How Your Brand Can Win Customers Over

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It isn’t automatic.

There are some basic reasons your product or service will even be considered. Here are the results from a survey conducted by InfoGroup. What customers want from a brand:

  • Excellent product or service—58.2%
  • Meaningful Content—15.4%
  • Relevant ads/messaging—11%
  • Funny Marketing—10.9%
  • Flashy Packaging—3.3%
  • Celebrity Endorsement—1.2%

It’s close to Pareto.

The first three categories above add up to over 80%. The Pareto Rule of thumb is that in any group 80% will hold similar opinions. Another corollary is that 80% of your purchases will come from 20% of the audience.

The online corollary continues.

Research reported by Bynder tells us that the number of brands followed online breaks down this way:

  • 1 to 9 brands followed—67.6%
  • 10 to 19 brands followed—22.6%
  • 20 to 29 brands followed—5.9%
  • 30+ brands followed—3.9%

Over 90% follow up to 19 brands. That 90% number is common for a significant series of analytics on the internet. Sales is the most commonly cited with 90% of sales being generated by 10% of the followers that engage with a brand.

How do you engage for greatest impact?

There are no surprises here. Nearly 60% of prospects prefer a visual approach using photographic images and videos. Another 16% want your online content to be interactive. Another 12 % stated that they didn’t want to be “sold at” and preferred a conversational format (to include chatbots and forums). If they are truly interested in what you have to offer they will read blogs and articles of length.

In fact, over 50% of them cite articles, blog posts and social media as the reason they will try something new.

Once you have their interest…

Don’t betray their trust. Make it as easy as possible for them to buy. They measure the convenience you offer from the git-go. Will you customize the product or service? Tell them. Can package offerings or packaging be customized? Consider it. About 10% are looking for that kind of consideration.

The more they orient to working with you on line the more you need to have a firm grasp of their pet peeves and how to avoid them. The more you can personalize the content you serve up, the better off you’ll be. Just as importantly, the better you know what they think, feel and believe the more singular the information you provide to them can be. Being the same as “everybody else” will make 34+% of them lose faith in you. Whatever you do, make sure the data you provide is appropriate for the platform on which you serve it up.

Communication is not a two-way street.

The way customers want to be contacted is not the same as they want to use to contact you. Here are how the differences stack up:

Technology               To Customer             From Customer

E-mail                         70.8%                         59.4%

Phone                        7.2 %                          23.1%

Direct Messages
on Social Media        4.5%                           5.9%

Text                             6.1%                           3.7%

Direct Mail                 7.5%                           2.6%

In summary:

  1. Offer a good product or service that you explain in a meaningful, relevant way.
  2. Treat loyal customers with respect.
  3. Don’t betray their trust
  4. Be as easy and convenient as possible
  5. Personalize your approach down to how you communicate with them.

What will you change in your approach?


Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com

Brand Name As Catch Phrase

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Catch Phrases Round 5

Over the last month I’ve talked about Catch phrases as Slogans, Taglines and Hooks. Each of them strive to make your company, product or service more memorable, differentiate it from the competition and give prospects a reason to buy.

What if your name was a catch phrase?

What if just saying your company, product or service name could trigger those positive attributes? What if the name you chose resonates with your ideal client or customer? What if you could rise to the top of your category just by mentioning the name?

It has been done. This kind of pragmatic name can help reduce marketing costs by explaining your offer or value right in the name. Here, in no order, are some examples across multiple categories:

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Diehard was introduced in 1967 after years of research and millions of dollars in development. It was and is America’s most innovative automotive battery — tested, proven and guaranteed to deliver across any circumstance.

What do you a call a language school in Cali, Columbia teaching English to small groups of Spanish speaking business executives:

Google apparently the name started as a joke about the amount of information the search engine could search, or a googol of information. (A googol is the number 1 followed by 100 zeros.) When founders Larry Page and Sergey Brin gave a presentation to an angel investor, they received a check made out to “Google.”

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This organization went through multiple names, several rounds of investment, buyouts, and management shifts that make “Game of Thrones” look like a stroll in the park to become the most ubiquitous payment platform in the world.

