Relationship Relevant Marketing Episode 13: Reframing Loss Aversion and Fear of Loss

April 5, 2017

Humans are wired to have loss aversion.  It's part of our survival instinct.  As an entrepreneur, whether online or offline, you are always dealing with loss aversion and the related fear of loss.  This is one of the reasons marketers will use the "take-away" strategy: this is where a customer prompted to make a decision or lose the deal.  A common tactic, but one that needs to be changed in the evolving digital world in which we live.

In this podcast, you'll learn about the idea of reframing loss aversion, the four key elements you must understand, and the professional, ethical approach to moving your client from loss aversion to benefit attraction.

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The 4 I’s Every Entrepreneur Needs to Know

March 30, 2017

As an entrepreneur, your ability to achieve your vision will depend to a significant extent on these four very critical "I's."  Simple and powerful, if you keep these 4 I's in your vision and in your mind, you'll be far more effective at achieving your entrepreneurial mission and vision.

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Own Your Life

March 7, 2017

Owning your life is simple: Own who you are today.  Own who you will become.  Own the process.  But to "own" means to take responsibility.  Owning your life is not a selfish endeavor, either.  Nope, not at all.  It's the best way for you to make an impact on the world.

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Relationship Relevant Marketing Episode 12: Mitigation of Pain

February 21, 2017

Mitigation of pain is an essential action if we are to move the prospect outside of their state of uncertainty, and the pain, fear, and doubt that accompanies that state.  As entrepreneurs, we seek to create a journey for them that gives them hope and confidence that they can pursue the life they desire.  

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Follow Your Passion and the Profit Will Come

February 3, 2017

You've heard people say: "follow your passion and the profit will come," but do you understand there is more to it than that?  There is profound truth in that old sage philosophy, but unless you the byproduct of your pursuit is impact on the lives of others, you're not going to stay the course.  Your passion will become your demise.

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Relationship Relevant Marketing Episode 11: Visualization

January 27, 2017

Visualization blended into your content and experiences is essential to help the prospect "see" how your influence can help them get where they want to go.  To the extent that you can create a journey of expectation, reinforced by their ability to see the result, you will stay engaged.  Engagement is critical if you are to stay in the game long enough to make a difference in their lives!

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The Solo Entrepreneur Impact Ripple Effect

January 24, 2017

The solo entrepreneur is a powerful force of change in the world.  Impact is the ultimate mission, and every action is a ripple that ultimately creates change and momentum in the world.

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The Rise of Solo Entrepreneurship

January 18, 2017

Solo entrepreneurship, and entrepreneurship in general, are on the rise in the world today because of technology.  It is a force of change that is creating value momentum all around the world.

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Relationship Relevant Marketing Episode 10: Consistency

January 17, 2017

more information at http://www.danascranton.com/consistency

 

Consistency is a Simple but Powerful Means to Increase Trust and Engagement

In the mind of the prospect, customer or client, consistency creates trust at a basic level and sets the foundation for an ongoing relationship.

Consistency builds on the previously discussed influential variables of Familiarity and Validation as part of the 9 Influential Variables that are critical to engagement and buying decisions.

In the digital world, consistency, or the lack thereof, is one of the most noticeable and recognizable behaviors that can make or break the engagement process.

In the attention economy, and the attention scarcity associated therewith, inconsistency is grounds for deletion from your prospect's attention budget.  In the context of Relationship Relevant Marketing, consistency will sustain engagement, whereas inconsistency will get you ejected from the experience funnel.

Consistency With Intent is the Key

Consistency Defined: Taking action and delivering content and experiences on an on-going and periodic basis with a focused, deliberate intent.

This definition is the key to understanding what "consistency" is in the context of the digital world and the psychology of engagement and buying decisions.

The "deliberate intent" is the essentially the value objective you have for the relationship.  In other words, what value, change, and impact do you want to deliver to the prospect, customer or client?  This is your intent.

Implementing Consistency in Your Content/Experience Plan

You can download this infographic by clicking on it

Implementing consistency into your content and experience plan is really very easy.  The discipline of staying the course may be the difficult part!  Note: you can download the adjacent INFOGRAPHIC by CLICKING on it.

Step 1: Content Plan.  Create a detailed content/experience plan.  Go into detail on how you will engage the client and lead them to the final decision.  In this step, inject variety and surprise into the content plan.  Go into great detail on the frequency of delivering the content, and the time of day if appropriate.  Follow your Avatar definition in preparing this plan and strategy.

Step 2: End-Game Objective (EGO).  Get real clear on what your EGO is.  See your client not only taking the action you want, making that decision, but also receiving the value and life-changing impact you seek to deliver.  Know exactly what it is you want them to experience!  Note: the reason the EGO comes after the Content Plan is because, in the process of creating the Content Plan, you will invariably refine what the EGO really is.

