Develop Charisma and Become More Likable
In the Your Business column, list the key aspects of the physical appearance of your business. We can't do this for you because there are thousands of types of businesses. To give you ideas, we've included at the top of the worksheet a list of elements that commonly apply to retail and wholesale businesses, organized by category outside elements such as signage Physical Appearance That Develops Trust
Evaluating Your Business's Physical ost of us give the physical appearance of our business a great deal of thought at least at the beginning. Signs, packaging, window displays and office layout are all given great attention. Unfortunately, as the months turn into years, we tend to develop sloppy habits. Window displays that were once cleaned weekly and redone monthly now stay up a couple of weeks longer and are rarely cleaned in the interim. Employees who were once required to look fresh and clean now sometimes work in T-shirts and raggedy jeans, and no one has gotten around to fixing the dent in the delivery truck or thought to run it through a car wash.
If your site is basically a bunch of sales letters, you have not yet built your credibility and likeability with this visitor. Your visitor ends up feeling pitched. And then she feels double-pitched if (chances are low) she clicks through to your merchant's site. That's why the CR actually goes down.
Busch had a special one designed as a fob for his pocketwatch - made from some 14 parts and featuring semi-precious stones. The whole ensemble was very eye catching. When on business, the A & Eagle fob attracted comment and admiration from the other businesspeople with whom Adolphus liaised. So at a cosmetic level, Adolphus was already pushing the corporate logo and the heritage (the eagle carried regal as well as US patriotic overtones).
To be a WILDCAT fan, you must have pride and respect for your team no matter what. One has loyalty and admiration for the team and the university in general. One has support for the team and its achievements as well as for the individual players themselves. You love the team unconditionally and want the best for them always. You stick with the team in good times and bad ones. One can almost compare it to a marriage and the vows one takes. The saying that I bleed blue is definitely true in my case, because I always want them to do the very best that they possibly can. So when they hurt, I hurt and vice versa. I love being a representative and graduate of UK and the traditions that go along with it.
A source characteristic frequently used by advertisers is attractiveness, which encompasses similarity, familiarity, and likability.17 Similarity is a supposed resemblance between the source and the receiver of the message, while familiarity refers to knowledge of the source through exposure. Likability is an affection for the source as a result of physical appearance, behavior, or other personal traits. Even when the sources are not athletes or movie stars, consumers often admire their physical appearance, talent, and or personality.
What we know about opinion leaders, apart from their connected and respected profile, is that opinion leadership tends to be category-specific - opinion leaders in off-road quad-bikes may or may not be opinion leaders in cosmetic beauty products. We also know that key correlates of opinion leadership are 'category involvement' (interest, knowledge and activity) and 'strength of personality' (persuasiveness and personal charisma). These correlates have enabled reliable opinion leadership scales to be developed and validated in order to be used by businesses for screening existing and target buyers.
The buying center usually includes many participants who influence each other, so interpersonal factors also influence the business buying process. However, it is often difficult to assess such interpersonal factors and group dynamics. Buying center participants do not wear tags that label them as key decision maker or not influential. Nor do buying center participants with the highest rank always have the most influence. Participants may influence the buying decision because they control rewards and punishments, are well liked, have special expertise, or have a special relationship with other important participants. Interpersonal factors are often very subtle. Whenever possible, business marketers must try to understand these factors and design strategies that take them into account.
Fundamental to every product is a core benefit that is the basic service or benefit the customer seeks. The core benefit is the first and central dimension of the product and involves the physical appearance of the product, its quality, and its ability to satisfy user needs including functional utility (Figure 8.1). The core product allows customers to solve problems and satisfy basic needs, e.g. in the case of a car it may be transport to work, shopping trips or socializing.
Earlier, I mentioned that people make judgments about you within the first five seconds after they are exposed to your voice, your signage, your business card, your physical appearance, your answering machine, etc. That five seconds will either help you build value or it will take it away. If you haven't already done so, I strongly suggest you spend some quiet time with the Five-Second Image Challenge on pages 58-62.
