Here’s an interesting observation: I get complaints on my blog when I diverge from strictly teaching marketing ideas in a kind of professorial manner, yet it’s these very same posts which generate the most interaction and sales (hands down)… why do you think that is?
Here are this year’s favorites (they all open in a new window):
- Human Nature and Your Marketing Mindset
- The Strange Psychology of Money:
- Another Reason Businesses Fail, the Myth of Work vs. Play:
- 6 Unusual Reasons Businesses Fail:
- Confuse and Conquer: Something Else I Hate:
- Antimonials: Do You Hate Me?
- Emotional Marketing Wife Loses Mind:
- Warning: My Products May Cause Cancer:
- Emotional Adwords Marketing:
- Maximum Adwords Results in Minimum Time:
Of all the above, only TWO contained extremely strong, immediately usable marketing information you could take and profit from within days. Yet, the other 130 some-odd posts I made which DID concentrate on providing such information garnered half the sales and 1/3 the comments. (Go through the archives day by day, particular those posts categorized under Adwords, you’ll find incredibly valuable information if you’ll actually put it to use)
Why is that?
Shouldn’t it be the other way around? I mean, don’t you all read my blog for money-making information? For valuable marketing insights?
I’ll tell you why.
It’s because your market only pays you if you make them feel happy while you’re delivering your core benefits.
It’s kind of like going to the doctor. Medicine isn’t sexy. Shots hurt.
Which is why people don’t choose doctors who are all business.
Sure, they want to know the doctor’s reputation and previous success rate with their particular problems… but all other things being equal, PEOPLE CHOOSE DOCTORS WITH THE BEST BEDSIDE MANNER.
You want a competent doctor who treats you like a PERSON, not a bug under a microscope, right?
While you can’t feasibly interact with thousands of individuals, the next best thing is personal sharing, stories, and “emotional nudity”. Which means TAKING RISKS, getting criticized, feeling humiliated and embarrassed at times, yet forging forward no matter what.
Speaking of which…
My 7 year old nephew Ben asked me why I don’t ever share my piano compositions with my list. (He wants to be a concert pianist and composer and I think he’s gonna get there). I reflexively went to tell him “because they’re not really relevant”…
But you know what… that’s the cowards response, and it’s not how I want to influence him.
Because the more risks I take with my list to let you get to know me, the more risks I know you’ll take with YOUR lists to let them get to know you… which should mean more money, interaction, sales, and happy people all around.
So, somewhat against my better judgment, but in full keeping with the philosophy I’m espousing above, here’s a little something I wrote and played on Christmas at Ben’s house this year (the lady holding the camera is my sister Laurie), with nervous mistakes and all, dressed in sloppy jeans and very messy hair from flopping around with the kids for hours on the floor:
Which begs the question… are you getting naked with your market?
Hope your Holiday week is going fabulously, and you’re planning for a successful decade ahead.
All my best,
Dr G 
PS: I really DO put all my best thinking, step by step, into the hyper-responsive marketing club, and the price really is going up forever on January 1st. (“Forever” as in, this is the lowest you’ll ever see it again, ever). I wouldn’t push it so hard if I didn’t think it was in your best interest… won’t you take me up on my offer to have you join and lock in the lower rate today?
{ 17 comments… read them below or add one }
it’s late and I’m feeling a bit down it’s been a hard year probably the toughest I have ever faced. Then I stumbled across your video
I just loved your music. it really moved me
Very very beautiful.
Many thanks for sharing that with the world.
Garydene… thanks for letting me know, your kind words mean very very much to me.
Glenn
Glenn,
“People respond more to entertainment, than they do to useful knowledge!”
That’s not my phrase, but a phrase from a well known top IM celebrity (which you probably hate, because his style only coins entertainment!)
Whatever the case is you are giving 50% approval on his words with those same BLOG post facts and sales observations from above…
I’ve also loved your well pointed argument about the doctor situation and being human and not just being… professional! (Because to be honest… being JUST professional… it sucks! No emotions associated with them).
I guess we all love some entertainment, right?
