Does Your Marketing Need Viagra?
August 7th, 2014 // 1:51 pm @ Scott Manning
Maybe not medication, but it darn sure needs something. It is very seldom I see someone marketing and selling in their business without some great degree of impotence – showing up unable to get the job done.
I stand by my statement and philosophy of life that only Losers get offended and there is no profit in being a Loser so with an open mind read and learn from my message here.
In keeping with the theme I spoke of last week, here is what we know to be true, when You and Your Customer wake up each morning You are not thinking about the same thing. Not a chance. Your business and giving you money is the last thing on their mind. Especially before they become aware or interested in you.
Entrepreneurs take this first and important premise for granted. They begin the dramatic feat of influencing and educating your prospect in a way that makes them want to become your customer with an impotent approach that does anything but get attention or give them a reason to want to know more, to raise their hand, visit your website, pick up the phone and call, schedule an appointment, give you a credit card or get out their wad of cash.
It’s like being an Indian and going into the woods to hunt for dinner tonight with their bear hands chasing a deer without a bow an arrow or so much as a knife.
Makes no sense and you can see why so much of yours and others’ marketing is dead on arrival because it begins by underwhelming and never even gets a chance to shine.
Now, one of the most important parts of marketing (which by the way is a fancy word for communication) is the psychology of it and being bold and different, sometimes just being different is being bold and sometimes being bold makes you different. You follow me.
Let’s me give you one of the greatest examples of psychology and being bold and NOT being impotent in your communication.
Ready.
It stems from the Company I mentioned in the Title of this Article. Yes. Viagra.
It all comes down to this one statement.
“If you experience an erection lasting longer than 4 hours seek medical attention”
Now, technically the entire commercial that has become engrained in your subconscious mind where you can hear just a word of it and it makes you remember the entire commercial, it is worthy of your study.
You will see how they use psychology and emotional triggers in their marketing message and communication. Of course you say “they are selling sex” pretty easy isn’t it, but there in lies one of the greatest lessons of all.
You have to find a way to appeal to what your customers really want, the fuels they desire, and while for you it may not even be within the wildest stretch of yours or their imagination could it be sex, it could be a feeling of self-worth, or purpose, or general happiness or significance, it could be the ability to worry less or to relieve pain, or have more peace of mind or quality time with their family.
Any of these things create emotional triggers and pictures in their minds. These communications connect with innate, human thoughts – that is what you should be using in your marketing and communication. Yes, all of your communications are marketing and vice versa.
To prove this point, I led one of my private client groups through an extensive in-depth dissection of writing, crafting and creating communications that are emotionally charged and psychologically powerful and meaningful.
You can access the entire recording and accompanying handouts and examples at my Million Dollar Methods Vault, a small investment gives you the combination to this and much more.
Back to my point and what is missed by nearly everyone.
Viagra. Your marketing is impotent.
The target market of these commercials is one of two people, the man or the woman. Either way, imagine this statement being spoken to them.
“if you experience an erection lasting longer than 4 hours seek medical attention”
Do you understand the irony. This is NOT a medical disclaimer, I mean, of course it is, however the commercial is NOT for those who already have the drug, it is for those that they want to acquire as customers.
Therefore it is NOT a medical disclaimer as much as it is a BOLD BOLD BOLD and yes visual representation of getting into the psyche of the listener.
At this moment their life is at best ‘nearly’ void of what it is promising for moments, or minutes, and this commercial says “4 hours” – it is a dramatic demonstration of proof of concept that if they are WARNING you about 4 hours – my goodness surely it will work for…14 minutes…
“If the worst thing that can happen to me is this stuff works for 4 hours, I mean c’mon, that can’t be all that bad.”
The point is quite simple. This commercial, the message, the marketing is NOT impotent it shows up and finishes.
Does your marketing do this? Do you communicate thoroughly with your customers and prospects. Do you show up? And finish?
I want you to take the next week and do 3 things for me, for you really, please.
First – I want you to notice marketing that moves you, that you remember, that appeals to your emotions, communication that gets the job done.
Second – I want you to go back to all of your primary communication, your lead generation ads, your newsletters, your follow-up emails, your new customer welcome packages, and other sales presentations and sales letters and conversion strategies and see if you need a dose of Viagra.
Third – I want you to google one of those commercials and see how many life events, challenging your manhood (literally) statements, and the overall psychology of confidence and assurance they give to the viewer and target customer and see what you can learn and take away into your marketing.
Finally, in summary, I want you to make a promise to yourself that you will give your marketing and communication all you’ve got, that you won’t half-ass your efforts, that you will completely show-up, present, sell, influence, educate, and move your buyer to a peak state of emotional buy-in and finish the job. It does both, them and you, a disservice when you arrive half-baked. Limp in this case and unable to be the leader we talked about and agreed upon last week that your prospects and customers not only expect but also respect.
Isn’t that what you want. What you deserve. Otherwise some more capable marketer will steal them away. And what’s the fun in that.
Then it’s all for not.
I suppose the crude saying in this case goes well right here, grow a pair, your marketing needs it, your customers demand it.
Category : Blog
