Latest / Ambitious Podcast / EP. 38: Unlocking the Power of Marketing Psychology: The Six Mental Triggers

Transcript

EP. 38: Unlocking the Power of Marketing Psychology: The Six Mental Triggers · Ambitious Podcast

0:08
Hello, hello and welcome back to Ambitious.
0:11
All right, so today we are going to be nerding out on marketing
0:14
and a little like prefaced going into today.
0:18
I am not somebody before coming into business who knew anything
0:22
about marketing. And so if you are someone who
0:24
also doesn't know anything about marketing or you feel like it
0:26
just feels like it's like foreign concept to you.
0:29
It feels like a different language, which in some aspects
0:32
it definitely it definitely is. It definitely feels like that
0:35
marketing is like really truly like its own mastery.
0:38
It literally is things obviously that people have a degree for
0:41
it's its own degree, like it really is its own aspect of
0:44
mastery. And so something that I want to
0:48
1st acknowledge is if you don't know a lot about marketing, the
0:52
exciting part about it is if you nerd out on it and actually
0:55
desire to learn it, it is something that is something you
1:00
can develop as a learning, as a knowledge, as a skill actually
1:04
pretty easily in my opinion. Marketing, thankfully, is a
1:08
matter of yes, there's an aspect of it which is the creative,
1:12
which is really getting an understanding of.
1:14
Like when you see, for example, someone's real that they make or
1:18
a video they create or like a image that they do like, there
1:20
is a creative aspect to it. So if you're not as creatively
1:23
inclined, it can feel a little bit more resistant to come up
1:26
with those ideas and concepts. So that is a muscle that you
1:29
have to flex. But the thing that I think is
1:32
the exciting part about it is marketing is actually quite
1:35
heavily rooted in frameworks, structures, certain rinse and
1:40
repeat strategies, and also, which is the part we're gonna be
1:42
getting into today. It's actually very much rooted
1:45
in psychology of like, why people do what they do and how
1:48
to, you know, get people to take action in the timeline we want.
1:53
And like, when we push this button that people do this
1:56
thing. And so the exciting part about
1:58
marketing is for me, and again, like, this might be like just my
2:01
nerdy brain on this. I actually feel like I
2:03
understand things that were always in my life or things that
2:08
I would always see. And I see promotions at
2:11
Starbucks and I see like a a sign at Costco when I go to get
2:15
groceries. And I can actually see the
2:16
marketing intention around it now.
2:18
And so it's been actually really empowering as well because when
2:21
you start to learn marketing, you understand what quote UN
2:24
quote tactics are being used against you.
2:28
And it also helps you understand what tactics businesses are
2:31
using that are causing people to take action.
2:34
The root of marketing and the basis of what we're going to
2:36
dive into today is really the basis of the psychology of why
2:39
we do what we do and how our audiences and us how we respond
2:44
to things through marketing strategy.
2:46
And so today we're going to be going over what I call the
2:49
mental triggers of marketing, which is basically going over
2:52
the top six buttons that are internally based in the way that
2:57
we're wired as individuals, as a society, Like the ways that we
3:01
from a psychology based perspective are wired and why we
3:06
do what we do and why we respond to things in the way in which we
3:10
do. And so when I learned this, the
3:12
thing I want to preface is marketing is a very fine line
3:17
between the understanding of these principles in the
3:20
psychology. But if you put it into on the
3:22
other side, the hands of the wrong person, this is where
3:26
marketing gets really manipulative and can really
3:29
become a place that doesn't feel fun and doesn't feel supportive
3:32
and doesn't feel ethical, frankly, or moral.
3:35
And so because we're going to be talking about Psychology Today
3:39
and how that ties into marketing, I also want to really
3:43
set the frame of like your intention in the way in which
3:46
you use these. And most importantly, the values
3:49
that are the underbelly of the work that you do with.
3:52
This is probably one of the most important pieces of it because
3:57
you can have person A and person B who know the strategies we're
4:00
going to go over today. And if person A is an ethical
4:03
business owner who really does care about their clients, care
4:07
about their audience, like they're very, very focused on
4:10
running an ethical, you know, heart centered, frankly based
4:13
business. The way in which they're going
4:15
to execute these strategies and to be able to put these into
4:18
place are going to be very different than the other
4:20
individual who knows the impact of these and what these cause
4:24
humans or individuals to do. And most importantly, the person
4:27
who knows how it could be used for their own gain.
4:31
And so there's a very fine line because to make sure that when
4:33
we're going to go through these, remember that this is
4:35
psychology, This is literally the understanding of the human
4:38
brain and understanding of, you know, how humans are wired in
4:41
the behavior that they have. So we want to respect these
4:44
principles. We want to respect the the
4:47
essence of where they come from. And we also want to respect the
4:49
way in which we use them in our businesses.
4:52
And so for the basis of today, we're going to go over the top 6
4:55
mental triggers of marketing, which the way I want you to
4:57
define this in your mind is the understanding of the psychology
5:00
of why our audiences do what they do and how we can better
5:03
understand that to help ourselves in our marketing and
5:06
really figure out where we might be missing the mark.
5:09
So I'm going to go over the Super high level of them.
5:11
So number one, we're going to be going over reciprocity #2 is
5:15
commitment, 3 is social proof, 4 is liking, 5 is authority, and 6
5:21
is what you definitely know from the online world and business
5:23
world, which is scarcity. So we're going to go through 1
5:26
by 1. And I'm going to kind of break
5:27
them down for you and also give you some examples of what these
5:31
look like in, you know, day-to-day life.
5:34
So you're not just seeing them as well in the marketing
5:36
perspective, but also what do these actually mean for us in
5:40
our lives day-to-day? So the first one we're going to
5:43
go into is reciprocity. And reciprocity, its basic
5:46
essence is when you offer something to somebody, you
5:52
create this aspect of indebtedness.
5:55
And so really it's what makes somebody then in turn feel that
5:59
they owe you and want to reciprocate.
6:02
So again, basis of this being reciprocity, the aspect of the
6:05
desire to reciprocate. So when we give, for example,
6:09
small favors to people, it in turn means that we also have
6:14
them desiring to give back to us or to reciprocate with a equal,
6:18
if not larger favor to quote UN quote make up for it or to pay
6:22
back for it. And so the example basically
6:25
being when you think about when people say, you know, go and
6:29
serve your audience and go and support people.
6:31
One of the things that I will say has been the basis of a lot
6:37
of my marketing success actually is reciprocity because I go from
6:41
the lens even with this podcast, like I'm an open book.
6:44
If you have a topic you want me to talk about, shoot me a DM.
6:47
If you have a question you want me to answer, you can literally
6:49
submit it through our website for our Q&A episodes.
