If so, you personify the findings of Edelman's 2012 Trust Barometer. Watch Chrystia Freeland talk to Richard Edelman about the current erosion of confidence in the workplace and governments:
Respondents in 25 countries indicate trust in government have declined with nine percent and that Brazil is the country where confidence in elected officials have fallen most.
Not surprisingly the debt ceiling debacle in the US, bailouts in the European Union, corruption in Brazil and India as well as the nuclear disaster in Japan are the main reasons behind the mistrust. And it's interesting to note that Westerners have lower faith in their governments than citizens of the developing world.
Half the public distrust companies
Businesses need to be regulated according to half the participants in the survery. And they are of the opinion that governments are not doing enough to rein in immoral companies. A high number of people would also like their authorities to increase consumer protection and ensure ethical corporate behaviour. It comes as no surprise that banks and financial institutions are least trusted.
Trust in social media on the rise
Traditional media and online search engines are still the most trusted sources of news and information but social media including blogs, networking sites and content sharing sites showed the biggest increase in trust this year. Surprising, considering the amount of incorrect information circulating on such forums.
Do you agree with the findings of the 2012 Trust Barometer and what Richard Edelman had to say? Have we lost confidence in authority figures? How can they build trust again and manage their reputations?There is now an opportunity for governments and businesses to lead in ways that earn trust. How would you like to see that done? Can they convince the citizens of the world that they are not about self interest but taking their responsibilities in society? Do you agree with Richard Eberman that confidence in governments and businesses will start rising again this year?
Can't help wondering what the future has in store for newspapers? It's telling that even the New York Times are slashing employee benefits and laying off staff. Watch a very interesting interview with investigative journalist Russ Baker putting what's happening at the paper into a broader context:
How can newspapers find 90% of their revenues online?
When you look at the newspaper industry you find that they still get 90% of their revenues from ads in the printed paper.
Online ad revenue is on the rise but still only a fraction of the money papers get from printed ads. One huge problem is that studies have shown that most people ignore online ads. And another is psychological in the sense that people prefer to pay for something they can hold in their hands.
Most online advertising not on news sites
In total more money is spent online but search, engines such as Google ,get much of it and news media has come to accept that they are unlikely to get the kind of revenues, or maybe rather profits, that they get from print advertising. They know they need to find new and smarter ways since ads and subsciptions alone will not work online. For some companies even the experimenting required is a bit of a challenge.
But one notable exception is US magazine publisher,Atlantic Media, who reported last year that its online advertising revenue was higher than for their printed magazines. One reason for that could be that it has lower advertising prices than similar publications. Maybe something that could be developed online as well. Provided it doesn't result in too many ads, since that will turn readers away.
Enter video
Advertisng on videos online increased with 39% in 2010 and that trend is likely to continue. No wonder most media companies online sport more and more videos. Mainly without advertising though. So that seems to be an area that could be more exploited. No wonder Helsingborgs Dagblad, a profitable Swedish local newspaper is moving heavily into video reporting.
Targeted banner ads one possibility
Targeting the interests of the individual with the "right" ads, like on Facebook is also on the rise. Media here, in theory, has the potential to know what their different readers want and display ads that should appeal to them.
Google CEO Eric Schmidt apparently told the New York Times in 2010 that while his company was built around search advertising their next big business is targeted display. Consequently on January 24th this year Google annonced their new online privacy policies that enable them to use information to target online ads at users more accurately. It's not possible to opt out and the new rules will be implemented on March 1st.
Let's see what happens to advertising on Google after that. Not least since revenue from their "pay per click" ads have declined.
Consumers not keen on online subscriptions
More and more of us are reading news online. But despite that, the majority of people are not prepared to pay more than $5 a month for subscribing to online news. So no matter how we look at it, subscriptions will, as always, be a small part of revenues.
The jury is still out on if paywalls, like for instance the New York Times and the Economist use, will work. But it's unlikely a paywall is a viable alternative for smaller, less famous publications.
Sponsorship actually works for some media companies so that may be another source of revenue. Some online media outlet operate as a tax-exempt, nonprofit corporation funded by donations and grants. So we will most likely see more of that as well.
Future journalists freelancing
Unfortunately what just happened to staff at the New York Times is likely to continue for the simple reason that lower advertising revenues means cutting expenses. So in the future most journalists will be independent and work on their own.
