First impressions are a very unique and powerful phenomenon. They can set the standard for how we will perceive a person, business or thing for years to come. I recently encountered a business owner that had met one of my former colleagues. She was at a loss to determine why she disliked him but it ultimately played a part in their decision to not carry our product. I must clarify that my colleague is one of the most honest and sincere people I know and is very well liked by everyone in the company. So what is going on here?
To understand this unusual phenomenon we must look at how our brains function. We navigate the world around us in two very distinct states of mind. Our conscious mind gives rise to our sense of self. We are a very unique species in that we can generate an autobiographical self with awareness of the past, present, and possible future. Our conscious mind has the ability to deal with about 40 bits of information per second.
We also function with a brain that works behind the scene, the non-conscious mind. This is the more primitive part of our brain that is constantly at work processing information that enters from our 5 senses. In general this happens primarily off the radar screens of our conscious mind. What’s truly surprising is the amount of information being handled by this non-conscious mind. And the estimated amount of information processed at this sub-cortical level? Eleven MILLION bits per second! It makes you wonder who’s really in control.
From the moment you encounter a person, place or thing, information is being gathered by all of your senses. This is all part of a self sustaining that mechanism that enabled us to survive in more primitive times. It helped us analyze our surroundings and hopefully make the right decisions. We had to quickly decide if that movement in the distance was going to join us for dinner as host or main course.
This part of our mind had to make very quick decisions and feel confident it was right. It prefers to not disbelieve what it senses and this leads to a desire to hold onto that instinctive feel. That part of our mind is reluctant to relinquish control which is precisely why that “first impression” gets preferential treatment.
A business owner must pay so much attention to how the product, service or establishment may be processed by the 5 senses of your potential customer. The first few seconds could make or break a deal. In our personal lives the same applies. Whether you’re looking for a job or a relationship don’t ever underestimate that “first impression!”
Wednesday, December 29, 2010
Sunday, November 28, 2010
Why Thinking Interferes With Memory
We've all had the experience of trying to remember a name, movie, place, etc...and we can't! It happened to me the other day. I was speaking with a young lady and she said she was from Moncton, NB. I explained my ex-wife was from New Brunswick but I couldn't remember the name of the little town. I said it's in the southern part, on the border with Maine. It has this amazing historic train station. I could give details of the town, even envision what the place looked like...but I couldn't remember the name.
Well here is what is happening. We have an area in our brain called the Prefrontal Cortex (PFC). In fact of all species we have the most advanced PFC. The PFC is the executive control center of our brain. It's the command center for conscious thinking and allows us to rationalize. It's the part of the brain that allows us to plan our day. The PFC seems to have a capacity for only holding 7 or 8 things in conscious thought at any given time. It's our short term memory. Phone numbers are actually designed to have 7 characters for this very reason.
As a side note the PFC does not begin to come into play until a baby is nearly one year old. It continues to develop until we are about 25. The latest research suggests it actually begins to decline by the age of 27. That's a pretty narrow window of peak performance. Is it any wonder that children and teens make some pretty irrational decisions.
So you ask..."What does that have to do with my inability to remember that actors name in the movie I saw last month?" Well the issue is the memory of the actors name is stored somewhere deep in the area of your brain responsible for long term memory. When you are in a discussion with someone you are primarily engaging your PFC (conscious thought). The more you struggle to remember the more active the PFC and it can actually get in the way and inhibit the free flow of information from your long term memory.
Did you ever notice that at some point later, say as you are in bed about to fall asleep...Uerika...Brad Pitt! This is not an uncommon place to have these sudden resurrections of memory since this is a time when the PFC is becoming less active.
So the trick is, when you are struggling to remember someone or something don't spend too much effort trying so hard. Try changing the subject or go engage in an activity like running or meditation. If you distract your little PFC watchman you will be surprised at what might come to light.
And yes...an hour after leaving the conversation with my young friend the name of the town came to me. McAdam, NB. Google this town and look at the beautiful historic train station.
Well here is what is happening. We have an area in our brain called the Prefrontal Cortex (PFC). In fact of all species we have the most advanced PFC. The PFC is the executive control center of our brain. It's the command center for conscious thinking and allows us to rationalize. It's the part of the brain that allows us to plan our day. The PFC seems to have a capacity for only holding 7 or 8 things in conscious thought at any given time. It's our short term memory. Phone numbers are actually designed to have 7 characters for this very reason.
As a side note the PFC does not begin to come into play until a baby is nearly one year old. It continues to develop until we are about 25. The latest research suggests it actually begins to decline by the age of 27. That's a pretty narrow window of peak performance. Is it any wonder that children and teens make some pretty irrational decisions.
So you ask..."What does that have to do with my inability to remember that actors name in the movie I saw last month?" Well the issue is the memory of the actors name is stored somewhere deep in the area of your brain responsible for long term memory. When you are in a discussion with someone you are primarily engaging your PFC (conscious thought). The more you struggle to remember the more active the PFC and it can actually get in the way and inhibit the free flow of information from your long term memory.
Did you ever notice that at some point later, say as you are in bed about to fall asleep...Uerika...Brad Pitt! This is not an uncommon place to have these sudden resurrections of memory since this is a time when the PFC is becoming less active.
So the trick is, when you are struggling to remember someone or something don't spend too much effort trying so hard. Try changing the subject or go engage in an activity like running or meditation. If you distract your little PFC watchman you will be surprised at what might come to light.
And yes...an hour after leaving the conversation with my young friend the name of the town came to me. McAdam, NB. Google this town and look at the beautiful historic train station.
Sunday, November 7, 2010
Schema Psychology
Make sense of the following directions...and post if you know what is being described.
