tag:blogger.com,1999:blog-204076532024-03-12T22:55:44.477-04:00Power Marketing BlogMarketing expert, George Torok helps businesses gain an unfair marketing advantage over the competition. A bestselling author, he consults with business owners and is available for speaking engagements. Power Marketing is a registered trademark.
Enjoy the marketing insights, tips, and strategies on branding, media relations, promotion, networking and personal marketing. Add your comments.George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.comBlogger621125tag:blogger.com,1999:blog-20407653.post-78893114144223927922017-11-02T16:31:00.000-04:002017-11-02T16:31:42.736-04:00I'm not feeling great - I just want a coffee<div dir="ltr" style="text-align: left;" trbidi="on">
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The person behind the counter at the coffee shop asked, “How are you today?” I smiled and quietly answered, “I’m good.” I simply wanted a coffee without the song and dance. However, she was determined to convert me to feeling “great”.</div>
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I appreciated her enthusiasm but I didn’t want to play the game of pretending to “feeling great” to satisfy her. She didn’t relent. She repeated her mantra that “you should start the day by feeling great” a few times. Each time she repeated her mantra I was annoyed more.</div>
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I don’t buy coffee to be told how I should feel. Whether or not I feel great at that moment is none of your business. As your customer I appreciate that you might feel great. In fact I expect a positive response from you when I approach the counter.</div>
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She didn’t thank me for my business – which would have been welcomed.</div>
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That means that I left the counter feeling annoyed.</div>
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<a href="http://www.torok.com/" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">George Torok</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <a href="http://www.powermarketing.ca/preview_GT.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Keynote Marketing Speaker</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Co-author of </span><a href="http://www.powermarketing.ca/buy_the_book.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Secrets of Power Marketing</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Get your free copy of "</span><a href="http://www.powermarketing.ca/free_marketing_tips.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">50 Power Marketing Ideas</span></a><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">"</span> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><a href="http://www.facebook.com/PowerMarketing1" target="_blank">Power Marketing on FaceBook</a></span> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><a href="http://twitter.com/marketingzoo" target="_blank">Marketing Zoo on Twitter</a></span> <a class="a2a_dd" href="http://www.addtoany.com/share_save?linkname=Marketing%20Expert%20%26%20Author%2C%20George%20Torok&linkurl=http%3A%2F%2Fgeorgetorok.blogspot.com%2F"><img alt="Share/Save/Bookmark" border="0" src="http://static.addtoany.com/buttons/share_save_171_16.gif" height="16px" width="171px" /></a><script type="text/javascript">
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<div class="blogger-post-footer">George Torok is a bestselling author of Secrets of Power Marketing.
Get your free copy of the special report "50 Power Marketing Ideas"
and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-82711655559986556162017-08-05T16:38:00.001-04:002017-08-05T16:38:57.304-04:00Smash the Competition<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">What can you do when your market might not appreciate the value of your competitive advantage? You might learn from this video where National Cycle destroys the competition. I lost count of how many competitive products they destroyed.</span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><br /></span>
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">The video is attention-grabbing, convincing and memorable. Go ahead, make my day!</span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><br /></span>
<br />
<iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/HlEfJFDWXpM" width="560"></iframe>
<br />
<a href="http://www.torok.com/" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">George Torok</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <a href="http://www.powermarketing.ca/preview_GT.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Keynote Marketing Speaker</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Co-author of </span><a href="http://www.powermarketing.ca/buy_the_book.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Secrets of Power Marketing</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Get your free copy of "</span><a href="http://www.powermarketing.ca/free_marketing_tips.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">50 Power Marketing Ideas</span></a><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">"</span> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><a href="http://www.facebook.com/PowerMarketing1" target="_blank">Power Marketing on FaceBook</a></span> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><a href="http://twitter.com/marketingzoo" target="_blank">Marketing Zoo on Twitter</a></span> <a class="a2a_dd" href="http://www.addtoany.com/share_save?linkname=Marketing%20Expert%20%26%20Author%2C%20George%20Torok&linkurl=http%3A%2F%2Fgeorgetorok.blogspot.com%2F"><img alt="Share/Save/Bookmark" border="0" src="http://static.addtoany.com/buttons/share_save_171_16.gif" height="16px" width="171px" /></a><script type="text/javascript">
a2a_linkname="Marketing Expert & Author, George Torok";a2a_linkurl="http://georgetorok.blogspot.com/";
</script><script src="http://static.addtoany.com/menu/page.js" type="text/javascript">
</script></div>
<div class="blogger-post-footer">George Torok is a bestselling author of Secrets of Power Marketing.
Get your free copy of the special report "50 Power Marketing Ideas"
and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-64130429125757050472017-06-05T08:58:00.000-04:002017-06-05T08:58:19.192-04:00300 Websites You Should Bookmark now<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"> <a href="http://smartbusinessrevolution.com/share/" target="_blank">http://smartbusinessrevolution.com/share</a></span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">John Cocoran demonstrates a simple and easy way to build your online networks. </span><br />
<br />
<span style="font-size: x-small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Read his blog post and check out this list of over 300 valuable websites for services, partners and marketing ideas.</span></span><br />
<br />
<br />
<br />
<a href="http://www.torok.com/" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">George Torok</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <a href="http://www.powermarketing.ca/preview_GT.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Keynote Marketing Speaker</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Co-author of </span><a href="http://www.powermarketing.ca/buy_the_book.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Secrets of Power Marketing</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Get your free copy of "</span><a href="http://www.powermarketing.ca/free_marketing_tips.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">50 Power Marketing Ideas</span></a><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">"</span> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><a href="http://www.facebook.com/PowerMarketing1" target="_blank">Power Marketing on FaceBook</a></span> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><a href="http://twitter.com/marketingzoo" target="_blank">Marketing Zoo on Twitter</a></span> <a class="a2a_dd" href="http://www.addtoany.com/share_save?linkname=Marketing%20Expert%20%26%20Author%2C%20George%20Torok&linkurl=http%3A%2F%2Fgeorgetorok.blogspot.com%2F"><img alt="Share/Save/Bookmark" border="0" src="http://static.addtoany.com/buttons/share_save_171_16.gif" height="16px" width="171px" /></a><script type="text/javascript">
a2a_linkname="Marketing Expert & Author, George Torok";a2a_linkurl="http://georgetorok.blogspot.com/";
</script><script src="http://static.addtoany.com/menu/page.js" type="text/javascript">
</script></div>
<div class="blogger-post-footer">George Torok is a bestselling author of Secrets of Power Marketing.
Get your free copy of the special report "50 Power Marketing Ideas"
and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-70868510544124828722017-04-11T12:36:00.000-04:002017-04-11T12:36:52.304-04:00What Else Can United Airlines Break?<div dir="ltr" style="text-align: left;" trbidi="on">
Remember this song from Dave Carroll after United Airlines broke his guitar? With United's latest expression of customer abuse, it's time for another song.<br />
<br />
<i><span style="font-size: large;">What might be a fitting name for this new song? </span></i><br />
<br />
<br />
<iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/5YGc4zOqozo" width="560"></iframe>
<a href="http://www.torok.com/" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">George Torok</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <a href="http://www.powermarketing.ca/preview_GT.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Keynote Marketing Speaker</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Co-author of </span><a href="http://www.powermarketing.ca/buy_the_book.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Secrets of Power Marketing</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Get your free copy of "</span><a href="http://www.powermarketing.ca/free_marketing_tips.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">50 Power Marketing Ideas</span></a><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">"</span> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><a href="http://www.facebook.com/PowerMarketing1" target="_blank">Power Marketing on FaceBook</a></span> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><a href="http://twitter.com/marketingzoo" target="_blank">Marketing Zoo on Twitter</a></span> <a class="a2a_dd" href="http://www.addtoany.com/share_save?linkname=Marketing%20Expert%20%26%20Author%2C%20George%20Torok&linkurl=http%3A%2F%2Fgeorgetorok.blogspot.com%2F"><img alt="Share/Save/Bookmark" border="0" src="http://static.addtoany.com/buttons/share_save_171_16.gif" height="16px" width="171px" /></a><script type="text/javascript">
a2a_linkname="Marketing Expert & Author, George Torok";a2a_linkurl="http://georgetorok.blogspot.com/";
</script><script src="http://static.addtoany.com/menu/page.js" type="text/javascript">
</script></div>
<div class="blogger-post-footer">George Torok is a bestselling author of Secrets of Power Marketing.
Get your free copy of the special report "50 Power Marketing Ideas"
and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-55717647609741352422016-09-27T16:56:00.000-04:002016-09-27T16:56:48.361-04:00Will You be Brutally Honest in Your Job Ad?<div class="separator" style="clear: both; text-align: center;">
<iframe width="320" height="266" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/3tUIn1drcTc/0.jpg" src="https://www.youtube.com/embed/3tUIn1drcTc?feature=player_embedded" frameborder="0" allowfullscreen></iframe></div>
<br />
<br />
<br />
<a href="http://www.torok.com/" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">George Torok</span></a>
<span style="font-size: x-small;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span>
<a href="http://www.powermarketing.ca/preview_GT.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Keynote Marketing Speaker</span></a>
<span style="font-size: x-small;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span>
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Co-author of </span><a href="http://www.powermarketing.ca/buy_the_book.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Secrets of Power Marketing</span></a>
<span style="font-size: x-small;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span>
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Get your free copy of "</span><a href="http://www.powermarketing.ca/free_marketing_tips.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">50 Power Marketing Ideas</span></a><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">"</span>
<span style="font-size: x-small;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span>
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><a href="http://www.facebook.com/PowerMarketing1" target="_blank">Power Marketing on FaceBook</a></span>
<span style="font-size: x-small;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span>
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><a href="http://twitter.com/marketingzoo" target="_blank">Marketing Zoo on Twitter</a></span>
<a class="a2a_dd" href="http://www.addtoany.com/share_save?linkname=Marketing%20Expert%20%26%20Author%2C%20George%20Torok&linkurl=http%3A%2F%2Fgeorgetorok.blogspot.com%2F"><img alt="Share/Save/Bookmark" border="0" src="http://static.addtoany.com/buttons/share_save_171_16.gif" height="16px" width="171px" /></a><script type="text/javascript">
a2a_linkname="Marketing Expert & Author, George Torok";a2a_linkurl="http://georgetorok.blogspot.com/";
</script><script src="http://static.addtoany.com/menu/page.js" type="text/javascript">
</script><div class="blogger-post-footer">George Torok is a bestselling author of Secrets of Power Marketing.