6:51
Like everything that I have in marketing through Instagram, I
6:56
do lives of free coaching. I'm actually in the middle right
6:59
now of what we called our scale sessions, which is really where
7:01
I'm literally doing free coaching, which this week was
7:03
like 3 hours and it's like 200 bucks kind of thing for the
7:08
month. And these are all different
7:11
aspects of reciprocity. And that's because the essence
7:15
of the being when you give significantly and you really do
7:20
so in a way that is truly giving, I'm not talking about it
7:23
giving with an agenda. Like, you know, when you listen
7:26
to this episode and you listen to past episodes, like I am not
7:29
withholding information. I'm like, hey, and this is how
7:31
you're going to execute it. And this is what you're going to
7:33
do. And this is what you're going to
7:34
consider. Like, I, I want this to be a
7:36
manual for you, right? Like I want this to be something
7:38
you can come back to every week and get Nuggets and go.
7:41
But the marketing intention around all these things that I
7:43
do is really me flexing the muscle of reciprocity, which is
7:47
me taking the basis of when I give.
7:51
I know that if I give, give, give to my audience, I am
7:55
creating a dynamic in which someone wants to give back.
7:59
So for example, if you're listening to this podcast, if
8:02
you're on my live hutsy coachings, if you're, you know,
8:05
in my DMS and I'm coaching you on, hey, here's what I would
8:08
give you as advice when I'm doing that, obviously I want to
8:12
serve your face offs. Like that's something that I
8:14
always enjoy doing and that's not going to change.
8:17
But there's also this aspect for me of like my quote UN quote
8:20
selling or my quote UN quote marketing is really from using
8:26
the pillar of reciprocity, which is what I know when I give the
8:30
natural psychology of most people and the way in which
8:32
we're wired is when someone gives to us, we feel this
8:35
indebtedness that we want to give back.
8:36
So then when you're experiencing a problem in your business or
8:40
you're, you know, you, you face a resistance with your marketing
8:43
or your sales, you feel like you're ready to scale to the
8:45
next level. That can be a moment where you
8:47
go, you know what, I have been listening to Kate's podcast, you
8:50
know, hopefully you'll be saying this in a couple years.
8:52
I've been listening to Kate's podcast for three years and I've
8:55
been, you know, I've been going to her lives and she's coached
8:58
me on this, this, this. Like, I'm going to reach out to
9:00
her and see what it's like to work with her because there's
9:03
this aspect of recognition of what has been provided.
9:07
And it's not for everybody in the sense of the fact that it's
9:10
not just because I've coached someone or just because you've
9:12
listened to an episode that that's going to be you.
9:14
But the point is, the basis of reciprocity comes from the
9:18
belief that when we give, we know that human beings are
9:21
naturally wired to give back. And so reciprocity basically
9:25
comes from the aspect of reciprocation.
9:27
When we give, there's a natural inclination from our audience
9:31
and the people who listen and consume us to reciprocate to us.
9:34
So that's when people say, like, you know, oh, like, don't give
9:37
away your best stuff. I'm like, no, give away
9:40
everything. Give away literally everything
9:43
because your lens of giving is directly connected to what you
9:49
get. And so like for me, any time I
9:51
want to get more, I give more. Like that's really genuinely one
9:54
of the strategies that we use in our business.
9:57
And so think about it, for example, an example or analogy I
10:00
give to people is like, you show up to a party or you show up to
10:03
something and your friend says, Hey, I, I got you a gift.
10:06
Like I got this for you. I thought of this thing and I
10:08
got it for you. And you didn't get them
10:11
something. You're like, Oh my God, like
10:13
they got me a gift. They gave this thing to me and I
10:15
don't have anything in return. I feel like I need to bring
10:17
something, right? Or when your friend hosts a
10:19
party at their house and they are like, hey, we're going to
10:23
host. We just need you guys to show
10:24
up. You're like, no, we got to bring
10:25
something. We got to bring something.
10:26
They're hosting. We have to bring, we have to
10:28
give back, right? Or when someone does a favor for
10:31
you, you're like, listen, I got you.
10:33
Like let me know whatever I can do.
10:34
Like please let me help in some way.
10:35
I have to reciprocate for the nice thing that you did.
10:38
Your neighbor shovels your driveway for you on surprise and
10:42
you're like, Oh my God, I have to go bring him something to
10:44
thank him, right? There's in all these aspects in
10:47
our lives, these aspects of reciprocation.
10:49
And so the same thing is true in your business.
10:52
When you give, you're naturally creating in that person's mind.
10:55
Not, not that they're saying, oh, like she's using reciprocity
10:58
on me. They're just when you're giving,
11:00
we're wired in such a way that we want to give back.
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And so there are pieces that make reciprocity so effective.
11:08
So one of the first things is you can offer something first.
11:11
You want to be the first person to offer something out of your
11:14
relationship. So for me with many of my
11:17
audience members, like I'm somebody who's been the 1st to
11:19
give them something and the dynamic between me, for example,
11:22
and you, me offering this podcast to you in our
11:26
relationship, yes, hi, we're in a relationship between the
11:30
relationship between us. I'm the first person to give
11:32
something. Now, not always.
11:35
You may be like, hey, Kate, I sent you something.
11:37
And so if so, then this doesn't apply to you, but in our
11:41
relationship together, you and I, this is me giving something
11:44
to you. So in our dynamic, I am the
11:46
first to have given. So that is an aspect of
11:49
reciprocity which is trying to be the first to give.
11:52
So for example, again, back to our analogy, if we are the 1st
11:56
to give someone a favor in a sense of the dynamic between
12:00
you. So say you have a new friend and
12:01
they give you you a favor for something.
12:04
And that's the first one that's usually followed with I have to
12:06
do something back, right? So being first can be an aspect
12:10
of it. The second thing is also making
12:12
sure that it's something that is personalized and something that
12:16
is also exclusive. So it should by exclusive, I
12:20
mean it should feel like something that is special.
12:22
So like for me, I fully for myself do special Q and as
12:29
dedicated to those who listen to ambitious.
12:32
So like if you're listening to ambitious IQ, you and I actually
12:35
am in my DMS with you, like you're reaching out to me and
12:38
saying, Hey, I love this episode.
12:39
Hey, I had a question about this.
12:40
Like I connect with you guys every single week after our
12:43
episodes to be like, hey, like one hit home for you.
12:45
I don't do that with every single person in my audience
12:48
like I am. I love this community.
12:51
And so as a part of it, there is an aspect of exclusivity for
12:53
those who listen to this in the sense of the awareness you're
12:56
going to have, the information you're going to have access to,
12:59
like it is only available on ambitious, like you're not going
13:02
to get the same depth of content anywhere else.
13:05
So there's an aspect of exclusivity with our
13:07
relationship here. And there's also this aspect
13:11
when you're looking at giving saying, is this something
13:13
exclusive for a community? So you'll also see reciprocity
13:17
with e-mail lists, right? And people say I'm giving a
13:19
exclusive bonus to my e-mail list.
13:22
There's an aspect of reciprocity when it's exclusive that also
13:25
makes it super effective. The other thing is as well is
13:28
that you want to also personalize it.
13:31
So the thing that I will say with giving and when you give to
13:34
people is the giving needs to be personalized.
13:37
It needs to not be giving in the aspect of what you just decide
13:40
you want to give, but giving in the way in which it would be
13:43
supportive for the individual who's receiving it.
13:45
So for example, for me, I have with this podcast, I literally
13:52
tell people I'm like, hey, send me topics, send me whatever
13:55
would be helpful for you in the stage of your business and like
13:58
what would be supportive for you?
13:59
And I will put that in the episodes.
14:02
So having the personalization of the offering and of the gift to
14:07
someone is important because giving feels the best when what
14:13
you receive is something that you immensely value.
14:15
So the thing where people miss the mark on reciprocity is the
14:18
fact that they just want to give in the lens of what they want to
14:21
give. It's not actually with the
14:23
desire of the individual on the receiving end.
14:25
So for me, I think part of the reason that the reciprocity
14:27
principle and this trigger marketing trigger number one has
14:31
been so impactful for me is because I always personalize the
14:35
give. So like for me, I don't put
14:37
things out to my audience just to put them out.
14:39
I put them out because you told me you wanted it, which is why I
14:42
made it or why I'm giving it. So people say my biggest piece
14:46
of feedback with my business and brand is like, I really just
14:48
love your hot seat coaching. Like I want to just ask you
14:50
questions about my business. And so that's why I say, hey,
14:53
listen to the podcast, shoot me a message, listen to the
14:55
podcast, go to the forum on our website and submit a question
14:58
for AQ and a episodes and we'll answer right there.
15:00
Come to scale sessions and go to my lives and do Q&A's.
15:03
Like that's why I do Q&A. It's not just because I love Q&A
15:06
like I do, but a lot of what I do is created with the the end
15:09
user in mind and what they value.
15:12
And I think a lot of businesses miss the mark with reciprocity
15:15
because they only give to their audience what they decide they
15:18
want to give. It's like, oh, I feel like I
15:21
have a sexual resource or I have this extra time.
15:22
So this is what I'm giving my people.
15:24
Reciprocity is the most impactful when it's a
15:27
personalized giving, kind of personalized offer of what does
15:30
the person on the inside want. So you want to ask yourself,
15:33
your audience right now or your listeners or your subscribers or
15:37
your clients even, what is it that they desire?
15:40
What is it that they want? And are we giving them what they
15:44
desire or just simply what we have opted that we want to give?
15:47
And again, can you have aspects of exclusivity with your e-mail
15:50
list, with your podcast listeners, with your broadcast
15:53
channel, whatever it might be in the sense of whichever Ave.
15:56
So reciprocity again is the aspect of when we give, we want
16:01
to ideally be first, we want to be exclusive and we want to be a
16:04
personalized thing that we give to people.
16:06
And so it really is the aspect of when we give, there is this
16:08
deep desire and there is a psychology route that when
16:14
someone gives to us, we have a natural pull to want to
16:17
reciprocate. And that typically comes with
16:18
the aspect in business of investment.
16:21
So mental trigger #2 is commitment, and one of the
16:26
things that you can do within your community is have people
16:29
take micro commitments in the leading toward a larger
16:33
commitment with you. So the basis of the psychology
16:36
around it is that when we make a decision typically, and this is
16:41
really like the basis of our subconscious, when we decide
16:43
something in our brain or in our subconscious, our mind really
16:47
wants to close that loop and solidify and basically conclude
16:51
that belief or decision. So when we state something our
16:56
brains desire is to make it complete.
16:58
Like that's how we're wired as individuals.
17:00
And so when we use this for our audience, we're asking them to
17:06
commit to something. We want people to commit to a
17:09
perspective, we want people to commit to an opinion, we want
17:12
people to commit to a certain type of identity.
17:15
And so when they do that, people also are going to struggle to
17:21
pull from that. So when you're creating a brand,
17:24
you first need to figure out what are your beliefs and what
17:27
is your identity, right? So what do you stand for?
17:30
What are your values? What do you believe in?
17:33
Who are you? If you were going to ask someone
17:35
to stand with you, what do you stand for?
17:37
And the thing with this principle, and we often see this
17:41
as an example with, you know, public commitments, right?
17:44
So say, you know, this is very obvious example when it comes to
17:48
politics. A lot of people when they
17:51
vocalize which party they support, whichever party that is
17:55
when you vocalize which party you support, it can be very
17:58
difficult when someone has vocalized commitment to a
18:01
certain party to then go back to the other party or to switch
18:04
their opinion. We also see this, for example,
18:07
in things like, you know, for example, like being vegan or
18:11
something along that line, a very strong belief in something.
18:14
When you claim that strong belief saying like I'm vegan and
18:18
like this is a way of living. This is what my values are.
18:21
When you state and vocalize a commitment publicly, you
18:25
naturally from a psychology based perspective, feel that you
18:28
have to follow through on that. Even if at moments you may not
18:33
necessarily feel that you want to be vegan anymore, you might
18:36
have a doubt about being vegan, and because of the public
18:40
commitment to that, you may stay vegan out of the basis of the
18:44
fact. Well, I committed to this, so
18:46
I'm going to stick to it. So what basically ends up
18:49
happening is we have this kind of automatic compulsion to stick
18:54
with decisions that we've already made.
18:56
And so with this, it basically means that when we ask our
19:01
audience to make commitments to us, they also will stay in line
19:06
with those commitments that we ask of them.
19:08
So for example, we often want to try to encourage our audience to
19:13
take a stand, to take a commitment.
19:15
So this can be around your brand.
19:17
Like I don't believe in shame based marketing, OK.
19:20
So I don't believe in like, oh, I'm going to make you feel like
19:21
crap to make you buy from me. Like I just don't believe in
19:23
that. So for me, if I don't believe in
19:27
shame based marketing, then I want to vocalize to my audience,
19:31
here's what I believe, here's what I stand for.
19:34
Do you agree? I want them to take a stand with
19:37
the beliefs that I have in the same accordance with those
19:40
beliefs and have them vocalize those publicly.
19:43
Or like this could be with like a poll.
