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What we discovered was that neither the Yale nor the Harvard study actually exists. There is no evidence that the studies took place and no papers were ever published. Yet the "goal-setting to-money" study is a particularly imperishable business myth that has circulated for several decades. It persists despite sound debunking efforts on the part of entities such as Fast Company, which conducted an in-depth investigation of the myth in 1996.
Here's an interesting piece about phantom research, business mythology, and evaluating the research stories we hear.
It's a good and interesting read -- not so much about being skeptical, but questioning and thinking carefully about research that is presented to us, particularly when it is imbedded within a story.
No question -- it's a tricky dance. The best way to convey data is through a story -- doing so builds trust credibility, believability, and emotional connection. The easiest way to manipulate and skew research is through the stories you tell about it.
What to do? Obviously for the teller it is to represent the research accurately. In presentations when I talk about story research, I always offer the original research up for review for any listener who wants it.
For the listener, it's to check the research you hear about. Don't accept it unquestioningly. Ask for the original document.
Now go read the article to discover what popular biz myth was busted!
Via Karen Dietz
There has been a lot of fuss about content marketing and how to make it work if you're a business. In frank and concise language, Marcus Sheridan explains how content marketing is based on "principles" in this slide show-- and is not a fleeting strategy that will come and go with time.
Via Karen Dietz, Brian Yanish - MarketingHits.com
Robin Good: If you are still thinking about marketing as the most efficient and direct way to make your customers buy from you, it is time to start reconsidering this approach.
Going for the sell, sell, sell approach has worked for decades and for millions of sales people, but now, the most effective and durable way to make your business thrive, is once again the one that requires no thinking: don't think about selling, think about helping and listen closely to what your potential customers want.
That's all there is to it: make yourself accessible and truly helpful.
To exemplify what it takes, the short story of Eydie Stumpf may help you out: "When I first moved to California in 1998, I worked as a car and truck sales person.
Never having sold anything in my life, this was a completely new world for me.
The goal, as was explained to me, was to put every person who walked onto the lot into a vehicle — period.
The sales manager trained me and provided me with various scripts that I was to use to overcome objections.
Every morning we began the day with a sales meeting and afterwards, the sales team marched into the trenches with the words sell, sell, sell, throbbing in our heads.
After about a week on the job, a team member approached me. He bluntly told me that I would never make it as a car sales person.
“You’re too nice”, he said.
“You can’t make friends with the customers. They’ll never buy from you.”
Morale of the story:
"Relationship marketing is not just for social media.
Build relationships using your blog, email marketing, and offline events like networking groups, business expos, mixers, and speaking opportunities.
Online or off, attract loyal customers by allowing them to know who you are, know who they are, and enlighten them with the priceless information you have that can solve their problem."
Good reminder. 7/10
Via Robin Good