Are monkeys really capable of “insight?”
And what the heck does this have to do with making more profit in YOUR business anyway?
Listen and learn my friends 🙂
Are monkeys really capable of “insight?”
And what the heck does this have to do with making more profit in YOUR business anyway?
Listen and learn my friends 🙂
Well there are 12 WORDS WHICH CAN FIX MOST OF YOUR CONVERSION PROBLEMS:
Fear not! Today’s post and accompanying MP3 is something most marketers can quickly take advantage of…
And it all starts with something Perry Marshall told me about 8 years ago…
“If your sales process isn’t working, break it up into pieces” – Perry Marshall.
I think Perry first told me this over lunch in 2005…
And those words have rung in my ears ever since.
The vast majority of marketers forget just how mistrusting, frightened, and paranoid the average consumer is online. And hey, if the internet has proven ANYTHING it’s this: just because you’re paranoid doesn’t mean people aren’t out to get you!
The consumer is reinforced for developing mistrust, fear, and paranoia online because even if the majority of vendors are trustworthy (and maybe only 1% truly out to scam you), when you multiply 1% by the sheer numbers of vendors on the internet the truth is you find a scam around every corner.
We live in a world where it’s sane to trust people only to the extent that they’re PROVEN trustworthy…
NOT “trust until people prove otherwise”…
Especially with internet vendors.
Know what the implication is for marketers?
You’ve gotta work a LOT harder to earn every little bit of trust along the way.
Listen to this intriguing interview I did with Ryan Levesque all about Using Micro-Commitments to Increase Web Profits…
And if more than 20% of you don’t find at least one HUGE conversion leak in your sales funnel by the time you’re done I’ll shave my big hairy beard off! (Note: I haven’t seen my own chin since literally August of 1987, and Sharon will kill me if I ever show it again–she says it makes me an Adonis–so you’d better believe I’m confident!)
Oh, and when you’re done, get your butt into my Live Webinar Club (just $9.95/mo as of the time of this post) and/or Personal One-On-One Coaching (openings available on January 1st, 2016 for the first time in three years) so you can interact with me and start plugging ALL the conversion leaks on your site!
Hey, maybe this is cliche’, and I know I’m definitely not the first one to say it, but every marketing project starts with enthusiasm and passion. If you don’t have it, it’s really WAY more difficult to get over the rough spots.
See someone do something you think you could emulate? Sometimes even if you’re wrong, it’s worth the effort and you DO get partial credit for TRYING. Consider the little guy in this video:
You’ve gotta believe he saw someone playing, maybe his master.
Then, during the day when his master was away, he took his time and started wailing away…
Who knows where he’ll be after HIS 10,000 hours of practice?
While I’m on the topic, there’s an MP3 interview with Sharon and I below talking about everything OUR dogs taught US about marketing… worth listening to!
For what it’s worth,
PPS – Did you join my live webinar club for the $5 trial yet? (As of time of this posting)
Dr. G. Clotaire Rapaille is a French-born medical anthropologist and psychiatrist who authored The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do. He’s also an expert known internationally for Archetype Discoveries and Creativity.
Here’s a brief but powerful interview my darling wife did with him a few years back.
Dr. G 🙂
PS – This interview originally found on the QRCA podcast website.
It’s 100% true…
Glenn Livingston was arrested for drinking on January 4th, 2012, and you can see his mugshot here.
It’s pretty scary what you can learn using Google Alerts!
Like most marketers, I have routine alerts out on my name, and for just a moment when I saw this come through I wondered if perhaps I’d been out on a bender I’d forgotten last week (even though I haven’t had a drink in 20+ years… not ’cause I’m an alcoholic–I detest that term–just because I find life more interesting and satisfactory without screwing with my mental state)
I also learned, of course, about the myriad of people stealing my products (we pursue them legally now), and a few things about yet ANOTHER Glenn Livingston who’s a pastor in Illinois up to some interesting things from time to time.
But none of these rather mundane results from Google Alerts come anywhere close to the REAL power of this FREE utility…
(Even though tracking your namesakes’ activities can from time to time generate an attention getting headline)
Because most marketers have absolutely NO idea how to use it…
The REAL way to leverage Google Alerts is to first know with crystal clarity EXACTLY what keyword defines your ideal prospect, plus a very small set of related keywords which surround it. Taken together these become your “archery target”… the small space which defines EXACTLY WHO YOU WANT TO BE on the internet, and allows you to more or less ignore everything else.
Once you’ve done that, you can combine Google Alerts with Google Reader Feeds (and some anti-RSS-spam code) to automatically collect pretty much EVERYTHING that happens on the internet that’s relevant to you…
And stop getting distracted by everything else…
Which is the ONLY way to build a hyper-responsive marketing system in my humble opinion.
Have any of you found effective-yet-novel uses for Google Alerts we should know about?
