When I was in middle-school I used to break dance.
Not well. But I’d throw on a little Run D.M.C. and “pop and lock” my little heart out.
Fortunately, it was a short phase.
Not the case for some.
With a net worth of over $42 million, Dave Chappelle is one of the wealthiest comedians on the planet.
On Forbes’ top ten list of wealthiest comedians, he falls just behind Louis C.K., Chris Rock, and Jerry Seinfeld.
During a recent Netflix special Chappelle shared a rare glimpse into his approach to comedy and standup.
“The chance to peep and be a voyeur will drive new customers to spend more with you.”
I shared that with a client while in Baltimore a few weeks ago.
The room was filled with about a dozen marketers, copywriters, and media buyers.
We were discussing how to best increase the take-rate on their bump offers.
“That’s like trying to fix a broken back with massage therapy,” I said. “It may feel good, but it ain’t gonna solve the problem.”
A fellow marketer had asked my opinion…
“My marketing campaign isn’t really converting. Like eight sales. You think I should add a chatbot?”
I wanted to grab him and shake him by his shirt.
Add a chatbot?… To a campaign with a message and offer clearly not resonating or converting?
No! A chatbot isn’t going to fix a broken campaign.
It’s broken… and not converting… not because the campaign is missing a chatbot or text message follow-up or a certain type of countdown timer or anything else “small” like that.
Those things are optimization tactics; ways of improving the performance of a marketing campaign already working.
None of them will fix a broken campaign with a low, inadequate sales conversion rate. That’s not what they’re for.
If your campaign is broken… and not producing enough sales… the problem is with, either:
It’s no longer enough to just promise your prospects a slew of benefits in your marketing.
Prospects have evolved…
And your marketing needs to evolve as well.
Today, because prospects are pounded with advertising and marketing messages, they want to know more than just WHAT your product or service can do for them.
I get this question from marketers all the time so I wanted to address this in a short and sweet post for you today.
All marketing is manipulation. Period.
There are preconceived, negative connotations associated with the word “manipulation”.
To me, marketing is about moving people emotionally.
It’s about prodding feelings, emotions, and perspective.
It’s about stimulating (and dare I say worsening) fears that already exist.
It’s about stimulating, as John Carlton would say, “the greed glands.”
Marketing is manipulating emotions.
The reason why I’m okay with that is because I believe it comes down to is this…
When I was in my early twenties I was surrounded by a lot of surly characters.
One, Greg, was a well-known drug dealer. Steroids, growth hormone, that sort of stuff.
And, man, was he paranoid.
Always thought his phone was being bugged. Even had a device connected to the line that, supposedly, could detect any monitoring.
He later went to prison. So maybe not.
One day, long before Greg got pinched (as they say), I agreed to pop by his little condo to grab a bag of “stuff” for my roommate.
I knew Greg, and my roommate didn’t, so the rule was: I had to come alone.