I was just finishing off Martin Lindstrom‘s fascinating book on neuromarketing, Buyology, when a friend forwarded me a link to the now famous Susan Boyle, who took Britain’s Got Talent and then the world by storm last week.
Apparently the video of her performance was viewed on Youtube more than 20 million times in 48 hours, making it the fastest and biggest viral video in YouTube’s history. I watched and cheered, as did the audience.
Then, something hit me…
In Buyology, Lindstrom repeatedly spoke of how advertisers use fear as a primary motivator to inspire viewers to buy a product or service. And, he predicted that we’d see an ever-growing use of fear in advertising and branding, because it was so effective at tapping into peoples’ emotions and getting them to take action.
Then, along comes this video of Susan Boyle, one filled with hope, dream manifestation, and it captures the public’s emotion like no advertisement or video ever before. Including the graveyard of failed multimillion dollar videos created by zilliona-dollar advertisers in the hope of doing exactly what Susan’s video did.
What Susan Boyle showed is that fear sells…but hope ignites.
In fact, the top internet marketing gurus have known and profited mightily from this same realization. Guys like Frank Kern, Jeff Walker, Eben Pagan, Ed Dale, and others have all had massive internet product launches, multimillion dollar days in this economy selling massively expensive products.
Infomercial products abound, all selling on some level the chance to essentially step into the shoes of those touting the dream life. And, they all did it with a touch of fear and a landslide of dream manifestation.
They were, in the end, selling the shot at becoming them…
And, on even a more base level, back when I was teaching fitness classes and running my first fitness facility, I remember reading a survey that asked class attendees what the number one factor was that would make them return to an instructor’s class. The choreography? Nope. The workout? Nope? The music? Nope…It was the instructor’s body. Once again, it comes back to hope, dream manifestation.
Now, take that deeply rooted desire for dream manifestation and bundle it with extreme surprise and a healthy dose of the unlikely hero and you’ve got Susan Boyle, the one everyone made fun of, then let her rise above all who doubted her…and you’ve got pure magic.
Because, in that moment, when the audience turned from jeers to cheers, then ovations and tears, we believed in our hearts that anything was possible. That vindication, triumph and salvation were not only Susan’s, but ours for the taking.
If she could do it, so could we…
And, this makes me wonder, as an entrepreneur, a marketer and someone who’s obsessed with selling people on taking action that will make them come alive…
What might happen if we spent more time selling hope, and less time pedaling fear?
So, what do you think?
P.S. – Be sure you are subscribed, because in part two of this series, we’ll get into “why” people are more emotionally driven by hope than by fear, despite what the pundits all say. The answer is sure to surprise.
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