Archive for the ‘ Marketing Thoughts ’ Category

Delivering a Perfect Presentation: Rethinking the Tricks and Myths

Saturday, January 23rd, 2010

When you prepare for a presentation there is always plenty of advise to go around, but which of these suggestions are tricks that work, and which of them are myths? We spoke to a Speech Consultant to find out.

“Picture them Naked”

This is definitely a trick. Picturing their audience naked, or in their underwear will stop many presenters from feeling nervous.

First, let’s understand why it works. It is actually not because it makes the audience less intimidating. Trust me, your boss or a big client would be just as intimidating in their nickers as they are in a suit – and maybe even a little more so!

In reality, you aren’t actually scared of those you are presenting to, you are nervous because you’re scared of yourself. Nervous speakers are worried that they will make a mistake, not say the right thing, do something goofy, or otherwise not get their message across. They are worried, and worrying is a mental activity.

Picturing the audience naked works because it too is a mental activity. You are using your imagination, which distracts your brain from its worrying.

So if picturing the audience naked distracts you, then it is a great trick to use, but any form of mental activity can work just as well. Counting window panes or repeating a tongue twister can also work. I once had a client for whom I would provide a simple puzzle – It would only take a minute or two and if he was successful, I bought the coffee after the speech.

The key to this trick is that your brain has a job to do, other than worry.

“Find a Friendly Face”

Myth. And a bad idea at that. The concept behind this advice is that by finding a friendly face to keep coming back to, you will provide yourself with a place to gain encouragment. Humans are very social; we continually seek cues from our environment, and adjust according to them.

In a conversation, the person we are speaking to provides these cues through their interaction with us, but during a presentation these cues are removed because we are speaking in an endless stream without response. This is a challenge that a lot of presenters have difficulty with; it feels very unnatural to speak without receiving assurances that we are saying the right thing.

If you go into a presentation with the intention of finding a friendly face to gain your encouragement, then you are setting yourself up for a potential failure. Most people in the audience are looking at their papers, or staring back at the speaker with a  blank expression. This doesn’t mean that they dislike what the speaker is saying, but if the speaker is looking for a friendly face and doesn’t find one, they can become nervous and self-conscious.

Instead, I recommend that you create the assurances that you need. The first step is to identify the cues that you use to tell others that you are interested in what they are saying. Do you step closer to them, smile slightly, or nod your head? Do you furrow your eyebrows to show that you deeply considering their point? These are the body language cues that mean “interest” to you.

Now use them to encourage yourself. During your presentation nod as you say something that you expect others to agree with or smile slightly if you are making a great point. This will do two things, first just performing the action yourself will bolster your confidence. And second, several members of your audience will mimic your behavior and nod along with you or smile back. Now you will have the friendly face you are looking for.

“Bring a Glass of Water”

This is one of my favorite tricks. But, like picturing the audience naked, it doesn’t work for the reason that most people think. The water is not for dry mouth – it’s a prop.

Taking a sip of water provides you with an acceptable excuse to take a pause.

If you are distracted during your presentation then you will need a chance to gather your thoughts, regain your composure, and find your place in your notes. By taking a quick drink, you are not only able to regroup mentally, but you also create an acceptable excuse to take a moment to flip through your notes upon returning to your presentation.

The danger of the water is that you will compulsively sip on it when you’re nervous. This is not only very distracting to the audience, it also carries the risk of a full bladder – which will be distracting to you.

To prevent this, I always put a little salt in the glass. Not enough that it tastes bad, but just enough that it doesn’t taste great. That prevents compulsive sipping.

And if you actually do get dry mouth, gently place the sides of your tongue between your molars and chew once or twice. This will get your salvatory glands going again, which is much more effective than any beverage.

What is Integrated Marketing?

Thursday, July 9th, 2009

There are two ways that we can think about integrated marketing. There is the narrow perception and the expanded one. We can think of integrated marketing as a strategy to increase our exposure by using several advertising vehicles to deliver our message – combining TV and print ads say.

