Marketing Articles Published in 2012

Enjoy this selection of marketing articles published in the past year. Click on the title to read the rest of the article.






Magic Words to Transform Your Business Relationships

Abracadabra!
Imagine that you could wave an enchanted wand while uttering magic words that transform your business coals into diamonds. You don't need the wand and you probably already know the magic words. The sticking point like everything else in life is that it's not what you know that counts, it's what you do with what you know.

Too many business owners are looking for complicated solutions and overlook the simple secrets of business success. Why have so many uneducated entrepreneurs excelled in business? Because they only understood simple things and applied those simple things passionately. Richard Branson is an outstanding example.
One of the purposes of marketing is to build strong relationships with your clients and prospects. You build (or destroy) relationships with what you do and say. Let's explore the language of good relationships. It costs nothing except your attention to the words that you and your team use with clients and prospects - and with each other.





3 Polarizing Branding Secrets from Death Cigarettes

How can you build a stronger brand? Take a position that some people hate so your preferred customers love you.

I heard the best lessons about "How to create your Brand?" on the podcast interview with UK entrepreneur BJ Cunningham.

BJ Cunningham created a company called The Enlightened Tobacco Company in 1991, selling a cigarette called "Death Cigarettes". It was presented in a black package emblazoned with a white skull-and-crossbones logo. Just imagine how that image might appeal to the rebels. That is the start of a strong brand.

His premise was to take a position that none of the other cigarette companies were willing to take. That's good advice for any business building a brand! At the time all the tobacco companies were still denying any ill effects of smoking tobacco. You know the tired story, "It has not been proven that cigarette smoking causes cancer." Somehow the tobacco barons rehearsed well enough to deliver that lie with a straight face. But that is a different issue.


Hand Written Notes - the Original Social Media

More Personal Than Digital Media
It's impossible to ignore the Social Media crusade. Perhaps you received business through Social Media contacts and activity. I admit that I've made interesting new contacts, renewed old friendships and generated business through social media.

However, I've received a lot more business and recognition from sending hand written notes. The two best messages to send via hand written note are thank you and congratulations. Thank you for your business, help, referral, testimonial, patience, gift...

Congratulations on your achievement, recognition, new venture, milestone… The prompting for the note could be personal or business.




Boost Your Personal Brand by Leveraging Your Association Membership

As a member you have many ways to enhance your personal brand without breaking a sweat. What's holding you back?

Your personal brand is not a logo, colour or tagline. It's the combination of all that you do, say and especially what others say about you.

When you are a member of an association - that speaks about you. The credibility of the association, the ethics, the leaders and the positioning of the association speak about your personal values. But, only if you broadcast your membership to the marketplace. Don't be shy. If you have reason to be proud of your association, then brag about that association. List your membership on your Linkedin profile. Put "member of" in your email signature and display the membership plaque on your office wall. Brag about who you associate with.



How to Kick Start Your Writing To Boost Your Personal Brand
 
One of the best ways to become known as the expert is to write. You could write to or for newsletters (association, corporate, community), newspapers (community, business, trade, weekly, daily), or magazines (general, trade, association, business).




George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing  
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Shoestring Marketing: Where to Save and Where Not

Time to save money on your marketing? How can you do that and still get effective results? First, avoid five big mistakes that many make. Then use the nine techniques waiting for you below.

Not
In your attempt to save costs don't cut in these areas:

Value
Never try to save money by cutting the value of your product to your customer. If you reduce value they will expect a corresponding price reduction at the very least.

Quality
Never sacrifice quality to save money. Be clear on what quality means to your customers. The best definition of quality is 'meeting expectations'. Your customers got quality if they got what they expected. Quality is neither about price nor cost. Saturn, Toyota and Rolls Royce are all quality cars.

Speed
Never try to save money by making your customers wait longer. They will never have more time.

Cheapest deal
Going cheap is not a good way to save money. Cheap looks and feels cheap. Don't send your marketing messages that feel cheap. Instead pick your marketing channels and hunt for the best deal - not the cheapest. There is no point in printing your business cards on the cheapest paper.

