Issue #13

In this issue:

Marketing Mind Games

I know this has happened to you.

You are 40 miles from home, zooming down the fast lane on the interstate wondering how on earth did you get where you are without hurting someone. You find yourself deep in thought and realize that your subconscious mind, thank God, is a very good driver.

Or, if you won't admit it, perhaps you can relate to this instead. You're sitting on the sofa, with your head buried into the newspaper, with one eye on the tv, and you are (giving the appearance of) having a perfectly normal conversation with your spouse.

Perhaps you are in a zombie-like state listening to the same radio station, taking the same route, stopping at the same coffee shop, ordering the same lunch from the same sub shop… everyday.

Are you in a trance? Are people trying to put you in a trance so they can command you to buy their products and services? (Yes, they are!) No need to be paranoid and stop all human contact, though. Just know that people are trying to hypnotize you every day.

Here's a quick example. It's sweeps season on PBS and all of the area stations are offering fantastic music specials. "Oh, Brother" is hot. Roy Orbison is always popular. Doo Wop is rebounding. And my favorite, Ricky Skaggs has a hot new bluegrass special.

They go to a fundraising break - and with the first sentence, I intercepted a powerful and obviously scripted appeal: "Because you are watching this program right now, you should pick up the phone and make a pledge of $60 this minute. This is a really important request." Bingo! Did you catch the commands?

Has a company, person, or even a cult reached so far into your subconscious mind that you are obeying their commands without question - and as a result, on a journey that you are not controlling? Are they trying to control your state of mind? At the very least, they know how to appeal to your gender-specific emotions, so be aware. They know how to talk to the critical emotions that are programmed into your DNA. It's called genetic marketing.

For example, a good car salesman knows how to craft his or her message to the woman and/or man making the purchase. "Ma'am, this vehicle is the safest car in its class. Your kids will be safe." Or to a guy… "What do you think? Ready to take a look under her hood?" knowing full well that most men have no clue what's even under the hood these days. Both phrases work! You see, the good sales person knows that men are still hunters and women are still nesters.

As I reminded you in the last issue, marketing happens in the mind. Recall?

Marketing is a game of the conscious mind trying to reach the subconscious mind to affect human behavior. (But we have both seen a lot of mindless marketing, right?) The ultimate goal is to get you to open your wallet. If you disagree, you may want to get out of the game and put your hard earned money under a mattress. Marketing is also a game of subconscious-to-subconscious communication as well. The trick is to wake up once in a while and be aware of the process.

Bear with me. If I haven't lost you yet, this is important if you desire to become a truly powerful marketer - and influencer.

What I am trying to convey is that forces are at work to make you comply with the commands of marketers and sales people. You need to understand these forces so that you are not entranced, and you are, indeed, conscious of the decisions you are making.

This is an important topic for another reason. You need to learn how to ethically apply these powerful techniques to your own business. When you appeal to the wants, needs, fears and desires of those you intend to serve - your needs are met. You also need to be conscious - once in a while at least - if you truly want to grow your business, go to the next level, or simply to more fully enjoy the journey.

Turn off the auto-pilot for the next leg of your journey. Switch to "think mode" for the next several weeks and when I snap my fingers you'll be out of the trance others have put you in… okay? 1…2…3... Snap!

While everyone around you, specifically your competition, enjoys their hypnotic zombie-like state you can take a more invigorating and more profitable course. While they are subconsciously navigating the seas of business - you can consciously chart your own business destiny.

Here's how:

• Concentrate on the journey. Know where you are going, and how you'll chart your course as you proceed. Make adjustments to your plan and take action. Look for the markers and milestones along the path. Enjoy the journey but pay attention to the scenery (opportunities) as you encounter them.

• Remove the blindfold and look at the bigger picture of what your customers buy from you, and what else they would buy from you, as a trusted provider to them.

• Learn and study and re-examine the customers' buying process, criteria, and the motivations to acquire the benefits of the products and services you offer. What appeals to them?

• Understand the journey your customers are experiencing, and chart the intersection. You'll find that most companies are on a similar course - or at least they have the same overarching goals. Frankly, find out what aggravates the hell out of them in doing business with companies like yours - and find a way to resolve them better than anybody else. Period.

• Understand the principles of power persuasion so that you can learn how to interpret them and how to apply them.

• Break the trance. If someone is selling you a big ticket item, and you are close to sealing the deal, take pause and reflect on the benefits you are about to realize.

• Break the trance of your company. You may need to take a closer look at all that is going on around your customers, vendors, partners and employees. Change their state of awareness and new opportunities will emerge.

• Create mind share and put your best customers in a trance by consistently delivering such a high quality level of service or product performance that they can't help but to continue doing business with you.

Marketing happens in the mind. Yes, you need to master the mechanics and you need to know the science behind what works in the world of marketing. Achieving 'top of mind' positioning is an ongoing battle that becomes easier when you are aware of your influence on human behavior.

Need help marketing your business? Go to www.jmbmarketing.com/letushelp and tell us what you are trying to accomplish.

If your sales letters need a tune up, click here: www.jmbmarketing.com/critique . Be sure to request our free report "27 Rock Solid Reasons to Send a Sales Letter" freereport@jmbmarketing.com

Bob Martel
JMB Marketing

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