I was just thinking back to when I finally caved and purchased a mobile phone. At the time (2007) I was going through a bit of a rebellious stage. For years people had been telling me I “need” a cell phone. Then they proceeded to give me a laundry list of reasons why I needed one – I didn't
Then along came the iPhone. They almost had me. I wanted it. I still didn’t need it, but that didn’t matter. It just looked cool and it did a lot of great things I didn't need help with, like find a Starbucks. That sounds good, but I am capable of opening my eyes, so that wasn’t too convincing. So why did I want it?
Consumers use a combination of intellectual and emotional justifications to make purchasing decisions; therefore brand impact is more strategic when leveraging both intellectual and emotional persuasion tactics.
Consider this, Americans consistently spend anywhere from $15,000 to $75,000 on a new car. A major factor in that purchasing decision is whether or not it has a navigation system, an smartphone compatible sound system, or satellite radio. Therefore, it must be safe to say that all cars are essentially the same. It’s true; they all get about the same gas mileage, function in the same way and get us where we want to go. So what drives the purchase? Is it money? For some it is. But for others, they just want what they want.
“Want” is powerful! It is not practical.
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THE BOTTOM LINE:
Principal 1: In an attempt to cut costs, companies are sacrificing the intangibles that most often create “want”.
Principal 2: No matter how convincing you may be, you can’t create “want” by appealing to intellect alone.
Principal 3: Intellect provides justification for what you already want.
Saturday, November 23, 2013
Saturday, November 16, 2013
The Game
Congratulations, if you’re in business, you’re in the game. By the way, did anyone explain the rules? Never mind, it doesn’t matter, they’ll change anyway. Today’s game seems to be follow-the-leader.
Think about it, companies today are desperately trying to copy each other. Who chose this game? I’d bet money it’s the leader. Have you ever really thought about playing follow-the-leader? If you have, I’m sure you realize you can’t win. So why play?
Don’t get me wrong, I realize follow-the-leader can be fun. It can be exciting. You may even be thrilled at what you are able to accomplish. But if you really want to be the leader, you will soon find out the fun wears off and it won’t be long before you get tired or frustrated.
Here’s a suggestion for the leaders... Play your own game – the game you get to lead. If you do, make up rules that will allow you to win. If you can’t think of any, maybe you got in the game too soon.
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THE BOTTOM LINE:
Principal 1: You can’t win if the rules keep changing. Don’t play that game.
Principal 2: They zig, you zag. You might as well; you’ll never zig exactly like the one you are following.
Principal 3: Take the time for a little introspection. You must know your weaknesses to effectively play to your strengths.
Think about it, companies today are desperately trying to copy each other. Who chose this game? I’d bet money it’s the leader. Have you ever really thought about playing follow-the-leader? If you have, I’m sure you realize you can’t win. So why play?
Don’t get me wrong, I realize follow-the-leader can be fun. It can be exciting. You may even be thrilled at what you are able to accomplish. But if you really want to be the leader, you will soon find out the fun wears off and it won’t be long before you get tired or frustrated.
Here’s a suggestion for the leaders... Play your own game – the game you get to lead. If you do, make up rules that will allow you to win. If you can’t think of any, maybe you got in the game too soon.
********************************************************
THE BOTTOM LINE:
Principal 1: You can’t win if the rules keep changing. Don’t play that game.
Principal 2: They zig, you zag. You might as well; you’ll never zig exactly like the one you are following.
Principal 3: Take the time for a little introspection. You must know your weaknesses to effectively play to your strengths.
Saturday, November 9, 2013
Kindergarten Basics
Life is full of lessons. If you are smart, you learn from them. My education began when I was five years old. I was thrilled to go to school, but I was also nervous. I didn’t know what to expect. It didn’t take long to learn that if I climbed a tree during recess, I wasn’t asked to come back in. Everyday my mother asked me how school was and I said, “Great!” She asked what I learned and I said, “Nothing.” Then she asked what I did, and I said, “Play in the tree.”
The next thing I know she went to school to speak with my teacher. She asked her if she knew I was in the tree during school, and the teacher responded, “Yes. He will come in when he’s ready to learn.” “NO HE WON’T!” my mother said, “You need to tell him it’s time to learn and he will learn.”
I was taken out of that school and I wasn’t able to start in again until the next year. I had failed kindergarten. The good news is I did learn. Clear communication is essential. It works. If you want someone to register, tell them to register. If they’re supposed to buy something, tell them to buy it. You would be surprised how many businesses are less than successful because they think clear communication is pushy.
