In Part 1 of this look at what customers want,  I made the case that they want to buy a future set of feelings.  To prove my point, I sent the willing reader to a grocery store to uncover for themselves how everyday products have deeper underlying meanings with emotional attachments.  The logical mind does not want to believe in the emotional reality of our purchasing habits because admitting so triggers feelings of vulnerability and ego responses.

In this Part 2, we answer a “how” question. If customers only want a future set of feelings when they are buying things, how can we figure out what those desired feelings are?

What do customers want to feel?

Principle 1:  You must know yourself

We all have subconscious and unconscious beliefs, habits, fears, and dreams.  They drive most of our thinking and behavior.  As marketers, we see, hear, interpret, analyze, and assess through the lens of this “stuff” that is bubbling constantly under our mental surface.

Want to become excellent at figuring out what customers really want?

Get yourself out of the way.

In other words, by becoming conscious of the engine that is under your own mental hood, you quickly clear the lens of how you see and understand other people.

Is this something you can do in one day or one week?  No.  Self-inquiry is a process that you start and never end – it takes a lifetime.  That said, the fact that you choose to initiate a self-inquiry process instantly puts you into a mental position that you want to see and understand the world they way it is, not the way you think it is.  If you are successful at making self-inquiry a daily habit, you actually reap the benefits in the first day and the very first week.

And as times goes by, you become more and more astute with your observations and understandings of human motivations and behavior.

Principle 2:  You can’t ask people what they want to feel

Another survey a company wants me to complete. Uggghh…

Surveys don’t work if you are trying to get at what customers really want.  Nor does simply asking customers in any form.  Oh, asking customers their opinions is good for uncovering some feelings after they have interacted with your product or service.  A survey can give you a sense of customer satisfaction. But asking customers cannot actually uncover their true purchase motivations.

Why? Because customers don’t know what they want.  I mean this literally: They don’t know the real reasons they want something.   By “know” I mean be able to clearly and in detail articulate the emotional underpinnings to their desires.

They think they know why and will defend their position vehemently if you were to press them or challenge them. But they generally can’t and won’t be able to give you the underlying reasons – the real reasons.

To give you the real reasons would be worse for them than stripping physically naked in front of you: It would be stripping emotionally naked in front of you. Most people are afraid to be physically naked in private and look at themselves in a mirror.  How many people are strong enough to strip emotionally naked to you, a stranger, when stripping emotionally naked to themselves would be one of the most terrifying things they could do as a human being?

A ridiculous example to make my point:

Researcher:  “So, what are the emotional reasons you want to buy the new iPhone?”

Customer:  “I want an iPhone because I am afraid of being left behind. If I don’t get a new iPhone, my friends will think I am loser and no-one will like me anymore. Girls will think I am poor and I will end up lonely and worse: I won’t be part of the “normal” people at school.  I fear this will lead to me becoming irrelevant and lost in social and work settings, leading to a life living without money or hope for the future. Belonging is extremely important to me, and if I don’t belong to what Apple and the iPhone represent, I will engage in negative habits and behaviors such as addictions, anger, sadness, and ultimately, self-destruction – I will die on the street as a beggar.”

While this is silly example, can you see that almost no-one in this world would allow themselves to uncover true feelings to themselves, much less openly to someone doing marketing research?

Principle 3:  You must uncover true customer desires

So, if you can’t ask customers why they really want to buy something, how do you find out?

You have to uncover the deeper truths – the emotions customers desire to feel.

To uncover the truth, you need to use a lot more of yourself than just your logical, rational brain.  You need to use a whole host of aspects, skills, and abilities in yourself, including emotional intelligence and some that are innate – they can’t be “learned”, but they can be developed.

Here is a summary PowerPoint slide I use in my MBA marketing course:

Uncovering the truth is a messy business.

It means observing and engaging with your customers and allowing yourself to see deeply into their lives, gaining insights from their lifestyle behaviors, purchasing habits, and thinking.

It takes time, effort, strength of will, and allowing your own vulnerabilities to be exposed.

It means creating a connection to your customer so they will open up to you.

Would you like to see a master at work, someone who isn’t afraid to delve into his own emotions as he figures out what people really want?

