Selling fear: how companies use emotion based marketing to capture market share

Humans are a bundle of emotions. Every individual buying decision can be pinpointed to an emotion. You want something, because it fills an emotional need. Humans buy based on dormant drivers, such as fear, lust, desire, need, hunger, sadness, love, and adventure. Emotion based selling works.

Apple sells the experience. Their Why – is thinking differently. Volvo sells safety.
Both are rooted in experience based selling and engagement with the heart. The Volvo message at the core, is rooted in fear. No, that’s not why people buy one. Not on the surface anyways. But parents who own Volvos have a deep intrinsic attachment to Volvo, because they’re buying a safe ride for their family. Starbucks sells the happy emotion of comfort and a social meeting place experience, not the coffee, and Jeep sells adventure to suburban moms who drive it to the mall. But hit the mountain bike trail, and you won’t see a jeep. I love the jeep, and I love the trail. Leaving my neighborhood in suburbia, you’ll see the jeep. At the trail you will see muddy cars, toyotas, SUVs of all sizes, but rarely a Jeep. The Jeep image is about adventure and their followers are cultish, like Apple. Just stepping into the Jeep gives them that feeling of adventure.

What emotional attachment have you created to your consumer? Apple connects with the heart and mind. The individual. Want proof? Apple followers don’t care if the company they work for is PC exclusive. They have ipads and Macs and iphones anyways. Why does an executive at any company walk into Apple and buy from a kid with blue hair and a nose ring? It’s because there’s a bit of the blue haired kid in each of us. Apple slogan: think differently. All Apple users including me believe that we think differently. We think out of the box or no box. Apple has done a great job creating that tribe.

If you want to be like Apple you have to be like Apple. Think differently. Stop telling people what to buy and why (features and benefits) and start connecting with their heart. If you want a little bite of the Apple, connect your consumer to a larger, deeper, more altruistic meaning. What can you really, authentically do for them? This is where a professional writer comes in. Speakers and consultants who hire me to craft their brand or write PR articles and blogs for them, aren’t just speakers. They’re changing peoples lives. That’s authentic, and true. Their worse, create transformation and inner healing. One Corporation I’m working with, sells a vacation destination. But I say they offer you far more, than just the features and benefits of a beautiful sky, and a place to fly to with your family. They offer you Freedom. Freedom is different than a product, a service or a destination. Freedom is something every soul craves.

The most powerful man in the world

This weekend I had the honor of speaking at a royal wedding. It was attended by papparazi, flashing bulbs, dignitaries, authors, music industry types, and people who had flown in from all over the globe.

The groom, is the most influential speaker in the world.
He gets millions of hits on You Tube.

When I’m with him in public, we are swarmed by people asking for his autograph. You’d think he was Obama, Russell Brand, or Beckham. But he’s even more powerful than that. His brand is strength. His message is power. And when you meet him, you realize anything is possible.

When he speaks, people listen. Check out his statistics.

He has many facebook pages and each one gets from 40,000-100,000 likes. His You Tube videos are off the charts. His book is a best seller. His speaking engagements are sold out. In Asia, his fees can rival a president. My clients are speakers, and no other speaker can top him. Not the greats of the past, like Zig Ziglar, or even the rising young stars of today. When they talk about the “it” factor, Nicks just got it.

The wedding ceremony was at the Donald Trump golf club in California. The couple exchanged vows on the edge of the cliff overlooking the ocean. There wasn’t a dry eye in the crowd.
When the wedding planner stopped at my table and tapped me on the shoulder, asking me to say a few words about the couple, I scrambled for words. I’m a writer, author, and coach. Not a speaker. I work with 1 per centers, a term I use to define world changers.

When Time magazine prints their next influential person cover, I’m voting for Nick Vujicic, as the most influential person of our time. In 2012 Nick finished his second book, recorded his second music video, and will address audiences of millions in stadiums across the globe. He’s met politicians, celebrities, and dignitaries. He’s been featured in commercials, land was the star of a Hyundai commercial during the World cup soccer championship. If you don’t know who he is, I’d have to ask you what cave you’ve been dwelling in. In this next decade Nick will be making movies, writing books, and saving lives.

