Chances are good, you had a fairly strong “guttural” reaction to the subject of today’s e-mail — especially if you’re married.
Why?
The answer is simple:
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ATTENTION, Current and prior customers & clients, ONLY:
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Divorce is one of the most difficult and painful things, anyone can experience.
It’s also very unnatural, in the sense that… it’s the death of something you probably put a lot of effort into — a relationship. And unwinding anything you’ve invested a lot of time and effort into — especially emotional effort — makes you feel like you’re walking 50 feet up in the air, across a rope… without a net.
You feel very unsure of yourself and every experience you have seems to be magnified a hundred times.
In fact, even though I’ve been happily re-married for almost 20 years now, I still remember feeling particularly insecure during that period of time of my life.
So where are we going with this? Certainly, not for a trip down ex-wife memory lane, so don’t worry.
I want to talk about responsiveness, and how to tell whether or not people are going to be more responsive to one topic over another.
Now please don’t take “responsiveness” to mean “which one is more profitable.”
There are a hell of a lot more things than responsiveness, that determine profitability. So many things you couldn’t address this topic in even ten e-mails. Things like, the size of the marketplace… accessibility to buyers… media costs… what you’re selling… competitive edge… positioning, and so on.
However, emotional responsiveness — this we can talk about.
But first, why do you even want to deal with things that people have an emotional response to?
Simple. For starters… it’s much easier to get someone’s attention when you’re talking about something they have strong feelings about.
I mean, let’s face it — “how to avoid herpes” is just more compelling than “green tea,” no matter how you slice it.
Right?
Of course. So let’s talk about three different things you want to look for, when you’re trying to find things to talk about that will provoke emotional responses.
1. You want to be talking about something that’s relevant to your audience.
For instance, if you’re selling to Nuns, they actually won’t care very much at all, about preventing herpes, or probably any other STDs. Priests… may be another story, but not nuns.
But either way, my point is… relevance is probably the MOST important thing to consider. And when you look at relevance, that’s when you’re often reminded of how, “you are not your buyer.”
Because often, you’ll find… what’s relevant to them, is often completely meaningless to you.
2. People react MUCH more instinctively to solutions to problems, than virtually anything else
For example, prolonging someone’s life… eliminating ANY kind of pains (financial, emotional, or physical)… making sure your heat works in the winter… preventing your family from getting sick or going hungry… produces MUCH more emotionally visceral reactions, than showing someone how to save $500 on their new HDTV.
3. Lastly, make sure you work through the entire conversation when you’re dealing with these issues.
Remember a few minutes ago, when I said how “Divorce is one of the most difficult and painful things, anyone can experience.
It’s also very unnatural, in the sense that… it’s a death of something you probably put a lot of effort into. And unwinding anything you’ve invested a lot of time and effort — especially emotional effort — makes you feel like you’re walking 50 feet up in the air, across a rope… without a net.
You feel very unsure of yourself and every experience you have seems to be magnified a hundred times.
In fact, even though I’ve been happily re-married for almost 20 years now, I still remember feeling particularly insecure during that period of time of my life.”
Well, when you present the topic like this… it’s going to be received completely different than simply saying “Getting divorced sucks.”
See, if you want people to experience something on an emotional level… then you have to take them through at least “some” emotional experience.
That’s just common sense. And the best way to understand this, is by looking at it from a different angle. As an example, if someone’s starving… you have to actually feed them, to satisfy their appetite, right?
Yes, for sure. It’s ALL about the experience, so remember this.
Everything happens, and all your feelings are based on the experiences you have, and nothing more.
Oh, want some more cool things people react to?
You do?
OK, knock yourself out:
– How to get an extra 2 hours of sleep, every single night
– How to get more new business than you can even handle
– How to lose those last ten pounds in 21 days or less
– How to stop smoking
– How to prevent your kids from being bullied at school
– You, a certified genius: How to raise your IQ by 25 points
OK, that’s enough for today. Sometimes I’m just too good even for myself.
Now go sell something, Craig Garber
P.S. Download my 30-Day Cash-Flow system, yours free
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listening to: The Heavy Eyes – Wax Apple (2011)