Here’s Day 8 of my 30-Day Facebook Live Challenge: on Building Influence. Today we’re talking about Creating Interest.

The key here is to get the prospect really interested and hungry to hear your presentation before you dive into it. Otherwise, it’s going to go in one ear and out the other!

So how do you get the person eager to hear it?
I’m going to teach you certain tools to create interest in the other person.

First and foremost is:

THE “BECAUSE” FRAME. 

Researchers have actually found -- Even in instances where what follows the word because doesn’t make sense, most people will still comply as if the reasons were legitimate.

Why is this the case? Because the drive in people to justify behavior is so strong, we’ve learned to anchor in the word because to feel the reasons must be justified.

How else can you create interest? Well we’ve previously learned a way to get people’s attention is by using the SCREAMING PIGS acronym. We can use that here as well to create interest.

That is, we want to put people in states where they want to hear more.

So, how can you do that?
1. Ask a lot of questions.
2. Do a demonstration or exhibit.
3. “Social Proof.” Talk about something or someone they know.

There’s also a 6-step process to use, which is called Creating Units of Interest.

Make a BIG FAT CLAIM, something you know they really want. Get them to focus on it by asking them about it. You want to stir them up by asking them the consequences of not having it.

Just make sure you can back up the claim. Additionally, make sure you’re talking about something the prospect actually wants (remember it’s not about your needs and wants it’s about theirs).

This is why it’s so important to listen intently and be able to really understand what their needs and wants are.

Use the “Because Frame”

State a benefit: “Which means to you ... ’’Provide an emotional benefit.

State another benefit: “What that really means to you is ..." 

Provide a more personal emotional benefit.

Then Provide evidence to support your claim: “And the reason I say that is...”

Get permission to probe: “My purpose at this time is to get your answers to some questions. ”

What if you've made a big fat claim and shown the evidence but the prospect still doesn’t believe you?

Provide more evidence. Evidence DEFEATS disbelief!

Yes, that’s right another acronym for you -- DEFEATS

D stands for Demonstrate
E stands for Example 
F stands for Facts.
E stands for Exhibition
A stands for Analogy 
T stands for Testimonial 
S stands for Statistics

Your Assignment

Create units of influence for your product, service, or something you want to influence someone to do. Use the six steps you learned in this session:

Make a big fat claim:
State a fact: because
State a benefit: Which means to you
State another benefit: And what that REALLY means to you is
State your evidence: And the reason why I state that is.
Get permission to probe.
Once you get permission you can move on to the next step and you can qualify them.

Episode 8: Create Interest

As a bonus to my podcast on "Strengthening Your Strategic Communications, Influence, & Impact," I'm including audio of Tony Robbins at UPW on the Unstoppable Power of Absolute Certainty and Raising Your Standards!!

Enjoy it! and don't forget to SHAKE THAT ASS & MAKE TODAY COUNT!

-Ryan Rudominer

Bonus Audio - Tony Robbins on the Unstoppable Power of Absolute Certainty & Raising Your Standards!

Ryan Rudominer designs and executes successful communications strategies that engage, educate, and empower target audiences. He considers his super-powers to be empathy, contribution, learning, and growth.

A communications strategist with fifteen years of experience, Ryan excels at leading branding and advocacy campaigns, rapid response, and proactive earned and paid digital media programs. An innovative thinker and strategist, Ryan blogs on trends and emerging priorities in sustainability, corporate social responsibility, and social innovation. He also hosts his own podcast on influence and impact.

Bonus Audio - Tony Robbins on the Unstoppable Power of Absolute Certainty & Raising Your Standards!

Ryan Rudominer

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