Rachel Friedmann

In Robert Cialdini’s book “Yes! 50 Scientifically Proven Ways to be Persuasive,” I first learned about the concept of the labeling technique. This strategy involves assigning a trait, attitude, belief, or other labels for person, and making a request of that person consistent with that label. In a nutshell, it’s an easy way of creating a self-fulfilling prophecy. Recently, I saw some Green Peace workers on the street. One person’s technique was to call out to people “hey, you look like an environmentally-friendly person.” Of course, she was using the labeling technique in order to then ask for support for Green Peace. I liked her strategy, but unfortunately it didn’t work for her from what I saw.

After Seth Godin’s event yesterday, I got to thinking about this concept. I have worked in environments, where people subscribed to the belief that they are anti-lizard brain, to use a Seth Godin’s term. Basically, the lizard brain is our innate sense of resistance for self-preservation. What’s humorous to me, is that I have noticed a lot of people who label themselves are actually the opposite. In one work environment, where people were actively reading Seth Godin’s blog, I received the most resistance to small risk-taking and creativity; because they really wanted another cog in the factory to do as they were told.

Another area where I’ve seen self labeling hypocrisy is in the DC social scene. I was recently out with people who were self-described as “genuine.” The opposite was the case. These people were the first to question another person’s “worth” before continuing a conversation. This got me thinking, are people’s self-awareness completely off or do some people strive to be something they will never be?

How many of us turn on our GPS even though we know where we are going? As I was driving yesterday, I realized that deciding whether or not to use my GPS was almost a perfect analogy to the ongoing internal dilemma we all have – to do things the way we think others would or the way we think is best.

When it comes to GPS usage, sometimes we casually pay attention to, purposely ignore it and go our on way, or rely on it heavily to find our way when we are lost. I don’t know anyone today who does not have some type of GPS in their car or capability on their phone. I see this is an analogy for how we process and produce in our work and family lives. There is no clear answer for whether or not one should always use their GPS or always follow others methods.

My conclusion is that I should go in the direction I think is best, but always have the GPS on just in case I need more direction.

NOTE: I will be going to hear Seth Godin speak tomorrow. I am curious to see whether or not that changes my thoughts on this subject.

I learned this phrase at a young age. And have incorporated it in to how I make purchases. I am a Maximizer, a buying perfectionist. I need to assured that every purchase was the best I could make – I make a lot of returns. I know most stores return policies and have even returned pet food to Whole Foods. The other category of shoppers is a satisficer. The satisficer has criteria and standards, but they do not worry as much about the possibility that there might be a better option out there – I even these people.

I think this also says something about my overall personality. I have minimalist decor with Ikea furniture and art purchased from artist friends. I try to buy organic and local and don’t mind spending a little extra for the quality produce. My pantry and frig are not overflowing as I buy what I need when I need it. When traveling, I do everything I can to fit everything in a carry on, despite the length of the trip.

So why am I blogging about Minimalist Me? Marketers need to recognize that when they are marketing to demographics that the maximizers and satisficerx are found in all demographics and therefore need to be considered when being marketed to. Next time, you market something showing what a great value your product is for a discounted price keep in mind the types of buyers out there. In the mean time, I am happy to be the Return Queen – its genetic!

Keeping a visitor interested and engaged is key to any website. Here are a few simple tips to keep in mind:

• Refresh your website every four years.
• Keep your content and look current (remember your website is most times the first point of contact you have with your audience, a poor website reflects poorly, a great website gives you credibility).
• Content on your website should be treated the same way a print piece is treated. Edit, edit, edit! There should be no misspellings or typos.
• Just like a newspaper there is an above the fold hierarchy. Keep most of your content with in a standard browser window.
• Readers have a short attention span on the web. Most people do not like to scroll down, or read more than 2 to 3 paragraphs on a topic.
• Headings and subheadings. Break up text, use bullets, and make your information as easy to read as possible.
• Navigation is the backbone to a good website. Keep it intuitive, and keep it simple. Remember, you want people to return to your site, not be frustrated with it.
• On the web, a person’s eye will follow a “F” shaped pattern. This is why most websites will have their logo in the top left-hand corner and their primary and secondary navigations running parallel to the top.

