#messaging strategy

“Hey, you redneck simpletons, put down your whittling sticks, drag yourself away from the Cracker Barrel, and let us tell you how it is”

New Post has been published on https://turkeltalks.com/logically-illogical-logic

Logically Illogical Logic

First, a disclaimer: When I say “my mother” I am not talking about MY mother.

When I say “my wife,” I am not talking about MY wife. And when I say “my neighbor,” I am not talking about MY neighbor.

They are just examples of people I know whose names have been changed to protect the neurotic. Got it?

My mother did not go to the doctor today because she did not feel well.

If you think that’s odd, how about this? My wife did her hair before she left the house for her hairdresser appointment.

And down the street, my neighbor cleans her house before the housekeeper comes over.

How logical is it to avoid going to your physician when you are feeling ill? Isn’t dealing with your health care issues the whole point of going to see your health care provider in the first place? If you look up the word “irony” in the dictionary, there’s a good chance you’ll see a picture of my mother there.

A famous comedian once asked why male football fans wear team jerseys to watch games. Is it because they think they’ll be called to play if someone on the field gets injured? If so, he reasoned, then why don’t women ballet fans wear tutus to performances with the same hopes?

Why does this logically illogical logic matter to you? Because when you market your company, your products, and your services, you probably do it based on what you think is the logical activity and desires of your customers. And when you do consumer research and ask customers and potential customers why they buy your products or services, you don’t get real answers. Instead, you get their own logical thought process. But as you see, consumers’ logic is not always so logical.

Before you laugh at the foibles of others, think about your own illogical purchase habits and experiences. For example, I drive a sports car designed to perform at the unlimited speeds of Germany’s Autobahn. Yet I live in a country where speed limits seldom top 70 MPH. Worse, I live in a city where traffic seldom allows speeds above 45 MPH.

What’s logical about that?

Many people I know drive four-wheel drive SUVs – large, rugged vehicles designed to go off-road, ford raging rivers, and climb steep hills made otherwise impassable by boulders, snow, and ice. Yet we live in tropical Miami where we are blessed with no mountains, no dirt roads, no boulders, and no snow. In fact, the only ice you’ll find around here are the frosty cubes chilling your mojito. Logical? Hardly.

How about you? Do your expensive Nike running shoes make you a better runner? Does your beautiful Fender Stratocaster make you a better guitar player? Does your featherweight Bianchi Italian racing bike lower your race times? Do your Henckels chef knives make your food taste any better?

The truth is we all do things – and buy things – for seemingly illogical reasons that simply make us feel good about what we’re doing. And the companies who understand this – from Apple to Huckberry.com to Tom Ford to Whole Foods – profit from their ability to stoke our aspirational fires.

Today’s consumer tells the world (and themselves) who they are based on the things they buy and the brands they consume. This means that the quality of the function those products provide is necessary, but is not the prime purchase driver. Instead it’s what the product says about the purchaser that matters most.

How do you take advantage of this for your own business? Quite simply, you need to not just understand your customer’s motivations but recognize their aspirations. Then, by creating your brand message to show them how they can express and accomplish their hopes and dreams with your help, your vendor/customer relationship can take a new and more profitable course.

No research strategy – should account managers care?

Anneli Knight is a freelance journalist and she has written a great piece in the Walkley Magazine.  I have become attracted to the journalist’s lot and as I delve further into their tools, methods, musings and techniques, I see great lessons for account managers.

Walkley Article

Anneli’s article is titled, “This multi-tasking life” and it carries a great infographic drawn from the 2012 Salary…

Podcast Producers this is Unchallengeable Value

Hindenburg Systems – special one day offer

Hindenburg 13 February Deal

I firstly want to call out that I have no affiliate relationship with Hindenburg Systems but they have a one day (13 February 2017) deal that is outstanding value for podcast producers. It is an even greater story at a human level.

Better explained by following this link.

Digital storytelling

HINDENBURG SOFTWARE SCREAMS…

Who cares if you have storytelling skills?

HINDENBURG SOFTWARE SCREAMS “STORYTELLING”

I have been looking into sales training and methods of creating a richer foreground and background voice in my storytelling. To provide a structure and repeatable method of delivering an account manager’s storytelling voice I have been drawn to the following examples of:

Video storytelling.

Podcast storytelling.

Storytelling through video

I recently…