Mad Men:  Don Draper and the Kodak Slide Carousel:

How do I build the skills and abilities to be like Don Draper?

The best marketers, as exemplified by Don Draper in Mad Men, must learn and develop more of themselves than simply their intellect.

Want to become like Don Draper?  Start learning and developing the following:

1.  About yourself (as noted earlier)

2.  Emotional intelligence – how other people feel, and why.

3.  The ability to feel emotions in yourself without pushing them down or getting overwhelmed.

4.  The personal strength to interact openly with others so as to engage much more of yourself with them.

These are life skills, really.  And perhaps engaging in life is the best way, if not the only way,  to learn these.

An exercise

As in Part 1, here is an exercise that can get you started on the path to expanding your skills and abilities in uncovering the truth about what people and customers really want.

1. Go to a coffee shop by yourself. Starbucks is a good one to begin with.

2.  Order your drink and get a seat where you can observe the lineup and at the same time be near other people who are sitting and drinking and chatting.

3.  Shut off your cell phone, shut off your laptop, remove your earphones, put down anything you are holding, and sit comfortably with your hands on your lap.

4.  Feeling a bit naked and uncomfortable?  Good!  You are used to being with friends, holding something, and being “plugged in” to your electronics.  Now you are alone, with no safety blanket and unplugged. You are a bit naked, no?  Sit with this feeling for 5 minutes or so.  What happens?  Are people looking at you, pointing their fingers and whispering to each other?

No, of course not.

As you come to realize that you are OK just sitting there, you will also begin to notice that your discomfort levels rise and fall, depending on what thoughts flow through your mind.  You may also notice that your mind tries to escape by going into stories, fantasies, or memories.  Gently return your attention to the coffee shop when this happens.

5.  Do a conscious observation:  Watch how people enter the coffee shop and line up to buy their drinks.  Watch how they stand in line, chat with each other, and how they interact with staff when it is their turn to order.

How do they behave? Where do they look? Do they seem comfortable or nervous? What patterns do you start to see emerging?

6.  Do another conscious exercise:  Listen to a conversation that is taking place near you.  Of course you cannot watch the people as this would be socially unacceptable (staring), but you can listen in. Or can you? Do you feel uncomfortable doing this? Why?

As you listen, sit with any feelings that arise in you. Are they your feelings being triggered by what you hear, or are you simply picking up the feelings of the people who are conversing, just as you pick up the heat of the sun when it shines on your skin?

As you listen to the conversation, can you observe your mind picking up interesting patterns and insights?  Can you hear your mind comparing what you are hearing to your own experience of life?

After 20-30 minutes of holding yourself separate from your habits and simply observing, you may find yourself getting mentally tired, emotionally upset , and even stressed.  Or you may find yourself in a new and exciting state of being, similar to a meditative state.  There is no right or wrong here of what you experience.  Be gentle with yourself if you do find this hard.  It takes practice to be by yourself and feel safe, strong, and open to hearing and experiencing the realities around you.

Question: How many times in the 20-30 minutes did you pick up your drink?  Was it a habitual movement, a nervous reaction, or simply a desire for a drink?  Be honest with yourself!

At the end of this exercise, walk out of the coffee shop and observe any feelings you have as you walk out. Relief? Exhilaration? Or feeling nothing?

Walk off the experience to clear your mind and emotions and reflect on what you learned.

Congratulations! You have practiced several skills and abilities that the best marketers have!

Are you ready and willing to do it again in another coffee shop?

I am an entrepreneur.

When I was 7 or 8 years old I was running my own gambling game and market stall at my public school.  With glass marbles, dozens of us would offer games of skill and chance. If you could hit the tiny ball bearing with a marble, you would get a larger ball bearing or a crystal boulder (a large marble). Sometimes you would amass a bag full of “misses” when people tried to hit your tiny ball bearing.  And there was a clear ranking as to the value of all sizes of marbles, boulders, and ball bearings, one that changed regularly, depending on supply and demand. Besides the games, there was a brisk market for trading various types of balls based on these values.  Ten marbles might get you a crystal boulder, for example. Or on a good day, you might negotiate a better deal, only to trade it for a higher value deal the next day.  Then there were bullies who tried to steal your collection.  The school yard was pretty well policed by teachers, but without overt permission for this marketplace to take place, the market was basically unregulated.  When the inevitable day came when the games and market were shut down by the powers-that-be, there was a true sense of loss for many of us.  But then we moved on to trading hockey cards. One entrepreneurial addiction to another…and just 8 years old.

