We were working on doing a brand statement for a company when a colleague Scott passed along some good information he received from an expert in the field.
Start with:
To (target audience), (your company) is the (blank) provider/service of (blank) delivered through (blank).
This helped us a ton to put together several brand statements.
Do you have any favorites out there?
Two bison going at it
For a long time, I’ve been struggling with the ability to tell others why they shouldn’t argue with others especially on the internet. I’m not saying to turn the other cheek and run away – what I was trying to say is that it’s not worth the time and energy to argue with someone. It’s better to agree with them and then redirect to what you want them to do. But people I spoke with just didn’t get it. Obviously, these people aren’t dumb – I was just doing a horrible job of explaining what I meant.
Then I came across these posts from John Carlton. I’ve been following John since I had heard an interview with him on (I believe) the Copyblogger podcast. John did a great interview of how he came into the copy writing world and he’s produced some amazing results for his clients so when it comes to knowing what he’s talking about, I trust him.
Anyway, I digest. Here’s his steps for Winning an argument – you can find them all here on his blog or the comments on his facebook. I’m not going to copy his stuff word for word – you should go read it. But I am going to give it my spin for the world of dairy farming.
How to win an argument
Step 1: Never argue back, when your goal is persuasion.
This is probably the toughest thing to do. We are definitely hardwired to defend our positions and strike out when we feel our views are threatened.
But the important thing here (especially online) is that this is a losing proposition. No one will win here – what will happen is that everyone will see the shouting match going on back and forth until it escalates into name calling. I’m sure you’ve seen this hundreds of times on facebook, twitter, youtube, etc… It’s even worse when people’s identities are anonymous.
I love what John says here about how their minds will change -
They WILL change their minds, but not because you demolished their belief system with crap like logic and debate moves. They will change because of an internal epiphany that is akin to death/rebirth.
So the main lesson is here “don’t fight back” unless you just want the adrenaline rush and don’t care if this person will hate both you and your cause.
Step 2: Define what “win” means to you.
This is a big boy/girl step and it’s not quite as hard as the first step. What are you trying to accomplish and why in the world did you engage this person in the first place. You need to answer this. If there is really no larger goal in mind, then step away. You aren’t going to convince them of anything anyway.
In social media/digital world, there are considerations here. You are probably arguing in front of an audience. Both theirs and yours. So you really need to think about that. I would also say that don’t consider email a private place. I’ve seen many people say things in email that got transferred (copy paste) directly into the lime light. So always be careful in digital.
If I engage someone with an opposing viewpoint, I want to persuade them into doing something that is a “win” for me (even if it looks like I got my butt kicked in the argument). Let me give you an example. At a previous job, I was constantly bickering with a dept over their approvals of tools I needed for my team. After a few backroom arguments (which I believed I won but in reality didn’t get us any closer to getting the tools), I decided to change my tactics. My goal was getting the tools and not winning the arguments. So my new tactic was to (which is the next step) to agree with them and redirect to what I wanted.
I’ll explain what happened after the next step from John.
Step 3: Use “yes, and” to reframe for the “win”.
This is what John says about the last step in winning an argument. He’s written a lot more here so go read the rest of it but here’s what he says.
You disarm anger, reframe the context (so you’re not wallowing in the stuck-in-one-place psychological wastelands that stubborn people like to fight in), and “come in through a side door” (as old school salesmen like to say).
You don’t engage head-on, you ignore irrationality, and because you’re so clear on your goal, you take your ego out of it. Use the old improv theater tactic of never being negative yourself — say ‘Yes… AND…’ while moving things toward the discussion you actually want to have.
This is so, so important. You win because you reframed the argument and you get what you want. Remember if there is nothing I really want from the person then don’t argue. But this person has something you want (influence, budget, tools, etc…) then you need to persuade and you persuade by not arguing.
