John:
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Do you want more stage bookings, re bookings and referrals as a speaker?
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Yes.
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Then understanding the psychology behind
what makes audiences say yes is essential.
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Today we are diving into part one of a
speaker focus, breakdown of Cialdini's
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famous principles of persuasion.
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Starting with scarcity.
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let quickly introduce all seven
principles, and then we'll zoom in
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on today's focus, which is scarcity.
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After scarcity, we've got authority.
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Social proof, liking,
reciprocity, consistency, and
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the more recently added unity.
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The unity part came when Cialdini
updated and revised his book on
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influence, the psychology of persuasion.
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So scarcity things that a
scarce become more in demand.
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I once was on a flight with a guy who
was a big Bjork fan and I like her.
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I have some of her stuff.
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I think I just had a CD that was given
away free with the Evening Standard
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paper in London, and a Bjork poster
that was inside one of the albums.
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And one of the things he said to me was
that, as a big Bjork fan, Those kinds
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of things are very hard to come by and
Bjork fans will pay a lot of money, so he
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potentially, what I had was very valuable,
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to the right market because
they were hard to find the free
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giveaway no longer available.
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If he didn't get it the first time around
the poster, limited edition with a certain
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amount of CDs, no longer available.
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Things become more valuable
the harder they are to find.
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So, I didn't take action there
and I didn't sell those things.
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But it was interesting to
know that potentially there
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was a huge demand for them.
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So scarcity works because people
want what's in short supply.
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If something's rare,
it feels more valuable.
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For speakers, coaches and consultants,
this can be one of the most abused
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of Cialdini's weapons of influence.
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So it might look like this.
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maybe you have limited spaces in a
course or in your coaching program.
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You might have some event only
bonuses or short window in which
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to book you at your current rate.
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So we use this to create urgency,
especially in sales from the stage.
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unless you have agreed to make sales from
the stage beforehand at an event, you
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probably won't be permitted to do that.
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Also, probably most of the places
that we go and speak, don't want
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us to sell from their stage either.
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And if you sneak those sales
in, then you certainly won't be
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permitted and definitely won't be
getting invited back or recommended,
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You might even get some very
unpleasant feedback from them as well.
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So for most speakers, this is probably
a good thing not to do sales from
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the stage because Selling from
the stage is a different skill to
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keynote speaking, and most speakers,
myself included, suck at it.
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Now, if this is sounding like a series
that you want to follow, stick around.
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You probably do want people to
take action in some way, whether
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that's through referrals or through
registering for your email list.
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You need to then deliver a sense of
urgency to get them to take action.
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So a suitable point in your talk,
you might ask something like,
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is this interesting and useful?
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Hopefully get some hands up, some heads
nodding to get some audience response.
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But then that can cue you up to be able
to say something like, some of you may
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know other places and organizations
that this would be beneficial to now,
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although my calendar is pretty busy right
now, dear, come and find me afterwards.
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And at the very least, at the very
least, we can arrange to follow up.
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So that could be a good way to do things.
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No pressure, no sales there for sure.
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But you have just given a call to
action for people who maybe think, all
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right, this could be good for my company
or for somewhere else that I know.
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Let's go and have a chat with the
speaker afterwards and find out about it.
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Now, that's just one
possible way of saying it.
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You need to say something to
that effect in your style and
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ideally in your voice as well.
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We don't just want to take
scripts from other people.
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That may not sound like the way that we
would say them speaking more naturally.
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If you are looking for
urgency, increase the scarcity.
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Maybe you're thinking of putting your
rates up and so you could announce
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that perhaps there are only six of
the 10 spaces available in your online
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event or coaching that are still free.
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Maybe you want to offer a free book or
other incentive as a fast action bonus
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at the event to get people to move.
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So here's the catch.
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Trust and integrity matter, and we're
in a low trust economy right now,
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so if you fake it, you break it and
so, so don't do things like saying
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you've only got five spots left.
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If you're gonna keep taking
more people, that's scarcity.
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Without integrity, it will tank
your credibility and your ethos.
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People often end up finding out about
these things, and even if you don't
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completely lose people's trusts,
your perfect future clients are no
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longer gonna buy into your urgency.
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They're not gonna trust it.
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So all the principles of influence
that Cialdini teaches can be used
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ethically or unethically, much same
way as a hammer can be used to build
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a building or to knock it down.
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The tool itself has no ethics,
only the person using it.
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So only use ethical scarcity that is real.
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So even if your calendar happens
to be wide open, you could
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still say, I've got some spaces
available on my calendar right now.
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I don't know how long
they're gonna stay open for.
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That's honest and potentially
effective as well.
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Okay.
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maybe it's not speaking bookings
that are filling up your calendar.
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Maybe it's other things, but still
I think that's a way of saying
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it, and staying in your integrity.
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I'll leave that to you to
decide if it fits with yours.
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if you're enjoying this, hit
like and subscribe so you don't
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miss the rest of the series.
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And if this has helped you to rethink
how you use urgency and scarcity as
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a speaker, give it a like, it helps
me to reach more speakers like you.
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Next week we're gonna dive into authority,
how to look, sound, and act more
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like the go-to expert in your field.
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So make sure you are subscribed.
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Click that notification bell so you
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