Secrets of Power Marketing is now seven years in publication. The book reached bestseller status within the first six months. Secrets of Power Marketing is published in at least seven countries and is still available in bookstores.
You can read an excerpt from the book here.
Read book reviews here.
Read more excerpts from the book at this blog.
If you can’t find the book in your local bookstore, order Secrets of Power Marketing here.
Secrets of Power Marketing is the first guide to Personal Marketing for the Non-marketer.
Secrets of Power Marketing is co-authored by Peter Urs Bender and George Torok.
Enjoy
George Torok
Co-author Secrets of Power Marketing
Friday, May 26, 2006
Wednesday, May 24, 2006
Who are your best customers?
Some critical questions that you should be asking yourself. Invest some time thinking about these questions and the answers. I suggest that the first answers will not be the best answers. Interpret ‘best’ as ‘most profitable’.
Who are your best customers?
What are you doing to keep them?
What are you doing to show them they are your best?
What do your best customers smell like?
Where will you find more like your best?
What are you doing to find more like your best?
How can you influence your best prospects?
What are you doing to influence your best prospects?
What could you do to influence your best prospects?
Who are your worst customers?
What are you doing to minimize your resources spent on them?
What are you doing to upgrade them to better customers?
George Torok
Power Marketing
Who are your best customers?
What are you doing to keep them?
What are you doing to show them they are your best?
What do your best customers smell like?
Where will you find more like your best?
What are you doing to find more like your best?
How can you influence your best prospects?
What are you doing to influence your best prospects?
What could you do to influence your best prospects?
Who are your worst customers?
What are you doing to minimize your resources spent on them?
What are you doing to upgrade them to better customers?
George Torok
Power Marketing
Monday, May 22, 2006
Christian Crusaders want to discuss DaVinci
That headline in the Globe and Mail (May 19, 2006) caught my attention. Why? Because with the reported religious controversy over the movie, The DaVinci Code, this sounded like a different approach. And that statement is a positive one.
The book and movie suggest that Jesus Christ fathered a child by Mary Magdalene. In the bible she was portrayed as a prostitute. Of course the author admits that his story is just fiction. And it is fiction that has captured a lot of interest – readers and viewers. The story has intrigue, exotic locations, secrets, sexual improprieties, murder and deceit. Those are elements for a bestselling story.
Understandably, some religious fanatics, Christian and Muslim, strongly object to The DaVinci Code and any public distribution of it. So what should you do if you disagree with the story and want to get your own message across?
What any smart marketer would do. Leverage the opportunity. That is exactly what the Campus Crusade for Christ is doing. Volunteers from Campus Crusade are visiting movie theatres showing The DaVinci Code to talk with movie visitors to discuss the DaVinci Code. The volunteers are not looking to protest, argue or damn anyone. Instead they will provide a pamphlet guiding people to visit the website http://www.discussdavinci.com/ where they can discuss and learn more. Of course the site presents the message of the Campus Crusade for Christ. And the Campus Crusade will conduct a survey of moviegoers – asking what attracted them to see this movie and would they like to learn more about Jesus Christ. That is smart marketing.
Kudos to the Campus Crusade for Christ on the creative marketing of their message.
The way to see a challenge as an opportunity. And more importantly they understand what they can and can’t change.
All those protesters – all they are doing is making more money for the movie and the book. And they help sell newspapers – because the news loves conflict. But neither one helps their own cause.
Learning Points:
Smart marketers look for opportunities to leverage their message. It could be a movie, sporting event or national holiday.
Very smart marketers leverage bad things. They ask, “How can I use this turn of events to get my message across effectively?”
Criticizing the competition is self-destructive.
George Torok
Co-author,
Secrets of Power Marketing
Thursday, May 18, 2006
Wednesday, May 17, 2006
A Boston Marathon First
Can’t win someone else’s race? Create a new category.
Who gets their picture on the front page of the sports section after any big contest? More specifically - after the running of the Boston marathon whose picture would the sports editor put on the front page?
If you guessed the winner – you are right. We want to know about number one. Our interest in anything other than number one is so fleeting that most people do not know who the second person to set foot on the moon was, or who was the second person to reach the summit of Mount Everest. However many know who was number one – Neil Armstrong and Edmund Hillary.
So after the running of the 106th Boston Marathon, whose picture was on the front page of the Globe and Mail Sports section April 16, 2002? I’ll give you a hint – he was not number one in the Boston Marathon. In fact he finished 486th in the race. Mathew Raizenne of Ottawa finished in a very respectable time of 2 hours 51 minutes and 55 seconds.
