Sunday, June 26, 2011

Get Them Involved and Telling Others

That saying “familiarity breeds contempt” may be true. We tend to take loved ones for granted, no matter how well-intended. Yet it is equally true that familiarity breeds acceptance.  Thus it is easier to stick a new idea in someone’s mind if you can attach it to something familiar – an existing memory. So....

Become more quotable by employing this Familiarity Effect

Here are two ways:

1. Piggyback your characterization on top of a familiar concept or saying.

Reid Hoffman, founder of LinkedIn and an investor in other successful online networks gave this advice: “Social networks do best when they tap into one of the seven deadly sins. Facebook is ego. Zynga is sloth. LinkedIn is greed.”

2. What familiar and respected product embodies the valuable trait for which you want your product to be remembered?

Plum wants to be the Netflix of baby clothes. Instead of buying clothes for your child, rent them then return the clothes when they are outgrown, and get a new set.

Here's a third hint. Let others be the stars in your story.

People are more likely buy your idea or product if they are placed in a situation where they can be the experts, exploring the topic their way.  Better yet, enable them to gain bragging rights, proving themselves right – in front of others - in their choice to buy from you or to support you.

Imagine, for example, the astonishment of the staff  -- and the sommelier -- at Bone’s, an Atlantic steak house 

when they started handing dining guests iPads at the table, loaded with a copy of the wine list. 

Purchases of wine, shot up 11 percent. Mused Mr. Reno, the sommelier, “With the information on the device, they seem more apt to experiment by buying a different varietal or going outside their price range.

It stuns me, but they seem to trust the device more than they trust me, and these are people I’ve waited on for 10 years.”

Or, perhaps diners feel more comfortable and confident, looking at various wines themselves and discussing them at the table. The key here is that they get to be the expert. 

Hint: Let others take charge of your message, tweak it for their needs and thus sell themselves on it. 

Entertainment mogulPeter Guber, is a passionate believer in the power of a purposeful narrative. That means sharing a story that is meaningful to others, leaving ways for them to jump in and become an important part of that story. 

In Tell to Win, he gives many examples of how people love to tell others about a story in which they have a great role. Surrender your story to their re-working of it, rather than correcting them, and they will re-tell it with passion and conviction.

Organizations as diverse as LEGO and the S.F. Giants, and individuals as diverse as Nicholas Kristof and Tony Hsiehhave attracted passionate supporters, in part, by letting others take over their story to re-tell it in their own way.
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Surrendering your vivid story in which we can play a meaningful role can probably spread it farther, faster and in more directions than you can on your own.  What story are you sharing that will pull me in? I am eager to hear it - and your insights about now to nudge us to participate with you. Let's continue the conversation at @KareAnderson and  at http://sayitbetter.typepad.com/say_it_better/2011/06/get-them-involved-and-telling-others.html

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Posted via email from Kare Anderson on Communicate to Connect

Online Communities and Traditional Clubs Can Learn From Each Other

Even Michael Skoler who leads Public Radio International’s interactive activities was surprised by the huge turnout for Ira Glass’ live version of his popular radio show, 

This American Life.

Wrote Gigaom’s Mathew Ingram, “More than 30,000 watched the first digital show at hundreds of theaters across the U.S. and Canada in the spring of 2008. The next year, 47,000 turned out. They came to be with other fans, experiencing something they all loved together.”

Hint: Host a road tour or gatherings where your online community members can meet face-to-face and collectively hear from their stars, their most valued members.  Unlike associations and civic clubs, many online communities haven’t provided an opportunity for in-person conversations and celebrations.

Conversely many of the traditional clubs aren’t maximizing their opportunity for members to socialize and to learn from members in other chapters – both online and in-person. As sister chapters and organizations get networked via the opportunity to see meet online and in-person, diverse ties deepen. Serendipitous friendships, breakthroughs and collaboration are more likely to happen.

What if, for example, Rotary International invited its members to create short video stories about their inspiring, first-hand experience in civic projects in their community and in other parts of the world? Next, what if Rotary, asked members to vote for their favorite video stories?

Then Rotary could host its own multi-city, simultaneous “film festival.” Invite members and their family and friends to gather locally in public auditoriums, homes and theatres to see and talk about those favorites.

Right afterwards it might host an online, vote-this-hour, People’s Choice contest so that worldwide audience could choose their Top Ten.

With Rotary’s squeaky clean, altruistic image, I’m thinking that many major companies would leap at the chance to underwrite the costs and/or provide the technical support to make this community-building dream come true.

