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

The trick is that you have to have more people who want to buy your product than products available. This trick is also valid for service.

This trick is that you have to develop your audience to make sure there are so many people who know you that it’s not possible for everyone to buy your products/services. Here is an example.

Imagine that you have a bakery. As there are several bakeries in the neighborhood, your turnover is limited because of the local radius. People don’t go kilometers (miles) to go to bakery, usually they go tho the bakery closest to home.

Social media for your company

There is something to boost your audience/clients through the internet. It’s to develop your bakery’s presence on internet with a blog, a podcast or a YouTube channel. With a YouTube channel, you can show what you do every day with vlogs. You make a video when you get up at 4 in the morning to make breads and cakes, which means that you film the process (knead the dough, the oven, etc.). All these videos, you can publish them on YouTube, Facebook, Instagram and other video support.

To start, you will publish these videos to your local clientele, then to a national level and then to an international level. This is an important first step but it can be quickly copied. To differentiate yourself from other bakeries, it’s necessary that you have an extremely good cake with a secret recipe. You can make videos of this cake with a secret recipe but you don’t show the whole process, all the ingredients. It’s a cake with a secret recipe like Cola-Cola.

Tell a story about this secret recipe to make it mysterious. It must be a true story like : « It’s a recipe from my mother’s grandmother » or « It’s a recipe I accidentally created ». With this story, this storytelling, people of the neighborhood will know you better and you’ll become a local celebrity. And what’s interesting is that there will be people from other cities coming to your bakery because you’re the baker who has this great YouTube channel.

With a website, you can sell your breads ans cakes online in other cities. Because of your presence on internet, local newspapers will do an article about you because there is buzz. And you can display these articles in your bakery in a very visible place so that all clients can see them. All this will boost word of mouth.

2 options

After a while, you will not be able to satisfy the request and it’s at this moment where you have to ask yourself these 2 question :

Open another bakery. You will work more, earn more money and recognition.
Increase prices. You limit your time for the quality of life or the quality of your products because you’re an artisan.

In London, there is this Japanese restaurant, The Araki , which has 3 stars in the Michelin guide. There is a waiting list of several months to eat there. The Araki has one menu only of £300 and only 10 seats. It’s really interesting to read their « Booking Policy » .

I know that this can’t be applied in all professional fields but it gives you the possibility to have more clients.

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-Steph

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

What’s up ? This is THE stephane ANDRE. With my training, I’m interested in biomechanics to avoid injuries. I read « Sport Medicine Media Guide » and I learned some good stuff.

Every summer, hundreds of people experience sun-related illnesses and heat. Being prepared and hydrated avoids theses situations.

Why

When an athlete exercises, his/her body temperature increase and the body sweats to cool the body. During this process, body fluids and electrolytes are lost. If the boy is not recharged with fluids and electrolytes, it’s dehydration and it increase the risk of heat illness as a heat stroke.

Symptoms

Symptoms are :

Chills
Dark colored urine
Dry mouth
Headaches
Thirst
Weakness

If the heat illness progress, there are more serious symptoms like :

Difficulty breathing
Body temperature increasing to dangerous levels
Muscle cramps
Nausea
Tingling of the limbs
Death

How to prevent

The most effective treatments for heat illness are :

Proper training for the heat
Fluid replacement before, during, and after exertion
Appropriate clothing (light colored, loose fitting and limited to one layer)
Early recognition via direct monitoring of athlete by other players, coaches and medical staff
Monitoring the intensity of physical activity appropriate for fitness and how an athlete has acclimated to conditions.
If possible, having an athletic trainer on site during events and practices to properly prevent and treat heat illnesses.

In situations where the training program is intense or during a trip in a hot climate, an athlete should limit the intensity and duration of the training session. Thereafter, the athlete will increase the training’s intensity for a period of 7-14 days to allow to the body, the time to adjust to the climate and environmental conditions. For athletes with respiratory, gastrointestinal or other diseases, they should especially evaluate these new conditions.

When an athlete should hydrate

It’s necessary to hydrate before, during and after a training session. Drinking 47cl (16 ounces) of water is recommended 1 hour before exercises. Hydration should continue with 11-23cl (4-8 ounces) of water every 15-20 minutes throughout the effort

There is a trick to track the hydration’s level is to weigh before and after a physical activity. If the athlete is lighter after a physical activity, this means that there a deficit of fluids (indicated by weight loss) and it’s necessary to recharge them. For the next physical activity, it will be essential to drink more to evaluate the losses (perspiration). An athlete who loses more than 2-3% of his/her bodyweight during exercise may decrease the performance and the body’s physiological function.

If the athlete is heavier after a physical activity, it means that there is a surplus of fluids (indicated by gain weight). For the next physical activity, it will be essential to drink less to evaluate the surplus.

How to treat it

When you see signs of heat illness or heat stroke, it may be an imminent danger of death. It’s necessary that a person immediately call for medical assistance while you’re cooling the person at risk.

Treatment included :

Getting the athlete to a shaded area
If it heat stroke, cool the athlete rapidly using cold water immersion. If immersion is not available you may use spray from a hose, cold water sponging, or placing cold towels over the entire body
Monitoring body temperature
Providing cool beverage if possible (i.e., if the athlete doesn’t have altered consciousness).
Getting medical assistance as soon as possible.

Heat exhaustion is a type of heat illness that can happen after several days of exposure to high temperature and improper or unbalanced fluid recharging.

Statistics

Heat stroke is a type of serious illness related to heat. It can cause death to athletes and this is probably the leading cause of athlete death during the months of July and August.
The body produces 1.8 liters (a half of gallon) of perspiration to cool the body every hour. If there are not enough fluids or the heat is overwhelming the body, the person may develop heat-related illness.

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

-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.

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

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

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 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

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

Not doing promotion or marketing in a project where you start is a serious mistake. I know there are people who don’t agree with that because they think if the content is good, word of mouth (my article about word of mouth ) will suffice to make the blog known.

Here a question. Imagine you created a great product and your customers talk about it around them. In your opinion is better than word of mouth starts from 100 people who saw your product by chance or 10 000 people who saw your marketing campaign and who tested your product ? We both know the answer.

Your article can be great but the truth is that in life, the quality of your content isn’t an excuse for not doing promotion or marketing your blog. For me it’s arrogance of not doing promotion or marketing. Let’s me explain, it’s like saying : « Oh my article is too great and people are smart enough and educated to see that my article is awesome. They’ll quickly understand that other bloggers are bad ! ». Ok, your article is great but how people do to go to your blog if they don’t know it exists ?

How

It’s cool to do promotion but not in any way. You need to do some promotion without spams.

An effective way is to post a comment (in any social media) that learns something, which brings value. In this comment you say that to have more details, people need to see your profil to click on the link of your blog to read your article.

You can also put a link directly in the comment but I know (because it happened to me) that bloggers have a policy that when there is a link in a comment, it’s a spam.

Try these 2 methods but the main one is that people don’t consider your as a spammer.

It’s important that you promote your content in all social media you use.

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

-Steph

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

Talk about word of mouth because a lot of time we hear : « anyway marketing is useless because if your product is good, it will spread naturally with word of mouth, people will recommand it ».

It sells itself

Olivier Roland talked with a guy who is responsible of marketing operations of his book « Tout le monde n’a pas eu la chance de rater ses études » (in english : Everyboy didn’t have the chance to fail his/her studies). Olivier Roland tell him for the next months, he will be focus on promoting his book. The responsible of marketing operations tell to Olivier Roland that if the book is good, the first readers will talk about to their friends.

Olivier Roland replied that precisely it’s important to make the maximum of promotion of the book to have the maximum of first readers.

If you think you product is so good that it will trigger a good word of mouth. Is it better that it’s already triggered with the first 15 or 100 people you talk about or 10 000 people who will have seen the marketing campaign and buy your product ?

If you think that each person who buy your product will recommand it to another person. Is it not better to do a big marketing campaign because you know that the return on investment will be 2 times higher than what you would have if nobody recommanded your product ?

The truth is word of mouth is often use as an excuse to do nothing. We must do the opposite. If you have a good word to mouth with your product, you should do the maximum for the marketing campaign because you will have :

A direct return on investment that can be measured over the duration of the marketing campaign
An indirect return on investment that is long term because each customer who buy your product because they saw your marketing campaign will also recommend it to one or more people.

Conclusion

When you have a great product that have a good word of mouth, it’s the moment to do the maximum to promote it, do a big marketing campaign several months after its launch.

The next time when a person tell you : « Don’t worry, your product is so good that it sells itself ». Take a deep breath and explain to this person that it’s precisely because the product is good, a big marking campaign is good to reach the maximum of people.

Look movies, regardless of whether the movie is good or bad, there is always a big marketing campaign. Then the word of mouth decides if the movie stay in the box office or not. Do a marketing campaign for your product like a marketing campaign for a movie.

There is a lot of good products than haven’t been successful because of this excuse. Don’t be the next.

-Steph