Or we can think about integrated marketing as a strategy to increase the impact of our message. This means varying the style of our message as well as the vehicle. We want to use the expanded definition.

Fly Fishing – Integrated Marketing
Let me explain it using an analogy that I know very well – fly fishing. I’m the one out in the river with hip waders. But it takes more than those flattering pants to catch a fish. I have to think it through and do a little planning. I know that I want to catch a fish, but I have to decide which one – and how.

The fish I’m trying to catch is going to determine the type of line and fly I choose. Just as in marketing we have to identify our target market because they are going to determine the type advertising vehicle and message that we use.
My fly line – like my advertising vehicle – does not catch the fish. The fly catches the fish. It’s the lines job to deliver the fly.

And different fly fishing lines are designed to overcome different barriers that separate you from your fish. Sometimes I’ll need a heavy line to reach my fish, sometimes an arrowhead taper will do it. It all depends on the fish – where they are and what they are like.

In the same way, your advertising vehicle brings your message – brings your fly – to your market.By integrating and varying your vehicle – using TV, using print, using the internet – you are changing your line to better reach your market. You are choosing the right vehicle to overcome the barriers between you and your customers.

Variety of Vehicles
Employing several advertising vehicles is certainly an important part of integrated marketing, but it isn’t the only one.
By considering the line I’m able to get my fly to the fish, but will it hit it? Only if I have the right message. Only if I have the right fly. Different fish have different motivators to strike. Some will strike at the nymph others won’t.

Within your target market different members will respond to different messages. Different messages will motivate them to purchase your product or hire your services. If I want to hit all the fish in my river, if I want to snag every type of customer in my market, I have to vary the vehicle, but I also have to vary the fly.

Variety of Message
That is why successful integrated marketing employs not only a variety of advertising vehicles, but also a variety of messages. Connected and integrated but a variety. Integrated marketing is successful because it uses different lines and different flies to catch all the fish in our river. It uses different vehicles and different messages to snag all the members of our target market.

It is successful because it provides maximum market coverage.

Search Engine Optimization (SEO) is just one part of a Complete Marketing Strategy

Friday, June 26th, 2009

Everyone seems to be an expert at Search Engine Optimization (SEO). Everyday there is a new secret that you must know if you are going to succeed in Search Engine Optimization (SEO). Buy now and be number one in the search rankings. If you don’t, you will never make it – you’ve seen the ads.

RevBuilders Marketing has a different belief. All marketing/advertising works at different times for different reasons. Search Engine Optimization (SEO) is certainly the hottest item today and is an extremely important part of any well rounded marketing strategy. However, you must make sure that it works effectively with your current strategies as well.

So before you launch out and select a Search Engine Optimization (SEO) company be sure to ask these questions:

  1. Do they have any sales experience?
    Having great technical skills is important, but communicating vital. The goal of online marketing is to drive leads or sales. If you do not have someone on the team who understands this process, the results will not meet your expectations.  Hiring a company that understands the entire decision making process of your prospects and client is critical for long term success.
  2. Do they have any marketing experience?
    Many Search Engine Optimization (SEO) firms have been established to take advantage of the growing market – nothing wrong with that.  However, many of them view online marketing from a strictly technical point of view. This approach could be harmful to your long-term goals.  Marketing is more then just Search Engine Optimization (SEO). It is the whole package. Having a company that can manage all aspect of your marketing gives you a distinct advantage over those who use several companies – you will be much more efficient and you will see more dramatic results.
  3. Will they or can they work with other marketing disciplines?
    Coordinating different companies to work on an integrated marketing campaign is challenging at best. Working with a company that can act as the “marketing manager” and bring a team together to work for your success has a much better chance at succeeding. It could be several different companies, as long as you, the client, is working through one single contact point for all your marketing needs.