Category Archives: Emotional Marketing

You Probably Won’t Read This…

You probably won’t read this, but if you DO, I’m going to reward you with 3 bone-crushing marketing tips you can use tonight:

  1. Stop asking for first names on your opt in forms (at least on the first page).    Tests show first names suppress response.   And you know what?  You’re probably not using the information correctly when you’ve got it anyway.  (If you DO have first name, don’t use it in the subject line, and don’t you dare use it in the greeting of the email… instead, embed it several times deep in the body of your email like your best friend might when she’s writing to you)
  2. Call a dozen of your competitors and analyze their phone messages. Seriously… it’s amazing to me just how many people spend a fortune on generating the call, only to totally neglect to address the customer’s most common concerns on their voicemail, or via their customer service.  Your voice mail should immediately reassure your prospect AND convey your point of difference benefits, just as succinctly and professionally as your landing page (if not more, because of the value of the opportunity). Don’t just read this… go do it now, really… I’ve never had ANYONE come back and tell me they did this and regretted the time spent.
  3. If You’re Stuck, Spend a Full Day Trying to Fail:   Seriously.  If you feel stuck in your business, take a day off and think of all the ways you possibly can to destroy it.  I’m not saying to DO those things, I’m just saying to brainstorm them, capture the energy encapsulated within them, write down your idea, call your friends and ask how they could make them worse.    The ACTUAL SOLUTIONS these business-destroying-ideas will stimulate (in a kind of Zen-like paradoxical “use the force Luke” way) will astound you.  Really, seriously, 100% straight up… don’t say bullshit, say “I’ll try it Glenn”. (Repeat after me “I’ll try it Glenn”, “I really will try it”)

Well, I guess you caught me in one of my moods.

Aren’t you glad you did?

Emotional Web Stories That Sell (MP3)

Continuing along with Sharon’s advice on emotional marketing stories that sell, I’d like to give you this FREE MP3 (below).  (Also, if you haven’t seen her video about “web interviews that sell“, you can still grab that one too)

Enjoy!

Is Reality Crushing Your Marketing Soul?

I live at the intersection of psychology and marketing… a strangely powerful netherworld you may not want to explore with me.

I spend my days agonizing over the tension between reality and desire…

Between the magic claims people WANT to hear…

And the realistic solutions they NEED to embrace.

I persistently survey, talk to, and connect with my market,  striving not only to be influenced in product development and advertising copy, but to let it change me as a person.

Why?

Because if your market hasn’t changed you, then you haven’t really connected with the PEOPLE in it.

It’s the difference between sympathy and empathy.

Sympathy means you feel badly for “those poor people over there”… and it ALWAYS contains an element of contempt.

Sympathy is the kind of thing you hear at academic psychology conferences–or hospital team meetings–when they talk about the plight of people with Major Depressive Disorder (Recurrent, Moderate Type – DSM IV Code 296.32)

Empathy is when you so desperately want to hug it out of them you feel like your heart’s gonna literally implode if you don’t… a soul crushing emptiness which doesn’t go away until you help.

So that’s point #1 … look for that soul-crushing feeling in your market, and make it your #1 priority to find a way to help… but it’s not why I’ve written this post.

What’s hit ME hard this year is the realization of just how crushed many of you are feeling… even the VERY successful amongst you.

People are having a hard time sustaining their dreams, plain and simple.

The interesting thing about psychologists is, to really help someone, you have to REINVIGORATE AND SUSTAIN their dream while ever so gradually waking them up to the realities they don’t want to face.  (Unless they’re really in danger… in which case reality comes first!)

It was pretty challenging to do this when I was practicing… but I was damn good at it.  (I worked with over a hundred suicidal people and I never lost anyone… mostly because I knew not to kill the dream the rest of the world–including themselves–were trying to beat out of them)

But for some reason, I’ve got a harder time doing it as a marketing educator.

I really DO believe in dreaming.

I really DO want YOU to have a vibrant spirit when it comes to your goals.

But there’s something in me which goes a little nuts when I hear people talking about magical marketing solutions, and I just want to slap some common sense into them.

