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Hub You - The Law of Dissatisfaction - How To Motivate Prospects
I have been thinking about what makes a really great Customer Service experience and I have narrowed it down to about 7 things that make or break Excellent Customer Service Personnel.This list is based on my own observations, travels and experiences. When I have good or bad encounters, I try to write down what I liked or disliked. I use those notes to write about what I have observed.If you are a responsible for the Customer Service in your organization, you might get into the habit of taking notes wherever you go. You can then use them to train your personnel, or make changes to your own company mission statement or vision.You might even send your Customer Service representatives to places that have exceptionally good or bad service so that they might see for themselves and understand what the difference is between good and GREAT!So here is a list of 7 things that you might want to take a look at if you are interested in developing better Customer Service.1. Are your personnel friendly? I don’t mean the “fake” friendly or the “work” friendly, I mean genuinely friendly. You could start by asking yourself “Would I want to spend time with them if they were not team members or employees?”Does their person
Creating Successful Dissatisfaction
In order to implement a Web-video marketing campaign that motivates action, you must present a storyline that accesses the emotional and psychological subtext of desire. Your campaign is based on this defining underlying message.
In order to create this underlying communication we must first decide to whom the campaign is aimed. We each have a self image, in fact we each have four self-images. We must figure out which self our product or service serves.
- The Public Self is the self we present to the world. If we sell high priced luxury goods or services that appeal to status, we are probably aiming our presentation at the public-self, the one we display to others.
- The Private Self is the self we hide from the world. If we sell a hidden pleasure product or service we should probably direct our presentation to the private-self, the one we keep locked away and hidden.
- The Ideal Self defines who we wish we were. If we sell a self-improvement or motivational product or service, we want to access the ideal-self, the self we desperately wish to become.
- And the Actual Self defines who we really are. If we sell a product or service that justifies our real behavior, then it's the actual-self we want to target.
The dissatisfaction we are accessing may be active or inactive. Active dissatisfaction like having acne, being overweight, or worryi
Autologica presents the fifth part in a series of articles that address some of the common problems and situations that arise in family-owned businesses. The articles are based on an interview between Al McClymont, CEO of Autologica Dealer Management Systems, and J.C. Aimetta, an expert and coach who specializes in family-owned businesses and who has ample experience consulting for this type of company.Al McClymont: Regarding the succession issue in a family-owned business, specifically the election of the successor, isn’t it possible that this can cause problems if someone feels excluded?J.C. Aimetta: Well, at first glance I’d say yes, generally a solution brings with it a new problem.The truth is that you can decide which problem to have: This one that will be generated right now, or the one that will be created in the future of a small company trying to be co-managed by three or four people, with the respective power struggle and the growth of internal bands among employees who are faithful to one or the other.And another point is that the evaluation generally begins with oneself, with each family member in particular. Then, you can ask each family member: Do you feel qualified to work in the family
Dr. Albert Mehrabian, Professor Emeritus of Psychology, UCLA is best known for his 7%-38%-55% Rule that states 55% of communication is attributable to non-verbal behaviors like body language and facial expressions; that 38% of communication is attributable to voice including volume, tone, pitch, cadence, and quality; and only 7% of communication is attributable to the words used.
Despite this persuasive evidence, companies continue to pile on the Web-text in the vain hope that search engines will index it and that someone might actually read it, even though the reality is 70% of website visitors merely scan for headlines, bulleted points and captions.
The evidence is clear, the most effective way to deliver a marketing message is a Web-video using a professional performer who knows how to use his or her voice, expression, and body language to drive the point home.
"But Wait, There's More …"
I have noticed a proliferation on the Web of the sad old direct marketing formula that you see in sales pitches for magazine subscriptions. Can you really expect people to take you seriously when you adopt this 'Barnum and Bailey' approach to marketing? It is a formula that flies in the face of Dr. Mehrabian's research and every other usability study that warns against over-burdening website visitors with too much text. Your search engine optimizer may think it's great for driving traffic to your landing page, but I'll bet if you check your logs, 50% of that traffic disappears in under 5 seconds.
This format is an outdated sales technique that doesn't work in a Web environment where people find it difficult to read large amounts of text. It is also a tactic that insults your customer's intelligence.
