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Context = Clarity = Trust = Attraction. Read Why and How.

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Contex and ClarityContext Sharpens Clarity.

Clarity Creates Understanding.

Understanding Creates Trust.

Trust Attracts.

Attraction Leads To Employment and Referral Recommendations

Blah, Yada!  If you’ve been around the block, you know about the importance of sharing the benefits of all your features.  It’s wise.  Do it!

If you want to pogo to the pro level, you’ll want to focus your brand, marketing, presentations and conversations with the clarifying lens of context.  First features, then context, then benefits.

Context Sharpens Clarity

Minus context, our messages are recieved as fuzzy, out of focus and either uncertain, untrue or BS.

Examples:

Fuzzy: Mortgage rates are at an all time low.  Mortgage rates are at 5%, buy now.

Focused:  Mortgage rates are at an all time low, can you believe they’re interest rate is only 5%?  That means for every $1,000 dollars borrowed on a 30 year loan, the monthly payment would be a mouse sized $5 per month.  A $300,000 mortgage payment would only be $1,500 a month in principal and interest.  People can afford to buy homes they only dreamed about when rates were higher and appreciation soared.

Fuzzy: We sell homes for Top Dollar.

Focused: We sell homes for Top Dollar.  That saying is cliche’.  To separate the bullshit artist from the performers, take a look at the track record for the Original List Price to Sold Price Percentage.  Our firm is averaging 96.5%, which is higher than our competitors and the MLS average of 94.5%.   Take a look at this graph.  What this means is that with an average sold price in our market of $332,094, a 2% difference would equal over $6,000 in net proceeds for the seller.  Take a look at this chart*.

Fuzzy: The Federal Bailout only costs $700 Billion.

Focused: The Federal Bailout only costs $700 Billion. If paid back at a hefty rate of $1 Million per day, it would take 1,923 years to pay it back. That’s with no interest.

Fuzzy: Today we’re going to look at 8 homes.

Focused: I spent yesterday afternoon doing research for our house hunt.  There were 38 homes that fell into your price range and general criteria.  I eliminated 8 of them because they backed to a busy street, which you didn’t want. I whacked 7 of them because you want a master-up and these were down.  12 didn’t have a pool and 4 have dated kitchens, which you hate.  So that leaves us with 8 homes that closely match all the things you want.  I have these two here I wasn’t sure about, take alook at this information and see if you’d like to include them. [For added context, I’d show them the individual printouts of the eliminated homes, with a big red Sharpie slash through them.*]

Fuzzy: We sell homes fast.

Focused: We sell  homes fast, with favorable terms.  The Average Number Of Days On Market (DOM) for all Active Listing Inventory in The Woodlands is 127 days.  In our market, The Woodlands TX, the DOM for sold listing average 87 days.  Our average is 79 DOM.  Here’s a  printed chart comparing our Average DOM to our competitors*.

*NOTE:  Generally speaking, we believe less about what sales person “tells us” and more about what a sales person “shows us”.  Anytime we can use third party proof, we should.

Clarity Creates Understanding

Including context makes an otherwise featherweight message heavywieght with meaning.  Meaning leads to understanding.

Understanding Creates Trust

When we understand, we’re more likely to trust the message or the messenger.

Lack of trust blunts our ability to connect and retards progress.   In some cases, lack of trust prevents progress completely.  In worst case scenarios, lack of clarity and trust causes people to runaway from, avoid and or, ignore the messenger.

Trust Attracts

Our subconscious radar is keenly tuned to detect bull-shit, we ping constantly for suspicion, cynicism, doubt and uncertainty.  We are bombarded with thousands of marketing messages a day.  Generally we ignore the common, avoid the uncertain and shun the unsafe.  As sales people, if what we share is perceived as common, uncertain or unsafe, we’re in BIG trouble.

We’re attracted to people and things that ring safe.  We’re attracted to people and things we trust.  We buy things and hire people we trust.  We also share, refer and recommend trustworthy things and people to other people we trust.

Context Conversion

Including context in your marketing messages isn’t that difficult.  Don’t get me wrong, it takes effort and commitment, but it’s not hard, it a matter of execution and habit.

Here’s A Simple 5 Step Process

  1. Evaluate your marketing messages.  Examine what you write, what you say, how you present, how you market and advertise.
  2. Look for the loosely defined and fuzzily described.
  3. Figure out how and where to add context.
  4. Add context.
  5. Re-create, Re-Launch, Re-Engage and reap the rewards Context > Clarity > Understanding > Trust > Attraction > Employment and Referral Recommendation.

Get Crack’n & Share

Good luck.  Get started today.  Share this with a friend and if you have some tips on how you sprinkle your marketing message with Context, we’d love you even more if you’d leave you gift in the comments.

Cheers and thanks for reading.

Ken Brand - Prudential Gary Greene, Realtors. I’ve proudly worn a Realtor tattoo for over 10,957+ days, practicing our craft in San Diego, Austin, Aspen and now, The Woodlands, TX. As a life long learner, I’ve studied, read, written, taught, observed and participated in spectacular face plant failures and giddy inducing triumphs. I invite you to read my blog posts here at Agent Genius and BrandCandid.com. On the lighter side, you can follow my folly on Twitter and Facebook. Of course, you’re always to welcome to take the shortcut and call: 832-797-1779.

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Business Marketing

How Nestle’s emotional branding converted a nation into coffee drinkers

(BUSINESS MARKETING) Nestle hired a psychoanalyst to convert a nation to coffee with long term, science backed strategies connected to why we like what we like.

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nestle japan coffee

When Nestle first attempted to market coffee in Japan in the 1970s, it did not go well. Though their products tested well with audiences and was priced affordably, sales never took off. Nestle was committed to break into the profitable Japanese market and embarked on research that would inform an innovative new strategy going forward.

