Club Insider

The Emotional Cocktail

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Derek BartonDerek Barton

Whenever Norm Cates asks me to write an article for Club Insider, I do it gladly. Besides Norm being an icon in the health and fitness club industry with his signature hat, I can't help but be caught up in his passion for his publication, which by the way is celebrating 23 years in early December.

In addition to his passion, what I love about Norm is his quest to tell the truth, the way he sees and feels it, and he's never worried about being politically correct. I love that quality about him. I grew up in a family where you never had to guess what anyone was thinking or feeling. They flat out told you! I guess that's why I gravitate to people like that.

As Hemingway once said, "Writers need to have a built-in BS detector." I think that goes for marketers as well. You have to craft a message that cuts through the BS and hits people in the heart.

Successful people always seem to speak with passion from their heart and soul. Great leaders, companies and marketers know how to create and serve up what I call, an "Emotional Cocktail." Through their marketing mix, they continue aiming their advertising arrows at our emotions. If they are consistently great, sooner or later, one ultimately will hit its mark. Before we know it, we're sitting at their bar ordering those drinks because they make us feel good.

As he has done successfully in business, Donald Trump lately has been serving up emotional cocktails in the political arena. He seems to have the whole country stepping up to his bar. Amazing, huh? He truly illustrates my point here. Trump's political competitors have been serving up the same old boring drinks that have little or no effect on people. Even though Trump has no political experience, his business experience has taught him how to create a buzz in order to connect with people. His emotional cocktails so far are, excuse me, trumping the competition.

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