“Cheers,NotJeers!TheSecrettoaWinningPresentation”byAnneMillerWilliam Safire, New York Times columnist, makes the following point in his book “The Lost Art of the Great Speech:” “Suppose I’m describing the reaction of baseball fans on that unforgettable evening when Henry Aaron hit the home run that broke Babe Ruth’s lifetime record. I might say, ‘Aaron was given a standing ovation by fifty thousand fans. The tribute continued for at least five minutes.’ That’s accurate. It’s what happened. No doubt about it.” But compare that description with this. ‘Fifty thousand fans sprang to their feet, clapping, screaming, cheering wildly in a pandemonium that went on for a full five minutes’…cont’d on pg 2

Meetings Wednesdays at 12 and 4pm

Cascade Room, Atwood

Visit us at: http://studentorg.stcloudstate.edu/ama

MarchBirthdays

ChelseaKaufmann

3/5

AndrewFaust3/18

MariaTorborg

3/23

TimothyPoferl3/31

March 3, 2010

Vol. 2 Issue 2

TheMarketer

Spotlighton:MarketResearch

MarketresearchersfigureoutwhatdrivespeopletobuyCheerios,ChevroletsandChimichangas.Marketresearchersareappliedconsumerbehaviouralists,combiningquantitativedatawiththeirunderstandingofhowmarketsworktobetterpromoteaproduct.Marketresearchersusetoolssuchasstatisticalanalysispackages,surveys,mysteryshopping,focusgroupsandnewproductteststohelpachievesuccessforaproduct.Marketresearchjobsarebothinterestingandpotentiallylucrative.Thefieldisboomingandwithever‐improvingdatafromplacessuchassupermarketscannersandtheweb,thereisnodoubtthatthisfieldhasabrightfuture.

Job TypicalSalary MarketAnalyst $44,000‐$70,000 ProjectDirector $65,000‐$90,000 MarketResearchDirector $95,000‐$300,000

Thereareavarietyofsettingsforamarketresearchcareerincluding:

• Practiceinsideacorporation• Consultingpracticeasasolopractitioner• Consultingpracticewhileteachinginacademia• Consultingpracticeinsidealargefirm• Practiceinsideanadagency

Taglines. Why Theyʼre Important. Can you guess name of these companies?

• “Are you in good hands?” • “Have it your way” • “Think outside the bun” • “What can brown do for you?” • “The breakfast of champions”

Did the names Allstate, Burger King, Taco Bell, UPS, and Wheaties some to mind? If so, you just experienced the value of taglines.

Does your name describe the products you offer? Does it define the unique customer benefits you provide? Does it reflect your business personality and promise? If not, consider adopting a tagline.

10 traits of great taglines

• Memorable: People can remember and recite it.

• Short and simple: Many of the best taglines have fewer than 10 syllables.

• Definitive: Tells what you do, especially if your name doesn't make your purpose clear.

• Distinctive: Defines customer benefits that set you apart from competitors.

• Positive: Inspires good feelings. • Original: Avoids clichés or copycat

ideas. • Specific: Rejects platitudes or lines

that sound like the work of corporate committees.

• Provocative: Makes people think, smile or learn new things about your business.

• Persuasive: Conveys the "big idea" you want people to know about your business.

• Believable: Reflects the character, promise and personality customers experience when dealing with your business

Source: “Tag Yourself” by Barbara FindlaySchenck

Cont’d from pg 1, “Cheers,NotJeers!TheSecrettoaWinningPresentation” That’s also what happened. Is there a difference?” “You bet there is. The first version tells what happened all right, but it doesn’t involve the listener. There’s no fire, no passion. …The second version paints a word picture that puts the listeners right in the stadium, making them part of the clapping, cheering crowd.” Painting pictures in the minds of your listeners is the key to effective presenting and persuasion. Yet many people dismiss this part of a presentation as just so much fluff. They may change their minds when they understand how the human brain processes information. Concrete Trumps Abstract Every Time Imagery can be used anywhere in presentations or speeches. They can be used to immediately win over a hostile audience, to anchor a message, to communicate a concept, close a deal, inspire action. Openings Avoid irrelevant jokes, but use current events, anecdotes, a startling fact, or a prop. Concepts Bottom-line, when you present intangibles, talk the bullet-points of your information, but show an actual image representing the concept behind the facts. And if you cannot actually show a visual, then use verbal metaphors or analogies to make your point. Closes People remember the last thing they hear, the rule of recency. End a presentation or speech with a visual tie-in and you will be more likely to close the deal or inspire a group to action. Images in the form of metaphors, analogies, and stories, are among the most powerful weapons of mass understanding and retention that you have to wield on the plains of competing products, services, and ideas. They belong in all your communications. As this Arabic proverb says, “He is the best speaker who can turn men’s ears into eyes.”

1. What can go up a chimney down but not down a chimney up?

2. What does one man build but doesn’t use; one man buy but doesn’t use; and one man use but doesn’t know he using it?

3. You throw away the outside and eat the inside and then you throw away the inside and eat the outside.

Answers on page 4

HereareafewriddlestogiveourbrainsonelastchallengebeforetheytakesometimeoffforSpringBreak:

A Look at What’s Happening in March

Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1

BDubs

Fundraiser 5-

9pm

2 3 Meetings

12&4 pm

Northwestern

Mutual speaker

4 5

Chamber 7am

6

7

8

9

10

11

12

Natn’l Conf.

Registration

due

13

14 15 16 17 Meetings

12&4 pm

Cascade Room

St. Patrick’s Day

18 19

Chamber 7am

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21 22 23 24 Meetings

12&4 pm

Cascade Room

25 26

Chamber 7am

27

Relay For Life

7pm------------

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--------7am 29 30 31 Meetings

12&4pm

Cascade Room

Name:RacheleAdeleHepburnHometown:PineCityMajor/Minor:MajorinMarketingandminorinInternationalBusinessFavorite/MostInterestingclassyou’veevertaken:MKTG415ProfessionalSellingandHONS213GenocidetoDemocracy.Whatisthestrangestthingyou’veevereaten:ClamspaghettiinItaly.Whowouldyoumostwanttobestuckinanelevatorwith?JournalistLisaLing.Ifyoucouldhaveonesuperpowerwhatwouldyouchoose?IwouldchoosetheabilitytoflySupermanstyle.Ifyoucouldtakeatripanywherewherewouldyougo?IwouldtravelacrossAfricatoMorocco,Egypt,andSouthAfricaandanywhereelseontheway.FavoriteT.V.addiction:MeettheNativesandAnthonyBourdainNoReservationsFavoriteMovie:BigDaddyRandomFactaboutMe:Ladybugsmakemyskincrawl.

MemberoftheMonth

WorkHard,PlayHard

Meetings Wednesdays at 12 and 4pm

Cascade Room, Atwood

Visit us at: http://studentorg.stcloudstate.edu/ama

Visit us at: http://studentorg.stcloudstate.edu/ama

ThisissueisbroughttoyoubySarahFretschel

andthe

Answers to riddles from pg 2

1. An umbrella. 2. A coffin. 3. Corn on the cob.