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As Seth Godin points out, "Fear is a powerful driver of decisions. Without fear, no one would use seatbelts... you don't use them because they're fun, you use them because you worry about what would happen if you crashed without them."
As numerous studies have shown, "pain" (which leverages the fear factor) out pulls "gain" (the benefits that someone will get by doing something) by a wide margin.
Obviously fear is easy to overdue, with the result being that one sounds like a deranged Chicken Little. However when you are preparing your sales letters or marketing emails and you are debating on whether to be the Sounder-Of-Good-News or the Deliverer-Of-Dire-Warnings, you're going to get a far better response if you dawn the cloak of the Grim Reaper.
But you probably heard about fear as a motivator before. What I really wanted to write about today is how FEAR turns otherwise confident business owners and consultants into incredibly wimps when it comes to marketing.
And what made me think about this was an article I read recently about poker. Now in all candor, I'm not a big poker follower, but the interview with Annie Duke who apparently is both a good poker player and astute business person (got to the finals in one of Donald Trump's Apprentice programs if that's any sort of criteria) made a comment that really resonated with me.
"People want to be right. They are afraid of being wrong. It's not about being right; it's about being right often enough. If you make a $ 1000 investment and the return is $ 10,000 you need only be right 10% of the time. Shrug your shoulders when you are wrong. Great players free themselves from the worry about being wrong."
I think you get the lesson, but in case you don't allow me the opportunity to hammer the obvious stake into the already dead cow.
I talked with a fellow I'll call Sam. I have these conversations a lot. A new client for him is worth about $ 25,000 in profit in the first 30 days. I suggested some ways he could get some more new clients that would cost him about $ 600. Pretty good return.
But, Sam wanted to know...needed to know...was desperate to know...was would what I suggested he do work? "Who else has done it?" "What returns did they get?" "How quickly did they see results?"
Nothing inherently wrong with the questions, but they underscore Sam's complete inability to accept risk. Making prudent decisions is one thing...doing your due diligence can never be faulted...however, that's different than not taking action unless the results are guaranteed.
And a lot of business owners and consultants never take action on implementing a marketing system because they're afraid. "It might not work, so I'm better off doing nothing."
The reality is that if that is your attitude you're only going to travel down the well-trod road, and the rewards aren't there.
In fact that's precisely why most of your marketing doesn't work. It's been done before. Lots of times. So by the time you finally decide that it's "safe" enough to do something, guess what? Your market isn't interested in that approach/message anymore.
But you try anyway with the "proven" system. The one that everyone else has used. And guess what? You don't get the response you wanted. Which (in your mind) reinforces the concept that marketing is too risky and doesn't work. But you miss the real lesson.
It's not that it doesn't work. It's that you waited too long. And decided just to repeat something that's already had its day in the proverbial sun.
Rather than trying something new. Perhaps a marketing approach that works really well in another industry but hasn't yet reached your niche.
But that requires COURAGE. Something that's in short supply for a lot of business owners.
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