I’m always beating down the door to shout “don’t go into the market unprepared”, “build more marketing support first”, “run the numbers, build a launch budget”, “don’t try to do this without a back end first”, “don’t try to use some all-in-one marketing software… leverage specialty platforms which have already been stabilized and do the work to piece them together instead”, “do your fricking research!” etc.

Well, something Sharon said to me the other day made me think maybe I owe you all an apology.

She reminded me “Glenn, people need their dreams to motivate them.  Why climb a mountain if you’re not dreaming about what it’s like on top?”

Duh.

But somehow, somewhere in all this I forgot.

I became the practical, left brained, statistics-on-the-brain-uber-geek who constantly stood for reason and security.

Which all of a sudden reminded me of Dwight Eisenhower’s quote (I’m paraphrasing) “If all people really wanted out of life was security, they could just go to prison… they’d have a roof over their heads and food to eat”

So here’s my message for you today.

If you’re lacking in spirit…

If reality’s been crushing your marketing soul of late…

Maybe it’s time for a time out…

Maybe it’s time to regroup and remind yourself of your dream…

What you really want to accomplish…

Why you started this thing in the first place?

How, when, and where might you have lost that spirit along the way?

I’d love to hear your thoughts below.

Dr G 🙂

VIDEO: Interviews That Sell

Doing Interviews to Sell Your Products and Services

Visit  Sharon’s “Multimedia Newsletters That Sell” Web Site

Probably no one knows better how to create audio and video interviews that sell your product than my darling wife Sharon.  After all, she’s interviewed literally 60,000 consumers, doctors, purchasing agents, and other professionals about their emotional response to advertising.

And you’ve experienced her work first hand in MY audio newsletter system.

Ever wished you could have someone like Sharon help YOU create an audio or video newsletter series, just like mine?

You don’t have to wish much longer… just have a look at her “multimedia newsletters that sell” site now (she’s taking on just a few people right now, so if you’re seriously interested, please review today).  The link will open in a new window so it won’t interrupt the video above.

Enjoy,

Dr. G 🙂

Insecure Marketing Secrets

OK… this one’s a little risky.

Because to share it with you I’ve gotta reveal something…

Despite my ongoing success… I might be the worlds only neurotic, insecure psychologist.

OR, there just might be something about internet marketing which makes us all inherently insecure.

I’ll let you be the judge… the SHORT MP3 is right below, just PRESS PLAY

Enjoy!

Dr. G 🙂

(The Great Big Hairy Insecure Marketing Psychologist)

PS – Bonus points for anyone who can tell me what conversion principles today’s post highlights?
Guaranteed Targeted Traffic |   Web Conversion Mastery |  CoachingClub

The Emotionally Unique Selling Proposition

In my work with Terry Dean on The Total Conversion Code (anticipated launch date shortly after Valentines), I believe I’ve come to an important conclusion: the quintessential marketing insight is the “Emotionally Unique Selling Proposition”, or your E-USP.

Follow my logic for a moment please.

The Unique Selling Proposition (a term first coined, if I’m not mistaken, by Rosser Reeves), is the reason your prospect should do business with you as compared to every other option in the market. (For example “Guaranteed First Page Video Rankings for the Keywords of Your Choice on Google” or “Double Your Visitor Value or Double Your Money Back”)

Given this definition, it follows a USP should be built upon the strongest “point of difference” benefit you can offer your market (as compared to the “price of entry” benefits every other vendor provides just to get into the running).

Which is why my research methods have always been centered around finding points of difference.

But to truly leverage your USP, you need to know the emotional environment it operates within… what human needs does your real point of difference fulfill?  What heartstrings does it tug on?

And you need to know THAT because you’re going to have to support your USP with a full set of advertising materials.  That starts with a full sales presentation of course (whether in long copy, short copy, video, etc), but extends to every word you communicate, every image you select, every person you choose to represent your company… everything about your “brand”.

(Please don’t shoot me for mentioning “brand”… brands actually DO matter online for direct response marketers… and they’re nothing more than a consistent set of expected benefits and features associated with your company due to repeated presentation)

For example, “Double Your Visitor Value or Double Your Money Back” is a VERY  unique point of difference.  And I know it captures the serious attention of anyone with a web business.

