Senteo’s September Book of the Month

The world is filled with news; news that is almost inseparable from the propaganda that the stations and nations want us to believe. Words can be presented in many forms, made to change perspectives and either reveal the truth or cloud it. Recent events have set the news in a flurry of stories both here and abroad. Specifically, I have noticed that news agencies are reporting less about the actual events and more of the emotions and perspectives tied to them. Impartiality is not a major concern, at least not anymore, as ratings are garnered from eyes watching rather than the facts.

Of the major news reports that have come out recently, I am still very much attached to those concerning Ukraine. Being a country where I had regularly done business, I am very much attached to the events that are affecting the nation. However, recent coverage of the events occurring in Ukraine have leaned towards personal accounts and opinions rather than the full details of the situation. While a firsthand account is a very valuable tool for those in the reporting business, that is not the primary draw for this type of programing. Instead, testimonies are provided to stir emotions and pull at the hearts and minds of viewers, engaging them on an emotional level as they become locked on the events that are being described. Noticing this, it is easy to make the connection between an individual’s attention and concurrent action due to their emotional ties to the task at hand.

To Sell is Human by Dan Pink provides a clear bridge between the emotions of real life and how it affects not only our ability to sell, but also the tendency to buy. Like August’s Book of the Month, I have selected this book due to the influence that the media has upon our thinking. It has revealed to us that emotions play a deep role in our decision making process. Rather than simply stating all there is to know, Pink reveals to us that while we do make decisions based on what we know, we also rely upon how we feel about the situation. The primary methodology that Pink employs is to “pitch, improvise, and serve,” meaning that all things must be presented in original fashion while also being tailored to the audience you are serving. I believe this to be a core part of how banks and all businesses should approach their markets; we should create experiences that are unique and appeal to each person individually through both their logical and emotional brains. To effectively market products and services to customers, it is important to understand the emotional aspect of the selling process. To Sell is Human outlines this in clear fashion, making it easy to see how we can be swayed into purchasing things we may not have purchased otherwise.

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