Lust - we want to create this passion or lust. One of the first ways that we can do this is to
tap into what our customer is passionate about. Define what those things are that
create a feeling of excitement and emotion and warmth within our customer. Link : hotel that got dog check in counter. This create an instant feeling of closeness, make the barriers dropped, the connection has begun and you start a relationship. Stand out or don’t bother. The point is not to attract as many people as you can because people who are apathetic about your brand is actually hurting your brand. You can either be the most fascinating or they have to have the biggest budget. So, you either have to be the most fascinating, the most provocative, willing to
generate conversations, to create talk value, to create buzz and all those
wonderful yummy, delicious things that come out of social media success or you
have to increase the size of your budget in order to have bigger reach and
frequency and awareness and all those traditional ways of marketing.
- Mystique - is about not knowing the answer. If I give a puzzle, your brain is not going to focus on the puzzle that already exist but those that aren’t there. In marketing, we tend to oversell, overstep, overstate. let’s talk about the Information-Gap Theory from George Loewenstein and why people like to fill those puzzles. So, mystique is proven. It’s built into our psychology. When
people see one plus x is equal to two, they’re going to automatically say x is one.
They’re going to want to fill that gap because it’s based on this information-gap
theory. But let’s talk about the specific example – and that is Jägermeister.
Everybody was ordering the drink, raising the sales of Jägermeister 40%,
yet when you go back and you study the people who order the drink and drive it
up to being one of the top spirit brands in the world, very few of those people
actually like the taste. And so I wanted to understand this. How can the drink be
so successful if nobody actually likes it? And that goes against everything that we
think of. Why would you read a blog that you hate? Why would you follow
somebody whose views you don’t agree with? And what I found was the reason
why people order Jägermeister is not because they like the taste, it’s because they
love the brand and they love the experience.
And, in fact, the more somebody dislikes the taste of Jägermeister the more
they’re apt to order it because it almost becomes a bonding experience. Maybe
you’ve had this experience where it’s late at night, you’re with your friends,
somebody says, “Woo!” A shot of Jägermeister, and everybody kind of has to
swallow hard, but then the shot glasses show up and together you do it. It’s like
the Iditarod of Drinking. You ever have that experience? So, people were doing it for the experience, and they were wondering. But I think you also had a little mystique where people
didn’t know what was in Jägermeister, right?
Alarm - you know that feeling that you have been unconcerned about a
deadline or a project or maybe taxes are due and it hasn’t elicited any emotion.
You’ve had a very hard time focusing and suddenly you realize the deadline is
imminent and your time is ticking down. And suddenly you snap into focus and
your brain immediately becomes completely consumed with meeting the
deadline.
This is the alarm trigger. It’s one of the most powerful and most primal of all the
triggers because you can steer somebody’s behavior to do things that they don’t
necessarily want to do, such as lose weight, by giving them the negative
consequences, such as heart disease or not looking good in a bathing suit. The
alarm trigger is the one that makes us pay taxes because we don’t want to go to
prison. It’s the trigger that makes us wake up early when we’d rather sleep late
because we don’t want to have our boss glare at us. It’s also the one we use with
our kids when we say: “You have to eat your dinner or you’re not going to get
dessert.”
You can do this on a website – if you say, “I’m giving away this
product, but it’s only going to be available for free for 24 hours.” And, of course,
you’ll see that the downloads spike because people don’t want to miss the
deadline. Even though, rationally, they may not otherwise download it if there
weren’t a deadline. Get people uncomfortable with what happens if they miss out.
- Prestige - Morton’s salt can charge 187 times as much simply because it has gained reputation. Using this same example, that if somebody has an emotional connection to prestige
towards a product or utility, that they’ll pay more money for it. This bring up again Ramit Sethi had mentioned that he’s
able to charge 100 times what his competitors charge for products and consulting
or whatnot mainly because his content really is prestigious. He doesn’t use the
word prestigious, but he really builds up the fact that his content works and he’s
able to charge that 100x because of how prestigious his content is. So that’s like a
good real life example of someone who is using prestige as a consultant. In short, find one way to exceed expectation.
Power - There’s a restaurant in LA named Sushi Nosawa. When you
walk into Sushi Nosawa, it’s not a beautiful restaurant, it’s not even really a clean
restaurant. They focus only on the sushi. And when you sit down to the sushi bar
the sushi chef has 100% control. The chef is the absolute authority. You’re not
allowed to look at a menu. You’re not allowed to order a bowl of rice and you’re
definitely not allowed to order a California roll. It’s not for beginners. And in this
sushi bar, the chef has complete dominance. You simply turn to him and say, “I’m
ready to begin,” and he begins serving sushi. If you ask for a fork, you’re shown
the door. His coat simply says, “trust me.” The sushi chef is able to charge more money and have more loyal customers, not because he gives
coddling service and it’s not because they have beautiful lush surroundings, it’s
because the quality of the food pays off. His expertise. But it’s also the treatment
that people love having a leader, and at a certain level people enjoy a sense of
dominance. They like to relinquish the control and have somebody else tell them
exactly what to do. Experiments, over and over, have shown that we want to have leaders. anybody, you shouldn’t take a black and white stance on
something that you don’t believe in wholeheartedly. Nut we all have certain
beliefs that we can really stand on. You know that you could get on a rant about
that, you could get in front of a little flip cam, shoot a video of yourself for 30
seconds talking about why customer service has deteriorated and how you believe
it needs to come back. Post that on YouTube. It doesn’t have to be something like
you’re taking a stance on a political issue. It doesn’t even have to be something
that your competitors are talking about. It just has to be something that you can
be totally confident in.
Vice - People just love doing things they’re not supposed to do. It’s human nature. If I see a red button that says don’t press it, I’m pressing it 3 times. The vice trigger is the
reason why you do things that you’re not necessarily supposed to do. It’s the
reason why you love surprise. It’s the reason why your brain is fixated on things
that feel new and novel and innovative. It’s because our brains don’t want things
to always be the exact same way. Rebellion is great for small businesses because it allows us to compete more aggressively with smaller budgets. If you want to compete against a competitor who has a bigger marketing budget, you have to use innovation on some level.
And that’s the vice trigger.
- Trust - opposite from vice. It’s about predictability. It’s what creates loyalty through stability,
reliability, dependability. It’s that comfortable feeling of knowing exactly what’s
going to come next. So, the power of the trust trigger is that it has built patterns in our brains. It has built patterns of expectation. So, small businesses can use trust by finding ways
that they can establish patterns and not break those patterns ever because
surprise shatters trust. One way that we can do this – have a message that’s
fascinating. Have a message that’s surprises, that makes people laugh or
provokes, but always make your deliverables boring. Do what you say when you
say you’re going to do it. If you say you’re going to post on Monday morning,
always post on Monday morning. If you say you have a 30-day guarantee, make
sure that there aren’t loopholes in that.
if you want to succeed at anything, all you have to do is do what
you say you’re going to do. And maybe do a little bit more. And you’re going to
find out that people are going to be really, really appreciative of the fact that
you’re going to do what you say you’re going to do in the time that you do it. And
if you give them a little bit extra, they’re going to feel indebted to you and feel
really satisfied with your service. And you kind of talk about that more as the
trust trigger
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