Do you have influence or impact with your audience?
On July 25 and 26, 2023, I attended a conference on Dan Kennedy’s Maximum Influence & Impact System presented by marketing teacher Dan Kennedy, who was interviewed by his friend and colleague, Lee Milteer.
Most “big companies” aren’t very concerned with having an impact on their audience. They just want to influence them or persuade them to buy their product or service.
Their influence stops at agreement.
A few businesses have an impact on their audience. Impact means changing behavior. When you have impact, your influence is “sticking”. Your audience has a deeper commitment.
A company that has an impact that we all know is Disney. The committed fans who go to their amusement parks view the parks as their own. When they go to the parks, they say they’re “going home.” They display the merchandise they buy at the parks at their home or workplace as a reminder of the good times they enjoyed, and plan to return and enjoy again and again.
The experiences and merchandise purchased have a meaning beyond their utility.
Another example is serious Harry Potter and other series fiction fans. who display their books after reading them as a type of shrine.
Most personality-based businesses (which includes professional practices) should seek to impact their patients, clients or customers.
Why? Because patients, clients or customers for whom the business/person has impact tend to make the biggest purchases and are receptive to offers to purchase again and again. They also represent the best source of referrals because they are always talking about the business/person and they also are a great source of testimonials because they experience the results of actually implementing/using the product or service. They are the most valuable asset for a business.
Not all customers are receptive for impact. The business owner should seek to build a “herd” of those who are, to work on building influence with those he or she can build influence with. Reinforcing influence requires consistent, frequent communication and effort.
When a customer isn’t receptive for impact, just move on to devote your energy to another one who is.
How will you position yourself and your business to impact your audience? Would you like a sounding board for your ideas? Contact me at mgray@profitadvisors.com to schedule an initial discussion.