Archive

Posts Tagged ‘maxim’

Fear

July 18th, 2012 1 comment

Fear is in the name of a rock band. Fear is at the heart of the horror movie genre. Fear is the name of a Cape and a River in North Carolina. But for the purposes of this column, fear is a human emotion and is one of the Five Motivators; one that savvy marketers should carefully and thoughtfully use.

Fear possed in MHMSM

Books could be written about the use of fear in marketing and sales. Fear can be used as a bold attempt at manipulation. But fear can also identify something real that can benefit the target audience; an example might be that you teach a child to be cautious around the fire of that gas stove, because failure to do so is dangerous.

Fear can be used by itself, or it can also be used in tandem with the other 5 Motivators.

Fear can paralyze, so as a marketer, caution is warranted. Fear can be used with humor, an example will follow at the end of this column. Fear can also be used to scare someone into action.

Fear may be morally neutral. It can also be bad or good. So fear can be used properly or it may be abused or misused. For the record, we do not advocate an abuse of the Fear motivator for our clients. At the same time, one would be foolish to overlook a reality of human nature, right? If you have doubts where the lines are or how to use fear properly, please, call a professional.

The more you know, the more you can use what you know, the more you can grow.

There are different levels of fear. You can be scared to death by some thing or some one. There is also the insightful maxim that:

"The fear of loss can be greater than the desire for gain."

Let's look at that maxim for a moment.

Fear is used routinely by lenders and loan brokers, as an example. What, you may say? Absolutely, let me prove it to you.

When you tell your audience – via advertising or one-on-one in person – that "rates are at historic lows, hurry and get those rates locked in or you could miss out." Guess what? That is an example of the use of fear in communication. “Don't pay more for your loan, hurry in while rates are low, because you can pay less now and for years to come.”

Let me segue for just a moment to another obvious but all-too-often-overlooked fact.

Politicians de facto use marketers. When we see a candidate's campaign say, "If you elect that person, horrible things are going to happen," that's an attempt at the use of fear in politics. Don't get me wrong. The threat – and thus the motive for fear – may be real! Or the effort to create fear may be a mirage or fantasy. So it is up to us to use our God-given reason to discern and apply the defense to irrational fear; to see if there is 'logic' behind the fear, or not.

As someone who has taught management as well as worked with sales professionals for decades, let me say that fear can be a good thing. There are times when we should 'be afraid' of a consequence. WWII is a historic example. When Japan bombed Pearl Harbor, having watched the Japanese roll across parts of the Pacific and the Nazis roll across much of Europe, we needed a healthy fear in America to push us into action. What other option did we as a nation have? Surrender? Never!

So fear can goad us to act when it is in our best interest to do so.

I will invite you back another time for another look at the five motivators. We may dabble more with the fear topic from time to time too.

Don't be afraid to call or email Tony or myself. Don't be the last community, retailer, builder, lender, supplier, service provider or developer in your market to use the powerful tools we have to offer…

…remember my promise above to use fear with humor? 😉 Are you scared yet? ##

Posted for

Tim Connor
Marketing & Sales,Website,AdvertisingMHSpeakerTrainer-Manager
MHProNews.com= The MHIndustry's#1 News, Tips and Views you can Use.
MHLivingNews.com= Free resource to enhance MH HomeOwner Satisfaction and MH Image Building

See some of our client Testimonials here

Connect with me on LinkedIn, send an invite to connect to:

Tim@MHMSM.com
704-895-1230

You can read some of myfree business building articles on:
The Cutting Edge of Marketing and Sales Blog
Words of Wisdom Blog

Management, Sales and Inspirational columns on the MHProNews.com home page, featured articles.

To join our next Free Webinar on enhancing your Internet and other Marketing, please hit reply send me a message. Limit 12 per webinar, so questions and answers are available at the end of the session.

Habit forming

June 21st, 2012 No comments

First you form your habits, then your habits form you.  This maxim is true in our personal life, and it is true in our professional life.  That includes how you approach management, marketing and sales too.  Let's see how this principle plays out in manufactured housing.

In this new economy and more rigorous regulatory environment, you have either:

  • adapted to the new situations,
  • have not,
  • or are seeking to find ways that will drive profits for your business.  
  • If you are stuck in old ways that no longer work, then that old habit is now limiting you.

We strive to practice what we preach here at MHProNews.com/MHMarketingSalesManagement.com.  We test new ideas.  We strive to use old tried and true ideas only when they still apply.

Videos are nothing new.  We have had TV available to the masses for about 60 years now.  There have been motion pictures for about a century.  What is a newer development is the ability for a firm like your to make their own video.

Here is short one we just did as an introduction video.  Take a look.  Then think about how you could do a video project that could help your firm too. The technology today makes this so much easier than even a few years ago.

 

 

Tony like's to quote a saying of G. K. Chesterton, on a theme that Zig Ziglar has touched on in his recent column on our site. The original quote is this:

If a thing is worth doing, it is worth doing badly.”
 
– G. K. Chesterton

This is a paradox, so it needs a bit of commentary, that the Ziglar article linked above does nicely. Let's try to get the meaning down to a phrase. You have something worth doing, but because you are new at it, so at first you do it 'badly.' Later, as you do more of the 'thing' – whatever it is – you get better at it. You also get more comfortable doing the something new over time too. Just as a child learns in stages, so too we adults. We improve by doing!

Putting our own principles to work, here is the Updated (improved) version of the video above.

 


Let me also give you a big tip. Sometimes the slickest pieces are not the ones that connect you to your target market. Many people want GENUINE, not 'slick.'

Is there some area of your operation that you want to improve?

  • As a manufactured home community owner, could you be filling more vacant homes and sites? Do you want more happy residents that pay better as a result?
  • As a manufactured home retailer, would you like to have more sales and more happy customers, who bring you referrals so you sell even more homes?
  • As a factory builder, wouldn't you like to get more market penetration, and offer something unique to your retailers, developers and communities that would drive more sales for them, and thus for you too?
  • As a lender, insurance company or other vendors and suppliers, don't you also want to stand out from the crowd and land more business that sticks?

There is only one honest answer to questions like these: of course, yes. Who honestly wants to sell less or do worse?

So why not try something new in your business today? Why not start a new habit, starting right away?

There are many ways to learn and do something new.

You can talk to someone or read articles and books – like this one – pick up an idea and then experiment with that idea yourself. You can put someone on your payroll that does that new thing for you. Or you can outsource, which means you could learn from someone who knows, and then when you have that new thing well in hand, you can shake hands and move one without the hassles or long term commitment that comes from hiring an employee.

When you are ready for proven ways to grow your business, please take a look at our services menu, attached here. From websites, to training in management, marketing and sales, to Business to Business (B2B) advertising here on MHProNews.com or Business to Consumer (B2C) outreaches to manufactured home owners and MH Shoppers at MHLivingNews.com, come to us, first, last or in between. Give me a confidential call. I'll listen to your situation. We can tell you if we can serve you or if you need to think about someone else instead.

You see, we have a habit. We want to work with companies that we truly believe we can benefit. If you win, then we win too. When everyone in the mix benefits, that is the basis for a solid professional relationship. It is a habit worth forming. Just see what some of our clients have said or take a peek at many more letters, awards and testimonials linked here. ##

Posted for
Tim Connor, CSP
Business Development, Ad Manager & MHSpeakerTrainer.org Coordinator
MHMarketingSalesManagement.com = MHMSM.com = MHProNews.com
Factory-Built Housing's #1 Online Trade Publication (biggest and most popular)
ph 704-895-1230 email tim@mhmsm.com