Latest / How To Talk To Humans / It's All in the Name! #69

Transcript

It's All in the Name! #69 · How To Talk To Humans

• 0:03
  Announcer: Hi, this is Larry Wilson, and this is how to talk to humans. This is the podcast that shows you how to improve your communication skills. Are you looking to get a better job? Are you looking to find a relationship? Are you trying to do things in your life that have frustrated you and eluded you so far? I can show you so easily how to change that now.
• 0:28
  Announcer: I can only do it with humans.
• 0:30
  Announcer: If you're looking to deal with vampires or zombies, extraterrestrials, this is not the show for you. But if you're really looking to improve your communication skills, I can show you what I've learned from 40 years in show business, working with the biggest celebrities and superstars in the world, and their secrets are unbelievable. What I'm going to be teaching you during the course of this podcast every week are tools that you can use to communicate toward success.
• 1:08
  Larry Wilson: Hi, this is Larry Wilson. Thank you once again for joining me for another episode of how to talk to Humans.
• 1:17
  Larry Wilson: This is a particularly interesting episode this week.
• 1:21
  Larry Wilson: You know, I realize I must say.
• 1:22
  Larry Wilson: That every episode, but it's the truth.
• 1:25
  Larry Wilson: Every time I record one of these, it's completely different and at least to my mind, explores something that I don't.
• 1:33
  Larry Wilson: Hear being discussed anyplace else.
• 1:37
  Larry Wilson: If it is, I hope you'll reach out and tell me, because I'd be.
• 1:39
  Larry Wilson: Fascinated to hear that. Another listener, loyal listener of this podcast.
• 1:47
  Larry Wilson: Asked me when I was talking about.
• 1:51
  Larry Wilson: Short, succinct sentences in writing and in speaking.
• 1:57
  Larry Wilson: They're very powerful. And I thought of it because of some advertising, marketing stuff I saw. And I want to emphasize here very clearly, I'm not being paid to promote any of these places. I'm going to name their real places. And that's the only reason I'm using the name. I don't want you to think I'm inventing something here.
• 2:24
  Larry Wilson: They're restaurants.
• 2:27
  Larry Wilson: I just, I happen to see things.
• 2:28
  Larry Wilson: Sometimes I'll snap a photo of something to remind me.
• 2:32
  Larry Wilson: I'll go, oh, that's interesting. That's really wild.
• 2:35
  Larry Wilson: And again, clarity is the highest goal.
• 2:42
  Larry Wilson: We can seek to attain clarity.
• 2:47
  Larry Wilson: If we're very clear about what we're trying to communicate, if we're writing or.
• 2:56
  Larry Wilson: Speaking in short, declarative sentences, we're on top of the world. We're hitting with the most powerful kind.
• 3:07
  Larry Wilson: Of shot you can hope for.
• 3:11
  Larry Wilson: And I hope that what I'm going to discuss here, I hope this makes sense in that perspective. I see, like I say, I'm traveling around all the time.
• 3:21
  Larry Wilson: I'm constantly on the road I'm always.
• 3:25
  Larry Wilson: Struck by how some businesses are so clear with their message, with the name of their business, and others are not.
• 3:40
  Larry Wilson: I'm not in charge of checking their.
• 3:43
  Larry Wilson: Dun and Bradstreet ratings.
• 3:45
  Larry Wilson: I don't know how their business is actually doing.
• 3:49
  Larry Wilson: But I know that people involved in business are listening to this podcast, and so you may find this particular particularly worthwhile. I saw a restaurant called Chicago Fire, and I wondered, what could that be?
• 4:13
  Larry Wilson: I assumed it was a restaurant, looked it up later and found out, yes, it was a restaurant, but it was called Chicago Fire.
• 4:23
  Larry Wilson: What does it make you think of if you knew it was a restaurant?
