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9 Axioms of an Enlightened Marketer

With all the talk in the media and trade mags of a new Renaissance, we’ve been taking some time to evaluate what exactly that might mean. Since the staff at XNet have never looked good in plunging necklines or crushed velvet we’ve decided to move the clock forward past the average futurist’s line of sight, buckle on our shoes, and start settling in for the Post-Neo-Renaissance Enlightenment.

We hope that things may have rounded out by then so that Marketing is no longer the handmaid to Deceit. To spur this desperately needed transition along here are 9 marketing axioms that eschew baroque emotional appeal and embrace the cold elegance of reason:

~ : 9 Axioms of an Enlightened Marketer : ~

1. We are conversationalists, not carny barkers. Conversing leads to engagement, barking just moves the shills along.
2. Engagement requires active participation. Remote islands with hostile inhabitants are rarely visited by the vacationing set.
3. To participate you must be present at the party, to be present you must be an agreeable guest.
4. A good message is mutually reciprocated like a brotherly handshake, not endured like blunt force trauma.
5. Uniqueness and quality are not easily copied, be wary of best practices that have gone stale.
6. Even with the philosopher’s stone of marketing in hand, conjuring in front of the wrong audience will get you burned at the proverbial stake.
7. No matter how artful, aesthetically pleasing, coercive or perfect, a product or service’s marketing message is only worth as much as the product or service being marketed.
8. However, a well crafted message that spends more time on universal concepts than on product placement can transcend its use-value to become valuable in itself.
9. When you realize that Shakespeare, Milton & Goethe were marketing their ideals you realize the bar for professionalism is set much higher than they told you in business school.

Aberrant Advice

It’s easy to get sucked into “best practice” blogs and tip lists hoping to find that little gem to really revolutionize your business. With busy schedules, active personal lives and an urge to participate in our communities the temptation to take short cuts is an ever present thorn.

Unfortunately our very cognitive structure means we lack objectivity when approaching this kind of information on the web. Savvy website designers have a bag of neuroactive grifter’s tricks that would make Felix the Cat blush. While looking for “best practices” we often end up filling our head with the run off content from someone’s marketing campaign. Content created to lure web-crawlers usually has little to do with providing real value and all too often in our search we’re subjected to a mélange of unexpected psychological cons.

Smiling Faces Tell Lies

One of the most prevalent tricks is as simple as a smile. Images of smiling faces tap into “mirror neurons” tricking our brains into an immediate sense of camaraderie and emotional well being. This mirror effect works best in face to face meetings, but remains successful even when still images or representational forms are used.

Another trick relies on easy curves. Our ability to recognize a pleasing image is related to how that image is processed in our brain. Crisp, professionally finished websites provide the round curves and image abstraction that neuroscientist V.S. Ramachandran and cognitive philosopher William Hirstein posited are necessary for our brains to quickly process visual information. ( See their article: The Artful Brain )

By using this fact in strategic design, websites can lead the viewer to another automatic neurologically based form of engagement. These processes are keyed to such clearly identified brain traits that they don’t need to be artful in their execution to be effective.

The most subtle is something we all learned in grade school art class. That long forgotten friend the Color Wheel is a psychological tool kit often overlooked due to its inconspicuous nature. Within this humble wheel lies the key to evoking everything from a sense of nausea to salivating desire depending on the conditioning of the subject. Seems silly but research suggests more than gold at the end of the rainbow, it’s our psyches that are tied to the board by those 24 chromatic con-men.

The Mark Inside

You may think yourself a well tenured professional immune to such paltry parlor fair, but as W.S. Burroughs, American Academy of Arts and Letters, pointed out: “Hustlers of the world, there is one mark that you cannot beat: the mark inside.”

We’re betrayed by our own brain’s functionality into concessions we might not otherwise actively decide to make. Even when designers aren’t fiddling with Photoshop color enhancement to stimulate your occipital lobe, low tech bait and switch still works the crowd like magic. For a few cobbled tidbits strung together to bait web crawlers we often sacrifice our innate ability to develop viable strategies.

If you’re truly searching for “best practices” Burroughs has some additional insight that might help:  “Your mind will answer most questions if you learn to relax and wait for the answer.”