Nestle hired French social psychologist, Dr. Clotaire Rapaille, who specialized in the emotional bonds people form with objects. Dr. Rapaille conducted various experiments with participant groups to better understand why people were not buying coffee in the Japanese market. In one such experiment, Dr. Rapaille played calming music while participants lay on the ground. He asked them to talk through early childhood memories. He then asked participants to share experiences and emotions they associated with various products from their childhoods.

Participants did so, except when it came to coffee. Most had no memories of coffee and therefore no emotional bond to it. Japan had long been a tea drinking society, very few sections of society included coffee drinkers. Sales reflected the lack of cultural familiarity with coffee; it was not part of Japanese life. This understanding from Dr. Rapaille’s research sparked a bold marketing move with a long-term strategy in mind.

Nestle created coffee-flavored chocolate and marketed them to children. Introducing the flavor of coffee to Japanese youth while at an early age would not only imprint the flavor profile on them, but they would associate the flavor with positive emotions. Nestle tested, manufactured, and sold their coffee-flavored chocolate in Japan. They were immediately popular with youth and eventually with their curious parents who wanted to give the flavor a try.

A reentry into the coffee market by Nestle years later was met with a different response than the first attempt. The kids that grew up with coffee-flavored candies were now a part of the workforce and ready to become coffee drinkers. Today, Nestle imports nearly 500 million tons of coffee per year.

What began with a failed attempt at entering the coffee market resulted in a long-term strategy that proved that strong emotional bonds with customers can build strong sales.

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Business Marketing

How many hours of the work week are actually efficient?

(BUSINESS MARKETING) Working more for that paycheck, more hours each week, on the weekends, on holidays can actually hurt productivity. So don’t do that, stay efficient.

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work week rush

Social media is always flooded with promises to get in shape, eat healthier and…hustle?

In hustle culture, it seems as though there’s no such thing as too much work. Nights, weekends and holidays are really just more time to be pushing towards your dreams and hobbies are just side hustles waiting to be monetized. Plus, with freelancing on the rise, there really is nothing stopping someone from making the most out of their 24 hours.

Hustle culture will have you believe that a full-time job isn’t enough. Is that true?

Although it’s a bit outdated, Gallup’s 2014 report on full-time US workers gives us an alarming glimpse into the effects of the hustle. For starters, 50% of full-time workers reported working over 40 hours a week – in fact, the average weekly hours for salaried employees was up to 49 hours.

So, what’s the deal with 40 hours anyway? The 40 hour work-week actually started with labor rights activists in the 1800s pushing for an 8 hour workday. In 1817, Robert Owen, a Welsh activist, reasoned this workday provided: “eight hours labor, eight hours recreation, eight hours rest.”

If you do the math, that’s a whopping 66% of the day devoted to personal needs, rather than labor!

Of course, it’s only natural to be skeptical of logic from two centuries ago coloring the way we do business in the 21st century. For starters, there’s plenty of labor to be done outside of the labor you’re paid to do. Meal prep, house cleaning, child care…that’s all work that needs to be done. It’s also all work that some of your favorite influencers are paying to get done while they pursue the “hustle.” For the average human, that would all be additional work to fall in the ‘recreation’ category.

But I digress. Is 40 hours a week really enough in the modern age? After all, average hours in the United States have increased.

Well…probably not. In fact, when hours are reduced (France, for instance, limited maximum hours to 35 hours a week, instead of 40), workers are not only more likely to be healthier and happier, but more efficient and less likely to miss work!

So, instead of following through with the goal to work more this year, maybe consider slowing the hustle. It might actually be more effective in the long run!

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Business Marketing

Snapchat’s study reveals our growing reliance on video

(BUSINESS MARKETING) Snapchat released a report that shows some useful insights for future video content creation.

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Snapchat's video

Snapchat is taking a break from restoring people’s streaks to publish a report on mobile video access; according to Social Media Today, the report holds potentially vital information about how customers use their mobile devices to view content.

And–surprise, surprise–it turns out we’re using our phones to consume a lot more media than we did six years ago.

The obvious takeaways from this study are listed all over the place, and not even necessarily courtesy of Snapchat. People are using their phones substantially more often than they have in the past five years, and with everyone staying home, it’s reasonable to expect more engagement and more overall screen time.

However, there are a couple of insights that stand out from Snapchat’s study.

Firstly, the “Stories” feature that you see just about everywhere now is considered one of the most popular–and, thus, most lucrative–forms of video content. 82 percent of Snapchat users in the study said that they watched at least one Snapchat Story every day, with the majority of stories being under ten minutes.

This is a stark contrast to the 52 percent of those polled who said they watched a TV show each day and the 49 percent who said they consumed some “premium” style of short-form video (e.g., YouTube). You’ll notice that this flies in the face of some schools of thought regarding content creation on larger platforms like YouTube or Instagram.

Equally as important is Snapchat’s “personal” factor, which is the intimate, one-on-one-ish atmosphere cultivated by Snapchat features. Per Snapchat’s report, this is the prime component in helping an engaging video achieve the other two pillars of success: making it relatable and worthy of sharing.

Those three pillars–being personal, relatable, and share-worthy–are the components of any successful “short-form” video, Snapchat says.

Snapchat also reported that of the users polled, the majority claimed Snapchat made them feel more connected to their fellow users than comparable social media sites (e.g., Instagram or Facebook). Perhaps unsurprisingly, the next-closest social media platform vis-a-vis interpersonal connection was TikTok–something for which you can probably see the nexus to Snapchat.

We know phone use is increasing, and we know that distanced forms of social expression were popular even before a pandemic floored the world; however, this report demonstrates a paradigm shift in content creation that you’d have to be nuts not to check out for yourself.

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