Secrets of the human brain to apply in your marketing by alan weiss
THEPAC 2014 - Alan Weiss
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Transcript of THEPAC 2014 - Alan Weiss
© Alan Weiss 2014. All rights reserved.
Product
Product
Name of Product
Buyer/User
Slogan
Pitch Person
© Alan Weiss 2014. All rights reserved.
Product
Product
Buyer/User
Self-Driving Car
Blind, Heavy Drinkers, Underage
© Alan Weiss 2014. All rights reserved.
Product
Product
Buyer/User
Name of Product
Self-Driving Car
Blind, Heavy Drinkers, Underage
Stevie Wonder Car
© Alan Weiss 2014. All rights reserved.
Product
Product
Buyer/User
Name of Product
Slogan
Self-Driving Car
Blind, Heavy Drinkers, Underage
Stevie Wonder Car
Sit back and try to relax
© Alan Weiss 2014. All rights reserved.
Product
Product
Buyer/User
Name of Product
Slogan
Pitch Person
Self-Driving Car
Blind, Heavy Drinkers, Underage
Stevie Wonder Car
Sit back and try to relax
Ray Charles
Self-Esteem – Self-Evaluation Do you have the right metrics?
Do you have the competence to do so?
Do you evaluate properly and objectively?
Self-confidence is knowing you have the ability to do something
Self-esteem is knowing your worth even if you do nothing
Self-confidence: You must do something to be good (self-efficacy)
Self-esteem: You don't have to do anything to be worthy
You can have self-efficacy but low esteem, and vice-versa
© Alan Weiss 2014. All rights reserved.
The Traits of Healthy Self-Esteem
People ask about you
Subordinated ego
Enthusiasm and passion are manifest
The acknowledgment of imperfections (self-denigrating)
Perspective
Humor
© Alan Weiss 2014. All rights reserved.
Manifestations
Looking people in the eye
A “presence” which people comment on
Non-defensiveness
No insistence on being “right”
Embraces useful, solicited feedback
Bends but doesn't break
Listens well
© Alan Weiss 2014. All rights reserved.
“Worthlessness”
Limited competence (develop skills)
Overly exacting standards (modify standards)
Socially disparaged attributes (civil treatment)
© Alan Weiss 2014. All rights reserved.
We All Need Live Coaching in Our Support System
From our family
From our colleagues
From actual coaches
KEY: an error-forgiving environment
Unresolved relationships undermine self-esteem
Who is "watching your back"?
© Alan Weiss 2014. All rights reserved.
Self-Mastery
Evaluate the feedback
Use your support system
Practice positive self-talk
Keep it simple, with no labels
© Alan Weiss 2014. All rights reserved.
Positive Self-Talk
Strength-based and powerful
Thinking positively means feeling differently
New issues constantly raised for evaluation
© Alan Weiss 2014. All rights reserved.
Interim Summary
You need the “goods”: the skills and competencies to succeed
You need a reinforcing environment
You need reinforcing relationships
Elaborate models don’t work, simple relationships do
“Rear wheel” power is necessary, but not sufficient
“Front wheel” steers your relationships and behaviors
© Alan Weiss 2014. All rights reserved.
Language Role
The expression of your trust, compromise, values, etc.
SKILLS AROUND LANGUAGE ARE THEREFORE CRITICAL
Language can transcend skills and behavior, can change the dynamic of the transaction
© Alan Weiss 2014. All rights reserved.
Physical Role
Nervousness is death
Relaxation required; self-containment; meditation/massage/yoga
Expand your world: travel, experiment, find new interests, be willing to fail.
Face your fear
© Alan Weiss 2014. All rights reserved.
Acknowledge that Playing Fields Aren’t Innately Level
The buyer has the power and the status and the money
Relatives and friends have historical positions
© Alan Weiss 2014. All rights reserved.
The Self-Esteem “Cocktail”
One part listen to others
Three parts listen to yourself
Never be defensive: “Why do you ask?”
© Alan Weiss 2014. All rights reserved.
Small Victories
Get very good at a few things. These successes will generalize.
Focus on “doable” aspects of larger tasks, building self-efficacy.
© Alan Weiss 2014. All rights reserved.
Gender
Women with high self-esteem seem even more powerful than men
Men use acknowledgment, power, achievement, accomplishment
Women use caring, affiliation, cooperation
© Alan Weiss 2014. All rights reserved.
Exercise
Use your own words to reframe who you are into the most positive description you can.
© Alan Weiss 2014. All rights reserved.
Total Personal Engagement
© Alan Weiss 2014. All rights reserved.
Personal Engagement
1. Totally internal, no manifestation2. Acting viscerally, not with forethought3. Responding to analysis, no passion4. Totally engaged
What is “Talent”?
Physical ability: fitness; adaptation; limitation; compensation
Intellect: language; experience; knowledge; synthesis
Emotional: support structures; sense of self; change/cope ability; spiritual
© Alan Weiss 2014. All rights reserved.
Contributor Not “Taker”
Credibility/Rapport/Conversion
Options 4, 5, 6
© Alan Weiss 2014. All rights reserved.
New Product Creation
© Alan Weiss 2011. All rights reserved.
Examples: MDCC Car RideRainmaker
Common Sense Consulting
Self-Worth & Fulfillment
Million Dollar Club
Weekly Sabbatical
• Write a Book for 3 People