But you can’t maximize the value of that USP without knowing the EMOTIONAL REASON WHY the market desires it.  Without knowing WHY, we can’t “fortify our position” with message after message, video after video, word after word, etc.

And there could be DOZENS of reasons .

On the surface, people want to double their visitor value so they can afford to buy more advertising and grow their business.  Duh. (As an important side note… you only THINK you’ve got a traffic problem, you really have a CONVERSION problem… which you’ll realize as soon as you’ve got an extremely high converting offer and can suddenly afford to pay outrageous bounties/commissions for traffic )

Buy why does this particular market want to grow their business?  Is it for Power?  Control?  Safety?  A Sense of Accomplishment?   Independence?  Financial Security?  Adventure?  To Feel Intelligent?  To Take a Leadership Role?

I’m sure you can envision vastly different advertising messages dependent upon which emotional end benefit this particular USP was associated with.

If it were for Power, I’d highlight the ability to “make deals happen” at will, and at-your-fingers paid traffic available for the taking…

If Safety was the prime emotional mover, I’d talk about how a high visitor value site makes you immune to “Slaps”, or even the disappearance of any media, because you can afford to test and optimize multiple channels (and I’d agitate the pain of business after business failing because they didn’t diversify their lead acquisition methods)

If it were for a Sense of Accomplishment, I’d tell stories which illustrated there was “nothing like the feeling of building something from the ground up” and seeing the fruits of your labor come to fruition in a real business, helping real people…

If it were for Financial Security, I’d talk about families which had to put their loved ones in shoddy nursing homes, or couldn’t afford to pay for their children’s college (with all the negative implications of same), simply because the bread winner couldn’t ever quite figure out how to turn visitors into dollars at a good enough rate.

Do you see where I’m going with this?

I guess what I’m saying is, a USP is infinitely more powerful when you can isolate the Emotional context in which it operates.  And your Emotionally Unique Selling Proposition is the whole package… it’s something nice you help your prospect to say or feel about themselves because of a powerful benefit your company offers which no other competitor can match.

For example you, (Mr. or Ms. prospect) will feel more powerful when you double your visitor value, and you can feel confident about this because if you don’t, I’ll give you double your money back.

IMPORTANT NOTE: This is the E-USP… a critical insight for you as a marketer.  But it’s NOT how you would present it to the prospect.  99% of the time, when it comes to delivering emotional benefits, you want to SHOW the prospect via stories, analogies, and metaphors… NOT telling them directly, because that interferes with their need to feel like a smart shopper.  (Sharon and I call this “Rational Purchasing Consciousness” and it’s the emotional marketer’s worst enemy)

How do you figure out the emotional component of your USP?

Well, first, it goes without saying that you’ve gotta have a USP!  (You DO have one, right?  If not, get thy behind into my club and learn how to identify point of difference gaps in your market!)

Once you know your point of difference, you need to talk to your prospects and customers, and use the “ladder” exercise to find out which of these 37 emotional benefits it’s connected with.   Sharon and I did two MP3s you can download (Self Esteem & Purchase Behavior Part One | Self Esteem & Purchase Behavior Part Two) to demonstrate this technique.  NOTE: these interviews are  several years old, so the audio quality isn’t great, but they’re EXTREMELY powerful and you’ll be able to hear every word if you listen closely.

There’s more material on emotional marketing in the club, and Terry and I are really going to town on this in the Total Conversion Code because emotion is  what bridges my ultimate research methods and Terry’s superior copywriting/conversion system.

Last thing… did you know most all my previous audios are available on iTunes as a FREE podcast subscription?

Onwards and upwards,

Dr. G 🙂

PS – Henry Ford once said “If money is your hope for independence you will never have it. The only real security that a man will have in this world is a reserve of knowledge, experience, and ability.” The older I get, the more truth I see in this, and the more I treasure the insights I’ve gleaned from others.   So please SHARE below!