A Red Flag Marketing Formula
If ever there was a red flag telling people to stay away from your company it's a website presentation that includes:
- Huge bold headlines,
- Copious amounts of text,
- Bright yellow highlighted key phrases,
- Photos of smiling semi-ugly customers,
- Photos of smiling semi-pretty nonexistent staff,
- Lots of useless free crap,
- Loads of bulleted points with big red check marks,
- Numerous testimonials on pale yellow backgrounds and quotations in Courier with more bad photographs,
- More extra bold, underlined, red text,
- The phrase 'But Wait, There's More' offering more useless free e-books you'll never read and special bonus gifts you don't want or need,
- Lots of 'Click Here To Order" buttons,
- And finally make sure you bury the price at the bottom of over 4689 words.
The entire presentation could be made in two minutes using a cost effective video presentation delivered by a professional, but that wouldn't be search engine friendly would it, never mind it's the best way to sell your product or service.
Reducing Video Load Times
Which brings me to the issue of load times. We all know that video and audio files takes longer to load than text, however there are many ways that load times can be reduced and kept to a minimum.
- The size of the video can be adjusted.
- Choose an alternative codex to compress the file.
- Design your presentation with simple, minimalist backgrounds so the number of pixels that change from frame to frame are reduced.
- Decrease the frame rate.
- Alter the audio settings.
- Adjust the amount of video that is preloaded.
We also know that there is a class of Web-surfer who will not wait for videos to load. This is a fact of life, I admit it, but from a marketing and sales perspective it really doesn't matter and I'll tell you why: websites visitors who will not wait a reasonable amount of time for a presentation to load will also not read your copious amounts of text and the reason is simple: they are not motivated enough by what you sell and if they aren't motivated they're not potential customers.
If They Aren't Motivated, They're Not Customers
Two things motivate all potential customers: a feeling of dissatisfaction and a desire for change. All good advertising creates a focused storyline with a singular message that stirs the emotional dissatisfaction in the audience and offers a solution that will initiate change.
Thank goodness people are insatiable for what's new and improved. We are a species motivated to constantly strive for more: more money, more power, more success, more stuff; and when we have more stuff, we want better stuff. We are in a constant state of desire. The advertisers job is to access that desire and push that motivational button so that the audience takes action. <.p>
The Law of Dissatisfaction
The job of advertisers is to create dissatisfaction in its audience. If people are happy with how they look, they are not going to buy cosmetics or diet books; if people are happy with their old twenty-inch tube television they are not going to buy a sixty-inch LCD flat screen TV. If people are happy with who they are, where they are in life, and what they got, they just aren't customer-potential, that is, unless you make them unhappy.
Most cosmetic advertisements feature beautiful woman, igniting the promise that you too can look like a drop-dead glorious model if only you use their product. This approach is based on showing an ideal that the audience will undoubtedly be unable to stack-up against. The audience after seeing what they could look like, is no longer happy with what they do look like, and are now motivated to buy into the promise of change.
The Psychology of Contrary Thinking
Anyone who is interested in marketing and the Web is most likely aware of the brilliant Dove Self-Esteem campaign. For those who want to excise all video from the Web in favor of search engine optimization tactics in order to drive traffic, it should be noted that the original Dove Web-video has been viewed by over 3.3 million viewers and has driven huge numbers of traffic to the Dove website, not to mention an incredible amount of free publicity.
On the surface it may seem like the Dove campaign is an example of the opposite of the law of dissatisfaction. The series of campaign videos show real people with all their flaws and the message that people should be happy with who they are, and how they look. But what's the real underlying message of advertising videos that show slightly over-weight, wrinkled, aging women?
If ever there was a case of reverse psychology, this is it. Women may initially be attracted by the sentiment expressed and it certainly generated a lot of media coverage, but when all is said and done, women will look at these ads and say, 'hell no, I don't want to be fat, wrinkled and old, and I'm going to do whatever I can to avoid it." Dove has masterfully managed to create a positive campaign that still remains true to the law of dissatisfaction. Whether or not that was Dove's intent doesn't matter, the psychology of contrary thinking works.
Creating Successful Dissatisfaction
In order to implement a Web-video marketing campaign that motivates action, you must present a storyline that accesses the emotional and psychological subtext of desire. Your campaign is based on this defining underlying message.
In order to create this underlying communication we must first decide to whom the campaign is aimed. We each have a self image, in fact we each have four self-images. We must figure out which self our product or service serves.
- The Public Self is the self we present to the world. If we sell high priced luxury goods or services that appeal to status, we are probably aiming our presentation at the public-self, the one we display to others.