Tell me, I’d like to know!
Dr. G 🙂
PS – I’m considering organizing my network and resources to build a “performance-pay-based-conversion boosting-done-for-you” service. Curious if that’s of interest to any of my readers today
What’s the absolute worst way you could imagine starting the new year?
I’ve never really formally thought it through, but you’d have to rank “getting food poisoning” among the top three, don’t you think?
Here’s what happened.
After going through years of crushing debt (most of you know our story – lost $2M that we didn’t have) Sharon and I finally have a few bucks to look after. Not that we’re rich by any stretch of the imagination, just that we both felt it was time (in part at my bookkeeper’s urging!) to meet with a respected financial planner in the community.
Mary was someone Sharon knew for years through her professional network, and we both thought the Friday before New Years would be the best time to get started with her. So we made a 4:30 pm appointment (her last of the year!) and were eagerly looking forward to our time with her…
Except life got in the way…
I decided to stop at the supermarket to have a little seafood salad after my workout that morning. It didn’t taste just right, but I ate it anyway because (1) I was fricking hungry; (2) I tend to have an iron stomach; and (3) my vegan days are over… hand over the fricking meat and nobody gets hurt! (Actually I still eat mostly fruit and vegetables, but that’s a separate story)
Anyway, I had a few pangs in my stomach right afterwards but I just thought I ate too quickly.
By the time I was on my way to the financial planner’s (Mary’s) office I was feeling downright green.
And so when Sharon and I walked in, both dressed in our Sunday best (I was wearing my best white shirt and suit-tie to impress), I promptly shook Mary’s hand and asked where her bathroom was.
It was unfortunately right next to her office…
So I’m sure she heard every last LOUD groan and a myriad of other entirely disgusting noises as the “fun began” (Fun which eventually took four days and five pounds out of my life!)
And when I walked back into her office trying to compose myself I literally said this:
“Mary, tell me this, is it a good sign or a bad sign if a new client immediately starts projectile vomiting as soon as they meet you?”
Now here’s the thing…
She was incredibly sweet.
She dropped everything, called her friend the nurse, ran around the office looking for things I could take in the car for my drive home, got me water, and generally turned into a “Total Mom” instead of a sophisticated financial planner.
Truth is, she probably bonded me to her for life…
And I left there feeling MUCH more willing to risk my money with her.
Of course I’ll keep evaluating things intellectually because that’s what I do, but I can’t tell you how POWERFULLY PRIMITIVE THE FEELING OF TRUST that’s come over me since this event really is!
I actually think the meeting went BETTER for all concerned because of the “PV” (projectile vomiting) incident.
And now that I can actually stand up again (oh my god was this ever the certifiably most disgusting weekend of my life), I can’t shake the two marketing lessons inherent in the story…
First, this major new project (getting started with a financial planner) went about as far from my plans as it could possibly go, yet the direction it DID go in laid the groundwork for an even more successful relationship.
How many of us start projects only to see things go wrong… so very very wrong, and feel incredibly demoralized, ill, and almost unable to continue? Yet precious few of us look at these wrong turns as opportunities. Even fewer LEVERAGE those opportunities.
How many of you have projects you started on January 1st which are already turning out differently than you planned? (Keep this in mind as the month progresses!)
The second marketing inspiration from this odd story is in observing the connection Mary made with her prospect (me) by “stepping out of the role”…
You see we all set up a defined set of rules, expectations, responsibilities and behaviors associated with our business dealings…
I was expecting Mary to intellectually analyze our finances, tell us where to put our money, and help us put more controls in place to monitor budgets, etc. I thought we’d have a perfectly rational conversation as two mature, adult intellectuals solving an intriguing financial puzzle…
Instead I puked and made a friend.
And as I thought of this paradox, I recalled how many patients I could only finally connect with when I “stepped out of role”…
Everything from the 400 pound Hell’s Angel member who told me “I like to hurt people with my head” (as he pulled back his hair and showed me a ridiculous number of scars I rather quickly moved BEHIND my desk)…
To the policeman who couldn’t stop obsessing about “going to hell” (he was very religious) until I told him in all seriousness that I’d be happy to be his doctor in hell if he’d have me…
To the executive who I finally told in exasperation to just go pee on his cigarettes if he really wanted to quit because all this talking wasn’t doing anyone any good…
To the 13 year old boy I earnestly told to do his best to get “D’s” in school because F’s were too easy and A’s were for nerdy losers (he got straight A’s after that)…
And I thought of all the clients who, despite their respect for my intellectual-spreadsheet-ways, light up and remind me of all the crazy stories they read on my blog, ask me if my wife ever let me have a cat (she did!), or ask me for a hug saying “cockroach” at a seminar (I’ll make you search my blog for that one)
And so how can we TEMPLATE these lessons so you can leverage them in your own marketing?…
1) Expect things to go wrong with your plans this year. BIG things. Count on it. Nothing’s easy any more… but the marketers who succeed are the ones who can shift on a dime and see the opportunity in the crises.
