Effective Marketing In the 21st Century

Overwhelming clutter has made traditional advertising almost worthless for your business. We live in a world that has become ad rich but idea poor. Your customers don’t want to be bombarded with ads—they want to be inspired by ideas that will change their lives. Ads may create transactions, but great ideas create transformations. Ads reflect our culture, ideas imagine our future.

Triune Brain

Paul MacLean’s “Triune Brain” theory, whose basic idea is that every human brain contains three independent competing minds – the reptile, the early mammal, and the modern primate.

One of the biggest problems with traditional advertising is that it mainly engages the “lizard brain.” Whether you know it or not, we all have what Seth Godin refers to as a lizard brain. He says, “The lizard is a physical part of your brain, the pre-historic lump called the amygdala near the brain stem that is responsible for fear and rage and reproductive drive.”

“The lizard brain is hungry, scared, angry, and horny.”

“The lizard brain only wants to eat and be safe.”

Godin writes in The Icarus Deception:

[T]he lizard brain is the resistance. The resistance is the voice in the back of our head telling us to back off, be careful, go slow, compromise. The resistance is writer’s block and putting jitters and every project that ever shipped late because people couldn’t stay on the same page long enough to get something out the door. The resistance grows in strength as we get closer to shipping, as we get closer to an insight, as we get closer to the truth of what we really want. That’s because the lizard hates change and achievement and risk.

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Documentary Addressing Inequity in America

Your Light Will RisePistis DBM presents
Your Light Will Rise
Addressing Inequity in America

And if you give yourself to the hungry And satisfy the desire of the afflicted, Then your light will rise in darkness And your gloom will become like midday. ~ Isaiah 58:10

Following in the footsteps of people such as Jack London and George Orwell, Terrance Jackson spent over a year homeless in New Rochelle, NY and discovered the power of empathy to fuel innovation and creativity:

I believe that empathy – the imaginative act of stepping into another person’s shoes and viewing the world from their perspective – is a radical tool for social change and should be a guiding light for the art of living. Over the past decade, I have become convinced that it has the power not only to transform individual lives, but to help tackle some of the great problems of our age, from wealth inequality to violent conflicts and climate change.

It is important to understand what empathy is and is not. If you see a homeless person living under a bridge you may feel sorry for him and give him some money as you pass by. That is pity or sympathy, not empathy. If, on the other hand, you make an effort to look at the world through his eyes, to consider what life is really like for him, and perhaps have a conversation that transforms him from a faceless stranger into a unique individual, then you are empathising. ~ Roman Krznaric

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Combating Groupon-type Deals Sucking $280M from Independent Restaurants

The Gramercy Tavern

Gramercy Tavern selected 2nd best restaurant in the United States by a panel of 176 food critics for The Daily Meal

In 2011, Americans ate out 60.6 billion times. That’s down from 62.7 billion in 2008 and flat compared to 2010. Of the 2.1 billion visits lost, 2 billion would have been to independent establishments.

This lost of visitors was compounded by daily deal providers sucking value away from local merchants. In 2011, revenue for daily deal providers like Groupon grew 138% but visits to independent restaurants were down 4%. According to Bill Bice of Coverboom this works out to $280M lost by independent restaurant owners.

“The number one way small businesses can compete with chains is by nurturing the relationships they have with the customer,” says Joe Erickson, editor of RestaurantOwner.com, an online resource and networking tool for independent restaurateurs. “Collect their names, birthdays, anniversaries, and their specific likes, and use that [information] to start a direct mail campaign.” Continue reading

Does Your Business Get Women?

A Shopping Machine

• Most small business owners don’t get women yet two women in a store is a shopping machine.

Did you know?

At home, the majority of women (90 percent) still control the family’s purse strings, from stocking up on household items to having the final say on home and car purchases and health care.

Read more: http://www.businessinsider.com/infographic-women-control-the-money-in-america-2012-2#ixzz2KcusOnpj

Consider the following:

  • Most small business owners don’t get women yet two women in a store is a shopping machine.
  • There’s a very strong consumer bias for well-run local businesses. Look at the popularity of farmers markets. But it has to have an energy, freshness and evangelical joy to it.
  • Don’t neglect cleanliness. Hygiene is very important, especially to women.
  • Most women will U-turn and leave an aisle if it’s so narrow that another shopper gives them a “butt-brush.”
  • New windows and reorganization on the floor is necessary to create a sense of evolution that brings excitement to the space.
  • Engage all five senses. Shoppers are conscious of what they see, taste, smell, touch and hear. Sense marketing is an inexpensive way to impact the customer experience.
  • 85% of people have used the Internet to search for local businesses, yet only 3 percent of small business total advertising dollars flowed online, compared to as much as 16 percent for big companies.

Would you like to attract more women shopper? Consider sponsoring The ZinC HoPLo Lab:

The ZinC HoPLo Lab looks to address this situation by teaching girls skills. They will start by learning the basics of computer science and programming in this unique course taught by David Evans and Terrance Jackson. In this course they will build a working search engine. Google is the most well-known and popular search engine.

This course is a blended model of on-line instruction and in-person instruction. Students progress through the content of the course, on-line, with David. But students also meet weekly with other students and Terrance to work additional problems, share with and help each other, and have their questions answered directly.

For more information on the on-line content, click here and watch the video.


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Pistis, Building Strong Communities

Royal Portal Chartres

The Royal Portal at the Cathedral of Our Lady of Chartres. Some say these images are direct references to scenes described in the ancient Coptic Gnostic text, The Pistis Sophia.

Groupon grew out of a social activist website called “The Point” to became the fastest growing company ever with a great idea that seemed to serve the needs of small business owners. “The Point” got its name from The Tipping Point: How Little Things Can Make a Big Difference, a book by Malcom Gladwell: “The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.”

Yet this great idea at Groupon treated people as merely consumers and not human beings; and in hindsight, it is very obvious that this great idea would never turn into a great innovation. The difference between merely having an idea and real innovation can be like the difference between masturbating and having a baby. People enjoy looking at baby pictures; no one wants to see stains on a sheet.

Pistis Database Services is creating real innovation and real value for local communities by understanding people as human beings, not consumers.

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