Get your free copy of the special report "50 Power Marketing Ideas"
and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-25454943038259952672016-08-22T16:25:00.000-04:002016-08-23T11:21:17.935-04:00Would You Hire this Lawyer After He Lies to You?<div class="separator" style="clear: both; text-align: center;">
<a href="https://3.bp.blogspot.com/-IOkvGfPFre0/V7tfD2SRAGI/AAAAAAAACZg/faiGHL9cjmUPDE3hlaqHnMYTr0UungRmgCLcB/s1600/Lawyer%2Bad.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="https://3.bp.blogspot.com/-IOkvGfPFre0/V7tfD2SRAGI/AAAAAAAACZg/faiGHL9cjmUPDE3hlaqHnMYTr0UungRmgCLcB/s320/Lawyer%2Bad.jpg" width="314" /></a></div>
<br />
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Is this lawyer lying or innocently stretching the truth?</div>
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This ad in the Yellow Pages is titled “I Can Address All Of Your Legal Needs”.</div>
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The quotes imply that the words come directly from the lawyer. The lawyer’s name is in the ad but I’ve blocked it to protect the guilty. This appears to be a solo lawyer firm because there is no firm name – only the lawyer’s name.</div>
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The point is that this individual lawyer claims that he can address all of your legal needs. That’s simply ridiculous. No individual lawyer could possibly address ALL of the legal needs of every viewer.</div>
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A major law firm might justifiably claim that because they have hundreds of lawyers specializing in all aspects of law.</div>
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The three bullets list real estate, family law and civil litigation. Then there’s a strange stew of commercial litigation, wills, powers of attorney, corporate and commercial law…</div>
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My questions are:</div>
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<li>What do you specialize in?</li>
<li>What are you really good at?</li>
<li>Who is your best prospect?</li>
<li>What problems can you fix?</li>
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The nagging question is “Why did you lie to me?” “Why did you claim that you can address ALL of my legal needs?</div>
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Would you hire a lawyer whose first message to you is a lie?</div>
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This Yellow Pages ad is as believable as the yard sale notices that claim “something for everyone”.</div>
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<a href="http://www.torok.com/" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">George Torok</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <a href="http://www.powermarketing.ca/preview_GT.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Keynote Marketing Speaker</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Co-author of </span><a href="http://www.powermarketing.ca/buy_the_book.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Secrets of Power Marketing</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Get your free copy of "</span><a href="http://www.powermarketing.ca/free_marketing_tips.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">50 Power Marketing Ideas</span></a><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">"</span> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><a href="http://www.facebook.com/PowerMarketing1" target="_blank">Power Marketing on FaceBook</a></span> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><a href="http://twitter.com/marketingzoo" target="_blank">Marketing Zoo on Twitter</a></span> <a class="a2a_dd" href="http://www.addtoany.com/share_save?linkname=Marketing%20Expert%20%26%20Author%2C%20George%20Torok&linkurl=http%3A%2F%2Fgeorgetorok.blogspot.com%2F"><img alt="Share/Save/Bookmark" border="0" src="http://static.addtoany.com/buttons/share_save_171_16.gif" height="16px" width="171px" /></a><script type="text/javascript">
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</script><div class="blogger-post-footer">George Torok is a bestselling author of Secrets of Power Marketing.
Get your free copy of the special report "50 Power Marketing Ideas"
and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-19722534693306775362016-08-19T16:38:00.001-04:002016-08-23T10:08:09.059-04:00Harvey's made a Beautiful Hamburger but they messed up their Marketing<br />
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">You might remember the old advertising jingle, “Harvey’s makes a Hamburger a beautiful thing”.</span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">It seems they’re not so good at producing beautiful or even truthful advertising.</span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">I’ve been a fan of Harvey’s for more decades than I care to admit. So naturally I was interested in the flyer that arrived with the newspaper. When I’m riding or driving around in the summer I often look for a Harvey’s to grab a bite.</span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">This flyer was a four-page insert. Look at the front page and notice what messages stand out the most.</span></div>
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<a href="https://4.bp.blogspot.com/-WMoYm9i6Dcc/V7dsuweAW4I/AAAAAAAACZA/BoPaeQt1U40Wqr083Ozse41o3n8Xjct9gCLcB/s1600/P1110717.JPG" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="https://4.bp.blogspot.com/-WMoYm9i6Dcc/V7dsuweAW4I/AAAAAAAACZA/BoPaeQt1U40Wqr083Ozse41o3n8Xjct9gCLcB/s320/P1110717.JPG" width="289" /></a></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">The first message that might grab you is $1.99. Why? Because it is the near the top left of the page and more importantly it’s the largest font on the page. It’s also orange with a white online on black - which is attention grabbing. Nice colour scheme.</span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">As you scan the page, the next message that might grab your attention is “2 Weeks Only!”</span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">It’s heavy font of black on white and emphasized with an exclamation point. When you look under that heading you’ll see the time frame of June 27 – July 10, 2016.</span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Before you open this flyer you might be thinking “I only have two weeks to take advantage of these specials.”</span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">The top of the second page features “Summer Drink Deals”. Under that heading, it states, “All Summer long”. But what does that mean? If you read the previous page you’ve been programed to expect only two weeks of specials.</span></div>
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<a href="https://3.bp.blogspot.com/-TDTw9nG0Z3I/V7dtjfuOgtI/AAAAAAAACZE/2hFOaw0FWocMOk4q-DFuzfTKCwQllpaCQCLcB/s1600/P1110721.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="https://3.bp.blogspot.com/-TDTw9nG0Z3I/V7dtjfuOgtI/AAAAAAAACZE/2hFOaw0FWocMOk4q-DFuzfTKCwQllpaCQCLcB/s320/P1110721.JPG" width="286" /></a></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">If you examine the fine print with a magnifying glass you’ll discover that the All Summer Long” ends on Sep 11 even though you know that summer really ends on Sept 21. Apparently Harvey’s definition of summer is different than the rest of the world. That means “All summer” was a lie. Ouch!</span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Below the summer drink deals are eight coupons. Naturally, based on what I read on the front page, I assumed that these coupons were only valid for two weeks. However, if you are persistent enough and pull out your magnifying glass you’ll discover that these coupons expire on August 21, 2016. </span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">I was confused at this point so I understand that you might be as well. Apparently Harvey’s didn’t consider the downside of confusing or lying to their customers.</span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">The coupons are difficult to read because it’s tiny black font on orange background. There are more difficult combinations but this is onerous enough to discourage people to read it.</span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Under the tiny print about expiry date was even smaller print which I was unable to read with my magnifier. <span style="mso-spacerun: yes;"> </span>Who knows what it said.</span></div>
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<a href="https://1.bp.blogspot.com/-4TK9rFfBZJU/V7dt16F8e-I/AAAAAAAACZI/wLQwIM-2dHozMQnkq1Pvx2BRMBcTv7bpACLcB/s1600/P1110722.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="https://1.bp.blogspot.com/-4TK9rFfBZJU/V7dt16F8e-I/AAAAAAAACZI/wLQwIM-2dHozMQnkq1Pvx2BRMBcTv7bpACLcB/s320/P1110722.JPG" width="286" /></a></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Top of the third page features “Three Cheese & Bacon”. The middle of the ad states “Limited Time Only” but it didn’t define the time frame. You might wonder “When is this available and when will you tell me?”</span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Bottom of this page features another eight coupons. At least these are on a white background which is much easier to read then on an orange background. But the font is tiny again. The expiry is Aug 21, 2016 and under that is the nano-font that wasn’t meant to be read by regular people. Where is Ant Man when you need him?</span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">The back page was a repeat of the Summer Drinks Deal – claiming to be all summer long – but not really all summer long because it ends on Sept 11. Do the people at Harvey’s know when summer starts and ends? Do they know that most people know when summer ends? Why are they lying?</span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Perhaps we can look forward to their pseudo “All Fall” “All Winter” and “All Spring” promotions.</span></div>
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Well Harvey's, good thing I still like the hamburger. But, your marketing stinks. It's annoying, deceptive and confusing.<br />
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As Dr Phil might say, "How's that working for you?"<br />
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<a href="http://www.torok.com/" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">George Torok</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <a href="http://www.powermarketing.ca/preview_GT.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Keynote Marketing Speaker</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Co-author of </span><a href="http://www.powermarketing.ca/buy_the_book.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Secrets of Power Marketing</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Get your free copy of "</span><a href="http://www.powermarketing.ca/free_marketing_tips.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">50 Power Marketing Ideas</span></a><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">"</span> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><a href="http://www.facebook.com/PowerMarketing1" target="_blank">Power Marketing on FaceBook</a></span> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><a href="http://twitter.com/marketingzoo" target="_blank">Marketing Zoo on Twitter</a></span> <a class="a2a_dd" href="http://www.addtoany.com/share_save?linkname=Marketing%20Expert%20%26%20Author%2C%20George%20Torok&linkurl=http%3A%2F%2Fgeorgetorok.blogspot.com%2F"><img alt="Share/Save/Bookmark" border="0" src="http://static.addtoany.com/buttons/share_save_171_16.gif" height="16px" width="171px" /></a><div class="blogger-post-footer">George Torok is a bestselling author of Secrets of Power Marketing.