It seems to me that the likely way forward are newspapers written mainly by freelance journalists and more news coming to you in video format. And online news may not have to be expensive if you are prepared to accept that newspapers use the information they have on you to target you with the appropriate banner ads.
Very much doubt there will be an outcry from readers about targeted ads. Let's face it, Facebook has been getting away with doing so for a long time, and Google is now going down that route as well. How likely is it that people will suddenly stop using Google and all its services? Can't see why readers would prevent newspapers from doing what Facebook and Google are doing to their privacy?
What's your opinion? How do you see the future of online newspapers? Do you agree with me that video and tageted banner ads will be more prominent in the future? Or do you know better ways for newspapers to make money online? What alternative sources of revenue can you imagine? Print journalism will be around for quite some time since that's still where the money is. But how will newspapers survive – and preferably thrive – once the printing presses stop rolling?
You can't hide lack of energy and motivation since it's evident from how you carry yourself. Sit down somewhere and watch people walking and you will quickly notice whose got what it takes and who hasn't. How are you going to be able to move forward and create new beginnings if you don't have it? Who would hire or do business with someone without the drive and energy to succeed?
What kind of exercise you choose is entirely up to you. Personally I thrive on swimming, yoga, roller-blading and walking.
To be inspired will not be enough if you don't have both the physical and mental energy it takes to succeed. So now that many of you are between jobs you have no excuse for not exercising, sleeping enough and making sure you get the nutrition you need, both for your health and mental wellbeing.
At least half an hour a day
When you are tired and under stimulated you don't perform well and your results consequently leave a lot to be desired. So now is the time to change that. You have the time and it's not more expensive, or difficult, to lead your life in ways that give you energy. Are you getting the nutrition you need through what you are eating? Are you exercising enough? At least half an hour a day, now that you have the time? Are you sleeping enough? Have you got positive relations with the people around you? How about goals? Have you set them yet? And are you taking time out for yourself to be able to think and reflect on what is important to you and why? Not to mention learning from what is not working out the way you intended?
What kind of exercise do you do?
There is no set formula for this since we are all different. What kind of exercise you choose is entirely up to you. Personally I thrive on swimming, yoga, roller-blading and walking. But if you prefer football, jogging or whatever that's what you should do. Exercising makes your body produce endorphins, which is like a natural feel good drug. And yoga has the added benefit of completely removing stress if you breathe properly while doing it. Not to mention pranayama, the yogic breathing exercises, that have amazing benefits on your health an well-being. Sauna and steam baths are great too since you sweat out the negative energy.
You are what you eat!
Whenever I'm in a supermarket anywhere in the world I'm amazed at what people have in their trolleys. Not as bad as junk food, but almost. There is very little nutrition left in such food, so how about eating more fresh vegetables, fruit, whole-grain bread and other good sources of fibre? And to be on the safe side, take at least a multivitamin supplement to make sure you get everything you need.
Sleeping enough to recover and repair is essential. You may be one of the lucky ones that thrive on four hours a day or you may need eight? Personally I'm fine as long as I get six hours. Anything less and I'm tired. You know how much you need, so just make sure you get it.
Avoid negativity
Being surrounded by negative people have a really bad impact on you. How about trying to improve relations, when possible? Failing that I would suggest you just ignore negative people and the discouraging comments you get. Simply make an effort to be tolerant and accept that what he/she thinks is his/her opinion. We're all different and whose right and whose wrong?
Regarding goals, if you don't know what you are aiming for, where will you end up? Now is the time to decide what you really want to achieve in your life. But don't be too rigid since that may prevent you from even noticing other lucrative possibilities that come your way.
Make plans and evaluate
Getting time for yourself may be difficult, but it's essential in order to move on. If nothing else how about thinking through what happened during the day and how you could have done better just before you go to sleep? And then first thing in the morning thinking through and deciding what you would like to achieve during the day.
And whatever you do, don't feel sorry for yourself or, worse, start drinking or doing drugs, because then you really are doomed. Sitting at home watching television is not a good idea either. Read inspiring books about people who have achieved something, Dale Carnegie or other motivating authors.
Scientists have actually proven that flowers and plants make us more creative and able to come up with innovative solutions to problems. So get out in nature and get energy. Not only is it delightful but it also brings you closer to your goals. Even buying a plant will have a positive affect on you. So what are you waiting for, make an effort, get more energy and succeed! No health – no wealth, is another way of putting it.
