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.
Many business owners have to deal with a lot of stress and anxiety nowadays. It can be tough to have your own business and to be successful in what you do. As a result, here are some suggestions on how you can reduce the stress of having your own business.
The first step is to manage your expenses and pay your bills on time. Develop a budget, do not spend more than what you make, and learn to reduce your expenses when you can.
Learn to manage your responsibilities by assigning certain tasks to others. If you do not have time to do a task, then let your assistant do it. You are only one person and can only do so much on a given day. Do what is most important and delegate the rest.
Talk with your customers and employees on a regular basis. Find out what is on their minds. Ask for any suggestions on how to improve business productivity and morale. Communicating with your workers and clients will help prevent future problems and conflicts.
Most importantly, develop a business plan and follow it. Being organized and goal oriented is very important in managing a business. Following a plan or set of goals will prevent you from a lot of stress and anxiety.
Learn to take it one day at a time. Instead of worrying about how you will get through the rest of the week or coming month, try to focus on today. Each day can provide us with different opportunities to learn new things and that includes learning how to deal with your business problems. Hopefully, when the time comes, you will have learned the skills to deal with your situation.
Be smart in how you deal with your business problems. Do not try to tackle everything all at once. When facing a current or upcoming task that overwhelms you with a lot of anxiety, break the task into a series of smaller steps. Completing these smaller tasks one at a time will make the stress more manageable and increase your chances of success.
Managing a business can be stressful, but the key is knowing how to manage your anxieties. There is a right way and wrong way to manage a business. Continue to learn effective techniques in managing your business and improve your bottom line. This will go a long way in getting rid of your stress and other business problems.
Stan Popovich is the author of “A Layman’s Guide to Managing Fear Using Psychology, Christianity and Non Resistant Methods” – an easy to read book that presents a general overview of techniques that are effective in managing persistent fears and anxieties. For additional information go to: http://www.managingfear.com/
This is the final installment of a 3-part story. I hope you’ve enjoyed my Year Of Being Reborn series.
The following is an unedited message I wrote to my staff on July 20, 2010. It was written after a very vivid experience in my office one afternoon. I hope you find encouragement in this. It describes a moment in my office with Papa, and what I can only describe as a prophetic flow as I describe the future of the business to my staff…
This might be heavy. I want you to know I’m sober, hopefully, happy, and peaceful as I write this. I need to share with you what God has been saying to me this week. (Yes, I hear God. No, he does not sound like George Burns or the actor in the Ten Commandments movies. It’s a still small voice that comes when I sit still or when I run. It’s not audible, it’s like a thought, except I know it’s not mine. It’s available to anyone who believes they can hear it. It also comes in dreams and other amazing ways I won’t get into. But I didn’t hear him like this until I went through “the episode” last fall. Everything changed for me on September 28).
So at the risk of freaking you out, but fully trusting you guys to see this with me, here it goes….
Remember when the Israelites were pinned between the Red Sea and the armies of Egypt? God impressed that picture on me today.
The Israelites had 4 choices:
#1 Swim – Only a small percentage of people would make it, the rest would die, and they’d lose all their stuff. Not a good plan.
#2 Fight – None of the Israelites were trained to battle. Bad idea. The men would have been slaughtered and the women and children and their stuff would have been dragged back to Egypt
#3 Surrender – Give up and go back to Egypt, I’m guessing the work would have been exponentially tough and they would have been beaten daily, never to leave again. Not good.
#4 Trust – I don’t know if any Israelite saw this as an option, even given the butt-kicking God put on the Egyptians to get them out. Moses turned to the sea and lifted out his arms to the sea, and God held back the army and drew back the sea for them. God purposely led them to a dead end so he could demonstrate his power to the people of Israel and to the people of the world (I bet this story got a lot of play for generations).
You all might think I’m nuts, but I firmly believe that God is doing and preparing something so amazing, that he’s led us to a dead end, just to show us his power. What he has planned for us in the future is so big, we could not do it on our own. Therefore, we need to learn TRUST before he can allow this to manifest.
Isn’t it actually laughable how much has gone wrong in this past year, and just in the past month? We had to laugh today at the sheer number of vendors and situations that just simply vanish into thin air. It’s really amazing. Unless Matt and I have totally forgotten everything we learned about business and marketing, there cannot be another explanation. Yes, I know it’s tough out there for many, many people, but I think he’s using that as well to allow us the joy of trials to firm our foundation. And don’t give me any lines about the devil. Don’t even go there. He’s been defeated, all he’s got is deception.
I’m going to do something totally out of my character and something I have failed to do for 16 months. Wait and Trust. For the first time really since we started to hit financial issues in March of 2009, I’m totally at peace with what’s happening here. It’s totally against what any guru would tell you, but I am going to stop striving to make this work. In Jesus sermon, he says, “Blessed are you when you are at the end of your rope”. We’re not out of clients or opportunity, but we’re running on E and the gas station is nowhere in sight – yet, I am totally believing that’s where God wants us and is just waiting for us to get off the treadmill and wait for him. If you look at my schedule, God isn’t even allowing me enough time in my day to worry about business. It’s funny. I’m busy taking care of the kids and the house. I have to be very creative to find large chunks of time to concentrate.
The fact that we are still in business after everything is a miracle.
The fact that Matt and I are going through this without any major conflicts between us is a miracle. We should be arguing daily about the struggles, but we don’t.
