Ouch, That's Hot!

Gently now..Why is it when you tell your kids “don’t touch the element, it’s hot” the next thing they do is touch the element? Heck, why is it when you tell your friend “taste this, it’s awful”, they do?

Our brains are both incredibly efficient computers and at the same time really inefficient. You can’t just put data into the brains program and expect it to integrate. You have to massage it in.

In education we call that “I do - we do - you do”

The first time something enters our senses, it usually just exits again, leaving a hint of a connection. If we combine senses, it sticks better. See, hear and do. If we do a thing with a friend, it sticks better. The story we write about the relationship with the friend now includes the thing, as does our individual story.

The more I learn about marketing the more I realize that I’m starting from a strong point. Everything I do to convince a 6 year old that a given learning task is worth doing is transferable to sales. The soft repetition of a message and gentle nudging towards a decision. If I’m doing my job right they learn the concept without realizing that’s what is going on.

I start with building comfort. Kids have to feel safe to open up to learning, so it begins with building an environment that is safe. From there I deliver a concept through many different channels. Read aloud, worksheet, group activity, art activity. Somewhere in there it’s going to click.

When it comes to my yoyo business I deliver the experience of Rain City Skills in much the same way. I started by creating a bank of tutorials. Free lessons for everyone. I followed that with a friendly and positive online presence. When it comes time to design the purchase experience, I work hard to make sure that there is almost zero chance someone is going to feel let down. I package the yoyos in such a way that the unboxing is an experience in itself, and the ‘extras’ all have value. Finally I strive to deliver an impeccable customer service experience.

I maintain a presence in the various online yoyo communities of someone who gives more than he asks. Who sells products by engagement, not advertising.

It’s working so far. My brand is growing and I’m learning as I go.

Next task is to figure out how to do the same with my Author career.