Seven Principles of Positive Thought Leadership "Marketing"

 Whenever you attempt to share your ideas with people, you are attempting to influence them to “buy” your ideas and put them into practice. In effect, you are “marketing” your ideas as a “product” to be “bought” in the marketplace of ideas. Your intent is to lead your “customers” to think and behave in positive, life-affirming ways.

 

And although it would appear that your ideas are the “product” that you are attempting to “sell,” you are actually “selling” yourself. Only your perceived credibility with your “customers” will ultimately determine whether your ideas will be “bought” or left unsold.

 

So, the first principle of positive thought leadership “marketing” is to understand that YOU are the message! Therefore, before you put your ideas on the “market” for “sale,” you must be able to demonstrate that you are living by those ideas, and that you are a living ad for the usefulness and efficacy of the ideas you want to “market.”

 

The second principle of positive thought leadership “marketing” is embodied in the Law of Reciprocation: people who receive something from you feel a desire and obligation to give something back to you. What can you offer your idea “customers” that will inspire them to give a “yes” to your ideas?

 

The third principle is Scarcity: the notion that there is not much of what is being offered. It is the idea of something being unique, rare, or only available to a few people. How can you “ethically market” your ideas as only available to select people?

 

The fourth principle is Authority: the notion that if someone is deemed an expert or is otherwise in a position that is respected by others, then people are influenced to do as that person does. How might you expose your “customers” to other people who are respected in the community and have “bought” your ideas?

 

The fifth principle is Consistency: the notion that a person will accept change if they are led to take a small step that will lead to a big change. What can you suggest to your “customers” that will permit them to take a small step that will be consistent with their current state, and yet move them to a big change?

 

The sixth principle is Liking: the notion of locating and raising similarities between you and your “customer” or providing your “customer” with duly earned—not false or phony—praise and compliments. Your “customers” will only “buy” ideas from people they know, Like, and trust.

 

The seventh principle is Consensus: the notion that people want to follow people who are like them and do what they do. What might you use to demonstrate to your “customer” that she or he is in good company when they agree to “buy” your positive, life-affirming ideas?