Visually Shameless Networking

Posted on 2015/04/11 by Jerry Fletcher

“So how was the conference?” Kate asked as I slid into the booth.

“I noticed something that was subtle but important,” I responded.

Rob grinned and said, “Wait for it y’all.”

I continued, “The best networkers also tend to be the best dressed or the least concerned about standing out from the crowd. In a room with over 200 of the top consultants in the country in attendance a dozen or so were just flat visually shameless.”

Gail asked, “so were they well-dressed or over-exposed?”

“It was subtly sophisticated in some cases, colorfully shocking in some but never overtly sensual. One guy was wearing a day glow orange sweater. Another wore an obviously expensive merino wool and silk ensemble. The women that stood out through color, quality and just looking comfortable in tailored outfits that ranged from suits to office casual.

The thing is that I identified those folks the first day and made it a point to meet them. On the last day of the conference they were the ones that led the table discussions after lunch.”

Chris said, “So if I’m at trade show or conference I should look successful.”

“That’s right,” said Kate, “but I’d extend that to any time you may be meeting prospects. And I would say it goes beyond the clothes. You should have a relatively new phone, an elegant folio for taking notes and carry a pen that is a cut way above the one you got from the local printer.”

Rick said, “I’ll take that a little further. So many people today really miss the boat because they try networking on line instead of in person. That is their first mistake. But more importantly they just take a selfie and throw it up on the social networks never considering the consequences. If your profile photo on LinkedIn is a low-res-looking-off-into-the-distance-wearing-a-T-shirt you have told me that at best you don’t care what I think and at worst that you really don’t want to begin a relationship with me.”

Gail added, “Visuals, especially quality ones, crack through the clutter. I saw some research on this the other day. Apparently:

Your brain processes visual data over 60,000 times faster than text
Visuals or videos on landing pages get conversion rates over 80% better that all text.
Posts with visuals are good for over 90% more views than those without.”

The Takeaway:

Rob said: “So if you want to be in high cotton you need to be the vision of success as your prospects see it. That means that you dress the part and you use visuals in your on-line persona that are a class act. All of them. One mistake can cost you.”

Jerry Fletcher’s blog recaps conversations with clients, prospects and a group of business development professionals. They discuss what’s new, what’s old, what’s good, bad and ugly plus creative thinking to find what works. Jerry Fletcher is the ringleader and secretary of the dialogue.

Jerry has been researching and implementing small business marketing that builds businesses, careers and lives of joy for 20 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

3 Secrets to Linked In Success

Posted on 2015/03/21 by Jerry Fletcher

As I sat down, Kate, the sales doyen was saying, “It is amazing what you can do with Linked In! I use it to research companies and prospects and build my perceived expertise and all sorts of things.”

Rick asked, “Care to share?”

“Allow me my direct marketing friend,” I said. “I’m always curious about how folks use social media tools. I wrote a primer for my clients on Linked In mostly about how to get started. Here are the three things I said were essential:

Build a great Profile that includes your key words and start adding connections.
Select some groups and participate.
Research people, companies and prospects you find interesting and follow them.

Kate clapped her hands and said, “Way to go for the basics, big guy. Anybody have advice on the profile part first?”

Chris, who makes his living as a Digital Marketing Master, said, ”Remember that anyone searching you on linked In has one of two attention spans:

As long as gnat in a windstorm if they are scanning
As long as it takes to read it all if they really want to know about you… the kind of research I’ll bet Kate does.”

Branding Guru Rob (who we all call Bubba) piped up, “So you’d best ‘member to give folks a reason why to learn more with the words right behind your name.

“Good point Bubba,” said Kate. “I’m going to read that piece that Fletch wrote for the profile part. What about the part they call interests on linked In?”

Gail said, “I’m a writer, I like to know what they are calling things so I opened it up on my laptop. Under interests it has: Companies, Groups, Pulse and Education.

“Let’s stick with groups,” said Rick. “Do I want to go with peers or prospects? Do I even have to choose one or the other?”

“Kate,” I said, “let me take that one. I say both. If you do only peers it can wind up like you’re talking to yourself but you do need to know what is going on in your profession. Prospect groups can give you insight into what they want from people like you and whether or not they have problems you can solve… for a fee.”

“I agree,” said Kate. “The only way to determine which groups to join is to look at them. Look at the number of posts and comments and frequency to decide which ones merit your attention. Then get involved. You can set notifications from for every discussion to daily or weekly summaries.