Living in a town where alcohol was the preferred choice of entertainment, I would ride my bike up and down miles of roads looking for empty beer cans and bottles in ditches.  What a great gig for a 10 year old! As soon as the snow had melted in the spring it was bonanza time:  A whole winter of drinking and driving throwaways were mine for the taking. That is, if Lou, the retired Hawaiian guy who lived across the street, didn’t get them first.  He was a real competitor:  Arising at 5 am, Lou would head to the backstreets of the industrial area of town where guys in cars would drink themselves silly, throw away the cans and bottles, and then drive on.  I had a secret weapon, however:  Lou would walk his dog. I would ride my bike.  So I had vast areas to scout for my glass and tin loot that he couldn’t get to.  But he was a clever guy: He knew that Saturday and Sunday mornings were the best days, after workers got paid their weekly wages on Friday.  I listened to his proudly announced techniques and learned.  I loved to learn how to do things smarter and better.

When I was a bit older my brother and I would cut lawns in the summer, rake leaves in the fall, and shovel snow off people’s driveways in the winter. Newspaper routes were, of course, also thrown in there for good measure during those years.

As a teenager I tried buying and selling comic books, which was a real money pit. I learned that the commercial trader bought comics at a pittance for what they sold them to me for. And of course when I tried to sell my collection, I was offered only this pittance. Once rid of that business, I instead learned about the horse racing and horse trading business (literally) from another neighbour. Another summer I worked in his greenhouse business, seeing what an amazing cash cow bedding flowers were. As the teenage years rolled on, I wandered through a handful of businesses, learning how the world worked:  Window frames, house painting, furniture manufacturing, building supplies, a department store. Of course, the teenage years meant wanting to socialize with girls, so I often held down 2 or 3 jobs and businesses at the same time. From Burger King to babysitting. I did it all. Money and having an excuse to hang around girls. Perfect.

My adult years meant a dozen more businesses: From importing water filters with my college friend Reiaz to buying bicycles from police auctions, tuning them up, and reselling them at a tidy profit in the spring.  Online businesses, consulting businesses, writing,  training, buying and renovating properties, selling door lites, distributing infra-red heating panels, keynote speaking, … and the list goes on.  All great learning experiences and deepening of my understanding of how the world works.

From 40 years of business successes and failures come 10 principles I base my new business ventures on:

1.  Is there any money in it?

Want to help others?  Volunteer.  I do, and it feels great to give from the heart.

Want to make money?  Always be sure to leave your “do gooding” feelings at home.  Is there little chance for significant revenues and profits in the short or long run?  Immediately and firmly shut down any attention to that idea.  Only start businesses where you can clearly make a good profit with reasonable effort.

And context is important here:  What is the scale of profit you want to make?  Doubling your money on a $50 sale sounds wonderful. But you can’t live on the profits from a $50 sale if you only make one sale a month.  Is this a “fun” business or a “pay the bills” business?  Being clear on the context of this business opportunity helps to put into perspective your expectations and how those expectations compare to the scale of profitability of the business.

2.  Are there enough possible customers who would want your product or service?

No guessing here.  Yes, you can prove there are enough customers or no, you can’t.  Yes?  Take the next step. No?  Stop that business idea immediately.

3.  Can they actually pay for it? And will they?

“Never try to sell something to someone who can’t afford what you are offering.” This is a paradox, because often in life those in most need can’t afford to pay to have that need met.  Even more subtly, many people who can afford what you have to offer say they can’t afford it and want it for free. Then they turn around and spend 10 times the amount of money on some luxury they want.  So clearly, there must also be a strong desire for what you have to offer –  a desire that is not a nicety, but a “here is my cash: give it to me now” kind of desire.

4.  Can you get them to buy your product or service?

Most of my business failures resulted from me not having the confidence, tenacity, acumen, and willpower to promote my products and services properly.  I always felt that a great product – one that offered excellent value – would sell itself.  True, if you have something unique and differentiated. Or something that people know well and want more of:  A Subway franchise, for example.  But false if you are just a “me too” business. Another standard offering. Then you have to work hard at promotion.