Core benefit
Never trim from the core benefit of your product in your attempt to save money. Whatever the main reason they buy your product - don't you dare reduce that. That is like cutting bone.


How to Save
You can use these methods to help you save money on your marketing:

Barter
The oldest form of commerce - trade food for animal hides. You can try two approaches to barter. You can trade directly with your supplier or customer. For example you might trade some of your product with a publisher for ad space in their publication. The drawback to this form of barter is that you both must want and need what the other has. You might barter the whole amount or have a mixed deal of cash and barter.

Another form of barter is through one of the many barter companies. They form a relationship with many companies. Any one of the barter group can buy your product with their barter dollars. You can then spend those barter dollars with some other member of the barter group to buy what you need.

Co-op
If you are part of a larger group such as a franchise you can get advertising subsidy from your franchiser to help you promote their name and your business. Grocery stores and bookstores also use this technique to get money from their suppliers to allocate premium shelf space to those who pay for it. If you sell or distribute for a manufacturer you might be able to arrange co-op support from them.

Ask customers
This is so simple that many overlook it. Ask your customers what they've noticed that you could eliminate that has no significant value to them. For example I noticed my local bank renovating the branch every few years. That added zero value to me. I wish they would stop it.

Buy when others are not
Buy your marketing services when demand is low. Most printers are very slow in July and August. If you offer to buy at that time you might get a lower price, faster service or even more value.
A company president was planning a national conference in a prime location. He asked a big hotel, "When is your slowest week of the year?" He then offered to book that week for his conference and asked for a deal. He got it and they got the business.

Partner
Share a promotion with another company that also markets to your customers. You can split the costs of your promotion. You can offer to promote their product at your business while they do the same for you. You can offer your product as a prize in their contest promotion. You might trade referrals or give testimonials for each other.

Work with a charity
You could donate time, product or resources to a charity. They might recognize you in their signage, printed material or with a nice letter. When you work with a charity you benefit from the goodwill you create among your customers and the community. You might also get some free media coverage in the process.

Negotiate
You can get more from your marketing if you just negotiate with your suppliers and customers. Negotiation is a skill not a talent so it can be learned and honed. Read a few good books and take a course on negotiation to become a superior negotiator. You will learn the different gambits, styles and strategies of negotiating.

Be creative
Look for unusual promotions in other industries and find a way to make it work for you. Being creative does not mean being original. Borrow ideas from around you. The best way to get creative ideas about your business is to talk to people who know nothing about your business. For how to generate more creative ideas try using SCAMPER as described in "Secrets of Power Marketing" and at www.Torok.com/

Offer something more important than money
You might save on your marketing by offering your suppliers and customers something that they value more than money. What could that be? Depending on their situation it could be using your name as a reference, access to information, exposure to new markets, referrals, new technology, time to relax, etc..

Spend carefully and be creative in stretching your shoestring marketing budget.


George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
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Build Credibility, Value and Trust on a Shoestring

Setting priorities in your business? Your first job is to sell. Selling is - writing the orders; receiving the cash; feeding the beast. If you don't sell, the beast, (your business), will die. The impact of selling is immediate. You may love it, but it is a beast. You need to feed it and control it.

Your second priority is marketing. Marketing is taming and grooming the beast. Marketing is everything that makes it easier to sell. Marketing is about sending messages - and everything you do or don't do sends a message. You are responsible for these messages because they impact the perception of your credibility, value and trust. The impact of marketing is long term. The best time to start marketing was yesterday. The next best time is today.

Use these low-budget techniques to build credibility, value and trust on a shoestring.

Be a guest speaker for community groups, schools and associations.
You most want to speak in front of prospects. But sometimes you need to take side steps to get there. Check the directories at the library to find associations that might have prospects for you. Then contact the local chapters to offer a no-charge seminar or speech. Don't tell them you speak for free even though you do. Instead tell them that you normally charge, (pick a number), but agree to waive your fee as a first time offer.

