The Real Value of Social Media Hinges On These 3 Words

By Patrick Mahan

I just received this question on Google+

"Would you say the value of social media is more in improving general brand awareness rather than directly generating sales?"

I would say the real value of social media is none of the above (improving brand awareness or directly generating sales).

The real value of Social Media hinges on three words:

• Familiarity
• Affinity
• Trust

We'll dig into those more in a minute. But first, I'd like to address the question and give my opinion on the real value of Social Media.

Increasing Brand Awareness?

As you know, people are bombarded with commercial messages all day, every day. The last thing they want is more noise in their Social Media streams from brands trying to sell them something.

I would not recommend using Social Media as a bullhorn, or another broadcast platform to yell at people in a moment they don't want to be yelled at ... about things they don't want to hear about ... in hopes of increasing awareness of your brand.

If you believe lack of awareness is the problem, then Social Media is not the solution.

Social Media is about connecting with people and building relationships. It's about making friends, not sales. It's about educating and entertaining. It's about knowing your audience and delivering valuable content that is personal, timely and relevant to that audience.

It's an opportunity to turn strangers into friends. And then - once you earn their attention (Note: There is a BIG difference between attention and awareness) - you have the opportunity to turn those friends into customers... and eventually into advocates.

And that is the ultimate goal. Advocates. Fans. Loyal customers. Why? Because loyal customers are the world's greatest salespeople. And your company's greatest asset. When you have a devoted group of followers, they do the selling for you. They sing your praises. They spread the word. And "awareness" is no longer an issue.

In fact, I would say that Awareness is never the problem. Awareness is a symptom. A symptom that your product or service isn't worth talking about.

So try this ... make something remarkable. A product or service that people can't wait to experience again. And they can't wait to share that experience with their friends and family. If you focus on that, then I believe you will find the 'awareness issue' will take care of itself.

Directly Generating Sales?

I'm a big believer in the idea that you must sow before you reap. You should always give people something of value first before you ask for anything in return. And Social Media gives you the ability to do that at a scale that was never before possible.

But first, you have to get comfortable with the idea of giving your knowledge away for free. That is what people want and expect from brands on Social Media. They don't want to be pitched. They want to be educated and entertained. They want coupons, discounts, exclusive opportunities, and incentives. In short, they want to get to know you first, before they buy from you.

So use Social Media to build rapport and establish your authority and expertise. Then, when the people consuming your content are ready to make a purchase, you will have positioned yourself as the go-to source.

But even then, I wouldn't recommend using Social Media to directly generate sales. Use it as a tool to gently guide prospects further down the sales funnel. Then, when the time is right, direct them to your website (preferably a landing page) where you will give them an opportunity to place an order.

Familiarity, Affinity and Trust

Social Media is all about building relationships. And all relationships are built upon these three words ... Familiarity, Affinity and Trust.

Since the beginning of time, people have made it clear that they prefer to do business with people they know (Familiarity), like (Affinity) and trust.

All three are elements of Rapport. And that should be your ultimate goal in Social Media ... building Rapport, not collecting "Likes".

Social Media gives you an opportunity, like never before, to get to know your customers - and potential customers - on a personal level. An opportunity to become more than a faceless corporation.

"If you would win a man to your cause, first convince him that you are his sincere friend. Therein is a drop of honey that catches his heart, which, say what you will, is the great high-road to his reason, and which, when once gained, you will find but little trouble in convincing his judgment of the justice of your cause." - Abraham Lincoln

Social Media is a place to make friends, not sales. A place to create relationships, not transactions. But if done right - and with sincerity - those friendships can certainly lead to sales. Lots of sales. Because at the end of the day, Social Media is just a new spin on an old concept ... Word-of-Mouth Marketing. Treat customers right. Give them something worth talking about. And they will spread the word. Social Media just gives them a much louder voice.

So step out from behind the corporate logo and speak to people in a friendly, conversational tone. This is what builds familiarity, affinity and trust ... the three things that should be top priority in your social media marketing strategy.

A Prescription For Closing More Sales

By Patrick Mahan

Salesmanship isn't what it used to be. Consumers today are more distrustful of sales people than every before. Fast-talking, slick sales people using outdated manipulation techniques are being replaced by "service professionals" who listen more than they talk.

Consumers have made their preference clear: They want to be served, not sold.

In the old days, the Sales Cycle began with the first interaction between buyer and seller. But today, with the abundance of information available to consumers online, buyers are now nearly 60% along the path to a purchase decision before they ever meet a salesperson.

