Picture of the book Influence

The Power Of Persuasion

Does your company’s future rest on the way you answer a single question on Twitter? Don’t be too quick to answer! The power of persuasion is a remarkable force in modern marketing.

Influence has always been an important force in marketing. Celebrity product endorsements have existed for as long as the concept of “celebrity” itself. The actual relationship of the celebrity to the product is actually secondary to the amount of exposure they can bring to a company’s brand. A mere glimpse of an influential figure using or wearing a company’s product can be enough to drive millions of dollars in sales. Securing celebrity endorsements is often an expensive prospect, though. This is another area in which the growth of new online media has dramatically changed the world of marketing. Today endorsements are accessible to far more companies, especially those with online marketing savvy.

Azhar, the CEO of PeerIndex – Influence Tools, says that influence marketing is the rising trend in the industry. The core principle that drives the phenomenon is the simple fact that buyers trust other buyers. Personal relationships are becoming far more important than celebrity relationships.

According to the latest data from McKinsey, word-of-mouth advice now influences anywhere from 20 to 50 percent of buying decisions. Forrester offers further corroboration of this trend, noting that word-of-mouth plays a significant role in buying choices in both the B2C and B2B arenas. Certainly the explosion of companies like Perspective Edge – SEO Company that aim to capitalize on this vital segment of the marketing industry suggests that currying influence will be crucial in future marketing efforts. Perspective Edge isn’t alone in exploiting this trend, though; there are many companies exploring the possibilities in influence marketing.

PeerIndex is a definite underdog, currently operating with just $3m in funding. The company is confident in its own expertise, though. It has robust tools for tracking the rise and fall of individuals’ influence in an actionable fashion. This will translate directly into useful information for brands that are on the hunt for influential individuals to aid in their marketing efforts. PeerIndex investigates the most subtle signs of influence beyond cross-platform popularity (e.g. the way any Tweet made by a known celebrity will be hugely popular) to deliver more promising opportunities to marketers.

According to Azhar, the motivating factor behind this sort of marketing is nothing new. It’s why designers invite popular fashionistas to their latest shows — brands want to cultivate the approval of tastemakers. Where PeerIndex offers something new is in identifying the potential that everyone has to be a tastemaker. The company seeks to build relationships between individuals and brands that are mutually beneficial. Insider access can be exchanged for greater exposure and notoriety when sellers and tastemakers are brought together properly.

Social media is one of the newest fields available to marketers, and also one of the most delicate. Tastemakers have a great potential to influence others, but the merest hint of compensated endorsement can destroy their marketing potential. This is one of the key factors that companies like PeerIndex are investigating.

Azhar has had great personal success as a brand ambassador in the past. He boasts of converting friends and colleagues to his preferred ISP and spreading the good news about Apple products. He points to this as an example of his potential value to tech companies not simply as a customer but also as a tastemaker. The total value of the sales accessible through an influential individual is far greater than that of the individual’s own purchasing power. Azhar notes that this effect is, to a certain extent, infinitely extensible. Individual customers and influencers who are successfully won over will deliver potent follow-on benefits by bringing other influencers into the fold. This process has the potential to go on indefinitely, turning marketing campaigns viral and vastly extending the reach of marketers.

Not everyone is convinced of social media’s power as a marketing tool yet. Doubters who insist on staying on the fence are going to miss out, though. The new paradigms of influence marketing are being forged as we speak. In the future, treating your customer as an anonymous and interchangeable member of a wider audience will be a bad idea. When treated with respect and intelligence, the customer becomes a powerful advocate who can have a significant marketing effect. Cultivating this sort of influence marketing is not just a happy accident; cutting-edge marketers are working hard to quantify the way it happens and make it a reliable tool that can be employed to promote brands in the future.


5 Signs of a Fear Filled Marketer

“What would you do if you weren’t afraid?” This question was posed by Sheryl Sandberg, the COO for Facebook while she was on a 2013 tour promoting her book, Lean In. The question implies that fear is there from the beginning. If you are working on a startup, fear is probably quite familiar to you.


Do you know why that is?


