Meaning and Marketing – The Trigger

In previous articles under “Meaning and Marketing”, we have learned about the verb “To Be” and that the name of God is I AM.

Stephen Hawkings, the world’s greatest mathematician, and author of several books on science and the Universe, was more or less a bum during his university years in England and some years thereafter. I think he liked to drink.

Everybody knew he had the GIFT and so did he. He just wasn’t using it. But then he contracted Lou Gehig’s Disease and that got him moving.

What was the difference? Hawkings now faced a MUST and for him –he knew — it was now or never. And this MUST has kept him amazingly alive for many years.

Hawkings was facing a Moral Imperative!

Scarlett O’Hara in the book and movie, “Gone with the Wind”, is another example. However, she didn’t have a MUST, not really. She manufactured one. Her’s and Margaret Mitchell’s words will ring out forever – - “By God, I’ll never be hungry again!”

Or did she say, “I’ll never eat radishes again!?”

Her link was “Tara” – the Land. But, of course, her link was more than that. It was Ashley Wilkes. She could care less about Rhett Buttler.

Whatever her true links are, they were extremely active in her conscious and sub-conscious will and Scarlett literally storms the gates of Heaven with her demands and I AM is impressed. So are we.

Never mind that she is a louse. In the end she will find her true SELF and, to her amazement, her true love — Rhett Butler. So will you.

If you don’t face a MUST, you can always manufacture one — if you want to, as Scarlett did. Don’t be fooled. She could have gotten by on radishes, pinto beans, and settled for much less, as most of her neighbors did after the Civil War. She could have lived a very ordinary and miserable life for herself and future family. But that’s not what she wanted, was it? That’s not what she willed.

A MUST is a Moral Imperative. It’s now or never. You’ve got to get moving and you know it.

What is it you want? Why were you born? What is your destiny? You can only know and find out by allowing your “wheels to hit the road.”

Your Domain is — YourHighestandYourBest.com

This is the same as — YouAre.com

(See Article: “Meaning and Marketing: The Links”)

Now let’s pretend YOU ARE 10 pounds of Pure Uranium and fashion you into a perfect solid ball about 5″ in diameter and let’s surround you in an amazingly well fortified container and pack you in a powerful explosive.

When the explosive is triggered, the force of the explosion will be directed inward and not outward and compact you at all points a fraction of a second about 5 tons per pixel. The Chain Reaction

is then ignited within the sphere of YOURSELF. After that, it’s 10,000,000 degrees Fahrenheit in all directions.

Now this is an almost infinitely tiny explosion compared to our Mrs. Patricia Smith (“Eye of the Storm” Article) whose body plus the Door at the speed of light squared was the size of a proton with a mass of 239lbs. I AM used her to fashion a brand new universe. What will I AM do with you?

Do you and I really have that kind of power? Yes, we do, if we gain weight.

But what seems impossible physically is always possible in our WILLS and in our Imaginations – if we want it to be. And that’s all it takes.

Go ahead. Deny yourself your WILL and your Imagination. But to do so is an excuse, and an excuse is always immoral. And so many people choose to be immoral: not having any direction, meaning, or purpose, and so they just get by from day to day. That’s all they do. It’s a smart, safe, but a sad way to live.

So if you are in the category of someone who wishes to live by your Will and Imagination — and I am assuming that you are — what are you going to use for your explosive material?

Use your Links! I have dozens, even hundreds. Here are some of my links and I am showing you this just to show you what a link looks like:

“The King of the Golden River” by John Ruskin, a short story which I read in the 2nd. grade;

The death of Ben in Thomas Wolf’s book, “Look Homeward Angel”.

Task Force FAITH on the East side of the Chosin Reservoir in the Epic Korean War Battle, Nov. 27 to Dec. 8, 1950.

Movies:

“Moll Flanders” – a model of endurance and true character.

“Solaris” – You will know the price of LOVE.

Music:

“A Banquet of Voices”, The Cambridge Singers “Vivaldi Concerti” and Baroque Trumpet Music, Nimbus Records, Nimbus Records #7012

My own real life stories:

The Roller Derby

The Horseshoe Tournament

The Fat Man at the Swimming Pool

The Mile Run

The Penny – (3 very recently found)

People – My Heroes… I have dozens and so do you. But how about this one for starters:

MyhighestAndMyBest.com/LanceArmstrong

Special Numbers that have meaning only for me: $17.01 & $21.01 (the ladder added in the last week)

Etc, etc, etc…

There is a story behind all my Links. These are the very best kind of Links — the ones with a story behind them, from your very own life.

BUT YOU DON’T NEED ANY OF MY LINKS. USE YOUR OWN!

Look for your own, find your own – anything that has special meaning for you and that empowers you. Open your eyes. They are everywhere!