Times have changed. And as consumers become more informed and more educated, the balance of power will continue to shift in favor of the buyer. 

The question is, as a salesperson and a marketer, are you adapting to these changes in consumer behavior?

I believe it all begins with re-framing the way you approach sales. 

"You know you are running a modern sales team when selling feels more like the relationship between a doctor and a patient and less like a relationship between a salesperson and a prospect.

When you go in to see your doctor and she asks you about your symptoms, you tell her the truth. You trust that she can diagnose your problem and prescribe the right medication.

When she says, "This is what you have. Take these pills," you don’t say, “Let me think about it” or “Can I get 20 percent off?” You take the medication.

It's no longer about interrupting, pitching and closing. It is about listening, diagnosing and prescribing." - Mark Roberge, SVP Sales and Services at HubSpot

I would add this...

In order for this approach to work, you must position yourself (and/or your company) as an Authority Figure. Authority is one of Cialdini's 6 Principles of Persuasion.

People follow a doctor's advice because he has established himself as an authority on the subject. An expert. A trusted advisor.

How do you establish yourself as an Authority?

•  Write: The root of the word Authority is Author. We view authors as authorities on the subjects they write about. Blogging, YouTube videos, white papers, writing articles for magazines, etc. are all great ways to demonstrate your knowledge of a subject. And position yourself as a thought leader. The go-to expert in your industry. And Social Media gives you a platform - and an amplified voice - to spread your message like never before.

• Testimonials: In terms of marketing, nothing in the world is more powerful than a third-party endorsement. The more endorsements you earn, the more your Authority grows.

Furthermore, endorsements provide Social Proof (another one of Cialdini's 6 Principles of Persuasion). People like safety in numbers. If everyone is doing it, then it must be okay. Now more than ever, consumers are turning to the Internet to read reviews posted by others before making a decision [*]. The more Social Proof you have backing your brand, the more your Authority grows.

[*] 90% Of Customers Say Buying Decisions Are Influenced By Online Reviews

Rethinking the Elevator Pitch

By Patrick Mahan

You never know who you might bump into. A chance encounter on an airplane could lead to your next big sale. Or the person in line behind you at the grocery store just might be the strategic business partner that helps take your brand global.

As they say, "Luck is what happens when preparation meets opportunity." The question is, how prepared are you when opportunities like these arise?

Golden Rule of Email Marketing

How to increase your email open rates and minimize unsubscribers.

By Patrick Mahan

Email marketing is one of the most effective and personal forms of marketing.

Why?

Because not everyone reads your industry's publications looking for your ads. Not everyone watches television at the time you run your commercials. Not everyone listens to the radio or drives past your billboard. Not everyone subscribes to your blog's RSS feed or checks your Facebook Page or visits your website each morning. But ... everyone checks their email inbox.

And that's why email marketing is so powerful. However, as they say, "With power comes responsibility." And your responsibility is to NOT wear out your welcome.

Which would you rather have: Employees or Followers?

By Patrick Mahan

In his bestselling book, Tribes, author Seth Godin says: 

"Managers have employees. Leaders have followers."

Are you a Manager ... or a Leader?

Do you have employees ... or followers?

These are important distinctions. And your answer may be the single greatest predictor of the success - or failure - of your business.

Why? Because people don't want to follow orders. They want to follow a passionate leader. They want to be led, not pushed. They want to be inspired, not directed.

Do you want to get the most out of your team? Then stop giving orders and start becoming someone worth following. 

When you inspire people to rally around a common goal and encourage them to become part of something meaningful and bigger than themselves, then together you will create a synergy that is capable of producing extraordinary results!

I think this quote says it best ...

"If you want to build a ship, don't herd people together to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea." - Antoine de Saint-Exupery

What are your thoughts?

Powerful Marketing Lesson from Miracle on 34th Street

By Patrick Mahan

Miracle on 34th Street is not only a classic Christmas movie, it's also one of the most powerful marketing lessons of all-time.

In the movie, Macy's department store discovers their Santa Claus is sending customers to competitors. If Macy's doesn't have the item, or if a competitor sells it for less money, Santa Claus tells the parents where they can go to get it.

This outrages the manager of the toy department. But when Mr. Macy receives hundreds of telegrams from thankful parents expressing their gratitude for placing customers ahead of profits, Mr. Macy quickly embraces the radical new policy. The store becomes the talk of the town and sales shoot out the roof.

This is a powerful lesson in customer service, the power of word-of-mouth marketing, and the impact front-line employees can have on the success (or failure) of your brand.

