WHAT THE HELL IS SALT?
Specificity, authority, likability, trust: the four components every campaign and advocacy organization needs to inspire sustained influence at scale.
Rooted in our founder's 16 years creating profitable digital content ecosystems for mission-driven founders and brands, and his study of Robert Cialdini's scholarship on the psychology of influence.
SALT, Applied.
10,000+
votes for a first-time candidate
299 → 11k
Threads followers, 10M+ views
3m+
views in 90 days, one client
Why Influence Matters
Too many agencies chase attention at all costs. But attention alone doesn't move anyone to act.
Attention doesn’t pay the bills; influence does.
When you get someone to like you, see you as an authority, and trust you'll deliver, you can influence them to do anything. That's the psychology at the core of SALT.
SALT isn't a gut feeling dressed up as a system.
Three of its four ingredients map directly onto principles Robert Cialdini documented in his research on persuasion: authority, liking, and the consistency that underwrites trust.
We added the fourth, specificity, because the others are wasted without it — on an interest-based platform, persuasion never reaches anyone if the content has no clear audience to begin with.
S — Specificity
WHO are you talking to?
Persuadables
Whose vote or action moves the lever
Validators
Gatekeepers who lend borrowed authority
Amplifiers
Extend reach and small-dollar support
If you try to influence everyone, you influence no one.
All social media algorithms today run on an interest-based feed. A brilliant post written for "everyone who cares" has no audience the algorithm can route it to, so it routes it to nobody.
We build a composite sketch of each persona, an Ideal Reader Persona, and let it govern everything downstream: who you're reaching, what you talk about, and how you sound.
A — Authority
Why should they listen?
Authority is earned, not asserted.
People listen to those who keep saying true, specific, useful things they can verify: takes they can't get anywhere else. So we anchor every piece of content in something real: evidence, lived experience, and a clear point of view on the issues your readers already care about.
When you consistently say true things others won't, you become the source people screenshot and share. That's authority doing its job.
L — Likability
What makes people bond with you?
People support people they like.
Online, likability doesn't come from polish; it comes from being human. The brands, organizations, and politicians people actually follow read like a person.
We help you find the voice, values, and personality that make your audience feel like they already know you: warm, candid, unmistakably yours. Most campaigns neglect this because it feels unserious. It isn't. Likability is what makes someone care enough to keep reading long enough for the other three to work.
T — Trust
Why believe you'll follow through?
Trust is the payoff of doing the other three consistently over time.
You can't post your way to it in a week; it accumulates, or it leaks.
We build it by keeping your message coherent across every post, matching what you say to what you do, and showing receipts when you deliver. Break the pattern once, and the whole balance is in question.