When we moved from the 20th century to the 21st century, there was a big hub bub on Y2K and the ensuing financial chaos. If you are over 25 you probably remember that the world was going to end.
ATM machines wouldn’t work, bank balances would disappear, the stock market would crash, gasoline prices would sky rocket and the world would be sent into financial chaos.
The cause? Y2K. What is Y2K. It was a computer programming bug whereby at the turn of the century, the computers wouldn’t roll forward to the year 2000, but roll back to the year 1900. All because of a programming error of using two digits on a date, not four.
The end result would be widespread financial chaos.
This created a tremendous financial windfall for a number of people. Computer companies sold billions of dollars of programming fixes to banks and other businesses worldwide.
Online marketers sold information products on how to survive in a Y2K world. What kinds of non perishables you would need, where to buy gold and silver, how to protect your family and how to shoot a gun. To this day, I know people who bought and installed Y2K survival kits in the house.
Then there was the church. To some extremists this was the rapture. Jesus was gonna come back, God was going to pour out his wrath on America because of abortion, gay marriage, our moving off the gold standard and countless other sins of our country.
In the end, Y2K never really happened. The fixes were made, the ATM’s worked and life went on as normal.
For centuries man has used real possibilities (albeit slight) to make millions selling solutions. Fallout shelters, global cooling, global warming, nuclear war, terrorism, you name it, man has used it to sell and make millions.
What is today’s ‘financial chaos’? The collapse of the US Dollar.
For the record, I think there is a chance our US dollar could collapse. There is always a chance. Trillions in debt, economic instability, a rising China, all could come together to cause the dollar to collapse.
The debate here is not the actual chance the dollar will collapse, but the marketing lesson to be learned.
Man can manipulate another man, simply by using ‘fear’ and the ‘end of the world as we know it’. Marketing fear of loss is one of the most powerful ways to get a prospect to part ways with their money. I know, because I used it for years selling from the front of the room and online.
This tactic is not just used by front of the room pitch men and online marketers. It’s also used by the church… any religious institution or political parties. Christian, Democrat, Republican, Libertarian, Muslim, Jewish, New Age, Cults, Jim Jones.. you name it.
The pitch goes something like this; “If you don’t do “X”, you life will look like “Y” (poor, broke, family at risk, children being sold into slavery, etc.) but if you do “A” your life will look like “B” (peaceful, harmony, neighbors envious because you took preventative action)
This pitch has been used to get people to vote for political candidates, join unions, tithe, contribute to building campaigns, buy get rich quick products, plastic surgery, buy vitamins… the list goes on and on.
Does this mean that all of those things are horrible? Not at all. Each one of these products and services has a value and done in a spirit of LOVE and RESPECT can benefit those who really need these items.
You can sell, logically and in a spirit of LOVE, without FEAR and manipulation the benefits and wisdom of owning Gold and Silver.
You can use LOVE to sell the benefits of balancing state and federal budgets, plus the sacrifices that will have to be made by all citizens to keep America, America.
You can use RESPECT to sell the benefits of plastic surgery. I know a number of people who now have better confidence because of the wonders of modern plastic surgery. (And I’m not just talking breast implants guys.)
Can you make a million dollars easier by using FEAR? Hell yes.
Is it worth it in the long run… Hell no.
Even if it leads more people to Christ.
Have a great day,
Have you ever seen fear based marketing?
This is easy to spot, because it uses things like; scarcity, fear of loss, missing out, fake deadlines and language that makes you think that if you don’t make this decision today, you are damned to burn in hell.
I won’t mention names of marketers who use this approach, but you’ve seen this method.
Then there is the direct opposite. This approach uses things such as; education, serving the customers needs, sharing information freely without expectation of sale.
Famous copywriters like: Gary Bencivenga, Ted Nicholas use this method. Marketers like Gary and Ted have been around for 30, to 50 years and have sold hundreds of millions of dollars in products and services.
I call it ‘love based marketing’.
Of the two groups, my marketing is more like that of Gary and Ted. There is a reason, which I will explain and it’s based on experience.
