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Aflevering #507

Waarom Stress je Marketing Kapotmaakt

Stresshormonen werken aanstekelijk. Als jij gestrest bent tijdens je marketing, voelen klanten dat direct en haken ze af.

10 min

Video en audio in het Engels

Luister op:SpotifyApple PodcastsYouTube

Belangrijkste inzichten

  • Controleer je eigen toestand voordat je begint met opnemen. Stresshormonen werken aanstekelijk en je publiek pikt dat direct op, ook via audio en tekst.
  • Gebruik eerlijke schaarste zonder er gestrest over te klinken. Het mechanisme, een wachtlijst of een beperkt aantal plekken, doet het werk als het klopt met de werkelijkheid.
  • Kies bewust je opnamemoment. Lichamelijk moe na sport of inspanning geeft je een rustiger, authentieker geluid dan mentaal opgejaagd achter de microfoon kruipen.
  • Onderscheid rustige autoriteit van valse urgentie. Klanten willen vertrouwen voelen, geen druk. Wie rustig en zeker overkomt, overtuigt meer dan wie schreeuwt.
  • Zet marketing pas in werking als je hoofd er klaar voor is. Doe eerst een ademhalingsoefening, ga sporten of stel het op. Gestresste content kost je meer dan het oplevert.

Tijdstempels

00:00Introductie: het meest vergeten aspect van marketing
00:58Manager op Mallorca: urgentie die het team lamlegde
01:48Stresshormonen zijn aanstekelijk
03:32Urgentie in marketing: wat werkt en wat niet
05:08Rustige autoriteit als basis voor je content
06:59De noisemakers en valse schaarste
08:15Identity First Marketing en de eerlijke wachtlijst
09:39Wanneer je beter niet opneemt, en wanneer wel
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Lees het blogartikel

Waarom is rust belangrijker dan urgentie in marketing?

Shownotes

Kernboodschap

Stresshormonen werken aanstekelijk. Als jij gestrest bent tijdens je marketing, voelen klanten dat direct. Rustige autoriteit overtuigt. Gehaaste urgentie drijft af. Dat is de kern van deze aflevering van de Paul Veth Podcast.

Wat je hoort

  • Hoe Paul als manager op Mallorca zijn hele team onbedoeld in stress trok door zijn eigen urgentiegevoel
  • Waarom de stemming waarin je content maakt bepalender is dan je boodschap zelf
  • Het verschil tussen eerlijke schaarste en valse urgentietactieken
  • Hoe Identity First Marketing de wachtlijst opbouwt op een eerlijke manier, inclusief het waarom
  • Waarom lichamelijk moe zijn, na sporten of een intensieve dag, je vaak beter laat presteren op camera

Belangrijkste inzichten

De noisemakers

Paul noemt een herkenbare categorie: ondernemers die schreeuwen om aandacht, kunstmatige deadlines opzetten en je het gevoel geven dat je nu moet beslissen. Zijn conclusie is helder: zo wil jij zelf niet kopen, dus zo moet je ook niet verkopen.

Eerlijke schaarste werkt

Werken met twee vaste klanten per maand en dat gewoon zeggen is echte schaarste. Het mechanisme doet het werk, zonder dat je er zelf gestrest over hoeft te klinken. Dat geldt ook voor een wachtlijst die je opbouwt omdat je product er nog niet klaar voor is.

Opnemen na het sporten

Wie lichamelijk moe is maar mentaal helder, praat rustiger, klinkt zelfverzekerder en landt dieper bij de luisteraar. Paul raadt aan om bewust te kiezen wanneer je opneemt, niet altijd op het moment dat je toevallig energie hebt.

Over Paul Veth

Paul Veth bouwt technologie om het potentieel van de mensheid te verhogen. Identity First Marketing is een van zijn vier bedrijven, gericht op strategie en positionering voor het AI-tijdperk.

Onderwerpen

marketing en stressrustige autoriteiteerlijke schaarsteIdentity First Marketingcontentcreatie ondernemersurgentietactieken vermijdenmarketing mindsetvertrouwen opbouwen klantenPaul Veth podcast

Volledig transcript

Bekijk volledig transcript
0:00
0This aspect of marketing is what most people forget and maybe, maybe, just maybe, it's the most important thing. I will tell you, I was working as a manager at Majorca for several bars and a big club And it was just it felt like a startup because some restaurants were just opened and the club wasn't open yet while the summer already has started. So a lot of tourists came to that place and I was working as a manager and I felt the urgency to make for the tourists to make it a nice time to give them the best time ever on Mallorca or on any holiday whatsoever. So I felt this urgency and I was working till 04:00 in the morning and at 10:00 in the morning I started working again. Every morning I was like, Okay, let's go with the whole team.
0:58
0Let's go. We have to make it happen, we have to grow, we have to improve, we have to learn. And every day I was almost running from one bar to the other to arrange everything in the big club. It was running all the time because we didn't have microphones or something like that. When I have to arrange something I had to hit all bars and we have to chase the other part of the island for glasses and stuff like that.
1:26
0And it was just this energy till somebody from the management team came to me, my colleague, and he told me, Paul, people feel a little bit stressed because of you. They don't feel control. They don't feel trust. They don't feel authority. They just feel stress.
1:48
0And they were right because of the urgency I felt. I was like, Okay, we have to do it all today and that's not possible. And stress hormones are very contagious. So if I feel stressed as the authority, Which I was because I had the role of manager, so people see me as an authority and if the manager is stressed, the rest of the staff is stressed as well and the guest will feel the stress as well. It's never a good thing.
2:21
0So at that moment, something clicked in me. Besides that, that I had a whole transformation, a personal transformation at Mallorca working and living there. I will tell you about it in a different video. But because of that clicked, had another management function with a big phone company here in Holland and suddenly I felt because summer was over, I found a job here in The Netherlands and suddenly I felt so calm and so. Certain well, we still had the same startup because it was not the same, but it was a different startup.
3:08
0It was at the phone company, but we were starting to work with fiber so it was new. So there was a lot of urgency as well. A lot of stress as well in the company, but not for me. I started to talk in a calmer way to approach things and people in a calmer way. And yeah, there were there was urgency.
3:32
0We want to do things in a quick way. We want speed, but you don't need the. Feeling of urgency within you in every touch with customers, guests, staff. With within a connection, there's no need for urgency. And the same is for marketing and videos, and I did the same thing again wrong because I feel urgency in the AI era we live in right now, and I want to bring that urgency to you.
4:16
0But it's not up to me to give you urgency. It's up to me to tell you, hey, look at this. This might be something you want to look into and that can help you. So this video as well, I want you to think about marketing and I want you to watch videos from people and to watch what kind of state the people are in. Are they in the calm state?
4:47
0Are they in the urgency state? Are they fast? Are they slow? It doesn't matter because people can be fast and still feel calm and people can be slow and still feel like they are stressed. So it's not about speed, it's about the feelings like the stress hormones are contagious.
5:08
0If you feel my urgency that will be stressful to watch. It's not fun to watch. It's not calm to watch. It's not easy to watch. And in your marketing, not only on video, on audio as well, in text the same, you want to bring in some calm Authority.
5:33
0And maybe you have to slow down your breath, your heart rate. You have to slow down your talking. You have to use some filler words, not too much because I like the content to be pointy as well, especially when it's in text and video. It can be long form. It can be a little bit different, but it's important for you to understand that the state of being when you are doing your marketing.
6:02
0Like I said, maybe is the most important thing, because if you are talking on camera or audio with the sense of urgency. People don't want to feel that stress when they are doing business or when they buy a service or some products. They feel they want to feel calm or excited or. Sure or certain stuff like that they feel they want to feel trust. That's one of the most important things.
6:36
0But if you stress out, people probably don't feel trust. And then you come to people. Who use this urgency and stress to let you buy things. They are going to tell you, you have to buy it now, you have to do it now, now is the time, now is the time. I don't open up for another year anymore.
6:59
0Now you have to buy. If you want this, if you want all the customers, then I'm going to help you. That's not how you want to buy things and that's not how you as an entrepreneur want to sell things. I call them the noisemakers. They shout a lot, they tell you a lot of times, a lot of things in a very short amount of time.
7:24
0They bring on live campaigns and watch this, I don't say you don't have to use timers or waiting list or scarcity, because that's working very well, especially when it's fair. If you are a coach and you tell people, okay, I only work with two life clients each month, then you have real honest scarcity that works. You don't have to tell people that in an urgent matter, you can just say, okay, I'm working with two life clients a month and this month I only have one spot left. It's just like that, you don't have to bring stress to them, the mechanism is doing the work for you, if it's honest. Same with the waiting list.
8:15
0For me, with my company Identity First Marketing, I'm building a waiting list because the service I'm going to deliver there is not ready yet. That's why I have the waiting list. It's not like, Okay, this is the waiting list, a lot of people want it. No, that's not fair and that's not good marketing. Good marketing is fair, I'm building this service in the AI era, Identity First Marketing to help you with strategy and therefore we have the waiting list.
8:47
0Also for me to see how many people want it, but also to send them messages on the waiting list and ask them questions so I can improve the service. It's just like that. There's no urgency behind it. And yeah, when the waiting list is full, maybe there can be scarcity as well. Because I can say, Okay, I open up the doors for the first five people because I want to have case studies.
9:16
0I want to work with them. I want to give them a good price because they are the first five customers. It's all honest marketing and there is scarcity. And at that moment when the waiting list opens up, there can be a case of a feeling of urgency, but not because I'm stressed about it. So leave the stress out of your marketing.
9:39
0That's the most important thing. If you feel stressed. Don't do the marketing at that moment. Make sure you do some breathing exercise or yoga exercise or hit the gym and when you're tired, then start recording because you're you're physically tired, not mentally. It works because at that moment you can talk to a camera, you can talk to a person, you can talk to a team member or member of the board with calm voice, with authority, and at that moment all the things you say land much better and deeper within your customer or your potential customer.
10:25
0And that's the most important part of marketing.