Founded in 1997 in California, this company began as a subscription-based provider of DVDs by mail. Today, with 148 Million paid subscribers from around the world, their primary business is streaming films and TV programs including some produced in-house. There is an apocryphal story that the founder decided to start Netflix after being fined $40 at a Blockbuster store for being late to return a copy of “Apollo 13.”

The name is a combination of the words “Net” from Internet and “Flix” is a shortened version of the word flicks – a synonym for movie.

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This example demonstrates the power of analogy and, if you follow trademark legal actions, how to end a high in the cannabis market. It hails from near Cincinnati, Ohio where I grew up, is privately held and was first sold to consumers in 1997.

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I nearly overlooked this example. When you stop in just about daily you tend to not see the logo. Anytime Fitness is a franchise health and fitness club founded in 2002 and headquartered in Woodbury, Minnesota. Each of their gym facilities are open 24 hours a day, 365 days out of the year.

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Before Apple resolved to call it ‘iPhone’, it considered ‘iPad’, ‘Telepod’, ‘Mobi’, and ‘Tripod’. Of course, iPad ended up being the name for Apple’s tablet PC, According to Ken Segall Advertisng lead at the time, “Apple considered calling the device ‘Telepod’ because it sounded like a futuristic twist to the word ‘telephone’.” ‘Mobi’ – a shortened version of the word ‘mobile’ was also considered.

The name ‘Tripod’ “did not win out but it did make a big impact on Apple’s original presentation and marketing for the iPhone. ‘Tripod’ stems from the iPhone being a combination phone + iPad + Internet communications device.”

You can name your company, product or service in a catchy way. Stay tuned as you begin to determine if supporters and potential buyers learn about it. Dial in to:

  • Words that describe the benefit
  • What investors call it
  • What clicks with users
  • How foreshortening and combining words get the point across
  • The understandable analogy
  • The power of a simple description
  • Keeping it simple

And so it goes


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Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com

Building Your Brand Catch Phrase

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Catch Phrases Round 4

To establish your brand, to build your business, you gotta be memorable. If people can’t remember your name or the business name they won’t buy. The best way to generate awareness varies by type of business, the number of employees and available promotional budget:

  • Solopreneurs, particularly independent professionals like consultants, and coaches must find away to become known on little or no budget. Usually, they establish themselves through networking and direct sales. Even when you get past 6 figures in income the promotional budget may be limited. The most successful tend to use 30-Second marketing techniques (whether I’ve trained them or not) to present themselves with a Hook.
  • Small businesses, whether they are product or service oriented, early on will probable also use networking and direct sales to build sales. When your company is building, moving from 3 to 5 people to 25 and more the advertising budget will be constrained. That’s true even if you are running a successful on-line business (Pay Per Click ain’t cheap!). Because you will, in all likelihood, have more media opportunities you’ll be able to position the company, product or service with a tagline.
  • Larger businesses, those that have reached the size where they have sales and marketing staff tend to rely more on advertising and direct sales to generate the cash flow necessary to keep the business humming. Because they usually offer more than one product or service it is necessary to separate the corporate identity from that of the products (or services) offered. If a product or service is promoted on its own, the Corporate logo and tagline may be included in any advertisement but given less emphasis than a slogan.

Familiar Slogans and taglines

MasterCard:

  • Slogan: “There are some things money can’t buy. For everything else, there’s MasterCard.”  Created in 1997 Used in a campaign that appeared in 98 countries in 46 languages. The first commercial ended with an observation describing the time shared by a father and son at a baseball game that became the
  • Tagline: “Priceless”

Dollar Shave Club:

  • Tagline: “Shave Time. Shave Money.” This direct marketed subscription razor service was started by two young men from Venice California with their own savings. It turned heads when it introed in 2012 with a YouTube Video (https://www.youtube.com/watch?v=ZUG9qYTJMsI&feature=youtu.be ) that went viral.

Today, that video has been viewed over 26 million times, the company has grown to over 1 million subscribers and was acquired by Unilever for $100 Billion in cash in 2016. Not bad for a five years work.

