The Science of Communicating & Marketing Your Business

You can guess this intrigued me. One of the things we've been doing for a long time is predicting outcomes. With lots of accuracy. We've predicted audience size, captures, penetrations. We do it all with formulas.

I began studying how search engines work and how to get higher placement on them in the Searching for Search blog arc. I didn't know then and still don't know anything about how search engines work. I did form an idea that getting high ranking in a search engine has less to do with how search engines calculate where something should be ranked and more to do with how people will search for something.

This gets us into psychophysics, neuro- and cognitive-science and lots of other disciplines. Especially it gets us into cross- and multi-channel marketing. If the only place you have to advertise something is on a search engine...well, umm...may I suggest you rethink your advertising and marketing strategies?

But how about crafting a message so that it gets locked into someone's psyche strongly enough that they'll search on that message later?

I'm not offering that I have the formula sitting here on my desk as I type this in. I am suggesting we borrow from traditional problem solving methods and from Einstein (who explained this method best), "We can't solve problems by using the same kind of thinking we used when we created them." IE, if a problem is unsolvable in one frame of reference, move to a different frame.

I've written that search engines might be changing how people think in Search Engines, SEM, Getting the Perfect Placement, Social Media, Web 2.0, the Co-Evolution of Species and Will Our Language Survive?. One of the things stated last night was that people don't search for verbs, they search for nouns and adjectives.

Okay, part of that has to do with growing up in a western cultural paradigm. I'd love to hear from readers regarding searches done in non-European languages.

Thanks.

Please contact NextStage for information regarding presentations and trainings on this and other topics.

Upcoming Trainings:

• Know How Someone's Thinking in 10 Seconds or Less Half-day training at Toronto Emetrics Marketing Optimzation Summit, 3 April 08
• "Know How Someone Is Thinking in 10 Seconds or Less" Half-day training at the Fashion Institute of Technology in NYC, 13 June 08

• Toronto Emetrics Marketing Optimzation Summit, 31 March - 2 April 08
• New Communications Forum 2008, 22-25 April 08 at The Vineyard Creek Inn & Spa, Sonoma County CA
• San Francisco Emetrics Marketing Optimzation Summit, 4-7 May 08
• SUNY Marketing Professionals Conference at the Fashion Institute of Technology in NYC, 11-13 June 08

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