Michael Searles Media RSS Feed

What's your name again?

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Mon, 06 Feb 2017 05:52:00 +0000

How fish think (a marketing story)

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Sun, 31 Jan 2016 07:37:00 +0000

Published: Bohol Chronicle (Philippines), Sunday Jan. 24., 2016

[VIDEO] The Law of Attraction Explained in 7:27 Minutes

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Fri, 11 Sep 2015 08:48:00 +0000

What motivates you?

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Mon, 29 Jun 2015 05:54:00 +0000

Published: Bohol Chronicle (Philippines) June 21 2015

Advertising and Correspondence - 1913 style (what a book!)

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Sat, 06 Jun 2015 04:09:00 +0000

FLIP THE PAGES

The publication is Advertising and Correspondence...

It's gotta be the publication on advertising every modern marketer should read.

Here's only seven subheadings from the book:

Evolution of advertising
Why the need for study of psychology arose in advertising
Importance of appeal to imagination
The necessity of conviction and persuasion
The value of the "YOU" attitude
Functions of the sales letter
Attracting attention

... and that's only a slither of what's inside.

You'll find 18 chapters in all.

1913 - Heck, that's over 100 years ago!

The year of publication is 1913.

So then -- what's changed in 100 years in the field of influence and persuasion?

Not much. Not much at all as far as the immutable laws of advertising are concerned.

Ah yes -- the medium has certainly changed. But the core elements of advertising have not.

We still need a message. We still need a market. And we still need a media to deliver the message.

I found it by chance

Anyhow, I found this old publication quite by chance.

And the two people I need to thank are:

Michael Senoff of http://hardtofindseminars.com (the biggest collection of FREE downloadable mp3 interviews about marketing).

Joe Vitale of http://mrfire.com (the gooroo the gooroo's go to about copywriting).

What do I owe them a big 'thank you' for?

Because I went to Michael Senoff's Hard to Find Seminars web site and found the interview with Joe Vitale...

After re-listening to the interview again (it's amazing how you will pick up something new on a second or third listen) I heard Joe Vitale mention the name GEORGE HOTCHKISS as one of his favorite authors on the topic of advertising.

Better look that name up

'Hmm' I'm thinking to myself 'better look that name up.'

After all -- if somebody of the ilk of Joe Vitale mentions a past name of 'greats and favorites' in the field of advertising, copywriting or marketing -- I want to know about them too.

So I did what you would do -- I Googled it.

And that's how I found the 1913 publication which includes George Hotchkiss on advertising.

What a find!

Now if you want to visit the host page of the same publication and download it for free (as I have done)...

Then you simply need to visit archive.org at the unique link below:

===> https://archive.org/stream/advertisingandc00harmgoog

After you think to yourself 'what a find!' -- why not send me a comment and let me know what else you find at archive.org.

It's a secret gold-mine of good stuff!

Leave a comment below.

Pig, chicken and spider (Bohol, Philippines)

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Tue, 26 May 2015 05:22:00 +0000

Published: Bohol Chronicle (Philippines) May 25 2015

The Neuropsychology of Self-Discipline (Model of Motivation)

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Tue, 26 May 2015 05:19:00 +0000

Yep! This makes good sense -- but why are we allergic to that word #discipline ? http://t.co/Z8sGddXTfp pic.twitter.com/ZeIju5dxY7
— Mike Searles (@WebcastWords) May 26, 2015

Baby Change Challenges (as told by a Dad)

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Thu, 30 Apr 2015 06:31:00 +0000

Feature article published May, 2015Mamamag, Melbourne, Australia

Mike Searles is a writer available for hire - need writing NOW?

The Joys of a Newborn Baby

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Fri, 24 Apr 2015 04:16:00 +0000

Feature article published April, 2015

Bohol Chronicle, Philippines

Mike Searles is a writer available for hire - need writing NOW?

[Interview] Internet business success with Sylvie and Michel Fortin

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Sun, 25 Aug 2013 09:21:00 +0000

Internet Business Success Story

Michael Searles interviews
Sylvie and Michel Fortin
Net Business Training Specialists

Audio Interview - Part One

Success Net Story Interview Part 1 of 2

Audio Interview - Part Two

Success Net Story Interview Part 2 of 2

Chills of Inspiration

It's true -- this interview gave me chills of inspiration.

I literally could not wait to play back our candid one-on-two telephone call with Canadian husband and wife team Sylvie and Michel Fortin. 

The content is THAT good.

The interview is produced into a total of eighty minutes of streaming audio split over forty minute editions. 

They are the 'Real Deal'

After talking to Sylvie and Michel Fortin for eighty minutes I was convinced they are the 'real deal' when it comes to having a successful business on the net -- and for showing you how to do the same. 

In the case of the Fortin's it's not just one business but several.

They cover everything from being young, broke and without work all the way through to being the multimillionaires they are today.

I can't encourage you enough to take the time to listen to their entire story. 

I heard stuff about internet business I have never heard before!

Prepare yourself to be inspired as I was -- and grab a pen and something to write on. You WILL take notes!

NOTE: During and toward the end of the interview the website www.SuccessChefSystem.com is mentioned. This page is no longer live. Instead, visit www.SuccessChef.com

UPDATE: 2015 A sad postscript to this story: Sylvie Fortin lost a long battle with cancer in April, 2015. Condolences to Michel and families. R.I.P Sylvie .. you made a personal impact on me.

How to Crush Your Competitors on Social Media in 30 Days

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Fri, 23 Aug 2013 02:47:00 +0000

How-to Crush Your Competitors on Social Media in 30 Days -- FREE e-book

You probably know that social media is an important part of your marketing -- if you didn't, you wouldn't be reading this.