When I coach my speaker friends through the process of building a brand like Nicks they don’t listen. They do it their own way. So even the top speaker after Nick has less than half of his presence, views, and opportunity. Large corporate sponsors, check him out. If you want to double your business, and reach the heart of your consumer, this is your spokesman. Nick Vujicic. Speaker, businessman, husband, guru, teacher, friend.

When I stepped on stage after the wedding, I talked about how their love blossomed at my home in Texas, as my sons, (the ring bearers) watched. It was a true fairy tale for the most influential man in the world.

The Birth of an Idea

One of the most frequent questions I get when I’m coaching people is, How do I know what to write about?
And it’s a question that always amazes me. Because the answer is to write about that one thing that’s burning in your soul. Not just an idea you fancy that passes through like a fluttering bluebird, but the one idea that’s embedded in your heart. It’s the idea that’s bursting forth, ready to be born.
I recent filmed a video of the homeless on the streets of Dallas, because it was a passion ignited in my heart. Not a flickering ember, but a forest fire.

When I wrote my first book it was the same way. Books changed my life, and authors gave me wisdom that helped me interview for jobs, conduct presentations, serve others, and win business. In the corporate world, books by CEOs and sales mentors shepherded me along a path to do business in Europe, Latin America,  Singapore, and beyond.

Words help people and organizations grow.

I’ve heard people say “write what you know” but sometimes it’s what you don’t know that’s worth exploring
Write about what you are passionate about. Not just what you know. Take a risk, if necessary. A lot of great ideas were born from risks taken, and from persistence.  It takes more than just thoughts, and dreams. Writers write. Take action and let your dream see the light of day.

The Power of One

A lot of attention tends to focus on corporate responsibility, greeness and how diverse your employees are. In today’s world all of those things are important as foundational pillars of a socially competent company. And it doesn’t matter whether you’re American, Israeli, German, or Chinese.
Crisis management – and how well you’ve prepared for it, is the new normal. You’d better have your ducks in a row if a crisis hits, and you ought to be willing to be transparent about how you lined them up. How well you train the organization to react, will become apparent in the first 5 minutes of your crisis. Are you a small school? A large company? A public service government agency? What’s the worst crisis you can imagine?

When a gunman walks into a school, it’s broadcast on Youtube immediately. What if something occurs inside your organization? Have you trained your employees on basic mandates for cellphone usage, video uploads, and other content protection during a crisis?

When I worked in the crisis management field on the ground during an air disaster, all content in and out was protected. It was simply too sensitive.

In the wake of the Japanese nuclear reactor disaster critics across the airwaves continue to investigate GE and the Japanese government for the way they have handled the crisis, and for the safety measures in place (or not)

It has become standard issue to hang corporate chieftains up for the world to see, when things go wrong. Billions are lost. Lives are at stake. Oil spills, heads roll. In a crisis – someone has to pay.

In japan, the sea walls the government built around the coastline weren’t tall enough. Who knew the tsunami that would hit would be taller and more powerful. Critics maintained that either GE or the government or both should have known to build the reactors on high ground, versus ground level.

But hindsight is 20/20.

In writing a book recently, the CEO and I wanted to emphasize the power of personal responsibility.

We created an early chapter to lay down the foundation of the power of One, because if an individual employee can get that concept first – the rest of the team benefits and you’re in flow.

In a crisis, everyone has to pitch in. The Blame game will only destruct, distract, and destroy. A crisis can destroy people, marriages, and corporations from within if the individual parts fight against themselves.

Crisis management is about being prepared. Are you?

Addiction Nation

A formerly homeless friend of mine stood in my kitchen chatting about addiction in America. Shopping, eating, clothes, renovating, drugs, alcohol, sports, watching television, and…not to mention pharmaceuticals. We’ve got a drug for everything. We decided to co-author this post together. He’s an amazing writer, who has seen it all.

