Changing the rules

Following rules, means adapting the methods of others.

In business – this equals becoming a follower – leaving further actions faceless or equal.

By applying methods, generated by our own principles – we translate our undone vision into reality with undone and customized new methods.

This means controlling the actions, leading to events that need to happen in the future to assure success.

A better future can never be a traceable copy of the past.

To control, leaders follow their own rules and perspectives – not the possible viewpoints of others.

Leaders change the standardized framework to the game that they feature.

They switch characters and change tempos to confuse and force alignment.

Leaders see the rules that they’ve been supplied with, as flexible borders, canalising them to desired destinations.

Eventually, this leads to a complete rearrangement of the present game – leaving large fragments of the setup, affected by the actions of autonomic leaders.

Usage handwriting

Periodically, we see new options for web usage emerging.

And every new service, is a new chance to underline uniqueness and originality through the way we use the things that come out.

Developing a personal usage handwriting means individualizing and reinventing the way you believe a certain service should be used.

Continuously, everything new is unknown, and demands for definitions, but by adopting these definitions as final definitions, we follow the mass unconsciously in terms of perspectives and thoughts…

…these thoughts and perspectives, lead us into similar actions, and similar actions lead us into sameness – meaning irrelevant invisibility until our thoughts alter and become unique again.

It depends on what we see in the new functional casings.

Buying partners

When we sell, we’re usually on the other side.

Our clients perceive us this way.

Like two teams playing against each other – client vs. seller.

To sell – we need shares of thought…

… and trust, is the foundation for acquiring shares of thought.

Psychologically, we need to become buying partners with our clients.

To sell, we need to think and act like partners.

Positive statements and arguments, make us opposite players again.

Selling equals playing for the same team.

We show our clients the shadows of our products, as well as the bright parts.

Completely unaltered.

If it’s not the right product for that certain client, than we’re direct about it.

Always: the right product, to the right client.

Invisible transactions

Our doubts and objections are often based on unanswered questions in our minds…

…and unanswered questions are good reasons for not buying.

As possible clients, we don’t have the will and time to ask 100 questions.

We want to ask ourselves – and get fast answers from outward without any vocal effort.

Smart marketers supply us with all the answers we individually need, without overloading us with information we don’t need.

Examples:

Scenario 1: I see a store, it’s dark and I can’t tell what’s inside. What does it sell? I’m not going in – I don’t have time.

Scenario 2: I’m on the phone in a bakery. What does this croissant cost? There’s no price tag –- it’s not that important.

Scenario 3: I see an ad saying: “3.99*…” – There’s small lettering at the bottom. The offer seems cloudy… I’ll ignore this.

As marketers – we know what people want to know before they want to buy. We know every possible mental-objection and every important answer.

Time is potential money, and when we react before others act, we save a pace.

We respect the potential money of others because we adapt to a situation without letting the situation happen physically.

We lengthen the life of our customers by doing this – We save lifetime.

About patient undivided individual attention

Your will to listen, is the subtle testimony that you leave in the subconscious layers of her mind.

You don’t have to say much – you just have to ask questions that she’d love to answer.

You’re not a listening rock – you’re a listening lake: your whole body is responding, by syncing your nonverbal reactions, to the statements of your counterpart.

You’re saying everything, without saying things vocally.

She can feel that you love to listen – that’s why you’d always get your point across when your time has come.

You’d never give unwanted advice/indirect criticism or direct criticism.

Instead: would you leave ideas in the mind of your counterpart by phrasing them as indirect questions?

Incomparable – you don’t seem interested in yourself, your ideas and your interests.

Are you interested in people?

Just start to win

We often get caught up in the planning process.

We think of the tools, the requirements, the qualifications, the tenth step, what people will think… etc.

We often try to aim at the 100 – while taking the first 20-30 steps. I believe this leads us to fear of criticism and procrastination. It makes us wait till everything is perfect… even though anything is improvable.

Start taking the steps – even if they are wrong.