Get your free copy of the special report "50 Power Marketing Ideas"
and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-41877928522151926802016-08-11T17:10:00.000-04:002016-08-25T09:40:34.593-04:00Fast Food Flyer Distribution<div class="separator" style="clear: both; text-align: center;">
<a href="https://4.bp.blogspot.com/-Ofd2DcX_aUs/V6zn_ckcJEI/AAAAAAAACX0/NSmxihoUSQISyiIUooPTp5K32XyeYX69gCLcB/s1600/P1110673.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="201" src="https://4.bp.blogspot.com/-Ofd2DcX_aUs/V6zn_ckcJEI/AAAAAAAACX0/NSmxihoUSQISyiIUooPTp5K32XyeYX69gCLcB/s320/P1110673.JPG" width="320" /></a></div>
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">These flyers with coupons arrived in my mailbox last week, (early August). Often we immediately discard these flyers. We kept these because there are the occasional summer jaunts and we might enjoy a sandwich, burger or breakfast.</span>
<br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">When I examined them I discovered that all the coupons expired months ago. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">And yes, I did need to examine then with a magnifying glass while also wearing my reading glasses. The fine print was that tiny. Imagine my embarrassment or indignation if I had presented one of these expired coupons to the cashier at the fast-food restaurant.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">When I pulled them out of the mailbox I remembering thinking, “These promotions usually arrive in January or February.”</span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">There were at least two flaws in this promotion. The first is the timing which I will address in this post. The second issue is the design of the flyer, which I <span style="font-family: "times new roman" , "serif";">might</span> address in<span style="font-family: "times new roman" , "serif";"> a<span style="font-family: "times new roman" , "serif";">nother</span></span> post.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">A<span style="font-family: "times new roman" , "serif";">&</span>W</span></b></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">These coupons expired May 8, 2016 – three months ago.</span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://2.bp.blogspot.com/-lWj8yuamNvw/V6zoOHuGWYI/AAAAAAAACX4/SObtLU_J4-EyF0H6GAXjXp_mERVVgmFsACLcB/s1600/P1110666.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="202" src="https://2.bp.blogspot.com/-lWj8yuamNvw/V6zoOHuGWYI/AAAAAAAACX4/SObtLU_J4-EyF0H6GAXjXp_mERVVgmFsACLcB/s320/P1110666.JPG" width="320" /></a></div>
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<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Mr. Sub</span></b></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">These coupons expired April 24, 2016 – more than three months ago.</span></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">At least you could read the expiring date without a magnifying glass.</span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://2.bp.blogspot.com/-fuHUK-GJ_kA/V6zoieZeThI/AAAAAAAACX8/S_CkvfqJhWsv0NYpU-XPWxhaCHoPa-a2gCLcB/s1600/P1110668.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="175" src="https://2.bp.blogspot.com/-fuHUK-GJ_kA/V6zoieZeThI/AAAAAAAACX8/S_CkvfqJhWsv0NYpU-XPWxhaCHoPa-a2gCLcB/s320/P1110668.JPG" width="320" /></a></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Burger King</span></b></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">These coupons expired Feb 28, 2016 – more than five months ago.</span></div>
<div class="MsoNormal">
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://1.bp.blogspot.com/-OJid1Rdmqpw/V64Rr85aDHI/AAAAAAAACYU/rQINpeAw0s0WU_TQamRPhkFNsC2QjtlrACLcB/s1600/Burger%2BKing%2B1.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="161" src="https://1.bp.blogspot.com/-OJid1Rdmqpw/V64Rr85aDHI/AAAAAAAACYU/rQINpeAw0s0WU_TQamRPhkFNsC2QjtlrACLcB/s320/Burger%2BKing%2B1.JPG" width="320" /></a></div>
<br />
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">McDonalds</span></b></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">These coupons expired February 7, 2016 – six months ago.</span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://3.bp.blogspot.com/-e-gpyI3DVTk/V6zo_0voBnI/AAAAAAAACYE/5p8PPSj4Es8D1c3sdZbzbKtZ24lkHFxZwCLcB/s1600/P1110671.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="https://3.bp.blogspot.com/-e-gpyI3DVTk/V6zo_0voBnI/AAAAAAAACYE/5p8PPSj4Es8D1c3sdZbzbKtZ24lkHFxZwCLcB/s320/P1110671.JPG" width="229" /></a></div>
<div class="MsoNormal">
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<br /></div>
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<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">What are the questions that might pop into your mind while examining these coupons?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Did the flyer distributor screw up? Did they hold on to these flyers for at least six months and then decide to distribute them six months later?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Did A&W, Mr, Sub, Burger King and McDonalds discover that they had left over flyers – then decide to distribute them even though the offers had expired?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Where those fast-food restaurants using the same ad agency that was trying to get an extra bump from this promotion?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Why didn’t any of the parties notice that the coupons had expired? Did they even consider the backlash of those embarrassing exchanges?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">You might even wonder, “How could the people at A&W, Mr Submarine, Burger King and McDonalds have been so negligent?</span></div>
<br />
<br />
<a href="http://www.torok.com/" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">George Torok</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <a href="http://www.powermarketing.ca/preview_GT.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Keynote Marketing Speaker</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Co-author of </span><a href="http://www.powermarketing.ca/buy_the_book.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Secrets of Power Marketing</span></a> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Get your free copy of "</span><a href="http://www.powermarketing.ca/free_marketing_tips.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">50 Power Marketing Ideas</span></a><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">"</span> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><a href="http://www.facebook.com/PowerMarketing1" target="_blank">Power Marketing on FaceBook</a></span> <span style="font-size: x-small;"> <span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><a href="http://twitter.com/marketingzoo" target="_blank">Marketing Zoo on Twitter</a></span> <a class="a2a_dd" href="http://www.addtoany.com/share_save?linkname=Marketing%20Expert%20%26%20Author%2C%20George%20Torok&linkurl=http%3A%2F%2Fgeorgetorok.blogspot.com%2F"><img alt="Share/Save/Bookmark" border="0" src="http://static.addtoany.com/buttons/share_save_171_16.gif" height="16px" width="171px" /></a><script type="text/javascript">
a2a_linkname="Marketing Expert & Author, George Torok";a2a_linkurl="http://georgetorok.blogspot.com/";
</script><script src="http://static.addtoany.com/menu/page.js" type="text/javascript">
</script><div class="blogger-post-footer">George Torok is a bestselling author of Secrets of Power Marketing.
Get your free copy of the special report "50 Power Marketing Ideas"
and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-32768679113408994062016-04-05T08:46:00.000-04:002016-04-05T08:46:00.423-04:00Creative use of Receipts for Marketing<br />
<img alt="6 Ways that Thermal Receipt Paper can Act as a Marketing Tool (Infographic) - An Infographic from Panda Paper Roll" class="infographic_embedder" src="http://www.pandapaperroll.com/wp-content/uploads/2015/11/6-Ways-that-Thermal-Receipt-Paper-can-Act-as-a-Marketing-Tool.jpg" width="100%" /><br />
<div class="infographic_attr">
Embedded from <a href="http://www.pandapaperroll.com/6-ways-that-thermal-receipt-paper-can-act-as-a-marketing-tool-infographic/" target="_blank">Panda Paper Roll</a></div>
<br />
<a href="http://www.torok.com/" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">George Torok</span></a>
<span style="font-size: x-small;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span>
<a href="http://www.powermarketing.ca/preview_GT.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Keynote Marketing Speaker</span></a>
<span style="font-size: x-small;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span>
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Co-author of </span><a href="http://www.powermarketing.ca/buy_the_book.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Secrets of Power Marketing</span></a>
<span style="font-size: x-small;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span>
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">Get your free copy of "</span><a href="http://www.powermarketing.ca/free_marketing_tips.html" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">50 Power Marketing Ideas</span></a><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">"</span>
<span style="font-size: x-small;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span>
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><a href="http://www.facebook.com/PowerMarketing1" target="_blank">Power Marketing on FaceBook</a></span>
<span style="font-size: x-small;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"></span></span>
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><a href="http://twitter.com/marketingzoo" target="_blank">Marketing Zoo on Twitter</a></span>
<a class="a2a_dd" href="http://www.addtoany.com/share_save?linkname=Marketing%20Expert%20%26%20Author%2C%20George%20Torok&linkurl=http%3A%2F%2Fgeorgetorok.blogspot.com%2F"><img alt="Share/Save/Bookmark" border="0" src="http://static.addtoany.com/buttons/share_save_171_16.gif" height="16px" width="171px" /></a><script type="text/javascript">
a2a_linkname="Marketing Expert & Author, George Torok";a2a_linkurl="http://georgetorok.blogspot.com/";
</script><script src="http://static.addtoany.com/menu/page.js" type="text/javascript">
</script><div class="blogger-post-footer">George Torok is a bestselling author of Secrets of Power Marketing.
Get your free copy of the special report "50 Power Marketing Ideas"
and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-49368169327067414532015-06-09T11:09:00.000-04:002015-06-09T11:09:00.060-04:00 Bold Marketing from Canadian Concrete Masonry Producers Association (CCMPA)<div class="separator" style="clear: both; text-align: center;">
<a href="http://3.bp.blogspot.com/-4il8bkKy1XE/VXG63ZaJXlI/AAAAAAAACRI/kTgNf3p4fZ4/s1600/CCI01062015_0002.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="Bold marketing from CCMPA" border="0" height="640" src="http://3.bp.blogspot.com/-4il8bkKy1XE/VXG63ZaJXlI/AAAAAAAACRI/kTgNf3p4fZ4/s640/CCI01062015_0002.jpg" title="" width="539" /></a></div>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"> </span><br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">It’s
never easy to take advantage of someone’s disaster. But sometimes that might be
the right moment to reach out to your market with an important message.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">This
was a half-page ad in the Globe and Mail on May 29, 2015. It’s bold, provocative
and effective. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">It’s
bold and provocative because it shows images of the devastating fire that
consumed a construction project and the neighbouring condo complex in Langley
BC 12 days earlier. More than 150 people lost their homes.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">It’s
bold because in a case like this there is the possibility of negative blowback
– from the public, media or social media. Those are the chances you take when
you act boldly and embrace controversy.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">I
believe it’s effective because it’s visual, emotional and simple. The photos of
the flaming buildings sear us emotionally.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The
message is effective because there are only three elements to this ad:</span></div>
<br />
<ol>
<li><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The
headline with the location and date</span></li>
<li><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The
two photos of the burning buildings</span></li>
<li><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The
message from CCMPA which is clear to understand…</span></li>
</ol>
<br />
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"></span></div>
<div class="MsoNormal">
<span style="font-size: large;"><span style="font-family: "Times New Roman","serif";">This
is why you should build with Concrete Block</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">I
wonder how much debate ensued at the office of the <b>Canada Concrete Masonry
Producers Association</b> before placing this ad.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Association
marketing is more difficult than business marketing because: </span></div>
<br />
<ul>
<li><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">There
usually isn’t a measurable return </span></li>
<li><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Some
association members will be unhappy no matter what you do</span></li>
</ul>
<br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">This
ad is a good example for marketers to pay attention to the news. Look for
opportunities to tell your message. Always be prepared to grab opportunity when
it knocks.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">In
this case it could have been a matter of watching the news and asking the
question “Could our products, services or expertise have prevented or mitigated
this disaster?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Effective
messaging is dependent on relevance. Before the fire this ad would have been
meaningless and long after the emotional proximity would have been lost. The
biggest challenge is to decide how close to tragedy to send your message.</span></div>
<br />
<br />
<br />
<a href="http://www.torok.com/" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">George Torok</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<a href="http://www.powermarketing.ca/preview_GT.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Keynote Marketing Speaker</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Co-author of </span><a href="http://www.powermarketing.ca/buy_the_book.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Secrets of Power Marketing</span></a>
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</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-55135069129353121252015-06-03T12:21:00.000-04:002015-06-03T13:16:51.782-04:00 Embarrassing Questions for BMW Motorrad Canada about charitable donation for demo rides<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"> </span>
<br />
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">I
hoped to test ride a BMW motorcycle but received confusing messages from BMW
Canada. I found their request for a charitable donation combined with their
no-receipt policy strange.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">I
reviewed the BMW Canada website, called the dealer rep and read the email from
the BMW Canada marketing rep. There were some holes in their story and the
messages didn’t ring true -which raised the followings questions for BMW
Motorrad Canada.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">(This
is part two of this <a href="http://www.powermarketingblog.com/2015/06/bmw-motorcycle-demo-rides-charity.html" target="_blank">BMW Motorcycle Demo Ride review. Click here to read partone.</a>)</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><span style="font-size: large;">Questions for BMW Motorrad Canada about Charitable Donations </span></span></div>
<div class="MsoNormal">
<br /></div>
<b>
</b><br />
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Purpose,
Policy and Procedure</span></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Why
do you charge a fee to test ride your motorcycles? What’s the real purpose?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Do
you also charge for a test ride of your automobiles? If not, why the different
practices?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">If
a person buys a motorcycle after a test ride, will their test-ride fee be
refunded?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<b>
</b><br />
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The
Myth of the Charitable Donation</span></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Why
do you call the fee a charitable donation?</span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Your
practice and the email from your marketing rep suggest otherwise.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Are
you aware that a charitable donation is normally recognized with a charitable
receipt?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Why
do you believe that a fee to test ride your product is similar to a hospital
selling lottery tickets?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Fee
to Ride</span></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">If
it’s not a donation it must be a fee for service. Why not call it what it is?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Why do you not issue a
receipt for the money collected? Is that normal practice at your dealerships?