Fear, like each of our other emotions, has an impact on the way that we conduct business.


As much as most of us would love to build a wall between our personal and business lives, the reality is that our feelings and emotions play a big role in the way we see the world.


Just like anger, happiness and love, fear is a very powerful emotion. There is a chance that it will play a pivotal role in the way that we conduct business. On some level, everyone experiences fear. This even applies to the company that we run or take ventures we take part in. There are some businesses and people that experience more fear than others.


You are probably wondering what fear has to do with marketing. The point is that fear has the power to control us if we allow, and the consequences will not be pretty. When businesses are afraid, their marketing techniques will not help them advance as much as they would like.


Here are five signs that fear is controlling the way that you market.


1. You Worry About Approval Too Much


Whether you are asking multiple people to sign off on something before it is released or you are always making small changes to make your content “perfect,” this can slow down the process and hurt your marketing efforts.


Marketing in today’s world is all about consistency; there is nothing more important. Yes, quality is important, but there is a vast difference between high quality, which is highly rewarding and attainable, and perfection, which is not very satisfying and not achievable. Keep in mind that you are creating content or inbound marketing programs to help your startup, it is essential that you know how to start a conversation and build your follower base. The best way to approach this would be to say what is on your mind and make changes as you move forward. Regardless of what you say, it will sound wiser than being completely silent.


2. You Are Worried About The Wrong Risks


I am not implying that Internet marketing does not have any risk, but they are usually outweighed by the high number of benefits. This is the time when people begin to ask themselves “what-ifs.” Yes, there is a chance that something can go wrong, but this should not stop you from moving forward with your marketing plans.


3. You Are Far Too Worried About The Competition


There are many companies out there that are terrified of their competitors. I can tell you now that this is not a great thing to focus on. If you are far too worried about the competition, it means that you are not focusing on buyers as much as you should. This reminds me of that guy in class who always worried about how well everyone else was doing on tests and assignments, instead of looking at his own paper and worrying about his own abilities. All you should worry about is your business and your buyers – period. What can you do to reach potential customers? Get ahead of the competition by giving your clients what they want.


4. You Talk About Yourself Too Much


When companies are filled with fear, they think it is necessary to talk themselves up. They ramble on during sales presentations, or they too often speak about the products and services they offer. They believe that their sales will not increase unless they are always talking about themselves. This is not the case at all. Being successful these days relies on helping and not closing. The more helpful you are, the more relevant your business will be to others.


5. You Refuse To Have Focus


When you are working on sales and marketing, do you do a little of everything, or do you focus on one or two aspects of the business. There is a great deal of power involved with focusing and being strong in one particular area. Do not be afraid to stand up and say “We are ______ and we can help ______.” While it might be very tempting to be everything to everyone, you will lose credibility when doing this since no one is an expert in everything.


How have you worked on reducing fear when doing sales and marketing?


Power Business

Power business is the process of building a powerful business by being a powerful person.


“If you want something, you have to take it. Because nobody’s ever going to give it to you. So we’re going to take back what has been taken from us. And then we’ll create a better future for Paelsia. A better future for us all.” ― Morgan Rhodes, Falling Kingdoms


If you want your business to be successful then you will have to make it that way. No one is going to do that for you.


You have to make your business successful. You can have the greatest employees in the world, but they’re not going to make you successful. You can have the best and highest paying customers, but even they won’t make you successful. Do you want to be successful? Then you have to make it happen!


How do you do that?


Well, you start pushing.


Have you ever been driving and then ran out of gas and then had to push your car? Yes, it sucks, but more than that what did you learn from it?


  1. Don’t run out of gas!
  2. Starting off pushing your car is the hardest part. Once you get some momentum moving it gets much easier.


The same principles apply in business. When you first start everything is more difficult. The gravity and friction of the business world are working against you. So what do you do? You push harder! What about when you get tired? You keep pushing! And you know what will happen?


You’ll pick up some momentum and it will begin to get easier. On top of that, as you push you’ll get noticed by others and they will jump alongside you and help you push. What will this do? It’ll make business feel like a breeze compared to when you first started.


