When a campaign says the thing people want or need to hear, magic happens and an influencing campaign begins.
Robin Hood
In 2013, H&R Block, with their agency Fallon, responded to something they heard while interviewing consumers. The thing people seemed to care about most was getting taxes done right and getting every dime they are owed back.
The creative bomb that went off birthed the now famous, “Get Your Billions Back America” campaign, which launched at the start of 2014.
It was a message consumers heard, understood, and were instantly drawn to.
The genius of the campaign lies in what isn’t stated. There’s no reference to Block’s size and number of locations. No mention of the total refunds they’ve secured for their customers. No detail about their processes, services, prices, or proficiency of their accountants.
No noise, interference, or distractions.
Sure, these things matter. But every accounting firm market around the obvious things that make them great. Block took an alternative route and marketed around what people wanted – a Robin Hood that gets them what they deserve.
In 2009 and 2010, Discovery Learning, Inc. and Innovative Pathways conducted research to identify and measure influence styles. Their research derived created five categories:
Asserting
Insist that your ideas are heard and you challenge the ideas of others
Convincing
Put forward your ideas and offer logical, rational reasons to convince others of your point of view
Negotiating
Look for compromises and make concessions to reach outcomes that satisfy your greater interest
Bridging
Build relationships and connect with others through listening understanding and building coalitions
Inspiring
Advocate your position and encourage others with a sense of shared purpose and exciting possibilities
Each of these styles can be effective, depending on the situation and the people involved. A common mistake is to use a one-size-fits-all approach. Remember that influencing is highly situational.