Social media, when done effectively, gives you legions of admiring fans and followers, it helps you drive traffic to your website, and it helps you generate leads.

That's right, social media generates leads, a marketer's gold mine!

After you read this e-Book, you'll have a social media marketing program that makes your competitors sweat with envy.

Frankly, they won't know what hit them.

So tell them to watch out (or better yet, catch 'em by surprise) ... it's time for you to start your 30-day training regimen for social media domination.

click the image to get your free copy of How to Crush Your Competitors on Social Media in 30 Days from HubSpot.com in partnership with TradePub.com

You probably know that social media is an important part of your marketing -- if you didn't, you wouldn't be reading this eBook, would you? It gives you legions of admiring fans and followers, it helps you drive traffic to your website, and it helps you generate leads. That's right, social media generates leads, a marketer's gold mine!

After you read this eBook, you'll have a social media marketing program that makes your competitors sweat. Frankly, they won't know what hit them. So tell them to watch out (or better yet, catch 'em by surprise) ... it's time for you to start your 30-day training regimen for social media domination.

- See more at: http://sf.tradepub.com/free-offer/how-to-crush-your-competitors-on-social-media-in-30-days/w_hubs38?sr=hicat&_t=hicat:899#sthash.YbqTFoA2.dpuf

Fonts and Text Size

- See more at: http://sf.tradepub.com/free-offer/how-to-crush-your-competitors-on-social-media-in-30-days/w_hubs38?sr=hicat&_t=hicat:899#sthash.YbqTFoA2.dpuf

Why are you seeing different fonts and text-size in this post?

Recent research into online publishing and reader engagement suggest mixing up the font and text size in blog posts (and e-mails) increases reader engagement.

In everyday language?

Your reader will be less bored. That means the reader is more likely to keep reading and stay on the page or e-mail longer.

What about you?

What do you think?

Use the comments section below and tell other readers what you think of this publishing strategy.

Web Marketing - How to make money while your sleep

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Fri, 16 Aug 2013 01:23:00 +0000

A quick story . . .

If you like web marketing I want you to meet web marketer and author Brett McFall.
Here's a quick story...

So the other day this one book tumbles from my office bookshelf ...

How to Make Money While You Sleep by Brett McFall.

It's a book I have read twice from cover-to-cover.

And if you believe the idea that you can make money online with web marketing then it's a book to put on your own bookshelf (just read it first!)

Click this link: http://www.examiner.com/article/how-to-make-money-while-you-sleep for an expanded book review I wrote about Brett McFall and his ideas -- it's published over at Examiner.com

Link to book review: http://www.examiner.com/article/how-to-make-money-while-you-sleep

The book is full of ideas you can use today to get started making money online with web marketing.

Ideas like --

how-to find a niche market
how-to create a product customized for your niche market
how-to write an enticing sales message to sell your product
how-to design a website to publish your sales message
other ideas to help you sell your product

My little book review will, I hope, inspire you to read the book or at least put "brett mcfall" into Google search and discover for yourself why he is a successful teacher of web marketing.

Keypoints: web marketing, Brett McFall, Examiner.com, Make Money While You Sleep, book review

Webcast Interview now playing: Soul Coach - Maria Elita

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Wed, 20 Jul 2011 07:10:00 +0000

Surrender to the Soul Coach - Maria Elita

streaming MP3 -- click the link above

ALDI Supermarket Cookbook

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Mon, 23 May 2011 10:00:00 +0000

ALDI loyalist and mother of three, Bronwyn Cameron, has created a cook book, ‘One Family, One Supermarket’, based solely on ALDI’s exclusive brands.

Launched April, 2011 the book contains 150 fuss free recipes, enabling consumers to complete their weekly shop at ALDI within a restricted budget.

The weekly shop was always a battle for Bronwyn; her frustration with the time and money spent at different supermarkets inspiring her to set herself a challenge.

“I wanted to find a more cost and time effective way of feeding my family an appealing variety of wholesome and tasty meals,” says Bronwyn.

”I’ve developed enough recipes to cook a different meal every night for more than two months, and I’ve included a number of tips on how to shop more efficiently and save money each week."

“The book has been more than a year in the making, with countless hours spent in the kitchen testing and re-testing each recipe, all the while keeping the project a secret from my family and friends even as I tested the recipes on them.”

Stefan Kopp, ALDI Managing Director – Buying, says ALDI is delighted to be able to assist Bronwyn in living her dream of becoming an author.

“We are proud to support an everyday Australian who recognizes the true value of shopping at ALDI – and we hope this provides inspiration for Australian families,” he says.

Along with ALDI’s website which lists all products and prices online, the cookbook will enable customers to create a meal plan and budget each week.

The book retails for $AU9.99 and is available in all Australian ALDI stores until stocks last.

Netlink: http://www.aldi.com.au

Brain Blast Seminar

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Wed, 01 Dec 2010 04:30:00 +0000

YES, I want to hear this free MP3

Interviews with Presenters

Alan Peck - Absolutely Positive
Troy & Zara - Humour Australia
Frank Connolly - Think Quick

Click the Play Button Below to Start the Audio

Running Time: 20m:58s

"Those who fail to plan, plan to fail..."

Do you have a plan for 2011?

The Brain Blast seminar is designed to help you hit the ground running in 2011.

This exciting goal setting seminar is to be held in Melbourne, Australia -- Friday morning December 3, 2010.

Here is a golden opportunity to devote half a day to really focus on what you’d like to achieve in 2011.

