We have the pleasure of working with marketing professionals on a fairly regular basis. I am fascinated with their unique perspective on societal discourse and marvel at their ability to inspire desirability in a complicated market that is seemingly saturated, yet homogenous at the same time. For these reasons, I was perplexed by something I found in a recent issue of a popular in-flight consumer product catalog.

It is a shoe; a shoe that claims to both tone one’s lower body and absorb the shock of daily movement. I can neither confirm nor deny these claims, as I haven’t tried the shoe. However, I was surprised to see that the logo is a cartoon sperm, which appears on the shoe itself. If a client approached me for my opinion on this choice, I would most likely encourage another planning session. Yet, here it is.


The shoe seems to target middle-aged consumers, a population that doesn’t strike me as sperm logo friendly. Yet, a marketing professional made this bold choice and it was viewed favorably by decision makers. I suppose we don’t specialize in marketing for just this reason – TTG would not have condoned the sperm shoe, and perhaps we would have missed an amazing sales opportunity.

Behavior vs. Action

When addressing an audience, remember that you create a world with your language. Too often, speakers and writers communicate from a paradigm of behaviorism that underestimates audience members' capacity to act.

While working with an organization last year, I attended a quarterly meeting in which managers promoted their mission of excellence. Striving for excellence is admirable, as is adding value to customer experience, thinking outside the box, and so on. However, these organizational ideals - ones that have potential to invite participation and make work creative again, are often conveyed as orders. Though a level of consistency is important, so is the freedom to participate in the conversation about our organizational ideals. Ideals and ideas, not ideologies, are most productive in almost every sense.

You can attempt to modify behavior through language - to come from a place of implicit expertise, to prescribe thoughts and feelings and responses. It looks much like the diagram here to the left.

Behaviors do not invent, or create—they duplicate.Sometimes, organizational ideals are promoted as branding strategies designed to benefit consumers rather than employees. Playing to public perception may temporarily increase business, but such strategies devalue employees. And no matter how many mugs, polo shirts, or bagel Fridays you throw at people, you are not fostering a more inspired space for work. You are going for buy-in, the illusion of choice.



If an employee is not invited to question what it means to imbue excellence, or imagine how things might be different, then their greatest asset to the organization—their imagination—is ignored. The Tangerine's Group's approach to organizational policy serves to maintain consistency and quality while reintroducing the notions of deliberate action, creativity and imagination that started it all.

Okay, That's it.

As public speaking coaches, we see our share of excellent speeches. We also come across those in need of some work. However, there are a couple of constants that seem to follow speakers despite their levels of experience. One such pattern is what we call the "Okay, That's it" phenomenon. Even though speakers have an introduction planned, the first word out of many of their mouths is "Okay...." Sometimes, we get the "Okay, I am going to start," at which point we must inform the speaker that they already have. This kind of 'narration' isn't necessary, and these habits are kinds of rookie-indicators that we want to avoid.

In addition to "Okay," we see a lot of "That's it" conclusions. It is important to use a clear conclusion that briefly summarizes and signals the end of a presentation without having to say it's over. This is imperative on the levels of professionalism, style, and audience relationship. Your audience gets a little anxious when a speech is coming to an end. "When is my time to clap?" they wonder. "I don't want to accidentally clap early and start a false round of applause - or worse, be that one loud clap that is obviously the result of a misunderstanding."

The art of the conclusion is to tell the audience that you are done, without actually having to say it. Very rarely does the expression "That's it" bubble up into a roar of excitement. When we clap in response to "That's it" we are put in the position of clapping because it's over. Leave us with something thought provoking, something that relates to your introduction. Again, these patterns are old habits that are easy enough to break - give it some thought ahead of time and leave us wanting more instead of thinking that's all you have.

The DMV and PR : A Dangerous Combination

I am reading David Denby's Snark, It's Mean, It's Personal, and It's Running our Conversation. He explains, "what is snark? You know it when you see it: a strain of nasty, knowing, and snide abuse that has spread like pinkeye through the media and undermined our conversation" (Denby, 2009).




A few pages into the book, I was reminded of a 'warning letter' I once received from the DMV. I thought is was so ineffective that I kept it out of sheer disbelief.





"The Warning Letter"



Here it is. Let me highlight the choice sections.
The first two paragraphs inform me that I am a bad driver, and that even if I think I am a good driver I should be assured that I am not. This is evidenced by the two traffic convictions listed at the bottom of the page. After a quick dressing down comes a special offer:

"In our effort to urge you to drive safer, we are offering you a choice. You can choose to prevent further action from DMV by avoiding additional traffic convictions and by not causing any crashes."

(please note that my tickets were for 1. making a u-turn at a four-way stop and 2. going 31 in a 25)




Here comes the my favorite part: "However, if you choose to continue your unsafe driving, the penalties will increase and eventually lead to probation, suspension or revocation of your driving privilege."

