Overt Behavior vs Personal Orientation

What is your goal? What is the thing you want your audience to do? 

Do you want them to think a certain way?

Know something specific? 

Or do a specific action?

It all boils down to one of the three: THINK, KNOW, or DO. 

We want our target audiences to either change personal orientation or overt behavior. The best way to remember the difference is this:

Let's say I'm a smoker. 

I watch one of those fun Truth commercials (you know, the ones that say that cigarettes have rat poison and cyanide in them). 

One of three things can happen:

1. I think to myself, "Oh wow, smoking cigarettes is bad for you. That's awful." I keep smoking.

2. I think to myself "Oh wow, smoking cigarettes is bad for you. That's awful." And I take steps to quit smoking.

3. I do nothing and think nothing about smoking cigarettes

Option number one is an example of personal orientation. My thinking changed. 

Option number two is an example of overt behavior. My behavior changed. 

Option number three is an example of a failed campaign. (At least it failed on me, it could have worked on someone else.)

Facebook and Networking

I was recently pulled, kicking and screaming, into the world of Facebook. “I have more than 200 contacts on LinkedIn!” I cried, “Why do I need to be on Facebook! It’s a waste of time.”

But a friend convinced me that I would have fun on Facebook, so since I’m always out to have a little fun, I set up a page. Rudimentary information only: Name, schools, jobs, etc. Nothing that I wouldn’t mind sharing with a couple million people.

Within 24 hours, I had 60 friend requests. Not business contacts, but friends from elementary school, from previous jobs, and from college. I decided Facebook would be my “let off some steam and let my hair down” world. No business contacts, only friends from days gone by.

I like to think that I’m pretty good at keeping in contact with friends. About once a month I go out for drinks and revelry with people I went to school with starting when I was just five years old. I go hiking with high school classmates at least twice a month, and I communicate on a pretty regular basis with college roommates and floor mates.

But Facebook is fun and addicting and keeps me in touch with friends in a much more relaxed and “let it all hang out” kind of way. So I poke, I send smiles, I update my status and comment on others’ status, too.

And then one day a light bulb flashed bright neon.

I updated my status about a work project with which I was struggling. I got a number of comments and messages from people across the globe (yes, I even reconnected with friends who are no longer in the United States). Some offered to take my mind off the project, while others asked, “What exactly do you do for a living?”

Several of those inquiring about my professional exploits were people I have known for more than 40 years. One is part of my bi-monthly hiking group.

Picture that light bulb getting brighter and brighter.

I realized that, if my friends have no clue what I do, then I do a really bad job of networking with the people I have known the longest. And the people who, presumably, know me the best.
I explained what I do to those who asked. Not in a 60-second elevator speech kind of way, but a less polished, more friendly manner. I told them about the kinds of clients I have and what kind of work I like to do best.

And my efforts turned into referrals. Two so far, amounting in about $20,000 worth of business.
So the lesson of the story is this:

1. Nothing is ever strictly for fun. There are always business ramifications involved.
   
   
2. Make sure your closest and oldest friends know what you do. You may think they do, but there is a good chance they have a vague idea and nothing more.
   
   
3. No matter how good you think you are at keeping in contact, you can always do better.

My trip to the Waianae Coast

Earlier this week, I took a drive down to the Leeward Coast. It’s a beautiful drive, with the ocean on your left and the mountains on your right. I saw dolphins playing in the ocean, not 50 yards off shore. It was a great opportunity to kick back and reflect.

I enjoy taking pictures, so I parked at a beach and snapped some shots. The sky was gray, the day was windy, but it was a great experience nonetheless.

As I was taking the pictures, I reflected. Here are some of my learnings:


1. There is beauty wherever you are, sometimes you need to look harder to find it.

2. When you think you're done, you're not.

3. Changing your perspective helps you see things that were there all the time just waiting to be discovered. Or it can cover it up completely.