So why was Raizenne’s picture leading the Boston Marathon story? Because he finished first in his category. Raizenne created a new category that was newsworthy and photogenic. He ran the race then rolled across the finish line. The first one to do that!
Roll across the finish line. A new category, a unique photo finish. It was creative and fun. Compare that to “Another Kenyan wins Boston Marathon”. And yes, the Kenyans took the first four places. Ho-hum – boring.
The lesson for you:
If you can’t be number one in the big race, create a smaller category in which you can be number one.
George Torok
Secrets of Power Marketing
PS: I am a slow marathon runner - can’t even qualify for the Boston Marathon
PPS: In case you wonder who was second on the moon and Everest – it was Buzz Aldrin and Tensing Norgay.
PPPS: Secrets of Power Marketing is the first guide to personal marketing for the non-marketer. (We created the category.)
Who gets their picture on the front page of the sports section after any big contest? More specifically - after the running of the Boston marathon whose picture would the sports editor put on the front page?
If you guessed the winner – you are right. We want to know about number one. Our interest in anything other than number one is so fleeting that most people do not know who the second person to set foot on the moon was, or who was the second person to reach the summit of Mount Everest. However many know who was number one – Neil Armstrong and Edmund Hillary.
So after the running of the 106th Boston Marathon, whose picture was on the front page of the Globe and Mail Sports section April 16, 2002? I’ll give you a hint – he was not number one in the Boston Marathon. In fact he finished 486th in the race. Mathew Raizenne of Ottawa finished in a very respectable time of 2 hours 51 minutes and 55 seconds.
So why was Raizenne’s picture leading the Boston Marathon story? Because he finished first in his category. Raizenne created a new category that was newsworthy and photogenic. He ran the race then rolled across the finish line. The first one to do that!
Roll across the finish line. A new category, a unique photo finish. It was creative and fun. Compare that to “Another Kenyan wins Boston Marathon”. And yes, the Kenyans took the first four places. Ho-hum – boring.
The lesson for you:
If you can’t be number one in the big race, create a smaller category in which you can be number one.
George Torok
Secrets of Power Marketing
PS: I am a slow marathon runner - can’t even qualify for the Boston Marathon
PPS: In case you wonder who was second on the moon and Everest – it was Buzz Aldrin and Tensing Norgay.
PPPS: Secrets of Power Marketing is the first guide to personal marketing for the non-marketer. (We created the category.)
Monday, May 15, 2006
20 Power Marketing Tips
Use these powerful yet simple tips from the national best-seller, "Secrets of Power Marketing: Promote Brand You" - the first guide to personal marketing for non-marketers.
Create and grant an annual award.
Send hand written congratulations and thank you notes.
Send greeting cards for some occasion other than Christmas.
Send postcards when you travel and even when you are at home.
Give a good book to special clients. Always sign it with a positive message.
Build relationships with the media before you need them.
Associate with winners - attend awards functions.
Build and maintain a database of clients, prospects, and key influencers.
Earn certifications and win awards from your associations - and tell everyone.
Ask happy customers to write testimonial letters for you.
Recruit your suppliers as marketing agents. They work for free.
Join and be active in your chamber of commerce.
Write tips sheets for your customers.
Write and send articles to magazines and newspapers.
Send a news release to the media every three months.
Do something crazy and newsworthy at least once a year.
Send photocopies of your news coverage to your clients.
Build and maintain an informative and interesting web site.
Sponsor a cause, event, charity or community group.
Volunteer for your association, charity or community group.
To receive your free copy of the special guide, "50 Power Marketing® Ideas" and subscribe to monthly marketing tips visit www.PowerMarketing.ca
Create and grant an annual award.
Send hand written congratulations and thank you notes.
Send greeting cards for some occasion other than Christmas.
Send postcards when you travel and even when you are at home.
Give a good book to special clients. Always sign it with a positive message.
Build relationships with the media before you need them.
Associate with winners - attend awards functions.
Build and maintain a database of clients, prospects, and key influencers.
Earn certifications and win awards from your associations - and tell everyone.
Ask happy customers to write testimonial letters for you.
Recruit your suppliers as marketing agents. They work for free.
Join and be active in your chamber of commerce.
Write tips sheets for your customers.
Write and send articles to magazines and newspapers.