19:44
This could be with something where you're showcasing people
19:46
coming together around a shared idea.
19:49
The belief or the root of this being that we want someone to
19:52
publicly showcase that they have shared beliefs with us.
19:55
So when someone makes this decision and they share, they
20:00
showcase this, it leads them to deeper and deeper connection and
20:05
deeper and deeper commitment to staying consistent with those
20:08
beliefs, IE deeper and deeper with going into your brand,
20:12
deeper and deeper into alignment with what they've committed to
20:15
you. The more people commit both
20:18
publicly and privately to you and your brand and you and your
20:21
beliefs, the more connected they are to you and your brand.
20:24
Because they are someone who's naturally wired to stick with
20:28
their commitments. And so we basically want to ask
20:32
for small requests and small questions of our audience, which
20:35
then in turn has them basically primed for the larger decisions
20:40
they need to make. And so for example, if you ask
20:45
your audience questions and get them to commit to certain
20:47
beliefs and perspectives and values along the way, when the
20:51
time comes and they need to support you in a certain belief
20:55
or in a certain type of support of a value, they are more
20:59
committed to doing so because they've been committing to you
21:02
in microwaves along the way. So as an example, if someone is
21:07
making micro commitments to me, for example, with the with the
21:11
podcast, you're listening to this and you're making micro
21:14
little commitments with me along the way.
21:16
If I say, you know, hey, I'm launching a podcast merch line
21:22
and I'm going to launch a sweatpant line for you to listen
21:24
to the ambitious in your sweatpants, which also I will be
21:28
honest, I'm highly considering. So you guys can let me know the
21:30
DMS if you feel like that would be supportive.
21:31
But with this, I would also be looking at the fact that there's
21:35
micro commitments in each time that you listen because there's
21:37
certain beliefs that you stand with me on potentially.
21:40
And then that means when I put something out that is my bigger
21:43
commitment to you. You've been in micro commitments
21:46
and relationship along the way. So commitment and its basic
21:50
essence is realizing that when we ask our audience to commit to
21:54
a belief or decision, we are ultimately indirectly giving
21:59
them the ability to commit to us on a larger scale.
22:02
We need small commitments along the way with our marketing, with
22:06
our messaging, with our brand before we can ask for a big
22:09
commitment. For example, if I was to create,
22:12
shall I say when I create a, a merch line for ambitious, you
22:17
wouldn't wear the merch for ambitious unless you believed in
22:22
the the perspectives and the message and the tone of
22:26
ambitious. Like if you didn't believe in in
22:28
the perspectives I talk about here, why would you want to to
22:31
rock the merch? Whereas if you're someone who
22:34
I've said things on at the podcast and you're like, that
22:36
hits for me, that hits for me, that hits for me.
22:39
You're making these micro little commitments along the way.
22:41
So when I ask for the big commitment of hey, buy a sweat
22:44
suit, like rock the merch, rock the quotes that we're going to
22:47
put on this stuff, you're open to the big commitment because
22:51
you've already been committing along the way with whatever
22:54
brand you're consuming. Maybe it's the podcast, maybe
22:56
it's someone else's social media, and then the big
22:58
commitment is their program. Maybe, you know, it's commitment
23:02
to somebody. And then, for example, if
23:04
someone has a lot of attention online, for example, like an
23:06
influencer, you go because you've committed them along the
23:09
way that if they're under fire and getting canceled online,
23:12
you're in there because you're committed to them and you're
23:14
sticking with your commitment of support to them.
23:16
So when we make micro commitments, we are more primed
23:20
as individuals for larger commitments, which is why
23:23
sometimes they're audience will buy things because they've been
23:26
committing to us all along the way.
23:27
So second one is going to be commitment and the recognition
23:30
not and realizing that when people take action, it's because
23:34
they stick to the commitments they make to themselves.
23:37
Our brain is designed that way. So what you want to do as a
23:40
brand is ask your audience to commit to your beliefs, to
23:43
commit to your values, if they stand with them, of course, and
23:46
to really commit to little micro pieces with you.
23:50
So like for myself, I know that every single individual that I
23:54
coach is someone who's committed to doing business heart
23:57
centered. Like if you work with me, you're
24:00
not going to be a bully in business and work with me.
24:02
I'm just not going to stand for it.
24:03
So for me, when you commit to working with me along the way
24:06
and even listening to this, you know my values, listening to the
24:09
podcast, you know what I what I believe and what I support.
24:12
And if someone doesn't fall in line with those things, then
24:14
they're probably not someone who's going to be committed to
24:16
me because they wouldn't have committed along the way.
24:19
So number three of our mental triggers, and this one is going
24:22
to be something you probably have experienced, but I want to
24:24
break down a little bit of the why as to why it's so effective.
24:28
Social proof. Everyone and their mom in the
24:31
online world knows social proof. Either you're someone who posts
24:33
it all the time or you're getting inundated with it quite
24:36
a bit. So social proof, OK, the
24:38
principle of social proof is we're more likely to accept and
24:41
to purchase and to invest into something that we feel has been
24:44
endorsed by somebody that we respect.
24:47
We need to see proof of concept from someone or something else
24:51
in order for us to feel safe to then invest and take action.
24:56
So a non online world example would be when you go to a coffee
25:01
shop, like if you have a jar at a coffee shop and one is empty,
25:04
OK, and it says tips here and then you have another coffee
25:07
shop and you put the jar there and you put, you know, a series
25:10
of $5.00 bills and some coin in it at the bottom of it.
25:14
The basis of social proof, yes, we know from the online world,
25:17
but the basis of the principle being that we want to see proof
25:19
of concept before we go and press go on something we
25:23
typically rarely want to be the first.
25:25
We want to see proof of concept. So the coffee shop that had the
25:29
jar that had nothing in the bottom of it and was completely
25:32
empty. When an individual sees that and
25:35
they don't see proof of concept, IE there's no money in it, they
25:38
think, OK, well that's something that basically nobody's giving
25:41
tips. So I'm not going to give tips in
25:43
the sense of there's no proof that I should be giving tips
25:46
here. Hence social proof.
25:48
If we go to the coffee shop though, and the second coffee
25:51
shop does have bills in the bottom and it does have coins in
25:55
it. What that means is that we see
25:59
proof. We see proof that someone before
26:01
us has come through and put down tips into this.
26:05
So we're like, oh, people are submitting tips, $5 bills, you
26:08
know, $20 bills, whatever it might be.
26:10
So now I'm going to give a tip as well.
26:12
So what ends up happening with social proof really is the fact
26:16
that we want to create a environment where people have
26:22
proof of concept. And the psychology around this
26:25
is, which is again why we say that these need to be put in the
26:28
hands of the people who care only these strategies is because
26:32
when you have proof of concept, individuals in a buying process
26:37
or in any process like the tip jar become complacent.