• 4:28
  Larry Wilson: What kind of restaurant do you think it is? Well, as it turns out, it's a pizza restaurant. And I thought, wow, I'll bet the person who owns this restaurant must come.
• 4:42
  Larry Wilson: From Chicago, and maybe they serve Chicago.
• 4:46
  Larry Wilson: Style deep dish pizza.
• 4:48
  Larry Wilson: I don't know. I didn't look into it that far, but I thought, oh, this is interesting.
• 4:54
  Larry Wilson: This is someone who's thinking, they want you to be interested in understanding their.
• 5:04
  Larry Wilson: Message rather than the opposite of what I would recommend, which is for you.
• 5:14
  Larry Wilson: To be trying to think about what.
• 5:17
  Larry Wilson: Your potential customers want, need, think, feel all those kinds of things.
• 5:26
  Larry Wilson: Those are the principles of empathy that.
• 5:31
  Larry Wilson: I have discussed at great length here and in Wilson method training, because if you learn to employ empathy successfully, it's.
• 5:41
  Larry Wilson: As close as you'll ever get to being able to read minds. And I thought, that's so funny, Chicago fire. Then a few weeks later, I passed another restaurant.
• 5:56
  Larry Wilson: It was called sizzle pie.
• 6:01
  Larry Wilson: Now, what do you think they sold?
• 6:06
  Larry Wilson: Well, it's another pizza restaurant, and it also helps that sizzle pie was written.
• 6:12
  Larry Wilson: On a big sign that had a.
• 6:14
  Larry Wilson: Big picture of a pizza there on.
• 6:16
  Larry Wilson: It struck me how radically different the two were.
• 6:22
  Larry Wilson: Chicago fire, sizzle pie.
• 6:26
  Larry Wilson: Sizzle pie is so evocative, it makes.
• 6:31
  Larry Wilson: Me think of a sizzling pizza.
• 6:35
  Larry Wilson: In fact, my mouth is watering now.
• 6:38
  Larry Wilson: Just thinking about sounds so good.
• 6:40
  Larry Wilson: Although I emphasize once again, the finest pizza west of New York City is Lamonica's New York Pizza in Westwood, California.
• 6:52
  Larry Wilson: For those of you who weren't sure.
• 6:53
  Larry Wilson: About this, now I want to point out, of course, this is thin crust New York pizza. I just wanted to point that out. But if you're not in Westwood Village in southern California, and you see the.
• 7:07
  Larry Wilson: Sun says sizzle pie, you might think, ooh, that sounds delicious.
• 7:11
  Larry Wilson: I thought, wow, that person, whoever named.
• 7:14
  Larry Wilson: Whoever picked that name was really on point.
• 7:19
  Larry Wilson: They were thinking about, what is somebody.
• 7:22
  Larry Wilson: Who'S looking for a pizza, thinking about.
• 7:26
  Larry Wilson: What might be going through their mind.
• 7:28
  Larry Wilson: Mmm, sizzling hot pizza. It's great. Then I saw another example of this.
• 7:36
  Larry Wilson: I saw.
• 7:38
  Larry Wilson: I didn't know it was a restaurant at first, but it turned out it.
• 7:41
  Larry Wilson: Was a restaurant called Pretty Bird.
• 7:46
  Larry Wilson: This was very puzzling to me, and the font that the typeface was in looked like it might be, I wasn't.
• 7:57
  Larry Wilson: Sure, maybe a women's fashion store of some kind.
• 8:02
  Larry Wilson: I didn't make the connection right away.
• 8:04
  Larry Wilson: That it was food, and it turned.
• 8:07
  Larry Wilson: Out that they served fried chicken. Now, I want to emphasize again, I.
• 8:15
  Larry Wilson: Certainly do not want to impugn the.
• 8:17
  Larry Wilson: Fine reputation of any of these restaurants.
• 8:20
  Larry Wilson: It so happens I haven't eaten at any of them, but they may be.
