026 The Invisible Touch – The Second Law of Satisfaction Dynamics

What Is Satisfaction

Psychologist Abraham Maslow gave us his pyramid of hierarchy of human needs, ranging from food and shelter to self-actualization. But one of his major points has been overlooked, points out Harry Beckwith.

"The human animal is incapable of being satisfied except for brief moments. Once satisfied, he moves to the next need to be filled."

Simple enough, but the ramifications are far-reaching.

We Each Want More… All The Time

The great positive of this is that none of us stays happy for very long. Status Quo doesn't keep us satisfied – we keep striving to do more, do it better, keep improving ourselves.

For me it was in my theater directing when I did West Side Story, A Chorus Line, Sweeney Todd… each show had to be better, each have more impact, each catapult the audience to a deeper sense of emotional pain to realize how good life really is. (My family has been involved for five generations directing and performing at The Players Club of Swarthmore Theater outside of Philadelphia, PA USA)

For me it was my real estate sales – finally selling nearly a quarter of a billion dollars of investment real estate including high rise office buildings, apartment complexes, and life care centers.

For me it is in my writing on here, always wanting to dive deeper into the what makes marketing work, how YOU can improve what you do by learning from what I have already been through, and studying people like Harry Beckwith so that I force myself to understand HIS position so that I must come up with my own.

We Each Must GIVE More… All The Time

And each time we do better, our clients want MORE from us. And when they want more, they generally want it quicker and cheaper than before.

I provide results with a new website and the next time the client wants it quicker, cheaper, and wants results to happen nearly over night.

I create a video that explains a topic and the next time my client wants it flashier, glitzier, bolder… whether or not that will actually produce better results for her.

And these findings are true for all of us. Cars need to be more fuel efficient, hold up better in accidents, look sleeker. Hotels must be fancier each time we stay there or we get bored. Vacations either need to provide more excitement and fun OR be more relaxing and take our mind off the outside world.

"And That's The Way It Was"

Wasn't that what Walter Cronkite used to say: "And that's the way it was." But that's not good enough for our clients, our customers, our patients.

Those who pay us money don't want it the same way the next time. Their memories of the fancy vacation make the vacation SEEM better than it was, so the reality must keep up with it next time.

Stephen Sondheim used to say that he didn't put a reprise of his songs into his musicals because the character was NO LONGER at the same place as when he or she sang the song the first time.

Think about it: we are NOT the same person today that we were yesterday. Something happened to change our lives. We see the world differently, and so do our clients.

They WANT more and we must GIVE more. Each and every time.

We have to improve just to stand still… and we need to provide better service each time just to keep from slipping in the minds of our clients.

So keep Maslow in mind: we DO need to improve with each contact with our customers, clients, and patients because they are no longer satisfied with what we gave them before.

Fascinating, isn't it! And difficult too.

Best,

Charlie Seymour Jr
Blogging, Podcasting, Consulting

PS: You can find me here:

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Charlie Seymour Jr is an entrepreneurial evangelist and marketing-success coach helping individuals and companies (up to $100MM) explode their success through online and direct-response marketing. He specializes in blogging, podcasting, photography, video, and Facebook applications. Visit his blog at http://bit.ly/24eYTO to learn more about his successes.

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Fallacies of Marketing

026 The Invisible Touch – The Second Law of Satisfaction Dynamics