Brilliance on a Napkin

How often have you been in conversation over lunch with business associates and watched as they reached for a napkin to sketch a concept?

Not often I bet unless you are lucky enough to enjoy a meal with a “thought leader.”

Amygdala hijack

Concepts are hard to come by and harder to present in a way that is understandable. Often, years of experience and research come to frustration as the paper blotches and smears you’re carefully contrived graph or sketch. Even when all involved share similar experiences and background it can prove to be truly challenging.

The effort is what Laurie Buxton, the Neuro-humorist describes as an amygdala hijacking. That’s a surge of neurons in your vestigial lizard brain that brings you joy, frustration and sometimes laughter.

Sketchy but beautiful

These ideas when drawn on the porous paper bleed every which way. The lines may be ragged but the intent is quickly obvious from the accompanying explanation. Positive ROI follows when you put them to work. That’s because the narrative is so rich in the vocabulary of first-hand experience.

Brilliance on a napkin

I’ve been lucky enough to be exposed to a powerful concept illustrated on a napkin a number of times:

  • The Brand/Direct Scale, invented by a former client and his partner to show the difference in ROI dependent on the percentage of direct marketing versus Brand use in ads.
  • The Consultant Value Jump developed by the Alan Weiss Community and shaped like a ski jump seen from the side that portrays how fees can be increased as engagement time decreases.
  • The Promotional Whirl from the heart of my own Brand Gyro that uses over-lapping circles to make both the new Trust tools and traditional Spin Tools understandable.
  • The Brand Introduction Curve a Marketing director and I put together for a training session with the divisional directors of a Fortune 500 company. The major difference we incorporated was using a full cross-hairs X-Y axis and showing all the time and costs in development before the product was introduced and began (with luck) to generate ROI
  • The Brand Disruption Curve used by a management consultant friend from Toronto to convince clients to begin considering the mortality of their brands and how to be prepared for the shift.

Less is more

Using a napkin as your art board means you must strip away all the extras and get to the heart of your concept. Space can be a concern. Multi-faceted symbols can prove difficult to render. Writing can yield pathetic results. Less is more in napkin conditions.

Radiance

I was rattling on about this over Thai food with a friend. She put down her chop sticks, picked up her purse, searched out a pen and then picked up a paper napkin. The waiter removed our dishes and she put the napkin in the middle of the table between us saying, “All those things about presenting an idea on a napkin you said are true but it also gives you one thing that is less expected.  It makes your imagination a part of the concept. Let me show you.

With that she drew a small box about a quarter inch square to one side of the napkin. Three inches to the right of it she drew another. This one she filled in. Then she said, “Most people see decisions this way…black or white. A few have been taught that there are many greys that separate them.

But I tell my clients to imagine the colors of the rainbow filling that space in the middle. Not only do we have more than two ways to go we have infinite choices, all of which can bring new light into our lives.”

Imagine your rainbow.


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

Building Your Business One Speech at a Time.


Jim’s done it. Manoj’s partners do it. It is a regular part of Shell’s marketing.

A target rich environment.

What could be better than getting in front of a group of people that can buy your products or services and are committed to listen to what you have to say?  Think about how hard you work just to get the ear of one.  Consider the time it takes you to convert just one lead.

It’s worthless if you don’t know what you are doing.

You can turn all those folks Into terrorists that want to destroy you and your business if you’re not careful.  You can offend, aggravate and otherwise piss them off by trying to sell them your product or service. Don’t do that.

Jeremiah learned what works.

Early on when he introduced his software to his industry he worked a booth in the trade shows in neighboring states. He learned that most folks that were running family businesses like he grew up in were not looking for digital solutions to the problems that had been around since, as he put it, “I was axle high on the tractor.”

Those early days were tough times. He and his partner were stoked when people would just talk to them. People wanted to know how this new technology might fit into a tough schedule in an industry that had never had any penetration by electronic devices. None.

He was asked to speak at an upcoming trade show.

