Just now finished a two-hour marathon teleseminar, hosted by Michel Fortin (The Copy Doctor). A thousand lines, booked solid, ears slammed against the phone listening to me rant. A riot, contained by technology.
God, it was fun. The main theme was “salesmanship” (or, I suppose, “salespersonship” if you wanna be PC)… but as usual I spent a lot of time on PASSION. I never plan it that way, but my talks and lectures always seem to swing back around to passion — the passion you feel for your product, the passionate sweet spot inside your prospect, the passionate “marketing group hug” that happens with you hook the right market up with the right pitch.
I try to spread a lot of content around when I’m teaching — actual specifics and details and tactics people can write down, and use later on to help their own writing and marketing. I’m never stingy — my “job” as guru is safe, no matter how many secrets I let loose… because my real value as a teacher is my experience. Not the facts I can recite… but the real stories I can tell, illustrating real experience that can have an immediate impact on someone else’s life.
But you know what? The biggest response I get, when teaching, is when I talk about passion. We are all motivated by different things (from a rather small menu of human emotions, it’s true, but most of us have a slightly askew version of each basic motivation)… but we all share the same “fuel” for living life to the fullest: Inspiration. That blissed-out feeling you get in your gut when you immerse yourself in your passion.
Tonight, I found myself ranting — again — about the lack of excitement in most people’s lives. Like the accountant, whose wife and kids and golfing buddies don’t want to hear about his job. What he does is “boring” to most people. Drop-off-into-a-coma boring.
However, I’ve also been at the same hotel as a convention for accountants… and when they get together to have a beer and chat, they get as impassioned and animated and crazy as teenagers at a Clay Aiken concert. Becasue they SHARE a passion for what they do, for what’s important to them. The rest of the world yawns at them… but by God, among other accountants, they are dashing heroes, saving clients from financial disaster and rescuing fair maidens from the IRS dragon.
That’s your opening, as a marketer. You have a chance, when you zero in on a niche market, to BE that moment of excitement in their life. To share their passion, and let ’em into a new world of others just like them, through your product.
Even the staid old accountant still wants to be the uber-accountant among his peers. He wants to know the hidden secrets, discover what other accountants never discover, and master the things that will bring him money, honor and respect in his field.
Recognition and money. Two of the most powerful appeals there are.
Well, two hours is a long time to talk, and I’m exhausted… yet still wired. I just got to indulge in something I truly love — talking about passionate marketing. I am such a sap. But from the look of the pile of email I’ve just received, the call was a terrific success.
Hey — one side note. I’m not going to do a lot of pitching on this blog, unless it’s relevant. I’m doing some serious end-of-the-year housecleaning here, and having a new geek spiff up my websites… especially www.marketingrebel.com, where my main stuff is. Part of that spiffing up is going to include a stiff price hike… so, if you’ve been dithering about, wanting what I offer but not acting for whatever reason… now’s the time to get busy. Come January, and the price of accessing this part of the Insider’s marketing world is going to get more expensive.
Just a friendly nudge…
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