Chapter 1: The Power Wants | How To Create Demand For Your Products & Services
Creating demand with revenue overflowing in is an admirable accomplishment. I can still recall a friend of mine with a small business celebrating. We just can't get out of the way of money as she uncorks the bubbly as you experienced the joy of revenue rising. I can tell you these are great days.
What is really going on in a person's mind that causes them to choose one product or service over another one to buy? How can you cut through the bombardment of messages and information that customers receive everyday to make your product or service stand out? It's really quite simple. And shortly you'll discover the answers to these questions using practical, easy to implement strategies and techniques. Along with step by step procedures, unleashing your productivity, creating demand and how to attract customers and clients to your product or service to guide you through the art and science of marketing to the masses.
Whether you're a small business owner and executive at a large corporation, a marketing or advertising professional seeking election, or an artist trying to hit it big. You'll find a wealth of powerful ideas in this incredible program. You will learn the ability to induce a tremendous desire for your product, service or idea in a person's mind. Then you'll learn how to leverage that desire to the masses, creating ever increasing levels of demand. Here's just a small sampling of what you'll learn.
You'll learn the secret technique that causes people to become magically attracted to your product, service or business. The four things people really want and how to provide them, how to get people into decision making mode instantly. How do you avoid the biggest wastes of your marketing money? You'll learn a technique called preprocessing that causes your brand name or logo to bypass mental barriers and achieve instant impact.
Every time people see it, how to double the effectiveness of your advertising at no additional cost and a whole lot more. So right now, let's start to get right inside your customers' minds to bring you creating demand. Yes, you really can create demand and attract customers and clients to your product service or yourself.
You can boost high end revenue in a big way by using just some of the strategies and techniques. I am going to cover. I don't know what business you're in or planning to be in.
I'll assume you know that business and that industry pretty well.
You will know consumers pretty well and how they make buy decisions. If we combine our expertise, we can get some good results quickly. And there's more good news. I'm not going to ask you to spend any more money on sales or marketing than you already are. In fact, you may be able to reduce some marketing expenditures since these creating demand strategies are very dollar efficient.
You really will get that so-called bigger cut for your money. It doesn't matter what size your business is either. You could do really small one person operations such as a digital reseller business, eCommerce, consultant, accountant, private detective, plumber, artist or even a politician. You could be part of a small business with a handful of employees or even a few hundred, or you could be with a large multinational corporation, the powerful techniques, we're going to talk about work equally well, regardless of business size.
This is not really about the media and how much money you spend.
It's not about advertising and television, radio, print, the Internet or other media.
Although I will discuss implementation methods in various media. That's not the primary focus. The real focus is the human brain.
Specifically, what's going on in the mind of the buyer that attracts them and causes them to make the buy decision and how you can affect all that.
That's how we create demand not in the media, but in the mind of the customer. By the way, I use the terms customer, client, consumer and buyer synonymously and interchangeably.
It's simply the person who spends money with you.
So if we're dealing with the human brain, that can get pretty complicated, can it? Yes, it can.
The material I'm going to present is based on complex psychological principles and we could discuss it at that cerebral PHD level. But there's a problem with that. The more complex it is, the less usable it is.
That's no good. I have a better idea. Many marketers have spent years, well, decades really simplifying all of this to make it usable.
I'm big on implementation.
And if it's simple, it can be implemented.
Wouldn't you agree? Therefore, I caution you against dismissing any of this material, if at first it appears somewhat sophomoric. I assure you this is highly sophisticated stuff.
It's just been reconfigured for simplicity and usability.
Creating demand is also a building process.
Each chapter builds upon what you implemented from the previous sessions.
We're going to start out with foundational strategies and then continue building on top.
You may be tempted to jump ahead to say the session that describes how to double the effectiveness of your advertising at no additional cost or to the session that tells you how to cause demand to spread throughout the population or throughout your target market, or how to magically attract people to your product service or even to yourself.
I'm excited about these topics myself, but we'll get there in due time.
First, we'll lay the Creating Demand Foundation, which is just as interesting, actually.
One more thing before we dive in. I'll be throwing a lot at you. It'll probably take more reading for you to absorb it all.
Besides that, some of the strategies and techniques may not be right for you now, but they may be right for you in five months or twelve months or six years from now. I'm happy to spend time with you now and at any time in the future.
Let's start session one by identifying what people really want.
If I asked you what your customers want. How would you answer that? I'm guessing you would say things like, well, they want a quality product. They want reliability. Excellent customer service speed. When they order, they want it right away. They want a fair price. They want a guarantee. Or here's a really good one. They want a great customer experience.
