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Episode #279
The Drivers of Desire | Michael Fishman
In this episode, Genius Network member, Michael Fishman shares the Drivers of Desire – How to Know What People Want and How to Let Them Know You Have It. Michael is a trusted adviser of brands on marketing, positioning and business growth, with special category expertise in health and personal development. He continues to lead the annual Consumer Health Summit which he created in 1994.
Here’s a glance at what you’ll learn from in this episode:
- The Drivers of Desire
- How to Know What People Want and How to Let them Know You Have It
- What You Can Learn from a famous 15 year old painter about Mastering the Basics
- How You Can Bring Certainty to Your Marketing – and Improve Your Results – Why Knowing the Rules (up front) gives you the Freedom to Break Them to Create Breakthroughs
- What Do People Really Want? (It’s not what you think and it goes beyond a conscious choice)
- Why Do People Do What They Do (Understand the deeper reason for this and you can have a greater impact, influence, and contribution)
- The 3 Layers in the Drivers of Desire: ____ Tell, ____ Tell, ______ Tell
- The Drivers of the reptilian and unconscious brain – and what it means for you
- How You can Communicate to the Deep Drivers of Desire (real examples you can use)
- Why answering the question “What is the survival threat?” helps you be more compassionate, understand the psychology (consciously and unconsciously), and speak the language your clients use to articulate their challenges
- And more…
- Who is Michael Fishman? [01:16]
- The Drivers of Desire – Picasso as example [01:54]
- When you know how marketing works, you can break the rules whenever you see an opportunity [03:43]
- Marketing requires a degree of certainty–good marketers have confidence [04:23]
- Whatever you’re doing, whatever industry it’s in, knowing the rules is important [04:44]
- The Drivers of Desire looks at 3 areas of people’s experience [05:43]
- What they tell you about their experience
- What they don’t tell you
- What they can’t tell you
- Pain is a threat to our survival [08:54]
- Example from Michael’s own experience [09:03]
- What Michael can tell: his home has water issue [09:10]
- What Michael won’t tell: He is in panic [09:24]
- The water felt like a survival threat for Michael [09:55]
- Knowing the drivers of desire just makes you more compassionate [10:13]
- It’s compassion to speak the language your market uses to articulate their own challenges [10:34]
- Use the words your market and clients use, not your words [10:43]
- Market with passion, honesty and integrity [10:58]
Michael Fishman is a trusted advisor to brands and personalities on marketing, positioning and business growth, with special category expertise in health and personal development. He has been instrumental in growing to category leadership such businesses as Rodale, Inc., Boardroom, Inc., Phillips Publishing/Healthy Directions, Nightingale-Conant and many, many others. Michael leads the annual Consumer Health Summit, the preeminent invitational mastermind event for CEOs, entrepreneurs and marketing leaders which he created in 1994.
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