Why Emotional Copywriting is So Difficult (Video)

People are endlessly fascinated with the emotional marketing model Sharon and I have discussed for years.  Yet it seems so elusive for so many…

Here’s one of the central obstacles I think is preventing most people from really infusing their copy, websites, and imagery with the emotional tone necessary to induce purchase:

Guaranteed Targeted Traffic |   Web Conversion Mastery |  Coaching | Club

Enjoy!

Marketing Like an Evil Child

When was the last time you gave yourself permission to think like an evil child? You might find some surprisingly good marketing ideas if you do!

An evil child says:

  • “Gimme”
  • “Mine, mine, mine!”
  • “Gotta have it, gonna take it, get out of my way!”

When do your customers think like that?

For starters, when you present a UNIQUE SOLUTION to a DESPERATE PROBLEM, with OVERWHELMING PROOF you’re for real.

Go write that now on the mirror in the bathroom so you’ll have something useful to memorize the next time  you’re doing unspeakable things.

  • A DESPERATE PROBLEM:  means something they’ve gotta solve now unless they’re willing to live with worsening pain and consequence.   (Website sales are deteriorating,  poisonous Radon gas is threatening to kill their home sale, biological clock close to running out and no mate in site,  diabetes imminently threatening your vision, etc)
  • A UNIQUE SOLUTION: means something they haven’t heard before, and can’t get from anyone else but you (The hyper-responsive marketing method, a “Men Who Want to Get Married and Have Lots of Babies Now” matchmaking service,  a one-of-a-kind patented radon gas mitigation tube, a “Reverse Your Diabetes Naturally in 30 Days or Less” DVD)
  • OVERWHELMING PROOF: means you don’t make ANY claims you can’t back up 3 times over.  (17 profitable niche markets + $14M in consulting services sold; 42 new baby pictures from last month alone, a dozen before and after radon test sheets with sworn affidavits and state-certified results; Harvard conducted scientific studies proving 82% of diabetes patients were able to cease all medication without complication, etc)

A desperate problem, a unique solution, and overwhelming proof.

There ARE 12 other reasons your site might not be selling as well as it should be, but if you get the above 3 right, you’re at least half way home.

AND…

If you’re REALLY struggling, I’ll bet my pancreas you’re missing at least one of the magic 3.

Answer these questions honestly, right now:

  • What, specifically, is the desperate problem you’re addressing on your site? And HOW desperate are your prospects, really?  (Can you help them feel more desperate by repositioning yourself?)
  • WHY is your solution unique? Fill in the blank in detail “Only my product or service can solve their desperate problem because only my product or service has or does _______________”
  • Why the hell should they believe you? Where’s your PROOF?  Have you overwhelmed them with it?

Seriously…

If there’s ONE thing I learned in 2010, it’s this… don’t go into a business where you can’t answer address the above three questions passionately.

The reason this makes me want to repeatedly slap myself in the head with a spatula, by the way, is that I suddenly realized  even though I’ve launched many profitable businesses, most of them were the WRONG ones…

Terry Dean finally convinced me that I have  fought my way to profitability by the strength of my research DESPITE missing at least one of the above in most of my endeavors .   If I’d only known the above first, I’d be a lot wealthier than I am now!

Which leads me to my final point.

“Glenn’s Research Abilities + Terry Dean’s 14 Years of Internet Conversion Experience = Ability to Do Some Real Damage!”

Well, Terry and I have been spending Sundays together all fall recording videos, totally debriefing each other  on our respective systems, figuring out how it all fits together, step by step…

So we can teach YOU how to really do some damage online.

We’re still about 6 to 8 weeks away from launching the product, coaching systems, events, etc.

But if you want to be among the first to know when it’s ready (and be sure to get the introductory pricing, free pre-event webinars, etc), head on over to TotalConversionCode.com and leave us your email.

You’ll be glad you did.

Oh….

And we’d LOVE for you to leave your answers to the exercise above in the comments section if you don’t mind.

What’s the desperate problem you’re addressing in your market?

What’s your unique solution?

Can you prove it, beyond a shadow of a doubt?  Overwhelm us!

