Consultant Marketing Brand Takes Time

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Brand

Have you got one?

Do you want one?

What does it take to get one?

Consultants take heed

You are going to have a brand whether you want one or not.

Some consultants say that you’re only as good as your last success.

That’s true as far as it goes.

Some believe your brand is about hiring a graphic designer to make you look good.

Not a bad idea but only as good as your brief to her/him.

Others hire branding consultants to find a way to tell their story.

Again, considerably useful but not the complete narrative.

Brand, is not what you want it to be. You can present your case. You can use graphics that set you apart. You can declaim your differences in words that flow gently or stridently. You can muster staff and close ranks. You can posture and pose.

But in the end your brand will be the combined perceptions of all who have been exposed to you.

There are three major phases to your branding:

  1. Brand Identity

Your vision for your practice leads you to select a name. With that in hand you seek out a graphic designer to find typography and art that reflects what you want people to think of you.

You are striving to be memorable. Within 15 seconds of receiving your card or landing on the home page of your website the initial perception of you will be formed as will the language used to refer to you in subsequent conversations with other business people.

With a little luck you can become memorable Just don’t assume it will happen automatically or that the initial perception won’t change.

2. Back Story

You find that you need to build a web site and materials for sales and marketing of your services not to mention report formats and word heavy documentation of what you do. Case histories and client quotes can help tell your story.

Within the curve of your growth as a consultant you will need to establish what makes you and your organization unique. That is done by developing a consistent approach to all the elements that lead to trust. Extreme variation will make prospects question your honesty. Lack of imagination will push them to look for alternatives. Being true to your word will move you toward unforgettable but the major factor in that assessment will come from outcomes desired by clients.

3. Battle Hardened

You enjoy multiple engagements and find that you really can help businesses with the concerns and problems they are having.

Suddenly, you are viewed as indispensable. Clients turn to you for advice on every part of their business. Honesty about the extent of your capability and a willingness to find resources that can solve the problem put a shine on your brand.

And so it goes .

For a few of you that find a way to change the way your clients think your brand will go from Credibility to Cash to Legendary.

Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc. See Jerry’s speaker demo reel.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing advice that builds businesses, brands and lives of joy.

Credibility to Cash TM is his latest way to share experiences so you can take your business up a notch…or two.

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

Consultant Marketing Solo DoubleTrouble

You made the break.

You decided to put your consulting career on the front burner. You decided that it is time to make that side hustle your full-time job.

Two considerations.

You need to think about two things that will make or break you. I’ll bet neither have managed to tap you on the shoulder so far. If you’re like most, you are too excited by the potential in front of you to consider these factors. Those important items that are eluding you are:

  • Team
  • Technology

Before you marshal your arguments, listen to my tale of woe.

Team

The crew you work with was probably assigned to you. Or, rather, you were assigned to it. As your career progressed you were moved from team to team. You may have decided to change companies but once again you were assigned to a team. With experience you were moved more and more into leadership but seldom if ever did you select the people on your team. At best you took on the responsibility of selecting individuals from within the organization to put into teams.

Now you are engaged in building a company. Any business coach or attorney will tell you that you need to have a business entity. No matter what form of business you decide on and no matter what title you assume, you, for the first time possibly, will be the one calling the shots. You will Have to think about teams differently.

Solos don’t have teams

That was my contention until a client pointed out that I had a group of suppliers that I worked with all the time. We were comfortable handling projects together, each of us doing what was needed, each connecting seamlessly to get things done, each a solid member of the unit that wasn’t formal but still functioned by any measure as a team.

Even then I still held that the best thinking came from individuals not teams. I cited all the geniuses of the arts and some of the discoveries in the sciences as “obvious examples”.

 Not long after that I was trying to convince the man who has now been a client for a decade that moving from doing turnarounds as a CEO or COO to Leadership and Management Consulting was significantly different and that he did not have a team in place to handle the shift.

Teams can trump persuasion.

I pointed out that That when you have C-suit initials as your title, employees have to follow your orders. They may resist, citing long standing team approaches, but long  term they must acquiesce. As a consultant you don’t have that power. You have to convince, persuade, cajole and sway them in any way you can to be effective. And the team you have in place whether they work for you full time or on a 1099 can and will impact your efficiency.

