By Joyce Sunila
Lately Iโve been watching re-runs of โThe Dog Whispererโ on the National Geographic Channel. You may have seen it. Cesar Millan shows people how to train their dogs by changing the dogโs mental state.
Cesarโs from rural Mexico. Heโs always flabbergasted to see American pet owners trying to alter animal behavior by talking to their dogs.
โNo!, Stop it!,โ these Americans will shout, while the dog drags them all over the street. โHey! Not nice! No fighting!,โ they argue heatedly, as the pooch takes a chunk out of the neighborโs dog.
Cesar takes this in with a flummoxed look. Finally tells the client,โdogs donโt rationalize,โ and then he changes the dogโs mental state by signaling dominance (through body language), applies a few behavior-modification techniques, and Presto! Obedient dog. Put another way: Cesar lets them know that he is the alpha dog or pack leader.
A Change of State
I see this show as a metaphor for email marketing. Itโs a reminder that the best communication is about changing emotional states, not transmitting information.
And whatโs the best way to change peopleโs emotions? By telling stories. Since the days of the caveman, humans have told stories to reach each otherโs hearts. That hasnโt changed. What do you do when you want relief from the same old boring emotions? You go to a movie. Itโs the fastest way to change your state.
Works in Marketing, Too
The same principle holds when you want to change a patientโs state from โI wish I could afford that procedure now, but Iโll have to waitโ to โI have GOT to get that! THAT is what will make the difference in my happiness.โ
In our primitive brains weโre all social creatures. We respond best to watching what others do. Instead of filling your e-newsletters with descriptive prose show them someone whoโs already experienced the shift. Show before-and-after photos of a satisfied patient and describe the many ways this one small improvement changed his or her life. Patients are likelier to spend money theyโve been holding back when you alter their state with a good story.
Emotion Is the Rocket Fuel
Not only is state-altering more effective than descriptive writing, itโs got a longer shelf life. It sticks. Think about it: You only have to hear the words โStar Warsโ to summon up the feeling-state those movies gave you years ago. Does anyone remember what some reviewer said about the movies, or what the publicity said? No. They remember the story.
Donโt Sell Yourself Short
The fact is,you do change peopleโs lives. Appearance is a major ingredient in the destiny people create out for themselves. You have the power to alter that destiny.
Tell your stories.
Lead the Pack as Cesar does.
Joyce Sunila is the president of Practice Helpers, providing e-newsletters, blogs and social media services to aesthetic practices. You can contact Joyce at joyce@practicehelpers.com or visit the Practice Helpers website at www.practicehelpers.com