July 8, 2022

541: Attaching Emotion to Meaning - 5 Steps to Make Your Solution STICK

If you're trying to get people interested in buying your product or service, then you need them to be excited about it.

On today's episode, I'm going to share five steps you can take to help your prospect better understand the value of your solution by attaching emotion to meaning.


Emotion is one of our most powerful drivers. It can help us make decisions and act on them, but it also helps us remember things better. When we attach emotion to something our brain makes it stick so we don't forget it later on.


So how do we use this in sales and marketing? Well, if you're trying to get people interested in buying your product or service, then you need them to be excited about it—and that excitement is going to come from how much of an emotional tie they see in the meaning of your solution.


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Brian Nichols  0:02  
focusing on winning arguments. We're teaching the basic fundamentals of sales and marketing and how we can use them to win in the world of politics teaching you how to meet people where they're at on the issues they care about. Welcome to The Brian Nichols Show. Well, happy fired airflow party of rivals here on The Brian Nichols Show. Thank you for joining us on of course, another fun filled episode I am as always your humble host. And today it's you and me one on one and we talk about emotion and meaning I promise it will make sense as we get towards the episode but first gotta go ahead and give a shout out to today's episode sponsor and that is the one the only expat money show and you can go ahead and head over to the Brian Nichols show.com forward slash expat and check out not just the expat money show but also sign up for the expat money Summit. More on that in a second but why the expat money show because you want to make sure you're protecting your money that you work so hard to earn from ambulance chasing lawyers, nefarious creditors and greedy unjust governments. Our good friend McHale Thorpe has an amazing show the expat money podcast where he helps people just like you invest internationally secure second passports and residencies, eliminate your tax bill and take advantage of offshore structures so you can travel the world freely and never have to worry about money again. Now, I mentioned the expat money podcast but the expat money Summit is coming here on November 7 through November 11. It's gonna be five days 30 expert speakers. And by the way, it's an entirely free Summit. So make sure you have the Brian Nichols show.com forward slash expat and get your tickets for free today. All right, folks. So it's you and me. And I want to talk today a little bit about something I've been thinking more and more about, and is the idea of connecting emotion and meaning. So I want to go ahead and I made a little slide for you guys today. See how this works.

