Become Unforgettable - Marketing Tips From the Twilight Zone

An ice-bound airport in pre-dawn Ithaca, New York. Two travelers sit, cold and waiting. In moments one would learn an unexpected lesson that would last a lifetime. Their plane was bound for Philadelphia but made an unscheduled stop in the Twilight Zone.

The Wondrous Dimension Of Imagination

Rod Serling was chain-smoking and wrestling a stack of papers. I was sitting a few seats away locked in a silent debate over whether to bother him. I won and lost at the same time. I introduced myself and muttered a cliché he'd heard thousands of times before, "I really appreciate your work."

By 1973 Serling was a world-famous author, screenwriter, television producer and winner of multiple Emmy, Golden Globe and Peabody awards. And he was the man who created and hosted the Twilight Zone. This was the show that made me want to write. Rod Serling was teaching at Ithaca College at the time and maybe that gave him a little extra patience with bumbling young people. He muttered a thank you, paused to look at me and asked, "What do you like about my work?"

I thought for a second, "I like the characters. The stories are wonderful but I like the endings the best. The endings make them special … something I remember."

What Makes You Memorable

Serling stubbed out his Viceroy cigarette, dumped the papers on the floor and started talking. "That's the fillip … a little unexpected something that suddenly changes how you see things. It's that twist that makes something memorable. It doesn't matter if it's a television show, a play, a book or a commercial … if it's not memorable it's mediocre."

--- Fillip ---

That was the hallmark of the Twilight Zone. The plot took you to the brink of a comfortable conclusion, then, at the last possible minute, he'd throw in a plot twist that would change everything. Think of the fillip as a reset button. All of a sudden you are paying 100% attention and rethinking everything.

Where is the fillip in your marketing? Where is the surprise twist in your brand? Where is the unexpected "something" that makes doing business with you memorable?

That's A Signpost Up Ahead: Your Next Stop: The Twilight Zone!

The majority of communication is ignored. Emails are instantly dumped. 85% of marketing is never really noticed. Remember awareness is not an objective. The customer or buyer sees the message but the value never registers and there's no motivation to do something - right now.

Let's try a quick experiment. Find some marketing, advertising or communication from your major competition. Substitute your name, the name of your product or the main topic of your meeting or program. Now read it. Can you tell any difference? If you can't your customers, clients or employees can't either. It's time for a fillip. You can't afford to be forgettable. If you're forgettable you might as well be invisible.

If You're Forgettable You Might As Well Be Invisible

• Irrelevant is invisible
• Predictable is invisible
• Formula is invisible
• Boring is invisible
• Unfocused is invisible
• Bad timing is invisible
• Useless energy is invisible
• Anything that's just like the competition is invisible

Submitted For Your Consideration

Rod Serling talked for about 15 minutes as we sat in the airport. He spoke about characters, the curse of predictability and looking for the unforgettable. I've tried to sum up some of what he said. Consider these marketing tips from the Twilight Zone.

Keep it human - businesses and corporations have no feelings or motivations. Put every benefit in "people" terms.

Express things in unexpected ways - but make it realistic and not exaggerated.

Be emotional to connect - not everything has to be "new & exciting!" Every emotion carries a message.

Toss out old, tired approaches - assume they've heard it all before. Eject the old promises and come up with some new ones.

Look for one unique, memorable twist - something unforgettable that you can claim for your own.

Time Enough At Last

As I hope you can tell this was a major experience for me. After far too little time the plane boarded and that was it. Still 30 minutes with Rod Serling kicked me further down the road to where I wanted to go in life. How do you use this story? All that matters is what people notice, remember and do. So make a personal pledge to balance the familiar with the intriguing and add a memorable twist to solving a problem or providing a reason to buy - now. Add your own fillip and make your messages unforgettable.

"This is the stuff of fantasy, the thread of imagination, the ingredients of the Twilight Zone."

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Andy Johnston is an multi-faceted communication professional with deep experience from strategic planning, to messaging, to marketing, to media, to events, to training, to creative direction … and there are several other ”to’s.” Andy is known for his energy, creativity and his unique ability to discover the key results that must be generated – and then to develop ingenious ways to engage and motivate audiences.

Million Dollar Answers - They're So Easy It's Stupid

Corporate objectives - Tell me like I'm stupid.

Marketing goals - Tell me like I'm stupid.

Custom content needs - Tell me like I'm stupid.

RFP details - Tell me like I'm stupid.

Project specifications - Tell me like I'm stupid.

Meeting and event plans - Tell me like I'm stupid.

