The Relationship Between Brands and Consumers

Today I had the opportunity to attend a short seminar put on by M2 Results. The topic was branding, and I had several great epiphanies. PLUS I won an Ipod. Thanks M2!

During the presentation/conversation, I had the following thought:

Friends are our friends because we are emotionally attached to them. Because they provide a benefit in our lives, and we can trust them. The same is true with the emotional aspects of a brand. Why are Mac-aniacs so forgiving when the new Mac Book Air has poor battery life or when their iphone breaks? Because Apple is their “friend”. Sure, sometimes friends make a mistake, sometimes they let you down, BUT they are your friend. You forgive them. They have invested in you, and you in them.

Customer loyalty is one result of a well built brand. Like a group of close nit friends, Apple customers feel connected to the brand, and they almost immediately accept anything Apple puts out because Apple has demonstrated that their consumers can trust them. On the flipside, however, if you let your friends consumers down too often, they may start to reevaluate your friendship and look for the kid with a bigger trampoline or a boat.

The Five Minute Rule

Sometimes, despite our best efforts to remain positive and solutions oriented, our anger, frustration or apathy get the best of us. Often it is a perfect storm of all three. In times like this, it is hard not to be negative or complain. Sometimes, some people just need to vent. This reality does not refute the idea of remaining positive in the face of adversity. In fact, ignoring the “bad stuff” that happens to us is not a good idea. Plus, it’s probably not healthy. A far better way is to recognize events for what they are, and then actively choose what type of effect we will ALLOW it to have on our life. By doing this rather than ignoring realities, we actually increase our capacity for actively choosing the meaning we place on events in our life. Like just about everything else in our lives, we get better with practice.

The Five Minute Rule is a simple tool for practicing the art of focusing on the good rather than the bad. It’s easy to complain, and if we are searching for them, there are plenty of things to think and feel negatively about. For example: how often is our first morning conversation in the office about “how terrible traffic was on the way in?” It may seem little, but we are constantly training our minds how to think and act. Starting your day(s) with a bad attitude sets a dangerous precedence, and can make it increasingly difficult to change your attitude later.

The Five Minute Rule helps to greatly reduce negative thinking. It works like this: if you are going to be negative; if you are JUST TOO MAD to be positive; if you’ve had enough, and you NEED to vent; that’s fine. You now have five minutes to get over it. You might need less, you can’t have more. It is important that you stick to five minutes. If necessary, find a clock or a watch with an alarm and set it. Seriously. Mentally and/or vocally announce when your five minutes start and stop. When your five minutes are up, you are not allowed to think, act, or talk negatively. That’s not to say you can’t talk about the event(s) that set you off in the first place, but after five minutes, its time to start changing the way you think about the events and the amount of focus you give them.

The Five Minute Rule can be difficult at first. Especially if you have built your reality around attaching negative thoughts and emotions to a majority of the events that take place in your life. When used correctly, however, the Five Minute Rule can have a significant impact on your life, your family, or your office/team. Imagine working on a team without negativity—how much more could you accomplish?

Try the Five Minute rule, and please feel free to share any thoughts, feelings, or experiences you have as a result.

Linkedin Question: Sales Strategies

Question from Linkedin:

How to make that sale....I'm in search for great tips on sales
strategies.

My Answer:

This is a broad question. Here are a couple of thoughts.

1) Believe (not pretened to believe--there is a difference) that your
prospect will really benefit from what you are selling and then paint a picture
for them of what their life will be like with your product.

2) Be confident in your ability to sell the product and your prospect's
ability to buy.

Confidence and product conviction are absolutely essential.

What do you think?

A thought on Confidence and Control

How often during the course of a day do we give others control of our lives? The key word in the previous sentence is GIVE. Our lives are literally made of millions of decisions and we are making them constantly. The decisions we make will ultimately affect our perception of things and in turn that perception will become our reality.