Not only will you learn practical tools that you can use straight away -- you will also have an exciting and entertaining morning.

The seminar speakers will present the best creative ideas in a light-hearted and productive atmosphere.

For more information about the Brain Blast seminar visit www.BrainBlast.com.au

Facebook Movie Review - The Social Network

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Mon, 22 Nov 2010 05:40:00 +0000

Yes, I'm one of millions who have seen or will see the Facebook movie, The Social Network.

Here's the Official Trailer

If you have any commercial interest in online social networking or are a user of any social media online today then put The Social Network on your 'must see' list today!

I don't want to give away too much. The plot you already know.

Mark Zuckerberg, the co-creator of Facebook is an eccentric genius without doubt.

Did the rise and rise of Facebook since 2004 happen without anybody feeling shafted along the way? Hardly. That's what takes up a good deal of the viewing. The legal battles between several parties each arguing Facebook was either fully or mostly their idea. 'Nuff said.

A scene from The Social Network

starring Jesse Eisenberg (Mark Zuckerberg),

Andrew Garfield (Eduardo Saveron) and

Justin Timberlake (Sean Parker)

- for full cast and crew list click here.

Something I can do without spoiling your viewing experience is to share the very first page of The Facebook - in fact if you click this link you will see THE first indexed page of what was then called The Facebook at the original domain of www.thefacebook.com.

Zuckerberg later dropping the 'The' from the domain upon suggestion from Sean Parker (played brilliantly by Justin Timberlake). The domain name became just www.facebook.com as we all now know it as today.

During the second twelve months online (2005) of www.thefacebook.com Zuckerberg uploaded a changed index page to the server almost every day of the year. A total of 453 indexed pages for www.thefacebook.com for the second year of operation. That's a lot!

You will see in the movie that Mark Zuckerberg is totally dedicated to his project to the point of appearing almost oblivious to the everyday issues of his life.

The last indexed page for www.thefacebook.com is dated October 27, 2009.

What's also interesting is that the ONLY historic page of www.thefacebook.com viewable at Wayback Machine (part of www.archive.org) is the very first of February 12, 2004.

Try and check out the first indexed pages of the 'new' www.facebook.com pages from 2004 and you see the following message:

We're sorry, access to http://facebook.com/* has been blocked by the site owner via robots.txt.

Mark Zuckergerg and the modern day part-owners of Facebook are protective of their intellectual property. And who can blame them?

What three ideas did I walk out with after watching The Social Network?

1. friendship is priceless
2. know your 'enemies' and your friends even more so
3. get it in writing

Facebook is worth billions today and Zuckerberg is a multi-billionaire and still only in his twenties.

It's hard to feel any jealousy for the man. Not that I don't feel some envy - I do - mostly for his genius. And I do confess - a slither-slice of his wealth would be nice too!

Final word. Some joker back in the late 1800's is quoted as saying "All that can be invented has been invented. There can be nothing new under the sun".

Try telling that to Mark Zuckerberg.

Net links:

The Internet Movie Database - http://www.imdb.com/title/tt1285016/fullcredits
Internet Archive: http://www.archive.org
Way Back Machine: http://www.archive.org/web/web.php

The Melbourne Cup - 150 Years - Horses, Owners, Trainers, Jockeys, Racecallers

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Wed, 27 Oct 2010 11:30:00 +0000

YES, I want to hear this free

Interview with Expert

Click the Play Button Below to Start the Audio

Running Time: 47m:54s

If you have any interest in horse racing you will know that November 2, 2010 marks the running of the 150th Melbourne Cup.

Who better to tell us some yarns than a man with more than fifty years experience in racing media and calling races on track and off track for radio and television.

Ted Ryan, Race Caller, Journalist and Sports Media Presenter spoke with me some months back to shares his memories of jockeys, trainers, owners, race callers, horses and others who have been a part of the history of The Melbourne Cup.

Above is the streaming MP3 audio of my chat with Ted. It's a very interesting and entertaining interview and I know you will enjoy it.

Ted Ryan even gives a few tips for the big race to come (just for fun).

Ted Ryan writes a weekly sports and racing page for The Melbourne Observer (one of my favorite local newspapers!)

Thanks Ted!

Net Link: The Melbourne Cup - 150th Running
http://www.melbournecup.com/150_Melbourne_Cup/about.asp
http://www.melbourneobserver.com.au/

3 Steps to Billion Dollar Business Graphics

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Tue, 26 Oct 2010 07:01:00 +0000

Step 1: Listen to this streaming MP3 audio interview with Visual Communications expert and author of Do-It-Yourself Billion Dollar Business Graphics Mike Parkinson

YES, I want to hear this free

Interview with Expert

'Graphics Guru'

Mike Parkinson

Click the Play Button Below to Start the Audio

Running Time: 26m:21s

Step 2: Read this compelling article by Mike Parkinson on the power of visual communication.

The Power of Visual Communication
By Mike Parkinson

What we see has a profound effect on what we do, how we feel, and who we are. Through experience and experimentation, we continually increase our understanding of the visual world and how we are influenced by it. Psychologist Albert Mehrabian demonstrated that 93% of communication is nonverbal. Research at 3M Corporation concluded that we process visuals 60,000 times faster than text. Further studies find that the human brain deciphers image elements simultaneously, while language is decoded in a linear, sequential manner taking more time to process.

