Think Outside the Book

Creative Thinking beyond the Box

That’s clever and effective marketing from the Burlington library.

                  

Why?

 
1.     They took a tired phrase “Think Outside the Box” and twisted it to suit their message.

2.     They displayed an image of a young couple enjoy reading together.

3.     The couple is reading on a tablet to demonstrate the digital services available.

4.     This ad is on the side of their truck which means no monthly ad fees.

5.     The colours at the top of the image are eye-catching.

If you are still thinking outside the box - you are NOT thinking. You're simply repeating.

Think Outside the Book

Bravo Burlington Public Library!

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Stupid Email Marketing Mistakes You Can Avoid

Stupid Email Marketing Mistakes You Can Avoid

One of the joys of marketing is to gain ideas and lessons from other marketers. No one owns a principle, technique, concept or idea. If you want to become a better marketer simply pay attention to what happens around you and learn from the triumphs and the failures of others.

Take a few lessons from this email that I received.

Here is the opening paragraph:

-----------

First
Hi to All....And
Second
sorry to mass massage u All,But
Our site XXX is about to launch for helping all the writers and industry profession to become better writers....
------------

My email address was one of nine addresses listed in the “to” box. I changed the site name to XXX for two reasons – no need to advertise for them and no need to embarrass anyone at this time. This is a learning opportunity.

What’s wrong with that opening? You can probably notice at least a few things. Let’s list them.

Talk to Me

The email wasn’t addressed to me. My name was simply part of a list. Any good writer and especially a marketing writer recognizes that you must speak to one person. The reader of your writing must believe that you are talking directly to him or her.

Don’t Spam

My name was part of a list of people who I didn’t know. That means that each of those recipients has the potential to abuse the list by Spaming the list. That indiscretion can cause stress to recipients and demonstrates the sender’s lack of awareness, caring and professionalism.

Personalize

Because the email was sent to a list my name was not included in the message. Instead it starts with “Hi to All” which is impersonal. When you send a message you want to connect with the recipient by using their name. The rule is to personalize.

Mind Your Typos

At first glance five typos jumped out. If you study it again you might discover 12 or more typos and grammatical errors.  Before they try to help others with writing they might want to learn how to write. One could argue that this person is simply a sales rep and not one of their writers. That might be true, however, this message represents the company. If the expert resources can’t help this writer why should you buy the service?

Be Sincere

There is an apology for the mass massage (message) which is followed by the word “but” – which effectively retracts the apology. When a person tells you they are sorry but… you know they are really saying that they aren’t sorry.

Who Cares?

Apparently the reason for the impersonal, offensive and unprofessional nature of this message is to announce a new website – as if that would be important to any of the recipients.  How many websites are launched every day? Who cares?

Are You Talking to Me?

Why should the recipient care? What is the benefit? Apparently the promise is to help “all the writers and industry profession (professionals) to become better writers”

A few things wrong with this phrase:

It switches to third person “the writers” which distances it from the recipient.

It uses the absolute “all the writers” which also does not talk to the recipient.

The use of “all” also suggests that the target audience isn’t clearly identified.

When an absolute (all) is used it is usually a lie.

As marketers we can learn from the triumphs and failures of others. This particular email contained mistakes that you can avoid.

I might examine the rest of this email in another post.

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Want to run your own webinars?

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Networking Genie

 

 

 

 

If you found the networking genie in the bottle would you know what to ask for?

Have you watched some networkers stumbling around at a networking event? They don’t know what to say when they meet a new person. They don’t even know how to answer when asked a question.

You stumble upon the networking genie-bottle. You rub the bottle and out pops the networking genie.

The genie informs that you can create your perfect network. Instead of the ‘three wishes’ you get to wish for the three perfect contacts in your perfect network. You only need three people in the perfect network. It would save you a lot of time and money and sharpen your focus.

So imagine if you could create a perfect network of just three people. Who would you want in your perfect network? The genie is waiting for your answer. Genies are not patient creatures. Neither would you be if cooped up in a magic bottle.

Hint: Don’t ask for three clients.

Instead ask for three very different people. Each of them is valuable to you in their own way. Together they make the perfect network for you. Think about the true purpose of your networking.