Nobody can do it all alone.

 At least not the ones I’ve come across. That was a hard lesson. It took me over 20 years to figure it out. And I was still left with a hole in my knowledge of how to select, build and lead teams starting from scratch. Like a lot of people I searched for answers. I had worried my way through just about every assessment tool you can imagine starting as a beta tester on an early one back when I worked in Denver.

Technology wasn’t the answer.

There were a couple problems with the assessments:

  1. The person you were evaluating had to take the assessment for you to get any kind of real fix on them.
  2. The training requires that you use the labels assigned by the assessment on a daily continuing basis to use it to your greatest advantage.

I found very quickly that I had to become some sort of new millennium astrologer to begin to get any use out of all the time I’d put in studying the assessments. Unfortunately my Mars in retrograde got wrapped around the axle of the conflicting moons and I found myself fizzling out dodging detritus circling Saturn even if I had the code for a people connection.

Maybe their Why is the answer.

I learned of a new piece of Software the other day. It is called the WHYos and will introduce on November 15. I went to the WhyTechnology website to learn more. I tried the free trial and in a matter of minutes was rewarded with the assessment’s view of my Why.

“Why” is associated with Simon Sinek.

He wrote a book called Start with Why back in 2009. He may be better known for a TED talk which can be seen here. He made the world cognizant of what made some individuals and organizations stand out from others. Because of Simon Sinek, a dentist in Texas began searching for software that would allow him to optimize his why.

Dr. Gary Sanchez’s WHY is to find a better way and share it.  HOW he does that is by making things clear and easy to understand.  WHAT he brings is simple solutions to help people move forward. He and his Team have worked with hundreds of thousands of individuals, as well as thousands of companies from small yoga studios to Fortune 500 Companies helping them get clear, stand out and play bigger. 

I didn’t know I was looking for that piece of software.

But I was.

I didn’t realize what a difference it could make.

Now I do. I tested it.

I was never quite sure what drew me to trying to find a better way in everything I do.

Now I understand.

Why.os is changing my life.

It will change my product launching December 15 called Linked In Brandr which guides you step-by-step to inject brand into your Linked In profile in just one evening. It will make it possible to base your brand on your why. The product was good before. Now it is great.

And so it goes.

Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc. See Jerry’s speaker demo reel.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing advice that builds businesses, brands and lives of joy.

Credibility to Cash TM is his latest way to share experiences so you can take your business up a notch…or two. Sign up for the unique audio/video/article Newslog here.

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

Consultant Marketing Brand Sound

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Dave and I had lunch Thursday.

It was good to hear how the little golf product company he founded was doing. He has come a long way from when we met in his kitchen to put together the promotional material for the annual Golf Pro Trade show for the USA.

He had already committed to that show when we started working together. It was only one of the areas he needed advice in. Like most entrepreneurs, particularly inventors, he had no idea of what it takes to start a business from the ground up.

Marketing Consultant/Start up Consultant

I came onboard because he wanted a marketing consultant. Very quickly I turned into a start-up consultant. He had worked through and solved his production problems in way that turned out to be scalable. He was handling fulfillment personally pulling, assembling, packaging and shipping product on an as needed basis.

Sales was how he tested whether the product was something that would work in Golf Pro Shops. On-line marketing was being tested, but not in an organized way.

I squired him through getting a distributor sales organization, acquisition feelers from several companies and finally finding a pro to handle his on-line marketing.

These days he tells me he is negotiating a new distributor deal that includes fulfillment and has come to the conclusion that being able to dial advertising on Facebook up and down to manage sales is what he really wants.

Video is what sells is what he believes.

He asked me to respond to some of his ideas generated by comments on his ads and social media. His ideas (did I say he is an inventor?) tend to take comments about alternatives to the product seriously. None of the alternatives were shown side-by-side with his product in his ideas. Then he kept wanting to add things to the product like speaking digital readouts etc.

What does the product get the buyer?