You can have a fresh start any moment you choose, for this thing we call 'failure' is not the falling down, but the staying down, Mary Pickford once said and it's so true. And only you can do it. If you wait for others to lift you up, not only will you be disappointed – you will stay down.
Get back in the saddle again and look at your problem in ways that will allow a solution.
Now it's time to make an effort and make sure your life and/or business benefits. Many of you actually ask me to write more since you are feeling better after reading what I write. Makes me wonder if you feel good long enough to get back in the saddle again? Because you simply have to.
Are you brave?
These are difficult times and it's essential that you realise that the problem isn't you and get the courage to move on. And it has to come from within you. I appreciate that it's hard but it's in times like these that you separate "winners from loosers"
Opportunities disguised as problems
Being positive is crucial and to look at your problem in ways that will allow a solution. Maybe you have to look at possibilities you never considered before? But no matter what, it will be a question of persevering until you succeed, and not allow yourself to feel down. And don't forget that we are often faced with great opportunities disguised as insoluble problems
Are you "problem friendly"?
How creative are you? Ever thought about the fact that creative people are “problem friendly”? Don't get me wrong, nobody is delighted to deal with problems but now is the time for you to roll up your creative sleeves and find opportunities to improve your life. How? The solutions will be different for each of you. We all have problems that need to be solved every day. Even if it's just that we got dirty and have to wash. There's no running away from problems since everybody has them. If someone says they don't, they are simply not telling the truth. So the important thing is to try to find solutions that will enrich your life.
Don't discard your ideas
Don't discard the ideas you have, value them instead and take the challenge of developing them. If you are creative you will be persistent and optimistic until you succeed. If you, or others around you, dismiss your ideas too early you will never get anywhere. Many of the ideas that I have had would in the beginning have appeared crazy to others, but nobody called them crazy after I succeeded. What would have happened if I had talked about them to early? Maybe criticism would have killed off my ideas? Be flexible as well. The fact that you are developing one idea doesn't prevent you from working on other ones as well. In fact, I think you should work on several possibilities at the moment because so much is changing in our world. Covering your back is always a good idea. Have noticed that when I don't, things go wrong.
Still stuck in the rut? How about re-framing your situation by looking at it from different angles? It has the power to change your entire perception of the problem and finding new solutions.
And always, always remember that the only thing that's certain in life is that everything is uncertain. That's a fundamental fact of life and you have to get the strength from within to handle it, because whatever happens to you in life, it's up to you how you perceive it. Positive or negative? Your choice. Or as Lincoln once put it “You cannot help men permanently by doing for them what they could and should do for themselves”. Remember that failure happens on the road to success, which may be just a step away.
Want to kill two birds with one stone? Then you should aim for CSR (corporate social responsibility) and sustainable development.
How long will it take before all companies, like Vestas and Timberland, will display not only economic but social and environmental results as well in their annual reports?
Not only does it enable you to make positive contributions to society and our environment, it makes money for you as well. Sounds to good to be true? No we are actually looking at capitalism at its best. And if you haven’t jumped on the band-waggon yet, it’s high time you do since customers are increasingly expecting companies to show they care about our world and not only their next quarterly results.
If you are not already doing it, start by making small changes that swiftly save money, such as switching off the light, and share holders will be keen to do more.
It’s easy to only look at environmental aspects since profits are swift. But sustainability also includes social and economic sustainability. Social sustainability can for instance be to have multicultural employees that reflect your customers in order to give them better service.
Makes you more profitable, attractive and competitive
To run your business the smartest way possible pays off. Hence the importance of CSR and sustainable development. Why does a company have social responsibility? Shouldn’t the state take care of that? The answer is for capitalistic reasons because consumers prefer to buy from enterprises they believe are taking their responsibilities, employees prefer working for such companies and more and more businesses chose to buy from responsible firms.
Small companies have an advantage
It’s interesting to note that many small companies have been into CSR and sustainable development for a long time with the simple difference that they called it common sense. For them it’s natural to keep expenses at a minimum and make sure that they create an environment that makes staff happy.
Adapt or die
The interest insustainable products and services is increasing on a steady basis all over the world. Companies that don’t adapt to customers preferences and demands will simply see their market shrink and eventually die.
Long term thinking as opposed to swift results
How do you get multinationals to think long term and not only focus on the next quarterly results? Is social responsibility a step in that direction? More and more focus is on not only economic but environmental and social results in order to determine if a company is prosperous. If not, a company can have fantastic quarterly result due to staff working 24/7 or causing environmental damage so bad the company will be thrown to the wolves once the public finds out. In other words what looks good on paper could turn out to be a pie in the sky. Companies like Vestas and Timberland hence account for not only economic but social and environmental results as well in their annual report.