If you answered along these lines, I'd say you're absolutely right. Buyers want these things, no doubt. But all of these, as important as they are, are above the surface. It's time for you and I to go beneath the surface into the depths of the subconscious mind and find out what drives human behavior, specifically what makes people attracted to a particular product or service, especially yours.
I've boiled it down to four things. they are called the power wants, because you can trace virtually every behaviour to any one or combination of these four. Once. The first thing people really want is emotional stimulation.
Human beings crave emotional stimulation because when our emotions flow. It's a psychologically pleasing experience. Mostly, people desire positive emotional feelings such as love, excitement, laughter, sexual attraction, security and others.
But the desire for emotional stimulation is so strong that people even enjoy negative emotions at times. In a strange way, negative emotions such as fright, sadness, loneliness and anger can be enjoyable. That's why you see people lining up to ride death defying roller coasters or to go see a horror zombie movie. That's why they like sad songs and get into sad stories.
Why is it that your spouse or boyfriend or girlfriend will sometimes start an argument strictly for the sake of arguing something you or I would never do, of course.
Could it be that negative emotion is better than no emotion? Sometimes they want to stir you up just to get emotions flowing. Think about how emotional stimulation relates to product or service purchases. Why do people purchase recorded music? The superficial answer is that they like a particular song or singer. The real reason is that certain music stimulates their emotions, either positive or negative.
Why do people attend sporting events to see their favourite team or player in action?
Once again, the real underlying reason is that the event is an emotionally stimulating experience.
Why do we take pictures or motion videos? Could it be that we're trying to preserve the present emotion and that we can actually re-experience that emotion sometime later when we view the pictures or video?
OK, people want their emotions stimulated. So how do you, the marketer, induce or activate their emotions? In some cases, your product or service may inherently be emotionally stimulating an amusement park ride, a movie, a concert, a massage. a comedian. These things stimulate emotions all by themselves. But most products or services do not stimulate emotions all by themselves. A power saw, a pair of jeans, a washing machine, a bag of grass seed, a tuna fish sandwich, window washing, tax preparation, vehicle tires.
While none of these things stimulate emotions. The advertising of them can be very stimulating.
Here is the strategy to build psychological links between your product or service and a particular emotion. Restaurants depict customers having the time of their lives sitting and eating at the place. This is done in advertising and any other marketing materials. Coke and Pepsi have always linked the funny motion with their product in their advertising. And just about every brand of beer links themselves to fun or sexual attraction. Automobiles like that one, too. They'll show young people interacting in attraction mode.
Along with the vehicle. Here's a definitive example of linking a product to an emotion. Michelin’s classic ad campaign links their tires with a baby. The baby is actually shown sitting inside the tyre. The cute, adorable baby stimulates the love, emotion, and that transfers to the tire. Follow this logic. When the baby and tire are linked together in an ad, the love, Emotion and tire become linked together inside the consumer's brain.
Michelin gives people what they inherently crave emotional stimulation and people respond by choosing to purchase Michelin tires. Here's how to use emotional stimulation to attract customers. First, you choose an emotion to stimulate.
Then you link your product, service or business to that active emotion. The four strongest emotions that are conducive to marketing are excitement, love, laughter and sexual attraction.
Let's look at each and as we do be thinking, which one might work best for you?
The excitement, emotion is the same thing as joy or fun depict people having fun and link your product or service.
When I say link, I mean that the viewer or listener of your ad sees or hears your product, your logo or brand name at the same time that the emotion is active.
When the depiction of an emotion and your brand name or logo goes into the client's brain at the same time, it becomes linked inside their brain. That's the result you're trying to achieve. Creating the love emotion is usually done by depicting interaction between family members, because most people have strong feelings of love for members of their own family.
It's easy to interpret. Once again, link your product or service logo or brand name to this depiction. I'll bet you can think of many ways to induce laughter in the viewer or listener of your ad. Just make sure the link to your product or service is strong. Otherwise, people end up remembering the joke, but they can fail to recall what brand name was advertised. Sexual attraction? Yes. The oldest adage in advertising, sex sells.
Consequently, it's used often in advertising for a wide variety of products and services. If you choose to stimulate sexual attraction, emotion simply depicts two people in some state of attraction to one another and simultaneously link your product or service.
Power want. Number two is psychological relief. We all live with problems, difficulties, challenges, the everyday responsibilities and pressures of life produce feelings of discomfort. We experience tension, stress, anxiety, anger, despair.
The list can go on and on. Yet the brain instinctively seeks ways to relieve these uncomfortable or painful feelings.