Marketing has been the most complicated and stressful part of all my efforts.  And I know it is for many others.

But now, I have a simple and clear question to guide me: “Can I simply and easily get people to buy what I am selling?”  Yes? Proceed. No?  Shut down that idea right away.  I will not engage in a “me-too” business, unless I can offer significant differentiation or access to a customer group that makes marketing clear and simple.

5.  Understand and offer what your customers want to buy, not what you want to sell.

You want to sell lawn cutting services.  Your customers don’t want their neighbours thinking bad thoughts about them because of an unkempt lawn.

Two completely different products.  Your view is irrelevant.  Theirs is always right.  Learn how the world works:  You are almost never selling a functional product or service. You are always meeting emotional needs.  Learn to speak to customers in a way that means something to them, not you.

So, I ask:  “What emotional needs am I offering to meet? Will customers pay lots of money to get those emotional needs met? Can I correctly and fully meet those emotional needs so that I can get lots of money in return?”

6.  Deliver excellent value, above and beyond what your customers expect.

Giving them everything you can think of?  Then find a way to give them more.

7.   Fire your worst customers right away.

I hated the guy who demanded his driveway be shoveled right away after it snowed, and then got his expensive car stuck trying to push his way through the snow piles, because he couldn’t wait for us to finish our shoveling work.   Instead he had us push him out. And when we were done shoveling, he told us to come back another day for payment because he didn’t have any cash.

Never, never do business with bad customers.  Fire them immediately or better still, simply say “no” to selling them your product or service in the first place.

8.  Pareto Principle your efforts

80% of your sales and profits will come from 20% of your customers.  Give those 20% of your customers your best attention and service.

80% of your work will come from 20% of your customers who make you no profit and give you all the grief.  Find out who those 20% are and get rid of them.

9. Buy low and sell high.

If you can’t buy low and sell high right away, don’t start the business.  Low profit margins never get better. They just get lower as costs go up.

And the key here is real margins: Not 10%, 20% or even 30%.  Never touch a startup business idea without a 50%, 100% or even 200% profit margin.  This is not greed, it is simply logical:  No real profits and you don’t have a real business. You have a charity. Great, if you are rich. Not great if need money to live on.

10.  Start right away and stop right away.

Start up your business at minimal cost and right away while you have hungry customers.  Even if you don’t have it all planned and organized perfectly yet.  Just do it.

And shut down your business right away when the customers don’t need you any more.  The moment your sales look like they are going to drop significantly due to factors beyond your control, shut down that business right away.

I learned this early in my career  I pushed for the sale of our first house only 6 months after we bought it and I had done a bunch of renos on it by myself.  My wife and all our extended family were shocked at the idea of selling and discouraged the sale.  To them, it was a home, something that you didn’t treat as a saleable asset.   To me, it was a freshly renovated asset in a market that had just peaked. Further, the cash from the sale of the asset was needed for our Masters degrees, something my wife and I had both just started working on full-time.

One month after we sold, the market plummeted, eventually dropping the value our house 25%.

Business decisions will often be unpopular.  But if you know when to start a business and when to stop it, hold firm and make the decisions, despite naysayers. Even if you are occasionally wrong, you establish a pattern of thinking, listening to intuition, and trusting yourself.  This is a confidence that is very, very valuable to you in the long run.

11.  Fall, get back up, and do something differently.

A bonus principle:  Expect to fail.  And then learn why you failed.  The only real failure is to not learn why you failed. If you do learn, then it is not a real failure, but rather a great learning experience.

And when you do fall down, get up right away and do something differently.

Entrepreneurs are not those who get their businesses right the first time. They are the ones who make 10 mistakes, learn all they can, and then succeed spectacularly the 11th time they try.

~~~~~~

A week after I wrote this blog post another question came to mind:  “Where did I make the most money from all these ventures?”

Buying houses, renovating them, and reselling them.  Hands down the biggest payoff in absolute profit terms.

In relative terms, for the capital and effort involved?  Selling myself:  Teaching in Dubai on contract was the most spectacular payoff, in cash, personal growth, and the lifestyle “wow” factor.

The most satisfying?  Collecting bottles and cans as a kid.  Every one you find, pick up, and return feels like a gift.  Is there anything more satisfying in business than feeling grateful when you make money?

