I love psychology. I have a degree is in psychology. But I really love the field social psychology. One fascinating aspect of that is known as ‘Impression Management’. That’s where what you believe is real reflects the input or impressions you receive from various sources. Being an author has a lot of value. It marks you as an expert or authority in your field. More on that in a moment . . .
My wife and I were on a cruise ship. One of the evening shows featured a stage hypnotist. He called up several audience members to be part of the show. After being hypnotized, he told one young man, “You’re outside . . . in sub-zero Antarctica . . . and you have no coat”.
Immediately, the man began to shiver uncontrollably. Was he actually feeling cold? Objectively, no. He was on a boat in the Caribbean! But subjectively, he was feeling that cold like a polar bear in January.
All Reality Is Subjective
There’s an established truism that our behavior reflects what we believe is real. The fellow on the cruise who believed he was in Antarctica without a coat behaved accordingly. He shivered uncontrollably. But was he really cold? Of course not. But he believed he was!
Behavior Follows Belief
So you know that what’s real is only real because you believe it’s real. Whether it’s truly real or not is irrelevant. All that matters is that if you believe something is real or true . . . it is. For you.
Differentiation By Managing How People Perceive You
Let’s say you’re at a social gathering. Personal or business. It doesn’t matter. Someone comes up to you, introduces themselves and asks, “So, what do you do?” I’m sure you have a better answer but assume you just want to reply as simply as you can. “I’m a financial planner”.
We both know that’s accurate but deadly. Almost as soon as those words leave your mouth the other person is mentally checking out of the conversation, right? And why not? What are they going to do with that line? Either they’ll open themselves up for a possible pitch or they’ll say something truly inane like, “Financial planner? Gee, sounds fascinating . . .” Seriously?
Control The Conversation . . . Manage The Perception
You’ve just introduced a piece of information that isn’t readily known about you — you’re writing a book! That helps someone perceive you in a whole different light than simply being just another financial planner.
Once someone perceives you as an author, they’re ascribing you with a role and a status. Your status is Expert . . . on the topic of retirement planning for affluent clients (or, any other topic of your choice that gets a conversation going in the direction you want).
What really differentiates you from your competitors isn’t easily understood by a financial ‘civilian’. Even if they learn you’re a CFP, ChFC, CPA, etc. they usually can’t appreciate what that means like you can. But once someone learns you’re writing a book on some topic (hopefully of interest to them) and they’ll perceive you differently. Usually, you’ll be intriguing and that . . . is very, very attractive!
Tell The Truth . . . Always
When I advise clients to use this approach, I’ll hear, “But I’m not writing a book!”. Excellent observation! That may be true. And, I never advise clients to lie or misrepresent themselves to anyone. That said, let me suggest that you make a commitment to write a book . . . on a topic you know well and people find interesting. Writing a book is a powerful marketing tactic and it helps people perceive you as the Expert you are.
Now stay with me here . . . somewhere between committing to write your book and actually publishing it . . . aren’t you actually ‘writing the book’? Yes. Yes, you are!
In fact, I have some clients who are always ‘writing a book’. They’re never finished! But they find themselves having the most involving conversations with people at parties and meetings because of the book they’re (still) writing!
Let’s face it. Reality is what you believe it is. If you happen to provide information to someone you’re speaking with about yourself and, as a result, they perceive you to be an Expert . . . you’re no longer ‘just another financial planner’ . . . your status is elevated . . . you’re a bona-fide Expert.
What impact will THAT have on their financial well-being and, your success? Quite a lot!
Manage the impression/s you make with others . . . by design, not accident.
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