How To Have Too Many Clients

too many clients

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

social media

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

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.

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

Be Curious And Effective

curious

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

I personally like to learn new things in different fields. Generally these are fields that I don’t know at all. This stimulates my curiosity especially when it’s something I don’t know and I see a lot of people using that. I think it’s the same for you.

That’s right, I’m curious and I like learning but how to be curious and learn a new thing effectively to use it as quickly as possible everyday ?

How long to learn

the right time clock how long

This is something that I’m always adjusting but there are some fundamental principles for it to work.

Here is an excellent example : speaking a foreign language. I hope (and if not, I advise you to learn another language) that you’re a person who speaks a foreign language at a level that allows you to have simple conversations.

Now do a little analysis. How long did it take you to reach this level to have simple conversations (a level that allows you to understand 80 % of a conversation or a text) ?

As everyone is unique in his/her method of learning, imagine that with effective learning techniques, it took you 2-3 years to reach the 80 % level of understanding in foreign langage. How much time do you think it is necessary to move from a level of understanding of 80 % to 99.9 %?

The truth is more impressive than you think. To go from the understanding’s level of 80 % to 99.9 % (the native’s level), it’ll take you 20 years !

You know, it’s not necessary to have a 99.9 % level of understanding to be bilingual. If you understand subtile jokes, you can consider yourself a bilingual. On the other hand, if everyone around you laughs and you wonder why, you aren’t yet a bilingual.

What is effective

effective

It’s destabilizing but it’s a reality, it’s faster to go from 0 % level to 80 % level than to go from 80 % level to 99.9 % level. This is the law of diminishing returns. This law works in all fields. This law is similar to the Pareto’s principle. The Pareto’s principle is the fact that 20 % of actions brings 80 % of results, 20 % of customers brings 80 % of the company’s turnover , etc.

This means that at one time, it’s more costly to learn the little things that remain to be learned in this field than to learn something new in another field.

Let us continue with the foreign langage’s example. It took you 2-3 years to get an understanding’s level of 80 %. In the next 2 choices, what’s the most interesting for you ?:

  • To spend 20 years to reach the 99.9 % level for a foreign langage

  • To spend 20 years to learn 6-10 new foreign languages at a level of 80 %

You see the number of opportunities you can create in your life by knowing how to speak several langages, it’s cool.

But there is a difficulty in knowing when the law of diminishing returns is put into action, This is a difficult question to answer because it depends on the individual and the field. It’s a personal expedition. We must also not confuse this with the « crossing of the desert » that everyone does when we start a new project.

The thing I do and I advise you is to track your progress to know when 20 % of your actions bring you 80 % of the results. With this tracking of your results, you can know everyday if you approach or if you move away from your goals. If you move away from your goals, it means that you have to adjust your strategy quickly.

When you have found a smart way to track you progress, it’s cool because you have an intellectual horizon, cultural horizon, tools, methods, strategies that are extremely varied and diverse that the majority of people. You have an effective toolkit that comes from an extremely varied horizon.

You can see in my blog’s articles that I speak of different field. I’m curious and I show what I learn by giving my sources because I find that being curious give me excitement to be alive. When you travel to a country where you don’t understand either language or writing, it’s exciting, right ? You can do the same thing on a daily basis by learning things in different fields.

Assemble different concepts

assemble assemblage

Now, let’s move on to the next level in curiosity. When you know extremely different fields, have fun connecting the concepts to each other. There is a type of creativity that involves linking concepts in a new way. Have fun connecting concepts that weren’t thought to be linked together and create something new. Look at how music evolves. You take 4 music’s types that nobody listen to, you mix all it and you create a new music’s type.

Today, we have the facility to have access to knowledge with books on billions of subjects. There are books on money, cooking, foreign languages, etc.

Attention, you need to learn in an efficient way with the principle of 20/80 and action (execution) everyday, no matter how difficult. If you learn all these things only to give you a good conscience and to impress your friends in discussions, you waste you time. It’s intellectual masturbation, it’s an illusion. It’s like this expression of Julien Greaux : « To be rich on Instagram, it’s like being rich in the game Monopoly ! ».

I hope that I motivated you to explore and learn new things effectively. And most important, you learn these new things to use them every day to boost your lifestyle.

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

-Steph