A Number Is A Fact On Your Way To Trust

Posted on 2015/05/23 by Jerry Fletcher

Readers like numbers because they believe the numbers represent facts,” Rick, our Digital Director said.

“And facts will get you to Trust,” I responded.

We were sitting on the deck. I was sipping an iced tea.

Rick took a sip of his Pale Ale and went on, “But it depends on how you use ‘em.
Here’s five ways I think are really important:

1. Numbers are specific. Saying you have 3 models from 7 different brands says you have selection better than saying you have ‘superb selection’. More Trust. Less confusion.

2. Numbers are quick. I just flat get ‘em without having to think about it if I use the numbers In 2 for 1 versus the words, the story is much easier to see and comprehend. More Trust. Less calculation.

3. Numbers are easy to test. Changing from a word to a number in a headline or subject line or a teaser on an envelope can be done quickly and easily and you won’t believe the lift sometimes. And price testing. It is so easy on line. More Trust. Definitive answers.

4. Numbers enhance believability. Say you make a robot with a placement accuracy of 2 nanometers and a .002/second cycle rate. You and I do not completely understand those number but the engineers that need the machine will want to know more. More Trust. Personalized data.

5. Numbers adjust to demographics. In pricing, the numbers you use can skew how a product is perceived. Look at the difference in a price of $10 versus one of $10.00 where the cents are included. The higher the price, the more the high-end buyer wants to see the cents as well as the dollars. More Trust. Specific prices.

People believe you can’t shade meanings with numbers so they trust them more than words.”

Jerry Fletcher’s blog recaps conversations with clients, prospects and an unruly mob 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 “Watson” of the dialogue.

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

Your Story Is What?

Posted on 2015/05/16 by Jerry Fletcher

“We missed you last week. What were you doing?” asked our get right to it sales type, Kate, as I took my seat.

“Since you must know,” I said, “I was talking someone down from a ledge.”

“Mistah Fletcher,” Bubba oozed in his best Georgia peach way, “that is no job for the likes of you in my humble opinion.”

“That depends” I replied, “on a number of things. First, how high was it? Second, why was he up there? And third, was there a fire company with a net handy?”

Chris suggested in his digital director way, “Sounds like your leading up to the topic of the day and it doesn’t sound a lot like marketing or sales or all the stuff we usually talk about.”

“You are so wrong my oriental mastermind friend,” I said. “The guy on the ledge was me and I had totally screwed up my first column for a major forum. I didn’t need a net because the founder/editor is a gentleman and knows how to get the best out of a writer.”

Gail leaned looked over her glasses in her writer like way and said, “Back up. What were you attempting to write about?”

“My premise was that every company has a story. Each of us has heard and I’ll wager told stories about our companies and those we have advised. Most of us have heard how ‘when it absolutely positively has to be here overnight’ came to be and the legend of ‘just do it’ and others.”

“So where did you go wrong?” asked Rick our Direct marketing guy.

“I’ll bet I can tell you where he got all cattywampus,” said Bubba. I’m thinkin’ he went off the tracks on either Persona or Plot Line.”

Rick smiled and said, “I’ll do the Persona piece. My partner studied this for years. What he came down to was that there were only three or four personaes that work in a selling context. He called them archetypes. They are:

The Expert the person who has gathered the data, compiled the information, taken action to gain knowledge and with experience has come to wisdom.
The Knight who doesn’t know about something but goes looking to solve a problem and then reports back on the results of the quest.
The Collector who gathers experiences and along the way finds secrets that must, in his/her mind be shared. Sometimes the most powerful version of the Collector is a person reluctant to step into the limelight which makes the discoveries just that much more appealing.”

Rob said “Well done, Yankee!” He acknowledged Rick’s nod and went on, “Plot, according to Ray Bradbury is human desire let run, running, and reaching a goal. It cannot be mechanical. It can only be dynamic. Here are four plot lines that you are already familiar with if you’ve ever read a comic book, attended a Shakespeare play or sat through a George Lucas movie:

Challenge and Call can be a game of chance, a personal problem remedied or as simple as standing up to that voice on your shoulder. You respond to a negative situation and find your way out of it.
Transformation is the before and after story. It demonstrates the change you’ve learned which you can bring to someone else’s life or status or health or you name it.
Finder’s Sharers is when you relate the way you came upon something and the effect it can have for the buyer. A subset of this is often about revealing a secret discovered.
You and me against the world is a replay of the competitive thing that most business owners believe in. Just like the war of Yankee aggression, it divides the audience and will make some of them hardcore fans.

Theah’s more but that’s the bigun’s in the briar patch.”

“You guys hit the nail right on the head,” I said. “I went back to my notes on our discussions about stories and using them for corporate positioning and branding. It was all there. Thank you all for helping me down off the ledge.”

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

Go Where They Ain’t

Posted on 2015/04/25 by Jerry Fletcher

“Go where they ain’t,” said Rob, the southern fried branding guru we lovingly call Bubba.

Chris asked, “That is your great business development advice?”

“Yassuh,” said Bubba around a dinner roll slathered with butter. I’ll give you examples from every part of marketing ‘cause that is advice you can take to the bank.”

