Weeks of involvement drag by. You’re not having fun. Pouring yourself into it, people don’t seem to appreciate you. You’re likable. But, you’re not connecting. Relationships aren’t blooming.
This misfit story unfolds when the decision to join a group/organization/tribe/niche, is based on demographics, or worse, random happenstance. What’s wrong? Your Psychographic proclivities are not in alignment with the group you’ve selected — these people aren’t your kind-of-people, you know it and they know it. Ergo, nothing good happens.
The fix is simple and quick. When you engage with a tribe that has shared passions, interests, activities and opinions, you click and stick.
Now is the time to open your mind and imagination. Let’s talk about how to enjoy, grow, nurture and profit from choosing the right tribes and crafting relevant and effective marketing, advertising and branding. We’ll start with a momentary review of old school demographics, then we’ll dive into the in’s and out’s of new school Psychographics.
You’re familiar with Demographic selling?
If you type “definition: demographic selling” into the Google Search, it returns 4,720,000 results. Demographic selling is old school.
Crafting a written plan to develop and grow your business is smart. Demographic considerations play a role in every effective business plan.
Want to slingshot your business from misfit and unfun, to popular, appreciated and wildly brilliant?
Learn all you can about unlocking and unleashing the brilliance of Physcographic-Selling.
WTH Is A “Psychographic”?
If you type “definition: psychographic selling” into Google Search, it returns 66,600 results. (My first thought, the sign of Satan, then, realizing it was Lucifer’s trick to misdirect, I quickly gathered my thoughts and continued…).
That’s 4,720,00 results for old school “Demographic-Selling” and 66,600 for the lesser known, but brilliant, Psychographic-Selling”.
Why lesser known? Because the power of” Physchographic-Selling” is most recently electrified by the omnipresence of the internet, social media, online sharing and boundry-less conversation. Facebook, blogs, Flickr, Youtube, Twitter, LinkedIn, etc., all empower us to engage each other on shared Interests, Activities and Opinions (IAO). Interests, Activities and Opinions are Psychographic variables. It’s easier than ever to find new friends and join new tribes.
Psychographic variables are also known as IAO variables – Interests, Activities and Opinions. The seller needs to analyze these 3 factors primarily in order to understand the psyche of the customers. Then he can adopt a suitable marketing strategy, or he can alter an existing marketing strategy. The habits that consumers generally display with regard to a certain class of products will determine their reaction to the product that a seller is offering them.
Psychographic Segmentation Variables
The variables that come into play when we speak of psychographic segmentation are primarily psychological in nature. The following variables could be said to be a part of the process of psychographic segmentation.
- Behavioral patterns
- Perception of selling company
Because the real estate business is personal in nature and success is won or lost on the basis of “trust”, when planning and strategizing on tactics to grow your real estate business success and profitability, Phychographic considerations add muscular-mojo to your plan.
People with similar interests, shared beliefs and in-common hobbies like each other. People trust people they like. People hire and referral recommend people they like and trust. This is why understanding Psychographics and it’s IAO (Interests, Activities and Opinions) variables is important.
To deepen connection, forge strong relationships, earn trust and have fun, it’s wise to analyze your SOE (Sphere Of Engagement) and segment them into tribes and niches of similar Psychographic makeup. Taking this advanced step will insure that efforts to grow the size, depth of connection and your relevance (Top Of Mind Awareness & Trust) within your tribes, returns maximum results.
Psychographic segmentation: Consciously group your Sphere Of Engagement (SOE) into tribes and niches with in-common IAO (interests, activities, opinions) variables.
When crafting marketing messages: Whether institutional, personal branding, property promotion, presentation or prospecting; understanding the Interests, Activities and Opinions (IAO) of the people you are addressing, will insure that you speak their language. When conversing and marketing, it’s wise to choose an angle of approach that is relevant to the personality traits, interests, opinions, hobbies, passions and aversions of your defined and grouped Psychographic tribes and niches. Do this and connection, conversation, persuasion, trust and Top Of Mind Awareness will take deep root and your success will bloom brilliantly. You’ll have more fun too.
