Embrace your inner amateur (and drop the act, already):
Published 20060815 by Olivier Blanchard | E-mail this post
Continuing the discussion going on over at Corante
all week: Tom Asacker's Ten Truths
. For the full thing, go here
. For my favorite parts, however...
"People today are incredulous of marketing, institutions and the media. The only way to suspend disbelief, cut through skepticism and create trust is to act as a real human being and get to the truth. As the sages say: "Words that come from the heart can enter the heart."
"What the business world needs now is a return to the idea of amateur spirit. Now, it’s probably not the amateur spirit as you may think of it. The definition of amateur has evolved for the worse over the past few hundred years, coming to represent a dabbler or incompetent. The original spirit of amateur was a positive, noble tag to apply to someone (the Latin root for amateur is "amator," lover). An amateur pursuit was one you did for love, with a spirit of passion and authenticity. And it certainly didn't imply a lack of skill. Thomas Jefferson was an amateur writer and philosopher when he drafted the Declaration of Independence.
"Organizations - actually the people in them - must recapture this amateur spirit. Not because it is morally right, but because it's the only way to succeed in a world stunned by scandals and greed-is-good ideology. Ask yourself these simple questions: Do you want customers and employees to come to you first - and stay with you? Do you want them to recommend you to their friends and associates? Then you have to get them to do what? Trust you. And how do you go about doing that in a post-Enron economy? Certainly not by saying, "Trust me." That kind of talk immediately causes people to put up their defenses. Instead, you must get them to believe! Success today all boils down to belief. "Who should I believe? Who can I believe?" These are the critical questions. You must be believed to have any chance of success."
"Within the first few seconds of meeting you or being exposed to your communications, your audience will form an impression that is easily reinforced and unlikely to change. They’ll observe your mannerisms, voice, choice of words, etc. and judge whether you are worth listening to. To cut through their innate disbelief - and very short attention span -simply push past your comfort level and be authentic! Amazingly, that’s all there is to it. Simply take off your mask - your title, your expertise, your bureaucratic language and technical jargon - and connect with them with honest, simple, and engaging language. Be on the level. Be moved to candor. Tell them what you believe and what you think. Speak the unspoken."
"Listen to your innocent, inner voice. Be childlike. Speak in a language that is natural, open, and honest. Get rid of all of the hype and toss in a dash of self-deprecating humor. State what you feel in a candid and caring, yet unapologetic way. And never - never - hide anything. People will then believe that you are being straight with them (warts and all), and as a result, you’ll be worthy of their trust."
"Daniel Boorstin wrote: "The amateur is not afraid to do something for the first time." And that's the measure of great artists, great lovers, and great entrepreneurs (not to mention children). To say, "I don't know." To ask the hard question that is on your mind (in a soft way). To take risks. To be bold. To state what you are feeling, openly. To admit your weaknesses. To adopt this amateur spirit takes courage and demonstrates your love for - and connects you on an emotional level with - your audience. They’ll believe you. It will demonstrate your trust in them, and your desire to eliminate their fears and their concerns. And it will inspire them and engender trust because it rings true."
"No one cares how much you know, until they know how much you care. And it doesn't take a genius to tell the difference between someone who listens in order to get something, and someone who listens because she cares."
Pow. Wiz. Bang. Etc.
Come back tomorrow for more of Tom's brilliant brand of wisdom.Technorati Tags: amateur, Tom Asacker,customer service, marketing, advertising, creative, authenticity, branding