For example, imagine you go to a party with a camera. As you walk in, you look to your left and see a room full of people dancing, drinking, and breaking a lamp or two. You take a picture of the party-animals and show it to a friend later. What will be their perception of the party? The answer is obvious. That party was crazy! Now go back to the same party. In another room you see a couple making out in the corner. You take a picture, and now your friend thinks the party was steamy. One more picture, this time of the room where you see a couple of guys just lounging around listening to some Pink Floyd. Now your friend is thinking that party was pretty laid back or even boring (maybe your friend isn’t a Floyd fan, but then you gotta ask yourself why he is your friend--another topic for another time)

The point? We choose what we focus on. And in turn, we are personally responsible for shaping our reality.

Now a more practical application: You go out to present to a potential client and walk away empty handed. Before you move on to your next presentation you have a choice to make. What kind of effect will I allow this experience to have on me? When I go to my next appointment will I GIVE the last client control over how I feel? How I act? How I present? How I close? If you do, you might as well not even go to the next appointment because you are wasting the client’s time, and yours.

Why am I not Selling Anything?

While working in direct sales, I had the opportunity to help new sales people improve their results. Many of those I worked with were trying sales for the first time. Whenever someone was struggling, we would bring them in for some personal coaching. The coaching session consisted of 5 issues we had identified as the key reasons they wouldn’t be selling very well. I believe these are also relevant outside of the direct sales arena. Here they are:

1) Not doing enough appointments/calls
2) Not doing sales calls with the right people
3) Don’t believe in the product/price etc.
4) No confidence in their ability to sell.
5) No confidence in peoples’ ability to buy

What issues have kept you from achieving the results you want in the past?

Is Social Media the 'New Marketing'

About two months ago, I chimed in on a Twitter-conversation (twitversation?) about this:

Thought of the day: Marketing is no longer about "psychology", but rather
"sociology". Sociology is the new Psychology.

The conversation that ensued was interesting. (Check it out here. You can use the “show conversation” tool on my tweets and any of the others to see details) The discussion was a good representation of the friction between ‘old-school’ marketing pro’s and social media evangelists.
Is social media changing marketing? Sure. Technological innovations have a tendency to do that. But I am not convinced that social media is “the new marketing”, rather it is a branch of marketing. The reality is that consumers have always communicated with each other. Networks are not new. The change is in the way we communicate, isn’t it? Social media has made it easier for people/companies to communicate that maybe wouldn’t have before.
An article on emarketer.com addresses this issue as well. Is anyone surprised when they read this?

“Because online social networks do not capture the real social graph,
tapping into those extended, real-world connections are important for
marketers.”

Of course conversations happen offline as well! Yes, social media
offers a dramatically new and exciting way for companies to communicate with
consumers and vice versa, but the principles of ‘old school’ marketing still
remain true, and marketing and media are not synonyms.

Staying Focused on what is most important

It is easy in today's high stress, demanding world to get caught up in day-to-day activities. When we do this, we often lose sight of the big picture. On a deep level, why are we even here--what is the point of our existence? On a less deep level, what makes me the most happy? It is interesting that we often find ourselves devoting much more energy to work, school, or hobbies, than we do our family or other personal relationships. It is intriguing how differently we might treat daily acquaintances compared to how we treat our loved ones. Isn't it interesting that often our acquaintances, business partners, or school mates get treated with courtesy and respect, but when we get home, our attitudes change, and we seem to forget we are now dealing with the people who are the most important.Making ourselves aware of what is most important must be done everyday, and in many instances several times throughout the day. The better we are able to achieve this, the more aligned our priorities become.

Decide what is most important to you, and ask yourself: How much energy do I devote to this aspect of my life? This isnt always easy. In my own life, I often get bogged down with school and work, which leaves less time than I would like for my family. But I have found that when I make a concentrated effort to put more "energy" (and not always more minutes of the day) into my relationship with my wife, son and the spiritual part of my life, everything else tends to fall into place."...happiness then is not an event, but a journey"