Relatively speaking, in terms of communication, textual ubiquity is brand new. Thanks to millions of years of evolution, we are genetically wired to respond differently to visuals than text. For example, humans have an innate fondness for images of wide, open landscapes, which evoke an instant sense of well-being and contentment. Psychologists hypothesize that this almost universal response stems from the years our ancestors spent on the savannas in Africa.(1)

People think using pictures. John Berger, media theorist, writes in his book Ways of Seeing (Penguin Books, 1972), "Seeing comes before words. The child looks and recognizes before it can speak." Dr. Lynell Burmark, Ph.D. Associate at the Thornburg Center for Professional Development and writer of several books and papers on visual literacy, said, "...unless our words, concepts, ideas are hooked onto an image, they will go in one ear, sail through the brain, and go out the other ear. Words are processed by our short-term memory where we can only retain about 7 bits of information (plus or minus 2). This is why, by the way, that we have 7-digit phone numbers. Images, on the other hand, go directly into long-term memory where they are indelibly etched." Therefore, it is not surprising that it is much easier to show a circle than describe it.

When it comes to quick, clear communication, visuals trump text almost every time. Presented with the following textual and visual information, would you pet this dog?

The very same visual elements that we are indelibly drawn to and so quickly absorb not only communicate data more efficiently and effectively but also affect us emotionally. For instance, research shows that exposure to the color red can heighten our pulse and breathing rates. What is your reaction to the following picture?

How do you feel when you look at this picture? How quickly did you feel that way? Can you see how this image could be used to quickly elicit a strong emotional response and influence the viewer? If I were to textually describe this picture, your emotional reaction would not be as strong and it would take more time to digest the information. J. Francis Davis, an adult educator and media education specialist, captured it well when he said, "...in our culture pictures have become tools used to elicit specific and planned emotional reactions in the people who see them." Visuals are not only excellent communicators but also quickly affect us psychologically and physiologically.

Don Norman, author of Emotional Design, said in a Discover magazine article, "Beauty and the Beastly PC: The Graphics on Your Computer Screen Can Affect the Way You Feel—and Think,"

"I started out as an engineer, and I thought that what was really important was that something worked. Appearance—how could that matter? And yet for some reason, I would still buy attractive things, even if they didn't work as well as the less attractive ones. This puzzled me. In the last two years, I've finally come to understand that it's a result of the extremely tight coupling between emotion and cognition. Emotion is about judging the world, and cognition is about understanding. They can't be separated."

How many times have you heard, "I didn't believe it until I saw it." Studies show that the old saying "seeing is believing" is mostly true. Of course, we know that what we see can be manipulated but the point is that visuals are persuasive. The Stanford Persuasive Technology Lab asked 2,440 participants how they evaluated the credibility of Web sites they were shown. Almost half (46.1%) said that the Web site's design look was the number one criterion for discerning the credibility of the presented material. The following are some of the captured participant comments:

"This site is more credible. I find it to be much more professional looking." -M, 38, Washington

"More pleasing graphics, higher-quality look and feel ..." -F, 52, Tennessee

"Just looks more credible." -M, 24, New Jersey

"I know this is superficial, but the first thing that struck me is the color difference. The ... site is a soothing green (sort of like money) while the [other] site is a jarring purple." -M, 56, Virginia

The ability of visual stimuli to communicate and influence is undeniable and inescapable. Through evolution, human beings are compelled to view and disseminate visuals. Recognizing the importance of visual communication is key to your success. Allen Ginsberg, poet and author, stated, "Whoever controls the media—the images—controls the culture." As early as the late nineteenth century, advertisers, based on their collective experience, were convinced that illustrations sold goods. World War II propaganda posters were very effective at manipulating popular opinion.

The Sunday New York Times published, "Good as a Gun: When Cameras Define a War," an article that effectively dealt with how the images photojournalists capture have influenced world affairs. Despite the best efforts of politicians, commanders, generals, and others involved with the war efforts, it was imagery that became the catalyst for some of the most pronounced changes. Reading or hearing about a situation is very different from seeing it.

In 1986, a 3M-sponsored study at the University of Minnesota School of Management found that presenters who use visual aids are 43% more effective in persuading audience members to take a desired course of action than presenters who don't use visuals. The goal of the experiment was to persuade undergraduates to commit their time and money to attending time management seminars. Presenters of various skill levels participated. Researchers found that average presenters who used visual aids were as effective as more advanced presenters using no visuals. In addition, the study found that the audience expected the advanced presenters to include professional, quality visuals. What about you? Have you noticed the increase in visual aids during presentations? Do you prefer presentations with or without visuals?(2)

Human communication has existed for about 30,000 years. In the beginning of recorded history, the vast majority of what we communicated was not text based.(3) Textual communication has been with us in one form or another for only 3,700 years. With the invention of tools like Gutenberg's movable type printing press in 1450, text took center stage. Graphics were too costly to include. As printing costs dropped graphics soon resurfaced and their frequency is rising. In 1995, Charles Brumback, the chairman of the Newspaper Association of America, said, "as newspaper penetration falls ... the culture itself moves from textual to visual literacy."(4) Gunther Kress is a Professor of English and Education at the School of Education, University of London. His research confirms this change over. As an example, Kress compares science textbooks from 1936 and 1988 showing that textbooks have progressed from a majority of text to a majority of graphics.(5)

The change isn't limited to textbooks and newspapers. Signs, maps, instructions, schematics, icons, symbols, and packaging sell products, warn of possible hazards, and give visual direction when words alone are not sufficient. Graphics are found on Web sites, TV shows, appliances, and computers; in vehicles and books; and at museums, malls, restaurants, and grocery stores. More and more professions that rely heavily on communication and persuasion are embracing graphics as a tool of choice. In the Boston Globe article, "Courtroom Graphics Come of Cyber-Age," author Sacha Pfeiffer found that "... new technologies—and a new willingness in legal circles to embrace them—have taken the use of visual images in the courtroom to a level unimaginable even a decade ago ... The result is a slow but significant shift in the way many trial lawyers, who historically have relied largely on their verbal skills to sway juries, try cases ... More prosecutors see high-tech graphics not as a luxury, but as a necessity."

