Having an audience that’s unified with you as leader is the key to longevity economy success – as long as you understand that the unifying element is NOT age.
Welcome to Longevity Gains, the newsletter for marketers and entrepreneurs who want to succeed in the longevity economy, the largest and fastest-growing market in the world. It’s the $22 trillion opportunity you can’t afford to ignore.
As content marketers and digital entrepreneurs, we communicate with prospects in groups, or audiences. This is primarily based on common interests or problems, but this is only a starting point.
When communicating with prospects collectively, you have to understand their attitudes toward your product/service and the realm it operates in. And those attitudes stem from shared worldviews and values.
If you understand the values and attitudes of the group, you’ve set yourself up for success. That’s because the first test your messages must pass with the group is,
“Is this person one of us?”
This is the power of the Unity Principle, the 7th principle of persuasion revealed by the research of social psychologist Dr. Robert Cialdini. Cialdini’s classic book Influence laid out the first six principles, but it wasn’t until his 2016 book Pre-Suasion that he announced that the new element of unity was the most powerful principle of all.
Unity is the shared identity that you as marketer has in common with the people you’re trying to influence. In other words, are you part of the group or an outsider?
Shared values are your foot in the door, the difference between an opt-in and the press of the back button. From there, though, you can take further steps to enhance unity within your specific audience.
For this, I’m going to share one of our Premium lessons with you for free. You’ll discover how to transcend general group identities and create unity with the specific group of people who follow you.
You’ll note that these ideas and tactics work with any audience, not just older consumers. But given the misconceptions and stereotype out there about older people, you’ll have an unfair advantage immediately.
The Profitable Power of Unified Action
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P.S. If you’re interested in the upcoming Longevity Gains community for marketers and entrepreneurs working in the longevity economy, join us in Premium and enjoy all the course-level training (with more on the way). Details on the community coming soon!