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Title: The Sound of Business - Part 3
Author: Jerry Bader
Article:
PART III - THE SOUND OF BUSINESS
HOW TO GIVE GOOD SONIC PERSONALITY©
We live in an age of metrics. Traditional and new media
advertising agencies often substitute metrics for understanding.
Mathematical models create the appearance of scientific
analysis, when in fact they are often manipulated to support a
preselected agenda. We all know data can be massaged to conform
to almost any conclusion. Besides, most small owner-managed
companies can't afford the expense of these agency-driven number
crunching solutions. The real question is, do these metrics
actually help us connect to our customers, who just happen to be
people?
Emotions Win Over Rationality
After all, we are dealing with people, and people react to
information on both a rational and an emotional level. If
everyone bought goods and services based on a strictly rational
basis, we would all be driving Smart Cars and wearing Old Navy
jeans. People make decisions based on a perception of reality,
rather than a rational analysis. Without getting too
metaphysical, in business there is no reality, only perception.
We believe what we think is true, or what is presented to us as
true. Information is colored by who and how, the message is
delivered.
Trying to Make 'Senses' Out of Life
We experience our lives through our senses. We see, hear, touch,
and smell. It is through these senses that we create what passes
for reality, and on that perceived reality we make our so-called
rational decisions.
Left on their own, people will interpret what they sense in very
individual ways. What tastes good to you makes me gag. The woman
I think is beautiful you think is ugly. That is until we our
told in some convincing communication, what we should think.
Skinny, shapeless, superior super models are beautiful because
we are told over and over that they are, and ultimately we
mostly learn to agree. So what does this all mean: reality is a
managed state of mind. We are either the managers or the
managed. Sounds pretty icky, doesn't it, but there it is, and I
for one rather be one of the managers than one of the managed.
Managing Perception
We have all been told from early on that 'a picture is worth a
thousand words.' How many times have you quoted this famous
saying? And you actually believe it, after all Confucius
wouldn't lie, would he? According to Jack Trout, in his book
'The New Positioning,' what Confucius actually said was, "a
picture is worth a thousand pieces of gold." Not the same thing
at all is it? There is actually no evidence that Confucius made
either remark.
The documented origin of the famous expression has been traced
back to a guy named Fred Barnard who sold tram advertising in
the 1920s by stating the claim in his advertisements. Originally
he claimed it was an old Japanese proverb, but later changed his
story and issued Chinese lettering with a translation in his
ads. Who knows what the truth is, maybe old Fred invented the
expression himself, but most people believe Confucius said it,
and that's reality, even if the damn thing was made up.
What You See is Nice, But What You Hear You Remember.
People want to believe what they see is the most important
element in delivering a message, but I would argue that what you
hear outweighs even what you see. Think about it. Companies
spend millions of dollars on attractive logos and pithy
corporate names, and I have no argument with developing a proper
logo or a great name. But successful company names and logos
have an element inherent in their design that goes beyond how
they look. It is how they sound. When you see a visual brand
representation, a signal goes off in your head and a little
voice whispers that company name. Try to think of a popular
corporate logo without the name of that company sounding
silently in your head. Sound, and more specifically the human
voice, is the most under utilized marketing tool we have at our
disposal. And it's ready to hit The Web, big time.
The Web is Made for Sound
The Web is a multimedia platform and your website should utilize
every possible tool available to create your reality and to
deliver your marketing message. No one was able to stop the
flood of images from overtaking the Web, and soon audio will
follow. Now I hear the screams of some crying out against the
multimedia pollution on the Web, and I'll agree that it will
surely come. But here's the thing, agreed most companies will
implement sound on the Web all wrong and it will be just more
noise, but if YOU do it right, you'll be the winner. Your
message will get through the noise, and you will define reality,
and manage the perception of your audience. The question then is
how do you effectively implement voice-audio on the Web?
Audio - The Human Connection
I started this series of articles by stating that the way to
break through the liquid crystal barrier was with a human voice
that delivers a Sonic Personality© for your business. We've
talked about how you must create the basis for a business
personality by first defining who you are, what you do, and why
you do it better than the competition. We've also talked about
focusing on the core values of what you want to do for your
audience, and not confusing them with all the things you can do.
So now we are ready to craft your Signature Voice - your Sonic
Personality©.
About the author:
Jerry Bader, is a partner in MRPwebmedia, a website design firm
that specializes in creating multimedia websites that enhance
their clients business opportunities by delivering their
marketing messages using the latest audio, video, Flash, and
interactive techniques.
MRPwebmedia developed the Sonic Personalities© concept that
effectively conveys your brand, image and message on websites
and DVD/CD presentations using custom-crafted voice-overs.
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