All Marketers Are Drug Dealers
You’re scrolling through your phone… you’re checking out what your friends are up to on Facebook… and… BOOM!
Somebody liked your post. BOOM! Someone else shared your post with their friends.
Drip… drip… drip…
Your internal IV full of drugs gives you hit after hit.
A Drug Cartel of Marketers
Recently I heard a big shot marketer at a big shot marketing conference say… “Marketers are drug dealers!”
We all laughed when he said it… but then he explained why it’s really true.
He talked about 4 brain chemicals that are in effect, drugs. Everybody has them already built in.
Suddenly we were like a big drug cartel all working together to figure out how to give people their next “fix."
The big shot marketer told us that the more marketers can tap into these chemicals, which have a HUGE part to play in behavioral psychology, the better.
At first, I was a little uneasy.
There’s the obvious question… are you a GOOD drug dealer, or are you a BAD drug dealer?
It’s the same in music. Whether it’s Rock or Country or Rap or Classical, music taps the deep chemistry of our brains, our emotions, our motivations, etc.
Every marketer or copywriter or advertiser, like every musician or politician or salesperson or influencer has to make a conscious moral decision.
GOOD or BAD?
MANIPULATION or PERSUASION?
Hopefully, you picked “good” and “persuasion.”
Is It Wrong To Tap Into The Drug Den In People’s Brains?
Knowing that our prospects and customers are humans just like us, filled with the same brain and body chemistry, is it wrong to tap into them?
Not at all.
Consider a great chef. She knows that certain foods prepared in certain ways work with body chemistry to increase metabolism or give energy.
Is it wrong for her to prepare unique recipes to give specific outcomes in her customer’s body chemistry?
Not at all.
It’s the intent that matters.
Musical Heroine And How To Write Your Way To A Great High
When I write a piece of music for the violin, I do everything I can to make it feel very comfortable for the violinist to play.
We call this “idiomatic” writing. In other words, writing that is “ideal” on that specific instrument.
Why on earth would I write Tuba music for a violinist? It wouldn’t work at all. It would be downright rude and inconsiderate to the poor violinist.
Instead, I want her to feel like this music fits her and her instrument like a glove. Like they were meant for each other… because… they were. I carefully crafted them that way.
It’s no different in marketing and copywriting.
Our prospects are our musicians holding the instruments (cell phones, computers, newspapers, etc.) waiting for the music to come.
Why not write music… or ads… that are specifically written “idiomatically,” or precisely fit to tap their internal chemistry?
How to Ethically Write Ads That Tap Your Prospect’s Brain Chemistry
Since we’re in a crazy busy world, the first thing you have to do is get people’s attention.
Considering the natural brain function of our internal human drug lab… you can create and deliver content that gives you prospects the feelings of acceptance, peace of mind, love and status they crave.
So, back to the 4 drugs already implanted in your brain… aka… neurotransmitters. "Neurotransmitters are the brain juices that transmit signals in between the nerve cells of the brain.
The 4 neurotransmitters the big shot marketer at the big shot conference focused on were Dopamine, Oxytocin, Serotonin, Endorphins.
Dopamine is the pleasure chemical. If taken too far, it leads to addiction. Everybody is looking for a pleasurable distraction because it sends a hit of dopamine to the brain. So, as a marketer, when you create content, make it pleasurably distracting so your prospect’s brain tells them… drip… “hey, we like that, that’s really cool, that will make you feel better, look better, sound better.” Any type of good distraction gives a dopamine hit.
Oxytocin is actually a hormone, but it acts like a neurotransmitter, according to Psychology Today. “It influences social interaction and sexual reproduction. When people hug or kiss a loved one, oxytocin levels increase.” It’s not just sexual love… it’s also tied to brotherly love, empathy, and compassion. It’s the kind of deep emotion we craze as humans. And it’s often hard to get. That feeling of acceptance.
As marketers, we need to realize that when people buy something, the sensation provided by oxytocin is the same as the increase of feelings of love. You feel better about yourself. So, why not give people the opportunity to buy? They WANT to buy. It makes them feel good. And if your product can really help them, why not give them the chance to buy?
Serotonin is a mood chemical. It contributes to our well-being and happiness. It feeds our need and desire for a sense of “status.” As a marketer, if you can give your customer a new sense of “status,” an identity shift, you’ll give them that feeling of happiness and acceptance. We all want to belong. Give them something to belong to. Shift their identity, their status to something higher, something better than their current status. They want it. And when they get it, a sense of loyalty builds up inside them.
Endorphins give a sense of euphoria. Whether it’s exercise or sex or producing something good in the world that brings goodness to others, endorphins kick in and give you that wonderful sense of euphoria. As a marketer, when you lay out a path for your customers, a step-by-step guide that leads them to a greener pasture, this helps start the path to euphoria. When your customer reaches the greener pasture, endorphins release and euphoria sets in. Don’t you want to give your customer’s that sense of accomplishment, of winning, or the rush of success? I certainly do. Not in a weird or gross way. But in a real, I-care-about-you-and-want-the-best-for-you sort of way.
Taking the time to consider how your writing, what you’re writing, and how it taps into the IV drip of your customer’s internal pharmacy is very wise.
You may not like that fact that we are all chemical beings filled with all sorts of different drugs.
But it’s the truth.
Rather than fight it, why not use that knowledge to help you create your marketing messages and in turn, give the kind of help and support and love and acceptance and status and euphoria your customers crave?
If you need a little help… that’s what I’m here for. Give me a call. Let’s figure out how to make you a better drug dealer… You know what I mean… :)
And may your copy every be melodic, harmonious, pleasurable, and euphoric!