I've made the same request of U.S. Senators, CEOs, Chairmen of the Board, Corporate Presidents and a host of directors, managers, clients, ministers and folks at the Genius Bar at the Apple Store. No one was ever offended.

How Much Are The Right Answers Worth To Your Business?

The quality of the information you learn is directly dependent on the questions you ask and how well you understand the answers. People who either don't ask questions or who are embarrassed to admit they don't understand constantly amaze me. Years ago I started asking people to make things very simple for me … I mean basic and rudimentary. Since then I get more, better information and have a better idea what to do with it.

Socrates The Sneaky

Socrates was the most famous of the Greek philosophers. Without dipping more than a toe into the pond of history, Socrates seemed to be a former soldier who somehow managed to avoid work and spend his time discussing philosophy and asking questions. His technique has been called the Socratic Method or in Latin "lascivio stolidus." That means playing dumb. Socrates would ask extremely simple questions and pretend to not understand so his students kept simplifying and simplifying. It worked really well for Socrates until he screwed up a very important question: "Which cup has the hemlock in it?" Since hemlock is a deadly poison, it wasn't so smart to play dumb.

Stupid Is As Stupid Does

There is a big difference between playing dumb and asking people to explain things in the simplest way. That's what I'm suggesting. So here's how to ask better questions and get more value from the answers. Before you ask the first question, you need to do two critical things. Skip these steps and your chances of success are pretty slim.

#1 - Decide what you need to know. Few people have the time or patience for an aimless fishing expedition. Do some homework, have a clear objective in mind and ask questions to meet it.

#2 - Decide why they should tell you. Why should that person take the time to answer your questions? Make sure you can provide a compelling motivation. This is the single reason most people don't walk away with the high-quality information they need. The other person has no reason to give it to them.

Make It Easy To Tell You

It isn't about you it's about them and what they know. Unless it's an investigative report for 60 Minutes you don't want confrontation. You want cooperation and to make sure they don't feel like you've wasted their time.

The Super Secret Inside Story On Asking Questions

It is basic human nature. People want to please you. Subconsciously they want to know that they gave you the answer you want and need. So make it easy. When I ask them to tell me like I'm stupid I explain that I will ask some very simple, basic questions. I'm not really dumb but simple questions make it easier for them to explain in a way that makes sure I understand what they're telling me.

99% of the time this is met by a laugh, a smile and a sign of relief. Suddenly we're partners in the questions and the answers. I even ask if there's a better way to word the question. Now let's get down to business.

If you want a specific answer ask a specific question - No trick or vague questions. Don't expect the other person to guess what you mean, tell them.

Start with something very simple - Listen carefully and follow up on anything that might need additional explanation. Then go on to the next logical question, again very, very simple.

Let their answer lead you to your next question - Don't walk in with 20 prepared questions and go through them one-by-one regardless of what the person says.

It doesn't matter what you know so don't pretend to be smart - It's best that it look like you don't know anything. "How" and "Why" are often the most revealing but the questions few people really ask.

It's okay to admit you don't understand - If you don't know what something means you are wasting everyone's time by not asking for a better explanation. If you don't it will only get worse. Have you ever spent an hour in a meeting where the client keeps talking about their "DGP process" and, after the meeting, you ask everyone what the "DGP Process" is and no one knows? Now the client expects you to understand because no one asked.

It's So Easy It's Stupid

Tell me like I'm stupid simplifies everything. Instead of trying to decide if you should be asking a probing, leading, funnel, rhetorical, open or closed question you can focus on understanding the answer. It's like a trip on the interstate. The direct route is the most efficient but it can be more interesting to take a few side roads. You get to the same destination.

Now you may have a better approach that works for you and I'd like to know it. But, please, tell me like I'm stupid.

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Andy Johnston is an multi-faceted communication professional with deep experience from strategic planning, to messaging, to marketing, to media, to events, to training, to creative direction … and there are several other ”to’s.” Andy is known for his energy, creativity and his unique ability to discover the key results that must be generated – and then to develop ingenious ways to engage and motivate audiences.

Sharpen Your Personal Edge - You Gotta Play The Part

Take 60 seconds and read this. It's worth it.

"Think outside the box. That's where all the warning labels are."

A Wise Man

Who Do You Need To Be Today?

Think about it for a moment. You are facing different challenges, demands and expectations each day. Who do you need to be to satisfy them? What character will you play? Yeah, you are playing roles and being different versions of "you." Once you realize that work is theater and the experience is the play the more successful you'll be and the more satisfied your customers, co-workers and company will become. Oh, and you'll find your career improving.

