up ? This is THE stephane ANDRE !!! I heard Olivier
Roland’s tips and I learned some good stuff.
Often people ask themselves this question to start a company on internet: “What is the difference between a website and a blog ?”.
answer is that there is no difference because a blog is a website. To
be more precise, a blog is a type of website because there are
websites that aren’t blogs. A blog is a type of website in which the
content is published by antichronological order (it means that the
last published article is displayed first). It’s possible to have a
static home page for blogs, this is an option.
In the case of e-commerce, a blog can be a complementary website to attract qualified prospects. I take the example of fitness. You have a company that sells fitness accessories (weightlifting belt, squat knee sleeves, etc). You create a website to sell your products with Prestashop , Shopify , Magento . By creating another blog type website, you share content that will interest your potential clients, fitness fans.
On the blog, you share articles like: “Protect you back with these 4 strength coach secrets” or “7 exercises to build your strength and power foundation” or “How much protein, fat and carbs should you eat to lose weight”. Topics that interest people who do fitness. You have to publish content to attract qualified prospects, it means, qualified prospects who are likely to buy your products.
gives a huge advantage compared to your competitors who don’t do
Here is a concrete example. Bonnegueule is basically a blog about French men’s fashion. But the Bonnegueule’s founders did more than what infopreneurs usually do (sell online training and ebooks) They created their own clothing brand in collaboration with fashion designers. Since 2014, they have 3 physical stores in France.
What is innovative with Bonnegueule is that on the products sheet of clothes, there is the complete details of the materials used, tips to be elegant with the clothe, how to associate this clothe with others, tips for good maintenance of the clothe and the fashion designers pictures.
all this people see Bonnegueule as advisers and not sellers, even if
they sell products. And that makes a huge difference in the relation
It’s also smart to create multiple types of content (text, video, audio) on other platforms such as YouTube, Instagram, Facebook or Soundcloud to attract other qualified prospects to other locations.
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P.S. If you’re in Miami and you like Caribbean food, go to my cousin’s bistro to eat Haitian food, click here .
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
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.
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.
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 :
To know if I could find and keep my rhythm to write articles
To know if I could share interesting things to create an audience
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.
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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
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.
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.
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.
This is to give confidence or seduce consumers.
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 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 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.
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In the theme of memory, there are several elements that greatly influence the behavior of the human brain. These are memory, somatic markers and mirror neurons. For information to be stored in memory for the long term, it’s necessary to encoded them. These are only useful information related to personal interest, an exceptional event are related to a strong emotion that will be transferred into this memory.
A consumer will keep in mind mainly advetisements and brands corresponding to these criteria, the others will be forgotten. It’s for this reason that there is a low rate of memorization of the majority of advertising on television and that even if the repetition of these advertisements has a positive effect on memory.
Consumers unconsciously follow the influence of their own somatics.
Memories are mainly related to emotions or sensory stimuli are stored in the subconscious. These memories reactivated when the person confrontated with the same emotions or stimulis. Organize somatic sensibility of brands work a lot to create an emotional image based on a real or invented story. These stories (storytelling) can recall happy or exceptional moments in the memory of consumers.
A brand tells its story in a saga’s form with feeling and values of heroes. The purpose of this saga is to create for consumers a feeling of nostagic affection for the past.
Emotions and desirs in decisions
Communication is better memorized with emotions. Accessing the consumer’s emotional memory is a great way to attract sympathy. Nostalgia of the past inscribed in the somatic markers bring moments of joy. To reactivate these moments of joy, it’s necessary to use known characters living or dead. For example, Christian Dior’s Eau Sauvage is represented by the actor Alain Delon when he was young.
Songs that touched consumers in the past are taken up to create a feeling of nostalgia and the goal is to transfer that feeling of nostalgia to a brand or a product to promote.
Fear is used with consumers who don’t control their emotions well. This speeds up the sale of a product/service that can reduce or eliminate the problem. You have to be careful because fear can become anxiety , if it’s too intense or there is an important dilemma of choice. Often a consumer frustrated after choosing a product/service based on fear because he/she thinks he/she missed a better offer.
Emotion marketing based on « zero frustration » principle for the customer consists in detecting all emotions felt by the consumer before and after the purchase process. This is another concept that aims to satisfy consumers by overcoming emotional frustrations. The entire marketing process (product, price, distribution, sales, communication) based on this concept.
Using senses improves the effectiveness of marketing and creates a lasting link with a brand. In 2005, 99% of brand communication based on 2 senses : sight and hearing. In fact 1/3 of our brain is devoted to sight and sound, 70% of sensory receivers of our body are in our eyes and 80% of the information we receive are visual.
The best way to get the attention of the human brain is through sight. It’s for this reason design is important for packaging, website, advertising, smartphone application. Design is important for a logo and to improve the memorization of a logo. The trend is to simplify as for the Coke’s logo. The link between colors, a symbol and a brand allows to activate a somatic markers stored in the emotional memory of consumers.
Some brands can be recognized only with a symbol without the name, this is the case with the Nike’s Swoosh.
Sound is an effective way to reach consumers. Sounds are used in marketing with ads, jingles, songs of a brand.
Music can give you energy or relax. Music is very often linked to memories or past experiences. Music is a good strategy for building a strong brand in the mind of consumers.
Auditory marketing has the same principles as sensory marketing, it’s a notion of coherence. There is no good or bad music, the music or the sound is consistent with the target (type of consumers) and the goal sought.
Smell is a great way to access memories and emotions. The link between smells and emotions is able to influence the mood, create a state of awakening or relaxation and reactivate emotional memories. There are smells that are psychological stimulants and others have relaxing and calming properties. Odors can build effective links with a brand.
Touch is the essential meaning for the survival of the human being. Touch can influence the decision of a purchase but it depends on consumers and the product’s category. Not being able to touch a product reduces consumers confidence, especially if the consumer needs the product quickly. To compensate the absence of touch in distance selling, it’s necessary to put several pictures and make a detailed written description of the product.
This is the end of the 2nd part. Taste other things will be in 3rd part.
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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
Emotions and desire in the decision
Cognitive ergonomics, pricing, distribution and sales.
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.
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.
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.
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.
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.
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.
There is a distinct difference between the behavior of female and male consumers.
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.
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.
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.
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.
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If you want to have lasting results, there is no shortcut, you need to learn the basic movements. It’s like at school, learning and progressing.
The best way to start a strength training is to do a bodyweight workout at home (I started like that). If you want to do a barbell movement in your workout, you can use a broom stick or a PVC pipe. If you want to do a dumbbell movement, you can use 2 sections of PVC or 2 bottles of water.
The technique is very important for movement like squat, deadlift, pull ups, bench press. That’s why using light weight will allow you to learn to make the right movements. It’s going to be a bit long but you’re going to avoid having injuries and months of frustration.
Use your smartphone to make videos of your exercices to compare them with tutorial videos that you can find on Youtube or others.
It’s possible that you feel uncomfortable with an exercice even if you have videos to improve. In this case, I advise you to see gyms in your area to hire a coach for 1-2 sessions. It’s only to improve your techniques, it’s not to hire a coach for several months. This coach will teach you what you need to know to train at home safely.
It’s not always obvious to understand tutorial videos on Youtube or others. The reason is that the person who explains how to do the technique knows very well how to make the movement but forgot to explain mistakes he/she made when he/she was a beginner.
If you have difficulties with a part of the movement, don’t get upset or be frustrated. It’s just something you can improve and by tracking your workouts, you’ll see that.
What to take
To start, takes comfortable clothes. Don’t buy special fitness clothes. The gym isn’t a fashion show, forget what people think about you. There is no ego in a gym. I like to wear simple clothes, no known brand because I always tear my clothes by dint of using them. Maybe I dress like a tramp but everyone is silent when they see my performances.
Note : If you go to workout after school/work, take your gym outfits with you to go to the gym directly.
I use for my strength training Classic Chuck Taylor and for my cardio Puma.
Take a bottle of water. It’s handy to have a bottle of water next to you to drink between 2 sets rather than go to the toilettes.
Takes a notebook to track your workout during your workout. Often after our workout we don’t remember the workout’s details as having done 1 more rep or 1 more set. If you use a smartphone, you can use Evernote as a notebook or a fitness app like Jetfit .
We sweat during our workout and it’s always nice to take a shower after an effort. If you’re going to train before going to school/work, shower gel is essential.
Takes an MP3 player or smartphone with a great playlist to « get in the zone » and make you feel like a superhero. Often music in gyms are special. In my gym often we can hear bachata or it’s nightclub ambiance.
My playlist it’s 50 Cent, G-Unit, 2 Eminem’s song and soundtrack of japanese cartoon « Hajime No Ippo » (boxe) and « Hokuto No Ken » (martial art) and soundtrack of « Rocky ».
I’ve been using my smartphone for a few years to listen to my music and keep track of workout (Jefit) and it’s really cool.
The basic rules
There are basic rules for gyms. By following these rules, you’ll be comfortable in any gym :
Put weights in the right place when you finished using them.
If a person is using a equipment you want to use, it’s OK to kindly ask this person how many sets he/sh has left to do.
If another person wants to use the same equipment as you, you can offer him/her to work together. You do a set while the other rest and vice versa. You may not be comfortable with that and you can say no. Say something like « no but I still have 2 sets and after it’s for you ».
If a person asks you to spot and you have never done that, tell that person you never did that and ask him/her what you’d like you to do. This person will explain everything to you.
If a person offer to spot you on an exercice (bench press), don’t worry. Usually it’s always an experienced person who does this to help you. It’s motivating and it’s a good opportunity to exceed your limits.
Cleans the sweat that has on the equipment you want to use. In gyms, there is always a station with liquid cleanser and tissues.
With benches, leaves a space between you and the others so that everyone can keep their personal space.
Even if you see a person making a move that you have never seen, let it happen. You don’t want someone to come and tell you that what you do is wrong. It’s the same for others.
Avoid speaking in your smartphone and call the person after your workout. You’re in a gym to train, only to train.
Don’t sit on equipment forever. Do your sets and go to the next exercice. Don’t sit on equipment for 2 hours.
Start your strength training as soon as possible. It’s by doing exercices several times that you’ll improve your technique. Don’t be afraid to do wrong because the majority of people in a gym have no idea what they’re doing. I have been practicing for several years and I’m always improving each one of my exercices, I say each of my exercices.
What keeps you from starting a strength training ?
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A lot of beginners make the mistake to reinvente the wheel because they don’t want to follow an exemple of someone. They tink because human beings are unique, they must create something original. It’s not wrong in the principle but it’s wrong in the process
Here the story of 2 friends of Olivier Roland.
These 2 friends created a blog about personal development for men. This blog worked good and they made the first product 1 year after the blog’s creation. They each earn around EUR 1000.- per month. It was cool because they were students and the blog had more success.
The problem is that one of the two partners got big headed because of success. He wanted to create a product totally different, a different format and break the rules.They launched the second product and unfortunately it was a huge failure.
The partner who wanted brea the rules took this failure personally and he decided to abandon the blog. The 2 friends didn’t find a agreement and they stopped the blog.
Here a sad exemple of a company that had a great potential. All because of arrogance. Sometimes we must understand we don’t know everything. There are things we don’t understand how they work but they are efficient. Be skeptical. Test and see if it work for you.
In our case, this guy tested a new model and he abandoned because he took it personally, too much ego ! It doesn’t matter, don’t feel guilty. It’s normal to have failures but at the beginning imitate instead innovate.
Jim Rohn said :
« Success leaves clues »
You can study how successful people you admire made. You can imitate some strategies, techniques and methods they used. Once after you reaching a certain point, you can add your personal touch, only at this moment
Do you know a case where the arrogance destroyed the potential ?