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Casual Articles - Two-Step Your Communication
This may seem a strange topic to introduce. Yet, it is the most under-used skill by many retail managers, but one of the most important roles in their supervision.1. You Are the Maitre of Your BusinessYour role is take that of a maitre d’hotel. You should meet your guests (customers), welcome them and ensure they leave with a positive feeling about your business. You should set aside at
Borrowed legitimacy: The example of the advocacy group illustrates how you
No this is not a statement from a fringe group who are avoiding the frayed nerves and expense associated with Christmas Shopping, cooking, boisterous children and upset tummies. Christmas is a time where a million and one things must happen and be in place (more or less) by the time presents are unwrapped on Christmas day.To be honest most of us manage it. We enjoy (or tolerate) the influx of
For example, big, multi-location companies sometimes make important announcements through local plant or office managers, rather than at head office. Another example: advocacy groups that ask their members to individually write or call politicians.
Both examples illustrate what's called a two-step communication strategy - getting extra mileage out of communication by selectively using other people to pass on messages.
It's so common we often don't think of it as a distinct strategy. But, it is, and offers many benefits, including: borrowed legitimacy, extended networks, speedy distribution, and unofficial status. Let's review those benefits in more detail, and as we do so, ask yourself how you could apply them.
Borrowed legitimacy: The example of the advocacy group illustrates how you
Marketing for a Service Club such as the Rotary, Kiwanis, Knights of Columbus, Optimists, Elks, Lions Club or other networking club is similar to marketing for a small or medium sized business or even a franchising company in many ways and then in other ways it is not really. You see in service clubs you are generally recruiting members all the time to do community projects which will help people and
Both examples illustrate what's called a two-step communication strategy - getting extra mileage out of communication by selectively using other people to pass on messages.
It's so common we often don't think of it as a distinct strategy. But, it is, and offers many benefits, including: borrowed legitimacy, extended networks, speedy distribution, and unofficial status. Let's review those benefits in more detail, and as we do so, ask yourself how you could apply them.
Borrowed legitimacy: The example of the advocacy group illustrates how you
Agents have used real estate postcards as a marketing tool for decades. But if you don't how to use real estate postcards, you could end up spending a lot of money with disappointing results.Here's why:There are a lot of real estate postcard companies these days, with new companies sprouting up all the time. Here's how it usually happens. A printing company discovers there's a big marke
It's so common we often don't think of it as a distinct strategy. But, it is, and offers many benefits, including: borrowed legitimacy, extended networks, speedy distribution, and unofficial status. Let's review those benefits in more detail, and as we do so, ask yourself how you could apply them.
Borrowed legitimacy: The example of the advocacy group illustrates how you
It has been said that nobody reads ads. People read what interests them, and sometimes it is an ad. Of course this was professed by a 1960’s advertising man in a time when it was still possible to evade advertising messages every once in awhile.Now we are bombarded with advertising messages nearly every second of every day. Billboards block out our view of nature. Radio spots interrupt our mus
Borrowed legitimacy: The example of the advocacy group illustrates how you
If you're old enough and were living in America about 30 years ago, you may remember the scandal in the motion picture industry known as "the Begelman affair" or "Hollywoodgate."A skillful analysis of the crisis that rocked Columbia Pictures, a leading company in its field, is presented by Steven Fink in his book, "Crisis Management: Planning for theInevitable." I a
Borrowed legitimacy: The example of the advocacy group illustrates how you can use third parties (in this case individual voters/members) to give greater credence to a message.
It also explains the testimonials you see and hear in advertising. And, book publishers commonly use several forms of two-step communication, including testimonials, prefaces by well-known or well-respected persons, and book reviews.
In your workplace, some people probably have more influence than others. If you send out a message to the people with influence and ask them to pass it on to others in the organization, the message may carry more weight.
If you're a sales person, you know the value of referrals. Again, this applies the two-step process to borrow legitima
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