Cool late-night ‘trick’ for you…

late night cool trickI was just catching up on a little bit of reading and came across an article that can help you sell more of your products & services with an interesting human psychology ‘trick’.

If you’ve attended any of my past events, or really listened to any marketer worth his or her salt, then you’ve no doubt heard others and me call the book INFLUENCE: The Psychology of Persuasion by Robert Cialdini a must-read for ANYONE in business.

It’s a fantastic, entertaining book about human psychology…and really should be in your library (if it isn’t already).

But one thing you might not know is Cialdini runs a company called “Influence At Work”. In addition to consulting and hosting live workshops, one of the cool things his company does is publish a free blog. It’s chockful of the latest research and tips in REAL WORLD ethical persuasion.

Anyway, I thought you’d find one of one their latest articles very cool. It’s not the best written article in the world, but God bless it, it could still increase your online likeability, credibility and results.

Check out this cool experiment and business strategy: ==> Robert Cialdini’s INFLUENCE AT WORK Blog

Oh, and there’s no opt-in required. It’s just cool content from a great blog.

Talk to you soon,

Chris 🙂

P.S. – There’s absolutely nothing for sale. All you’ll find from Cialdini’s team is a highly fascinating article that will help boost your online believability and results.

==> Robert Cialdini’s INFLUENCE AT WORK Blog

5 UN-Creative Thoughts About Creativity

Uncreative Creative Business IdeasEntrepreneurs and marketers are constantly challenged to be creative. But creativity as it is commonly thought of and practiced is sin not virtue, because it is slow and ponderous; because it begins with a blank slate.

One of the most profitably creative entrepreneurs of all time, Walt Disney, said “….stop talking and begin doing.” To be profitable in the real world, creativity must be fast, decisive, practical, implementable and implemented. There’s little room for creativity for creativity’s sake.

I tend to practice “creativity cheating” – and thought I’d give you a few quick “cheats”, from the many I talked about at my one day Creative Thinking For Entrepreneurs Seminar.*

#1: STEAL AND ADAPT WHAT’S ALREADY BUILT

From Tony Baxter, Senior V.P., Creative Development/Imagineering at Disney:

“For the climactic scene in the Indiana Jones Adventure at Disneyland, we wanted the ride vehicle to suddenly start backing up as the giant rolling boulder comes thundering toward us. Having a ride vehicle back up in the middle of a ride is SOMETHING THAT’S NEVER BEEN DONE, BECAUSE IT’S NOT POSSIBLE.”

“With eighteen vehicles traveling down the same track at the same time, a vehicle going in reverse would collide with the next vehicle coming behind it along the track. But if you’ve ever ridden in the Indiana Jones attraction, you know your vehicle does suddenly start backing up. At least that’s your perception.”

“Your vehicle has actually stopped. It’s the walls and ceiling that are moving, giving you the undeniable feeling that you’re traveling backward…….so, where did we come up with this solution? A car wash. One of those self-service machines at the gas station where you pull your car in and park while a series of brushes and spray heads mounted above and beside your car travel back and forth.”

There’s more to Tony’s story, but enough here to make the point: whatever you’re trying to do, somebody has already figured out and built — just not in your business or industry or in an application you might ordinarily, easily think of in connection with your business. You do NOT want to invest umpteen days, weeks, months duplicating all the figuring out and innovation and engineering – you want to find the thing that’s already built.

Oh, and a key question to ask every time you see anything, go anywhere, experience anything: how can I use that?

#2: WORK BACKWARDS

Most people approach creative thinking from the front – the idea. Let’s say you’re going to open up a new restaurant. You’ll probably start with the name, maybe the theme, the menu.

But the best place to start is with what will insure a customer keeps coming back. Or his final few minutes in the place. What goes on at the cash register. What will create the highest average ticket. In short, you start thinking about outcomes and then build backwards.

Right now, in the movie business, a ton of very important money comes from stealth advertising and product placement. So very, very, very early in the creative process, in many cases prior to script and definitely prior to picking actors, the list of every possible product/advertiser that can be integrated into the film is thought through.

I am told in one blockbuster movie of 2005, a scene that took place inside a ski resort’s dim-lit bar at night in the book was moved to daytime, outside on the restaurant’s deck because they could get a sunglasses company, a parka company, and a liquor company with its name on patio table umbrellas to pony up money.

#3: BE MARKET / BUYER DRIVEN IN (ALMOST) EVERYTHING YOU DO

I started out, ever so briefly, in the ‘traditional’ advertising business, and have occasionally been involved – such as a few years back when I butted heads with Weight Watchers’ big name Madison Avenue agency. They tend to start their creative process with random ideas.

If you watch the advertising-related exercises on ‘The Apprentice’, you’ve seen this same mistake made. So, gather a bunch of ad industry creative types together to talk about advertising for a new perfume, they’ll instantly leap off a dozen creative cliffs: names, colors, package, celebrity, music.

I say: wait a damn minute! Tell me who the ‘target’ is – don’t even bother telling me about the product. I don’t give a rat’s patootie that it smells like jasmine or ocean breezes or beached whales in the last throes of death or is made from cedar planks or horny minks’ glandular secretions. I want to work backwards from who the intended buyer is.

