If you have ever doubted the power of a single word or phrase on you and your business, Mitt Romney’s travails over the last week will have pointed you in the right direction.

Last week, here in The US, his campaign’s senior adviser, Communications Director Eric Fehrnstrom said “Well, I think you hit a reset button for the fall campaign. Everything changes. It’s almost like an Etch A Sketch. You can kind of shake it up and restart all of over again.”.

It was the deployment of one of the most powerful rhetorical devices used in Political Speechmaking and positioning statements – The Analogy.

The power of an analogy

When you use an analogy to reinforce a point, you instantly create color and imagery which sticks far more firmly in the human mind than say a statistic or a jargon-laden fact.

The problem here was that Mr. Fehrnstrom used a particularly negative analogy. He compared the policy opinion and standpoints of Mr. Romney to the temporary, flittish and fluffy nature of an Etch a Sketch. We all remember that sandy feeling as we shook our laptop-weighted Etch-A-Sketch to remove whatever straight lined drawing we had created. It was a full-on reset. Nothing was as easy to erase and forget as something we had created on the Etch-A-Sketch.

Was that really the image that a political adviser wanted to create to describe and define his boss’s ideas and policies?

As it happens, Mr. Fehrnstrom is exactly right. The language of the Primaries is fully different to the language of the campaign which, in turn, is fundamentally different from the language of the Presidency.

The problem is … there are some things you just don’t say!

In business the same rules apply to us – run a permanent self-check on what you are about to say – the analogies you are about to use to describe your own plans, ideas or concepts. People will latch onto a single phrase and will make significant conclusions based on it.

Make your analogy positive and professional and most importantly something that will resonate with the majority of your ‘audience’.

Take some time to re-think how you ‘sell’ your ideas in meetings and in front of the team. There will be moments this week when you can deploy a powerful image that will sway how people see you….just make sure your clients or colleagues can’t shake it up and make it disappear!

So, the more influence you can muster – the more successful you will become.

Fortunately – there are five types of influence that you can use when you communicate with others. The method you choose is nearly always connected to your own character and personality. However – relying on what makes you feel comfortable might be your lost opportunity.

These five methods are easy to remember as they spell out the word BRAIN

Bridging, Rationalizing, Asserting, Inspiring and Negotiating.

When people seek to influence, they typically use one or more of these different styles or keys.

Bridging is for the very social type of person.

It’s all about who you know. It’s a key to influence that is reliant on your connections and your wide network. The science is easy – you know Dave, I know Dave, Dave does business with me therefore you should do business with me – we have bridged a trusted connection and created influence.

Rationalizing is for the Intellects.

When we rationalize, all we do is ensure that our target sees how much sense our idea makes. “You don’t need me to to tell you that buying our service will make your life easier, your business more profitable and free up your people’s time – it makes so much sense. Rationally speaking, it’s a no-brainer.” Influence is the result of simply making people see what they already knew – that one plus one truly does make two!

Asserting the language of the strong and the bold!

Sometimes, you have to get tough. You have to assert yourself. “Right team, It’s the end of the quarter, we need the numbers. Make me proud. Let’s go!” These strong-arm tactics do create a wave of short-lived influence. By injecting some urgency people often feel like they have no alternative but to comply. However if you continually try to assert yourself, people become used to it and your power eventually ‘declines’.

Inspire – The more creative types always reach for the Inspire card.

They develop influence by drawing an image of how good life can be with their product or service. They do the dreaming for you and make you realize that they should be followed because they just make everything sound so good!! “Imagine – a fleet of vehicles you can trust, suddenly you can sit back and breathe easy – your business will be in safe hands on the road”. Ahhh!

And finally – something we all do – Negotiate

Its time to make a deal. You give me this, I’ll give you that – you take this extra service, I will ensure you receive a timely discount – let’s agree to agree.

Of course – to be truly influential, when you communicate, using just one or two of these techniques is rarely enough.

