Disclaimer: The market is being "reframed" as the beast (for fun). But for real... Your market should be considered your best friend - Whos' problems you wish to solve!
The market, for many, can be a tricky and sometimes fierce creature – and its nature can dupe and mould the unwary.
But, when you read on, I’ll show you how easily this monster can be tamed.
Firstly, you’ll have to know the beasts’ territory. Or, in other words, the “world view” of this hungry predator. Although it might seem a simple and even obvious task…
It’s amazing how many businesses communicate with conflicting “maps”.
Your protagonists’ desires are many. (and constant).
But, a warning, The dynamics of your product or service will fall on deaf ears…
So make sure you’ve baited the hook with something mouthwateringly delicious. Enough to satisfy that itch.
The hunger or desire to be fed forever drives the beasts’ actions. And understanding this golden rule is the first hurdle to overcome.
You’ve heard the statement “sell the sizzle, not the steak“. Well, if the beast has only ever dined on Bambi movies and rabbit food, you’re singing off the wrong song sheet, singin’ out of tune, and…
WAY OFF THE MARK!
The young beast learnt their behaviour a long time ago through mimicry. And if all the beasts came from the same island, you can bet your bollocks to a barn dance they’ve mimicked similar habits.
Tip: The Desire isn’t the wave, but the underlying current.
Edward Bernays was an excellent “fisher of men” He advised not to try and educate/feed your beast. But merely hook onto a beast that’s already feeding. And then nudge them.
Or, as they say in Aikido, “Use the momentum”.
I took a passage from an established “marketing” website to explain how most businesses don’t grasp the undercurrent of desire.
Think of the desires…
- to make more money, to get rich
- to lose weight, to get fit
- for eternal beauty, to look young again
These bullets would be better explained as “Wants/waves”.
And the desires, the undercurrent. Let me explain…
Making more money and becoming rich “is a want“. Although it satisfies the underlying “desire” to be noticed by your peers and the adulation, this provides etc.
(it’s not always obvious)
The other two bullets are similar. (Remember the sizzle and the steak)?
Note: The monster has deep-rooted “Desires” that must be carefully managed and observed.
Selling to the beasts “Wants” isn’t what satisfies their desires. (You haven’t scratched the itch)!
That itch has an ocean of possibilities. It’s your quest to discover these jewels and polish them vigorously ’till you can see your face in them.
Anyway, before it gets too hot in here, let’s move on…
Levels of Familiarity or Awareness
Before going to battle with the Beast, it’s important to know which weapon to use.
If the Beast is clueless about what’s being served and wouldn’t give a hoot anyway. It’s pointless targeting him.
This is the “Unaware” Beast. He roams endlessly, following his tail. Getting nowhere.
Moving through the forest, we come to an interesting animal. The Problem aware beast. They roam around knowing there’s a problem but not where to find a solution.
The tail chaser wouldn’t respond to an offer or cure their problem. “Cause they ain’t got one”. Although the second beast might smell what you’re offering. (Only if you cast the right spell)
The 3rd Beast knows the problem and has found many solutions. Although they’re constantly looking to pinpoint the scratch that soothes the itch…
The 4th Beast knows of your existence. And can smell you. They now want to find out how good you taste. Or if you can fully satisfy their desires.
The 5th Beast is in bed with you and waits with bated breath for every spell you manage to weave.
Note: The five levels of awareness and other fascinating ideas come from the late Great Eugene Schwartz in his book “Breakthrough Advertising”.
So, before I introduce the Wizard and Sword…
Go over these previous spells and allow them to percolate through the filters of your mind. Ponder them for a while, and then return for more golden nuggets.
To be Continued…