Marlon's Marketing Minute
Vol. 2, #13, September 15th, 2007
They call him "the pick up artist." He's wearing this crazy, tall,
funky top hat like a magician. He has odd jewelry on. And he's
teaching guys how to "pick up women."
It's a show on in the U.S. Where the man named "Mystery" takes a
group of dateless, desperate guys and teaches them how to meet
women.
teaching guys how to "pick up women."
It's a show on in the U.S. Where the man named "Mystery" takes a
group of dateless, desperate guys and teaches them how to meet
women.
It's fascinating in that he has his own world and own set of
terminology. Things like DHV's, which stands for "Demonstration
of Higher Value." Then there are OIO's, which are indicators of
interest and IOD's, indicators of disinterest.
And the lingo goes on. You can see video of him on VH1.com. Just
search for "pick up artist."
What's totally and completely bizarre to me is how much of what he
says applies to Internet marketing. I'm going to zero in on one of
those things -- demonstrations of higher value.
For example, in "The Mystery Method," he has his guys wear clothes
or articles of clothing that are unique and stand out. One reason
is so they have a conversation piece. The other is to increase
their social value.
Point: Your packaging or design of your products and web site
signals or demontrates the value you have.
Another thing Mystery has his guys do on the TV show is "social
proof" themselves by being seen with attractive people. So a guy
might invite along an attractive woman some place to help him
meet someone else. By implication, he has high social value if
he's seen with someone perceived as attractive.
In short, social proof. Social proof in marketing would be
having articles published in directories, speaking at seminars,
testimonials, showing that you hang out with popular influencers,
and so forth.
Then, there is scarcity -- not looking so "available." By
implication, if you're in demand, that's a demonstration of your
value. And if you're NOT in demand, then it's a demonstration of
low social value. DLV.
Anyway, I could go on and on drawing parallels.
terminology. Things like DHV's, which stands for "Demonstration
of Higher Value." Then there are OIO's, which are indicators of
interest and IOD's, indicators of disinterest.
And the lingo goes on. You can see video of him on VH1.com. Just
search for "pick up artist."
What's totally and completely bizarre to me is how much of what he
says applies to Internet marketing. I'm going to zero in on one of
those things -- demonstrations of higher value.
For example, in "The Mystery Method," he has his guys wear clothes
or articles of clothing that are unique and stand out. One reason
is so they have a conversation piece. The other is to increase
their social value.
Point: Your packaging or design of your products and web site
signals or demontrates the value you have.
Another thing Mystery has his guys do on the TV show is "social
proof" themselves by being seen with attractive people. So a guy
might invite along an attractive woman some place to help him
meet someone else. By implication, he has high social value if
he's seen with someone perceived as attractive.
In short, social proof. Social proof in marketing would be
having articles published in directories, speaking at seminars,
testimonials, showing that you hang out with popular influencers,
and so forth.
Then, there is scarcity -- not looking so "available." By
implication, if you're in demand, that's a demonstration of your
value. And if you're NOT in demand, then it's a demonstration of
low social value. DLV.
Anyway, I could go on and on drawing parallels.
And the point I want to make today is that you may already know a
lot about marketing that you don't know you know.
Why? Because if you have a boyfriend, girlfriend, husband, wife,
you probably used some or all of the above techniques without
realizing it.
Signalling value or demonstrating value for your product or service
is largely FREE. It costs you NOTHING to do but has a major impact
on whether or not people buy from you.
And chances are, you've already demonstrated a skill in doing this in
an area of your life in the past.
People buy based on benefits - costs. And increasing the benefits
part of the equation is as simple as demonstrating or signaling
higher value.
Marlon Sanders, CEO
lot about marketing that you don't know you know.
Why? Because if you have a boyfriend, girlfriend, husband, wife,
you probably used some or all of the above techniques without
realizing it.
Signalling value or demonstrating value for your product or service
is largely FREE. It costs you NOTHING to do but has a major impact
on whether or not people buy from you.
And chances are, you've already demonstrated a skill in doing this in
an area of your life in the past.
People buy based on benefits - costs. And increasing the benefits
part of the equation is as simple as demonstrating or signaling
higher value.
Marlon Sanders, CEO
Higher Response Marketing, Inc
www.amazingformula.com
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