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The 2 most important words are...

The 2 most important words are...

February 07, 2017

Go on. Guess.

No, they’re not “thank you” or “I’m sorry” or “credit card.”

I’m speaking this upcoming Wednesday at the International Awards & Personalization EXPO in Las Vegas. I’m giving an 18-minute TED Talk style presentation about the Power of Personalization and how to harness its “10X Power.”

Throughout my research, I’ve come across a fascinating insight that I’m going to share with you.

Read on to discover how the 2 most powerful words can transform the way you do business.

See, we live in an impersonal world. Plain and simple. Mass marketing inundates us with advertising. We receive over 5,000 ad “exposures” a day from emails, commercials, billboards, logos on food products, street posters, screen pop-ups, and more. Thousands are constantly vying for our attention.

But we don’t pay attention.

We quickly learn how to tune it out. We’ve become a generation immune to advertising, like a cockroach becomes immune to pesticides after repeated exposure.

So how do you get someone’s attention when the whole world is trying to catch their eye? You use these 2 words.

Ready?  First Name & Last Name

"Remember that a person's name is, to that person, the sweetest and most important sound in any language.”

- Dale Carnegie, How to Win Friends and Influence People

 

Why does it work?

Hold onto your hats and buckle in for the next bit of scientific exploration. 

The reason why personalization works has to do with how your brain filters information - and the priority it gives to the few special words that make up your name

Your brain has a reticular activating system, or RAS. It’s the gateway that information passes through in order to reach your brain. The RAS filters the information that comes in to determine what you should pay attention to, and what you can let slide. The ability to focus on one bit of information, while simultaneously ignoring other information, is controlled by your RAS.

Think of “selective hearing” or the “cocktail party effect”.

If you’re at a cocktail party with dozens of people chatting around you, you’ll likely find that you can tune out of those conversations. It’s just background noise. But, as soon as someone says something that is of particular interest to you, you will magically tune into that specific conversation. The important information will, thanks to your RAS, rise above the noise.

Your name, as it turns out, is one of the easiest sounds for your RAS to hone in on.

 

 [CLICK HERE to sign up for the Power of Personalization Ebook for an in depth  understanding of personalization and how to effectively use it.]

 

Let’s take it one step further. 

According to a study published in the peer-reviewed journal Brain Research, when people hear their own first name (vs. hearing other first names), there is a unique reaction in the brain, particularly in the middle frontal cortex (which is associated with social behavior), the middle and superior temporal cortex (which are associated with long-term memory and auditory processing, respectively), as well as the cuneus (which is associated with visual processing).

Here’s the bottom line: When you use someone’s name, you cut through the clutter and get their attention in a powerful way.

Coca Cola recently did a fascinating campaign using personalization. In fact, it was the most successful campaign in Coke history, boosting sales by 19%. Read more about it here.

Here are some handy Tips & Tricks:

  1. Call people by name! It seems obvious, yet most people don’t make it a priority. It instantly builds a more personal connection than “hey you!” (or the formal equivalent).
  2. If you’re sending an email or letter, get the names of your recipients and use them. This will always work better than a “Dear Valued Customer”.
  3. Check out PURLs (Personalized URL). They’re a vastly under-utilized technique that has produced some amazing results.
  4. Consider using personalized products in your marketing and client relations. A coffee mug that says “Thank You Fred” is far more powerful than one that has your logo on it.

Everyone can incorporate personalization into their product or gifts. Get creative!

How are you going to use the power of personalization to create relationships with your team, prospects, and customers?

What will YOU personalize today?

[CLICK HERE to sign up for the Power of Personalization Ebook for an in depth understanding of personalization and how to effectively use it.] 

 

Taking you from where you are to where you want to be,

Jon