BOOK SUMMARY 67 Jump Start Your Business Brain
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Summary written by: Ingrid Urgolites
"Jump Start Your Business Brain is focused on
helping you discover, develop and identify ideas – ideas for new products,
services, and businesses as well as ideas for advertising and marketing
communication in support of your existing businesses."
- Jump Start Your Business Brain, page 5
Doug
Hall enjoyed a tremendous amount of success with Proctor and Gamble as
Marketing Master Inventor before starting his own business, the Canadian based
Eureka! Ranch. He invented Merwyn, his computer model for processing scientific
data to improve business development decisions. Hall and his team have been
extremely successful helping large and small businesses succeed. The average
American household uses an impressive 18 products or services they helped
develop. In Jump Start Your Business Brain, he shares his
formula for success to help small business owners and those who dream of owning
a business. As he points out, the average start-up has a 10% to 25% chance of
success. The average entrepreneur is extremely hardworking and might work 60 to
100 hours a week. The way to succeed is not to work harder but to work smarter.
Following the well laid out plan in this book will increase your chance of
success to about 50%. He backs that claim with lots of scientific data.
I decided
to focus this summary on Real Reason to Believe, Hall’s Second Law of Marketing
Physics. Its importance has increased with consumers and according to Hall; it
will doubleyour chances of closing a sale.
The Golden Egg
Real Reason to Believe is Key to Success
"Unfortunately,
analysis also finds that only 20% of concepts offer a significant reason to
believe. That leaves 80% that don’t. Is it a coincidence that about 80% of all
new products and services fail?"- Jump
Start Your Business Brain, page 88
Hall
explains business development as a synergy of concepts. The Target Audience (who)
needs the Overt Benefit (what) they are convinced of the benefit by the Real
Reason to Believe (how) and they evaluate their decision to buy on the Dramatic
Difference (why) of the Overt Benefit and the Real Reason to Believe. What he
is talking about in this quote is the failure of new businesses to convince
potential customers they can deliver what they promise.
Customers
are naturally skeptical. When you claim a benefit, they may want the reward but
they may not believe it is worth the risk. We earn their trust when we convince
them we can deliver the promise. Hall emphasizes the word “real” in Real Reason
to Believe because it conveys honesty. Dishonesty in an offer can be perceived
in a split second or even before you make an offer. Hall uses the example of a
street vendor selling watches. They may look good and be priced low, but
something tells you as you walk by that the offer is too good to be true.
So,
how do we earn a customer’s trust? Read on to the GEM’s.
Gem #1
Clarify Your Promise and Deliver
"Real
Reason to Believe is about credibility and trust. It’s built through clear,
direct communication. It’s enhanced by a multitude of small acts that add or
subtract from customers’ perceptions of your trustworthiness."- Jump Start Your Business Brain, page 91
Hall
explains that some of the ways a company communicates trustworthiness is
through demonstrations, testimonials, explanations of how it works, and the
credentials of the creator. Also, customers have more confidence in your
company when they have an overall pleasant impression. Courteous service and
clean buildings build credibility. Sometimes the small things are your greatest
opportunity for building loyalty.
Hall
compares credibility to a bank balance. “Every time you do what you say you’ll
do, you add to your trust balance. Every time you overhype, overpromise or
don’t do what you promise, your account decreases.” To a new customer, you
start with a negative balance.
I have
a membership to a gym. I workout just about every day even if I do not go to a
gym and I joined because I was tired of my routine. The gym offered me an
introductory package with training sessions. I had injured my shoulder a few
weeks prior to joining, and I thought a couple of sessions might help. The
benefit I was seeking was variety and instruction to prevent another injury. I
was skeptical, but the salesperson gave me a clear, courteous explanation and
offered a short-term commitment. This was an Overt Benefit and a Real Reason to
Believe, but I was only half sold—they have to make good on the promise. What I
got was more than I expected. My trainer taught me the right way to exercise,
gave me variety, and continued to challenge me. He demonstrated a high degree
of competency and trustworthiness by showing his knowledge but maintaining
genuine humility. No one knows everything and overconfidence will diminish
trust. Now over 75 weeks later I am still happy, and competitor’s lower prices
or bigger promises do not tempt me because this gym has earned my trust.
Gem #2
Create Internet Credibility
"I
advise clients that if they are offering your goods or services via the
Internet, they need to triple their levels of credibility communications to
achieve the same impact as classic physical retailers."- Jump Start Your Business Brain, page 93
It is
difficult to establish consumer confidence when the customer cannot see you in
person. Hall says, “…the customer has to trust someone or something on the end
of a phone line. With the Internet, it’s a phone line carrying a web page.”
Ninety percent of Americans mistrust internet advertising, and television
advertising did not score much better. Much of the problem is overstating
benefits, which leaves consumers disappointed and even more skeptical of new
products and companies. There are also all the well-publicized frauds and
financial failures. Credibility is hard to establish.
The
key to success here is to ensure all the communication with the customer
supports the credibility of the Overt Benefit and the Real Reason to Believe. Throughout
the book, Hall talks about matching benefits messages in all areas of your
business and simplifying it so it’s very clear to the customer.
Internet-based businesses need to be extra vigilant in this area. It can be
difficult for customers to navigate and understand the information presented
online. If they need to contact a customer service rep by phone that experience
should be consistent, clear and simple or the customer’s confidence may be
lost.
Hall
suggests watching infomercials. As you watch write down the Overt Benefit and
Real Reason to Believe. Then, list the elements, words, and visuals that
communicate and support reasons to believe the benefit promised will be
delivered. Try turning off the sound and observe how you can still see the benefits
and the reason to believe. Compare that to a 30-second commercial. Ask yourself
which product you are more likely to buy. As you practice conscious observation
of advertising, you will gain a better understanding of how to communicate
clearly using pictures and words that are focused, simple and direct. Be sure
your message is not just consistent but also the straight truth.
I
enjoyed this book. I was skeptical at first because the ideas come from data
analysis. The companies I have worked for often collected and analyzed
irrelevant information, focused on meaningless issues, and ignored the big
problems. A large corporation can become locked in inefficiency. This is where
a nimble entrepreneur has the advantage. An entrepreneur can try new ideas and
quickly change plans that do not work. You will not find any meaningless data
analysis or ineffective solutions in this book. This book helps you focus
on exactly what is meaningful and relevant to your success.
Ask
yourself the question I ask myself, “Do I have the time, money and energy not to
optimize my plans?”
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