The world of marketing is changing and we must change right along with it or lose market share. Translated, this means “change or lose business”. Let’s apply this to what I am calling the “Tsunami Shift” in marketing. A tsunami is a monstrous sea wave generated by underwater earth movement or volcanic eruption. That’s what is happening in marketing, a gigantic under-the-surface movement that is making a monstrous wave.

For at least ten years we’ve known the four contributing factors used in making decisions but only used one or two, somewhat because of lack of understanding, but also because the “how to use” technology wasn’t there. The four factors are: how your brain works, how emotions affect decision making, how we perceive a spokesperson, and how technology pulls it together. We now have a “handle” on the decision factors whereby the smallest business can use these techniques. The Tsunami Shift is beginning. So let’s identify it, understand it, and then apply it to business.

YOUR BRAIN
For years psychologists have known how the brain absorbs information. Now they know how to cause that to happen. The first impact is from images, the second sound, and the third text. About ten years ago these same psychologists discovered that music dramatically affected each of these absorptions. That’s right, music! Why did you buy that special greeting card with the music box built in? Because it played music, right? Music not only “soothes the savage beast”, it causes people like you and me to relate to the words and pictures we see on TV or the word pictures generated by the smooth-talker on radio! Next time you watch or listen to a commercial you particularly like, listen closely to the ebb and flow of the background music. You’ll be amazed!

We can use the knowledge of how the brain processes information to build more effective commercials for our products and services. In print advertising, downplay words and use pictures and other visuals. Ever think about a comic-strip approach to selling your product? In radio or TV use music. Beware! You will have to let-go of your idea of what is appropriate music and use that which your identified-buyer considers great music. That’s tough!

YOUR EMOTIONS
We’re a smart, intelligent group, we humans, but we can be led like sheep. Perfume makers no longer have to build a chain tying perfume to smelling great, to attracting others, to relationships, to romance, we’ve been led down this path so often that all they need do is mention the name of the newest perfume, and we think, “Okay, If I use this perfume I will achieve all the pleasures I desire.” Baa. The ties are direct. Get what you want by using our product. Buy our cereal and have a great body. Baa. Drink our beer and have lots of friends. Buy our pills and look great. Baa!

There are real benefits to the customer in using your products or services, so use the emotional factor when you talk about them! Appeal to emotions by describing the marvelous consequences of what can happen if your customer uses your product. Keep it positive, and don't knock the competition (you’ll lose every time).

YOUR SPOKESPERSON
We’re slowly getting to the point where not everyone believes that actors on radio or TV are experts in the legal world just because they once played the part of a lawyer, but this dependence will probably take another ten years or so to die-out. It doesn't matter the actor never missed a meal … if they played the part of a homeless person, they are a de-facto expert and spokesperson for the homeless. Organizations with a “cause” have been using this technique for years, tying the latest hot-property-actor to their causes. If you want further proof of the spokesperson concept, ask a kid what toy they want today, then check out the talent or cartoon character connected with that desire. This is not new marketing, just considerably evolved marketing.

The best way for you to use this trend is to use a personality whom everyone in your market mix knows. A local disc jockey or talk-show host, a TV personality, a well known writer, or any of a number of other personalities comes to mind. Think: “Theme toys and McDonalds”. Have your spokesperson tell your advertising message while staying in character. Note: the personality must somehow be connected with your product or your ad will be ineffective.

YOUR TECHNOLOGY
We have to go back to the brain for a moment. You've heard of people that can glance at a page of text or look at a picture for two seconds then tell everything about what they've just seen? Everybody's brain acts like that to some extent. Most of us "see" or 'hear" at a rate of 6 distinct units per second. Your brain “sees” and “hears” at a rate of 30 or more units per second. This means those high-tech fast-moving television commercials that jump all over the place are acting directly on your brain, bypassing your normal perception. MTV works! Don't believe it? Fast record one of these commercials then play it back slowly. The message is there! The technique is valid and you should use it.

The above techniques are not new, they’re just “available”, and you can and should use them to improve your marketing. Go for it!

(NOTE TO EDITORS: PLEASE INCLUDE THE FOLLOWING.)
Paul Tulenko is a Small Business Success Consultant based in New Mexico. Additional tips and suggestions are available at www.tulenko.com or call (toll-free) 1-866-TULENKO.