Gail asked, “What about research?”

“Pull up my profile,” Kate responded. Notice that there are entries in just about every category they provide. Notice, too that the words sales, sales consulting, sales training and other sales references occur throughout. (Sign up to get your copy of the Networking Ninja Beginner’s Guide to Linked In.)

That gets people to come to me. But when you are looking for information you can use just type the search term into the search box at the top of the page. A person’s name or a company name is where I usually start. Once you get to a person’s profile you’ll be able to learn more than you ever thought possible. Where they went to school, how they got to their current position, even how you might be connected.

Every person I know uses it slightly differently but there is no longer an excuse for walking into meeting with an executive knowing nothing about them.

The Takeaway
Have a complete profile that is consistent with your website, your other social media profiles and causes people to want to contact you. Engage with the kinds of people that can keep you informed about your profession and may need your services. Be proactive. Look into those that express an interest and build the relationship.

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

Secrets Of A Networking Ninja

Posted on 2015/03/14 by Jerry Fletcher

“I’ve been using and teaching networking as a primary business development tool for 25 years. I’m still in business so I must be doing something right I said to Chris, the digital marketing pro in the lunch bunch.”

“So there’s nothing new in this video,” he said.

Gail simply put a hand over my mouth to stop the explosion. Then she said, “I know him well enough to know that he has changed this information over the years continually to take into account all the changes in the way we live.”

“That’s right,” I said. The story of why I’m called the Networking Ninja hasn’t changed but how I introduce myself has morphed multiple times. Some of the stories are new, some are old. But what works, the principles and how to apply them have been updated continuously. This video is a good 30 minute primer for those who are new to networking and a great reminder for those that have been at it for a while.”

Kate asked, “Is this one free to subscribers to the blog and their friends?”

“Yes,” I said. “You can watch Secrets of A Networking Ninja for FREE for a short time.”

The Takeaway:

If you can remember the colors of the rainbow you can remember these secrets:

Create an Identity Red
Make Contacts Orange
Develop Relationships Yellow
Provide introductions and Leads Green
Offer assistance and advice Blue
Seek advice and counsel indigo
Demonstrate your capabilities Violet

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

How Do You Decide To Fire A Client?

Posted on 2015/02/21 by Jerry Fletcher

Time to fire a client?

Kate, our sensitive sales expert took one look at me and said, ”who rained on your parade?”

I said, “Is it that obvious?”

At that point the entire table erupted with comments ranging from “Totally transparent” to “Like smellin” your way to the ribs dinner.”

I admitted that I was indeed down in the dumps because I was trying to decide whether or not to fire a client.

Gail asked, “Are they paying their bills?”

“Not really,” I said, “you see it’s a pro bono account.”

Bubba, our Dixieland brand expert asked, “So how did y’all get crosswise with each other?”

“It started when they decided that a new name was necessary,” I replied. “Every time I tried to get them to follow a proven process to get to a name they went kiting off in directions that were at best ill-informed. I nearly quit when I literally had to bite my tongue at one point.”

Rick said, “Let me guess, they simply wouldn’t listen to you. We run into that all the time in the direct marketing business. We get hired because they say they need and want our expertise then when we strongly recommend something that scares them even though we have precedent they want us to change it.”

“And when you say no they won’t listen to why,” continued Chris the Digital Marketing Director.

“Are you guys Psychic? I asked.

Kate said, “Yes we are in a way. I’ll bet that you were trying to get something resolved at reasonable speed and the continuous changes and multiple different requests just built up until you told them off.”

“Yeah,” I said. “It’s only the second time in my life I’ve been this angry. The first time cost me about $150,000 and a marriage. This time I’m out several hundred dollars and a bundle of time but that is not the major problem.

Bubba asked, “So what’s the problem? You’re supposed to be a pro. Just ‘cause the cat worried th’ yarn to a frazzle ain’t no reason to up and quit.”

“Rob, usually I’d agree with you but they are adding insult to injury. In my view every consultant is known by the work they do for their clients and this is one that is committing graphic offenses I just cannot be a part of. I can’t let people think I had anything to do with any part of this organization. I wish them all the luck in the world and I hope there are a lot of contributors out there with little or no graphic taste but I have standards.

The Takeaway

Good clients hire experts and then listen to them. Good clients base decisions on recommendations, measured precedent and the proven ability of the consultant to accomplish preset objectives.