He knew if he tried to sell people would walk out on him and he would never be asked to speak again. He knew how back-breaking the work could be for both the testers and the folks back in the office. He knew because he had done it.

He knew that he had a solution that would work for the testers, the folks in the office and the utilities they had to report to. He was an engineer after all and comfortable coding answers to the things folks in the field needed.

He told his story of living in two worlds.

He began by talking about how he and his sister used to sit at the kitchen table figuring out his Dad’s route for the next day and filling in as much of the paperwork as possible. Then he spoke of being trained in the field, doing the work as their second tester and virtually doubling the family income.

He told them how his family put part of that money away so he could go to college where he graduated as an engineer, went home and rejoined the family business and began applying what he had learned.

He uses the familiar smart phone to show people the future.

  • Jeremiah shows them how an app that was part of his software works like GPS to plot the most efficient route for them
  • Jeremiah shows them how they could record all their measurements on the phone.
  • Jeremiah demonstrates how all the data on a client could be e-mailed to the office so they aren’t always a day behind.
  • Jeremiah shows them how the billing can be done electronically on the spot.
  • Jeremiah makes sure they know he and his people would be there to help them from the start to the finish.
  • Jeremiah soothes their concerns about the coming digital wave by being a man of both worlds.

He speaks with candor, understanding and concern. He has become the expert the industry turns to.

He is building his company one speech at a time.

He is scheduled to speak all across the country in the coming year.


Jerry FletcherJerry Fletcher, Networking Ninja, is a sought after International Speaker, 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.

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

 

Brand is Your Voice

Every sense you have is how you respond to Brand.

Sight is a major input. It streams graphics and color and your name.

Smell, the most deeply rooted and emotionally stirring perception entry can lead you to incredible savories, repulsion, fear and fornication.

Taste can trick you or send a trickle charge to your amygdala.

Touch will be rewarding whether you deliver or receive it.

Sound. Your most used natural sound ability is your voice.

It can be raised in song.

It can whisper. Or scream.

It can be broadcast, recorded and played at will.

Your voice can be memorable or drab.

It is part of your personal brand, like it or not.

Why your voice is important:

  • The most common way we communicate today is via telephone.
  • The internet gives us all the possibility of being on-air personalities
  • It is one more way to separate yourself from the pack

A Speakers Bureau Owner once told me, I go to bed with your voice every night.” That left me a little non-plussed so I asked her what she meant. She replied, “I like your Networking Ninja tapes and your modulated delivery. I listen to one lesson each night. I learn something. Your voice calms me and I turn the player off, roll over and go right to sleep.”

All this came back to me as I listened to a Pod Cast I guested on recently. You can hear it at any of these links:

Training Unleashed Website: http://www.trainingunleashed.net

ITunes: https://itunes.apple.com/us/podcast/training-unleashed/id1274213431?mt=2

Stitcher: https://www.stitcher.com/podcast/training-unleashed

iHeart Radio: https://www.iheart.com/podcast/263-Training-Unleashed-28643038/

C-Suite Radio: https://www.c-suiteradio.com/shows/training-unleashed/

Record yourself.

Listen.

Is your voice distinctive? Is it memorable? Does the way you turn a phrase get attention? Is your chuckle infectious? When you laugh do people laugh along with you. Do you pause to give people time to digest your ideas?  When you get nervous do you sort of spew?

Take the time to make your voice distinctive.

Make it part of your brand


Jerry Fletcher Keynote in ColombiaJerry Fletcher, Networking Ninja, is a sought after International Speaker, beBee ambassador, founder and Brand 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.

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

Chutes & Ladders To Build Your Brand.

 

They didn’t have the game when I was a kid.

We got it for my daughter when she was in grade school. It is a counting game where you move from the bottom of the board to the top. Where you land determines your progress toward the goal. A Chute, like a playground slide takes you down while ladders take you up.

It is all about mindset.