Veelgestelde vragen

Waarom is mijn eigen stemming zo belangrijk in marketing?

Stresshormonen werken aanstekelijk. Als jij gestrest bent tijdens een opname, gesprek of livegang, voelen klanten dat direct. Ze verliezen vertrouwen zonder dat ze precies kunnen zeggen waarom. Rustige autoriteit overtuigt, opgejaagde urgentie drijft weg.

Is urgentie inzetten in marketing dan altijd fout?

Valse urgentie is fout. Eerlijke schaarste werkt juist heel goed, op voorwaarde dat het klopt. Twee vaste plekken per maand, een wachtlijst omdat het product er nog niet klaar voor is: dat zijn mechanismen die zichzelf verkopen, zonder dat jij er gestrest over hoeft te klinken.

Wanneer kan ik het beste video of audio opnemen?

Paul Veth raadt aan om te sporten of te bewegen voor een opname. Lichamelijk moe zijn maar mentaal helder geeft een rustiger, zelfverzekerder geluid. Je praat langzamer, landt dieper en klinkt authentieker dan wanneer je mentaal opgejaagd achter de microfoon zit.

Hoe zet je een wachtlijst in op een eerlijke manier?

Wees transparant over het waarom. Een wachtlijst omdat de dienst nog niet klaar is, is eerlijk en geeft je ook inzicht in de vraag. Gebruik de wachtlijst om vragen te stellen en het product te verbeteren. Dat is eerlijke marketing, zonder druk of kunstmatige schaarste.

Wat is het verschil tussen een noisemaker en een ondernemer met rustige autoriteit?

Een noisemaker schreeuwt, jaagt je op en gebruikt kunstmatige deadlines om je te laten kopen. Rustige autoriteit geeft informatie, is eerlijk over beschikbaarheid en laat de klant zelf beslissen. Het vertrouwen dat je daarmee opbouwt is duurzamer dan elke urgentietactiek.

Clips uit deze aflevering

Honest Scarcity Actually Works. Here Is How.39s

Honest Scarcity Actually Works. Here Is How.

That's why I have the waiting list. It's not like, Okay, this is the waiting list, a lot of people w

The Stress Signal That Was Killing My Team27s

The Stress Signal That Was Killing My Team

This aspect of marketing is what most people forget and maybe, maybe, just maybe, it's the most impo

Record After the Gym, Not Before52s

Record After the Gym, Not Before

the stress out of your marketing. That's the most important thing. If you feel stressed. Don't do th

Stress Hormones Are Contagious, And Your Marketing Proves It39s

Stress Hormones Are Contagious, And Your Marketing Proves It

A lot of stress as well in the company, but not for me. I started to talk in a calmer way to approac

Why Fake Urgency Destroys Trust42s

Why Fake Urgency Destroys Trust

one of the most important things. But if you stress out, people probably don't feel trust. And then

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Discussie

Stresshormonen zijn aanstekelijk, dat klopt ook in marketing. Herken je dat je klanten anders reageren afhankelijk van de energie waarmee je iets deelt, en zo ja, wat doe jij om kalm te blijven als de druk hoog is?

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