November 23rd Monday Marketing Minutes

The third episode of Monday Marketing Minutes™ was broadcast live via YouTube using Google+ Hangouts On Air.

Here’s a summary of the tips and advice that were included in this episode. You can click on the image above to watch the replay on YouTube at your convenience. And if you have marketing questions you’d like answered you can always send them to me at jon@jonturino.com for inclusion in a future episode of Monday Marketing Minutes.
The tips presented during the November 23rd, 2015, episode have to do with measuring your marketing. If you can’t measure something it is virtually impossible to improve it so measuring and monitoring are part of the cohesive and comprehensive marketing plan mentioned in the November 16th episode.

There are a great many tools available to you on your website and social media platforms, like Google Analytics, Facebook Insights and LinkedIn Statistics and they will work best if you plan your landing pages to take advantage of them.

The idea is to monitor your statistics to see what is working the best and use that information to do more of what works and less of what doesn’t work. It’s not rocket science but it can make a huge difference in the level of success that your marketing campaigns achieve.

The advice presented during this episode dealt with considering the use of the Power of Free as a marketing strategy or tactic. You can use free things to build interest, build credibility and awareness and even to increase the size of your audience.

Think about it. The bakery that provides free samples sells a lot more muffins or cupcakes or pies or cakes than the one down the street that doesn’t offer them. Free trials are a great way to get people “hooked” on your product so that they will later convert to a version for which you get paid. The same goes for so-called “basic” accounts that give you some, but not all, of the full feature set of the product. These things work and they don’t have to cost a lot of money.

Today’s episode was the first broadcast to include a guest presenter — Mr. Leon Henry from WebStep in the U.K. Leon is a marketing and social media consultant who helps his clients similarly to what I do for mine.

We also had three questions from an audience member, Nana Bellerud, on the topic of business networking and those were addressed during the audience question portion of the program.

You can watch the replay of the complete broadcast here. Enjoy and please do remember to send me your questions for future episodes of Monday Marketing Minutes. You’ll find links to all past and future episodes HERE.

And, as always, please do contact me if you’d like help with your marketing plans, strategies, and tactics. I’d love to be of service to you in building your business through better marketing.

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November 24, 2015November 24, 2015

November 16th Monday Marketing Minutes

The second episode of Monday Marketing Minutes™ was broadcast live via YouTube using Google+ Hangouts On Air.

The tips presented during the November 16th, 2015, episode had to do with understanding that marketing is a process and not an event. Your marketing strategy and tactics need to be well planned in advance of the execution of your plan.

The plan itself must be cohesive if it is to be maximally successful. That means that all of the underlying strategies, tactics, messages and media selection must tie together and have a common look and feel. This applies as well to online marketing via social media and the design of websites and landing pages. The plan must also be comprehensive, covering all the bases in terms of media and messaging.

I also spoke about remembering that marketing involves everyone in the company from corporate management to customer service personnel — including every employee — and not just the marketing department.

The advice presented during this episode dealt with remembering WHY people buy: based on emotions and supported by logic. The emotions can fall into many categories, including being fed or driven by necessity, need, want, desire or ego. So when the messages are crafted they need to trigger the buying impulses based on the emotions you think will be strongest for your product or service.

I used some slides from my Probiotic Marketing™ presentation/infographic to illustrate these points. People buy things — or do anything else for that matter — based on Maslow’s Hierarchy of Needs. Thus, you need to craft your message to match the level of need — physiological, safety, love/belonging, esteem and the self-actualization levels — if you are to be successful. The three slides that followed in the broadcast were used to illustrate these points.

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November 24, 2015November 24, 2015

November 9th Monday Marketing Minutes

The first episode of Monday Marketing Minutes™ was broadcast live via YouTube using Google+ Hangouts On Air.

The tips presented during the November 9th, 2015, episode had to do with analyzing your current customer base so that you can find out who your best customers are and why they are your best customers. With this information in hand, you can then craft a strategy to find more customers like them from other sources.

Knowing who your best customers are, what they are buying and, perhaps most importantly, why they are buying is critical to identifying places to locate additional members of your most successful target markets, crafting messages that will resonate with those prospects the way your current messaging is working with your current top customers and using the right media for reaching new audiences containing prospects who best fit your target customer profile.

The advice presented during this episode dealt with the message development step in crafting the most effective messages — messages that not only appeal to the logic the customer uses to justify purchasing what you are selling but also to the emotions — the belly — that trigger the buying impulse. Both elements must usually be present to motivate an immediate purchase.

