015 The Invisible Touch – The Fallacy of Novelty
Fallacies of Marketing
Novelty as defined by Wikipedia (derived from Latin word novem for "new") is the quality of being new. Although it may be said to have an objective dimension (e.g. a new style of art coming into being, such as abstract art or impressionism) it essentially exists in the subjective perceptions of individuals.
Subjective perceptions.
Ahhhh, doesn't sound good.
Harry Beckwith reminds us of the expression that "familiarity breeds contempt," but he (and I) take just the opposite position.
People are contemptuous of us when they DON'T know us, not when they know us too well.
Hard To Hate Those You Know, Like, and Trust
When I was a kid, our school district was separated from the next one by a creek – Crum Creek. And when sporting events happened, there would often be outbreaks of small skirmishes (fisticuffs? rumbles? Well, it wasn't the Jets and Sharks… much more mild than that, but it wasn't something people wanted to write to their grandmothers, either!).
OK… so we love to hate our rivals – it's easier to beat up on them on the sports field when we don't LIKE them.
But then one day the state mandated that small school districts had to merge, to save on administrative costs, and Crum Creek was no longer the separator it once was. Even though there are still three elementary schools in the district, all kids go to the same Middle School and High School and "where you live" has stopped being of any significance.
In fact, when I moved back into the district with Pam and our two daughters, I NEVER knew where our girls' friends lived, unless I have to drive them home.
Let Your Clients And Customers Know You
In business, however, people often forget the lessons of this story.
They want to seem "corporate" rather than friendly; they want to seem "business-like" rather than cordial; they want to seem "reserved" rather than enthusiastic… and that is exactly the opposite of what our clients and customers really want.
Who the heck wants to work with some cold monolith of a company?
We want to work with genuine PEOPLE… those we know who will deliver for us; those who will go the extra mile just when we need them to; those who have our best interest at heart and won't let us down.
And what's the best way to get to that level with your customers and clients?
Open up to them. Show them. Write personally in your blog so they know who you are.
Believe me, if you don't know who I am by the time you read the materials on THIS site, then I've really missed something. If you don't feel the passion I have, the love for others, the caring and sharing that is a part of my life then something is wrong.
Open up, friend – let people see deep inside you. And make sure that before you work to sell yourself to your prospect you have made clear WHO you are… life is MUCH easier that way!
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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Fallacies of Marketing
015 The Invisible Touch – The Fallacy of Novelty
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