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Advice You - The Law of Dissatisfaction - How To Motivate Prospects
The 7%-38%-55% Communication Rule
Dr. Albert Mehrabian, Professor Emeritus of Psychology, UCLA is best known for his 7%-38%-55% Rule that states 55% of communication is attributable to non-verbal behaviors like body language and facial expressions; that 38% of communication is attributable to voice including volume, tone, pitch, cadence, and quality; and only 7% of communication is attributable to the words used.
Despite this persuasive evidence, companies continue to pile on the We
Dr. Albert Mehrabian, Professor Emeritus of Psychology, UCLA is best known for his 7%-38%-55% Rule that states 55% of communication is attributable to non-verbal behaviors like body language and facial expressions; that 38% of communication is attributable to voice including volume, tone, pitch, cadence, and quality; and only 7% of communication is attributable to the words used.
Despite this persuasive evidence, companies continue to pile on the We
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
b-text in the vain hope that search engines will index it and that someone might actually read it, even though the reality is 70% of website visitors merely scan for headlines, bulleted points and captions.
The evidence is clear, the most effective way to deliver a marketing message is a Web-video using a professional performer who knows how to use his or her voice, expression, and body language to drive the point home.
"But Wait, There's More …"
I have noticed a proliferation on t
The evidence is clear, the most effective way to deliver a marketing message is a Web-video using a professional performer who knows how to use his or her voice, expression, and body language to drive the point home.
"But Wait, There's More …"
I have noticed a proliferation on t
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
he Web of the sad old direct marketing formula that you see in sales pitches for magazine subscriptions. Can you really expect people to take you seriously when you adopt this 'Barnum and Bailey' approach to marketing? It is a formula that flies in the face of Dr. Mehrabian's research and every other usability study that warns against over-burdening website visitors with too much text. Your search engine optimizer may think it's great for driving traffic to your landing page, but I'll bet if
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
you check your logs, 50% of that traffic disappears in under 5 seconds.
This format is an outdated sales technique that doesn't work in a Web environment where people find it difficult to read large amounts of text. It is also a tactic that insults your customer's intelligence.
A Red Flag Marketing Formula
If ever there was a red flag telling people to stay away from your company it's a website presentation that includes:
- Huge bold headlines,
- Copious amounts of text,
This format is an outdated sales technique that doesn't work in a Web environment where people find it difficult to read large amounts of text. It is also a tactic that insults your customer's intelligence.
A Red Flag Marketing Formula
If ever there was a red flag telling people to stay away from your company it's a website presentation that includes:
- Huge bold headlines,
- Copious amounts of text,
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
- Bright yellow highlighted key phrases,
- Photos of smiling semi-ugly customers,
- Photos of smiling semi-pretty nonexistent staff,
- Lots of useless free crap,
- Loads of bulleted points with big red check marks,
- Numerous testimonials on pale yellow backgrounds and quotations in Courier with more bad photographs,
- More extra bold, underlined, red text,
- The phrase 'But Wait, There's More' offering more useless free e-books you'll never read and
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
pecial bonus gifts you don't want or need,
- Lots of 'Click Here To Order" buttons,
- And finally make sure you bury the price at the bottom of over 4689 words.
The entire presentation could be made in two minutes using a cost effective video presentation delivered by a professional, but that wouldn't be search engine friendly would it, never mind it's the best way to sell your product or service.
Reducing Video Load Times
Which brings me to the issue of load times. We al
- Lots of 'Click Here To Order" buttons,
- And finally make sure you bury the price at the bottom of over 4689 words.
The entire presentation could be made in two minutes using a cost effective video presentation delivered by a professional, but that wouldn't be search engine friendly would it, never mind it's the best way to sell your product or service.
Reducing Video Load Times
Which brings me to the issue of load times. We al
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
l know that video and audio files takes longer to load than text, however there are many ways that load times can be reduced and kept to a minimum.
- The size of the video can be adjusted.
- Choose an alternative codex to compress the file.
- Design your presentation with simple, minimalist backgrounds so the number of pixels that change from frame to frame are reduced.
- Decrease the frame rate.
- Alter the audio settings.
- Adjust the amount of video t
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
hat is preloaded.
We also know that there is a class of Web-surfer who will not wait for videos to load. This is a fact of life, I admit it, but from a marketing and sales perspective it really doesn't matter and I'll tell you why: websites visitors who will not wait a reasonable amount of time for a presentation to load will also not read your copious amounts of text and the reason is simple: they are not motivated enough by what you sell and if they aren't motivated they're not pot
We also know that there is a class of Web-surfer who will not wait for videos to load. This is a fact of life, I admit it, but from a marketing and sales perspective it really doesn't matter and I'll tell you why: websites visitors who will not wait a reasonable amount of time for a presentation to load will also not read your copious amounts of text and the reason is simple: they are not motivated enough by what you sell and if they aren't motivated they're not pot
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ential customers.
If They Aren't Motivated, They're Not Customers
Two things motivate all potential customers: a feeling of dissatisfaction and a desire for change. All good advertising creates a focused storyline with a singular message that stirs the emotional dissatisfaction in the audience and offers a solution that will initiate change.
Thank goodness people are insatiable for what's new and improved. We are a species motivated to constantly strive for more: more money, more p
If They Aren't Motivated, They're Not Customers
Two things motivate all potential customers: a feeling of dissatisfaction and a desire for change. All good advertising creates a focused storyline with a singular message that stirs the emotional dissatisfaction in the audience and offers a solution that will initiate change.
Thank goodness people are insatiable for what's new and improved. We are a species motivated to constantly strive for more: more money, more p
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
ower, more success, more stuff; and when we have more stuff, we want better stuff. We are in a constant state of desire. The advertisers job is to access that desire and push that motivational button so that the audience takes action. <.p>
The Law of Dissatisfaction
The job of advertisers is to create dissatisfaction in its audience. If people are happy with how they look, they are not going to buy cosmetics or diet books; if people are happy with their old twenty-inch tube t
The Law of Dissatisfaction
The job of advertisers is to create dissatisfaction in its audience. If people are happy with how they look, they are not going to buy cosmetics or diet books; if people are happy with their old twenty-inch tube t
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
levision they are not going to buy a sixty-inch LCD flat screen TV. If people are happy with who they are, where they are in life, and what they got, they just aren't customer-potential, that is, unless you make them unhappy.
Most cosmetic advertisements feature beautiful woman, igniting the promise that you too can look like a drop-dead glorious model if only you use their product. This approach is based on showing an ideal that the audience will undoubtedly be unable to stack-up against.
Most cosmetic advertisements feature beautiful woman, igniting the promise that you too can look like a drop-dead glorious model if only you use their product. This approach is based on showing an ideal that the audience will undoubtedly be unable to stack-up against.
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
The audience after seeing what they could look like, is no longer happy with what they do look like, and are now motivated to buy into the promise of change.
The Psychology of Contrary Thinking
Anyone who is interested in marketing and the Web is most likely aware of the brilliant Dove Self-Esteem campaign. For those who want to excise all video from the Web in favor of search engine optimization tactics in order to drive traffic, it should be noted that the original Dove Web-video
The Psychology of Contrary Thinking
Anyone who is interested in marketing and the Web is most likely aware of the brilliant Dove Self-Esteem campaign. For those who want to excise all video from the Web in favor of search engine optimization tactics in order to drive traffic, it should be noted that the original Dove Web-video
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
has been viewed by over 3.3 million viewers and has driven huge numbers of traffic to the Dove website, not to mention an incredible amount of free publicity.
On the surface it may seem like the Dove campaign is an example of the opposite of the law of dissatisfaction. The series of campaign videos show real people with all their flaws and the message that people should be happy with who they are, and how they look. But what's the real underlying message of advertising videos that show slig
On the surface it may seem like the Dove campaign is an example of the opposite of the law of dissatisfaction. The series of campaign videos show real people with all their flaws and the message that people should be happy with who they are, and how they look. But what's the real underlying message of advertising videos that show slig
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
htly over-weight, wrinkled, aging women?
If ever there was a case of reverse psychology, this is it. Women may initially be attracted by the sentiment expressed and it certainly generated a lot of media coverage, but when all is said and done, women will look at these ads and say, 'hell no, I don't want to be fat, wrinkled and old, and I'm going to do whatever I can to avoid it." Dove has masterfully managed to create a positive campaign that still remains true to the law of dissatisfaction
If ever there was a case of reverse psychology, this is it. Women may initially be attracted by the sentiment expressed and it certainly generated a lot of media coverage, but when all is said and done, women will look at these ads and say, 'hell no, I don't want to be fat, wrinkled and old, and I'm going to do whatever I can to avoid it." Dove has masterfully managed to create a positive campaign that still remains true to the law of dissatisfaction
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
. Whether or not that was Dove's intent doesn't matter, the psychology of contrary thinking works.
Creating Successful Dissatisfaction
In order to implement a Web-video marketing campaign that motivates action, you must present a storyline that accesses the emotional and psychological subtext of desire. Your campaign is based on this defining underlying message.
In order to create this underlying communication we must first decide to whom the campaign is aimed. We each have a self
Creating Successful Dissatisfaction
In order to implement a Web-video marketing campaign that motivates action, you must present a storyline that accesses the emotional and psychological subtext of desire. Your campaign is based on this defining underlying message.
In order to create this underlying communication we must first decide to whom the campaign is aimed. We each have a self
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
mage, in fact we each have four self-images. We must figure out which self our product or service serves.
- The Public Self is the self we present to the world. If we sell high priced luxury goods or services that appeal to status, we are probably aiming our presentation at the public-self, the one we display to others.
- The Private Self is the self we hide from the world. If we sell a hidden pleasure product or service we should probably direct our presentation to the
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
private-self, the one we keep locked away and hidden.
The Ideal Self defines who we wish we were. If we sell a self-improvement or motivational product or service, we want to access the ideal-self, the self we desperately wish to become.
And the Actual Self defines who we really are. If we sell a product or service that justifies our real behavior, then it's the actual-self we want to target.
The dissatisfaction we are accessing may be active or inactive. Active dissa
The dissatisfaction we are accessing may be active or inactive. Active dissa
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
tisfaction like having acne, being overweight, or worrying about a dysfunctional website is a concern that the audience is aware. Inactive dissatisfaction like halitosis, body odor, or ineffective marketing is a problem that the audience is unaware.
To what degrees is our audience able to acknowledge a problem exists even after we make it active? Does our audience acknowledge they are overweight, have halitosis, or need a new marketing strategy or do they deny or fa
To what degrees is our audience able to acknowledge a problem exists even after we make it active? Does our audience acknowledge they are overweight, have halitosis, or need a new marketing strategy or do they deny or fa
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
il to recognize the existence of the problem?
Next we need to decide whether the essence of dissatisfaction is general or specific. Will our audience suffice with any solution that comes along or does satisfaction depend on fulfilling a specific requirement.
Lastly we must determine if the dissatisfaction is based on a desire for something or on the avoidance of something. We may desire an exotic sports car to show-off our wealth and status to friends and collea
Next we need to decide whether the essence of dissatisfaction is general or specific. Will our audience suffice with any solution that comes along or does satisfaction depend on fulfilling a specific requirement.
Lastly we must determine if the dissatisfaction is based on a desire for something or on the avoidance of something. We may desire an exotic sports car to show-off our wealth and status to friends and collea
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
gues, or we may avoid driving a flashy car no matter how rich we are to avoid showing-up our friends and colleagues.
Once we have analyzed the nature of our audience's dissatisfaction and the ability of our product or service to effect change, we can create an effective Web-video marketing campaign. If your website content doesn't connect with your audience's desire for change, if you're website traffic is not motivated by dissatisfaction, then that traffic is just congestion, not prospects
Once we have analyzed the nature of our audience's dissatisfaction and the ability of our product or service to effect change, we can create an effective Web-video marketing campaign. If your website content doesn't connect with your audience's desire for change, if you're website traffic is not motivated by dissatisfaction, then that traffic is just congestion, not prospects
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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