How To Hypnotize People To Start Bringing Business For You

I thought I was the only one who knew how to make this happen until I became a victim myself.  I don’t know Courage Ngele personally.

I've never met him before save for a good number of his write-ups I had read on SmartBcamp.  And from those posts, I got to know he has a business, a wine business.

That's normal. That's one of the things content marketing does for you. It makes you and your business visible. Isn't that what we call visibility?

So if you are not yet using content to drive your marketing, permit me to ask you one question- what exactly are you doing?

What this means is that Courage Ngele, who runs a wine business, by consistently providing some value through the content he shares online, made me become aware and conscious of his business. I call it visibility.

Through his contents too, he also made me understand clearly the nature of the services his business delivers. I call it clarity.
And further, through his contents, he also proved to me that he is an expert in what he does. I call it authority (Expertise)

So with his contents, he was able to establish three things- visibility, clarity and authority. I call them the Trinity.

But you see, Courage Ngele may have thought that achieving visibility, clarity and authority over his wine business would have done the magic for him. But I’m afraid, it didn't.

Those three may have done some job for him and his business, but they were not enough to have ignited a magical effect on his prospects.

But I never knew this. I had honestly thought the trinity of visibility; clarity and authority were enough until I read a post he wrote on 28th January earlier this year.

That was when the scale fell off my eyes and I discovered the fourth man in the fire that had been missing all the while.

That particular post had an effect on me that till date I’m yet to totally recover from it. It was as if he cast a spell on me using that post.

Because of the effect that 28TH January post had on me, I have been studying it word for word, line for line, for the past 6 months.

I wanted to find out why it had such an effect on me. And don’t be fooled, I was not the only one who fell victim to it. Over a thousand people did as can be observed from the number of engagement that post generated.

In the course of studying this same post, I also studied all the posts he had written prior to that one, and I discovered that this particular post beat the rest in terms of the number of engagement it generated.

There was obviously something about it, and I made up my mind that I was going to find out what it was. And guess what? I did. I found it out.

Maybe you are wondering what effect the post had on me. Here it is...

The post did not just establish visibility, clarity and authority in my mind as it relates to Courage’s wine business, but against my wish, it made him and his wine business become indelible in my mind.

How did I know this happened?

Ever since I read that post, anytime I hear the word wine, the first name that comes to my mind will be Courage Ngele and Wine House Nigeria (The name of his company)

You see, what a good number of his posts could not achieve, this one post made it possible. And how was this post able to achieve this? I will tell you.

The post introduced the fourth element in the mix, and that’s what I call-stickability. There is no English word like that, but trust me; I have discovered there is a brand experience called STICKABILITY.

Stickability is that element, which if present in your content, has the power to make you and your brand 22 times more memorable than your competitors.

Stickability is the magic wand that binds visibility, clarity and authority of your brand together. It is what makes you memorable in the mind of your prospects. For what purpose is all your visibility, clarity and authority in the world if nobody remembers you when there is a need for your services and product?

Stickablity is what embeds you in the consciousness of your prospects. So how did Courage achieve stickablity with that post, and how can you also achieve the same? Here…Courage told us what I call- a Unique Brand Story (UBS).

He masterfully told us how one day he received a call from a man who wanted to buy some wine for his daughter’s marriage introduction ceremony. The man had previously made orders from another dealer.

According to the man, the seller had sold him spoilt wine. Frustrated and desperate, he called Courage for a quick fix. But instead of Courage taking advantage of the man’s desperation and frustration to make a kill, he calmed the man down and explained to him that the wines in question may not be bad after all.

And true to Courage’s advice, it was later discovered that those wines were not spoilt. The man was excited over the discovery for he could have lost about 750k if Courage had not given him that advice.

And guess what? Courage was happy too that he helped the man save his money even though it seemed like he lost an opportunity to make a kill on a platter of gold.

There are a whole lot of findings I made while studying this post of his that I don’t want to go into right now.

For instance, if you read my last post-“How to Run Your Business Like a Mafia Godfather”, you will agree with me that this post is also a perfect example of the principle of “Show and don’t tell” I talked about.

But what is important to me today is that with that post, Courage hypnotised as many of us that read it.

Come to think of it! Why do you think I spent 6 months studying the post? You think that’s normal?

Why do you think I spent weeks writing this post? And who do you think I will likely call when I need some wine?
Listen, a lot of people have joined the bandwagon of content marketing. So you are not the only one who is pushing his/her brand through content marketing. Your competitors are also doing the same thing.

For instance, if you are a makeup artist, you will agree with me that you are not the only brand out there posting beautiful images and videos of your work. There are hundreds of other brands out there too who are gaining visibility, clarity and authority in the minds of people about what they do through their own contents-images and videos.

Now this applies to other niches too.

So if everybody supposedly is now gaining visibility, clarity and authority in the minds of prospects over their business in the marketplace through content marketing, what then becomes the tipping point?

Or put in another way, what then is going to be the decider of who gets the call?

I know the answer. And I guess you also have a clue of what the answer is. It is called stickability through the use of Unique Brand Stories (UBS).

So here is my question for you-

Are you making your brand sticky by telling enough of your brand stories? Or you are like most people out there pushing out good, but nevertheless, dry contents that don’t stick?


©Eziukwu Tochukwu