For years I was a hired gun, front of the room pitch man for a number of famous speakers. Traveling around the country, city after city, selling from the front of the room.
Usually you had 90 minutes, not a second more, to sell your stuff. You were graded based on your success rate of selling.
In those environments, I sold about $250 per person in the room.
However, when I did a half day or full day selling, I usually doubled or even tripled my dollars per head in the room. Because I was given more time to bond with the prospect. They could see I was real. Having their best interests in mind.
Furthermore, my return rate from full days was drastically lower than the 90 minute presentations.
At first, as a marketer, I fell into the trap of being a hype oriented type sales person. It didn’t matter if it was online or offline. My goal was to get you to buy and buy fast. I hammered my list with offer after offer, after offer. Using hype language. “Last Chance” offers.
In retrospect, this was a ‘scorched earth’ marketing process. In this method, you burn through your leads as quickly as possible. Throwing caution to the wind.
Then I started taking my time. I built a relationship with my list first. In many cases, you can’t buy anything from me until day 14 or 30. Just like Gary and Ted.
Guess what happened.
My sales steadily increased and my list has longer life.
I can sum up my process as simple as:
“Love is more powerful than fear in marketing.”
Love is the most powerful thing on earth. People long to be loved. They will move mountains to experience love.
When you, as a marketer, come at your clients with nothing but respect and love, when you truly care about them as business owners, you’ll see amazing changes in your business. Positive changes.
If you use FEAR in your selling, your customers won’t stick around for very long. They’ll see through the ruse. They realize the FEAR is being used to manipulate their response.
Granted, taking an approach of love, education and sharing, takes more time to experience sales results. In the end, it creates a better environment for you and your business. And your customers.
In end you get greater satisfaction and a more enjoyable business.
Have a great day,
PS> If you’d like to see how we’ve applied “LOVE” in our work with clients, check out our latest FREE Report on our main company site: WWW.CapstoneStrategicPartners.com Love is the main ingredient to our successful case studies and our latest white paper: How To Grow Your Revenues By 30% Or More Using The Customer Conversion System For Big Ticket E-Commerce.
Opportunity everywhere… Those were the words spoken by my oldest son, Andrew at 7 AM the day after Christmas. He came down the steps and saw we had just received 4 plus inches of snow during the night.
“What do you mean Andrew?”
“Well, it snowed last night and I know people will need to get their driveways shoveled.”
“How do you plan to shovel, we don’t have a snow shovel.”
“Hmmm, maybe I’ll ask Mr. Tom if I can use his shovel.”
After about 30 minutes and a breakfast, Andrew went next door to Mr. Tom and borrowed a shovel. Within a few moments I looked outside and my son was shoveling the snow off the driveway of our neighbors. They are in their late 60′s. A perfect target market for this endeavor.
In about 45 minutes, my son came back in the house with $20 in his pocket and a grin the size of Texas.
He warmed up a bit, then came into my office. We plotted out the other homes in the neighborhood who had older residents. Determining these homes were the best opportunity for him to earn money shoveling snow.
Our neighborhood has about a thousand kids. Of which 100 are in the 12 to 17 year old category. No one is out offering to shovel driveways for $10 or $20. Most are probably inside, staying warm, playing the wii or facebooking.
There is no doubt in my mind, that Andrew saw this snowfall as heaven sent. A divine opportunity to earn some cash for his summer scout trip to the Northern Tier.
He didn’t futz around, come up with excuses or figure out how not to get a job. He saw and opportunity, figured out how to get his hands on a shovel and went out knocking on doors.
Not really hard, but yet don’t we make things way more difficult than they need to be in business? Especially as a Christian?
My son didn’t fast, pray, seek God as if this was the right opportunity. He didn’t consult with his Bible Study group or seek the scriptures to see if there was a reference to snow, money and shoveling.
He just saw an opportunity.
If you are a business owner, or contemplating being a business owner, my I suggest you operate in the same fashion. There is all around you, opportunities galore. Just open your eyes and get after the abundance around you.
Other kids in the neighborhood saw snow, my son saw a money making opportunity. Into which category would you fall into?