Graphic communication is more ubiquitous than ever before. Why? Because graphics do what text alone cannot do. They quickly affect us both cognitively and emotionally:

1) Cognitively: Graphics expedite and increase our level of communication. They increase comprehension, recollection, and retention. Visual clues help us decode text and attract attention to information or direct attention increasing the likelihood that the audience will remember.(6)

2) Emotionally: Pictures enhance or affect emotions and attitudes.(7) Graphics engage our imagination and heighten our creative thinking by stimulating other areas of our brain (which in turn leads to a more profound and accurate understanding of the presented material).(8) It is no secret that emotions influence decision-making:

"(Emotions) play an essential role in decision making, perception, learning, and more ... they influence the very mechanisms of rational thinking."(9)

Behavioral Psychologists agree that most of our decisions are based on intuitive judgment and emotions. Herbert A. Simon, Nobel Prize winning scholar at the Carnegie Mellon Institute in Pittsburgh, studied corporate decision-making and found that people often ignored formal decision-making models because of time constraints, incomplete information, the inability to calculate consequences, and other variables. Intuitive judgment was the process for most decisions. Neurologist Antonio Damasio studied research on patients with damaged ventromedial frontal cortices of the brain, which impaired their ability to feel but left their ability to think analytically intact. Damasio discovered that the patients were unable to make rational decisions even though their ability to reason was fully functional. He concluded that reasoning "depends, to a considerable extent, on a continual ability to experience feelings."(10)

Psychologists Amos Twersky and Nobel Prize winner Daniel Kahnerman demonstrated that decision-making also depended on how the problems were framed or described, which results in predictable cognitive patterns and errors in judgment. Consider the following example:

"A bat and a ball cost $1.10 in total. The bat costs $1 more than the ball. How much does the ball cost?"(11)

The question is asked in a way that clouds the correct answer. If the question were worded as follows:

A bat and a ball cost $1.10 in total. The bat cost $1.05. How much does the ball cost?

The answer would be obvious: 5 cents. Much as phraseology influences the response to a question, how and what you show influences the audience's response.

So visuals are processed 60,000 times faster than text, graphics quickly affect our emotions, and our emotions greatly affect our decision-making. If most of our decisions are based on relatively quick intuitional judgment and emotions, then how many decisions are influenced by visually appealing, easily digested graphics? The answer is no secret to advertisers.

Billions of dollars are spent annually to find the right imagery to sell a product, service, or idea. The United States Military spent $598 million in 2003 on advertising to increase "brand identity" and meet their annual recruitment goals. Nike spent $269 million in 2001 on its image to sell their products. Anheuser-Busch spent $440 million to promote its products in 2001. Pepsi budgeted over $1 billion in 2001 on its image. Not to be out done, Coca-Cola budgeted $1.4 billion for its image in the same year. Graphics help create "brand identity." Visuals paint the picture of who the advertiser is, what they stand for, and how the audience may benefit. Graphics sell because of their ability to influence. How you use graphics greatly affect how you and your business are perceived.

Study after study, experiment after experiment has proven that graphics have immense influence over the audience's perception of the subject matter and, by association, the presenter (the person, place, or thing most associated with the graphic) because of these neurological and evolutionary factors. The audience's understanding of the presented material, opinion of the presented material and the presenter, and their emotional state are crucial factors in any decision they will make. Without a doubt, graphics greatly
influence an audience's decisions. Whoever properly wields this intelligence has a powerful advantage over their competition.

Larry Tracy, who now trains corporate executives to make oral presentations for government contracts, headed the Pentagon's top briefing team and worked for years with the Department of State. He was aware that graphics were so influential in the government's decision to purchase goods and services that bad buying decisions were made based on the quality of the visuals in the presented materials. This has in turn led to the government, at times, putting constraints on presented graphics by requiring black and white submissions, or even requiring that no graphics be used in a presentation in order to reduce the likelihood of high-quality, polished graphics unfairly persuading evaluators.

I spent many years analyzing how the proposal industry works (an industry that focuses on the submission of written and oral presentations to secure work that will increase or maintain a company's revenue). I found that the priority of graphic development increases as award value rises. The industry understands the influence that graphics have on their audience. It is common knowledge to companies like Northrop Grumman, Raytheon, Boeing, and Lockheed Martin that graphics are an essential part of winning new government business. In fact, it is not uncommon, when exceptional graphics are used, for government evaluators to commend the presenter on their use of graphics.

Flags, eagles, and other symbols of patriotism are often included on proposal covers simply because of the positive emotional influence patriotic imagery has on government evaluators. Part of the cover's goal is to instantly establish that the presenter is a supportive, trustworthy, reliable patriot. As a result, the government evaluator is more likely to be in a positive, agreeable state of mind when reading the proposal. As stated earlier, emotions influence the very mechanisms of rational thinking, so if the evaluator's mood is elevated by the visuals, the more likely he or she is to agree with the presenter.

I am not saying that graphic communication is better than text. The combination of graphics and words has a communicative power that neither singularly possesses.

