(I'm convinced I stole this term from someone, somewhere, but I can't
remember, so I can't give credit. Please forgive my blatant plagiary...
and... apparently... firefox's spell check :-( )
I got to thinking about emotion the other day, and here's what I came up
with. Tell me if it's the same, for you:
Most of my markets have a dominant resident emotion of frustration, or
anxiety, or nervousness, or fear.
The point is - their main state of emotion is a state of "pent up" or of
"self contained." A paralyzing emotion.
And the real power of marketing seems to be the ability to "transform"
this passive emotion into an active one, like anger. Or passion.
To take people from fear to trust and hope and desire, etc. And then
lead them to the buying decision.
However... For now... I'd like to focus on, specifically, what happens
when you target one of those paralyzing emotions.
Think back to a time in your life when you were afraid to take action.
Here's a simple one: Remember the girl you had a major crush on, in
high school. And picture her walking by you, you catching a nose
full of her scent, and the blood rushing to your face, your palms
and... well... we all know the rest ;-)
How do you feel, when you think about talking to her?
For most men, you feel like you sieze up. Tighten up. Shrink. Freeze.
Like you're paralyzed. The same way some people feel about taking
their first steps in Internet Marketing - or losing weight.
You get the picture.
Now, pay close attention to your emotions. What happens next?
I've noticed that after you feel your fear or your frustration,
you begin to feel the start of an anger - or a passion.
And this is the reason the formula problem agitate solve works.
Fundamentally, it helps guide you through a) Releasing a frozen aka.
paralyzing emotion and then b) Guiding this released energy into
a more positive, actionable emotion.
Because, fundamentally, that's all emotion is - energy.
So changing someone's emotions is simply releasing energy, then guiding
it into different forms.
Which is why hitting these paralyzing emotions like fear is so successful -
they're like River Dams. They never move, and the currents of energy
simply build up and up behind them.
By the time your prospect is ready to take action, the level of energy
built up behind one of his paralyzing emotions is HUGE.
Anyways, I felt this was an interesting thought :-)