RHETORICAL TRIANGLE

ETHOS – SPEAKER Credibility,

authority, qualifications,

appearance, eloquence

LOGOS – MESSAGE

Information, reason, logic,

features, description, statistics

PATHOS – AUDIENCE

Emotions, desires, justice,

fairness, beliefs, amusement

DIFFUSION OF INNOVATION

THE IDEA…COMMUNICATION CHANNELS…TIME….SOCIAL SYSTEMS

INNOVATORS

Independent thinkers. Derive pleasure in trying new things, pursue new ideas and

technology, seek out new ideas, products, and movements.

EARLY ADOPTERS

BUY INTO IDEAS EARLY

TEND TO BE LEADERS

TEND TO BE YOUNGER

SEE BENEFITS

RELY ON INTUITION

VISIONARY

WILL TAKE A RISK ON

DEVELOPING IDEAS

EARLY MAJORITY

WEIGH THE PROS AND CONS

PRACTICAL

REQUIRE REFERENCES

SEEK PROOF

LIKE COMPLETE PACKAGES

LATE MAJORITY

BUY WHEN THE PRICE COMES DOWN

TEND TO BE LOWER INCOME

TEND TO BE MORE SKEPTICAL

TEND TO BE OLDER

ADOPT SO THEY AREN’T LEFT BEHIND

WAIT FOR IDEA OR PRODUCT BE

BECOME THE STANDARD

LAGGARDS

RESIST CHANGE

ADOPT BECAUSE THERE IS NO

ALTERNATIVE

NOT INFLUENCED BY OTHERS

TEND TO BE SUSPICIOUS

INFLUENCED BY PRICE

OTHER PERSUASIVE FACTORS

COST DEGREE OF IMPROVEMENT

STICKY IDEAS

SIMPLE

UNEXPECTED

CONCRETE

CREDIBLE

EMOTIONAL

STORY

THE LAW OF THE FEW

CONNECTORSKnow lots of people

Link people to one another

Make introductions

Know who can help in different situations

Love networking and talking with people

Focus on the people, not the ideas or the sizzle

MAVENSInformation specialists

Spread ideas through word of mouth

Like to share information and knowledge

Provide specialized information, know about deals,

research new products and ideas

Read a lot and make connections between ideas

Focus on the idea

SALESPEOPLEPersuasive, charming, optimistic

Build trust and rapport quickly

Find common ground with others

See possibilities

Focus on the sale

Focus on the sizzle – what makes something “cool.”

YOU KNOW MORE PEOPLE THAN YOU THINK

ME

Family

Friends

Activities Social

Media

WorkService

Providers

Neighbors

Chances are

you know

connectors,

mavens,

and

salespeople

Chances are

you have

traits of at

least one of

these types.

SIX INFLUENCES ON BUYING DECISIONS(AND PERSUASION IN GENERAL)

RECIPROCITYI OWE IT

I NEED TO REPAY

SOMEONE DID THIS/GAVE THIS TO ME

SCARCITYI WILL MISS OUT IF I DON’T

CONSENSUSEVERYONE ELSE…

IS DOING IT

HAS ONE

AUTHORITYEXPERTS SAY IT’S GOOD

IT’S THE LAW

CONSISTENCYI SAID I WOULD

I PROMISED

LIKINGTHE SALESPERSON IS SO NICE

THE PEOPLE ARE SO NICE

SETH GODIN

TRIBE: A GROUP OF PEOPLE CONNECTED

TO A LEADER

TO ONE ANOTHER

TO AN IDEA