Jerry Fletcher’s recaps his conversations with clients, prospects and a group of business development professionals. They discuss what’s new, what’s old, what’s good, bad and ugly plus creative thinking to find what works. Jerry Fletcher is the fiction’s ringleader and secretary.

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

Marketing In An Age Of Simultaneity

Posted on 2015/02/14 by Jerry Fletcher

“It’s morphing again,” Bubba said as he lowered himself into a side chair.

“You are the branding Guru” said Rick,” but sometimes you are more than a little mysterious my friend. What the heck are you talking about?”

“Marketing and ‘bout everythin’ else,” Rob responded.

“So,” Kate said, “does that include sales?”

Rob drawled, “If you can’t run with the big dogs, these days y’all gonna have to stay on the porch.”

“Rob,” I said, “back up and tell us what got you all stirred up.”

“Look around the table,” he said. “Ain’t a one of you that does just one thing anymore.

Rick is a statistical whiz which is why he’s so good at direct marketing. And on top of that he can network his way to new business pitch standing in line at an airport check in counter!

Gail, writes, edits, teaches others to do it and has been an on-air personality and run a couple of ad agencies.

Kate can consult in a boardroom in the morning and go out and make cold calls with a newbie in the afternoon and then make a speech in the evening.

Chris writes code plus drives a digital marketing team that has built a business to twice what it used to be and he dabbles in real estate because he likes the investment opportunities and making houses better.

Fletch has a degree in design but managed ad agencies and PR firms. He’s an expert at positioning, CRM and automated marketing and speaks on three continents on networking. Somehow he explains what Rick does.

And we are not unusual. Like a lot of folks we do all that stuff simultaneously!”

Gail interjected, “So what is bothering you Rob?”

Rob replied, “Used to be y’all could be a writer or a coder or a single whatever. Today to be say a reporter you have to blog, tweet, video the event or the interview, photograph it, edit it and serve it up in multiple forms all of which require some expertise.”

Kate said, “I see what you mean. Most of us have been successful because we can do multiple things reasonably well rather than just a single thing.”

“But it’s more than that,” Chris noted. “That multiple expertise is what used to make us stand out but I think Bubba is saying that it is now the new marketing norm.”

“Y’all got it,” digital dude. “If you’re fixin’ to get into the business or you are ready to break out you’d best be adding some skills that match up with what you do or take it ‘round a corner folks haven’t connected yet.”

Gail said, “I’ll translate:

The Takeaway

Being good at one thing is not good enough anymore. You need to match your primary skill with a couple more that give you more insight and a greater spectrum of bankable capabilities.

This blog recaps the luncheon conversations of a group of business development professionals. They discuss what’s new, what’s old, what’s good, bad and ugly plus creative thinking to find what works. Jerry Fletcher is the fictions ringleader and secretary.

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

Fish Bowl Marketing

Posted on 2015/01/31 by Jerry Fletcher

“So the challenge is to think of a least three ways a small business can use a fish bowl in their marketing,” said Rick, our direct marketing principal.

Kate, ever the sales professional, said, “And the prize is?”

“Lunch on me,” Rick said without hesitation.

Rob, our southern fried branding expert said, “Can I get a piece of that virtuosity?

“All are welcome,” said Rick. “What have you got?”

I jumped in, “How about you put a fish bowl on the counter next to your cash register and collect client cards and then send ‘em e-mails for specials?”

Gail, our copywriter said, “That’s a no-brainer but you also need a guest register for those people that don’t have business cards if you really want it to work.”

“Flip it,” said Chris the Digital Director. “Instead of asking people to put a card in, have them take one out … a coupon good on their return works really well.”

Kate suggested, “Work out a deal with a non-competitive store on the other side of town and each of you offer coupons for the other’s store. It’s a cross promotion.”

“Okay,” Rick said, “so far we have:

Business card collector
Coupon dispenser
Cross promotion coupon dispenser

Seems to me those are all kind of the same.”

“But Branding has not yet spoken,” drawled Rob “How about a way to use a fish bowl for a B2B business? Heah’s how that works. What you do is you get a nice glass fish bowl—gotta be glass to work right. And y’all get yourself some of those bags of tiny candy bars from a big box store. Then you walk into the front desk of a target account and you say you would really like to meet with the owner or manager but you only have time today to drop off this bowl which you’ll keep filled with candy by stopping in once a week if that’s okay. Then you pour some candy bars into the bowl from a little height so there’s this pleasant clinking noise.

You leave. And in a week you come back and fill it the same way. Nice clinking noise. You get to know the receptionist a little better and you learn a little more about the company. A question or two is never a problem as you fill the bowl.

