Friday, January 22, 2016

3 Important Things Small Online Retailers are not Thinking in Digital Marketing

3 Important Things Small Online Retailers are not Thinking in Digital Marketing: Many small online retailers never understand the importance of researching and making plans on how their digital marketing strategy would look like. Most just pay web developers

Tuesday, September 18, 2012

The Final Pairing

The Final pairing, judging/perceiving, indicates how a person prefers to organize his organize his or her time. judgers prefer punctuality, structure, order, and closure. As a result, they are more likely to reach decisions quickly, to adhere to a schedule, and to be decisive. Perceivers prefer to "go with the flow." Spontaneity and flexibility are more important to them than organization or structure. They do not feel much inner pressure to reach closure or make decisions.
This brief summary of the Myers-Briggs approach does a disservice to a subtle, nonjudgmental, and extremely rich method of discussing personalities. Combining the various traits outlined above yields sixteen different types is a bit unwield, however, and it's pretty difficult to get your customer to take the Myers-Briggs test anyway. The point I want to make is that the various combinations of these tendencies do identify useful distinctions that we can use to help us modify the way we deliver our message. And we can reach conclusions about our customer's preferences without obtaining a detailed, clinical picture.
The kind of information you need is the kind you can garner from commonsense observation. What is the person's manner of speaking? Curt? Detailed? Emotional? Look at his or her office. How is it decorated? Are there schematics of jet engines on the wall or pictures of the kids? Golf and Tennis trophies or sierra Club posters? If you had to list the ten things your customer is most passionate about,CHECK HERE TO MAKE your customers know he or she can get the best could you? If not, start paying attention and asking. Learn about your decision maker as a person so you can communicate with that person as effectively and comfortably as possible.

Thursday, September 13, 2012

Is the Myers-Briggs Type Indicator(MBTI) Really the best?

Among the various tools available for analyzing and Categorizing personalities, one of the most useful is the Myers-Briggs [Personality] Type Indicator. It is used by career councelors, family and marital therapists, Educators, and many others to help people understand themselves and others better. The Myers-Briggs Type Indicator (MBTI) is a self-reporting test that indicates an individual's likely preferences on four pairs of opposing personality tendencies: introversion/extraversion, sensing/intuitive, thinking/feeling, and judging/perceiving.
The first pair has to do with the way people prefer to interact with the world. When you are on a plane, do you hope that no one sits next to you, or do you welcome a bit of interaction? Would you rather read a proposal or watch a presentation?
The second pair indicates the two general ways people prefer to gather data. Some people, the "sensors," are oriented toward facts by their nature. They tend to be very literal in their use of words. They need to look at all the details before reaching a conclusion. Their opposites, the "intuitives," find details boring and distracting. They prefer the big picture and appreciate the value of the generalist in an organization. Intuitives are often keen interpreters of nonverbal messages.
The third pairing, the thinking/feeling dichotomy, focuses on how people prefer to make decisions. Thinkers look at issues objectively, reaching conclusions based on what is logical and fair rather than on what makes people happy. They find logic, facts, and technical detail more credible and appealing than emotion. Feelers, by contrast, consider a good decision to be one that builds consensus and harmony. They often make decisions by asking how any given course of action will affect the people involved. They Would consider service and quality issues to be as important as price. Do come back for the analysis of the final pairing. You are welcome.

Sunday, September 9, 2012

Adjusting for personality type

As Cicero has indicated, then, to Write a winning proposal, you need to consider three key factors about the audience: 1. Personality type ("think my thoughts")
*detail -oriented * Pragmatic * Consensus-oriented * Visionary 2. Level of expertise ("speak my words")
* Expert * Informed * Familiar * Unfamiliar 3. Role in the decision process ("feel my feelings")
* Ultimate authority * User * Gatekeeper To appeal to and hold the interest this broad spectrum of readers, you must balance many presentation skills, providing enough technical data to please the highly informed, detail-oriented customer, but not so much that visionaries will be bored or the Uninformed audience intimidated. Adjusting for personality type; The first factor about your decision maker maker is his or her personality type, by which I mean the individual's preferences regarding information gathering, information analysis, and communication styles. In fact, there are two questions to ask: What kind of personality type does my decision maker have? And what kind do I have? I guarantee that if you don't consciously think about the customer's personality, you will inevitably create a proposal that is exactly the kind you would like to receive. Do not forget to come back for the next one "MBTI" Indicator

Wednesday, September 5, 2012

Analyzing the Audience

The last element of Cicero's formula is vital. You need to use words the customer will understand. And if there's a discrepancy between the language your audience uses and what you use, you should drop your own usage and mimic the audience. Your readers will understand more, feel more comfortable with your proposal, and be more likely to adopt your recommendations.
Cicero has given us the word: You must consider your audience when writing proposals. It's crucial. Ignoring or misunderstanding the audience dooms hundreds, probably thousands, of proposals to failure every year, proposals that otherwise answer the needs or solve the problems of the corporations soliciting them.
The problem is that most people write proposals under duress. And most of us, when we're feeling stressed, will do something we're confident we can do well. In the case of proposal writing, we'll create the kind of proposal that we would like to receive and we'll include the kind of content we are confident we can do pretty well. If we are technical and detaile-oriented by nature, we will create proposals that are technical and detailed. But how likely is it that the client will have the same attitudes and personality traits that we have? And even if the client does have a similar personality to ours, how likely is that he or she will be comfortable with the same language we are? Sign up for my newsletter.

Sunday, September 2, 2012

How to Understand the Customer

What does your Customer care about? What matters? If your proposal is screen of all submissions with the goal of eliminating those that are not appropriate, that person is looking for reasons to disqualify or reject proposals. Of course,the reasons have to be "safe" and defensible, or for a lack of fit with engineering, legal, or contractual specifications.
If the decision maker or recommender is a hands-on user of your product or service,that person is probably most concerned with the reliability, user-friendliness, and productivity of what your're offering. The person wants to know if it will it make life easier or harder. Will it work with existing systems or equipment? Will it require changing familiar and comfortable habits of work?
Finally, if the decision maker is the Ultimate authority, the one who controls the checkbook, the one who says yes or no and who can overrule the recommendations of other members of the decision team, that person is probably looking at bottom-line issues of cost, productivity, return on investment, or other measures of business performance.

Tuesday, August 28, 2012

If you wish to persuade me you must think my thoughts

Old Cicero doesn't cut us any slack here. This is mandatory. Not "it would be a good idea if" or "beneficial results may derive from..."No. You must. And he's right, because what he goes on to emphasize is the necessity of developing your persuasive arguments from the client's perspective. One of the keys to thinking like the client is to try to see things from his or her point of view. In fact, that may be the fundamental key to all persuasion: getting outside your own head and away from your own interests and trying to get inside the decision maker's head. You must think my thoughts.
To think the thoughts of your client, you need to watch for clues regarding his or her preferences in terms of receiving and processing information. The challenge you face as a proposal writer is twofold: you need to know what your own preferences are, since you will tend to write a proposal that you would like to receive; and you need to know what your Customer's preferences for receiving and processing information are, since you want to adapt your own style to match his or hers more closely. We'll look at specific ways to do this shortly.