There is a big difference between a hard sell and clear communication. Choosing a product or a service can be difficult. It involves both an intellectual and emotional decision. If you know that, you will know how to communicate. Another approach is to sit passively and hope that someone to come to you. If they’re anything like me, they can probably think of better things to do.
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THE BOTTOM LINE:
Principal 1: If you fail, learn from it and move on.
Principal 2: If you just build it, they won’t come. That’s why marketing and sales exist. Use them.
Principal 3: You make decisions intellectually. Purchasing adds an emotional element.
The next thing I know she went to school to speak with my teacher. She asked her if she knew I was in the tree during school, and the teacher responded, “Yes. He will come in when he’s ready to learn.” “NO HE WON’T!” my mother said, “You need to tell him it’s time to learn and he will learn.”
I was taken out of that school and I wasn’t able to start in again until the next year. I had failed kindergarten. The good news is I did learn. Clear communication is essential. It works. If you want someone to register, tell them to register. If they’re supposed to buy something, tell them to buy it. You would be surprised how many businesses are less than successful because they think clear communication is pushy.
There is a big difference between a hard sell and clear communication. Choosing a product or a service can be difficult. It involves both an intellectual and emotional decision. If you know that, you will know how to communicate. Another approach is to sit passively and hope that someone to come to you. If they’re anything like me, they can probably think of better things to do.
********************************************************
THE BOTTOM LINE:
Principal 1: If you fail, learn from it and move on.
Principal 2: If you just build it, they won’t come. That’s why marketing and sales exist. Use them.
Principal 3: You make decisions intellectually. Purchasing adds an emotional element.
Saturday, November 2, 2013
Never Lost: My GPS Nightmare
It was 2006, I walked out of Hertz with the keys to my Jaguar in hand. (Upgrades are fun!) I was looking forward to touring California’s wine country and coast. I felt completely at ease. Hertz supplied me with their Never Lost Navigation System. Two hours into the trip, I began to experience a unique version of road rage. This one involved me and that persistent voice on the GPS. She told me I wasn’t on the road. I was! She told me I was lost. I wasn’t! She wanted to re-plot my course. I wanted to throw her out the window.
On that same subject, have you ever looked at directions from MapQuest when you already knew the way? If so, you know that they may eventually get you to your destination but it’s not always the best route.
When you don’t know the way, the most assured way to get where you want to go is to give the keys to the person who knows how to get there. (I know it’s your car. But if I’m driving your car, I’m going to be extra careful.) You may be thinking, “I’ll drive and just ask directions when I need them.” That works too, but it can become frustrating, especially when you disagree with the person giving the directions.
There are other ways to travel. You still have a choice. You could get a dirty cab or a limousine. You could charter a flight or wait in a security line, or better yet, on a runway without air conditioning, with someone else’s child climbing on you while you try to ignore the fact that your connecting flight is already leaving.
So, do you go with that publicly traded mega agency and follow their rules? At first, you may be excited about all the useless features they have to offer, but you may also want to throw them out the window after your first two hour meeting.
********************************************************
THE BOTTOM LINE:
Principal 1: Don’t become enamored with prestige.
Principal 2: Don’t be distracted by useless gimmicks and strategies that have nothing to do with the business at hand.
Principal 3: Sometimes you’ve got to be willing to trust your gut. Don’t let someone tell you that you are not headed in the right direction when you can see the road right in front of you.
On that same subject, have you ever looked at directions from MapQuest when you already knew the way? If so, you know that they may eventually get you to your destination but it’s not always the best route.
When you don’t know the way, the most assured way to get where you want to go is to give the keys to the person who knows how to get there. (I know it’s your car. But if I’m driving your car, I’m going to be extra careful.) You may be thinking, “I’ll drive and just ask directions when I need them.” That works too, but it can become frustrating, especially when you disagree with the person giving the directions.
There are other ways to travel. You still have a choice. You could get a dirty cab or a limousine. You could charter a flight or wait in a security line, or better yet, on a runway without air conditioning, with someone else’s child climbing on you while you try to ignore the fact that your connecting flight is already leaving.
So, do you go with that publicly traded mega agency and follow their rules? At first, you may be excited about all the useless features they have to offer, but you may also want to throw them out the window after your first two hour meeting.
********************************************************
THE BOTTOM LINE:
Principal 1: Don’t become enamored with prestige.
Principal 2: Don’t be distracted by useless gimmicks and strategies that have nothing to do with the business at hand.
Principal 3: Sometimes you’ve got to be willing to trust your gut. Don’t let someone tell you that you are not headed in the right direction when you can see the road right in front of you.
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