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Article Title: The Sound Of Business Part 3
Author: Jerry Bader
Word Count: 957
Article URL: http://www.isnare.com/?aid=22598&ca=Marketing
Format: 64cpl
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HOW TO GIVE GOOD SONIC PERSONALITY�
We live in an age of metrics. Traditional and new media
advertising agencies often substitute metrics for
understanding. Mathematical models create the appearance of
scientific analysis, when in fact they are often manipulated to
support a preselected agenda. We all know data can be massaged
to conform to almost any conclusion. Besides, most small
owner-managed companies can't afford the expense of these
agency-driven number crunching solutions. The real question is,
do these metrics actually help us connect to our customers, who
just happen to be people?
Emotions Win Over Rationality
After all, we are dealing with people, and people react to
information on both a rational and an emotional level. If
everyone bought goods and services based on a strictly rational
basis, we would all be driving Smart Cars and wearing Old Navy
jeans. People make decisions based on a perception of reality,
rather than a rational analysis. Without getting too
metaphysical, in business there is no reality, only perception.
We believe what we think is true, or what is presented to us as
true. Information is colored by who and how, the message is
delivered.
Trying to Make 'Senses' Out of Life
We experience our lives through our senses. We see, hear,
touch, and smell. It is through these senses that we create
what passes for reality, and on that perceived reality we make
our so-called rational decisions.
Left on their own, people will interpret what they sense in
very individual ways. What tastes good to you makes me gag. The
woman I think is beautiful you think is ugly. That is until we
our told in some convincing communication, what we should
think.
Skinny, shapeless, superior super models are beautiful because
we are told over and over that they are, and ultimately we
mostly learn to agree. So what does this all mean: reality is a
managed state of mind. We are either the managers or the
managed. Sounds pretty icky, doesn't it, but there it is, and I
for one rather be one of the managers than one of the managed.
Managing Perception
We have all been told from early on that 'a picture is worth a
thousand words.' How many times have you quoted this famous
saying? And you actually believe it, after all Confucius
wouldn't lie, would he? According to Jack Trout, in his book
'The New Positioning,' what Confucius actually said was, "a
picture is worth a thousand pieces of gold." Not the same thing
at all is it? There is actually no evidence that Confucius made
either remark.
The documented origin of the famous expression has been traced
back to a guy named Fred Barnard who sold tram advertising in
the 1920s by stating the claim in his advertisements.
Originally he claimed it was an old Japanese proverb, but later
changed his story and issued Chinese lettering with a
translation in his ads. Who knows what the truth is, maybe old
Fred invented the expression himself, but most people believe
Confucius said it, and that's reality, even if the damn thing
was made up.
What You See is Nice, But What You Hear You Remember.
People want to believe what they see is the most important
element in delivering a message, but I would argue that what
you hear outweighs even what you see. Think about it. Companies
spend millions of dollars on attractive logos and pithy
corporate names, and I have no argument with developing a
proper logo or a great name. But successful company names and
logos have an element inherent in their design that goes beyond
how they look. It is how they sound. When you see a visual brand
representation, a signal goes off in your head and a little
voice whispers that company name. Try to think of a popular
corporate logo without the name of that company sounding
silently in your head. Sound, and more specifically the human
voice, is the most under utilized marketing tool we have at our
disposal. And it's ready to hit The Web, big time.
The Web is Made for Sound
The Web is a multimedia platform and your website should
utilize every possible tool available to create your reality
and to deliver your marketing message. No one was able to stop
the flood of images from overtaking the Web, and soon audio
will follow. Now I hear the screams of some crying out against
the multimedia pollution on the Web, and I'll agree that it
will surely come. But here's the thing, agreed most companies
will implement sound on the Web all wrong and it will be just
more noise, but if YOU do it right, you'll be the winner. Your
message will get through the noise, and you will define
reality, and manage the perception of your audience. The
question then is how do you effectively implement voice-audio
on the Web?
Audio - The Human Connection
I started this series of articles by stating that the way to
break through the liquid crystal barrier was with a human voice
that delivers a Sonic Personality� for your business. We've
talked about how you must create the basis for a business
personality by first defining who you are, what you do, and why
you do it better than the competition. We've also talked about
focusing on the core values of what you want to do for your
audience, and not confusing them with all the things you can
do. So now we are ready to craft your Signature Voice - your
Sonic Personality�.
About The Author: Jerry Bader, is a partner in MRPwebmedia, a
website design firm that specializes in creating multimedia
websites with audio, video, Flash, and interactive elements.
MRPwebmedia developed the Sonic Personalities� concept using
custom-crafted voice-overs. Phone (905) 764-1246 and visit
http://www.sonicpersonality.com and http://www.mrpwebmedia.com.
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