The Sony rootkit disaster is a perfect example of what happens when an industry stubbornly refuses to listen to its market and instead tries to sue it. The desire of people to mix and match music to meet their particular tastes tracks back to the 1950s and the development of the first record changers. By the late 1980s, as this book documents, technology had developed to the point where this customer need could be met (and very profitably). By the late 1990s, only a true pack of idiots would have missed the handwriting on the wall and not moved proactively, in concert with an MP3.com or Napster, to meet the clearly inevitable future. By the millennium's end, you didn't need a crystal ball to see what was coming all you had to do was take some time out from sucking up to rock gods and snorting cocaine and go out and buy an MP3 player and download some jingles. Instead of suing Shawn Fanning, creator of Napster, one of the music companies should have had enough sense to buy out Napster...
The buying centre usually includes many participants who influence each other. The business marketer often finds it difficult to determine what kinds of interpersonal factors and group dynamics enter into the buying process. As one writer notes 'Managers do not wear tags that say decision maker or unimportant person . The powerful are often invisible, at least to vendor representatives.'2 Nor docs the buying-centre participant with the highest rank always have the most influence. Participants may have influence in the buying decision because they control rewards and punishments, are well liked, have special expertise, or have a special relationship with other important participants. Interpersonal factors are often very subtle. Whenever possible, business marketers must try to understand these factors and design strategies that take them into account.
In November 1991, Earvin Magic Johnson of the Los Angeles Lakers basketball team held a press conference to announce that he had contracted HIV and was retiring from professional basketball. The news of his infection spread quickly, and instantly the world had a well-liked, high-profile celebrity who demonstrated that heterosexuals were at risk for AIDS. This appeared to be a potentially critical event in people's perception of the disease. The press quickly predicted that Magic would be immensely effective in conveying this risk to the public. They speculated that his charisma would personalize the concern to other heterosexuals who had otherwise rationalized that the AIDS risk was limited to gay men. Magic's immediate interviews with the press, public service announcements, and appointment to the President's AIDS Council reinforced this hope (Anonymous, 1992 Baker, Lepley, Krishnan, & Victory, 1992 Fumento, 1992).
The physical appearance of the questionnaire affects its likelihood of securing a response, and this is particularly so for self-completion questionnaires. Ease of use and analysis are dependent on good questionnaire layout. The questionnaire should be laid out using adequate space and reasonable quality paper. If it looks too 'amateurish' the respondent is less likely to co-operate. If the questionnaire looks as though its perpetrators attach little importance to it, then why should respondents give up their time
Of all the entities converging on the world of microcomputing during its early formation, none was more dominant than IBM. To many, IBM wasn't simply a high-tech company IBM was high tech, other companies being simply minor stars in an IBM firmament. By 1981, admiration, reverence, and fear of IBM had reached neocult status. IBM was Big Blue, and its chief competitors in the mainframe business were referred to as The Seven Dwarfs.
Campaign Teams of two female performers aged in their mid- to late- 20s were dispatched to 50 stores around the country. Highly charismatic, appealing and fun-loving individuals, they wheeled around a shopping trolley containing nothing but hundreds of tubs of Carte d'Or brand ice cream in every flavour imaginable. One of the girls held a massive shopping list aloft for all to see. On the list, in bold oversized print, were all the flavours of Carte d'Or available in the freezers. The girls spent hours in each store, connecting personally with shoppers who fell into the target market.
Thanks to Tony Pontin's successor, Reg Melluish, who had been the fantastically charismatic sales manager of Remington Typewriters, Dymo was able to replace these salesmen with other youngsters of incredible quality. Tony Pontin introduced a number of changes that extended the life cycle of the sales force to nine weeks.
Making donations to worthy causes generates publicity, and builds your image as a company with a heart. Why is that so important Because people buy from companies they like. Whether prospects like you or not is far more important to them than who has the lowest price It's more important than convenience. It can even be more important than quality I assure you, the 'likeability' factor is that strong, that powerful and that important. When you help people, when you make a generous donation, or even a token donation, you enhance that all important positive image factor that makes customers choose you over a competitor. Making a donation is also an excellent reason to submit a press release which can get you free coverage in the press - and free press coverage can be 2,000 more effective than paid for advertising If you're not convinced by now that making donations to good causes - and making sure you get credit for it - is a terrific idea, please read this paragraph again When you help...
The Power Of Charisma
You knowthere's something about you I like. I can't put my finger on it and it's not just the fact that you will download this ebook but there's something about you that makes you attractive.