Have you ever been in a meeting and at the end looked at some of the other people and wondered why they were there? They didn't provide anything, contribute anything or create any value at all. Woody Allen once said that, "80 percent of success is just showing up. Well it isn't if you end up being the wrong person.

To have a personal edge, play the role of the right person.

Why Are You There?

Figuring out who you need to be isn't that complicated. Just answer a few questions based on what you see for a single day.

• What talents are they paying you for?
• What are you expected to do?
• How do you fit in to the rest of the team or situation?
• What can you do that will be of the most value?
• Who do I need to be to accomplish my personal goals?

Okay at this point you may have realized that you are going to play a number of different roles each day. That's the big idea that gives you a personal edge. If all you ever show is one set of abilities and one attitude you'll be forever typecast.

Once you answer these questions play that role. Be the person you need to be. That's how you establish your value. You can be a member of the cast but you'll have your own distinctive script. Remember it's not really about who you are. It's the experience of dealing with who you are.

I've Got To Be Me

Don't you just hate those positive, energetic, ready-for-anything people? Those people who don't seem to complain and seldom gripe about the work, management or clients? Hey, you are just a productive even though you slump over your computer and growl like Cujo at people as they walk past.

Be yourself, but remember Sloppy Joe is a sandwich and not a job description. Change your act and show them someone new. If you need your leadership, manager, team, clients and customers to view you in new ways, then change whom they see.

Get Into Character

You are meeting with a client at 10:00, what's your character? Are you there to fit in or stand out? Do they expect you to listen and understand? Do they expect you to bring information and ideas? Are you a "leader" or a "doer"? From here it's a combination of making sure you are prepared with the right skills and attitude.

I admit it. I actually write little notes or reminders at the top of my yellow legal pad to help me remember my role. Don't talk. Listen. Understand. Solutions. Support. Be invisible. It's just a way of keeping on track and making sure I act my part. It's 50% acting the part and 50% getting in costume.

Looking The Part

Back in the late 1970's and early 1980's corporate life was transformed. It wasn't a management philosophy or marketing strategy - it was power dressing. In "Dress For Success" John T. Molloy conducted extensive research on the psychological reaction to how people dress. He showed the effect of clothing on a person's success in business. Bottom line was to select your clothes to meet your goals and to fit the role you need to play. Subconsciously we act like we dress. Want to become a manager then dress like one. Want to become the head of the department then dress like one. For customers to have confidence in your company, they need to have confidence in you.

If you're frustrated because people only think you can do one thing - then change your character. Show them someone new. It all comes down to how you present yourself. Your dress and attitude communicate the impact you're working to create.

To Thine Own Self Be True

That Shakespeare guy is certainly quotable. Of course you shouldn't deceive people or yourself. But realize that thine own self should learn, change and grow. Of course it helps if thine own self is practical, realistic and has a regular paycheck.

Work Is Theater And The Experience Is The Play

Today the key focus is on the "experience." Everything revolves around it. It's up to you to write the script about the experience of working with you. So decide how you can be most valuable and play your part. Look for opportunities to show new sides of you. Be who you want to become. Dress the part and become the part. You create your own personal edge by letting people see all the roles you can play.

"When an actor comes to me and wants to discuss his character, I say, 'It's in the script.' If he says, 'But what's my motivation?' I say, 'Your salary."

Alfred Hitchcock

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Please Subscribe! There's a new article every week and we are determined to give you valuable information you can use to be successful and make more money. So, go to the Be The First To Know box and just fill it in.

Andy Johnston is an multi-faceted communication professional with deep experience from strategic planning, to messaging, to marketing, to media, to events, to training, to creative direction … and there are several other ”to’s.” Andy is known for his energy, creativity and his unique ability to discover the key results that must be generated – and then to develop ingenious ways to engage and motivate audiences.

7 Critical Things You Can't Afford To Forget - Lessons From Pop's Basement

"Tomorrow hopes we have learned something from yesterday."

John Wayne

It’s funny how things that happened years before become valuable later, but that is how I learned so many corporate lessons - in Pop's basement. The steps to the basement were steep, narrow and lined with an odd assortment of coats, baskets and shotguns. The smell was a heady mixture of coal and cigar smoke.

Pop was my grandfather and a world-class tinkerer and storyteller. Have you ever heard the expression "catching lightning in a bottle"? That was Pop - smart, patient, funny and bestowed with a gentle wisdom.

Making Something Out Of Nothing

"I'm glad you're here. What do you think of this?" That was the way most of my childhood afternoons with him began. On the workbench would be a broken "something" or the project de jour. Blessed with insatiable curiosity, Pop was always busy. Every project began with the same step: Thinking. One day, he pointed to a box filled with ancient broken boards. "It looks like junk to me," was my expert analysis. He picked up a battered leg and handed it to me. "That's what I thought until I looked it over. That's a new table … we just have to make it."

