A few weeks ago I took the day off to blog and do other social media related things but as the hours passed I had writer’s block. Nothing was coming to me until I read a very interesting article, Chris Brogan – Anchoring and Social Proof – Influencing Your Audience, by Paul Hebert. The article talked about how Chris Brogan, a social media guru, publicly stated his $22,000 a day fee for his consulting services. The angle for Paul’s article was how this publicly stated price impacts what other consultants can charge because of the anchor that’s been set.
The article also explores the principle of consensus (a.k.a. social proof) because undoubtedly other social media consultants will move in the upward direction as they see peers begin to do so. It’s a very interesting article so you should take a look.
As I pondered this it brought to mind an article I wrote last year, Golf Advice from Corey Pavin. My wife Jane is an avid (addicted?) golfer! In that article I explained how I shared some golf advice with her. It was sound advice based on psychology but it went in one ear and out the other. However, weeks later she read a quote from Corey Pavin that was almost exactly what I had told her and she acted as it if was a revelation! For her it was more believable because it came from Corey Pavin. After all, he’s an authority having won the ’95 US Open.
- Is this person really a legitimate authority? Chris Brogan has authority status having written Trust Agents (a very good book by the way) on using the web to build influence. Because of his work and time in the social media arena he’s recognized as an expert in the field. But that’s not always the case. For example, many spokespeople on TV have no real expertise and yet we’re subconsciously swayed by them.
- Is the advice something I could get elsewhere for less (money, time, effort, etc.)? Isn’t it disappointing to visit the doctor only to hear, “Rest it and take some Tylenol”? An expert – yes – but worth the money? Probably not when we all know rest is helpful and Tylenol reduces pain and discomfort. Or maybe you’ve attended a conference with big name speakers only to walk away thinking, “I didn’t learn anything new.” Worth it? Probably not because we expect something more from the expert.
In closing I’ll share a fascinating resource on this subject of value, the book Priceless: The Myth of Fair Value and How to Take Advantage of It. I read the book not long ago and it was an eye opener about how people value things. I highly recommend it because it will change your outlook as a consumer.