Consultant Marketing Journey to Success

.

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

.

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

Consultant Marketing Diving In

Are you thinking of bailing out of a full-time job to start a consulting business?

.

Jumping out of a perfectly good airplane isn’t a good thing to do on a whim. On the other hand with a little pre-planning it can prove to be exhilarating. I’ve known folks that parachute from airplanes that were airborne in the Military and those that just wanted to check off a thrill on their bucket list.

Both took a lot of precautions. But the bucket listers all enjoyed it more.

What do you need to consider when you are taking that side hustle to full time? How do you get from unknown to memorable. More importantly what does it take to become Credible?

How do you go from Credibility to Cash?  

  • Stay real, honest and authentic
  • Scrupulously avoid individuals and organizations that are not trustworthy.
  • Pay it forward. Practice relational networking not transactional.
  • Never stop adding to your expertise.
  • Tell it like it is (even when your view is different from the “common view”).

People hire consultants, not companies.

Too often this is overlooked. The new consultant is so intent on becoming a branded entity that they overlook this simple fact. Really big companies may hire consultants by their company name but mid-level and below organizations are looking for experts and look for them by name. If you want to have a fancy name and elegant logo that is fine but sooner or later you will find that if prospects remember your company name it will be associated with your name.

In other words, if you are an independent professional of any kind such as a consultant or coach, you might as well append your name to your company name because your clients and prospects are going to do so whether you like it or not. Your name adds credibility and that credibility leads to cash

Trust is the single most important business development attribute.

Having enough in the grouch bag (reserve funds) can help you with this. If you are not extremely concerned with providing for you and yours it is easier to stay on the straight and narrow. You find that you have the ability to say, ”No” to those deals that just don’t smell right. You will be able to be genuine and be plainspoken. Yes, your expertise is important. The connections you generate via networking can lead to being considered for engagements. The folks you add to your CRM (your list) become, in a way, investments. You invest your time and capabilities in them and they return the favor. Over time you will find that who you know is not as important as who trusts you. Your credibility, the trust you have generated leads to cash.

People are like Pearls.

Years ago I wrote a blog that likened the friends, associates and colleagues each of us has to pearls strung together into a magnificent necklace. If you think of your contacts that way you will want to show them off. That is what relational networking is all about. Transactional Networkers tend to look for tit for tat exchanges. They are much more about “What have you done for me lately?”

Relational networkers pay it forward. They refer the experts they know to fill a client or prospect’s needs. They constantly seek out opportunities for those they believe in. It pays off. Their credibility as a referral source leads to more assignments and better cash flow.

Know it all or at least more than others.

It is called lifelong learning in some circles. Continuous learning fuels creativity and innovation, helping the learners use their knowledge and skills in meaningful ways. The more you know about your area of expertise the easier it will be for you to diagnose situations and prescribe courses of action that will get to a positive resolution.

But don’t limit yourself to only your specialty. Explore subjects that are just to the side of it. Look into things that might have no connection at all. Because of the way our brains are wired those seemingly unrelated areas of interest generate connections that lead to creative connections. Challenging the little grey cells can make you more believable and inspire prospects to cash in on your unique abilities.

Controversial gets you seen. Results get you paid.

People respond to what is different. They actively seek out better solutions that are positioned and identified in ways that make them stand out from the crowd. Being controversial in your writings, speeches and other public appearances will get you noticed. A portion of the people that can hire you will listen in depth. Others will not. Both will have become aware of you in a way that is memorable.

Get the outcome stipulated in an engagement and you will earn the testimony of a satisfied client. Do a joint presentation with her or him at an industry gathering and you will generate another circle of admirers. Like dropping a rock in the water you will cause a small wave to press outward leaving a recognition of your knowledge. Each time your insight is touched your credibility increases. The more prospects that hear about your approach, find it ingenious yet plainspoken, the more will engage you.

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.

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

Learn more about Credibility to Cash. Subscribe to Jerry’s Newslog.

Brand and the Placebo Effect.

.

Go ask Alice

The lyrics to “White Rabbit” written by Grace Slick of Jefferson Airplane begin with:

One pill makes you larger
And one pill makes you small

And the ones that mother gives you
Don’t do anything at all…


When it comes to Brand that is correct as far as it goes. Spending to build or maintain a Brand will keep it on track, Cutting marketing to the bone as was done following the merger of Kraft and Heinz reduced the size of the company as well as the shares of all their Brands.

