DIY AT HOME - Marketing Motivators - How the Marketing Mind Works - Part 1$$$

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The marketing mind is a fascinating one, and I don't just mean the one of the marketer, but the one of your prospects and customers. There are many intricacies that seem complex at first, but are actually quite simple when you just take a look at your own motivations.

Let's go over some basic principles that even the experts ignore, or don't teach their own students. These basic principles aren't taught because the instructors understand it intuitively and don't know how to communicate it, or they do it and don't realize they are doing it, or they just want the upper hand by keeping you in the dark. The non-expert or beginning student usually has no idea of these principles and how they relate to marketing.

I'll break down some of our marketing "triggers" - those catalysts that cause us to view others as leaders, what separates followers from leaders and what exactly a leader does that creates this separation.

I'll make it simple, then flesh out. Here are four basic principles you need to understand, and these apply to nearly everyone:

1) People tend to believe what they read on the internet if the subject is of interest to them, even if they aren't familiar with the author or source.

2) Most people are in "learning/acquiring mode" rather than "active leader" mode.

3) Whereas most people are accumulating knowledge when they're interested in a subject, a leader is interested in accumulating more PEOPLE and resources.

4) Leaders give of their time, knowledge and expertise in a consistent manner. This not only establishes authority, but creates attraction AND... a sense of indebtedness to the leader.

Now, let's flesh out each numbered point. I will flesh out number 1 below and the rest of the other 3 in subsequent blog posts.

1) People tend to believe what they read, especially when the subject interests them.

Call it innocence, an eagerness to learn or naivety, it's true. It unfortunately has a lot more speed and power when the message is negative or fear-based. This is why propaganda and mainstream news media can be such an effective tool. Face it - fear and blood sells. The maxim is "If it bleeds, it leads". I know those kinds of stories have worked on me personally in the past.

One of the benefits of studying good copy is you get to see how you've been persuaded by words. Pretty soon, you start seeing right through the charades newspapers, media and some websites feed you. You can learn a TON from mainstream media. They are experts at getting your attention, keeping it and influencing you in the direction they wish.

In any case - who really knows the real reason why people tend to believe what they read without regard or thought as to the source of the message. I believe there are many reasons, but one of the pivotal ones would be because people want to put their trust in something or someone who can help them. They want to know there is an answer out there to their problems and will even surrender their reasoning ability to a degree if they believe it will alleviate their pain or satisfy greed.

It can also arise from a need to feel like you fit in. Social belonging is a staple of basic human conditioning that guides us all of our lives. When you read something online, there is a part of you saying "I want to be informed. I want to know things so I can survive in this world, so people accept me, so I know what to do."

Even if there is a percentage of people out there who don't believe what you have written, they want to - and that is the key. They WANT to trust you. That's human nature and where copywriting (persuasion) comes into play.

So realize that people believe, or want to believe, that you are a credible source and that what you are saying is true for them. If it doesn't ring true to your target audience, you aren't doing your job as a master of demonstrating authority in their world.

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