View on Youtube: http://www.youtube.com/watch?v=vkADYp70Low
I have a theory of relationships that extends to marketing. Boy meets girl. Girl meets boy. Oh, I’m interested in tennis. You’re interested in tennis too. Wow, I like long walks on the beach. You like long walks on the beach too. Oh, I like comedy clubs. You like comedy clubs too. And so you kind of form a superficial friendship there, but where the friendship actually goes deep is where you talk about the aches and the pains and the hurts and your deeper, darker stuff that you probably don’t share with most people and that’s where the real relationship is formed.
Well, I believe that the same is true in the connection between a marketer and the audience. I think that pain and frustration is in a lot of cases more powerful motivators and more powerful bonding agents in relationships than excitement and opportunity. And I want to just point out a couple of, a little handful of sentences that I think made a difference. This is a sales letter I wrote about eight years ago I think when I was selling a training program to engineers.
Dear Control Engineers, or Dear Control Engineer, if you’re like me you’re incredibly busy, tight deadlines, multiple conflicting priorities, demanding customers, technology that feverishly, relentlessly races forward, five hours of sleep last night, more overtime finishing up an already late project. As I write this, it’s 12:11 am. The crickets are more awake than I am, and this letter I’m writing to you right now is one of my late night projects.
Now, this was a very effective letter. For every $1 we spent sending these letters out, we sold $8 worth of seats to these classes, and the magnetic, psychic, connection element in the copy was the part that, it doesn’t say, it communicates I know what it’s like to be you. I don’t think there’s much more powerful anything that bonds you to a customer than when you can demonstrate I know what it’s like to be you.
People will trust you because you know what their inner world is like, not because of alphabet soup behind your name or credentials or any of that normal stuff. That should be an acid test. It’s really when you make a statement of what your life is really like and how you want it to be different. And the best, most persuasive, most seductive advertising, it always does that because that’s truly entering the conversation inside the person’s head. That’s the psychic connection.
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