Consider how instructive, heart-warming and member and media attracting that could be for a member-based organization with chapters.

Of course other diverse organizations with avid members, stories to tell and a strong sense of community

 could emulate their version of this approach.

Off the top of my head, those organizations  include the Westminister Kennel Club’s dog show, college and corporate alumnae organizations, Student Youth Tour Association in partnership with high schools, and the Cyclists’ Touring Club in the UK.

One of the smartest moves a company could make would be to launch and host an online community that becomes the most popular place for its kinds of customers to join, exchange ideas, co-create and otherwise collaborate.

To strengthen ties, understanding and value between members and between the company and members, that firm would, of course, host in-person events in formats that most serve that kind of community’s interests.  Those formats can be as varied as talent contests, mutual mentoring sessions, speed consultingPecha KuchaIgnite or collectively viewing and voting on their favorite, member-created videos on the topics that brought them together.

A company-hosted online community that includes in-person events could be competition for some associations, accustomed to controlling the programs for their members, inviting “vendors” to pay to play yet often not giving them much of a say on how to participate for the greater good of members and vendors.

Have you heard of inventive ways that members of online communities are meeting in-person?

Do you belong to a club, association or other organization?  How could it bring members closer by enabling them to enjoy meeting both online and in face-to-face gatherings? Let's continue the conversation at Twitter @kareanderson See links at http://www.movingfrommetowe.com/2011/06/26/online-communities-and-traditional-clubs-can-learn-from-each-other/


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Posted via email from Kare Anderson on Communicate to Connect

Saturday, June 11, 2011

Compared to What? (Becoming More Quotable)

Oneteam 

To heal a bitterly divided nation, Nelson Mandela characterized “our” goal of bringing the World Cup to South Africa in his motto,

 "One Team One Country."

Want to instantly shape how others feel about you or something that really matters to you? Set the context by making a vivid comparison.

Those who are fighting for more nutritious school lunches did exactlythat recently. "A McDonald's burger is safer than your kid's school lunch.  The government has given schools meat that would have been rejected by many fast-food restaurants across the country."  Wow.What's fo lunch  

Yes, negative comparisons, even more than positive ones, stick in the mind. It was back in college when my friend Jim told me his hometown, Stockton, was sometimes called “the armpit of the west.”

Make comparisons using analogies, similes and metaphors.

Here’s a rebutting analogy you may not forget yet wish you could, “It's absurd that we only have an oral tablet to treat vomiting. It's like treating diarrhea with a suppository.”

Metaphors are the most powerful of these three attitude-changers. Security expert Michael Spearman gave a metaphor. He characterized the prevalence of nonworking cameras in housing projects as "Using cameras without having anyone monitor them is like buying a condom and then punching holes in it.”

Mixed metaphors aren’t effective behavior-changers yet often a source of humor:

“When Frank smells blood, you’re toast.”

“It’s a long road to open a can of worms.”

The more vivid, credible and relevant your comparison the more likely it is that others will repeat it. Repetition creates familiarity. Familiarity hastens acceptance.

What comparisons have influenced your beliefs and behavior? 

Now, want to trick your mind (or other’s) into making smarter choices?

See links at http://sayitbetter.typepad.com/say_it_better/change_minds/

Continue the conversation with me on Twitter? @kareanderson

 

Posted via email from Kare Anderson on Communicate to Connect

Why the Waiters Cried Serving Breakfast

When the priest moved to a new parish he approached his superior to ask, "Would you mind if I smoked while praying?" and was, not surprisingly, turned down.

Even if you, too, are an ardent non-smoker, it is wise to learn how to ask in a way that enables others to agree. For example, the priest might have said, "Would you mind if I pray while I am smoking?"

Setting the context with your initial comments is akin to dressing in the fashion that the people you are going to be around will approve or even admire, while still being true to yourself. 



Why?  
Two-pears-like-fat-birds-with-long-beaks-caressing-each-other
Because people like people who are like them.  Like all other animals, we are most comfortable with those who act and look right - like us.  In fact, the more you look familiar to me, the earlier in the conversation I will literally hear your words, absorb their meaning and be more able to accept them, and you. 

The more you look and act different than me, the more my peripheral vision narrows initially.  Further my skin temperature will go down and my heart beat up in anticipation of the possible need for flight. 

