Challenging short Stories for Marketing
Let me begin with four short- very short- stories and they are all real stories.
An A student (B)and beyond expectations scored 60 in the math exam. He told his parents “I am glad I scored 60 because my friend X scored 50”. Knowing X was an outstanding student, the parents of B weren’t very dissatisfied. In fact, they were pleased that their son scored a higher grade then B. The parents didn’t ask about other students who scored more than 90.
A woman told her friend that sadly her husband passed away suddenly. The widowed wife cried. Amid crying her friend told her the truth is that your husband didn’t pass away; rather he divorced you to marry your closet friend Maria. The wife stopped crying abruptly to curse her husband. It was easier for her that her husband died than hearing her married her friend. This approach is an example of Door-in-the-Face Technique.
A patient was rushed to a hospital after fainting. A consortium of medical doctors told the family that the initial, but not final, diagnoses their son had cancer. The family were shocked and were at loss. A little time later the same doctor told the family “I have good news for you. Your son doesn’t have cancer. He has epilepsy”. The family was somewhat relieved.
An opportunist employee served his boss and the boss in return relied on him to inform him of every detail that was going on in the company. The employees feared this employee for fear he would report them to the boss. The boss was suddenly replaced by another one. The employees were so happy and threatened the employee to report about him to the new boss upon his arrival in few days. The employee had different thoughts. He started collecting information about the new boss and his hobbies. He found out he was a member of a popular football club. He joined the club and bought a membership. The employee knew what times the boss visits the club and equipped himself with information about the club history. The new boss arrived and became very skeptical of the employee. He met with him just to figure out who he was. The employee lost status- only for a short while. Soon the boss met with the employee in the football club. The employee kept talking about the glorious football club and its previous successes. He even mentioned his donations to the club to cater for new talents. They then jogged together. suddenly, the employee became the closest employee to the new boss. The employee used what is known as the “Ingratiation Technique”. Ingratiation is a psychological technique in which an individual attempt to influence, manipulate or control another by becoming more attractive to their target.
I believe strongly that the previous stories may be used to increase the efficiency of sales and marketing. I invite the readers to share their thoughts and insight. I am trying here a new way of engaging readers in sharing their creative ideas and extending the possibilities. Let us see how many ideas we may generate.
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التعليقات
Ali Anani
منذ 6 سنوات #19
Jerry- I agree with you. However; the dynamism between the effect the group has on an individual and vice vers may end in having an individual behaving alone than in groups. Would I buy a suit if I like it and my fellows would mock it? I am still digesting your probing comment. Thank you
Jerry Fletcher
منذ 6 سنوات #18
Ali Anani
منذ 6 سنوات #17
Lovely approach and you determined the sweet spot on the intersection of your three circles- yours, the lady and the man. A great example indeed.
John Rylance
منذ 6 سنوات #16
The nub of this was the mantra collaborate with your customers. In this case I was supporting a man who enjoyed leafing and liked to work a few hours each day ( not more than two) . I used to liaise with the Veg lady and decide the precise roads she wanted targeted. For her it meant a higher rate of new business than other leafleting could achieve. It was easier for her to meet demand rather the " scatter gun approach of other methods. From the point of view of the man I supported he could work as he wanted. So where possible collaborate.
Ali Anani
منذ 6 سنوات #15
The hidden hierarchy till too late. WE talk about shadow management, but it is time to discuss shadow hierarchy. A great point that deserves a dedicated discussion. Thank you Harvey Lloyd for highlighting this rather hidden phenomena.
Harvey Lloyd
منذ 6 سنوات #14
And it is that association with Rich versus poor that I speak to in marketing. We’ve become very adept at setting up social status and tiers. By having those tiers we can now establish marketing that can help people climb through them. Not sure why but for some reason we can’t see the placement of the tiers in front of us until it is too late. Very interesting discussion thanks for your post
Ali Anani
منذ 6 سنوات #13
Precisaely and I fully agree with you Harvey Lloyd. The ruler in our head compares even sometimes the incomparable. You mentioned the death Vs. Divorce. Divorce for the woman for her husband to marry her friend was more harmful than the death of her husband. She lost the husband anyway, but to lose him to a friend of her compounded her loss to exceed that of her husband dying. There are cases when the wants and needs of customers are there. To find ways so that the customer selects a company's product is legal. It is when illusion wants and needs that are created that raise a different issue. For example, a low-income family might sacrifice her basic needs to buy expensive clothing that are aimed for the rich. I have seen places where most of the income of the family goes for buying social products so that the wife and husband would look good to their peers. This is on the expense of buying food and other basic need for their kids. Yes, social positioning is sadly more important for then than raising their kids healthily.
Harvey Lloyd
منذ 6 سنوات #12
Ali Anani
منذ 6 سنوات #11
Thank you for highlighting this point dear Tausif Mundrawala. Yes, I aimed at making the comments an integral part of the buzz. I call it "shared-thinking" in practice. I shall tag you and soon.
Ali Anani
منذ 6 سنوات #10
Great contribution my dear Tausif Mundrawala. You do add a very relevant story which extend the applications in my mind. You touched upon a very important point which is social or group selling. This is one lesson I learnt. We think we do individual decisions; in fact we are affected by our associates. Your example is perfect. The lady would bring her daughter and their group as well. Social or group marketing has many hidden potential and rippling effect embedded within. Surely, I shall refer later to your excellent comment.
Ali Anani
منذ 6 سنوات #9
Thank you my dear friend Lisa Vanderburg for contributing a very wise comment. You do extend the utility of the story to the management domain. I focused on marketing. Sometimes we get too focused and get immersed in the tunneling effect. I have no ideas popping up. Thank you also for sharing the buzz and for adding new perspectives.
Ali Anani
منذ 6 سنوات #8
All stories are real and including the one you mentioned in your comment dear Debasish Majumder. The challenge is how to turn their lesson into marketing practices I have few thoughts and L hope to read the thoughts of readers as well. Thank you again for your sharing.
Lisa Vanderburg
منذ 6 سنوات #7
Debasish Majumder
منذ 6 سنوات #6
Ali Anani
منذ 6 سنوات #5
Thank you John Rylance for sharing a lovely and relevant fifth story. I would to read the details of this story. I surely hope you do.
John Rylance
منذ 6 سنوات #4
Ali Anani
منذ 6 سنوات #3
You bring to the attention of the readers of your comments some very interesting ideas. First idea- "and this depends on whether the market questions or whether the market is passive". I tried to make this buzz active by only telling the stories and not revealing their relevance to marketing. I am inviting readers to share their thoughts. Second point- "there are still psychological effects and that means narrative combined with understanding persuasion". I fully agree. The behavior of an individual is different in groups than when alone. When we market to an individual we may forget that our perceptions of his behavior is different in a group than it is if he/she were living alone. When we affect the group we also affect the individual's behavior. This is true in all forms of life. I am writing my next buzz in response to this key point CityVP \ud83d\udc1d Manjit Third point- "This thinking is a relationship whereas the 20th Century thinking was an interruption". Yes, it is based on interruption and push marketing. The great marketing trend is building relationship and asking for permission and feedback. It is at least a pull marketing. As you wrote "I am more than willing to learn approaches relevant to this century, but that is an emerging effect..., but I have no interest in serving that mass", I am wondering if serving the mass doesn't affect the individual! Again, I shall try to include this point in my next buzz.
CityVP Manjit
منذ 6 سنوات #2
CityVP Manjit
منذ 6 سنوات #1