Marketing has always been fascinating to me.

It’s one of those things that, even if you think you know everything, it will find a way to teach you, humble you, and downright baffle you.

Over the last 30+ years, I’ve seen and learned a lot about marketing.

Now, I can’t tell you that I’m an expert, but I can tell you that I’ve been around the “marketing” block a few times—and especially enough to know exactly when I’m being marketed to!

And sometimes, even when I know I’m the target of an obvious marketing ploy…it still somehow works to get me to buy!

That’s exactly what happened to me several years ago when I purchased The Retreat, our beautiful property down in the Florida Keys. (For more on The Retreat, see the P.S. section below!)

In this case, it was a simple pack of colored pencils that swayed me to (gladly) spend an extra $500,000!

Here’s the story:

Click Here to Watch John’s Video – The Colored Pencil Effect

It’s one of those funny stories, but it reinforced so many critical lessons for me about marketing:

  • Touch as many of the five sense as you can:  In this case, it was the vibrant visual – the color added to the otherwise dull blueprint.
  • Emotional connection is key:  Seeing a blueprint that looked like it was colored in by a child connected with me on a deep level since I had two young children of my own.
  • Lead your prospect on a journey:  Get in the head of your prospect, and really understand the conversation they are having in their head

We could spend an entire day breaking down the psychology of marketing (and we just might inside the Full Circle Mastermind!), but these three marketing tactics made the difference, for me as the buyer, for this story that I love to retell, and the for the memories that I, and so many who have experienced The Retreat, will never forget.

As an internet marketing friend of mine recently said, you can try hundreds of ideas you think will work, but at the end of the day, it’s usually the thing that you think will never work that wins out!

So if marketing is your Achilles heel, as it is for most of us, take some time to think outside the box of what you’ve been trying (or color outside the box with some colored pencils!


Founder of the align5 Companies,  CEO of Scaling Up Coaches, and Serial Entrepreneur

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