001 The Invisible Touch – The Frame Of Mind: Humble Openness
Research And Its Limits
Harry Beckwith coins the term, "Humble Openness," for the state of mind we should have when approaching our marketing.
How many times have you and a friend attended the same event, party, meeting and come away with totally different stories about it?
Do you remember the story about the blind men and the elephant?
One touched the trunk and thought the animal was long, flexible, and breathed through one end
One touched a leg and though the animal was a strong, wrinkly column with hard sections at the part that touched the ground (where the elephant's toenails were).
And one touched the tail and thought it was thin and very hairy at the end.
Which was right?
All three, of course, but none had the full story.
Did you ever see a TV production (one of those news programs searching for the "truth") where someone runs into a classroom, takes something, runs back out, and then everyone is asked to describe who the "perpetrator" was? How many different stories do they come up with?
And how many people have been sent to prison on the testimony of an eye-witness only later to be set free by DNA evidence, proving that the eye-witness was wrong.
How Does All This Apply To Our Marketing?
When it comes to our marketing, we too often make decisions that people are just like us and that's a rule that shouldn't be broken: you are NOT your client or customer.
We need to test our marketing based on the best information we have… but not be invested in the ONE way to proceed like our egos depended upon it.
What We Can Learn From Theater Rehearsals
I keep reminding myself about my theater background – 5 generations of my family have directed and performed in the same theater outside of Philadelphia, PA USA. One thing we do often in theater is rehearse.
Look at that word and look at its pieces: RE Hear. We re-hear things (and re-see things) and the director judges what he likes or doesn't like and makes changes.
We need to do that in our marketing. We need to see it on its feet in the stage of life and make changes when things don't go the way we feel they should.
Humble Openness – be ready to make changes to improve your marketing and sales.
Best,
Charlie Seymour Jr
Blogging, Podcasting, Consulting
The Invisible Touch – A Marketing Blog Series By Charles Seymour Jr
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Charlie Seymour Jr is an entrepreneurial evangelist and marketing-success coach helping individuals and companies (up to $100MM) explode their success through online and direct-response marketing. He specializes in blogging, podcasting, photography, video, and Facebook applications. Visit his blog at http://bit.ly/24eYTO to learn more about his successes.
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001 The Invisible Touch – The Frame Of Mind: Humble Openness
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