- The Private Self is the self we hide from the world. If we sell a hidden pleasure product or service we should probably direct our presentation to the private-self, the one we keep locked away and hidden.
- The Ideal Self defines who we wish we were. If we sell a self-improvement or motivational product or service, we want to access the ideal-self, the self we desperately wish to become.
- And the Actual Self defines who we really are. If we sell a product or service that justifies our real behavior, then it's the actual-self we want to target.
The dissatisfaction we are accessing may be active or inactive. Active dissatisfaction like having acne, being overweight, or worryi
Hair Salon Management can always be broken down into easy chunks. So if you're salon management team wants the best way of how to run a hair salon, then by following these hair salon owners tips it will ensure that you can shout "more clients in my salon" and have a successfully run salon business.Put into action these steps and you will see results? I promise!Step OneThink about the result you want from your change. Get your Salon Management team together and really think it thru. If you're a salon owner then get some stylists together and talk it over with them. Sounds obvious but all the of the jigsaw needs to make sense if you are to get the team commitment and corporation. But no need for you to explain your reasons for changing.Step TwoYou have to change your approach or behaviour in order to change the behaviour in others CONSISTENTLY! For example if you want all clients to have a consultation before their hair is washed then you? have to do it each and every time or it will be death to that idea. If you want more clients in my salon then Remember its your hair salon business so you have to change?.right!Step ThreeGet your salon manag
A Red Flag Marketing Formula
If ever there was a red flag telling people to stay away from your company it's a website presentation that includes:
- Huge bold headlines,
- Copious amounts of text,
- Bright yellow highlighted key phrases,
- Photos of smiling semi-ugly customers,
- Photos of smiling semi-pretty nonexistent staff,
- Lots of useless free crap,
- Loads of bulleted points with big red check marks,
- Numerous testimonials on pale yellow backgrounds and quotations in Courier with more bad photographs,
- More extra bold, underlined, red text,
- The phrase 'But Wait, There's More' offering more useless free e-books you'll never read and special bonus gifts you don't want or need,
- Lots of 'Click Here To Order" buttons,
- And finally make sure you bury the price at the bottom of over 4689 words.
The entire presentation could be made in two minutes using a cost effective video presentation delivered by a professional, but that wouldn't be search engine friendly would it, never mind it's the best way to sell your product or service.
Reducing Video Load Times
Which brings me to the issue of load times. We all know that video and audio files takes longer to load than text, however there are many ways that load times can be reduced and kept to a minimum.
- The size of the video can be adjusted.
- Choose an alternative codex to compress the file.
- Design your presentation with simple, minimalist backgrounds so the number of pixels that change from frame to frame are reduced.
- Decrease the frame rate.
- Alter the audio settings.
- Adjust the amount of video that is preloaded.
We also know that there is a class of Web-surfer who will not wait for videos to load. This is a fact of life, I admit it, but from a marketing and sales perspective it really doesn't matter and I'll tell you why: websites visitors who will not wait a reasonable amount of time for a presentation to load will also not read your copious amounts of text and the reason is simple: they are not motivated enough by what you sell and if they aren't motivated they're not potential customers.
If They Aren't Motivated, They're Not Customers
Two things motivate all potential customers: a feeling of dissatisfaction and a desire for change. All good advertising creates a focused storyline with a singular message that stirs the emotional dissatisfaction in the audience and offers a solution that will initiate change.
Thank goodness people are insatiable for what's new and improved. We are a species motivated to constantly strive for more: more money, more power, more success, more stuff; and when we have more stuff, we want better stuff. We are in a constant state of desire. The advertisers job is to access that desire and push that motivational button so that the audience takes action. <.p>
The Law of Dissatisfaction
The job of advertisers is to create dissatisfaction in its audience. If people are happy with how they look, they are not going to buy cosmetics or diet books; if people are happy with their old twenty-inch tube television they are not going to buy a sixty-inch LCD flat screen TV. If people are happy with who they are, where they are in life, and what they got, they just aren't customer-potential, that is, unless you make them unhappy.
Most cosmetic advertisements feature beautiful woman, igniting the promise that you too can look like a drop-dead glorious model if only you use their product. This approach is based on showing an ideal that the audience will undoubtedly be unable to stack-up against. The audience after seeing what they could look like, is no longer happy with what they do look like, and are now motivated to buy into the promise of change.
