I don’t know about you but I woke up this morning and did the following:
- Pooped
- Pushed ‘Power’ on the automatic coffee machine
- Ordered more coffee on Amazon to be shipped to my door
- Turned on my favorite song via Spotify
- Ordered an Uber to get to the office asap to do a Skype interview (because Sara has my car today…grrrrr….)
(That’s right, no shower today. Only God can judge me.)
Now, as I’m writing this, I’m eating lunch I just ordered from Veggie Grill through Door Dash…I’m not sure if I should be proud of my automation or terrified at what’s become of humanity. At this point, technology allows us to pretty much choose exactly what we want and get it (nearly) instantaneously.
The funny thing about all this convenience? It makes us feel “in control.”
We really think that we control what we buy, when we buy it, and how much we pay for it.This makes me laugh. Ha ha ha! Do you hear my evil laugh?
Why?
Because this illusion — the facade that you’re choosing what to spend your money on — is in part, a world I’ve helped create.
Between Rich20Something and all the startups I’ve worked for and consulted with, I’ve helped generate close to…
…
…
…
…ONE BILLION DOLLARS.
OK…Maybe not a BILLION…
…But between Rich20 and my clients I’ve helped generate many millions.
I do this by presenting you with exactly what you want, at precisely the right time.
Over the next 3 days, I’ll show you exactly how those powerful psychological forces come into play and how you can spot when they’re being used on you — then, how you can use the same forces benevolently in your own business to boost sales and crush your competition.
Whether you choose to implement these strategies and make millions yourself — welllllll… that’s up to you! It takes time and effort. But the framework is here for the taking 
How Marketing Really Works (A College Degree in 2 min)
Nobody likes to be “marketed” to, and online marketers don’t like being referred to as “online marketers.”
Kind of funny, but very telling.
The word “marketer” has gained a slimy reputation from being batted around by unscrupulous salesmen for the last 20 years, and now we’re left trying to dig ourselves out of the used car lot.
“Hello, I’m here to sell you something.” Ugh.
As a result, ads have had to become much more creative to get your attention, keep it, and ultimately, guide you to follow through with their intended call-to-action.
The secret: We don’t mind being sold something if we LIKE the message.
Companies like Old Spice have MASTERED the use of creative messaging to make us love their brand and buy into it over and over again. Practically every piece of content they’ve produced for the last 5 years has been Super Bowl worthy.
If the woman at 0:33 doesn’t make you lose your shit then we can’t be friends.
Ahhh the infamous MOM SONG!
Remember this one from a few years back? Classic example.
Watch the ad. Are they proclaiming that Old Spice is the “best smelling body spray in the body spray market”? Not exactly. Unlike advertisers of the 50’s and 60’s, they’re not trying to convince you of their place in the market.
While the ad may not look sophisticated at first-glance, this 60 second clip is a Master Class in creative marketing, psychological triggers and subtle cues that reinforce the brand — and end up selling a sh** ton of deodorant!
Let me run these by you real quick:
- Benefit-driven positioning: The entire ad is focused on a single point: Old Spice will make a man out of you. Use Old Spice, get chicks.
- Laser-focused niche/market: The Old Spice creative team knows who their target is: Young males.
- Shared experience: One of the most powerful psychological tools you can leverage is the shared experience. As a twenty something male, every single one of us can relate at some point to having a clingy mom who’s scared to let go. The fact that so many of us can relate to these experiences creates one giant inside joke that makes us scream, “OH MY GOD. MY MOM DOES THAT, TOO!” This not only makes us laugh our assess off (humor trigger), but also makes us think of our mom (love trigger) and then relate all that to Old Spice (community trigger).
- Sexuality: Most of the ad revolves around sexuality and the guys getting lucky with hot girls. We project ourselves into the things we read and watch, which is why movies (and porn) are so entertaining.
- Repetitive product placement with subtle Calls To Action (CTAs): You see the iconic red can a lot. You hear the word Old Spice several times — and you see the men actually spraying it on their bodies. Subtle instructions, or Calls To Action that say, “Spray it like this, then you’ll get this result (girls).” Classic “If This, Then That” programming.
- Cognitive Dissonance: Cognitive dissonance is a concept in psychology that refers to the compulsive thoughts an individual experiences when s/he witnesses two or more contradictory ideas simultaneously. Look at what all the moms are doing! They’re hiding behind doors, cutting holes in curtains (SO CREEPY), falling from the sky and popping up from the sand. THESE THINGS DON’T HAPPEN IN REALITY. But we laugh. And can’t get the commercial out of our heads. Like ever. That’s cognitive dissonance.
- Humor: I mean, the commercial is freaking hilarious. ‘Nough said. Rather than sell you on the product, the goal is simply to make your day better by giving you something funny to laugh at — knowing that next time you’re at the supermarket looking for a body spray, their brand will be top-of-mind.
Remember, the object isn’t to force people to buy anything.
The key is doing this “benevolently,” with an offer that really WILL help the user — all the while, using the advanced psychological triggers to make them realize how much they need what I’m offering.
This distinction is important to remember as we dive into how all these elements translate into a successful 6- or 7-figure campaign.
[To be continued…]
PS — If you liked this free lesson and want to know more about building an Automatic Sales Funnel—aka your very own money machine—click here and I’ll add you to the private list.
