Tuesday, May 21, 2013

The Business of Belief

Tom Asacker is one of Paramount's best selling and most prolific authors, who always has something insightful and provocative to share with his readers.

His latest book, The Business of Belief: How the World Best Marketers, Designers, Salespeople, Coaches, Fundraisers, Educators, Entrepreneurs, and Other Leaders Get Us to Believe (view listing on amazon.com), pulls back the curtains of the working mind to reveal the hidden logic to what motivates behavior in ourselves and others.

"Belief is what makes an action familiar and safe, ultimately driving a particular choice or decision," says Asacker. "Understanding the beliefs and desires of your audience is critical to successfully influence them in today's environment that is overwhelmed with complexity and choice."

Asacker draws on subjects as diverse as Sherlock Holmes and the Burkini, Mother Teresa and Jackie Robinson, and provides examples of how legendary leaders like Steve Jobs and Howard Schultz have moved people  as well as how we can be more conscious of our own decisions and increase our chances for success.

Tom Peters, management consultant and author, called The Business of Belief "profound." He said, "Every sentence should be savored."

Anyone who has ever heard Tom Asacker speak knows that he draws his inspiration from a variety of sources and shares that inspiration in ways that are unforgettable. And if you have never had the opportunity to hear him speak, buy and read The Business of Belief and you will understand more about why you believe what you do.

Monday, May 13, 2013

Growing Diversity Means More Multi-racial People and Families

The growing diversity of the United States inevitably leads to a growing number of bi- and multi-racial individuals and families. The May 12th edition of NPR's Weekend news program examined the growing trend in a story entitled,  "Checking more than one box: A growing multiracial nation."

In part, the story, from Minnesota Public Radio, reports, "It's not just that there are more multiracial and biracial people. The government is now counting the group differently. For the first time in modern history, the 2000 Census allowed us to check off more than one box for race."

"The last Census showed 9 million people, about 3 percent of the population, reporting more than one race. That's an increase of one-third from the decade before.

"'The youngest age group, kids under 5 [years old], 7 percent are identified as having more than one race group,' says Jeffrey Passel, a senior demographer at the Pew Hispanic Center. 'If we look at the elderly, over 65, it's only 1 percent.'

"That means more people are choosing spouses outside their own race. The change, Passel says, comes from evolving attitudes. Over the past few decades, he says more people have simply come to view intermarriage as no big deal."

Younger people are even more likely than older generations to accept bi-racial marriages within their own families and among their friends.

This growing trend presents a new challenge for marketers. Several authors of books by Paramount Market Publishing include information about bi-racial individuals and their unique set of circumstances and perspectives. You may want to check out Black Still Matters in Marketing by Pepper Miller or Miriam Muley's excellent book on marketing to women of color, The 85 % Niche. Or explore other titles on multicultural consumers on PMP's website.

Monday, May 6, 2013

Help Your College Grad Find a Job in Advertising

Everybody knows that the job market is tough right now. But, Young & Rubicam Advertising Agency in New York thinks it may be missing some of the best and the brightest because college grads aren't especially skilled in interviewing.

Along comes Belle Frank, a long time executive at Y&R, with a wealth of experience interviewing. In her just-released book, The Advertising On-Ramp: Getting your first advertising job,  she tells graduates in communications, advertising, and marketing as well as those in liberal arts exactly what she hopes to find in a job candidate. And she tells them how to construct a resume and prepare for an interview.

What do she and her colleagues look for?

A person that they would like to have on their team—someone who is likeable and brings a winning personality to the table. Someone who can differentiate him or herself from all the other candidates.

Someone who has work experience, whether in retail, construction, or any other job. Job experience tells Belle that the candidate knows what it means to get to work on time and put in a full day's work.

She is also looking for someone who can collaborate, with a team, and with the agency's clients. She is looking for someone with patience and resilience because most campaigns are revised many times before they finally see print, the web, or the airwaves. No "loners" need apply.

With brevity, clarity, stories, and humor, Belle Frank tells it like it is.

If you know a  young person who wants to work in advertising or even someone older who wants to make the switch into advertising, this book is a must-read. Just in time for a useful graduation gift!