Como usar o INIMIGO COMUM e vender mais pela internet #ASK Ep.36

O Novo Mercado

31 Oct 202210:24

Summary

TLDRThis video script delves into the concept of 'common enemy' marketing, a strategy used to evoke emotions and encourage consumers to purchase products or solutions. It discusses the importance of identifying and addressing the fears that drive people's decisions, such as the fear of failure, ruin, being left behind, not achieving dreams, and being forgotten. The speaker illustrates how businesses and influencers use these fears to their advantage, urging viewers to recognize these tactics and consider how they can apply similar strategies ethically in their own sales approaches.

Takeaways

📣 The speaker emphasizes the importance of 'common enemy' marketing, a strategy where consumers are shown that they need a product or solution to combat a perceived threat or enemy.
🤔 The 'common enemy' concept is used to evoke emotions and persuade consumers, as it taps into their fears and desires for transformation or improvement.
🏋️‍♂️ An example given is the fitness industry, where instead of directly shaming people for being overweight, the industry positions unhealthy food and lack of exercise as the 'enemy'.
🧐 The speaker suggests that identifying and leveraging common fears, such as the fear of failure, ruin, being left behind, not achieving one's dreams, or being forgotten, can be powerful marketing tools.
📉 The fear of ruin is particularly highlighted as a strategy used by investment industries to push products during times of economic uncertainty, like elections.
🚀 The fear of being left behind is targeted at those who are eager to achieve but fear missing out on opportunities, often leading to impulsive buying behaviors.
🌐 The script mentions the influence of social media, particularly Instagram, in amplifying the fear of failure by showcasing seemingly perfect lives that are unattainable for most.
💡 The speaker argues that working with these fears is not dishonest but a strategic emotional tool used by effective salespeople to encourage decision-making.
🎬 The video script also points out that emotional manipulation is a widespread practice in advertising, using examples of car commercials symbolizing freedom and success.
📚 The transcript suggests that understanding and utilizing these fears can significantly enhance a salesperson's ability to connect with their audience and close sales.
🗣️ Finally, the speaker invites viewers to reflect on their own fears and share them in the comments, turning the comment section into a community space for discussion and support.

Q & A

What is the main topic discussed in the video script?
-The main topic discussed in the video script is the concept of 'common enemy' as a marketing and emotional strategy to influence people's emotions and drive sales.
Why is the 'common enemy' strategy effective in marketing?
-The 'common enemy' strategy is effective because it taps into people's emotions by showing them a common adversary that they need to overcome, which can motivate them to consume a product or solution being offered.
What are some examples of common enemies mentioned in the script?
-Examples of common enemies mentioned include the food industry, pharmaceutical companies, the medical industry, and even societal pressures like the fear of failure or being left behind.
How does the script relate the concept of 'common enemy' to the fear of failure?
-The script relates the 'common enemy' concept to the fear of failure by suggesting that by not consuming a certain product or service, one might fail to achieve their goals or desires, thus invoking a sense of urgency to act against the perceived enemy.
What is the role of emotions in the sales process according to the script?
-According to the script, emotions play a crucial role in the sales process as they can be manipulated to influence people's decisions, making them more likely to purchase a product or service.
How does the script suggest using the fear of not achieving one's dreams?
-The script suggests using the fear of not achieving one's dreams by positioning a product or service as the solution to overcome obstacles that prevent people from realizing their aspirations.
What is the significance of the 'fear of being forgotten' in the script's discussion?
-The 'fear of being forgotten' is significant as it is presented as a powerful motivator that can be used to sell products or services related to personal development, spiritual guidance, or mental health.
How does the script discuss the use of fear in advertising?
-The script discusses the use of fear in advertising by providing examples of how industries use fear-based strategies to promote their products, such as the fear of social collapse, economic ruin, or personal failure.
What is the script's stance on the use of emotional manipulation in sales?
-The script's stance is that emotional manipulation is a fundamental principle of good salesmanship and can be an effective tool when used ethically to influence customers' decisions.
How does the script connect the concept of 'common enemy' to different types of fears?
-The script connects the 'common enemy' concept to different types of fears by illustrating how each fear can be personified as an enemy that the product or service being sold can help the customer overcome.
What advice does the script give to sellers regarding the use of fear as a sales strategy?
-The script advises sellers to understand and activate the ability to work with these classes of fear as an emotional resource to induce their clients to make the desired decisions, while maintaining honesty and ethical practices.

Outlines

00:00

🗣️ Utilizing Common Enemies in Marketing

The speaker discusses the concept of using 'common enemies' as a marketing strategy to connect with customers emotionally. This involves identifying and emphasizing the adversaries that customers face, such as unhealthy food industries or societal pressures, to persuade them to consume products or services that promise a solution. The speaker uses examples from various industries, including weight loss products, fitness training, and nutrition, to illustrate how creating a common enemy can motivate customers to take action. The strategy is about making customers feel understood and offering them a way to overcome their struggles, which can lead to increased sales and customer loyalty.

05:02

😨 Exploring Different Types of Fears in Sales

This paragraph delves into the various fears that can be leveraged in sales strategies, such as the fear of failure, the fear of ruin, the fear of being left behind, the fear of not achieving one's dreams, and the fear of being forgotten. The speaker explains how these fears can be powerful motivators for consumers to make purchases, especially when they feel that their current situation is threatened. Examples are given for each type of fear, such as how the fear of being left behind can be used to sell language courses, emphasizing the competitive advantage of speaking English. The speaker also touches on how the fear of not achieving one's dreams can be used to sell personal development and self-improvement products.

10:04

🤔 Encouraging Audience Engagement and Reflection

In the final paragraph, the speaker encourages viewers to reflect on their own fears and to engage with the community by sharing their thoughts in the comments section. The speaker emphasizes the importance of turning the comments into a public space where everyone can contribute and learn from each other's experiences. The call to action is to help others by sharing personal insights or fears, thereby fostering a supportive and interactive community. The speaker also invites viewers to like the video, subscribe to the channel, and participate in the discussion to continue benefiting from the shared knowledge.

Mindmap

Keywords

💡Common Enemy

The term 'Common Enemy' refers to a shared adversary or obstacle that a group of people collectively face. In the context of the video, it is used to describe a marketing strategy where a product or service is positioned as a solution to a widespread problem or threat. For example, the speaker mentions how industries might create a 'common enemy' to push their products, such as the food industry suggesting that unhealthy foods are the enemy of health.

💡Emotion Management

Emotion Management is the process of influencing and controlling one's emotions, often used in the context of marketing and sales to evoke certain feelings in consumers. The video discusses how professionals, including politicians and salespeople, use emotion management to connect with people and persuade them to take action. The script illustrates this with the example of not directly calling a customer 'lazy' or 'fat', but instead creating a common enemy to motivate them.

💡Fear of Failure

Fear of Failure is the apprehension of not achieving one's goals or the dread of the consequences of not succeeding. The video identifies this as a central fear that can be leveraged in marketing strategies. It is used to push products or services by suggesting that not taking a certain action will lead to regret or missed opportunities. The script gives an example of how this fear can be used in education marketing, implying that not pursuing further education could ruin one's life prospects.

💡Fear of Ruin

Fear of Ruin is the fear of losing what one has built or achieved. This fear is particularly prevalent among individuals who are older and have more to lose. The video suggests that this fear can be used to market investment products, as seen in the script's example of how the fear of economic ruin can be used to sell investment products during election times.

💡Fear of Falling Behind

Fear of Falling Behind is the anxiety of not keeping up with others or missing out on opportunities. The video describes this as a driving force for people who are eager to succeed and are afraid of missing out on advancements. An example from the script is the marketing of language courses, where the fear of not knowing English could lead to missing out on job opportunities.

💡Fear of Not Achieving Dreams

Fear of Not Achieving Dreams is the concern that one may not fulfill their aspirations or life goals. The video uses this fear to highlight the importance of personal development and self-improvement products. It mentions how social media influencers portraying a perfect life can make people feel like they are not achieving enough, thereby motivating them to seek solutions that promise to help them achieve their dreams.

💡Fear of Being Forgotten

Fear of Being Forgotten is the existential dread of not leaving a lasting impact or legacy. The video discusses how this fear can be a powerful motivator for people to seek spiritual or psychological guidance. It is used to market products that promise to help individuals find meaning and significance in their lives, as illustrated in the script by the example of marketing spiritual products that assure people they will be remembered.

💡Influencer

An Influencer, in the context of the video, refers to individuals who have a significant following on social media and can affect the purchasing decisions of their audience. The script uses influencers as an example of how people's perceptions of success and happiness can be skewed by the curated and often unrealistic portrayals of life seen on social media platforms like Instagram.

💡Product Marketing

Product Marketing is the process of promoting and selling products or services to consumers. The video discusses various strategies used in product marketing, such as creating a common enemy or leveraging different types of fears. An example from the script is how the food industry might position unhealthy foods as the enemy of health to sell their 'light' or 'healthy' alternatives.

💡Emotion-based Selling

Emotion-based Selling is a sales technique that uses emotional triggers to persuade consumers to make a purchase. The video emphasizes the importance of understanding and manipulating emotions in the sales process. It provides examples of how different fears can be used to sell products, such as using the fear of failure in education marketing or the fear of being forgotten to sell spiritual products.

💡Consumer Psychology

Consumer Psychology is the study of how consumers make decisions and the psychological factors that influence their behavior. The video touches on the use of consumer psychology in marketing strategies, particularly in understanding and leveraging fears to motivate consumers to buy. The script discusses how understanding the common fears of an audience can help in crafting effective marketing messages.

Highlights

The video discusses the concept of 'common enemy' as a marketing strategy to engage customers by showing them a common adversary they need to fight against.

The speaker emphasizes the importance of managing emotions in marketing, as it is a powerful tool to influence people's decisions.

The 'common enemy' strategy is used to make consumers feel the need to use a product or solution to overcome a shared problem.

The video explains that directly blaming customers for their issues, like obesity, can lead to negative reactions and loss of potential sales.

An example is given about the food industry, where unhealthy food products are framed as the 'enemy' to motivate people to seek healthier alternatives.

The concept of 'transformation market' is introduced, where the goal is to help people overcome obstacles to change their lives.

Fear of failure is identified as a central fear that can be leveraged in marketing, especially in the context of education and personal development.

The video suggests using social media influencers as a benchmark for success, which can trigger the fear of not achieving enough in life.

Fear of ruin, or losing what one has built, is discussed as a common fear among people over 30, which can be used in investment marketing.

Fear of being left behind is targeted towards audiences eager to succeed and can be used to sell language courses or other competitive skills.

The fear of not achieving one's dreams is linked to the success of Instagram influencers and the pressure to live an ideal life.

Fear of being forgotten is presented as a deep-seated fear that can be used to sell spiritual and mental health products.

The video argues that using these fears in marketing is not dishonest but a strategic emotional tool to influence customer decisions.

Examples from TV commercials are given to illustrate how industries use emotional manipulation to sell products, like cars symbolizing freedom.

The video concludes by encouraging viewers to reflect on their own fears and how they can overcome them, turning the comments section into a community space for discussion.