Author : Vernon Stent
The diversity of human cultures on our planet is a whole subject by itself. I
am not referring to the cultures themselves, but to the differences between
them. It is not always easy to define a culture in a few words. Some may say
that to do so is to stereotype the varied people that make up a given culture.
But surely there is a mean average that one can arrive at? After all, we all
stereotype, don't we? One of the main functions of the brain is to make
assumptions using stereotypes of the people, animals and objects we come across.
It is simply not possible for us to function without this ability. We make human
judgements based on our experiences and perceived knowledge.For instance, if someone was to rush towards you with a raised fist, you
would make a rapid assumption that they were about to attack you and would
respond accordingly by running away or defending yourself. If, before this
happened, you were to somehow switch off your brain's ability to make
stereotypical assumptions, you may have just stood there and dumbly watched the
fist come towards you. In most cases, these assumptions are an essential element
in our ability to live. Fire is hot, ice is cold, fast cars can kill and, flying
fists can hurt! Of course, stereotypical assumptions inevitably lead to
mistakes. A good way to exploit this is by using optical illusions. These almost
magical images fool our mind into making the wrong assumptions about the
curvature of a line or the direction of a staircase, for example.Although making stereotypical assumptions can lead to mistakes, it amplifies
the ability of our senses and our brains. Making an assumption is a short-cut
way of weighing up a situation. The more important something is to us, the more
we (or we should) weigh it up. If something is trivial or fleeting, then we rely
more heavily on our stereotypical assumptions. A great example of this is
marketing. If a reader flicks through a magazine, they may give the ads a
cursory glance. Now put yourself in the position of the publisher and the
advertisers. The marketing people know that the reader's attention span is
limited and will be relying on stereotypical assumptions. As a marketing person
you will do your best to surprise or even shock the reader so that they stop and
look at your ad. Bold headlines are just the starting point. Striking images can
be critical.If you are selling fire alarms, the bolder and more striking the ad, the
better; but what if you are selling something far more subtle and stylish? Let's
say you are marketing cosmetics. A crash bang headline may grab the reader's
attention, but what message does it send? Are you selling crash bang cosmetics?
If your ad is too brash, then the assumption will be made that your cosmetics
will also be brash. Ads that need to convey a stylish message need to be stylish
in themselves. Yes it is possible to be so stylish that people stop and take
notice. Put a lot of light space and a beautiful face - perhaps a uniquely
beautiful and stylish face - in an ad and you just may make people notice. Not
only that, they will also assume that your company and your products share this
style.Some people may shy away from stereotyping, but the marketing people are
using it all the time. You may run a small business that brings members of the
public to your premises. If you run a bar or restaurant, have you also
considered the power of us humans to make assumptions? In the catering trade the
expression first impressions is surely engrained on all business owners
and managers. When a customer walks past or in your establishment for the first
time (or after a refurbishment), they will make instant assumptions. They will
walk right past or out again if these assumptions do not meet their
expectations. It may be that the waiter's tie is not straight, or it may be
something more fundamental like bad decoration. Even more importantly for a food
premises, they may see a flying insect darting around the restaurant floor. If
this happens it may be too late - the customer will surely be on their way.This is why fly killer machines are so important. There is no point in having
one just to comply with hygiene regulations. They must also be good at killing
flies! The ultra violet lamps need to be changed regularly (at least once a
year). Oh, and even if you have the best fly killers on the market - the
Insectocutor range from Arkay Hygiene are in this category - don't forget the
style! If your fly killer is to be within sight of the public you will need to
have a stylish model that is still functional and will do the job. One of the
best models that will cover these requirements is the Insectocutor SE30. This
kind of detail is important when you want to leave a good first impression on
your customer.Stereotyping is what we humans do. If you sell products then don't forget
this simple fact. You will usually only have a fleeting moment to impress the
public with your offer. Make sure that the stereotype that they assign to your
products is a positive one.Vernon Stent is the marketing consultant to Arkay Hygiene. The SE30
can be seen at their fly killers website at http://www.eeeee.co.uk
Keyword : Fly Killers, insectocutor
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