2009 July | Psychological Marketing Insights

July, 2009

Self Monitoring Your Behaviour

Wednesday, July 29th, 2009

One of the best pieces of advice I ever received in relationship management was from the mother of a boyfriend in high school. She happened to also be a teacher at the school we attended. After a brief conflict between my boyfriend and his well intentioned mother which ended in my boyfriend storming off, she looked at me with a sparkle in her eye and said, “He’ll be just fine after lunch. I learned early to feed men when they start getting crabby.”

I have now brought that brilliant piece of advice into my marriage and into my business life. However, Matt and I (being the psychological geeks that we are) have noticed that this is not just a male thing, but a human thing and that it encompasses more than just hunger. We have observed that our decisions are impacted most negatively when we are hungry, angry, hot, lonely, or tired. These are the times when we find ourselves wanting to toss in the towel or shut down.

Now granted, we have a bit of an advantage in that we are able to hold each other accountable when we notice the shift from being positive and motivated to being negative and sluggish. (Just as long as it doesn’t happen at the same time.) Often times we will allow each other to vent for a little while, but if it begins to become a “bitch-fest” we try to gently probe into one of these five areas and put some perspective on the problem.

And then of course we try to remedy the problem as quickly as possible so as to help with productivity. Maybe it is taking a 10 minute break for a snack or a quick walk around the block. Maybe a refreshed cup of Jo. But no matter what we try to keep each other from wallowing in the negative state that not only kills productivity but makes you feel like crap. (And let’s face it, when running multiple businesses, who has time to wallow?)

For example, today we were driving from one meeting to another. It was extremely hot and humid and I was mentally exhausted after a great brainstorming session. I started expressing doubts in myself and the entrepreneurial life. Matt was great and listened to me for a bit and then gently (that is the key) reminded me that this was not me talking, but rather it was me being hot and tired.

And you know what? He was right. After a quick stop for some ice cold lemonade and mental rest I was back to my normal even-keeled self.

Are there times when you notice that you struggle most? What are your triggers? What are the triggers of those around you? How can you help yourself and those around you when these moments hit?

Tags: accountability, angry, conflict management, emotions, hot, hungry, lonely, motivation, relationships, tired
Posted in Business, Follow-up | 771No Comments »Self+Monitoring+Your+Behaviour2009-07-29+03%3A26%3A40Sarah

Are Your Customers Sttttrrreeettccchhhiinngg Their Dollars?

Friday, July 24th, 2009

There are many ways that I see people attempting to stretch their money during this recession. Some are planting their own gardens. Others are mowing their own lawns. Still others are washing their cars less.

One area that I noticed the other day was when I was at the hair salon. Like a good business, my salon asked me as I checked out whether I would like to go ahead and schedule an appointment for six weeks out. I didn’t have my calendar with me, so I passed. However, on my drive home it hit me that haircuts are probably an area that people are cutting back on.

Now, maybe they aren’t going so far as to change salons to save money, after all, most women won’t let just anyone cut their hair. However, if I were a betting woman I would guarantee that the majority out there are beginning to go every 7 or 8 weeks instead of every 6 like before. After all, how many women haven’t thought to themselves, “I’ll just wear a pony tail for a week if it starts looking bad.”

So, knowing this, what could a salon do?

My thought was that they needed to offer an incentive to schedule a 6 week appointment at the time of checkout rather than calling and scheduling at a later date. Maybe 10% off your haircut. Or maybe a free mini facial. The little bit the salon would lose from the discount would be more than made up for by the guaranteed customers.

Think about it this way. In my area an average cut and style at a middle level salon is about $40 including tip. So, if you consider that if a client comes to the salon every 6 weeks for a year that is 8.6 times. Obviously someone can’t go half a time, so we will round down to 8. So take 8 and multiply it by $40. That is $320.

Now look at if they had gone every 8 weeks instead. That is only 6 times in a year. That is $240…$80 less! And that is if they only get a haircut. Let alone any highlighting, waxing, extensions, manicure, pedicure, massage, etc. As I said, the small discount you give for them automatically scheduling it 6 weeks out is more than made up for with the increased frequency.

What ways can you keep your customers from stretching their dollar too thinly with your products or services?

Tags: client retention, customer experience, customers, sales
Posted in Business | 763No Comments »2009-07-24+02%3A46%3A44Sarah

The Art of Running Through Life

Monday, July 13th, 2009

Yesterday Matt and I decided to go for a run. Now, it was a little bit overcast when we made this decision originally. By the time we had actually gotten around to putting on our running gear and stepping out the door their were little sprinkles coming down. Not to be detoured, we simply grabbed some long sleeve t-shirts and went on our merry way.

Just as we pulled up to the starting area for our run, the heavens opened up. Now let me tell you, we have run in some miserable conditions before, and I do mean miserable. We have run when it is 10 degrees out with 30 mph winds. We have run when it is 90+ degrees out with 90% humidity. Those were extremely miserable runs. But if there is one thing I don’t like, it would be being drenched. I don’t know what it is about the feeling, but I just don’t like to get wet unless I am swimming or bathing. Seriously, as laid back as I am, if Matt wants to get me riled up all he has to do is pour water on me. So as soon as it started pouring down rain Matt and I looked at each other.

The decision point was now. Do we drive around the block a few times to see if it slows down? There was a split second of indecision and then Matt said, “Let’s just do it!” And we were off. We jumped out of the car and began our run. And you know what? After the first 100 yards it wasn’t that bad. I mean, there comes a point when you can’t get anymore wet and you just sink into this feeling of, “Wow, this is crazy, but kind of fun!”

But you know what the best part was? At the end of the run we looked at our time and we had beat our personal best time by over a minute and a half!

Now, I know you are saying, “Wow, Sarah, that is cool and all, but what does it have to do with my business?” Well, I am glad that you asked.

Think about it like this. In business, heck, make that in life, we have to work our way through a series of ups and downs, successes and failures. Matt and I like to say, “Life is one crisis after another.” It really is true. If it isn’t your computer going on the fritz it is your key person getting sick the day of the presentation. If it isn’t your tire going flat on the way to the airport and causing you to miss your flight it is your luggage getting lost once you actually get to your destination.

Life throws us curve balls. During this recession, I hear a lot of business people saying that they are just going to stay out of the game for a while. That is like trying to stay in the dugout until a new pitcher comes to the mound and there are better pitches to hit. Well, I’ve got news for you. If you don’t go up to the plate, you’ve got no chance of hitting anything, curve ball or no curve ball. And if you don’t ever hit anything, you can’t win the game. And if you think you are going to wait out the pitcher in the dugout or wait out the storm in your car, life will pass you by…and so will your competition.

So, get out there, pull on your running shoes and start splashing through some puddles. You might get a little wet and uncomfortable for a bit, but once you get going you will realize that it really isn’t so bad. Who knows, you might run your best time.

Tags: baseball, Business, curve ball, laying low, life, personal best, pitcher, problems, roller coaster, rollercoaster, running, stress
Posted in Business | 732No Comments »The+Art+of+Running+Through+Life2009-07-12+16%3A18%3A44Sarah

Building trust through adding your personality to your copy

Monday, July 6th, 2009

Matt and I just finished taking a walk, and like usual it got me to thinking. We were discussing what it was about putting your personality into your marketing pieces that works so well.

Our conclusions?

1) Well, I don’t know about you, but I tend to express myself a lot better on paper than I do in person. So, at times while it might be difficult to know me in person it is fairly easy to get to know me via my writings.

2) In marketing, you may disclose something about yourself that might never come up in a normal everyday conversation with a person. For example, we have several people on our follow up marketing list that we touch monthly via different media. We know many of these people from different business networking groups and see them about 2-3 hours every month.

Now, last fall we sent out a card to this list detailing the mission trip we had just taken to Panama and Costa Rica. In this card we had pictures and included a lot of amusing quotes and captions. We received more comments from that one card than all of the marketing pieces we sent to that list for the previous six months. In fact, we made some great friends and referral partners because of it.

Now, while a few of the people on the list knew that we were going on the trip, most did not. It simply had not come up in our 2-3 hours of seeing them each month. So, had we not sent the card with our bit of personality that let them into our lives just a bit, they would not have realized that we had something in common and connected with us. And we would still be seeing them every month for 2-3 hours and saying our polite greetings then moving on.

Am I saying that you spill every bit of your life to your database?

No. Absolutely not. And obviously the details that you tell all depend upon the type of relationship you already have with your list and the type of relationship you would like to have. However, know that if you include these tid bits every once and a while, you can fastforward your relationships greatly.

People will trust you more if they feel like they know about you. And people do business with those whom they like and whom they trust.

Tags: business relationships, Networking, personality, trust
Posted in Business | 7251 Comment »2009-07-06+01%3A18%3A32admin

A dynamite marketing example…

Friday, July 3rd, 2009

In celebration of the holiday weekend I am giving you a peak behind the curtain into the Psych ward. This is a current marketing project I am working on for myself — not a client.

This is what you call “lumpy mail” or “dimensional mail” or a “grabber” and it fits into a theme.

So, if following the traditional structure of a lot of marketing programs you have AIDA.

Attention

Interest

Desire

Action.

This definitely gets the Attention. The interest should be there as I have a relationship with these people, desire is built through referral programs/gifts/and other incentives, and lastly the action is to refer someone to me.

Enjoy, and let me know your thoughts.

Click Here to See Some Dynamite!

Thanks,

Matt & Sarah

P.P.S. If you want to get more “Inside Information” on these types of things and how you can use them in your business click ‘Subscribe’ Above to get our Free Strategic Marketing Newsletter.

Posted in Uncategorized | 715No Comments »A+dynamite+marketing+example...2009-07-02+22%3A43%3A34Matt

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