Owners and managers were counting on the placebo effect, that power of the human mind to experience what we expect. Those marketers expected their customers to continue to believe in and buy the brands even if the brands did not reach out to them.

Turns out the customers are on to that trick.

  • You can’t build or maintain share by cost-cutting.
  • You can’t keep customers if you don’t listen to them
  • You can’t convert prospects by solving old problems

And if you go chasing rabbits
And you know you’re going to fall
Tell ’em a hookah smoking caterpillar
Has given you the call

To succeed in building or maintaining a Brand you can’t count on where and what you’ve been. The audience is changing. The customer’s methods of evaluating your product or service are changing. The media that reaches them is changing.

Your Brand is the sum total of perceptions held by contacts, prospects and customers.

  • If you don’t keep up the conversation your Brand will weaken
  • If you don’t use social media to get close your Brand will stagnate
  • If you don’t publicize how you are disrupting the category your Brand will lose share.

Small businesses have the advantage here. You can build a stronger relationship with contacts, prospects and customers. You can personalize your communications meaningfully by going beyond using their name and knowing what it is that caused them to build a relationship with your Brand. Once that bond is reached the placebo effect will work for you. They will defer purchase of a competitive product until your similar product is available. They will become your best salesmen.

When the men on the chessboard get up
And tell you where to go
And you’ve just had some kind of mushroom
And your mind is moving slow

As soon as you begin to have some success you will be accosted by marketing experts who will want to sell you their advice. Stick with the personal touch. It is the shortcut to Brand. Stick with what has been working.

Yes, you’re busy. Yes, you’re getting more business than ever before. Yes, what they say sounds good.

Take your time. Don’t make any long-term commitments. Test their advice. It is your Brand, after all.

When logic and proportion have fallen sloppy dead
And the white knight is talking backwards
And the red queen’s off with her head
Remember what the dormouse said

Feed your head, feed your head

The demographics of your market are changing. The psychographics of your market are changing. Find out how. Find out by getting as up close and personal as you can. Listen. Really listen to what is going on with your contacts, prospects and customers. Let them help you innovate and stimulate how you can disrupt the arena your product or service is in.

Your Brand is a living breathing entity. Remember you can influence it but you can’t control it. Complete control rests with those that think, feel and believe what is said about it. But if you don’t support it with ongoing marketing it will fade. You need to feed the way you want it perceived or it will lose its luster for fans.

The placebo effect can add to your Brand.

  • The visual appeal of your product or service can make it more desirable
  • A referral from a trusted friend or advisor creates positive expectations
  • Great reviews or testimonials build Brand prior to use by new customers

Here are all the lyrics:

White Rabbit

Jefferson Airplane

One pill makes you larger
And one pill makes you small
And the ones that mother gives you
Don’t do anything at all
Go ask Alice, when she’s ten feet tall

And if you go chasing rabbits
And you know you’re going to fall
Tell ’em a hookah smoking caterpillar
Has given you the call
To call Alice, when she was just small

When the men on the chessboard get up
And tell you where to go
And you’ve just had some kind of mushroom
And your mind is moving slow
Go ask Alice, I think she will know

When logic and proportion have fallen sloppy dead
And the white knight is talking backwards
And the red queen’s off with her head
Remember what the dormouse said
Feed your head, feed your head

Songwriters: GRACE WING SLICK


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 Edge On

A friend once described the Platte river (near Denver, Colorado) as a mile wide and an inch deep.

Your brand might be like that.

You have a choice to make:

  • Maintain your broad coverage
  • Dive deep into a select audience segment.
  • Try a little of both

The broad brush

Your target may be portrayed in broad brush strokes at the beginning. Most entrepreneurs believe that broad appeal will get them the most customers.

Maybe.

More often the broad appeal helps those who will become their best customers/clients find the company, product or service. That gives the appearance of a brand that works. But if you don’t regularly probe the information your customers/clients are willing to give you the profiles of your best purchasers will not be revealed.

Edge on

How can you tell? The rule of thumb is that the more niched you are, the better off you’ll be. Generally, that is true. To evaluate your situation, look at the depth of what you know about your client base, the percentage of your sales that cluster in one group, initial and repeat purchases as well as the estimated life time value (LTV) of the individuals as well as where you want to take the business.