To your success!,

Dr. G 🙂

Total Conversion Code | Hyper Responsive Marketing

PS – I’ve totally updated the “How to Choose Your Market” product with Terry’s help for 2011 too. It’s available right now for FREE in the Hyper Responsive Marketing club,… but not for long.  Right after Perry promotes the club one last time this year I’m going to pull it out as it’s own product, so if you’re interested, get into the club now. (If you’re already a member, just visit the bonus section and download or view)

EMOTIONAL MARKETING CONTEST: Using Emotion to Stimulate Consumer Behavior

EMOTIONAL MARKETING CONTEST:  Winner gets one 20 minute consult with me, and one 20 minute consult with Sharon. Two runners up will each get five minutes. We’ll announce the winner next Friday here on the blog.

This VERY SHORT video is an excellent example of stimulating emotion and human needs to motivate consumer behavior. (It’s also very appropriate for the upcoming July 4th Holiday travel weekend)

As an exercise, please watch the  video and see if you can answer the following questions (by the way, wholeheartedly embracing this exercise will definitely benefit your business in immeasurable ways)…

– What product FEATURE was the video promoting?

– What is the RATIONAL benefit of this feature?

– What is the EMOTIONAL benefit of this feature?

– MORE DIFFICULT:  What is the BRAND IMAGERY of the organization doing the promoting?  (Sussex  Safer Road Partnership)

And now, for the hardest, yet most important one…

What was the EMOTIONAL MARKETING INSIGHT which made this commercial so effective?

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Here’s a refresher from Sharon’s FREE materials on emotional marketing, for those of you who might be a little confused by the terms…

“AN EMOTIONAL MARKETING INSIGHT is an in-depth understanding of your category as a whole. It simultaneously describes what consumers want, why they want it, and how to push their emotional hot buttons with features & benefits that are logically consistent with the emotional punch. It entails an intimate knowledge of …

  • The most desired FEATURES and RATIONAL BENEFITS that drive purchase in your market. (What people say they want).
  • The EMOTIONAL BENEFITS or human needs which are satisfied by providing the above. (Why they want it!)
  • How FEATURES and RATIONAL benefits are connected to EMOTIONAL BENEFITS (Which features push which emotional hot buttons!). (This is important to know because you can’t blurt out the emotional benefit to the consumer … rather we have to imply it with a focus on the right features in the context of a creative mood and tone consistent with the emotional need served.)
  • What BRAND & USER IMAGERY is most consistent with all of the above (So you can set the right creative mood and tone for all of your marketing communications, choose the best actors and actresses, and develop the right characters and dialogue for your ads.)

For example, here’s how I might describe the EMOTIONAL MARKETING INSIGHT for a fictitious brand of “Eagle’s Nest Hiking Boots”:

Hikers want boots that make them feel safe enough to enjoy all the adventure and splendor that the mountains have to offer (I’ve got hiking on the brain since I climbed one of the biggies in NH yesterday).

Practically, this means a super-grip rubber sole embedded with micro-fiber beads so they won’t slip on the ledges, high rise boots to protect them from twisting their ankles, complete water proofing to allow them to cross any stream, and winterizing with royal baby alpaca fiber so even the toughest winter won’t stop them!

Hiking boots are much more than the leather and rubber they are made of … they are a kind of spiritual fuel that makes it possible for the user to transcend the mundane world and reach a higher, more inspired level of being with a peaceful perspective on life.

=========

OK, now, can you take a stab at the questions above, including what the sponsoring company may have concluded as their Emotional Marketing Insight?

AND, for extra credit, most useful to YOU, how would you then describe the Emotional Marketing Insight in YOUR market?

Post your answers below.  And remember, the winner gets one 20 minute consult with me, and one 20 minute consult with Sharon.  (We’ll announce next Friday)

Glenn 🙂

PS – Emotional Marketing is covered in depth in both the bonus area AND in Month #11 of the Hyper-Responsive Marketing Club.    And of course, you can always get direct coaching here.

PPS – No purchase necessary, void where prohibited, don’t pour hot coffee on your sensitive areas, avoid telling Dan Kennedy you use a cell phone, etc.

PPPS – Winners selected at our sole judgement and our sole option.