Archives for Eric Edmeades

Playing Chess With a Bow and Arrows: Meaningful No-competition Marketing Campaigns

Final part of the MindValley Reunion = Mind Blown series

It has taken until November to cover all of the mind blowing teachings imparted to me in August at the MindValley Reunion in San Diego. While it’s hard to say that they saved the best for last, because I had many favorites throughout the weekend, the last outside speaker was rated highest among their speakers, and it was very easy to see why.

I had known Eric Edmeades as the “WildFit” guy. Wildfit is a nutritional program published by MindValley that has produced very impressive results. He wasn’t there to speak about WildFit, however, and it appears that is just one of many programs, businesses, and successes from which he could provide us with valuable lessons. He went through a list of possible topics, all of which appealed to me. What he chose was inception marketing.

What is inception marketing? If you consider yourself part of a tribe, than you have been incepted. If you are on any mailing lists, you have been incepted.

First let’s talk about what inception marketing isn’t: it isn’t tactical or transactional. It isn’t competing for people who are searching for what you sell. It isn’t guessing what will make your prospect buy. It’s not about modeling your competition.

If you are a job seeker reading this, you might be wondering how this applies to you. Firstly, I ALWAYS assume when learning something about marketing that there is an application for job seekers. That being said, not all methods are appropriate for all job seekers. Branding is the exception, in the 11 years that I have been advising and interviewing job seekers, all have or would have benefited from branding.

In this particular case, inception marketing is applicable to those actively or passively seeking an opportunity to increase their influence and impact, the byproduct of which is faster career growth and greater income.

Back to what inception marketing is: It is defining your target, understanding deeply what is important to them, identifying what they are thinking about, strategizing ahead of time the steps and stories that are going to create attraction, and providing them with engaging content that subtly moves them to realize and decide that they want and need your product.

This is about asking (a la Ryan Levesque’s ASK method) and listening. It’s about nudging and nurturing.

It is about appealing to your audience’s emotional reasons for wanting, and their logical reasons for feeling good about that (because sometimes we feel better justifying that in which we invest.) Then, they naturally sell for you.

If traditional marketing is darts, where you try to hit one little target, this is chess.

Before I share with you the steps, let me share with you the example that he gave, which demonstrated why he is such an in-demand speaker. Eric has had some enviable adventures, which give him a wide variety of intriguing experience from which he can compose compelling stories. The adventure he shared was hunting with an indigenous African tribe. This particular story took place during a second stay he had in their village, and it seemed the tribesmen were even more accepting of Eric as one of their own because he was able to hit the target on the first try with one of their bow and arrows. The pressure of these bow and arrows is much higher than one you might find at a sporting goods store here in the US. He showed us pictures of their more senior tribesmen, who you could definitely not identity as more senior based on their fitness, because they were ripped!

After hitting the target they invited Eric to go hunting with them, which he did a couple times. The second time it was an all-day event. Eric had been an avid runner until some time in his thirties when he had a knee injury. But these men were running…long distances…bow and arrow in hand…without making any sounds. This was something he noticed as he was struggling to keep up, his knee giving him pain. They were not running the same way as him. While he was putting his whole foot down, making a ruckus and probably scaring game away, he noticed the tribesmen were only using the front pads of their feet, and they seemed to spring off of them rather than stride. So, he started mimicking them, and he found that, not only was he now running without noise, he was running without knee pain. He was better able to keep up. He went home and considered taking up running again, but this time he was also considering something he never thought he would – buying a pair of those feet shoes. You know the ones – they look like feet.

Prior to starting this story, Eric demonstrated how at any given time, 3% of the population is actively seeking and shopping for something. He asked us to raise our hand if we were currently looking to buy a new phone, renovate our kitchen, looking to book a cruise, and buy running shoes. Time after time the number of hands raised represented roughly 3% of the room.

After that story, however, he asked how much of the room was now considering buying the feet shoes. Much more of us raised our hand – me included, and I totally made fun of my husband for buying those shoes. He even got a few bucks from the class action suit against the company for false advertising the health benefits.

At first, from a time and money perspective, it sounds very appealing to think that marketing doesn’t have to look like guessing about SEO, bidding on keywords, worrying about rankings, etc.