The presentation must be of value and interest to the audience. It can't be an infomercial. Provide a handout with key points from your talk. Include information about your services along with your contact numbers and website on the handout. Ensure your introducer reads the introduction you prepare that establishes your expertise and what you do. But don't stand up there and sell - instead market by using examples of how you helped previous clients. Ask for a list of all attendees. If they refuse, collect everyone's business card for a draw. Give away a book, one of your products or 30 minutes of your service. It is more important to collect business cards than to give yours away.

After your presentation ask the organizer to refer you to speak at other associations or other chapters of the same association. Other groups you might speak to are Rotary, chambers of commerce, and various networking clubs. You don't need to be a member to be a guest speaker.

Prepare and rehearse your presentation. To become a better speaker read the book, "Secrets of Power Presentations", by Peter Urs Bender, www.PeterUrsBender.com. You could take a seminar on presentation skills or hire a speech coach. You can find both plus tons of free presentation guidelines and tips at
www.SpeechCoachforExecutives.com.

Another alternative is to join Toastmasters. It is a non-profit association that teaches presentations skills in a peer coaching club environment. Find a local Toastmasters club by visiting www.Toastmasters.org

Volunteer for a charity, community cause or association.
Budget your time wisely and volunteer for a cause or group in which you strongly support. If you do, then you will work willingly and passionately. You will feel good about your contribution. Others see you at your best. They have the opportunity to know you and like you. And we would rather do business with people we know and like. By volunteering on a committee or charity you contact others who share your beliefs. And we like others who are like us. After working together as volunteers it is easier to discuss business opportunities. In this way you may discover new customers and suppliers. You might also find partners for cross promotion or referrals.

The bonus payoff from volunteering is positive media exposure. This might include photos and interviews that may result from your impact. You could join an established cause or you could simply organize your own event. A dentist donated one day of his service to give free fillings to children of single mothers just before Christmas. He received front-page coverage.

Write and publish articles
We grant tremendous respect to those who have published works. Write a book and that is an invaluable credibility tool. Case in point: before I wrote my book, Secrets of Power Marketing, with Peter Urs Bender I was a nobody. After, I was an overnight marketing guru. I say 'overnight' because it took two years to write and lots of promotion. Nothing in business happens overnight, neither success nor failure.

You can and should start with something simpler than a book - articles that highlight your expertise. The simplest article to write is a tips list. It could be 'Three steps to prepare for ______'; 'Five questions to ask when buying ________'; 'Seven ways to save money on your __________'; or 'Ten tips for improving your _________'.

The most important step in writing is to start. The second most important step is to edit and rewrite. Forget about writing excellent copy the first time. I would be so disappointed with myself to find out you can write perfect copy the first time.

Where do you publish? You most want to be seen in the publications your prospects read. These might be trade and association magazines. Members tend to read them cover-to-cover. Of course it is wonderful to appear in a national business publication. Copy your articles and send them to your clients and prospects. Post them on your website and on the wall of your office - for visitors to admire and for you to be reminded that you are an expert.

Feed, tame and groom the beast and it will be your friend.


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

Alright or All Right - Which is the Correct Version?

As a marketer you probably know that it's as much about how you deliver your message. If you use text in your marketing the one often overlooked factor is correct word usage.

For example, do you know when to use one of the words or phrases from the following list?



Already or all ready?

Altogether or all together?

Anybody or anybody?

Maybe or may be?

Overtime or over time?

For the answers to these choices and 15 other word pairs read this informative article by Mark Nichol as posted on his Daily Writing Tips Blog

20 Pairs of One-Word and Two-Word Forms

by Mark Nichol

Many common words and phrases are identical except for a strategic letter space — apart and “a part” come to mind — and though knowing which form to use in a sentence is often obvious (as in that example), the difference can be subtle. Here are some of the less clear-cut pairs:

Click to read the rest of "20 Pairs of One-Word and Two-Word Forms"

Thanks Mark. I see a lot of helpful writing tips on your blog.

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

Marketing Article Review - 2011

In case you missed them or would like a refresher here are the top marketing articles that I published this past year.


Viral Marketing


Viral Marketing is so powerful because it is like a train building up speed. Once it is moving you can't stop it without derailing the train. It takes a lot of steam to get the train moving. And it is difficult to stop. The train will almost always follow the tracks. You never really know for sure where your viral marketing campaign might lead.