When adding a new tribe or niche to your existing Sphere Of Engagement (SOE), using Psychographic segmentation will keep you from beating your head against the “you’re NOT one of us”, steel-clad-security-door. When you engage with a tribe that has shared passions, you click and stick.
Immediately quit mis-chosen tribes and scoot to a tribe that is involved in something you’re passionate about, a tribe with compatible Interests, Activities and Opinions. I know the women get it. Dudes, YES, I said “passionate”!
Now is the time to open your mind and imagination. What legal passions singe you. What passions do you think you don’t have time for? Cooking classes, yoga, book club, bunco, ballroom dancing, PTO, tennis league, coaching little league? The real estate business is one of the few business that allow positive people to engage in people centric passions. Forget about joining the traditional and professional organizations, unless you’re passionate about them, and join the tribes and niches that you love. They’ll love you back. When this happens you and your tribe win. Yea!
Psycho Action Plan
A Simple 4 Step Action Plan
- Identify Psychographic tribes and niches within your Sphere Of Engagement.
- Craft your marketing messages, promotions and conversations to speak directly to each tribe and niche in their language, based on your shared Interests, Activities and Opinions.
- Expand your Sphere Of Engagement by joining new tribes and niches that share your passions. Avoid or quit engagement with tribes and niches that don’t share your passions.
- Be yourself. Participate, share and have fun with your new tribe members and you’ll grow trust, attract, uncover and discover new opportunities.
- Have fun, live it up, share, serve and succeed brilliantly.
Thanks for reading. Share with your friends. If you’d like to share with the Agent Genius tribe, leave a comment, we’d love to hear from you.
Bite-sized retail: Macy’s plans to move out of malls
(BUSINESS MARKETING) While Macy’s shares have recently climbed, the department store chain is making a change in regards to big retail shopping malls.
I was recently listening to a podcast on Barstool Sports, and was surprised to hear that their presenting sponsor was Macy’s. This struck me as odd considering the demographic for the show is women in their twenties to thirties, and Macy’s typically doesn’t cater to that crowd. Furthermore, department retail stores are becoming a bit antiquated as is.
The sponsorship made more sense once I learned that Macy’s is restructuring their operation, and now allowing their brand to go the way of the ghost. They feel that while malls will remain in operation, only the best (AKA the malls with the most foot traffic) will stand the test of changes in the shopping experience.
As we’ve seen a gigantic rise this year in online shopping, stores like Macy’s and JC Penney are working hard to keep themselves afloat. There is so much changing in brick and mortar retail that major shifts need to be made.
So, what is Macy’s proposing to do?
The upscale department store chain is going to be testing smaller stores in locations outside of major shopping malls. Bloomingdale’s stores will be doing the same. “We continue to believe that the best malls in the country will thrive,” CEO Jeff Gennette told CNBC analysts. “However, we also know that Macy’s and Bloomingdale’s have high potential [off]-mall and in smaller formats.”
While the pandemic assuredly plays a role in this, the need for change came even before the hit in March. Macy’s had announced in February their plans to close 125 stores in the next three years. This is in conjunction with Macy’s expansion of Macy’s Backstage, which offers more affordable options.
Gennette also stated that while those original plans are still in place, Macy’s has been closely monitoring the competition in the event that they need to adjust the store closure timeline. At the end of the second quarter, Macy’s had 771 stores, including Bloomingdale’s and Bluemercury.
Last week, Macy’s shares climbed 3 percent, after the retailer reported a more narrow loss than originally expected, along with stronger sales due to an uptick in their online business. So they’re already doing well in that regard. But will smaller stores be the change they need to survive?
Why you must nix MLM experience from your resume
(BUSINESS MARKETING) MLMs prey on people without much choice, but once you try to switch to something more stable, don’t use the MLM as experience.
MLM experience… Is it worth keeping on your resume?
Are you or someone you know looking for a job after a stint in an MLM? Well, first off, congratulations for pursuing a real job that will provide a steady salary! But I also know that transition can be hard. The job market is already tight and if you don’t have much other work experience on your resume, is it worth trying to leverage your MLM experience?
The short answer? Heck no.