So, how do you get a smooth sailing business? You start pushing it. And when you get tired? You keep pushing it. When you want to give up? You keep pushing!



Power is not given to someone. It is taken by them. When you look at elected officials unless they step up to the plate and begin to lead and utilize power, they are nothing but puppets. When was the last time you actually witnessed an elected official display real power? It’s probably been a while. However, business leaders display this kind of power constantly. If they didn’t, they would go out of business.


Do you want your business to be a fortune 500 company? You can start by calling our friends over at this SEO Agency, but in the end it’s going to be on you. People can come along side and help you, but no one can do it for you.


Others are concerned about their businesses and lives; as they should be. So it’s time you begin to get concerned about your business and your life.


Is your business falling apart? Then it’s your fault. Sure, there are going to be things that happen outside of your power, but what are you doing about it?


Have you ever been out on a boat? If you’re like every other human you have little control over what the water and waves decide to do. Within minutes, a storm can brew up choppy and turbulent waters whip your boat all over the place. So, what do you do about? Cower in the corner. Cry out for help? Pick up the radio screaming, MAYDAY, MAYDAY? If that’s what you do, then you’re probably going to die. Why? Because you’re relying on someone else to come save you. Sure, call in help, but you better keep your wits about you because you are the one that has to act if you’re going to get out of it alive.


The same principle applies to your business. It’s like that boat. It might be riding on a current that you have no control over, but the boat is yours and how you helm it will determine what happens to it and to do you. So don’t give up, but instead act. Take control of the situation and do something. Navigate that your business to safety and you will learn from the experience. Maybe it doesn’t survive in the end, but if you don’t attempt to navigate it you’ll never learn anything. So don’t give up.


No matter what you do fight until the end. That’s power. Fight until the end.



Find your way in the business world

Business can be a series of fortunate or unfortunate events. So how do you shape your business to flow in your favor?


That’s where Tao Etc will come into your life. We are going to begin a series of blog posts to help you find your way in the business world.


In Chinese, Tao is a concept signifying ‘way’, ‘path’, ‘route. We will be enlightening the path before you to business success.


So, let’s start today by talking about the key principle of business success. We find it in a Chinese word: 權勢


權勢 or “quan shi” in pinyin is sort of pronounced, “Chew-on sure.” It means power and influence.


The keys to success in business lay within these characters. Let’s dissect them individually.


The first character: 權 – Quan


Quan means: “power; right; authority” it can also mean “weigh; measure; judge”


The first business principle is power. In order to succeed in business, you need to be powerful. Powerful in intellect and in self. You need to know what you are doing and be able to lead others well.


The second principle is that of judgement. You must become a good leader. One that is able to make decisions quickly and decisively. There is no time to think over things for days, weeks and months. You want your business to succeed? Make it succeed!


The second character: 勢 – Shi


Shi means “power; force; strength; influence” it can also mean “situation; state of affairs; circumstances” and “posture; carriage; gestures” and “male anatomy”


The third principle is that of influence. There is a saying by John Maxwell that “Leadership is influence.” Do you want to have a winning team of individuals who will follow you no matter what? Then you need to have influence over them. Not a dictatorial influence, but an influence of allegiance. If you want them to follow you through it all, then you must earn it. Win them over not through tricks, but by authentically wanting what is best for each one of them. Push them to become more and not to settle.


The fourth principle is situation. Become a master of all situations. Learn the lessons of the voyagers of old. They learned to read the sea, the stars and their circumstances. If they didn’t, they died. Take your life and business the same way. If you don’t learn how to master each situation you come across than your business will die.


The fifth principle is posture. Learn how to hold yourself. Physically. Don’t slouch, don’t slump. Hold yourself firm and tall. Look others in the eyes. Make them look away from you, you should never break eye contact with them. Walk like the champion you are!


The last principle is balls. You want your business to be everything that it can be? You want your life to have everything and become everything you know it could be. Then you will need to grow a pair. Nothing great ever happened by weak-kneed people. Nothing spectacular came about without risk. Do you want success? Then you will need to make it happen.


Stay tuned for more principles of success!