Find The Emotional Hook – The Key To Marketing

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And I'm John Michell. So today, The topic is finding the emotional hook in your marketing for your business. This is this is such a powerful idea. And Kelly, I know you just got a big client. We were talking about it off air amended ago. So tell me, what was the emotional hook that got the client to sign on the dotted line? In your opinion?

Well, let me just real quick speak to we just recorded an episode about influence, and seeking first to understand, and I think that's where this starts. So this this client came as a result of, or the introduction came as a result of another connection that I had. So we sat down and met and understanding really, you know, what is their pain? You know, what is? What will it mean for them to not have these key roles filled? How will it impact their ability, so listening and hearing what their goals are, their goals are to grow by three times in the next three years, they're going to triple? You know, and they've got a very strategic plan. Well, what is what does it mean, if these strategic roles aren't filled? How is that going to impact things? Who do you then have to report to and tell that you're not hitting your, you know, your what does that feel like when you're not hitting those numbers? Or when you're not? You know, and then on the on the reverse side of that, what does it feel like when you're hitting every single one of your targets from a hiring standpoint, and then how that impacts everything else. So really, it to was about getting into the head of the actual individual that was the decision maker, and really understanding where what their world was, how meaningful it was going to be to, you know, have these positions and just to have this off their plate and not have to worry about it and have the experts take care of it. And just know that this was going to be taken care of for him.

So So you had mentioned that you took them to to dinner, and that you knew after that dinner that you had them, right. Yeah. So talk about that dinner? What what what did you get into that the same stuff you're just now talking about?

Yep. I think the same stuff. Also, you know, finding some common ground. You know, I think people like to do business with people they like, you know, and begin to trust. And so I think it was just getting to know each other, getting to know the history and the story of our company, knowing then that they were going to be in the right hands, you know, that they were going to have their needs taken care of.

So what how did you explain the difference between you and other companies in your space?

Yeah, I think for us, it's, there's a few things that speak for themselves. And one is that we've had our recruiting team that we continue to build on the has been with us for, you know, almost as long as we've been in business. Right? So we've got a 10 year team of people that know what they're doing. They know the difference between, you know, a mechanical engineer for an aerospace company and a mechanical engineer for an HVAC like theirs. Right. They know their stuff. Right? And, you know, so that's number one. Number one is that number two is that our cultures are alive, we're aligned. I'm not in a position where I have to do business with anybody that we don't want to do business with. We don't do business with assholes, you know.

So like, then that's your mission statement.

It is it is our mission statement. That's know I think two it was making sure that we're in alignment, you know, with one another that their values and his values were aligned with ours and that we were going to be set up to be success. last fall. So as much as it was about him learning about us, it was about me interviewing him to determine whether they were the right fit for us, because we're not going to take an account where we're not going to be successful. It's just not. And we're not in a position where we have to work with everybody if we don't want to,

you know, maybe that was the real hook, though, is the alignment of values. You know, you get him to explain what his values are. And you explain what yours are. And there, that's why it all probably came together, don't you think?

I think so. And I think too, I've kind of have a no nonsense kind of approach. It's like, This is who we are. This is what we can do. You know, I would say exactly what I just said, we're not interested in working with assholes. So are you? Yeah.

It's beautiful. How, you know, you sort of beat around the bush.

You know, what people find the directness, refreshing, I do it with a sense of humor. So yeah, there's, you know, there's just a different energy to it. And so I think that that's, you know, that's part of it. But it is that alignment of values, and it says, I ask for exactly what I want. And I say exactly what I need from them to be successful right out of the gate. So there are very clear expectations of one another, and we can either, you know, come into alignment on those two things, or you don't, and if that's okay, we don't need to work together. But I'm so glad we had this dinner, and that we can stay in touch and maybe serve each other in other ways up the road. But that's kind of my approach to it. And so I think that, you know, that Yeah,