Surround yourself with YOUR links to your past and present and use them as explosives to blast yourself to a much better future for you and your loved ones. Click on any one of YOUR OWN links and your will and you should arrive at the same place: YOU and your Destiny.

YouAre.com

YourHighestAndYourBest.com

Click on these links and you should arrive or ought to arrive at your Ultimate Link:

TheKingdomofIAM.com

You don’t believe in GOD? Then just pretend that God is the verb “To Be” and think of God as the way you use the verb “To Be” and all words in your language — as the way and the means you use to communicate with others. Therefore, every time you use your language, you will be acknowledging it’s true Source.

If God — I AM — is anything, S/he is communication. Therefore, let us not fail to communicate. After all, this is what Marketing is all about, isn’t it?

NOW YOU LACK ONLY ONE THING: A Trigger!!!

The Trigger is your Moral Imperative.

What is a Trigger? A Trigger can be one of two things: (1) Someone or Something that royally angers you. (2) Someone or something that has exhilarated you and brought to you a very special JOY.

When Jesus of Nazareth grew up in Galilee, he looked around him and saw plenty to anger him. And it is the same with you and me. When we look around us, what do we see and what do we care about? And do we not feel a similar anger sometimes?

But we can use our anger as a trigger, as many great people have already done. There are dozens of causes that elicit our anger. Choose one and go with it and use YOUR anger as the Trigger.

But in truth, the ladder (No. 2 — Joy) may be the best kind of trigger because it has more force and power and you might as well “go for the Gold” in your trigger. This is what many artists have done. Goethe is just one example.

Unfortunately, LOVE as a trigger has to do with “Unrequited Love”, as in the case of Scarlett O’Hara, but it is one of the most powerful and energizing forces in the world if you want to make use of it. If you don’t make use of it, it can destroy you.

Whom or what have you lost that you cannot recover? Instead of investing your life in sadness and regret and sometimes suicide, turn all that energy around and use it as your Trigger.

The only way you can recover what you have lost is by reforming yourself, by re-imagining yourself. When you find your true self, you will have recovered, not only what you have lost, but also much more. You will be and shall become a New Creation.

Your point right now is not to succeed, but to begin. To begin, you must have a Trigger — a Moral Imperative — and the best Trigger is unrequited love.

But if you don’t have that, unrequited love, then the other kind will do.

Don’t be fooled by Scarlett O’Hara. When she was reaching for the gold, she was mostly reaching for Ashley Wilks. She had a

double trigger! She had two triggers. She had both kinds.

Now that you have your TRIGGER — YouAre.com/Ashley — it’s time to take cover with your compatriots in your foxholes, to join hands, and to pray.

Who is there to pull the Trigger? YOU ARE. Use your WILL.

(See Article 3: “Meaning and Marketing: The Will”)

It’s now Six Trillion, Trillion Degrees and the force of the blast is moving at speeds that trouble the imagination…

(See Article 2: “Meaning and Marketing: The Eye of the Storm”)

Have a good life. Find yourself. In finding your TRUE SELF, you will find your TRUE LOVE and the world in you and around you will never be the same again.

Who knows? Your Unrequited Love may even come to visit you, but only after you have made some money, a whole lot of money. And then, if you want to — but I hope you will not want to — you can tell him/her where to go.

You are a Network Marketer. You do want to make a lot of money, don’t you? Isn’t that what you want? Isn’t that what you WILL?

If not, then why are you in Marketing?

Since your are in Marketing, you might as well go for the Gold. If it was good enough for Scarlett O’Hara, it’s good enough for me.

And besides all that, I have some “loves” to recover. Don’t you?

Go ahead! Pull the Trigger! Begin!

The best way to read this article is in sequence with the other articles in this series under “Meaning and Marketing”: (1) The Hurricane; (2) The Eye of the Storm; (3) The Will; (4) The Links; (5) The Trigger

“The Sorrows of Young Werther” by Johann Wolfgang Von Goethe, Intro by Michael Hulse, Penquin Literature;

E=MC(uppercase2), a book about Einstein’s most famous mathematical formula

Paul Snell lives with his wife, Jean, and younger son, Steven, and their dog Blackie in Lexington, NC. He is a former minister in the Presbyterian Church USA and has been in Network Marketing full time since 2002. Paul, at the age of 61, has recently been diagnosed as Bi-Polar with A.D.D. as a minor component. He, with the encouragement of his great mentors at the Power Shift Loop, is an advocate for the treatment of mental illnesses — all kinds, including substance abuse.

The Hard Truth About Direct Response Copywriting

Direct response copywriters tend to talk about direct response copywriting as though it’s magic or a miracle… like it could turn an otherwise uninterested person into a fiend just jonesin’ for your product or service.

Not true.

The copy isn’t the only factor here. Nor is it even the most important factor.