Yours. Others. Whether we go along or not is dependent on the convictions in place both before and after individuals engage. Chutes are pre-engagement. Ladders are once we begin attempts to influence another.

Chutes, in the real world turn out to be positive or negative according to Robert Cialdini in his new book Pre-Suasion. His first book, published 20 years ago, (Influence) was about the six key “ladders” that marketers, advertisers and sales professionals use to convince and persuade.

A chute is my way to describe Pre-Suasion.

It occurs:

  • Before you are in a position or situation to be sold.
  • Before the discussion of features and benefits.
  • Before the emotional appeals.

It happens when you or your prospect are in a frame of mind that will color your reaction to all the ladders. You are on the chute and what you feel, think and believe in that moment is predictably what will make the difference in your reaction.

This is behavioral psychology finally exploring the complexity of factors that control acceptance of advertising, marketing and sales techniques.

Too often we use a Ladder approach, stacking up all the features and benefits of going our way and at times yielding to the hard-won knowledge that decisions are emotionally, not logically based. Yet we fail because the chute our prospect was perched upon ran counter to our approach.

The power of setting the stage.

Shakespeare noted that “All the worlds a stage” Before you, as a player, utter a single line, consider the stage. Is it conducive to the outcome you hope to produce? If you can control them, how would you change the trappings? Could you change the speech that precedes yours? Is there a musical or sound note that could be injected to change an attitude? Is there a lighting or art effect that can change the mood?

30-Second Marketing TM, the technique I teach for self-introductions is a powerful example of how the elements revealed in Cialdini’s book set the stage.

Why 30-Second Marketing TM works.

  1. You wait until they ask, “What do you do?” that shows focus on you.
  2. You hook ‘em. You respond with something memorable like, “I’m a Networking Ninja.” That generates curiosity and puts them on a chute because they want to solve the mystery of the title.
  3. Next you hold ‘em with a statement like, “You know how you, like most people, are really uncomfortable introducing yourself…” A nod or other positive response will tell you that they are with you and that you have now personalized this conversation to them.
  4. Then you pitch ‘em. You say something like, “What we do is teach you how to have a conversation instead of doing a commercial. We help you mothball that elevator pitch and use a technique that is a shortcut to Trust that you can do in 30-Seconds or less.
  5. You close ‘em on a date and time to sit down in their office to work out the details of how you can work with each other. You set the stage.

______________________________________________________________________

Jerry Fletcher Keynote in ColombiaJerry Fletcher, Networking Ninja, is a sought after International Speaker, 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.

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

 

 

 

Do you Look Your Brand?

Your logo is the least of it.

Part of my job as a consultant and speaker is to help independent professionals and small businesses see how important every graphic, photo and video is to their brand.

Adults relate to people not symbols.

It is easier for grocery shoppers to pick Newman’s over a host of competitors. Which do you lean toward, General Mills or Betty Crocker? Given the choice so you opt for coffee grown, picked and shipped by Juan or one of the raft of others on the shelves?

Animals come in second.

Can you believe a Super Bowl with no commercials featuring the Budweiser Clydesdales? When it comes to batteries do you want the Energizer Bunny ones or the other guys.

Cartoon Personalities come next, particularly with kids.

Four out of the top five cereals are hyped by a cartoon character (Frosted Flakes, Lucky Charms, Captain Crunch and Fruity Pebbles). Ever wonder the King Kong of movie production in the last few years is Marvel?

Here’s how that impacts you and your business.

  • If you are an independent professional, your name and your image should be part of every way you promote your brand. For example, recently I decided to do more speaking. My new card reflects that in the visual which is a photo taken during a keynote. If you’ve ever been to a conference the impression is that this is a keynoter.If you can manage it, use a photo that allows the person viewing to make eye contact with you. Spend the money to have a professional photographer capture your essence. Selfie’s just don’t get it!
  • If your business is a separate entity providing a product or service not tied to your name or professional capabilities consider using an animal. I’ve known a very successful writing instructor that built her identity around her Newfoundland Retriever. At one point one of the most successful speakers I know had a blog “written” by his dog.