2) Ask yourself what the “rules” are in the way you do business. Then ask yourself where it might behoove you to BREAK your own rules with your more important clients.
OK, so this is the part where if I was totally over my food poisoning I’d say “food for thought”…
But today I think I’d better just say
“Onwards and Upwards”
Dr. G 🙂
PS – Big things planned this year. I’m sure some big mistakes too.
PPS – I have one coaching slot open if anyone wants it. (Grab it today if you’re interested please as it’s usually taken within 24 hours when I open it. Press refresh on the page after clicking the link to be sure you’re seeing the most current status)
I thought I’d end 2011 with a series of contrarian psychological marketing insights. After all, what good’s being a marketing shrink if you don’t get to talk about it, right?
Seriously though, there are a few things I think marketers casually banty about as if they were psychological fact which really bother me… And there are others which tell only HALF the story.
So let’s start there with…
UNUSUAL PSYCHOLOGICAL MARKETING FACT #1: “Impulse Isn’t Everything”
Impulse isn’t everything.
Yes, it’s true you’ve gotta appeal to the Lizard Brain with greed, lust, envy, jealousy, etc in order to induce action on your offer. (Which is one of the reasons I’m fond of saying “try to appeal to the lizard brain without seeming like a lizard”)
But the other half of the story is, this only produces TRIAL BUT NOT NECESSARILY REPEAT…
Satisfying the lizard brain is only PART of what we need in this world…
As sappy as it sounds, the other half is help mastering our environments, our relationships, our place in society, and life as a whole.
Don’t get me wrong, you won’t get ANYWHERE trying to sell people self-actualization, self-improvement, or simple self-mastery solutions unless you can link them to the lizard brain…
It’s just that lizard brain satisfaction is a necessary but not sufficient condition for REPEAT purchase and customer loyalty.
So it’s not enough to sell luster and shine if you’re selling shampoo…
Or even to sell the emotional end benefit (I feel attractive)…
To really take the market you need to sell the aspirational character… how your product is going to MAKE YOUR PROSPECT INTO THE PERSON THEY WANT TO BE…
Think L’Oreal “Because You’re Worth It”: when a woman buys L’Oreal, she’s not just trying to look sexy, she’s supporting a character trait which translates to self-care across a wide variety of life areas… she’ll also more likely invest in vitamins, a gym membership, life insurance, a spa, etc
Or think Gillette “The Best a Man Can Get”: a guy’s not just buying Gillette razors to get the cleanest shave possible, or to attract a desired mate… he’s partaking of the best the world has to offer alpha males, and this informs WHO he wants to be across market categories
Or Intel “Intel Inside”: when you buy Intel, you’re not just getting a high speed processor, you’re committing (whether you know it or not) to recognizing, developing, and leveraging the value of intelligence across many areas of your life…
Or Kodak “Share the Moments, Share the Life”: when you buy Kodak, you’re not just getting sharp pictures, or even crystallizing memories… you’re committing to family and community as a value you want to demonstrate as a person… it enhances your sense of participation in life with others, and re-affirms your desire to build more of these relationships as part of WHO YOU ARE AS A PERSON…
See what I mean?
These brands engender MASSIVE REPEAT PURCHASE and loyalty because they’ve managed to integrate themselves with the user’s aspirational self image!
What you should be asking yourself now is, WHAT KIND OF PERSON DOES YOUR PROSPECT BECOME when they purchase your product or service? Is your advertising set up to support this message?
Onward and Upward in 2012,
Dr. G 🙂
PS – When you join Hyper Responsive Marketing Secrets you affirm yourself as a person who gets enormous leverage for their time and consistently “organizes and executes around priorities” because you know HALF your profits are driven by only ONE in 2,000 visitors. This radical paradigm shift not only transforms your business, but syncs with your commitment to apply the 80/20 rule throughout your life to achieve maximum results with minimum time. Join now
PPS – Keep your eyes glued to your inbox for “weird psychological marketing fact #2”, coming soon.
I know you’ll say this is thoroughly obnoxious, but I’ve got a strong marketing point, so please hear me out…
MY DOG IS BETTER THAN YOUR DOG! (Really he is)
In his eleven and 1/2 years on this planet…
When people meet my dog they say “now THAT is a good dog!”, and they really mean it. Some people have even commented “The only way you get such a good dog is by pouring all your love into him!” (And they’re mostly right)
See? My dog really IS better than your dog!
“HOW DARE YOU!”, you say?
“That’s just bragging, and bragging doesn’t work in life or in marketing”
“Dan Kennedy says ‘let them say it for you'” (don’t say it yourself).