It’s also critical to understand WHY people buy things in order to craft the right message for them. Eliminating a problem or alleviating pain is often a good strategy, depending on the product or service being offered. Other good inducements include reducing fear of loss, desire for gain, the need for comfort and convenience, the satisfaction of emotional needs and the creation of a better lifestyle or life condition.

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July 22, 2015July 22, 2015

Celebrate Your Successes

Celebrate Your Achievements & Successes

Don’t wait until you’ve reached your final goal to be proud of yourself. Be proud of every step you take toward reaching that goal.

You’ve read seven chapters. Congratulations! Give yourself a pat on the back. Do your “happy dance.” Take ten minutes to do something you really enjoy. Tell someone how proud you are of yourself. Give someone a hug (with their permission, of course!) and ask them if there is something you can do for them that will make them want to do their happy dance.

As important as it is to celebrate success, it is also important to analyze the not so successful things that inevitably occur in the course of your journey toward accomplishing your goals – of achieving your dreams and desires. Let’s deal with those. Bill Gates, the founder of Microsoft, is one of the most admired and one of the most hated people in the world. He says, “It’s fine to celebrate success, but it is more important to heed the lessons of failure.”

This from a guy who is responsible for the creation – and perpetuation – of the dreaded “blue screen of death,” where your work disappears for no apparent reason and can never be recovered! This from a guy who knows there will be bugs in his software and accepts that as an OK state of affairs. This from a guy whose virtual monopoly on business operating systems lets him ride roughshod over the people who have and continue to contribute to his billions of dollars of net worth.

Totally off-topic note:When you are working on something on your computer, make sure to use “CTRL+S” every few minutes! “CTRL+S” is your friend.

Don’t get me wrong here. I’m not bad-mouthing Bill Gates personally. Or event Microsoft (although I bet some of you do)! I’m not suggesting that we not learn from our setbacks and “failures” – a word I hate to use. Certainly we need to say to ourselves “OK, self, what can we learn from this less than optimally successful outcome? What can we do better next time?” Then we need to celebrate the success we did accomplish!

We actually did something that no one else has ever done. We made progress toward realizing our dreams and goals even if that progress was, in Bill Gates’ terminology, a “failure.” I like Mia Hamm’s advice much better: “Celebrate what you’ve accomplished, but raise the bar a little higher each time you succeed.”

Many of life’s “failures,” according to Thomas Edison, “are experienced by people who didn’t realize how close they were to success when they gave up.” Napoleon Hill agrees, saying “Most people have achieved their greatest success just one step beyond their greatest failure.”

Celebrate what you accomplish, but raise the bar each time you succeed. – Mahamm

Success doesn’t come easily as I’ve pointed out before. It’s kind of like reaching for heaven. You have to work to get there. So celebrate your accomplishments, no matter whether they are huge successes or, more likely, successful steps along your way to the ultimate goals.

If you aren’t sensing some common themes as you read this book then either I’ve done a less than adequate job of presenting them or you are really obtuse. J

Winston Churchill defined success as the ability to go from one failure to another with no loss of enthusiasm. Taken in the abstract, outside of any specific goals, success can be considered as the sum of small efforts, repeated day in and day out, that move us toward our ultimate objective.

You know you’re on the right track when you become uninterested in looking back.

How will you know that you are on the right track as you move toward your goals? For one thing, you will find yourself “in the zone” more often than not. You’ll find yourself visualizing the end result you are pursuing so vigorously that you’ll stop looking back and really concentrate more and more on looking forward. You’ll begin to adopt thinking patterns and action habits that will consistently propel you forward.

Celebrate the small successes as well as the large ones. A great life isn’t necessarily about great huge things. It’s about little things that can make a big difference.

When your self-doubter begins to try to undermine what it is you are doing to achieve your dreams and desires – to become truly happy – then remember that how you think and act will have a significant impact on how well you perform.

Unsuccessful People:

Fear change
Blame others
Think they know it all
Are Transactional
Talk about people
Hope others fail
Never set goals
Horde data and information
Exude anger

Do you want to attract people who fear change and blame others for their every misfortune? To be around people who think they “know it all,” avoid forming close and lasting relationships and talk about others? People who take perverse pleasure in hoping that others fail, never set goals for themselves, horde data and information and exude anger all the time?

