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IMPLEMENTATION IS EVERYTHING
MONEY FOLLOWS ACTION
Before you go any further in this book I want you to ask yourself the following questions:
o What is the dominant emotion that my audience must feel in order to make a decision or accept my idea?
o What emotions are they experiencing when they engage with me initially?
o What rituals do my audience go through in the buying or acceptance process? (rituals do? audience does? I am not sure here.)
o What patterns of behavior do they demonstrate during their buying process?
o What is the most important thing I can do to appeal to the dominant emotion they need to feel to accept my idea or make a decision?
o How do I preemptively engage a feeling of negative emotions related to the processes of my competitors?
Work on developing a question set that you can use in your one on one persuasive endeavors or power questions that lead to emotion and link to you, your products or ideas in your ads.
ESSENTIAL FURTHER STUDY
BOOKS
The Feeling Of What Happens - Antonio Damsio (Harcourt 1999)
Ritual Theory Ritual Practice – Catherine Bell (Oxford 1992)
The Stuff of Thought – Steven Pinker (Viking 2007)
Audio Interview
www.discoverthecode.com
Interview with Clotaire Rapaille on the culture code and emotional imprints as they relate to product decision processes.
Reprinted with Permission
Data is a real-time snapshot *Data is delayed at least 15 minutes