September 9, 2008

Diagnostic Bias: Are Your Jeans In Your Marketing Plan?

ME Liz Strauss wrote this at 8:20 am

Joshua Bell, A Stradivarius, and A Subway Station

The Chameleon Effect is only one way we misperceive things.

Consider the violinist in the subway.

Joshua Bell plays his violin to soldout crowds in the most elite concert halls. On an assignment for the Washington Post, Bell tried a new venue — subway station in Washington D.C. Dressed in jeans and a ball camp, Bell took out his $5 million Stradivarius and gave a concert to commuters one early winter morning during rush hour. He filled the station with music for 43 minutes.

Of the almost 1100 commuters who passed him, hardly anyone stopped to listen. Only one commuter recognize him — she stared in disbelief. Most commuters kept on walking. No one seemed to care that one of the finest violinists was offering a free concert.

People had “diagnosed” the situation as unworthy of their time. Everything around and associated with Bell’s performance in the subway was perceived as having little value. Though he didn’t sound of no value, the way he was dressed and the subway station environment said, “This is street music.” The commuters dismissed the concert, and the man who played it.

I can’t help but wonder whether how many would have believed someone who told said that this subway performer was playing a $5 million Stradivarius.

Book Covers, Content, and Your Jeans

_grunge_jeans

You don’t need to be a psychologist to know that had Joshua Bell, wearing a tux, been on a stage in a fine concert hall, he’d have received a different response — even from that same audience.

I suspect we’ve all been misjudged in a similar way. What’s your “Joshua Bell” story? What did it teach you about business? My story isn’t that different, but there’s no violin.

Books are judged by their covers. That’s what covers are for — covers are meant to communicate the value inside. In Joshua Bell’s case above, the Washington Post was proving how powerful a “cover” is. A “cover” gets our attention so that we invest in the content.

You might say that folks are missing out when they overlook your great qualities or your great content because they can’t see past your jeans or your product design. . . . you might be right.

On the other hand . . . Presentation is an acknowlegement of your audience. It’s the quickest way to communicate that you know who they are and what they value. Audiences see the content more quickly if it’s packaged in a way they understand.

Are your jeans in your marketing plan? Should they be?

–ME “Liz” Strauss
Image: sxc.hu

Work with Liz!!
Buy the ebook and find out the secret.

Related:
The Chameleon Effect: Can Others’ Perceptions Hurt Your Success?


Filed under Branding, Successful Blog |



C'mon. Let's talk!

10 Comments to “Diagnostic Bias: Are Your Jeans In Your Marketing Plan?”

  1. September 9th, 2008 at 10:21 am
    Karin H. said

    LOL Liz and so true.

    I remember when one of our former ‘partners’ dropped by and involved himself with three ‘business-suites’ who happened to be in the showroom then (in a time and place before we ‘went-it-alone’). He went out of his way to please them and I just watched him. Later we did quote for the project, but all they did was keep asking for more discount. We ’sacked’ them as prospects, to bitter resentment of our partner.

    That same partner treated another shop visitor on another day completely different. Prospect had parked a very old car on the front court and wore jeans. Our ‘partner’ guided him directly to our ‘offer of the month’. When we did a site-survey to measure up the rooms we had to drive up a genuine drive-way and were welcomed into one of the largest houses in the area!

    It taught us the most important lesson ever - I still think the only lesson our so-called business partners gave us, albeit unintentional - never judge a book by its cover ;-)

    Karin H. (Keep It Simple Sweetheart, specially in business)

  2. September 9th, 2008 at 10:35 am
    SpaceAgeSage said

    Two great back-to-back posts on one of my favorite subjects!

    When I speak or teach to new people, they are initially put off by my voice, which is very deep for a woman’s voice. (I get Sir’ed a lot on the phone.) It is only after my eyes and face light up with passion for my topic that they are drawn in. I like writing, being a writer, and blogging because my deep voice doesn’t matter. This all has taught me how powerful first impressions are, so I try to make my blog as pleasing on the eye as possible.

  3. September 9th, 2008 at 1:07 pm
    ME Liz Strauss said

    Hi Karin!
    As you know I’ve been a part of that sort of experience. How we filter can get us in trouble . . . on the other hand, not being prepared for how other folks filter can lose us some opportunities. :)

  4. September 9th, 2008 at 1:10 pm
    ME Liz Strauss said

    Hi Sage,
    You know where the connections happen and that’s the key. It makes all of the difference to be connected so that folks can find their way in to what they value. :)

  5. September 10th, 2008 at 2:03 am
    Alex Fayle said

    I’ve noticed a big increase in blog traffic since changing up my design - before was obviously home-grown and not very professional. Nor did the design match the theme of my blog. Now the blog design and content go together and they both look super-professional.

    In my former business, I would make sure that I always looked like the guy next door when I went to meet with clients. As a professional organizer, it was important that my clients could identify with me and not think I was perfect. So by dressing down they felt that I wasn’t there to judge them and so would get hired.

  6. September 10th, 2008 at 9:14 am
    ME Liz Strauss said

    Hi Alex,
    When people can see themselves in what we offer, it opens a door for connecting with them. The points you make seem like sense, but so many people brush them off as unimportant.

    Thanks particularly for discussing the positive change that a customer-centered presentation brought you.

  7. September 10th, 2008 at 3:45 pm
    markdavidson said

    Karin H - Great story and so true. I learned a long time ago not to judge people based on they way they look or dress. You just never know if that kid in torn blue jeans and no shoes is a Steve Jobs.

  8. September 10th, 2008 at 4:43 pm
    Amy Derby said

    In my non-business life, I dress like an eccentric bum (according to my mother). I once went into a designer shop and had a saleswoman quickly greet me at the door to tell me there was no public restroom. Most of the time though, the salespeople just keep a close eye on me to make sure I’m not shoplifting. I’m not the type folks flock to their their Can I help you’s, let’s just say. (It was a lot more fun when I used to shave my head.) I have fun watching their expressions of shock when I buy things. I don’t shop very often, because I hate shopping, so when I do shop I buy a lot at once.

    People judge me so often, for various reasons, that I’m so used to it I barely notice anymore. When I do notice, I laugh. Their loss, or whatever. :-)

    Business-wise, I tend to attract eccentric clients. All but one who found me online (that I didn’t scout out myself) have mentioned they were drawn to my unconventionality. Most folks would probably see this as a bad thing, but I don’t. If I had all stiff, boring clients, I probably would have quit by now.

    As for Joshua Bell, it’s a shame no one stopped. Not just because he’s who he is but because it’s sad that people think this way. Two of my favorite people in the world: a homeless poet who performed live on Market Street in San Francisco and the guitar player who performs at the LaSalle Street metra station in Chicago. Two of the coolest guys you’d ever want to meet. I’ve watched the people who pass by while I’m talking to them; they look at me (when I’m wearing my expensive suits) like I’m crazy for conversing with street people. If I were dressed in my normal attire, they’d probably never give me a first look. Their loss.

  9. September 10th, 2008 at 6:15 pm
    ME Liz Strauss said

    Hey Mark!
    The other side is to be aware how many folks judge us that way and to know when it’s to our benefit to play it their way and when it’s not. :)

  10. September 10th, 2008 at 6:18 pm
    ME Liz Strauss said

    Hi Amy,
    Value attribution is so necessary for navigating our world, but like any global generalization, it cuts out the interesting, unconventional and unexpected things that would enrich us. Some days I go looking for only those. :)

Name (required)

Email (required)

Website

C'mon Let's Talk!