Issue #24 The Era of Adverse-tising

January 8,2009

I have a question. IF in fact that economic times have changed drastically in the last 5 months. IF the mindset of consumers is one of fear of the future, their finances and jobs, why does all the advertising we are exposed to on TV, the net, newspaper and hear on our favorite radio station still look and sound the same?
IF “The News” we receive came exclusively from multitude of paid advertising options, you probably wouldn’t know or even be aware that anything in the world has changed.
Advertised offers seem to have not adapted to reflect the current wants and needs of the consumer.
Does your advertising reflect your products, services or people in such a way that fits in today’s consumer attitude and concerns in an adverse economy? Take time to review the look and sound of the messages that are being bought and sold
Are we sending the same old “buy, sell, save” messages, while consumers are asking themselves very different questions.
If so, it is a waste of your effort, time and money!
Experts agree that the consumer mindset is in the process of adjusting the perception of how they will be personally affected by the current economic slowdown and impending recession.
In other words, people are just now coming to terms with just how they will adjust their spending levels to “live within their means”.
The consumer will not disappear, but they will want more for the hard earned money they spend.
When you believe you have a solid offer, ask yourself, "What else can I do to make this even more valuable or attractive to my customer?" Think of it as The Necessary Accessory.
Can you accessorize your core product? What Else will you offer that will increase your opportunity to make a sale and increase the perceived value of your product? There is an answer to this question for every business.
One example: Apple's Incredible I-Pod.
No one will argue the success of I-Pod. But Apple continues to upgrade and improve the devices regularly.
They have also created a number of options to increase loyalty and usage of their core product.
-External Speakers of all shapes and sizes for kitchen and living room.
-Clock Radios with an I-pod dock for the bedroom.
-Plug in accessories for in car listening.
-They have their own store for customer to add a huge variety of content, music, audio books & movies,
Question: Do you think that the I-Pod would be as successful if they hadn’t continued to improve, change or accessorize their core product?
But even Apple can go one step too far. What do they call this?

The I-Poop?





Please feel free to leave a thought or comment.
Stay in a good mood,
Brad

Issue #23 Smile Dammit!

December 19, 2008

Welcome back, I don't want to make this entry on MSM focus on the world financial crisis. Lets give it a rest for a week or so and end the week with a smile.
I noticed last week that someone from Harvard University Medical School signed onto my website. I was very impressed with myself until I realized that they were probably searching for “mood swings”.
Who Knew Mood Swing Had Another Meaning?
I guess now I will have to rethink some of my re-branding ideas for a few of my new clients.
For example there is:
Buy-Polar – An ice delivery company
De Pressin – a dry cleaning company in Quebec
ADHD – An advertising production company for television
Anne Garr Management - (She is not going to happy)
I guess that I am back to the drawing board.
Lessons Not Quite Learned.
I noticed on the news a few days ago that one of my faithful readers didn’t quite grasp the meaning of Issue #21 The Truth About Negotiation…I contend that "our ability to successfully negotiate is contained in a good pair of shoes". He may have understood the concept but his delivery was poor.

Please people, the information presented here is powerful. Please read the articles completely.

I would like to leave you with a few words of observation and encouragement from two very wise men.
Robert Heller (one of Britain's most renowned authors on business management) says: "Now that we can all see the disastrous effects of The Cult of Shareholder Value and The Cult of the Chief Executive, let's hope that a new movement - the Cult of Collaboration – can come to our rescue".
Thomas A. Edison: "Be courageous. I have seen many depressions in business. (We) have always emerged from these times stronger and more prosperous. Be brave as your fathers before you. Have faith! Go forward!"
Thank you. The Moodswing Minute is now being read by over 1000 business people, broadcasters and marketers from Newfoundland to Victoria BC. Each week the number of readers is the US is growing coast to coast. I appreciate the number of emails of support and encouragment that I have received over 2008. I hope that you will continue to enjoy reading it as I enjoy writing it. Please feel free to pass it on.
Finally, I would like to take this opportunity to wish you and your loved ones the very best of the holiday season.

Merry Christmas, Happy Hanukah.
Stay in a festive mood.
Brad

Issue #21 The Truth about Negotiation

December 5, 2008
If you have been in business for any length of time you probably have attended many seminars and read a variety of books on negotiation. There are many tactics, many maneuvers such as “leading questions etc.”
Randy Shuttleworth, an Edmonton-based professional negotiation consultant from The Training Company says: there are nine distinct forces acting on negotiations. These are
1 Time
2 Information
3 Options
4 Approach
5 Prepare, prepare, prepare!
6 Never let your ego negotiate.
7 Always let the other person save face.
8 Don't name a price first.
9 Never accept the first offer
It is an easy to read article, clearly and simply covers the basics of negotiation. If you would like to read it in its entirety simply click on the following link at your convenience. This is just one of numerous sites on this topic.
.http://www.formeraboutguides.com/investingcanada/library/weekly/2001a/aa041201.htm
I have discovered over the years that the ability to successfully negotiate is contained within a pair of good shoes.
Have you ever returned home from a great work day feeling good about your business accomplishments and profitable negotiations? With a smile of satisfaction you change out of your work clothes and get into your favorite pair of sweat pants and sneakers. In the next moment you realize is that you are moving around in a fog of irritated mystery and bewilderment.
Who left this bag on the stairs? Who keeps leaving the lights on? Do I look like I am made of money? Why is the kitchen a mess? Who knew that it is the floor where we hang our clothes? No, VISA is not free money. Great report card Einstein, practice with me, “would you like fries with that?”
The art of negotiation now seems as difficult as trying to dock the shuttle with the space station. What happened? The answer is simply; you took off your shoes. The shoes you wear when you are doing your best work.
When we take off our good shoes, we tend to transform into a Fred Flintstone like character with the "my house my rules" attitude. This can happen to both men and women. Could you imagine trying to conduct business with customers and clients the way we sometimes act at home? Commerce as we know would collapse. (Like it needs more help.)
Review the 9 basic negotiation points listed above and work them at home. People who tell you that they can separate personal and professional lives are fooling themselves. Both sides of your life can have a direct effect on your confidence, listening skills, patience and determination.
The message this week is to always wear your good shoes. And the next time you see a man cutting his grass wearing Bermuda shorts, knee high dress socks and his good dress shoes, go and shake his hand. He is a very smart man.
Stay in a good mood