[Strategy] Committing to Intentionality

Even as blogs, video, audio, memes, and gifs penetrate the public consciousness via personalized mobile phone ubiquity, companies and organizations still pay a premium for physical billboards alongside our national highways and roads.

Why is this?

Well, part of the the reason was revealed through a statement that a former CEO of Mercedes Benz made at one point many years ago: “If I wanted to sell you a Mercedes, I couldn’t do it by blasting you with an advertisement two days before you wanted to buy one. I have to advertising Mercedes to you from the day that you were born until the day you decide to buy one.”

In other words, billboards, television commercials, and newspaper ads (even in an age of declining readership and growing lack of interest in written advertising copy) still matter, because they serve as a “top-of-the-mind” way to get attention for, and place (or anchor) a, product, service, or process in a potential customer’s mind.

All these forms of advertisement are about increasing the consumer attention in a product, service, or process intentionally. In the same vein, intentionality should be the watchword of any effort, training program, or even new discipline that any person–or organization–embarks on towards change.

Think about it: Without “top-of-the-mind” intentionality to change, without support and encouragement from others, and without feedback that is appropriate, well-timed, and relevant, all the classes, training programs, and efforts that organizations undertake to develop employees, supervisors, or managers, fall on fallow ground.

Intentionality is at the core of follow-up. It’s at the core of how training is designed. It’s even at the core of how people are engaged in a face-to-face training situation.

Intentionality is often avoided, discounted, or not considered, because there are assumptions organizations and individuals make, about the motives of people who assume authoritarian positions, heavy with positional power. People in those positions are assumed to have good intentions; but good intentions do not equate to following through intentionally with new information, approaches, and philosophies that much of training will stir up.

And then there are the situations where what’s ““top-of-the-mind” for the supervisor may not be what’s “top-of-the-mind” for the supervisee. This disconnect happens more often that you would imagine in organizations. And the commitment to actually, meaningfully, changing organizational culture dies in the ditch of the gap between a supervisor’s “top-of-the-mind” and a supervisee’s “top-of-the-mind.”

The digital billboards in Times Square cost around $3.5 million per month per billboard to rent for a promotional message. That’s a lot of money to get the valuable attention of 8 million people, the vast majority of whom are now captivated by personalized digital experiences.

But organizations still look at advertising via billboard in Times Square as a sunk cost. They value the “top-of-the-mind” placement in Time Square more than they value the money they spend, and they are intentional about the advertisements they create and run.

Imagine the organizational outcomes if, for $300,000 worth of organizational training, organizations were as intentional about following up with that spend as they are with advertising a product for one month.

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: https://www.twitter.com/Sorrells79
LinkedIn: https://www.linkedin.com/in/jesansorrells/

How to Really Break the Internet

The reason why there is so much meaningless content in your Facebook feed is that the platform has developed into an advertising platform, rather than a connection building platform.

If you are building a business as a conflict communication consultant, mediator, arbitrator or another type of practitioner, we can discuss the viability of paying for advertising in your connections’ Facebook feeds.

But this is about the conflict evident in the tension between what Facebook—and other platforms—used to be versus what they are now. The marketer Seth Godin made the point in a recent blog post that when a company goes public, it’s purpose ceases to be about changing the world and begins to be about ticking up the share price point for investors.

That creates tension.

The other factor that creates tension is the difference between what users expect from the platform based on past experiences versus what users are experiencing everyday. This is a tension evident in the fact that the users who engage with the platform the most have the greatest chance of getting their content in your feed.

Which means, Aunt Ida who only uses Facebook once every month won’t know that you aren’t seeing her content as often as you are seeing the content being shared and reposted by good ‘ol Trent who is unemployed and has been on Facebook everyday of the week for the last four months.

That creates tension.

Eventually, when another, viable, connection platform (and no, Ello isn’t it) comes along (as it will) Facebook will go the way of TV and become just another luxury advertising platform that charges more and more to push content to an ever more fractured and shrinking audience base that will be paying less and less attention.

