Infopreneur

infopreneur, internet, information, product, laptop, entrepreneur,

What’s up ? This is THE stephane ANDRE !!! I watched an Olivier Roland’s video and I learned some good stuff.

I discovered what it was an infopreneur by reading Tim Ferriss‘s book « 4-Hour Workweek ». It was a book that was recommended in a personal development’s blog and this book has completely changed my way of seeing a « job ». This is definitely a point of view that we don’t learn at school, even at business school.

The profession of infopreneur is a very interesting profession and evolves all the time because of new technologies. In fact, if you don’t know, an infopreneur is a person who earns money on internet with information products. These information products aren’t news but they’re information to help people achieve a goal on a specific area.

What is special about this job is that we enable people to be more effective in things that are important to them and the result is that they’re happier.

Workplace

One of the advantage of this job is geographical freedom. The company is based on internet, which means that you only need a computer and an internet connection to work. There is no obligation to go to a workplace, you can work every day in a different place or in a different country as long as you have access to an internet connection. There are more and more jobs that allow you to have this freedom like programmer, virtual assistant, bookkeeper, data entry, copy writing, translator, travel agent, transcriber, etc.

It’s a profitable business because selling information on internet makes it easier to reach a large number of people with little money.

Distribution

internet company

Imagine how it was to sell a book before the invention of printing. Even if you had written the best book in the world, it was hard to live on it. Imagine, so that 2000 people can read your book, you needed 2000 handwritten copies of your book. Copying books was not a really cool job, so you can imagine how complicated it was. If you offer me a job that consists of copying 2000 books of 300 pages, I’ll answer you : « No, thanks !!! ».

With the invention of printing, authors started earning more mony because more people could read their books and that to increase later with the invention of copyrights.

With digital books (ebooks), it’s possible to sell 100 or 1 000 000 books without the huge costs of printing, distribution, storage and return management. There are still costs but they’re very low for the servers and the support (for example a client didn’t receive the email to download the ebook).

With internet, it give you the opportunity to manage the distribution of your information products yourself. Before internet, you had to have an appointment with a manager of a radio, television to reach as many people as possible. If this manager liked your work, you could have ads on radio, television but if this manager didn’t like your work, no ads.

Many talented people couldn’ have a great exposure to make known their talent because of these « Gatekeepers ». Internet allows you to no longer need to these gatekeepers to reach a large number of people.

If you want to know more, I advise you to read this article that I wrote. Click here .

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-Steph

P.S. If you’re in Miami and you like Caribbean food, go to my cousin’s bistro to eat Haitian food, click here.

Start A Smart Company

startup company data

What’s up !!! This is THE stephane ANDRE. I watch an Olivier Roland’s video  and I learned some good stuff.

To create a company, most people advise to leave school or job to be 100% focused on creating the company. I advise you to start your business part-time and continue your school or job. An excellent method for this is « Lean Startup » . The principle of Lean Startup is to put on the market as fast as possible your product/service at minimum viable.

2 different methods

method scientific

Classic

Let’s take a closer look at what most people do. A person has an idea to start a company, so this person does a market research to minimize the risks. Then this person will seek financing with bank loans after calculating the needs of the business. These business needs based on a 3-years business plan that is extremely theoretical and hypothetical. You should know that in 99% of cases, as soon as the company is open and prospects are in contact with the products/services, these business plans have no connection with the reality of the field.

The problem with this method is that this person works for 1 year to create a product/service and when it’s available, this person realize that everyone doesn’t care. When the product/service isn’t selling, the stress rises enormously and you have to find a way to pay back people who lend money to your company.

Lean startup

With the Lean Startup’s method, when a person has a product/service idea, the principle is to find the minimum basic function of that which would interest the audience and the prospects who would be willing to buy. Then you have to do a test as soon as possible on the market. There is something very important that Michael Masterson said : « Before your business make its first sale, it’s nothing more than a set of unproven ideas that you are spending money on ».

That is why it’s necessary to set up a field test in the most real conditions possible with the most minimal version of your product/service.

Here is an example with someone who wants to buy a parking lot to rent it :

  • With the classic method, this person bought a random parking lot hoping to have many prospects interested in renting it.

  • With the Lean Startup method, this person will find an interesting parking lot to buy. Then this person will post an ad in an ads posting site and on social media and will wait to see if there are peope interested in renting it. If people call this person to say : « I’m interested in having your parking lot, I’d like to rent it », in this case this person will buy the parking lot. If nobody is interested in the parking lot, this person will not buy it.

Test quicky

test field

There are several other methods like this to test. In my case, it’s my blog to build my brand and until today, I’m doing it part-time. Here is a 3-part article in the power of a blog ( here  ).

Create my blog allowed me to :

  1. To know if I could find and keep my rhythm to write articles

  2. To know if I could share interesting things to create an audience

  3. To know if I could possibly monitize this blog with this audience

Once you have the idea, you need to test it as soon as possible to see what is happening on the field to collect feedback from the first customers and to know if you have an interesting business model or not. This test is excellent for eliminating a lot of uncertainty.

The cool thing about the Lean Startup method is that you’ll really start investing a lot of time, money and energy when you have your first customers who will help you improve your product/service.

Let things be clear, Lean Startup isn’t a magic formula, it’s necessary to act and start the process again, until you have a product/service that interest people.

Subscribe to my newsletter and share this article if you think it can help someone you know.

-Steph

Boost Your Marketing Based On Science (Part 3)

tate tougue bitter sour sweet salty

I watched an Olivier Roland’s video and I learned good stuff.

Click if you didn’t read Part 1  and Part 2 .

Taste

Taste is a bit of an amalgam of 5 senses because it’s necessary to use 5 senses to have the full sensation of taste in the brain. It’s enough that it misses 1-2 senses so that the flavor modified. When a brand works to be recognized by several senses, it improves the credibility and the memorization of the brand.

An effective sensory marketing is based on the coherence of the senses to increase the positive evaluation of products, stores and visiting intentions. This multisensory experience increases the probability of creating strong and lasting emotional connection with the consumer.

Cognitive ergonomics, pricing, distribution and sales

cognitive ergonomics

Rules of innovation, presentation product/service and a good selling price increases the turnover and improves a brand’s perceptions. Consumers spend more time in a store when the place is thematized, theatrical or with a sensory experience.

Creating nice design for the brain helps a product to succeed in a market. Certain specific packaging’s elements attract the attention and interest of the brain. Imaging and iconography provike emotional evocation, color awakens somatic makers, writing gives meaning to the product and the brand gives the product qualities linked to its essence.

The preception and the price of a product/service by the brain have important consequences on the amount of purchases. An inapproritate price compared to consumers perception on the price-quality ratio can cancel a sale. A consumer refuses to pay for an expensive product if the quality seems low. With a price too low, a consumer thinks that the quality is bad.

The psychological price, which is the price that a consumer is willing to pay to buy a product/service, is the fundamental basis for the price policy.

Pay creates an impression of pain in the brain and there are several solutions to decrease or avoid this feeling : payment term, credit, deferred payment, product/service presentation like Premium, billing per month rather than per hour, price below a fixed price ($ 299.99 instead of $ 300.00).

When stores are thematized, theatrical or with a sensory experience, it increases the presence time of consumers as well as the interest. The result is an increase in turnover and an improvement in the brand perception of the store.

Subliminal relationship

subliminal messages

Since antiquity, communication has used many subliminal techniques to be more persuasive. Subliminal communication target directly the brain’s subconscious. Ads is still based on Aristote’s rhetoric method to improve credibility and Cicero. Here are Ciceron’s recommendations  : It’s necessary to prove the truth of what you say, it’s Logos. To reconcile the benevolence of the listeners by using the Ethos and to awaken in them all the emotions useful to the cause with Pathos.

  • Logos

    This corresponds to the choice of logical and rational messages. Theses messages show indisputable arguments about the quality of the product/service on an innovation that other brands don’t have.

  • Ethos

    This is to give confidence or seduce consumers.

  • Pathos

    It’s about message based on emotions.

Communications can be based on hedonism to look for inner well-being or joy like luxury or sex. To trigger strong emotions and enter in the memory, messages can be violent as for example advertisements on the road safety.

Subliminal communication target directly the brain’s subconscious, bypassing the barrier of reasoning. Even though subliminal communication is prohibited in some countries, many methods are allowed and used in advertising.

Advertising entertainment is an advertising based on the spectacular using humor or art with the harmony’s rules like Golden Ratio , Vitruvian Man , eroticism, etc.

