We’ve been discussing the principles from the book The Go-Giver, by Bob Burg and John David Mann.
Previously, we learned about the Law of Value and the Law of Compensation.
Let’s quickly recap…
The Law of Value says your true worth is determined by giving more in value than you receive in payment.
And the Law of Compensation states that your income is determined by how many people you serve and how well you serve them.
Today, we’re going to explore the Law of Influence.
This Go-Giver law will help you build a successful digital-copywriting business that continues to support you well into the future.
The Law of Influence says:
“Your influence is determined by how abundantly you place other people’s interests first.” – The Go-Giver
Think of your influence as your reach or your network. The people who know, like, and trust you and are watching out for your interests are part of your network. They’re your “walking ambassadors,” as stated in The Go-Giver.
Let’s look at how you can apply the principles from the Law of Influence in your copywriting business and build a loyal network that continuously grows.
1. Engage Authentically
Learn to go beyond transactions and have authentic interactions where you sow seeds of lasting influence.
Before you engage with a prospective client, think about how you can offer value to them.
For example, I do a complete audit of the client’s website and social media to get a feel for their voice, core values, and tone. That way, when I reach out to them, they can tell I’ve taken the time to get to know them and understand what’s important to them. I’m also prepared to make helpful suggestions.
When you’re researching a prospect, look to see if they have a blog or FAQ page. Do they have minimal content on their website? Do they have a CTA? Are their social media links visible on their website?
Offering your expertise in these areas and showing them how you can make a difference for them before you talk about any projects gets the relationship off on a positive foot and builds trust. Then, if the fit feels right to you both, you can talk about how you might work together and what projects you might undertake.
2. Listen Deeply
Develop the skill to “hear beyond words” what your client is saying when you’re discussing their needs in a project discovery meeting.
Set an intention to just have a conversation. Be diligent about listening to your client and asking them strategic questions. This shows them you’re genuinely interested in helping their business and will put them at ease.
Your strategic questions need to go beyond Who is your target market? or What marketing projects have you used? Ask about what is working well and what could be working better. Ask them what could change about the results of their marketing that would make their business work better. When you ask these kinds of questions, you’ll understand exactly where you can help.
The Law of Influence requires you to put your prospect’s interests first. Only suggest projects and solutions that you know will help them solve their problems and be successful.
This type of communication helps your prospective client feel heard and cared for. They will look to you as an expert and value your advice. And, when the time is right, you are the writer they will want to hire.
3. Serve Beyond Expectations
The Go-Giver discusses three universal reasons for working: to survive, to save, and to serve. We must support our physical needs (survive). We want to grow and expand beyond our needs (save). And we want to make a contribution to the world (serve).
Of these three, the last one is the most important. To serve means to delight in our service. Look for ways to deliver not just on what you say you’re going to do, but to give more.
For example, you can do this with your retainer clients by noticing things they need, like editing or proofing of their existing emails or web content. Or, you could help them to offer a better user experience by adding some content that makes it easier for the visitor to find what they want.
Exceeding your client’s expectations with added value is a way to amplify your influence and build a solid foundation for your digital-copywriting business.
4. Stop Keeping Score
The Law of Influence says to put the other person’s interests first. One way to show you have a genuine interest in them is to stop keeping score. Your business shouldn’t rely on “you scratch my back, I’ll scratch yours” transactions.
Those kinds of interactions don’t build a network of “walking ambassadors.” Instead, they turn you into “a creditor,” as noted in The Go-Giver.
You want to focus on your client’s wins, and make the project 100% about them… knowing that, when they succeed, you do, too.
So, forget about people owing you. Toss the scorecard and look for ways you can offer value. When you do, have confidence that the good you do will return to you through referrals or more projects.
5. Give More
In The Go-Giver, Pindar ask’s Joe if he’s “ever wondered what makes people genuinely attractive, magnetic?”
Then he explains the reason is: they love to give. They’re attractive because they love to give, and those who give attract naturally. This is the reason the Law of Influence works… because it magnetizes you.
One way to apply this to your copywriting business is to regularly supply value by making helpful, insightful comments on social media or when you attend networking events. People will notice you and begin to see you as a magnetic person, and they’ll be drawn to you.
Becoming an influencer
Now you know five ways to apply the Law of Influence in your digital-copywriting business:
- Go beyond transactions by engaging with everyone you meet in an authentic way.
- Listen deeply to the conversations taking place and willingly offer your expertise.
- Exceed your client’s expectations by serving their needs first.
- Stop keeping score. Offer value and know that, as you do, you’ll be taken care of.
- Be more giving, and people will naturally be drawn to you like a magnet.
Applying these five principles daily in your copywriting business and personal relationships will increase influence and build your network of personal “walking ambassadors.”
Stay tuned for another article soon, where we’ll explore the Law of Authenticity and what the most valuable gift you have to offer can do for your business.