Be careful how you choose. Not everyone likes insects, or snakes or a mélange of other critters. Usually you need to stay away from the scary ones but sometimes the fear factor can make you more memorable. Or, you can do a switch up by using a comforting story or image. One of the highest readership blogs I’ve ever written was about a Mama Raccoon.

  • If you like cartoons, consider the expense. There are a lot of low cost logos that are cartoons. The problem is we are trained very carefully from youth to expect cartoons to be animated. Full scale animation is costly in terms of both time and money. Some amazing things have been done recently in software that may help you overcome this difficulty. Check into it before you walk away from the potential.

The key is to keep it consistent.

Every time you produce anything that will be seen by your customers, prospects, connections and referral sources make sure the visual reflects the image you want to present to them. That includes looking in the mirror as you leave your lair. Even if you are just running out to get an item at your local grocery, you need to look your brand.

____________________________________________________________________

Jerry SpeakingJerry Fletcher, Networking Ninja, is a sought after International Speaker, 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.

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

Personal Brand Out Of The Dark.

I went dark back in mid-November.

Shift happens. I put my house on the market and it sold. The condo I wanted to buy had not received FHA approval. The mortgage company bureaucrats demanded data at the last minute. Mom was in the emergency room so I flew back to the Midwest.

Then, not only Murphy but his minions decided it was my turn in the barrel. I figured my Personal Brand was going to take a hit.

Keeping your personal brand means you have to:

  • Constantly keep it in mind.
  • Unceasingly support it.
  • Always keep it visible.

That is especially true when Murphy and Minions grab hold of your life.

I’ve just come through three months of coping with the Murphy clan.

According to Google:

Edward Aloysius Murphy Jr. (January 11, 1918 – July 17, 1990) was an American aerospace engineer who worked on safety-critical systems. He is best known for his namesake Murphy’s law, which is said to state, “Anything that can go wrong will go wrong.”

How do you sustain your personal brand when everything you do seems to diminish your ability to look after it?

For me it started with three apparently unrelated decisions:

  1. I would assist Mom in getting the eye surgery she needed by being there.
  2. I’d sell my house, downsize and bank a little cash on the way.
  3. Speaking appearances would get more attention in 2018.

I wrote about how Murphy and his Minions started changing my life regarding the first two decisions in my Personal Note Series (Best Laid Plans, To Market To Market).

Little did I know back then.

You are who you are and that will not change catastrophically unless you run afoul of the law in a major way.

I went dark for three months. My last Small Business Marketing Blog and weekly commentary last appeared in mid-November. Updates to my Brand web site and Facebook page stopped about the same time. My regular contributions to BeBee became a trickle of comments and then just stopped altogether.

I did maintain my consulting business clients but had to discontinue most of my new business activities. I flew to Cincinnati, Ohio from my home in Portland, Oregon four times in two months Two of the trips were unplanned because Mom was in the Emergency Room.

There were a few concerned business phone calls but It wasn’t until I cancelled the land-line phone service that I got any major reaction. I only have one phone number now: 503 957-7901

Be yourself. Don’t allow the events of the day to muddle how you connect.

Base your personal brand on your core competence, convictions and confidence. Stick to it through thick and thin. People understand that your professional abilities can be impacted by emotional situations. You need to be transparent about how Murphy and Minions are impacting your emotions. They will give you credit when you are candid.

Honesty, candor and your web site are the night light you need when Murphy and Minions force you to go dark.

My consulting site continued to generate leads and proved to be the primary resource for clients that were referring prospects. The comment, “I felt I knew you before we met in person because your web site gave me so much information.”

Over the next few weeks you can look forward to updates in my speaking site (www.NetworkingNinja.com)

_______________________________________________________________

Jerry SpeakingJerry 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

 

Your Brand is Your Secret Funnel Story

Story FunnelYou can’t sell anything if they don’t buy your story.