"The procedure is actually quite simple. First you arrange things into different groups. Of course, one pile may be sufficient depending on how much there is to do. If you have to go somewhere else due to lack of facilities that is the next step, otherwise you are pretty well set. It is important not to overdo things. That is, it is better to do too few things at once than too many. In the short run this may not seem important bu complications can easily arise. A mistake can be expensive as well. At first the whole procedure will seem complicated. Soon, however, it will become just another facet of life. It is difficult to foresee any end to the necessity for this task in the immediate future, but then one never can tell, After the procedure is completed one arranges the materials into different groups again. Then they can be put into their appropriate places. Eventually they will be used once more and the whole cycle will then have to be repeated. However, that is part of life."
"The procedure is actually quite simple. First you arrange things into different groups. Of course, one pile may be sufficient depending on how much there is to do. If you have to go somewhere else due to lack of facilities that is the next step, otherwise you are pretty well set. It is important not to overdo things. That is, it is better to do too few things at once than too many. In the short run this may not seem important bu complications can easily arise. A mistake can be expensive as well. At first the whole procedure will seem complicated. Soon, however, it will become just another facet of life. It is difficult to foresee any end to the necessity for this task in the immediate future, but then one never can tell, After the procedure is completed one arranges the materials into different groups again. Then they can be put into their appropriate places. Eventually they will be used once more and the whole cycle will then have to be repeated. However, that is part of life."
Saturday, August 28, 2010
Empathic Civilization
I am very concerned about the direction we are heading as a species. I realize it has a little to do with the fact we are in such financially challenging and uncertain times. In times like this we are in a state of heightened awareness and are looking for answers, or maybe even something or someone to blame.
With our brains in this anxious state the fear mongers have a captive audience. The extremists on all sides take advantage during these times. They are driving a wedge between the various groups and cultures and it appears we are heading down a road of no return. Groups are becoming polarized and seem unable and unwilling to find a mutual middle ground.
Whether it is about a Mosque in downtown Manhattan, illegal immigrants, abortion, the Obama health care reforms, same sex marriage, or how to fight a supposed “War on Terror”, rhetoric is escalating to a dangerous level. I am even seeing it in my own world. I post things in my blog and on my Facebook page to provoke discussion but it seems some people are so anxious they don’t know how to deal with my posts.
I am looking for a discussion on the topics I post but I’m beginning to see that a number of people don’t know how to have a discussion. A discussion is about the free and open exchange of ideas. No one is right and no one is wrong but we posit our thoughts for the other to ponder. Some people in these trying times seem to be looking for resolution based on their opinion. If you don’t see their point of view they resort to character assassination of the author. Some have been very abusive to me. Others reviewing the posts have been just as surprised as I at the attacks on me personally.
I am not looking to insult, berate anyone, or make light of anyone’s plight in life. I am completely sensitive to others misfortunes and personal experiences in life. I have even made light of my own relationship experiences to try to put people at ease and let them know I understand where they are coming from. This just ended in comments that I was looking for someone to feel sorry for “me”. What if I had turned this on the individuals criticizing me and made the same comments regarding their personal plights. Imagine a man telling a woman that had been abused in a relationship that she should just suck it up and stop feeling sorry for her self. I think the entire internet community would have castrated me. Why the double standard…
I just feel there are some important ideas that demand “discussion” to avoid the downfall of our society. If we don’t have fair and true open discussion of the important issues that face us in the coming years we are facing a serious problem. This IS the time for the empathic civilization I am hoping to live in. Please people…understand and see the terrible times that confront us as we move toward the next millennia.
With our brains in this anxious state the fear mongers have a captive audience. The extremists on all sides take advantage during these times. They are driving a wedge between the various groups and cultures and it appears we are heading down a road of no return. Groups are becoming polarized and seem unable and unwilling to find a mutual middle ground.
Whether it is about a Mosque in downtown Manhattan, illegal immigrants, abortion, the Obama health care reforms, same sex marriage, or how to fight a supposed “War on Terror”, rhetoric is escalating to a dangerous level. I am even seeing it in my own world. I post things in my blog and on my Facebook page to provoke discussion but it seems some people are so anxious they don’t know how to deal with my posts.
I am looking for a discussion on the topics I post but I’m beginning to see that a number of people don’t know how to have a discussion. A discussion is about the free and open exchange of ideas. No one is right and no one is wrong but we posit our thoughts for the other to ponder. Some people in these trying times seem to be looking for resolution based on their opinion. If you don’t see their point of view they resort to character assassination of the author. Some have been very abusive to me. Others reviewing the posts have been just as surprised as I at the attacks on me personally.
I am not looking to insult, berate anyone, or make light of anyone’s plight in life. I am completely sensitive to others misfortunes and personal experiences in life. I have even made light of my own relationship experiences to try to put people at ease and let them know I understand where they are coming from. This just ended in comments that I was looking for someone to feel sorry for “me”. What if I had turned this on the individuals criticizing me and made the same comments regarding their personal plights. Imagine a man telling a woman that had been abused in a relationship that she should just suck it up and stop feeling sorry for her self. I think the entire internet community would have castrated me. Why the double standard…
I just feel there are some important ideas that demand “discussion” to avoid the downfall of our society. If we don’t have fair and true open discussion of the important issues that face us in the coming years we are facing a serious problem. This IS the time for the empathic civilization I am hoping to live in. Please people…understand and see the terrible times that confront us as we move toward the next millennia.
Monday, July 19, 2010
Venus Envy
Aphrodite of Milo or Venus de Milo as is more commonly known is an ancient marble statue of the Greek goddess of love. It has been considered a benchmark for the ideal human form for centuries. Where “penis envy” is very gender specific, “Venus envy” applies almost equally to both genders in this day and age.
