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I heard a story recently of an event where several well known marketers were sharing how they made their money.
Apparently one of the speakers went on stage and proceeded to joke about how
he is so good at selling that he has sold the same product to the same person
more than once without that person even realizing it.
To which the crowd simply laughed.
The sentiment from the story teller however was that this guy just told everyone precisely
why they shouldn’t trust him. To which I’m inclined to agree.
The sad part of this story is people will continue to buy from this person.
In fact I’m willing to bet they bought something from him in the back of the room at that very event.
Thats exactly why these guys have become so blatant in their disclosure of what they do
… like shooting fish in a barrel.
And they will continue to do it until it doesn’t work and move on to some other methods.
What’s quite intriguing to me is that people are “buying & collecting” creatures by habit.
Deep down inside constantly driven by the word “new.”
- Apple banks on it every time they release a new model of the iPad or iPhone.
- Restaurants bank on it every time they release a new daily special.
- The Fashion industry banks on it every time they release the new season lineup.
- Real estate agents bank on it with each new listing.
- And gooroos rely on it when they sell a new strategy or trick.
I call it Raccoon Syndrome… an addiction to shiny objects.
Even if its used, its new to the person who bought it; just look at the booming antique market.
Deeper still is the idea that something new will bring happiness, fulfillment or
some sense of increased well being.
- The hope of a new year.
- A new relationship.
- A new job.
- A new town.
- A fresh new start…
Often times we’ll associate these entrenched emotions with a new purchase.
If I can just learn that new seo strategy, then, I’ll see success.
* I’ll buy this ebook.
If I could just learn that new paid advertising method, then, I’ll see success.
* I’ll buy that course.
Is The Problem The Real Problem?
The problem is, the product isn’t the solution. It’s merely information.
The solution is action.
Now of course there are those who take advantage of people by manipulating this human characteristic.
And bad or good, in the nature of the marketing world you’re going to hear things like:
- Buying Triggers
- Compelling Copy
- Pain vs Pleasure
- Strong Call To Action
- Power Words
- NLP (neuro linguistic programming)
- Hot Buttons
- etc., etc., et. al
These are all concepts, methods and terminology used and employed in the marketing world every day.
And they are all based on touching precise aspects of human psychology, behavior
and emotion to elicit a specific desired response.
In some cases it’s blatant manipulation.
But for the most part it’s the art of persuasion and sales.
Placing something of value in front of the consumer and
nudging them to make a choice “now” rather than later.
On the other hand, it’ spretty difficult to sell someone something they do not want.
You can use NLP all day long…
you’ll have a tough time trying to sell a pair of Air Jordan’s to someone who wants a pair of Kenneth Cole’s.
The consumer’s desire and want is too specific and the contrast between the two products is too wide.
In these cases you’ll see that persuasion and selling aren’t necessary anyways.
The consumer knows what they want, you just need the foresight to get it in front of them.
This is where proper keyword research and structuring your offer for the right scenario come into play.
But I digress.
Let’s get back to the topic at hand…
Your Intent Is What Matters Most…
How you use these persuasion elements and what your intentions are,
is the key factor in the game.
You can use this for good or for evil.
You can use them to help people or take advantage of them.
You can use these factors to only better your own life selfishly.
Or better your own life while helping others at the same time.
Neither is exclusive to the other and it is completely your choice.
These are powerful principles and there is no debate whether they work.
These principles have been used to persuade men since the dawn of time.
The choice to do good is in the hands of the individual marketer.
Class Is In Session…
So what about those that do take advantage of people?
I’ll quote the late great Jim Rohn:
(I Love Jim’s teaching – he was so practical.)
“Don’t Signup For That Class.”
Basically it does you no good to meditate on what other people are doing with this power.
Rather, focus your efforts on bettering yourself and more so, doing good with what you are learning.
Counter what it is you don’t like by focusing on bringing the opposite into the market place.
Make the market a better place by bringing a higher standard to the game.
You’re still going to have to employ the craft of selling and persuasion.
The difference that will take what you do to the next level is intent.
If your intention is to truly help people, then your offers will be backed by authentic value.
Useful, helpful products, services and information for your audience.
Products and services that actually work and are the right tool for the job.
If someone needs a hole in a wall, you won’t persuade them to buy a broom;
although technically you could put a hole in a wall with a broom.
What they need is a drill.
And you’re intent will be to sell them the right drill for the job.
Doing Business At A Higher Level
When you approach your business this way, It won’t just be about the sale and your bottom line.
Your profit will be one of the most natural manifestations backed by universal law.
Because you inserted true value into the marketplace.
The universe and “the laws” of the universe, gravitate towards positive, life giving energy.
It clusters resources around that energy with the intent to empower and stimulate further growth and new life.
Now some may say yeah but it’s just a drill Richard, come on, universal laws?
Yes! However small the event, the impact is either positive or negative.
And like a ripple effect the positive nature of the event and it’s energy are distributed accordingly.
I could go deep down the rabbit hole here but I’ve taken enough of your time already.
When you become a contributing factor to that source energy you benefit immensely.
Your prosperity increases exponentially and transcends money and tangible artifacts at that point.
This in turn affects your marketing.
Your message takes on a new meaning.
Your words reach a deeper connection with your audience.
It becomes transformational.
The Natural Order Of The Universe
Keep in mind what I said… it comes down to intent.
And notice that the universe will cluster resources around you, with the intent to empower you.
Nature isn’t a welfare system.
That intent must be supported by positive, consistent action.
When you’re given the resources you must deliver the value back into the circle.
If you don’t, those resources are allocated somewhere else.
It is a natural law. Life must move forward and progress.
Anything that fails to deliver “life” is stripped away… pruned from the vine.
So remember also that when you are given an opportunity – ACT ON IT.
Take action then, right now. Don’t wait, procrastinate and put it off.
Even if you’re scared or intimidated, cultivate a habit of taking immediate action.
I hope this message helps you and empowers you on your journey as an entrepreneur.
More than anything I hope it helps you maintain a healthy, powerful perspective of what your
business is intended for.
Empower your audience & consumers and protect and enrich the marketplace.
In this you’ll become a transformational entrepreneur.
“What have you done today to become a transformational entrepreneur?”
Until next time,
Live Long & Prosper