That is because the primitive triune part of our brains has not changed. We are forever hardwired to respond to new, unfamiliar situations with the "fight or flight" syndrome.

  Our vital signs literally shut down when we are first around a person, setting or situation that is radically different, unfamiliar thus initially potentially dangerous, until we have decided how we feel about our situation.



You can pull people closer, and bring out their better side so they can see and appreciate yours. In fact, this is probably the most meaningful gift you can give someone else, other than the present of your warm presence.

 

Continuously praise others' specific actions you admire, however small they may seem to you. People eventually warm up to your evident warmth. Authentically praise to inspire happier, high-performing behavior in others and yourself.

1. Praise someone directly. 
Whatever you praise you want to flourish. 
The more specific your words, the more memorable your message. 
Describe the actual act in as much rich detail so you honor the person in acknowledging how vividly it affected you.

2. Even more powerfully, compliment the person to one or more people who are very important to them.  My client, the CFO of a Berlin-based maker of wireless portal equipment named Punjabi, has had a rugged and quite successful third year of operation where everyone has worked long hours. 

Instead of handing out the ten top team awards in the traditional way, at a company event, the CEO took the time to find a significant group related to each of the winners. 

For those winners the groups included a place of worship, a rugby club, a college alumnae organization and an antique car association. 

With the permission of these organizations, the CEO arranged to give the award and an eight-minute speech, describing both the winner's accomplishments at Punjabi and a specific incident where the winner exemplified the heroic character of a true team player. 

Thus each (surprised) winner got to bask in the spotlight in front of valued people in her or his non-world world. 

The CEO's greater effort also put his company in a genuinely positive light in many new places.  Although it did not appear that any of the people who saw their friends receive the award were immediate, potential customers of Punjabi, they were sufficiently inspired to stir some positive word-of-mouth buzz about the awards ceremonies.

A month after these ceremonies a feature writer for the equivalent of the "lifestyle" section of the main Berlin paper heard the story through a friend-of-a-friend-of-a-friend who was a rugby player with her husband.  Not one to be interested in business stories, she was nevertheless touched by the way the ceremonies had rippled out to surround the winners' lives. 

She tracked down the CEO and interviewed him, thus affording him another chance to speak glowingly about specific examples of his winners' dedication and ingenuity.  As he praised each person, the glow of the values he admired reflected back on him and his company. 

The reporter also interviewed the winners and several of the people at the organizations where the awards events occurred and then wrote a human interest story that appeared, with photos, in a Sunday edition. 

The article generated several glowing letters to the editor by people who witnessed the ceremonies, the winners and others who were also moved by the story. Mr. John Sunui, vice president of sales for Singapore-based construction management company happened to read some of the letters in the paper while eating his breakfast in a hotel while in Berlin on business. 

Sunui emailed the reporter to request a copy of the original article that the reporter emailed back the next day and he received when he returned to Singapore. 

 

That December holiday in Singapore -- and 14 other countries where Sunui's company has offices, both the office director and one person in each office who has done an outstanding job at their work, as voted by their co-workers, will be happily surprised when they walk in the door at some place that is special to them to be greeted by a company representative who will give them a present and tell a story about another side of the winner that their friends in that organization may not know about. 

How can you give a lasting and perhaps the most widely-known gift that ten people you admire can receive?   For each person think of the specific incident where that person has exemplified the quality that you most admire or cherish.  

Re-play the situation in your mind so you can describe it in all its story-building, touching detail. 



Practice saying the story, then notice how you now feel about the person. Begin with the specific details before you end with the general statement that summarizes your admiration.  That way, you make the story, and the person, more vividly memorable to others who read or hear it.



Next step: for each person envision what group to which they are affiliated (family, religious organization, hobby or other interest or professional group, etc.) would be most significant for that person if you were to praise them among the members. You have several ways to pass along your praise about the person you love or admire. 

Call, email or write to someone in that person’s valued affinity group and share your story of praise.  Or you may, like the people in the story above, ask for permission to confer a gift on the person at a gathering of their group.

 In advertising this method is called a "third party endorsement." 

For example, when customers praise a product in an advertisement they are providing a credible third party endorsement.  Because we are all instinctive voyeurs, naturally interested in the stories of each other's lives we are more drawn to third party endorsements than to advertisements. 

Further, when we hear a positive story about someone, told by another person we find it more credible and compelling than if the person was to "boast" about it in telling it himself.