well, you know, I think about this relative to think it, be it and I see, here's the emotional hook with thinking be it. This is only for people that are high achievers, literally, only about 2% of the people in the world are high achievers, in my opinion. Now, I know you and I've talked about this forever. And, and therefore, I see that the emotional hook is when I when I smile he's really inquiring about Thank you be it. I will ask them. Are you a higher achiever? And you know, I'm doing that because as we've learned from called Dini, and the six principles of influence, he talks about how you have to, he calls it pre suasion. And so you have to get them thinking about whatever you're going to try and influence him on. You got to think get him, you know, pre Swated before you launch into it, so that's, that's always a good question is go. So are you a high achiever? And most people, I think, oftentimes will go, yeah, I I, I see that I am. And then Then now, here's where the emotional hook goes comes in. I go, Well, you may not realize this, but But literally, the vast majority of people are playing the game of life at 10 to 20% of their potential. Well, when you say that to a high achiever, that's a problem. That's an emotional hook. Now, if you say that to someone that's not a high achiever is not a, it's not a problem, you know, I have, I have a number of friends, that if I said, you may not realize this, you're you're playing the game of life at 10 to 20% of your potential, they go, Hey, that's fine. No problem. They may not be quite that, you know, forthcoming about it, but at the end of the day, it wouldn't be an emotional hook. But for that high achiever to discover that they're playing it, at 10, to 20%. of their, their potential, that's a huge emotional hook. And then where I go from there is I go, it's because most people have a false belief about success. They believe they control their daily actions, when in fact 95% of your daily actions are unconscious, all you control are your intentions. And, and, you know, when you sort of hit them with that, now you've got, you've got that emotional hook planted. And, you know, I just was talking to one of our clients in Iowa, before we did this, and I was so proud of him because he's, he's taken our, you know, our coaching so, so well, and He's putting his marketing plan together. And I'm, I've been coaching him on this idea that you, you've got to figure out the false belief around your product. And and that's how you need to market the business because that's not how most people market their business, they basically, those people who say, you know, we're in this business, we're great, we're better than anybody else, you need to use us. Well, that's a formula that will not work. What will work is, is articulating, you have a false belief about our business. And they'll probably go Yeah, yeah, that's what I thought. And then you explain to them why it's false. Now you're getting at that emotional hook. They're, they're interested in you for some reason. But you know, you're really getting at that emotional hook. And I think that the, the lesson from all this is that in this world of clutter, unless you figure out your emotional hook, you can never be effective at marketing. Do you think that's true?

Yeah. I mean, I 100% think that's true. And I think, you know, it's even getting more emotional than, do you feel like you're a high achiever? Yeah, I'm a high achiever. Do you know that operating 10 to 20%. It's like understanding to and you know, we've gone through this and so much of the, the different studying that we've done, and what we've applied is, high achievers. Most high achievers are beating themselves up, because they know they have more to offer. And they're not picking themselves like they are sad. Like there's something that's sabotaging them from taking that next step forward. that next step. And so most of the people I've talked to, who've gone through our program, have been clients or whatever, myself included, when you and I first met, I knew I had more to offer, and was really frustrated that I wasn't showing up the way that I needed to show up so that I can access that next level of success. Right. And I think most people have that longing, you know, that we're that we talked to that are better, higher achievers at heart, have that longing to contribute to make more of an impact? And that's a great point. But yeah, asking that question, I'm and I would lay in bed awake at night and just kicking myself going, I know, I have more gas in the tank. Why did I sit and watch? You know, two hours of Netflix when I could have been sitting and doing you know what I mean? Like that. That's how people you know, are thinking and then you turn around and say, so you people are like, Yeah, that's me. Totally, then you can turn around and say, did you know that it's not your fault? Yeah. Yeah. Did you know that? You know, your subconscious is response, like you don't control your actions, you control your intentions, and helping them understand that, you know, because that's emotional. It's not my fault. Because remember, John, when we talked, and I understood, I began to understand all of this and study and, and work with you. And it literally was a weight lifted off of my shoulders, because I felt like relief, because I'd spent so much time beating myself up. And I remember saying, I wish I'd known this, you know, 20 years ago, it would have saved me a lot of, you know, with understanding how the brain works and its impact on my life and the actions that I take and how to overcome and override that. But nobody teaches that in school. We were just talking about this. But, you know, so anyway,

well, you know, think, think back when we first met how effective it would have been, of course, you know, the context of Have we met on your podcast so so we you do that the interview of me and we get connected, but think how powerful it would have been if I was enlightened enough at that time to take this idea that you're playing at 10 to 20% of your potential, but instead of saying that to you, and saying So Kelly G ever lay in bed at night, and think there's more in the tank, that your news not playing to your potential? If I had said that in terms of a question, you would have been Oh my god. He's he is in Langley influencing me. Yeah, totally.

