
 Leadwithastory.com  

Storytelling has come of age in the business world. Today, many of the most successful companies use storytelling as a leadership tool. At Nike, all senior executives are designated “corporate storytellers.” 3M banned bullet points years ago and replaced them with a process of writing “strategic narratives.” Procter & Gamble hired Hollywood directors to teach its executives storytelling techniques. Some forward-thinking business schools have even added storytelling courses to their management curriculum.  The reason for this is simple: Stories have the ability to engage an audience the way logic and bullet points alone never could. Whether you are trying to communicate a vision, sell an idea, or inspire commitment, storytelling is a powerful business tool that can mean the difference between mediocre results and phenomenal success.  Whether in a speech or a memo, communicated to one person or a thousand, storytelling is an essential skill for success.   

  Paul Smith  Paul Smith is one of the world’s leading experts on organizational storytelling. He’s a keynote speaker, storytelling coach, and author of the books Sell with a Story, Parenting with a Story, and the bestseller Lead with a Story already in its 8th printing and available in 6 language around the world. Paul is also a former consultant at Accenture and former executive and 20-year veteran of The Procter and Gamble Company. 

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Episode 179 – New Trust Research and Interview with Michele Plunkett

Six stats on the importance of trust in influencer marketing  “Only 22% of brands are trusted.” (Havas Media)  That’s a frightening metric for any marketer. Without establishing trust between your brand and your audience, it’s nearly impossible to market your product or service. So marketers are faced with the difficult question of how to create and maintain trust with their audience.  “61% of women said they won’t engage with an influencer’s sponsored content if it doesn’t feel genuine.” (Bloglovin)  Trust and authenticity are critical for engagement in any influencer campaign. Without trust, the content that you’re hoping will build engagement won’t feel genuine and won’t resonate with your desired audience.  Low trust equals low engagement, and a pattern of this can erode an influencer’s audience over time. While this report references women specifically, these principles are applicable across the influencer marketing sphere.  “43% of millennials rank authenticity over content when consuming news.” (Forbes)  According to a survey of 1,300 millennials carried out by Forbes, young people prioritise trusting a company or news site before they will look at any content it produces. As Dan Schawbel of Forbes wrote, “Millennials connect best with people over logos.”  If trust isn’t established, millennials may not even interact with your content. An influencer can get a lot of attention, but the only attention that matters for your brand is authentic, genuine interaction that builds trust between you and the audience.  “60% of YouTube subscribers say they would follow advice on what to buy from their favourite YouTube creator over a traditional celebrity.” (TheYouTube Generation Study)  Celebrity spokespeople have long been considered a surefire way to build positive associations for your brand among your target audience. H&R Block wants to establish trust with their audience, so they recruit Jon Hamm to be their spokesman.  But savvy brands are turning to influencers on YouTube and other channels who have built audiences related to a shared set of interests. These placements are more authentic, and drive more brand-relevant recommendations than the generalized appeal of celebrity spots.  “83% of consumers trust recommendations from their peers over advertising.” (Nielsen)  Consumers take recommendations from their peers much more favorably than the ‘recommendations’ they see in ads. They trust the opinions of their friends because they know they’re both unbiased and providing recommendations that are personalized to the individual. Influencers fit this bill nicely.  The best influencers turn down deals that don’t have a natural fit in their feed and approach branded deals without bias. Either they already love a product and are happy to endorse it, or they agree to test the product and give an honest review or endorsement.  If you find the right influencers whose personas fit your brand values, targeted to your area of interest, the recommendations they share are more personalized for their audiences. Click to continue to read....

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