The Importance of the Three Es

16 replies
What makes you decide to read a piece of content you see on the internet? What makes you decide to click on that YouTube video or actually watch it until the end? What makes you listen to a song or a podcast, especially if you do it more than once? What makes you decide to purchase that WSO or info product you see being advertised?

The answer to all of these is what I call the three Es. You're either excited, entertained or engaged in some form or fashion. Any one of these can spark you and fuel you to take action or sustain some form of physical or mental effort.

Out of all three of these engagement is probably the most powerful. It means you're connecting with something, resonating with it, feeling it in a way that truly makes you lose sense of time or anything else around you. You might not even notice if you're hungry or not.

Entertainment seems to be the one that the world runs by, but the problem with entertainment is that while it can captivate you it usually leads to a feeling of emptiness once the thing that's entertaining you has run its course.

The one that gets most people in trouble is the last one and that's excitement. People spend big money for excitement. Excitement equals something being thrilling, a rush in the moment. It sparks you and stimulates you, but it can also lead to you making irrational choices that can hurt you later.

In sports people say they want entertainment, but they really want more excitement than entertainment. How many info products are sold on the basis of the sales letter getting people excited? How many people go to a movie on the opening weekend because excitement has been built up to go see it? What about the latest iPhone release? Is it the quality of the product or the excitement of being the first to get it?

You'll find that any three of these can move you to action and help you to push forward, but the one that does it the best is engagement. If you can inject a little of the other two into the mix than you have an unstoppable combination. Don't be fooled though by excitement and entertainment.

Excitement is the reason you get motivated to purchase a WSO only to find that you don't like it later or you never actually implement it. If you looked at the product and what was being offered truly engaged you, then moving forward would be a whole lot easier. You'd believe, something about what's being offered resonates with you.

Excitement and entertainment are like theme park rides. A heck of a lot of fun, but once the ride is over you need more and more, but there's a price to pay. Engagement isn't the same way. It equates to inner drive and belief. It equates to concentration and focus. If you're truly engaged with something than time can stand still.

Entertainment and excitement are like burning candles that have a shelf life. Engagement burns like the sun and provides sustained energy for as long as you need it.


Let me know what you guys think about this and lets get a good conversation going.
#importance
Avatar of Unregistered
  • Profile picture of the author GordonJ
    Originally Posted by pheonix44 View Post

    What makes you decide to read a piece of content you see on the internet?

    The answer to all of these is what I call the three Es. You're either excited, entertained or engaged in some form or fashion.


    The one that gets most people in trouble is the last one and that's excitement. People spend big money for excitement. Excitement equals something being thrilling, a rush in the moment. It sparks you and stimulates you, but it can also lead to you making irrational choices that can hurt you later.

    Let me know what you guys think about this and lets get a good conversation going.
    Well, I don't think I agree with any of your premises, but, for the sake of discussion, and to engage you here...I do have some questions, OK?

    I find myself reading a lot out of curiosity, which is quickly resolved, usually in the first few paragraphs. It is seldom entertaining enough, or offers nothing exciting and so I quickly UNengage, which I did the first time through this post.

    However, you do make some points, and one big one, is PEOPLE SPEND BIG MONEY FOR EXCITEMENT.

    If this is true, then I want them as customers. If there is a never ending parade of people who get excited, BUY, then move on...that is great, isn't it?

    As someone who has engaged his customers, some for over 25 years now, I look back and think: maybe I should have just sold them something, and not engage them.

    When you engage people, you are making a big TIME commitment too. Maybe, in this world of IM, getting them excited, taking their BIG MONEY, is all one needs to do, eh?

    GordonJ
    {{ DiscussionBoard.errors[11516460].message }}
  • Profile picture of the author pheonix44
    I understand where you're coming from and everyone certainly won't engage, BUT the fact that you felt compelled to leave such a thoughtful reply even if you don't agree with what I said is a testament to what I was talking about. Even if the sole purpose was to take a low key jab at me (which I'm not bothered by because I understand when you write anything and put it out getting pushback is an occupational hazard) you still invested time and energy to respond with a thoughtful post.

    You engaged just enough or got excited just enough ( excitement can come in many forms, including anger or the need to prove someone wrong) to DO something. And in the world of the internet and even offline this is always the goal.
    {{ DiscussionBoard.errors[11516462].message }}
  • Profile picture of the author SARubin
    I like your style of writing, Robin.

    I found this post to be entertaining and engaging (not necessarily "exciting" but hey... 2 out of 3 ain't bad )

    However, I'm a little confused by one thing...

    For starters, I believe that excitement and entertainment are "engaging" by nature, so I don't think we can have the first two without the third being present at the same time?

    But what confuses me is where you said...
    Originally Posted by pheonix44 View Post

    Entertainment and excitement are like burning candles that have a shelf life. Engagement burns like the sun and provides sustained energy for as long as you need it.
    I'm having a bit of an intellectual wrestling match with this statement.

