Emotional Marketing Builds The World Your Business Inhabits
Emotional marketing generates a very specific kind of customer who feels a strong pull to interact with us
We're talking about gravity. Your business should have an emotional pull.
There's a world of difference between generating a customer, by trying to maximize sales and generating a very specific customer who feels an emotional pull to want to interact with you.
Customers have a lot of choices when it comes to making a buying decision.
The business that gives them the best experience in advance of that buying decision is most likely to win the order.
Hence my emphasis on not using lead magnets.
When you put what would have been in your lead magnet, before the opt-in, you focus on delivering real value. Folks can then make their own decisions about whether to subscribe or not.
After all, there is no point in having someone on your list who has no interest in what you have to say.
99.99% of lead magnets do not offer real value. They are a kind of bait and switch game played to con you out of your email address.
Putting your value before the opt-in forces you to upgrade and focus attention on delivering a great experience. It's a good discipline for you.
There are two basic requirements for any business...
- The first is to innovate...
- The second is to market those innovations.
Everything else is just a cost or in support of those.
By putting all this value up-front you give your potential customer the best experience possible and encourage them to explore your world... And make it as interesting, entertaining, and informative as possible.
Those are just three ingredients that give your world gravity.
And keep potential customers coming back over and over again.
Every world is different.
It could include a Facebook profile, a Facebook business page or a website... or even a page on LinkedIn. It could include any number of other different things like your community or group.
Anywhere people find traces of you is part of your world.
Does your world have gravity and what is gravity?
If your world doesn't have gravity, people will just float off and find another world that does.
That's what I mean by gravity.
Your world has to have an emotional pull.
You could talk about gravity as in the phrase gravitas. But that's another discussion.
That emotional pull is the first thing that people have to feel before they can consider doing business with you. They need to trust you. They need to recognize you have their best interests at heart.
You need to think about that when creating gravity in your world.
You can fool somebody once, but it won't work a second time. And if you try and fool somebody, inevitably, they will suss it and be gone.
How do you create trust?
The thing that will give your audience a feeling they want to hang around is trust.
That is attraction and that attraction is gravity. It is a key part of your world as are your beliefs, your values, and your principles.
If you put those out there and you're open about them... And you're transparent about serving your audience to the best of your ability - Before there's any idea of money changing hands, they may warm to you.
They will recognize that you are there for them.
They will recognize that you care...
Your values and beliefs are things that they can identify with and feel aligned with.
They will be ready to open up to you and listen a bit more.
I cannot tell you the number of times that I have been pitched on Messenger. It's like almost three to five times a day. Somebody pops up and pitches me which tells me they are only interested in one thing...
Their next sale.
They just want me to buy something.
It's obvious from the message that they haven't even bothered to look at my profile. They haven't bothered to click any links and actually find out something about me before they drop their pitch.
What do you think your reaction would be if that happened to you?
I never respond.
It's a waste of your energy, isn't it?
Treat everybody as you would like to be treated.
People will recognize that.
They will feel... "Oh, that's good."
Yet, there is so little of it about nowadays.
Part of that is recognizing that business is a long-term project.
Not something that is here today and gone tomorrow.
Not just, on some short-term goal like... How many clients I can get this month.
I've been there.
I worked with a guy who had exactly that attitude. Take the money, palm the client off on some minion, and only ever get involved if the thing goes so badly wrong... when the client is demanding his money back.
That person is still struggling today.
Gravity around your business builds confidence.
Starting a business and being in business for yourself is hard.
It's especially hard for people who have only ever been on the fulfillment side before.
They've never really been a rainmaker. They've never really understood that relationships are what matter. Good relationships, strong relationships take time to build.
It takes time for people to be ready to do business with you.
Only 15 percent of the people who connect with you at the very superficial level may be ready to do business with you in the first 90 days.
That means four times that number could do business with you in the next 18 months to two years.
That's a powerful statistic.
This is why emotional marketing built on a nurturing strategy is so powerful. It's a long-term strategy that is designed to build relationships and attract new clients.
Because you're being authentic and transparent versus just blatantly pushing for sales.
When you write a long copy post, designed to help your ideal client to understand the problem they face more deeply, you are using an emotional marketing strategy.
But that is only one part of building your world and giving it a gravity that has an emotional pull.
Your audience has other people competing for their attention.
The more you can hold that attention, the longer they hang around your world. The more you hold the most valuable asset they have to offer.
Your world consists of all the touchpoints you create for your audience.
When you understand this, you will be a lot more careful about how you create those touchpoints... Be they a series of posts on your website or social media, a landing page, or even a sales funnel.
When you focus on giving people the best experience possible, you are emulating what Steve Jobs created...
The Apple Store is not just somewhere they sell you something... a watch, a laptop or an iPad, for example, it's the whole experience. It's the clean design. It's the fact that everybody, all the people who are there to help you in that store, are well-trained... Even the genius bar and how they manage the people waiting for service.
It's all been thought through and optimised.
It's all part of the emotional pull, the gravity, in Apple's world.
They're not just selling boxes. They're selling an experience.
That customer service keeps people going back to Apple... Even though their products are not necessarily, 300 % better than anybody else's.
It's the experience they offer.
They care. They ensure their clients' privacy is protected. It is one of their beliefs.
This is the power of the Apple brand. People who use Apple products love them.
The Apple experience extends to their products. Everything is so intuitive and easy to use.
And once you've entered the world that Apple have created, it's very hard to leave...
They have all these services within their world that help you to live a happy life... iTunes, the App Store. All different touchpoints.
Nobody else comes close.
When you are thinking about your business, you have to think in all these ways.
If you have a newsletter, include something about yourself and include something funny. Some people may not have the same sense of humor as you... If they don't like your jokes, they leave.
And that's a good thing because you only actually take on happy customers. They want to be a part of your world. They love what you do and want to work with you.
They are comfortable in your world.
It's about how you say things, what you say, and what you leave out too. It's about how you show up in the world... The positioning of your business.
Your business has a personality.
I'm thinking back to a client who came through an email series. I revealed a bit of my personality in the way I write. I set my stall out and after six months on my email list, I had a new client without a sales call.
There you have it, very clearly demonstrated. Quality clients have to be created. They don't grow on trees.