In fact to be a true influencer – you must use your entire BRAIN! Deploy all five of these keys – Bridge, Rationalize, Assert, Inspire and Negotiate.

A great way to see these five keys in action right now is to watch any of the grand-standing speeches given by our leading politicians –

Sometimes, they will attempt to inspire you with a golden view of what the future may look like if only you vote for them.

Sometimes, they will just make a rational case that makes so much sense that it wins your vote!

But right now, here in the US, it seems that a few of them are trying to use the Bridging technique – but who do they know very well?

God!

“If I know God and you know God …  you should really vote for me!!”

When delivered at the right time to the right person using these five keys creates a strong and successful influence that will work for you many times over and might even  turn you into the next President!

Are you a ‘Time Stealer’ or a ‘Time Giver’?

If someone you speak to you this week says to you, “Anyway, great talking to you….” or “Better go now…”, you are a time stealer! You outstayed your welcome and they had to free themselves!

Give it, don’t take it!

Whenever you have control, always release people first. Everyone loves getting some bonus time – a few minutes that they weren’t expecting. Say what you have to say and then graciously release them. It adds to your influence and it helps you sell without selling!

Now – after reading such a short blog….you have more time than you thought!

You’re welcome!

One of the most important elements was that their speeches had to include an element of “I feel your pain”, “I know what it’s like to be you”, “I’ve been there, I’ve done it”.

Now this is politics and – no surprises – we are seeing the exact same approach in Politicians today. Obama appeals to his base with comments like “The Millionaires and Billionaires should pay their fair share.”

His audience nods and says, ‘That’s what we were thinking’.

Romney talks about his business experience appealing to his base with discussion on the importance of business and its ability to create jobs.

His audience nods and says, ‘That’s what we were thinking’.

This basic approach to campaigning is the A of my L-WAR. (Listen, Watch, Anticipate, React). It is the anticipate phase. These candidates are guessing what the voters want next and they are saying it first.

This is what the Candidates want.......but what do the voters want?

The Anticipate phase is about putting yourself in your target’s shoes – seeing the world from their point of view and then articulating it in such a way that the recipient of your message can see that you truly understand them.

In business, of course, we are not trying to win an election. However we are trying to win deals, new jobs, pay-rises and contracts.

Being able to show that you genuinely understand the world of your client, your colleague or your boss puts you in a very favorable light. It creates the impression that you are already a trusted partner. You are clearly connected enough to to be that key adviser – someone with whom work will be smooth and successful.

So, this week, pay special attention to what you ‘guess’ are the future needs of your target. You know their world, you understand their issues, you have listened and watched – so now look ahead and solve their challenges … before they even know they have them!!

Listen, Watch, ANTICIPATE…then React!

To my wonderful clients, friends and audiences around the world – here’s wishing you a happy new year.

As much as the Media try to make us believe we are perpetually on an economic precipice, your hard work, cool ideas, innovate concepts and desire for success will drive us all upwards across the next twelve months and beyond. Success is something to aspire to, to be proud of and to happily share – that has always been our way and it always will.

Major changes are coming but, as you know, they always are!

So, have fun, stay in touch and keep growing your Business Influence!

Your products and services are clearly crucial – but as we all know – people buy people.

So, what makes someone buy you? Typically, it’s a whole host of factors, from how much they want to be associated with your personal brand and image to how valuable you may be to them from a business or personal perspective to how much they perceive that you may be wanted by others (known as The Jealousy Effect).

How can we let our targets know that there are others who want us? How can we create the impressions that if they don’t move soon, they may well miss out?

This is where we can learn something from Apple!

With the launch of the new iPhone, we all know that soon, TV & Newspapers will be showing us photos and video of long lines outside Apple Stores, other shots of people holding their new toy up in the air while high-fiving friends – celebrating having purchased a product.

Apple generates an instant need, a ripple of breathless anticipation and excitement and several gigabytes of The Jealousy Effect. They do this by telling great stories – through marketing – and creating a sense of limited supply and ensuing urgency.

