This discussion covers both how I 'sell' the lfrv/vegan concept to others in general and how to market your lfrv events.
I guess you could say I have a rather cynical view of human nature. When it comes to marketing, my conception of human psychology is virtually identical to direct marketers (i.e. folks who write those 'junk mail' sales letters you get in the mail and see on the web).
It all boils down to this: humans are motivated primarily by self interest. We're taught that being selfish is bad and being selfless is good, but I feel that however altruistic the action, there's always self interest involved (i.e. feeling good by doing good).
This is not a bad thing, it just means we want to engage in win/win situations whenever possible rather than win/lose (I win, you lose) or lose/win (I sacrifice something for you and resent you for it). Veganism/lfrv is an example of a win/win, or "winfinity" to quote Dr. Doug.
So the big question everyone asks is: "what's in it for me?"
I'm not trying to convince anyone that veganism/lfrv is the healthiest diet, the most morally and environmentally sound diet etc.
I sell the benefits of lfrv. What's in it for them. And I make it sound as painless as possible.
Observe the poster I designed below (for subsequent events of a similar nature I use essentially the same thing):
What good is changing their diet in the way I recommend going to do for them?
It's quite clear: eliminate cravings, have more energy, lose weight, feel good.
All from doing 2 simple things (eating more fruit and less fat). Eat fruit; feel good.
As a bonus they learn how to end indigestion (food combining), live longer (high carb low fat/protein plant based diet), and what not to eat (moo juice).
Notice that I don't say veganism, 811, lfrv, Doug Graham anywhere on the poster. I don't even mention raw foods
People don't know what most of these things are, and even if they did they probably wouldn't give a damn lol.
If I were marketing to people interested in raw foods specifically I'd include the word 'raw foods' because it's definitely a catch phrase for those interested.
But these are average small town SAD (or should I say SCD lol) folk.
They all know they should improve their health, they all have some form of health condition(s) they're trying to improve. They already know that fruits and vegetables are good for them, they may already have a sense that cooked food and meat are bad for them.
Yet they still do what they do (which ain't working so well).
Back to psychology, Freud introduced the idea of the pleasure principle, which is the basis of animal behavior: seek pleasure and avoid pain in the present moment.
Then there's the reality principle, the basis of adult behavior: a minor pleasure can be forgone or a minor pain/discomfort endured if a greater pleasure can be had later, or a greater pain avoided.
You may have noticed that it's a lot easier to live by the pleasure principle than it is by the reality principle. This is the same for everyone, we're animals after all.
So I hit them with the pleasure principle. Again: Eat fruit, feel good.
It just so happens if you do this (and lower fat/protein/animal food/cooked food intake and exercise etc.) you get healthier.
Of course I tell them why fruits and vegetables make you healthier, and why cooked food and animal foods are bad, but this is after I convince them that it's going to make them feel good.. because it worked for me (I always tell my story first when I teach btw).
So to summarize: I don't try to convince people that 811 is the best diet in the world (although it is the best I know of); nor do I try to prove them 'wrong' about their limited understanding of nutrition (even though I know a hell of a lot more about nutrition than 99% of the population lol); not trying to tell anyone that eating animals is wrong (I certainly think it is but I don't want to frighten them off before I sell them on the fruit); nor am I trying to 'motivate' people to want to go vegan or do 811.. I'm just trying to associate in people's minds fruits and vegetables and feeling good, while improving their health at the same time.
At the end of the day I'm just presenting the information, it's up to the individual to put it into action. At the very least the people I've taught know the truth to the best of my current understanding, and if they want help or they want to learn more they know who to turn to.
This is my approach, it may not work for everyone, but I've found it remarkably effective. So I thought I'd share it with you guys. Try it for yourself if you like. Goodness knows it wouldn't hurt if there were more people interested in this stuff.
[a couple notes about the poster... including an attracitve image of yourself always helps, you want to associate attractive images with what you promote in people's minds..
if you study nutrition or have any experience in raw foods or teaching it's good to put on the poster as well, this establishes you as an authority.
Keeping the design simple and focusing on the benefits is key, remember people want to know "what's in it for me?". Non-essential information or design flourishes can be done away with.
I mostly sent this out by email list, I only put up a few posters at other locations and I sold as many seats as I hoped to.. word of mouth is the way to go.]