Trust and credibility are your golden tickets to a successful business. One of the key ways to boost your credibility is to offer rock solid guarantees of your product or service.
Trying anything new triggers an anxiety response in humans. Our brains are hard-wired to be cautious, which worked well for our caveman ancestors when trying new berries, but can become a problem when you want someone to buy your goods or services.
Growing up as a leggy teenager going to an all-girls school in suburban Campbelltown, I first thought being irresistible was drowning myself in Musk Oil while swishing my long Farrah Fawcett hair.
At my first disco with the local boy’s school, I came in for some focused attention and wandering hands, as I was broadcasting raging come hither signals when all I really wanted was someone to go see Star Wars with and share a bucket of popcorn.
After that fiasco, I studied in-depth articles in the fount of all wisdom – Dolly magazine. They were filled with sage advice such as “Be yourself” and “Let the true you shine through” and I took it to heart.
Legend has it that Pablo Picasso was sketching in the park when a bold woman approached him.
“It’s you – Picasso, the great artist! Oh, you must sketch my portrait! I insist.”
So, Picasso agreed to sketch her. After studying her for a moment, he used a single pencil stroke to create her portrait. He handed the woman his work of art.
It’s that most wonderful time of the year again. The time when you and your team sit in front of a carton of blank Christmas cards ready to spread a bit of Christmas cheer with your clients, suppliers or employees.
However, writer’s block is particularly pernicious at Christmas time. You sit down with positive dreams of allowing your creative copywriting juices free reign and then end up repeatedly just scribbling your name like a demented pre-schooler.
What do uni students and business owners have in common? After marking sixty student assignments, as well as running some marketing mentoring sessions last week, I can tell you that students and owners share the same written communication DNA.
Imagine this. You decide to go and buy some fresh fruit and vegies for a dish you are preparing. There are two independent fruit shops next to each other (Look … I know this doesn’t happen in reality given the Coles/Woolworths domination of food – but this is your imagination so go with me here). You walk into the first store and the carrots are so soft you can tie them into pretzels. All the fruit on display has a misspelled “Product of the Philippines” label on them. The celery has turned into a puddle of green goo and the cabbages smell more like a dog that hasn’t been bathed in 6 months and that has rolled in something unmentionable. Mm mm. Makes your mouth water doesn’t it!