How influence works has become a HUGE topic of conversation – as an Internet marketing society, we’re practically obsessed with “influencer insights.”

We allow influencers to shape our thoughts and actions based on how many millions of fans they have. We buy their books and courses, attend their workshops and seminars, quote them in our blog articles and IG posts and YouTube videos…

Well, we basically accept their opinions unchallenged. They are influencers, after all.

From an efficiency standpoint, that makes sense. We understand that tapping into their insights saves us the mental energy of figuring everything out on our own. 

But sometimes, we accept beliefs, ideas, and assumptions that aren’t in alignment with who we are and what we believe.


Because in our subconscious minds, influencer = authority figure.

That’s deep ancestral hard-wiring right there, so we can’t do anything about that part – it’s what Robert Cialdini calls a “click, whirr” mechanism. Deferring to influencers has, throughout much of human/pre-human history, served as a potent strategy for survival. Those that influence were at the top of the food chain, and the rest lived to hunt another day.

Like much of our vestigial wiring, though, our assumption that they are unquestionable influencers and we are simply followers… needs to go.  

I say this because it comes up again and again in conversations with emerging online coaches and service providers. They struggle to go “all in” with their unique visions because something about what they do and believe is different…

…and NOT in compliance with currently accepted influencer wisdom. 


I know, because I spun my wheels in that rut for years. 

As a copywriter, I’d listen to the “experts” talk about how you must write copy… and then see a thousand chuckleheads parroting the exact same information.

I’d see newbie copywriters by the hundreds hand-copying old Gary Halbert sales letters, because some plinth told them that was an effective way to learn copy. 

And I’d listen to marketing “influencers” hawk new copy “tricks” that got people to buy products that weren’t worth a FRACTION of their selling prices. 

Thing is, the “right” way to write copy – as decreed by the Order of the Old White Copywriter Farts – makes me feel like I need a haz-mat suit.

And, as I’ve discovered, it doesn’t make people who read the copy feel any better. 

So what purpose would it possibly serve to market to my audience the “influencer-approved” way?

NONE! I hated putting it out there. It attracted the wrong people. Life was miserable. 

Thanks so much for the “influence.”


What “influencer thought” isn’t setting well with you? 

My challenge to you today is this: 

Pull up a fresh Google doc and and rant about what irks you about the “influencers” in your industry/niche.

What are they saying that’s just wrong for you and your audience? 

What would you tell your audience if you didn’t have misaligned “expert” opinions hanging over your head? 

There are more people than you think who are just waiting to hear you challenge the “established” thinking in your niche!  

Having crafted copy for a wide range of niches, I can tell you why: Most online business owners focus on sales, not client results. So they tell their audience what sounds nice… not what they need to hear.

On some level, your audience is already aware of this. They just need someone to stand up and say what everyone’s already thinking.

What I’m getting at is this:

The point where you diverge from established influencer thinking might just be your opportunity to create powerful influence of your own!


Now… how do you influence when you’re not in lock-step with “influencer thought” in your niche?

Over the next several days, I’m going to be digging into each of the core strategies of influence – with sorely-needed updates for today’s info-weary online world.

If you want to start establishing your own expertise – and stop worrying about what the “influencer” say – stay tuned!


Here’s my big pitch: 

If this article spoke to you today, please share it on your social media pages and join the conversation with me on Facebook, Instagram, and LinkedIn. 

Online marketing NEEDS a community of professionals with integrity, skill, empathy, and talent – people like you and me who want long-term, loyal clients who happily refer everyone they know. Sharing these messages helps strengthen and amplify that community!

That’s not too much trouble to help make the online marketing world a little better place, right?

Stick around for announcements on my upcoming marketing clarity programs, insights, and whatever else it is that I do.