Brands works with emotions to influence the consumers brain to make purchase. Consumer’s brain is attracted by brands whose history is reminiscent of known myths memorized in the unconscious (copy by somatic markers).

Brands need to create a story, an original epic that can be told in the community and be told for several generations.

Community and social networks

community

Community and social networks influence the consumer’s individual consciousness, which make it a collective consciousness. A consumer has access to a huge amount of information from different sources in real time. This information comes from all over the planet. This access to information allows the consumer to make comparisons before buying. With interactivity, a consumer becomes a neuro-consumer-actor. We’re living the creations of a new behaviororal generation of neuro-consumer multiprogrammed, it means people who consult several media at the same time.

We’re slowly entering a world where zapping replaces logic and reflection. A world where people prefer sequential information based on emotion rather than linear information based on conceptual reasoning.

Several factors influence the purchasing behavior : free economy, uberisation or participative economy of purchases, return of auctions, the wait of the proposal of purchases of the last minute, used to choose from several references as with Amazon (70 millions products), geolocalisation use of different sales channels (social networks, internet, smartphone, etc).

There are methods to meet these new expectations, permission marketing and digital marketing desire.

  • Permission marketing

    Permission marketing allows communication only with prospects who have given their agreements.

  • Desire digital marketing

    The digital marketing of desire is based on quality content and the pratice of « one-to-one ». « One-to-one » is the creation of a personalized relationship with each consumer and to develop this relationship.

Consumers saturated by the advertising of digital marketing gives a very limited confidence to the brands coming from traditional communication. They prefer to seek advice from people who have already tested the brand, product or service.

Use a viral marketing, buzz or word of mouth to spread positive communication on social networks across communities can seriously increase sales. This viral marketing, buzz or word of mouth is based on the oldest media in the world : the rumor. With the development of internet (website, blog and social networks), recommendation becomes more important than the communication.

Share this article if you think it can help someone you know. Thank you.

-Steph

Boost Your Marketing Based On Science (Part 1)

brain

I watched an Olivier Roland’s video and I learned good stuff.

Let’s see what neuroscience found on things that influence people to buy.

The book of Michel Badoc and Anne-Sophie Bayle-Touroulou « Le neuro-consommateur » (in french)  helps us better to understand this.

It’s a book that has been written for other researchers and academics. This is why this book is very interesting for entrepreneurs and consumers.

Here are the elements from this book to boost your marketing.

Until now, marketing and communication are based on the rational purchasing decisions and perceptions of advertising messages by the consumer. But neuroscience shows us that a huge part of our actions come from the subconscious part of our brain.

For A.K Pradeep  and Martin Lindstrom , only 15% of purchasing decision are rational. Current marketing studies limited in the accuracy of customer behavior. What customers say doesn’t always match what they do. Responses collected during a market study can be influenced by context, which disturbs responses. With neuroscience, we can directly communicate with the brain to try to improve marketing.

Here the elements found in neuroscience on the unconscious behavior of consumers.

  • Age et gender

  • Memory

  • Emotions and desire in the decision

  • 5 sens

  • Cognitive ergonomics, pricing, distribution and sales.

  • Subliminals relationships

  • Community and social networks.

Let’s go, we’ll see that in detail. We’ll start with age and gender because these 2 create behaviors and attitudes, sometimes, difficult to understand by a person who doesn’t belong to the same category.

Age

reptilian limbic neocortex brain

Reptilian brain

It’s the center of instincts and the satisfaction of primary needs. This mainly affects young children. They respect the leader who is the mother or the father but also the strongest person who can protect them in case of external danger.

Limbic brain

It’s the center of stress emotions, instinctive behavior and memory. This mainly influences teenagers. They are mainly attracted by new brands / products and original fashions that can distinguish or oppose them to adult fashions.

Teenagers are often interested in causes or subjects with a lot of emotions : social, humanitarian, ecological, fair trade, etc. They prefer emotional communication over rational information.

neocortex,

It’s the center of anticipation and decisions. This mainly affects adults.

