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Answer Upon - The Power of High Voltage Marketing
In an overcrowded marketplace, if you're not standing out, then you're invisible. Establishing a brand is absolutely critical to long term, sustainable business growth – especially in service oriented businesses. The single biggest motivator in buying is not data, nor is it facts, it's emotional response. People buy when they feel comfortable, when they feel they can trust you, when the process feels natural and reassuring, and when they come to the feeling that buying will make them feel good.The best way to captivate your audience is with an authentic and powerful personal brand. The benefits of a strong personal branding will give you an edge over your competition and enhance your value in the global marketplace. Branding identifies and differentiates you, your business and your products and services so you stand out from the crowd and get noticed. Your brand could make the difference between prospects and customers.Once you have a p
Personhood: Personhood requires companies to be self-aware, self-accepting, and self-disclosing. In order to be self-aware and accepting, many marketers use a tool called “gap analysis.” During a gap analysis, research is conducted to determine if a company’s current reputation matches its desired one: if it doesn’t, further research is required to find out why. If it’s because of consumers’ per
Question: Please tell me your thoughts on doing a job search via the Internet. I hear there are pros and cons to it?Answer: The Internet, if properly and wisely used, can be a very effective and efficient way to market your story, i.e. your resume. Your resume can be distributed in a matter of minutes, if not seconds, to an unlimited number of recruiters and employers. And therein lies a problem. With a traditional print resume, you can control its distribution and can customize qualifications according to what you believe are the needs of a specific organization.To conduct an online targeted marketing campaign, you need to have some selectivity over who reads your resume and a way to reach those you want.Also, use some caution when conducting online job searches, since it is possible for a supervisor or colleague to come across your resume. You do not want this to happen, particularly if your current employer is not aware you ar
Sick of the impersonal quality of much of their daily lives, Americans are seeking to reconnect and build stronger relationships. “In all walks of life, we see a trend toward wanting to convert impersonal transactions into personal relations,” reports famed futurist Daniel Yankelovich.
Connection, or the feeling of belonging, is one of the top three human needs, according to psychologist Abraham Maslow, after physical needs. In our well-fed society, almost all of our physiological and safety needs are being met, but for many the need for connection is not, and smart businesses are responding.
The image of business today is being altered, says futurist Faith Popcorn in her bestselling book Clicking. “(Business will be) no longer seen as a war to be won by trouncing the competition, but viewed as a complicated mosaic to be developed, one relationship at a time.”
Sharp marketers forge stronger connections with their constituents by building deeper relationships that result in trust, and this trust is built on the four Ps of high voltage communications™.
Personhood: Personhood requires companies to be self-aware, self-accepting, and self-disclosing. In order to be self-aware and accepting, many marketers use a tool called “gap analysis.” During a gap analysis, research is conducted to determine if a company’s current reputation matches its desired one: if it doesn’t, further research is required to find out why. If it’s because of consumers’ perc
Does your company have employees who smoke? Smokers not only endanger their own health; they can also cost businesses big bucks! Some corporations have responded via policies that forbid their employees to smoke at all, at the risk of getting fired. Short of that, there are other things business owners and managers can do to reduce the number of smokers in the workplace. This article provides information on the costs of smoking to employers and to employees, and gives advice on how businesses can encourage employees to quit. The statistics in this article come from the American Cancer Society, the American Lung Association, the Centers for Disease Control of the National Institutes of Health, and the World Health Organization.While you may think that an employee’s choice to smoke is a strictly private matter, perhaps you’ll reconsider when you know what smokers can cost their employers. Here’s a few U.S. statistics that may surprise you.<
Sick of the impersonal quality of much of their daily lives, Americans are seeking to reconnect and build stronger relationships. “In all walks of life, we see a trend toward wanting to convert impersonal transactions into personal relations,” reports famed futurist Daniel Yankelovich.
Connection, or the feeling of belonging, is one of the top three human needs, according to psychologist Abraham Maslow, after physical needs. In our well-fed society, almost all of our physiological and safety needs are being met, but for many the need for connection is not, and smart businesses are responding.
The image of business today is being altered, says futurist Faith Popcorn in her bestselling book Clicking. “(Business will be) no longer seen as a war to be won by trouncing the competition, but viewed as a complicated mosaic to be developed, one relationship at a time.”
Sharp marketers forge stronger connections with their constituents by building deeper relationships that result in trust, and this trust is built on the four Ps of high voltage communications™.
