Tuesday, October 13, 2009

Dr. Oz gives "three basic insights" on motivating people

I don't watch TV; I have seen but brief segments of Oprah Winfrey and I confess I have never seen Dr. Oz on her show. I did see this article about his new show and was specifically drawn to his reflections on why people that know the facts about health care still don't change their lifestyle; the facts he says, "weren't sinking through."

So Dr. Oz has embarked on a mission to get health facts to sink through; to help people understand why they should take action.

Getting others to take action. Isn't this what anyone with a message is trying to do. Help people not only be aware of something, but understand it well enough to take action? Recently, information I've read about internet marketing uses the term "drive," as in drive customers to your website. It seems to be everywhere. It's just the current "power" term, but it gives the wrong impression.

Drive implies the marketer has control. That may work on some people, but it doesn't work for me. People do not like to be told what to do or pushed (read as, driven) to do something.

Before potential customers buy your offering they want to feel they can trust you and they are receiving good value for their money. This is especially true for internet transactions. This means you must be willing to spend time building trust and even giving them valuable information for free.

Dr. Oz has already established that level of trust through the Oprah show. So now he can get right to the point: First, people must have a visceral awareness of why your product matters. Second, it really has to make a difference in your customers' lives. And third, (and this really applies to the internet) it has to be playful.

This has been my point for years. The time will come when all information is available on the internet, how that information is shared will determine which websites get the most visits.

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