Native American Warriors Reveal Ancient Marketing Secret

I recently heard this wild story about Native American warriors.

Two tribes face off on the battlefield — maybe the Sioux on one side, the Crow on the other. They shout taunts at each other.

Then a brave young warrior from one side gallops forward on his pinto, charging at the enemy…

…not to kill enemy warriors…

…but to touch one.

There was no great honor in shooting someone from a distance with a bow and arrow.

But it takes guts to charge toward your enemies, duck and dodge their arrows, touch a live enemy with your hand, bow or a stick…

…and then bust your rear outta there and come back alive.

For that, you earn respect and prestige within your tribe — and your enemy’s.

This is not some isolated story — a one-time legend. It was a common practice among Native Americans. They called such an act a “coup.” And following battles, the tribe would “count coup” — tally those acts of bravery and honor those who came back alive.

Who’d of thunk it?

I mean we all know that bravery is a virtue on the battlefield. Countless medals, ribbons, citations, and such have been awarded for courage under fire.

But until I heard this story, I assumed warriors always earned their prestige attacking the enemy (as in shooting to kill), rescuing captured or cornered brothers-in-arms, retrieving a fallen soldier, or something like that.

The brave act — and the prestige that followed — was committed in pursuit of some other aim.

In the case of the “coup,” the brave act is committed for the sake of the brave act. For the sake of recognition and prestige.

Respect and prestige are powerful prizes.

Native Americans risked their lives for it.

Customers spend hard earned dollars to earn it.

Ask Rolex.

Ask Cadillac.

Ask Apple.

But this is not just for the big dogs, the so-called “prestige brands.”

The pursuit of prestige and respect drives buying decisions in countless markets…

…maybe in yours.

Here’s an example:

I consulted yesterday with a company that sells software to HR professionals.

“Why do your customers buy?” I asked.

Lots of reasons surfaced.

Efficiency. Minimize errors. Get the job done more quickly. Save money.

Then this idea surfaced: HR professionals want to impress the boss, earn respect and prestige, and get a promotion.

That would be something, wouldn’t it? Accomplishing all that would be quite a coup.

So the story this company tells will press that button, tap that desire.

And that’s the point of this email: Uncover the emotions that drive buying decisions.

The HR professionals targeted by my client don’t wake up in the morning craving “more efficiency.” They wake up craving respect and prestige. Yes, they want efficiency. But they want that so they can do the job well, get the boss to notice them, earn prestige and respect, and get that promotion and raise.

They want to be a hero, just like that young warrior on the galloping pinto.

Tap that emotional desire in your story, and you’ll get that HR professional’s attention.