I had an interesting experience during a meeting at work today regarding terminology usage.
Industry standard terms
Have you ever stopped and thought about the industry standard terms that you use on a regular or even daily basis? For instance, if you stopped at a Starbucks coffee shop this morning what Starbucks-specific terms did you use to order what you wanted. If you shopped for a computer or software sometime recently what industry-specific and even store-specific, terms did you use as part of that process? It’s fascinating to stop sometimes and listen to the terms that we use as we go about our day. Have you ever though back to the days when you first encountered those words?
New terms for coffee
Going back to the Starbucks example, do you remember when you first encountered their specific terms for coffee? I grew up with standard sizes of small, medium, and large. The dimensions of same varied depending upon the item in question and the establishment that was selling the item but they were standard terms and easily understand. They were also highly representative of the quantity of the item that you were going to receive. In contrast, Tall, Grande, Venti, and Trenta are not terms that are standard, easily understood, or highly representative of the implied quantity. They have meaning only within the four walls of a Starbucks coffee shop.
Introducing new terms
On those rare occasions that I find myself in a Starbucks location I struggle to keep a straight face as I place my coffee order, and am always endlessly fascinated by patrons capable of adding additional terms like “skinny” to their coffee order without as much as a giggle. But Tall, Grande, Venti, and Trenta are now terms that rattle easily off the tongues of Starbucks patrons. Since those terms were first introduced into the coffee marketplace and reinforced by baristas they have become, in one sense, standard industry terms, albeit in a limited capacity. But consider the mammoth effort involved in establishing those terms versus using the more common small, medium, and large?
If you are reworking your advertising efforts then taking a land and learn, then assess approach might be something to consider.
Advertising is not easy
Advertising is not easy, and if you are a small business owner or run your own home-based business then your budget constraints will likely weigh heavily on your advertising decisions. Even writing an ad for the classified section of your local newspaper can be difficult and analysis paralysis an ever present danger, where you become so focused on the analysis phase that you become incapable of moving forward. Posting ads on free sites like Craigslist.org and Backpage.com, creating flyers for neighborhood distribution, posters to be attached to public lampposts, and business cards to be distributed freely all require a different writing style in order to be effective. It’s enough to drive the average person insane.
Land and learn, then assess
A land and learn, then assess methodology is one way of avoiding analysis paralysis. By creating and distributing your item (be it product sample, advertising material, or other item) and then assessing its impact you can gather invaluable data. What you land may be a complete disaster but the data that you gather, be it verbal comments from potential customers, a dearth of responses or whatever the response turns out to be for your particular circumstances, you can then assess that real data and determine where modifications need to occur. Following your second land and learn, then assess iteration you should be very close to perfection.
Do you currently use a land and learn, then assess methodology? Comment below and let me know.
There are several different browsers available for navigating the Internet, and many different versions of same, but the newest versions allow you to set a Do Not Track preference.
Every browser is different
Every browser is configured differently so it’s practically impossible to write a series of steps that everyone can use to set their Do Not Track preference. Indeed, you will often find significant differences between different versions of the same browser when it comes to setting different browsing options. But taking the time to set a Do Not Track preference is one step toward protecting yourself and you browsing habits. When you visit a website, many will track your browsing habits in order to gather data on what areas of the sites you accessed, how long you stayed in those areas, if you returned to a certain page or product listing etc. Unfortunately a website is not required to honor your Do Not Track preference, so you still have to remain diligent whenever you spend time online.
Setting Do Not Track preferences
You have a couple of options available to you if you want to set a Do Not Track preference. One way is to look in the browser settings of your browser for a check box marked Do Not Track; clicking that check box will select it and set your preference not to be tracked when you visit websites.
Another option is to use this Microsoft Do Not Track Test Page that will determine which browsers you have installed on your computer, their version number, and whether or not you have set a Do Not Track preference for any of them (it’s not uncommon to have 2 or more web browsers installed on a computer). In addition, the page also features instructions on how to set a Do Not Track preference for certain browser types.
Have you found this blog post of value? Comment below and let me know.
You are sitting at a traffic light. You are in the turn lane and the traffic light is red against you. Suddenly, a green arrow appears directly in front of you. What do you do?
You turn in the direction of the arrow!
The answer is that you turn in the direction of the green arrow because that is its sole purpose for being illuminated – you have the right of way to turn in the direction of the arrow. It’s a fairly simple concept; we all learned as kids that an arrow indicates a specific direction and that the color green indicates “go” when used in traffic signals. And yet it never ceases to amaze me how many times I see people here in the Phoenix metro area fail to grasp that basic concept until there is barely enough time for them to clue in and make the turn before the opportunity is lost and everyone else in line has to wait through another rotation, at which point the cycle invariably repeats itself.
Green arrow and green light
The only thing seemingly more confusing to the locals is a green arrow paired with a green light. Apparently this causes quite the paradox; how can one go left and forward simultaneously? So most people either remain frozen in place, which is rather infuriating to those lined up behind, or they move forward just enough into the intersection to block it and then stop to contemplate the paradox, which is equally infuriating. Or maybe I’m just in too much of a rush to actually get to my destination while everyone else is enjoying the journey.
What driving habits of others make you nuts? Comment below and let me know.