Images are everywhere around us of beautiful people. Is it me or are they getting more beautiful every day? I know…most still images have been touched up, colour adjusted or airbrushed. But we are all caught up in the dream for youthfulness and for some it has become an obsession. Isn’t it ironic that we spend our youthful years doing everything we can to look older and our aging years attempting to look more like our youthful counterparts? Are we not just a little schizophrenic?
We are no longer satisfied with the hand that nature has dealt us and with the help of every kind of plastic surgery imaginable we can re-sculpt our human form to resemble whatever or whoever we wish. Just like the sculptor of Venus de Milo these surgeons can work their magic on our flesh and bone to reshape and mold us. If fat lips are in fashion you too can have them. If large breast are your thing, every form of augmentation is available. And since thin is in, don’t forget to have that fat vacuumed.
Some of these attempts for that eternal youthful look can seem somewhat benign such as the all too common use of Botox for removal of those character lines on your face. Others are not so benign. Any time you undergo a surgical procedure you are taking a risk. These risks run the gamut from just a simple scar, serious disfigurement, to possible death. A simple Google of the words “plastic surgery gone wrong” is extremely eye opening.
Our bodies are going to continue to age in spite your attempts to stave off the natural process. The reality is that some of these procedures result in a much less appealing look over time. Some people get caught up in an endless cycle of reconstruction with almost cartoonish looks. We are not that lifeless chunk of marble that Venus is modeled from and many of us, including the author, would prefer something real lying next to them not something crafted in an operating room.
Images are everywhere around us of beautiful people. Is it me or are they getting more beautiful every day? I know…most still images have been touched up, colour adjusted or airbrushed. But we are all caught up in the dream for youthfulness and for some it has become an obsession. Isn’t it ironic that we spend our youthful years doing everything we can to look older and our aging years attempting to look more like our youthful counterparts? Are we not just a little schizophrenic?
We are no longer satisfied with the hand that nature has dealt us and with the help of every kind of plastic surgery imaginable we can re-sculpt our human form to resemble whatever or whoever we wish. Just like the sculptor of Venus de Milo these surgeons can work their magic on our flesh and bone to reshape and mold us. If fat lips are in fashion you too can have them. If large breast are your thing, every form of augmentation is available. And since thin is in, don’t forget to have that fat vacuumed.
Some of these attempts for that eternal youthful look can seem somewhat benign such as the all too common use of Botox for removal of those character lines on your face. Others are not so benign. Any time you undergo a surgical procedure you are taking a risk. These risks run the gamut from just a simple scar, serious disfigurement, to possible death. A simple Google of the words “plastic surgery gone wrong” is extremely eye opening.
Our bodies are going to continue to age in spite your attempts to stave off the natural process. The reality is that some of these procedures result in a much less appealing look over time. Some people get caught up in an endless cycle of reconstruction with almost cartoonish looks. We are not that lifeless chunk of marble that Venus is modeled from and many of us, including the author, would prefer something real lying next to them not something crafted in an operating room.
Saturday, July 3, 2010
In Search of Happiness
Happiness is such a subjective thing. I would suggest it means something different to just about anyone you care to ask. It’s also a very relative thing. One person might say that chocolate makes them happy while another may relate happiness to personal relationships. What about how happy we think we will feel at some future point in time? The problem with this is how we feel at any given moment has an influence over how we think we might feel in the future. Our brains work in the here and now and that is our only reference point. This makes it difficult when trying to think outside the box of possibilities.
The eminent psychologist Daniel Gilbert has a favourite comic strip of a fish asking a sponge if it could be anything in the world what it would choose. The sponge thinks for a bit and says “I guess I’d have to go with a barnacle.” We are all trapped in our own barnacle world and make choices based on our own experiences.
Let’s assume we have a “happiness meter”. If something makes you feel good would it be better to enjoy it in small doses or experience as much as you can at any given time? Studies have shown that if we take our feel good experiences in small doses, spread over time, we can increase the number on the happiness meter. The longer we experience pleasures (or pain) in our daily lives the more we become numb to these events. It’s called hedonic adaptation.
One area of our brain that plays a part in the formation of new memory is the ACC (anterior cingulate cortex) or “Oh shit” center. When information is received by the brain that is unusual (pleasurable or painful) the ACC kicks in to put your brain in “alert” mode. The pleasure registers as good, let’s remember to do this again, the pain registers as bad, remember to avoid this next time.
So how can we take this information to increase the happiness in our lives? Well when you enjoy chocolate, rather than eating the entire box in one sitting, savour one piece and spread the pleasure over time. To keep the pleasures of relationships at their peak avoid predictable, repetitive behaviour. Be spontaneous and unpredictable. Escape the cycle that results in hedonic adaptation. It should help you find more happiness in the future.
The eminent psychologist Daniel Gilbert has a favourite comic strip of a fish asking a sponge if it could be anything in the world what it would choose. The sponge thinks for a bit and says “I guess I’d have to go with a barnacle.” We are all trapped in our own barnacle world and make choices based on our own experiences.
Let’s assume we have a “happiness meter”. If something makes you feel good would it be better to enjoy it in small doses or experience as much as you can at any given time? Studies have shown that if we take our feel good experiences in small doses, spread over time, we can increase the number on the happiness meter. The longer we experience pleasures (or pain) in our daily lives the more we become numb to these events. It’s called hedonic adaptation.
One area of our brain that plays a part in the formation of new memory is the ACC (anterior cingulate cortex) or “Oh shit” center. When information is received by the brain that is unusual (pleasurable or painful) the ACC kicks in to put your brain in “alert” mode. The pleasure registers as good, let’s remember to do this again, the pain registers as bad, remember to avoid this next time.
So how can we take this information to increase the happiness in our lives? Well when you enjoy chocolate, rather than eating the entire box in one sitting, savour one piece and spread the pleasure over time. To keep the pleasures of relationships at their peak avoid predictable, repetitive behaviour. Be spontaneous and unpredictable. Escape the cycle that results in hedonic adaptation. It should help you find more happiness in the future.