~~~~~~

Photo credit:  Marbles, Flickr User: “Rebecca Barray”. Creative Commons Licensed, accessed February 21, 2014.

I am writing this Manifesto #4 while my class of MBA students are writing their International Marketing case exam.   As the exam started this morning, I listened for the type of questions they asked. Inevitably, I got the usual process questions and the disorientation questions, such as “what is this product [in the case] and what is it used for?”  (natural for a mix of international students as many come from very different cultures than North America).

However, a few questions indicated to me that some pretty significant investigation and analysis was happening, even as the exam started. And as I watched student behavior when they examined the physical samples of the product that were on display, I noted how some students looked for deeper cultural significance..

Over the last decade of teaching business students, I have come to listen more to my students’ questions than to their answers for evidence of their learning and progress.

For myself as a marketer, teacher, business person, and parent, I have also come to understand that the quality of my own questions indicates where I am in understanding something and getting at truth.  If I ask the wrong questions I get lost.  If I ask the right questions I get interesting answers that lead me to interesting truths.

This insight led me to my next Marketing Manifesto Principle…

A Marketing Manifesto

10 principles and practices of great marketing:

#4: It’s all about asking the right questions.

The ability to ask the right questions at the right time is infinitely more powerful in marketing than thinking you have the right answers.

When I was doing my own MBA, I remember one student, who after a particular class, left our group and walked over the loading dock of our building to chat with the crew of a commercial delivery truck. “So, how much do you guys make per hour?” he asked them. “How is business?” and “what’s the economy like?” were two other questions he asked. We all laughed at our fellow student, thinking at that time that he was just pretending to be a Big Business Man or something. I mean, what can you learn from delivery guys? The REAL learning was in the classroom, after all.  “We are MBA students, destined to run the free capitalist world!” (groan)

But he wasn’t pretending, nor was he wasting his time when he should have been focusing on classroom learning. In fact, he was a lot smarter than the rest of us.

After all, who would better know the state of the economy than those people who deliver the goods in it?  Who better to know the state of the economy before it is publicly announced in the media than those actually directly involved moving it? And how better to know the state of the economy than by hearing how much commercial shippers are making per hour – those who are invaluable to the economy?

No, he wasn’t playing the fool. I was, by believing that what I put into my head was more important than the questions I asked.

He knew the right questions to ask, the right people to ask, and the right time to ask them.  I didn’t.

How do you learn to ask the right questions?

I could write a book full of professional and personal stories about how I asked the right questions, the wrong questions, or no questions at all, when I should have asked some. But this is not the time and place. I think you get the idea:  Marketing is not about data, information, or your wisdom or someone else’s wisdom. It’s about asking the right questions.

So how do you learn to ask the right questions?

(Good question!)

Some practices to get you started in asking the right questions

1. Stop filling your head with information. In fact, you might consider consciously emptying your head of information.  Stop reading the newspaper, get rid of the big screen TV, sign-off of the torrent of e-newsletters, and donate your already read books to the local thrift store. Seriously. You cannot make space for new questions, and their answers, until you empty your head of what you already know.

2. And if you are really seeking truth, you have to go further and create awareness space, too. Admit to yourself that your already acquired information, knowledge, beliefs, and learned behaviors are history and of little use to you if you want to understand the “now”. Try meditation, running, yoga, or any other technique that works for you to bring your awareness into the present moment, free and clear of…your own thoughts about the past and the future. Being present in the moment is a habit that you must practice to get good at.  And it is a habit that is essential to being ready to ask the right questions at the right time.

3. Break habits every day.  Eat with the opposite hand you normally use. Walk home from work a different way as many times as you can.  Go to a new place you have never been to at least once a week. Walk slowly rather than your usual fast gait. Bring into your conscious awareness your own habits and purposefully break them – every single day.  Feel the discomfort of doing so and the immediate liberation of your mind from the usual stream of thoughts about the past and planning for the future. Live on the edge of awareness rather than in a fog of mental noise. Breaking habits is about asking questions…good questions about yourself – which allows you to start to asking good questions about other things.