The Psychology of Contrary Thinking
Anyone who is interested in marketing and the Web is most likely aware of the brilliant Dove Self-Esteem campaign. For those who want to excise all video from the Web in favor of search engine optimization tactics in order to drive traffic, it should be noted that the original Dove Web-video has been viewed by over 3.3 million viewers and has driven huge numbers of traffic to the Dove website, not to mention an incredible amount of free publicity.
On the surface it may seem like the Dove campaign is an example of the opposite of the law of dissatisfaction. The series of campaign videos show real people with all their flaws and the message that people should be happy with who they are, and how they look. But what's the real underlying message of advertising videos that show slightly over-weight, wrinkled, aging women?
If ever there was a case of reverse psychology, this is it. Women may initially be attracted by the sentiment expressed and it certainly generated a lot of media coverage, but when all is said and done, women will look at these ads and say, 'hell no, I don't want to be fat, wrinkled and old, and I'm going to do whatever I can to avoid it." Dove has masterfully managed to create a positive campaign that still remains true to the law of dissatisfaction. Whether or not that was Dove's intent doesn't matter, the psychology of contrary thinking works.
Creating Successful Dissatisfaction
In order to implement a Web-video marketing campaign that motivates action, you must present a storyline that accesses the emotional and psychological subtext of desire. Your campaign is based on this defining underlying message.
In order to create this underlying communication we must first decide to whom the campaign is aimed. We each have a self image, in fact we each have four self-images. We must figure out which self our product or service serves.
- The Public Self is the self we present to the world. If we sell high priced luxury goods or services that appeal to status, we are probably aiming our presentation at the public-self, the one we display to others.
- The Private Self is the self we hide from the world. If we sell a hidden pleasure product or service we should probably direct our presentation to the private-self, the one we keep locked away and hidden.
- The Ideal Self defines who we wish we were. If we sell a self-improvement or motivational product or service, we want to access the ideal-self, the self we desperately wish to become.
- And the Actual Self defines who we really are. If we sell a product or service that justifies our real behavior, then it's the actual-self we want to target.
The dissatisfaction we are accessing may be active or inactive. Active dissatisfaction like having acne, being overweight, or worryi
TIME. TIME. TIME is the main problem. Or rather, lack of time. Too little time to plan, to decide, to execute the plan.Your usual coping strategies, even your best ones, may not work in a crisis. New strategies for gathering information, judging its usefulness, and deciding on the best option are absolutely necessary.You've probably never faced a situation like this. That's why it's a "CRISIS". Otherwise, it would be a problem or a challenge, but not a crisis. For a problem or a challenge, you have a set of learned behaviors, such as: 1. gather the facts, 2. consider options, 3. choose the best, then 4. act. There is no need to be fast thinking, no time restriction.In a crisis, you need perceptual skills of a different order. You must be quick to look, listen, feel, and smell to gather the pertinent information for survival. In our culture, we've seldom had to do this. Maybe never before. Some practice helps.Once you've gathered the danger information, the exit information, the key pieces of the environmental data, you must quickly choose the best option, one you've never tried before, and then do it.Our habits, our usual mental patterns, probably won't work here. You can't take the elevator, and whi
We also know that there is a class of Web-surfer who will not wait for videos to load. This is a fact of life, I admit it, but from a marketing and sales perspective it really doesn't matter and I'll tell you why: websites visitors who will not wait a reasonable amount of time for a presentation to load will also not read your copious amounts of text and the reason is simple: they are not motivated enough by what you sell and if they aren't motivated they're not potential customers.
If They Aren't Motivated, They're Not Customers
Two things motivate all potential customers: a feeling of dissatisfaction and a desire for change. All good advertising creates a focused storyline with a singular message that stirs the emotional dissatisfaction in the audience and offers a solution that will initiate change.
Thank goodness people are insatiable for what's new and improved. We are a species motivated to constantly strive for more: more money, more power, more success, more stuff; and when we have more stuff, we want better stuff. We are in a constant state of desire. The advertisers job is to access that desire and push that motivational button so that the audience takes action. <.p>
The Law of Dissatisfaction
The job of advertisers is to create dissatisfaction in its audience. If people are happy with how they look, they are not going to buy cosmetics or diet books; if people are happy with their old twenty-inch tube television they are not going to buy a sixty-inch LCD flat screen TV. If people are happy with who they are, where they are in life, and what they got, they just aren't customer-potential, that is, unless you make them unhappy.