If your product or service helps reduce or relieve some of this psychological discomfort, customers will be attracted. The way you use this power to attract buyers is very similar to what we just talked about with the previous power want.
In your advertising, you depict someone in some state of discomfort. You show someone angry, frustrated or even in physical pain. Then you depict the relief showing someone happy or content and link your product or service. A word of caution here, since you're depicting a painful experience, you have to be very careful. You don't inadvertently link your product or service to the pain.
It's a common mistake you see all the time, especially in television commercials.
The commercial starts out depicting a consumer and an angry or frustrated state as he or she is suffering from some displeasure. This goes on for the majority of the 30 second or 60 second commercial. Then at the end of the commercial, the logo or brand name of the advertiser appears.
What they're trying to get across, of course, is that you won't experience all this anger or frustration when you buy the advertised product. But when they show all the pain and then show their logo, what happens?
You got it.
The painful experience and the product can end up getting linked in the viewer's brain. And that's a problem.
Make sure your product or service is not linked to the pain, but to the relief. That's got to be made very clear in your ads.
The third thing that people really want is higher status. We humans can be funny creatures at times. We configure ourselves into groups and then we rank ourselves within that group. Look at any group, a company, a trade or professional association, a governmental body, a family, even a street gang.
And notice that there is a class structure or rank within that group.
Some people are the elite. Some are the pawns. And others are at various levels in between. Animals rank themselves, too, in a pack of wolves. One of them is the head Wolf and the others are all trying to become the head Wolf. Even insects rank themselves in the ant community. You have the queen ant and all the other worker ants. It all boils down to this. People seek to gain higher social status to rise in rank.
The tendency to crave higher status is instinctive and normal and is only averted when a person consciously chooses otherwise. The way people gain higher status is to associate themselves with things that provide that higher status and disassociate with things that provide lower status. Association is the key.
An obvious example would be a consumer who purchases and thereby associates with designer clothing. Designer label on your clothes is like a flashing sign that says I'm in a high, respectable class.
Automobiles are strong status symbols. Luxury brands like Mercedes, BMW, Cadillac, Lincoln and others convey a high level of class and style, make the owner feel that he is rising in rank.
When people see him driving it, here's a question for you; Why do people naturally gravitate towards celebrities? Why do they want to get an autograph?
Or better yet, have their picture taken, snuggled up next to a celebrity? Is it because they really care about these celebrities? Or is there another reason?
I observed an interesting phenomenon back when I was on radio at University. A person who talks on the radio talk show, host or whatever, is considered a celebrity. I would see student members and public doing all they could to get close to air personalities in one way or another. But when one of the air personalities would leave the station, rarely, if ever, would any of his or her fans follow them or stay connected in any way.
When the hosts were gone, their fans didn't care. They just began associating with the new personality who took their place. So the answer to the question, why do people gravitate towards celebrities? It's not because they care about the celebrity, but because associating with these celebrities makes them feel their own status rises.
People also disassociate with other people and things they perceive to be lower status because they feel their own level of status would decline by that association. You see this happen in schools where some kids refuse to associate with another kid.
It's all about status with kids trying to raise their level of status and not lower their level.
If you want people to naturally gravitate to your product or service, you may achieve that by conveying some level of status.
Here's the three most effective ways of doing that. One way is with celebrity endorsements. We talked about how celebrities are usually perceived to be of high status.
That's why you see so many of them acting as product pictures. They're paid well for the endorsement and the product itself takes on instant status. If you don't want to hire a celebrity, maybe you can become one yourself. How do you do that? Regular media exposure.
Nothing turns commoners into royalty faster than regular media exposure.
You could become a pitch person for your own product or service.
You see CEOs on television all the time as their own company spokesperson. Small business owners can be front and centre in their own local advertising.
I'm not necessarily advocating this, by the way, I'm just pointing out that it's an option. But if you have zero performing talent, zero charisma, and no one has ever mentioned that you're photogenic, you may want to stay out of the limelight. Another way to convey status is with a high price in our capitalist society.
Money is the single most significant measure of status. Rightly or wrongly, there are strong arguments that it shouldn't be this way, that we shouldn't be so money conscious. I tend to agree with that.
But when you observe behavior, you see that money is indeed a strong status conveyor. That's why people are attracted to high priced products and services. Not that they relish paying a lot of money for something. But they feel their status rises when they do. Therefore, it's worth the money in many cases. A high price strategy may be right for you or it may not be right for you, and I have to point out that it can be tricky.
However, I do have a pricing strategy that involves a high price and is almost reliable to implement. We'll discuss it in chapter two. Another way to exude a higher status is to depict people in a high status situation using your product or service.