I stopped him in the middle of how he could measure the degree of deflection between a direct line to the hole and how an individual putted the ball. My response was “So what?” Knowing the degree of deflection doesn’t mean diddly if I don’t know how to correct it. If I read the directions on the current product I’ll be able to see exactly how off I am without having any fancy digital sensors. I’ll be able to correct my putting and practice the perfect stroke. I’ll be able to take strokes off my game which is what I want.

The sound is the promise.

Somehow we found ourselves talking about why golfers would buy his product. It all comes down to sinking putts of any length. We were envisioning a dark screen like a golf course green in the twilight. He talked about a point of view video on the putter and ball as it is stroked, following the ball and then seeing it fall in the hole. I told him that vision was nice but it was no good without the sound effects. The putter clicks when it hits the ball. The distinct sound of a golf ball falling into the cup is unmistakable to a golfer.

The 3 second sale

I pointed out that when someone lands on your web page or clicks on your ad you’ve got no more than 3 seconds to get their attention, become memorable and build desire for your offer. Three seconds.  

The speed of sound

You can recognize a sound in one half of one second (0.05 seconds). More importantly, for branding purposes, auditory reaction time is four times faster than visual reaction time. Hearing is the fastest of our five senses.

Sound is incredibly powerful because of the speed at which you can capture your audience’s attention and ‘cement’ your brand in their mind.” — Gary Vaynerchuk.

I told Dave that the sound of the golf ball falling in the hole should be his singular audio brand component. Sound can sell his product. That sound is why a golfer will buy. That sound is the payoff for every golfer.

Imagine if you will

Video: Point of view (POV) Camera looking down on putter lined up on ball

Putter strokes ball.

Sound: Click of ball being putted (SFX)

Video:  Fade through black to product at same angle as putt.

SFX:    Ball dropping in hole

Video:  POV product demo once with deflection once corrected

            Cut to product logo

SFX     Ball dropping in hole

Video: Super order link

            Product logo

SFX     Ball dropping in hole

All that can be done in less than 15 seconds.

And so it goes

Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc. See Jerry’s speaker demo reel.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing advice that builds businesses, brands and lives of joy.

Credibility to Cash TM is his latest way to share experiences so you can take your business up a notch…or two.

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

Copyright 2021 Z-axis Marketing, Inc. All rights reserved

Consultant Marketing Credibility Index

Featured

What is your credibility index?

If you are a consultant it is a pretty good bet that you have a profile on Linked In.

How credible does that profile make you to your prospects? Here’s a simple way to evaluate that will take just minutes.

What to consider.

People, I’ve been told, do not give you a lot of time when they come across your information on any page on the internet. The last research I saw said you have 3 seconds to get their attention and brand yourself. Three seconds!

So you have to first stop them and once you’ve done that maintain their interest and provide the information they are looking for. Here’s the short list of considerations:

  • Stopping Power
  • Maintaining Interest
  • Answering their Questions

Let’s take those one at a time.

Stopping Power

If your Linked In profile looks like this you are in trouble:

We live in a visual world. If you want to stop people you need to take advantage of every bit of visual stopping power Linked In offers. The absolute minimum is a headshot. Consider also:

  1. Using the first panel of your website home page as the background.
  2. A photo in the background that shows you in action.
  3. A photo in the background that shows product(s) you are associated with.
  4. The addition of your company logo to that background
  5. Your name in that background.
  6. A positioning line in that background (like a headline)
  7. Combinations of the above.

Maintaining interest

Why are they searching on Linked In? In all likelihood, someone gave them your name or they came across it looking for an expert in a specific industry or they have heard about a specific skillset you have. You have to speak to their concerns and interests in their terms in order to keep them in your profile.

Your name Start with your name. Use the name you are known by amongst colleagues and people that might refer you. Do not use an initial for your last name. Initials are okay, however, if you regularly use them. If folks call you DJ or JJ or BZ then use that moniker but include your last name.

Your title Since most consultants are independent professionals operating as solos (nearly 70% in our last survey) you can call yourself anything you like. But instead of massaging your ego consider what that prospect is looking for. Do you think they want one of the “normal” titles like President or CEO? Research shows that they want more of a positioning statement that fits with the expertise they are looking for. You have space to use a positioning line, a generic/industry descriptor for what you do and a normal title.

