NO ONE IS SAFE…EVEN I CAN GET PULLED

One way to look at the distinction Pull, is that it is the never-ending human compulsion to be completely comfortable with everything in our lives. I know how that sounds. On the surface it seems like an admirable characteristic but it absolutely is not. Don’t let yourself get Pulled.

Pull will keep you from moving forward in your personal and professional life if you don’t learn to deal with it. 

I further define Pull as a survival function that I believe is a hold-over from cave man days when comfort was hard to come by. I say that with apologies to the guys who have been working so hard to sell us Geico insurance.

In my last blog, I shared that I had created reference notes and spread them all over my desk just prior to a live radio interview. I did it as if I needed them to get through the interview. At the last minute, I realized I had been compelled to do so by thinking it would make me more comfortable. I would be able to quickly look up any question they asked. Just before going on air I realized I had been Pulled and tossed all the notes into the trash. The interview went very well and I was asked to return for another segment. Looking back, those notes were suppose to make the interview more comfortable for me, but in reality, they were a barrier between me and the hosts.

Well guess what? I almost did it again. The follow up to that show came last Tuesday when they asked me back, this time into the studio. The difference being it was a TV/radio simulcast. Given it was on TV this time, I was less secure. Wanting to feel more comfortable, I wrote eight key words on a paper plate that would remind me of new insights that I had not covered in the first radio broadcast. 
It made perfect sense to me.

During a commercial break I was ushered into the studio and seated between the two hosts. Just as the commercial break was about to end I reviewed the words on my plate even though the hosts were trying to chat with me. Doing so, I of course was not clear about what they were trying to say. In that instant I realized that I was doing it again and turned it face down. That plate, just like all those notes were a disaster waiting to happen. For the second time I woke up and quickly turned the plate face down.

The interview went beautifully. It was just posted for all to see. If you look closely you can see the plate faced down. Without that as a barrier I was able to "Rock N' Roll" with the hosts. This time I will be a bit smarter about my assumption that I have learned that lesson.

The learning here is that Pull is ever present. Staying present to its pervasive nature is the only way not to become a victim of it. It’s not about remembering that notes are a barrier, it’s about looking for Pull and dealing with its ever present existence.

Cheers, 

Keith Chambers

Keynote Marketing Speaker
Creative Marketing Consultant
(310) 473-0010
www.chambersgroup.com

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visit my site, www.pullbizbook.com

WHEN PRESENTING YOUR “STUFF,” INCLUDE YOUR AUDIENCE

Two weeks ago I was asked to be the guest on a live talk show that would be broadcast over 300 radio stations as well as cable TV.  Up to that point, my interviews were pre recorded with the benefit of editing. This was cause for concern.

Now, adding even more pressure, the two hosts were comedians. They had cleverly developed a unique way of delivering business news and it works. As it turns out, there is a significant segment of business news seekers who appreciate this fresh humorous format.

My dilemma was two fold. How do I handle the live aspect and how can I be funny to fit the format. Preparation seemed to be the answer. I developed an elaborate list of questions to cover anything they could possibly throw at me. To be safe, I developed over twenty. I was sure I had covered every contingency. Upon completing what amounted to seven pages of questions and answers, I realized that it was going to be nearly impossible to find any one question on the fly. My next idea seemed to solve the problem. I simply printed each question on a separate page and spread them around my desk. I had room for my phone, lots of notes and no room for anything else on my four by seven foot desk.

Now, how to be funny? This one I figured out in less than a minute. After reviewing my library of humorous material it became very clear. No jokes for me. I have no jokes. I will match their energy, which is a given for me, and leave the jokes to them. I can live with that.

Now came, air time. I am in my office on the phone with the producer who does a simple sound check. He further advises me to listen to the program and respond when the hosts refer directly to me. I am scheduled to be on in three or four minutes, I sat staring at my desk covered with notes thinking, I’m ready to Rock N’ Roll.

In those final seconds I suddenly had a vision of me scrambling to find the answer to the first question. In the next cathartic second I realized the irony of me taking what was already in my head and reducing it to notes that I would have to navigate through. Without thinking further I tossed them in the trash. It felt good and somehow released me from the pressure of the interview.

I went on, shared my thoughts freely, and had fun doing it. The hosts held me over through two segments and, while on the air, invited me back for a series of additional appearances.

The learning here is to be very prepared, of course, but don’t over control the circumstances. I make presentations on a regular basis. The potential mistake is to over control there as well. All of that control does not leave room for those who are on the receiving end of the pitch.

I am headed out later this week, for a very important presentation to the senior executives of a major corporation. As a result of my recent broadcast experience, I have altered my capabilities presentation to make room for the people listening to participate. I recommend you consider looking at this new distinction to see how it may apply to you.

