The rule of seven touches

Dr. Atul Gwande tells the story in his New Yorker column of asking a pharmaceutical rep how he persuades “notoriously stubborn” doctors to adopt a new drug he’s promoting.  The rep’s response:

“Evidence is not remotely enough, however strong a case you may have. You must also apply the rule of seven touches.”

“Personally ‘touch’ the doctors seven times, and they will come to know you; if they know you, they might trust you; and, if they trust you, they will change.”

That’s why, explained Dr. Gwande, this drug rep stocked doctors’ closets with free drug samples in person.  Continue reading

Ad-proofing tips from The Ad Guy

Bruce Chambers, as Canadian radio listeners know, is The Ad Guy. After a 30-year career working as an advertising copywriter, Bruce claims he has now seen the light. And since 2003, as The Ad Guy on our national broadcaster, CBC Radio, he’s been helping listeners clue in to advertising that makes us feel inadequate, spend and borrow too much, make unhealthy choices, or act irresponsibly toward the environment.

By deconstructing current ad campaigns, exposing exaggeration, and pointing out unscrupulous techniques, he empowers listeners to say: “NO!”

And aside from his popular weekly radio features, Bruce has created an impressive yet simple list of Ad-Proofing Tips for savvy consumers so we can recognize and resist the techniques that marketers use to influence us. To help you develop critical thinking skills around advertising, here is just a sampling of my favourite ad-proofing tips from Bruce: Continue reading

The Google Glass hypefest: “Look at me! Look at me!”

google-glass-On my early morning walks along the sea wall, I used to regularly see a man upon whose shoulder perched a large parrot. As we approached each other on the path, this man would smile his vaguely goofy big smile at me, while motioning towards the parrot with a sideways head bob to make sure that I noticed the bird. He looked pathetically eager to draw attention to himself (and really, why else would he walk around town wearing a real live parrot on his shoulder?)

His was the silent screech: “Look at me! Look at me! Notice anything?”  And because some perverse part of me recoils at paying any attention whatsoever to those who seem so cloyingly needy, my response every morning was to just look away until both man and bird were nicely behind me on that path.

Sadly, I’m now seeing a variation of that vaguely goofy big smile on Twitter.  These belong in the profile photos of tech geeks who are beta testing The Next Big Thing, which is, of course, Google Glass. Their gleeful faces too seem to screech at the rest of us: “Look at me! Look at me! Notice anything?”   Continue reading