"Pictures interact with text to produce levels of comprehension and memory that can exceed what is produced by text alone."(12)

Without graphics, an idea may be lost in a sea of words. Without words, a graphic may be lost to ambiguity. Robert E. Horn, an award-winning scholar at Stanford University's Center for the Study of Language and Information, said, "When words and visual elements are closely entwined, we create something new and we augment our communal intelligence ... visual language has the potential for increasing ‘human bandwidth'—the capacity to take in, comprehend, and more efficiently synthesize large amounts of new information."

Our communication paradigm is evolving.
(Learn more.)

1. Stevenson Johnson, "Beauty and the Beastly PC, The Graphics on Your Screen Can Affect the Way You Feel—and Think," Discover Volume 25: Number 5 (May 2004): 20-21.

2. (Reworded but from) Jon Hanke, The Psychology of Presentation Visuals, www.presentations.com.

3. Duncan Davies, Diana Bathurst, and Robin Bathurst, The Telling Image The Changing Balance between Pictures and Words in a Technological Age. (Oxford: Clarendon Press, 1990).

4. M. Fitzgerald, "NAA Leaders Disagree Over Value Cyberspace," International Federation of Newspaper Publishers Research Association 128(12) (1995): 48-49.

5. "English at the Crossroads: Rethinking Curricula of Communication in the Context of a Turn to the Visual"

6. W.H. Levie and R. Lentz, "Effects of Text Illustrations: A Review of Research," Educational Communications and Technology Journal 30 (4) (1982): 195-232.

7. W.H. Levie and R. Lentz, "Effects of Text Illustrations: A Review of Research," Educational Communications and Technology Journal 30 (4) (1982): 195-232.

8. D. Bobrow and D. Norman, "Some Principles of Memory Schemata," (in D. Bobrow and A.Collins [eds.]), Representation and Understanding: Studies in Cognitive Science (New York: Academic Press, 1975), 131-149 and D. Rumelhart, "Schemata: The Building Blocks of Cognition," (in R.J. Spiro, B.C. Bruce and W.F. Brewer [eds.]), Theoretical Issues in Reading Comprehension (Hillsdale, New Jersey: Lawrence Erlbaum Associate, 1980), 33-58.

9. H. van Oostendorp, J. Preece and A.G. Arnold (guest editorial), "Designing Multimedia for Human Needs and Capabilities," Interacting with Computers Volume 12, Issue 1 (September 1999): 1-5.

10. Jayme A. Sokolow, "How Do Reviewers Really Evaluate Your Proposal? What the Cognitive Science of Heuristics Tells Us About Making Decisions," Journal of the Association of Proposal Management Professionals (Spring/Summer 2004): 34-50.

11. Jayme A. Sokolow, "How Do Reviewers Really Evaluate Your Proposal? What the Cognitive Science of Heuristics Tells Us About Making Decisions," Journal of the Association of Proposal Management Professionals (Spring/Summer 2004): 34-50.

12. J.R. Levin, A Transfer of Appropriate Processing Perspective of Pictures in Prose, (in H.Mandl and J.R. Levin [eds.]) Knowledge Acquisition from Text and Prose (Amsterdam: ElsevierScience Publishers, 1989).

The above article is an excerpt from the book,
Do-It-Yourself Billion Dollar Graphics

Step 3: Get great graphic ides now from the Business Graphics Library

Net Links:

http://www.billiondollargraphics.com

http://www.bizgraphicsondemand.com

http://www.24hrco.com

Paul V Harris - The Man Who Beat Fire, Fear and Death

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Fri, 22 Oct 2010 02:16:00 +0000

Press Play - turn on your speakers - turn up your volume - (19m:44s)

Paul V Harris almost died three times after an automobile accident that left him with burns to 85% of his body.

The story of his journey back to life will bring you to the edge of your seat and leave you with a profound understanding that mastering your fears is the key to living the life of your dreams.

Media host Michael Searles brings you closer to this remarkable man and his personal story of hope and inspiration in this episode of Interviews with Experts.

Net Links:

http://www.paulvharris.com

http://drinspiration.com

Fealing Defeated? This Little Video Will Change That . . .

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Thu, 14 Oct 2010 08:14:00 +0000

Below this motivating little video . . . access a new book you must read!

If you like reading motivating business books then here's something new.

It's a new book that reveals the single biggest secret that separates those who succeed from those who fail.

...it's a story of an Aussie (like me) who used this secret to help him build a $500 million business.

It's only about 80 pages long but it will change your life.

Just click the image below to access this book worth $19.95 . . . FREE.

Click the Image

PS I'll let you in on a secret . . . you will also get 7 million dollar business video lessons -- but don't tell anyone I told you ;)

Meet The 5,000,000 Email List Man

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Wed, 06 Oct 2010 07:23:00 +0000

Press Play - turn on speakers - turn up volume

Struggling to build a list?

This story will either inspire you to greater things -- or make you feel sick to the stomach (somebody fetch me a bucket). Make sure you read to the very end because I have a tip you will want to use.

Back to the big list man. There's a guy -- a very clever guy, who has built a mailing list of over 5,000,000 (that's five million!).

Just to put that into some quantitative measure, conservative estimates put the average dollar value of an active address on an email list at one dollar.

Um . . . what's five million times $1 equal per month? (where's that bucket?!!?)

Some other stats that might give you a slight case of vertigo.

These are his site stats for the month of September 2010 (openly published on his home page):

there were 9.8 million visitors in September 2010
they made 18 million separate visits
resulting in 17.9 million page impressions

Before I send you to his site let me tip you off on three things I see that he has done differently to most email marketers collecting email opt-ins, myself included.