Viral marketing is well named because, when done right, it spreads like a virus. The term viral marketing might be too graphic for some because it brings to mind the viral spread of disease such as the bubonic plague, typhoid, and AIDS. Read the rest of Viral Marketing



Strategic Re-Positioning: Riviera Maya

My first visit to Mexico was to Acapulco on the Pacific coast. It was the seventies, disco was king and Acapulco was the singles' hotspot.

A decade later I visited Puerto Vallarta, also on the Pacific coast for a more relaxed vacation.

Cancun and the Yucatan Peninsula started to gain popularity because of the sandy beaches, warm water scuba diving and proximity to Mayan temples.

Mexico as a winter escape vacation has long attracted northerners - especially Canadians. But it has always had lots of competition from the rest of the Caribbean and even the Southern USA.
Read the rest of Strategic Re-Positioning: Riviera Maya




Strategic Positioning: The Battle for Market Dominance

The most important marketing question that you need to address in your business is "What position do you want to hold - in the market and in the minds of your clients?"

Why is that question so important to you?

The answer to that question will clarify your strategy and direction. And that answer will answer a lot of other distracting questions quickly.

This is a tough question. That's why many business owners don't address it. Think about the significance of that. If most aren't addressing this fundamental question about their business then there is a huge opportunity for you if you are willing to do the heavy lifting.
Read the rest of Strategic Positioning: The Battle for Market Dominance




Marketing Success: Lead With Success Stories


Results sell. The purpose of marketing is to make it easier to sell and nothing sells like results. To capture attention and convert more prospects into eager buyers with your marketing - lead with success stories.

Feature success stories in your advertising, on your website, in your sales calls, and in your networking. Include them on every marketing channel.

This approach is even more important during challenging times. If your clients and prospects are hoarding their money you need to attract their attention and their money with success stories.
Read the rest of Marketing Success: Lead With Success Stories




Marketing Strategy: Fight an Evil Enemy


Conflict sells. If you want to be noticed fight a powerful and evil enemy. Who or what are you fighting? While planning your marketing strategy pick an enemy. The tougher, the meaner, the more disgusting your enemy - the better for you. That positions you as the hero.

"You complete me"

The Joker taunted Batman with that phrase in the movie The Dark Knight. The public image of both Batman and the Joker were stronger because of their conflict. A champion needs a formidable villain and vice versa.

The marketing lesson from that is that the public defines you by your competition. If you are not well known maybe you need to pick a tougher enemy.
Read the rest of Marketing Strategy: Fight an Evil Enemy



George Torok

Marketing Keynote Speaker

Publish

Publish and you will prosper.
Writing and publishing your words can be an effective way to market yourself. These days it is so easy publish. You don’t need to write a book to be published. It could be as easy as publishing articles on your blog, FaceBook or the article directory sites.


Publish to position yourself as an expert.
Even though it is so easy to publish – many are still unpublished. That means we respect those who are published. Being published suggests that you have expertise. That might mean knowledge, experience or simply opinion. The three of those together qualify you as an expert. Consider that there are very few experts who are unpublished.


Publish to enhance your perceived value.
The ability to write is a valued skill. In order to be published you must first develop your writing skills. If you are published we assume that you have the writing skills. If you have the writing skills but aren’t published then no one knows or appreciates your skill.


Publish to generate leads.
Write and publish enough and you will receive business leads for your service. The more informed you appear, the more practical you sound and the more controversial you seem – the more likely you will generate real business leads with your writing.


Publish to provide additional value to your clients.
Help your clients better understand your product, your service and how those can them. The extra clarification, tips and idea will be appreciated as follow-up added value. Send them the links or print and send hard copy via snail mail.


Publish to think about and explore new ideas and perspectives.
The more you write and publish – the more you will be forced to explore new ideas and add substance to them. In fact a wonderful way to improve your understanding of your topic is simply to write about it. You will need to understand the concepts better to put them into print. If you want to trigger your brain for new articles, just start asking yourself probing questions about the topic.