With internet, we can see several big differences in the generational behavior of consumers. There are Digital Native and Digital Immigrants and these 2 categories require different approaches.

digital native immigrant

Digital Natives

These are the people who grew up with computers, smartphone and internet. They prefer to have jerky information without verb and without object complement. They can read in parallel information on several different media. They don’t need to structure their thoughts and they can have a random read mode. They feel emotions much more with colors and designs rather than structured text. They want things to go fast.

Digital Immigrants

They prefer a linear processing of information. They like the text’s logic. They wish to receive the information in a slow way with consistency in the structure. They want to keep their privacy and are wary of the information’s distribution on internet. They sometimes want to work alone.

Gender

gender male female

There is a distinct difference between the behavior of female and male consumers.

Female

The left hemisphere of the brain is more developed in women and they’re subject to the hormones influence. We can see more of this phenomenon when a woman becomes a mother. A woman like to communicate more that a man, she likes to talk and be listened to. She needs shares her ideas, feelings and emotions.

She’s very well oriented in time. A woman is less emotional than a ma but she is more sensitive because she has the sens of smell, hearing and touch more developed than a man.

Male

The right hemisphere of the brain is more developed in man and they’re subject to the influence of testosterone. A man is more emotional than a woman, but he expresses less his emotions. He likes action and competition. He’s very well oriented in space, which allows him to find shortcuts. The man’s view is very developed and is eroticized. This explains why the man is attracted by the nude, jewelry, makeup and clothes.

For these reasons, it’s easier to mee a man’s expectations compared to a woman’s expectations.

Differences

difference

Male

As you can see, man primarily uses his view to select a product or service that he can use to show his strength and seductive power. He likes offers that give short-term profits. He prefers simple and direct communication. He prefers images rather than text. Price is more important for the man than for the woman.

Female

A woman is more complex in her expectations. She processes information in a way that is both rational and emotional. A woman is not attracted by nudity. She is attracted by a neat person with harmonious clothes and neat hands. In the case of a salesman, a woman has no preference for a man of a woman. This is influenced by several elements : voice, smell, facial expression, capacity to listen and quality of answers of the salesman.

A women prefers written and documented communication. She likes social media because she can express her ideas and meet people who share her points of view. She filters rational messages through her emotions. She likes positive communications. Before selecting a product/service, she will compare it with competitors and get information with her friends, co-workers and other people with experience.

A woman is less impulsive than a man even if a purchase can serve as an antistress. For a woman, the touch’s quality and the smell can influence a purchase like clothes.

This is the end of the 1st part.

Share this article if you think it can help someone you know. Thank you.

-Steph

Make A Totally Innovative Project

innovative project

I watched an Oliver Roland’s video  and I learned good stuff.

Often we have a totally innovative product or service and it’s so innovative that we don’t know if people will buy it. And it’s normal that an entrepreneur to think about it because to create a product/service, it takes a lot of energy, time and money.

The problem is to know which is the most profitable idea. It’s an important skill that an entrepreneur must have to know how to minimize risks. No one can be sure of the product’s success at 100 % but we can reduce the risks enormously.

To reduce the risks enormously, it’s necessary to test the product/service to the reality of the market. There are several ways to test your product/service on the market :

  • The Lean Startup’s method  allows you to create a prototype ( the Minimum Viable Product) quickly

  • You can make ads on Facebook

  • You can create a blog to see if you idea interest people to make it a community

  • You can go on a Crowdfunding’s platform, explain your idea and see if people are willing to invest in it. Your product/service is in « pre-order » mode.

  • You can do a webinar where you explain your idea to people and see if they’re ready to pay you in advance. Your product/service is in « pre-order » mode.

Sell before create

sell before create

The principle of these methods is to sell the product/service before creating it. With it, you can minimize the risks. You can do it, it’s legal and ethic provided you’rae transparent with your community or your prospects. You have to tell them that the product is under development and that they will be able to use it as soon as it’s ready.

I think we all already bought a pre-order product and we were satisfied.

With these strategies to « sell before you create » your product/service, you avoid wasting months or years of work to have an unsaleable product/service because nobody is interested. And unfortunately, it happens extremely often. A lot of entrepreneurs lose their time creating something that nobody wants to buy.

Test all your ideas in this way until one of your product/service interests people. And you do this every time because there is always a difference between what the entrepreneur wants and what consumers want. And the way to find out if a product/service is successful is to test it on the market right away.

Share this article if you think it can help someone you know. Thank you.

-Steph