Nike:

  • Slogan “There Is No Finish Line”   Remember, a slogan is used by larger companies to differentiate products or services in a memorable way. This is the Nike slogan that has ben employed on a host of advertising campaigns starting in 1977. This unique message reflects what Nike is all about: the next challenge, and the one after that, and the one after that. It leads directly to the
  • Tagline “Just do it” is the better-known Nike message. “Just Do It” hovers over every product and event Nike creates or sponsors, and that’s exactly what makes it the company’s official tagline. It embodies a state of mind and encourages you to think that if you want to do it, just do it. That’s all it takes.

Hooks that work

Hooks are for little guys (& gals). Whether you are starting up or have reached a plateau in your business and feel you need to take it up a notch, 30-Second Marketing might be the solution.

It starts with a hook. Yes, you need to learn to Hold ‘em, Pitch ‘em and Close “em as well but start with a Hook. A hook is a short phrase that answers the question “What do you do.” Because it is part of a conversation it should not sound like a commercial. Later, you may adapt it and use it as a tagline but right now concentrate on making it memorable. Link it to the solution you provide for the problem for which 60 to 80 percent of your clients have engaged you.

Here are some tips to make your hook stand out from the crowd

  1. Use an analogy Here’s a recent example from my client files:

Larry Briggs is Leadership consultant. His response to “What do you do?” is Sticky Leadership. He described it in his speaker one-sheet like this:
Sticky Leadership is what comes after vision.
Sticky Leadership is what it takes to get to the next level.
Sticky Leadership is how you take the business you built one step higher.

Sticky Leadership is how successful entrepreneurs get their leadership to stick in the heads, hearts and actions of others.

2. Be specific

The world’s first consulting detective– Author Conan Doyle never claimed this for Sherlock. It is the hook offered by a screenwriter.

Contact Relationship Magician—One I’ve used when pursuing engagements in “Automagic Marketing.”

3. Keep it under 7 words

Imagineering—from the Disney organization. Short for imaginative engineering I’m told.

Defogger and Accelerator—For a management and leadership consultant and coach that brings clarity and speeds up processes.

I take the fear out of Queer—developed by a transgender speaker in a 30-Second Marketing Workshop. Think how powerful that is when directed to a meeting planner planning an “inclusive” event

Need help? Just about everyone does, particularly if you want folks to take action. Even if they remember you there is still the requirement to convince or persuade them to buy at least once if you are to be truly successful. Just call or e-mail.


Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com

Brand Slogans, Taglines and Hooks

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Catch Phrases, Round 3

Professional Brands are living breathing things. Logos are the visual representations, slogans, taglines and especially hooks are the verbal. Both formats grab consumers’ attention along with the name of the product or individual involved. At best, a slogan is simple to understand and remember. With luck it becomes a catch phrase they remember if nothing else from an ad or commercial.

What Makes a great slogan, tagline or hook?

  • It’s memorable.
  • It differentiates the brand.
  • It imparts positive feelings about the brand.

Slogan vs. Tagline

Although both “slogan” and “tagline” tend to be used interchangeably, they serve different purposes. 

A slogan often encompasses a company’s mission Slogans tend to be more serious, longer than taglines and, in my view, less catchy.

Taglines are often placed in proximity to the company’s logo on official advertisements, and are dedicated more specifically to brand awareness than slogans. A tagline is used to Position the product or company.

Independent professionals need a hook.

In fact, adhering to the precepts of 30-Second Marketing and finding a Hook, I believe will prove more rewarding. I recommend that it appear as part of a firm’s identity (as opposed to an ad slogan) — so it usually appears in conjunction with the firm’s name and logo.

Memorability is the reason for all three but the hook is the best option because it is intended to be delivered by principals of the firm in person and in media. If you’re an independent professional—a consultant, coach, financial planner, accountant, insurance agent, realtor, IT specialist (to name a few) this little tidbit is for you. A Hook answers the question, “What do you do?” it provides the essential component of a video introducing a firm’s founder or principal. It is a key element in all presentations and appears with the logo consistently.

A Hook is an invitation to a conversation rather than a commercial.