“Okay,“ I said, “if we use the seven P’s model of Marketing I’ll just set them up one at a time. Is that okay with you?”

“Bring it on, Watson” said Bubba, “and if any of y’all want to jump in, feel free.

“Prospect Viewpoint,’ I said, “out of all the people out there who buys or will buy your product or service and what do they think, feel and believe about it?”

Rick, our direct marketing expert said, “Let me take this one. If you really analyze both the demographics and the psychographics of buyers you’ll find that they have more than one reason for buying. Yes, one will be prevalent but reasons two and three are often just as viable as number one. You go where they ain’t by orienting your creative to one of those other reasons.

“Profitable Niche is next. I said when he finished. A niche is a way to minimize competition with a focused portion of a market that requires a product or service that is outside the mainstream either in the need it meets or the design of the product or service. “

Gail, the copywriter volunteered, “you know how the whole world is now into mobile? Well I have seen that work out really well for two industries not known for it. Our vet’s practice is all house calls. And our computer guy lately seems to live in our spare bedroom/home office.”

Kate asked, “Are the virus’s attacking again?”

“Don’t get her started.” Rick said.

“Positioning is the third item,” I said. It is how you differentiate yourself or your product or service.

Bubba cleared his throat and said, “I figure I oughta take this one ‘cause everybody confuses it with brand and names and logos and taglines and you name it. Positioning is how you tell people quickly and succinctly how our product or service is unique. The classic examples are: The Uncola for Seven Up or We try harder for Avis or when it absolutely positively has get there over night for Federal Express. All or part of it may appear in a tagline. It can be a product name. It will, overtime, be part of the brand.”

“Persona is next, I see it as the heart of any business, the operational strategies. It is a core of trust wrapped round by Product, Price and Passage (distribution) encased in your name. Any one of the key elements can take you where they ain’t. For instance: The Chronotherm (the world’s first automatic setback thermostat). Or how about a fixed price to get a Pilot’s license or to integrate reporting software into your corporate systems. Consider a vending machine in orthodontist offices to dispense the most common items used. TWo of those I helped put in place and they are killer!

“Promotion Anybody”

Chris said, “I’ll take it. The internet has changed things but mostly just added another channel. The easiest way to go where they ain’t is to use direct mail. Use has declined so it stands out. Yes, it costs more than e-mail but used in combination with on-line activities it can increase acquisition geometrically.

“Performance is next, I said, “this is the way you, your company product or service interface with the client/customer/user.”

Kate, our sales doyenne said, “Got it. Have humans answer the phone. Actually help people find a competing product. Provide content that actually helps. Listen to your sales force when they tell you what people are saying about you and competitive products. Make it easy to opt out. Basically just treat people the way you’d like to be treated.

“Perception is the last one,” I said. “Bubba will you do the honors since Brand is your baby?”

“Sho’ nuff. Brand is the sum total of all the ways you or your company, product or service wind up on folks’ radar. What you want to have happen is for folks tell others Look what Mama gimme!”

The Takeaway:

Be different. You can do it with a name, a product, a distribution channel, pricing, delivery, after sale support, positioning, finding a niche. The better you understand your customer/client/user, the easier it will be.

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.

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

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

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

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?

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 ringleader and secretary. look into his products at www.Z-axisMarketing.com

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

How Small Businesses Really Find Buyers

Posted on 2015/01/24 by Jerry Fletcher

“Guys,” I said, “I got referred into this prospect because he needed strategic marketing help with a complex situation that could grow his operation by 500% in 3 years. I spent an hour with him discussing his business and the market he wanted to pursue.

Then he asked me why I wasn’t talking about about advertising and PR and Web Site performance.”

Rick, our direct marketing expert asked, “How did you respond?”

“I told him that I had to understand where they were now in order to begin to find a way to get to where they want to go.”

Gail, the veteran copywriter shushed me and said, “Did you ask him what he thought marketing was?”

“Yes. His ideas about marketing were similar to what I’ve found over the last 20 years asking business owners and managers about how they think people find them and buy from them.

I asked him to list where or how he believed marketing would have the greatest ROI for his Enterprise level computer consulting him. Here is his list:

Direct sales
Trade Shows
Online (Website, SEO)
Public Relations (PR)
Responding to RFPs (Requests for Proposal)

“I know you’ve actually gone out and asked your client’s customers how they came to buy, said Gail, “how does that compare?”

“Well, that varies by the phase the company or product or service is in at the moment. There are three phases as shown (This is just one of the information displays in the FREE Whitepaper that will change how you look for buyers)

It doesn’t matter whether it is a one man band or a corporate megalith the answers tend to be the same and are only limited by the budget available. What works according to the buyers fall into six categories:

Referrals/Word of mouth
Prior Experience
Distribution/Direct Sales
Direct Marketing
Networking
Everything Else.

You’ll notice that only one of these was on his list so he’s missing over 80% of why clients would seek him out.

The Takeaway:

Small Business Owners need to know what works versus the hype and what has changed over time and how to take advantage of the changes. Get the 20 page whitepaper: High ROI Marketing for a limited time FREE.

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 secretary.

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

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: Trust

A Number Is A Fact On Your Way To Trust

Your Story Is What?

Go Where They Ain’t

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