In Marketing and Sales there is nothing more important than knowing how to persuading people to go from “sorry, not interested” to “I want that now!” Find out some of the hidden science behind the art of persuasion and the answer to the question: can you persuade an acrophobe to walk across a tightrope?

1. Emotional Marketing
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2. Wally sells Tightropes.
Or at least he hopes to.

3. He has to sell them to an audience
suffering from acute acrophobia.

4. Translated into marketing speak
that means people suffering from
severe Attention Overload Shock.
A stampeding crowd, decidedly
reluctant to looking over the edge
of possibilities for fear of wasting
even a moment of their precious
time and goldfish level attention
span.

5. After saying “excuse me” more
times than we cared to count …

6. … Donald dropped in to help the
desperately failing Wally.

7. In Marketing and Sales there is
nothing more important than knowing
how to persuade people to go from
saying “sorry, not interested” to “I
want that right now!”

9. So Donald said: “Wally, there are
three things you need to do to
start the process of persuasion.

10. 1. You have to attract attention.

11. You’re not going to persuade anyone
of anything if they don’t know you
exist.

12. - Use EMOTION, EMOTION, EMOTION
- Evoke an emotional response such as shock, surprise, curiosity or
awe.
- Repeat, repeat, repeat.
- Make good use of visuals, motion, sound, colour and layout.
- Be different and unusual.

13. 2. You have to hold that attention.

14. You can’t persuade someone of
anything if they don’t stop to listen
and pay attention to your message.

15. -Use EMOTION
- Start by evoking an emotional response such as a sense of
anticipation and curiosity.
Make good use of storytelling techniques: start with a bang, introduce
strong characters, create drama, control the pacing, focus on the
human element, and use visuals.
- Above all make it entertaining and keep it short.
In short, tell a riveting story

16. 3. You have to make your message
easy to recall.

17. If they forget you, you might as
well not exist.

18. - Use EMOTION, EMOTION, EMOTION.
- After you’ve grabbed someone’s attention, it might be days, weeks,
even months before they are ready to take action.
- The more emotional impact you create with grabbing and holding
attention the longer they are going to remember you.

19. So Wally was ready, the crowds
built up and he cried: “who
wants to buy a tightrope!”

20. Three seconds later there was not
a soul in sight.

21. Wally wasn’t targeting the right
emotional touch points.
Donald sighed in exasperation.
“We’re going on a trip”, he said.

22. “There is only one thing people
want,” said Donald dramatically,
“and that is to survive calamity.”
“Wha!?” cried Wally in disbelief.

23. “Yup.” said Donald. “People will only
be persuaded to act if it’s going
to help them survive calamity.”

24. “There are five things that help
people survive” he continued:
1. They want access to others that
will help them avoid or deal with
threats.

25. Others know things you don’t know,
the see things you don’t see and
they can help you do things you
can’t do on your own.

27. 2. They want access to material
stuff that will help them avoid
or deal with threats.

28. Material goods can shield you from
threats as well as getting you away
from them or fighting them, or you
can use or trade them for other
things you might need.

29. 3. They want access to useful
knowledge and insights that will
help them avoid or deal with
threats.

30. what you do know can benefit you.
We need reliable access to useful
knowledge so we can anticipate
potential threats and opportunities.
And then we need to wisdom to
understand the threat or
opportunity and how to effectively

31. 4. They want access to anything
that will improve their own
abilities to avoid or deal with
threats.

32. Opportunities mean nothing and all
the threats are more dangerous if
we do not have the ability to do
something about them.

33. 5. But the biggest motivator of
them all is the fear of losing
access to those four
opportunities.

34. “That’s it.” said Donald after they
returned. “You don’t sell
tightropes; you sell opportunities
to deal with threats.”

35. Wally sat down and thought about all this.
The ONLY things a person can be persuaded about are those
that contribute to avoiding threats:
- Other people
- Material stuff
- Knowledge
- Self-enabling skills
- The fear of losing the above

36. Other people:
Build your support base: others,
impressed by your courage, will
want to connect with you and
you will slot into a vibrant
community.

37. Knowledge:
You will learn a lot about fear,
self-control, motivation and a
host of other useful things.

38. Self enabling skills:
You will build the self-
confidence that you can achieve
absolutely anything, which will
turbo-boost your career, your
business and your relationships.

39. If you don’t buy this tightrope kit
you will miss out on the
opportunity to profoundly shape
your self-belief and miss out on
everything you could have
achieved.

40. So here’s what you do:
- Find out what threats your product or service addresses
- Identify the emotions experienced when confronting or avoiding
these threats
- Figure out how to share this with people as a captivating story
- Focus on EMOTIONAL TRIGGERS (Pain, Impact, Vision)

41. - Be different
- Package everything into a super cool storytelling format,
preferably video that will give you visuals, motion, sound, music,
pace ...
- Keep it short
- Kaboom!

42. Wally sold out!
Wally sells the type of self belief
that can deal with ANYTHING!
By approaching your marketing
message from the perspective of
threat avoidance you get a more
effective story.

43. WAKSTER
Persuasive Communication Through Animation.
www.wakster.com