Why is it that people always want to pretend that they have a great referral for every category and situation.
Move into any new neighborhood and ask one of your neighbors who is the best blankety blank. They immediately will tell you "Oh, I gotta guy named Oscar. He is the best". " Just google him under this name. "
The funny thing is that person may or may not have ever even used the product or service.
So if they didn't ever experience the work or results, why would they give out the referral in the first place. To analyze this phenomenon we must examine human behavior and psychology. It appears that it makes people feel good to be the "go to" guy or the neighborhood concierge. The only problem with this activity is that people sometimes receive really inferior referrals.
From an advertising and marketing point of view, this is crucial and defines why you must also target and aim towards the famous "INFLUENCER". Think of the world made up of three circles within one big circle. A tiny circle consists of new prospects interested in your product. The middle circle is your current customers and the large circle is the Influencer. Influence marketing is quite an art. It takes patience, frequency and a strong message that will resonate with emotion.
Having a jingle that stays in people's minds, a hook line that captures an image in the minds eye or a storyline that connects, is what helps the influencer maintain top of mind awareness. If you asked President Obama's mother to name a great furniture store that her son shops at, she probably would have a hard time telling you on the fly. However, if their was a creative message for a furniture store that played multiple times, the odds of her suggesting it would go up dramatically.
This is not just a simple point of advertising working, but how a ongoing campaign turns non buyers into ambassadors for your brand, regardless if they are ever going to purchase your product or service. Try and remember to focus the creative of your message on how best to benefit the target audience, but don't forget about all the people that will never buy from you, but will gladly tell friends and coworkers how to find you.
www.dontolep.com
Tuesday, September 25, 2012
Tuesday, September 11, 2012
Not Maria Sharapova or Megan Fox
Every once in a while I meet an exceptional human being. This is rare since I set the bar extremely high to make it into this category. But recently I meet a lady named Stacey. A quick description of Stacey includes her age of 84 years on earth, works 12 hours a day by herself and generates more income and creates and jobs then her much larger competitors. Constant award winner, Educator, Key Note Speaker and written about in trade magazines etc.
What is even more amazing then her age, is that this terrific talent and casting agent is almost blind. Last time I checked, having decent vision, evaluating castings and head shots were important aspects of the daily job. The first time I met her, I almost fell out of my chair. How can this beautiful elderly lady be so sharp, motivated, intense and keen about her industry,even at this stage of her life. Even famous actresses such as Elizabeth Taylor have not been able to keep up their craft at their later stages in their career, as this unique lady.
Unfortunately, here in South Florida, I find the work ethic to be a bit lacking. If you disagree, drive along any major highway or busy boulevard to find a parking lot of cars at exactly 5:30. Even in my office, when it comes to 5:00 pm, the whistle blows and the entire department is out the door like Gone With the Wind. Where is the fire? It comes down to the mental attitude of it can wait until tomorrow. Leave a message for someone and good luck if you receive a returned phone call. Ask a co-worker to help you after hours and they will look at you like you have three heads. I think you get my drift.
My new senior friend works till all hours of the night, burns up the phone lines and is so passionate about helping people, that she will probably live till 120 years old. If she can bust her butt the way she does, then why are people in their 30's and 40's doing their 9 to 5 "shift " and bolting.
DonTolep.com
What is even more amazing then her age, is that this terrific talent and casting agent is almost blind. Last time I checked, having decent vision, evaluating castings and head shots were important aspects of the daily job. The first time I met her, I almost fell out of my chair. How can this beautiful elderly lady be so sharp, motivated, intense and keen about her industry,even at this stage of her life. Even famous actresses such as Elizabeth Taylor have not been able to keep up their craft at their later stages in their career, as this unique lady.
Unfortunately, here in South Florida, I find the work ethic to be a bit lacking. If you disagree, drive along any major highway or busy boulevard to find a parking lot of cars at exactly 5:30. Even in my office, when it comes to 5:00 pm, the whistle blows and the entire department is out the door like Gone With the Wind. Where is the fire? It comes down to the mental attitude of it can wait until tomorrow. Leave a message for someone and good luck if you receive a returned phone call. Ask a co-worker to help you after hours and they will look at you like you have three heads. I think you get my drift.
My new senior friend works till all hours of the night, burns up the phone lines and is so passionate about helping people, that she will probably live till 120 years old. If she can bust her butt the way she does, then why are people in their 30's and 40's doing their 9 to 5 "shift " and bolting.
DonTolep.com
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