Now you have to admit that was more than enough to hook a 10-year old. Fifty years later I'm still using what he helped me learn. We spread the parts on the floor and pulled them together like a jigsaw puzzle with half the pieces missing. There were two legs, the front of a drawer, two parts of the frame and one small sections of what once was a round top. "How are we going to fix this?" I wondered. "Just put the pieces together in your mind and build what you see." That's when I learned about vision.

Seeing The Endings

In the corner of the workshop was a pile of scrap wood. Pop grabbed some odd boards and hammered together a big square. Using a thumbtack, string and the stub of a pencil, he drew a circle that matched the section of the old top. Five minutes on the band saw and it was done. He quickly cut other boards to match the broken frame sections and measured some 2x4s for the legs. Start to finish, we spent less than two hours on the table. It looked terrible!

"Pop, where are going to put that?" I asked. He smiled. "We're just going to look at it. It's a plan — sort of a test so we can decide what we like and don't like. Then we'll do the real one." That's when I learned about planning.

I whispered, "I don't like it at all." I didn't want to hurt my grandfather's feelings. Pop didn't answer. He was staring at the table while his cigar waved back and forth. When Pop was in the basement, he usually had a Hav-A-Tampa cigar in his mouth for company. When he was deep in thought, the cigar would … well, it would wiggle from side to side in a tiny arc.

Give Yourself Time To Think

"Are we going to fix it today?" I really didn’t want to. "No, Thursday will be fine. We're going fishing tomorrow." This was Monday and for the next couple of days we fished and I ran off to do things kids did during the summer. Still, from time to time, Pop would head back to the basement to contemplate the table. That's when I Iearned about thinking things through.

The telephone rang at 9:00 in the morning. "Send Andy over. I need his help." By 9:30 we were both sharing a group stare. The cigar was waving quickly in time to some silent tune. "I think it's too low," Pop began. "Do you like a round top or an oval one?" I tried to mimic his serious studying. "Oval would be good." He glanced down at me. "We'll have to make it smaller." That sounded important. "Is it okay to make it smaller?" Suddenly the cigar stopped with a decisive chomp. "Smaller will be fine, just fine."

Making A Plan Into Reality

In a matter of minutes the test table was disassembled. Along the way, measurements were adjusted. Pop used the pieces as templates to cut the oak boards. When it came time for the legs, Pop clamped one of the old, hand-carved legs into the lathe, grabbed a chisel and turned a new one. He meticulously followed the old one. "It took a lot of time to carve these legs by hand. We want to make sure we don't forget all that work."

It took a day to build the table and two days to finish it. Sandpaper smoothed the rough parts and steel wool polished it. There was no rushing the process. That’s when I learned about patience. "If you cheat now, you'll have to live with it from here on. All you'll see are the mistakes."

The Biggest Pay-Off

Late Sunday afternoon we invited my grandmother down into the basement to see the final results. Nana was careful with her praise and seldom dispensed it casually. She stood back, looked at our handiwork and ran her fingers across the top. Then she did something I'd never seen her do before — she gave Pop a hug! "Tommy Lester, it's beautiful. Thank you." She kneeled and planted a kiss on my cheek. "Your Pop made that old table when we were first married. We didn't have many tools on the farm so he whittled it out one winter. We ate on it every day for years. We left it with Aunt Alma when we moved to town."

Lessons Learned

There are things I learned making that table that I have drawn on countless times in business during the years that followed.

• Vision is seeing the ending as clearly as you see the beginning.

• Planning is the cheapest time you spend.

• Things are always easier if you have a blueprint or a template to go by.

• Take time to think things through.

• There is a natural direction to all things. Go with the grain and not against it.

• The same things that can smooth and polish your idea can also grind it down if you aren't careful and use too much pressure.

• For something to really matter, you have to put some of yourself into it.

So the next time you’re muddling over a project, think about it, envision it, plan it – then “go fishing” for a day. When you return, it will truly be time to clench that mental cigar in your teeth and go to work.

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Please Subscribe! There's a new article every week and we are determined to give you valuable information you can use to be successful and make more money. So, go to the Be The First To Know box and just fill it in.

Andy Johnston is an multi-faceted communication professional with deep experience from strategic planning, to messaging, to marketing, to media, to events, to training, to creative direction … and there are several other ”to’s.” Andy is known for his energy, creativity and his unique ability to discover the key results that must be generated – and then to develop ingenious ways to engage and motivate audiences.