26:41
So it means that when we have social proof present, we don't
26:45
question the next step as much because there's proof of, oh,
26:49
just trust it. So really what ends up happening
26:53
is when we use social proof, people become complacent and we
26:56
don't really question the way that we would if there was no
26:59
social proof. So let's go into some examples.
27:02
For example, an expert in a certain topic.
27:05
When we see somebody who is an expert in a certain topic, they
27:10
have influence, They have social influence.
27:13
So let's just say Andrew Huberman, who talks on the
27:16
podcast all the time about products, he is an expert in his
27:20
field and in the topics he discusses.
27:23
So if he was to recommend, for example, like a supplement or he
27:26
was to recommend like a certain type of health regime because of
27:30
his expertise in his area, we are more likely to fall in line
27:35
with investing into it or with, you know, taking action in
27:38
accordance with it because of his expertise.
27:41
Another example, which is a one that we're very, very commonly
27:44
seeing obviously is celebrities, which is the fact that when
27:47
somebody has been known to endorse a product or has been
27:50
known to endorse a brand, what's basically happening there is the
27:55
fact that the celebrity is the proof of the process, right?
27:58
So we're seeing an example of somebody that we respect and
28:04
somebody that we put value in saying, hey, you're good to go
28:08
on XYZ. So that's why celebrities who,
28:10
you know, start, for example, promoting and supporting
28:14
cosmetic lines and start promoting and supporting, you
28:17
know, liquor lines and all these things.
28:19
Those are basically them using their celebrity status as a tool
28:23
to endorse a certain product. Also, peers think about like the
28:28
the easy one with this is like think about when someone you
28:32
don't know has cued you or giving you advice and they say
28:36
you should go left and you're like, I don't know you.
28:38
And then you see your friend and your friend says, hey, like I
28:41
wanna be honest with you. I really think that the best
28:43
choice would be go left. And you're like, OK, I'm gonna
28:45
go left because it's coming from somebody that you already have
28:49
connection with, you already have trust in.
28:51
And again, like you already know that this person has your
28:55
interest. You have value in this person.
28:56
So because of that, you're more likely to lean on their advice.
29:00
Now, obviously the one that we see a lot in the online world is
29:03
the aspect of, you know, past users.
29:05
So like when someone, for example, is thinking about
29:07
coaching with me, that's why we literally created our
29:09
testimonial page on our website because we know the impact of
29:12
social proof. We know that, you know, just as
29:15
a little quick tip for you, when you're doing social proof, it's
29:18
not just about showcasing the fact that someone should invest
29:21
in the product or the service. It's also about showcasing two
29:24
other things. There's actually an aspect of
29:27
which we're going to get into today, likeliness and
29:29
likability. So likeliness, we actually like
29:33
to see ourselves. So like you'll see big companies
29:36
when they do commercials, they try, some companies really miss
29:40
the mark on this still, but they try to have as much diversity as
29:44
possible and they really try to consider the models that they
29:47
use in their marketing to be representative of the people who
29:50
are watching and their ideal client.
29:52
This is why when we use the likeliness of us in or our ideal
29:58
client in our marketing, people see themselves in it.
30:01
So for you, what this means is in your social proof, I always
30:04
tell people, try to use pictures of the individuals.
30:07
Try to use pictures of your audience, of your clients, so
30:11
people can literally see themselves in it.
30:14
And it's again, this is not a matter of like, oh, because
30:15
she's blonde like me, I'm going to invest.
30:18
There is this psychology perspective of when people have
30:21
a likeliness to us, but you are more inclined and more driven to
30:25
act in accordance with that. The other thing that I also will
30:27
say, if you're a social proof, give context.
30:30
So a lot of people will, for example, just say like here's
30:33
client Sarah, she was able to achieve X.
30:36
What I wanna know is specifics that will help the person who's
30:39
consuming Sarah's social proof to say, oh, she's like me.
30:43
So for my website, what I basically do is I help people to
30:47
self identify in a couple ways. I help them to self identify
30:49
with pictures, so showing the range of different clients that
30:52
we serve. I showcase like in the sense of
30:54
speaking to how old they are. I speak to the fact that we work
30:57
with all different industries. I note the industry underneath
31:01
their social proof so that they're very aware of the fact
31:03
that this person does come from an agency or does come from like
31:07
a bookkeeping business. Why do I do that?
31:09
So that people in social proof can see, oh, she's a bookkeeper,
31:13
I'm a bookkeeper, she's a business coach, I'm a business
31:15
coach. Like I want people to see
31:16
themselves in what I market. So those are aspects that like
31:20
in social proof, my rule of thumb is picture something that
31:24
is specific about the individual that would be specifically
31:27
connected to somebody else so they can self identify and then
31:30
you insert the social proof of the person's experience.
31:33
But I think the the aspect of social proof is seeing proof of
31:37
concept in another before us and also seeing things being
31:42
endorsed by those that we trust or by people who have a
31:45
likeliness to us. So that's why the likeliness
31:49
could be like other users or it could be again, people we trust
31:52
like our peers, celebrities, experts on a topic and that sort
31:56
of thing. So that is social proof.
31:59
The next mental trigger is likability, which is the
32:03
strength of a social bond that we have with somebody is like
32:09
twice as likely to produce a sale for a business then the
32:14
product itself will. So we tend to have the same
32:18
beliefs. The people that we invest into
32:21
typically are people that have the same beliefs, interest and
32:23
language that we do. So a little bit's the aspect of
32:27
language and we're going to kind of go into aspects of, you know,
32:30
what increases likeability. So you often hear in marketing
32:33
people talk about like no trust. Well, the like portion of the
32:37
like no trust is the fact that likeability really comes down to
32:40
the fact of how in tune the way in which you show up is
32:44
showcased effectively to your audience that allows them to
32:48
connect with you. Because when it comes to like
32:51
and even if you think about like recommendations from peers and
32:53
things, right, and referrals, we often are very, very influenced
32:57
by those that we like, those that we are invested in.
33:01
And so this is a massive piece of why influencers also are
33:05
super impactful. And there's parts that I want to
33:09
say are massive pieces that make an increase likeability.
33:14
So from a psychology based perspective, it has nothing to
33:17
do with online business. There actually is an aspect of
33:19
likability, which is like physical attractiveness.
33:22
So like you will see this often with celebrities.
33:25
The celebrities who are like stunning and gorgeous are
33:28
sometimes, not always, but sometimes considered to be like,
33:32
if you're thinking like a like a Brad Pitt or I don't know, like,
33:36
you know, like just like those gorgeous individuals.