Below is the dialogue from the movie...

Mr. Macy speaking to his executive team:

"On the face of it, I admit this plan sounds idiotic and impossible. Imagine, Macy's Santa Claus sending customers to Gimbels. But, gentlemen, you cannot argue with success. Look at this. Telegrams, messages, telephone calls. The governor's wife, the mayor's wife... over 500 thankful parents expressing undying gratitude to Macy's. Never in my entire career have I seen such a tremendous and immediate response to a merchandising policy. And I'm positive, if we expand our policy, we'll expand our results as well. Therefore, from now on, not only will our Santa Claus continue in this manner, but I want every salesperson in this store to do precisely the same thing. If we haven't got exactly what the customer wants, we'll send him where he can get it. No high pressuring and forcing a customer to take something he doesn't really want. We'll be known as the helpful store, the friendly store, the store with a heart, the store that places public service ahead of profits. And, consequently, we'll make more profits than ever before."

Are you brave enough to implement this "customers first" strategy? Or do you believe this stuff only works in the movies?

Marketing Lesson from The Master of Suspense, Alfred Hitchcock

By Patrick Mahan

In the new movie, Hitchcock, Anthony Hopkins plays the role of Alfred Hitchcock, the Master of Suspense, in a behind-the-scenes look at the making of Psycho.

I saw the movie today at the old Kentucky Theater downtown. (If you're gonna watch a movie about Hitchcock you might as well watch it in a theater built in 1922. Something about it adds to the experience).

Hopkins was brilliant as usual. And the movie was pretty fascinating. Several things I didn't realize...

The Perfect Subject Line for Emails

By Patrick Mahan

Every marketer is looking for the perfect email subject line to increase open rates.

Lots of How To articles have been written on the topic. Most recommend writing subject lines that invoke curiosity. Or ask a question. Or speak directly to the reader. Or announce breaking news.

One research study concluded that the most successful subject line of all-time was the phrase: "You are not alone."

But what if we take an entirely different approach?

We spend our time and energy trying to craft creative (and sometimes deceptive) subject lines in an effort to get more people to open our emails.

But here's the thing ... you should be more concerned about the NAME that appears in the "From" line and less concerned about the CONTENT that appears in the "subject" line. 

I receive newsletters from several authors that I have come to know, like and trust. When I see their name in the From Line, the Subject Line has little influence on my decision to open their email. 

So... as usual, it all comes down to building a reputation for yourself (and/or your company) as someone people know, like and trust. Develop a reputation for delivering content that is personal, timely, relevant and valuable.

When you focus your efforts on becoming someone of value, offering something of value, then you'll discover the "subject line" is the least important part of your email marketing strategy.

Put Customers Second?

By Patrick Mahan

Employees first, customers second. You can build the world's best wagon, but if the horses aren't motivated to pull it, it's useless.

How to Grow Your Business the Seth Godin Way

By Patrick Mahan

Seth Godin is a marketing genius. Pick up any one of his best-selling books and it will change the way you think about marketing forever.

I found a video on YouTube, an interview in which Seth talks about how to make your small business indispensable. It is packed full of game-changing tips that will help you take your company to the next level. It's also a great primer if you've never read any of Seth's books, as it gives a brief overview of some of his most important philosophies.

I've included the video at the end of this post so you can watch it for yourself. But first, I'd like to share with you some of the key take-aways from the video.

As Seth explains, the old way of marketing is broken. The old way, "Interruption Marketing", was all about standing on the mountain top and broadcasting your message to the masses and hoping to capture their attention while they were busy doing other things. The theory was: If you yelled at people loud enough and often enough, then you would make enough money to pay for all that yelling.

"[Marketers were] yelling at people who didn't want to hear from them about stuff they didn't want to hear about." - Seth Godin

But today, technology has changed everything. People can screen their phone calls with Caller ID. They can skip television commercials with tools like TIVO. They can block internet pop-up ads. And SPAM filters help keep annoying marketers out of your email inbox.

Yet it seems that the harder consumers try to lock marketers out, the harder marketers try to pick the lock!

Think about how misguided that strategy is... If someone slams the front door in your face, then they're going to be really annoyed when you start knocking on the back door! And that's what a lot of marketers are essentially doing. Trying to beat the system. Trying to invent clever ways to "slip past the doorman".

Well, guess what? People don't like it! They've made that clear. So quit marketing to people in ways they don't like to be marketed to!