4. You can change the way you see and experience things. You control your experience.

5. If things aren't exactly how you want them, wait a few seconds. It will change again and maybe this time it's perfect.

6. When you think you've seen everything, look again.

7. Be aware of the details. They can make a big difference.

8. Look down. Sometimes the best ideas are right in front of you.



If you want to see all the photos I took that day, go here:

http://gallery.me.com/nkdesign#100081

Sully the Hero

There are hundreds of people who are still alive thanks to the skills of Captain Sullenberger. The news has been inundated with photos of the airplane, the response teams, and reaction from survivors. It seems everyone has an opinion and wants to say something about the heroism displayed by the captain and crew.

Someone is missing in the chorus. Someone important. No, not the captain and crew. They, understandably, cannot talk to the media until after the NTSB investigation is over.

It’s US AIR! I watched about 8 hours (total) of network and local news on January 15 and 16 and saw Mayor Bloomberg and even the White House spokesperson. But I have not heard nor seen any statement from US Air.

US Air has a very tenuous position here.

On one hand they have to work with the legal team to ensure that whatever they say won’t expose them to litigation or go astray of NTSB rules.

On the other they need to get out there to assure the public that they are taking care of things, that they are thankful for no fatalities, and that their aircraft are otherwise safe.

The media has not made it easy on US Air, choosing their own experts and survivor accounts over a statement by CEO Doug Parker. The statement is sound, albeit a little boring (which is why the media is choosing not to run with it). It essentially says:

• They’re happy no one was seriously hurt.
• They’re grateful and proud of everyone pulled together to aid in rescue
• It’s going to take a while to determine what happened but they’re going to work with NTSB on the investigation.

Employees

Right now, employee relations is vitally important. Employees need to know what they can and can’t say, and that any media inquiries need to be referred to the communications department.

In absence of information, employees will make stuff up and the rumor mill will run rampant. Stay in front of the information curve by issuing written briefs, holding meetings with all staff (baggage, tickets, janitorial, executive, etc.), providing employee hotlines, emails, etc. This will go a long way in ensuring that US Air sends one unified message to the public.

Customers

US Air also needs to reach out to its loyal customers to assure them that they continue to fly...and, more importantly, that it is safe to fly.

US Air certainly has its hands full right now.

School Starts

I teach two classes at Chaminade University and yesterday was the first day of class for the Spring 2009 session. My students may or may not venture onto this blog, so I’m going to take this opportunity to juice them up and say that they are the best, most intelligent group of kids that I have taught so far.

Okay enough of that.

When I was in college, we learned a statistic that the average person sees 3,000 messages per day. That was a huge number.

It was also before the Internet and the cable TV explosion and the invasion of megaplex theaters.

I estimate that now the average person sees upwards of 10,000 messages per day. This includes logo on clothing (remember when the alligator was the big only clothing logo?), TV commercials, the Internet, shop logos, radio advertising, etc.

That’s a lot.

Last night I reflected on the messages I saw and retained throughout the day. Of the thousands of logos, commercials, etc. that I saw yesterday, only a few stood out:

• A Star of David necklace one of my students wore
• A commercial for a product that will enhance the size of a man’s penis
• Followed quickly by an ad for Viagra (you can’t make this stuff up!)
• An ad for Mr. Slim air conditioning

Um. That’s it. I know there was more. I’m positive there was more. But nothing is coming to me. A full 10,000 images and messages and I can remember just four things.

Either my memory is bad, or advertisers just aren’t breaking through the clutter to make a lasting impression on me.

And this is the lesson I teach my clients.

Our actions need to be memorable. We need to break through the clutter. It’s the only way we can hope that our product or service will be bought.

So what can you do to be memorable?

Let’s cover that in tomorrow’s blog.

Low Cost Promotion Ideas

I enjoy teaching. In fact, the new semester is coming up (tomorrow! egads!) and I’m right now putting the finishing touches on my syllabi. I think the kids are going to enjoy this semester. Lots of work in store for them but they will learn a lot of good information that they can use in their professional lives.

I’ve taught a couple classes: Introduction to Mass Communication; Public Relations; Writing for Mass Media and Professional Presentations. This semester I am teaching Intro to Mass Communication and Professional Presentations. I’m looking forward to both.

I’m having so much fun teaching young adults that I’m trying my hand at teaching adult adults. I’ve linked forces with the Hawaii Womens’ Business Center (HWBC) to present a workshop titled:

Promote Your Business and Increase Your Bottom Line by Putting Your Best Foot Forward with Low and No Cost Tactics

Interested? It’s on Tuesday, February 17 from 6-8. Cost is $30 ($27 if you’re a member of HWBC).

Contact Alcian Clegg at 526-1001 to reserve your space.

We will cover ten things you can do that will cost very little money but can yield big results.

After all, we all need to do promotion, but not everyone has the big budget like Apple and Microsoft. Most people think they need to pay for TV and radio ads to get noticed. Not so. There are very good strategies you can use that won’t cost you an arm and a leg. And sometimes, heck a lot of times, these low cost activities can get you more notice than a big budget activity.

Join us. You will be glad you did!












Links:

http://hwbc.org/
http://www.chaminade.edu

Image is not everything

I deal with many clients, all who are working on their public image. Some want to be known as “the best” or “the biggest”, while others want to be known as “the most intimate” or “mom and pop”. Each one is correct because image setting is completely up to the owner of the company.

I can make the smallest company look big, and the biggest company look small. All it takes are the right words hooked together and placed strategically.

But it’s what happens after the words are crafted that really makes the difference. Let’s take a real life example.

I was in Waikiki over the new year. The hotel I stayed in was right on the beach and you could see the tourists just bustling and bursting. After all, this was their Hawaii vacation. It was going to be romantic. The natives were going to dance the hula whenever and wherever possible. The sun would brighten their day and the moonlight would guide their feet along sandy beaches.

After all, that’s what the Hawaii Visitor’s Bureau advertises. Hawaii is a lover’s paradise. A family adventure. A relaxed island setting. Something for everyone.

I’m not knocking it. The image that the HVB paints is fantastic and, for the most part, true. Hawaii is a paradise. And I would not live anywhere else. I love it here.

So the image is good. It’s truth.

But here is what I saw as I looked at it like a tourist:

The first morning, I passed the activities desk and saw an employee who clearly wasn’t happy to be working on New Year’s Day. She didn’t smile. Didn’t greet anyone. Stopped short of throwing things around her desk, but it was very clear she didn’t want to be there. Someone asked her directions and her reply was short and clipped.

I continued to the sundries shop where a German couple was having difficulty explaining what they wanted to a clerk who didn’t speak the language. Instead of using nonverbal cues and pantomime to figure out what they wanted, the clerk got frustrated and louder and louder. Her tone of voice is one used when someone is clearly an idiot. Certainly this couple was not the only non-English-speaking people this clerk would encounter that day.

There were more scenes I witnessed during my two-day hotel stay. But I think I made my point.

Image is image. Once it is set, you need to back it up. Or there will be a lot of buyer’s remorse. You may get the first sale, but you will not get any repeat business.

The German couple came to Hawaii thinking about flowers, beaches, mountains, and hula dancing. They experienced a surly, unfriendly, local female clerk.

Mismatch.

Did the German couple have other experiences that will outweigh this one bad one? We can only hope. We shouldn’t take the chance, though.

So here is today’s lesson:

Image is nothing if you can’t back it up. If you want your image to be friendly and welcoming, then your employees must be friendly and welcoming. One sour employee can create a lasting impression. A poorly-written newsletter can ruin a carefully crafted image, too.

They say the devil is in the details. My grandma always said that if you mind the details, the big picture will take care of itself.