Here are some factors that are just as important as, if not more important than, the copy:

1) The List. Who are you sending that email or letter to? Who are these people? Have they bought a similar product before? A good list is probably the most important factor of all. Even mediocre copy will sell product to a relevant list. Superior copy sent to a superior list will certainly produce the best results, but a stellar list will trump stellar copy, all else being equal.

2) Passion. What’s the passion level for what you’re offering? Direct response copywriting works best on high-passion products and services, especially ones involving instant gratification. Can the product make people thin? Or relieve an ailment? Or inform them of something vital to their well-being? Or offer them an amazing business opportunity or way to make money? These are the kinds of passionate subjects that direct response copywriting works best with.

3) Frequency. It often takes multiple exposures to a new product or service to make an impact. Not to say that direct response copywriting can’t sell on the first go; it certainly can (and has)… but generally, frequency trumps reach. Assuming a good list, you want to increase the frequency as far as you can economically. Seth Godin compares marketing to planting seeds. Better to water 100 seeds five times than to water 500 seeds once. Wise advice.

4) The Mechanics. Consider something like having a call-to-action (CTA) “above the fold” (what’s first visible on a website or in an email… above the point where the audience would scroll). Having a powerful CTA is a big part of direct response copywriting in the first place–but make sure there’s one above the fold (for lead generation, at least). Or else a lot of your audience is going to miss it.

5) The Economics. Maybe a particular medium would be a great way to reach your audience… but that medium might be so expensive that it would put you out of business. Perhaps a particular audience would be great to sell to, but you can’t reach them in an economically viable way. The economics of your situation is going to dictate a lot of how you go about it.

Now when you have these factors already, the copy is the variable that will get you even better results. And it takes a good direct response copywriter to do it right and provide the edge you need.

Direct Marketing isn’t all Brute Force

There are so many metrics surrounding direct marketing. So many facts, figures, test results and other sundry measurements.

It’s tempting to think the only thing that matters with direct marketing copy is to get the tried and tested elements in place.

If that were the case, you would be able to buy DM copywriting software.

You would just enter a few lines of information about your product – price, offer and audience – and the software would draw on a database of thousands of previous, proven DM letters and ads. Press Enter and you would have near-perfect copy delivered to your screen in the blink of an eye.

Sounds cool, eh?

The trouble is, the ‘metrics’ approach to direct response writing – whether written by you or a machine – limits your potential considerably.

One major attribute of every good direct response piece is how it touches its audience at a personal level. Great DM speaks to us as individuals. It touches our hopes, fears and ambitions. It makes us feel, it makes us ‘want’.

And by that, I’m not talking about the ‘smack-em-in-mouth’ approach. As in, “If your life isn’t insured, your children could end up on the streets”. Or, “Get out of debt in 30 minutes”. I don’t think our industry is served well by manipulating the fears of decent people. Or over-promising in any way.

>> An example of DM copy that touches the reader

A long time ago I was given the job of beating a control brochure that was selling a book on the subject of US forces in Vietnam.

I changed nothing except the captions under the photos.

I remember one photo that showed an American ‘Tunnel Rat’ about to enter one of the Viet Cong’s tunnel systems. A scary job, to say the least. The existing caption said something like, “At the entrance of a tunnel system”.

There are two things wrong with this caption. First, it is redundant, telling you nothing the photo itself doesn’t already communicate. Second, it fails to ‘touch’ the reader in any way.

It’s a long time ago, but my rewrite was something like this, “Tunnel Rat tenses before plunging into the darkness”.

What I wrote was probably much better than that. I spent a lot of time on that brochure. But hopefully you get the point. What I did was use words that said something the photo alone didn’t express. I also put the reader in the mind of the soldier. To some small degree. I simply wrote in a way that engaged the reader’s emotions.

Good DM writing does that all the time.

And yes, the new brochure beat control.

>> How this applies to the Web

When it comes to touching your reader on a personal level, the web offers more opportunity and potential than any other mass medium. Online, people respond immediately and positively to any sense that a web site has a personal voice. People love that someone is ‘there’.

Where can you add these personal touches? Where can you reach people on an emotional level? Just about anywhere in the text. In headlines, subheads, body text or links.

(By the way, don’t start writing captions for all the images on your site. In a print brochure people generally look at the photos first, and then read the captions second. Not so online. Visitors to web sites look at the text first. They want to know if your site will give them what they are looking for.)

You’ll be most successful with this personal approach if you use a light touch. Put the verbal hammer and exclamation points away. There’s no need to shout. Just make sure the text sounds like it was written by a living, breathing, feeling human being. Don’t just state the facts…write in a way that touches the reader’s emotions. Help them feel it, not just read it.

Things really begin to fly when you combine the proven principles of direct marketing with the personal potential of the web.