Monday, June 6, 2016

The Strange Marketing Power of Chocolate



the strange marketing power of chocolate
Do you love chocolate?

I thought so.

Well, here’s one more reason to love chocolate: It can build your business.

Below is a transcript of a conversation I had with copywriter Tom Trush, from Phoenix, AZ.

Read it to discover the strange secret of how chocolate can boost your profits ... 

Kevin Donlin: "Tom, you had a story and it was kind of prompted from something you read in my Marketing Multipliers program where I often talk about creating new experience for your business using food, specifically, chocolate."

Tom Trush: "I was talking to a client who was definitely frustrated. He had a big deal lined up, so big that he had flown to Denver to meet with the prospect. 

"He thought the meeting went great and he followed up by email and it sounded like it was just a matter of getting the deal signed. But the prospect would not respond. He sent multiple emails over and over."

Kevin: "So, the trail went cold. Lots of emails, but nothing from the prospect?"

Tom: "Right. I know that you are a huge fan of direct mail, and I am, too. So I told him to change the medium from email -- because it’s just so easy to ignore -- and use regular mail.

"I suggested to he should put together a package and take the same information you’re sending by email, but change your format and send it by mail.

"Even better, send it FedEx or UPS. That would show some urgency and show you’re dedicated to this project.

"And I remembered what you suggested, Kevin, about how including a food gift like chocolate is an easy way to turn a direct mail piece into a sensory experience."

Kevin: "So what happened?"

Tom: "He popped some chocolates into the package and sent it off UPS ... and he said within two days he was on a call with the prospect to close the deal."

"Changing the format and delivering it via UPS really helped. But I think the chocolate was a big deal, too. It’s such a little thing, but how can you ignore chocolate? It adds an experience, you eat it and you remember it."

Kevin: "Right on all counts. Whether you send an express letter by UPS or FedEx, it can’t possibly go into a spam folder. It has to be opened. Keep that in mind when you compare the “cost” of email, which is free but increasingly ineffective, vs. the “cost” of an overnight letter.

"Second idea: Chocolate. When you’re eating chocolate, it’s impossible to be unhappy. So when you’re grinning and you’re reading a letter, your brain is making a connection between the two. It’s a powerful sensory experience.

"Compare that to reading an email on a laptop, iPad, or -- worst of all -- a mobile phone. That’s just text on a screen, visible for 3-5 seconds and then, poof! Deleted or achieved. Not nearly in the same league as a tangible letter plus a chocolate gift. And not nearly the same results."


Bottom line: Anyone can execute this idea. Find your best sales message, print it, add a nice gift of chocolate, and send it all FedEx or UPS.

But first, let me drop some science on you. There’s a chemical compound in chocolate, called phenethylamine (PEA).

PEA mimics the chemistry of your brain when you’re in love. Maybe that’s why chocolate is said to be an aphrodisiac. In any case, the chemicals in chocolate make people HAPPY ... and if you can make people HAPPY in business, you can do WELL in business.

 
Now, if you don’t see the value in investing $20 for all this, especially when it could make you back many hundreds or thousands of dollars ... well, you don’t have a business. You have a hobby. And you should stop pretending otherwise.

Delivering a sales message via overnight letter, with chocolate, is an example of what I call Marketing Multipliers -- small steps that deliver big profits.

And if you own a real business in the U.S., you can get a box of 11 Marketing Multipliers delivered to your door at no cost. Learn more at www.MarketingMultipliers.com