Personhood: Personhood requires companies to be self-aware, self-accepting, and self-disclosing. In order to be self-aware and accepting, many marketers use a tool called “gap analysis.” During a gap analysis, research is conducted to determine if a company’s current reputation matches its desired one: if it doesn’t, further research is required to find out why. If it’s because of consumers’ per
No one should be fired and be surprised about it. There are always warning signs. The trick is in learning how to recognize the signs and to have a plan of action. Many time subtle hints are given that allude to the ax falling.Here is a checklist of early warning signs that add up to impending doom:Subtle* You are asked to update management on all your currents projects.* You no longer get asked to join meetings that you have always attended in the past.* You are pushed to wrap up longstanding projects.* You have a general sense of unease at work.* Your expense reports are closely scrutinized and require explanations.* Things that were expensed previously are now being questioned.* Time off for personal reasons is denied or questioned.* Your office space is downsized or moved to a distant location.* You are asked to transfer to an out of the
Connection, or the feeling of belonging, is one of the top three human needs, according to psychologist Abraham Maslow, after physical needs. In our well-fed society, almost all of our physiological and safety needs are being met, but for many the need for connection is not, and smart businesses are responding.
The image of business today is being altered, says futurist Faith Popcorn in her bestselling book Clicking. “(Business will be) no longer seen as a war to be won by trouncing the competition, but viewed as a complicated mosaic to be developed, one relationship at a time.”
Sharp marketers forge stronger connections with their constituents by building deeper relationships that result in trust, and this trust is built on the four Ps of high voltage communications™.
Personhood: Personhood requires companies to be self-aware, self-accepting, and self-disclosing. In order to be self-aware and accepting, many marketers use a tool called “gap analysis.” During a gap analysis, research is conducted to determine if a company’s current reputation matches its desired one: if it doesn’t, further research is required to find out why. If it’s because of consumers’ per
A study a couple of years ago found that 63% of executives were making fewer business trips because of technology.Instead of a plane trip, face-to-face meetings and a plane trip back, they used email, videoconferencing, or online meetings, according to the Accountemps study.If you're a manager who's spending less time with a suitcase and more with a mouse, you'll want to pay attention to the nature of the media we use, and especially when sending important messages.A few years ago we heard a lot about etiquette in electronic messaging (netiquette) on the Internet, about needing to be conscious of how messages might be misconstrued by receivers. One of the ideas to come out of that effort was emoticons, little text symbols that aimed to make up for the loss of facial expressions and body language.Emoticons and netiquette have pretty much disappeared, but the world of electronic communication still can be a dangerous place.<
Sharp marketers forge stronger connections with their constituents by building deeper relationships that result in trust, and this trust is built on the four Ps of high voltage communications™.
Personhood: Personhood requires companies to be self-aware, self-accepting, and self-disclosing. In order to be self-aware and accepting, many marketers use a tool called “gap analysis.” During a gap analysis, research is conducted to determine if a company’s current reputation matches its desired one: if it doesn’t, further research is required to find out why. If it’s because of consumers’ per
1. Taking everything on yourselfThe business owner and/or their spouse try to do it all themselves (even though they don't really understand what they should be doing, even though they really don't like doing it, and even though they are busier than they've ever been in their lives before trying to do all the things that go with running your own business).2. Buying goods or services with cash or personal credit card and then failing to record these transactions at all in the books, or recording them incorrectly.3. Not properly dealing with employees.If someone works for you, even for a short period of time, you need to consider whether they are an employee. If they are not going to go onto the payroll, make sure they are going to give you an invoice - no invoice, no payment!The task of deciding whether someone is an employee is not made easier with the status indicator >
Personhood: Personhood requires companies to be self-aware, self-accepting, and self-disclosing. In order to be self-aware and accepting, many marketers use a tool called “gap analysis.” During a gap analysis, research is conducted to determine if a company’s current reputation matches its desired one: if it doesn’t, further research is required to find out why. If it’s because of consumers’ perceptions, marketers know they must do a better job of promoting, and if it’s a real problem, they understand changes must be made.
Personhood also requires being authentic and after too many recent corporate scandals, being authentic has never been so important.
“In the current environment, it’s time for brands to rethink their basic brand foundation and consider adding a pillar around trust. They must clarify their company’s values and synchronize them with their customers’ values,” says Ed Keller, CEO of RoperASW, one the world’s most respected market research firms.
Smart marketers earn consumers’ trust when they are self-disclosing and/or willing to make fun of themselves. A good example is when Jaguar confronted its reputation for mechanical problems and turned its business around by promoting, “We kept what you loved. The rest is history.”
By putting a face on a product, issue, or organization, high voltage marketers™ use personhood to personalize their products. But a pretty face is not enough; they are also using storytelling. “The power of the story is upstaging the power of the sound bite in advertising,” writes Melinda Davis in her book The New Culture of Desire: Five Radical New Strategies That Will Change Your Business and Your Life. A good story is more personal and credible than a contrived advertising slogan, and we will remember a story long after a catchy tagline has faded from our memory.
Dave Thomas of Wendy’s, Scottie Mayfield of Mayfield Dairies, and Chrysler’s Lee Ioccoa are good examples of how marketers have used personhood to
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