Send a news release to the media every three months.
Do something crazy and newsworthy at least once a year.
Send photocopies of your news coverage to your clients.
Build and maintain an informative and interesting web site.
Sponsor a cause, event, charity or community group.
Volunteer for your association, charity or community group.
To receive your free copy of the special guide, "50 Power Marketing® Ideas" and subscribe to monthly marketing tips visit www.PowerMarketing.ca
Friday, May 12, 2006
Holier than them: K-Lite FM
Who do you claim to be? And what mud are you slinging?
It’s one thing to call yourself “Honest Ed's” It is quite another to claim to be “the Only Honest store in town”. Be careful of falling into this trap.
Political campaigns often lead to “holier than them” claims and mud slinging. In fact it seems that this type of thinking fuels politics, wars and terrorism.
I caution business owners about the dangers of this type of marketing. Yes – you should claim your niche and trumpet it loudly. But be careful about who you claim to be.
A local radio station, K-Lite 102.9 FM, claims to be “Hamilton’s only station that is safe for your whole family to listen to.”
What does that mean?
What do they mean by safe? (That word has a lot of implications to it.)
Why are they suggesting that all the other stations are unsafe? (Inference.)
So I asked these questions of Tom Cooke, VP and GM and Drew Keith, Operations Manger of K-102.9 K-Lite FM.
What does that mean?What do you mean by safe?Why are you suggesting that all of the other radio stations are unsafe?Who set the standard for safe?Who judged the level of safe?
You might think that media would understand the need to respond quickly to media questions. Their response was that they would respond. But they did not – after more than two weeks. More bad marks for K-Lite 102.9 FM.
Those seem like simple questions. I wonder what confused them – or what frightened them? Normally when people don’t answer, that is considered an admission of guilt.
So when you claim to be number one in some area (as a good marketer should) be ready to back up the claim.
You might choose a definite measurable such as:
The largest selection
Largest showroom
Oldest
You could go with a subjective term such as:
Goofiest
Friendliest
Most Exciting
Avoid these:
Most honest
Best
Safest
When you sling mud – you get dirty with your own mud. You damage your own reputation.
Of course there is the issue of professional ethics, credibility and market honesty. And making unbelievable or undependable claims makes you look desperate.
George Torok
Power Marketing
Holier than them: K-Lite FM
K-Lite 102.9 FM
“Hamilton’s only station that is safe for your whole family to listen to”
Hamilton’s other radio stations:
93.3 CFMU
AM900 CHML
Y108 FM
Country 95.3
Wave 94.7 Smooth Jazz
It’s one thing to call yourself “Honest Ed's” It is quite another to claim to be “the Only Honest store in town”. Be careful of falling into this trap.
Political campaigns often lead to “holier than them” claims and mud slinging. In fact it seems that this type of thinking fuels politics, wars and terrorism.
I caution business owners about the dangers of this type of marketing. Yes – you should claim your niche and trumpet it loudly. But be careful about who you claim to be.
A local radio station, K-Lite 102.9 FM, claims to be “Hamilton’s only station that is safe for your whole family to listen to.”
What does that mean?
What do they mean by safe? (That word has a lot of implications to it.)
Why are they suggesting that all the other stations are unsafe? (Inference.)
So I asked these questions of Tom Cooke, VP and GM and Drew Keith, Operations Manger of K-102.9 K-Lite FM.
What does that mean?What do you mean by safe?Why are you suggesting that all of the other radio stations are unsafe?Who set the standard for safe?Who judged the level of safe?
You might think that media would understand the need to respond quickly to media questions. Their response was that they would respond. But they did not – after more than two weeks. More bad marks for K-Lite 102.9 FM.
Those seem like simple questions. I wonder what confused them – or what frightened them? Normally when people don’t answer, that is considered an admission of guilt.
So when you claim to be number one in some area (as a good marketer should) be ready to back up the claim.
You might choose a definite measurable such as:
The largest selection
Largest showroom
Oldest
You could go with a subjective term such as:
Goofiest
Friendliest
Most Exciting
Avoid these:
Most honest
Best
Safest
When you sling mud – you get dirty with your own mud. You damage your own reputation.
Of course there is the issue of professional ethics, credibility and market honesty. And making unbelievable or undependable claims makes you look desperate.
George Torok
Power Marketing
Holier than them: K-Lite FM
K-Lite 102.9 FM
“Hamilton’s only station that is safe for your whole family to listen to”
Hamilton’s other radio stations:
93.3 CFMU
AM900 CHML
Y108 FM
Country 95.3
Wave 94.7 Smooth Jazz
Wednesday, May 10, 2006
Power Marketing Tip - Marketing Channels
Power Marketing Tip
Market on many channels.
Why should you market on many channels? Because it helps build stronger credibility and relationships.
George Torok
Read the rest below...
The more channels on which we hear your message – the more it appears that many voices speak for you. In today’s world of marketing madness – it helps us when we see or hear a familiar face, name or message.
What marketing channels might you select from?
Nothing beats face to face. It conveys the strongest warmth and memorability. Yet it is the most costly in terms of time and money.
Make phone calls to stay in contact. To save time make some calls when you know your contact is out so you can leave a short voice message.
A brief hand written note is personal and powerful. It can take the form of a note or post card.
Direct mail still works. Yet it is costly and often does not get read.
Email is efficient with an established contact but it lacks warmth. And increasingly it does not get received nor read.
Blogging is gaining business acceptance. It is an efficient way to convey both helpful information and warmth.
Of course there are many more channels including the traditional media of print, radio and TV. Send your marketing message on more than one channel. Review and test your marketing channels. Explore new channels.
Don't fall in love with the channel. Getting your message to your market is the goal.
If you enjoyed and used ideas from the special report "50 Power Marketing Ideas", please let me know. I will add your comments to my website.
PS: Check out the new ebook "Your Guide to Networking Success"
Call George Torok for help with your marketing challenges. 905-335-1997
Arrange:
An executive briefing for your senior management or partners.
A training program for your sales and marketing professionals.
An inspirational keynote speech for your annual meeting or conference.
Reprint these tips in your publication, email or website at no charge. Be sure to include my name and website.
Order the book Secrets of Power Marketing online.
Your comments on this tip are welcomed. Email directly to George@Torok.com
Subscribe to this monthly Power Marketing tip here
Tuesday, May 09, 2006
Your Guide to Networking Success
Do you want to make your personal networking more profitable?
If you do – you need to read this guide to networking success.
This is a simple guide packed with practical networking how-to’s.
Would your networking be more productive if more people noticed you, valued you and remembered you?
Would your networking be more profitable if you had a simple system to follow?
Would you like to get more referrals from your network?
What is your networking challenge? Find the answer in this practical networking guide.
What’s in this networking guide?
Preview the table of contents.
Contents
Chapter
1. Maximize your time and message Pg 6
2. Your name – help them remember you Pg 8
3. Exchange business cards Pg 10
4. Mingle on purpose - with purpose Pg 13
5. Good conversations – a good beginning Pg15
6. Questions you can ask Pg 17
7. Remember names Pg 19
8. Be positive - Remove negativity Pg 21
9. Your 30-second message Pg 23
10. Grease your network Pg 26
11. Build productive relationships Pg 28
12. Get others to market for you Pg 30
13. Cross promote – leverage your network Pg 31
14. Your 60-second self-introduction to the group Pg 33
15. Your 10-minute category-talk Pg 36
Are you ready to start getting more results from your business networking?
Read more about “Your Guide to Networking Success”.
Order “Your guide to Networking Success”.
This guide is packed with practical tips. It is easy to read and easier to implement.
George Torok
Author
Your Guide to Networking Success
If you do – you need to read this guide to networking success.
This is a simple guide packed with practical networking how-to’s.
Would your networking be more productive if more people noticed you, valued you and remembered you?
Would your networking be more profitable if you had a simple system to follow?
Would you like to get more referrals from your network?
What is your networking challenge? Find the answer in this practical networking guide.
What’s in this networking guide?
Preview the table of contents.
Contents
Chapter
1. Maximize your time and message Pg 6
2. Your name – help them remember you Pg 8
3. Exchange business cards Pg 10
4. Mingle on purpose - with purpose Pg 13
5. Good conversations – a good beginning Pg15
6. Questions you can ask Pg 17
7. Remember names Pg 19
8. Be positive - Remove negativity Pg 21
9. Your 30-second message Pg 23
10. Grease your network Pg 26
11. Build productive relationships Pg 28
12. Get others to market for you Pg 30
13. Cross promote – leverage your network Pg 31
14. Your 60-second self-introduction to the group Pg 33
15. Your 10-minute category-talk Pg 36
Are you ready to start getting more results from your business networking?
Read more about “Your Guide to Networking Success”.
Order “Your guide to Networking Success”.
This guide is packed with practical tips. It is easy to read and easier to implement.
George Torok
Author
Your Guide to Networking Success
Friday, May 05, 2006
Power Marketing Principles
Enjoy these principles of Power Marketing:
You cannot - not market
Marketing is about sending messages
Marketing makes it easier to sell
Selling is job #1. Marketing is job #2.
Only some of your people are selling - but all of your people are marketing
Better marketing makes it easier to sell
Half of your marketing is wasted
The best marketing is when other people talk about you
The above are marketing principles, which means that you should reread them and digest them. What do they mean to you? What techniques do you use to follow these principles?
What things could you do to make better use of these principles?
Principles provide the foundation. To build your castle you need to implement with techniques that follow the principles. Otherwise the castle exists only in your dreams.
Understand the principle - the truth.
Apply the technique - your action
Reap the reward - your success.
George Torok
Power Marketing
You cannot - not market
Marketing is about sending messages
Marketing makes it easier to sell
Selling is job #1. Marketing is job #2.
Only some of your people are selling - but all of your people are marketing
Better marketing makes it easier to sell
Half of your marketing is wasted
The best marketing is when other people talk about you
The above are marketing principles, which means that you should reread them and digest them. What do they mean to you? What techniques do you use to follow these principles?
What things could you do to make better use of these principles?
Principles provide the foundation. To build your castle you need to implement with techniques that follow the principles. Otherwise the castle exists only in your dreams.
Understand the principle - the truth.
Apply the technique - your action
Reap the reward - your success.
George Torok
Power Marketing
Wednesday, May 03, 2006
Camouflage marketing – hiding in plain sight
When you don’t stand out -
Are you guilty of Camouflage Marketing?
What is the purpose of camouflage?
To blend in - To look like the rest.
Are you guilty of camouflage marketing?
Are you blending in?
Are you looking like the competition?
Check this list:
Does your text read like the rest?
Do your policies sound like the rest?
Does your company make the same lame promises?
Do your ads sound like your competition?
Does your staff say, “Everybody does it this way”?
Are your business practices serving as camouflage?
What happens when you remove your name from your marketing material? Could it fit any of your competition? Why would you camouflage yourself by blending in with your competition?
If you copy your competition you might be guilty of camouflage marketing. And if you are guilty you deserve what little business you get – if any.
Camouflage hides you. Camouflage does not make you stand out. What is your marketing doing for you? You want your marketing to paint a bright red bulls eye on your back.
George Torok
Secrets of Power Marketing
Are you guilty of Camouflage Marketing?
What is the purpose of camouflage?
To blend in - To look like the rest.
Are you guilty of camouflage marketing?
Are you blending in?
Are you looking like the competition?
Check this list:
Does your text read like the rest?
Do your policies sound like the rest?
Does your company make the same lame promises?
Do your ads sound like your competition?
Does your staff say, “Everybody does it this way”?
Are your business practices serving as camouflage?
What happens when you remove your name from your marketing material? Could it fit any of your competition? Why would you camouflage yourself by blending in with your competition?
If you copy your competition you might be guilty of camouflage marketing. And if you are guilty you deserve what little business you get – if any.
Camouflage hides you. Camouflage does not make you stand out. What is your marketing doing for you? You want your marketing to paint a bright red bulls eye on your back.
George Torok
Secrets of Power Marketing
Monday, May 01, 2006
Power Sales & Power Marketing
Of course marketing only serves to help you sell. At some point you need to close the deal.
To learn more about selling – closing the deal, visit the new blog from Kelley Robertson, author of “Stop Ask and Listen”. It is a great book with practical selling tips and tools especially helpful for retail selling. Kelley Robertson offers his lessons from years of experience in the hospitality and electronics industry. (Two very competitive industries.)
AND, he has a new book coming out, “Secrets of Power Selling”. As you might guess I like the title.
George Torok
Secrets of Power Marketing
To learn more about selling – closing the deal, visit the new blog from Kelley Robertson, author of “Stop Ask and Listen”. It is a great book with practical selling tips and tools especially helpful for retail selling. Kelley Robertson offers his lessons from years of experience in the hospitality and electronics industry. (Two very competitive industries.)
AND, he has a new book coming out, “Secrets of Power Selling”. As you might guess I like the title.
George Torok
Secrets of Power Marketing
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