The Secrets of Successful Business Part Eight: The Magic Mirror of Marketing
If you’ve been following along each part of this course so far, you will have learned a number of almost magical things:
1. You now know that there are five basic mechanisms at work in any good business, attracting potential customers, compelling those potential customers forward, sticking prospects to your business, involving and engaging them by asking them to make moral choices, until they are captivated completely by your main message and driven forward to the conclusion.
2. You’ve learned about a set of incredibly distinct and amazingly universal archetypes, a sequence of prompts which propel prospects forward time after time, and a little about 'attention commanders' embedded in your business which tell customers what to expect and what they are doing there.
3. You’ve learned where you can go wrong, namely by not having a customer template or having one that is weak, then failing to magnify basic needs, not using testimonies from happy customers, neglecting to use a comparative image of failure, and then, once you have a customer, not giving enough assistance so that the customer fails to use your product or service well enough. You can also lag behind where you should be by not having a narrative which moves things along in the background.
But there are a lot of specifics there, aren’t there? We’re going to put them all together later, in a simple programme that you will be able to easily apply in your own business, whatever your product or service might be. However, before we do that, let’s take a step back and see if we can simplify what is going
The more astute amongst you will have noticed a pattern.
First of all, with any business, no matter what it does, you should be seeking to bring the customer and the product or service together, almost as one, in as close as possible to a perfect unity that you can get. Thus people hungry for pizza should get ideal pizzas which totally satisfy their appetites, and they should get them swiftly and reasonably priced; people wanting to buy cars should get the vehicle of their dreams for an affordable price, delivered promptly; people looking for the perfect holiday should be given the time of their lives, all within their budget. That’s what business is all about: bringing about a unity between the customer and the product with maximum efficiency.
Customers who have purchased from you and are going through the process of acquiring whatever it is they have bought - perhaps they are waiting for delivery, or learning from a course, or reading a book, or eating a pizza - are approaching that unity. They have paid, and are now having their needs filled in one way or another.
Prospects who have yet to buy should be getting closer to buying because they somehow perceive that unity is there, waiting for them, if they just click the Checkout button or open their wallets.
And prospects who are still in orbit around their needs, who haven’t yet made contact with you, should suddenly, through your marketing, get a glimpse of their exact need reflected back at them, with the hint of a possibility of unity in the remote distance, but growing.
Examine for a moment what happens to you - what exactly occurs when you make the transition from prospect to customer yourself. Let’s say you are browsing the net, casually scrolling through your Facebook news feed, and an image catches your eye: something that strikes a chord with you. Perhaps you have been thinking about refurbishing your kitchen and a dream kitchen ad appears in the feed.
At that exact instant, what happens? Your hidden need, about which you were not consciously thinking at that moment, is suddenly activated. If there had been no image, or perhaps another picture of a cat, this need would have stayed dormant - but the image was there, and