Marketing is Behavior Modification
Marketing is Behavior Modification
Sometimes, people don't change their behavior because of the perceived ease of doing business the way they currently do it. Think of the last time you moved, and all the businesses you used to go to. You don't patronize them anymore because they are now too "hard" to get to.
This may sound simplistic, but you need to make it easy for people to change their current behavior. And not just easy but simple, too. If the change you desire is not easy, people won't do it or they will at least resist.
Think of how many people try to lose weight. If they took a simple approach- walked a little more, and ate a little less -they might have more success. Those are simple, easy things for most people.
Most of what it takes to get people to try new things, and make changes happens between the ears, and it's not logical. Most decisions are made on a very emotional level. So, as you think of marketing as a tool you can use to change behaviors, remember that most of what you are working with is emotion.
When you market, use an emotional approach that touches your prospects in some way. For most people, the idea of a better return doesn't have a huge emotional attachment.
Also, in very turbulent times like these it's even harder to get people to make changes. They often resist any change because they fear that what they're moving toward could end up being worse than what they already have. This leads to stagnation.
You have a couple of choices. You either make your marketing more emotional or you take a very soft approach. Taking the more emotional approach can be very rewarding. The challenge is that it can also deepen the paralysis.
The softer approach is more of a long-term strategy - when your prospects' fears diminish, they probably will think of you in a positive way and be predisposed to your solutions.
The easiest way to make a change is to do it a little bit at a time. The Grand Canyon was formed over thousands of years, a little bit at a time.
Start with a behavior that's easy to change. For example, it could be a behavior that has very little resistance. Asking people to write a check has a high level of resistance. But asking them to attend a FREE seminar has much less resistance.
It takes a high level of repetition over a long period to create new behaviors. It's often said that it takes 21 days to form a new habit, and three times that if you want it to become a life-long habit. What will you do to get your prospects to see a new behavior that is better for them? That new behavior is working with you!
As always, have fun with marketing!
Martin R. Baird, author of "The 7 Deadly Sins of Advisor Marketing" is president of AdvisorMarketing.com , the premier Internet-based source for free marketing advice, tools, and information for self-driven, success oriented, financial advisors who demand information that helps them market their practice. Reach him at 480-991-6421
Marketing is Behavior Modification - To learn more about this author, visit Donald F. Pooley's Website.
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You want prospects to stop going to competitors and start coming to you for help and guidance. That requires behavior modification, and that's achieved through marketing.
Sometimes, people don't change their behavior because of the perceived ease of doing business the way they currently do it. Think of the last time you moved, and all the businesses you used to go to. You don't patronize them anymore because they are now too "hard" to get to.
This may sound simplistic, but you need to make it easy for people to change their current behavior. And not just easy but simple, too. If the change you desire is not easy, people won't do it or they will at least resist.
Think of how many people try to lose weight. If they took a simple approach- walked a little more, and ate a little less -they might have more success. Those are simple, easy things for most people.
Most of what it takes to get people to try new things, and make changes happens between the ears, and it's not logical. Most decisions are made on a very emotional level. So, as you think of marketing as a tool you can use to change behaviors, remember that most of what you are working with is emotion.
When you market, use an emotional approach that touches your prospects in some way. For most people, the idea of a better return doesn't have a huge emotional attachment.
Also, in very turbulent times like these it's even harder to get people to make changes. They often resist any change because they fear that what they're moving toward could end up being worse than what they already have. This leads to stagnation.
You have a couple of choices. You either make your marketing more emotional or you take a very soft approach. Taking the more emotional approach can be very rewarding. The challenge is that it can also deepen the paralysis.
The softer approach is more of a long-term strategy - when your prospects' fears diminish, they probably will think of you in a positive way and be predisposed to your solutions.
The easiest way to make a change is to do it a little bit at a time. The Grand Canyon was formed over thousands of years, a little bit at a time.
Start with a behavior that's easy to change. For example, it could be a behavior that has very little resistance. Asking people to write a check has a high level of resistance. But asking them to attend a FREE seminar has much less resistance.
It takes a high level of repetition over a long period to create new behaviors. It's often said that it takes 21 days to form a new habit, and three times that if you want it to become a life-long habit. What will you do to get your prospects to see a new behavior that is better for them? That new behavior is working with you!
As always, have fun with marketing!
Martin R. Baird, author of "The 7 Deadly Sins of Advisor Marketing" is president of AdvisorMarketing.com , the premier Internet-based source for free marketing advice, tools, and information for self-driven, success oriented, financial advisors who demand information that helps them market their practice. Reach him at 480-991-6421
Marketing is Behavior Modification - To learn more about this author, visit Donald F. Pooley's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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