The more carefully you describe your avatars, verify them with market research and, over time, add details to their portraits the better you will understand the kind of people that can make you successful. If you’re well-funded, that research can be done by a specialist firm. If you’re little guy, under-funded, or a start-up you may have to do personal interviews to get a handle on that better picture.

What works? I’ve been successful with all three of the choices. More successful with a deep dive. Most successful with the combination and carefully watching the metrics.

Deep Art

The more detailed portrayal of your ideal customer/client the greater the probability of enhanced profits. True, there may be fewer. But each will be worth more in most cases. Repeat purchases are the primary reason as well as a tendency to accept higher prices. The fact that you have found them and are personalizing your approach establishes a large emotional difference from competitors. It makes your brand unique.

Detailed knowledge of two or three groups can not only add to your profits, it can extend the life of your business. A financial planner might open the doors and quickly find that her primary customers are Baby Boomers but that they are referring their children who are in the cohort known as Boomers II or Generation Jones born between 1955 and 1965. They, too, refer other youngsters, born between 1966 and 1976 (Generation X).

The planner may find that Generation X is significantly different from the older clients. But her only way to build the business long term is to understand the differences, speak their language and make the picture familiar to them.

The cohorts are often put into “Buckets.” You could easily identify the three noted above. But the Brand oriented planner will take it a step further using automation software that allows you to “tag” each contact with a full array of ways to sort them into segments within the groups. Here are just a few:

  • Demographics (Age, sex, income, education, housing etc.)
  • Psychographics (Observable personal behavior)
  • Engagement (The degree they respond to your offers)
  • Purchase Behavior (purchases, repeat purchases frequency, recency)
  • Satisfaction (Reviews and testimonials)

Wade in

Keep track of what you learn about your customers/clients. The depth of your knowledge will impact the value of your business every single day.


­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­Jerry Fletcher ThinkinigJerry 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 Battles

On November 7, TV will return to more mundane commercials. No longer will we be regaled with vicious character attacks based on information we are not privy to. The hyperbolic assaults that end, “I’m so and so and I approved this message” will end. Misinformation and innuendo will be swept back into the closet.

Brand Bashing

Do non-political brands battle? And if so, do they get anywhere near the malevolence of election commercials?

Yes, they battle, but not with the knife fighting style of political advertising.

Yes, they go to war, but the way the bout is scored is different.

Yes, they square off and start swinging, but both win in the end.

The size of the pie

In politics there is an end-point—the election. It is winner take all. There is no tomorrow except for the next election for the loser. That is not the case for commercial brands. Both competitors will still be selling product or services until they are bought or run out of operating capital. Both will continue to try to dominate their industry or product/service space. The market is what they are after. They do not want to bury their opponent but rather would prefer to acquire their customers.

It’s all about share

Elections are life or death matters. Business competitors live on. Commercial competitors are looking to increase their share of a given market versus the competitor. In big markets, a single share point can be worth gazillions. The value of that share point is what drives the advertising budgets. Everything major competitors do is driven by the margins on the product/service and the portion they believe they need spend to maintain and increase their share.

Yes, it is about winning or losing. But living or dying seldom enters the equation.

Everybody wins

Here are some major head-to-head competitors familiar to most:

  • Coke vs Pepsi
  • Burger King vs McDonalds
  • Duracell vs Energizer
  • BMW vs Mercedes Benz
  • Fender vs Gibson

No matter which dog you have in these fights the overall outcome is beneficial to a market, industry or folks like you.

Soft drinks are a declining market. This competition maintains the market and has allowed smaller competitors a way in as an alternative.

The burger battles are all about innovation. I can’t keep count of the number of new sandwiches each of the major competitor have spawned in the last couple years.

Energize! The bunny is winning hearts and minds in advertising but Duracell has conquered the social media space. You win because the products from both companies are the best, ever.

Luxury Cars—BMW wins the social media battle primarily because of their blog which connects customers, cars and the broader market, like you.

Twang! These are the top two guitar makers in the world. Their competitive stance has literally expanded the market for guitars not to mention their continual innovation.

Brand Competition is a good thing.

Brand Competition can maintain a market.

Brand Competition can increase innovation.

Brand Competition can improve products.

Brand Competition can drive social engagement.

Brand Competition can build a market.

The lesson for politics

Brand Competition, above individual product levels, can increase innovation, improve outcomes, enhance social engagement, and build markets.

The Republicans have a brand: Make America Great Again.

If the Democratic Party had a brand, would it lead to more people voting?