33:39
They are people that actually sometimes, regardless of who
33:42
they are and their values can have a aspect of likability
33:46
simple like a physical attractiveness is actually a
33:48
factor in likability between humans.
33:50
So from a psychology based perspective, it doesn't mean
33:53
anything about the person's value.
33:55
Now, similarity is also a big thing, so people like to invest
34:01
in those that they feel they are similar to.
34:04
And so when we come to similarities between you and
34:07
your audience, This is why we talk a lot about sharing and
34:10
being open and vulnerability and, you know, really being,
34:14
yeah, like an open book. Because the more that you share
34:17
and the more that you're really forthcoming about who you are as
34:20
an individual, as a brand, the more likely you are for your
34:25
audience to actually see the similarities between you.
34:27
When you don't showcase anything and you're not open and you're
34:30
not transparent and you're not vulnerable, what it means is
34:33
you're closed off. And what you're really doing by
34:36
being that way is you're closing off opportunity for your
34:39
audience to connect on the similarities that you guys have
34:41
as individuals together. And so one of the aspects
34:44
definitely is an aspect of similarities.
34:47
Likability also can be impacted by compliments.
34:51
So for example, when you're in, you know, like connections with
34:57
your audience, giving compliments to your audience,
35:00
giving compliments to the people in your DMS, acknowledging
35:03
people, thanking people. Those are pieces that actually
35:06
deepen the likability with you and your brand between those in
35:09
your audience and also the aspect of cooperation and coming
35:14
together, like your beliefs need to be in similar desires to
35:20
those of your audience. And so like for me, I think
35:23
about when we think about what we're talking about in our
35:25
marketing and in our brand, I really think about what is my
35:29
audience fighting? Like what fight are you fighting
35:31
right now in business? I'm like, what fight are you
35:34
trying to navigate? And how can I support and lead
35:36
and fight with you in that fight?
35:39
And so, for example, for us as a brand, we're very vocal about
35:42
the fact of like why I started this, which is like less than 3%
35:45
of female founded businesses hit seven figures.
35:48
So there's an aspect of likability with the cooperation
35:52
of us as a brand because when we vocalize, hey, that's not OK.
35:58
And we're here to change the stat around how many women are
36:02
hitting seven figures every year in their business by having the
36:07
conversation around changing that stat and why that's
36:10
important to us and what we believe and what our values are
36:12
and all of those things. What we're also doing indirectly
36:15
is we're having women standing with us.
36:18
We're having people getting bought into that belief and that
36:21
mission and being part of our brand, our audience, our
36:25
customers are part of that because they stand with that
36:29
mission. So we're sharing this kind of
36:31
common goal and we're supporting the same cause together and
36:34
we're really showcasing how we have common values and common
36:38
beliefs of the people that are in our world.
36:40
Now the other thing I also want to consider when it comes to
36:42
likability is we typically only want to be associated with
36:47
brands that have similar values, perspectives and beliefs to
36:50
ours. So if you are wanting somebody
36:53
to again invest into your brand and business, the way that that
36:57
happens is by them getting on the same page as you and them
37:00
feeling like they have an understanding of what you
37:03
believe and why you believe it to be true.
37:05
And so again, if we're not showcasing any of that, it makes
37:08
it exceptionally difficult. So I want to make a clear
37:11
distinction here because it's sometimes can be a little bit
37:13
confusing for people when we go through these triggers.
37:16
The social proof trigger versus likability.
37:18
Likability is the aspect of how to showcase your likability to
37:23
your audience. So again, likability coming from
37:25
your similarities with your audience, having something that
37:28
is a common goal or a shared objective.
37:31
Realizing that people only associate typically with
37:33
businesses or brands that have similar values to them.
37:36
And also like the physical aspect of a brand is also a big
37:39
part of why people can get bought in.
37:41
But the thing that I also want to acknowledge is that social
37:46
proof, the way that social proof is created, social proof is the
37:51
basis of seeing somebody that we already have likeliness to and
37:54
that we already have investment into or we already have
37:56
connection to endorsing a product and creating an ask.
38:00
And so I just want to make sure there's a clear distinction
38:02
between those for you because I know at times people have said,
38:04
well, how does that work? If we want to create likability
38:08
versus social proof, What's the distinction?
38:10
OK, so the next mental trigger is authority.
38:13
And this one, you know, I was just talking to somebody about
38:16
this literally like a couple hours ago, because we were
38:18
talking about the fact of authority and how we determine
38:22
authority, how we perceive authority.
38:24
And so when we see somebody in an expert field or an expertise
38:30
of some kind, we sometimes will actually assume that someone has
38:35
understanding of something because they're deemed a quote
38:38
UN quote expert. So it's interesting in the
38:40
online world, actually, we hear this a lot when people say like,
38:42
oh, I'm a social media expert. I'm a, you know, this expert.
38:45
Well, when we, when we say expert, the reason that people
38:47
are saying that is because we also need to acknowledge that
38:51
when someone showcases and vocalizes expertise, there is
38:55
this assumed authority with the actual word expert.
39:00
And also when we see visual aspects of someone being an
39:03
expert. So I'll explain what I mean.
39:06
The psychology around authority is that when we see people who
39:11
we deem to be an authority, whether in the knowledge that
39:15
they have the label that they have or the way they present
39:18
themselves, the psychology of how we work is that we actually
39:22
obey that person and we follow suit with their suggestions and
39:28
their next steps because we perceive them to be an
39:32
authority. An example of this being when
39:34
you see, say your the doctors, you know, you're walking around,
39:37
you see somebody in a lab coat kind of thing, and you would
39:39
just say, OK, that's a doctor. I'm going to go ask him.
39:42
You just assume because you see his white coat that that's a
39:45
doctor. You just assume because someone
39:48
is wearing a police uniform that there's somebody of authority.
39:51
You assume sometimes based off of perception, there to be a
39:56
perceived authority. Now here's the thing.
40:01
The way that the brain works is when we believe someone to be a
40:04
perceived authority, when we have a perception someone's an
40:06
authority, we actually are more likely to be complacent.
40:11
Again, This is why we talk about using these principles in an
40:14
ethical way. You're more likely to be
40:17
complacent if you think someone's an authority, and
40:19
you're more likely to follow suit with whatever it is that
40:21
they say and whatever they suggest because you believe
40:25
they're a quote UN quote authority.
40:27
So This is why when we talk about like our titles of who we
40:31
are and, you know, our positions in this space, it's an important
40:35
conversation because the way you present yourself as an
40:39
authority, the reason people talk about this in business
40:41
coaching a lot and like, you know, show up as an authority,
40:43
show up as an authority. What they mean by that is
40:46
basically saying stand firm and who you are and present yourself
40:50
in such a way that people believe your opinion and your
40:54
advice and ultimately will follow suit with what it is that
40:57
you recommend. So again, This is why it's so
40:59
important to do this an ethical way.