    Can you help me understand how your definition of engagement is different than the act of being engaged? And how engagement somehow lasts longer than... well, longer than being engaged?


    There are many forms of engagement, and some last longer than others (individually dependent, I suppose)
    Signature

    SARubin - Direct Response Copywriter / Conversion Flow Specialist
    Coming Soon - Copywriters Community - Forums, Articles, Marketplace, and more...

    {{ DiscussionBoard.errors[11516490].message }}
    • Profile picture of the author pheonix44
      I think being entertained and being excited come with an expected ending of some sort. I think with excitement it's more of an anticipatory thing, but you can have it on the front end, build up during, and have it lingering afterwards.

      Think of reading a good book. You heard it was good so you're excited to pick it up. The first few pages seem promising so you're excited to keep reading and are certainly entertained. You have to eventually put it down though, but you look forward (excitement) to picking it up again and the process begins all over again.

      The book will eventually end though, along with the excitement and entertainment. Excitement can still linger in the form of anticipation for what that particular author puts out next. You flummoxed me a bit with the last portion of your comment. I'll give it a shot though.

      The first two, entertainment and excitement usually come from external stimuli, no always but most of the time. Engagement for me just means being connected or actually connecting. It can last for as long as you want because there doesn't have to be a predetermined end.

      For instance I'm engaging you right now. We can keep going and going and going. I can think about what you say after we're done and continue to have thoughts on it for as long as I want. Does this make sense?
      {{ DiscussionBoard.errors[11516494].message }}
  • Profile picture of the author SARubin
    Yeah, I think I feel what you're getting at.

    But I still don't see a huge difference between the lingering thoughts from short term engagement (like your example with a book, and contemplating what the author might write next)...

    And us continuing to have thoughts about engaging on this topic, beyond today.

    They can both potentially be long term... or they can both end at any time.


    Anyway, I still liked reading your article. (even if the logic behind it is dubious)


    All the best,
    SAR
    Signature

    SARubin - Direct Response Copywriter / Conversion Flow Specialist
    Coming Soon - Copywriters Community - Forums, Articles, Marketplace, and more...

    {{ DiscussionBoard.errors[11516503].message }}
  • Profile picture of the author pheonix44
    They also buy because of the excitement of the new release. The experience or the expectation of it (excitement) as well as how they think others will look at them in the beginning being one of the few (seeing as how newer model Apple products are hardest to get in the very beginning) people to actually have said product. This creates more anticipation (excitement). It's extremely powerful and I feel the E of the three Es that controls a lot of people.

    I can give you a quick example. I use to be a WSO junkie and I'm sure I'm not the only person to suffer from this. What pulled me in? It was the excitement and even entertainment I got from the SALES LETTER. Heck, even if the product was crap I didn't ask for a refund because the sales letter was just so entertaining and created excitement.

    To this day I still have a bunch of old WSO sales letters saved on a thumb drive that I'll occasionally revisit.
    {{ DiscussionBoard.errors[11516547].message }}
    • Profile picture of the author Odahh
      [DELETED]
      {{ DiscussionBoard.errors[11516721].message }}
      • Profile picture of the author pheonix44
        In a day or two the excitement factor would be gone, the experience so to speak. Think of hardcore fans of Star Wars going to the movie on opening night at a specific theater where they know there will probably be news media, a bunch of people in costumes as well as a high energy environment.

        If they go see the movie the next weekend, then despite the movie being great they miss out on everything I just mentioned. Plus being able to brag about seeing the movie first, which is important.

        I don't think in the example you're providing it's about engagement. I think it's anticipation and that's a very powerful form of excitement. Yes, a new release iPhone can be a great product and that at its core is what people would value, but the experience (which would be a form of entertainment) coupled with the opening release (a form of excitement) would provide a one two punch.

        It's like Saint Patrick's Day. Someone can drink themselves silly anytime they want and probably for a heck of a lot less than what will be charged at bars in trendy districts on this day. Where's the fun (excitement) in that? Plus the entire day is themed (green beer, green tee-shirts, four leaf clover necklaces and green top hats).

        If I went to the bar the next day all of this would be gone, no excitement and no entertainment (even if it just came in the form of watching people in groups act silly , which can be extremely entertaining). I would be just drinking, same high quality beverages, same trendy bar, completely different experience. All of this would effect how I felt. Does this make sense?
        {{ DiscussionBoard.errors[11516745].message }}
  • Profile picture of the author evilclown
    You lost me at the thrid what.
    {{ DiscussionBoard.errors[11516570].message }}
  • Profile picture of the author Princess Balestra
    Gotta figure Benedict Cumberbatch rompin' round my apartment ... nekkid ... atop a live crocodile be real entertainin' an' excitin'.

    But if he is takin' a call from Mom 'steada lickin' his lips in my direction, that's where he misses out on the engagin' part (an' I gotta break out my lasso).