Step 3: The Journey.  Your content is, in fact, a kind of experience.  So create a journey that you would want to take.  Create a flow of content that engages the client in a journey from where they are to where the want to go.  Create vivid word and graphic images that allow them to make the journey a reality in their mind.

Step 4: The Roadmap.  Consistency requires that you deliver your content/experiences in a predictable and anticipated manner.  It is important to be consistent so that your client looks forward to the experience of engaging with you.  This roadmap is derived from your Content Plan and from knowing your EGO.  The roadmap will have dates and times, if appropriate, for the delivery of your content/experiences.  Now here is the real value of the roadmap: you seek to make a roadmap of engaging experiences and micro-decisions.  Along the way on this journey to the EGO, you will create those engaging little moments of value, variety, and surprise.  In doing so, you create a mental image journey for your client that leads them to the EGO.

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Relationship Relevant Marketing Episode 9: Validation

January 11, 2017

Validation Sets the Foundation of Trust and Impact

Validation is the logical follow-on action after Familiarity.  Why?  Simple: Once you have successfully provided content and/or experiences that are familiar and relevant to the prospect, you have the beginnings of a relationship.  Validation deepens the connection with the prospect and moves that relationship forward.

Validation is recognizing the prospect, customer or client as having value.  In a sense, it's meeting them where they are and acknowledging their situation.  You "validate" their importance and significance as a person.  You make a connection with them at a fundamental level of need.  In the process of authentic validation, you sow the seeds of trust.

Ultimately, you are driving the prospect to a decision.  When they make that decision, whatever it may be, you want it to be a decision made with conviction.  Only by making a decision to buy your product, join your cause or team, or engage in some meaningful and significant manner can they receive the value and realize the positive impact in their lives.  But before you get there, you want to establish a relationship rooted in authenticity, sincerity, and empathy.  Being human in a digital world takes deliberate effort and focused intent.

Implementing Validation in Your Content Strategy

Here are six steps to implementing validation in your content or experience strategy.validation

Step 1: Validate their reality.  A clear Avatar definition is where you start.  Your ideal prospect has values, beliefs, wants, needs, desires, and so forth.  If you align with those, you validate their reality,  You don't want to do it all at once.  Create a flow of content that repeatedly validates their reality, and is so doing you will create a positive correlation with them.

Step 2: Validate their dream.  Everyone has a dream of a life different than they are living.  Even if they believe they are living the "dream life," they look beyond that life to more abundance in one or more areas of their life.  There are common dreams, many of which are associated in one way or another with the 6 Basic Human Needs.  Speak to the possibility and indeed inevitability of attaining that dream, because it leads to the next step!

Step 3: Reveal the process.  The process is the series of decisions and actions the prospect must take in order to attain the dream.  It is the change that must take place in order to move them from where they are now to where they want to be.  Teaching, or revealing, the process in a deliberate, engaging, and congruent manner will create anticipation and engage their Reticular Activation System (RAS).  They will begin to believe their dream is within their grasp.

Step 4: Affirm their confidence.  This is where you move them from possibility to certainty, or at the very least near certainty.  In this step, you create content or experiences that highlight the benefits of having the dream a reality in their life.  You make the results as real as you can.  You integrate "you" into this step as the facilitator who can help them attain their dream.  Make sure and look beyond the benefits to the benefits of the benefits.  For example, the benefit of losing weight may be you can fit into that dress or pair of pants, and this makes you feel good about yourself.  The benefit of the benefit is the affirming reaction you get from others when they notice.  The "benefit of the benefit" is very often more important and engaging than the benefit itself!

Make sure and look beyond the benefits to the benefits of the benefits.  For example, the benefit of losing weight may be you can fit into that dress or pair of pants, and this makes you feel good about yourself.  The benefit of the benefit is the affirming reaction you get from others when they notice.  The "benefit of the benefit" is very often more important and engaging than the benefit itself!

Step 5: The journey to the results. This is where you actually combine the prior 4 steps to create a journey to the future that is their life having reached their goals, attained their dreams, and achieved the result they sought.  The journey affirms the process and makes it real to them.  It shows that inevitability is merely the result of executing the process you recommend: inclusive, of course, of whatever product you are offering.

Step 6: Back from the future.  They've arrived.  They're successful.  The dream is a reality, and they are living large and free!  Now, paint that picture for them and then look back from where they are in this new reality to where they were: which is, in fact, their current reality.  Contrast the two states and show how their decision to engage and implement the process has created a life of their dreams.  This step seeks to validate your value and the value of your product as well as validating their decision process.

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