At 19, Warren Buffet completed Dale Carnegie's course saying it “had the biggest impact in terms of my subsequent success.”

It taught him how to communicate, lead, and influence people.

These 7 lessons from Dale Carnegie will teach you how to influence consumers.

1. Genuinely interested

Persuasive communication occurs when you’re genuinely interested in solving your consumer's problems.

They’ll trust you after they’re convinced you have their best interest at heart.

The more you're interested — the more you’ll influence their decisions.

Dale Carnegie says, “Of course, you are interested in what you want. You are eternally interested in it. But no one else is. The rest of us are just like you: we are interested in what we want.”

2. Give them what they want

No one cares about you…only about what you can do for them.

“Why talk about what we want? That is childish — absurd” says Carnegie.

People are inherently self-interested.

Because of this, they can easily be influenced.

Give them what they want (content, products) and notice the behavior shifts.

3. Inspire. Don’t sell.

Consumers don’t want to be told to buy something.

They want to feel inspired to buy it on their own.

Carnegie says, “customers like to feel that they are buying—not being sold to.”

Nike is a prime example.

Nike inspires you to find your inner athlete and then provides you with the equipment to make it happen.

At no point is Nike in your face saying to buy this shoe or that cleat.

4. Relationships Spark Word of Mouth

Consumers want to have a sense of relationship with the brands they purchase from.

And now, it’s more important than ever.

The more you can build a relationship with consumers through:

- Doing things that don’t scale (ex handwritten note, email response)
- Referral Programs
- Customer Surveys, 1 on 1
- Personalization

The more consumers will tell other ppl about the positive experience.

Relationships are two-sided.

Always show up.

5. Be Appreciative

Your goal is to not waste people’s hard-earned money or time.

And when someone trusts you with either, say THANK YOU!

Don’t take it for granted.

They’re not a metric.

It’s a person on the other side trusting you to solve their problems.

6. Understand Perspective

Perspective is everything.

Being able to see your consumer's objections through their lens will change how you see marketing.

Understanding what they want, how they want it, and why they want it will change how you communicate.

7. Communicate

When someone consumes your content, they’re one on one with you.

So, when you create — create as if you’re only speaking to that one person.

Not an audience of 50k.

But the one person who’s giving you their undivided attention.

Communicate directly to them.

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