Not me. You can have these kinds of people – if you want them in your life. But these types of people will suck the life out of you. You want to surround yourself with positive people. People who will lift you up, help you move forward, celebrate your successes with you as if they were their own. People who will continuously encourage you to grow and excel in whatever it is you’ve decided to do.

Successful People:

Embrace change
Accept responsibility
Continuously learn
Are relational
Talk about ideas
Hope others succeed
Keep “to-do” and “to-Be” Lists
Share data and information
Exude joy

I want to be around successful people. People who accept responsibility for their own situation, who learn continuously and who embrace change. People who value relationships and who talk about ideas instead of people. People who share information, hope – and help – others (me! you!) succeed and exude joy as we celebrate our successes.

Your celebrations don’t always have to be loud, grand or raucous affairs involving multiple people. If you’ve had a good day with a success or two you might just look in the mirror, smile, and nod at the person looking back. Sometimes the best way to end a great day is with a silent acknowledgment of achievement and, more important, fulfillment.

One activity that I’ve found very valuable is to build up a storehouse of favorable outcomes and their accompanying feelings for use with future challenges. If you use, for example, the physical techniques that Amy Cuddy suggests, you can couple those physical actions with the feelings of success that are associated with overcoming past challenges to build your confidence in overcoming future challenges.

You can also simply try smiling for ten minutes before entering a meeting or an interview. The act of smiling will change your brain chemistry just as Amy’s techniques have been proven to do. I do this before joining networking meetings and it works wonders.

Rather than letting your self-doubter undermine your confidence you can use positive self-talk to increase it. So when life is sweet say, “Thank you,” and store those times away for times when life is not so kind to you.

When life is sweet say “thank you” and celebrate. When life is bitter say “thank you” and grow.

You can use even the not so nice times to make life more pleasing in the future. As Oprah Winfrey has been known to say, “The more you celebrate in your life, the more there is in your life to celebrate.”

Promise yourself also to be just as enthusiastic about the success of others as you are about your own.

There is magic in celebrating your achievements and successes.

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The above material is from Chapter 8 of Inspiration Now! Order your copy now at http://www.amazon.com/dp/B00RQT1BLK to read the other 8 chapters!

July 15, 2015March 11, 2016

Visualize and Plan

Visualize & Plan – Chapter 2 Excerpted from Motivational Magic

Beginning the process of growth requires you to ask yourself a lot of questions. What is it that you’d like to accomplish in your life? What would you like to be doing as a career? How would you like to look? How would you like to be contributing to your own good, the good of your loved ones and the good of society? How do you want to be viewed by those who you care about? By those who you leave behind?

What is your fondest dream? How does it look when you visualize it? If you are not currently living it, and I can only assume that you are not or you wouldn’t be reading this book, how does it feel when you imagine that you are living it?

Regrettably, I can’t answer any of these questions for you. Only you can imagine how things should be, how you want them to be, how they will be once you’ve done what’s needed to make them happen.

What is your dream? How important is it to you? How willing are you to pursue it? What risks are you willing to take and what sacrifices are you willing to make to achieve your particular dream? Sometimes life is about risking everything for a dream that no one can see but you!

Change begins with a vision. A picture coupled with an emotion – how things feel when you’ve done what needs to be done to make reality as you experience it match reality as you have envisioned it. We’ll talk much more about the details of using the Visual Image Formation technique in Chapter 9, but the concept is essential to any and all changes that you’d like to make in your life.

If you can create a vision, and you most certainly have the power within you to do so, then you can constantly remind yourself of that image. You can use affirmations, notes on your bathroom mirror, schedule messages to pop up on your computer, tablet or smartphone. You can do whatever you need to do so that the vision remains in the forefront of your conscious mind so that it can be continuously transmitted to your subconscious mind.

Your subconscious mind – mainly the right brain hemisphere – is designed to keep reality as you experience it in harmony with reality as you envision it. In other words, if the reality as you’re currently experiencing it does not match the reality as you visualize it, then your subconscious mind will go to work to make you do the things you need to do to make reality as you experience it match reality as you envision it. Or it will change your vision. But more about that later.

Once you have successfully implanted your vision in your brain, you won’t be able to stop thinking about it. And if you can’t stop thinking about it you won’t be able to stop working on it – or for it. It’s a simple, but not necessarily easy, matter of putting your mind to work on making you do the things you need to do to make the vision a reality.

What will it make you do? Let us count just some of the ways:

It may prompt you to get answers to questions you hadn’t thought of before;
It may provide you with “aha” moments or answers – particularly after “sleeping on it;”
It may cause you to be more aware of something or someone around you;
It may encourage to gain new knowledge or new skills.

I have no clue exactly what will happen for you since I have no clue as to who you are, what you want, who you want to become or why you want the dreams you want. But you do! Or at least you can begin to find that out.

Identify what you want – creating a vision or mental picture as clearly and in as much detail as possible – enables you to plan to make that vision a reality. And it is in this planning phase where special care is needed.

Let’s say that you have a relatively short term dream of walking across the stage of a prestigious university in a cap and gown to receive your college degree. Visualize yourself doing that. Imagine, in great detail, how that will feel. Think about how much pride you will feel when that degree is hanging on your wall in your home, your study or your office. Imagine the things you can do now that you have your degree that you couldn’t do before.

Are you with me so far? And isn’t something else happening as you go through this exercise? What is it? Isn’t it your brain telling you that you can’t? That you don’t have the time, the intelligence, the money or something else to make this dream a reality?

This is where you really need to watch out. When you create a vision that is different than reality as you are currently experiencing it, then your subconscious mind will go to work to help you resolve the disharmony that is created when reality as you envision it doesn’t match reality as you experience it. So it will either help you do the things you need to do to make reality match your vision or it will change or corrupt your vision! But it will resolve the disharmony!

We all have the self-talker inside of us. It’s usually negative and left over from our earlier experiences as children or early in our careers. The “Well, I can’t because…” syndrome: I’m not good enough, I’m not handsome or pretty enough, I’m not smart enough, I’m not blah, blah, blah…”

When this happens, we need to recognize it and tell this inner voice to shut up! Tell that doubting voice that those excuses are in the past and are no longer inhibitors to new dreams and plans. Those were the bad old days and those were the bad old ways. You are good enough and, by golly, if you aren’t yet you soon will be! The strongest factor in achieving success is self-esteem: Believing you can do it, believing you deserve it and believing you will get it.

If you fall victim to this inner voice and begin to say to yourself “I can’t…,” then you will achieve nothing except the ability to say that you are always right. For if you say you can’t then you won’t and you should probably stop reading here.

Keep in mind as you visualize and begin the process of goal setting, strategy development and tactical implementation of your plans is that you’ll want to learn to develop a sense of urgency for achieving your goals. Life is short, and if there was ever a moment to follow your passion and do something that really matters to you, then the moment to get started on that passion is NOW!

Another thing that we’ll talk about further in future chapters is letting going of other kinds of baggage besides the self-doubter and the I-can’t-er. It is hard to keep a sharp focus on your vision of the future if your eye is stuck on the past or even sometimes on today.

This is not to say that the vision and the plan should become so all-consuming that we go overboard and ignore our day-to-day duties and responsibilities. Moderation in all things is the watchword.

We want to keep our vision in the forefront so that as we set goals, develop strategies and implement tactics we are making sure that each action we take contributes in some way, shape or form to the overall plan. We want to make sure that we make the rest of our lives, starting from this moment, the best of our lives.

I said in the beginning that there is magic in this book.There is also magic in believing – believing in what you want, what you visualize, what you need, what you desire or want and, most importantly, believing that you will get it!

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Get your copy of Motivational Magic on Amazon.com or from Kindle at http://www.amazon.com/dp/B0112ODGD. Order or download your copy now.

January 2, 2015March 11, 2016

Conquering Your Fears – Excerpt from Inspiration Now!

We need to work on conquering our fears. Dale Carnegie once said, “If you want to conquer your fears, don’t sit at home and think about them. Go out and get busy!” We’re talking again here about that bias for action I mentioned previously. It’s never too late to begin the process of becoming what you might become, or might have been if you had taken a different path, or might still become if you start on that path anew.

Let’s look at fears for a moment. Here’s a list of the most prevalent ones:

Fear of flying
Fear of public speaking
Fear of heights
Fear of the dark
Fear of intimacy
Fear of death
Fear of failure
Fear of rejection
Fear of spiders
Fear of commitment

My guess is that your list, if you are honest with yourself, will pretty well match, or at least include, most of the items on this list. I know mine does. Look where death comes in on the list – at number six! After five other fears that are completely non-lethal!

In my younger days, I loved flying. Never had an issue with it. Loved it. It was a great way to get to see new places and interact with new cultures. Plus in my younger days they had such things as non-stop flights, upgrade seats that actually existed. Plus food and drink during flights, free baggage handling (which was important to me when I had to carry three cartons full of seminar binders with me) and – critically important – a seat big enough so that your butt didn’t get numb in the first thirty minutes.

Fear of public speaking, on the other hand, was my number one. One of my mentors recognized that fear in me and was determined to eliminate it on the belief – correctly, it turns out – that if I was going to reach my full potential I had to become an accomplished professional public speaker. So he found a Call for Papers for a large upcoming trade conference called NEPCON – the National Electronic Packaging Convention – and helped me submit a proposal for a paper.

I did this only to make him happy, secure in the knowledge that my meager topic would never have a chance of garnering a spot in a very prestigious technical program. Ha! A month later I received an Authors Kit and a schedule for when the paper had to be print-ready and the slides had to be on hand for the presentation. Talk about panic!

I had help, though. There were writers at Xerox Data Systems where I worked and that department’s job was to help engineers like me put our ideas into words that others could understand. And there were some great graphics folks to make the slides I would use for the actual presentation (as this was pre-PowerPoint since the PC had yet to be invented.) My paper was entitled “Computer-Aided Troubleshooting on Automatic Module Testers.”

So I had slides and thought I was ready to go. Until my mentor told me that it was time to practice the presentation. All of a sudden this once purely technical project was taking on a very real life of its own. And in two weeks I was going to stand up in front of 300+ people to give my 20-minute talk.

We did the first run-throughs with small groups of people I knew. Then we did them with larger groups, including the design engineers who looked down on us manufacturing test engineers with disdain. But they weren’t the real public and I didn’t really put my heart and soul into the practice sessions. I was nervous. I stumbled. But I really didn’t think that it mattered much.

Presentation day duly arrived and I drove from Manhattan Beach (CA), where I lived, to the Anaheim Convention Center. After losing my breakfast between the house and the car, I finally got to my destination, grabbed my slides and headed for the rooms where the presentations were to be given. After throwing up again between the car and the building, I arrived to find that the conference program had an error in it. People were coming to hear me give a 20-minute talk entitled “Computer-Aided Troubleshooting on Atomic Module Testers.” Then they videotaped me and made me watch it and I almost died. There was no way I was going to look that bad in front of 300+ strangers. I’d rather die first. So I started to practice in earnest. And after several sessions with dozens of people I had stopped stumbling and was a far less nervous presenter. I was determined to do myself and my company proud.

So here I am on my maiden public speaking voyage with a whole lot of people waiting breathlessly for me, a 20-something in a short sleeved shirt and a narrow tie, to expound something atomic, not something automatic.

I learned then the value of humor in opening a presentation and in asking for audience participation in the form of answering a question right at the beginning of a talk. And I somehow got through my twenty minutes and even fielded a couple of questions before gratefully making my escape.

It turns out that there were several people from Corporate in the audience that day and the feedback they provided to my boss (mentor) was extraordinarily positive. They said that I had diffused the error in the program effectively and with humor, that I clearly know my material and that I had indeed been a credit to the organization.

But I don’t throw up anymore in parking lots on my way to giving them. What changed?I still get nervous before a talk. But not so as to be paralyzed by it. And I hope I never lose that little bit of nervousness that sets me up to do my best – every time.

This post is taken from Chapter 5 of my new book “Inspiration Now!” It is available athttps://www.createspace.com/5124589. Order your copy now.

January 2, 2015March 11, 2016

A Story About A Book circa 1978 – From Inspiration Now!

A Story About A Book circa 1978

I wrote a 77-page book over a single weekend in 1978. I decided to self-publish it. This was long before print-on-demand and e-books for those of you who may not be old enough to remember when you took a typed – not word processed – manuscript to your local printer and had him make your first print run. And you went to VeloBind to get covers and binding strips and even punching and binding machines.

I had the book printed on very nice paper and the hard cover was a walnut veneer with gold printing. Very good looking and conveying very high quality. The book was titled “Design for Testability” and I priced it at $95. That’s $95 in 1978 dollars, which today would be roughly $347. For a 77-page book in 8-1/2” x 11” format.

Everyone said that I was crazy to ever expect to sell any of these books. But I was convinced based on experience that there was a knowledge vacuum on this topic that I could fill. So I bought a full-page ad in Electronics Test magazine for $1,800 (which today would cost $6,500).

And I sold a few books. About half as many as needed to pay for the ad. But I ran the ad again the following month and sold 3 times as many books as I needed to pay for the ad. I was now on the way to profitability, even with a $10 ($36.50) cost of goods sold. And sales kept increasing.

God, it was fun to get the mail every day. Orders with checks attached. Names of book buyers who obviously had a significant problem to get their companies to spend that amount of money for a book. Going to the garage to punch, bind and put the covers on those books was a labor of love.

Not six months after that first book was sold I was in the seminar business teaching design for testability to all of the major electronics manufacturers in the United States. My little book had become “The Bible” of design for testability. And it remained that way for over ten years.

Why do I tell you this story? Only to point out that what I’m about to say to you in this book is not fiction. Nor is it wishful thinking. It is a compendium of thoughts, beliefs, and processes that are proven to work. Because they have worked for me and, properly applied, they will work for you.

This story comes from Chapter 1 of “Inspiration Now!” It is available at https://www.createspace.com/5124589. Order your copy now.

July 18, 2013July 22, 2013

Ewwww! Gross!! — Marketing the Unmarketable

Ewwww! Gross!! – Marketing the Unmarketable

Karen Rice from Myrtle Beach, SC, posted the graphic you see to the left a few days ago. Here’s a snapshot of the conversation as a result of her post:

Jon Turino: Wrong question! Whose brand are you buying? Why? Strength? Softness? Economy? Some other reason? Get it together at http://jonturino.com/probiotic-infographic/ Enjoy!

Monday at 10:32pm, Kathleen O’Mara: I don’t want to know! LOL

Monday at 10:44pm, Kim Henson: I would have never thought of all that, Jon Turino. Guess that’s why you market and I write.

17 hours ago, Kim Henson: Me either, Kathleen O’Mara. Gross.

17 hours ago, Jon Turino: I wouldn’t want to be the marketer for this product either. But the people who are have come up with the bears who (1) shouldn’t use so much and (2) won’t end up with traces on their behinds, the “Enjoy the Go” campaign, using quarters to illustrate strength (with blue water), etc. Now let’s talk about probiotics and gluten free and how they can make your experience in the WC so much more enjoyable that you’ll sing and dance about it on national TV. For more of my “humor” get a copy of http://jonturino.com/packages-pricing/the-a-to-z-blog-book-jon-turino-on-amazon-and-kindle/ . There are 26 articles in it that we can chat about.

14 hours ago, Susan Baiden Chestnut: This one makes me go Hmmm!

9 hours ago, Kim Henson: Susan Baiden Chestnut, it makes me go Ewwww! Lol.

Thus I found the title for this post. And I got to thinking: What other products are really tough to market?

How about hemorrhoid creams?

How about medicines for adult rash?

There’s a new TV campaign for men who leak a little after peeing whose tagline is “Protect your manhood.”

And pads for women who might leak a little when they laugh too hard, or cough, or are having their periods have been on the market for years.

Then there are adult diapers for both sexes.

Have I missed anything yet?

These are not generally the kinds of products that people talk about at social gatherings or business networking meetings, folks! They are normally quietly discussed between close friends to whom one trusts a seemingly or potentially embarrassing secret while looking for advice. And, like toilet paper, each has its own features and benefits when it comes to solving the problem – relieving the pain – associated with the condition.

I don’t know how much money advertisers spend on promoting toilet paper but it’s in the multiple millions of dollars per year. As are the expenditures for the other products mentioned above and illustrated in this post.

So what’s my point?

My point is that while everybody buys these things, the ones that get bought most often are the ones that are marketed most successfully. Just because everyone needs it and uses it doesn’t mean that you can expect to sell it without marketing.

If it can’t be found by the consumer or if your brand for your bottom is not “top of mind” when the need to buy it arises then you simply won’t have a viable business.

So let’s give a “hat’s off” – or a “bottoms up” – to the very creative folks who find new ways to market the unmentionables. And please give me a call if you need help marketing your product or service.

As always, thanks for reading and please do make time to comment pro or con.

Scoop.it

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July 17, 2013July 17, 2013

If I write it will they read it?

If a tree falls in the forest when no one is nearby does the falling tree make any noise?

If a tree falls in the forest is the man wrong anyway?

What is the difference between the sound of one tree falling and two trees falling?

How do you know?

Do you know because you were there, or do you think you know because someone told you about their experience either in person or through their writings?

If you don’t know someone who has experienced something then you are very likely to learn many lessons in hard and painful ways. Unless, or course, you can read about them, understand them and avoid the hard and painful experiences.

But to do that, of course, you must make a conscious effort to read and understand what others have written – preferably before you are faced with a situation where prior knowledge would be extremely helpful.

Have you read something recently that will help you gain knowledge and wisdom or will you take your chances on being wrong in a critical situation?

Only you can choose.

Scoop.it

July 11, 2013July 17, 2013

Horses, H2O and Humans

Horses, H₂O and Humans

It’s been a while since I’ve posted a rant in this space. I’ve been inspired by Alex at Heyo and Derek at Social Triggers and even my buddy Jake at Embark Marketing. So here goes.

Cowboys used to say that you could lead a horse to water but that you couldn’t make him drink any. So the horses that wouldn’t drink any died. Which reinforced the cowboys’ belief that horses offered water that they wouldn’t drink were really stupid and thus deserved to die.

If you were offered water, would you drink it? I don’t mean Evian or Nestle or some other fancy water that you pay far too much for. I mean good old-fashioned water say from a tap in your kitchen. Or, if you are old enough to remember doing it, from the front end of the garden hose, after letting the water run for a while, of course, so that it was nice and cold and didn’t taste like rubber?

You probably might answer those questions with reservations. It would probably have something to do with whether or not you were thirsty at the time, right? But what if you weren’t thirsty at the time and a few minutes later your water supply was cut off by some catastrophe? Would you last as long as you might if you had drunk the water even if you weren’t in desperate need of it at the time?

Knowledge is like that. You might not think you need it when it is offered. But when disaster or drought strikes, you surely could have used it after your refusal to drink from the cup when you didn’t think you needed it, couldn’t you? How do you know when a piece of knowledge, a piece of expertise, a piece of experience or some advice on avoiding a mistake will be a critical element in shaping your future and the future of whatever endeavors you are engaged in?

I’ve been offering my knowledge to you for well over a year now. Many of you have taken advantage of it, particularly the free stuff, including the website resources list, the calendar of events, my monthly newsletter and maybe even these blog posts. And I’m thankful that my efforts to provide value for you are appreciated at some level and that you are finding them useful.

I have to say, however, that sometimes my efforts to bring knowledge to you so that you will have it in your time of need seem to be unappreciated or ignored. Not always, but sometimes. I did The A to Z Blog Book. $24.95 on Amazon, now $9.95 on Kindle and $20 if you get one from me personally, autographed or not. Several hundred ordered it during the free promo period on Kindle. Two were kind enough to write reviews, and very nice ones at that.

I just did the Probiotic Marketing Infographic. OK, the name is funny because it is a take-off on the TV commercials touting prebiotics, probiotics and other “features” of yogurt. Clearly a borrowed interest kind of name, to which I don’t normally resort, but an infographic filled with tremendously valuable information on how best to market what you sell to the most likely prospects in the most effective way in any case.

I’ve been promoting these things heavily on Google+, Facebook and Linkedin. A few of you are drinking in the knowledge offerings, and many of you are complimenting them with “likes,” but not nearly enough of you to justify the effort that it takes to lead you to the water. It reminds me of the cartoon showing an Indian chief ignoring a Gattling gun salesman because he was too busy fighting a battle with bows and arrows. You’ve seen the cartoon. And you’ve thought: what an idiot. But have you looked at, let alone taken advantage of the knowledge offers in The A to Z Blog Book or the Probiotic Marketing Infographic? Not according to my Google analytics! So what does that make you?

How much is a good idea worth if it increases your sales, bumps up your profits or helps you stay in business? How much is being prepared in advance worth? I have bunches of stories about how a few ounces of prevention can save tons of time, effort, money and grief. But you have to make the effort and the investment in learning these prevention techniques before you need them if they are to be of use to you.

Please give some thought to these issues. Buy The A to Z Blog Book in one form or another. Order the Probiotic Marketing Infographic. They don’t cost very much. And they contain the kind of information you really need and won’t find anywhere else in this world. Or be like the horse that is led to water and refuses to drink. It is your choice, and I hope you choose to drink in this valuable knowledge before you succumb to the results of not doing so.

As always, thanks for reading and please do bombard me with comments pro and con.

Scoop.it

Image credit: <a href=’http://www.123rf.com/photo_13261383_skinny-cowboy-horse-drinks-water-from-a-bucket-vector-illustration.html’>vipdesignusa / 123RF Stock Photo</a>