Will companies be able to ignore CSR and sustainability?
How much longer will it be possible for companies to behave like in the past? Will consumers tolerate businesses that ignore the world around them and in fact have a detrimental impact on the environment and society? CSR is to use resources in the most intelligent way regardless of if we are talking about people, energy or commodities. And how much savings or gains you get is easily calculated. However, it’s important to be able to show what you are doing and not just talk about it.
Generally speaking companies are better than they realize when it comes to CSR and sustainability. Catch is that they are not good at communicating what they are doing and hence don’t get credit for it. Do you agree that CSR and sustainability is capitalism at its best? Are you into CRS or maybe you simply call it common sense? If so, have you already noticed that it makes money for you in various ways? If not, are you planning to get responsible and start making money by doing good?
Have you got what it takes to be a successful leader? Do you have impact and influence to achieve your career ambitions in today’s competitive environment? Devote 16 minutes to watch Harvard Business School’s Linda Hill and executive Kent Lineback ‘s advice and insight which will enable you to assess yourself:
It’s easier said than done to become a great leader and takes years, or even a life time. And leadership skills are essential no matter where on your career journey you are at the moment.
Do you have the qualities and abilities Linda Hill and Kent Lineback believe it takes to lead yourself, others and an organisation? For instance the self awareness it takes to improve yourself? Was their advice useful for you? Did you have an aha experience? What did you learn? Is there something you would like to add? Did their insight enable you to assess and measure your ability as a leader and learn how to improve your skills? Are you now better eguipped to succeed with leading yourself and your colleagues?
When the ferry Estonia unexpectedly sank, the then Swedish prime minister promised it would be raised. Turned out that was impossible, but the voters never forgave him for breaking his promise.
Handle the issue in a serious manner and don’t try to make it appear to be of minor importance. It is important, so important you have journalists hounding you. If you seem arrogant they will go for your throat.
Negative media coverage hits when you least expect it and you have to be quick, open and take responsibility. It’s actually more important how you handle the crisis than what actually happened.
Not as difficult as it seems
How should a crisis be managed? There are an abundance of strategies claiming to know how to succeed with crisis management. They all have one thing in common – sometimes they work and sometimes they don’t. But the multitude of theories do give the impression it’s almost impossible to manage disaster when it hits you. And the fact that huge companies like BP fail contribute to making companies feel they are not up to the task. Of course they are.
You can’t anticipate everything that could go wrong
Things go wrong when we least expect it and to make it worse it’s usually something we wouldn’t in our wildest dreams imagine. It’s not the areas where you understand something could go wrong that turns out to be problematic but something completely unexpected. So no matter how prepared you are, you will usually be caught completely off guard when something really goes wrong.
Make a tentative plan of action
So it’s important to decide who handles what and how you will proceed when a crisis happens. Otherwise it will be total chaos with people trying to avoid dealing with it by claiming it’s not their responsibility. And several people have to be prepared to act, in case someone is off sick or on vacation. You also need to make sure the person handling the press gives a serious and honest impression.
Monitor your press coverage
It’s important to be aware of what’s written about you. Not least on social media because that’s often where a problems starts. Keep a close eye on comments being made since things can easily get out of hand if you don’t handle them swiftly.
Can you handle even a huge disaster?
You have to be prepared to do so even if it never happens. If not, you are doomed when disaster strikes.
Be available
Trying to avoid the media is tantamount to suicide. Some journalists will then try to nail you and find whatever information they can to do so. If necessary by analysing the crisis at hand in a way that makes you the culprit. If you don’t know what to say, you can always end a news conference by saying that the next one will be held, say, tomorrow afternoon at 15.00 hours.
Don’t try to hide anything
Be as open as possible to avoid speculation. Use your web site to make documents related to the issue at hand available, questions & answers and statements. Just be careful about not saying anything that could later turn out to be bending the truth. It’s better to say that you don’t know but will find out and get back to them.
Don’t simplify the problem
Handle the issue in a serious manner and don’t try to make it appear to be of minor importance. It is important, so important you have journalists hounding you. If you seem arrogant they will go for your throat. Make sure you convey the message that you completely understand and sympathize with the public outcry caused by the crisis. It’s essential to show that you genuinely care and that human beings are more important to you than money. However, don’t be as emphatic as the former Swedish prime minister by promising something that can’t be done. It would have been better that he said he would like to raise it, but didn’t know if it was possible.