NOTE: When you ZAP on TV do you stop to see Seinfeld or to see the History Channel? Probably you stop to see Seinfeld (and you know all the characters in the story!). Don’t get me wrong. I love history and I love stories. But all other things being equal entertainment can add more salt and emotional tension when you are telling a story.
…
The other 50% on why that happens or why people respond in such way I think it comes from the fact that: “Polarized People Buy”.
People can LOVE and HATE what you say…
… and you can “Divide And Conquer”
(as long as you do it transparently and do not ever “confuse to conquer”… great post by the way!)
So, let the critics criticize.
It’s the builders who count! (GREAT work Glenn!)
Regards,
Frederico Vila Verde
P.S. The critics don’t enter into the history books!
Glenn, I call it psycological nudity,, it is like when a true friend of another person tells them the frank and honest truth about something not to critisize them, but to steer them to be better cause they care enough to want to help them to be better. EX:like when I tell you your piano jams sound good BUT, it also sounds like the sustain pedal is stuck on full time ( unless it\’s the room sound) and the piano needs to be tuned. Sorry Glenn but I can\’t help but notice. fix those two and make another video after and you will see, and save the old video to compare. I am musician too. Isn\’t it cool that we have music in this world,and I think the world is going to need more of it to get people through the way things have been tough in this time that we are in. I hope you record some of your original songs so the world can hear and be edified by them.
I myself don\’t know how to market online worth a darn. I am wondering if the others made $ either or they are all just lieing to promote their own programs. I would loose my shirt on PPC cause I don\’t know what I am doing yet so I am trying free adds to the wind with not much target I assume. -Ray
Thanks Glenn- on as usual
My biggest sets of comments come when I get ‘polar’ with people either emotionally or by taking a strong stand on an issue. My biggest sales seem to come when I force people to get ‘polar’ with themselves about what’s working and what’s not working in their job search…I find that doing the first more often tends to get me permission more often to do the latter.
Being emotionally edgy and polarizing works.
LOVED the piano, BTW. Wish I knew how to play…I can hear melodies and harmonies and themes in my head, but, alas, no outlet in physical music form other than singing or humming…may have to fix that some day soon
Your music is beautiful. Thank you for sharing.
You have so many talents, Glenn. It’s a pleasure to be learning from you.
Joyce
p.s. I also enjoyed the videos under yours.
I\’ve heard the term \"being transparent\" but, \"emotional nudity\"? Come on! Well at least the copywriters will love ya.
Today\’s post reminds me of a comment that Perry made. \"The need to segment a list.\" Perhaps the part of a list that is active could be given \"Old Friend \" status, in which there is a mutual benefit. Perhaps some affiliate privilege.
Don\’t ya just love relationship marketing.
Glenn… thanks for sharing the video, that was really nice! How long have you been playing and composing?
Hi Glenn,
You talented man you.
Lovely music and of course always great thoughts.
Have a very joyous New Year.
Cheers Ros
Not sure what’s more “naked.” Posting the video or having the need to explain your appearance.
Thank you Glenn,
I’ve enjoyed your music just like I did it with your emails.
It is amazing how you can do both so good.
I wish you all God’s blessings for the New Year!
Warm regards,
Peter
Hi Glenn,
Is there no end to your talents? No only can you play it but you wrote it too? Wow!
It sounded great with lots of emotional depth and contrast of style and pace.
What I want to know it what is your weakness (kryptonite?). Seriously, in my observation of the world people who are so obviously gifted in so many areas usually have some dark secret or unfullfilled need/longing.
When we find out what that is you\’ll be truly \’naked\’
Keep up the great work.
Simon
Hi Glenn,
Liked your post on being \"real\" with your audience and the piano music you composed.
I agree with you – Risk taking is its own reward.
Best regards,
- Dave
You make beautiful music Dr. G. !
Warmest regards all around !
Eddie
Your piano playing reminds me of an old friend of mine from High School.
Great way to starty 2010, thanks
You’re insanely good at the piano Glenn, how do you have time to compose and play while mastering marketing?
As always, so much great information and thought stimuli. I did enjoy the side trip on piano playing. I think I’ll incorporate some neat off subject (is it really?) content into my blogs!
Happy New Year!