Archives For Wizard

poetry“When his ad writer is a poet, the business owner will be king.” ~ the Wizard.

Do you have the heart of a poet? Does the person who oversees your advertising? Begin to think in word pictures and you’ll be on your way to thinking as poet.

Begin to communicate using emotional word pictures and you will be understood more often than not.

Rather than just mentioning your product, and we all have them, describe it as you would for someone who cannot see. Write about it as if writing for the deaf. Talk about it as if discussing with someone who no longer commands their sense of touch.

We assume that if we talk about it in black & white, using terminology that is familiar to us, then everyone will get what we’re doing. But not everyone knows, uses, nor understands your own lingo. Why would you assume we all do?

Share with your fellow readers how you would begin to describe your product. Don’t assume anything. Get some feedback on whatever it is you’re describing – and become the poet laureate of your firm.

ear“The ear long remembers what the eye soon forgets.” ~ the Wizard.

Have you found this true in your own life? You see a print ad in the paper or online for a sale coming up in the next few days. The Sale day comes and goes without a second thought.

Then you read about another sale and someone you know mentions the same sale to you and suggests you might want to check it out. You remember what your friend said long after reading about the event.

Think about it this way: I have couples come to my office that are in some sort of conflict at the time. Quite frequently communication has been shattered between the two. And yet each can remember vividly and in some detail a bad conversation or argument that went awry months, even years earlier.

Why is that? For one, as we’ve talked about before, words have power. And secondly, the ear tends to remember better.

How can that change the way you communicate?

word power“Words are electric and people are magnetic; people attract people.” ~ the Wizard

Have you ever thought about the words you use each and every day? They are powerful! And once spoken, can never be retrieved – no matter how much back-pedaling you do.

Choose the words you speak today wisely. Don’t settle for just run-of-the-mill words. Become a student of the correct word for the situation. . .

. . .and people will sit up and take notice.

emotion“Emotion beats intellect every time.” ~ the Wizard

Sweet Emotion – Aerosmith

Have you found this to be true in your life? In your business dealings? In your relationships?

The good thing about this for salespeople or those in marketing – and let’s be honest who of us is not in marketing – is that if you can connect with someone’s heart, with the emotions that drive them, you can steer their intellectual decision making quite often. Touch the heart and you’ll guide the head. Touch the heart and the head and you may just touch the wallet!

Now that’s better than a good thing! Write, talk, exercise, conduct business with emotion. See if you don’t go far.

col sandersMore to ponder from the Wizard: “It’s always been out of style for business owners to speak on behalf of their own companies, yet Harland Sanders (KFC), Lee Iacocca (Chrysler), Dave Thomas [and now his daughter] (Wendy’s), and George Zimmer (Men’s Wearhouse, though he was recently fired from the job) achieved fantastic success as a direct result of their willingness to ignore the dictates of style.” We can now add to that group Ron Popeil (Ronco), Steve Jobs (Apple), Darren Hardy (Success Magazine), and others.

I know you’ve seen those dreaded commercials on TV featuring the owner of the local car lot asking you to “come on down” or to “call BR-549.” Many are done poorly but some stand out and just seem to work.

I think the brilliance lies in knowing and realizing which is which and/or the reason you’re on camera and not a better spokesperson. Egos have to be pushed aside when it comes to offering the public what they’re hungering for.

Are you the only one to tell the story or could someone else do it better?

credTake a moment to reflect on this: “Your customers have a life beyond business, your employees have a life beyond business, and you have a life beyond business.”

Do you believe that? Or are you so wrapped up in your business, whatever your business may be, that you have no life beyond it?

The other side of those questions is to remind you that if you can tap in to those other lives you will be more real to your customers, employees, vendors, and family. Also when you begin to learn about the life of your employees beyond work, or your vendors beyond their supply line you begin to make deposits in your credibility account.

You do know that you have a credibility account or bucket don’t you? Connections with the people around you, as mentioned above, helps to add deposits to that account or bucket. And as you build up your credibility reserves that adds value to who you are and what you offer to those who come into contact with you.

There is life beyond your office, your job, your business. What are you doing to make the most of it for your family, friends, co-workers, associates, vendors, customers, and more?

cubiclesHere’s a great question the Wizard asks, and I’ve heard others ask it in a slightly different way: “Why would a person choose to do business with you at all?”

How you answer that question says a lot about you, your business, and the way you go about your business. Ask these questions as well:

Why do you do what you do?

Why do you do it the way you do it?

Who are you trying to do business with?

What are you trying to accomplish?

What do you need to change about the way you do things now?

Answer these questions after a good, hard self-evaluation and you will be well on your way to improving yourself and your business – even if you’re not the big boss.

Grizabella“The buying public is your dog,” says the Wiz. “If you desire a specific response from it, you must tie your identity to an emotional anchor that’s already known to elicit the desired response.”

Here’s a question for you: how can you tie the memory you are attempting to make with your buyer to another memory they may already have? You are trying to make memories with your buying public are you not?

See, if you can tap into a fond memory they already own, then every time they see your widget they will connect that with the warm & fuzzy feeling associated with their memory. Wins all around!

Why do think Budweiser ties its beer to near Currier & Ives scenes or to horses frolicking in the snow or to the recent dog and pony commercial? Some suggest a simpler time, some suggest just plain fun, and others – well you know, who can resist puppies having fun with horses?

Tap in to your buying public’s good memories, have them associate your product with those memories, and you’ve got customers for life – or until you do something to shatter those good memories.

What are you doing to connect your service, your product, your company or organization with the memories of those you are attempting to reach? Cue the music and the Jellicle Cats: “Memory, turn your face to the moonlight . . .”

pennzoil truckOK, so we missed a week or so of posts. For that I am truly sorry – circumstances have just been out of control lately. No excuse, I know, but the truth.

So read this quote from the Wizard today: “People in business are uniquely unqualified to see their own companies and products objectively. Too much product knowledge causes them to instinctively answer questions no one is asking.”

Does that define you or your business? Are you so close to what you do that you are “answering questions no one is asking”?

So how do you deal with that info? How do you distance yourself from whatever it is that you do so that you can see it with fresh eyes, or from a different perspective? I’ve talked with people who tell me that every so often they try to do that with their company or non-profit. That’s a great start.

Another way is to actually ask someone else, outside of your organization, to interact with your business as an outsider. Have them go through the entire customer experience and give you feedback – what’s working and what’s not. Even better, get more than one person to do that same interaction with your organization. More and different eyes can be a good thing.

But you need to be ready for what they might tell you. How you handle the info they supply will be a test of your courage. Learn from their observations. Evaluate what can be tweaked to become better and what needs a major overhaul and when.

As difficult as these reality checks can be, they also contain the potential to take your business to the next level – if you’re willing to be open and honest and make the necessary changes, as hard as they may be.

What keeps you from ensuring your answers are to questions people want to ask?