41:01
So what it means is when you basically pass somebody who has
41:05
authority that you're going to just assume whatever they
41:07
recommend. And so showcasing authority can
41:11
be things like, again, professional appearance, like
41:14
we're talking about with seeing a doctor, seeing a police
41:16
officer is an aspect of authority.
41:19
There's also indirect cues with a business, so like social
41:23
proof, people saying she was able to get me here there or the
41:25
other place is authority showcasing of what other people
41:28
think about you. So if I have like a peer who's
41:30
like Kate's the best or Kate does this really well, like if I
41:33
have somebody endorse me, it naturally creates this aspect of
41:36
authority. Also things like testimonials
41:39
and like, you know, proof of me being more places and more
41:42
features is also something that ultimately creates authority.
41:46
One of the things that I will say though, I think it's
41:48
probably one of the like the most impactful aspects of
41:51
authority. And I don't really think this is
41:53
connected to your Instagram bio or any of that.
41:55
Like putting you as an expert in your bio is not what's gonna
41:58
make people feel like you're an authority.
41:59
To be really honest. The number one moving needle in
42:05
becoming an authority and having other people really have
42:08
unshakable belief around you as an authority, in my opinion,
42:13
comes from 2 CS, certainty and confidence.
42:17
If you want someone to get bought into what it is you're
42:21
saying as a brand, as a marketer, as a business, you
42:25
need to have unshakable certainty in what you're saying.
42:28
You need to have confidence in the things that you're
42:31
communicating and the beliefs that you're speaking to and the
42:34
messages that you're delivering. Some of the most impactful
42:38
people that I have ever met and the reason that I, I instantly
42:42
felt their authority within 5 seconds of meeting them was not
42:45
because I knew what their resume was.
42:47
It's not because I saw their social proof.
42:48
It's not because I saw, you know, where they were featured
42:50
in magazines. I just met them at a conference.
42:52
The reason that that person was already an instant authority in
42:55
my mind is because of the level of confidence they had in their
42:59
beliefs, their values, their message, and also connected to
43:02
the aspect of certainty. Now yes, that is the initial
43:06
portion of authority that we then follow up with.
43:09
If I was looking again, I I met someone at a conference and I
43:12
knew this person was authority from the moment I met them.
43:14
I was like, I don't know who that person is and all the
43:17
depths of their stuff, but I can tell you that person is somebody
43:20
because I was like the confidence and the certainty in
43:22
the way they carried themselves and not necessarily physical
43:25
appearance. I mean confidence wise, the
43:26
confidence they had in themselves and what they said
43:30
and how they said it. I was like, who the heck is
43:32
that? And I then remember which was
43:35
Part 2, I went and researched this person and I literally, I
43:38
literally spent hours being like, who was that?
43:41
And so I started to go through and literally do research.
43:43
What did I do when I researched? I look at their social proof, I
43:46
looked at their features, I looked at the, the evidence that
43:49
I needed to kind of close the loop on, oh, that person is an
43:52
authority. So the thing that I will say is
43:54
that all of it is important, but the initial piece of why
43:56
someone's going to feel your authority in any given
43:58
circumstance is really a matter of your certainty and your
44:00
confidence in the way you're communicating things to people
44:04
day-to-day. OK, the last but not least we're
44:08
going to go into is something that could be its own podcast,
44:12
which maybe one day it will be, but for today, we're going to go
44:15
over scarcity. The basic essence of scarcity is
44:20
that we feel driven to move, to get things, buy things, invest
44:24
into things when we feel like they are not in abundance.
44:29
So when something is in lack in our minds and there's very few
44:34
of them left, we feel like or very few of anything.
44:39
If there's, you know, last chance sales and one-of-a-kind
44:42
specials and anything like that. When we have an aspect of
44:46
urgency and scarcity and lack, it is something that actually
44:51
causes us to move. So here's the thing.
44:56
This is why I say it could be its own episode because scarcity
45:00
is impactful. I use scarcity all the time in
45:03
my business. So like I, I, and The thing is
45:04
like, it's true. Like we have a promotion coming
45:06
up and there's genuinely limited amount of time on it.
45:09
Like it's not something that's like a, oh, it's, you know,
45:12
this, that or the other. It literally goes away like once
45:14
it's done, it's done. And so if you have genuine
45:18
scarcity in your business, then it's something that you can
45:20
absolutely use, like you can absolutely, you know, showcase
45:23
that in what you do. But The thing is when it comes
45:26
to scarcity, scarcity is done in a variety of different ways.
45:30
So for example, limited number, there's a limited supply of
45:33
something. Part of an example of scarcity
45:36
is if you think about like luxury handbags or luxury goods,
45:40
or, you know, there's some, for example, paintings where there's
45:43
only X amount in the world, It makes them immensely more
45:46
valuable for us to have. And it makes, because of that,
45:51
something that we want to invest into.
45:53
Like if someone was going to invest thousands and thousands
45:55
of dollars into a painting, the reason they're going to do that
45:58
is because there's genuinely a limited number of those
46:00
paintings, which in turn makes it, in our mind perceived to be
46:04
more valuable. So limited number of something
46:08
does make somebody see things as valuable and it also does make
46:12
people typically move faster. When people think that there's a
46:15
limited number of something, there's a lack, there's a
46:17
scarcity. So because that they take
46:19
action, they move. Our brain basically sees the
46:22
countdown or sees, you know, there's like 3 spots left and it
46:25
wants to take action. Limited time.
46:27
As I was also saying with limited, you know, X amount of
46:30
days left, limited time is also scarcity.
46:32
So limited amount of spots, limited time is also a scarcity
46:36
thing. The other thing that can also be
46:39
a really commonly seen scarcity tactic is flash sales.
46:44
So like one-of-a-kind, one day, you know, flash sale,
46:47
everything's 50% off. You'll also see it sometimes on
46:50
like when stores are closing at the mall, they'll have like a
46:53
closeout sale or like a last chance sale kind of thing or a
46:55
moving sale with a big 50% off sign in the front.
46:58
That is an aspect of urgency and scarcity.