Apologize
When you are at fault acknowledge it, take responsibility and apologize profoundly. Don’t fall into the trap of trying to explain why things went wrong. That usually goes down wrong and give the impression you are not sincere. And that’s fatal.
Be honest
Whatever you do, don’t lie and hope it will not be detected. Investigating journalists will find out and the repercussions against the company, and you personally, could be grim. Even white lies can be fatal. Heard about one minister that got caught with a white lie and was sacked after eight days in office.
Show the media what actions you are taking to sort out the mess and make sure it never happens again. Needless to say it has to be something that makes sense and enable them to show the public that you are taking your responsibilities seriously.
Maybe the most important thing is for the crisis to be handled by a person that gives an honest and caring impression. If not, media can easily get the impression something is wrong and start investigating. If worse comes to worse they will then dig up something else that can be editorialized into a story needing even more crisis management. Or even make it necessary for the CEO to resign.
The release of what Jackie Kennedy recorded on tape 47 years ago became headline news all over the world . Seems that people are always going to be fascinated about the Kennedys and the mystery surrounding the time in politics called Camelot and maybe above all the mystique surrounding the assassination of the young handsome president 48 years ago in Dallas.
Their daughter Caroline decided to release Jackie’s thoughts and memories earlier than her mother had wished to coincide with the 50 year anniversary of her father’s inauguration as president. An interesting thing is that it’s not just America that’s still captivated by JFK and Jackie but also the rest of the world. So devote two minutes to watching how AlJazeera in Qatar broadcast it to their audience, mainly in the Middle East.
Friends of mine who knew JFK always say that he was so charming women fell in love with him and men went out of their way to please him. The fascination with him as a person actually started long before he became president. He simply had what it takes to captivate people he came across which may account for some of the glamour attached to him and his family. And it didn’t hurt that he married a woman who knew how to keep the legend of Camelot , and her own mystique, alive and create headlines long after they were both gone.
Jackie expert on branding
It’s probably no coincidence that Jackie was a photo journalist before she got married. She really knew what to do in order to create a high value brand. By not giving interviews when she was alive she kept the mystique about herself and consequently JFK alive. And by behaving that way she contributed to turning herself and her late husband into icons. She actually did such a good job the American people forgave her for marrying Onassis. How can you not forgive an icon?
Can’t help wondering what kind of president John F. Kennedy would have been remembered as if he hadn’t been assassinated? Seems for instance he was going to pull out of Vietnam. What would have been his legacy? Would he and Jackie still be icons today if the shooting in Dallas hadn’t taken place?
Does,not only America, but the world need icons to look up to that they believe embody success, beauty, fame and wealth? People who represent what they dream of? Young, healthy, happy – maybe personifying “the American dream”? Or is it just like tabloid news, the fact that rich and famous people have worse problems than they have make ordinary people happy? To think that at least their husband wasn’t assassinated can be a comfort to some. Would JFK have been the icon he is today if he hadn’t been assassinated? What’s your opinion? Will the Kennedys always fascinate people or will future generations forget and find new icons to fill their place?
The combination of the rapidly expanding global fashion and beauty industry and the internet is providing opportunities for developing countries.
Environmentally responsible fashions can become cultural ambassadors that change global value sets and lead to other economic changes that also foster greater respect for the environment.
It enables them to use their creative talents and cultural heritages to create jobs and sell products that are environmentally responsible. And even better, results can come swiftly thanks to the internet. Their ideas, designs, and products can be displayed online and sold rapidly around the world.
Small businesses leading the way
Experts at UNCTAD’s “Best of Nature” conference believe fashion, cosmetics and perfume can lead to significant increase of employment in developing countries. We are mainly talking about small businesses which there, as well as in the rest of the world, is an important component of progress. With the right marketing such creative work can be not only profitable but promote different cultures and biodiversity as well.
Scents of the developing world
Biodiversity is a source of creativity and new products for the perfume industry. It is vital for supply chains to be transparent so that natural ingredients are responsibly harvested to make sure that the supply of valuable plants is not exhausted, Michel Mane, President of Mane USA said. He added that “by establishing techniques for the growth of perfume ingredients in developing countries we are able to ensure the ecological viability of our ingredients. By using both cutting-edge, environmentally benign agricultural practices and providing local employment we are able to ensure the ecological viability of our ingredients”.
