How to Use E-Signatures 1

How to Use E-Signatures

While the concept of using technology for a legal signature isn’t new (morse code was the first), a growing number of businesses and organizations are looking for a way to quickly obtain a legal signature without requiring you to be physically present.

Electronic Signatures Overview

Regulations for digital signatures may vary by location, but essentially the requirements are: Read more

Don’t Try to Reason with your Customers

As a small business owner, you need to accept what sales and marketing professionals have always known: people make decisions based on emotions. In today’s world, we have the studies in neuroscience and consumer behavior to prove it. Big corporations use this knowledge to lure customers away from you but if selling is a game, you have home field advantage. You can provide vital, emotional connections that big chains can only dream about.

We like to think of ourselves as rational, intelligent beings but when it comes to making buying decisions, the reasoning mind simply can’t perform. In Antonio Damasio’s book Descartes Error, he shares his studies on measuring the connections between thinking and emotions. When presented all the facts necessary for making a decision, people were unable to make a choice when they couldn’t access how they felt about the options. In short, your marketing should engage your customers’ dorsolateral prefrontal cortex. Read more

The Stories in our Head

This morning I read a good blog article by Garr Reynolds summarizing a TED talk by Andrew Stanton on storytelling. It emphasized that humans connect through stories to form our emotional bonds. In marketing, it’s about understanding the stories of your audience and creating a story they can connect with.

Stories run our lives but most of us aren’t thinking about it. That kid that made fun of you in elementary school? What story about you or life in general did you create when that happened? That you aren’t as good others? Or perhaps that next time you’ll make sure no one can hurt you again? Twenty or more years later, are you still living in that story?

Some stories propel us forward (I am loved, I have valuable contributions) and other stories cripple us (I will probably fail, I’ll look stupid).  Those stories can make or break our relationships, work, recreation, health—everything that’s important to us.  I wonder how many good businesses fail because of the stories in people’s heads?

How do you know which stories are hurting your life? First of all, if there’s a strong negative emotional connection to an event in today’s life, quite likely it’s triggering the stories inside you. See! I knew that would happen. No one ever comes through for me.  Or why do I always get the short end of the stick? I’m the good guy!  Once you find the source of that story, you can leave it there and see today’s event for what it is. That person said/did whatever. That’s all. Once you have the story in perspective, you can move forward and continue to do the great work you’re here to do.

Image by: Alejandro Linares Garcia