The Electricity of Marketing

by Franco on September 10, 2010

Remember the “Electric Slide?”

“Electricity, like a marketing message – is a form
of motion and the end result of what electricity
(your marketing message) will ultimately be will
always depend on the “mechanism” that you attach
it to.”

The “electricity” is always just raw motion and energy
and the end result can be heat, or light, or power (train)
or a song (ipod)… it all depends on what “mechanism”
it’s attached to.

Marketing “electricity” (message + your energy) is also
just raw (e)motion and energy (message) and it can result
in frustration, resistance, unsubscribes, attrition, greed,
influence, action, sales, profits, retention, brand, culture,
long term mindset, referrals, a movement, etc.

Just like electricity – it all depends what “mechanism”
you’re attaching your “electricity” to…

“I wonder why nobody wants to join?”

“I wonder why people drop autoship after 2-3 months?”

“I wonder why people hop from this to that and never stick?”

“I wonder why most people don’t even promote?”

“I wonder why some people hit home runs daily?”

“I wonder why some groups have amazing retention?”

“I wonder why some people have return customers
and generate multiple sales from their same crew?”

The effect that is produced by your “electricity” (marketing)
[ e.motion + message ] will always depend on what “mechanism”
you’re attaching it to.

This is really the “big secret” of all marketing power in this arena.

Your results ultimately hinge totally on what
type of “mechanism” you attach your marketing to.

What is your mechanism?

Is your mechanism greed based?

Is your mechanism “get rich quick?”

Is your mechanism only a hype filled website?

Is your mechanism simply a “manipulation by conference call?”

Is your mechanism a “guru” webinar?

Does your mechanism include a community?

Is your mechanism obsessed with “over-deliver?”

Is your mechanism fanatical about customer support?

A true “mechanism” (system) is the whole ENVIRONMENT.

A true “mechanism” is an entire process.

Have you included “thank you” cards and personal touch
into your mechanism’s relationship building? Have you
included a personal “thank you” or “welcome!”
“how can I serve you?” phone call into your mechanism?

Or are you too “guru” to actually converse with
other human beings?

Is your “mechanism” focused on ramming, spamming
and hiding behind websites and webinars?

Is your mechanism all about “selling money”
flashing checks and boasting about your past
and other “bully marketing” tactics and nothing more?

And you really wonder why everyone bails out
after 2 months or never really promotes you
or your “mechanism?”

Good honest people who know something is “off”
just will not put their energy behind it, even if they
bought it… most don’t even know why, but they won’t.

By thinking about it in this way, you start to become
aware of the amazing power of Influence and Persuasion
and Favor (reciprocity) that’s at your fingertips – that you
can implement to improve your own mechanism in your
business, your shop, your store, your practice and your

It’s all cause and effect.

People have intuition.

“You can fool some of the people, some of the time…”

Eventually, going for the “greed” and “fast” and”desperate to make some money”
button will get called out – and your mechanism will implode because you will implode.


That’s the first step.

Become aware of the mechanism you’re attaching your
energy to – and take a serious look under the hood…

Find out what’s strong, and find out what’s missing.

Get around an environment and an influence that
can show you how to adjust and tweak at this level,
and give your customers what they are intuitively
really seeking. It’s simple math.

Most people (your “competition”) will choose to
remain totally ignorant of the greatest piece of
mechanism which is always at their fingertips…


Because it’s free.

They’ll continue to focus on greed, hype and
quick manipulation tactics proven to be only
short term and self destructive…

Change brings fear.

Be one of the few who chooses to take another
road – choose to think different – so you can
build different and you’ll attract a crowd that
“votes” for you with their purchases – again
and again, for the long term.

It’s not about fast recruitment… (so 2006)

It’s about retention and organic growth.

ORGANIC GROWTH: Natural growth from within.

And that’s always been about PEOPLE

Plug your electricity into that kind of mechanism
and you’ll operate on a totally different level.

Burn bright. Be someone’s light.

Franco Gonzalez

“It’s ELECTRIC… boogy woogy woogy…!”

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Michael Welch September 14, 2010 at 4:22 am

Hi Franco,
Great article on marketing, I always love your content and training. Always lots of value.


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