Most cosmetic advertisements feature beautiful woman, igniting the promise that you too can look like a drop-dead glorious model if only you use their product. This approach is based on showing an ideal that the audience will undoubtedly be unable to stack-up against. The audience after seeing what they could look like, is no longer happy with what they do look like, and are now motivated to buy into the promise of change.
The Psychology of Contrary Thinking
Anyone who is interested in marketing and the Web is most likely aware of the brilliant Dove Self-Esteem campaign. For those who want to excise all video from the Web in favor of search engine optimization tactics in order to drive traffic, it should be noted that the original Dove Web-video has been viewed by over 3.3 million viewers and has driven huge numbers of traffic to the Dove website, not to mention an incredible amount of free publicity.
On the surface it may seem like the Dove campaign is an example of the opposite of the law of dissatisfaction. The series of campaign videos show real people with all their flaws and the message that people should be happy with who they are, and how they look. But what's the real underlying message of advertising videos that show slightly over-weight, wrinkled, aging women?
If ever there was a case of reverse psychology, this is it. Women may initially be attracted by the sentiment expressed and it certainly generated a lot of media coverage, but when all is said and done, women will look at these ads and say, 'hell no, I don't want to be fat, wrinkled and old, and I'm going to do whatever I can to avoid it." Dove has masterfully managed to create a positive campaign that still remains true to the law of dissatisfaction. Whether or not that was Dove's intent doesn't matter, the psychology of contrary thinking works.
Creating Successful Dissatisfaction
In order to implement a Web-video marketing campaign that motivates action, you must present a storyline that accesses the emotional and psychological subtext of desire. Your campaign is based on this defining underlying message.
In order to create this underlying communication we must first decide to whom the campaign is aimed. We each have a self image, in fact we each have four self-images. We must figure out which self our product or service serves.
- The Public Self is the self we present to the world. If we sell high priced luxury goods or services that appeal to status, we are probably aiming our presentation at the public-self, the one we display to others.
- The Private Self is the self we hide from the world. If we sell a hidden pleasure product or service we should probably direct our presentation to the private-self, the one we keep locked away and hidden.
- The Ideal Self defines who we wish we were. If we sell a self-improvement or motivational product or service, we want to access the ideal-self, the self we desperately wish to become.
- And the Actual Self defines who we really are. If we sell a product or service that justifies our real behavior, then it's the actual-self we want to target.
The dissatisfaction we are accessing may be active or inactive. Active dissatisfaction like having acne, being overweight, or worryi
Action learning provides a structured approach to making progress on difficult and sometimes emotive issues. Taking part in an action learning set can help improve skills vital to leading a business forward, namely:Being objective and making decisionsImproving listening and questioningCreating the climate for purposeful discussionAn action learning set normally numbers between 5 and 7, and at the start is facilitated to give the group a good foundation. Each member of the group gets a period of time to explain their issue, and then gets questioned by the rest of the group. Each member of the group can take a turn. A good set has trust between the members, a good set of ground rules that have been adopted, and individuals learn to ask the right questions so that another member of the group can make good progress.They probably learn this from each other.Action research is quite similar. Using similar questioning and listening techniques it may be possible to make progress on an issue that has been difficult to resolve. Again the key is asking the right question, and exposing yourself to an answer that may be uncomfortable.Within action learning having the right sort of climate is important. Trust
Most cosmetic advertisements feature beautiful woman, igniting the promise that you too can look like a drop-dead glorious model if only you use their product. This approach is based on showing an ideal that the audience will undoubtedly be unable to stack-up against. The audience after seeing what they could look like, is no longer happy with what they do look like, and are now motivated to buy into the promise of change.
The Psychology of Contrary Thinking
Anyone who is interested in marketing and the Web is most likely aware of the brilliant Dove Self-Esteem campaign. For those who want to excise all video from the Web in favor of search engine optimization tactics in order to drive traffic, it should be noted that the original Dove Web-video has been viewed by over 3.3 million viewers and has driven huge numbers of traffic to the Dove website, not to mention an incredible amount of free publicity.
On the surface it may seem like the Dove campaign is an example of the opposite of the law of dissatisfaction. The series of campaign videos show real people with all their flaws and the message that people should be happy with who they are, and how they look. But what's the real underlying message of advertising videos that show slightly over-weight, wrinkled, aging women?
