SPCL: Increase your Influence

Influence definition:

The likelihood of compliance with with a request.

i.e. the likelihood someone follows your directions.

SPCL: The 4 components of influence

Influence = Status + Power + Credibility + Likeness

To max influence you need to max out your SPCL.

Status

Status definition:

Control reinforcers in a given environment.

A reinforcer is anything that motivates you to repeat a behavior because it gives you pleasure, a reward, or an advantage.

In other words, having status is controlling what other people also want.

Without control over reinforcers ⇒ no status

With control over reinforcers ⇒ people follow

For example, a bartender has status in his own bar because he controls who can or cannot drink alcohol.

In someone else’s bar, he has zero status because he has no control over the bottles.

Status in practice:

• Get for yourself or decide for others who gets resources (money, attention, opportunities, validation, ...)
• Then people adapt their behavior to access those resources.

Status actionable steps:

• Pick an environment (your product, audience, niche)
• Identify the key reinforcers (cash, visibility, access, results)
• Position yourself as the gateway to them
• Then set the rules

Power

Power definition:

Create and stack reinforcement cycles by giving directions that lead to good outcomes.

In other words, power is making people win by consistently following your directions.

Without reinforcement cycles ⇒ no power

With stacked wins ⇒ people execute your directions

For example, if you’ve given investment advice to a buddy for 5 years and he’s profited every time, you accumulate real power over him. He’s far more likely to follow your next tip because the previous 50 have all worked in his favor.

Power in practice:

• You give clear directions (what to do, how to do it)
• People follow them and get good results
• They trust you more and keep following your directions
• You repeat → results compound → influence grows

Power actionable steps:

• Pick a domain where you can reliably produce results
• Turn what works into simple, repeatable directions
• Make people execute and track outcomes
• Show proof (before/after, metrics, ...)
• Loop it: more wins → more trust → more people follow

Credibility

Credibility definition:

Have observable proof that your claims or results are real.

In other words, credibility is when people can see that what you say actually works.

Without observable proof ⇒ no credibility

With clear evidence ⇒ people believe your claims

For example, 3000 five-star reviews on your Google My Business profile are observable proof that your clients love your business.

Credibility in practice:

• You show real results (yours or others’)
• Proof is specific, measurable, and verifiable
• People don’t need to trust you → they can check
• Doubt drops because evidence is visible

Credibility actionable steps:

• Do epic stuff and collect proof (results, case studies, testimonials, data, ...)
• Make it concrete (numbers > words)
• Make it visible (website, content, product)
• Make it traceable (who, what, how, outcome)
• Update continuously (provide fresh proof et old proof)

Likeness

Likeness definition:

Being someone who resembles or aligns with values and behaviors of others.

In other words, likeness is when people think: “this person is like me”

Without likeness ⇒ resistance

With likeness ⇒ people listen and trust faster

For example, if you’re a man, men are more likely to listen to your advice than women.

Likeness in practice:

• You share human features with your audience (same gender, same skin color, same hair style, ...)
• And/or you share values, language, and behaviors with your audience
• People recognize themselves in you
• They feel understood → lower friction → higher compliance
• You don’t need to convince as much

Likeness actionable steps:

• Pick a specific audience (not everyone)
• Mirror their language (words, tone, references)
• Show shared values (what you stand for / against)
• Show relatable signals (background, struggles, context)
• Stay consistent (don’t switch personas)

If they don’t see themselves in you ⇒ they don’t follow

If they feel aligned ⇒ they move with you

Max out your SPCL

The one sentence summary:

1. Try to show you have what they want
2. Give them directions on how to get it
3. Show observable proof of things you could only achieve with following the advice you’re giving
4. Be yourself (and you’ll attract people like you)