By Guest Blogger, Mary Schmidt, Marketing Troubleshooter
When was the last time you heard that when someone was justifying a decision? I'm betting never. Ah, but the "logical thing" is to be commended and everyone nods sagely. Logic will never lead us astray, will it? (Us old trekkies know better, but I digress...)
However, study after study - and our own experience - have shown that we make decisions - even the biggest biz ones - based on emotion, then justify them with logic. We women are just a bit more honest with ourselves about this...;-)
Latest example is the latest addition to my household. Yes, I'm going to write about a cat. And a cute little one at that. But I've got a biz point about customers coming. Really. Hang with me.
So, a wee small kitten shows up in my backyard shortly before I left for a trip last week. Marshmallow that I am, I left a little bowl of food. Both the kitty and the food were gone the next day. Ah, well. Must have gone home. Uh. No. On Monday I see a pair of eyes peering out from a bush. Long story short, over the next several days, it became obvious it'd taken up residence in my yard. I gradually got it to come closer and closer. (Food is a marvelous tool.) *Sigh* It did all the adorable things kittens do, including just sitting there and looking adorable. DAMN that cuteness!
I called a local foster/rescue group and they referred me to another group, which "has a good record of adoption." What went unsaid is that the kitty, if not adopted, is killed. Well, not on my watch. Not with a cat who shows up at my back door.
His name is Hobo. I'd already named him before I looked up the universal hobo symbol for kind woman, shown at right. Seems the universe is trying to tell me something. I swear I must have this little sign - in cat language - on my back door (For years, wherever I've lived. Cats seem to always pick me.)
That emotion into logic transformation? Easy-peasy. The little guy is so scared and shy; I need to "socialize" him, even if I do find a foster group able to take him in. Otherwise, he'll have a difficult time getting adopted. See? Easy. Of course, by the time he's fully socialized, I'll have totally bonded with the little sucker (Sucker? That's me...;0
To bring us all back to a biz point. Simple question. What sign would a customer see on your door? Are you even aware of the sign? Could it be - um "nothing doing here?" (another hobo sign) You'd be amazed how word gets around. Even without social media technology. Back in the old days, the hobo word-of-mouth network spread the word very well indeed, with nary a computer or smartphone around.