I would have been like, you creep, you know?

Right. Right. And so you know, that's the other thing on this idea of the emotional hook. Is I see how powerful it is that you're going to influence people by questions not not by what you tell them, but by question. In the end, the sooner you can get into questions, the better off you are just like the client, new clients, you got. You got them from questions, not telling them how great you are right?

Yeah, I mean, one of the first things that I do when I sit down in a meeting with someone, I'm just like, hey, let's just set the table here. What are you hoping to get out of this conversation today? What would you like to learn? What would you I know what I want to learn? You know, I want to make sure that when we leave today, that we've covered everything that you want to know and understand about, like, so that's the first thing. So then I'm like, they're like, No, some of you know, some people, when I asked that question are like, that, in and of itself is so different, when what what they've experienced that I've already gotten at that, you know, because it's so different than, you know, so many people's approach, but but once I have that, it may be that they don't want to know, like, they've researched our company, everything's great. So why would I waste my time? Or there's talking about stuff that doesn't matter to them? What matters to you, and getting to the heart of that right out of the gate? And it's so different than what most people do? It's why, you know, there's books about how to how to do this, and how to influence people, because it can be a total game changer in your life. And in your business. When you learn how to do this?

You know, I know you've not I've talked about this a lot, how oftentimes when you're with other people, they never ask you about you? Yeah. Wow. Wow, you know, I'm like, boy, I hope I'm not one of those people, I make it a point to you know, especially my visualization be other people focused and what a what change that is, and, and it's all about, you know, influencing people. But in the end the book, How to Win Friends and Influence People, as I was mentioning to you, before we went on the air, I'm expanding what I do with the athletes at the University of Texas, and by God, I'm going to, I'm making them read that book, we're going to read that book, we're going to go over, that even in the current class I have at the University of Texas, I teach them, you know, the power of saying a person's first name, and I then give them the assignment that for the next two days, when you're out and about, I want you to get people's first name and say, the converse, say in your conversation with them, and report back to me the effect, and they're always blown away with it, you know, and, and, and then the other idea of, of just looking at things from the other guy's point of view, and, and Kelly is just so amazing to hear what they come back and say, you know,

anybody who's listening right now, I want you to think about a person in your life that has made a tremendous impact on you, you know, and what is it that made them have that impact on you. So really think about that, more than likely, it's going to be how they made you feel. And so many times, that's in how you show up, it's in making that person feel like they're the only person in the room asking questions like some of the greatest influencers, orators, leaders, are people who, when you are with them, like best coaches, they are, like, locked into you, nothing else around them exist. They're 100% where their feet are, and locked into you from a present standpoint. So I think that if you can learn that, you know, if you can, I mean, talk about setting yourself apart from the competition, talk about that, that's just from a competitive advantage in business, and whether you own a business or whether you're a leader, or whether you're in a company, but let's just talk about the quality of your relationships, you know, and the difference that that makes. And in my visualization, that's one of my where I have trained myself for that to be one of my superpowers is to, to, for people to feel seen and heard. And that when I leave with an interaction, they feel a little bit better for whatever reason, maybe they can't even quantify it, they just feel a little bit better. And I think you do that by being present. And you do that by asking questions and being more interested than interesting. And same thing goes with Mark The same thing goes with marketing.

That's a great point. That is truly a great point. And and Kelly, you know, the way I I apply this whole concept of the emotional hook In my life is in my visualization. I, I have three thinking session one at yard two times a week thinking sessions, I figured out in detail what is the emotional hook. So then in my visualization I put with regards to think a bit that it's, it's first of all, to ask them if they're a high achiever. So I set the the plate for it, and then I, I go after the thing that that I know is a hook, which is to a high achiever not playing to their potential or having more in the tank that they're not realizing. And so, and the power of putting it in that visualization is that when I'm out in the world, then it happens automatically without thinking, and I'm clear with cluding myself in to ask questions around this as opposed to spouting, you know, 10s of things to them. So,

no, I love that. I think that that's so powerful.

So, okay, well, this has been good. Until next time, we'll see you