Your Perfect Network – only three people

A The Client who buys from you, will write a powerful testimonial and is there for reference.

B The connector who never buys from you - but who sells to your favorite type of client and is well connected. This person’s word is trusted and priceless. This person will only recommend you after they trust you. If you are smart you will invest a lot to build their trust.

C The socializer who seems to know everybody and everybody likes him. He can make tons of connections. Most don’t pay off because they are made on social value. But this person likes you and speaks well of you and will introduce you to everyone.

If you find the networking genie – ask for those three people.

If you can’t wait to find the genie – then find those three people on your own.

© George Torok is the author of “Your Guide to Networking Success”. He is the co-author of the national bestseller, “Secrets of Power Marketing”, the first guide to personal marketing for the non-marketer. As host of the weekly radio show he has interviewed over 400 business leaders. Order your copy of “Your Guide to Networking Success” at http://www.business-networking-tips.net/  

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Power Marketing Tip #61: How to Build a More Productive Network

How to Build a More Productive Network

There are many theories and misunderstandings about networking. Let’s shed some clarity on the subject and remove some of the stress.

Should you network?

That’s the wrong question. The right question is “How can you network more productively?”

The short answer is to network with the right people and follow a simple yet effective networking system.

The most common mistake is to believe that your network should be composed of potential customers, i.e. prospects. There might be some prospects in your network but don’t build your network on that hope.

Instead build your network with people who might introduce or refer you to prospects. Why? Because that approach leverages the power of those connections to spread your value. The contacts in your network can become marketing agents for you. Naturally you need to build relationships with those potential marketers.

Some contacts are better connecters than others. The best connecters could provide you with many leads over time. For that reason you need to build the relationships. But you might not know which contacts will be most helpful.

For that reason you need to follow a simple, effective and efficient system for building those networking relationships.

Three guidelines to follow

A productive network is based on people who are willing to help you. This means that you must first help them. Give before you get and don’t begrudge it.

Stay in touch with your network. Use more than one method of connecting. This might include a mix of email, web posts, phone calls, formal events and coffee meetings. The most valuable contacts need face-to-face contact. Be sure to demonstrate value with each connection that you make.

Create and maintain a database of your network contacts. Record the contacts and be sure to note the details of each connection, especially when you plan to connect next.

Networking is an imperfect process. It’s best to follow a simple system that works well for you. Remember, someone you know can connect you with someone who wants to buy what you offer.

Learn how to create and follow your networking system.

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

You Won the Jackpot!

The phone rang and I answered. It was an automated call that said something like “You’ve won 260,000 reward points. Press “one” now if you want to learn more.”

I recently cashed-in points to get a coffee maker. While looking at the other items available I noticed that I could cash in my remaining 3400 points for a tablet computer, digital SLR camera or iPod Touch.

I couldn’t imagine what 260,000 points might offer. So I pressed “one”. I was intrigued and greedy.

The live person came on the line and said, “Can you confirm that you are over the age of 30?”

That seemed like a strange thing to say.

If you are calling about a program that I’m registered you know my age. You don’t need to ask. So that probably means you’re not calling about a program that I’m registered with.

Naturally I said, “If you have my information, why are you asking my age?”

There was a few seconds of silence, and then the line went dead. He hung up on me. He was trying to sell me something and got caught in his lie. So he bailed.

Most people are registered in a least one reward points program so this caller was trying to leverage that to his advantage.  The caller was also counting on the listener to assume that the reward points were one of the ones she was registered in. And yes, women tend to register for reward points more than men.

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

How do you feel when the bank calls you?

How do you feel when the bank calls you?

I’ve learned that the bank and credit card company never calls to give good news. They usually call to sell insurance – even though the person states “This is a courtesy call.”

Sometimes they have bad news (account overdrawn, missed a payment or market collapse)  – but they don’t call me with that – they prefer to send a letter. It takes longer, they can charge more for the INTEREST and the letter was written by their lawyers.

Why did the Small Business Advisor call at 4:58PM on Friday to announce that she wanted to talk with me? Her voice message stated that she was leaving at 5:00pm and I should call her on Monday.

The reason I should call her is “She wants to talk to me.”

What does that mean?

Is there a problem or are you trying to sell me something?

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter