Think Outside the Box

I wanted to share a fantastic article in regards to creative problem solving and how we all think. I found this very enlightening and I hope you all do as well!

Today I am going to share with you a question I was asked in a job interview 8 years ago. This question really inspired me and changed my outlook on the way I thought and approached problems.

Question: You are driving along in your car on a wild, stormy night, it’s raining heavily, when suddenly you pass by a bus stop, and you see three people waiting for a bus:

1) An old lady who looks as if she is about to die,

2) An old friend who once saved your life,

3) The perfect partner you have been dreaming about.

Which one would you choose to offer a ride to if there could only be one passenger in your car? This is a moral/ethical dilemma, so let’s look at the options that were in my head at the time:

* You could pick up the old lady, because she is going to die, and thus you should save her first;

* or you could take the old friend because he once saved your life, and this would be the perfect chance to pay him back.

* However, you may never be able to find your perfect mate again.

I won’t tell you what answer I gave, but needless to say, I didn’t get the job. But I was intrigued, so I called back a week later and asked what the right answer was…

Here is what they told me:

The candidate who was hired gave this answer:

“I would give the car keys to my Old friend and let him take the lady to the hospital. I would stay behind and wait for the bus with the partner of my dreams.”

Sometimes, we gain more if we are able to give up our stubborn thought limitations. Never forget to “Think Outside the Box.”

SOURCE: Dean Hunt, www.deanhunt.com

Is Your Mail Being Opened?

Direct mail campaigns are very similar to trade show exhibits.  Both allow very little time (no more than three seconds) to catch the attention of an audience. If you can’t peak your targets’ interest immediately, then you’ve lost them. Just like a trade show display, appearance and creativity are key – especially when you’re competing with a multitude of similar looking envelopes in every mailbox. With some simple steps, you can make your direct mail campaigns stand out from the crowd.

1. The Value of Exclusivity

Studies have shown that when limited opportunities are presented to specific groups of people, they are perceived as being of high value. Using urgent language on your envelope can help boost its level of importance to your target viewer.

2. Using “Eye-Magnet” Words

As odd as it may sound, certain words actually attract the human eye more than others. Some examples of these include “announcing”, “introducing”, “new”, “now”, “finally”, and “soon”. Try using some of these words in your copy to help increase overall engagement with the piece.

3. Social Proof

Customer testimonials can be a powerful tool to utilize in your marketing materials, mainly because it drives interest towards a product or service based on the positive experiences of others. Decision making tends to be influenced based on the success of others so including customer related information will always be beneficial.

4. The Power of Pain

People tend to prefer the avoidance of pain over the achievement of pleasure and your copy should reflect that. Instead of saying “Take advantage of this great offer”, try “Don’t miss out on this great offer!”

5. Keep Design in Mind

At a trade show, the goal of your exhibit is to capture the attention of attendees before your competitors do. Your direct mail campaign has the same purpose. It must stand out amongst the other envelopes in your recipient’s mailbox. For that reason, it’s important to take extra time to ensure what you’re sending out is carefully designed to look very important and official. The more your piece stands out, the more likely it is to be opened.

SOURCE: Nancy Harnut, Direct Marketing News, February 2011

“When One Bad Apple Spoils the Bunch”

I understand we focus a large portion of our blog articles on customer service, but we can’t stress enough how essential it truly is to the value of a company. While your collective team has a crucial role in emanating your company’s core values, it’s important that each individual also contributes with that same mindset, otherwise, you’ll see how “one bad apple can spoil the bunch”.

On a personal note, I enjoy what I do for a living and my work environment encourages a constant flow of creativity so naturally, I’ve adopted the culture of my office into my work ethic. Establishing a set of values that can really grow on people with different personalities is an effective morale booster. Unfortunately, this tool will not always be successful with every team member you bring aboard.

During instances like those, it’s important to recognize the signs that will differentiate those who help your organization thrive, and those who are simply in it for a paycheck. Thankfully, it’s very easy to pinpoint the “MVPs” of your team. These individuals will normally display a positive attitude in the workplace, which in turn will contribute to exceptional customer service. Team players will also be instrumental in bringing new ideas to the table on a regular basis while showing an interest in helping your company flourish.

From experience, the “bad apples” normally make themselves known from the start – Illustrating detachment from a team environment and being hesitant towards adding input with any discussions. An “MVP” has no trouble voicing questions and opinions while a “bad apple” will simply keep his or her mouth shut. The ultimate issue with having unenthusiastic team members is the risk they pose towards your customer service. One bad phone conversation can ultimately destroy a relationship with a client.

There’s no doubt you deserve a team of all-stars to represent your company, so make sure you identify the players that will benefit you in the overall scheme of things. Recognize the individuals who will help you succeed and don’t be afraid to let go of those who will be harmful to your core culture. Remember, it only takes “one bad apple to spoil the bunch”.

Scott Bykowicz is the Marketing Coordinator for FB Displays & Designs, Inc.