Personal, Timely and Relevant

As Seth says, your message must be "personal, timely and relevant." When you craft your message in a way that speaks directly to your prospect (like a one-to-one conversation vs. a public broadcast) and you deliver that message at a relevant time (like a plumber offering a coupon to a new home owner) people will appreciate that. And by giving them something of value, they are much more likely to grant you permission to continue marketing to them—as long as you don't violate their trust (by sending impersonal, poorly timed, irrelevant messages).

So earning permission is crucial. It's the equivalent of being invited into someone's home. And it's the polar opposite of the old, broken down "Interruption Marketing" strategy. You can learn more about this important distinction in Seth's landmark book, Permission Marketing. It will change your entire approach.

So how do you grow your business?

The key, based on Seth Godin's principles, seems to be a three-pronged approach:

1. Create a remarkable product or service that people like, trust and believe in
2. Wrap it in a story that is worth telling
3. Attract a tribe of like-minded individuals that will tell your story, spread the message, and attract more people into the tribe.

Read that list again. (I believe there was a carpenter who used a similar strategy about 2000 years ago with incredible success.)

"If you can lead a tribe, then the marketing will take care of itself." - Seth Godin

The tribe will spread your message for you (as long as you have a message worth spreading ... a story worth telling). It's word-of-mouth marketing at it's best.

"Turn strangers into friends, friends into customers, customers into salespeople." - Seth Godin

Make a Connection

Large businesses can afford to spend millions on mass marketing. Small business don't have that luxury. But they do have a distinct advantage. They're more human. And people like to connect with other people, not a faceless corporation.

Apple has been so successful thanks to the leadership of Steve Jobs. He gave Apple a human face. He created a brand image—a story—that Apple is created "by people, for people." As a result, people can connect with Apple in a way they can't connect with a corporation like IBM.

What about your company? Does it have a human face? Or is it just another impersonal, faceless corporation? Have you ever noticed that at the center of most great companies is a charismatic, highly-visible leader? A face people can connect with?

Tribes Don't Have to be Big to be Effective

"If you have 1000 true fans and those 1000 people are willing to drive across the country to watch you perform and those 1000 people tell their friends, then that's enough to make a big impact." - Seth Godin

How to Create a Tribe

Rule #1 is to be a person. Be authentic. Show off your personality. Tell the truth. Create remarkable products / services that people want. Things they genuinely want because they want them... not because you pushed it on them.

Rule #2 is ... Don't try to be all things to all people. A tribe is a group of like-minded individuals. And tribe members want to feel like they are members of a club. They want to be "insiders". And as Seth says, in order to have insiders, you must have outsiders. That means, you must be willing to say that your product or service isn't for everyone. If you play it safe and try to be all things to all people—and if you don't want to risk alienating anyone—then you'll find yourself standing in the middle of the road. And the middle of the road is where you get run over.

You must go to the edge. Be extreme. Don't be just another bland, vanilla brand that caters to the masses. It's okay if some people HATE your product, as long as a tribe of people LOVE it. And as long as you remain true to that tribe and continue weaving a story that your tribe members will evangelize (not just on your behalf, but on their behalf as well).

Social Media's Role

In the following video, Seth says there is good news and bad news regarding the rise of social media. The bad news is too many marketers are using social media as another way to SPAM people—don't do that! Social Media is not another channel to yell at people. Instead, use the power of social media to build a social network—a gathering place for your tribe.

The Interview

Now feel free to watch this video featuring Seth Godin. This is an interview I found on YouTube posted by BusinessZone.co.uk editor, Dan Martin.

Video link http://youtu.be/3vzuLbaMAF8

Clearly, I'm a big fan of Seth Godin. I've read most of his best-selling books and plan on reading the rest. I hope I've done justice to interpreting his marketing philosophies in this blog post! And I hope you'll find some of this useful.

Are you a fan of Seth Godin? Have you been able to implement any of his strategies into your business plan? I'd love to hear your comments.

Why Nobody Reads The Scarlet Letter

By Patrick Mahan

I recently read that the CliffsNotes version of the classic novel, The Scarlet Letter, outsells the real version three to one. What does that mean? It means people like shortcuts. The easy way out. The path of least resistance.

Here are a couple of take-aways...

1. If you own a company... make it super easy for customers to do business with you. Eliminate all barriers and friction. Remove the hurdles. Spoon feed them. That might mean filling out the paperwork for them. Removing the old appliances when delivering new ones. Having a real person answering your phones. Coming to them instead of them coming to you. Offering a finance plan. Eliminating the fine print. Offering a money back guarantee. Maybe a free trial period. How about no blackout dates? Do whatever it takes to create a path of least resistance and your customers will gladly follow that path.

