Attitude,  Balance,  Clients & Customers,  Coaching,  Communication,  copywriting

Journey into the Human Psyche (Part 1)

Have you ever had a moment where you read something, watched something, or maybe a friend told you about something that totally grabbed your curiosity, and you had to dig deeper to discover more?

Well, that’s where I’ve been these past several days…

Ever since I started reading True Believer by Eric Hoffer, this journey into the human psyche has really got me incredibly curious.

The fun part is my spouse Ally is just as fascinated by the human psyche. Usually, before she heads off to the hospital, we always have our coffee and talk.

Lately, we’ve been reading aloud from True Believer and having some insightful conversations. (I do love being with someone who’s just as excited and curious about learning as I am. 🙂

This past Sunday morning, after we read a couple of pages, I thought it’d be interesting to watch some documentaries on how movements are created and the psychology behind them, and more.

So we created a list and ended up being totally enmeshed and ensconced by the documentary – The Vow. It came out last year, and it’s a 9-part series on HBO about this self-help educational company called NXIVM (pronounced NEX-ee-um).

Its leader Keith Raniere was sentenced to 120 years in prison for basically running a cult disguised as an Executive Success Program.

I could keep writing about this… And there’s a ton more interesting information on Google. If you’re interested, just search for the company. Or, if you’re intrigued, I’d highly recommend watching The Vow.

I’m captivated by the human psyche and how our brains work. How do we develop limiting beliefs, phobias, and more? Are we born with it? Do we learn it from parents, growing up, etc.? Does any of this play on how and what we buy? Our purchasing behaviors? Patterns?

This delving into the human psyche will definitely help you in your business. Best-selling author Simon Sinek said it best, “If you don’t understand people, then you don’t understand business.” When you understand the psychology behind mass movements, you will understand what motivates and inspires people to take action. When you know this, you will become a better leader, expert, influencer, and communicator.

Some interesting things in the book can be used for good, mainly how to create your movement and tribe of like-minded people. The documentary I mentioned above is definitely how certain psychological principles can also be used for evil. Rest assured, I’m not talking about creating a cult. 🙂

I want to share with you some essential principles that will help deepen your messaging to attract your dream client/customers, and it will also help boost your business.

I learned this from the Breakthrough Advertising Bootcamp (based on the book).

These principles focus on digging into some specifics about your dream client/customer and your big idea in your business.

This information will help you with your copy when creating ads, sales pages, web pages, social media posts, and more.

There are 3 overarching principles that you need to know before writing any copy when you are trying to reach your dream client/customer.

What is their:

  1. Dominant mass desire?

2. Level of awareness?

3. Level of sophistication in the marketplace?

A core concept you need to know before we start is your copy can’t create the desire for your product. What it does is take the desires that already exist and focus them on your course, product, or service.

Because there’s so much in each principle, I’m just going to focus on #1, your dream client/customer’s dominant mass desire.

Mass desires are their dreams, fears, desires, needs, pains, and pleasures.

Does that make sense? This is REALLY important and a light bulb moment.

Your job is to channel and direct this desire to your offer.

It’s also important to remember that people don’t buy your product for what it does. It’s deeper than that. They buy it for who it helps them become, and they are ultimately buying transformation.

Ideas on how to find your dream client/customer’s mass desire -Write down several desires – 

These revolve around positive and negative emotions like fear, anger, envy, happiness, satisfaction, or pride. Then we want to go deeper by using the phrase – “so it will” or “so I can” to get down to more intense levels of their desire.

Let’s say your desire is you want to be more flexible. “So it will” help you reduce your lower back pain. “So it will” help you pick up your dog so it won’t mess up your back. “So it will” help you give more affection to your dog. “So you can” be a better dog parent because your parents never let you have a dog growing up…

Once you have your mass desire, then you turn it into your overarching headline on your website, landing page, email subject, and ad, and use it throughout your copy. This isn’t to be confused with your USP or your tagline.

Here are some examples of dominant mass desire headlines in action from the book:

“How to Win Friends and Influence People.”

“At 60 miles an hour, the loudest noise in a Rolls Royce is the electric clock.”

“How a bald-headed barber helped save my hair.”

“Take Control of Your Brain’s Destiny.”

“Learn How To Grow a Large List of Responsive Buyers With Just One Evergreen Marketing Campaign!”

Some examples from these corporate headlines:

Evernote: “Remember Everything”

iTunes: “You’ve never been so easily entertained.”

Apple’s MacBook Air: “The notebook people love.”

What’s important about these is they all focus on ONE desire. And they use emotive language that already exists in the mind of their dream clients/customers.

Also, note you will have more than one mass desire, yet you can only focus on ONE. So it might be good to do some testing.

If you want some help finding the dominant mass desire of your client, you can:

  1. Start by searching keywords, phrases, and reviews of your competition’s courses, products, or services.

2. Use Google, Amazon Reviews, or Facebook Groups

Also, here are some of my new favorite sites that can help:

Answer the public

Check out the 2nd Principle by clicking the link below:

Click here to get into Breakthrough Advertising’s Principle #2 Level of Awareness. This is important because you need to know your dream client/customer’s level of awareness of what you’re selling.

Are they aware of your solution, other solutions, or their own problem, or are they totally unaware of their problem or your solution? See you next week!

NOTE 1: Resources if you want to discover more:
Break Through Advertising by Eugene Schwartz
True Believer by Eric Hoffer
Great Leads: The Size Easiest Ways to Start Any Sales Message by Michael Masterson and John Forde
How to Write Copy that Sells by Ray Edwards

Please follow and like us: