Instant Appeal: The 8 Primal Factors That Create Blockbuster Success

305 Pages·2009·1.04 MB·English

by  Vicki Kunkel

More Advance Praise for InstantAppeal
‘‘I was truly blown away after reading Vicki Kunkel’s new book. Not only
doesshesupplystrategiesthatalmostanybusinesscanimmediatelyusein
its marketingefforts, sheexplains whythey work in a deep,satisfying way.
Moreimportantly,theinformationinthisbookisevergreenandnotbased
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!’’
—MichaelLovitch,CEO,TheHypnosisNetwork,
www.hypnosisnetwork.com
‘‘Reading Vicki Kunkel’s Instant Appeal is a must. Whether you want to
marketyourself,yourproducts,oryourbusiness,youhavetoreadthisbook.
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
makethisbookyourmarketingbible!’’
—KurekAshley,internationalpeakperformancecoachandbest-selling
author,HowWouldLoveRespond?
‘‘Ifyourbusinessispersuadingpeople,changingminds,buildingbrands,or
creating consensus, this book will change your life. Instant Appeal reveals
thescientificallyprovensecretsofhumanbehaviorthatmakeyoursuccess
in advertising, marketing, sales, and negotiation simple, predictable, and
profitable.’’
—DaveLakhani,author,Persuasion:TheArtofGettingWhatYouWant
andSubliminalPersuasion:InfluenceandMarketingSecretsTheyDon’t
WantYoutoKnow.
‘‘Spellbinding. This book includes strategy after strategy that you can
immediatelyusetounderstandwhypeopledowhattheydoandapplyitto
develop your own persuasive power. An incredible read. You won’t be able
toputitdown.’’
—KenrickCleveland,persuasioncoach
‘‘Vicki Kunkel has done a great job with this book. It is fresh, insightful,
andentertainingtoread,butmostofallitispracticalwithapplicableinfor-
mation that will make a dramatic difference for you in your journey to
success.’’
—DouglasVermeeren,achievementexpert,filmproducer,andcreatorof
themovieTheOpus
‘‘If you’ve been looking for ways to attract more business, more influence,
ormorekudos,youjustfoundsomeexcitinganswers!’’
—RichFettke,author,ExtremeSuccess
‘‘Clearly, VickiKunkelisateacherateasewithhersubjectassheconvinc-
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.’’
—MichaelD.Bishop,SenateMajorityLeader,MichiganStateSenate
‘‘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
canunderstandandbenefitfromit.Everyonewhosellsaproduct,aservice,
anidea,orevenjustthemselves(inotherwords,allofus)shouldownthis
book. Those who do will make more money, serve others more effectively,
andhavemorefriendsandalotmorefun.’’
—BobBurg,author,EndlessReferrals,andcoauthor,TheGo-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
youandyourbusiness.Thisbrilliantbookisinteresting,informative,based
onsolidresearch,andamust-readforanyonewantingtogaininfluenceand
attractotherstotheirofferingslikeamagnet.’’
—Dr.JoeRubino,founder,CenterForPersonalReinvention.com,and
creator,SelfEsteemSystem.com
‘‘Instant Appeal is both brilliantly insightful and entertaining. It will show
youhowtouseprimalpersuaderstomakeyourselfstandoutinacompeti-
tivemarketplaceandenhanceyoursuccess.It’samust-read!’’
—DebbieAllen,author,ConfessionsofShamelessSelfPromoters
‘‘Thisbookteachesyouaboutevolutionarypsychologyasitappliestobusi-
ness today. By cultivating the characteristics of instant appeal, you can
prettymuch guaranteethat you’ll neverexperiencerejection again.Vicki’s
bookisinteresting,engaging,and,well...appealing.Youoweittoyourself
andyourbusinesstoreadit—andAPPLYit—today.’’
—RachnaD.Jain,Psy.D.,author,OvercomeRejection:TheSMARTWay
(cid:1)
I N S TA N T
A P P E A L
(cid:1)
8
The Primal Factors
That Create Blockbuster Success
Vicki Kunkel
American Management Association
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Variousnamesusedbycompaniestodistinguishtheirsoftwareandotherproductscan
beclaimedastrademarks.Alistoftradeandservicemarksinthisbookcanbefound
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LibraryofCongressCataloging-in-PublicationData
Kunkel,Vicki.
Instantappeal:the8primalfactorsthatcreateblockbustersuccess/
VickiKunkel.
p. cm.
Includesindex.
ISBN-13:978-0-8144-0946-6(hardcover)
ISBN-10:0-8144-0946-6(hardcover)
1.Successinbusiness. 2.Success. 3.Consumerbehavior. 4.Interpersonal
relations. I.Title.
HF5386.K8794 2009
658.4(cid:1)09—dc22
2008033513
(cid:1)2009VickiKunkel
Allrightsreserved.
PrintedintheUnitedStatesofAmerica.
Thispublicationmaynotbereproduced,storedinaretrievalsystem,ortransmitted
inwholeorinpart,inanyformorbyanymeans,electronic,mechanical,
photocopying,recording,orotherwise,withoutthepriorwrittenpermissionof
AMACOM,adivisionofAmericanManagementAssociation,1601Broadway,New
York,NY10019.
Printingnumber
10 9 8 7 6 5 4 3 2 1
TO MY PARENTS
Ralph and Darlene Kunkel
TradeandservicemarksfoundinInstantAppeal
1-800-COLLECT Epcot Pepsi
AbsolutVodka Frys PillsburyDoughboy
Amazon Garfield PizzaHut
America’sNextTopModel Google Playboy
AmericanGirl HarryPotterandthe PowerPoint
AmericanIdol DeathlyHallows Pringles
AMPAgency Heroes PTCruiser
AOL iPod Risk
Apple Ixquick Rocky
Barbie JamesBond Scott
Barnes&Noble Jaws Scrabble
BeautyandtheGeek Jericho ShowtimeRotisserie
BestBuy Jumbotron Shrek
Billboard KFC Snickers
Borders Levi’s StarTrek
Budweiser LongJohnSilver’s Starbucks
BurgerKing LordoftheRings Subway
CabbagePatchKids M&M’s Survivor
CampbellSoupKids MagicKingdom TacoBell
CapSnaffler MarthaStewart TelePrompTer
Charmin Mattel TheApprentice
ChicagoCubs McDonald’s TheGameofLife(Life)
CircuitCity MichelinMan TheTonightShow
Compete.com MickeyMouse Time
Craigslist Microsoft TopChef
DancingwiththeStars Monopoly Trikke
Disney MountainDew TrivialPursuit
DonaldTrump MSNBC UglyBetty
Dr.Phil MySpace Uglydolls
Dramamine NewBalance Wendy’s
E.T.:TheExtra- Nike WholeFoodsMarket
Terrestrial Oprah YouTube
Ellemagazine PaneraBread Yum!Brands
Contents
CHAPTER 1 AnIntroductionto InstantAppeal 1
CHAPTER 2 Ducklings,Defects,and Devotion:The
ConspicuousFlawFactor 19
CHAPTER 3 DoesIt LookLike a Duck?TheVisual
PreprogrammingFactor 51
CHAPTER 4 SmallDogs,BigSUVs,and theFailure
ofEpcot:The ReptilianComfortFactor inConsumer
Choices 77
CHAPTER 5 GainingPower andLoyaltyThrough
Attraction andRepulsion:TheSacredCowandJackass
Factors 117
CHAPTER 6 Words,Names,andStoryLineswithAddictive
Appeal:TheBiology ofLanguageFactor (OrWhy Agatha
ChristieNovels,GreenEggsandHam,andTheYoungandthe
RestlessGet UnderOurSkin) 151
CHAPTER 7 GoodVibrations:The Biotuning Factorfor
CareerSuccess 182
CHAPTER 8 WhatOurMindsReallySee:TheMentalReal
EstateFactor 224
CHAPTER 9 TheLessons ofInstantAppeal:HowMoral
EntrepreneursUsethe EightPrimalFactorsto Engineer
a Crisis 253
viii Contents
NOTES 260
ACKNOWLEDGMENTS 283
INDEX 287
C H AP T E R 1
An Introduction to Instant Appeal
J
udywasdepressed.Sherecentlylefthersix-figureC-suiteexecutive
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 solda singlepieceoffurniture.
‘‘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
affordnot tohave thiswork out! Iputeverything Ihaveinto this.’’
Asshetalkedon,shetoldmethatcustomerswouldcomeintothe
store, walk around the entire space, even stop and, as she said, ‘‘look
at something, pretending to be interested,’’ then would ultimately
leavewithoutbuyinganything.
BecauseIhadhelpedherformercompanysuccessfullyimplement
primalbrandingtechniques—marketingstrategiesthatalignwithour
innate preferences and fixed primal triggers—she thought I may be
able to offer some advice. But the first thing I needed to do was visit
herstore.
On a bright, sunny Saturday afternoon, I walked up the sidewalk
toherstorefront.Thesignagewasfantastic,thecurbappealwasgreat,
and the window displays were well done. As I stepped across the