4. Be ready to be a little afraid, a little lonely, and a little sad.  Sorry to tell you this:  Asking really good questions will likely result in other people getting emotionally triggered by the nature of your questions (truth hurts). Your questioning mind will isolate you somewhat as you come out of the mainstream mindset, and will disillusion you to much of what you thought was “true”. All this can make you feel a bit sad and lonely at first.

5. Be ready to be a bit brave, a bit free, and a bit excited.   NOT sorry to tell you this:  Truth is empowering! Asking really good questions is the gaining of power that will help you feel more confident and brave, free from your old fears and doubts, and quite excited about what you are learning and how you are living.  Getting good at asking the right questions at the right time will change who you are into someone quite…well, “strong”, I guess.

(another little secret side benefit: Seeking and offering truth has an incredible affect on your relationships. Get ready for fewer but deeper friendships, more loving connections, and intoxicating passions like you never thought possible.  Incredible people are going to come into your experience when your focus is on seeking and offering truth…ENJOY!)

6. Start learning from the right people.  Try Tim Ferriss, author of the eye-opening book The Four-Hour Workweek.  This book and Tim’s practices will reshape how you ask questions. He is pretty extreme in his views, but his modus operandi is not.

Check out TED talks for any number of fascinating, insightful, and inspiring people who “walk the walk” of asking the right questions (ted.com).  Find a person who really inspires you? Go to one of their workshops or talks for real and learn from them in-person. And make an appointment with your local hypnotherapist, Buddhist monk, sports psychologist, or “20th Dan” Karate black belt. They all know how to clear their minds, stay present in the moment, and ask the right questions.You can learn a lot from them.

Oh, did I forget to tell you to get rid of the TV? In case I didn’t:  Get rid of your TV.  You can’t learn to ask the right questions by watching people in commercials and sitcoms on TV. You have to practice it, for real in the real world, with real, live people, who can help you learn the skills you need to get good at the practice.

So where does this get you?

Another skill that you need to get really good at marketing.

What happens later?

If you gain some good negotiating and diplomacy skills on top of your ability to ask really good questions, you will be ready for your own marketing and advertising consultancy.

Why a consulting practice? Where does this angle come from?  Why won’t I simply be able to get a great job as a marketer in a big company?

Sorry:  You will be way too smart and way too threatening, to be hired by any normal organization. You would scare the hell out of their staff with the power of your questions and the uncomfortable answers that result!

Most people are not ready for truth.

(Are you?)

I really love eating out at restaurants, tasting the wonderful richness of a Pad Thai dish, the mouth-wateringly subtle mix of flavors in a Japanese Yam Tempura Roll, or the oh-so-addictive Singapore Cashew Curry noodle box.

I am truly a Foodie.

But when I start to think about why I choose to go out for a noodle box on a particular day, I find that I am not really going out to buy a noodle box, even if I am addicted to the Singapore Cashew Curry. No, when I dig down and be truthful with myself, it is for another, quite surprising reason that I choose a noodle box. It is because I can trust that it will be just what I remembered it was last time. I choose a Singapore Cashew Curry noodle box as my lunch because I need to take care of myself and I can trust it to consistently please me.  My choice is not the kind of food I want for taste reasons, but how I want to feel that day – in this example I need to nurture myself.

And I didn’t even think about this until now. 2 years of Singapore Cashew Curry noodle boxes. Not one thought about the real why in all that time.

Which leads to my Marketing Manifesto Principle #3:

A Marketing Manifesto

10 principles and practices of great marketing:

#3: People don’t really know why they are buying what they are buying.

Most purchases are determined by completely hidden subconscious reasons.

People think they are making a particular purchase for conscious, logical reasons.  Not so. These reasons can often be quite illogical to the rational mind, and they are almost always different than the conscious reasons.

As a marketer, figuring out the subconscious factors is absolutely necessary if you are to accurately and consistently deliver what the customer really wants – even if the customer, themself, doesn’t know what they want on a conscious level.