How you identify yourself in the first three seconds will determine whether or not you will be remembered. Prospects will hang all their knowledge of you going forward on your initial utterance. Memorable words will get you a place in their mind and possibly their heart.

The “hook” has been an integral part of 30-Second Marketing since I came up with it to replace that tired old “elevator speech”

The hook, by itself, can establish a Brand. Whichever kind of hook you select, it can do that job.

What are your choices?

,There are three that I know work. Each answers the question, “What do you do?” if you work in North America. They work, but are less comfortable, in other parts of the world.

  1. The Unforgettable Title
    This is a simple way to identify your expertise. Some examples:
  • Captain Crunch (A Certified Public Accountant)
  • Business Defogger (A top-notch Management Consultant)
  • Brand Poobah (A Professional Speaker –moi)
  1. The Beloved Benefit
    This one comes from knowing and understanding the desires of your target audience. It is specific about what you deliver for them in memorable language that comes from their vernacular. Examples:
  • “We remove the paperwork from clean water.” (A client company that is bringing digital approaches to water testing record keeping)
  • “We reboot employee mindsets to unleash their potential.” ( A client partnership that has developed, tested and guarantees their ability to help individuals find balance, eliminate stress and overcome addictions)
  • “We build websites that make rain.” (I used this one in the years that websites were key to new consulting engagements for me.)
  1. The Shock Style Connector
    Sometimes to stand out from the crowd you have to be a little shocking. This approach moves from shock to service and gains credibility along the way.
  • “I’m a Marketing Whore” (A possibility offered in a workshop by a woman who explained that she was looking for a job, had many years experience in multiple companies and had many “satisfied customers” along the way. She got a round of applause for her effort plus two job offers)
  • “I traffic in human flesh.” (An adoption attorney during a 30 Second Marketing workshop. She said it was the intro she used at cocktail parties to “break the ice.” It worked. Two workshop attendees asked for her help.)
  • “I’m a pick-pocket.” (A professional fund raiser who goes on to explain how he identifies donors and how to make them make charitable contributions. The non-profits that hire him never forget him and keep asking for his help)

Think about it.

None of those hooks take more than 3 seconds to set. None of them are easily released. None of them are easily associated with someone else once used.

Most importantly, when you are just wading in they give you memorability that might not come your way for years in any other way.

What is your instant Brand, your catch phrase?


Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com


Brand and Product Catch Phrases

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Catch phrases. Round 2

This round-up is dedicated to product catch phrases: Goodies like:

  • A diamond is forever
  • It takes a licking and keeps on ticking
  • Melts in your mouth, not in your hand
  • We try harder
  • Just do it

Do you remember when these were first used?

That’s a trick question as when they stopped being used is probably more important from the standpoint of their memorability for you.

A diamond is forever was first used in 1948 by DeBeers. It was developed by a copywriter at N. W. Ayer Advertising. But that was well after what would be considered a multi-media high content campaign had been going on since 1888. Back then, the major investors in the diamond mines realized that they had no alternative but to merge their interests into a single entity that would be powerful enough to control production and perpetuate the illusion of scarcity of diamonds. The instrument they created was called De Beers Consolidated Mines. De Beers continues to be the most successful syndicate of all time.

Ayer went to work on the account in 1938. The campaign included lush full color ads. Stories about movie stars stressed the size of diamonds that leading men presented to their loved ones. Fashion designers talked on radio programs about the “trend towards diamonds.” They even successfully suggested that De Beers have Queen Elizabeth visit the mines. Psychological testing, used right up to the present, continues to show that women consider diamonds a traditional and conspicuous signal of achievement, status and success…forever.

It takes a licking and keeps on ticking. I can still remember the distinctive voice of newscaster John Cameron Swayze intoning those words in black and white TV commercials from the 1950’s to the 70’s. That was after jewelers resisted carrying the watch because of its low 50 percent mark-up.  U.S. Time Co. decided to find different distribution setting up displays in drugstores, department stores, and cigar stands — with mechanical displays that dunked a ticking watch into water or banged it with a hammer.  Magazine ads stressed the product’s durability, shock resistance, and waterproofing.  By 1951, the company had produced almost 2 million, gaining an 18 percent share of the low-priced U.S. wristwatch market.