Here’s an example from one of my clients:

Answering Their Questions Whatever brought them to your Linked In profile in the first place will now come front and center. You stopped them with professional looking graphics. You intrigued them with a positioning line that will get them to read further.

There are different approaches prospects take from this point on. Some will read everything on your profile. Others will say, “That’s who I was looking for, How do I get in contact?”  As consultants we know the men and women who have the clout to hire us don’t have a lot of time. So why do so many consultants make it so hard to contact them?

There is a reason the words Contact Us are in blue. Unless you’ve been kidnapped and held incommunicado for a decade you know that clicking on that phrase will get you a way to contact the profile owner.

Yes and no. In a random check of that capability I found that 90% of the profiles did not include a telephone number. Many of them had only the Linked In Profile listed. You need to make it as easy as possible to contact you. Prospects want to know how to connect NOW

Here is what Jim includes:

What you say on your profile is important but these three things will make you one of the few that stand out.

And so it goes.

Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc. See Jerry’s speaker demo reel.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing advice that builds businesses, brands and lives of joy.

Credibility to Cash TM is his latest way to share experiences so you can take your business up a notch…or two.

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

Consultant Marketing Journey to Success

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No one ever said it would be easy.

Then again, only a few folks, over time, explained what it takes in way that was completely accessible to those ready for the advice. Some of the best known are:

  • Ben Franklin
  • Napoleon Hill
  • Dale Carnegie
  • Claude Hopkins
  • Steven Covey

One thing marks them all: Best Seller Self-help books.

But when you study how they came to be so admired you may find you were unaware of some things that might change your beliefs. In fact, the lessons that can be learned from these men might stretch your imagination and put a new spring in our step on your journey. Let’s take them one at a time:

Ben Franklin

He signed all four of the documents that are the basis of formation of the United States was scientist, inventor, diplomat and the originator of a form of peer groups called a Junto.

Ben seldom wrote under his own name. First, he wrote as Silence Dogood for his brother’s newspaper. But his best known work was Poor Richard’s Almanack. The book, filled with proverbs (many of which he invented), was published continuously for 25 years and became one of the most popular publications in colonial America, selling an average of 10,000 copies a year.

Old Ben was his own ghost writer and not afraid to present his views and ideas as inherited from the ages.

Napoleon Hill

He wrote Think and Grow Rich. To date, over 80 million copies have been sold. This may be the top selling self-help book of all time.

It is captivating and clear. It consists of 13 principles that he derived from conversations with some of the wealthiest men of his day. It turns out that there is science to why it works which may explain its longevity.

But the thing is that Hill was not able to think, grow rich, and then write a book about it. Instead, he thought of a book, wrote it, and the riches followed.

Dale Carnegie

We know him best for his book How to Win Friends and Influence People. He said:

“You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you”

This pioneer in the field of public speaking and the psychology of the successful personality built an organization that continues to this day

Dale was born Dale Carnagay in 1888 in Missouri.

He changed the spelling of his name only after his first book Public Speaking and Influencing Men of Business was published.

Claude Hopkins

He is a personal hero of mine, one of the great advertising pioneers. Hopkins wrote Scientific Advertising  which has sold 8 million copies (It is now available free on-line)

His basic premise was that testing all components of marketing a product was essential to overcome the risks inherent in advertising. That meant looking at product distribution, sampling, copy and graphic split-testing as well pre-empting product specifics benefits and personalities to establish a brand He was a total advertising man.

Even though he was one of the highest paid ad men of his day he resented the fact that he had made his clients significantly wealthier than himself.

Steven Covey

Mr Covey wrote The Seven Habits of Highly Effective People. At last count it had sold more than 30 million copies since it was first published in 1989. One of his lesser known quotes speaks to what I have found to be true:

“Trust is the glue of life. It’s the most essential ingredient in effective communication. It’s the foundational principle that holds all relationships.”

Covey presents a viewpoint that is based on his idea of where principles and values intersect. He sees values as internal and principles as external and disallows conflation. In his view, values are responsible for human behavior whereas principles control results.