You will notice he puts a FAQ link at the very bottom of the opt-in box
You will see he also has another link to 'View Past Tips' (interesting - he sends 'Tips' not 'emails')
You will see his opt-in box is published on every page of the site

So I'm sure you're busting to know who this guy is by now.

His is UK based and he specializes in weekly money saving tips!

His name is Martin Lewis (that's him) -- he's a financial journalist by trade and his site is: Money Saving Expert

Now to be serious. Lewis is obviously one clever marketer and it's guys like this that we can study and learn a few things.

Why not see how he has progressively built his online business since he published his first web page? Would you if you could?

Here's how you can do the same with any web site.

In fact you can see what his site (and any other site) looked like six weeks ago, six months ago even six years ago.

Here is a secret little tip I can give you.

The way to view nearly any single web page ever published since the dawn of time . . .

The service is called Way Back Machine and it is where you get to access 150 billion pages (all these big numbers making you giddy yet?).

An interesting viewing is to go back and see the VERY first Google page ever published.

Simply put http://www.google.com into the search field of the Way Back Machine and hit Take Me Back.

And so - why not do the same for Martin Lewis' Money Saving Expert site.

I did and saw the very first page was published July, 2002.

Click through a few different dates and see the changes he has made.

You can learn much from successful Internet marketers this way.

People like Martin Lewis and his list building success.

Net Links:

Money Saving Expert: http://www.moneysavingexpert.com

Way Back Machine: http://www.archive.org

How To Make Money With Your Speaking Voice

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Fri, 01 Oct 2010 02:02:00 +0000

Press Play - turn on speakers and turn up volume

Heather Costa wakes up each morning and loves what she has to do to earn a living -- Heather is a professional voice actor, talent and coach.

In this episode of Interviews with Experts, Heather tells radio host Michael Searles how she got started making money with her speaking voice -- and goes on to give some useful tips on how anybody can earn an income using only your voice.

Heather is not only a seasoned voice talent with some 300 clients under her belt but she also uses her extensive training and experience in the professional voice industry to help train others.

The three things Heather Costa says you should do to kick start a new career using your voice -

get some professional training
create a demo/portfolio file
learn how to market yourself - and get out there and do it

For information about earning an income with your speaking voice visit Heather Costa at www.heathercosta.com or the net links below.

Net Links:

http://www.heathercosta.com

http://www.suchavoice.com/

http://voice123.com/
http://voiceoveruniverse.com/
http://voiceoverxtra.com/

The Rise of Social Commerce

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Tue, 14 Sep 2010 10:25:00 +0000

by Brian Solis

500 million Facebook denizens are plotting their social graphs.

145 million Twitter users Tweet and ReTweet.

3 million people are checking-in on FourSquare.

Brands are flocking to social networks, some with strategies and others simply experimenting with community building.

What’s clear is that the 3F’s (friends, fans, and followers) are not created equal.

Those brands who examine the composition of their existing community will find that many are simply seeking access to exclusive specials and content.

According to a recent comScore report, 23% of Twitter users follow businesses to find special deals, promotions, or sales. 14% of Twitter users reported taking to the stream to find and share product reviews and opinions.

Earlier this year, Chadwick Martin Bailey C’s of Community – commerce. published a study that showed 25% of consumers connected to brands on Facebook did so to receive discounts. But here’s where things get interesting, in the same report, comScore found that Facebook and Twitter visitors spend 1.5x more online than average Internet users. Herein lies the opportunity for brands looking to add yet another “C” to many more [. . .]

Brian Solis is the author of Engage and is one of most provocative thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis's research and ideas have influenced the effects of emerging media on the convergence of marketing, communications, and publishing. Follow him on Twitter @BrianSolis and at BrianSolis.com.

Net Link: http://www.briansolis.com

10 Timeless Persuasive Writing Techniques

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Mon, 13 Sep 2010 12:37:00 +0000

by: Brian Clark www.CopyBlogger.com

Want to convince your readers to do something or agree with your point of view?

OK, that was a silly question. Of course you do.

Persuasion is generally an exercise in creating a win-win situation.

You present a case that others find beneficial to agree with.

You make them an offer they can’t refuse, but not in the manipulative Godfather sense.

It’s simply a good deal or a position that makes sense to that particular person.

But there are techniques that can make your job easier and your case more compelling.

While this list is in no way comprehensive, these 10 strategies are used quite a bit because they work.

1/ Repetition

Talk to anyone well versed in learning psychology, and they’ll tell you repetition is crucial. It’s also critical in persuasive writing, since a person can’t agree with you if they don’t truly get what you’re saying.

Of course, there’s good repetition and bad.

To stay on the good side, make your point in several different ways, such as directly, using an example, in a story, via a quote from a famous person, and once more in your summary.

2/ Reasons Why

Remember the power of the word because.

Psychological studies have shown that people are more likely to comply with a request if you simply give them a reason why… even if that reason makes no sense.

The strategy itself does make sense if you think about it.

We don’t like to be told things or asked to take action without a reasonable explanation.

When you need people to be receptive to your line of thinking, always give reasons why.

3/ Consistency

It’s been called the “hobgoblin of little minds,” but consistency in our thoughts and actions is a valued social trait.

We don’t want to appear inconsistent, since, whether fair or not, that characteristic is associated with instability and flightiness, while consistency is associated with integrity and rational behavior.

Use this in your writing by getting the reader to agree with something up front that most people would have a hard time disagreeing with. Then rigorously make your case, with plenty of supporting evidence, all while relating your ultimate point back to the opening scenario that’s already been accepted.

4/ Social Proof

Looking for guidance from others as to what to do and what to accept is one of the most powerful psychological forces in our lives. It can determine whether we deliver aid to a person in need, and it can determine whether we muster the courage to kill ourselves.