Seeing regular people loving the product is something we inherently trust. It’s not advertising – it’s “the truth” and we, as consumers, always buy the truth!

This comprehensive approach to launching a product ensures a perception of great value and a need, through Social proof, to be part of this social and technological experience.

Very impressive!

Now it’s your turn…

DIY Apple Sales & Marketing

We can each run our own individualized, personal Apple Marketing Machine by following the same rules. Next time you are in front of a client, a new employer, your boss or even a potential love interest (!!) – very subtly weave in some of these key ideas into your conversation…

There’s NOT a lot of YOU to go around – others want you and are about to buy!
(Effect: If supply is limited, perceived value goes up!)

Your approach to business is innovative, you have new ideas and you bring BENEFIT & VALUE to anyone who chooses to buy you. (BTW, Anytime you earn any money, someone, somewhere made the decision to BUY you and your time!!).
(Effect: People want to hear those ideas, they like that you recognize their need for innovation and inspiration – now you are even more desirable!)

Tell the story of how, working with you has resulted in enviable successes for other companies and organizations in the past.
(Effect: This approach creates The Jealousy Effect by passing the positive testimonial away from you and onto someone else. People may choose to believe you advertising yourself, but they are far more likely to buy “the truth” of someone else’s recommendation – even if you are the one to say it!!)

Nothing in life is guaranteed except death, taxes and people getting excited about a new iPhone – so, pick elements of the Apple approach that work for you and build even more of your own success!

PS. Anyone want an old iPhone??

Perception Control is the ability to have some level of influence over how people see you fitting into their lives, their plans and their business.

How are you perceived? What do people say about you (after you leave the room)? How good are you at influencing a situation and having people come round to your way of thinking?

This all depends on PC – in other words whether you are in control of the way you are perceived or not.

How others do it!
There aren’t many lessons we can learn from politicians, but one is worth adopting – Tell them what they want to hear.

Love ‘em or hate ‘em, politicians seem to be everywhere. When the mood takes us, we’ll even listen to what they have to say – Obama, Sarkozy, Merkel, Cameron…. They are all in the same business. They want you to buy their ideas – and to vote for them. When they make a speech, they want you to conclude: “I agree/ that’s exactly what I have been thinking/finally – someone who understands me/you seem like a good guy….”.

We like to have our views re-affirmed – we like see that we are not alone with our ideas and opinions.

In the US Republican Primaries, when Rick Perry or Mitt Romney say “There’s a problem with Washington”, many potential voters will sit there quietly nodding and saying to themselves “Hey, that’s what I’ve been thinking”. An excellent start. (Small issue here, President Obama is now saying the same thing – nullifying the approach. Your move Republicans!)

When a politician turns an “undecided’ into a supporter, they have struck electoral gold – they have successfully controlled perception and won a vote!

Back in the real world – there is something for us to takeaway from this little performance

If your comment today is tailored directly to the person listening, they will perceive you in a more positive light. If you say what they were already thinking – they instantly perceive you as ‘on their wavelength’. You get their vote and suddenly things are good….you have a new job, a new client, a happy boss…..

Your mission, therefore, is (using the LWAR – Listen, Watch, Anticipate & React) to fully understand the person directly in front of you. Once you know what it is they genuinely want to hear from you, try to gently guide the conversation so that you get opportunities to demonstrate that you know what they need.

The end result – they will perceive you as an ideal person to do business with. They will perceive you as a great connection, someone they could get along with, do a deal with, employ or retain.

So, if you have a new client to win over or a promotion to go for or even that cool job interview – your objective is to confidently know what that person wants, what would solve their problems, what would make them successful. Then simply match your comments to what you believe they want to hear.

This is just one of your keys to PC – Perception Control. People may do it in seconds or minutes, but they are continually judging you. Make sure they see how cool you really are and why YOU deserve their vote!