I met Aaron on the streets of Dallas, where he’d gone for food, and I’d gone to serve food to 400 homeless men and women. I learned he was a writer, and we became fast friends. He’s an intellect, with several books in the pipeline, and a lot of life experience.

We’ve written together, we’ve had many dinners together, and now he’s my brother. He’s a success story. He’s off the street, thriving, with property and a new truck in Arkansas. He’s still the same person I met on that parking lot, only he’s got a new perspective. He’s been surrounded by addiction, in the shelters, where homeless go to counselors to get state distributed drugs, and in his past life where he was a gambling addict who earned thousands in one poker game. We agreed that even in the wealthiest mansions, addiction exists. Aaron said it best. “We all want to feel good. But addiction is simply filling that empty space with everything but God.”

The answer? It’s not simple. My friend, the director of a drug treatment program, can tell you that. My homeless guys who enroll in and then leave, addiction programs, can testify to that. Nothings easy. But it all starts in the mind. A lot of addiction is about contentment. and maybe boundaries.
Take baby steps, reach out. Do it all over again. And I’m not just talking about drugs here. I know some people who are addicted to Facebook and blogging and it takes just as much away from their loved ones as anything else would. Might sound extreme, but three hours a night disconnected or unplugged from the people in your own house, sounds like an addiction to me. Albeit, not along the lines of heroin or meth.

What are we focused on? Whatever that is, will grow, and flourish.

So you want to be rich? (are you sure?)

It’s interesting being a creative type in the success Industry. I love music, campfires, abstract art, snowboarding, and books. I’m a get out there and do it person, but I also love to sit and think.
In my business I feel like a person with two distinct yet opposing lives. One, the artsy journalist who wants to scale jungle mountains, or interview the homeless who sleep under bridges. That half of me is the person happy alone, writing a great book. The other half is the me that sits in business meetings, coaching speakers and entrepreneurs through the dynamics of publishing, building a brand, and writing books. These people either are rich already, want to be, or want to teach you how to be.

Writing about how to get rich is interesting, because it forces you to spend a lot of time thinking about what rich really means.
And the good news is that no one talks about attraction or manifestation anymore. No, these guys are writing about legacy, authenticity, and doing the hard things.

Ryan Chamberlin recently quoted Darren Hardy about the Compound Effect of doing several small things well, over and over. Versus doing a million things to get ahead. Tony Jeary and I brainstormed about what it means to be a 1 per center – and both agreed that its about living strong in your faith, family, and finances. His book Success Acceleration gives you the principles to go where you want to, faster than ever before. Gary Smalley, an amazing man with a large legacy, has been a relationship expert for decades, and really practices the concepts he’s written and talked about. He lives a rich life. And he helps others to as well. The point?

Think about what rich means to you. Focus on that, and Eliminate anything that takes away from it.

Abundance always brings more to your life. But it also takes away time from your life. More friends, more money, more houses to manage, more work opportunities. It all takes time. So be discretionary. Choose well.

Prov 4 says guard your heart. I love that, because instead of attracting more, networking more, and connecting more, we can think about being strategic. What is it you need to guard?

I was flattered to be recently named “One of Americas most influential writers, not because of how many but because of WHO she reaches. Tammy has the ear of the Executive reader.”
Although Seth Godin or my other favorite bloggers might not agree,
It was a nice quote, and reminded me to narrow my focus even more in 2011. I want to help others have rich lives. And that means staying strong.

Write your book

One of the most frequent questions I get is how do I write a book? And then after that, how do I promote it?

Here’s a question I got on my blog recently:
“Would you have any suggestions for how I can get more exposure for my book?”

There’s no easy answer to that, except to do whatever you can to market to as many people as possible. Social media is a great buzzword, but what does it really mean? Facebook Twitter, plaxo,
linked in and anything on the net are all ways to get the word out.

You have to take responsibility for your own marketing…
Don’t rely on a publisher, because they’re relying on you. Books sell because authors sell them!

How can you sell yourself and your book?

1- become an expert
Whatever it is you like to do, blog about. Write articles. Write ezines, do radio interviews. Get a niche and become an expert.