Swayze began his 20-year service as the Timex spokesperson when, in 1956 he was replaced as the Network news anchor by Huntley and Brinkley. He ended each spot which subjected a watch to some traumatic contrivance such as a whirling boat propeller or being run through the heavy wash cycle of a laundry machine with the words It takes a licking …

Melts in your mouth, not in your hand is the slogan and a brilliant positioning for M&Ms candies. They are named for their inventors and came about just before World War Two as a way to overcome how chocolate bars melted in summer heat before air-conditioning. They became a familiar part of C-rations during the war generating loyal customers by the millions.

It was one of the key examples of the art of positioning in the articles and later books authored by Trout & Reis who noted that the appeal was to Mom’s who were looking for a way to give their kids a candy snack that didn’t lead to chocolate spotted clothing.

We try harder comes is another example of positioning. It is one way to overcome the problem of having no significant difference from a competitor. At the dawn of the sixties, Hertz was first in rental cars. It was a clear choice. Avis, trailed far behind.

Robert C. Townsend was the president of Avis. During a briefing meeting at Doyle Dayne Bernbach (DDB) advertising he was grilled about the business. He was asked: “Do you have better cars, or more locations, or cheaper rates?” The answer was no to all three. But then Townsend said, “but we do try harder.”

DDB headlined an ad “Avis Is Only No. 2; We Try Harder” it was honest, honest and had an underdog’s fighting spirit. while painting Hertz as an uncaring, corporate behemoth.

Avis as the brave, plucky David taking on the slow, cumbersome Goliath worked. In 1962, Avis was not making a profit and had just an 11% market share. One year after the ad campaign launched, Avis was profitable. By 1966, Avis had 35% of the market.

Just do it is much more recent (1988). It is a trademark for Nike, based in my home town, Portland, Oregon.

According to the Center for Applied Research:

Nike’s “Just Do It” Advertising Campaign– According to Nike company lore, one of the most famous and easily recognized slogans in advertising history was coined at a 1988 meeting of Nike’s ad agency Wieden and Kennedy and a group of Nike employees. Dan Weiden, speaking admiringly of Nike’s can-do attitude, reportedly said, “You Nike guys, you just do it.” The rest, as they say, is (advertising) history.

Just Do It” was not only about sneakers. No longer content to be the choice running shoe of a few thousand marathoners and exercise nuts, Nike wanted to expand its operation to target every American, regardless of age, gender or physical-fitness level. “Just Do It” succeeded. By owning Nikes you were instantly a member of a desirable group. Nike eventually did not even bother to display the word “Nike” in commercials—the swoosh was ID enough.


And so it goes.

Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com

Brand Catch Phrases

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A catch phrase, according to Wikipedia “is a phrase or expression recognized by its repeated utterance. Such phrases often originate in popular culture and the arts. They typically spread through word of mouth and a variety of mass media… Some become the de facto or literal “trademark” or “signature” of the person or character with whom they originated.

Do you have a memorable catch phrase?

tAlthough catch phrases can occur within he context of radio or TV or Film or any public medium, they are noted for being repeated. Often they are heard multiple times in dramas, comedies or dramatic situations and become expected.

Here are just a few drawn from TV from the 1950’s to the present:

  • “Bazinga” Sheldon Cooper in The Big Bang Theory
  • “Danger Will Robinson” The Robot in Lost in Space
  • “Now cut that out” Jack Benny, The Jack Benny show
  • “Jane, you ignorant slut” Dan Akroyd to Jane Curtin Weekend Update / Saturday Night Live
  • “Make it so” Captain Jean Luc Picard in Star Trek The Next Generation

And so it goes.

I was looking for a way to end a comment on a social media blog and those words just leapt from my fingers on to the page.

So I used them again.

And again.

And yet again.

They became a kind of signature.

But today as I typed them on yet another comment I questioned where they had come from. I had used those words ending think pieces I publish here as well as under my “Different Slant” business observations and “Personal Notes” that deal with the subject of living in these troubled times.

What is the Genesis?