What else don’t they issue receipts for?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Do
you accept payment by cheque, debit or credit card? The dealer rep emphasized
cash payment. As we all know cash is harder to trace.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Official
Charity Recognition</span></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Is
your intended charity aware of your fundraising? How are you working together?
Is there a link on their website to accept donation for your ride?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Did
you ask them to provide official charity receipts?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Why
was there no link from your site to the charity website to make it easier for
people to donate?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<b>
</b><br />
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The
Money Trail</span></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">When
there are no receipts issued how do we know where the money goes?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Is
the money received recorded as taxable income by the local dealer or BMW
Canada?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">What
is the difference between the money paid by demo riders, the amount reported by
the dealer, the amount reported received by BMW Canada and the actual amount
submitted to the charity? Those are four different transactions.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">How
much of the money donated by riders is used for coffee, refreshments and other
promotional activity (as suggested in the email from your marketing rep)?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">When
and how are those numbers reported to all the parties involved? Who can I
contact for that financial report? Are the numbers from last year available
yet?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<b>
</b><br />
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Who
gets credit for the donation?</span></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">If
an individual gives you money why doesn’t the individual get credit for his/her
donation?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Your
website states that you donate on behalf of your dealers. What does that mean?
Do the dealers each receive a charitable receipt? </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Does
BMW Canada claim the charitable donation against their income tax?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">That
might appear to be a lot of questions. When something doesn’t smell right it
raises questions. The stranger the smell – the more questions.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Here’s that email from the marketing rep at BMW Canada</span></i></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">----------------- </span></div>
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">“Hello
Gentlemen,</span></div>
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">
</span><br />
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">Just
to clarify the test ride donations, the reason we do not give receipts is
because you are receiving something in exchange for the donations. In
this case you are getting a ride on a new motorcycle and also lunch or a
refreshment. It is just like if you buy a hospital lottery ticket, no
receipts because you are getting the chance to win something. If you
donate directly to the COC then yes you can get a receipt because you are not
getting anything in return for the donation.</span></div>
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">
</span><br />
<div class="MsoNormal">
<span style="font-size: small;"><br /></span></div>
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">
</span><br />
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">Our
test ride program is not set up for you to donate directly to the COC and then
to show us a receipt.</span></div>
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">
</span><br />
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">If
you are interested in riding a new BMW, please follow the regulations we have
set up. We pool all the money collected during our rides and donate it on
behalf of the Motorrad retailers at the end of the season and make an
announcement on the total when done.”</span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">---------------- </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<i>
</i><br />
<div class="MsoNormal">
<i><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Here’s
the text f</span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman";">rom the
BMW-Motorrad.ca Website</span></i></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman";">---------------- </span></div>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 3;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 13.5pt; mso-fareast-font-family: "Times New Roman";">All riders must arrive at least 15
mins prior to your scheduled ride time in order to:</span></b></div>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">• Complete the Test Ride Waiver<br />
• Pay your charitable donation<br />
• Participate in the Rider’s Meeting<br style="mso-special-character: line-break;" />
----------------<br style="mso-special-character: line-break;" />
</span></div>
<div class="MsoNormal">
<br /></div>
<b>
</b><br />
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Click
here to read part one of the <a href="http://www.powermarketingblog.com/2015/06/bmw-motorcycle-demo-rides-charity.html" target="_blank">BMW Demo Ride charitable donation issue</a>.</span></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: large;"><span style="font-family: "Times New Roman","serif";">What other questions spring to mind? Add them below.</span></span></div>
<div class="MsoNormal">
</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<br />
<br />
<br />
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</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-69126803165296182772015-06-02T13:39:00.000-04:002015-06-03T13:18:14.247-04:00BMW Motorcycle Demo rides – charity donation - a sad tale<div class="separator" style="clear: both; text-align: center;">
<a href="http://2.bp.blogspot.com/-O46FQp79nN0/VW4NCut_LpI/AAAAAAAACQQ/O5ebl3Zmuv8/s1600/GT%2Bon%2Bthe%2BSpyder.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="motorcycle rider" border="0" height="244" src="http://2.bp.blogspot.com/-O46FQp79nN0/VW4NCut_LpI/AAAAAAAACQQ/O5ebl3Zmuv8/s320/GT%2Bon%2Bthe%2BSpyder.jpg" title="" width="320" /></a></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">I’m
a motorcycle rider. Last year I was delighted to discover “Motorcycle Demo Ride
Days”. That means that anyone with a valid motorcycle license could test ride
the newest bikes at a local motorcycle dealer. I visited events at six
motorcycle brands and created a shortlist of bikes that I’d never considered
but now must have.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Try-before-you-buy
is a simple yet powerful marketing technique based on the principle that if you
give them a free taste and they like it - they’ll want more. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">How
it Works</span></b></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The
manufacturer or national distributor trucks a dozen or so of their newest
models around the country to dealers. The local dealer hosts the event, manages
the logistics and even provides refreshments. And it’s all free with no
obligation or high pressure sales pitch. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://1.bp.blogspot.com/-MiKIbl2wkHo/VW3oQMy02RI/AAAAAAAACQA/uceYEZGnNGY/s1600/BMW%2Bvintage%2Bmotorcycle.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="BMW Motorcycle" border="0" height="206" src="http://1.bp.blogspot.com/-MiKIbl2wkHo/VW3oQMy02RI/AAAAAAAACQA/uceYEZGnNGY/s320/BMW%2Bvintage%2Bmotorcycle.jpg" title="" width="320" /></a></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">BMW
Motorrad</span></b></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">This
year I searched online for more demo rides. Near the top of my wish list was
BMW. I had visited the BMW Museum in Munich, Germany decades ago and have long
dreamed of owning and riding a BMW motorcycle.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">I
was excited to uncover a BMW demo ride at a local dealer. And yes, I had to
“uncover” it because there was no mention on the local dealer website or their
Facebook page and only one mention on the national site. The national site
listed an email to contact for more information.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Charitable
Donation?</span></b></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Riding
a BMW motorcycle wasn’t free. The website stated “for a small charitable
donation you receive a lengthy ride on a variety of roads that are chosen to
highlight the unique qualities of a BMW motorcycle…”</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">That
sounded reasonable and I was willing to donate to the charity in order to ride
a BMW motorcycle.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">When
I called the local dealer I heard that, “It’s $25 for a ride”. He sounded like
a side-show barker. I asked him, “Will I get a charity receipt for my
donation?”<span style="mso-spacerun: yes;"> </span>He replied, “No. We picked
$25 because a receipt isn’t required under $30. We don’t want to deal with the
paperwork.”</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">His
comments sounded strange so I checked the website of Canada Olympic Foundation
– which was the charity. That site stated that a “charitable receipt was
automatically generated for a donation of $10 or more”. I emailed that
information to the dealer rep and asked “If I make my donation directly to the
Canada Olympic Foundation online and bring my receipt – would that be okay?”.
The dealer rep didn’t apologize or explain the discrepancy between that fact
and his “under $30” statement. He simply forwarded my question to the BMW
Canada marketing rep who responded…</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">------------ </span></div>
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">“Hello
Gentlemen,</span></div>
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">
</span><br />
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">Just
to clarify the test ride donations, the reason we do not give receipts is
because you are receiving something in exchange for the donations. In
this case you are getting a ride on a new motorcycle and also lunch or a
refreshment. It is just like if you buy a hospital lottery ticket,
no receipts because you are getting the chance to win something. If
you donate directly to the COC then yes you can get a receipt because you are
not getting anything in return for the donation.</span></div>
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">
</span><br />
<div class="MsoNormal">
<span style="font-size: small;"><br /></span></div>
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">
</span><br />
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">Our
test ride program is not set up for you to donate directly to the COC and then
to show us a receipt.</span></div>
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">
</span><br />
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">If
you are interested in riding a new BMW, please follow the regulations we have
set up. We pool all the money collected during our rides and donate it on
behalf of the Motorrad retailers at the end of the season and make an announcement
on the total when done.”</span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">----------</span></div>
<div class="MsoNormal">
</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Is
this the Way to Build Trust?</span></b></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">This
email raises several questions which I list and discuss on another post. The
first discrepancy is that BMW Motorrad Canada seems to be using their own
definition of the word “donation”. This so-called donation looks like a fee for
service. The second curiosity is the refusal to give a receipt for the money
they receive. Apparently some of that money collected might be donated to a
charity by BMW Canada.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">I
decided not to attend the BMW demo motorcycle ride because I believe that the
BMW people were misleading at best. If you’re a stickler for the truth you might
consider those statements lies. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The
feeling of being deceived tarnished the shine of BMW motorcycles. The local
dealer was either misinformed or misleading. The message from the national
office was misleading. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">If
one deceives (or lies) about a simple thing as “charitable donation” you might
wonder what other deceptions (or lies) have they, and will they tell?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">This
experience did not build trust with me – which is an important part of inviting
prospects into your store to examine your products. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Scratch</span></b></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Buying
and riding a motorcycle has little to do with logic. It’s all about the
feeling. One of those feelings is trust. Normally I’d be writing about the
riding experience but the experience before the ride turned me off so I
canceled my ride.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">I’ve
scratched BMW motorcycles off my wish list.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<span style="font-size: large;">
</span><br />
<div class="MsoNormal">
<span style="font-size: large;"><span style="font-family: "Times New Roman","serif";">Read
the <a href="http://www.powermarketingblog.com/2015/06/embarrassing-questions-for-bmw-motorrad.html" target="_blank">next post for the questions</a> this strange promotion raised – or should raise.</span></span></div>
<div class="MsoNormal">
<br /></div>
<br />
<br />
<a href="http://www.torok.com/" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">George Torok</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<a href="http://www.powermarketing.ca/preview_GT.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Keynote Marketing Speaker</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Co-author of </span><a href="http://www.powermarketing.ca/buy_the_book.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Secrets of Power Marketing</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"> </span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Get your free copy of "</span><a href="http://www.powermarketing.ca/free_marketing_tips.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">50 Power Marketing Ideas</span></a><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">"</span>
<span style="font-size: x-small;">
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><a href="http://www.facebook.com/PowerMarketing1" target="_blank">Power Marketing on FaceBook</a></span>
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<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><a href="http://twitter.com/marketingzoo" target="_blank">Marketing Zoo on Twitter</a></span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"> </span>
<br />
<a class="a2a_dd" href="http://www.addtoany.com/share_save?linkname=Marketing%20Expert%20%26%20Author%2C%20George%20Torok&linkurl=http%3A%2F%2Fgeorgetorok.blogspot.com%2F"><img alt="Share/Save/Bookmark" border="0" src="http://static.addtoany.com/buttons/share_save_171_16.gif" height="16px" width="171px" /></a><script type="text/javascript">
a2a_linkname="Marketing Expert & Author, George Torok";a2a_linkurl="http://georgetorok.blogspot.com/";
</script><script src="http://static.addtoany.com/menu/page.js" type="text/javascript">
</script><div class="blogger-post-footer">George Torok is a bestselling author of Secrets of Power Marketing.