You can talk at people until you are blue in the face and it won’t do any good.

You can “logic them” and “feature them” and even “benefit them” but your results will still be negative.

If your Web site or landing page starts with an “I” you are going to lose.

If you don’t make yourself memorable, communicate the problem you solve in their terms, tell them how you do it in their language and explain how to get your help in a couple minutes or less, you lose.

If you don’t make it easy for them every way you can, go back to your day job.

The secret is your story.

It makes no difference whether you are doing e-commerce for a product or a service. The distinction doesn’t matter.

Passion is what matters.

Why are you passionate about this thing you are selling? How did that happen? Want to bet that your experience is similar to other folks that might be interested? Have you watched someone’s eyes as you tell them the concerns you had about it? Have you noticed how they start nodding when you talk about how the change it made in you made you feel about yourself and your family? Have you noticed how you don’t have to sell but rather just take orders.

Your passion plus your story plus a formula.

Imagine you are in a room with a crowd of other folks that are entrepreneurial– consultants, coaches, professionals, guys and gals starting companies and people charged with launching a small company’s new product.

The speaker says:

Target “Are you the one that has to be sure that there is paying business in the pipeline? Do you find yourself looking for another place to network or a trade show to attend just to meet a few new prospects? Are you tired of waiting for leads from your web site or all the social media stuff they told you would work?

And even if it did isn’t that little voice in your ear saying things that make you doubt you’ll ever get this thing off the ground? Makes you feel like a failure that doesn’t take care of his family doesn’t it?

Ever wake up in the middle of the night worried about money to keep the business afloat and to be able to give your kids a college education?

We all know that people do business with people they know, like and trust.

Problem Would you say that your problem is building trust fast enough especially if your budget is zilch?

Guide I know what that’s like. I was the CEO of an ad agency dealing with national and international clients but my board and I agreed to disagree and I went from the corner office, the BMW and the expense account to a makeshift office in a spare bedroom.

I felt rejected. Put out to pasture. Trapped. I was afraid I wouldn’t be able to pay the bills.

I knew that I could help the little guys, the small businesses that couldn’t afford a big agency. I knew I could help them do it without breaking the bank.

First I had to get to trust. I had to find a way to reach them without looking desperate. But I had more bills than money.

I resorted to asking those pearls of contacts I had to help me get some business.

I sent a letter to just 60 golfing buddies. Six responded. Two wished me luck. Two referred me to prospects. And two gave me engagements.

That was in 1990.

I’ve learned a lot along the way. The most important is this:

  • What you know is significant
  • Who you know is important
  • But the single most critical factor in building a business, a career or a life of joy is who trusts you.

You can do what I did.

I can show you how.

It’s called Marketing Without Money.

Would you like to hear more about 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

Get all the Brand Success Stories. Sign up at http://www.brandbraintrust.com/home.html

 

 

5 Professional Speaking Secrets

Jerry Fletcher Keynote

Jerry Fletcher Keynoting in Bogota, Columbia

I’m a professional Speaker. I’ve been an NSA (National Speakers Association) Member since 1993. I’m also a consultant. Before that I was CEO of an ad agency.

When people are looking to get into speaking, they get referred to me so they can, “pick my brain.”

Here’s what I tell them:

  1. This ain’t no picnic. When you see a great platform performance it looks so easy. You just stand up and “let ‘er rip. It’s not that way Bunkie. What you don’t see is the years of preparation to get to the level of expertise needed to really craft winning remarks. What you don’t see is the hours spent rehearsing and the days spent marketing to get those few brief shining moments.
  2. Go with your passion. Every Successful speaker I know is not only an expert in some area, they are passionate about it. Most have been known to speak on the topic even when they are not being paid. Their zeal comes through in a simple conversation or in a packed auditorium. It is the reason a meeting planner or program chair selects one speaker over another. It is obvious in a video a webinar or a phone call.
  3. Practice shameless self promotion. This is the hardest for most beginners and even some of the old pros. Until your speaking business (Yes it is a business) reaches a sustainable level you will probably be on your own. You won’t have an office manager to handle booking phone calls. You won’t have a full time marketing person. You will be the manager of sales, PR, Advertising and the Grand Poobah of all promotions. So you have to suck it up and do it yourself. The best advice I can offer is to emulate as much of the form of promotion used by successful speakers as you can. And never be afraid to ask them what works for them now as well as how they did it getting started.
  4. Maintain your expertise. Each day I check a full array of marketing information resources to see what is new, what is being commented on and what, if anything, is being injected into the conversation from the periphery. I look for hard data—-surveys, analytic summaries, data compilations, analyses, research reports and any non-statistical data cited as “proof of process” or standard practice. Then I step back to see how the new data fits with what I know. If a contrarian approach is warranted, I may blog about it or fit it into a speech.
  5. Never stop believing. Today a young man (an Army Officer) who wants to be a speaker was looking for advice. He noted that in the military he had been training people from the time he started as a private. He trained people at every rank he held as he rose from the ranks to be selected for Officer Candidate School. I told him his abilities would stand him in good stead as he moved toward a speaking career. In addition, I pointed out that the leadership skills he had developed and demonstrated would give him first hand knowledge and experience he could draw on in speaking about his passion: the impressive capabilities and practical skills that vets have to bring to industry. And I told him to never stop believing in himself, his comrades in arms, and the men and women of the companies and associations he will serve with pride as he has served his country.\

Jerry FletcherJerry 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

Get all the Brand Success Stories. Sign up at http://www.brandbraintrust.com/home.html

 

 

 

 

 

Copy and the Customer Journey

Bubba, the brand Buddha was pontificating as I slid into my seat. “Tain’t always what you say that matters, It’s what people hear.”

“What people believe already can be a big chunk of that,” I agreed. (I’m Jerry Fletcher and I’m the Watson of this unruly crew that meets over lunch on Fridays.) Customer Journey Map

“What people believe can make a real difference whether you’re talking printing or politics,” said Kate. “I’ve been in sales since I was teenager and both learning the right language to use and teaching folks to understand how important it is has been difficult for me.

Never let anyone tell you there aren’t different dialects in America. There are racial differences, geographic differences, class differences, age differences and where folks are in the customer journey differences. You can’t just blather along. You’ll never make a sale if you aren’t listening and using their words, viewpoints and meanings. You have to talk to them where they are now, in the moment.”

“Got an example?” Chris asked.

She asked him, “Did you ever go to Las Vegas?”

“Sure,” he replied. “It’s the gaming capital of the Universe.”

“And there’s your answer, plainer’n a cake donut with pink icing and sprinkles,” said Bubba.

Chris looked at him completely non-plussed.

“Think about what you just said,” continued Rob in his typical molasses patience voice. You said gaming. That word never was used in the old days as a reference to Vegas or Atlantic City before all the Indian Casinos and the ones on steamboats docked in Mississippi.

Back in the 1970’s Wall Street shifted from calling it the gambling industry to the gaming industry. By the 1990’s only politicians called it Gambling. For a time Las Vegas was promoted as a family vacation spot. Now it’s a little naughtier, you know, what happens in Vegas stays in Vegas.”

Folks heard the new word and over time the industry was perceived differently.”

The donut demo
“Let me use that donut idea to demonstrate how this works for Chris,” I said. People go through a number of phases where we can change how they think about a company or product or service:

  1. Awareness
  2. Consideration
  3. Intent
  4. Purchase
  5. Satisfaction
  6. Repeat

At every point on that spectrum you can provide content that will convince, persuade and keep them in your funnel even after they buy.”