After doing that for four to six weeks you should have a solid rapport and be able to ask for an appointment to see the owner and the folks in the company that will use your product or service. You have become known as someone who can be trusted because you clinked candy bars into that fish bowl once every week as you promised.

I know it seems like a lot of time, but I guarantee that dog will hunt. It never fails.”

“Bubba, you are one tough act to follow,” I said. “I know that Rick did a mailing once that used a fishbowl to sell medical practices on having aquariums in their waiting rooms. As I recall, a box arrived with a fish bowl and the next day a delivery person brought a live gold fish. Each time there was a note that talked about tranquility in the office and a request to present some research on how patients responded to aquariums on waiting rooms. A telephone call requesting a meeting with the office manager and the managing doctor followed.

Have you ever noticed how many aquariums there are in doctors and dentists offices?”

The Takeaway:

A simple fish bowl can receive, give, send and intrigue. It’s all in how you look at it. How do you find a way to see a greater potential?

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

Building Blocks of a Successful Sales Pitch

Posted on 2015/01/10 by Jerry Fletcher

“Martin called me Tuesday to let me know two things:
1. Prototypes of his new product will be available next week.
2. They changed the name of the company based on the suggestion I made for a URL in a planning meeting. Needless to say, I never had that in mind but…”

Rick, our Direct marketing guru, interjected,” Back up. Who is Martin and what is the product and why the name change?”

Kate, Madame sales, said, “And what does all this have to do with a successful sales pitch?”

“I was meeting with Martin and his partner, I replied. “They were updating me on the product development and timing for final prototypes. I asked what they were going to call the product.

When they told me I jumped on it and asked if they had purchased the URL.”

“Good idea,” said Chris our resident digital marketing director. “It can kill you if you can’t use a URL for a product that is the same as the name. If you can, it gives you real advantages. The biggest one is that owning the URL is, in terms of marketing, sometimes more valuable than having a registered trademark.”

“Right,” I agreed. “What happened was that Martin pulled out his smart phone, checked on availability of the URL and bought it in less time than it takes to talk about it. Because the name can easily be put into a catch phrase I suggested how to use it in presentations they have coming up for acquiring more capital for the business. I never thought they would change the name of the company.”

“Could y’all slow down a tinch,” said Rob our branding Guru. I’m gettin’ all tangled up in product names and URLs and Company names and I still don’t have a clue how we gonna get a sales pitch outa this briar patch.”

“Well, Bubba,” I said, I can’t tell you the names because I’ve signed a non-disclosure agreement but I can give you an illustration of how it works. Let’s say your product name is the Real Thing. It’s easy to tell somebody to ‘get the Real Thing.’ I’ve found that anytime you’re doing a presentation where you are trying to sell something it is a good idea to give people a simple summation of what you are asking them to do throughout the presentation. By incorporating the same catch phrase from beginning to end you give the audience a way to remember you and to agree on the action to take.”

Kate said, “You have a point, cowboy, it isn’t subtle but incorporating a repetitive phrase in a presentation particularly to a boardroom full of people can work wonders. But I’ve found it is even more powerful when you combine it with what makes the product unique. I think you call that Positioning, don’t you?”

Gail jumped in saying, “As the writer I have to say that positioning can make my job easier. If I can tell the people that get the greatest good from a product how it uniquely fits into their need or use or occasion it is a lot easier to make the sale in print or video.”

I said, “You’re absolutely right. Sometimes there is a real difference. Other times it is a perceived difference. For instance, do you want your car repaired with replacement or genuine parts? Would you prefer a clone or the real thing? Do you want the one that can sort of do what you want or the one that is optimized? Positioning can give you that advantage in the marketplace.

Bubba said, “And that all stacks up to build a better brand.”

The Takeaway Build a repetitive phrase that incorporates your name and positioning into sales presentations to achieve greater success.

Get a FREE copy of the ABCs of Marketing Without Money TM. Go to www.jerryfletcher.com/Profit.html and we will send you a link to get your copy.

This blog recaps the luncheon conversations of a group of business development professionals. They discuss what’s new, what’s old, what’s good, bad and ugly but mostly what works. Jerry Fletcher is the ringleader and the one that writes up their comments.

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

The ABCs of Marketing Without Money

Posted on 2015/01/03 by Jerry Fletcher

“So I’m going to start the year with an offer. A freebie.” I said as the lunch bunch assembled.

