Other Relevant Posts in This Series
- The Power of You: Keys to Persuasion and Profits in the New Media Marketplace (Part 1)
- The Power of You: Keys to Persuasion and Profits in the New Media Marketplace (Part 2)
Interruption. Abuse. Molestation. We don’t tolerate it face-to-face and go to great lengths to avoid being labelled as an abuser. So you’d think it would be common sense to avoid the same things when marketing online. Sadly, many business owners and marketers still don’t get it. And New Media evangelists don’t help since most miss the mark with their advice too!
Forward thinking people like you already realize: the interactivity and illusional control of New Media require that your marketing methodology change.
Let’s face it, the toleration level for interruption marketing is getting lower and lower. Abuse of customers and molestation of prospects meets with retaliation by hordes of people rapidly spreading warnings across syndicated channels. As a result, the conversion rates for the top internet marketers in many cases are down as much as 40% over the last 24-months. And “list churn” (the constant loss and replacement of new prospects) due to overly-aggressive marketing has turned from being an “equally balanced loss and gain” to a carnivorous cancer that is “slowly and consistently eating away at list size.”
Just imagine. If old-school interruption marketing methods are becoming less and less effective for the “big players,” how much more of a negative impact do you think it has on the average small business owner, sales professional, or online marketer?
Look around you. Locally or nationally, inside your industry or outside your niche, it’s the same. Online and off-line you see response rates for mainstream businesses and major online marketers alike plummeting.
Delusional comas, List Pimps and waves of persuasion
If you’ve ever felt like you’re at a disadvantage to “more experienced” marketers — good news! There’s no need to worry!
The less you know about old-school marketing time-lines and the thoughtless application of persuasion triggers, the better off you are. That’s because marketing with New Media is, in many ways, the reverse of traditional marketing. It’s easier to start out fresh in a new direction than to slow your momentum and do a complete 180-degree turn.
Yet even if you are a more experienced marketer, there is not only hope — you can have an even greater advantage once you reverse your mindset.
Whether you are a New Media marketing newbie, experienced marketer, or even brand new to branding and business online — I would like to help you experience the growth and profits that can come from applying the right formula with the right mindset.
The sharp decline in the effectiveness the traditional interruption style marketing has two root causes. Two causes that, with small actions on your part, can be reversed.
Let’s take a look at both of these causes, and some New Media marketing and Tribal Seduction solutions you can use reverse both of them into advantage FOR you!
Cause #1: The Delusional Coma
When you look at the tactics of “internet marketing gurus” or online heavy hitters, anyone with common sense can see why their conversion rates are plummeting. Their mindset is to think of people as a “herd.” You’re an e-mail on a mailing list or a subset of their target market that shares similar characteristics and acts in a predictable way.
There is validity to the idea that “group think” and emotional triggers cause subconsciously automated reactions with groups. It’s true. (*Note: these psychological truths are used in New Media marketing to effectively persuade people into action. But it is done through seduction instead of coercion.)
But that does not mean that you abuse those psychological loopholes solely for your advantage. And picturing your prospects and customers as a herd of unthinking cows is not going to break you out of a delusional coma.
That mindset is downright offensive. And marketers tactics spawned by this thinking are no different than pimps who exploit the base needs of teen runaways.
Most valid persuasion triggers have been abused, overused, and perverted online into subversive tactics that are haphazardly tossed around like pixie dust. Like a soldier in battle who no longer flinches at gunfire, the average person becomes desensitized to the bombardment of manipulative methodology and is no longer responsive to the trigger.
So how do you know if you’re living in a delusional coma? And how do you break out of it?
It’s simple. If you continue to do things the way they’ve always been done, refusing to reverse course even in the face of a rapidly changing marketplace — you are in a coma!.
And note: we are talking about the ability to “reverse,” not just adapt. That’s because the aggressive battlefield-like marketplace of the 20th Century has been replaced. Today’s marketplace has an environment more like a noble court structure, where courtesans and coquettes hold the real power.
