Consensus, one of Cialdini’s influence principles, shows we like popular things. If enough people like something – a person, a place, a product, and idea – then it must have some merit.

You can immediately think of things that ‘disprove’ this. A lot of people would point to reality TV as something both popular and bad.

But I did say “some” merit. If nothing else, Consensus filters out the worst ideas. You might not like a popular sandwich, but you can bet it doesn’t have broken glass in it.

How can you use this principle in your marketing? That’s easy enough – testimonials.

For example, I could mention the time a CEO thought my copy was so good, he swore and blasphemed about it.

And I could point to the coaches and hypnotherapists who think my writing is awesome.

Or I could talk about the leaders in these fields who follow me online.

That eliminates me from the worst copywriters out there. No matter how much or little you trust testimonials, you can see other people honestly think I’m good at this.

So, yes, use testimonials. It puts Consensus firmly on your side.

But don’t settle for that. Content marketing can go so far beyond it.

Because why tap into whatever attitudes people have… when you can shape them?

Why follow Consensus when you can create it?

It’s one thing to say successful people like coaching, so you should to. It’s another to create that demand – to change what your audience wants.

When your message is clear enough and useful enough, you can transform what your audience thinks.

Now, there are two ways to do that:

The first is with a massive, attention-grabbing event – something that overrides all other thoughts. Strangers queueing in a bank with agree on certain things. If armed robbers walk in, what they’ll agree on changes.

If you can pull that off – in a respectful, ethical and legal way – then go for it.

I prefer a second approach.

Just as one explosion can level a mountain, so can a quadrillion raindrops over a million years.

Or, in marketing timeframes, a little bit of influence every day.

Write about something interesting and valuable, and you build an audience. If it aligns to your vision, then you build Consensus.

Every time they read something of yours, they change a little more. Before long, they can’t even remember who they used to be.

Then you can relax, knowing that popular opinion is on your side. And by leading the change, you guarantee perfect alignment with it.