Here are other ways to offer heartfelt, long-lasting third party endorsement gifts to those you hold dear: 

Donate money or another gift to a charity or cause in which that person is active, and ask that your story about them be included in any acknowledgement of the gift.   

Seek out places that person frequent and see if you might buy a needed piece of equipment or repair in that person's name. 

In our Sausalito church, for example, you can pay for a hymnal and dedicate it with a related phrase, to someone you love. So every Sunday, someone at my church opens up a hymnal with this hand calligraphic message on the inside front, dedicated to my mother who loves piano music, "To Lestelle whose piano playing washes away the dust of everyday life."



On an object that person might uses frequently (coffee mug, bath towel, key holder) imprint or monogram a positive nickname or one phrase characterization of the "hero's" action. 

To my English rugby-playing friend, Richard, we're giving a glass beer stein with these words etched on the bottom, "Great giver of bone-crushing hugs."



Make a large, colorful postcard on which you write a description of the positive incident involving your hero, then ask your colleagues who agree to join in signing it before sending it to that person's home.

Give a gift to the person's partner in work or personal life, as an acknowledgement of your admiration.


Make a banner or poster, with a celebratory sentence and an enlarged and flattering image of the hero and hang it in a prominent place (wall or door of the person's office, home or event).

Find a place the person frequents (dry cleaner, golf club) and offer the business manager at that site your credit card number with a set dollar limit. Ask the manager to pay the next bill of your hero, fax you a copy of the bill, and hand the manager a gift card with your inscription on it to be given to the hero at their next visit.

(You’ll create your own variation of this method, I'll bet.)  

Two years ago I learned that Janice, a skilled meeting planner who had hired me to speak at her association several times over the years, and who was exceptionally gracious and generous with me, had contracted leukemia. I learned this from her assistant who called to confirm some details regarding my next presentation at their annual meeting.

On a long plane flight back from another speaking engagement, I looked out the window, thinking of Janice, and conjured up this idea for a third party endorsement of the Hawaiian-born meeting planner which would reflect one of her most passionate interests, gardening. I called the association's executive director to share my idea and he immediately agreed.



Two months later, just after I was introduced to speak at that association's convention's opening breakfast, I moved to the center of the raised stage, signaling the 500 attendees to also rise from their seats as the board president caught the elbow of our surprised meeting planner, Jana, who at the bottom of the stage steps, still focused on making sure the room lighting would be alright for my speech. 

He guided her up the steps as I stepped back to the side of the stage and the first person in the audience, roving mike in his hand told a vignette of how Jana had guided him at the beginning of his career.  As Jana reached the center of the stage, in front of the people she had served for 14 years, eight other people in various parts of the room lifted their mike and told their brief story about her.

Then a tenor saxaphone player stepped out from the side of the stage to serenade Janice with a fragment of her favorite Kenny G song as the screen on the stage was filled with purple words on an emerald green (her favorite colors) background, "Jana is a special flower" followed by a swift changing set of images of Janice in several situations. 



As the song ended, on cue, all 500 people pulled from out of their pockets and purses the fragrant Hawaiian-grown white flowers, the gardenias, tuber roses and pikaki and held them aloft towards Jana.  The board president handed Jana a bouquet of the flowers and asked Jana to speak, which she did, briefly, through her tears. 



Even several of the hotel waiters were standing still, crying by then.  (My speech had, of course, been moved to the luncheon so people could drop by Jana's table to say their warm greetings through the ensuing breakfast.
) 

Let's talk at @kareanderson

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Posted via email from Kare Anderson on Communicate to Connect

DiscoverAbility: Translating Lessons Publishers are Being Forced to Learn into Ways You Can Sell More – with Others

ublishers are slowly waking up to the fact that their “greatest challenge” “in the digital age” is discoverability,discover6_556611ab60 notesLaura Hazard Owen. Yet what she writes is increasingly true for almost any kind of business or other organization, whether it yet sells online or not.

To be more easily discovered, hone  these seven traits:

1. Be the easiest to find on any screen, from online to mobile apps — created by others or by your business. Increasingly those are the first two places we look for something. Then involve others in your story so they can become part of it, remix it and tell others, as Peter Gruber suggests.  That makes it more discoverable.

smashingideasrandomhousebertelsmannlogo_thumbThat’s why Bertlesman-owned Random House bought interactive, Smashing Ideas – to involve people more deeply in their content so they would share it and learn and make happy memories – with others. 

