What can you learn from emotional frustrations, like the one by Dakota Fred Hurt and his son Dustin Hurt had with government bureaucracy? What you can learn, of course, is how to make money!
On the reality TV show, Gold Rush Alaska, we see two men that are spitting mad with having to deal with government bureaucracy. Take a look at these two video clips, and notice the vitriol in their voices:
This second clip shows Dakota Fred Hurt’s son, Dustin Hurt, describe the mountain of paperwork that he has to wade through in order to dig one shovel full of dirt to search for gold:
Emotions Equal Money!
Whenever you see emotions rise up in someone, you can pretty much predict that they are about to spend money. How fast they spend that money, and how much they will spend are dictated by which emotion is stimulated, and what kind of person is having the emotion.
When you get this concept, your days of marketing and selling will get a lot easier.
In this situation, the emotion that got stimulated was anger. I’m sure this was obvious on the face of Dakota Fred Hurt. He was so made by the end of this video, that I bet he could have chewed nails like it was bubble-gum.
Anger is one of the power emotions that I talk about in my 99-cent Kindle book: “Emotional Copywriting Revealed.” It is actually a trigger that causes the person to take an action that leads to something better. In other words, they aren’t trying to flee from something, they are trying to get to a pot of gold. And in this case, it literally is a pot of gold.
What Is Unique About This Personality Type
First of all, both Dakota Fred Hurt and his son Dustin Hurt, are both Strategist personality types. The young-man across Porcupine Creek, Parker Schnabel, also has the Strategist personality type.
The Strategist personality type is somewhat unique in that they are goal oriented. That makes sense, doesn’t it? After all, they are the guys that an army needs to create a plan for victory in battle.
To create a plan, they start with the final outcome that they wish to achieve, and then work backwards – step-by-step.
And they do anticipate set-backs, and for the most part, they make contingency plans for them as we talked about before at Gold Rush Team Personality Profiles Part 2 – Dakota Fred Hurt.
What happened here was that Fred didn’t see this particular obstacle when he did his contingency planning. After being in mining for such a long time, this particular hurdle had never popped up before. You can see that when he talked about the training he did in North Dakota, he didn’t realize that he needed “on-site” training (which had to be done on his property.)
I also want to note that Parker Schnabel had the exact same reaction when he was confronted with the same situation at his goldmine claim. I don’t have a video clip to show it, but it was in the episode previous to this one.
The End Justifies the Means
When you are goal oriented, like the Strategists are, then end-result is often more important than how you achieve it. In other words, Strategists rarely have sacred cows that cannot be sacrificed if they get in the way of the goal.
You saw this when Dustin Hurt said that “not a single one of these pages is going to keep me safe.” There is no logic in it, so he he is willing to toss out all the paper-work in order to get him to his goal. Only when they are forced to do it will they comply.
The one exception is that they do have a personal moral code that they will not violate. For example, strategists adhere to the concept that “I won’t ask you to do something that I’m unwilling to do myself.” In other words, if there is hard work to be done, like driving an excavator machine for 10 straight hours, they will first do that task themselves. They are often brutal on themselves. But once they are able to prove that it can be done, they can get very angry if you won’t push yourself just as hard to do it like they did.
How Does This Make You Money?
As you saw in the video, Fred Hurt was at the point where he said that this government intrusion was costing him $40 – $50K. Knowing this, what would he pay to get his problem fixed?
There were mulitiple choices here that he could do:
- Bribe the government official
- Pay to have a certified trainer come in
- Walk away from the mine
- Work in some other industry
But which one would he choose. If you know that he is a Strategist, and that therefore the GOAL was the most important thing, you know which one he was going to do. He had to hire a “certified trainer” (just as Parker Schnabel had to do) to come in and provide the necessary training so that they could get back to work.
My guess is that the trainer made a small fortune on both Dakota Fred Hurt, and Parker Schnable. They both needed to train their workers TODAY, not several weeks down the road.
That is where you make money! You want to be like the trainer guy. You want to offer solutions to a person’s frustrations that prevent them from getting to their goal. The bigger the frustration they have, the more money you make. The quicker they need them solved, the more money you make!
For example, do you need a packaged delivered on the other side of the country by tomorrow afternoon? There are companies that will help you with that. Of course, it is going to cost a lot of money. But if you’re desperate enough, you’d gladly pay for the service.
First of all, what is your customer’s goal if he/she is a Strategist? They will NOT give up on this goal.
What frustrates them and prevents them from getting to their goal TODAY? What makes them fighting mad, like you saw in the video clip of Dakota Fred Hurt?
When you know the answers to these questions, you are able to cash in by solving their problems.
Here are some hints: Think “speed.” People want things fast, because they always seem to do things at the last minute. What are they doing at the last minute? Study the life-style of your customers, so that you know what that is. Be prepared for it, and you’ll make a ton of money.
In my rocketry business, I know that a segment of my customers are doing science fair projects at the last minute. It happens every year like the clock-work. Realizing this, I’ve made a lot of money by offering them a “project-in-a-box” that they could do in a weekend. What similar things can you do to help your customers achieve their goals?
For more tips and strategies on selling to the Strategist, get yourself a copy of the Personality Marketing Manual. It has tons of easy-to-implement ideas that will make your marketing and sales campaigns more effective.
Until next time, “Be Fruitful.”