His ideas strung together in pithy statements intended to empower and inspire are seen by many as cryptic and requiring significant additional information.

My takeaways after a morning’s research:

  1. A complete model makes a self-help approach more accessible and memorable just as having a junto builds solutions capability.
  2. Being controversial or in disagreement with other self-help classics is probably a good idea particularly if your viewpoint is approachable.
  3. Personal/ individual Marketing is really what self-help is all about. Getting there means understanding what works with the audience.

I’ll be keeping these things in mind as I build out Credibility to Cash.

And so it Goes

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Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc. See Jerry’s speaker demo reel.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing advice that builds businesses, brands and lives of joy.

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

Credibility To Cash Information Sign up for the Newslog

Brand is a Rainmaker

In times gone by, there were folks that hoped or believed they could get nature to relent and to turn cloudless skies into rain that would wash away a drought if only in one little part of the country.

Some seemed successful. Others, not so much.

Desire doesn’t change.

Each of us want there to be some sort of magic formula to bring new business to us without our having to work for it. We want the gods to smile on us. We’re willing to wear clothing we were wearing when we were successful before. That special tie comes out for the “big pitch.”  The unmatched socks get worn on purpose when we’re going for a new job interview. That railroad watch your Dad gave you gets wound up for the first time in years.  The rabbit’s foot key ring once again settles into your pocket.

The charm is your brand.

  • Sorcery doesn’t deliver potential clients. Staying true to your brand does.
  • Voodoo will not bring a customer to you. A brand that delivers will.
  • Alchemy doesn’t solve customer problems. You do and that is what your brand is based on.

You make the rain.

Although my blog appeared here each Saturday for the last month, I was half a world away from my office. I wrote those weekly comments on Brand before I left on a trans-Atlantic voyage followed by visits to Barcelona, Madrid and Washington, DC. I maintained my work with current clients (when I had internet connections). I wasn’t looking hard for new business. I was taking a vacation and meeting with some folks in person that I enjoyed from internet contacts. I thought I might be of assistance to some of them along the way. Turns out I will be.

Sometime when it rains, it pours.

As initially planned I was going to spend a few days sightseeing in Barcelona and return home. But then internet contacts in Madrid agreed to meet with me for lunch or coffee and so I extended my stay to take a high-speed train to Spain’s capital. Here’s what transpired:

  • I had coffee with the managing director of the largest speaker’s bureau serving Europe, Central and South America. He asked if he could add me to their database 10 minutes into our conversation.
  • I had lunch with the Spanish speaking former employee of a client based in Singapore. Later, because of her new coaching business I introduced her to the speaker’s bureau.
  • The founder of a social media service agreed to have coffee with me. I asked why things had “gone dark” after an initial burst of funding acquisition. He told me, in detail, and then proudly said that they had held the company together and it was now profitable. Then he asked for my consulting help in building the business in the USA.
  • I telephoned a client when I reached DC to find out how his knee surgery had gone. He asked me if I would take on an assignment for an association he is working with. I said, “Of course.”
  • A client “hip-dialed” me yesterday morning. We chatted briefly and then he asked me to meet with a consultant he knows. I agreed and the luncheon meeting is set.
  • This morning I got a message through the social media site that another member of group is as he put it “Looking for a professional speaker that may be interested in assisting to bring a virtual reality product to the market in North America.” We’ve agreed to talk about it.

You can’t control it, but you can influence it.

Just like you can’t control Brand, you can’t control the pace at which new business opportunities come to you. You can however, influence both.  You start by staying true to what you do. You stay honest and forthright. You decline when you have to but you always try to suggest someone else that might be able to help.

Most of all you build Trust. You do it in each conversation. You do it more in your actions.

I didn’t have to introduce Rosa to the speaker’s bureau, but I did.

I wasn’t calling a client about his knee surgery, I was calling a client that over the years has become a friend. Help him with the association? I’ll do that regardless of the fee.

Have lunch with a prospect when one of your best clients asks? Definitely. He knows the prospect will get honest answers and didn’t even think to ask.

Hear out a founder who has come through the valley and has emerged profitable? Accept an assignment? Done, in all humility.