Go ahead – write and publish.


Published on Facebook

Published on Article Ezines

Marketing Strategy: Fight an Evil Enemy

Conflict sells. If you want to be noticed fight a powerful and evil enemy. Who or what are you fighting? While planning your marketing strategy pick an enemy. The tougher, the meaner, the more disgusting your enemy – the better for you. That positions you as the hero.

“You complete me”

The Joker taunted Batman with that phrase in the movie The Dark Knight. The public image of both Batman and the Joker were stronger because of their conflict. A champion needs a formidable villain and vice versa.

The marketing lesson from that is that the public defines you by your competition. If you are not well known maybe you need to pick a tougher enemy.

Make your enemy appear more frightening.

The boxer Mohammad Ali understood this marketing principle and demonstrated it well. He built up the credibility and threat of each of his opponents before every fight. That made his victories more exciting. He promoted his fight against Smokin Joe Frazier as the Thrilla in Manillia. After the fight Ali said, "Joe Frazier, I'll tell the world right now, brings out the best in me. I'm gonna tell ya, that's one helluva man, and God bless him." In a brief post-fight interview with one of the commentators, Ali announced, "He is the greatest fighter of all times, next to me."

There’s no glory or fame in defeating a weak opponent.

Superman was a bigger hero because of his dangerous enemy Lex Luthor. Sir Edmund Hillary would be nothing without the challenge of Mount Everest. Wyatt Earp is defined by his fight with the evil Clantons. The 300 Spartans are defined by their stand against the unstoppable forces of the Persian Empire. David and his sling shot is only remembered because of his conflict with the giant Goliath. Buffy the vampire killer would be unknown without the blood sucking vampires.

Conflict captures attention and helps to define your position and value.

Many consumer products are sold by fighting previously unknown enemies that were glorified by the marketing campaigns. Consumer products were promoted to fight morning breath, dandruff and ring around the collar.

Present yourself as the alternative.

Avis could not defeat the market leader in the car rental business Hertz, so they defined themselves by the phrase, “We try harder.”

With the taste tests Pepsi defined themselves as the alternative to Coke. It worked so well that it unnerved Coke into blinking and bumbling with New Coke. The folks at Pepsi must have enjoyed how they unnerved the market leader, Coke.

Make fun of the enemy.

With its clever TV ads, (Hello, I’m a Mac. I’m a PC) Apple positioned itself as the alternative to the market leader, Microsoft based computers.

A local plumbing company positioned themselves as fighting clogged drains. The owners of the business made their enemy more formidable by posing for photos with clothes pins on their noses.

People love conflict. It’s entertaining, memorable and often vivid. Sometimes it can be funny. That’s why the “reality TV” shows are so popular.

If you want to be better noticed and remembered – pick a colorful enemy and start a fight. Only start one that you can win.


© George Torok is the co-author of the bestselling Secrets of Power Marketing. He helps business owners gain an unfair advantage over the competition. He helps connect business strategy to effective marketing tactics. To arrange an executive briefing visit
http://www.PowerMarketing.ca For more free marketing tips visit
http://www.Torok.com To speak directly to George Torok call 905-335-1997

Marketing Strategy: Fight an Evil Enemy
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Marketing Definitions in the Raw

Marketing has become a cult. It is rife with mysterious terms, magic powder and self-anointed gurus.

Use this list of definitions to better understand the terminology and refute some of the ridiculous statements of the high priests.

Warning: some of these definitions might offend some people. The opinions expressed are those of the author.

Marketing
Marketing is about sending messages. Everything you do or don’t do sends a marketing message. The purpose of marketing is to help you sell more.

Permission Marketing
This term was made famous by Seth Godin. The opposite of permission marketing is interruption marketing – which according to Seth has been the standard marketing practice of the past century. Permission marketing simply means asking if your audience is interested before you speak.

Social Marketing
Social marketing (also called cause marketing) has been around for decades. It breaks down into two versions: business marketing that piggy backs on a social issue, and marketing to promote a social issue. Examples of the issues include the environment, equal rights, poverty, animal rights, community, children, health…

Network Marketing
Network marketing was the renaming of multi-level marketing made famous by Amway. What was once called multi-level marketing became network marketing. It has little to do with networking. And they keep changing the term to ward off the stigma that seems to quickly attach itself. It is probably called something else now.