2. If you work for a company... become a "shortcut" for your boss. Offer to do the things he does not want to do. Make his life easier. Rather than giving him a 20 page report, distill it down to something that is quick and easy to digest. A CliffsNotes version. When the boss needs something done, he turns to Cliff. Because Cliff gets things done. And he's willing to do things that make his boss's life easier. Be like Cliff.

Now... take a look at your company's processes, policies and procedures. Is there any way you could simplify things for your customers? Are there any rough edges that could be smoothed out?

If you step into your customers' shoes and walk through the entire buying process, chances are you will find a particular area where the road gets bumpy. It may be your check-out line. Or maybe your customer service department. Or maybe a hard to navigate website. Or poorly designed directional signage in your store making it hard for customers to find what they're looking for.

Remember, people don't like to jump through hoops. If any part of the buying process causes your customers frustration—or slows them down in anyway—they will start to look elsewhere. So don't waste their time. Your product may be superior (like the real version of The Scarlet Letter) but in today's world, if a customer can get a similar product or service faster and with less effort, they will choose the easier alternative. Probably three to one.

Stop Glorifying Mass Murderers!

By Patrick Mahan

There is a fine line between Freedom of the Press and irresponsible journalism. Dubbing the most recent shooting tragedy "The Batman Massacre" and glorifying the incident only encourages other deranged people in what has become a psychotic game of "top that" among pathetic losers.

I wish they would pass a law banning the media from publishing their names and photos because these shooters seem to be motivated by one thing ... headlines. The "breaking news" story is what fulfills their sick fantasy. And I'm afraid these incidents will only get worse as long as the media is allowed to continue fulfilling their fantasies.

These shooters seem to fit a profile... intellectual introverts with a superiority complex. A shy, self-centered and often paranoid person who thinks he's smarter and better than everyone else. He is someone who has set high (maybe unrealistic) expectations for himself and he wants the world to see how smart and powerful he is.

As the famous psychologists William James said, "The deepest principle in human nature is the craving to be appreciated." But these murderers don't feel appreciated. They feel ignored. They want attention. But their introverted disposition holds them back and creates abnormal frustrations.

Eventually, life inside their "shell" becomes like a pressure cooker. Their frustration reaches a boiling point and they explode from their shell in a violent rage. They demonstrate their "intelligence" by planning a coordinated attack. And they demonstrate their superiority by destroying others. If they can't have the biggest house on the block, then they'll tear down everyone else's.

Another common theme among these perpetrators seems to be a history of rejection by the opposite sex. They are unable to establish fulfilling relationships (both emotionally and sexually) which challenges their masculinity. So, as a result of all these factors, they lash out against the society that has supposedly ignored them and held them back. And the media attention they know they'll receive is their way of saying, "How do you like me now?"

I believe a lot of these criminals have delusions of grandeur and actually start out wanting to be the hero. But society doesn't give them the recognition they crave. So, sensing that they will never be able to live up to the high expectations they have set for themselves—and feeling rejected—they take an alternative path... if they can't be the hero, then they'll be the villain.

ABC News consultant Dr. Michael Welner, a forensic psychiatrist who, as chairman of the Forensic Panel of New York City has studied and testified about mass shootings, said: "An angry and destructive fantasy graduates into a righteous cause that gives a killer the notion of greatness through destruction. The attention and notoriety he knows he will get further validate his choice to become an antihero." (source)

Dr. Welner has also suggested, "Mass shooting cases have the common motive of an attacker seeking immortality. They’re people who are unfailingly unable to form satisfying sexual attachments and their masculinity essentially gets replaced with their fascination for destruction." (source)

Ultimately, it seems these perpetrators are looking for a platform... and the media keeps giving them exactly what they want.

What are your thoughts? Would a "gag order" banning the media from publishing the names and photos of mass murder suspects help deter future tragedies... or would such a law violate constitutional freedoms?

Tip the Scales! Increase Sales by Positioning Yourself as the Low Risk Solution

By Patrick Mahan

"Most people won't change until the pain of where they are exceeds the pain of change." - Dave Ramsey

I love this quote from finance guru, Dave Ramsey. And it applies to selling just as much as it applies to personal finance strategies and ... life in general.

For customers, every significant buying decision is like a balancing act. Imagine two scales. On one side is THE PAIN OF WHERE THEY ARE NOW. On the other side is THE PAIN OF CHANGE.

As a salesperson, you have to tip the scales. You must show the prospect that THE PAIN OF WHERE THEY ARE NOW is worse (more painful) than the hassle, burden or PAIN that may potentially come along with the process of changing.

