The John McLauchlan Newsletter
for Online Business Owners and Forex Traders
Welcome to this week's Newsletter with news and resources for Online Business Owners and Traders.
“I Feared for My Safety…”
Back in 1995 I was a Police Officer and because of my Martial Arts background, I was asked to become part of the Officer Safety Program, a new personal protection program designed for Police Officers.
At that time, Policing was still very traditional. We wore thick wool tunics with silver buttons, big pointed hats and shiny boots.
The other thing that was traditional were the formal reports we submitted. They were all very official sounding. I called these reports the “I feared for my safety” reports. (you'll learn why in a second…)
A typical example would be the report of a violent man resisting arrest.
The wording in the report would sound something like this: (use Dixon of Dock Green accent for added effect…)
“I observed a male who was shouting abuse. I informed him I was a Police Officer to which he struck out at me with his left clenched fist. I feared for my safety and said to him you are under arrest…”
The reality was that many Police Officers were seriously injured on duty but never expressed it properly in their reports.
So as part of the Officer Safety team, we looked at the way reports were being written and realised there was very little emotion attached to them.
The perception by the courts was that Police Officers were just doing their job efficiently, without real incident, resulting in very few prison sentences being handed out.
It also greatly underplayed the dangers of policing.
So as part of the program, we taught self-defence AND how to add emotional content in reports.
Here's how that played out one cold October evening…
I was on patrol with a female officer called Nichola. Nichola was 5'3″ and quiet but good at her job. (at the time of writing this Nichola is still a serving Officer.)
We were called to the report of a domestic incident on one of the housing estates, and the caller reported seeing a man wielding a sword.
I drove there in the big van and instructed Nichola to stay well back until we knew what was going on.
As we arrived we waited in the van and all seemed quiet.
Remember in 1995 we didn't wear body armour and our only defence was a piece of wood called a truncheon. No guns, no Tazer, no CS spray…
As we approached the house, the front door opened and a large man wielding a hammer in one hand and a huge machete in the other shouted abuse and started running towards us.
Nichola was about to tackle the man when I told her in no uncertain terms to run the other way. Which she did, but then fell over.
To my relief, the man stopped running and put down his weapons when he saw 7 of my burly colleagues behind him wielding their truncheons.
Back at the Nick I asked Nichola how she felt, and her words were “Fu**ing shit scared I thought I was going to die.”
I told her to put that in her report, NOT the “I feared for my safety” nonsense, and I did the same in my report.
The following day, the man went to court and received an 18 month prison sentence. A colleague who was at the court said that such a lengthy sentence was given because we detailed and conveyed to the court our real emotions at the time.
That happened almost 28 years ago, yet I remember it like it was yesterday.
So let's pull this story back around to marketing…
How many times do you read “I feared for my safety” emails, articles and social media posts? Or you shoot a video that gives great value, but lacks real emotional content?
As Marketers and Business Owners, we are often too scared to add real emotion because it has a polarising effect on your audience.
Rather than being your 100% genuine self and polarising your audience, we spend too much time worrying about what other people will think, or why people unsubscribed from your email list, so the safe option is to keep to the middle of the road.
Remember people respond to emotion. Some will respond positively and some negatively, the tip is to introduce it gradually and organically.
You will develop haters and loyal fans that will love you, and when that happens, you know you're making an impact.
John
Former PC 563 McLauchlan
Lead Gen Training
Join us each Wednesday LIVE at 8pm ET and get yourself an hour of 100% lead gen training you can implement in your business for zero cost.
Digital Marketing
News and Resources
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The Best Free A.I. Software
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Forex Trading
News and Resources
Bitcoin Price $21398.36 (Previous Week – $20138.87)
GBPUSD 1.240 (Previous Week – 1.224)
Gold Weekly Price Forecast – Gold Markets Find Buyers After an Initial Dip
Gold markets had fallen a bit during the week, only to turn around and show signs of strength again at $1900.
Two trades to watch: GBP/USD, USDCAD
GBP/USD falls after weak consumer confidence & retail sales
Shiba Inu Price is Up 20% to $0.00001139 This Week – Is This the Best Coin to Buy in Crypto Right Now?
Shiba Inu price is keeping the meme coin hype live with its massive rally this week, netting 20% in gains.
That's it for this week.
Speak soon.
John McLauchlan
