that has nothing to do with my presentation somebody emailed that to me
I said that's funny as hell and I'm going to share it with these people I
just showed you two brands that are considered cult brands cult brands hey
the word cult here is a very good word just like you'll hear me use the word
evangelist and I'll explain a little later why I love that word but the word
cult brand cult you know what it means it means that people will blindly follow
them do what they estimate do and pay what they ask them to pay is it because
these are stupid people know these are some of the most informed educated
people in the world why then will they follow this these brands blindly here's
why because they trust them with all their heart and soul they want to belong
to them they don't want to just buy something they want to belong to this
brand now I'm going to show you a process on how to create a cult brand
personally and professionally I'm and I'm telling you this the next three four
slides you follow this process it will immediately and forever change
everything about you at every level from relationships to revenue stream here we
go i'm going to show you first on how you create a cult brand first you must
create a cult community a cult brand as a result of a community not a product
i'm going to show you a little later how there's no such thing is product loyalty
there isn't there's brand loyalty there's no such thing as stuff loyalty
now first you must create a cult community now you're not going to go
back to your offices next week sit around and have a staff meeting it's a
ok we heard a pretty good speaker he wants us create a cult community alright
so on Wednesday everybody go out and start watching our community we want you
we want you we don't want any of you and no that's not how you do it you do not
tell me that you want me in your community I tell you as your evangelists
that I'm building your community I will tell you if you're worthy of me
spreading the word now evangelist aw love that word you've heard the word
promoter net promoter and all those good words those are good but they're not
powerful enough for me and I'll tell you why
I'll promote you if you incentivize me or if you ask me to I'll promote you if
I'm if I'm satisfied to say hey would you mind telling some yes sure why not
however an evangelist is overwhelmingly compelled they can't even control
themselves they feel the need to go out and spread the good word about you if
you've done something so special for somebody they can't hold back that's an
evangelist so what you want to do is you want to find several really awesome
evangelist and let them take you to the promised land let them build your brand
now dr. abraham maslow he was a behavioral psychologist he's long dead
and gone but now this is the amazing thing as dr. Maslow is teaching behavior
he's quickly becoming the godfather of branding how does a behavioral
psychologist become the Godfather of branding you want to know why because
brand building is not about messaging it's not about marketing and clever
campaigns brand building is about understanding behavior and understanding
that a motion controls decisions now here's what he said he created a pyramid
he calls it the hierarchy of needs at the bottom he said these are the most
important needs in our lives for survival physiological needs we cannot
survive without them food shelter clothing however they do nothing for us
emotionally nothing food you get hungry to eat your full you get hungry eat your
full you may L it tastes good but what we get emotional about is the dining
experience you know the people were within the ambience and all that that's
what we get emotional about shelter you get up in the morning you look outside
it's pouring you go about your day you don't walk open up the kearns is pouring
look up at your roof wow what a roof call all your friends come see this roof
what a roof you don't do that you want to know why because it does nothing for
us you just take it for granted there it is clothing okay ladies hit me am I
wrong yeah I did a program a few months ago afterward three ladies walked up to
me one in the middle walks right up to me and she shakes my hand she said I
want you to know that I loved your presentation I agree with everything you
said except for one thing I said what's that
she squeezes my hand she said don't you dare tell me I'm not emotional about my
clothes I said really she goes in purses oh especially purses I love purses she
said I've got a closet full of purses do you really she said yes I do I said how
many really ugly purses are in that closet she said what I said let me put
it differently so that maybe you can remember when was the last time you went
out and purposely bought a god awful hideous homely purse she said why in the
world would I do that I said why wouldn't you said you love purses she
said because an ugly person would make me feel stupid I said you see you're not
emotional about purses your emotional about the way a purse makes you feel
that makes sense now low emotional needs safety security social interaction and
self-esteem if I am working with you and it is not about price but what it's
about is you're saying to me by connecting with me emotionally you know
what I trust this person and I feel this is a safe decision not only that I'm
actually learning something I'm actually getting a little more confident in my
ability to make recommendations around my home here's where you really start
nailing the needle when it comes to emotion self-actualization learn grow
reach our fullest potential every one of us self actualizes every day you may not
think about it but don't worry about it because you know what over ninety-five
percent of every thought that you have every day of your life is unconscious we
have over 3,000 thoughts a day we only remember a few of them this is true now
when you wake up in the morning you want to be better than you were yesterday you
may not think about it but you are thinking about it you don't get up in
the morning and go oh I think I'll just status quo today in fact I might just
jump back a few paces nobody cares you don't you want to do better now when
you're working with somebody and you're actually making them feel like wow this
I'm learning more about why I'm doing this and you know what and I feel like
if I meet with you and you make me so intelligent that I can go home and be a
hero to my wife proof understand this to every person you ever deal with for the
rest of your life has somebody to answer to you will never ever meet anybody who
doesn't have someone answer to it doesn't have
someone there trying to impress there's only one person I know of that doesn't
answer to anybody