How To Leverage the Science of Relationships to Gain True Influence If you define influence by the size of your Klout score, you can stop reading this right now. If you believe influence is driven by the creation of a relationship between two parties, where one sees the other as truly knowledgeable about a particular product or service, then let’s talk about the science behind that influence. Establishing influence is a multi-step process that moves the influenced through four key stages. They move from awareness of the influencer, to knowing the influencer, to liking the influencer and finally finishing with preference for the influencer’s advice and counsel. And, as an influencer, you’re going to earn your long-term living in that last stage of the relationship.
But you’re not going to get Phone Number List there by simply writing or talking about a particular subject matter. Instead, you need a strategic plan anchored in real science. The law of propinquity The law of propinquity states that the greater the physical (or psychological) proximity between people, the greater the chance that they will form friendships or romantic relationships. The theory was first crafted by psychologists Leon Festinger, Stanley Schachter, and Kurt Back in what came to be called the Westgate studies conducted at MIT. In the study, the strongest friendships developed between students who lived next to each other on the same floor, or between students who lived on different floors, if one of those students lived near the stairways.
In non-scientific terms, the Westgate Studies found that the frequency of contact between students was a strong indicator of future friendship formation. The propinquity effect There are two dimensions to propinquity, and they play different roles in marketing strategy. There is physical propinquity and psychological propinquity. For the purposes of this article, let’s focus on psychological propinquity, as it most directly relates to creating influence through content creation. Propinquity theory tells us that the more often people see your content, the better they get to know you. This makes sense. Each time someone is exposed to your content, they are interacting with you, your thoughts and beliefs.
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