But he’s only half right…
Because if you don’t 100% believe your dog (project, business, offer, etc) is far and away better than anything and everything else out there, you’re NEVER going to get people telling you it is.
The love, enthusiasm, passion, and heartfelt 150% commitment to (and belief in) your project MUST come from you first and foremost.. to the point that you almost can’t help bragging about it, or else nobody’s gonna “feel” it or “say it for you”, despite all the best testimonial collection techniques in the world, despite all the fancy technology which gets videos on your screen for pennies, and despite all the marketing books, courses, and seminars you’ve paid for.
You’ve got to KNOW in your heart of hearts that you’ve done more work than anyone else in the market, to understand the market better than anyone else, and deliver a benefit nobody else can (or will) deliver.
If you’re not willing to get out there and tell everyone how much better your dog is than theirs… why should anyone buy it?
So, how good is your dog?
(Go on, tell me, I really want to know!)
Dr. G 🙂
PS – In the near future, I’m seriously considering “going dark” for two years to concentrate on serving the mental health community with my marketing skills. (I’m getting older and feel a need to make more of a contribution… plus frankly, I spend way too much time TEACHING and not nearly enough time DOING these days… it’s becoming a little bit of a burden). Not saying 100% yet this is what I’m doing, but if and when I do I’ll be taking my products off the market and only existing customers will be able to access them… so consider this fair notice. (To head off concerns, existing coaching clients needn’t worry)
On Thursday, I woke up to a blog comment informing me that I had achieved a first page ranking for the term “ugly fat bastard”
Now it turns out this was actually good news (created by an enthusiastic reader sharing one of last week’s posts about YouTube SEO with some interesting anchor text based upon some self-deprecating humor I utilized in the MP3 on that post), but it brought up a good point for me…
It’s not my goal to be offensive…
But I’ve learned over the years that if I’m not WILLING to offend anyone, it’s extremely difficult to write or record ANYTHING worth talking about.
Thus I’ve got many posts with unusual titles, and hard hitting (though compassionate) straight talk within them. For example, you may have enjoyed (or been offended by) some of my more offensive posts:
Some people have even told me they were offended by posts I considered entirely innocuous, like “Marketing With Your Bald Spot“, “4 Things I No Longer Believe“, or “Human Nature and Your Marketing Mindset”
But here’s the point..
If I had NOT risked offending people… indeed if I had not deeply offended hundreds (if not thousands) of people, I would NOT be where I am today.
I wouldn’t have had the chance to deeply connect with the entrepreneurs who make my life as rich as it is.
I wouldn’t have gotten the feedback I needed to grow as a marketer (and as a person)…
I wouldn’t have been able to kick-start Rocket Clicks, build the hyper-responsive club, get my video seo agency going…
And instead of being a nerdy-geek-marketing-psychologist with thousands of customers and a brilliant audience for the hundreds of things he has to say each year–the good, the bad, AND the ugly…
I’d just be a nerdy geek.
Which is not to say that’s the end of the world (more power to geeks!)…
But how much richer is my life, for the simple willingness to risk offending you?
SO… Have I offended you yet?
Onwards and Upwards,
Dr. G 🙂
PS – This week, I decided to open up a few extra coaching slots now that I have completed the Total Conversion Code project. I’ve got 2 slots left, and my slightly-less-ugly counterpart Ryan has 2 as well. So please click here now to read about how you can get coached by a real ugly bastard with a damn strong track record of success.
One of the most frequent erroneous criticisms of information & relationship marketing is the idea that it only applies to selling information itself (e-books, CDs, DVDs, downloadable items, etc)
So I wanted to take a moment today to show you how packaging up the INFORMATION (features, rational benefits, and emotional benefits) in a plain old brick and mortar business can be used as a powerful way to sell prospects, and create an emotional bond that keeps them coming back.
In fact, it’s rather frustrating to me to hear the above criticism over and again, since both Sharon and I honed our marketing skills NOT so much on e-books and CDs (although I DID market a slew of those in the middle of last decade), but on traditional consumer products like electronics (Panasonic), food (Lipton, Kraft, Nabisco), washing machines (Whirpool), and even things like dental care supplies (Henry Schein)
What I want you to walk away from this video with is the understanding that when you can truly identify the point of difference features benefits in your market, and then link those to emotional hot buttons strung into an authentic story… you’ve got a powerful sales machine no matter WHAT you’re selling.
In fact, it’s even more powerful (and easier to implement) when selling hard goods, or a traditional brick and mortar business with a local presence, because people know they’ll actually get a chance to SEE and SMELL you, whereas in an information business you have to create a relationship without actually having a relationship (if that makes sense)
Sharon’s a master at honing in on the right features, emotional benefits, and stories that sell… pay attention not only to the overall video, but to (a) the questions she asks; (b) when she intervenes; (c) HER emotional mood and tone when she does so; (d) WHAT she’s going after.
All comments welcome.