Obvious examples of social proof can be found in testimonials and outside referrals, and it’s the driving force behind social media. But you can also casually integrate elements of social proof in your writing, ranging from skillful alignment with outside authorities to blatant name dropping.

5/ Comparisons

Metaphors, similes and analogies are the persuasive writer’s best friends. When you can relate your scenario to something that the reader already accepts as true, you’re well on your way to convincing someone to see things your way.

But comparisons work in other ways too.

Sometimes you can be more persuasive by comparing apples to oranges (to use a tired but effective metaphor).

Don’t compare the price of your home study course to the price of a similar course—compare it to the price of a live seminar or your hourly consulting rate.

6/ Agitate and Solve

This is a persuasion theme that works as an overall approach to making your case. First, you identify the problem and qualify your audience. Then you agitate the reader’s pain before offering your solution as the answer that will make it all better.

The agitation phase is not about being sadistic; it’s about empathy. You want the reader to know unequivocally that you understand his problem because you’ve dealt with it and/or are experienced at eliminating it.

The credibility of your solution goes way up if you demonstrate that you truly feel the prospect’s pain.

7/ Prognosticate

Another persuasion theme involves providing your readers with a glimpse into the future. If you can convincingly present an extrapolation of current events into likely future outcomes, you may as well have a license to print money.

This entire strategy is built on credibility. If you have no idea what you’re talking about, you’ll end up looking foolish. But if you can back up your claims with your credentials or your obvious grasp of the subject matter, this is an extremely persuasive technique.

8/ Go Tribal

Despite our attempts to be sophisticated, evolved beings, we humans are exclusionary by nature.

Give someone a chance to be a part of a group that they want to be in—whether that be wealthy, or hip, or green, or even contrarian—and they’ll hop on board whatever train you’re driving.

This is the technique used in the greatest sales letter ever written. Find out what group people want to be in, and offer them an invitation to join while seemingly excluding others.

9/ Address Objections

If you present your case and someone is left thinking “yeah, but…”, well, you’ve lost. This is why direct marketers use long copy—it’s not that they want you to read it all, it’s that they want you to read enough until you buy.

Addressing all the potential objections of at least the majority of your readers can be tough, but if you really know your subject the arguments against you should be fairly obvious.

If you think there are no reasonable objections to your position, you’re in for a shock if you have comments enabled.

10/ Storytelling

Storytelling is really a catch-all technique—you can and should use it in combination with any and all of the previous nine strategies. But the reason why storytelling works so well lies at the heart of what persuasion really is.

Stories allow people to persuade themselves, and that’s what it’s really all about. You might say that we never convince anyone of anything—we simply help others independently decide that we’re right. Do everything you can to tell better stories, and you’ll find that you are a terribly persuasive person.

As I mentioned, this is in no way a complete list.

What other persuasive writing strategies work for you?

Net Link: Brian Clark is at http://www.copyblogger.com

Hard Times: Overcoming Adversity [. . .]

michael@michaelsearles.net (Michael Searles - www.michaelsearles.net) — Wed, 08 Sep 2010 09:07:00 +0000

If you haven’t already heard, actor Michael Douglas announced his current battle with throat cancer during his appearance on The David Letterman Show this past Tuesday.

Douglas is battling the same type of cancer that Brian Tracy been battling for the past few months.

Douglas' optimistic outlook during this difficult challenge has inspired Brian Tracy to post a 'must-read' article to his blog.

Brian Tracy (best selling author and success coach) has overcome cancer.

He writes in his blog post about his experience and gives excellent tips for others facing heartbreaking obstacles [. . . read more]

Net Link: http://www.briantracy.com/blog

Michael Searles Media RSS Feed

What's your name again?

How fish think (a marketing story)

[VIDEO] The Law of Attraction Explained in 7:27 Minutes

What motivates you?

Advertising and Correspondence - 1913 style (what a book!)

Pig, chicken and spider (Bohol, Philippines)

The Neuropsychology of Self-Discipline (Model of Motivation)

Baby Change Challenges (as told by a Dad)

Feature article published May, 2015Mamamag, Melbourne, Australia Mike Searles is a writer available for hire - need writing NOW?

The Joys of a Newborn Baby

Feature article published April, 2015

Bohol Chronicle, Philippines

[Interview] Internet business success with Sylvie and Michel Fortin

How to Crush Your Competitors on Social Media in 30 Days

Fonts and Text Size

What about you?

Web Marketing - How to make money while your sleep

A quick story . . .

Webcast Interview now playing: Soul Coach - Maria Elita

ALDI Supermarket Cookbook

Brain Blast Seminar

Facebook Movie Review - The Social Network

The Melbourne Cup - 150 Years - Horses, Owners, Trainers, Jockeys, Racecallers

3 Steps to Billion Dollar Business Graphics

Paul V Harris - The Man Who Beat Fire, Fear and Death

Fealing Defeated? This Little Video Will Change That . . .

Meet The 5,000,000 Email List Man

How To Make Money With Your Speaking Voice

The Rise of Social Commerce

10 Timeless Persuasive Writing Techniques

1/ Repetition

2/ Reasons Why

3/ Consistency

4/ Social Proof

5/ Comparisons

6/ Agitate and Solve

7/ Prognosticate

8/ Go Tribal

9/ Address Objections

10/ Storytelling

Hard Times: Overcoming Adversity [. . .]

Feature article published May, 2015Mamamag, Melbourne, Australia

Mike Searles is a writer available for hire - need writing NOW?