A Tale of Two Hot Wings

Flavor First. Heat Second

Your indoctrination strategy should be like good hot sauce…

 

I don’t know about you, but I love hot wings. I love the endless variety of sauces, flavor combinations and heat levels.

But you can take the spiciness of hot wings too far…

Too many hot sauces focus on the pain, without providing any real flavor….

You can make this same mistake in your indoctrination strategy, and I’ll tell you how…

But first, a story.

A Tale of Two Hot Wings

Hot Wing #1: Too Much, Too Soon

I once ordered a plate of Habanero Hellfire Hot Wings at a restaurant called the Great Dane. Now, I like spicy foods. I usually get 3 or 4 star spicy at Thai restaurants…

I make my own habanero hot sauce and put a little bit on a lot of foods. It has a great flavor and heat, in small doses…

So I thought,”Why not? How bad can it be?”

When the basket of wings arrived they had bits of habanero seeds stuck to them and the waiter, with a wry smile, said, “You ready for this?”

I figured he was being overly dramatic and dug in.

I took one bite and there was no flavor… only pain. Instant, searing pain.

“Why would anyone eat this?” I hollered through my numb mouth. (It sounded more like “Wha woo ayone eee hissss??”

I guzzled my pint of beer and immediately ordered another.

I pushed myself to eat two of these monstrosities, and that was more than enough. I left the rest.

Never again, I swore, would I get burned like that.

Hot Wing #2: The Slow and Lovely Burn 

There’s a place just outside Madison, Wisconsin called Quaker Steak and Lube. It’s got a kind of race car theme and specializes in hot wings.

Back in 2006 or so, to order their hottest hot wing sauce you have to sign a medical release form.

Now that’s hot.

I wasn’t quite that brave, so I ordered the wings in the hot sauce just below that level.

When they arrived I gingerly took my first bites…

After that Habanero hellfire experience, I wasn’t sure what to expect…

But it was delicious! It wasn’t too hot and had amazing flavor… so I hungrily started munching wings…

Starting with the second hot wing I realized the heat was building. By the third wing, my scalp was sweating and it was hot hot hot!

But it was so tasty I couldn’t stop…

Which eventually led to the best food high I’ve ever had, brought on by all that spice. I felt so euphoric and happy, eating those awesome hot wings…

And I ate the whole basket. They were that good.

The Moral of the Story

Now, what’s the difference between these two approaches?

Both were spicy wings.

Both were considered among the “hottest of the hot.”

But one put flavor first, heat second.

The other brought only heat and pain without a shred of flavor.

Remember this in your indoctrination marketing.

Flavor first. Heat second.

Flavor is all the good stuff that creates the feeling of goodwill toward you and your business (content, email follow-up, nurturing, answering questions, providing solutions, etc.). It’s the special sauce that builds trust and encouraged prospects to get to know, like, and trust you.

Think of the heat as your pitch, the offer.

When a prospect visits your website, it’s like they’re taking a shy first bite of a hot wing…

They don’t know what to expect and are proceeding with caution.

If you come out blazing with your offer and omit all the content and indoctrination, you’ll drive your prospects away, never to return.

In short, you’ll burn them out.

But if you offer flavor and an enjoyable experience, they’ll welcome the spice that burns just under the tasty surface.

Apply this slow-burning, tasty metaphor to your indoctrination and marketing strategy and you’ll build loyal customers and a solid tribe.

Skip it, and you’ll drive prospects away, promising themselves, “Never again…”

 

Get your spice on with this handy 5 C’s of Indoctrination Checklist.

Secret Squirrel, The Quark and the Cornerstone of Your Indoctrination Strategy

Secret Squirrel was a crime fighter

Hanna Barbara created the crime fighter Secret Squirrel in 1965.

Have you ever seen that episode of the Hanna Barbara cartoon Secret Squirrel, where he takes down the Quark? The Quark was a villain who removed the bottom atom of the cornerstones of buildings, causing them to come crashing down.

Chances are good you haven’t seen it, unless you used to watch a lot of Cartoon Network…

But anyway, I was thinking of that episode the other day, and about cornerstones.

Aside from the bottom corner brick of a building…

A cornerstone is an immaterial, essential element upon which something greater is built. A necessary part of the foundation of a thing.

For example:

  • The teachings of Jesus Christ are the cornerstone of the Catholic church…
  • Protecting human rights is the cornerstone of Amnesty International…
  • Providing healthy and natural food products at an affordable price is the cornerstone of Thrive Market.

What’s the Cornerstone of Your Indoctrination Strategy?

In broad terms, it’s your content marketing.

Brian Clark’s site, Copyblogger, defines content marketing as…

“The process of creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell. In other words, you educate people so that they know, like, and trust you enough to do business with you.” (Bold formatting is mine)

This last part is what we’re concerned with here at Converting the Curious. By educating cold prospects, you indoctrinate them so they know, like and trust you enough to do business with you.

How Do You Educate Cold Prospects?

You indoctrinate cold prospects with website content that answers questions, solves problems and entertains. Let’s take a look at content marketing in the context of the 5 C’s of Indoctrination:

  1. Control the Narrative

Using keywords in your content that answers your prospects’ questions will help you rank higher in organic search, which helps you control the narrative around the kinds of products and services you deal in. It puts you on your prospects’ radar. Many companies don’t do this, so by honing this part of your indoctrination strategy you’re already ahead of the competition.

  1. Confirm Your Claims

Once your prospect is drawn into your website by your first-page search ranking, well-written and researched content that not only lets them get to know you, but that backs up your authority, will quickly move them through the “know, like” part of the process.

  1. Clean Design, Clear Copy

When it’s easy to read and navigate your clearly written and entertaining content, prospects are inclined to stay in your world longer. The longer they hang out, the faster they can know, like and trust you.

  1. Come Out And Say “Hi!”

Give yourself a little leeway to come out and mingle on your site. Write a few posts that talk about your personal experiences that led you to start your business, your opinions on current industry trends, new products you’re coming out with and why… Don’t hold yourself captive on the About page. Come out and mingle!

  1. Capture Contact Information and Continue the Conversation

Extend your personality and soul of your business into your lead magnet and email marketing. Make offers and use language that reflects who you are and what you stand for. Create your own tribe of weirdos or professional or whoever like-minded people you want to do business with.

Creating a cornerstone out of all 5 of these things might be a little much. Consider picking one or two to focus on and sharpen at one time.

Bottom line?

With a content-based indoctrination strategy you can sell to your prospects after you’ve developed a relationship with them, not before. And that’s how you draw people in and create a tribe of raving fans.

 

To get your own FREE 5 C’s of Indoctrination Checklist, go here.