Get your free copy of the special report "50 Power Marketing Ideas"
and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-39639080905511802822015-05-10T13:58:00.000-04:002015-09-03T14:51:05.629-04:006 Principles on the Science of PersuasionEffective marketing is about persuading people to act. Follow these six principles.<br />
<br />
<br />
<iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/cFdCzN7RYbw" width="560"></iframe>
<a href="http://www.torok.com/" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">George Torok</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
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<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Co-author of </span><a href="http://www.powermarketing.ca/buy_the_book.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Secrets of Power Marketing</span></a>
<span style="font-size: x-small;">
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Get your free copy of "</span><a href="http://www.powermarketing.ca/free_marketing_tips.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">50 Power Marketing Ideas</span></a><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">"</span>
<span style="font-size: x-small;">
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><a href="http://www.facebook.com/PowerMarketing1" target="_blank">Power Marketing on FaceBook</a></span>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><a href="http://twitter.com/marketingzoo" target="_blank">Marketing Zoo on Twitter</a></span>
<a class="a2a_dd" href="http://www.addtoany.com/share_save?linkname=Marketing%20Expert%20%26%20Author%2C%20George%20Torok&linkurl=http%3A%2F%2Fgeorgetorok.blogspot.com%2F"><img alt="Share/Save/Bookmark" border="0" src="http://static.addtoany.com/buttons/share_save_171_16.gif" height="16px" width="171px" /></a><script type="text/javascript">
a2a_linkname="Marketing Expert & Author, George Torok";a2a_linkurl="http://georgetorok.blogspot.com/";
</script><script src="http://static.addtoany.com/menu/page.js" type="text/javascript">
</script><div class="blogger-post-footer">George Torok is a bestselling author of Secrets of Power Marketing.
Get your free copy of the special report "50 Power Marketing Ideas"
and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-44795321188612943502015-03-30T11:00:00.000-04:002015-03-30T11:00:00.066-04:00You Only Need to be Slightly Better than the Competition<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"></span><br />
<div class="MsoNormal">
On a Sunday motorcycle ride my bike suffered a flat tire. I
wasn’t hurt and the bike wasn’t damaged. Fortunately I was close to a mall. The
Canadian Tire store in that mall wasn’t able to repair the flat but the service
manager allowed me to store my bike in the shop over the weekend. That was an
unexpected friendly gesture. Storing the bike inside was much better than leaving
the bike in the parking lot over the weekend.</div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://3.bp.blogspot.com/-31QFsfVcF18/VRbtq0BSHKI/AAAAAAAACPQ/Oj9YPj8oN4k/s1600/Hamilton%2B2-20120619-00018.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="motorcycle flat tire" border="0" src="http://3.bp.blogspot.com/-31QFsfVcF18/VRbtq0BSHKI/AAAAAAAACPQ/Oj9YPj8oN4k/s1600/Hamilton%2B2-20120619-00018.jpg" height="320" title="motorcycle flat tire" width="240" /></a></div>
<div class="MsoNormal">
On Monday I started calling motorcycle shops to arrange pick
up and repair. I was surprised at the responses.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The first shop was less than a mile from the Canadian Tire
store. The person who answered the phone said,</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif;"><b><span style="color: red;"><span style="font-size: large;">“Nah, I’m booked solid and
everyone’s screaming for their bike. I have to turn you down. I don’t want your
business.”</span></span></b></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Wow. That was a brutal rejection that I didn’t expect. I
won’t call them again and I can only imagine why people might be screaming.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The second shop was closest to my home. The person responded
with, <span style="font-size: large;"> </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="color: red;"><b><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">“I’m busy today. Call me tomorrow.”</span></span></b></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
</div>
<div class="MsoNormal">
I wondered, “Why can’t you take my call now? Why should I
call you back tomorrow?”</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
By the time I called the third shop my expectations were
greatly diminished. The person said, “I can pick it up tomorrow.”</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Wow! That sounded promising. Tomorrow was the best promise
I’d heard so far. Then he added that he might not examine the bike until
Thursday. The bike might not be available until Saturday. That was the best
promise yet. I told him that I’m a weekend rider so Saturday or Sunday was good.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: large;"><b>A Few Questions</b></span></div>
<div class="MsoNormal">
Why were the people at the first two shops so negative? Why
did no one ask me about my expectations? Is that a symptom of the industry or
simply bad retail service?</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Tuesday morning I waited for the service truck at the
arranged time. Fifteen minutes after the scheduled pick-up time I called the
shop to check the status. The shop person didn’t apologize for the lateness.
Instead she said that the truck should be there soon. The person picking up my
bike was 30 minutes late. <b>He didn’t apologize either. </b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
It looks like there is room for motorcycle shops to improve their
attitude and customer service. Naturally attitude and customer service have
much in common.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
It’s curious that the friendliest person was the service
manager at the Canadian Tire store. He had no immediate gain from me. They don’t
repair motorcycles nor do they sell motorcycle accessories. They specialize in automotive, house and garden.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I will remember the snubs and the kind gesture.</div>
<br />
<br />
<br />
<a href="http://www.torok.com/" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">George Torok</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
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<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Co-author of </span><a href="http://www.powermarketing.ca/buy_the_book.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Secrets of Power Marketing</span></a>
<span style="font-size: x-small;">
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<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><a href="http://twitter.com/marketingzoo" target="_blank">Marketing Zoo on Twitter</a></span>
<a class="a2a_dd" href="http://www.addtoany.com/share_save?linkname=Marketing%20Expert%20%26%20Author%2C%20George%20Torok&linkurl=http%3A%2F%2Fgeorgetorok.blogspot.com%2F"><img alt="Share/Save/Bookmark" border="0" src="http://static.addtoany.com/buttons/share_save_171_16.gif" height="16px" width="171px" /></a><script type="text/javascript">
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</script><script src="http://static.addtoany.com/menu/page.js" type="text/javascript">
</script><div class="blogger-post-footer">George Torok is a bestselling author of Secrets of Power Marketing.
Get your free copy of the special report "50 Power Marketing Ideas"
and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com1tag:blogger.com,1999:blog-20407653.post-33288423993685702512015-03-18T10:50:00.000-04:002015-03-18T11:00:25.847-04:00How to Fail with Linkedin Messaging<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><!--[if gte mso 9]><xml>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><a href="http://1.bp.blogspot.com/-_ZV3mOGq-gI/VQmQU46F6NI/AAAAAAAACOg/fz0QXlNFbZ8/s1600/Hey%2BYou%2BLinkedin%2Bmessage.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="Linkedin messaging gone wrong" border="0" src="http://1.bp.blogspot.com/-_ZV3mOGq-gI/VQmQU46F6NI/AAAAAAAACOg/fz0QXlNFbZ8/s1600/Hey%2BYou%2BLinkedin%2Bmessage.jpg" height="240" title="Linkedin message wrong way" width="320" /></a></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span class="text"><span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">Sending messages on Linkedin can be a productive way to build your network and explore opportunities but don’t send a message like the one below.<br /><br />You might have received a message similar to this one. Hopefully you didn’t send one like it. Review it and notice the mistakes, so you can avoid them.<br /><br /><br /><span style="font-family: "Courier New",Courier,monospace;">---<br />Hello <br /><br />I am a candidate referee to employers and recruiters. I came across your profile as we share a few Linkedin groups and would like to network with you for possible opportunities. <br /><br />I would like to offer a no-fee CV/Resume Evaluation. This Evaluation will outline the effectiveness on your current resume/cv with suggested improvements. <br /><br />If you would like to enjoy this, just email your resume to us at @email<br /><br />---</span><br /><br />The message is as I received it. The only thing I changed was the email address to avoid embarrassment for the sender.<br /><br />What’s wrong with this message? A few flaws might be obvious. A few other mistakes I need to explain.<br /><b><br />First, the Easily Evident Errors</b><br /><br />The message wasn’t personal. It’s doesn’t address me. It only says “Hello” but not my name. That suggests that this was simply cut and paste. The sender didn’t sign off with her name. The message ended with the email address.<br /><br />It’s all about the sender not about the receiver. The first three sentences start with the word “I”. <br /><br />There’s nothing to indicate that the sender looked at my profile. What skill set or experience of mine interested her? Why did she reach out to me?<br /><br />Also, I don’t know what a “candidate referee” is. Do you wear a striped shirt? Do you call people offside? If I was the referee, I would send you to the penalty box for this offensive message.<br /><br /><br /><b>Next, Truth and Credibility</b><br /><br />If she checked my profile as she suggested she would have noticed that I’m a business owner and have been for 19 years. I’m not part of her target audience. I have no interest in writing a CV or resume. I’m not looking for a job. I’m building my business.<br /><br />The message states that we “share a few Linkedin groups”. That’s not true. We share one. In my books, that was a lie.<br /><br />I looked at her portfolio and noticed that it was lame. Naturally I wondered, “How would a person who can’t write her own Linkedin portfolio offer advice to job seekers on their resume?”<br /><br />Here is the Summary from her Linkedin Portfolio…<br /><br />“Liaise with insurance companies for new staffs, resignation staff, renovation, expats’ home, new outlet opening & office insurance coverage as well as all insurance in regards to the events.”<br /><br />It was plagued with grammatical errors. It was vague and confusing.<br /><br /><br /><br />If she looked at my portfolio she would have noticed that it is robust. It identifies my target audience, clarifies benefits and has proof in terms of recommendations and testimonials. It includes videos, photos and links to articles and media appearances. If she was smart she might have asked for my advice.<br /><br />I sent her a quick message back saying, “Thanks but no thanks.” There has been no further contact.<br /><br />I imagine that she will attract the market that she deserves – desperate people. Perhaps she should list the subject line as “Are you desperate for a job?” That would be honest and might capture the attention of people she appears to be attracting.<br /><br /><b>Best Lessons for You</b></span></span></span></span></div>
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<li><span class="text"><span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">Don’t lie.</span></span></span></li>
<li><span class="text"><span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">Identify your target audience and talk individually to them.</span></span></span></li>
<li><span class="text"><span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">If you want to offer your expertise – demonstrate it first.</span></span></span></li>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span class="text"><span style="font-family: Verdana,sans-serif;"><span style="font-size: small;"><br />Should you use Linkedin messaging to connect? Yes. But first do your homework and connect personally.<br /><br />George Torok<br /><br /><br />PS: Feel free to message me on Linkedin but please read the above first.<br /><br />PPS: If you recognize yourself as the author of this message then please enjoy this free evaluation and suggested improvements.</span></span></span></span></div>
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Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com2tag:blogger.com,1999:blog-20407653.post-1934856258594022852015-03-08T14:50:00.000-04:002015-03-18T11:02:31.261-04:00 7 Reasons We Might Not Accept your Linkedin Request<div class="separator" style="clear: both; text-align: center;">