I asked myself where this catch phrase had come from. That question banged around in the little grey cells for a while and then I turned to Google.  I typed in “Quotes And So it Goes”

In seconds I knew the words “So it goes”

  • Are in the lyrics of a song by Billy Joel
  • Are in the Book of Pi when PI says, “And so it goes with God”
  • Are the title of Kurt Vonnegut’s Biography.

But most importantly the phrase “So it goes” was used continually in Vonnegut’s “Slaughterhouse Five” Most reviewers think it was Kurt’s way of punctuating death in this anti-war classic. Others say it is a common phrase heard in Irish households.

My words are an homage to Vonnegut…kinda.

The truth is It has been many years since I read Vonnegut. The phrase did not trigger his name or stories in my conscious computer. But, I figure the unconscious one must have been fired up.

He said, “So it goes.” I could have eliminated my use of “And” but somehow, for me, that seems right. Regardless, I tip my hat to a formidably funny but deep-thinking author that shifted a young man’s way of thinking a lot of years ago.

Do you have closing catch phrase that will stand the test of time like these?

  1. “Good night and good luck” Edward R. Murrow See it Now
  2. “Bon Appetit” Julia Child
  3. “Let’s be careful out there” Sgt Esterhaus Hill Street Bues
  4. “Good night John Boy” The Waltons
  5. “Say good night Gracie” (to which she responded “Good night Gracie”  George Burns The Burns & Allen Show
  6. “Your Fired!” Donald Trump The Apprentice
  7. “And that’s the way it is” Walter Cronkite CBS Evening News

If no less than Walter Cronkite could begin his close with “And” I reckon it’s good enough for me. I must go now. I’m fighting the urge to write a blog composed of noting but catch phrases.

“Resistance is futile”

“The truth is out there”

“Sock it to me!”

“I’ll be back”


.And so it goes…..

Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com

Brand and Passive Aggressive Prospects

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Today’s consumers are Passive/Aggressive.

  • 51% research brands via search engines.
  • 27% want brands to improve their knowledge and skills
  • 44% post an online review monthly

Globalwebindex uses those research results and others to claim that the “new consumer” is primarily engaged with on-line media to “find the brands and products that suit them.”

More touchpoints is just that.

Yes, there are more touchpoints on the way to a purchase. That has changed. But the assumption that on-line is pre-eminent is poppycock. Traditional media still plays a role. Their own data proves it:

  • 63% of consumers discover new brands without using search engines.
  • 73% don’t want brands to improve their knowledge and skill
  • 56% don’t post monthly reviews.

Consistency is key

When half of on-line adults block ads on their mobiles and desktops you need to be sure that the media they do see tells your story the same way every time. What does that mean? In simple terms your value proposition needs to be implemented in a recognizable, memorable way across all media. Simple ways you can do that:

  • Use the same logo in all media
  • Use the same key attribute benefit (both verbally and in video animation) across all materials you present to them
  • Personalize your approach based on why the client/consumer/patient wants your product/service
  • Use their language, not yours to describe what you deliver
  • In short: Go where the money is, sell what they want to buy and do it again.

B to C versus B to B Touchpoints

Awareness (A) Research(R) and Preference(P) are requiredin the context of any purchase journey, Business or Consumer. There is a difference. Here’s how it breaks down:

Consumer                            Both                                       Business

                                                Word of Mouth (A)

Traditional Ads (A)              Direct Marketing(A)          Trade shows(A)

Search(R)                              Website(R)                            Search(R)

Social Media(R)                    PR Mentions (R)                   Linked In(R)

Online Reviews(P)                                                              Testimonials(P)

E-Commerce                                                                         Direct sales

Products sell on line, services not so much

The difference is matter of Trust. Don’t get me wrong. Trust is required before a purchase in either category. The difference is in the object of trust. Usually in a consumer business the Trust is in the product. Business requires the buyer to get to trust with the seller—the person who is going to supply the service.

We could quibble about Software As A Service being more of a product sale but unless the provider is a major corporation it always comes down to building trust in the founder/developer/owner and her/his expertise in the industry.

