Can’t walk away from the abuse friend?
Back for more ruination?
Or maybe I have it all wrong, and it makes these gems even more exciting to watch in a new way.
Only you can say.
So what if I make you cry today?
Still up for it?
OK.
I make my partners (what I call my clients) cry often. Comes with the territory.
When we dig deep enough we explore uncomfortable topics worthy of an Oprah Soul Session.
Writing is about the sentiment behind words and in this case, how well it captures the story behind a leader’s mission.
So after tears come a powerful idea that lays the groundwork to craft a story that will empower their best readers.
Kinda of like Will Smith does here in The Fresh Prince of Bel-Air.
One scene that hits home for me is when Will’s absent Dad cancels on him… again. I know this feeling all too well from experience, so watching this makes me want to cry.
And that’s the point, for the scene, and the lesson. Pay attention to the last line Will says.
Remember that our main focus this week is: People act on emotional logic, and justify it with rational logic. Speak to your prospects emotions first and they’ll do the rest for you.
Notice all the logical appeals Will makes as to why he doesn’t care about his dad bailing.
Then he admits the one true emotional reason driving his sadness and anger.
“How come he [my dad] don’t want me man?”
A child who wants his parent. Not what the parent can offer in way of money, gifts, lessons or the like, but the presence and attention itself.
That’s deep.
So the question is…
… What’s the underlying emotion driving your best customers friend?
Maybe you can speak to it plainly to attract your next lifetime customer?
Think about it, If your next customer was in deep pain like Will here, what would you say to grab his attention to make him feel better?
Uncle Phil gave him a reassuring hug. He was there not to guilt trip, but support.
What word or image could you frame to be like a warm hug to his or her pain?
If Uncle Phil had his own fitness program I wonder what he’d say?
For an obesity market aimed at helping people lose weight, he could say something like: “Lose 13 pounds in 30 days.”
A proven line to work, but has been done too much. Yes the average person wants to lose about 12 and 14 pounds, which is hard to do for legitimate social and biological reasons.
If he promises them that loss though, and can guarantee it, he wins… well sorta…
… He still has to compete with everyone who uses that line or something similar (about 80% of the competition that already has a head start.)
With this strategy he’ll be like that mouk at the bar who uses the same pickup line to hit on women. Harass enough women and at least one is bound to say yes. Right?
Yup! Law of Averages mentality.
But you didn’t choose to lead the people you serve based on _hoping_ your ideas stick. Did you {your name}?
You know your ideas work, especially when they’re put in the hands of people who want what you have to offer.
Where does that leave you?
Will (your ideal customer) just needs someone to tell him it’s not his fault.
Why not take a different approach and do the same for your market.
1 – Give them a reason to stop blaming themselves. Using reverse-psychology lead them into your new approach to fitness with a line like: “Ready to give up? Go for it already.”
2 – Speak to their temptations and kryptonite. Don’t ignore that insight, speak on it: “Hey! You with the Cheeseburger! Listen to this.”
3 – Focus on the relationships with the people they care about. Relatives who motivate and inspire them because they count on each other. Usually children: “Granddad are you pregnant?” or “Children don’t become obese on their own.”
That last example definitely stops parents in their tracks. With this you can help an obese parent who is already dedicated towards a fit life feel more empowered to take the next step… with you and your program.
—
In your niche, how is your ideal customer masking emotional pain with logical biases?
It’s usually a politically correct script they play like “I only smoke when I drink”, “I just need to cut back on fast food.”, “I’m thankful to have the salary I have.”
Moments where you know they know better, but they’re holding themselves back with excuses.
Discover that. Speak to it. You’ll be a hit with your next marketing campaign.
Need help peeling back those layers, it’s easier with a partner at your side. We can talk about it one-to-one Tuesday (February 9).
Only 3 spots left (last time I checked). Yikes these go fast.
Be well,
Max!
P.S. IMPORTANT NOTE:
You cannot guilt trip someone to do something they don’t already want to do.
You cannot guilt trip someone to do something they don’t already want to do.
When you do, you take away their consent, and you become the sleazy salesman bully that I know you don’t want to be.
Relationship marketing has NOTHING to do with coercion. Plus the coerced tend to refund at a high rate, fail fast and hard, and almost always end up worse off than they were at the start.
You don’t want that.
Focus on the emotional center of a market that is already dedicated to do what you can help them do. Never fails.
P.P.S. To make sure you’re on the ethical and moral up and up. I’m ALWAYS here to help.