Cheers, 

Keith Chambers

Keynote Marketing Speaker
Creative Marketing Consultant
(310) 473-0010
www.chambersgroup.com

follow my blog with Google, by clicking the link    

visit my site, www.pullbizbook.com

IS YOUR SELLING PROPOSITION A MALE OR A FEMALE?

Trust me, it makes a difference. If you are close on this one you are probably ok, but if you get this wrong it will cost you dearly. The reality is that the gender of your product or service shouldn’t be specifically male or female. The good news is that you have a choice in the matter of its gender because you are in charge of creating and judging it.

It is a well-known fact that over 80% of purchases, by volume, in this country are made by females. Given that, have you noticed that over 80% of all products and services are not colored pink? Why not? The answer is rooted in how comfortable all of us, boys and girls, are with our sexuality.

As it turns out, women are very comfortable with there’s while us boys are a little behind and are still struggling with ours. We will know that the boys have made it when Kobe Bryant introduces his new pink basketball shoes and no one considers it unusual. That may take a while.

Over and above communicating our selling propositions, you and I as marketers must accommodate this gender reality. Over time, I have developed an operating approach that insures gender alignment with both sexes.

Assume there is a left to right horizontal line in the middle of a blank page. It is defined with an “F” at the extreme left and an “M” at its extreme right. That represents female on the left and male on the right. Located smack in the middle of this continuum is a short vertical line that separates the two genders equally.

Let’s assume for this demonstration that we are selling a product or service that is sold to both men and women with the exclusion of women’s fashion. Our example includes everything from cat litter, to dry cleaning, to a travel agency, to condoms. Yes, 35% of condoms are purchased by women. Conventional wisdom would indicate that the gender of your selling proposition should be smack in the middle of our continuum. Not so.

Given that the gender is a judgment call, your personal observation, you will shoot for an image that is approximately 1/3 from the midpoint to the far right masculine side of the continuum. Shooting for this will insure that if your judgment is off, you are still safe. I can assure you that if men perceive your image as feminine you will suffer the consequences. Conversely, women frequently choose both feminine and masculine images with ease.

The learning here is to play this safe and get on with fine tuning your selling proposition, knowing you have avoided the gender trap. Others, unwittingly have not.

Cheers, 

Keith Chambers

Keynote Marketing Speaker
Creative Marketing Consultant
(310) 473-0010
www.chambersgroup.com

follow my blog with Google, by clicking the link    

visit my site, www.pullbizbook.com

SOPHISTICATED MARKETING. . . . ON AN 8TH GRADE LEVEL?

As a young kid I had a very difficult time reading and in turn comprehending. In fact I was deathly afraid of the tests that came around from time to time where we were required to read a couple of paragraphs and then write what we recalled from them.

Not too long ago, I was reading a somewhat philosophical book where the author instructed me not to read past any word that I did not understand. He said if I did, I would tune out. WOW! It all came back to me in that instant. That is exactly what happened to me as a kid.

After years of communicating powerful sales messages for my clients, here is what I can tell you. You must communicate your sales message on an 8th grade level.

You say, “But Keith, my product is more sophisticated than that.”

I am not referring to your product; I am referring to the language you use to sell the product. It is absolutely one of the smartest things you can do if you want to be effective.

If you’re in a state of reading or listening, and a word or a graphic is used that you do not fully understand that’s when you will begin to tune out.If the message continues to not be fully understood, that’s when you will tune out completely.

When I am working on a new selling proposition for a client I am not only interested in what each of the communication elements in my message are stating, but I am also very interested in how quickly and how well each is understood. If I discover one is vague, I will replace it immediately. I will dumb the communication down to an 8^th grade level of comprehension. If you explore this phenomenon you will discover that target consumers are easily confused about what you and I consider simple terminology. I dare you to simply expose your selling proposition to your target consumers I promise you will be shocked at how many of them misinterpret your selling proposition.

Don’t overreact to the 8th grade level thing. You can still, very effectively explain complicated concepts using an 8th grade level of communication. In fact it is likely that the 8th grade language will be far more easily understood and enjoyed by your target consumer. If you have been watching the “Universe” TV series on the History Channel, you have experienced it firsthand. Throughout the series, of over 20 episodes, the producers have been sharing very complex concepts that explore the most complicated laws of physics and have done so using 8th grade language so you and I can understand.

The learning here is to be diligent when constructing your sales message, constantly check to ensure your words and images are fully understood. You will be surprised to learn that what you see as a very clear message, your target consumer may not understand at all. When we confuse consumers, we make them they feel insecure. Even a small amount of insecurity on the part of your target consumer is enough to lose them. Do not expect that your target consumer will work to understand your sales message, more to the point, why should they.

Cheers, 

Keith Chambers

Keynote Marketing Speaker
Creative Marketing Consultant
(310) 473-0010
www.chambersgroup.com

follow my blog with Google, by clicking the link 

   

visit my site, www.pullbizbook.com