Update: I've been attending a few local Toastmasters Evaluation contests. The contestants watch a test speaker make a speech, then get escorted outside the room where they have five minutes to write up their critique on the spot. One-by-one they return back into the room to give their evaluation in front of the audience and judges.

Talk about pressure...

But the benefits are amazing. Watching and then participating in a contest like this will help you think on the spot. Which will give you an advantage in the business and professional world. Especially if you have to field prospect questions or answer customer complaints. You'll appear as a knowledgable resource in everyone's eyes.

Feature Article: The Case for Congruency

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A Subtle Stretch...

In the lobby of my doctor's office there's a flat screen TV like you see at a lot of pharmacies. What's showing are many attractive models, actors and so-called doctors promoting a variety of health and wellness products. In short, these are nothing but ads and commercials that promote new medications.

I watched one ad carefully. It promoted a drug that reduces cholesterol and high blood pressure. Picture a county fair. Each scene's background of this commercial either had a blue medal winning animal or had baskets full of vibrant fruits and vegetables surrounded by smiling faces. The advertisers try to tie real food, winning, and happy and healthy people with the new drug.

How clever...

From a common sense standpoint—that's a bit of a stretch. The advertisers tried to connect a scene from the Garden of Eden to laboratory drugs. At the end there's a reminder for people to ask their doctor about this drug. And wouldn't you know it? The doctors have samples for you to try.

In reality everyone I've spoken with who have taken cholesterol pills have experienced side effects. Then they get another prescription to counter that first side effect. This gets repeated in an insidious cycle.

It's amazing what advertisers come up with when financially motivated. I hope you will look at advertising from a fresh angle from now on. I hope you can read between the lines or in this case, see beyond the subtle stretches.

The Case for Concruency

Dear Associate,

There's a young lady named Alia in my speech group who recently authored and self-published a children's book about a caterpillar's journey to find his true self. Another member, Todd, helped with the artwork. They also put together a small website with a link to where people can buy her book.

So far so good...

There's only one item that sticks out like a fish out of water. It's Alia's photo on the home page of her website. It doesn't quite fit. It's not congruent with the theme of a children's book.

Let me explain...

The home page contains artwork from her book with three reviews and a short bio of herself. Alia is wearing a denim jacket over a solid gray sweatshirt and a pair of blue jeans. Her left arm is invisibly resting along her left side, her right hand is casually parked inside her front pants pocket, her head is slightly tilting down to the right and her big inviting smile overshadows her shoulder-length brunette hair.

Alia is young and attractive. That's a big plus. But her current pose and dress would generate some confusion with the theme of her children's book.

It's incongruent.

I spoke with Todd the other day and mentioned that Alia's photo would work better on Match.com (the online singles site), but not on a website promoting a children's book. It would mesh better if Alia looked like a housewife or mother in her photo. Even a schoolmarm appearance would work.

And since her book is about a caterpillar: posing with a caterpillar mascot or a bigger-than-life cute and cuddly caterpillar doll would make her photo congruent with the hero of the story. Another option is posing with happy children.

When you see something out of place in any promotion—there's a lack of congruency. It doesn't gel. Right away you begin to suspect its sincerity.

In advertising, sales and marketing—this lack of congruency can turn people away from your message. It can kill your ad or promo. It may leave people guessing.

You don't want them guessing. You want them to take action quickly. Or else you will have wasted your investment. Let's be congruent at all times.

Warm regards,