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

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

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

Main Photo Credit: Richard Lee, Unsplash

 

What the Heck is a Brand Poobah?

Glad you asked.

You know how people tell you that you need to have brand for your new company or product or service but don’t tell you how to build one?

What I do is show independent professionals, Entrepreneurs and small business owners how to instantly craft a trust-based brand they can use on and off line.

Practice makes perfect.

I’ve done it hundreds of times. Some examples:

  • Business Defogger and Accelerator Jim Grew, Management and Leadership consultant
  • When you can’t afford to lose Don Douglas, Negotiator
  • The Untangler Shell Tain, Money coach

Each of those has a full identity connected to it. Each is built on a Vision, a Mission and a Position unique to the individuals involved. Each targets the heart of their ideal clients. Each can be delivered in words, graphics and combinations that never lose their singular qualities on and off line. Knowing how to do that across multiple businesses or products or services is essential. I believe if you have more than one, you need to keep your Brands separate but equal to the task of building a trust-based relationship with the buyers or end-users of the product or service being offered.

What is a Poobah?

I thought it came from the Middle east like Vizier but the Wiktionary says:

  1. A person who holds multiple offices or positions of power at the same time.
  2. A leader or other important person.
  3. A pompous, self-important person.

Friends tell me I qualify on all three.  It goes deeper than that. This is one of those memorable phrases that has lost it’s meaning in antiquity. It comes from Gilbert and Sullivan’s The Mikado first performed about 1885. It is an entirely fictional title initially meant to puncture over-inflated egos. That has changed in the century since, I think.

I probably learned of it from a less exalted source: the Flintstones where it was the title of a senior official in the Loyal Order of Water Buffaloes, an ongoing spoof of secret societies and men’s clubs in this cartoon series.

Go for the positive!

I’ve been lucky enough to qualify for number 2 above having been a CEO successfully building an Ad Agency, PR firm and later leading operations in a world-class direct marketing firm.  Multiple offices or positions? Only because I had to give memorable names to the multiple businesses I was involved with at the same time. Over time I’ve been promoted as:

  • Marketing Rainmaker
  • Networking Ninja
  • Contact Relationship Magician
  • Brand Poobah

Why Brand Poobah?

I’m trying it on for size. I want to know if others believe it sets me apart as a leader. I need to find out if it makes folks believe that I have expertise in multiple areas. I used it in front of a room full of consultants not long ago. It stopped the incipient buzz. Every ear in the room was on me when I said, “You know how” down through “What is a Poobah.”

I’m looking at building it out but before I do I need to hear from you.

What do you think?

Vote for __ Leader/Expert or __ Pompous Twit.

Just hit reply and send either of the above. I promise, I will listen. And I might even contact you.


­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­Jerry Fletcher ThinkinigJerry 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 is Trust, Not Just Celebrity

Brand betrayed

Why is it that so many folks want to be famous? Why do they crave celebrity? Why do they chase after the figment of Personal Brand?

Blinders.

Counterfeits have been around since the first Brand evolved. Fakes follow in the footsteps of innovators today as they have down the centuries. But even those are more acceptable than the so-called Personal Brand.

Some people believe that hype can replace product or service development. They believe in faking it until you make it. They believe that fame is all there is to brand.

They can’t see the problem of living a lie. They are victims of an over-active imagination that overlooks the key element of Brand: Trust in a product or service delivered.

Brand, initially.

In the beginning, in the really old west (the Middle East) the term brand stood for a symbol burned into the hide of critter owned by a particular person. It was used on slaves as well as animals. Later it was burned into wooden packaging like barrels.

The symbol itself became a roughshod form of a trade mark. That’s how this whole brand thing got started. It was a way to show who owned something.

Maker’s mark

A Trademark was and is a symbol cut or etched, printed or woven into an object made by an artisan. Today, it may appear on or be part of the packaging of an object or idea. You’ll find them on ceramics, glass, metal work, furniture, food and sundries, you name it. Always it is a way to identify the work of an individual, a group or organization. It identifies products for sale.

It crosses all cultures. The Chinese used to call it a Chop. Americans call them Trademarks and Service Marks and they are legally registered. Independent professionals from early civilizations to yesterday across the world, used such symbols for signs and on the seals of documents when that was a “thing.” It was a way to have a coat of arms much like the nobles served.

