Hey, this is Frank publisher of Retired Writer’s Club, our secret email list that goes out to our subscribers every single day. It focuses on the one goal of business, which is to make money.
And it’s one of the reasons we don’t publish everything that we write about because for some people, the idea of business being in business to make money is offensive or controversial.
And we can’t worry about that because our businesses support our families. They create our lifestyles, they produce economic activity and taxes and you know, the whole spiel.
So our email list is for business owners only, or people who want to get into business and understand that the whole purpose is money. Okay.
So today I wanted to give you a tip on how to come up with fresh marketing ideas every single day. And it’s based on MANIPULATION, one of the programs you get for free when you join our secret email list. It is a six and a half hour deep dive into the emotional triggers that make people buy.
What we have discovered over history is that people don’t buy things. They buy their emotions.
Specifically they buy the emotions that they associate with the product or service and the smart, brilliant, big marketers understand this. Now they’re using artificial intelligence to write ads, and they’re not thinking they’re not being creative.
What they’re doing is we know our customers want this, this, this, and this. And we write advertising that appeals to these emotional needs.
So it’s a big topic, right? And it’s very complex because human emotions are complex. So what I do with my own program, which I’m familiar with, but again, it’s six and a half hours long is I boiled it down to a pack of 71 index cards that I can reference on a daily basis.
And I literally just shuffle the deck and I come across an emotional trigger and I say, oh, I can write to this emotional need today.
I hope that makes sense. Cause that’s what we’re doing. We’re not just writing copy. We’re not just writing sales letters. We are writing words or images or videos that appeal to people’s emotional triggers that then lead them to making a purchase.
The one I just shuffled to is called insider status. Very important for people in the information publishing arena.
And this includes not only people who sell books and audio programs like I do, but fitness people, right? I mean, anyone who’s selling a membership is selling insider status. And what you’re saying is, Hey, if you’d like to get into shape, join our group of like-minded people who also want to get in shape. And you’ve got those micro niches, right? There are people who appeal to women only. And so, Hey, here’s our group of like-minded women who are supportive of each other on their health journey.
That’s a phrase one of the groups is using right now. And I like it, right? It’s not for me. You know, I just do what I do. But you have to think about your customer base. I’m not a female customer in that market, right?
So what is so important about emotional triggers is you can customize them. Insider status appeals to everything, right?
Join the country club or Five Guys guys down the block has a special member program. If you buy five hamburgers, you get the sixth one free. You’re an insider, right?
Insider status is used in just about every business. You just have to customize it to your product, your service and your customer.
For my part, I’m selling something that is specialized. I’m selling specialized knowledge that other people are not selling in my market right now. I know they’re not selling it because I wrote the book that didn’t exist.
MANIPULATION is a deep dive into these 71 emotional triggers. I haven’t seen it anywhere else. The closest thing was Robert Cialdini WHO wrote the book influence in the 1980s where he covered like seven emotional triggers. So I’ve expanded it. It is very robust. All I have to do on a daily basis is shuffle the deck, right?
I mean, status is another emotional trigger, right? when you are selling a product you’re often conferring status upon the customer who has given you money. That gives them a status that they would not have if they did not make the exchange.
Perfect example is our music school. It’s not cheap. It’s not a thousand dollars a month, but it’s 200 a month for a four or five-year-old to learn piano or violin. That’s expensive.
That’s a lot of money, right? And hats off to people who make that kind of commitment and sacrifice for their kids. But they are also buying status. My kids take violin at the music school, right? So it is something that people should be proud of because they work hard to make money so they can improve their lives.
And part of improving their lives is acquiring status.
So emotional triggers, first of all, it’s stone cold. That’s what people buy. If you want to be an effective marketer, you need to think about your customer.
And so what’s even better about whole thing is you’re not even thinking about yourself anymore. You’re thinking about your customer’s emotional needs, which is a very important step in becoming an effective salesperson. You’re losing your self-consciousness, you’re losing your own greed, you know, and I guess self-centeredness to take a moment to think about fulfilling your customer’s needs.
Now, again, this is a complex topic that deserves your attention because you can get really advanced and on a given day stack four or five, six or seven emotional triggers into your marketing messages and really make that person feel like you are addressing them even personally, right?
Like you know them because you’ve taken the time to think about their emotional triggers. That’s all I’ve got for now, actually a lot of meat on the bone in this short message. You can get the program MANIPULATION when you sign up for our secret email list again, called Retired Writer’s Club.