Unfortunately, figuring out these subconscious factors is a challenge because regular surveys, focus groups, and even direct feedback can give you what the customer consciously thinks are the reasons they are buying the product – but most often not the real, underlying reasons.

And pushing to get a the underlying reasons is not usually a good idea:  People don’t like talking about things at a deeper level – doing so generates all kinds of uncomfortable emotions.

Oh, and the subconscious reasons can all be grouped under two headings: Fear and Love.   (surprise, surprise!)

Fear:

We are programmed in our first 7 years of life with a comprehensive set of rules, beliefs, instructions, and lessons. These 7 years form the foundation for everything else that happens in the rest of your life.

The problem?

Being an adult right now in history requires programming that is different than that which you gained in the first 7 years. But you are still playing by those childhood rules, largely without even knowing what they are!

And much or most of that programming is based on fear.  “Touch that stove and you will get burned!!”

Love:

That same subconscious childhood programming makes people buy things for reasons of deep love.  For example, many people absolutely love a barbecue.  Just the smell of cooking meat on a grill brings a happy smile, excitement, and even a warm feeling of love. Why? because as children, these people had some of their fondest family events centered around a barbecue. For them, a barbecue represents family love, not food.

“OK, so how can we figure out the real reasons people choose to purchase what they purchase?”

I thought you would never ask.

This is my most favorite part! Now we get to do what I consider REAL marketing: Unraveling the mysteries of the human mind and spirit.

(“Oh, boy, oh boy, oh boy!!”)

To start, you have to have develop in yourself a few attitudes and skills. Like never being satisfied with anything that doesn’t feel like absolute truth. And never settling for a simple, logical, unemotional reason. And nurturing the determination of the world’s best detective. And practicing the listening skills of the most sensitive deer in the forest. And fostering the observation skills of the finest eagle, circling a thousand feet up but able to see the tiniest movement of a mouse on the ground. And cultivating a fearless openness to learning things you didn’t know before that challenge your beliefs and values.

Yes all these, and you have to be really hungry for truth.

Then you will figure out why you yourself really buy things.

And from there you will begin to see why other people really buy things.

The world will never be the same for you.

Some tools

Using your newly developed attitudes and skills, the tools fall into your experience easily and quickly.  You observe behavior that doesn’t match with words and you immediately try to figure out the source of the behavior (words come from the conscious mind, subtle behavior from the subconscious). You pick up books you would never have read before and suddenly they have clues and insights of use. You begin to ask new questions that dig deeper and farther than you could have imagined.

For you are learning that marketing is a practice, not a set of knowledge. It is an arcane and intuitive mix of left and right brain thinking.

And you gain new marketing heros, like Clotaire Rapaille, author of ” The Culture Code – An ingenious way to understand why people around the world live and buy as they do. “.  Clotaire has the directness and audacity only a Frenchman could have to dig subconscious truth out of people by literally hypnotizing them to do it.

Or behaviorist’s old friend Abraham Maslow, for his so very simple by so very useful “Hierarchy of Needs” model. Sometimes “pooh-poohed” by academics, this model continues to deliver truth, even if those who consider it don’t like what the model implies for them personally.

Or education’s Neil Postman, for his bravery in challenging what the subconscious really learns in those formative young years in school, in his book “Teaching as a Subversive Activity“. Seldom has such a heretic dared challenge the pious sanctity of the school system in a manner that delivers hugely uncomfortable truths…and breathtaking clarity.

Welcome out of the Matrix

Want to be a great marketer? Get yourself out of the Matrix – find out what is really going on under the conscious surface of human behavior.

Uncomfortable the journey will be at times, but also very exciting as the insights and truths about “where it all comes from” begin to pour into your experience…

I can’t resist looking for truth. Call it the Bottom Level, the Foundation, or the Root of Things. Whatever you like.

Getting to truth is not an act of mind, but one of feeling.  It is intuition, and it feels so very real. You know when you are in truth. You are not sure of it in your mind perhaps, you can’t prove it with a calculator, nor can you get anyone else to experience it exactly as you do.

But you know it.

In marketing, there can be many levels of truth and many versions of truth.

When considering emotions in marketing (Principle #1), however, I believe the truth is pretty clear – there are only two emotions.