And that’s why the collaborative video editing communityStroome is rapidly growing. It enable people to share and remix video, often turning it into something greater they want to share. Imagine partnering with one or more people there to co-create a video related to your content. TEDxUSC, for example, partnered with Stroome to create a video scavenger hunt for their event. strome


2. Be the most recommended online. What specific kinds bragging rights and other benefits accrue to those who tout your organization? Keep finding more ways to reward authentic, high-quality testimonials.

 

 3. Host the most popular online community for people to share and compare ideas on why and how to use the products or services they can get from you. This isn’t relevant to some businesses yet it is to any that sell a variety of products or services from multiple vendors. Plus any member-based group from clubs to civic groups and professional associations.netflix-big

 

4. Offer a Netflix-like feature that also allows buyers, renters or members to make recommendations and to easily see what is most popular with those who share your tastes. Enable recommenders to make their name visible, if they wish, so they can build reputation as they can at GoodReads or, more simply, via a “Like” feature. Such social features generate value for the host of the online community as well as for the most popular contributors.

According to Paid ContentGoogle eBookstore appears to be planning a Netfix-like e-book rental service. Your business, too, can become more discoverable and can keep people involved using a recommendation system that builds participants’ reputations. 

recommendRecommendation systems that build reputations also makes clubs and other non-profits and causes more discoverable and valuable. Use it to attract more kinds of support, and to hone your mission and model of service in ways that supporters show they most value.

 

5. Sell More Digital Content

If you sell content of any kind, turn it digital, if you haven’t yet done so. If you sell a physical product, sell and/or give away related guides, games, situation-specific advice and sponsor online contests to pull the best advice out experts who sell to the same kind of people, your current or prospective customers or suppliers.

Offer prizes, from your business and from others who want to reach your kind of customer. Make the names of winners highly visible on your site, not just when they win but forever. Shine a spotlight on them in other parts of their lives and reflect in the glow of expanded exposure for everyone. Do this by asking participants, “ What other organizations and individuals shall we notify when you win?”

 

6. Adopt the Easiest Way to Sell the Same Content to More People

Translate your content (guide, reference, course, etc.) into other languages. That may appear obvious yet here’s the facts that may spur you to act sooner, if you have not already: Barnes & Noble’s foreign-language e-books are now growing faster than their sales of English e-books—increasing over 100 percent each month, according to Patricia Arancibia who manages international content for the bookseller. That’s a strong indication there may be pent-up demand for other kinds of content, from vocation-specific learning course material to product ordering catalogues. 

For starters, try Spanish. 50.5 million Hispanics live in the United States, according to the 2010 census. That’s 16.3% of the population and more than half of our nation’s growth in past decade.

 

7. Provide the Best Value and Price in Real Time

Establish the capacity to swiftly change prices. Writes Owen, “When Perseus Books Group set out to learn more about pricing, Joe Mangan, COO, said they realized how little they knew about it: ‘Online retailers were repricing books every two or four hours.’”garden-ants-trees-shrubs-bushes-flowers-rock-stone-brick-03

 

8. Enable People to Get Something Done Better, Faster and Easier — so More People Choose to Do it

Join forces with other businesses and organizations that serve the same situation. For example many people would enjoy a flower garden or other landscaping around their home or on their condo balcony. Yet more people might get one if the service was seamless. That is, they could go online, guided by experts and other user recommendations to buy the native plants that work best in their area.

Some might also want to have a landscape plan drawn up, one that includes a checklist of what to buy. Clicking to another part of the online community buyers might select the nursery, delivery options and gardeners to plant and/or maintain the garden – plus related professionals, from fence and patio makers to arborists. Such an online community enables buyers to make smarter decisions faster. 

Happy buyers — and the vendors that serve them – may proudly post online their dramatic “before and after” photos. Most active recommenders and/or biggest spenders may get bonus gifts from one or more of the participating suppliers that gain visibility by making offers that cite those gifts.

Such a local online community might be hosted by a national firm that makes, say, plant food. That corporation might have a templated online community design built that can be modified for different locales. The corporation hosts the online community for local nurseries, landscapers and gardeners to join, as well as for the individuals they seek to serve. The company gains visibility as the major underwriter and manager of the online community. It could post legal language to prevent liability from the members’ information or service provided. It would provide, multiple online ways for buyers and providers to offer ideas and recommendations.

What are other online methods to make an organization more discoverable? I’d love to hear your real life examples and your “what-if” dream scenarios.  Let's talk on Twitter @kareanderson

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Posted via email from SayitBetter