    Taken together, you want always for your 3Es (if that is your yardstick) to be effective.

    Extra prizes if they are elegant (an' that covers all stylistic bases, incloodin' knock-em-dead simple).

    Biggest E to avoid is Edam.
    Signature

    Lightin' fuses is for blowin' stuff together.

    {{ DiscussionBoard.errors[11516620].message }}
  • Profile picture of the author CPAmum
    Originally Posted by pheonix44 View Post

    Out of all three of these engagement is probably the most powerful. It means you're connecting with something, resonating with it, feeling it in a way that truly makes you lose sense of time or anything else around you. You might not even notice if you're hungry or not.
    I agree with the above and for me personally -- as it relates to the WSO offers, or any other offer of a program designed to make money -- the engagement comes in two forms:

    1) The belief that the product really DOES have the potential for the purchaser to honestly earn money.


    2) The feeling we get when we're learning that system. If something makes sense during the learning process and there are no red flags (i.e., missing information that is critical to the system's success or a significant emphasis on upsells, or a guy/gal in shades and designer clothing in front of a brilliant, expensive car that doesn't really exist, parked in front of a mansion that has a "for sale" sign in the front yard, etc.) , then there can be a thrill associated with learning something that may truly be valuable.


    For moi, that's engagement.


    (I suppose that uncovering those red flags can also be engaging. It might be fun to see a discussion about that!)
    Signature

    {{ DiscussionBoard.errors[11516674].message }}
  • Profile picture of the author pramodtapu
    Its very Educating post.
    {{ DiscussionBoard.errors[11516694].message }}
  • Profile picture of the author Odahh
    i have deleted my posts .. i have no idea .. what you are trying to talk about when you are talking about engagement ..

    as the text book or definition involved with common use are based on time and date .. like holidays .. and what you do to take part in engage in the event.. or not..

    you are attempt to proclaim the importance of engagement.. while apparently having no clue what it means

    same bat time same bat channel ..

    what exatly do you mean when you are talking about engagement ..
    Signature

    "I just wanted a good job ,but i could not find a good job, So i do it myself"-Jack Ma

    {{ DiscussionBoard.errors[11516781].message }}
  • Profile picture of the author pheonix44
    I think the best way to put it would be to say connecting. I think if you stick with this then it becomes clear how to translate it no matter what example I use or what type of example you use. Didn't have to delete your posts. Those who view this thread might want the full context of what was being discussed. A real bummer. Well, thanks for ENGAGING me anyway.
    {{ DiscussionBoard.errors[11516783].message }}
    • Profile picture of the author Odahh
      Originally Posted by pheonix44 View Post

      I think the best way to put it would be to say connecting. I think if you stick with this then it becomes clear how to translate it no matter what example I use or what type of example you use. Didn't have to delete your posts. Those who view this thread might want the full context of what was being discussed. A real bummer. Well, thanks for ENGAGING me anyway.
      oh i was explaining what engagement was.. and you repeatedly said ..no that not engagement ..

      then when on to describe very engagement driven events like star wars release .. and holidays .. nd attempt to explain why that isn't about engagement .. or not about the engagement you are talking about .

      wow .. the very things you point out .. where the dang engaging qualities of those events .. so how can we talk or discuss engagement ..when you are denying what engagement is ..

      i'm still left with well what in the world are you really trying to talk about ..

      and i should not have to translate a $%#^ thing.. when we both speak English.. just use the word closest to what you are trying to talk about .. instead of re purposing a word.. to mean something else from it defined meaning..

      and not clearly explain the new definition..

      engagement based of miscomuntication.. which is what weve got here .. failure to communicate .. does not lead to good out come many a times ...

      If you are trying to claim that Engagement is very important.. but cannot clearly define what you mean by engagement.. then we have a problem..
      Signature

      "I just wanted a good job ,but i could not find a good job, So i do it myself"-Jack Ma

      {{ DiscussionBoard.errors[11516787].message }}
  • Profile picture of the author pheonix44
    I never said something wasn't anything. I just tried to provide some examples from my point of view. You're welcome to disagree. Just wish you hadn't deleted your posts.
    {{ DiscussionBoard.errors[11516788].message }}
    • Profile picture of the author Odahh
      Originally Posted by pheonix44 View Post

      I never said something wasn't anything. I just tried to provide some examples from my point of view. You're welcome to disagree. Just wish you hadn't deleted your posts.
      mystery can encourage more engagement .. this message may self destruct

      entertainment and excitment also build engagement ..skilled use and the ability to cycle customers or fans through a range of emotions..are part of the engaging qualities ..

      no there are negative ways.. which is kind of what is going on here..
      Signature

      "I just wanted a good job ,but i could not find a good job, So i do it myself"-Jack Ma

      {{ DiscussionBoard.errors[11516789].message }}
Avatar of Unregistered

Trending Topics