<a href="http://1.bp.blogspot.com/-5Iyt6icLpIQ/VPycI7UPtjI/AAAAAAAACNE/TDQYJ1-EobU/s1600/Linkedin%2Binvite.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="http://1.bp.blogspot.com/-5Iyt6icLpIQ/VPycI7UPtjI/AAAAAAAACNE/TDQYJ1-EobU/s1600/Linkedin%2Binvite.jpg" height="240" width="320" /></a></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: small;">It’s not me – it’s you!<br /><br />Do you want to improve your success at building your list of Linkedin contacts?<br /><br />Perhaps you reached out and asked me (or someone else) to link with you on Linkedin. Why didn’t we accept? At one time I believed that it was wonderful to accept every connection request and reach out to as many people as possible. <br /><br />Remember how excited we once were to hear “You’ve got mail.”? Most of us don’t feel that way anymore.<br /><br />I accept that Linkedin is about connecting, networking and selling oneself. I’m comfortable with that. You might be selling yourself to get your next job. You might be selling yourself as a recruitment specialist. Those two roles were the original thrust of Linkedin. <br /><br />But Linkedin and its use has evolved and you might be selling your professional services or your products. <br /><br />I believe that Linkedin is a marketplace for people, services and goods. That’s the only reason I participate. Some of you might have a product or service that I’m interested in. More importantly to me, I expect that some of you might be interested in buying my services or referring me to an interested party.<br /><br />One of the traps of social media is to believe that more means better. More contacts, followers, likes and comments… Justin Bieber isn’t the standard that you should chase.<br /><br />The reality is that we don’t need more. We need better. The quality of those numbers might be more important than the magnitude. <br /><br />Here are some of the criteria that might prevent me (or others) from accepting your invitation:<br /><br /><br />No Photo<br />If you couldn’t be bothered to add your photo then why should we bother to connect with you? For all we know you might not be human. A photo of your dog or cat does nothing unless you’re a veterinarian. An image of your logo or product is also impersonal. Linkedin is a forum for personal contact.<br /><br /><br />You Have Less than 200 Contacts<br />Numbers still count. How will your anemic list of 65 contacts help me? If you have less than 200 contacts then that doesn’t demonstrate influence. It feels like you’re trying to mooch off my list.<br /><br /><br />Vague or Weak Description<br />Your portfolio is vague or slim. We read it but can’t figure out what you do or what your expertise is. You spewed a pile of clichés that turned us off. You made claims that are not believable because they reek of absolutes and ridiculous promises.<br /><br /><br />Standard Connection Message<br />This by itself isn’t a connection killer. If you simply clicked on the standard Linkedin message “I’d like to add you to my network” I’m ambivalent. You haven’t given me a reason to connect. On the other hand if you wrote a personal message instead of the standard lazy message you are almost guaranteed that I’ll accept your invitation.<br /><br />Do you want a guarantee that I’ll accept your connection request? Tell me what attracted you to connect. Tell me how you might help me. Tell me why I should connect with you.<br /><br /><br />Poor Grammar and Word Choice<br />If after reading your portfolio I see that English isn’t your first language I will forgive simple grammar and syntax errors. I’m looking at the phrasing of your invitation and your portfolio and what you might offer. Several spelling errors will repel me. <br /><br /><br />You vs Me<br />If your portfolio is all about you – that is a turn-off. It’s okay to describe your accomplishments. But be sure to present your accomplishments in terms of how you helped your clients or employers. Is your portfolio a crass plea for a job? Or is it an offer of value? Convincing testimonials from employers, colleagues or clients can boost your credibility.<br /><br />Your Tagline<br />This is your opportunity to capture attention because it displays immediately after your name. The most common default is to show the title of your current job. That’s boring but does help to stick a label on you for the recruiters and HR drones if that’s who you want to attract.<br /><br />The best option is to describe your promise in the tagline. Why should people connect, hire or work with you? Avoid the clichés. That simply shows that you are unimaginative and no different from the mob.<br /><br />The worst option is to list your status as: “Currently looking for new opportunity”, <br />“On Sabbatical” or “Hoping to land my first job”. My reaction is “don’t call me”.<br /><br />If you want to build a more profitable network on Linkedin make your portfolio attractive to new prospects. Convert if from a “job obituary” to an attractive invitation.<br /><br />Before you send your “invite to connect” messages read the portfolio of your prospect and write them a personal invite that feels attractive to them.</span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: small;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br />George Torok<br />Co-author of the bestselling, Secrets of Power Marketing</span><br />
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and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-52033891476657622072014-12-20T16:01:00.000-05:002014-12-20T16:04:26.572-05:00Think Outside the Book<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="http://3.bp.blogspot.com/-hPj6YZZ_6w4/VJXjMDEREJI/AAAAAAAACLY/Hsz79L-RI5c/s1600/IMG_0365.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Think outside the Book" border="0" src="http://3.bp.blogspot.com/-hPj6YZZ_6w4/VJXjMDEREJI/AAAAAAAACLY/Hsz79L-RI5c/s1600/IMG_0365.JPG" height="240" title="Think outside the book" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Creative Thinking beyond the Box</td></tr>
</tbody></table>
<br />
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: large;">That’s
clever and effective marketing from the Burlington library. </span></div>
<div class="MsoNormal" style="tab-stops: 57.6pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><span style="mso-tab-count: 1;"> </span></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: x-large;">Why?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<br />
<br />
<br />
<br />
<br />
<br />
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;"> </span></span><br />
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">1.<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">They
took a tired phrase “Think Outside the Box” and twisted it to suit their
message.</span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<br />
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">2.<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">They
displayed an image of a young couple enjoy reading together.</span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<br />
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">3.<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The
couple is reading on a tablet to demonstrate the digital services available.</span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<br />
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">4.<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">This
ad is on the side of their truck which means no monthly ad fees.</span></div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<br />
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">5.<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The
colours at the top of the image are eye-catching.</span></div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<br /></div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<br /></div>
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"> </span>
<br />
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">If you are still thinking <i>outside the box</i> - you are NOT thinking. You're simply repeating.</span></div>
<div class="MsoNormal">
</div>
<div class="MsoNormal">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Think
Outside the Book</span></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><span style="font-size: large;">Bravo
Burlington Public Library</span>!</span></div>
<br />
<br />
<a href="http://www.torok.com/" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">George Torok</span></a>
<span style="font-size: x-small;">
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<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
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</script><div class="blogger-post-footer">George Torok is a bestselling author of Secrets of Power Marketing.
Get your free copy of the special report "50 Power Marketing Ideas"
and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com3tag:blogger.com,1999:blog-20407653.post-34964736135216678062014-06-13T11:25:00.000-04:002015-03-18T11:11:20.290-04:00Stupid Email Marketing Mistakes You Can Avoid<div class="separator" style="clear: both; text-align: center;">
<a href="http://3.bp.blogspot.com/-dsXlaKniipM/U5sXBec6oKI/AAAAAAAACHk/NzOjN1Jcn0Q/s1600/ID-100142042.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://3.bp.blogspot.com/-dsXlaKniipM/U5sXBec6oKI/AAAAAAAACHk/NzOjN1Jcn0Q/s1600/ID-100142042.jpg" height="300" width="400" /></a></div>
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<!--[if gte mso 9]><xml>
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</xml><![endif]--><b><span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span></b><div class="MsoNormal">
<b><span style="font-family: Verdana,sans-serif;"><span style="font-size: small;"><span class="text">Stupid Email Marketing Mistakes You Can Avoid</span></span></span></b></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;"><span class="text">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.</span></span></span></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;"><span class="text">Take a few lessons from this email that I received.</span></span></span></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;"><span class="text">Here is the opening paragraph:</span></span></span></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<span style="font-family: Georgia,"Times New Roman",serif;"><span style="font-size: small;"><span class="text">-----------</span></span></span></div>
<span style="font-family: Georgia,"Times New Roman",serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<span style="font-family: Georgia,"Times New Roman",serif;"><span style="font-size: small;"><span class="text">First </span><br />
<span class="text">Hi to All....And </span><br />
<span class="text">Second </span><br />
<span class="text">sorry to mass massage u All,But </span><br />
<span class="text">Our site XXX is about to launch for helping all the writers
and industry profession to become better writers.... </span><br />
------------</span></span></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">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.</span></span></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">What’s
wrong with that opening? You can probably notice at least a few things. Let’s
list them.</span></span></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<b><span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">Talk
to Me</span></span></b></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">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.</span></span></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<b><span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">Don’t
Spam</span></span></b></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">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.</span></span></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<b><span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">Personalize</span></span></b></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">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.</span></span></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<b><span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">Mind
Your Typos</span></span></b></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">At
first glance five typos jumped out. If you study it again you might discover 12
or more typos and grammatical errors.<span> </span>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?</span></span></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<b><span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">Be
Sincere</span></span></b></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">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.</span></span></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<b><span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">Who
Cares?</span></span></b></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">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. <span> </span>How many websites are
launched every day? Who cares?</span></span></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<b><span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">Are
You Talking to Me?</span></span></b></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">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”</span></span></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<i><b><span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">A
few things wrong with this phrase:</span></span></b></i></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">It
switches to third person “the writers” which distances it from the recipient.</span></span></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">It
uses the absolute “all the writers” which also does not talk to the recipient. </span></span></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">The
use of “all” also suggests that the target audience isn’t clearly identified. </span></span></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">When
an absolute (all) is used it is usually a lie.</span></span></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">As
marketers we can learn from the triumphs and failures of others. This
particular email contained mistakes that you can avoid.</span></span></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">I
might examine the rest of this email in another post.</span></span></div>
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</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-68328666273301609852014-04-06T17:05:00.000-04:002014-06-26T16:13:40.081-04:00Want to run your own webinars?<br />
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<a class="a2a_dd" href="http://www.addtoany.com/share_save?linkname=Marketing%20Expert%20%26%20Author%2C%20George%20Torok&linkurl=http%3A%2F%2Fgeorgetorok.blogspot.com%2F"><img alt="Share/Save/Bookmark" border="0" src="http://static.addtoany.com/buttons/share_save_171_16.gif" height="16px" width="171px" /></a><script type="text/javascript">
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</script><div class="blogger-post-footer">George Torok is a bestselling author of Secrets of Power Marketing.
Get your free copy of the special report "50 Power Marketing Ideas"
and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-35224709748375154542014-03-24T09:54:00.000-04:002014-03-24T09:54:18.318-04:00Networking Genie<div class="separator" style="clear: both; text-align: center;">
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<span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;">If you found the</span><span style="color: black; font-family: "Verdana","sans-serif"; font-size: 10pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;"> <a href="http://en.wikipedia.org/wiki/Business_network"><b><span style="color: #dd6599; font-size: 12pt;">networking</span></b></a> </span><span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;">genie in the bottle
would you know what to ask for?<br />
<br />
Have you watched some</span><span style="color: black; font-family: "Verdana","sans-serif"; font-size: 10pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;"> <a href="http://en.wikipedia.org/wiki/Business_network"><b><span style="color: #dd6599; font-size: 12pt;">networkers</span></b></a> </span><span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;">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.<br />
<br />
You stumble upon the networking genie-bottle. You rub the bottle and out pops
the networking genie.<br />
<br />
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.<br />
<br />
So imagine if you could create a perfect network of just three people. Who
would you want in your perfect</span><span style="color: black; font-family: "Verdana","sans-serif"; font-size: 10pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;"> <a href="http://en.wikipedia.org/wiki/Business_network"><b><span style="color: #dd6599; font-size: 12pt;">network</span></b></a></span><span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;">? The genie is waiting for your answer.