“I printed out what you sent but I haven’t read it yet,” said Chris our Digital Marketing guy.

“Welcome to the club, “said Gail. “I need to have my editing pencil in hand when he gets carried away like this. His headline: The ABCs of Marketing Without Money is a okay but there’s not a clear believable benefit.”

Rick, the guy that can’t seem to retire from Direct Marketing, piped up with “He put it in the subhead: Enterprise level marketing expertly adapted for small businesses. And he carried it through in the opening copy:

Have you noticed how everything you read about marketing seems to be about companies that are vastly bigger than yours?

You know how hard it is for small companies to find resources that understand the limited funds and time you have to build your business?

Over the years we’ve learned how to find enterprise level things that work, sort out the parts that can be done with the limited time and money available to us “Little Guys” and share the secrets with you.

“Guys, I said. “I am right here.”

Bubba said, “Y’all don’t really believe we’ll let that get in the way of the grits do you? I may just be a poah boy from Georgia but I know there ain’t no marketing without some solid branding. Did he mention that?”

“He did Rob,” said Gail. “B is for

Brand. You’re going to have one whether you want to or not. Watch out for charlatans that say they can brand you with a logotype and a slogan. Yes, you need to have a mark that people can identify but your brand will be the sum total of all their interactions with you and your staff, your customers and your reputation. Do your best but don’t believe you can control it.

is what he says.”

Kate, ever the sales doyen asked, “Anything about sales in there?”

Chris said, “I’m looking under S and there is a big long section here about Social Media. But next to it under Q there’s something I’ve heard you say:

Questions are how you turn contacts into contracts. You’re in business to make a profit and to do that you have to make sales.

Getting someone to purchase, regardless of the type of business means you have to understand the problem they are trying to solve, if they have control of the checkbook and when they are ready to buy.

The better your questions and the better you listen the better you will be at closing.

“Could I get a word in edgewise here?” I asked.

“Sure,” they responded.

The Takeaway

“What I tried to do was come up with short pieces of advice that any entrepreneur or small business owner could use as a way to start thinking about marketing their business without having to spend an arm and a leg or sorely needed time to get good results.

Any one that wants the ABCs, including friends and staff, can get it free. Sign up at www.Jerryfletcher.com/profit.html It will be downloaded to you rickety tick.

This blog recaps the conversations of a group of business development professionals who meet for lunch each Friday. They discuss what’s new, what’s old, what’s good, bad and ugly but mostly what works. Jerry Fletcher is the ringleader and the one that writes up their comments.

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

What Is The Best Pick-up Line Online?

Posted on 2014/12/13 by Jerry Fletcher

Rick said it again, “A pickle label is the best pick-up line.”

Gail, one of three ladies at the table responded, “I love you dearly lad but believe me you need a great deal more. How long have you been married this time?”

She was just the first. All the rest jumped on him with varying degrees of disgust based on their age and their sex.

It fell to me as the oldest guy at the table to ask “What are you really talking about my crazy Direct Marketing friend?”

“Finally,” he said, “A person who is not besotted with carnality. What I meant was that failing all else play to the problem your target has. Label it. Help them understand what you are talking about even if you can’t bring yourself to use socially unacceptable language. Get as close as you can.”

Rob, our branding Bhudda smiled and said, “Now I get it. How many of you know what this headline was for: Within the curve of a woman’s arm…

Gail, copywriter and editor answered, “I don’t remember the product but it was the first underarm deodorant for women.”

“Hold it, I said, “What has that got to do with a pickle label?”

Rick replied, “It is kind of a shorthand way of saying that people will pay more attention to you on line if you tell them what you’re selling or problem you’re solving in their terms.”

Chris, the digital marketing director chimed in, “So what you’re saying is that in Adwords for instance I’m better off to use a headline that Includes the Main Keyword.

“Exactly,” Rick responded, “When your main keyword is in the ad and it matches the search query, the keyword will show up in bold.

Test your way to success.

The Takeaway

Test what you’re doing on line. Start with the pickle label and use that as your base of comparison or control. For instance:

Snoring (the pickle label)

Stop snoring (the benefit pickle label)

Stop Snoring Guaranteed (The benefit pickle label with a guarantee)

There are lots of alternatives but does that make the concept understandable to one and all? Remember, include the pickle label, the keyword that appears in your targets search in order to get your ad clicked on. That is what makes it a great pick up line on line.”

