Independent Professionals: What Paradigm Are You Weaving?

So we've heard the well-worn statistic that we're exposed to around 3000 advertising messages per day (personally I think it's A LOT more). Ever consider what each of these messages is really asking you to consider?

I just opened up the web browser on one of my PC's. Straight away I'm faced with an ad from Virgin Credit Cards "Things get more exciting when you say yes!" presumably that means saying 'yes' to debt - in this case it's by clicking on the word 'yes' which opens a musical jewellery-box. A ballerina proceeds to leap out from her fixed spinning and start gyrating like a mental raver! Is this what Virgin mean by things getting more exciting??..Must be.

The animation ends with a billboard announcing "The Virgin Credit Card, Say Yes." Plastered underneath is the virgin logo with the word "Money" next to it.

We're faced with thousands of such notifications daily, each one is asking us to consider something from a specific frame. Each one is asking us to consider what the advertiser would have us believe and value about their service. Each and every one is offering changes.

I've found it very useful to see every ad as its own unique little paradigm. A reality that entices us to consider beliefs, values and changes that can frequently be out of alignment with our personal standards. Sometimes these paradigms are so far removed from the truth of the product or service too. Take McDonalds. What would the ads have us consider about the product? What paradigm does would McDonalds present to us? That happy clowns will entertain our kids? That the social interaction found in the restaurant will enrich our lives? That we'll laugh more? Look more healthy and vital? I mean jeeeez!!

And don't get me onto the cosmetics firms!! What would they have us believe? What would they have us value? What changes do they offer?

So getting back to the ballerina - if I don't click 'yes' I don't value excitement???...hmmmm

The first process I get any of my clients to do. Individuals on my workshops FIRST weave the paradigm from which to launch all subsequent marketing communication.

I urge you to go back and take a look at your advertising with these questions in mind:

What beliefs is my offer asking someone to consider?

What values is my offer asking someone to consider?

What changes am I offering?

If you're an Independent Professional, these 3 questions, answered mindfully will begin to create a paradigm for your service. How enticing your service is - how attractive it is to prospects, can depend very much on how thoroughly you answer these three simple questions.

You should have an intimate understanding of the paradigm you weave. The Paradigm you entice people with rather than allowing your ads to be driven solely by targeting, technique and smart-arse-tactic. Your paradigm provides the foundation for your strategic launch-pad and allows you to be more precise about the tactics you choose to execute your campaigns...