Good business doesn’t come from cookie cutter solutions.  You’re the only one who knows what your business does best and it’s going to be you who develops the solutions that bring it to the next level.

Resources:

Wikipedia: Neuromarketing

Neuroscience Marketing Blog - Where Brain Science and Marketing Meet

Neuromarketing: The New Science of Marketing Without Marketing (YouTube)

Andre Marquis - Google Tech Talks - Links Between Biometric Measures and Consumer Response to Media

Rules of Engagement

An important lesson gained from Ad:Tech is the necessity of engagement in all marketing efforts. Engagement is the quality that allows a person to interact, interpret and implement some aspect of your marketing message in their daily experience. It’s the quality that helps a piece of marketing go “viral”.

The major rule of engagement in business is the same as it is in war: never underestimate the other person and never overestimate yourself. Keeping your message focused on yourself leads to a very boring message and as the French philosopher Jean Baudrillard put it, “the only thing worse than being bored is being boring.”

An engaging message is about the other person, but it is about the other person recognizing themselves in the reality that your messaging provides. When you underestimate the other person you can end up offending them, putting yourself in a position where future messages will require their active permission to be heard.

A good message, an engaging message, doesn’t require permission, it’s immediately accepted with active participation.

Exposure

We open up to participating in personal engagement when someone opens up to us. The same is true in marketing; the more open (perhaps even vulnerable) a message seems the more likely it is to engage another person. Again this is not about focusing on you or your company, it’s about relating to the other person through commonalities.

Think about the media messaging you’ve seen become prolific in the past, what is one of the most common themes that comes up?

Vulnerability.

Images of children, families, people in situations that expose their human frailty or the overcoming of that frailty; images that focus on commonalities amongst a larger group. These are themes that catch the attention and cause a message to be repeated, to become engaging. People repeat the message because they recognize themselves, their own victories, overcomings and failures in the message.

I’ll Be Your Mirror

As mentioned in a prior post, the movie American Beauty provides a great example of how carefully crafted (it might even be said - scientifically crafted)  imagery can invoke a sympathetic response and engage an audience.

This kind of messaging focuses on the following:

• It engages the audience in relating themselves, via pre-existent cultural cues, to the characters and setting the message presents. American Beauty presents the stereotypes of husband, office worker, house wife, disturbed army vet, insular teenage girl, etc. How can your marketing utilize character types/common settings to capture the viewer?
• It  takes the viewer’s previously held believes, values, and cultural position and realigns them to bring them into the reality presented by the messaging. In a car commercial it is assumed that the viewer drives a car and understands/relates to the driving experience. What is unique is that the commercial represents a specific company’s attempt to place their brand of car into the viewer’s assumed common experience.
• It becomes a mirror for the viewer to recognize themselves and to potentiate an ideal existence in the future. This means that the message  becomes a reflection of not only how the viewer currently sees themselves, but also provides suggestions for how the viewer should expect to see themselves in the future, ie. a customer seeing an ad might think “I recognize that person is similar to me, but with X product they look like a better version of what I am/want to be.”
• Finally, it assumes a reality to the message beyond the message itself. Good messaging doesn’t sneak around pretending no one sees it, it walks down the street like it owns the city and assumes people will follow. A successful message with a baseball player in it will assume to be, and achieve the illusion of being, the definitive message with a baseball player in it.

Are your messages asking for permission or are they engaging the audience in participation?

A Friendly Mistake

Recently an offhand joke on a UK message board provided a vibrant example on how social media can boost your marketing efforts.

A play on the name XNet lead to a message board user posting a link to XNet’s website. The link was posted as a joke, a sarcastic answer to a question, but it lead to the XNet website getting 200+ hits a day from curious readers.

Imagine the potential if you could intentionally harness that level of response for your business.

Marketing’s Easy Once You Do the Math

Connecting with your audience isn’t complicated. The movie American Beauty, which won an academy award, earned a decent amount for its investors and gained the adulation of movie goers, was a calculated attempt at capturing the audiences’ and critics’ imagination. The writers, producers and creatives behind the production used a set scheme of symbols to invoke the reaction the movie received.