The lunch bunch is a group of marketing and sales professionals that meet each Friday. They discuss what’s new, what’s old, what’s good, bad and ugly but mostly what works. Jerry Fletcher is the ringleader and the one that writes up their comments. Sign up to get them all at www.JerryFletcher.com/profit .

Jerry Fletcher has been researching and implementing marketing that builds businesses, careers and lives of joy for over 20 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

A Branding Bar Story

Posted on 2014/11/15 by Jerry Fletcher

Two guys walk into a bar. Both spot a pretty girl, alone, seated at the bar. One borrows a megaphone approaches her and bellows into her ear, “I’m rich, good looking and I want you to marry me.”

The other simply walks to the bar, orders a drink and the young lady joins him and says “You are intriguing, good looking, possibly rich and I want to marry you.”

That, according to Taylor Graves of Nemo Design, one of the panelists at a National Speakers Association luncheon in Portland on November 13^th, is the difference between advertising and branding.

The other panelists were Brian Berger of Everything is on the Record and Matt Watson of Watson Creative. All have won their spurs doing branding work for national and international clients.

My usual Friday lunch bunch loved Taylor’s story, especially Rob, our Brand Guru who we call Bubba because he hails from Georgia.

Bubba, wiping away tears from laughing drawled, “Thas one of the best ways I’ve heard it put in a lot of years. What else did these guys have to say?”

I said, “The format was self intros and credentials and then questions from the audience.”

Kate chimed in, “So, Fletch you got in trouble didn’t you?”

“No, Madame Sales, I did not. These guys knew what they were talking about. Each, in their own way said what Bubba and I have been saying about Branding for years. Let me give you some examples:

The first question from the audience was “How can you create a brand experience with a very limited budget?” (I’ve heard this question before. It is why I teach No Budget Branding TM).

Matt responded, “We put your business on the couch to learn about it. We work on positioning and strategy and business design because Brand is not a logo it is the emotion that comes from the people that intersect with you, your company and products and services.”

Taylor said, “Brand is about who you are, what gets you up in the morning. It has to be true to who you are or it just doesn’t work.”

Brian agreed saying, “You have to be true to yourself. You are the brand. Your success is based on the people you meet and the relationships you build.”

Someone asked, “How do you use Trust in Branding?”

Matt told a story about working with non-profit trying to raise money noting that when the first e-mail request went out to 30, 000 people the landing page had only a still photo and some copy and it generated about 700 sign-ups and contributions. But, the next time they included a video with founders and contributors talking about why they were involved. The responses jumped to 10,000.

As Matt said, “Your Why is the epicenter of your brand. Great photography and video get the story and the image across faster than almost anything else.”

Taylor, an international award winning photographer agreed. He said, “If you haven’t watched Simon Sinek’s video on TED about Why and the Golden Circle, do so. The thing is people want photos and videos to be authentic universal communications. If they are authentic you will generate trust.”

Brian added, “Storytelling is another way to get there. It uses the emotions to overcome clutter and can be passed along without devices.”

Matt agreed and noted that sometimes a small client is better served by concentrating on a very tight segment, spending more per contact than they might ever dream to make each contact an event.”

Rick, our Direct Marketing Maven said, “I know this story, instead of spending a five figure budget for wedding photographer, he convinced him to go to only the 10 top wedding planners in the country with a really classy custom wooden box presentation at a about $100 bucks each and the guy did 5 or 6 times his business, like well into six figures, the next year.”

Yes, I said. “That’s the story. Branding is not advertising. It is not logos. You can’t buy it. It is what prospects and clients think, feel and believe about you, your products and services whether they’ve ever met you or not.”

Jerry Fletcher has been doing the kind of branding these gents believe in for over 40 years. He is a Contact Relationship Magician focused on making the techniques of enterprise level marketing available to small businesses with low or no cash. His consulting website is www.JerryFletcher.com

Jerry speaks professionally on networking, marketing and Contact Relationship Magic across the Americas. His speaking website is: www.NetworkingNinja.com

Jerry Fletcher's Secrets of Small Business Marketing

How to build your business, your brand and a life of joy…on and off-line.

Category Archives: Branding

Visually Shameless Networking

3 Secrets to Linked In Success

Secrets Of A Networking Ninja

How Do You Decide To Fire A Client?

Marketing In An Age Of Simultaneity

Fish Bowl Marketing

Building Blocks of a Successful Sales Pitch

The ABCs of Marketing Without Money

What Is The Best Pick-up Line Online?

A Branding Bar Story