What you have to realize, however, is that the steps involved in a successful inception marketing campaign require quite a bit of legwork, and then, once you have incepted prospects, you have to continually keep them incepted by providing value and advice. This is not the easier way, so to speak, but it is a more meaningful way to build a customer base, and over time you will have less selling to do in order to increase your reach and continually grow your customer base.

It is a long-term strategy. This is where job seekers who seek to increase their influence and impact for greater career growth and income can apply this method: Start to notice where there are events in your life and at your job where a need for you is created. Tell the stories using the platforms available to you – LinkedIn posts/status updates, corporate wikis, industry publications, on stage at conferences, in a book, etc.

In the career management course that I teach at Drexel University’s LeBow College of Business, we share various kinds of stories with our students and introduce how they can frame a story in a compelling way wherein the story actually becomes their proof of unique value.

Here are some of them:

  • Romance
  • Drama
  • Fable
  • Mystery
  • Adventure

Wouldn’t it be great if you knew which kind of story appealed most to your audience, which would be the employer if you are a job seeker. But NOTE: one of the first steps is to really be intimately familiar with what drives your audience to take action.

Here are the steps of inception marketing:

  1. Identify an overall target market – This defies what most marketing gurus preach. They usually tell you to identify a niche, and qualify the demographics and buying behaviors. He used the example of being a wedding photographer and targeting anyone getting married or involved in the wedding.
  2. Then, he suggested that you ideal multiple target markets and pick one that your competition might not. Most wedding vendors focus on the bride, but what if you focused on grooms.
  3. Dig down to what drives them. What does a groom want? To make the bride happy, and give her the perfect day.
  4. Engage your audience with a promise. For example, 10 ways your wedding photographs can go horribly wrong and how you can make sure they are perfect.
  5. Then you incept them by telling them a story that allows them to conclude that they want your help. This made me remember my wedding, which was perfect except…we were supposed to get all family photos done in between the wedding and reception, but the damp conditions were causing some of the cameras to malfunction. We had an indoor alternative to use, but the photographer needed time to get that set up and let the cameras dry out. This meant that we were now using precious reception time to take photos, and we never did get around to visiting our 280 guests at their table, including the cousins who flew in from Amsterdam. I know he had a different example, but this was one that struck me as a personal experience that served as a better example for me.
  6. Advise them, and in advising them, establish that YOUR experience, expertise and skill will save them from such a fate, or move them toward a desired fate, and in turn, keep your promise.

Eric certainly offered us some very pragmatic content, and he did so with humor and humility. Considering that since language existed, storytelling has been how human beings teach, it seems logical to expect that it will never go out of vogue. The media we used to tell these stories will evolve, certainly.

If you need help understanding your audience and telling your story, well that is our specialty. We LOVE to help corporate influencers influence, because that is how meaningful change occurs.

 

What kind of action would you like your audience to take?

Survivor – The Search Is Over

Survivor’s official music video for ‘The Search Is Over’. Click to listen to Survivor on Spotify: http://smarturl.it/SurvSpot?IQid=SurvTSIO As featured on Ultimate Survivor.

MindValley Reunion = Mind Blown!!

Part 1 in the MindValley Reunion=Mind Blown series, which continues next weekSunday morning my Uber driver asked if I was going to church, and I replied, “No.” That wound up not to be true at all.

It will be very challenging to portray exactly how immensely powerful this weekend was for me and 800 other people from 40 different countries. So, I’m going to break it into a series, starting with a summary of the sequence of speakers at the MindValley Reunion in San Diego.

First, let’s start with what is MindValley? That’s a good question, but a better question is WHO is MindValley.

Before this weekend I would have the told you that MindValley was a personal development publishing company led by a bold and forward-thinking pioneer, Vishen Lakhiani. Now, I realize that I am MindValley, and so are all my new friends, including some speakers that I have admired for a while now, as this company is much more about community and connecting than anything else.

Now, let me tell you how my Sunday experience turned out to be like church, but better.

It started out with a moving keynote from Don Miguel Ruiz, legendary author of one of my favorite spiritual teachings, The Four Agreements and his son, Don José Ruiz, co-author of The Fifth Agreement. This was the most moving keynote I have ever seen. 1600 eyeballs were streaming with tears in awe of the simple wisdom being bestowed upon us.