The battle for hearts and minds still rages on. Except now it requires a covert, seductive approach. Breaking free is a matter of reversing your mindset. And this my friend, is easier than you might think.
Take for example the normal “relationship building” sequence of the typical online marketer.
An old-school marketer manages to “capture” your attention and get you to subscribe to a “free” offer. Next, what follows week after week is a constant barrage of self-serving, contextually disconnected sales pitches.
Remember, with their mindset, you’re assumed to just be another “cow” in the “herd.” So if you liked free offer A, then just like all the other cows, you’ll moo for product B, C and D too.
There’s no serious effort or energy dedicated to connecting with you and building a bridge of friendship, or likability. And there’s certainly no effort to win your trust, other than tricks and triggers and the stacking of dubious “proof.”
Alternatively, as an active New Media marketer… you reverse your mindset, and not necessarily the delivery channel. Here’s what I mean.
Email is not the problem in this example. It’s just a delivery channel. Blaming email is like blaming a gun for killing someone. It’s the person pulling the trigger that’s the problem, not the tool.
The CHARM™ Formula
The point is not to stop using email, as many New Media marketing “experts” would advise. What you need to do is to time your email offer based on C.H.A.R.M.™ That is the Tribal Seduction Formula of: Captivate – Hook – Advance – Reinforce – Motivate.
In this example we’ll assume the email is to your own subscriber list. So we’ll assume that you’ve applied the formula at the first Seduction Level; converting a visitor into a friend (subscriber.)
At this 1st level of list building, you are looking to gather members of your Tribe from the open marketplace. To apply this Tribal Seduction formula you:
1. Captivate attention
2. Hook emotions
3. Advance trust
4. Radiate desire
5. Motivate action… which in this case was joining your subscriber list.
All this can be done in one single interaction at this initial level… IF, and ONLY IF you have an actual online presence (not just a plain old Web site.)
Now, let’s see how the CHARM™ formula works at the next seduction level. That is converting a friend to family (which means they become a customer or client.) People have become a subscriber, a friend, because they had a high enough level of trust to be moved to a 1st level action.
If you don’t apply the entire sequence of the Tribal Seduction Formula again at this 2nd level, you’ll be trying to Move them to action (the last step in the formula) based on the lower level of trust established in the Level 1 Seduction.
Basically, it’s cheating.
You’re cheating your Tribe, and you’re cheating yourself
You can try to move people to the next level without repeating the CHARM™ Formula, but count on your conversions being a fraction of what they could be if you applied the formula again. (Keep cheating like this over and over again and you’re smart enough to see how this approach quickly destroys even the largest of prospect lists.)
We’ll be going into the CHARM™ Formula in much more depth as time goes on, and showing how to apply it at all seduction levels.
For now, just understand that every point where you are attempting to move a person to action is a gap. Picture a deep gorge or ravine. That gap must always be bridged with trust. The trust built at the 1st Seduction Level is just a rope bridge. You can’t drive a bike or car over it yet, and you certainly can’t cross with a tractor trailer full of products.
By repeatedly applying the Tribal Seduction Formula you are nurturing relationships to turn visitors into friends, and friends into family. And all things being equal, people will always buy from friends and family. That is a an irrefutable and incontrovertible fact.
Applying the CHARM™ Formula of “Captivate – Hook – Advance – Reinforce – Motivate” doesn’t mean more work. It just requires a little different strategy applied with the right mindset. Both of these are the opposite of the way most marketers think. Repeated testing shows the Tribal Seduction Formula yields an increase of 800% to 1000% higher response than old school online marketing methods!
Wouldn’t you be willing to take a little different set of actions, to make a lot more money?
In part 2 of this article, we’ll reveal how you can win more business with Reversal #2: The waves and the weather.
John Paul Micek is a co-founder of the RPM Success Group ® Inc., the leader in software, strategies & coaching to double your profits in 12mos or less in the New Economy. QuanSite New media marketing software is one of those tools. He is author of the 1st published book on New Media marketing, the best seller Secrets Of Online Persuasion.