60% Of What Makes People Decide To Listen To You Is This

The biggest predictor of your success in almost any area is one thing: persuasion, the ability to show people your perspective. Whether you want to make a million dollars, improve socially or get a promotion at your job, it all comes down to persuasion. One of the things people ask me to speak on a lot, is my perspective on marketing, business and persuasion. The first things that I always think about when it comes to million-dollar marketing, are the 25 cognitive biases. There are about 25 things that make people decide just about anything, and it's not what you think. You know that old cliché, if a tree falls in the middle of woods, will anybody hear it? I always say, who cares? If nobody hears and nobody knows, it doesn’t matter. You can have the most brilliant idea and it will just die because nobody knows about it. It happens all the time. A lot of the products that you see out there aren't necessarily the best. Ideally you have a good quality product or service and at the same time have great marketing. I don't even like the word “marketing” it’s really about persuasion, and a key part of that are the 25 cognitive biases. I'm going to go over a few for you so you can use them today to improve your marketing. Even if you're not an entrepreneur, you can still use them to make people like you more, and I don't mean that in a cheesy way. Let's say you need to network and meet a certain person who has access to something you need, whether it's your boss, acquaintance or whoever. According to the Wharton professor, 60% of what makes people decide to listen to you is what they think of you as a person. It's not even what you're saying, it's what they think of you. It’s a person thing, that's the basis of all persuasion. That's why most big businesses and most awesome things are built around some figurehead. A figurehead like Bill Gates, Steve Jobs, Mark Zuckerberg, we all know these people's names and we associate them with their brands. That’s called, the Association bias. So 60% of what makes people decide to listen to you is what they think of you. 30% is the process you use, like the order you present and organize things. 10% is what you’re selling. It’s crazy, that means if you have an idea for the next fitness app, supplement, restaurant, hotel or whatever, it’s only a minor part of what makes people decide. Let me say that again, what you’re selling is a minor part of what makes people decide whether to buy-in. You got to learn this stuff if you want to make money, change the world, or do anything worth a damn. If you want to make millions, solve injustice, poverty, homelessness, abuse, it all comes to your ability to persuade. Most people do this completely opposite, they focus on what they're selling. In fact, a guy was texting me who wants me to invest in his app and he's like “hey Tai here's what my app is about…” He didn't sell me on him as a person, he went straight into what he’s selling. I have to believe in him as a person before I invest. The same principle applies to anything you're selliing, whether its a product, service or even an idea. I interviewed Joseph LeDoux, a professor at NYU, and he talks about how we have these parts of our brain that are very primitive. Whenever you're selling and persuading people about your idea, whether it be investors or somebody you want to date, it comes down to the gut feeling that people get. People operate on hunches for good or bad. There’s a good book by Heidi Hall and it talks about the fact that how we perceive ourselves is only about 30 percent correlated to how other people see us. Meaning we might see ourselves as this amazing person, or we see ourselves as better looking than we are, or maybe worse than we are, depending on whether there are self-esteem issues. You really have to be able to pinpoint and control it, not in a manipulative way, but you have to be able to control the perception of the person that you're talking to. The main thing to take away is people are not that logical. You may have heard this before, but I'm telling you, this has mind-blowing implications. You got to put it into practice. Let’s say you want to build a million or billion-dollar company, same principle applies. That's why Apple is one the largest companies in the world. Steve Jobs was the king of making Apple cool. If you study philosophy, high level philosophy, all humans’ brains are like a movie theater and we are projecting a movie based on our perceptions of life. You want to find the people that the movie that's already playing in their brain is already aligned with what you want to sell them. Then all you have to do is show them how it's aligned. It’s amazing how much our everyday lives are affected by marketing and persuasion. So many people are oblivious to it and are just sleep-walking their way through life. Whatever you do, don’t sleep walk through life. Stay Strong, Tai P.S. I'm going to be speaking at Thrive next month. I'm sure you've all heard about it, but for those of you who haven't, it's the #1 rated conference for entrepreneurs who want to make a difference. I can't tell you how many people's lives its changed. I wish I had opportunities like this when I was starting out, I would jump all over an event like this. It's not often you see this many high-profile people in one place. This year's lineup might be the best year yet. Speakers like the billionaire Naveen Jain, Shark Tank's Robert Herjavec, Gary Vaynerchuk and a ton of other high profile entrepreneurs. They seriously bring in the top names and smartest entrepreneur minds to teach you real-world business growth strategies that are actually being implemented by business icons in their own businesses. The amazing thing that separates Thrive from any other conference is they show you how to build and sustain a “for purpose” business model, going beyond just making money, but making money matter to create a tremendously positive impact. Thrive is an event I am proud to be a part of. If you want to come hear me speak alongside some of the biggest business names, click the link below and save your seat before it sells out! 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