Brand evolved

Brand became important to makers, buyers and the merchants that connected them. It celebrated the esteem of the buyer for the maker providing a real mark of the quality conveyed.  It simplified the contract between merchant and buyer by presenting the buyer with a known proof of the quality of the item. It gave the merchant confidence when trading for the goods that they were the “real thing.” The merchant enjoyed greater credibility with the buyer because of this simple device.

At the heart of all that social interaction was Trust. It was trust for a product made by a person who took pride in their work and applied a mark to witness that pride. It was a symbol of trust between maker, merchant and buyer.

Personal Brand seekers suffer from not having that pride. They, in most cases, do not craft goods or services. Instead, they concentrate on their image. Sooner or later the deception will catch up with them.

When that happens, it ain’t pretty.


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

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

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

 

 

 

 

Three Little Words

Heart in sightsNo, not those three.

The three I have in mind are

  • what,
  • how
    and
  • do.

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

What

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

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

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

How

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

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

You can tell people all day long what they need.

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

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

Do

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

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

Step away from your limiting beliefs.

You can do this. Focus on it.

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

Focused action will allow you to accomplish your goals

You will be SUCCESSFUL

That’s because the seller knows a secret.

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

Will you act?


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

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

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

 

Brand is an Opinion

Elephant in the room--social media

A tempest in teapot dome

An op-ed in the New York Times generated multiple Tweets and comments from the President.

The piece, authored by an anonymous person claiming to be a senior white house official said: “Although he was elected as a Republican, the president shows little affinity for ideals long espoused by conservatives: free minds, free markets, and free people. At best he has invoked these ideals in scripted settings. At worst he has attacked them outright.”

The President was incensed saying in a tweet:  “,,,if the gutless anonymous person, does indeed exist, the Times must, for national Security Purposes, turn him/her over to government at once!” Later he tweeted one word: Treason.

An opinion is not treason

I’ve long held that Brand is the sum of all the perceptions about a company, product, service or, in this case person. Successful brands listen to what their customers, prospects and all the other publics think, feel and believe about them. Why is it that people of a Fascist bent identify any opinion different from their own as treachery? The self-centered believe that their viewpoint is reality and all others are fake, phony and in the old days would call for the phrase, “off with their heads!”  That, in part, is why the United States was founded.

Make America Great Again

That singular phrase uttered over and over to this day is the Brand that got the President elected. It is the one he is spewing in support of his minions for the mid-term elections and no doubt will carry into the next presidential election.

Take a hard look at that phraseology. On the surface it is just a slogan. I urge you to look deeper.

The assumption is that America is not what it used to be. That is true. Once we were heralded as a nation governed by law who welcomed “the huddled masses yearning to be free.” No more. Now we imprison children with little hope of them ever being returned to their families. We turn hunted people away sending them to their deaths. There are claims that they are all criminals. Sorry, the facts don’t support that allegation made in the highest office in the land.

The slogan seems like a positive harkening for a more idyllic time. But if you’re a racist, sexist or convinced your religion is the “right one” it means that the office seeker is one of you. You may call yourself a conservative but the real conservative in my opinion believes in Free minds, Free markets and Free people.

I’m at liberty 

So are you. You are at liberty to try to build a brand. You are at liberty to judge other’s labors in that regard. No one has the right to seek legal action against you for your opinion.  Just as clearly, no one can disagree with the President for stating his opinion. But if he seeks government action against anyone on his opinion alone he needs to be stopped. Legally.

The once and future brand

There are some that say this country was never one that was the brand some people believe in.  That, in part, is true. Even after the Civil War we still had segregation. Even in the second world war antisemitism  was rampant. Today we refuse to acknowledge the migrant farm workers that come into the country across the southern border. Those that claim these people are taking their jobs regularly refuse to work in the fields.

There are those that still believe the doors should have been closed after their ancestors immigrated here seeking a better life. That way lies disaster. When we close the door we shut off the power to maintain what makes America Great.

It is not a time in the past. It is not when we turn our back on the world. It is not when we meet desire with enmity.

What makes America Great is free minds, free markets and free people.


Jerry Fletcher Keynote in ColombiaJerry 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

Is Your Brand “Strangely Familiar?”

 

 

 

 

 

 

Connecting

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

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

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

This just in (sort of)

More recent additions to the above list might be:

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

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

It is all timing

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

Factoring the familiar

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

Over the years I’ve used these responses:

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

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

Want to make yourself “Strangely Familiar?”

Call me. 503 957-7901


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

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

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