Marketing Research
Marketing research is the high-priced label given to the task of finding out what people really want and what do about it. It means asking good questions, listening and taking accurate notes.

Marketing Guru
Someone who wrote a book or several articles about marketing and charges you a lot of money to tell you what to do with your marketing. If you invested enough time and thought, you would probably figure it out on your own.

Marketing Company
Often just an advertising agency. They used to proudly call themselves ad agencies. Maybe they want to feel and project more value with the marketing label. They still create and sell you ads. Some of them help you get media exposure. Those are usually called PR firms. (Public relations)

Viral Marketing
Cool name. Like a virus – it has a life of its own. It means marketing that others do for you. It means “other people talking about you.”

Guerilla Marketing
A term made famous by Jay Conrad Levinson. The idea is based on guerilla warfare – when a force that is inferior in size and resources can beat a vastly superior opponent with the use of creativity, flexibility and focus.

Monkey Marketing
If gorillas can market then why not monkeys? Some folks market like monkeys – just screeching, eating bananas and moving on when they get bored.

Amoeba Marketing
Strip away the nonsense and follow the simple basics. What could be simpler than an amoeba? More business owners need to simplify their marketing process.

Online Marketing
Any marketing that you do on the Internet.

Offline Marketing
Offline marketing is everything else. Do you remember before the Internet? The offline world is still around and very important.

Offside Marketing
Happens when the marketing department gets out of control and chases marketing awards instead of focusing on the business needs. Maybe this should be a firing offense. Just ask Donald Trump.

Marketing Department
In many corporations they are composed of graphic designers who create and/or buy ads.

Marketing Budget
Often a number you are too embarrassed to reveal. (Unless you are Coke or Nike)

Marketing Degree
It might just be a worthless piece of paper, unless you want to work in a corporate marketing department or a marketing company. (See above definitions) Also valuable to help you become a marketing professor – so you can teach the same useless textbook lies to others.

Learn those definitions and study for the exam.


© George Torok is the co-author of the bestselling, Secrets of Power Marketing. It is the first guide to personal marketing for the non-marketer. Get your free copy of “50 Power Marketing Ideas” at http://powermarketing.ca/ Arrange for a marketing speech, executive briefing or training program at http://www.torok.com/ For media interviews call 905-335-1997
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Marketing Definitions in the Raw

More Marketing Articles from George Torok

Marketing Tips on Twitter

Marketing Secret: Be a Name Dropper

What’s in a name? Could be millions. If you were a movie producer and you wanted a “name” to help you reap millions – you would pay $10 to $20 million for Bruce Willis, Julia Roberts, Jim Carrey or Arnold (when he returns to Hollywood…he said he’d be back). You know the money has no relation to their “acting” ability. It is the name that is valuable - the name that sells.

Imagine if you had the power of these names promoting your business: Wayne Gretzky, Lance Armstrong, Venus Williams, William Shatner or Celine Dion. Some companies paid millions to associate their products with these names. Why? Because there is something special in a name. A name conveys credibility, acceptance and emotional hunger. I want to be like him or her.

“I don't know the key to success, but the key to failure is trying to please everybody.”
Bill Cosby

Canadian universities figured this one out. They sold the marquee for their business schools to business names: Ivey at University of Western Ontario, Asper at University of Manitoba, Molson at Concordia University, DeGroote at McMaster University, Schulich at York University and Rotman at University of Toronto. The universities got two things from this association with successful business names. They got millions of dollars and they got the prestige of associating with the successful business name.

“What the Rotman School is doing may be the most important thing happening in management education today.”
Peter F Drucker

Of course associating with any name could carry a risk. Take the time to understand the character of the individual and culture of the organization. Due diligence might save you some embarrassing harm. But national and international stars can be expensive. If you are paying for endorsement consider regional or local sports celebrities.