2- cross-pollinate.
Do all you can to associate with different groups.
Get out of your comfort zone into a lot of different groups of people,
in many mediums.

3- write, market and publish your book.

Books are the new brochure.
Use your book to get speaking engagements, send to CEOs, and get your legacy and wisdom to the world…

How to write a book

I’m in the business of helping people write a book.Often times this means shaping their words to fit a mass market, bringing their product to a literary agent, or building a brand.

Are you interested in writing your legacy?

The first step, is to WRITE.

This is advice a world famous writer gave me years ago. He said: writers write.

And thats the advice I give people today,
Start a journal.
Write your story.

Many memoirs have been sold for millions of dollaRs and they’re just stories of peoples lives.

What is your story.?

My best coaching advice is to guide you to catalogue the best stories, and emotions about your life today.

Invest

Are you working to keep the things you’ve been blessed with?

Invest.

Invest in what you want to keep. Invest, and watch it grow.

When you don’t, you’ll see the outcome of neglect, like a garden choked by weeds. Just a reminder. If you love someone, invest in them. If you have something worth keeping, invest time, thought, emotion. This applies to every area of your life.

what’s your story?

There are two forces warring against your soul. Is it any wonder that life here on earth is not for the faint of heart? At times it’s a battle. Survival of the fittest.

In Epic, John Elderidge writes “Life doesn’t come to us like a math problem. It comes to us the way that a story does, scene by scene. You wake up. What will happen next? You don’t get to know-you have to enter in, take the journey as it comes. The sun might be shining. There might be a tornado outside. Your friends might call and invite you to go sailing. You might lose your job. Life unfolds like a drama.”

One thing I know for sure on my own journey through this life, is that there are things we can’t see, and things we cannot explain. You’ll be put into situations you strive to understand, but sometimes there’s no understanding at all.

A friend came to me perpelexed about a relationship and why it didn’t work out. She lived in one state, he in the other. He’d said many things to her over the course of their 8 months together, including that he loved her. Yet she was conflicted about moving forward, and continually confused. He said that he wanted to move to her city to experience life with her day to day, yet he’d also said many conflicting statements. She ran through the list of them and asked me what she should do. “We’ve never been exclusive, right?” he’d said after 8 months of her, investing in him. and, “I’m not sure I want someone else’s kids” (she has them), and “I’ve got to focus on the person here right in front of me, and, “I may move out of the country in two years,” and ‘If you love someone, let them go,” and finally, the one she understood the least; ‘I don’t want to hurt you.”

“How does all of that make you feel?” I asked.

“I know that he loves me. 100 percent. When we are together it’s the best feeling in the world. But, I end up confused. He hasn’t introduced me to any of his friends. And, we don’t see each other on weekends even. His actions don’t match his words. and, there are times when his words don’t even match his words!”

She had wanted to explore a life with this man. Was considering a major, life change to be with him. He’d recently asked her; “what’s preventing us from exploring a future together?” In the same conversation they had talked seriously about relocating their lives to the same city, and yet once again he took a step back. “Well, if I move somewhere else instead, I hope you don’t think it’s a bad sign for us.”

She was at a crossroads, seeking an answer.

I told her that in the end, life is really very simple. Life is a story, and there are invisible forces warring against your soul at all times, so we must first seek the Kingdom of God, for answers, instead of trying to figure it all out on our own. Sometimes, there are no answers visible to the naked eye.  Yet we humans continue to try to understand what cannot be understood. If you are confused and lack peace, just stop. Take a deep breath. Maybe turn the car around and take a different road.

And, as a writer let me remind you, that every scene, every story, has a beginning, a  middle, and an end. Sometimes we drag the end out too long. Have you ever seen a movie like that? And sometimes we end things before they’re supposed to. Still at other times, we’re that character in the story that messes up the outcome.

Try, but be prepared to let go of that which confuses you. The simplicity, is the fruit.  yes is yes. no is no.

What’s the fruit of your story? If a scene is confusing, and you repeat that same scene and it’s still confusing, you have to wonder who the author of that story is. The fruit of a good and healthy tree, is tasty, lovely, and light.