Speaking of Marketing

Are things REALLY that different today?

Yes if you live anywhere that bases much of its economy on people wanting to move there.  Yes if you own stocks.  Yes if you've seen BMW advertising gas mileage.  Yes if you've watched the value of your home go down.  Yes if banks failing bothers you.

Now, before you start feeling sorry for yourself or dismissing me as a whiner, also hear this: 

It is what it is folks and you need to know how to market regardless of what's happening or how people are feeling.

Hell yes things are different today.  So adjust.

Unless people have altogether stopped buying what you sell (they haven't) then you need to understand why they're buying now.  And yes, it will be different than why they bought when you created your brochure/website/sales letters.

Ask them.  They will tell you.  Talk to 10 to get really in-depth conversations with four; that's all you'll need.

Then act.  Become the company your customers need right now, then start spreading the word.

Is There Truth in Marketing?

Someone asked me a question about "truth in marketing."  It's an area I'm asked about a lot.  Is all marketing hype?  Can you be a successful marketer without somehow "tricking" people?  That sort of thing.

It's something I care very much about because: marketing, as practiced today, bloodies many ethical boundaries; and, as a result, I"ve used truthfulness as a powerful tool over the years.  In fact, I've called it my "secret weapon" for my clients many times.  And yes, that paints a rather dismal picture of the level to which most marketing rises. . .because. . .well, it is a rather dismal picture.  Bad for them, good for us.

Here's what I believe-

• Connect with what's important to your audience.

• Set realistic expectations.

• Treat people with respect.

Here's what I mean in the context of "truth in marketing"-

Connect with what's important to your audience

If you do this, you don't need those bombshell claims that fuel the perception that marketing is somehow dishonest (because many of them are).  Show me a hard-to-believe-way-over-the-top claim and I'll show you a lazy marketer.  Why not take the time to understand what's really important to your audience and talk about that instead of some stupid claim you think will really stop 'em?!

Set realistic expectations

So. . .have you ever heard of the concept of word-of-mouth marketing?  Obviously not, if you're the type who pushes every claim to the edge.  Expectations not met means bad word-of-mouth.  People feeling tricked means bad word-of-mouth.  And since the opposite is also true, why wouldn't you want to set realistic expectations, meet them and create an army of salespeople out there who will tell their friends good things about you?

Treat people with respect

I"ll assume you've heard of the internet since you're reading this.  Why, then, would you try to push people into making a decision -- to close them?  Prospects have the control, you don't.  Whether it's face-to-face, on the phone or on the net, people don't like pressure.  Don't pressure them, treat them with respect, and you'll win more business.

The conversation about truth in marketing is less about ethics as it is about simply doing what works.  I believe, no, I know, being honest with people is a better strategy over the long-term.

So, all you lazy marketers out there, keep shoveling the crap.  You provide the contrast that helps my clients stand out!

A Letter from General George Patton Teaches Us About Marketing

I am privileged to know Jimmy Grecco. He's my neighbor.  At 91, this Jersey kid still rides his motorcycle and tells his tales of WWII.  He was a first gunner's mate on the US Dickman attack transport.  They off-loaded the men and supplies onto the landing craft for beach landings. 

I'm linking to a remarkable letter written to the men on the Dickman by Patton before the invasion of Italy.  It is one of Jimmy's prized possessions and he allowed me to scan it:

http://www.doubleyoursales.com/pattonletterweb.pdf

I write a lot of copy for clients with the goal of persuading, which is why I was so taken by this letter.  I will let it speak for itself.

An interesting aside, Jimmy speaks of Patton as "one crazy bastard" (but with huge affection and respect).  Patton was onboard Jimmy's ship and was never without his twin pearl-handled 45s holstered on either side.  Also, and this speaks volumes, Jimmy said Patton insisted on hitting the beach with the first wave.  STANDING UP IN THE LANDING CRAFT.

How to Sell Dessert in Today's Economy to Today's Health-Conscious People

PF Chang's is an upscale Asian food restaurant.  Part of a chain; very successful, very smart people behind it. The waiter brings out little desserts after our meal; cheese cake, black forest cake, all the usual suspects.  Except they're all in little glass containers just a bit larger than a shot glass.  Two bucks each.

Great concept: the small size (fewer bad calories) and small price make it hard to say no. You'll be proud of me--I passed.  But not without appreciating what they did.  And the waiter confirmed what you and I imagined, desserts are flying out the door.

Will FriendFeed be the next Adwords?

 Intelligent argument by Steve Rubel: FriendFeed will become a compelling advertising vehicle(the next Adwords?!), especially with the Millennials.  He makes sense, basically saying that as more and more people spend more and more time in their social online networks (MySpace, Facebook, FriendFeed, Twitter) they will more and more turn their search activities toward those networks.  That is, going for their network’s (people they "hang" with online) opinion on whatever they’re searching on instead of Google’s.  Fascinating, and I believe he’s right.  It's a trend, just wonder how quickly it can be monetized.

Example: I had a client ask for my recommendation for a local PR firm.  Instead of Googling “PR firm Arizona” I went to my Twitter feed (and I believe gave him a better recommendation).

 

Viral Marketing at Its Best

You've likely seen the Budweiser "Swear Jar" net adv.  I've seen it in four languages.  This version has had almost 3 million views and 1,800 comments.  #%*^ing awesome!

Now, obviously, this wasn't cheap to produce.  Most of us only gasp at the amateur video with several hundred thousand views and lament why we can't do that.  But Budweiser probably has $150K invested in production.  But think about the level of viewer engagement you get online versus TV, where this ad would never appear anyway.  A friend sent you a link to this video.  You discovered it on a blog.  And you WATCHED it.  And you may forward it as well.  Yep, #%*^ing awesome!

Here's a more mainstream viral video I can't keep my eyes off of.  It's sponsored by Cadbury Schweppes for their chewing gum Stride, but they take a total hands-off approach to the content.  Everybody I've sent it to has loved it.  The embed is from Vimeo (just under 1,000 views).  It has 3.8 million views and 18K+ comments on YouTube.  In ONE WEEK!!!!

Where the Hell is Matt? (2008) from Matthew Harding on Vimeo.

I don't know if it is working for the brand, but I would be astonished if it isn't a home run.  I hope it is.  With so much me-too marketing that appeals to the our most base instincts, it's so refreshing to see something bold and positive.  If I wore a hat. . .I'd be taking it off now to Stride gum.

Sales Down? Don't Be So Quick to Blame Your Budget

There is the "How" of your marketing and the "Why" of your marketing.  When sales slow down too many of us only look at the How and not enough also look at the Why.

The How: how you deliver your message (ads, brochures, your website, etc.)

The Why: your message (the whys or reasons you give people for buying from you)

From a distance the logic is painfully simple.  Spending more to send the wrong message doesn't make sense.  Why, then, do we do it?  Because we don't think our message could be wrong.  Right?

I mean, after all, quality and customer service are how we built this business!!  It's who we are!!!  How wrong can that be!!!!

Okay, settle down.  I'm not saying change who you are.  I'm saying quality and customer service may not be resonating with customers today like they used to.  You need to find out what is important about who you are with customers NOW and start leading with that message.  Or, change to better fit what is important to customers right now.  Then lead with that.

Obviously, when economic conditions change buying motivations change.  Are times tough for your customers?  Price, selling in smaller quantities, longer terms, etc., might become more important.  Are times great for your customers?  Quick shipment, availability, quality and service might become more important.

Just because you pride yourself on quality and service doesn't mean you aren't more than just those two things.  Give your customers what they need RIGHT NOW.  Make sure your message reflects where your customers are TODAY.

Is Your Message Built on Piano Tops?

What the heck do piano tops have to do with messaging?  Plenty!  Well, in a way.   Bucky, give me a hand here. . .

Remember Buckminster Fuller, father of the geodesic dome, dymaxion car and one of our most provocative and prolific thinkers?  He preached attacking today’s challenges with new thinking, not assumptions that have tumbled together more out of happenstance than intention.

Here’s the Fuller quote that inspired and informs this post:

“If you are in a shipwreck and all the boats are gone, a piano top. . .that floats by makesa fortuitous life preserver.  But this is not to say that the best way to design a life preserver is in the form of a piano top.  I think that we are clinging to a great many piano tops in accepting yesterday’s fortuitous contrivings.”

And here’s the point:

We invest tons of time and money creating wonderful marketing plans around our message when our message may be more piano top than congruent customer connection (say that fast three times!).  More a tumbled-together combination of features and benefits that have worked lately than an elegant, focused effort to connect your uniqueness to those people looking for it.  

Don’t take it personally, most companies operate this way.  The message that gets sent tends to bubble up (float by!) from all the ads and sales calls; you take what works and discard what doesn’t.  So what’s so wrong with that, right!?  Especially if things have been going great for a long time and things are starting to get bumpy right now.

Plenty, actually, specially if things have been going great for a long time and things are starting to get bumpy right now:

First, most companies do it, so you end up sounding a lot like everybody else. 

Second, your marketing dollars are never maximized because what you say isn’t congruent with who you are, how you act and what’s important to your customers.  Ever wonder why some companies always struggle while others create their own momentum?  It’s congruency.

Third, it causes the fast/slow growth cycle many small businesses can’t shake.  Things are cooking along, they slow down, you try a bunch of things until sales pick back up, they slow down. . . .and so on.  It’s the: you-try-a-bunch-of-things-until-sales-pick-back-up part of the cycle (look for a piano top floating by) that wastes too much time and costs you tough much money. 

I’m saying craft a message that reflects your unique story in a way what’s important to your customers today; not refining your message along the way, not waiting until it starts to wear out. 

i feel so bad - me without an avatar

Wow!  There's a marketing firm that specializes in taking companies into the virtual worlds.  Places I have been meaning to go but just haven't gotten around to it (I'm still wondering: young, hot female BABE or evil scientist bent on dominating the world or destroying it, your choice you pathetic throng.)  Anyway, what struck me as so cool about what they do is, at least for one campaign:

"Instead of building a dedicated island for L’Oreal Paris (the solution for 95% of Second Life marketing campaigns to date) we partnered with existing retailers and placed L’Oreal Paris metabrand items into their stores alongside existing virtual goods.  This approach allowed us to instantly tap into and engage our target market."

Competing by changing the game - foregoing the island, a place you have to build traffic to, and taking advantage of the traffic created by others - they hit a home-run for their client.  Sounds just like when luxury makeup brands started buying first floor store space from upscale department stores.  Which happened, oh, maybe 50 or 60 years ago.

Good for Kzero.  They're helping clients win in the virtual worlds while I contemplate who I want to be.  Actually, I'm leaning toward the evil scientist.  But I digress. . .you pathetic. . .

Plantronics Hit a Home Run

In my best Neo voice: Whoa!  This new headset I bought is amazing: it’s a wireless headset you can end and make (dial) calls away from the base unit; it’s a Bluetooth headset for my cell; and with its USB connection to my computer, it’s my VoIP/Skype phone.

The quality as a wireless headset on my land line is superb, both ways.  My hearing isn't the best and I do a fair amount of coaching via the phone, so voice and sound quality are both deal breakers for me.  With the Calisto (that’s the name of the unit: Calisto Pro from Plantronics, I bought it from headsetsdirect.com, $249, I think suggested retail is a bit more), I don’t have to strain to hear and I don’t sound like I’m on a headset.

I’ve owned a half dozen cell phone headsets, including some very marginal Bluetooth sets.  This is the best Bluetooth headset I’ve found, hands down.  I can hear without straining and my voice quality is surprisingly good; not clipped or compressed like most Bluetooth sets.

Ditto as a VoIP/Skype phone.  In fact, this may be the coolest aspect of the headset because most mics people use for Skype calls are so bad.  Plus, you are wireless!

Every now and then I run across a product or piece of software that is so well designed I just have to smile.  You know, it seems like the company really took the time and effort to think through every aspect—they really set out to make a great product.  This is one of those.  It is a truly great product superbly designed for the professional in a home office or small office environment.

One more cool thing.  When I was talking to a guy at headsetsdirect.com about what I was looking for he actually told me to talk to another guy there, Al, who had more experience with the Calisto.  And I was able to talk to Al about his experience with the unit while he was talking to me on a Calisto.  That was unusual.  Also, he basically said buy it, try it, prove whether it meets my quality requirements and send it back if it doesn’t.  I did and I can highly recommend the unit and headsetsdirect.com.