Saturday, March 27, 2010
FEAR TRUMPS FACT
There has recently been a great deal of discussion and controversy over the boisterous demonstrations on the campus of a Canadian University. The right wing commentator Ann Coulter had been scheduled to speak at the University which provoked this demonstration. It seems the somewhat rowdy "free speech" of the crowd actually intimidated Ms Coulter to the point she cancelled her appearance.
Some in the media began suggesting this was an embarrassment to Canada and represented an attempt by this crowd to limit "free speech". This is such a curiosity for me...free speech, limited free speech. A woman that promotes an extreme right wing point of view is intimidated by those that object to people presenting extreme right wing points of view. Interesting.
The world is currently witnessing the largest social psychology experiment to ever occur. The USA is giving public voice to the provocative extremists like Ann Coulter, Glen Beck, Rush Limbaugh, and Sarah Palin and these people are having a profound affect on the masses. These and others are suggesting Obama's health care Bill will create "death panels" to decide whether grandma should live or die, and large groups of people will lose their Medicare benefits among other bogus claims.
Prior to President Obama's health care Bill the majority of Americans felt their system needed some changes. Health care in America is the most expensive system in the world and growing in costs every year. They suffer from the highest obesity rates of any country,a higher child mortality rate than some third world countries and tens of millions without insurance. Current polls are saying that the overwhelming majority object to the President's health care Bill!
So what happened in the last year? This is where the social psychology study comes in. The reticular activator, or ACC (Anterior Cingulate Cortex...also known as the "oh shit" center) of our brain is what causes us to pay attention when we are otherwise on cruise control going about things in our life. It responds best to things that are familiar, unusual or problematic. If you think about walking along talking to a friend or being in a room full of people and someone calls out your name. The reticular activator is at work and brings you to attention to see who it is. That's because your name is the most familiar thing to you. If you hear a sudden foreign noise in the middle of the night, even if you are asleep you will be brought to attention.
When our brain doesn't fully understand something it responds to fear. Our fear (something is problematic) of the unknown makes us receptive to extreme rhetoric. We don't know why we are afraid but that fear seems to grab hold of ideas that tend to confirm why we should be afraid. It's that "I knew it!" moment. The reticular activator at work.
The facts on the other hand are boring. They don't stimulate the reticular activator to make our brain pay attention. They may become completely overlooked. We register information more readily because of fear.
This is what makes the Coulters, Becks, Limbaughs and Palins so dangerous. The more outrageous the comment the more powerful it's affect. When people like this have a public forum they gain credibility. They are on radio or television saying these things so it must be true because they wouldn't be allowed to say it if it wasn't.
Let's look at the issue in Canada with Ms Coulter. She is invited to speak at a public forum. This gives her credibility. She is being paid to speak which gives her even more credibility. Our brain now thinks she must have something credible to say because this university has invited her. Surely a university wouldn't allow someone to spread lies in such sacred venue!
But you say "I know about her extreme right wing views and I would like to debate her. After all I may help to change her mind. At the very least I may give her something new to think about." This is the deluding brain at work. This woman holds absolute beliefs that couldn't be dislodged with a jack hammer. To be cynical, don't forget she makes her living being extreme and controversial. Do you think she is going to give that up because you gave her something new and profound to think about. Sorry...
The down side is those of the audience that hold fears or insecurities. They are the most vulnerable. They are searching for reasons to justify what they believe or feel. Ms Coulter is the perfect "credible" voice to confirm their fears or at the very least provide fodder for future issues that may arise in their life.
There is nothing to be gained by giving these extremists a public voice but there is certainly a great deal to be lost. These people create chaos in our world because "fear trumps facts" every day.
Some in the media began suggesting this was an embarrassment to Canada and represented an attempt by this crowd to limit "free speech". This is such a curiosity for me...free speech, limited free speech. A woman that promotes an extreme right wing point of view is intimidated by those that object to people presenting extreme right wing points of view. Interesting.
The world is currently witnessing the largest social psychology experiment to ever occur. The USA is giving public voice to the provocative extremists like Ann Coulter, Glen Beck, Rush Limbaugh, and Sarah Palin and these people are having a profound affect on the masses. These and others are suggesting Obama's health care Bill will create "death panels" to decide whether grandma should live or die, and large groups of people will lose their Medicare benefits among other bogus claims.
Prior to President Obama's health care Bill the majority of Americans felt their system needed some changes. Health care in America is the most expensive system in the world and growing in costs every year. They suffer from the highest obesity rates of any country,a higher child mortality rate than some third world countries and tens of millions without insurance. Current polls are saying that the overwhelming majority object to the President's health care Bill!
So what happened in the last year? This is where the social psychology study comes in. The reticular activator, or ACC (Anterior Cingulate Cortex...also known as the "oh shit" center) of our brain is what causes us to pay attention when we are otherwise on cruise control going about things in our life. It responds best to things that are familiar, unusual or problematic. If you think about walking along talking to a friend or being in a room full of people and someone calls out your name. The reticular activator is at work and brings you to attention to see who it is. That's because your name is the most familiar thing to you. If you hear a sudden foreign noise in the middle of the night, even if you are asleep you will be brought to attention.
When our brain doesn't fully understand something it responds to fear. Our fear (something is problematic) of the unknown makes us receptive to extreme rhetoric. We don't know why we are afraid but that fear seems to grab hold of ideas that tend to confirm why we should be afraid. It's that "I knew it!" moment. The reticular activator at work.
The facts on the other hand are boring. They don't stimulate the reticular activator to make our brain pay attention. They may become completely overlooked. We register information more readily because of fear.
This is what makes the Coulters, Becks, Limbaughs and Palins so dangerous. The more outrageous the comment the more powerful it's affect. When people like this have a public forum they gain credibility. They are on radio or television saying these things so it must be true because they wouldn't be allowed to say it if it wasn't.
Let's look at the issue in Canada with Ms Coulter. She is invited to speak at a public forum. This gives her credibility. She is being paid to speak which gives her even more credibility. Our brain now thinks she must have something credible to say because this university has invited her. Surely a university wouldn't allow someone to spread lies in such sacred venue!
But you say "I know about her extreme right wing views and I would like to debate her. After all I may help to change her mind. At the very least I may give her something new to think about." This is the deluding brain at work. This woman holds absolute beliefs that couldn't be dislodged with a jack hammer. To be cynical, don't forget she makes her living being extreme and controversial. Do you think she is going to give that up because you gave her something new and profound to think about. Sorry...
The down side is those of the audience that hold fears or insecurities. They are the most vulnerable. They are searching for reasons to justify what they believe or feel. Ms Coulter is the perfect "credible" voice to confirm their fears or at the very least provide fodder for future issues that may arise in their life.
There is nothing to be gained by giving these extremists a public voice but there is certainly a great deal to be lost. These people create chaos in our world because "fear trumps facts" every day.
Thursday, March 18, 2010
Market Yourself Not Your Competition!
So what is marketing? To put it simply, it is everything you do to identify where your market is, who your customer is, which venues to use for advertising and how you present your business to the outside world.
Advertising is considered to be the glamorous representation of marketing and may include using web sites, print ads, flyers, radio, etc. This creates your “outside perception”. How people perceive you and your business. If you operate from a physical location, that is part of your “outside perception”. This also includes word of mouth from past customers or just people that know you.
It’s impossible to talk about advertising without talking about sales. Sales occur when your advertising has worked for you. Now you get a chance to educate the prospect on the advantages of your product or service. This can be considered your “inside reality”. Your “inside reality” is made up of you, your sales staff, service people, software, business practices, showroom, etc.
I don’t feel there is a great deal of difference between sales and advertising. In fact I prefer to think of them as the twin siblings of business. They may be applied in two separate physical environments but they should be addressed the same. I feel one of the biggest problems in business arises when you don’t see them as being so similar.
Take a moment to think about your “inside reality”. What makes you different than your competition? Why should the prospective consumer spend their money with you over your competition? Do you feel the consumer would be an absolute fool to spend their hard earned money anywhere else? If you don’t then I would suggest you look at how you can improve what you do to make that distinction between you and the competition.
Now that you are the absolute best in class for your product or service, what is it that you are communicating once you have the chance to present yourself in person? Everything in your “inside reality” should be educating the consumer on the benefits of spending their money with you. Help them to understand what makes you better value than your competition. Provide follow up service to ensure they carry your “inside reality” with them to provide you with more business. They will now become one of your least expensive and best forms of advertising.
But wait a minute. “I’ve done all of this but I don’t seem to be attracting any more business than my competition. I feel like the best kept secret in town.” If you feel like the best kept secret in town I’m not surprised. When I look at most advertising being done in this time of such intense competition I am at a loss to distinguish one business from any other in the same category. Everyone is using the same old platitudes and hyperbole. “Biggest selection”, “largest showroom”, “family owned and operated”, “best service”, “in business since 1900BC”…and so on. Or maybe you use “menu board” style by simply showing pictures of product with pricing. Just like the menu in a restaurant.
The easy litmus test for your advertising message is to ask, “Can anyone else say what I’m saying?” It’s not whether anyone else can DO what you do, but can they say what you are saying. If you could simply change the company name in the advertising piece and make it apply to your competition then you’ve got a problem. If anyone else can say (and likely is) what you are saying how can the prospect possibly know you are the best in class? Chances are that all of your competitors are doing the same thing. People are going to spend their money somewhere so it is likely that you are just getting your small share of the business available. As they say, “Even a dead fish can float down stream.”
I hate to pick on Lawyers but they are one of the easiest examples to demonstrate how bad advertising can get. Virtually every one of them simply lists the services they provide and then include platitudes like “A reputation built on integrity, experience and skill.” “Expert Legal Defense…” “Legal Strength you can Trust.” I can only assume from their advertising that they are all the same.
Without knowing the details of the product or service you sell I can’t give you specific cures for what ails your advertising but I can provide some general rules. I said earlier that sales and advertising are the twin siblings of any business and should be dressed the same. You need to be using the same language in your advertising that you would use in your face to face presentation. I was talking with a business that sells paint and I asked him what were the differences in the various brands and why would I pay more for his. I then ask if he used that information in his advertising. As a consumer I would consider that to be important before I ever had to enter his showroom and face the dreaded salesperson.
Understand what your prospects concerns might be about spending money on your product or service. Address those issues in your advertising along with how you can help them overcome their fears. Don’t be afraid of ad copy. Most advertising salespeople will tell you that the consumer won’t read all that you have to say. I say that’s nonsense. If you make it relevant to them they will read it. If they see that your headline is hitting on something that has held them back from buying they will read everything you have to say.
There is a formula for ad writing that goes like this. Interrupt, engage, educate, and offer. The headline should interrupt them. The easiest way to do that is address a major concern of the prospect. There are other ways to interrupt such as sexual images. This was used a great deal in the past. People used to say that “sex sells”. Sex doesn’t sell, it interrupts. The problem is if it doesn’t engage the thinking of the prospect you will quickly lose their attention.
Once you have their attention, engage them with some relevant facts. Expand on the issues they are concerned with. Next you need to educate them about how you can solve all of their issues. And finally make them an offer. Even if the offer is just to send them more information. That gives you a name to remain in touch with. Give them a reason to come in to see you or book an appointment for you to see them if that’s the nature of your business.