By playing on themes of vulnerability, overcoming vulnerability and the frailty of human existence American Beauty captured the imaginations of movie goers, satisfied its investors and convinced the Academy of its effectiveness in motivating culture.

Your Self Perception

So if it’s that mathematical why all the confusion?

The problem isn’t what you’re putting out, the problem is what you see when you look in. We like to see ourselves as independent, rational creatures; unfortunately this is simply not true. Divesting yourself of this illusion is one of the first steps towards becoming effective in business.

1 + 1 = x

If you trust that you are unmoved by the mathematics of marketing then you’ll flounder about trying to find some magic key, but admit you’re deeply affected and you’ll find ample market analysis in your own reactions.

If you solidly apply yourself to learning the very basic ideas behind projecting motivation through common cultural cues you’ll find success isn’t so hard to achieve after all. Production cost was an excuse prior to the availability of digital tools. Now the only thing holding you back is your vision of what is possible and your honesty about where you stand.

Do Clouds Always Mean Rain?

A recent article by Scott Locklin provides a nice reality check for professionals panicking over IT. Whether it’s social media or information security, everything seems in a state of radical flux.

So what was the technological state of affairs 50 years ago? Is there really reason to worry, or are we just becoming victims of ‘The Myth of Technological Progress’?

*special thanks to Professor G.V. Wilkes IV for keying us in on this great article.

How Many Employees Does It Take To Stitch a Blanket?

From 2003 – 2005 Google only had one electrical engineer designing its servers . If you’ve heard of the massive data center operation Google runs this might come as a surprise. It also might be surprising that this single engineer helped design one of the most energy efficient and stable data center operations in existence.

Small and medium size businesses often find themselves in situations where it seems there’s just too much to do and too few hands, heads and hammers to do it. There always seems to be something getting in the way or slowing down crucial projects.

If this sounds like where you’re at there might be something in those last two sentences you read over too quickly… the word “seems”.

Tear Out the “Seems”

It doesn’t take an army to run a business even if it “seems” that way. As we’re fond of pointing out, with today’s technologies all it takes is a clear head and a solid plan to operate an internationally relevant SMB.

The illustrator/consultant Hugh McCleod is developing the idea of “global micro-brands”  to provide a model for this way of thinking and he’s just one of many discovering what Google discovered in 2003…even if it “seems” impossible, sometimes all it takes is one person.

Don’t mozy through the “seemingly” impossible day to day tasks of running a business, tear the “seems” out of your thinking and put your effort into the real task of stitching up a successful business.

Ask yourself, what’s makes the task seem impossible?

1. Are you focusing on something other than completing your current task? Prioritize what you are doing. It’s ok to be distracted, but be honest about being distracted and organize yourself accordingly.
2. Are you really working towards another goal? Don’t waste effort moving in one direction when you really want to be going somewhere else. Be honest about what you want and what you are willing to do to get it. Don’t try to eat the whole cow when you only want a burger.
3. Are you confident in your plans? Things move forward quickly when they’re motivated by confidence. Even if doubts linger it’s better to move forward confident in your actions than to stumble half hearted into failure.
4. Are you a dreamer or a doer? Some people like to read books about foreign countries, others like to travel them. The French poet Gerard de Nerval, upon visiting Egypt, remarked to an artist he knew “It is better that you stayed in Paris, there is nothing here of the Egypt we know, only the modern world…” Point being, it may be that you’d rather talk about success than work towards achieving it.
5. Have you applied what you’ve learned? We read up on best practices, go to seminars, networking events, webinars, the whole gamut of preparatory actions, but rarely do we put into practice the core lessons. Make sure you’re getting some ROI out of all that training and not just overlaying new words on old habits.

The Wrong Idea About Friends

If you’re trying to use new media to bolster an archaic business plan you’re in for a few surprises. The old idea that you can’t sell without lying isn’t worth much when your customer can Google your name or your company and find out more than you might even know yourself.

A recent article in the Harvard Business Review quotes Theodore Levitt from the 1960’s as saying that the average salesperson often thinks “the customer is somebody ‘out there’ who, with proper cunning, can be separated from his or her loose change.”

A Two Way Street

When those customers “out there” can get “in” through simple web searches, the salesperson quickly becomes the victim of their own cunning. Communications technology is, not surprisingly, all about communications, and this is a two way street.

