Wednesday, September 24, 2014

Is your vocabulary half empty or half full?

Perspective is a funny thing, and it goes beyond the glass half full/half empty debate. We should always be careful to analyze language to make sure we’re seeing things from every angle.

Take, for example, recent talk about the city of Forest Lake’s taxes. Before the city began moving forward with bringing a YMCA to town, the preliminary levy for 2015 was scheduled to come in at $8.32 million, an increase of 3.53 percent over this year’s property tax levy. On the other hand, thanks to rising property values, the levy will be spread over a greater tax capacity than it was this year, resulting in a tax rate that’s 4.5 percent lower than in 2014.

So, is the city raising taxes or lowering them?

Perhaps it depends on your point of view. If you own a home worth, say, $100,000, you were taxed about $320 by the city in 2014. If your home’s value stays the same next year and the city doesn’t go ahead with the YMCA, your city bill will likely be $15 lower. It’s hard not to call that a tax cut.

However, your home value probably won’t stay flat. Property values in the city increased dramatically. If your home increases in value by 6 percent, what was a $15 decrease turns into almost that much in a tax bill increase because your home’s value went up more than the tax rate went down. At this point, it’s easier to look at the $8.32 million levy as a tax increase, as keeping the levy flat would have resulted in a flatter tax bill for you.

Of course, if the City Council does strike a deal with the YMCA, then the point is moot; it’s a tax increase just about any way you look at it. However, the point still stands: there’s more than one way to look at almost any situation, and we’d do well to recognize that when someone frames something through a certain lens, he or she may be doing so out of personal bias, intentionally or not.

You often see this phenomenon during campaign season, a biannual corollary to fall that all members of a republic must suffer through. Differing sides of the abortion debate label themselves as “pro-life” or “pro-choice,” implying that the other side must be “pro-death” or “anti-choice.” During Minnesota’s 2012 vote on gay marriage, those against the amendment called themselves “pro-marriage freedom,” while those who wanted the constitutional amendment to pass took up the mantle of “pro-family.” I’m not here to promote one group over the other, but I will tell you that I spoke with members on both sides of the debate who tried to use language and labeling to woo followers implicitly – to win the debate before the debate could even be had.

This doesn’t always have to be a sinister thing. Of course you want your movement to have a positive name and a positive message, and if that earns you support, you’ve been doing a good job of messaging. Just make sure that someone’s not trying to use language and a lack of perspective to deceive you or alienate someone else.

In the two social debates that I brought up earlier, I’ve heard a lot of outlandish claims, from the idea that all anti-abortion advocates hate women to the idea that pro-gay marriage people want to undermine “traditional” marriage. These sorts of arguments are petty and an attempt to swerve the public away from the real issues at the heart of these debates. No one wants to be seen as supporting misogyny, nor does anyone want to be seen as associating with a cabal dedicated to undermining the country’s moral fabric, even if that’s not really what those movements are about. By using language and a lack of perspective, the less savory members of these groups shut down real discussion and attempt to win converts outside of the realm of ideas, dumbing our nation down in the process.

Rather than be swept away by a one-sided argument, listen to your better impulses. Look at as many points of view as you can, and you’ll find yourself better informed and able to relate to more people with empathy.

Source: http://forestlaketimes.com/2014/09/17/is-your-vocabulary-half-empty-or-half-full/

Wednesday, September 10, 2014

The Cold Truth About The Future Of Advertising

Anyone with a Facebook account is quite familiar with the "ALS Ice Bucket Challenge." For those of you still holding out, "the Challenge" is an awareness-creating, fund-raising initiative that has been wildly successful in raising money for the cause. In the last month alone, "the Challenge" has raised over $40 million in donations. By comparison, there was $2 million donated over the same period last year. By any measure, this is success. It also gives us a glimpse at what the future of advertising could look like.

Depending on the source, we have gone from being exposed to approximately 500 advertisements per day in the 1970's to about 5,000 per day today. How many of the ads that you saw on this very day can you remember? I thought so. Now, how many of your Facebook friends' videos from today can you remember? I bet ALL OF THEM, and that's the point. It's not the magnitude of daily exposure that matters, it is what is registering in our brains that counts.

Today's economy is being driven more and more by this type of "Peer-to-Peer" initiative. We hear all the time that the best form of advertising is word of mouth, and that is exactly what this is. Our friends are advertising a message to us and our other peers, and we are responding. Social media advertisements are moving at the speed of a click, and thousands are on the other end to receive the message.

While these particular "Challenge" postings are free (anybody can do it!), it should be noted that paid advertisements on social media sites are very inexpensive. Ads can run all day, and for as little as a dollar a day. This isn't new, and in fact the delivery methods are changing about as quickly as they can be written about. As a company trying to promote goods and services, the choices can be maddening. The alternative of not participating in social media advertising? That can be costing you in lost sales.

If YOUR Company is spending thousands of dollars per trade publication ad, chances are that you are not even being provided with the sales lead information in a way that's meaningful and actionable. By comparison, the social media "pay per click" fee of (literally) pennies, comes complete with the lead information - directly to YOU. Tough to beat.

In today's social media vernacular, we "tweet" our messages, "pin" our pictures, and use something called a "hashtag" (I don't want to understand that one). Who knows what we will be doing tomorrow. The world is getting smaller everyday, and the word of mouth is getting faster.

If you are ignoring the ever evolving way in which advertised information is being delivered to the masses, you might as well stick your head in a bucket of ice water. More importantly, YOUR Company is missing out on great opportunities to greatly enhance your message.

Source: http://www.mybrandperformance.com