The Power of Connecting
The Power of Connecting
In the book, Dr. Luntz discusses the “Beer Factor.” He says that, although many factors weigh into electing a President, one of the most important things a candidate can do to create a loyal following is to sit down and have a beer with potential voters. Bill Clinton was wildly successful due to his charisma and an overwhelming majority of people found him interesting whether or not they agreed with his past. Thus, he passed the Beer Factor test.
The underlying principle here is that he had the ability to connect with people. This principle is one of the pillars on which the concept of Celebrity Branding™ stands. The reason “people buy people” is that a person can engage you more concretely than an inanimate object, logo, or slogan. When was the last time you really wanted to have a beer with Nike? What about Donald Trump?
If I had said Tiger Woods or Michael Jordan, your answer would likely have also been yes - but these are not the business minds at work at Nike. They are hired personas Nike chose so that consumers could connect better with the Nike brand. But that is a lesson in itself: a company without a Celebrity CEO has to hire someone else to fill the role.
So our question to you is: Even if you could hire Tiger Woods or Michael Jordan, why wouldn’t you also want to leverage your own Celebrity status to get people to connect with your business? We know that it’s much easier on your budget, not to mention the fact that you can control yourself much better than you can control a third party. Just think about what might have happened had your company hired Michael Vick to promote your product. Pretty scary, huh?
You have the power to connect with consumers based on the fact that you share similar traits. We all know that you can’t connect on a personal level with every consumer and, arguably, you shouldn’t try, but you’ve got a better shot at it than anyone else. You know more about your product or service than anyone else and you probably have a great deal more passion for what you do than a Celebrity who just shows up for a paycheck.
Take advantage of this fact! People love to learn more about other people, which is why Celebrity culture has dominated the newsstands and television outlets for years. Take the chance to let your audience know more about you. Take the chance to connect. Let your audience know more about your hobbies, your family, your favorite foods, favorite places to vacation, and even some of the stuff you’re not crazy about talking about. All of these little facts, as insignificant as they may seem to you, make you human and allow others who have similar feelings to connect with you in ways that create much stronger bonds than if they were just reading corporate rhetoric.
Connecting with your consumers breeds much higher customer loyalty and, when leveraged correctly, much higher transaction sizes and profits.
The Power of Connecting - To learn more about this author, visit Nick Nanton's Website.
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During this time of constant media coverage of the impending Presidential election, I am constantly reminded of the words of Dr. Frank Luntz, world-renowned professor, political consultant, and author of the book Words that Work.
In the book, Dr. Luntz discusses the “Beer Factor.” He says that, although many factors weigh into electing a President, one of the most important things a candidate can do to create a loyal following is to sit down and have a beer with potential voters. Bill Clinton was wildly successful due to his charisma and an overwhelming majority of people found him interesting whether or not they agreed with his past. Thus, he passed the Beer Factor test.
The underlying principle here is that he had the ability to connect with people. This principle is one of the pillars on which the concept of Celebrity Branding™ stands. The reason “people buy people” is that a person can engage you more concretely than an inanimate object, logo, or slogan. When was the last time you really wanted to have a beer with Nike? What about Donald Trump?
If I had said Tiger Woods or Michael Jordan, your answer would likely have also been yes - but these are not the business minds at work at Nike. They are hired personas Nike chose so that consumers could connect better with the Nike brand. But that is a lesson in itself: a company without a Celebrity CEO has to hire someone else to fill the role.
So our question to you is: Even if you could hire Tiger Woods or Michael Jordan, why wouldn’t you also want to leverage your own Celebrity status to get people to connect with your business? We know that it’s much easier on your budget, not to mention the fact that you can control yourself much better than you can control a third party. Just think about what might have happened had your company hired Michael Vick to promote your product. Pretty scary, huh?
You have the power to connect with consumers based on the fact that you share similar traits. We all know that you can’t connect on a personal level with every consumer and, arguably, you shouldn’t try, but you’ve got a better shot at it than anyone else. You know more about your product or service than anyone else and you probably have a great deal more passion for what you do than a Celebrity who just shows up for a paycheck.
Take advantage of this fact! People love to learn more about other people, which is why Celebrity culture has dominated the newsstands and television outlets for years. Take the chance to let your audience know more about you. Take the chance to connect. Let your audience know more about your hobbies, your family, your favorite foods, favorite places to vacation, and even some of the stuff you’re not crazy about talking about. All of these little facts, as insignificant as they may seem to you, make you human and allow others who have similar feelings to connect with you in ways that create much stronger bonds than if they were just reading corporate rhetoric.
Connecting with your consumers breeds much higher customer loyalty and, when leveraged correctly, much higher transaction sizes and profits.
The Power of Connecting - To learn more about this author, visit Nick Nanton's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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