And it matters whether she’s 18, 25, 30, 35, 40, 45, 50, 55, single, married, etc. I catch clients constantly playing BLIND ARCHERY. Don’t develop a product or service or offer or Marketing Message unless you are developing it for a particular somebody. Not only is that the best and surest way to make money and avoid flops, it’s a terrific creativity shortcut because it narrows your range of creative work from the git-go.

If you want to manage time better, by now you probably know my best strategy is to give yourself less loose time to manage. If you want to get through the creation process quicker, give yourself a smaller canvass.

#4: SWIPE, SWIPE, SWIPE, SWIPE (LEGALLY & ETHICALLY)

I get real joy out of hearing from GKIC Members as I did the day I wrote this, and hearing one after another telling me how they took an example from the NO B.S. MARKETING LETTER, etc., etc. Again, you should never start with a blank slate. Too hard, too slow. Gather up some stuff to give you a jump start.

#5: DOODADS AS INSPIRATION

One of my favorite shortcuts is finding the little doodads, promotional items, grabbers that are available, that suggest or furnish the theme for my marketing campaign — especially when doing direct-mail. The copywriting I did for Rory Fatt’s boot camp one year, ‘The Magical Business Life Boot Camp For Restaurant Owners’, was because I first found a bunch of magic stuff in the Oriental Trading catalogs: tricks, cards, top hats, etc. I picked the theme because these things were available cheap.

If you don’t get these catalogs, you must:

Hands On Fun – Creative Tools: www.handsonfun.com

Oriental Trading/Business: www.orientaltrading.com

Fun Impressions: www.funimpressions.com

Here are just a few items that beget ideas:

Magnetic Construction Set

“Build a better _____________”

Foam Fall Leaves

“The leaves have started to turn colors – your reminder to __________”

Dinosaurs

“Once upon a time, mighty dinosaurs ruled the earth. They no longer even exist/ Why? Because they didn’t adapt to change. Don’t risk extinction!”

Jumbo Foam Dice

‘If you want to gamble, go to Vegas.

If you want a sure thing: ________________”

Seasonal Themes….a little more obvious. For example, Chinese New Years, St. Patricks Day

So, for example, instead of the Magic theme, next year Rory might use : Build A Better Restaurant Business. There’s the construction set I just talked about, hard hats, toy hammers and tool kits, sales letters printed on architects’ blueprints, building permits, and on and on and on. Who else could use this? Kitchen remodelers…..fitness center (build a better body)……karate school (build a better kid)….

See, wandering through one of these catalogs is another creativity shortcut.

There’s a business term: “speed to market.” It’s extremely important. The entrepreneurs I work with who make the most money are “speed to market” people. They rely on creativity shortcuts. You should too.

– By Dan S. Kennedy, serial entrepreneur, from-scratch multi-millionaire, speaker, consultant, coach, author of 13 books including the No B.S. series, and editor of The No B.S. Marketing Letter. FOR A SPECIAL FREE GIFT FROM DAN FOR YOU including newsletters, audio CD’s and more: visit: www.FreeDanKennedyNewsletter.com

Leading the Pack Even When You’re Out-Ranked and Out-Gunned

“Leadership depends more upon the man than the rank.” – Harold Geneen

Being the leader For good or bad, I consider myself fortunate to have missed the Vietnam experience. But I’ve talked to enough vets to know that “fragging” was much more common than the public knew; meaning, grunts shooting their leader in the back. This demonstrates that rank doesn’t necessarily guarantee respect. The same thing is true in less deadly situations. Just because you’re the boss no longer means anybody will do as you ask.

Fortunately, this has a very positive flip side. When I first read this, I was also reading Ringer’s stuff, and I realized that you can take control, assume leadership and be the boss in situations where you have no rank. This is a very liberating idea. It frees you from structure, from intimidation and from a whole lot of very limiting past programming. You can become the leader in a defined marketplace in under a year, even if there are companies competing there with 100 years’ tenure. You can lead a meeting, a group’s thinking or the direction of a project even if you are the newest, smallest puppy in the kennel. As a consultant, I often find myself leading in situations and environments where I have no rank.

Where Does The Confidence To Lead Come From?

I think all leadership confidence is based on a disdain for the other contenders and for the troops. This is a controversial idea, very offensive to many, and I understand that. Military and political leaders will vehemently deny it. But the truth is, most leaders gain the confidence it takes to lead by looking around and arriving at the conclusion that everybody else around them is inept, inarticulate, lazy or otherwise woefully unqualified. This is the best reason of all to enter a new business or a new market, by the way: the conviction (not just arrogant opinion) that those already there are idiots.

I’ll never forget how my confidence about being in the speaking business soared after attending my first National Speakers Association event – sure, I saw a number of people there who were better speakers than I was, but I met nobody with their head screwed on straight about the business. I also saw a group of professionals obsessed with the illusion of “rank” that was meaningful to them but meaningless in the marketplace. Whenever you spot such conditions, you can count on having found enormous opportunity.

– By Dan S. Kennedy, serial entrepreneur, from-scratch multi-millionaire, speaker, consultant, coach, author of 13 books including the No B.S. series, and editor of The No B.S. Marketing Letter. FOR A SPECIAL FREE GIFT FROM DAN FOR YOU including newsletters, audio CD’s and more: visit: www.FreeDanKennedyNewsletter.com

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