Sustainable use of water & soil
More than 40% of Unilever’s turnover is now in developing countries, said Giulia DiTommaso, Unilever’s Director of External Affairs for Africa, the Middle East and Turkey. They are one of the largest buyers in the world of ingredients such as palm oil and have noticed increased consumer interest in environmentally friendly products. Unilever is hence focusing on sustainable use of water, soils and, not to forget, respect for biodiversity.
A vital issue is how environmentally responsible products can be certified and traced. We want to be sure of what we are buying. According to Sean Ansett, Managing Partner of At Stake Advisors, “customers will want to be able to trace their purchases “from farm to fork and from mine to mobile phone”. Current technology is showing that such traceability is now possible, if difficult”.
“Environmentally transparent” supply chains
“There are “tool sets” to allow corporations to improve the transparency of their supply chains. Doing so generates brand trust and loyalty, especially as customers increasingly demand that products be environmentally responsible”, Tim Wilson of Historic Features said. They supply such tools to customers like Wal-Mart.
Definitions of “natural” and “organic” still have not been set by for instance the European Union, but are under development and definitions hence still vary from country to country.
Organic African fashion popular in the West
African fashion is increasingly popular in the developed world and is creating thousands of jobs in Africa. There is for instance a fashion school in Niger that’s helping 150 African designers develop their talents.
What Africa needs is the capacity to mass produce fashion, says Anggy Haif, a Cameroonian fashion designer. The continent lacks the infrastructure and industry needed for widespread production of natural-fibre clothes. But there is a huge market for that kind of clothes and many jobs depend on developing such facilities.
So now that concern over the environment is mounting, and words such as “green” and “sustainable” and “responsible” are heard widely, environmentally responsible fashion and beauty products have the opportunity to shift from niche products to being much more widely used. Environmentally responsible fashions can become cultural ambassadors that change global value sets and lead to other economic changes that also foster greater respect for the environment.
Wouldn’t it hence be an idea for aid and donor organisations to devote more time and money to assisting developing countries with getting the infrastructure and know-how needed to develop more such companies? To do so would lead to sustainable development that would enable the nations to gradually work and trade themselves to a better standard of living. As opposed to most aid it would not just have a temporary effect but would assist the developing world long term starting now.
Of course you would. You would actually want to read it immediately. And your customers are no different from you.
Women contemplating what different beauty products will do for them. What woman would buy a product that she believes would make her look ugly?
What’s the main interest of a customer? Or let me re-phrase the question. What’s your main interest? You know the answer. Yourself. Sounds terrible I know, but all human beings have an interest in what happens in their lives. Be honest, so do you. That doesn’t mean that you are selfish. What would your life be like today if you hadn’t taken an interest in it? No need to say more, is there.
Your customers are also interested in what happens in their lives and how you, your products and services could have a positive impact on them and their lives. Still it is sometimes overlooked.
Marketing is about what your customer wants
If you can show your customer what you can do for them you will not have to do any selling. They will buy. In fact they want to feel they made a purchase, not that you have sold them something. In other words, let the customer feel that they had the idea.
Keep that in mind when you produce you promotional material. Focusing on the customer is, and always has been, the key to successful marketing. It does not matter what you need or want to tell them since the customers priority is what they, not you, need or want. Usually there is no need to tell them bluntly what you can do, there are more subtle ways to get the message across. Ideally they will get the impression that you are sympathetic with their ideas and desires and care about them. It’s not for nothing cosmetics companies sign up beautiful celebrities to promote their products.
Customers want you to care about them
They don’t care that you are very proud about your new office or that you have launched an exciting new product. However, if you invite them to a party at the new office or give them a sample of the new product, they will be interested. Even better if you can show them how your new product will make them more attractive to the opposite sex.
Customers don’t care if your company has had the most successful year ever, unless it has a positive impact on them. You get the drift. Your customers thinks about themselves when they read your advertisement. No need to tell them all the positive aspects of your company, just focus on what impact you can have on their lives and they will be interested. Make them feel happy doing what you would like them to do i.e. lead instead of command.
If they don’t see the positive impact you can have on them and their lives, you are on the wrong track . It’s time to adjust your promotional material to make them see the advantages and purchase. Needless to say, their purchase will be a one off if your products/services don’t have the impact on them that they would like. Or to re-phrase it, if you didn’t like the article written about you, would you be happy with the newspaper that published it?