This may seem simple but you need to keep a couple of things in mind. You must be sincere! If you are not truly the best in class of all your competitors you will eventually be exposed. You may get away with it for short time but remember, they are part of your “outside perception”. They are your ad on the street. PT Barnum may not have really said this but contrary to the statement “there’s a sucker born every minute”, they will eventually bring you down.
The other challenge to this system would be the creation of the ad copy. Most people aren’t great creative writers and are going to need some help. That is a specialty all its own. I guess that’s where I could provide additional help. I am just in the process of building it but you can contact me at www.buy-ology101.com for more information.
Advertising can be one of the most challenging aspects of being an entrepreneur. Since most businesses use advertising that all looks the same, most of the money you spend is helping your competition. As a business consultant I have actually taken advantage of this advertising flaw by helping new business owners select the right location (close to the competition). With a few simple changes you can own the market for the product or service you provide. Be sure that your advertising is working for you, more than your competition.
Advertising is considered to be the glamorous representation of marketing and may include using web sites, print ads, flyers, radio, etc. This creates your “outside perception”. How people perceive you and your business. If you operate from a physical location, that is part of your “outside perception”. This also includes word of mouth from past customers or just people that know you.
It’s impossible to talk about advertising without talking about sales. Sales occur when your advertising has worked for you. Now you get a chance to educate the prospect on the advantages of your product or service. This can be considered your “inside reality”. Your “inside reality” is made up of you, your sales staff, service people, software, business practices, showroom, etc.
I don’t feel there is a great deal of difference between sales and advertising. In fact I prefer to think of them as the twin siblings of business. They may be applied in two separate physical environments but they should be addressed the same. I feel one of the biggest problems in business arises when you don’t see them as being so similar.
Take a moment to think about your “inside reality”. What makes you different than your competition? Why should the prospective consumer spend their money with you over your competition? Do you feel the consumer would be an absolute fool to spend their hard earned money anywhere else? If you don’t then I would suggest you look at how you can improve what you do to make that distinction between you and the competition.
Now that you are the absolute best in class for your product or service, what is it that you are communicating once you have the chance to present yourself in person? Everything in your “inside reality” should be educating the consumer on the benefits of spending their money with you. Help them to understand what makes you better value than your competition. Provide follow up service to ensure they carry your “inside reality” with them to provide you with more business. They will now become one of your least expensive and best forms of advertising.
But wait a minute. “I’ve done all of this but I don’t seem to be attracting any more business than my competition. I feel like the best kept secret in town.” If you feel like the best kept secret in town I’m not surprised. When I look at most advertising being done in this time of such intense competition I am at a loss to distinguish one business from any other in the same category. Everyone is using the same old platitudes and hyperbole. “Biggest selection”, “largest showroom”, “family owned and operated”, “best service”, “in business since 1900BC”…and so on. Or maybe you use “menu board” style by simply showing pictures of product with pricing. Just like the menu in a restaurant.
The easy litmus test for your advertising message is to ask, “Can anyone else say what I’m saying?” It’s not whether anyone else can DO what you do, but can they say what you are saying. If you could simply change the company name in the advertising piece and make it apply to your competition then you’ve got a problem. If anyone else can say (and likely is) what you are saying how can the prospect possibly know you are the best in class? Chances are that all of your competitors are doing the same thing. People are going to spend their money somewhere so it is likely that you are just getting your small share of the business available. As they say, “Even a dead fish can float down stream.”
I hate to pick on Lawyers but they are one of the easiest examples to demonstrate how bad advertising can get. Virtually every one of them simply lists the services they provide and then include platitudes like “A reputation built on integrity, experience and skill.” “Expert Legal Defense…” “Legal Strength you can Trust.” I can only assume from their advertising that they are all the same.
Without knowing the details of the product or service you sell I can’t give you specific cures for what ails your advertising but I can provide some general rules. I said earlier that sales and advertising are the twin siblings of any business and should be dressed the same. You need to be using the same language in your advertising that you would use in your face to face presentation. I was talking with a business that sells paint and I asked him what were the differences in the various brands and why would I pay more for his. I then ask if he used that information in his advertising. As a consumer I would consider that to be important before I ever had to enter his showroom and face the dreaded salesperson.
Understand what your prospects concerns might be about spending money on your product or service. Address those issues in your advertising along with how you can help them overcome their fears. Don’t be afraid of ad copy. Most advertising salespeople will tell you that the consumer won’t read all that you have to say. I say that’s nonsense. If you make it relevant to them they will read it. If they see that your headline is hitting on something that has held them back from buying they will read everything you have to say.
There is a formula for ad writing that goes like this. Interrupt, engage, educate, and offer. The headline should interrupt them. The easiest way to do that is address a major concern of the prospect. There are other ways to interrupt such as sexual images. This was used a great deal in the past. People used to say that “sex sells”. Sex doesn’t sell, it interrupts. The problem is if it doesn’t engage the thinking of the prospect you will quickly lose their attention.
Once you have their attention, engage them with some relevant facts. Expand on the issues they are concerned with. Next you need to educate them about how you can solve all of their issues. And finally make them an offer. Even if the offer is just to send them more information. That gives you a name to remain in touch with. Give them a reason to come in to see you or book an appointment for you to see them if that’s the nature of your business.
This may seem simple but you need to keep a couple of things in mind. You must be sincere! If you are not truly the best in class of all your competitors you will eventually be exposed. You may get away with it for short time but remember, they are part of your “outside perception”. They are your ad on the street. PT Barnum may not have really said this but contrary to the statement “there’s a sucker born every minute”, they will eventually bring you down.
