Strawberry Cream
There was a time when I was engrossed in reading Dale Carnegie's "How to Win Friends and Influence People."
This book contains extremely sensible things (things that are obvious even if no one tells you to do them). However, what makes this book worthy of praise is that it systematically organized things that everyone already considers obvious. That is probably why this book, written 90 years ago, is still read as a classic today.
Now, Dale Carnegie left behind these words:
I am very fond of strawberries and cream, but I have found that for some strange reason, fish prefer worms. So, when I go fishing, I don't think about what I want; I think about what the fish want.
These words express the absolute foundation of marketing.
Marketing is outside my area of expertise, but lately, I have become involved in it more often. It is not about selling a specific product, but rather things like corporate branding or recruitment marketing...
Well, even among those who call themselves marketing experts, there are many who try to put strawberry cream on the end of their fishing rod. Even though it is the absolute foundation of marketing and has been said for 90 years...
You should all be careful, too.
Even if you are a marketer yourself...
Even if you are the one hiring a marketer...
"How to Win Friends and Influence People" is a book written about management, not marketing. So, it might not be directly relevant to marketers, but I think it is worth reading at least once.
Three Principles for Influencing People
Principle 1: Don't criticize, condemn, or complain
People have a nature of becoming defensive and trying to justify themselves when criticized. To encourage behavioral improvement without hurting the other person's self-esteem, an attitude of understanding and tolerance is essential rather than blame.
Principle 2: Give honest and sincere appreciation (recognition)
Everyone has a strong desire to be an important person. Heartfelt praise and gratitude are the most effective means of opening someone's heart and increasing their motivation.
Principle 3: Arouse in the other person an eager want
The only way to influence people is to make them want to do it themselves. The key is to talk by focusing on the other person's benefits and desires, not your own demands.
Six Principles for Being Liked by Others
Principle 1: Become genuinely interested in other people
To be liked by others, you must first show sincere interest in them yourself. People feel affection for those who take an interest in them.
Principle 2: Smile
A smile is a sign of friendliness and gives the other person a positive impression. A heartfelt smile is contagious and creates a harmonious atmosphere.
Principle 3: Remember names
To a person, their own name is the sweetest and most important sound in any language. By remembering and using their name, you can make the other person feel that they are valued.
Principle 4: Be a good listener
It is more important to be a good listener than a good talker. By letting the other person talk comfortably and showing interest, you deepen the bond of trust.
Principle 5: Talk in terms of the other person's interests
People love to talk about their own interests. By choosing topics that align with the other person's interests, the conversation will flow and rapport will increase.
Principle 6: Make the other person feel important
Satisfy the desire that everyone has to feel important. Show an attitude of sincerely acknowledging the other person and respecting their value.