If ever there was a case of reverse psychology, this is it. Women may initially be attracted by the sentiment expressed and it certainly generated a lot of media coverage, but when all is said and done, women will look at these ads and say, 'hell no, I don't want to be fat, wrinkled and old, and I'm going to do whatever I can to avoid it." Dove has masterfully managed to create a positive campaign that still remains true to the law of dissatisfaction. Whether or not that was Dove's intent doesn't matter, the psychology of contrary thinking works.
Creating Successful Dissatisfaction
In order to implement a Web-video marketing campaign that motivates action, you must present a storyline that accesses the emotional and psychological subtext of desire. Your campaign is based on this defining underlying message.
In order to create this underlying communication we must first decide to whom the campaign is aimed. We each have a self image, in fact we each have four self-images. We must figure out which self our product or service serves.
- The Public Self is the self we present to the world. If we sell high priced luxury goods or services that appeal to status, we are probably aiming our presentation at the public-self, the one we display to others.
- The Private Self is the self we hide from the world. If we sell a hidden pleasure product or service we should probably direct our presentation to the private-self, the one we keep locked away and hidden.
- The Ideal Self defines who we wish we were. If we sell a self-improvement or motivational product or service, we want to access the ideal-self, the self we desperately wish to become.
- And the Actual Self defines who we really are. If we sell a product or service that justifies our real behavior, then it's the actual-self we want to target.
The dissatisfaction we are accessing may be active or inactive. Active dissatisfaction like having acne, being overweight, or worryi
Sick companies have waited, hoping that their nightmare would be over soon. But things often get worse before they get better.It is normal that when a person falls sick, the first thing you do is to see a doctor. Many seriously sick people will have no hesitation to go to the emergency unit of the hospital to get treatment. In companies, the owners and management normally do not seek help till it is too late. But why allow this situation to explode into a financial crisis? The company needs to go into intensive care, otherwise, it will go under and the owners will become a bankrupt or lawsuits could be filed against them.What has just described happens to thousand of companies every day in Asia. Many of us just do not seek help early enough for our corporate woes due to unfounded fears and reasons - what if the bank learns about it and pulls the credit facilities? What if the employees learn about the poor state of health and jump ship? With the face-saving culture in Asia, what if my friends, customers and business associates learn that I am not doing well, would they reject me? Why should I call on the Corporate Turnaround Expert in Asia?When you need a heart by-pass, you naturally call in a cardiologist rather than any
Creating Successful Dissatisfaction
In order to implement a Web-video marketing campaign that motivates action, you must present a storyline that accesses the emotional and psychological subtext of desire. Your campaign is based on this defining underlying message.
In order to create this underlying communication we must first decide to whom the campaign is aimed. We each have a self image, in fact we each have four self-images. We must figure out which self our product or service serves.
- The Public Self is the self we present to the world. If we sell high priced luxury goods or services that appeal to status, we are probably aiming our presentation at the public-self, the one we display to others.
- The Private Self is the self we hide from the world. If we sell a hidden pleasure product or service we should probably direct our presentation to the private-self, the one we keep locked away and hidden.
- The Ideal Self defines who we wish we were. If we sell a self-improvement or motivational product or service, we want to access the ideal-self, the self we desperately wish to become.
- And the Actual Self defines who we really are. If we sell a product or service that justifies our real behavior, then it's the actual-self we want to target.
The dissatisfaction we are accessing may be active or inactive. Active dissatisfaction like having acne, being overweight, or worrying about a dysfunctional website is a concern that the audience is aware. Inactive dissatisfaction like halitosis, body odor, or ineffective marketing is a problem that the audience is unaware.
To what degrees is our audience able to acknowledge a problem exists even after we make it active? Does our audience acknowledge they are overweight, have halitosis, or need a new marketing strategy or do they deny or fail to recognize the existence of the problem?
Next we need to decide whether the essence of dissatisfaction is general or specific. Will our audience suffice with any solution that comes along or does satisfaction depend on fulfilling a specific requirement.
Lastly we must determine if the dissatisfaction is based on a desire for something or on the avoidance of something. We may desire an exotic sports car to show-off our wealth and status to friends and colleagues, or we may avoid driving a flashy car no matter how rich we are to avoid showing-up our friends and colleagues.
Once we have analyzed the nature of our audience's dissatisfaction and the ability of our product or service to effect change, we can create an effective Web-video marketing campaign. If your website content doesn't connect with your audience's desire for change, if you're website traffic is not motivated by dissatisfaction, then that traffic is just congestion, not prospects.
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