Now that I’ve given you a few simple tips, feel free to use them, but know that I have plenty more tricks in my bag. Feel free to e-mail me.

Last week I went to a benefit for New Orleans musicians and got to hear some great music. A couple of days ago, I went to another benefit for the New Orleans area, and there was great food to take me back. I realize its the small things, the accents of Paul Sanchez and Congressman Melancon (pictured here), seeing a chef from Galatoire’s, and Bloody Mary oyster shooters being passed that will take me to New Orleans. Last week I wrote about how music is a conduit to take us to other places, but it’s definitely not the only way to communicate with another place or another time.

I have long believed in how the arts can move you to feel a certain way or bring up memories, but the same goes for food. When trying to decide where to go eat, the discussions are often about the atmosphere and type of food desired, and past experiences at various restaurants–all because a certain experience or memory is hoped to be created. Food is definitely a conduit or way to communicate a feeling or experience. From re-creating past memories with a similar restaurant or menu to creating new ones, restaurants and their chefs have a great power to do this for their patrons.

Congressman Melancon discussing New Orleans

The Patrón Tequila Epicurean Express is rolling through America with Louisiana chefs to raise funds for St. Bernard Project (SBP). In March 2006, Liz McCartney and Zach Rosenburg founded this organization to provide  financial resources to rebuild the homes of residents of New Orleans and St. Bernard Parishes lost to Katrina. Now another focus has become helping people in the wake of the recent oil spill. With Patrón Tequila cocktails along with New Orleans inspired cuisine, the project’s goal is to raise $75,000 to help rebuild the houses of three local fishermen and to provide 375 additional hours of mental health services to fishermen and their families.

To donate, please go to the St. Bernard Project’s website.
For more information on this event, check out the Examiner’s article

I know that I can’t be the only one who checks an RSVP list on Evite or Facebook before determining whether or not to attend a party or event. We all do it once in a while and we can blame biology a little bit because of social proof. Social proof is a psychological phenomenon that occurs in ambiguous social situations when people are unable to determine the appropriate mode of behavior; making the assumption that surrounding people possess more knowledge about a situation and therefore deem the behavior of others as appropriate or better informed (according to Wikipedia). This is deeply ingrained in us biologically, for survival purposes. For instance, if one deer sees other deer running without much thought they will start running too. The reason is that they assume that the larger majority knows something and are better informed than they are, in this case that danger is present.

I wonder, if in instances such as a social event RSVP list, biology might still be at play. Although, not for for survival, but to help us determine from a biological standpoint the likelihood that, for example, a more desired “mate” could be present at a particular function. I’m sure others would say, to save resources or not social suicide. This may certainly be the case in the professional world. For professional events, I have seen increasingly the use of RSVP lists to promote events. For example, Bisnow, when selling certain events will publish in their e-mails, as a form of promotion,  the names and companies of those who’ve already RSVP and plan to attend.

I am curious to hear other’s point of view on how RSVP lists, in general, and how this affects social behavior.

Music. I don’t know that much, but I know what I like and what I don’t like. Last night, I went to a synagogue of all places (which is also used as a venue) to hear Paul Sanchez and The Rolling Roadshow with Big Sam’s Funky Nation (featured on HBO’s Treme). They were performing for a post-Katrinia benefit for New Orleans musicians. I told my family what I was up to, at first they thought I was going for an oil slick benefit. Although I’m not a native, I consider New Orleans home. My father is fourth-generation New Orleanian and a good portion of my family is still there.

As I watched a mix of DC dancing half-haphazardly to this music, I had to laugh to myself. A friend of mine, who also lived in New Orleans was with me, and the two of us were just feeling the music moving back and forth–the music was like a conduit to New Orleans. Of course I wish they’d played some typical New Orleans music, but we still danced and second lined with energy.

I haven’t lived there in almost 6 years, but I still know what it means to miss New Orleans music, food, family, and all.

Support Gulf Coast Fishermen in DC June 8-9 with Food & Wine Mag & The Patrón Tequila Epicurean Express
http://www.foodandwine.com/blogs/mouthing-off/2010/6/3/How-to-Support-Gulf-Coast-Fishermen