I want to share with you, my clients, some fantastic marketing tips from Andy Wibbels’ presentation Friday night at day 3 of the Social Media Telesummit hosted by Leesa Barnes. The hour presentation was titled:
Time, Money, Sex (and Salvation): How to Turbo Charge Your Blog Posts, Podcasts and Sales Copy for Maximum Traffic & Greater Impact with Andy Wibbels
(On a side note, Andy Wibbels is a very entertaining speaker, so if you ever have a change to listen to him – to a podcast, or to attend a teleseminar that he is participating in – I encourage you to do so.)
Andy Wibbels has a background in theater, and because of this he sees the world from a narrative perspective. He sees the act of shopping as a giant screen play, and has spent years studying the characters involved and analyzing what motivates them.
Wibbels started by saying that we tend to focus on “why should people buy from me” from the perspective of ourselves – because they like me, because I’m credible, because of my reputation. That may be true, but in order to successfully market, he says that we need to understand the underlying motivation behind their purchases – we need to see into the DNA of their psyche. Shoppers won’t buy from us only because they like us, they will buy from us because something in their emotional psyche is urging them to buy our product, and that that underlying urge is wrapped up in self preservation.
Andy Wibbels pointed out that we buy things (and he is not talking about essentials, like eggs and milk and toilet paper, he is talking about the extras) – we buy based on emotions and then justify it.
Andy asks us to look at the stories around us, and at how things come out in a narrative structure. In every a story, movie, play or poem, he points out that characters act when their self preservation is threatened. “Every movie, play, story or product is about the end of the world. ”
According to Wibbels, you can translate that to the marketing world. If we have a perceived threat to the trajectory of our lives or our livelihood, if we, as consumers, feel threatened, then we act – AND to do so we must see the product or the service that we a compelled to buy as the savior, the grail, the salvation. The product must be perceived as the life raft.
To better illustrate his philosophy, Andy Wibbels had us draw a Venn diagram.
Andy specifies that these are the main reasons why we buy things beyond our daily needs – (not toilet paper, oatmeal, cat litter).
We want to save time – to use our time more wisely. Everybody is so busy, no one has time to do anything.
How does your product or service help people use their time more wisely? Does it free up time for them to do what they would rather do?
Everybody is broke.
How can your product, service, ebook, teleseminar, phone call, magazine help people make money, make more money, or have them use their money more wisely
Wibbels points out that our advertising is “soaked in sex, wreathed in sensuality and bathed in lust”. He said that (and I paraphrase some of this) “Sex is one of the main reasons why we buy things … not talking about getting on – rather how does your product or service make people more attractive so that they can have more sex? How does it help people have more sex, better sex, more partners, better performance, more offers for sex. The idea not just of sex as ‘get it on’, ‘get it together’, but performance and yourself as an attractive person”…
“to a business this translates to: search engine ranking, brand, visibility, how your business is perceived – your means, your products, – the best description of social software is software that gets you laid.”
Andy Wibbels’s VENN diagram maps out an easy way to talk about your products and services. This is a quick way to cook down what you do, and put your job description to 3 points.
- How do your products/services save time
- How do your products/services save money
- How do your products/services increase sex appeal, the attractiveness of your brand and visibility
According to Wibbels, people are driven by emotional needs which are tied to our self preservation – “our need to spread our genes and our means.” You can answer their emotional reaction, justifying this NEED to buy with data: (your products saves time, money and increase a business’s sex appeal).
At the center of Wibbels diagram is control.
“Who wants to be out of control?”, he asks, ” Nobody! We all want control … every theme in every movie, song or play is about control”.
Ask yourself, how do your products and services help people take that control.
YOUR MARKETING SCRIPT
We must write our marketing material as if we were writing a screen play, (or a one act skit). We have analyzed why our hero is in pain and in need of help. We have scripted how our products and services can save the day!
In writing this marketing script, Wibbels advises us to make sure we illustrate tangible benefits of the product or service that we are selling. We need to be direct and exacting, to point out specific benefits that people (our hero) can latch on to. Do not talk generalities, he says, we are talking about the pain/discomfort that people are experiencing in their lives, and how our services can help.
Wibbels has an addition to his diagram. Off to the side, there is another reason why people do things – a dotted line not connected to the main circles. And that reason is salvation – some people do do what they do for salvation, divinity, to connect with a divine inside themselves…
Salvation, he said, is less about control and more about connection.
TO SUM IT UP
That is why we buy: time, money, sex, control, salvation