Question #11: Why Does Marketing Change Minds and Promotion Change Behavior?

Answer: Marketing changes minds, because that’s all you’re trying to do with marketing. Promotion changes behavior, because that’s all you’re trying to do with promotion. Let us explain.

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Marketing Change Minds & Promotion Change Behaviour

Marketing changes minds, because that’s all you’re trying to do with marketing. Promotion changes behavior, because that’s all you’re trying to do with promotion. If you have marketing responsibility then that’s all about the inner game; you have to change the inner game of your listener, viewer or reader first, before you can get them to do something, which is the outer game.

Marketing is about psychology and it gets someone to change your mind. If I changed your mind about teleseminars and told you they’re a fast and easy way to boost your public speaking income, if you’re a public speaker then I can take about one hour and logically and emotionally I could change your mind.

However, if I have a course on teleseminars I can’t change your behavior, your outer game, and I can’t get you to, not only change your mind about the message, but take your mouse and click a link and pay several hundred or several thousand dollars. That requires promotion.

It’s also psychological, but that’s the outer game, the wallet game.

• Marketing responsibility is to change the inner game and change someone’s mind.
• Promotion is the responsibility of the outer game and that’s to change behavior, which is getting them to do something like digging into their wallets and paying you.

It’s not just a metaphor it’s very powerful. If you’ve ever wondered why professors at universities aren’t millionaires it’s because of this one element. They are great marketers, but they’re not great promoters.

You can get an information technology guru who can change your mind about information technology, but he or she is no Bill Gates. Bill Gates is a great promoter. Steve Jobs is a great promoter.

The Job Of Marketing

Therefore, the job of marketing is to change your mind. In the real world, a marketing example to change your mind is, reading a book, watching a video or listening to something you change your mind. It’s the what of your target market; what you want them to change their minds about.

It’s not going to get them to take action, but it’s a call-to-action like go to TeleseminarSecrets.com or VirtualBookTourSecrets.com any website you can think of that can change a mind you get them to go there.

The goal of the objective, the marketing objective of a teleseminar, website, billboard or physical presentation is to get someone to change their minds about something. That’s the inner game.

That’s only half the equation and this is why many of the professors and smart people aren’t multi-millionaires, it’s because they’re great marketers, but they’re not promoters.

Most people think of marketing as a business activity, but it’s not it’s a psychological activity. Marketing is applied psychology. Promotion is behavior modification.

Promotion

Promotion is the outer game and that’s getting someone to click something or getting someone to buy something at a retail store. It’s something promotional. On a book it could be a starburst such as a $150 bonus inside. Or it could be something promotional that’s put on the title such as hold this book in your hand for 10 minutes a day and it will change your life.

Some people think the movie ‘The Secret’, if you’ve heard of it, if you watch it once a day will change your life. That’s promotion. The law of attraction and the law of vibration are forces in the universe if you believe in them, but watching the movie ‘The Secret’ isn’t going to change someone’s life.

You have to do something about it. Promotion is the why behind your message and marketing is the what, as in what you want to do and how you want them to do it. The promotion piece is the actionizer, the verb of your message. The marketing is the noun of your message.

With promotion it’s the why, but more importantly it’s the, why now?

Actionizer

It’s an actionizer and as a marketer I like to think of my promotion actionizer it creates action. It’s one thing taking action as in going to a web page and reading it, but it’s another thing buying, which is the actionizer. Why now? What do you want them to do? Go to the website.

Why do you want them to do it now? The actionizer gets them to do it now. If you’re a public speaker how do you get them to run to the back of the room to buy something? It’s the actionizer that does it.

So let me give you some examples of actionizers.

• Preloaded portable media player
  It could be an mp3 or mp4 player, even an iPod. This is having content in the palm of your hand. It’s very high perceived value and that’s a great actionizer.

• Resell rights to anything
  You can resell what you’re learning free and keep all the profits that’s a great actionizer.

• List Building
  What if you had a big list and said I’ll broadcast my list for you? So it’s like cheating. You get access to tens of thousands of people and it won’t cost you anything. That’s an actionizer, because that can mean instant profits.

• Free consulting/coaching
  If you have high-end coaching and it costs a lot of money legitimately that’s an actionizer. That’s why they’re taking action now.

So a marketing device is something that’s what you want them to do such as go to a website, reach a billboard, listen to a 24/hour recorded message, listen to my physical presentation that’s the noun of your marketing campaign.

That’s what you want them to do. The actionizer or promotion of that campaign is the second part, which is how you become wealthy and that’s the why they’re doing it now.

Offer them a bonus or something that will get them to take action.

For example, and I give this only because it’s life threatening and people will take action. If you said I have the cure to cancer go to this web page.

First, if you have a target market who’s interested in that either in the medical profession or someone who has a family member has some form of cancer they’re going to go to that web page.

That’s marketing. You’re changing someone’s mind and they’re going to evaluate whether you have the cure to cancer. If you tell them I’ll give you the cure, which is normally a $10,000 pill I’ll give it to you free, but I only have 20 of them; I have to manufacture the rest and if I have to manufacture them it costs me $20,000 each.

Therefore, you can get it free, because I’m giving away 20 of them because I’m benevolent in my intentions, but I have to make more of these pills, because it’s a magic pill to cure cancer. It costs me $20,000 so I’m sorry you have to pay $20,000 as well.

The first 20 people will probably take action, because the actionizer was the pill that gave them a good enough reason why, as long as it’s the truth and it’s authentic they will take action. A great actionizer I love personally is a preloaded portable media player.

Give away an iPod

Even if it’s an iPod and it costs you $160 at retail it could have content worth thousands of dollars. That content both audio and video can be worth $2,000 or $3,000. You say this is a preloaded iPod you don’t have to preload it yourself.
You can have all the content in the palm of your hand, walk around with it there’s about 50 CDs in this iPod in the palm of your hand, it’s worth $3,000 and it’s yours if you take action now and start learning from my $2,000 teleseries.

If you’re a trainer and you train with teleseminars why not take a hit for your bottom line? Why not shave off $180 to $200 in profit and take that hit if it’s going to get more people to take action now that’s something I would do, so that’s a great actionizer.

If you have a big list, one of the best actionizers we’ve seen in the business to business world is saying I’ll send a free email broadcast on your behalf. People get signed up, because it’s emotional. That’s a big enough why for them to say yes.

So know where your actionizer is before you know what your marketing campaign is about. Without an actionizer you’re nothing more than a professor; you have knowledge. That’s it, knowledge doesn’t make you money; knowledge with action makes you money. When you apply psychology and modified behavior you become wealthy that’s why marketing changes minds and promotion changes behavior.