Instant Appeal : the 8 Primal Factors That Create Blockbuster Success / Vicki Kunkel
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More Advance Praise for Instant Appeal ‘‘I was truly blown away after reading Vicki Kunkel’s new book. Not only does she supply strategies that almost any business can immediately use in its marketing efforts, she explains why they work in a deep, satisfying way. More importantly, the information in this book is evergreen and not based on some new marketing fad. This is the kind of book that ends up dog- eared with yellow highlights all over the place in a very short period of time!’’ —Michael Lovitch, CEO, The Hypnosis Network, www.hypnosisnetwork.com ‘‘Reading Vicki Kunkel’s Instant Appeal is a must. Whether you want to market yourself, your products, or your business, you have to read this book. She has mastered the understanding of what gets a person to act when it comes to making a purchase. If you want to increase your profits, you’ll make this book your marketing bible!’’ —Kurek Ashley, international peak performance coach and best-selling author, How Would Love Respond? ‘‘If your business is persuading people, changing minds, building brands, or creating consensus, this book will change your life. Instant Appeal reveals the scientifically proven secrets of human behavior that make your success in advertising, marketing, sales, and negotiation simple, predictable, and profitable.’’ —Dave Lakhani, author, Persuasion: The Art of Getting What You Want and Subliminal Persuasion: Influence and Marketing Secrets They Don’t Want You to Know. ‘‘Spellbinding. This book includes strategy after strategy that you can immediately use to understand why people do what they do and apply it to develop your own persuasive power. An incredible read. You won’t be able to put it down.’’ —Kenrick Cleveland, persuasion coach ‘‘Vicki Kunkel has done a great job with this book. It is fresh, insightful, and entertaining to read, but most of all it is practical with applicable infor- mation that will make a dramatic difference for you in your journey to success.’’ —Douglas Vermeeren, achievement expert, film producer, and creator of the movie The Opus ‘‘If you’ve been looking for ways to attract more business, more influence, or more kudos, you just found some exciting answers!’’ —Rich Fettke, author, Extreme Success ‘‘Clearly, Vicki Kunkel is a teacher at ease with her subject as she convinc- ingly provides her readers with an entirely new way of looking at the root causes of human interaction. This is a must-read for any aspiring elected official.’’ —Michael D. Bishop, Senate Majority Leader, Michigan State Senate ‘‘Amazing, outstanding, and exceptional. The information in this book totally blew me away. Vicki Kunkel not only understands primal appeal completely, but can also communicate it in such a way that the rest of us can understand and benefit from it. Everyone who sells a product, a service, an idea, or even just themselves (in other words, all of us) should own this book. Those who do will make more money, serve others more effectively, and have more friends and a lot more fun.’’ —Bob Burg, author, Endless Referrals, and coauthor, The Go-Giver ‘‘Vicki Kunkel gives us the science, insights, and statistics behind what it takes to create instant appeal and make the factors of attraction work for you and your business. This brilliant book is interesting, informative, based on solid research, and a must-read for anyone wanting to gain influence and attract others to their offerings like a magnet.’’ —Dr. Joe Rubino, founder, CenterForPersonalReinvention.com, and creator, SelfEsteemSystem.com ‘‘Instant Appeal is both brilliantly insightful and entertaining. It will show you how to use primal persuaders to make yourself stand out in a competi- tive marketplace and enhance your success. It’s a must-read!’’ —Debbie Allen, author, Confessions of Shameless Self Promoters ‘‘This book teaches you about evolutionary psychology as it applies to busi- ness today. By cultivating the characteristics of instant appeal, you can pretty much guarantee that you’ll never experience rejection again. Vicki’s book is interesting, engaging, and, well . appealing. You owe it to yourself and your business to read it—and APPLY it—today.’’ —Rachna D. Jain, Psy.D., author, Overcome Rejection: The SMART Way INSTANT APPEAL The 8 Primal Factors That Create Blockbuster Success Vicki Kunkel American Management Association New York • Atlanta • Brussels • Chicago • Mexico City • San Francisco Shanghai • Tokyo • Toronto • Washington, D.C. Special discounts on bulk quantities of AMACOM books are available to corporations, professional associations, and other organizations. For details, contact Special Sales Department, AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019. Tel: 212-903-8316. Fax: 212-903-8083. E-mail: [email protected] Website: www.amacombooks.org/go/specialsales To view all AMACOM titles go to: www.amacombooks.org This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Various names used by companies to distinguish their software and other products can be claimed as trademarks. A list of trade and service marks in this book can be found on page vi. AMACOM uses such names throughout this book for editorial purposes only, with no intention of trademark violation. All such software or product names are in initial capital letters or ALL CAPITAL letters. Individual companies should be contacted for complete information regarding trademarks and registration. Library of Congress Cataloging-in-Publication Data Kunkel, Vicki. Instant appeal : the 8 primal factors that create blockbuster success / Vicki Kunkel. p. cm. Includes index. ISBN-13: 978-0-8144-0946-6 (hardcover) ISBN-10: 0-8144-0946-6 (hardcover) 1. Success in business. 2. Success. 3. Consumer behavior. 4. Interpersonal relations. I. Title. HF5386.K8794 2009 658.4Ј09—dc22 2008033513 ᭧ 2009 Vicki Kunkel All rights reserved. Printed in the United States of America. This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019. Printing number 10987654321 TO MY PARENTS Ralph and Darlene Kunkel Trade and service marks found in Instant Appeal 1-800-COLLECT Epcot Pepsi Absolut Vodka Frys Pillsbury Doughboy Amazon Garfield Pizza Hut America’s Next Top Model Google Playboy American Girl Harry Potter and the PowerPoint American Idol Deathly Hallows Pringles AMP Agency Heroes PT Cruiser AOL iPod Risk Apple Ixquick Rocky Barbie James Bond Scott Barnes & Noble Jaws Scrabble Beauty and the Geek Jericho Showtime Rotisserie Best Buy Jumbotron Shrek Billboard KFC Snickers Borders Levi’s Star Trek Budweiser Long John Silver’s Starbucks Burger King Lord of the Rings Subway Cabbage Patch Kids M&M’s Survivor Campbell Soup Kids Magic Kingdom Taco Bell Cap Snaffler Martha Stewart TelePrompTer Charmin Mattel The Apprentice Chicago Cubs McDonald’s The Game of Life (Life) Circuit City Michelin Man The Tonight Show Compete.com Mickey Mouse Time Craigslist Microsoft Top Chef Dancing with the Stars Monopoly Trikke Disney Mountain Dew Trivial Pursuit Donald Trump MSNBC Ugly Betty Dr. Phil MySpace Uglydolls Dramamine New Balance Wendy’s E.T.: The Extra- Nike Whole Foods Market Terrestrial Oprah YouTube Elle magazine Panera Bread Yum! Brands Contents CHAPTER 1 An Introduction to Instant Appeal 1 CHAPTER 2 Ducklings, Defects, and Devotion: The Conspicuous Flaw Factor 19 CHAPTER 3 Does It Look Like a Duck? The Visual Preprogramming Factor 51 CHAPTER 4 Small Dogs, Big SUVs, and the Failure of Epcot: The Reptilian Comfort Factor in Consumer Choices 77 CHAPTER 5 Gaining Power and Loyalty Through Attraction and Repulsion: The Sacred Cow and Jackass Factors 117 CHAPTER 6 Words, Names, and Story Lines with Addictive Appeal: The Biology of Language Factor (Or Why Agatha Christie Novels, Green Eggs and Ham, and The Young and the Restless Get Under Our Skin) 151 CHAPTER 7 Good Vibrations: The Biotuning Factor for Career Success 182 CHAPTER 8 What Our Minds Really See: The Mental Real Estate Factor 224 CHAPTER 9 The Lessons of Instant Appeal: How Moral Entrepreneurs Use the Eight Primal Factors to Engineer a Crisis 253 viii Contents NOTES 260 ACKNOWLEDGMENTS 283 INDEX 287 CHAPTER 1 An Introduction to Instant Appeal Judy was depressed. She recently left her six-figure C-suite executive job at a large downtown financial services company that she held for over 15 years to start a boutique furniture store. It boasted high-end, ultramodern couches, chairs, tables, end tables, nightstands, and art in a hip section of the city. As we sat eating lunch, she told me the reason for being so bummed: Six weeks after her grand opening, she hadn’t sold a single piece of furniture. ‘‘I don’t know what’s wrong!’’ Judy sighed. ‘‘I did my market research and the products and pricing should be right in line. The people who come into the store seem to be the right demographic. What’s going on? I know the economy isn’t the greatest right now, but my customers have a pretty healthy disposable income. I can’t afford not to have this work out! I put everything I have into this.’’ As she talked on, she told me that customers would come into the store, walk around the entire space, even stop and, as she said, ‘‘look at something, pretending to be interested,’’ then would ultimately leave without buying anything. Because I had helped her former company successfully implement primal branding techniques—marketing strategies that align with our innate preferences and fixed primal triggers—she thought I may be able to offer some advice.