When you see, that your thoughts are becoming a reality, it makes you feel energized and motivated – it’s exactly what you need to keep going in the beginning (before the action becomes habit).

Remember: when you start – it’s halfway done.

Gifts

As customers, we love to get caught off guard by sudden and personalized gifts.

Surprising gifts are strong and bright symbols, and they are a great tool to build trust and fascination.

They stand for some of the most important things we want and need in life:

- Friendship
- Love
- Attention
- Interest
- Something for nothing
- Possessions

As marketers we use gifts to:

- Build habits
- Generate trust
- Put the counterpart into action
- Indirectly demonstrate another asset
- Engage people
- Viralize the experience through mouth-to-mouth
- Puzzle and leave people guessing, thinking and remembering
- Construct a standard
- Influence

Gifts generate an emotional memory of whatever you’re putting the subtle spotlight on.

Gifts generate the strong need to give something back to the source. Whereas the value or size of the thing we give in return is irrelevant.

Gifts should always fit into context and never leave your counterpart guessing for criptical reasons to your actions.

Base your gifts on friendship, honesty and the will to plant an improvement into someone’s vista.

The timing should be either ripples of staccato freebies – or waves of larger impact.

Smile

When it comes to interaction, the subtle layers of our communication make the impact.

It doesn’t matter if you’re interacting face-to-face or if you’re calling someone by phone.

Customize the subtle information you send out, to have the desired impact.

Here’s some examples for you:

1. Gestures
2. Your looks (your eyes)
3. Your posture
4. Vocal melody (Voice)
5. Accentuation (Voice)
6. Nonverbal communications (Smiling, breathing, facial expression, etc.)
7. Dress style (Adapted, matched to your counterpart, common, uncommon, underlining something, etc.)
8. Colors
9. Background sounds (Music containing certain contents, relaxing spheres, etc.)
10. Surroundings (visual surroundings, emotional surroundings, associative environments, etc.)

Remember: Target-oriented communication is always subtle and indirect.

Selling a service

When you’re selling services, you’re selling a desired future state.

You’re offering something that people can’t touch or see.

You’re offering a story… a potential reality.

To succeed – you need to bring your potential reality to life…

…Make it feel like a real, touchable – and bright example of your benefits.

Put your services into a physical and exemplified form in your presentation.

Sharpen your presentation with:

1. Symbols, sketches & drafts
2. Photos, graphics, 3d-models & physical-prototypes
3. Interactive videos, slideshows & powerpoint presentations

Simplify the process behind the buy.

Show your client exactly what definite results you’re going to deliver (step-by-step).

Make a promise – generate trust – and keep the promise.

Injecting feelings into brand relationships

Most brands I know, feel cold and neutral.

The whole process of buying or getting the service feels planned, automated and scripted.

Nothing is personal about the whole condition of being a customer (in most cases).

First, it all starts with flowers of speech, and then develops into mechanical, specified processes (it often becomes worse after the buy).

Both sequences are unauthentic and transparent states – which customers see through quickly and acknowledge that the brand doesn’t care about the perspective of the client.

Small flourishing stores around the corner, with one employee and 45 customers give great examples on how personal, varied and honest things can get. Think of the possibilities and the opportunities…

As a customer. I want surprising actions – with real feelings behind them – actions that make me feel like I’m experiencing something unique that only a unique client like me is going to live through with this provider.

As a customer, I want to be treated like a special somebody.

I don’t want to receive automated templates of confirmation E-mails or talk to 10 different unconcerned people when I interact with a company.

I don’t want to pay the service hotline extra money for asking questions about my broken DSL – and I definitely don’t want to receive any letters implicating that I should show up in the branch office of my bank to receive a ready-scripted salestalk from somebody that doesn’t have the “I-care” expression on their face.

The time I give to the brand – I want it to be worth something – for me.

I want to remember myself uniquely interacting with that certain brand in 15 years.

Plus I want to have a personal history with that certain brand.

How can you fill the brand-experience with feelings, personalized interaction and surprising bafflement through free and extra need satisfaction?

There are plenty of ways.