When you're selling a product or service, one of the biggest hurdles you have to overcome is inertia. That is, getting people to MOVE... take action... make a decision.

Often times, their hesitation may have nothing to do with you or the quality of your product or service. It may simply be that either they are reluctant to the idea of change (I've always used Brand X), or maybe they just don't want to put forth the effort (switching insurance agencies to get a lower rate makes sense, but is it worth the hassle?).

Here's a good way to look at it... Imagine every customer asking the question, "Do the benefits received outweigh the burdens endured?" Most customers are thinking this, but never actually ask. So engineer your sales approach around answering that unspoken question.

As you know, most people don't like change. They delay making a decision because doing nothing and sticking with what they've always done is easier. It's the path of least resistance. It allows them to stay inside their comfort zone.

As a salesperson, your job is to overcome that inertia and get them to move. And that involves helping them get out of their own way! Deep down they want to buy, but pulling the trigger is often the hardest part. It's like a person standing on the edge of a diving board... sometimes all they need to take the plunge is a little reassurance and encouragement!

To do this, you have to create discomfort / dissatisfaction. Create an uncomfortable itch for the customer (associate that discomfort with their current situation), then offer them a low-risk, hassle-free solution. The more you can associate low-risk, low-hassle with your product/service, the more likely they are to buy.

In sales, it's really not about having a slick sales pitch packed full of features and benefits... it's more about positioning yourself as the low risk, low hassle, easy, and convenient solution to their current "problem".

Imagine selling a washing machine... most salespeople will jump right into features and benefits...

"This machine comes with a patented NO-SHAKE SYSTEM, which means it vibrates 50% less than conventional washing machines. And it has a built-in Power Steamer, which gently steams your clothes, giving you whiter whites and less wrinkles!"

By this time, the customer's defenses are up. She feels like she's being sold. And if she's like most people these days, she already did her research on the Internet (and probably knows more about this particular product than the salesman). But the salesman was so anxious to jump into his "pitch" that he failed to get to the heart of the matter. That is, "What's wrong with your old machine?"

Once the lady lists all the things wrong with her "old" machine, she is well on the way to selling herself. The PAIN OF WHERE SHE IS NOW has been reinforced. And the salesman didn't pitch anything! He just asked one simple question. A question that uncovered the PAIN that brought her into the store.

Next, the salesman (who has two ears and one mouth which means he LISTENS twice as much as he talks) now simply re-plays what the lady told him...

"You mentioned that your clothes were coming out of your old machine with stains? [continue to reinforce the concept of her "old machine". Psychologically, you want to distance her from it and put it in the past.]

Once you've answered her questions, begin removing the natural fears, worries, and hesitations that come with making significant purchase decisions. Reduce the PAIN OF CHANGE. Make owning this new machine easy. In this case, that may be offering to remove her old machine. Or it may be offering to install the new machine. Or it may be 12 months no interest financing. Or it may be an extended warranty. Do whatever you can to lessen THE PAIN OF CHANGE (the pain of making a decision). Remove the hurdles. Ease her mind. Solve her problem. Make the sale.

Again, it's all about positioning yourself as the low risk, low hassle, easy solution. So many sales people pile on the features and benefits when all they really need to do is ask the customer "Where does it hurt?" Then show them how to ease the pain.

Was Life Really Simpler in the 50's?

By Patrick Mahan

Have you ever wanted to travel back in time to when life was much simpler? Like back to the 1950s, when everything was black and white. There were no cell phones, no email, no text messages, no worries.

Wouldn't it be nice if life were still care-free and simple like it was back then... in the good ole days?

Consider this...

"Very few people today know how to relax... Each day is filled with work, engagements and no time to relax. Even when people take time off to go to a movie they usually want an exciting one, thus gaining more excitement for their already overworked nervous systems... These people find that after they retire to bed their active minds will not let them rest... we are burning the candle at both ends. We do not know how to let go of our anxieties... In this present century, man has forgotten how to live, how to enjoy the simple things in life."

Sound familiar? Those words could've been written yesterday. They're a pretty clear description of life in 2012, don't you think?

But those words were actually written by author Albert E. Cliffe in a book published in... 1951.

Isn't it strange how our perception of the 50's is so much different?

Here are a few observations I'd like to share:

1. I think the reality is that everything is relative. And everything is a matter of perception. Each generation thinks they have it worse than the last. People naturally want to believe their situation is unique. People over-analyze and over-exaggerate things that are happening to THEM. People think the grass is always greener on the other side.

