‘Emotive Compulsion’
Your customers inner-drive to make a change, to try something new… built on a bed of motivations including background beliefs, future desires, and current frustration.
THESE are the reasons why customers buy new products… or coaching clients try new approaches to life.
In marketing just as in coaching:
We know the basis of choice is a balancing act between the risk-reward-cost ratio of change.
But how do we best influence thought and emotion most effectively at the same time to wield maximum influence on our audience or facilitate exponential change in coaching/consulting client results.
Maria Veloso describes the key as the ‘trifecta neuro-affective principle’.
A giddy phrase that simply means that stimulating emotions can alter the pattern of thoughts that a person, a customer or a client experiences; thereby influencing their behavior.
The mind is pliable after all.
We CAN turn a lost sale into giant lifetime customer value.
We CAN revolutionize our behavioral habits in ways that massively support our outward success and our inner sense of empowerment and fulfillment.
We just have to get the engagement sequence right. We need a narrative that reaches a psychological core.
You may call it ‘the brand story’ as marketers do, or the ‘hero’s journey’ as I do in Depth Coaching.
For marketing, Maria translates this to a 5 step buyer process that can be applied to campaigns:
1. What’s the problem?
2. Why hasn’t the problem been solved?
3. What is possible?
4. What’s different now?
5. What should you do now?
It reminds me of Gene Schwartz stunning classic Breakthrough Advertizing where he explains the powerful concept of ‘market sophistication’ in comparing the ‘naive consumer’ and the ‘educated consumer’ (see 5 Degrees of Consumer Sophistication)
Advertizing to the Educated Consumer
Today’s educated consumer is compelled by demonstration, evidence, and insight into the mechanism of how and why your product or service can reliably solve their problem and lead them to fulfillment.
Whether it be a takeaway, a car, or a new life direction.
Tesla uses emotive triggers such as ‘bioweapon defence mode’ to describe its state-of-the-art air filtration system, while demonstrating the thickness of the filter and other details that prove the quality of the mechanism. This is good advertising. No, this is GREAT advertising.
Maria Veloso reveals 3 triggers of the trifecta neuro-affective principle as Identification, Redefinition and Resistance.
This applies in marketing just as it does in my coaching practice.
First I must find the narrative that my coaching client identifies with.
Then we begin to redefine their outward experience via changing their internal focus.
And yes, we come into various forms of resistance, from the ‘dragons’ that stand before each client on the journey oftransformation.
The mind wants to grow, to learn anew, to adapt and create and contribute.
By combining emotive narrative along with credible logic, we can literally change the neurological processes of the mind to:
- produce entirely new life results through coaching, or
- win and retain customer-fans through empathic customer-oriented content marketing.
For Example
As one demonstrative example of the trifecta neuro-affective principle of emotive logic, check out my article The Key To Authentic Intimacy published by Elephant Journal which had 10k+ views in 2 days earning it a promotion onto their homepage. (current view count will show at the bottom of the article near my bio).
This beat out other articles published the same day in the ‘love’ category which had 156 views, 543 views, and so on.
This is the power of crafting a compelling emotive message, that interweaves solid logical principles with emotional dreams, hopes and desires.
And that’s how to achieve maximum influence in content marketing or in coaching.
