Carl Maerz is a co-founder of Rocket Referrals, a startup company focused on helping businesses gain referrals from customers.
Late October is upon us; and with it, darker days, lower temperatures, falling leaves and rising vigilance. As we dust off our jackets and carve our pumpkins - the transitioning environment cannot be avoided. And, although most of us enjoy the intricacies of fall, there is still the eerie side of things which creeps up on us from time to time. After all, even the most hardened gets the occasional chill as All Hallows' Eve draws closer. That being the case, I thought it appropriate to mesh some ghostly facts into my Halloween post - so, just maybe, you’ll check your backseat next time you head home from the office.
Poltergeist. German for “Rattling Ghost.” The psychic manifestations that seem to appear when nobody is looking but are certain to let you know they are around. Poltergeists aren’t the misty ghosts often portrayed with bed sheets, nor the creaking noises in an old attic. Rather they crash vases, set furniture ablaze, and send books tumbling from the shelf. Active day and night, poltergeists are also known to pull people from their beds and cause them to levitate against their will.
Just over a century ago Poltergeists were studied to explain the noises of crashing glass of objects that were later found intact. A theory was developed that some inanimate objects possess a double - or a phantasmal - image that was hurled by the poltergeist. In essence, the ghosts were attempting to cause harm to the living world, but were unable to break through spiritual boundaries. The unearthly doubles were exact replicas of existing objects, and although the original was unadulterated, the effects were heard by the living, i.e. you and me.
The idea of exact spiritual replicas is repeated throughout history, evidenced by the sightings of doppelgängers (double goers). As with inanimate objects, doppelgängers are spiritual incarnations that have very close ties with their living counterparts. Both theories explain the natural attraction between the unnatural and human - showing how spirits are able to influence the behavior of those in which they have a connection. Similarly, people have connections with family and friends in which they find similar to themselves. Like father, like son. Often our decisions are made by influences from our loved ones.
Savvy businesses use this connection regularly to rein in new clients by leveraging their existing customers for referrals. Rather than attempting to win over a prospect with traditional marketing, they are able to relay the goodwill they acquired from their clientele. Referrals leverage the power of influence known as “likability” as prospects are more likely to take advice from friends and people they know and respect. Just the same, I would be more likely to follow a ghost portrayed as myself or someone close to me down a dark corridor.
Poltergeists may enjoy breaking vases - after all, it is kind of their forte - but interestingly enough, they have figured out just how to spook us. Drawing on aspects of psychology they are able to incite fear by rattling what is close to us, as it has much more of an impact. Imagine watching a haunting from afar, and compare that to breath on the back of your neck. Marketers should take a page out of the “Handbook for the Recently Deceased” and target prospects at the most spooky place - via their close friends and family.
Image credit: SLM Production Group