2. If the grass seems greener on the other side of the fence, then maybe you should stop staring at their grass and start watering yours.

3. Worries, troubles and anxiety don't seem nearly as bad when they are happening to someone else, right? So if you find yourself full of anxiety, try stepping outside of yourself. Look at the problem from a 3rd person perspective.

4. Gratitude is the ultimate antidote to anxiety. What if you spent just 2 minutes each night after dinner dwelling on the things you are grateful for? Do you think that could have a pretty significant cumulative effect on your quality of life? Many, many years ago, the Roman Emperor Marcus Aurelius said, "The quality of your thoughts determine the quality of your life." That timeless advice holds true still today.

What do you think? Why do we perceive times gone by as the "good ole days"? Is life today really as stressful as we make it out to be?

Best-selling author Dr. Wayne Dyer says it best, "There really is no such thing as stress, only people thinking stressful thoughts."

The good news is, most problems are not problems in reality but problems in perception. And you have the power to change your perception in an instant.

The Mathematics of Selling: Try Subtraction Rather than Addition

By Patrick Mahan

Most sales people are taught to pile on the features and benefits. "When you buy my product you'll get this, this, and this. But that's not all... you'll also get this!"

That is selling by ADDITION. It means pitching your product / service in terms of what the prospect will GAIN.

However, the psychological research is clear. People will go to greater lengths to avoid pain than they will to gain pleasure. So instead of ADDING, try SUBTRACTING.

Ask questions to find out why they are dissatisfied with their current situation. Then show them how your product / service can take away that dissatisfaction.

"You don't have to see the whole staircase, just take the first step."

By Patrick Mahan

Do you plan, prepare, analyze and assess, but then have a hard time pulling the trigger?

It's easy to get stuck in what General George Patton called the "ready, aim, aim, aim" mentality. Or what others have called "analysis paralysis".

This is a pretty cool picture and a good reminder that you don't have to see the whole staircase... sometimes you just have to step out in faith and go for it!

Each step you take reveals the next step. But we all know the first step is the hardest. It often requires that you break out of your comfort zone and overcome the inertia of standing still. The good news is... inertia works both ways. Yes, it's hard to get going, but once you create that initial momentum, then the effort to keep going gets easier and easier.

Think about best-selling authors... earning a spot on the best-seller list is hard. But once they earn the label "best-selling author," then subsequent best-sellers seem to come much easier. James Patterson is a great example. His first manuscript was rejected over 30 times! Now it seems he has a new best-seller every week! But when Patterson submitted his first manuscript, he had no idea that he would become one of the most commercially successful fiction writers of all-time. But it wouldn't have happened had he not taken that first step.

I wrote another blog post based on Zig Ziglar's advice: "You can't wait for all the lights to turn green before heading to town." Both principles are similar and speak to the idea that the "perfect moment" rarely presents itself. If you spend your life waiting for everything to line up just right, then you may be waiting a long time!

So, I'm curious... have you ever done something where you just said, "Hell with it! I don't really know what I'm doing, but I'm just gonna go for it!" How did it turn out?

Photo by www.chalkthoughts.com

Don't Let Your Phone Dictate Your Day

By Patrick Mahan

In the old days, when people rolled out of bed, the first thing they did was shuffle to the bathroom, wash their face, brush their teeth, and get ready for the day.

But times have changed. These days, it seems the first thing people do each morning is grab their PHONE and check emails, texts, voice messages and of course, Facebook.

Do you do this? Be honest. I've certainly done it more than once.

But my question is this... wouldn't it make more sense to set YOUR course for the day FIRST before reading, reacting and responding to what others are saying, thinking, doing and wanting?

If the first thing you do each morning is check your "inbox", then you are allowing it (the contents waiting inside) to dictate your day, your actions - and often - your mood. You become reactive rather than proactive.

Consider setting your sails (agenda) first thing each morning. Or even better... the night before. Then, set a time to check your inbox(es) later in the morning AFTER you've set your course for the day and AFTER you've accomplished something on your list.

Otherwise, you'll find yourself constantly playing catch-up. And at the END of the day, what will you find? You'll find that you've helped everyone else check items off THEIR To-Do List, but you haven't made a dent in your OWN To-Do List!

So before reaching for that cell phone, decide what you want/need to accomplish today. Sketch out a game plan. And evaluate your progress at the end of each day. This is the only way to know if you're moving forward, backward or standing still.

