“Life’s most persistent and urgent question is, ‘What are you doing for others?'” -Martin Luther King, Jr.
In the last post I said I would show you how money is made on demand.
Just be aware I’m going to throw three greek words at you 😉
Those three words are:
ETHOS PATHOS LOGOS
Ok, we have a lot of cover so let’s get started.
There are only two ways to make money on demand:
1) Be the only supplier, in a specific geographic area, of a much needed commodity (water, food, shelter, clothing)
2) ETHOS, PATHOS, LOGOS
We will talk about ethos and logos too, but pathos is the key to making sales when you can’t be the only supplier of a basic commodity – which pretty much means everything else.
What is pathos?
Well it’s been around for more then 2500 years (we can credit Aristotle for making it popular, but it was used long before his writing about it) and it has moved more products than any single marketing technic in the history of mankind.
Pathos is the reason you bought the last thing you really, really wanted.
Pathos is the emotional component of a sale:
1) the thrill of discovering it’s available to buy,
2) the building of desire for it,
3) the anticipation of owning it,
4) the excitement that comes with its possession.
Pathos is the cause of 99.9% of all the sales made anywhere in the world.
You could describe pathos as an “appeal to the emotions” of those you are trying to persuade to buy whatever you’re selling but that is an over simplification of pathos.
There are two primary ways in which pathos is used to persuade you to buy a product or service:
1) by a metaphor or storytelling (stories of other people) commonly known as a hook,
2) by personal anecdote (a personal story)
Here’s an example. Have you ever seen the commercial for the Dollar Shave Club?
You can see it here on YouTube:
A couple of observations:
1. You could create this video with an iPhone inexpensively
2. The video has 25 million views.
3. The commercial launched a business
4. The business became so successful it was sold to Unilever for $1 Billion
That’s billion with a capital “B”…
Emotion sells. What’s the emotion in this commercial?
Underdog. “Average Joe” appeal. Humor
Don’t underestimate humor to sell when used correctly.
Of course, there’s much more to it and we’ll get more in-depth as this series continues…
Until next time.