Common Advertising Techniques


It’s a good idea to be aware of certain common advertising techniques. There is nothing illegal or even misleading about a food advertisement that tempts you because it is photographed in a warm, cozy setting that reminds you of dinners at your grandmother’s house. But you should be aware that you may be buying the product because of the romanticized advertisement. Frequently used advertising techniques include:

  • Use of glamorous figure to endorse a product;
  • Use of sentimental pictures to awaken feelings of longing and nostalgia that the ad suggests may be fulfilled by using the product;
  • Use of “can be,” “up to,” or other “weasel words” that enable the advertiser to avoid making firm promises;
  • Implications that only the most up-to-date people use a certain product;
  • Gimmicks that make you feel you are getting a bonus, such as a free hairbrush attached to a bottle of shampoo;
  • Creation of market through convincing you that a new product will revolutionize your life.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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Business Visionaries


The days of doing business as we have been doing in the past are gone. We can no longer afford to continue using traditional approaches in managing our companies. Executives or organizations that insist on clinging to outmoded ways of thinking will find themselves standing on the sidelines as new traditions are being established by forward thinking business visionaries. The business leaders of the future are awakening, sensitive to the personal responsibility the public now demands from the business community.

All of us share certain values and beliefs. We value the human spirit and believe that modern society must change in a deep and fundamental way the way it thinks, if we are to have a sustainable future. We also believe that the most effective leverage in achieving such a global transformation is through the business community.

It is doubtful that the business community would take this leadership role out of altruism. However, we believe that if business leaders recognize a need to operate responsibly, and feel that their personal values are in accord with organizational values, they will begin doing business in a new way—establishing new traditions in business communities around the world.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Intuitive Leadership and Sound Business


Intuitive Leadership is a term that has come into vogue only recently. In fact, tough-minded male executives have confessed to using intuition in their decision-making. Intuitive leadership is more than simply old-style leadership with some intuition added in to guide the corporate decision. It is leadership that takes into account both (a) the executives’ appreciation of their inner resources that are available but often not used and (b) the changes in institutions and society that are accompanying the “awakening” of employees and the public at large. The term “awakening” is used to describe the general phenomenon whereby people are becoming aware that they no longer have to accept their adopted beliefs, beliefs that they developed or accepted throughout most of their lives. These beliefs can include belief in the inderiority of certain ethnic or gender groups, beliefs in the sacrosanctity of economic customs and business practices (even if they are demonstrably not good for people or the planet), belief in powerlessness before the “big system,” or belief in the limited extent of one’s own ability to create what one wants.

In view of these changes, what is sound business for the future? What do these changes mean to business people? Of one thing we can be sure: business life will be replete with challenges. Some of these challenges will stem from the global dilemmas, with growing recognition of the role business has unwittingly played in accelerating modern society’s race towards self-destruction. Some of these challenges will stem from the changing attitudes of employees and the general public—the customers. The new environment for business will emphasize innovation and will be highly competitive. To prosper in such an environment, a business firm will need to attract and hold its most creative people. To do that, businesses will have to provide a work environment that fosters creativity development.

Developing intuitive leadership in the future will not be a luxury or a passing fad; it will be the heart of business. The challenges will be great. It will be necessary to deal effectively with the increasing complexity, interconnectedness, and systematic nature of the economic system. There is both good news and bad news. The bad news is that there will be persistent problems of mediocrity, debt, trade balance, global dilemmas, and worker morale. The good news is that we have inner resources we haven’t been using—untapped resources that are quite capable of dealing with these problems.

Thus “intuition” is not just a new gimmick in management decision making. Intuition is a code word for a necessary transformation of business—indeed, of global society.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Lectures, Line of Sight

Talking about Signs


Think of signs in two ways: those that appeal to people outside of your place of business and those that appeal to people who are within the place where you do business. The first category consists of billboards, small signs on bulliten boards, window signs, store signs, banners, signs on trees, and poster-type signs. Category two is made up of interior signs, commonly called point-of-purchase, or point of sale signs.

 Whichever you use, or if you use both, be certain that your signs tie in as directly as possible with your advertising. Your ads may have made an unconscious impression on your potential customers, and your signs may awaken the memory of that advertising and result in a sale. Many people will patronize your business because of your ads. Your signs must be consistent with your advertising message and identity or those people will be confused. If the signs are in keeping with your overall creative strategy, consumers’ momentum to buy will be increased.

 Most exterior signs are there to remind, to create a tiny impulse, to implant thoughts a wee bit deeper, to sharpen an identity, to state a very brief message. As a rule, exterior signs should be no more than six words long. Naturally, some successful signs have more than six words, but not many. Probably the most successful of all have just one to three words.

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight