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An Allegory
Uniqueness
Beauty
Usability
Everything Changed
New Concept
"Every Day "Someone New Needs You"
...An Allegory...This could be any Industry...
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very dentist in town lines up at a virtual convention center.
Some dentists are invisible. Then, there are those you can see. They seem almost real!
At the gate,...thousands of people wait. They all need a dentist; many don't have any particular name in mind. As they enter the center, here's what happens.
No one can see the invisible dentists. They, however, can virtually interview and get to know the others...They can sense the uniqueness that sets them apart, one doctor from the other. It takes all kinds of people. So all kinds of patients find doctors that fit them to a tee, and doctors find their ideal patients. The same is true for almost any other business.
What does the allegory mean?
"New Concepts for a New Day"
nnette Simmons' block-buster, best-seller business book, " The Story Factor," brought the power of story-telling to center stage for high-end business communication. Her book demonstrates dozens of things a story can accomplish . For example, "A new story can replace an old story." "Specifics in your story help people connect with you." "A story makes facts more memorable." There's much more. The book...a must read.
Daniel Pink in his work, "A Whole New Mind" shows us how story impacts us more deeply because the words engage the "Left Brain" and the pitures the story paints engage our more powerful "Right Brain." To summarize: One who would flourish into the future will abandon the limited, left-brain directed, approach to commerce and communication and, in its place, employ a "Whole New Mind," something you get when you employ, in tandem, the facilities of the two very different, powerful and complimentary hemispheres of the human brain.
Another book, I highly recommend.
You COULD say, it's the Hokey Pokey on steroids. "You put your left brain in, you leave your left brain there, you put your right brain in and you shake it all about..." Let's dance!
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"YOU are the Secret Ingredient"
ould you agree with this: "For greatest impact...market what's unique about your business?"
I've asked many business owners, "What's unique about your business?" Invariably, they mention some piece of equipment, their location, their certification for some special service. Without exception, they fail to recognize the most unique thing of all, the only thing totally unique....: the humans in the business, especially the owner or CEO. The person, the one of a kind human being who runs the place. This person who makes it what it is, takes first place in the list of things unique.
YOU are the only some thing, truly unique, about your enterprise. Lots of people do what you do but no one else is who you are. Can you agree with that?
If so, you probably want to ask, "How do I market our uniqueness if our uniqueness is me? Daniel Pink would say tell stories. Stories are the domain of a whole new mind. A story uses words (left brain) that paint pictures (right brain.) Annette Simmons would say tell your stories and be sure to include some specifics about yourself. Be slightly vulnerable and people will feel like they know you before they have even met you. You are already to first base in the know, like, and trust departments.
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"Beauty...Simple Magnificence"
he impression your internet presence makes is set the instant it displays for the first time.
Malcom Gladwell, famous author of, "Tipping Point," has published a new work he entitled, "Blink." The thrust of the book deals with how fast the brain is able to gather enough information to make sweeping, but accurate, assessments.
The take away here: The instant your web presence displays, your visitor's brain gathers, in one gulp, enough information to form a conclusion that becomes an impression about the whole thing. If, in that first instant, they are moved in a positive direction, they will tend to be positive about the whole experience.
Going forward, not only must our sites be filled with personal, warm, connecting content, they must instantly strike our visitor as interesting and beautiful. It must be as unique as you are, tuned artistically to the vibe that makes you different from every other person in your profession. (With Fanpages, this plays out differently, but there are opportunities to offer the needed eye candy to stir your visitor's emotions and mind in the right direction.)
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"Transparent Navigation Equals Usability"
our site displays. Instantly, your visitor's brain sweeps up all the information it needs to give the thumbs up. Its beauty has finished its work. (What follows applies to websites, not Fanpages.)
But there is another test the site now must pass. That has to do with what Visitor X or Y wants to know. In the web community, it's called "Usability." When a person is looking for a business, they may be the kind of person who knows exactly what they are looking for, or they may be more like my wife-of-a-life-time. When she's buying something, I hear her say, "I'll know it when I see it."
It doesn't matter. If your visitor is like my wife who "will know" or like the other lady who "already knows" what she's looking for, either way, your site has only a few seconds to show them what it's got to offer. Here the menu must do the heavy lifting. The menu has two jobs. First, to organize the information the site contains, second, it makes it transparently clear how the visitor can get to the information he or she wants.
To help optimize the organization of the site's content, we first develope an on-line prototype. We then have people you select, as well as people we enlist, give it a test-drive. The feedback we receive helps us refine the scheme until it is as good as we can make it.
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"One Change Changed Everything"
n 2000, 2% of all households in America had high-speed internet access. By 2007, however, the number had jumped from 2% to 47%. Almost half of America's households had High Speed Internet by then. A huge shift began to take place. People found they could locate information with their computer faster than they could with a book.
In 2010, 60% of all American adults have High Speed Internet. In 2000 it didn't make economic sense to have a website. Now, it's crazy not to...even if only to care for customers you already have.
(Statistics from the PEW Internet American Life Project.)
In the fall of 2008 Facebook rolled out a new design called the Fan Page, a Facebook page for businesses. Again, a new world of possibilities is born and we are here to help you get the most out of those possibilities. Now is the time to act.
Don't let this be your story....
Bill and Nancy had been saving up for that cruise for over a year. Well, on the day the ship was to depart, they got busy, and they didn't get to the boat on time. Nancy and Bill stood on the dock. The ship was about to go out of site beyond the horizon. Nancy wept on Bill's shoulder, and Bill kicked himself from one end of the dock to the other. The ship was going to wonderful places but they were not going to see those places. They had waited too long and they got left behind.
Behind is a hard place to catch up from.
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