The other challenge to this system would be the creation of the ad copy. Most people aren’t great creative writers and are going to need some help. That is a specialty all its own. I guess that’s where I could provide additional help. I am just in the process of building it but you can contact me at www.buy-ology101.com for more information.
Advertising can be one of the most challenging aspects of being an entrepreneur. Since most businesses use advertising that all looks the same, most of the money you spend is helping your competition. As a business consultant I have actually taken advantage of this advertising flaw by helping new business owners select the right location (close to the competition). With a few simple changes you can own the market for the product or service you provide. Be sure that your advertising is working for you, more than your competition.
Tuesday, March 9, 2010
Saturday, March 6, 2010
The Tipping Point
I would first like to make it known that the use of this title is in no way meant to capitalize on the success of the book of the same name written by Malcolm Gladwell. I would recommend if you haven’t yet read Mr. Gladwell’s book, The Tipping Point, you should. It is probably one of the most influential books of the last decade.
This article was inspired in part because of my observations over the years of the lack of appreciation people seem to have on tipping in restaurants. There have been many articles written on the etiquette of tipping and the percentages recommended for various services provided. I have not yet come across any articles that explain how tipping works in the restaurant industry.
My expertise in this field comes from a couple of sources. As a business consultant I spend a great deal of time on the road in hotels. I am a member of a hotel rewards program and receive my annual letter from them expressing their gratitude for choosing their hotel group. Apparently I’m in the top 1% of all their members. I also have a couple of friends that own local restaurants. I’m a single guy so most of my time is spent in restaurants when I am in town and I have become friends with a number of the staff in these establishments.
I believe most patrons of restaurants are not aware of the concept called “Tip Outs”. The service you receive is a culmination of work by a number of individuals. It may be as simple as kitchen staff and wait staff, but may include bar tender/s, managers, and maître d’. When you leave a tip a portion of that tip is allocated to others in this chain of service providers. In some restaurants it may be more rigid and structured than in others but there is usually some breakdown of the tip you leave. This may be as little as .5% of a bartenders invoiced bills paid to the kitchen or 1% of the wait staff invoiced bills to the kitchen. In some cases the total amount of “Tip Outs” can be as much as 5% of the invoiced bill divided among the various other staff. Many people also may not be aware that restaurants are allowed to pay wait staff less than minimum wage. The standard in Ontario is about $8.25/hr.
I guess you could say I reached my “Tipping Point” the other day. I was in one of my local establishments and one of the wait staff had a table check that totaled $120. The patron left a tip of $7! That’s 5.8% of the bill. The total “Tip Out” in this particular restaurant is around 5%. This table seemed to be enjoying the service and was having fun with the staff. There was no complaint about the food. There seemed to be no tangible reason for this meager tip.
Now there are a variety of situations that need to be addressed related to how the tip is determined by the patron. If you have bad service then reducing the tip accordingly is justified but don’t forget the rest of the team should be compensated. It would also be important to let the house know what the issue is to allow them to deal with it. If the food quality or preparation is not to your satisfaction it’s important to let someone know but remember to properly compensate the wait staff. If the service and food are not as expected then a lack of compensation might be a consideration but again, it is very important to let the house know to enable them the opportunity to deal with the issue.
One last issue is food or drink that is “comped” (complementary) by the house. It seems that most people feel that if the item was provided but not charged for due to a complaint or just a grateful owner, the tip should only be on the invoiced amount…WRONG!!! The service was provided by the staff. Why should you not tip them for their service? They didn’t do any less work. You received the benefit. Show your appreciation for the service. They delivered whatever it was that YOU got for free. This is also true for gift certificates. Just because it covered part or even all of the check does not mean a tip for the entire amount can be ignored.
Don’t forget the “Point” of “Tipping” is to show your appreciation for service provided by people that are doing their job to look after you for an hourly rate of less than minimum wage. In some cases your lack of tip can actually cost the server money from their own pocket since the “tip outs” must be paid regardless of what you leave behind. If you don’t care for the service or food at a particular restaurant then speak with your feet…don’t go there.
This article was inspired in part because of my observations over the years of the lack of appreciation people seem to have on tipping in restaurants. There have been many articles written on the etiquette of tipping and the percentages recommended for various services provided. I have not yet come across any articles that explain how tipping works in the restaurant industry.
My expertise in this field comes from a couple of sources. As a business consultant I spend a great deal of time on the road in hotels. I am a member of a hotel rewards program and receive my annual letter from them expressing their gratitude for choosing their hotel group. Apparently I’m in the top 1% of all their members. I also have a couple of friends that own local restaurants. I’m a single guy so most of my time is spent in restaurants when I am in town and I have become friends with a number of the staff in these establishments.
I believe most patrons of restaurants are not aware of the concept called “Tip Outs”. The service you receive is a culmination of work by a number of individuals. It may be as simple as kitchen staff and wait staff, but may include bar tender/s, managers, and maître d’. When you leave a tip a portion of that tip is allocated to others in this chain of service providers. In some restaurants it may be more rigid and structured than in others but there is usually some breakdown of the tip you leave. This may be as little as .5% of a bartenders invoiced bills paid to the kitchen or 1% of the wait staff invoiced bills to the kitchen. In some cases the total amount of “Tip Outs” can be as much as 5% of the invoiced bill divided among the various other staff. Many people also may not be aware that restaurants are allowed to pay wait staff less than minimum wage. The standard in Ontario is about $8.25/hr.
I guess you could say I reached my “Tipping Point” the other day. I was in one of my local establishments and one of the wait staff had a table check that totaled $120. The patron left a tip of $7! That’s 5.8% of the bill. The total “Tip Out” in this particular restaurant is around 5%. This table seemed to be enjoying the service and was having fun with the staff. There was no complaint about the food. There seemed to be no tangible reason for this meager tip.