Other people will knock you off course - if you let them. They have their own agendas, their own wants, needs, stories, comments and concerns. Don't get wrapped up in other people's stuff first thing in the morning. (This includes reading the newspaper, which can really ruin your day!)

Is this selfish? Not at all. It's like the advice they give you on airplanes... "Put on your own oxygen mask first before assisting others." If you put "first things first", set a plan for your day - and cross something off your list first thing each morning - then, you'll find that you have more time and more energy to help not only yourself, but others as well.

How to Avoid Becoming a Commodity... the Starbucks Way

By Patrick Mahan

Are you afraid that your product/service is becoming a "commodity"?

Remember this... coffee was basically a commodity until Starbucks came along and turned it into an experience.

How do YOU avoid becoming a commodity?

By taking a page from the Starbucks book and creating an extraordinary, emotional experience around your product/service. An experience based on over-the-top, five-star service. An experience that engages more than just one of the senses.

(Think about how Starbucks uses sights, sounds, smells and tastes to craft a remarkable experience... and justify a $5 cup of coffee!).

Every great brand has a story. The challenge is crafting a compelling, sensory-rich story and THEN figuring out how to draw customers into it.

Why We Defend Our First Impressions

By Patrick Mahan

"If the first grape you eat is bitter, then you will not bother eating grapes again. If the first grape you eat is a sweet one, then you will be willing to eat a lot of bitter grapes in search of another sweet one."

You shouldn’t judge a book by its cover. But we all do.

Every day, we make snap judgments and form opinions of people within minutes of meeting them for the first time. And right or wrong, the first impression is usually the lasting impression.

Now here’s where it gets interesting... If your first impression of someone is favorable, then you create a positive filter for that person. And from that point forward, your future encounters with that person will be viewed through that positive filter (like looking through a clean “lens”).  

But what happens when that person behaves in a way that CONTRADICTS your positive first impression of them? You defend and rationalize their behavior, right? Have you ever found yourself doing that?

What’s interesting is that it’s NOT the person you are defending, but rather your OWN judgment of that person that you are defending.

For example, you meet someone and label him as a nice guy. Then, the following week, you witness Mr. Nice Guy being rude and hateful towards a waitress. Your tendency is to make the excuse that this “nice” guy must be having a really bad day.

But why would you rationalize his behavior?

Because his behavior is incongruent with your judgment. He is violating the positive filter that you created for him. In other words, he is “dirtying your lens”. And this makes you feel uneasy. So you want to clean the lens!

How do you clean the lens? By making up an excuse. An excuse that rationalizes his behavior and makes you feel better. Now you no longer feel like an incompetent judge of character. Problem solved, right? Not necessarily.

What happens if their bad behavior becomes persistent? You might have to admit that you were wrong about this person. After all, you can only make excuses for someone for so long. If you’re in a relationship with this person (whether it’s personal or business), then your unwillingness to abandon your first impression and form a NEW impression of this person could end up hurting you.

So don’t fall into the trap of rationalizing someone’s behavior if their bad behavior becomes persistent. Be willing to admit that your first impression might have been wrong and don’t let your ego get in the way. Keep an open mind and look for consistent patterns in their behavior over an extended period of time.

Key Take-aways:

1. Don’t let the power of first impressions cloud your judgment. Look for consistent patterns in a person’s behavior. And if their consistent behavior contradicts your initial impression, then change your impression.

2. Because first impressions are so powerful and lasting, make sure you are doing everything you can to create a positive first impression of yourself in the eyes of others. If you make a mistake or drop the ball, the person will be much more forgiving if their first impression of you was positive.
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“A warehouse of psychological research suggests that once people form a belief, they selectively seek, collect, and interpret new data in ways to verify their opinion. This distorting cognitive confirmation bias makes such personal convictions resistant to change, even in the face of contradicting evidence.” – Scientific American Mind, 2005, Volume 16, Number 2.
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It's Not What You Do, It's What You Do Differently That Counts

By Patrick Mahan

"In order to be irreplacable one must always be different." - Coco Chanel, fashion designer

What is it about Chanel that allows them to charge outrageous prices for their products? After all, when it comes to buying handbags, perfumes and jewelry, women have lots of choices. For about 20 bucks they could go to Wal-mart and buy a cheap purse that serves the exact same function as a $300 handbag from Chanel. But women want Chanel. And they're willing to pay the higher price. Why?

Because Chanel knows the secret.

The secret is designing more than a purse. It's about designing a unique, remarkable experience for your customers. An experience that goes beyond the product or service. An experience that creates a significant contrast between you and your competitors.

Why is this so important?