Agree to talk to an engineer about becoming a “product ambassador?”  You bet, because I’m convinced that contact came about because of my conversation with the social media network founder in Madrid.

And, so it goes.


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

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

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

Brand and Product Catch Phrases

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Catch phrases. Round 2

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

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

Do you remember when these were first used?

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

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

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

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

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

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

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

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

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

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

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

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

According to the Center for Applied Research:

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

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


And so it goes.

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

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

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

Brand Catch Phrases

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

Do you have a memorable catch phrase?

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

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

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

And so it goes.

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

So I used them again.

And again.

And yet again.

They became a kind of signature.

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

What is the Genesis?

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

In seconds I knew the words “So it goes”

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

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

My words are an homage to Vonnegut…kinda.

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

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

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

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

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

“Resistance is futile”

“The truth is out there”

“Sock it to me!”

“I’ll be back”


.And so it goes…..

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

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

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

Brand and Passive Aggressive Prospects

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Today’s consumers are Passive/Aggressive.

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

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

More touchpoints is just that.

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

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

Consistency is key

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

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

B to C versus B to B Touchpoints

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

Consumer                            Both                                       Business

                                                Word of Mouth (A)

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

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

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

Online Reviews(P)                                                              Testimonials(P)

E-Commerce                                                                         Direct sales

Products sell on line, services not so much

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

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

Building Brand based on why

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

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

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


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

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

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

What Are the Key Words of Your Brand?

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That sounds simple enough but as my client Brent said over lunch, “Finding key words takes a lot of time and you’re still not certain they match up with your brand.

Search engines are dumb.

Type in a descriptor of what you are looking for.  For example, I’ll use “keynote.”

I mean a major presentation by a professional speaker at a meeting or conference. But that is not what Google served up. All I got initially was a lot of information about an Apple program. It took three pages before I found any item about a professional speaker!

Maybe not so dumb…

I changed the query to “Keynote speaker.” That yielded 62,800,000 possibilities and the first page was all about professional speakers and speakers bureaus.

I started looking at how to get really good key words because “keynote speaker” got a lot of possibilities. Way too many!

Key Words are competitive

As you minimize the competition for your key words you increase the possibility of your web page showing up on the first page of the search engine. That gets you up to 90% more views!

Popular search terms only make up a fraction of all searches performed on the web. In fact, keywords with very high search volumes could draw visitors to your site whose goals don’t match the content your page provides.

Long tail key words may be more valuable

This chart from MOZ shows how key words ranked outside the top ten provide over 80% of the searches.

Test and Reset.

Finding key words that match your brand is an iterative process. Trial and error can get you to a better place. I started with: “Keynote Speaker for Independent professionals”

That generated zero, zip, nada so I tried:

Keynote speaker for Consultants 77,100,000 results
Keynote speaker for Coaches       72,000,000 results
Keynote Speaker for entrepreneurs         20,100,000 results
Keynote speaker for solopreneurs           59,100 results

Get more specific.

Since I speak on multiple areas of business development essential to these kinds of businesses I next tried searching based on those possibilities. The results:

Brand Keynote speaker      30,300,000 results
Brand Keynote Speaker for entrepreneurs         9,550,000 results
Brand Keynote speaker for solopreneurs                        87,000 results Networking keynote speaker          11,700,000 results
Networking Keynote speaker for entrepreneurs 12,700,000 results Networking Keynote speaker for solopreneurs  97,500 results
CRM keynote speaker         801,000 results
CRM Keynote speaker for entrepreneurs           410,000 results
CRM Keynote speaker for solopreneurs            39,800 results
Brand keynote speaker for solopreneur consultants     204,000 results Networking Keynote speaker for solopreneur consultants 136,000 results CRM keynote speaker for solopreneur consultants       28,900 results

Focus

Deciding what to do is damned difficult. Trends say there is more interest in brand than networking and definitely more than in CRM. But, the smaller the niche you approach the easier it is to get high search rankings and hence bookings. It looks to me like I should put more emphasis on my speaking site on CRM or possibly crank up a new site.

What do you think?

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

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

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