The way to implement this is to depict status one or two levels higher than your target consumer. Remember, people instinctively seek to rise in status, so they associate with products, services and people that pull them up.
A few years ago, Maybelline Cosmetics made the observation that the majority of women who purchase their products do not look like high fashion supermodels. So they decided to use average looking women in their ads, figuring that their customer could better relate to someone similar to themselves. Well, sales plummeted. Why, after all, would someone want to associate with a product that kept them on the same level? They're already on. People want to rise in status, not stay level.
When Maybellene went back to the glamorous models in their ads, sales rebounded.
Power wants number four. People want what others want. The reason people want what other people want is because the value you and I place on things is largely influenced by the value other people place on those things. The best example of this occurs every day, and the stock market, you see the stock of X company rising, rising, rising, and hey, you want to buy too, so as to get in on the good thing.
But if X Company's stock starts to fall, fall, fall, you want to sell. Why hang on to a stock that others don't value? As an aside, let me tell you, this scenario I just described is exactly the way you lose money in the stock market, buy high and sell low doesn't work. To make money, you need to fight your natural tendencies and buy when a stock is low, when others don't value it so much.
Young adults learn how their own value is determined in the dating market, playing hard to get, which is a way of indicating your value highly by others, somehow results in greater demand to date you.
Come to think of it, mature adults do the same thing. If someone began taking more than passing interest in your husband or wife, would you suddenly wake up with a renewed interest in him or her? I'm sure you've experienced this. You ask someone to evaluate a social event they attended recently, you might ask.
I was at a party last year. Ninety five percent of the time, my friend Marcus will base his opinions strictly on the number of people that showed up. If the place was jam packed, the party was great. If few people attended, the party sucked. If Marcus based his opinion on anything other than a number of people there, you can bet it was his party.
As a marketer, the idea is to portray your product or service as wanted by many people. You imply a state of existing demand. Here are some examples.
And as you can see, they're implemented without any advertising at all.
The owner of a new Italian pizza restaurant in Ealing Broadway, London, asked her employees to park their vehicles in front as close to the door as possible so that people driving by got the impression it was busy.
My dentist told me how he made it appear as if he was in demand when he first started his practice. He instructed his receptionist to schedule appointments, overlapping one another on the same day. This way, patients would see one another coming and going, even though he only had a few patients. At first, it appeared he was busy.
A solicitor at Eagles Law, Croydon, London, I know instructed her receptionist to always say she was either in court or meeting with a client. Whenever anyone called, this lady must be pretty good. If she's in such demand. Right. Actually, she was in her office giving her dartboard a good workout haha. Most of the time. But what would people think if she actually came to the phone right. When they called, they'd get the impression she had nothing else to do. That no one else wanted her services.
These four powers want emotional stimulation, psychological relief, higher status and what others want are embedded in the brains of every human being.
They are powerful motivators.
When you harness them and use them, as I've described, you are starting the demand creation process.
But there's more. You may be able to use these for power wants in ways that I haven't described. See, once you know what people really want and once you understand how it all works, you can get creative and come up with all kinds of different ways to utilise this.
For instance, as you may have noticed, I've talked about how you might take advantage of the power once through your advertising. What I didn't mention until now is that you can also utilise these powers once in your sales effort.
Let's say you or any of your salespeople are meeting one on one with a client or prospective client by paying attention, listening and observing. You see that the client is pressed for time. He appears to have many balls in the air and he seems to be putting out one fire after another. You can bet he's pretty stressed.
Haha power wants.
Number two, he wants psychological relief from that stress. Now you know what he really wants to buy from you.
Well, sure. He wants your product and what it does.
But if you can imply or even state outright that when he buys from you, he won't have to worry about it. Your product will be delivered on time. It will work right from the get go. He's going to have a hard time not buying from you with that kind of relief.
Let's say you're going to meet with a prospective customer whom you really don't know. Well, you do know that every human being wants what others want.
So you arm yourself with testimonials from satisfied customers, even from some competitors of hers, which I guarantee will get her attention. And you expose her to these testimonials at some point during the meeting. You have just strengthened your advantage tremendously. Just about everything you do from a sales or marketing standpoint should utilise one or more of these four power one's emotional stimulation, psychological relief, higher status and what others want. That's why they're so important. It all boils down to them.
And when you use them, you're giving your customers what they really want. Now, you're ahead of the game from the outset. And we're just getting started in the next chapter. We'll discuss techniques that will magnetize your marketing, really raising your attractiveness.
I will be posting chapters 2-12 in the upcoming weeks. Bookmark my blog and do not forget to leave a comment. Your feedback really matters. See you you soon :)
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