47:02
There's also this this lens of say, like there's a limited
47:06
amount of spots, but it can also be a matter of a limited amount
47:10
of things or a certain amount of things you have to have in order
47:13
to get quote UN quote in. And so scarcity really is
47:16
probably one of the simplest, which is in a sense of executing
47:20
within your business. It's really creating this aspect
47:23
of lack in order to get people to move quickly to move on
47:27
something. Now here's my bone to pick with
47:29
scarcity. Scarcity should not be used in
47:33
an unethical way. And what I mean by that is like
47:36
you shouldn't be be saying 2 spots left when you have 25
47:40
spots. You shouldn't be saying limited
47:42
time only when it really technically is available all
47:44
year. You shouldn't be using scarcity
47:49
if it isn't real. It needs to be something that is
47:52
actually real. Because what I will tell you is
47:56
if you use scarcity in an unethical way or that isn't
48:00
actually real, isn't really rooted in in anything
48:04
legitimate, what ends up happening is you're breaking
48:07
trust with your audience. So when you constantly say
48:11
something is limited time, but it's not limited time, what it
48:14
also is telling your audience is not to trust you.
48:18
And with that, that the scarcity, it's basically showing
48:21
them each time you do that, that it's not actually real.
48:24
So like, for example, for us, we do promotions, we do like
48:27
limited time things all the time.
48:29
Like I will do like I have a limited time offer that would
48:32
come out that's like a, a discount only available for
48:34
limited time, a bonus only available for limited time.
48:37
Like this is something that we have a promotion that we do, for
48:40
example, every single year and it's only in November and it's a
48:44
limited time thing. It's only for that set time in
48:46
November and that is it. And so it's not a matter of
48:50
like, if you come to me in January and you ask for it,
48:51
you're gonna get it. I'm not gonna do it Like it's
48:53
just, it's a limited time. So I think the main thing with
48:56
scarcity that I would really encourage is to make sure you're
48:59
doing so ethically and also make sure that you're not using this,
49:04
especially as someone who teaches marketing and teaches
49:05
sales. Don't use this as something that
49:08
is like the main way in which you're generating sales.
49:11
You don't want to have to use scarcity as the only way to make
49:14
people move. So when we're going over today's
49:17
mental triggers, again, remembering we've got
49:19
reciprocity, we've got the aspect of reciprocation, getting
49:22
commitments, which is number 23, showcasing of social proof,
49:26
four, really showcasing likability or increasing
49:29
likeliness. And then you've got 5, which is
49:32
authority again or perceived authority.
49:35
And then we also have 6, which is scarcity and urgency.
49:38
So with these mental triggers, why are these important to you
49:42
with your business? Mental triggers are the
49:44
understanding of the psychology of why people do what they do.
49:47
And so all of these reciprocity, social proof, scarcity,
49:50
authority, we know that these are things that make people in
49:55
our audiences move, that make them take action.
49:58
But the thing that we need to keep in mind is that these need
50:00
to be done in an ethical way. And that when you master each of
50:04
these and you understand the ways, because there's a
50:06
multitude of ways that you can integrate each one of these
50:09
principles in your business. Like something that we often
50:11
teach is like going through it, actually going through
50:13
strategies with people like how to increase likeliness and how
50:16
to, you know, flex the muscle of reciprocity and how to do
50:19
effective scarcity and ways to showcase authority in each thing
50:21
that you do in marketing. Like there's tactics to each one
50:24
of these, but the main thing is that you understand what the
50:26
principle is, which is do you know all these triggers and are
50:30
you actually aware of them and integrating them in some
50:33
capacity every single day? Remembering these is the key to
50:38
understanding the behavior of your audience.
50:40
And so when you understand how people behave, you can create
50:43
your business, your marketing, and your sales to be in
50:45
accordance with that behavior. So today is also what you
50:49
consider to be the psychological triggers of marketing.
50:52
I call them the mental triggers of marketing.
50:54
And so these are the six mental triggers.
50:57
I kind of want to go back to what I started with, which is
50:59
the aspect of like, you know, this is not something that I
51:02
knew coming out the gate into business.
51:04
So if you're like, this was all new to me, then that's great.
51:06
This means that it's like the first stage of you getting the
51:08
awareness of these to start to integrate them.
51:11
The thing that I want to say is like this is 1 aspect of
51:13
marketing. And so something I've talked
51:15
about on other episodes, but I want to refresh you on is
51:18
content and marketing are not the same.
51:22
They are not the same. The analogy that I give to
51:26
people is marketing is the intention that we have for
51:31
something to have an associated action.
51:33
For example, if I want someone to move in a certain amount of
51:40
time, that's marketing. The TikTok that it goes out in,
51:43
or the fact I make it a carousel, or the fact that I
51:46
make it a podcast, that is just social media.
51:49
It's not marketing. Marketing is a strategy of what
51:52
we're doing, what we're saying, what we're communicating, and
51:56
how we're communicating it. With what intention to have
51:59
someone do what Like Is it meant to create visibility?
52:02
Is it meant to nurture someone to want to be interested in
52:04
working with us? Is it meant to get someone over
52:06
the finish line? Is it meant to to build trust?
52:09
Is it meant to showcase authority?
52:11
All of those are intentions that we have around outcomes and
52:15
around certain associated achievements.
52:18
Really, when we have that, that's marketing.
52:21
So the example I give to people is think about a Amazon box or a
52:24
present, right? Like when you have a present
52:26
that you're going to bring to somebody, that is the marketing.
52:28
The marketing is the present that's going to be getting
52:30
delivered. The way in which it gets there,
52:33
whether it's through car, bus, plane, bike, whatever.
52:38
That is social media. Social media is the vehicle that
52:42
we use to deliver the marketing and it has its own strategy.
52:46
There's no question. But if you know social media but
52:50
you don't know marketing, you're always going to find that you're
52:54
having resistance with what you're doing.
52:56
And that's not because you're not good at content.
52:58
It's not because you're not good at social media.
53:01
You just may not know the underbelly, the intention, the
53:04
psychology, the goal or the outcome we're looking to
53:08
achieve. And that's why the social media
53:10
is not doing what you want it to do.
53:12
And so I just want to clarify that because I think sometimes
53:14
people can feel really frustrated with their content
53:18
with your social media, when really your social media is not
53:20
the issue. Your marketing, IE the strategy
53:23
behind the post is what the disconnect is, not necessarily
53:26
the post itself. So anyway, just want to clarify
53:29
that piece for you today was the six mental triggers of
53:32
marketing. I hope that that was supportive
53:34
for you and gave you a little master class in marketing
53:35
psychology. Of course, as always, if you
53:38
have questions, if you have follow-ups to this, feel free to
53:41
shoot me a message in the DMS Always love to hear from you.
53:44
Shoot me a voice note, shoot me anything that kind of hit home
53:46
for you today. Always love to connect with you
53:47
guys. And with all that being said, I
53:50
will see you next Thursday for next week's episode.
53:52
And until then, as always, stay ambitious.