Genies are not patient creatures. Neither would you be if cooped up in a magic
bottle.<br />
<br />
Hint: Don’t ask for three clients.<br />
<br />
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.<br />
<br />
<br />
<b>Your Perfect Network – only three people<br />
</b><br />
</span><b><span style="color: black; font-family: "Verdana","sans-serif"; font-size: 15.5pt; mso-bidi-font-size: 11.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;">A</span></b><b><span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;"> The Client</span></b><span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;"> who buys from you,
will write a powerful testimonial and is there for reference.<br />
<br />
</span><b><span style="color: black; font-family: "Verdana","sans-serif"; font-size: 15.5pt; mso-bidi-font-size: 11.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;">B</span></b><b><span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;"> The connector</span></b><span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;"> 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.<br />
<br />
</span><b><span style="color: black; font-family: "Verdana","sans-serif"; font-size: 15.5pt; mso-bidi-font-size: 11.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;">C</span></b><b><span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;"> The socializer</span></b><span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;"> 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.<br />
<br />
If you find the networking genie – ask for those three people.<br />
<br />
If you can’t wait to find the genie – then find those three people on your own.</span></div>
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<span style="color: black; font-family: "Verdana","sans-serif"; font-size: 10pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;"><o:p></o:p></span><br /></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 10pt;">
<span style="color: black; font-family: "Arial","sans-serif"; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;">© 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 <a href="http://www.business-networking-tips.net/"><span style="color: blue;">http://www.business-networking-tips.net/</span></a>
</span><span style="color: black; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-CA;"><o:p></o:p></span></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<br />
<br />
<a href="http://www.torok.com/" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">George Torok</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<a href="http://www.powermarketing.ca/preview_GT.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Keynote Marketing Speaker</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Co-author of </span><a href="http://www.powermarketing.ca/buy_the_book.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Secrets of Power Marketing</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Get your free copy of "</span><a href="http://www.powermarketing.ca/free_marketing_tips.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">50 Power Marketing Ideas</span></a><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">"</span>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
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<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
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<a class="a2a_dd" href="http://www.addtoany.com/share_save?linkname=Marketing%20Expert%20%26%20Author%2C%20George%20Torok&linkurl=http%3A%2F%2Fgeorgetorok.blogspot.com%2F"><img alt="Share/Save/Bookmark" border="0" src="http://static.addtoany.com/buttons/share_save_171_16.gif" height="16" width="171" /></a><script type="text/javascript">
a2a_linkname="Marketing Expert & Author, George Torok";a2a_linkurl="http://georgetorok.blogspot.com/";
</script><script src="http://static.addtoany.com/menu/page.js" type="text/javascript">
</script><div class="blogger-post-footer">George Torok is a bestselling author of Secrets of Power Marketing.
Get your free copy of the special report "50 Power Marketing Ideas"
and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-76546709578071460812014-03-18T14:42:00.000-04:002014-03-18T15:32:04.691-04:00Power Marketing Tip #61: How to Build a More Productive Network<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-eiYICzyyU64/UyiS51r0pyI/AAAAAAAACE0/GLS8Ho68KJE/s1600/NetworkingMgtg.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://4.bp.blogspot.com/-eiYICzyyU64/UyiS51r0pyI/AAAAAAAACE0/GLS8Ho68KJE/s1600/NetworkingMgtg.jpg" height="230" width="320" /></a></div>
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<b style="mso-bidi-font-weight: normal;"><span lang="EN-US">How
to Build a More Productive Network<o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span lang="EN-US">There are many theories and
misunderstandings about networking. Let’s shed some clarity on the subject and
remove some of the stress.</span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span lang="EN-US">Should you network?</span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span lang="EN-US">That’s the wrong question. The right
question is “<a href="http://www.business-networking-tips.net/" target="_blank">How can you network more productively</a>?”</span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span lang="EN-US">The short answer is to network with the
right people and follow a simple yet effective networking system.</span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span lang="EN-US">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. </span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span lang="EN-US">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.</span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span lang="EN-US">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.</span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span lang="EN-US">For that reason you need to follow a
simple, effective and efficient system for building those networking
relationships.</span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
</div>
<b style="mso-bidi-font-weight: normal;"><u><span lang="EN-US">Three
guidelines to follow<o:p></o:p></span></u></b><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span lang="EN-US">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.</span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span lang="EN-US">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.</span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span lang="EN-US">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. </span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span lang="EN-US">Networking is an imperfect process. It’s best
to follow a <a href="http://www.business-networking-tips.net/" target="_blank">simple system</a> that works well for you. Remember, someone you know
can connect you with someone who wants to buy what you offer.</span></div>
<a href="http://www.business-networking-tips.net/" target="_blank"><br /></a>
<a href="http://www.business-networking-tips.net/" target="_blank">Learn how to create and follow your networking system.</a><br />
<br />
<a href="http://www.torok.com/" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">George Torok</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<a href="http://www.powermarketing.ca/preview_GT.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Keynote Marketing Speaker</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Co-author of </span><a href="http://www.powermarketing.ca/buy_the_book.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Secrets of Power Marketing</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Get your free copy of "</span><a href="http://www.powermarketing.ca/free_marketing_tips.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">50 Power Marketing Ideas</span></a><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">"</span>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
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<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><a href="http://twitter.com/marketingzoo" target="_blank">Marketing Zoo on Twitter</a></span>
<a class="a2a_dd" href="http://www.addtoany.com/share_save?linkname=Marketing%20Expert%20%26%20Author%2C%20George%20Torok&linkurl=http%3A%2F%2Fgeorgetorok.blogspot.com%2F"><img alt="Share/Save/Bookmark" border="0" src="http://static.addtoany.com/buttons/share_save_171_16.gif" height="16" width="171" /></a><script type="text/javascript">
a2a_linkname="Marketing Expert & Author, George Torok";a2a_linkurl="http://georgetorok.blogspot.com/";
</script><script src="http://static.addtoany.com/menu/page.js" type="text/javascript">
</script><div class="blogger-post-footer">George Torok is a bestselling author of Secrets of Power Marketing.
Get your free copy of the special report "50 Power Marketing Ideas"
and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-69594814951934073232014-01-24T17:57:00.001-05:002015-06-05T11:15:16.273-04:00You Won the Jackpot!<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><!--[if gte mso 9]><xml>
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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.”</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
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.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I couldn’t imagine what 260,000 points might offer. So I
pressed “one”. I was intrigued and greedy.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The live person came on the line and said, “Can you confirm
that you are over the age of 30?”</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
That seemed like a strange thing to say.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
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. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Naturally I said, “If you have my information, why are you
asking my age?”</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
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.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Most people are registered in a least one reward points
program so this caller was trying to leverage that to his advantage. <span style="mso-spacerun: yes;"> </span>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.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<br />
<br />
<a href="http://www.torok.com/" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">George Torok</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<a href="http://www.powermarketing.ca/preview_GT.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Keynote Marketing Speaker</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Co-author of </span><a href="http://www.powermarketing.ca/buy_the_book.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Secrets of Power Marketing</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Get your free copy of "</span><a href="http://www.powermarketing.ca/free_marketing_tips.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">50 Power Marketing Ideas</span></a><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">"</span>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><a href="http://www.facebook.com/PowerMarketing1" target="_blank">Power Marketing on FaceBook</a></span>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><a href="http://twitter.com/marketingzoo" target="_blank">Marketing Zoo on Twitter</a></span>
<a class="a2a_dd" href="http://www.addtoany.com/share_save?linkname=Marketing%20Expert%20%26%20Author%2C%20George%20Torok&linkurl=http%3A%2F%2Fgeorgetorok.blogspot.com%2F"><img alt="Share/Save/Bookmark" border="0" src="http://static.addtoany.com/buttons/share_save_171_16.gif" height="16px" width="171px" /></a><script type="text/javascript">
a2a_linkname="Marketing Expert & Author, George Torok";a2a_linkurl="http://georgetorok.blogspot.com/";
</script><script src="http://static.addtoany.com/menu/page.js" type="text/javascript">
</script><div class="blogger-post-footer">George Torok is a bestselling author of Secrets of Power Marketing.
Get your free copy of the special report "50 Power Marketing Ideas"
and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-49307969061565204952014-01-24T17:29:00.003-05:002014-01-24T17:29:50.426-05:00How do you feel when the bank calls you? <!--[if gte mso 9]><xml>
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<br />
<div class="MsoNormal">
How do you feel when the bank calls you? </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
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.”</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Sometimes they have bad news (account overdrawn, missed a
payment or market collapse) <span style="mso-spacerun: yes;"> </span>– 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.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
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. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The reason I should call her is “She wants to talk to me.”</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
What does that mean?</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Is there a problem or are you trying to sell me something?</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<br />
<br />
<br />
<a href="http://www.torok.com/" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">George Torok</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<a href="http://www.powermarketing.ca/preview_GT.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Keynote Marketing Speaker</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Co-author of </span><a href="http://www.powermarketing.ca/buy_the_book.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Secrets of Power Marketing</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Get your free copy of "</span><a href="http://www.powermarketing.ca/free_marketing_tips.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">50 Power Marketing Ideas</span></a><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">"</span>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><a href="http://www.facebook.com/PowerMarketing1" target="_blank">Power Marketing on FaceBook</a></span>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><a href="http://twitter.com/marketingzoo" target="_blank">Marketing Zoo on Twitter</a></span>
<a class="a2a_dd" href="http://www.addtoany.com/share_save?linkname=Marketing%20Expert%20%26%20Author%2C%20George%20Torok&linkurl=http%3A%2F%2Fgeorgetorok.blogspot.com%2F"><img alt="Share/Save/Bookmark" border="0" src="http://static.addtoany.com/buttons/share_save_171_16.gif" height="16px" width="171px" /></a><script type="text/javascript">
a2a_linkname="Marketing Expert & Author, George Torok";a2a_linkurl="http://georgetorok.blogspot.com/";
</script><script src="http://static.addtoany.com/menu/page.js" type="text/javascript">
</script><div class="blogger-post-footer">George Torok is a bestselling author of Secrets of Power Marketing.
Get your free copy of the special report "50 Power Marketing Ideas"
and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-85482344628627038742013-11-13T15:29:00.000-05:002013-11-13T15:30:42.698-05:00Best Marketing Advice for Marketing on an Embarassing Budget<span style="font-family: Times,"Times New Roman",serif;"><span style="font-size: small;">This list from Carol Roth includes 39 creative tips on how to market your business on an embarasslingly limited budget.</span></span><br />
<br />
<span style="font-family: Times,"Times New Roman",serif;"><span style="font-size: small;">Number 32 on the list is from me (George Torok). It's the shortest tip on the list and perhaps the most practical and effective, (in my opinion - you decide).</span></span><br />
<span style="font-family: Times,"Times New Roman",serif;"><span style="font-size: small;"><br /></span></span>
<br />
<div class="sgroups-list-item-subject">
<h2>
32. Write the Magic Words</h2>
</div>
Hand
write and send thank you notes to your clients, associates and the
media. The other note to send is congratulations. This is unusual,
personal and thus, memorable.<br />
<br />
Some of the other tips that stand out are:<br />
<br />
<br />
<div class="sgroups-list-item-subject">
<h2>
1. Karma Pays</h2>
</div>
<div class="sgroups-list-item-content">
Two
words: help people. Be it via written content, through social media, at
local networking events - whatever opportunity you have to help your
target consumer base, take it - and put your all into it. People want to
help good people. You'd be surprised how much "free" word of mouth you
can get your business simply by showing you're the kind of person who
helps others without any strings attached. It's certainly worked for me.