Which leads to my Marketing Manifesto Principle #2:

A Marketing Manifesto

10 principles and practices of great marketing:

#2: There are only two emotions to work with in marketing:
Fear and Love.

People buy things because they want to feel safe from Fear and connected to Love.

People switch back and forth between these two states of emotion continually throughout their day and, when making purchasing decisions, are really reacting from fear or love.

Give me an example…

This is a great principle because it can help you dig down to a person’s core beliefs and philosophies of life that impact on purchasing behavior. The hard part with this principle is that a purchase can be rooted in fear or love, or a combination of both.

Example:  A mother sends her son, who is studying in college, a “care” package. This care package contains some new t-shirts, a book of funny comics, some of her son’s favorite chocolates, and a box of condoms.

Was this an act of fear or an act of love? Or both?

From a marketing perspective, when the mother purchased the different items for the care package, she could have different reasons for doing so – rooted in either fear or love:

• T-shirts:  “I feel ashamed when my son wears old t-shirts. He says they are comfortable, but I think they show that I am a bad mother, not caring for my son. I am buying these new ones so that I won’t be afraid of what other people think of my son and of my parenting of him.”Or:  “I know that my son doesn’t have a lot of money right now as he is studying in college. I thought he might enjoy some new t-shirts, ones with some funny sayings on them, to brighten his day.”
• Book of comics:  “The messages in this comic book are ones I don’t want my son to forget. I think sometimes he is lazy and I fear that he won’t take care of his obligations. This comic book is all about the funny things that happen to people when they are lazy. Maybe he will get the message.”Or:  “This is an absolutely hilarious book of comics. I think my son will get a laugh out of it too – I hope he enjoys it as a break from all his hard work in studying.”

• 

  Chocolates: “I want my son to remember to call me. Chocolates will show I love him and he will remember to call me because I am afraid my son will forget me and I will be alone for the rest of my life.”

  Or: “I saw the box of chocolates in the store and a deep sense of love came over me as I remembered that they are his favorite kind. I bought them knowing he would enjoy them.”

• Box of condoms:  “I know that in college students experiment with all kinds of things, including sex. I am afraid he will get someone pregnant and then will have to quit college to make money. Or he will catch a disease. I am buying this box to protect him from what I am afraid will happen to him.”Or:  “I loved the freedom I gained in college. I bought these condoms as a small message to him to not always study, but to expand his learning to include all the loving, joyful experiences he can have in these great years of his life.Or:  Both reasons could be true…

…which is where it gets tricky. Often there are more than one reason for purchasing decisions.  Some based in fear, some in love.

So what?

Understanding the one or more emotionally rooted reason for purchasing decisions can be the foundation for all marketing activities for a product or brand.

Toyota, for example, is known in North America as the “safest” vehicle from a “not breaking down” quality perspective. Understanding that they are dealing with the emotion of “fear of breaking down at night on a winter highway 100km from the nearest civilization”, particularly to older purchasers, is key to understanding that they must deliver this sense of “safety from fear” to this group. The Toyota Corolla, for example, is marketed perfectly in this way, through advertising and the product design itself, being one of the most boring vehicles ever produced, and one of the most reliable:

“I don’t want a flashy vehicle. I just want to be sure it gets me where I am going. I no long care about fancy stuff. I just don’t want to break down.”

Toyota is not only dealing with the “fear of breaking down” emotion. There are dozens of important fears and loves they are dealing with in different target markets and intermingled as well.  The Toyota Prius, for example, could be purchased for a fear reason – “I bought a Prius so people won’t think badly of me for driving instead of taking public transit”, or a love reason – “I love going on long driving trips that take me to places in America I can never see without a vehicle.  The Prius allows me to do so in a way that I can afford, because it has such great fuel economy.”

Why only Fear and Love in marketing to emotions?

1. Because all other emotions are really rooted in one of these two.

2. Because by staying focused on the root of things – the truth of the emotions you are working with – you won’t get lost in your marketing:  You will make and market goods and services that consistently deliver the emotions of Fear or Love.

Oops. I think I should have said “safety from Fear” and Love.

Hmmm….maybe not.

The Power of Marketing:

Careful here: You have a lot of power in marketing. How do you want to use it? For Fear or Love? What is your truth?