Upload File. Oh, like how it worked? All right. So if you're over on the YouTube, you're gonna see this popping up the screen. If you're joining us here on the audio version? Well, my goodness, you head over to the YouTube. So you're you're not missing? Yeah, we have a slide to go along with it today. So attaching emotion to meaning when I talking about emotion. First and foremost, it's important to remember the fact that people buy on emotion. Now we in the Liberty world, we get stuck sometimes in the wanting to good idea, people to death, we think because our ideas make the most sense, they are the most logical that people will just naturally jump on board just like we did. Unfortunately, that's not how it works. But also, if we are being honest with ourselves, that's not how it worked for us either. Because there was likely something that was an emotional trigger, whether he wanted to acknowledge it or not, or if it even remembered it or not, that actually pushed us into making the decision to join the liberty movement. So when we're talking about emotion, we also have to go back to the idea of it's not what it is, but what it does. And then I want to attach why it matters. And the why it matters is huge. So we talked about this a couple of weeks ago, the it's not what it is, it's what it does, and reiterating that so you have a hammer, right? The hammer can hit a nail, right? That's what it's doing. But it's not just the hammer. And what it does is, but what does that actually accomplish? So let's say you're putting a nail into a wall to hang a picture. Okay, so now you're seeing the outcome you're looking to accomplish. But why does that matter? Well, what if that picture was the brand new picture of you and your wife on your wedding day. So you want to make sure that not only are you putting that picture up, but it's going to be secure, you want make sure the hammer and the nail are the best quality to keep your your picture of you and your wife on the wall standing and not falling to the ground crashing. That's the why it matters. So when we look at meaning, and the meaning behind the why it matters, that is where emotion lives. What if you came home, and you saw that picture on the ground, shattered, you know, the glass ripped the actual picture in half, that would be a little scary, but also it definitely would hit you a little bit sad sadness would overcome you and then the annoyance of having to go ahead and get another picture and have to go ahead and get it reframed. So all of a sudden, you see there are emotional triggers that all of a sudden start popping up that we weren't even considering. Right. So that is also where we're getting the meaning attached to the emotion. And when we find that emotional trigger, that inspires meaning, then we can go ahead and help people take action. And this in the world of sales is where you have the most opportunity to actually get somebody to move forward is when you find the emotional trigger. And if you're able to focus on that, and then get them to see that they can solve this emotional trigger, because they see the meaning behind your solution. And they get excited at the idea of moving forward, because now they know they can, they can help avoid maybe this negative emotional trigger, or if it's in the idea of love, right? Because people want those fear and love emotions. So if it's in the world of love, this is how it's gonna make their life better. So finding the emotional trigger that inspires the meaning, and then getting them excited enough to move forward. And then how do we tie the knot? We tie the knot by telling stories. So when we're telling stories, and we've talked about this many a time with how many guests on the program, I know, we really focus on it with our good friend there, Matt Kibby, because he and his team over at free that people do incredible job, incredible job at telling stories, especially from a Liberty based perspective to make the ideas, the solutions we're bringing to the table actually make sense. So let's look at for example, one of the best stories and if you've listened to the program here, I'm sure you're familiar with this story. It's Thomas Massie, Thomas Massie has a show over on free the people and it's called off the grid. And in that documentary, Thomas Massie pretty much explicitly avoids the political conversation from an AR D standpoint, Republican Democrat standpoint, and instead focuses on truly a solution that he's doing on his own, which is living a environmentally carbon neutral life, if you will. Um, you know, he and his family are living off the grid and Kentucky he has his entire home is powered on. I think it's a Tesla to Tesla battery generators. I believe it is. He uses solar power. He has his own irrigation for his farm. So Thomas Massie is living the life a lot of our our more hippie progressive friends on the left, scream about who live in these big cities where their carbon footprint is likely a lot higher than that of Thomas Massie and his families. And yet, we can then show them a solution, show them someone who's doing something differently, give them real tangible solutions that they can start to instill in their own lives. And then in turn, show them that Thomas Massie oh, by the way happens to be a Republican happens to be a Liberty warrior out there in fighting the good fight and has been for a number of years now. So you can help tie the correlation by telling stories, and then make it real for them. And I again, I use matt Kibby and his team over at free people as the main example. So please go ahead and support them because they are doing phenomenal work. But right there, I'll wrap up today, it's a shorter episode, we really have to focus on meaning and emotion. If you want to make successful sales in both real life, with its with the liberty movement, trying to get people on board with what we're talking about for solutions, or if you're in your day job as a world of sales. Or if you're a business owner or entrepreneur, it is tough to be able to get people to go from where they are their status quo state to a new state. But we can help do that by not just talking about what it is our product is, or not just what it does, but why it matters. What's that meaning of the why it matters. And with that, the emotional attachment to what we can do to help make that person see the meaning and make it real for them. And then tell the story connect the dots make it real, so they can see themselves in the story. And then at that point, the solution just makes sense. So with that being said, Folks, oh, by the way, I'm gonna turn around here because we have a new sponsor on The Brian Nichols Show, and that is the blood of tyrants wine, you can go ahead the Brian Nichols show.com forward slash wine I'll actually go ahead and share there on the screen here for our YouTube a watcher or one sec.

Here we go. So if you had the Brian Nichols show.com forward slash wine, yeah, you can discover the taste of freedom, blood of tyrants. lethargy is the forerunner of death to the public. Liberty says Thomas Jefferson, you can get 1236 12 bottles of wine, and by the way, each time you get more wine, the price of the wine goes down per bottle. These are all mirlo and there mirlo is a rich Garnett Garnett, I hope I'm saying that right color with flavors of black cherries, plums and figs with a soft and smooth finish. With its crisp acidity and ripe fruit flavors. This wine is an easy match for any occasion. The grapes are selected among the best vineyards in the region. In some areas warm sunny days provide optimum grape ripening, while Pacific Ocean fog creates cool nights and maintain the acidity in the grapes resulting in a balanced mirlo full of flavor. What does that mean to you? It means you get a phenomenal line but also you get to support an awesome Liberty organization because yes, this company is owned and operated by a good libertarians out there. So if you want to go ahead and partake and now I don't partake in the alcohols anymore But I can tell you I've heard from friends Kenny Cody just got some some of this point as well. Only good thing. So please, if you're interested in getting a little bit of blood of liberty, or sorry, a lot of tyrants, that is wine, please head the Brian Nichols show.com forward slash wine and get your your bottle today and make sure you use code TNS at checkout and you'll get $5 off their checkout. So with that being said, Folks, thank you for joining us on today's episode. I hope you guys had a great week. I know we have a lot of great guests here on the program this week. Go ahead double check the episodes. If you missed any of them. I will make sure I include all those in the show notes. But with that being said, it's Brian Nichols signing off here on The Brian Nichols Show. We'll see you tomorrow

Unknown Speaker  10:40  
for listening to The Brian Nichols Show. Find more episodes on Monday, Brian Nichols show.com

Transcribed by https://otter.ai