Brainstorming a "Mindful Marketing Manifesto"
Channel: Our Highest Work
Date: 2014-10-03

“The truly scary thing about undiscovered lies is that they have a greater capacity to diminish us than exposed ones. They erode our strength, our self-esteem, our very foundation.” 
― Cheryl Hughes


Principles
Primarily Golden Rule - do you like having it done to you?  Instead what would you prefer?
What would you want to have done to your children or grandchildren?
or to someone you love?
Honesty - no deception or misrepresentation
What do most customers or clients experience?  Talk about that.
Who shouldn’t be buying this and why?
If there is clearly some customers who benefit greatly and some much less so, what is the pattern?  For example, at what stage should customer/client buy this for best effects?
Promise -- Proof -- Pricing  (first learned this from Andrea J. Lee -- Andrea the letter J Lee dot com) -- image at http://j.mp/1r8KX0J 
Promise all the way up and down the business process.
In your marketing, ask "Can you really promise that with the language?"
Proof is working with people and having them measure results.
Pricing
Pilot programs -- let audience know it's a pilot test, and price it lower
Price from "bottom up" -- meaning, have lower price items to prove the effectiveness of your solution (or part of your solution) then go upwards in price and service, as proof builds.
bottom most is FREE.
otherwise, Selling them on unlikely dreams
"You're About to Discover the 7-Step System for Overcoming Obstacles and Negative Mindsets so You Can FINALLY Create Your Perfect Life Based in Clarity, Intention, and Meaning… (and Become Truly Unstoppable!)"
Double meanings
"Help Needed!" ad by famous internet marketer.  When you click on it, you have to opt-in, then you "help" them out by answering some questions to help with their next product launch..
False Personalization
 "Dearest [First Name],"
 "Your" ___ call/webinar is today...
 What they don’t tell you is: It's not just "yours" by the way it's also for the 300 people who signed up :)
No manipulation
Psychological pricing: 99, 97, 47
The ends does not justify the means
 When we say "do what we can to enroll them, then we can change their lives" we are making the means justify the ends.
 We are manipulating them because we think we know what's best for them.
Fear of Loss
Fear of Loss
 "If you sign up today you'll get $1,000 off..."
 Disappearing bonuses
 Using the fact of a class starting to pressure people into purchasing.  Instead, simply make them aware of the fact.
 Being left behind the bandwagon
  "There are only a few spots left!"
"You're leaving money on the table!"
Fake exclusivity
Fake Exclusivity
 It's typically X dollars; but for those of you who are on this webinar, it's ____.
 Subject lines:
  personal invitation
  hope to see you soon
  Exclusive Webinar Replay ...
  Your webinar is starting soon...
No Fake Scarcity
Instead:  to Real Physical or Temporal Limitation
No ulterior motives
internally in the industry, some marketers are saying:
have a low-dollar product that is a “trip wire” (language that’s about manipulating people) … so that they can then be sold higher price products
then sell a product that is a “profit maximizer” (again, their real purpose is about selling, rather than what on the outside, to the audience, is supposedly about “helping them.”)
Hyped up value
Hyped up Value
 My checklist is worth ... $497!
 (The truth is that you can buy Books that have awesome checklists for $20 ... look on Amazon first!)
Mindful of the kind of psychological pattern we are encouraging in our audience
Not stoking people’s greed
Let us stop using the phrases “6-figure” or “7-figure” when most people don’t need that to live well, and the reality that the great majority of clients who go through programs like that don’t reach 6-figures.  Or if they do, they already had before. 
last chance to “grab” something 
Not raising people’s fear
1-time opportunity
Not manufacturing desire but rather, meeting an existing need
Emphasis on status
Emphasis on Status
 “Platinum” program
 “Gold” level
 Especially if continuing to mention it during the program, trying to incentivize people to upgrade but really just making most people feel badly if they do not...

*****
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