Those of us in the ‘influence marketing’ arena know that one of the most powerful motivators is the fear of ‘losing’ something – we love to have fun and get things – but that bird in the hand is definitely worth two in the bush.
It could be said that we’re naturally risk averse. Before we buy something, we worry that we’ll lose money by paying too much; we worry that it won’t return the value of the money we spent on it; we worry that it might break and leave us out of pocket...
Isn’t it interesting that what might be achieved through whatever we’re purchasing, is actually of secondary importance?
Your immediate concern is usually more on what you might lose than what you might gain. For example, price consciousness is actually a direct symptom of this ‘fear of loss’.
How do you overcome ‘fear of loss’ in the other person when trying to persuade them to accept a product, service or idea?
You already know.
You get a third party to champion your cause – somebody who has experienced a transaction with you and come away happy. These people will have some influence within their social or business circles. Others will ask them for advice, or they will offer it - and will it be you they talk about?
While we all know about testimonials a too often neglected tactic is to have a programme around your word of mouth advocates.
And that’s my point. What are you doing to actively turn your existing customers into advocates and champions eager to spread the word about what you do?
It is important that you do something. Once that bird leaves your hand, there’s no reason why it should be gone for good.
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