Now there are a variety of situations that need to be addressed related to how the tip is determined by the patron. If you have bad service then reducing the tip accordingly is justified but don’t forget the rest of the team should be compensated. It would also be important to let the house know what the issue is to allow them to deal with it. If the food quality or preparation is not to your satisfaction it’s important to let someone know but remember to properly compensate the wait staff. If the service and food are not as expected then a lack of compensation might be a consideration but again, it is very important to let the house know to enable them the opportunity to deal with the issue.
One last issue is food or drink that is “comped” (complementary) by the house. It seems that most people feel that if the item was provided but not charged for due to a complaint or just a grateful owner, the tip should only be on the invoiced amount…WRONG!!! The service was provided by the staff. Why should you not tip them for their service? They didn’t do any less work. You received the benefit. Show your appreciation for the service. They delivered whatever it was that YOU got for free. This is also true for gift certificates. Just because it covered part or even all of the check does not mean a tip for the entire amount can be ignored.
Don’t forget the “Point” of “Tipping” is to show your appreciation for service provided by people that are doing their job to look after you for an hourly rate of less than minimum wage. In some cases your lack of tip can actually cost the server money from their own pocket since the “tip outs” must be paid regardless of what you leave behind. If you don’t care for the service or food at a particular restaurant then speak with your feet…don’t go there.
Sunday, February 21, 2010
Buy-ology 101
I now own the domain buy-ology101.com. Get ready to enroll for a degree in buy-ology.;)
Monday, February 1, 2010
The Buy-ology of Sales and Marketing
Sales and Marketing are not about selling anything!
Sales and Marketing are about helping people buy the right product or service to meet of their needs. Sales and Marketing are the twin siblings of the business world. They should be nothing more than the facilitators of the buying process.
If you can demonstrate how your business can better meet their needs than your competition they will buy what you have to offer. Your goal is to make the buying experience as smooth and problem free as possible.
Everyone is afraid of making the wrong decision. Show them that not only are you the best business to provide the product or service to meet or surpass their expectations, but you will be there after their money has been spent.
Sales and Marketing are about helping people buy the right product or service to meet of their needs. Sales and Marketing are the twin siblings of the business world. They should be nothing more than the facilitators of the buying process.
If you can demonstrate how your business can better meet their needs than your competition they will buy what you have to offer. Your goal is to make the buying experience as smooth and problem free as possible.
Everyone is afraid of making the wrong decision. Show them that not only are you the best business to provide the product or service to meet or surpass their expectations, but you will be there after their money has been spent.
Sunday, January 31, 2010
Sales and Marketing for the 21st Century
If you are going to survive as a business owner in the 21st Century you need to completely re-think how you sell and market your product or service. There is one simple, but often overlooked idea that you need to take very seriously. Do you know what percentage of buying decisions are made or influenced by women? An astounding 80%!
The majority of businesses are owned by men so understanding the power of this group and how they think is often not fully considered. Men just don't think the same way women do. It's the whole "men are from Mars and women are from Venus" syndrome. It's important to understand that a woman is going to experience your business from a more emotional point of view than a man.
A woman notices things. Things like what you and your staff look like, sloppy or well groomed. What your business smells like. How you treat your employees. She wants your product or service to meet her needs...and the more needs one thing meets the more appealing it will be to her. Women are very busy and better at multitasking than men and look for products or services that consider this fact.
Marketing To Women!
Your marketing must appeal to women. What does your marketing look like? Does it have female eye appeal? Use of the colour "pink" is not a strategy.
The majority of businesses are owned by men so understanding the power of this group and how they think is often not fully considered. Men just don't think the same way women do. It's the whole "men are from Mars and women are from Venus" syndrome. It's important to understand that a woman is going to experience your business from a more emotional point of view than a man.
A woman notices things. Things like what you and your staff look like, sloppy or well groomed. What your business smells like. How you treat your employees. She wants your product or service to meet her needs...and the more needs one thing meets the more appealing it will be to her. Women are very busy and better at multitasking than men and look for products or services that consider this fact.
Marketing To Women!
Your marketing must appeal to women. What does your marketing look like? Does it have female eye appeal? Use of the colour "pink" is not a strategy.
Tuesday, January 12, 2010
Haiti Earthquake
Oh my god...of all the countries to be hit by this. This is one of the poorest coutries in the world. I hope the world responds to help. Please don't continue to turn a blind eye to these kinds of events!!
Reality
I had a great discussion last night with a friend. It was about the new movie "Avatar". I'm not a big fan of fake reality and I feel people are becoming far too absorbed in this...from movies to TV. As I explained to my friend, at one time shows like Star Trek were what seemed to be a good alternative to reality to get a moral point of view across without shocking people with reality. I feel like it's gone too far now and may be creating a mind set that makes people immune to reality.
It seems large numbers of people want their reality pasteurized or sanitized..."don't give it to me straight anymore." "That offends me"..."but show me some cartoon version and that's OK." I feel this is allowing them to turn off others or events from anywhere outside their closely held group and act as if those other things don't really exist.
It's the Wal-Mart effect. Most people are informed enough now to know the cheap crap sold through discount or dollar stores is coming on the backs of under-paid works in China or Vietnam, but they choose to hide their proverbial heads in the sand. "Just give me CHEAP...and lots of it!"
It seems large numbers of people want their reality pasteurized or sanitized..."don't give it to me straight anymore." "That offends me"..."but show me some cartoon version and that's OK." I feel this is allowing them to turn off others or events from anywhere outside their closely held group and act as if those other things don't really exist.
It's the Wal-Mart effect. Most people are informed enough now to know the cheap crap sold through discount or dollar stores is coming on the backs of under-paid works in China or Vietnam, but they choose to hide their proverbial heads in the sand. "Just give me CHEAP...and lots of it!"
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