• 8:25
  Larry Wilson: Fantastic, for all I know. But pretty bird was not that clear.
• 8:33
  Larry Wilson: A message to me.
• 8:36
  Larry Wilson: If someone said to me, oh, you've got to go to pretty bird, it's fantastic.
• 8:40
  Larry Wilson: Fried chicken. Well, that's a different story then I think, oh, okay, if that's what I'm in the mood for, then I'll go there.
• 8:46
  Larry Wilson: But driving by and seeing it, it did not communicate the message to me.
• 8:54
  Larry Wilson: Strangely enough, a few weeks after that, I was in a different city, in a different state, and just happened to.
• 9:02
  Larry Wilson: Look out the window of the building I was in.
• 9:06
  Larry Wilson: And across the parking lot was a.
• 9:09
  Larry Wilson: Place that said, dave's hot chicken.
• 9:15
  Larry Wilson: Now, what do you think they serve there?
• 9:19
  Larry Wilson: I'm guessing it's a guy named Dave, and he serves fried chicken that's really hot. Now, I said before, I haven't tasted any of these chickens or any of these pizza.
• 9:33
  Larry Wilson: Not entirely true.
• 9:35
  Larry Wilson: At least at that point in the broadcast, in the podcast, when I was saying that it was true, but I.
• 9:41
  Larry Wilson: Was compelled to go to Dave's hot chicken.
• 9:45
  Larry Wilson: I'd never heard of it.
• 9:47
  Larry Wilson: I didn't know what it was, but.
• 9:50
  Larry Wilson: I was so intrigued that someone was.
• 9:52
  Larry Wilson: So direct and clear with their message.
• 9:59
  Larry Wilson: I realize this may not be considered.
• 10:01
  Larry Wilson: Modern or marketing forward or any of that. I don't know anything about that.
• 10:08
  Larry Wilson: All I can tell you is, as.
• 10:10
  Larry Wilson: A consumer, and this is who you.
• 10:13
  Larry Wilson: Should be thinking about. If you're in business, you shouldn't be.
• 10:17
  Larry Wilson: Trying to impose your will or your.
• 10:22
  Larry Wilson: State of mind on the consumer. That will be a very, very tough road to travel. You should be thinking, what is the consumer experiencing? What are they thinking? What do they need? What do they feel? I had no intention of going to.
• 10:43
  Larry Wilson: Dave's hot chicken, but I did, and.
• 10:45
  Larry Wilson: Let me tell you, it was really fantastic.
• 10:50
  Larry Wilson: I do not receive any remuneration from Dave's hot chicken. They do not sponsor this podcast.
• 10:58
  Larry Wilson: I wish they did.
• 10:59
  Larry Wilson: Wouldn't that be nice? Maybe I'd get some free hot chicken out of it.
• 11:03
  Larry Wilson: But there were several different gradations of heat that you could get on the chicken all the way from no spice to it was, I can't remember, but it was something that indicated there was.
• 11:17
  Larry Wilson: Medium, which is what I got, which was hot, but very good.
• 11:21
  Larry Wilson: Then there was hot, then there was extra hot, and then there was this top of the line. So I was so impressed. I was so impressed that Dave's not.
• 11:32
  Larry Wilson: Only had great marketing, but also great product. What a great thing.
• 11:37
  Larry Wilson: Good condition.
• 11:38
  Larry Wilson: Then I did some research, looked up.
• 11:40
  Larry Wilson: Apparently I'm the last man in North.
• 11:42
  Larry Wilson: America to know about Dave's hot chick.
• 11:45
  Larry Wilson: Apparently there's franchises of it all over the country and there must be people delighted to eat it everywhere.
• 11:55
  Larry Wilson: And I only bring this up again.
• 11:58
  Larry Wilson: Because I think this is such a good example of now I have to interrupt myself. Did the marketing team at Dave's Hot chicken consciously think this out?
• 12:12
  Larry Wilson: I don't know. I don't know them.
• 12:15
  Larry Wilson: If one of them listens to this podcast and wants to reach out, that would be wonderful. I'd love to find out about it.
• 12:23
  Larry Wilson: Because their message was so clear. It's chicken and it's hot. Now, if you don't like hot, spicy food, probably not a good place for you.
• 12:39
  Larry Wilson: If you're really looking for a good burger, probably not the right place for you. But if the idea of some spicy.
• 12:47
  Larry Wilson: Fried chicken sounds delish, they've hit the.
• 12:53
  Larry Wilson: Bullseye with this name.
• 12:56
  Larry Wilson: I was quite impressed and you can see it's not hard to do at all. But you can also see that someone.
• 13:07
  Larry Wilson: Either by intent or by happy accident.
• 13:12
  Larry Wilson: Did not say Dave's absolutely volcanic and delicious fried chicken.
• 13:23
  Larry Wilson: Didn'T need that much.
• 13:26
  Larry Wilson: They went for short, succinct, declarative. They didn't name the restaurant.
• 13:34
  Larry Wilson: Where should you go if you want delicious chicken?
• 13:38
  Larry Wilson: No, short, declarative. And I thought it might be interesting this week, before I take my leave of you to give you a challenge.
• 13:50
  Larry Wilson: I'd like everyone listening to.
• 13:55
  Larry Wilson: You can write something original. You can write an email, you can handwrite old school on a piece of paper with a pen or pencil.
• 14:08
  Larry Wilson: Write anything.
• 14:09
  Larry Wilson: Write a sentence.
• 14:11
  Larry Wilson: Then look at it and ask yourself.
• 14:16
  Larry Wilson: What words can be removed? I think you'll be surprised if you're ruthless. And that's what's called for here.
• 14:26
  Larry Wilson: What words can you take out and still retain the meaning, I have to tell you that years ago, when I.
• 14:34
  Larry Wilson: Worked a lot in comedy clubs, I worked many, many times with the stand up comic Jay Leno.
• 14:42
  Larry Wilson: And from the very beginning, I saw an incredible skill that he had. At the beginning of the week, he would have a new joke that he.
• 14:51
  Larry Wilson: Whatever it was, some new piece of material, and invariably it was great stuff and always got big laughs.
• 14:58
  Larry Wilson: But the next night he had cut some of the words out of it.
• 15:05
  Larry Wilson: And it got a bigger laugh. And the next night he got even more words out.
• 15:11
  Larry Wilson: By the time we got to Friday or Saturday night, he was left with the absolute leanest, meanest, tightest, just the essentials of the joke. And it got the biggest laugh so far. I saw him do it again and again and again, and I've never forgotten that.
• 15:37
  Larry Wilson: Now, Jay, I don't think, would consider himself marketing. He was doing stand up comedy.
• 15:44
  Larry Wilson: But stand up comedy is clearly about.
• 15:49
  Larry Wilson: Communication, and the more direct, the more succinct, the more effective it is, and.
• 15:57
  Larry Wilson: It'S measurable in laughter. So I want you all to write a sentence and then see how many words, after you've written it out, go in and start trying to cut. See what you can accomplish.
• 16:20
  Larry Wilson: And I'll see you back here next week. Thanks for joining me again on how.
• 16:26
  Larry Wilson: To talk to humans.
• 16:28
  Announcer: This has been Larry Wilson. I want to thank you for spending this time with me, and I hope.
• 16:34
  Larry Wilson: You found this information useful.
• 16:37
  Announcer: If you're looking for more, you can find it@thewilsonmethod.com. there's a ton of stuff there. In fact, if you want, you can even speak to me because I'm human.
• 16:50
  Larry Wilson: Send me an email.
• 16:51
  Announcer: Email it infoilsonmethod.com, because I read every single one. I hope that you'll join us next week in this continuing journey, and you'll be with me for the next episode of how to talk to Humans.