Ramping it up
Rob jumped back in saying, “But y’all are mostly working on the front end of that process so you should know how to ramp up there first:

  • Awareness—Listen for the symptoms. Find out how it’s pushin’ on their business. Now, take it a step further and figure out the problem and help ‘em understand it in that larger context.
  • Consideration—This phase is when they’re bangin’ around looking for information Build strategic website pages or videos or blogs or other kinds of content that homes in on the clear ways you can solve specific kinds of prospect’s problems. The more directly it responds to their need the better.
  • Intent— is when they have come to the point where they intend to make a purchase. The information you provide at this point in their path to purchase should include examples of how others have profited from your product or service, that’s hard data, analytics that prove your point but most importantly. Make sure it fits with your earlier information. Include first hand suggestions, observations and comments.”

The Takeaways:

The customer journey or path to purchase doesn’t end when they plunk down the cash.

You have to prove that you know their concerns and interests.

The clincher is most often the small detail that you’ve observed from their questions, or observations they make. Always ask why they selected your product or service.


Jerry Fletcher’s blog recaps conversations with clients, prospects and the unruly mob of business development professionals he consorts with. They discuss marketing that works from solopreneur to enterprise level. Jerry, The Consultant’s Communication Consultant, is the ringleader and “Watson” of the dialogue. Sign up for the blog and other publications at: www.JerryFletcher.com/Profit.html

Jerry has been researching and implementing small business marketing that builds businesses, careers and lives of joy for 25 years as President of Z-axis Marketing, Inc. Learn more at www.JerryFletcher.com

Schedule a personal appearance. Jerry speaks internationally on Networking, Marketing and Contact Relationship Magic. www.NetworkingNinja.com

 

The Power of a Personal Touch

As I put my laptop on the table and fired it up, Chris asked, “Should I go get some popcorn for movie time?”

Gail our resident good-mannered grammarian said, “You know, for a digital marketing type you know how video has become so pervasive, it seems to me that you might have a little more patience if not respect.”

Pesonal Touch VideoVIEW
“Easy,” I said. “I brought this along so all of you could comment on a video I edited this morning. It’s about trust. I’ve done a couple speeches recently and I was reviewing the video of them and thought it might be helpful to people to see how you can handle the same material with no technology or a full tilt animated Power Point. I just cut part of the two different appearances together.”

Rob, aka the Brand Buddha welcomed the opportunity to niggle me saying, “Minds me of the way gramps ‘splained the difference between a Yankee fairy tale and one from Dixie: Up north it starts out Once upon a time… Down home it’s you ain’t gonna believe this…”

Kate turned to him and said, “Even I couldn’t sell that notion without looking at the video. You know he’s been talkin’ about Trust on three continents for a lot of years. Besides, I think the presentation differences may be the point he’s making but first we have to watch.”

Bubba replied, “Crank that thing up Fletch and let’s have a look at A Personal Touch.

About 9 minutes later it was quiet at the table.

Then Kate said, “I love the pearl at the end. The video works. I kind of like the way it goes back and forth. The message comes through either way.”

Gail agreed. She pointed out, “If there were no live sequences the Power Point with voice over would tell the story but wouldn’t be as friendly or real or powerful.”

Chris said, “And that is the point. Video we keep being told is the most powerful way to get a point across no matter where someone is on the pathway to purchase. Yes it is powerful but the real power comes from giving it a personal touch.”

Fletch just smiled.

The Takeaways:

A personal touch is the shortcut to trust.

The more personal a video is the more powerful the message.

What you show is important. What you say is critical. But the most important thing is who trusts you.


Jerry Fletcher’s blog recaps conversations with clients, prospects and the unruly mob of business development professionals he consorts with. They discuss marketing that works from solopreneur to enterprise level. Jerry, The Consultant’s Communication Consultant, is the ringleader and “Watson” of the dialogue. Sign up for the blog and other publications at: www.JerryFletcher.com/Profit.html

Jerry has been researching and implementing small business marketing that builds businesses, careers and lives of joy for 25 years as President of Z-axis Marketing, Inc. Learn more at www.JerryFletcher.com

Schedule a personal appearance. Jerry speaks internationally on Networking, Marketing and Contact Relationship Magic. www.NetworkingNinja.com