So, Is There Really a
New King of Marketing?
Well... yes.
And... no.
I'ts both.
Let me explain.
I'm not taking about a person. The New King of Marketing is not an individual but a method of appealing to your prospect.
It's been around since the beginning of time... but nowadays... it's on steroids.
The New King of Marketing of which I refer is the tried and true...
Any marketer worth his or her salt understands the importance of appealing to his prospects' self interest in order to attract them.
Open any copywriting book...
Open an headline book...
Open any advertising book...
Open an marketing book...
Inevitably and invariably, you'll see sections, if not entire chapters, dedicated to the importance of appealing to your target's self-interest.
In copywriting, it's one of the most reliable ways of attracting your reader's attention and getting them to bite.
If you start a headline with: "How to..." or "How I..." or "Now You..." or "It's Easy to..." or whatever else... you'll get people to prop up.
As long as the reader can easily make the connection to their situation and how it can benefit them, then that appeal to self interest headline has a chance of pulling them in.
But Why Do I Call It the "New" King?
Please don't misinterpret what I'm about to say... but at the same time... I want you to really take it to heart.
Never in the history of the world has there ever been a greater population of self-centered, self-absorbed, self-entitled and self-impressed individuals. Ever.
If you don't see it, start looking around you more carefully.
This is not a judgmental statement, it's an observation. As small business owners, it's incumbent upon us to make observations of the world around us, understand them, target them, and ultimately,
Find Ways to Target This Appeal
This is not to say that there isn't also a lot of good in the world. There certainly is.
But you can't escape the intoxicating amount of self-interest being exhibited in our world. It's all over:
The Kardashian "look at me" culture
The selfie-culture (even spawning the selfie-stick)
The explosion of social media -- obsession with likes, shares, subscribes, etc.
Live streaming of murders, rapes and other horrendous crimes
Classroom/school aggression: student vs. teacher and student vs. student
TV shows about teenage birthday parties that cost $100,000's
The ever-growing obsession with plastic surgery
The list doesn't end.
So what is my point today? It's much more than to merely direct your attention to the self interest appeal.
If you own any type of business, if you want to suction the largest number of prospects possible, you must inject a HEAAAAAAAAVY dose of self-interest into everything you do.
Every ad, every headline, every promotion, every meeting, every webinar, every letter, every email -- EVERYTHING. It's no longer enough to just touch on self-interest or focus on some other appeal.
Burn this in your brain...
Most People Don't Care About Anyone Other Than
Themselves and Those Who Matter to Them. PERIOD!
(I'm not talking about you and the people you know at church and the Copts who truly care about others. I'm talking about those in society.)
We've always known about "WIIFM" (What's in it for me), right? Well, nowadays, in today's society, we've taken WIIFM and multiplied it times a million.
I see it more and more every day... I study and watch this stuff like a hawk. People are acutely all about themselves and nothing else. That's it.
The sooner you understand and accept this, the easier it will be to appeal to your audience. Any audience.
