Bitesize-Marketing-NLP.com

Rich Schefren tells all to make you a winner in his Attention Age Doctrine Volume 2, which is available as a free download from his Strategic Profits site. In Part 1 Rich made it clear that we are all suffering from information overload, which means we have lost the ability to direct and use our attention effectively. This has come from many years of interruption marketing, where we have been bombarded with so many messages, from all directions. In Part 2 of his doctrine Rich makes a list of very clear ways we can become winners, and in doing it he uses well tried and tested NLP techniques to do it.

DEMANDING ATTENTION

In our world we are hit with so many people who want our attention. By grabbing our concentration many billions of dollars are made and many hours devoured in a non-stop demand on our senses. We know from NLP this involves what we see, hear, taste, touch and feel and from the millions of bits coming in through our senses we can process only between 5 and 7 pieces of information at any time. You will also remember the delete, distort and generalise filters we apply to this overload in trying to make sense of it all.

The way our attention is seized ranges from trying to persuade us to buy a product to just being famous. Celebrity demands attention through the range of media, TV and radio exposure we get and there are examples of celebrities who may not even be clever, can’t act, sing, play an instrument or able to do anything of real value. The example Rich uses is Paris Hilton who has made more than $5 million a year just by having our attention.

WHO TO AVOID

Many people today do not read newspapers, or listen to radio, or watch TV, and build defences to avoid getting your marketing message. Once upon a time a knock at the door could have been a sales representative offering you a new gadget or way to do more housework, and you would have let them into your house to give you their sales pitch. That has all changed and you are now unlikely to welcome a marketing person into your home or life and you may be quite direct in rejecting their advances.

The same can happen on the internet when you set up a terrific website to sell your product, to tell the market how good it is, make it easy to place an order and pay for your product, sit back and wait for the money to roll in. And nothing happens. The phone does not ring, the website gets only a couple of hits, and you get no orders.

The world does not want to deal with marketers.

TRANSFORMATION & TRUST

Rich tells you how to move from being the despised, hated, ignored marketer into being the guest of honour, the person being clapped and cheered and the one sought out for advice and help.

The way you do this is by building trust and rapport, by seizing clients’ attention, demonstrating that you are the man or woman in whom they can place confidence and business. If you remember in earlier posts we talk of rapport, the process of building trust, working with your client’s needs, according to their preferred styles, is the way of communicating accurately and completely.

In our web enabled society it is easy to find out who you can trust, by looking for evidence in the form of feedback, testimonials, complaints and case histories. They are the most effective way of knowing if what your supplier is telling you is the truth.

WEB 2.0

I am sure we have all heard about Web 2.0 and social networking. You can choose many ways to be part of this revolution, through FaceBook, MySpace, YouTube, Twitter and a long list of other forums to meet and exchange experiences with people. These forums are sharing information about millions of issues, products, companies and by working with them you will find a way to gain and build trust, both in what they tell you and what you say. As Rich says ‘Social Interactivity is changing everything’ which means we ignore it at our peril and by embracing and using it we can make ourselves marketing winners.

THE PROCESS

With all this possibility to become a trusted person in your market it is very important to understand the process of becoming what Rich calls a ‘Maven’ or authority, celebrity, a person to be respected and listened to in your niche. Your marketing materials must deliver outstanding value and this in turn will reward you with trust in a world where trust is at a premium.

By delivering this value you will become a guru, leader, expert and advocate. When you are a Maven you will be recognised as an expert in your niche and be able to win clients more easily. The clients you get will be more desirable and influential, which will increase your standing in the market.

BECOMING A MAVEN

There are a number of steps you must take to become a maven.

• Work in an area you feel passionate about
• Make a lifelong commitment to learning
• Be ready to be controversial
• Create world class content
• Absorb and use a range of skills and techniques to keep you ahead of the pack

YOUR NEXT STEP

I have covered only a fraction of what Rich tells you in Attention Age Doctrine Volume 2, so you must make sure you read it from cover to cover, to make the most of the outstanding value Rich has delivered through this valuable document.

3 MONTHS

Next week I will be reviewing the first 3 months of this blog, looking at what we have covered and where I believe we can go together over the next 3 months. Make sure you have the RSS feed set up so you will be able to receive it as soon as possible.

I would like to wish you all a very happy and peaceful Christmas time and a great 2008. I hope it brings you everything you need and hope for and that your marketing will be a resounding success.

Rich Schefren tells all to make you a winner in his Attention Age Doctrine Volume 2 and I hope it will be a useful tool and idea generator for your business.

Tags:   attention age · maven · nlp · Rapport · Rich Schefren · Trust1 Comment