That creates tension.

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: hsconsultingandtraining@gmail.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: www.twitter.com/Sorrells79
LinkedIn: www.linkedin.com/in/jesansorrells/

Residents of (YOUR TOWN NAME HERE) Save $100 A DAY by Doing This One Simple Trick!!!!

Click bait articles and headline jacking efforts are just the latest in a long line of American hucksterism that began with Western, one man traveling wagon shows and continued through to TV infomercials from Billy Mays for OxiClean.

The first inherent problem with of all these forms of advertisement is the combination of shameless flim-flamism, the deceit of the short con, and the promise of a good deal of vaudeville.

The inherent false promise in this tradition plays on the long-standing, human desire for just one easy step that solves a difficult problem, fulfills an unmet need, or at the very minimum, entertains the viewer outrageously.

The reason why concerns about the lack of regulation in election advertising fall on deaf ears every two to four years is that the majority of election advertising is targeted at about the same level of click bait, online advertising and blog posts.

Add to all of it, candidates approving messages that, if your kid, your partner or your friend said them, you’d tell them they were full of it.

And we all know what “it” is.

“It seems so simple. It should be easy.”

This statement came out of a workshop I did recently as well as a podcast interview I gave recently.

Well, if the Truth were simple and easy, hucksters, flim-flam men, election year advertising, and other forms of selling that create artificial conflicts, fake disruptions, and incoherent disconnections, wouldn’t be so popular to use as shortcuts to the capital “T” truth.

And clickbait articles would drive almost no traffic on social media and in new journalism.

Do you feel like you saved $100 yet today?

-Peace Be With You All-

Authentic Teaching

Authenticity has become synonymous with credibility.

Consistency has become the new currency.

Yet, in the world of content development (and the entrepreneurial base that it begins from), the “old” rules of marketing, advertising and sales still apply:

The audience doesn’t really care what you know; they only care about what you can teach them.

-Peace Be With You All-

Advertising Drowning

These days, advertising is flashy, interruptive, and mostly tuned out by an organization’s target audience.

Sales are harder because the distance from initial engagement to close has never been more tenuous.

Marketing, ironically enough, is easier than ever before because the tools for creativity, engagement and growth have never been more accessible than they are right now.

The individuals, organizations, associations and corporations that get this are thriving.

Those that don’t are either treading water—or are drowned already and don’t even know it.

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: hsconsultingandtraining@gmail.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: http://www.twitter.com/Sorrells79
LinkedIn: http://www.linkedin.com/in/jesansorrells/

Too Clever For Our Own Good: How The Third Person Effect Makes Us Vulnerable To Persuasion Techniques

This guest post is written by David James Bawden. David James is an up and coming Marketing Assistant at SPL International. His ideas on content marketing and perspectives are his own and do not necessarily represent those of SPL International. Follow him on Twitter and read his blog at http://doingthingsdigitally.com/

How easily do you find yourself persuaded by adverts? When lynx tells you that their new deodorant will have women flocking to you do you feel a sudden need to rush out to buy lynx? Or do you find yourself wondering who these obvious sales techniques actually work on? Insulted that the company running the advert thinks so little of your intelligence?

This reaction, thinking that adverts influence the intangible ‘other’ more than they influence yourself is known as the third person principal and it actually makes you dangerously susceptible to persuasion techniques.

Psychological studies have shown that when watching an advert proven to be highly persuasive to them, people have dismissed the effect on themselves but said they believe that the advert would be persuasive to ‘other people’.

This effect is amplified when the person sees the subject as being of little or no relevance to themselves meaning you are more likely to be influenced when forced to think about something you previously had no interest in.

Clearly there is a danger here. By dismissing an adverts power to persuade out of hand we are making ourselves more open to the message that advert is trying to get across. Instead of looking down on the none existent ‘others’ we should be more aware of how marketing messages affect us and understand exactly what power they have to influence us.

David James Bawden

-Peace Be With You All-