In a medical study I read about in Fast Company magazine, only about 12% of heart attack patients changed their lifestyle, even when they were told that if they didn’t change, they would face nearly certain death from a second heart attack.
How come only 1 in 9 of these patients changed, even when face- to-face with Mr. Grim Reaper himself?
I’ve received dozens of newsletters, by email and in the mail. And only two have been super successful with me- have me trusting them enough that I’ve spent close to $1000 with one, and over $2000 with the other. Many of the rest are interesting, but there are only a few others I’ve bought from, and I’ve spent under $100 with them all.
There is a secret ingredient that you need to include in your sales materials. If you include it, you have the opportunity to create lasting relationships with your customers. If you don’t, you are simply using marketing like a shotgun. Which is a pretty violent, and ineffective, use of your marketing efforts.
I’ll give you a hint: it’s not “needs.” All the experts in marketing tell you to market to what people need, or what people want. “Do they need money, tell ’em you’ll help them get money. They want relief from pain, tell them you’ll get them pain relief.”
Needs and wants are fine and good, and it’s true, you do have to address what people are looking for, what they are really needing, in your marketing.
But even if you name the needs of your customer perfectly, bullseye, it won’t work without the most overlooked ingredient in marketing.
The secret sauce is made with: Identity.
No matter what business you are in, if you do your job well, you help people change. Change their eating habits, their personal habits, their purchasing habits, their person habits. Don’t underestimate how big a deal it is to change habits. To change habits literally means changing your identity, to some extent. If the threat of death won’t get people to change, why do you think your marketing will have better results than the Grim Reaper?
Stop trying to threaten your prospective customers to change because of what will happen to them if they don’t get their needs met. Instead, soothe them with truly seeing them as they identify themselves, and show them how your product or service reinforces a positive identity they already have of themselves, so they don’t have to change- they can just be more of who they already are.
Keys to Outdoing the Grim Reaper
• What are the key values of your favorite customers?
One of the first things people do in business is to list their own values. Instead of that, try making a list of the key values and beliefs your customers hold. Then, when you write marketing materials or have a sales conversation, compare what you are communicating to the list. Are you validating those values, or running roughshod over them?
Example: A client who sells packaged organic oatmeal may win points by stressing how easy it is to prepare, but if they only stress how quick it is, so you can get more done in your day, they will miss the values of the customer that have to do with healthy eating, and having more energy and more relaxation.
• Is your call to action a call to identity?
A call to action is the point in your marketing when you ask someone to do something- click a link, make a call, come to your store, buy your product.
When you do ask them to do something- do you phrase the action you are asking them to take in a way that is consistent with their values?
For instance, are you exhorting someone to “come and get it,” or are you asking them to see “if it resonates with you.” Or maybe, “Stop wasting time and pick up the phone, let’s just talk it out,” or is it, “If you are curious, let’s have a short conversation, and you can tell me about your situation.”
• Trust the identity, and take risks with your own personality.
When people know you can see their values and beliefs, and respect them, there is greater trust and safety. This allows you the spaciousness to take risks to be more yourself, to bring the goofy, human, vulnerable parts of your personality out into the open. And, the combination of your authentic personality, with the strength of identity, makes it possible to create a real bond with people.
And, that real bond, combined with the high quality offer of your business, dedicated to really helping people, is what helps you to soar.