How is your sales force using new media? Do they have the wrong idea about friends?

Here are a few points for SMB’s to keep in mind when trying to execute an effective new media campaign:

1. Keep in touch with your community – Yes, it is possible to reach out globally with the technologies available today, but it’s also possible to connect with your community and deepen the partnerships that are already formed by close proximity.

2. You’re helping neighbors, not pillaging the village – The social aspect of communication technology allows SMB’s to effectively leverage the person to person service that they are already good at, don’t waste this by turning technology into another means of mass exploitation.

3. Give back – Another useful aspect of communication technology is the immediate feedback loop it creates; instead of using it solely to find out if you’re marketing is effective why not use it to see what your community needs?

4. Help others prosper – You may be successful at getting the word out about your products and services, but if you’re not helping other local businesses get the word out about their offerings you’re missing an opportunity to develop valuable relationships and strengthen your community.

5. Nobody cares – Nobody cares about advertising or marketing, they care about people, they care about passionate ideas, nowhere does this become more apparent than in social media. Rather than pushing an agenda make sure you are reaching out to connect and reciprocate relationships that create value for everyone involved.

Forget the Naysayers

There are a lot of naysayers out there when it comes to emergent communication technologies. They talk about how useless services like Twitter, FaceBook and LinkedIn are, but the proof of concept for these tools is obvious once you start honestly using them.

Ramsey Mohsen pointed out a very poignant truth in an article on his blog:

“Facebook sucks if your friends suck”

There’s an old saying, “If you look for the Devil, you’ll find him”, look for people posting garbage and you’ll get garbage, but that belies the whole point of communication technology. Connect to professionals and your network will be professional, connect to creatives and you’ll have a creative network, it’s a simple concept that so many seem to be overlooking.

Feedback Loops

Feedback is important in understanding the way social media works. If you feed bad data into the system (or ask something like “What are the most useless things posted on Twitter?”) you’re going to get a response based on the nature of the input.

Those critics don’t realize that due to the input/output nature of the net they are going to get exactly what they are looking for. They cheat themselves of a valuable experience by asking questions with answers that have no worth.

Why waste time feeding bad input into the system when you could be providing positive value?

Imagine what would happen if they started asking the right questions. With the amount of horrible content they’re able to dig up, how much good content is out there waiting to be found?

Or more importantly, waiting to be created?

The Media Convergence

Social media and what MIT’s Henry Jenkins describes as the “Media Convergence” are playing a decisive role in today’s entrepreneurial arsenal.  For SMB’s the tools to connect with their communities and other local businesses are becoming easier and more accessible every day.

One of the biggest questions with all of these new technologies is how to fit them into a solid and actionable strategic plan. Thankfully it seems as the dust gets shaken from the system this question is finding an answer on its own.

The answer? It seems that the best strategy is to get out, participate, add value and realize that the results are reciprocal.

Moving With the Current

Jenkins’ work has shown that effective grass roots efforts quickly catch the attention of more established media outlets through the natural life cycle of social media. The various channels of mediated (public, private, corporate and governmental) reciprocity are being merged together, through 3rd party applications as well as the simple fact that the users themselves provide centralized nodes in the communications network.

This give and take goes for B2B communications as well. If there is a drawback to this convergence, as Jenkins points out, it’s only that each participant is now expected to act responsibly and effectively to bring value to the system. It’s up to entrepreneurs and business owners to be proactive with their own campaigns in order to reach the potential audience of collaborators that exist in the mediated web.

While Others Worry

While industry journalists worry us with tales of lost revenue, proactive SMB’s across the country are experiencing positive growth through their new media marketing efforts and the simple realization that honest and direct relationships really do matter.

The ability for small and medium sized businesses to remain maneuverable, and quickly scale their operations, works perfectly with the immediate feedback loop that these technologies provide. For whatever failings exist within the social media sphere, as soon as more effective means are found SMB’s can change course and correct themselves immediately.

Caution is a sensible reaction to change, but what are you doing as a business owner to turn your caution into a proactive plan?

Are you saving yourself from a fast fading trend or missing the bend in the road?