Defining Leadership and Applying the Principles to Marketing

By Roofing Marketing Pros.

Good leadership is the most critical element in the success or failure of a company.

There are a lot of definitions of leadership. The best definition that I have found is the ability to influence others and taking ownership of the success/failure of a group.

If leadership is defined as influence how can you learn how to influence others? The best book written on this subject was Influence by Cialdini. In Influence, Cialdini talks about 6 critical elements that are used in influence/persuasion. They are the following:

1. Reciprocity

2. Commitment and consistency

3. Social proof

4.  Authority

5. Liking

6. Scarcity

If you examine the most successful marketing campaigns you will find each component embedded into the campaign as follows:

1 - Reciprocity. The most common way to get people’s information is to "ethically bribe" them. This usually comes in the form of a Free Ebook or a Free Webinar in exchange for their contact information.

2 -  Commitment and consistency. It takes 7-14 times of consistent messaging before someone usually responds. This can be in the follow-up process or it can be in advertising. 

3 - Social proof. People are influenced by what their peers think. So, for example, if I want to get roofers to believe what I am saying it will be persuasive if I get other roofers to say it for me.

4 - Authority. People buy from authority figures. If someone is recognized as a leader in the space his/her word will be more trusted vs. someone else.

5 - Liking. People buy from people they like. If someone doesn’t like you it will be difficult for them to buy from you. 

6 - Scarcity. If people believe that they are getting a great deal that won’t last long people will line up to buy from you. 

Now, let’s tie this back to leadership. One thing that you have to understand with marketing is that your customers are begging you to lead them. The ability to lead your customers is dependent on how well you can influence them. If you start incorporating the 6 principles of influence in your sales and marketing, you will be seen as a leader.

PS- If you want to start incorporating these elements into your marketing and start being seen as a leader then we should talk.

Schedule your free strategy session.

At Roofing Marketing Pros, we’ve developed a super effective, unique, and proprietary system that will consistently provide new commercial or residential clients looking for roof replacements services. We are laser focused on delivering PROVEN marketing systems that provide you 5-10 X ROI. Unlike most generalists, we specialize in a specific type of marketing that puts you in front of prospects looking to get their roofs replaced. 

If you’re ready for a specialist to approach to your business with the same level of commitment and expertise as you approach your clients, then let’s set up a time to talk. Stop chasing storms and start hitting your goals.