Did they or did they not just use the Montessori method employed to create the illusion of choice for non compliant kindergarteners? It is a slightly different rendition of "Sally, you can either walk to song circle, or I will carry you there. Which one would you like to have happen?"

Now, the closing paragraph....
"We believe that you are capable of making the change to become a safer driver. But it is up to you to do so. If you do not want to change, your driving will continue to present a risk to yourself and other road users. If you want to change and become a safer driver, you can. We hope that you will decide to change, but the choice is yours."

The DMV is offering me a choice between being a good driver and being a bad driver. Good things will happen if I choose to change, and bad things will happen if I choose to continue my reign of terror. Simple enough.

Here is the hard part - I must make this choice for myself and change from within. How very Lion King.

I wonder who writes these letters, and if they intend to be so, well, snarky.

What about a letter that says, "Your driving record shows that you are consistently breaking the rules. Stop doing this because you could lose your license if these infractions continue. Sincerely, the DMV"

Sometimes less is more.

Say it with Signs?

Most of us would agree that signs are effective in many contexts. They should answer questions such as, shall I wait here, or seat myself? Does this establishment have a restroom, and if so, will I be assigned to one based on my gender? Can I run on the cement area surrounding this public pool? Do they take credit cards? And so forth. Signs are part of an establishment's identity, and can tell you a bit about the people within them.

I recently had an experience at a frozen yogurt shop in Marin, CA. Frozen yogurt, and its close relative, ice-cream. Symbols of good weather, wholesome fun, and a throwback to times when, as children we would we relish the labor intensive process of separating the gum balls from the unnaturally bright ice cream in which they were encased to collect a napkin full of discolored candy pieces. Perhaps that was just me. But ice cream- happy stuff, no?

Perhaps. However, there is a difference between filling your customers with child-like delight, and simply treating them like children. When I entered this yogurt shop, I found it was low on whimsy, and laden with strictly enforced rules.

First, the right refuse service posters- yes plural. The bottom in writing, the top, an illustrated interpretation of how one may be denied service.














Then, an appeal to fear regarding the proper use of furniture (It's on top of the ice cream display freezer and states that "we don't want any broken bones, so please no standing on the chairs!") I had no intention of standing on those chairs.













And, note that only two samples are allowed per customer!!




















Calling a friend or loved one to report the daily flavor selection? Don't even think about it - cell phone usage in the establishment is strictly prohibited, as stated by the exceedingly long warning sign on the front counter.
And, note the bottom line which threatens "...and for those who try...you've been warned..."





Finally, hands off the soda!


Who wants to touch these? I will tell you. People who are too young to read that sign.









I bring your attention once more to figure 4 - the cell phone sign. There, sitting atop the freezer is a tip jar. Since you asked, here are some tips:


1. Stop telling people what to do. For instance, try replacing "Please don't touch the display items" with "for display only." We will get it.

2. Tell us what we can do, rather than what we can't. Instead of 'We don't want broken bones, doom and gloom, and you'll poke an eye out and so on,' try, these chairs are provided for your sitting enjoyment. or "Sit, stay a while - we love your company - but for your safety, please don't stand on the chairs."

3. When crafting signs, think about what your language discloses about your perceptions of your customers.

4. Make us part of the solution, rather than your problem. Instead of assuming we are going to break all of these rules, let us in on the game. A sign that reads "___________'s yogurt thanks you for not using your cell phone at the counter." or "Please enjoy up to two samples per customer (maybe a couple more if we're not busy)."

Every piece of information posted in, or produced by your organization is symbolic. Choose your words wisely, and remember, sometimes we just want a scoop of ice cream with no pretense on top.

Congratulations. You've just discovered Talking Tangerine!

Hello, and thank you for stopping by. Talking Tangerine is the blog space of The Tangerine Group, Communication Strategy Consultants. The Tangerine Group is the collaborative effort of communication specialists Marisa Michaels, Ed.D., Margaret Faller, Ph.D., and Gina Stahl-Ricco, M.A. What can Tangerine do for you? Good question. But a better question might be, "what can't we do for you?" - That would yield a shorter list. However, since you asked,

TANGERINE DOES

• Public Speaking Boot Camp for Groups and Individuals
• Refining Sessions for Sales, Education, Law, Wellness, and Public Policy Presentations
• Presentation Quality Control
• Interpersonal Communication Skill-Building
• MCLE Certified Legal Education
• Content Assessment for Sales, PR, and Community Outreach Collateral
• AND more. In fact, you can see for yourself. www.tangerineconsultants.com

Competent, Creative, and Brutally Honest. That's the Tangerine twist.

This blog is a place for us to discuss all of the little aspects of communication that inspire, intrigue, or in many cases, irritate. The content might be industry one day, interpersonal the next - anecdotal, academic, or comparative. One thing is for sure - We will uphold the Tangerine code of Competence, Creativity, and Brutal Honesty. Especially that last part.