How Is It Horses Feel No Fear While Charging Into Battle?
If you’ve seen epic movies like Lord Of The Rings, The Last Kingdom, Spartacus etc, you’ll notice something:
How most of their war scenes are men riding horses charging into battle.
Now it’s amazing that these horses know they are charging into their potential death and yet keep going.
Before taking them into battle, over a period of time the riders feed these horses, water them, talk to them, rub them etc.
They make them start responding to certain actions.
They talk to them even though they are horses and will surely not understand human language.
But there’s a reason why.
The idea is simple.
And it’s to make the horses comfortable with them.
To make the horses used to them.
To make the horses trust them.
So when they command the horses to charge into battle, they don’t hesitate.
Even at the cost of death.
Because once the horse hesitates or doubts, it’s doom for the rider.
Now think of this when you put out sales messages and run marketing campaigns.
Most of the people who see your promotions for the first time won’t buy.
It happens to me too when I see a great offer.
Instead of buying immediately, I just want to watch.
And it’s not because they don’t need what you’re offering.
It’s not because they don’t believe you.
Sometimes it’s not because they can’t afford it.
Though sometimes it could be because they can’t afford it at the moment.
So what happens when they can afford it and they don’t remember you?
What happens when they make a buying decision and can’t find you or your product?
They’ll spend the money on something else.
This is why it’s important to create what they call a ‘top of mind’ position in your prospect’s head.
When you create a top of mind position, trust is achieved at this point.
Or at least, they’re willing to try what you’re offering, even if it’s not immediately.
And once they’re ready to spend their money, it should be you they think of first.
So, how do you do this?
By constantly communicating with them.
Posts, articles, emails, stories, tweets, status updates and all kinds of helpful or engaging content.
You have to be all in their face like acne…just don’t be as annoying as acne.
Make them remember you.
Like John Carlton would say:
“The offer is “Who you are”.
It is the biggest part of your USP, and this is where most people screw it up.
You have to be aggressive but not offensive. It is the essence of the Go-To-Guy.
I keep talking about being the Go-To-Guy.
Be that guy your reader needs you to be to trust you enough to take the action you want him to take.
It sounds kind of complex, but it is really not.
If I need my plumbing fixed…my sink has exploded…I need you to be the plumber that is going to show up on time, with a truck that says “Joe’s Plumbing”, with a tool kit.
I don’t need you to show up in a clown costume, with some shuck and jive that you are really a plumber but you are a clown on the side and you just came from a kid’s party or something like that.
I don’t want to hear that stuff. I want you to be that guy, and it really is that basic.
Before you get down to the nuts and bolts of price, delivery system, how soon it is going to arrive, whether it is an ebook or something that you will mail, all that stuff, it is all about who you are.
So, think about you with this offer…who are you?
Who are you in this person’s life?
You have come out of nowhere, you have presented yourself as an intrusion in the guy’s life.
You are at first a distraction and you want to move into some kind of a bonded relationship, some kind of thing where you are now a resource.
The Go-To-Guy is a resource.
It may be that if Scott helps me with my debt consolidation, I may call Scott when I have a legal problem.
And I would say “Scott, I know you are not a lawyer, but do you know a lawyer I could call because I am getting a divorce (or something).
I do that because you are a go-to-guy.
And, of course, the next time I run up my Master Card over the levels I will go back to Scott.”
You need to be the Go To Guy.
And I hope this helps you.
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