Building Brand based on why

Whether you sell BtoB or BtoC you will be more successful if you understand why your customer needs your help. More importantly you’ll connect with more prospects if you voice their problem or concern that you solve in their language. Use their words and know what makes them consider your option.

The only way to get that knowledge is to go talk to potential clients/patients/customers and listen. I’m constantly amazed when an entrepreneur builds a product or develops a service without ever talking to the people that might buy it!

Listen to them. Write your value proposition based on what they have to say. Name your product or service in terms they might use particularly if you are cash strapped. Pay a professional to develop a logo that connects with your potential purchaser. Be sure it does by asking them. Pu your key benefit attribute out front so it is easily seen and understood. Stick with it across all the ways you can deliver a message on and off-line.


Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com

Three Little Words

Heart in sightsNo, not those three.

The three I have in mind are

  • what,
  • how
    and
  • do.

Putting together a DIY (Do-It-Yourself) program called No Budget Branding over the last few weeks made me think about decisions I’ve made over time and how much I’m like other people.

What

Back in the days when I was up to my eyeballs in a pheromone fog “What” started rattling around my skull. I was lucky. I selected my parents well so the decision for me was delayed until after those halcyon high school days. Friends and acquaintances had to choose due to financial and social situations long before I did. They followed their fathers into the construction trades and the military and their mothers into the careers reserved for women at that time…homemakers, cooks, waitresses and nurses.

Some of us were lucky enough to put that decision off until we went to college. It was called selecting a major. I had my choice between Business, Engineering and Advertising. I took one look at the business school types wearing ties and blazers, the engineers with huge slide rules hanging off their belts and said, “Madison Avenue, here I come!”

It ain’t pretty but that’s how I decided what I was going to do with my life. I could have changed but I stuck with it. I’m still sticking with it a full career later. Yes, I was one of the Mad Men. That TV show was accurate, sort of.

How

I learned a lot in College—mostly that I had a lot to learn.  You see, making a profit on what you do is dependent on knowing how to get it done. If you are working in a trade, your knowledge is what lifts you to a position of expertise. Understanding the how will get you into management, assure you better pay, and sometimes ownership.

What is the way people are intrigued with information on the internet. How is what they are willing to buy.

You can tell people all day long what they need.

You can get them to click on the offer because they want to know how.

Think about that offer which you ”bit on.”  The video on the web site told you how the seller was now making seven figures. The clock on the webpage kept ticking showing how little time was left for you to jump in. The testimonials talked about instant results. The key elements of the formula, what makes it work, were revealed and even offered as part of a downloadable note. Some organizations even showed you how they were improving society as well.

Do

You clicked the orange button, plunked down your credit card, signed up and downloaded the “goodies” to include the promised bonuses. Wow! Talk about instant gratification!

Did you notice the admonition that was the first thing out of the chute? It was something like this:

Step away from your limiting beliefs.

You can do this. Focus on it.

Dedicate your life for the next x weeks to this formula.

Focused action will allow you to accomplish your goals

You will be SUCCESSFUL

That’s because the seller knows a secret.

Most people will not act. Many will not even open the packet of information, digital or traditional.  They are telling you the truth.  They decided or were forced to decide what to do. They learned how (sometimes the hard way). They learned that the only way to make something happen is to do and stick to it.

Will you act?


­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­Jerry FletcherJerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com

 

Is Your Brand “Strangely Familiar?”

 

 

 

 

 

 

Connecting

There is a point in time when your product is not a known quantity. People may not have an idea what it is and what it does. They need a way to wrap their mind around it. They need something familiar to connect to the strange. Here are some examples:

  • Horseless carriage
  • Digital camera
  • Flat Screen TV
  • Big box store
  • Electric car
  • Selfie stick
  • Virtual reality

That is the way to get hordes of people to comprehend what you offer. Those descriptions came from multiple directions. “Horseless Carriage” was first heard on the streets as the first automobiles were introduced. The” Digital Camera” dates back to the 1950s and is a spin-off of video camera design! The electric car was “invented” by multiple people starting in 1828. Today’s versions tend to be “hybrids” a combination of gas and electric but if fueling and range can be corrected an “all-electric” could be the coming thing.