So here’s what happened in the example. Instead of arguing, I started agree with the other dept. “Yes, I agree these tools are a bit out of range for our normal budget and yes, the security is questionable. Yes, I agree with your points. I understand you have a class on the dangers of these tools. How about my guys all attend these classes, become experts and advocates about how you feel about these tools and will be someone you can rely on to back you up if other people want these types of tools. But they really need to have access to these tools so they can become the experts on which ones work and which ones don’t. The dept head thought about it and gave us the access we needed.” Now this is just a paraphrasing of everything that went down but it worked.
Now, do I do this all the time? Nope. Do I still argue? Yep.
Because I’m human and I don’t always control my emotions as well as I should. But I do want you to understand that arguing passionately very rarely convinces anyone but the people that already agree with you that you are doing the right thing. You can see the polarization in many things like politics, religion, music, etc…
But if you really want to persuade someone than I suggest you use John’s steps above. And, of course, if you want to argue against me, feel free. I’m up for it. “Yes, I agree with you…AND”
What do you think about winning an argument?
Love the attitude on these guys. Courtesy of Flickr Creative Commons via Fiona MacGinty
I’ve recently accepted a new position with Dairy Management, Inc. in Chicago. Therefore, I’m reconfiguring this old blog (kinda like This Old House) with the move.
I’ll be posting here for a while until I figure out a new plan. Can’t stop blogging so this will do for now.
Here’s a problem I find with marketing consultants. They are full of plans that they don’t execute. It’s really hard to hold them accountable because they don’t do the actual work. They just make the plans.
Not that consultants are a bad thing. I am one at my full time job at Notre Dame. I consult a lot. I draw up plans. I don’t have to execute on all of them and therefore I am a consultant.
But here’s what I find with most consultants. They want you to start over.
They want the plans that you may have had in place to be thrown out. Then they start over with a fresh set of plans. That you probably can’t execute anyway.
So that’s why I don’t want to be a consultant. Consider me a marketing mechanic.
Why a mechanic?
When you bring your car to a mechanic because it isn’t running as well as you think it should, the mechanic isn’t going to tell you that you need to just get rid of the car then start putting together plans for a new car based on what you feel you need your new car to do.
Thanks so much for attending our presentation last week. We really enjoyed meeting everyone and sharing with you our passion at MediaSauce for internet marketing and social media. I hope you learned a lot – I know I did by talking to you about your businesses and online needs.
The PowerPoint has links to various websites built into it but if I mentioned something in particular that you want to know about I’ll try and get back to you on this post.
The worksheet we handed out at the presentation is available for download complete with answers below.
Worksheet Answers to Building an Internet Strategy in the Digital Age
Again, if you have questions you can email me or just comment on the blog.
Thanks and good luck with your businesses!
When I first started this series on Internet Marketing 101, I told you how to set up Google Analytics on your site. Now let’s see what Google Analytics can really tell you about your site?
Google Analytics Dashboard
I don’t have a whole month’s worth of data on my friend’s site, www.veinskincareinstitute.com, but I do have enough to teach you guys how to read the data and what I would consider important.
Let’s log into our account and see what the site is up to.
First, we see the Dashboard.
Here we can find several things quickly. We see our mountain range of user activity. Looks like on average we get about 30 users a day visiting the site with 579 Visits.
Pledge to End Hunger
My friends at MediaSauce and I are trying to feed hungry kids in Austin, TX with www.pledgetoendhunger.com.
Tyson Foods will supply an entire trailer truck of food (35 lbs of food per click). Kimball Office’s Hum Office and Share Our Strength both helped with some much needed resources. MediaSauce and Kombolt provided the big idea, strategy and technical firepower.
All we need is a 1000 people to pledge to help. You can give, share or volunteer. One click, 35 lbs of food, feed 140 children.
Just click www.pledgetoendhunger.com.
Once we hit 1000 people, the challenge changes and Indiana can benefit from the food. Tyson will fill two more trucks and send them to the states that have the most pledges on the site.
It’s so easy to do, just click the link and sign up.
2 minutes of your time – a full belly for a kid that seriously needs it.
You don’t know how much I appreciate it.
Thanks. Thanks again.
Don
