December 17

Anxiety and Influence – A Personal Peace Plan

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At the risk of sounding corny, crafty or crazy…

…the purpose of life is to be happy — to increase the excitement, wonder, peace and love that happiness is made of.
It’s what you want.
It’s what your customers want.
Look:
I have 2 creative loves…

  1. Marketing… or more specifically Copywriting (writing promotional information)
  2. Lifestyle engineering (getting organized, time management, personal adventure)

They go hand in hand. You’ll learn a lot from both topics. BUT only if you’re sensitive to several crucial ideas.
Consider this:
There are 7 dimensions of lifestyle that give us happiness.
The first 5 dimensions relate directly to ourself (in a nutshell):

  • Attitude to life.
  • Life direction.
  • Organized living.
  • Project and priority management.
  • Mind control.

And beyond the self there are 2 external or social dimensions:

  • Synergy, collaboration and influence
  • Contribution and value creation for others

As a marketer and copywriter, I seek to help good companies innovate and distribute experiences that raise customers happiness by providing them with values.
Legendary direct response marketer and copywriter Gene Schwartz said:

Everybody you’re out there writing to is a good soul. They really want to be nice, honest and successful. They want to be happy.

And he also said that a copywriter (which includes decent marketers) must seek to carefully understand their market, even to the degree that you:

Read everything in the world except your business. Read junk. Very much junk. Read so that anything that interests you will stick in your memory. … Get all the very low stuff. Low culture makes big money. There is your audience. There is the language. There are the words that they use.

Painful but alas, true. Low culture is not the only culture or the only marketplace of course.
Gene’s point was that we must be careful to:

Listen. And every time they say something, you nod. And memorize specific statements, so you can feed them back to them in the same conversation. In that way, the person goes into a talking frenzy…. People become hypnotized by their own stories.

Kind of alarming if you think about it.
Gene is saying that by listening to the views in the marketplace, by really listening, people will open up and reveal the stories that they tell themselves which actually hypnotise them.
Hypnosis is a state of learning, where we learn good things and bad things.
Consider kids hypnotised by violent computer games that become aggressive be repeating the behaviours they have observed.
Consider the late night horror flick which spooks us in our own house.
In fact, with the advent of the ‘experiential consumer’ age…
(see my post: The Secret Of STRATEGIC Management for Today’s Experiential Marketplace – opens in new window)
…where the consumer marketplace expects far more than just access to a service such as Disney Land, but increasingly expect a specific set of emotional experiences… even if they are unrealistic, again as Gene stated:

He may logically know he can’t do that, but he would love to do it… People want to believe.

So I am putting myself into market research and experiential experiment mode for 2011…
… in my quest to become a better copywriter and a better happier person.
I will still maintain my client list, but my personal life and my blog will reflect a broader investigation of human experience.
Even mind-control, willpower and discipline.
So I set sail in a new direction, and hark a few more words from Gene Schwartz:

Copywriters are crazy. And you want them crazy. They go for the big kill.

During 2011 (as one of my new year resolutions) I intend to write a report titled Anxiety & Influence, focusing on dimensions 5 (mind control) and 6 (synergy and influence) as alluded to above.
IF you are motivated by honest business, industry controlling marketing, the deep psychology of copywriting, your own mind-control, political freedom and your financial and even romantic success in 2011…
…then stay with me as we journey down the rabbit hole like I haven’t done for almost a decade.

Corruption in media, business and politics will be exposed.
Investment recommendations will be made.
Spooky techniques to control your own mind – and even other people’s minds – will be revealed.
For example:
Did you know that the root’s of Public Relations (PR) comes from Nazi propaganda via Edward Bernay’s in the 1920s who learned from Freud about the manipulation of the subconscious:


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