This just in (sort of)

More recent additions to the above list might be:

  • Self-driving car.
  • Rollerblades
  • 3-D Printer

In every case, the familiar is combined with the strange to forge connections in our minds. Without such verbal equations we don’t have a shorthand term for the unknown product or service.  We don’t have a way to remember an offering.

It is all timing

There is a time in your life and that of the product or service you market that it needs to be strangely familiar and cited as “The.” The Selfie Stick, The rollerblades. The snowboard. If you’re lucky that yields a brand.  Later on you may have to add another word in order to protect your panache. Then you become “The original” as in The Original Pancake house,  The Original denim jacket and The Original Networking Ninja .

Factoring the familiar

Sometimes you need to add a little strange to make the familiar more powerful. That’s where Instant Brand and 30-Second Marketing come into play. Memorability can be added to anyone’s response to the question, “What do you do?”

Over the years I’ve used these responses:

  • Marketing Rainmaker (my original consulting title)
  • Networking Ninja (I’ve been speaking under that sobriquet and owned the URL since 1990)
  • Brand Poobah has been one of my titles for the last couple years as people kept asking me to help them with their Brand

Marketing, Networking and Brand are descriptive but not words that will tickle your little grey cells. Rainmaker says I can change your marketing and your life. Networking Ninja has a marvelous consonance and infuses expertise. Brand Poobah says expert but with a bit of tongue in cheek fun. All three are much more unforgettable than they were before the strange was added.

Want to make yourself “Strangely Familiar?”

Call me. 503 957-7901


Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com

 

The Registration Plus of the Personal Touch

Late today I got a call from a young man striving to get the same sort of business levels here in the Pacific Northwest that he and his wife had been enjoying in Texas. I agreed to meet with him and immediately turned to my files to see if there were tips I had passed along in articles that might help him.

This was first posted in 2013.

Bill got right to the point. He asked, “You’re the expert at on line marketing how can I put my half of the seminar attendees in their seats?”

“Back up,” I said. “Your half?”

Bill explained, “I’ve worked out a deal with a client to host a seminar and they will put 10 people in the room and I have to provide the other 10. I’ll present and they will host the room and the lunch. It’s a win-win if I can get those other seats filled without having to buy the room.”

“Buying the room is a theater expression for providing free tickets to an event to fill the room so it looks like it is a hit.”

“So,” I asked, “Why are you buying me coffee?”

He reviewed his plan to send out e-mails to his list of connections that had opted into his newsletter and even showed me the rough outline of his message.

Bill got a blank expression when I asked him, “What is the subject line?”

He was so wrapped up in the message that he forgot that you have to get the e-mail opened. There are two things people look at before opening an e-mail:

  1. Who it is from
  2. The subject line

The more personal the message appears, the more often it is opened and the easier it is to accomplish your objectives.

I told Bill, “If you have to put 10 people in the room the process they are going to go through is:

  • Open the e-mail (Open rates from a Newsletter list are good, up to 50% but don’t count on more than 20%)
  • Read the offer. Reject you, look for more information or register (Rejections—80% at least. The measure here is click-throughs)
  • If they look for more their options are to reject or register. (About 20%, with luck will register).”

Bill, who is a numbers guy said, “So if I hear you correctly, if I went out to 100 people only 20 would open the message. A best 4 would look for more information. Of those maybe 1 would register.”

“Right, “I said, “so the number you go out to is critical. With those analytics you need to go out to 1000 to get your ten. BUT I can increase our odds. Put their name in the subject line and you get a 15% to 25% increase in opens.

Do the math. That gets you 40 opens, 8 click-throughs and 2 registrations per 100 e-mails sent.”

Bill said, “Thanks, with the personal touch it now seems possible.”

How you handle the click through (CTA) to more information and the page which that delivers can also increase your odds but the single most important factor is getting them to open your message. Personalizing does that.


Jerry Fletcher Keynote in ColombiaJerry Fletcher is a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development on and off-line. He is also a sought-after International Speaker.

Consulting: www.JerryFletcher.com Speaking: www.NetworkingNinja.com