No one has prayed longer and harder for things to turn around. But God showed me today that my prayers are AGAINST what he’s preparing for us. I failed to seek his heart about everything, and simply asked for rescue and “to go back to Egypt” (the way things were). He told me that he wouldn’t allow it. It’s not part of the destiny. Stop praying for me to rescue the business and figure it out, and start praying for the future to manifest according to his plan. Starting praying for peace in the process so that I can endure and understand. Rescue is not a prayer he intends to answer, but reinvention and restoration is a prayer he’s in the middle of answering.
God has assured me that his hand in on this business. That does not translate into profits, in case I need to remind you But what it means is, is that he is controlling the situation, and arranging things according to what’s best for each one of us and for those we will touch in the future. This business has a destiny, and so does each of us. I don’t know the specifics, but God is starting to show things, and it not only is amazing, it totally explains years of experiences and trials I’ve endured to be ready for it. He’s got a tremendous call for this business that is so unlike anything you would expect, it has to be hidden and refined to make it ready. It’s about restoration and revival of people and ideas, and it’s going to capture the hearts of thousands. Money will not be the goal of the business, but money will come and it will be in abundance so much that it will pay off the debts of the business and restore the personal accounts that have been depleted over the past few years.
It will be wildly successful, but it will not define us. It will be defined for how we restore and revive people and ideas, and for how much affect this has on those that work in it. It’s going to be something that churches have been called to do, but never figured out. It will at times seem like ministry, and other times be just business. It will be so unique that people will flock to it and really not understand it, except for what it does for them. People will find their purpose and rediscover what was lost. This is not fluffy life coach stuff, this is real – solid advice and solid strategies to turn a life around and the business as well.
Here’s the cool thing – I don’t think he’s going to just show me, or just show Matt what this is. He’s going to also show you guys things that you will bring forward to enhance the mosaic that’s being built. So start asking God to show you this, and bring forward what’s on your heart. And even if he tells you your season here is over, don’t worry, it’s part of the plan. But if he shows you something and you see it as part of this business, bring it forward.
It’s very key for us in this time to stay positive, stay hopeful, and find joy. I can’t stress that enough. When we fret, worry, strive, or try to do this on our own power, it will derail us. We must not fear. Fear will suck us into places that are difficult to escape from. It’s got to be about staying in the place of TRUST even when the army is bearing down and the sea is so close our sandals are wet. Even then, the best option is to trust.
I hope this encourages you more than it freaks you out, but I’m just sharing what I am hearing and seeing. it’s clearer to me than looking out the windows here. It will be great, and I’m going to accept and enjoy the process until we get there.
After writing this note, I called Matt and explained to him that I was absolutely sure that there was going to be something big happening the very next week. It seemed perfect, because both Matt and our PM Justin were out of town. I was absolutely sure something was going to happen the next week.
Here’s what happened just 8 days later, on July 28 (You see how Daddy keeps doing things on the 28th for me? Strange, huh?)…
I was having an awesome phone conversation with my friend, Jim Robbins. Jim and I were talking about a number of things, but mostly focusing on some really frustrating things happening in our lives and businesses. We both had opportunity to encourage each other and that is why it’s awesome to have Kingdom friends. They reveal Father’s heart to you.
After we hung up, I checked email, and Matt and I received a message from a former client that we completed work for in 2008. I am going to call him J. Matt kept tabs with J since then. J decided to take a copywriting position with a very prestigious and well-known information publishing firm (a firm that does a solid 9 figures in revenue and one we’ve always studied and admired as a model info-business.) In this email, J revealed that he introduced a marketing strategy Matt and I had been using for our clients to his boss. They liked the idea and began using it. Turns out that this little strategy we showed J made his new firm several million dollars!
Needless to say, this firm was ecstatic. So much so, that J’s boss wanted to speak to us, and hire us to come in and work with them to develop more strategies.
Within 14 days of this call from J, Matt and I had a signed contract from a firm that we had only dreamed of working with, had never sent a single piece of marketing to, and had to do absolutely no “selling” to come to an agreement on a contract.
Now, what does that say about Daddy? He reveals to me that he wants to show me his power, and that I am to sit and wait for him to do it. 8 days later we hear from J who we worked with 2 years prior and is getting us connected to a firm we absolutely would have died to work with. One in which we had to do no marketing, no selling, and no negotiation.
This is the Daddy we have. He loves to do things for his kids. Did I do anything to receive this gift? No. I was not fasting. I was not naming and claiming it. All I did was come to the throne room as a broken, humble child, asking my Daddy for help. He chose to do this, and his requirement was to wait. I cannot believe he acted so quickly, and acted with such extravagance. All we can do is humbly thank him, and go work on this project with all our gusto.
So 2 days ago, I was sitting in the amazing boardroom of this client, celebrating a high point which a year ago was a low point. It just so happens September 28 was a perfect day for this client to meet. (Of course it was J )
Let me tell you. It was a phenomenal day. We did great work together and put together an amazing plan with this client. I am loving what Daddy is doing, and can’t wait to see what else he has planned.
I hope this story reminds me to not strive in the future. I hope I remember that my Daddy loves to work for me, and it’s not even work at all to him. If I just rest in what he’s doing and run where he’s made a path, I will find abundant joy.
I hope you’ve been inspired by my story, because I am. It’s not boasting because I have nothing to do with it. I cannot believe what my year has been like, and I just know the years ahead will be full of joy as I walk out my life with Father.
While this is the end of this series, the story is still unfolding…and certainly, to be continued.