Dumb Alexander is Smart Business

Croissant is a Premier Magazine in Japan.

The kind of magazine displayed in convenience stores throughout Japan - a mass circulation publication that ends up being touched by a lot of Japanese hands.

You want to be in that magazine, and I was on the cover.

And I did that by going dumb.

When it comes to mass marketing, it's safer to dumb down to a universal message, and forget trying to focus it towards a particular avatar or niche.

Dumb Alexander is still part of the ATSuccess' Corporate approach.

WHY?

Because dumb is smart - let me explain.

Here's how a typical conversation often goes:

***

CONVERSATION A (smart):

"What do you do?"

"I teach Alexander Technique."

"Oh. What's that?"

"It's a method of re-educating habits of use that are causing discomfort because they do not co-operate with our natural movement design."

"Oh, I see," they say, while quickly glancing at their wristwatch.

***

CONVERSATION B (dumb):

"What do you do?"

"I help people improve their posture."

"Oh yes - I have terrible posture!" they say, trying to sit up straight.

***

It's smarter to be dumb - at least at the start.

You start out by engaging people on THEIR terms, and get them thinking in ways THEY understand.

For magazine Croissant, I wrote an article about four ways to improve your posture. They lapped it up - pictures, instructions, steps 1,2,3,4 etc. Precisely what they believed their readers wanted.

Initially, I cringed - but when so many readers responded, I got over it.

And it will be the same when you walk into your first corporate gig.

Do not try to teach Alexander Technique - you may be in a room full of people who don't want to be there. Your first job is to come up with something that assures them that this won't be a complete waste of their time.

And how will you do that?

Well, Possum, sign up for Chancer's free series on Getting Corporate Work to find out more:

https://bodychance.mykajabi.com/pl/19270

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