Fishing, Farming and Fear Of Loss
Published: Fri, 01/06/12
Disclaimer at the beginning:
I am not a marketing expert.
If that's what you're looking for, RUN,
don't walk to my wife, Diane Hochman.
She's the best I've ever met.
BUT....I am a motivation expert. I know what
moves people, what
inspires fear, what inspires
hope and what helps people make changes
that last a lifetime.
that last a lifetime.
So when I'm promoting my products or services
(especially HOW TO
RECEIVE) I will pull out
some of what I learned from the world class
marketers around me.
And come to find out, there really isn't that
much of a difference between what they do
and what I do.
Marketers want you to bond to them.
They want to create an
emotional connection
between their brand and your sense of well being.
They want you to feel a sense of belonging with them.
So much so, that if they put out a crappy product
(New Coke comes to mind) you'll stick with
them anyway.
*** ***
In that sense I might be different from traditional marketers.
My product IS my brand.
There is no separation between what I do and who I am.
And if I endorse someone else's work (think
Diane Hochman again)
it's because I'm a 100% believer in it...
from personal experience.
Here's the other side of it...
Pepsi, Nike, General Motors, and any sports team you
can think of don't care about your qualifications.
They just want you as part of the pack...
as long as you have the cash to get in the door.
In that I am FISHING.
I cast a wide net...but it has more holes.
If you're not the right one, I want you
to swim through it.
Get it? I want to entice everyone.
I want to lift everyone up, show them what's possible...
Show them they CAN live a life of
adventure and abundance.
But I also know many won't have the
commitment to make it happen.
They'll complain and look to forces outside themselves.
Sometimes people who've read and listened
to me for years.
I don't want to kick them out of the maze.
I love the letters I
get from someone I inspired
that day, even if they don't stick with the
program
long term.
Even if they don't buy any of my stuff.
But I know my brand is based on RESULTS.
I'm as good as the last person who says...
"Larry, because of what you taught me, I made $8000.00"
"Because of what you taught me, I had a super
fantastic romantic week."
"Because of what you taught me, I've got business
coming in all over the place to my new center."
"Because of what you taught me, I didn't take
a path that was wrong
for me. I took one that helped
me get up in the morning excited about
going to work."
"Because of what you taught me, I'm a millionaire."
All true stuff, even though the quotes aren't exact.
That's the kind of person I want to play with.
In that sense, I am FARMING.
I want to find people who are interested in
feeling better, doing better, having RESULTS.
And I want them to invest in my products or services.
*** ***
The marketers will probably tell me I shouldn't write this
long a
letter, and not peel back everything that happens
on the inside.
And if I wanted to sell a million "somethings"
they'd be right.
And I do want to sell a million units of
...To the right people.
Because my reputation, the results
people get ARE my brand.
And here's where I take a lesson from the marketers...
I create time-sensitive offers.
The Ebook version of HOW TO RECEIVE.
Which is going to cost $47.00.
But has a Pre-Launch special of $9.97.
But only until tomorrow.
On Sunday, it's back up to $47.00.
And with a huge marketing campaign behind it,
so that lots of eyeballs see the offer.
That's FEAR OF LOSS.
Being afraid to miss out on something good,
so you act NOW.
Truth: it's also a way of bringing the right people to me.
Of giving a little extra motivation, so someone
who was sitting on the fence will jump off and
invest in themselves.
Then we collect some stories of success.
(Maybe yours!)
And let the world see what's possible.
And let them pick up HOW TO RECEIVE.
Brand equity.
FISHING...casting the nets, looking for the hungry people.
FARMING...raising people up, turning seekers into finders.
FEAR OF LOSS...opening up a door, and inviting them
to walk through before it closes.
That's my kind of marketing.
Jump in with me.
Your Pal,
Larry
It will not be spoken of again after Sunday.
Under ten bucks for a book that can help you
get robust, romantic and rich.
For a bunch of people, it already has!
CLICK HERE for HOW TO RECEIVE,
the pre-launch special.