Psychological Markeitng

“Why Following Your Passion In Business Is All Wrong”

Back in the year 2001 I was looking for a business that I could start that would give me some freedom. I had been working 10-12 hour days for well over six months straight and only having one day off. The money was good, but it felt like my body was gonna break down and like I really need a break for a while.

So a friend of mine who knew how I was feeling suggested that I talk to his uncle who had started his own business because he wanted something different then the standard 9-5.

I listened to my friend and decided I would pick his uncle’s brain for a few ideas to see if indeed starting a business would be a good match for me.

We met up one saturday morning and while having some lunch I asked him about what advice he would give me if I wanted to start my own business.

His reply was, “Follow your passion, turn your passion into a business”

I listened to him as I sat and ate the rest of my sandwhich and finished off my drink. I left the meeting feeling pretty good about the decision I was soon about to make.

So did his advice help me?

In all actuality, the advice to follow your passion and turn your passion into a business is at best half right and can never be totally correct.

That advice is missing a very crucial part which it took me years to find out exactly what that part was.

What is the missing part to the idea that you should follow your passion in business?

This was the part it took me years to figure out and can save you a ton of time if you pay attention to what I’m about to share with you.

The missing part to following your passion comes in two parts.

1. How can your passion be turned into a business model

2. Convergence: It’s the space between what you are passionate about and what other people care about and are willing to spend money on.

Without those to items being addressed, then pursuing a business based on passion alone is the quickest way to go into debt and joining the line of other people who are miserable.

Should you pursue a business based on your passion?

I’ll answer that with this.

Every passion is not meant to be turned into a business. That’s just the way it is. However, if your passion happens to be one of those passions that might be able to be turned into a business model, and it matches up with what other people care about and are willing to pay for… then…more power to you. Go for it.

To sum things up here.

Don’t be fooled by the tainted advice of turning your passion into a business without first considering the two major items I’ve mentioned here. It needs to be able to be converted into a working business model and it needs to match up with other peoples wants they they think are important enough that they will pay money for them.


“Why I Love This Commercial From Sears…and The Major Marketing Secret It Reveals!”

Before I give you today’s marketing lesson, you’ll first need to watch the video all the way through.

It’s only 30 seconds, but it will be worth it in the  end when you find out the marketing secret that I will reveal to you.

I’ll wait……

Alrighty, if you actually watched the video all the way through then you will have seen a perfect example of what I like to call the language of believability.

Let me explain.

In the commercial, when you first start watching it, the appearance of the video looks and feels like it’s a movie trailer.

Like it’s some type of romantic comedy or something. And because of that, you begin to believe that it is just that.

You don’t fully recognize the characters, but it still follows the rules of movie trailers.

You feel like you want to know more about what this movie will be about. It even has the voice over that adds more believability.

Then at the end, when the guy hits the fridge, only then do you realize it’s a commercial and not a movie trailer.

So why does this commercial work?

It piggybacks on the hundreds and hundreds of times that you’ve seen a movie trailer. They have a certain look to them. Quick shots of scenes. A narrator. The flash of the movie maker (like mgm studios)

In your mind, you’ve made a category that says movie trailer when you see all of the things I just mentioned combined together in one commercial.

If you like watching movie trailers then you’re more likely to watch the commercial all the way through.

Then at the end, they let you know it’s sears. Ding!

That’s a smart marketing move.

Here’s why.

Because you believe it’s a movie trailer, you watch it all the way to the end. Then when sears pops up their name, you’re more likely to remember them because of your minds ability to remember beginnings and endings. In this case sears is using the ending as a way to get you to remember them.

If sears had flashed their name up front, your mind would have immediately recognized it as a commercial and turned away.

So how can you use this powerful marketing tactic?

To use this tactic, you’ll need to look at some already accepted beliefs and practices that people don’t have an issue with. In the sears example, it’s the belief in movie trailers being non-threatening.

You have to borrow believability from all of the places in our society where it is stored up.

For example.

Newspaper editorials, breaking news, express letters, etc.

By using societies stored up beliefs, you can borrow believability for your product or service.

Let’s sum things up here.

You just learned about the language of believability and how you can use that language to introduce your product to the masses. You can use this language by looking at the believability that society has stored up and then proceeding to use that in your marketing.

“Are You Taking Advantage of This Psychological Principle?”

I recently did a simple experiment.

I wanted to see the power of inducing ownership inside of a sale and the effects it would have on the outcome.

In the experiment there were two identical leather coats that only had one small difference.

One was powder blue and the other one was orange.

There were two potential customers who I had already pre-sold  all of the benefits of owning the coat to.

What happened next?

With one of the ladies I only showed them the coat. They were able to see it up close but not take the coat out of it’s wrapping.

They could ask questions, make their own assumptions…but not fully try the coat on.

As it turned out, after doing this…the lady left without the coat.

Would the same hold true for the other coat?

In the second selling situation I followed the same idea. I let them see the coat, make their own assumptions…but only this time I added one little step.

I took the coat out of the wrapping and let them try it on. Then I placed them in front of a mirror and let them see themselves from multiple angles wearing the coat.

Immediately after doing this, the customer pulled out her cash and purchased the coat right on the spot.

What made the difference between the two sales?

Psychologically, the difference can be boiled down to one thing.

By giving the customer the coat to try on and letting her see herself from multiple angles, I was actually inducing ownership.

You can use this powerful form for selling your products or services.

It’s the same idea you’ll see behind all of the offers where manufacturers are willing to ship you an item for free of for a small shipping fee so that you can try it out for however many days.

What they are doing is inducing psychological ownership.

So how does psychological ownership work?

To put it simply, psychological ownership works by getting your potential customer to touch the product that you are selling.

To physically put the hands around it. To hold it. To use it. To visualize themselves owning it.

You see our minds have a small little quirk to it.

Once you give someone ownership, and take it back…they will fight tooth and nail to keep it.

So by putting your product into the hands of your potential customers, you are in a sense inducing psychological ownership of that product.

They will find ways to mentally convince themselves on the reasons why they should own what your selling.

How can you use this knowledge for your business?

If it isn’t obvious by now, then I’ll just give you the hint.

Find ways to lower the barrier for your product.

How can you get your product into the hands of your potential customer so that you can induce the psychological ownership principle?

When you answer that question, you will see a much happier customer as well as a jump in your sales.

Have you ever wondered about the many different ways that you can use psychological ownership for your business? Are you struggling to see your sales increase on a regular basis? Join the entrepreneurial community for answers to these questions.

“How To Attract The Customers You Want”

Have you ever had a nightmare customer?

You know who they are..

They don’t pay you on time..

They hassle you every step of the way..

They drain you of all of your energy.

Well guess what?

I use to have clients like that.

It sucked..

But then it suddenly stopped.

I stopped getting the nightmare clients.

In fact the clients became increasingly nicer and much more co-operative.

My work finally became fun, and dare I say enjoyable.

After some deep digging  I found out why

Interestingly enough as it turned out it was my testimonials.

For you to better understand this…imagine that your website is like a mirror.

When I had the “right” testimonials, and the right tone to the testimonials, as well as the right “structure”, I started to get great clients.

And so will you.

So how do you create the right tone and the right structure?

Can something as simple as a testimonial make such a huge difference in your cash flow? And is it possible that by getting this testimonial you can get a sneak peak into and insight into why customers buy and their rationale for why they choose you?

If you’ve ever struggled with consistently getting good clients, or detailed testimonials for that matter…then you’ll find this knowledge to be a bit more than just common knowledge. In fact it can be used as a strategy.

Leave me a message below stating that you want this content to be created inside of my community website. When I get 15 people who want it, then it will be released.