As Ask the Manager puts it, there’s a “strong stigma against [MLMs],” meaning your work experience might very well put a bad taste in the mouth of anyone looking through resumes. And looking past the sketchy products many offer, when nearly half of people in MLMs lose money and another quarter barely break even, it sure doesn’t paint you in a good light to be involved.
(Not to mention, many who do turn a profit only do so by recruiting more people, not actually by selling many products.)
“But I wouldn’t say I worked for an MLM,” you or your friend might say, “I was a small business owner!”
It’s a common selling point for MLMs, that often throw around pseudo-feminist feel good slang like “Boss Babe” or a “Momtrepreneur,” to tell women joining that they’re now business women! Except, as you might have guessed, that’s not actually the case, unless by “Boss Babe” you mean “Babe Who Goes Bankrupt or Tries to Bankrupt Her Friends.”
A more accurate title for the job you did at an MLM would be Sales Rep, because you have no stake in the creation of the product, or setting the prices, or any of the myriad of tasks that a real entrepreneur has to face.
Okay, that doesn’t sound nearly as impressive as “small business owner.” And I know it’s tempting to talk up your experience on a resume, but that can fall apart pretty quickly if you can’t actually speak to actual entrepreneur experience. It makes you look like you don’t know what you’re talking about…which is also not a good look for the job hunt.
That said… Depending on your situation, it might be difficult to leave any potential work experience off your resume. I get it. MLMs often target people who don’t have options for other work opportunities – and it’s possible you’re one of the unlucky ones who doesn’t have much else to put on paper.
In this case, you’ll want to do it carefully. Use the sales representative title (or something similar) and, if you’re like the roughly 50% of people who lose money from MLMs, highlight your soft skills. Did you do cold calls? Tailor events to the people who would be attending? Get creative, just make sure to do it within reason.
It’s not ideal to use your MLM experience on a resume, but sometimes desperate times call for desperate measures. Still, congratulations to you, or anyone you know, who has decided to pursue something that will actually help pay the bills.
This smart card manages employee spending with ease
(BUSINESS MARKETING) Clever credit cards make it easier for companies to set spending policies and help alleviate expense problems for both them and their employees.
Company credit cards are a wonderful solution to managing business expenses. They work almost exactly like debit cards, which we all know how to use, am I right? It is the twenty-first century after all. Simply swipe, dip, or tap, and a transaction is complete.
However, keeping up with invoices and receipts is a nightmare. I know I’ve had my fair share of hunting down wrinkled pieces of paper after organizing work events. Filling out endless expense reports is tedious. Plus, the back and forth communication with the finance team to justify purchases can cause a headache on both ends.
Company credit cards make it easier for companies to keep track of who’s spending money and how much. However, they aren’t able to see final numbers until expense reports are submitted. This makes monitoring spending a challenge. Also, reviewing all the paperwork to reimburse employees is time-consuming.
But Spendesk is here to combat those downsides! This all-in-one corporate expense and spend management service provides a promising alternative to internal management. The French startup “combines spend approvals, company cards, and automated accounting into one refreshingly easy spend management solution.”
Their clever company cards are what companies and employees have all been waiting for! With increasing remote workforces, this new form of payment comes at just the right moment to help companies simplify their expenditures.
These smart cards remove limitations regular company cards have today. Spendesk’s employee debit cards offer companies options to monitor budgets, customize settings, and set specific authorizations. For instance, companies can set predefined budgets and spending category limitations on flights, hotels, restaurants, etc. Then they don’t have to worry about an employee taking advantage of their card by booking a first-class flight or eating at a high-end steakhouse.
All transactions are tracked in real time so finance and accounting can see purchases right as they happen. Increasing visibility is important, especially when your employee is working remotely.
And for employees, this new form of payment is more convenient and easier on the pocket. “These are smart employee company cards with built-in spending policies. Employees can pay for business expenses when they need to without ever having to spend their own money,” the company demonstrated in a company video.
Not having to dip into your checking account is a plus in my book! And for remote employees who just need to make a single purchase, Spendesk has single-use virtual debit cards, too.
Now, that’s a smart card!
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