 

A couple hours later, world renowned hypnotist Marisa Peer, who I have shared with you , guided us through four modules of her Rapid Transformational Therapy, a program she co-developed with doctors to instantly rewire your neural pathways and reverse the toxic beliefs that keep you stuck in a life that doesn’t nearly reach its potential. It teaches you to be your own therapist.

Then after another brief encounter with Donna Eden’s (the world’s leading practitioner of energy medicine) husband, David Feinstein, who had been a traditional Psychologist until he met Donna, I ate lunch with Donna’s daughter (I didn’t realize this until after she and I exchanged compliments and she left) and as well as 3 medical doctors (an oncologist, a general surgeon/Functional MD/Cosmetic Surgeon and an infectious disease specialist). They had been eating with David, but he was just finishing, and when I learned that the medical doctors were sitting and conversing with David, I was really sorry I missed that exchange! Donna and David later demonstrated and led us through very simple and quick energy exercises that anyone can do to restore your body to balance and full energy. I needed that after Marisa dredged up some memories that left me a bit heavy.

 

The next speaker was not as spiritual, but he was moving, and has been a highly rated speaker, including for Tony Robbins, Eric Edmeades. He made us laugh, and gave me something to aspire to when it comes to standing for others’ transformations in my marketing and sales.

This was just ONE of TWO days of mind-blowing experiences.

By the end of this weekend I was (am) seriously considering an opportunity to move my family to Estonia for a month for an immersive educational and cultural experience for all of us.

I made friends with people from around the country and the world, including from Canada, Australia, Ecuador, Peru/Denver, Brazil, Lithuania, and I am sure some other countries.

Saturday started by having breakfast with a fellow coach, who gave me rights to share anything I want from his huge library of content, and he recommended 6 different resources to check out. He was my hero, because he found the cups for the coffee. I really needed it to absorb the concepts shared thereafter.

The speaker lineup Saturday started with someone who’s tips I have been sharing with my business students to help them craft compelling stories that will get them hired, AND, I got to tell her that. WOW!!! AND… She’s now my coach!! If you don’t know who Lisa Nichols is from her appearances on The Secret, Oprah, Steve Harvey, The Today Show, or any other myriad of appearances, you will! She knows how to move you into action, take away ALL your excuses, and make you realize how divinely precious your life is. I was furiously taking notes (through tears) so that I could capture her words, eager to share them with you. It won’t have the same impact, because, well, there is something incredibly different about being feet away from someone who can look you in the eye, touch your shoulder when she walks by, while you can also feel everyone around you reaching a new level of living, I have learned. Just, WOW!

 

Then it got very cognitive, in a global consciousness raising kind of way. Jeffrey Allen, former Department of Energy Engineer, now Energy Healer, shared how we evolve, denigrate into different states of living. That’s not what he called it, but his point was that we are all moving as a species and a planet toward a higher vibration, and there are two ways it can go, we can destroy the planet fighting trying to stay where we are, or go with the flow and surrender to the forces pulling us toward a higher state of mind.

The next speakers were introduced as the world’s sexiest grandparents, and, well, they must be. I can’t say too much about the topic, as it was racy, and the speakers asked that we keep the content among us, but I am hoping to apply the tips they shared and experience a whole new level of enjoyment in my life.

Lastly, Vishen himself spoke about how we can reset humanity based on 5 teachings from a scientist, a writer, a naturalist, a philosopher, and a mystic.

In the coming weeks’ blogs, I will be expanding on these teachings (except for the racy one,) so if you couldn’t be there with me, at least you can benefit from the amazing content shared.

In the meantime, I highly encourage you to check out MindValley and all of the amazing transformational programs they seem to launch on a daily basis, and keep your eye out for them, as they are quickly becoming a worldwide leading authority on transformational technology and experiences.

If there is anything in your life you would want to improve, they probably have a program for that. [Actually, they don’t have a program for careers. They do on purpose, but not careers – I’m hoping to change that!]

 

Have you ever been to an event that changed your life for the better?

Jamiroquai – Blow Your Mind

Jamiroquai’s official music video for ‘Blow Your Mind’. Click to listen to Jamiroquai on Spotify: http://smarturl.it/JamiroquaiSpot?IQid=JamiBYM As featured on High Times: Singles 1992 – 2006.