Karma- it pays.</div>
<div class="sgroups-list-item-credits">
<div>
<b>Thanks to:</b> Rae Hoffman of <a href="http://sugarrae.com/">Sugarrae</a>.</div>
<div>
</div>
<div>
</div>
</div>
<br />
<div class="sgroups-list-item-subject">
<h2>
5. On a Budget? Be Controversial!</h2>
</div>
<div class="sgroups-list-item-content">
When
I say 'controversial' I mean say something unexpected to get people to
talk. Take the government shut down. In a sea of "Democrats are wrong!"
and "Republicans are wrong!" suddenly your message is, "Here's why the
shutdown is great!". It instantly stands out and provokes discussion,
passes on links, possible media queries and so on, all for free. Of
course, make sure that you can back up your claims and that they match
your business model. It's amazing marketing on a budget, and one I
always use.</div>
<div class="sgroups-list-item-credits">
<div>
<b>Thanks to:</b> David Weber of <a href="http://www.learnaboutflow.com/">Learn About Flow</a>.</div>
</div>
<br />
<br />
<br />
<div class="sgroups-list-item-subject">
<h2>
13. Tell a Story in Six Seconds</h2>
</div>
<div class="sgroups-list-item-content">
As
a bootstrapping startup in the legal field, it has been both
challenging and exciting to come up with scrappy marketing techniques.
One of the best pieces of advice for marketing on a budget I've seen is
using Vine for a Q & A session. <br />
<br />
Gary Vaynerchuk said it best, "Time is our biggest asset. What Vine
does, is it gives you a promise that this is only six seconds of your
time." <br />
<br />
Find a creative way to tell a story to your market in six seconds.</div>
<div class="sgroups-list-item-credits">
<div>
<b>Thanks to:</b> Janine Holsinger of <a href="http://nextchapterbk.com/">NextChapter</a>.</div>
<div>
</div>
<div>
</div>
<div>
<div class="sgroups-list-item-subject">
<h2>
23. Videos Grab Attention</h2>
</div>
<div class="sgroups-list-item-content">
YouTube
is the second most searched site on the internet. Create a promo-video
yourself on the cheap by using MS Movie Maker or go to fiverr.com and
get a video produced for only $5-$20 depending on length and quality.<br />
<br />
The promo video can then be placed on your website. QR codes (done for
free) can drive people to your video and you can use the video for
social campaigns - then, get it transcribed and pdf'd, cut out the
voice/music for a podcast. Leverage one video into multi-usable
content.</div>
<div class="sgroups-list-item-credits">
<div>
<b>Thanks to:</b> Curtis Chappell of <a href="http://quantumseosolutions.com/">Quantum SEO Solutions</a>.</div>
<div>
</div>
<div>
If you like these and want to read more visit <a href="http://www.carolroth.com/blog/the-best-marketing-advice-on-a-budget/" target="_blank">The Best Marketing Advice </a></div>
</div>
</div>
<div>
<br /></div>
</div>
<br />
<br />
<a href="http://www.torok.com/" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">George Torok</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<a href="http://www.powermarketing.ca/preview_GT.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Keynote Marketing Speaker</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Co-author of </span><a href="http://www.powermarketing.ca/buy_the_book.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Secrets of Power Marketing</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Get your free copy of "</span><a href="http://www.powermarketing.ca/free_marketing_tips.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">50 Power Marketing Ideas</span></a><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">"</span>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><a href="http://www.facebook.com/PowerMarketing1" target="_blank">Power Marketing on FaceBook</a></span>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><a href="http://twitter.com/marketingzoo" target="_blank">Marketing Zoo on Twitter</a></span>
<a class="a2a_dd" href="http://www.addtoany.com/share_save?linkname=Marketing%20Expert%20%26%20Author%2C%20George%20Torok&linkurl=http%3A%2F%2Fgeorgetorok.blogspot.com%2F"><img alt="Share/Save/Bookmark" border="0" height="16px" src="http://static.addtoany.com/buttons/share_save_171_16.gif" width="171px" /></a><script type="text/javascript">
a2a_linkname="Marketing Expert & Author, George Torok";a2a_linkurl="http://georgetorok.blogspot.com/";
</script><script src="http://static.addtoany.com/menu/page.js" type="text/javascript">
</script><div class="blogger-post-footer">George Torok is a bestselling author of Secrets of Power Marketing.
Get your free copy of the special report "50 Power Marketing Ideas"
and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0tag:blogger.com,1999:blog-20407653.post-56574409441502361002013-11-05T08:40:00.000-05:002013-11-05T08:40:56.663-05:00Power Marketing Tip #60: Why settle for what you are worth?<div class="separator" style="clear: both; text-align: center;">
<a href="http://3.bp.blogspot.com/-XL3MVt0f0a8/Unj1DD4qsKI/AAAAAAAACBU/dsUYl9iP-s4/s1600/selling.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://3.bp.blogspot.com/-XL3MVt0f0a8/Unj1DD4qsKI/AAAAAAAACBU/dsUYl9iP-s4/s1600/selling.jpg" /></a></div>
<span style="font-family: Times New Roman; font-size: small;"></span><br />
<span style="font-family: Times New Roman; font-size: small;"></span><br />
<span style="font-family: Times New Roman; font-size: small;">Are you struggling to be paid what you
are worth? Why settle for so little?</span><br />
<span style="font-family: Times New Roman; font-size: small;"></span>
<br />
<span style="font-family: Times New Roman; font-size: small;">In my experience very few people are paid
what they are worth. There seems to be a great number of people paid less than
they're worth and many who're paid more than they're worth.</span><br />
<span style="font-family: Times New Roman; font-size: small;"></span>
<br />
<span style="font-family: Times New Roman; font-size: small;">On which side of that dividing line would
you rather be? </span><br />
<span style="font-family: Times New Roman; font-size: small;"></span>
<br />
<span style="font-family: Times New Roman; font-size: small;">If you're like me you might prefer to be
paid more than you're worth. How can you make this happen?</span><br />
<span style="font-family: Times New Roman; font-size: small;"></span>
<br />
<span style="font-family: Times New Roman; font-size: small;">First, consider how we decide
worth.</span><br />
<span style="font-family: Times New Roman; font-size: small;"></span>
<br />
<span style="font-family: Times New Roman; font-size: small;">Consider these choices:</span><br />
<br />
<ol>
<li><span style="font-family: Times New Roman; font-size: small;">What is the worth of a hamburger at a
family restaurant?</span>
<li><span style="font-family: Times New Roman; font-size: small;">What is the worth of a steak dinner at
that same restaurant?</span>
<li><span style="font-family: Times New Roman; font-size: small;">What is the worth of the steak dinner at
a fine dining restaurant?</span>
<li><span style="font-family: Times New Roman; font-size: small;">What is the worth of eating the
hamburger while chatting with Richard Branson?</span></li>
</li>
</li>
</li>
</ol>
<br />
<span style="font-family: Times New Roman; font-size: small;">Notice that there are two parts that can
affect the worth. The core element is the food. By changing the food you can
marginally change (increase or decrease) the worth.</span><br />
<span style="font-family: Times New Roman; font-size: small;"></span>
<br />
<span style="font-family: Times New Roman; font-size: small;">The second element is the experience. By
changing the experience you can dramatically change the worth.</span><br />
<span style="font-family: Times New Roman; font-size: small;"></span>
<br />
<span style="font-family: Times New Roman; font-size: small;">The ratio of cost to worth is
proportionally highly for the core element versus the experience. This means
that you'll realize a much better return on your investment by improving the
experience. </span><br />
<span style="font-family: Times New Roman; font-size: small;"></span>
<br />
<span style="font-family: Times New Roman; font-size: small;">The lesson is that if you only focus on
improving the core element of your product or service then it will be difficult
for you to receive more than you're worth. If you want to dramatically increase
your price, then make changes in the experience. </span><br />
<span style="font-family: Times New Roman; font-size: small;"></span>
<br />
<span style="font-family: Times New Roman; font-size: small;">If you are in a competitive market and
find that prospects and clients view your offering as a commodity you'll feel
pressured to compete on price and likely receive less than you're worth.
</span><br />
<span style="font-family: Times New Roman; font-size: small;"></span>
<br />
<span style="font-family: Times New Roman; font-size: small;">When faced with a competitive market,
change how you deliver your core element to improve your worth in the perception
of your clients.</span><br />
<span style="font-family: Times New Roman; font-size: small;"></span>
<br />
<span style="font-family: Times New Roman; font-size: small;">If you want to get paid more than you're
worth, focus less on <strong><em>what</em></strong> you sell and more on
<em><strong>how</strong></em> you sell.</span><br />
<br />
<a href="http://www.torok.com/" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">George Torok</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<a href="http://www.powermarketing.ca/preview_GT.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Keynote Marketing Speaker</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Co-author of </span><a href="http://www.powermarketing.ca/buy_the_book.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Secrets of Power Marketing</span></a>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Get your free copy of "</span><a href="http://www.powermarketing.ca/free_marketing_tips.html" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">50 Power Marketing Ideas</span></a><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">"</span>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><a href="http://www.facebook.com/PowerMarketing1" target="_blank">Power Marketing on FaceBook</a></span>
<span style="font-size: x-small;">
<span style="font-family: Arial, Helvetica, sans-serif;"></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><a href="http://twitter.com/marketingzoo" target="_blank">Marketing Zoo on Twitter</a></span>
<a class="a2a_dd" href="http://www.addtoany.com/share_save?linkname=Marketing%20Expert%20%26%20Author%2C%20George%20Torok&linkurl=http%3A%2F%2Fgeorgetorok.blogspot.com%2F"><img alt="Share/Save/Bookmark" border="0" height="16" src="http://static.addtoany.com/buttons/share_save_171_16.gif" width="171" /></a><script type="text/javascript">
a2a_linkname="Marketing Expert & Author, George Torok";a2a_linkurl="http://georgetorok.blogspot.com/";
</script><script src="http://static.addtoany.com/menu/page.js" type="text/javascript">
</script><div class="blogger-post-footer">George Torok is a bestselling author of Secrets of Power Marketing.
Get your free copy of the special report "50 Power Marketing Ideas"
and register for your free monthly marketing tips at www.PowerMarketing.ca
Arrange for Torok to speak to your group by calling 905-335-1997
</div>George Torokhttp://www.blogger.com/profile/10631576952720134853noreply@blogger.com0