The safest names to associate with are dead people. The longer they have been dead - the better. Their history is written and it is not likely someone will dig up new dirt on them. Albert Einstein, Winston Churchill, Orville Wright, Christopher Columbus, Alexander the Great, Marie Curie, Picasso, Edison, Alexander Graham Bell.

“Never interrupt your enemy when he is making a mistake."
Napoleon Bonaparte (1769-1821)

Mythical figures are another safe bet; Hercules, Popeye, Peter Pan, King Arthur, Superman, Wonder Woman, Spider-man, Captain America.

"Do, or do not. There is no 'try'."
Yoda

If you understand the power of a name – then take advantage of it. And don’t limit your options to paid endorsements. Consider these possibilities.

Make Your Name a Name
State your name proudly and clearly when talking to others. Don’t apologize for your name. Don’t say, “I work for a company called…” or “You probably never heard of us...”
How would Bill Gates introduce his company name? Introduce yours the same way.

Make it Easy for Others to Hear and Remember Your Name
Pick a business name that is clear and unique. Don’t call your company some non-descript name like, “United International Enterprises” or worst, “HLMS Consulting and Associates Etc.”. Both of those are boring, vague and difficult to remember. Try this mental check. What company names can you instantly list? Write them and examine them. What is it about them makes them memorable? Here are some good company names – IBM, Coke, Pizza Pizza, Canadian Tire, and Blockbuster Video. Your million-dollar tip is to use hard consonants (b, d, j, k, q, p, t). We hear these sounds clearer and tend to remember them better.

Repeat Your Name – Often
We need to hear things at least seven times before we remember it. Put your name on everything - your business card, website, sign, golf shirt, coffee mug… And when someone asks you to repeat your name – be honored – not angry. When you leave a voice message state your name twice – once at the beginning of the call and again at the end. You can reinforce your name by spelling it. “That’s T-O-R-O-K.”

Associate Your Name with Winners
Tell others about your big name clients. Tell others about the associations that you are a member of and mention big name members. Tell others about the charities you support. Run a joint promotion with another leading business. Talk about your heroes and names that you admire.

“In my country we go to prison first and then become President.” Nelson Mandela

Name Your Clients
Get testimonials from them. Get their permission and quote their names in your promotions. Post their names and logos on your website. That helps them and you. Avoid using the testimonial from “anonymous”. You know – the great testimonial signed “Bob”, or “M”. We question the veracity of such vagueness.


Brag About Your Clients
Learn and remember their names and stories. Write them notes of appreciation. Proudly tell their stories. Recommend your clients to others. Stay in touch with your clients so they remember and repeat your name. And when you talk with them be sure to mention the names that are important to them.

Clients of George Torok include, “CIBC, Alcan, Bombardier, Dupont, Playtex, Canadian Management Centre, City of Toronto, Ontario Ministry of Finance, Empire Insurance, Zurich Insurance, Coors Canada, 5th Avenue Collection, Union Energy…”

Get Your Name in the Media
Help the media to drop your name – by keeping them informed about what you do. Then repeat what they say.

“Overall it’s hard not to pick up lots of useable advice from this book.”
Globe & Mail on ‘Secrets of Power Marketing’

Quote from Famous People
Use quotations from authors, business leaders and celebrities that convey your message. Can you use a quote from Stephen Covey, Anthony Robbins, Jack Welch, Sam Walton, Terry Fox or John Candy? When you do this it appears that those famous people agree with you.

"If you are going through hell, keep going."
Sir Winston Churchill (1874-1965)

© George Torok is coauthor of the national bestseller, Secrets of Power Marketing – Canada’s first guide to Personal Marketing for the non-marketer. Get your free copy of “50 Power Marketing Tips” at http://www.PowerMarketing.ca To arrange a speech or executive briefing call 905-335-1997 Visit http://www.Torok.com


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8 Marketing Truths that Will Make You More Profitable

Beware of the dangerous marketing myths that can destroy your business. You’ve probably heard most of them. Many are spread by the marketing mystics who don’t understand or don’t want you to understand the simple realities of marketing. The challenge for you is to sort the truths from the myths and the mystics from the masters.

Read this article and study each of these marketing truths to increase your profits and reduce your losses. Think about how you will apply these marketing lessons to improve the profitability of your business.


1. Marketing is about sending messages
Everything you do or don’t do sends a message. Marketing is much more than advertising. Marketing includes your customer service, company policies, telephone manner, community presence and supplier relationships.

2. Marketing is about building relationships
We would rather buy from those we know and like. Marketing is how you help prospects know and like you. Marketing builds and maintains the relationship that keeps them coming back for more.

3. Marketing is long term
The payback on your marketing of today might happen next week, next month or next year. In some businesses the cycle could be even longer. Learn what your cycles are and stick with it throughout the cycle.

4. Marketing is part art and part science
Effective marketing is built on systematic principles and based on the science of persuasion. The delivery of your marketing is differentiated by your personal flair and flavored by the art of creativity.

5. Marketing is always happening – whether you intend it or not
Some business owners claim they don’t market. Nonsense! You cannot – not market. Everything you do is marketing. Some of it is intended and much of it is unintended. But you are always marketing. The question is “Are you aware of the messages you are sending?”

6. Marketing is everyone’s role and responsibility
It’s easy to identify your sales staff as the ones who close the deals. “Who’s marketing?” is a more difficult question. You are missing the point if you think marketing is the sole responsibility of your “marketing department”. Everyone in your company is marketing, from the delivery-van driver to the accounts payable clerk, to the production foreman.

7. Marketing is everything you do that makes it easier to sell
Good marketing helps you close deals. Bad marketing wastes money and kills deals. Evaluate all your marketing actives and rate them on how well they help the sales process. Stop or improve any marketing that you rate as possibly negative.

8. Marketing occurs on both a direct and indirect level
The Facts and the Feeling.The Intellect and the Emotion.The Look and the Smell.The Realities and the Perceptions.It is the second part of each of these comparisons that moves people to buy or decide not to buy. Facts don’t matter much when it comes to the buying decisions of your clients. The indirect level of marketing often overwhelms the direct marketing. Are you aware of the indirect messages that you might be sending?

Conclusion
It’s not your fault if you have heard marketing myths from the mystics. But it will be your loss if you believe them. Now that you know these eight fundamental marketing truths you have the knowledge to re-evaluate your marketing and enjoy greater profits.


© George Torok helps business owners gain an Unfair Advantage over the competition. He is the co-author of the bestselling, Secrets of Power Marketing. Claim your free copy of “50 Power Marketing Ideas” at http://www.powermarketing.ca/ Arrange for a marketing presentation or personalized marketing coaching by calling 905-335-1997

8 Marketing Truths Yhat Make You More Profitable

25 Ideas to Write Your Article

If you write articles to promote your business, (I think that you should), here are 25 ideas to help kickstart your brain.

Top 25 Article Topic Ideas
by Steve Shaw

Are you stumped for what to write about?

Don’t fret–We all are at some time or another.

No matter how long you’ve been writing there are always times when the creative well is just bone dry, and you need a little jump start.

Well, here it comes:

I’ve assembled 25 of my favourite and most effective article topic ideas and article topic idea stimulators. I hope these are helpful to you!

Let’s get started…

1) Use one of our free article writing templates (that’s actually several article topic ideas right there!)

2) Adapt content from your blog to create articles.

3) Write for newbies and more advanced readers–you can cover the same topic in two different articles geared towards groups with different knowledge levels.

4) Use customer frequently asked questions as the basis for an article.

Read the rest of this article at Creative Article Marketing blog
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George Torok
Marketing Speaker
Marketing Articles by George Torok

Marketing in Turbulent Times

Marketing in Turbulent Times

As published in the April 2009 edition of Enterprise Magazine
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May you live in interesting times.

Is that ancient expression a curse or a blessing? I think it depends on what you define to be "interesting" and more importantly how you adapt to it. If you define interesting to mean unpredictable, challenging and threatening - then clearly we are living in interesting times.

Business these days is more like shooting the rapids in a rubber raft than canoeing in a duck pond. It's too easy to be mesmerized by the danger of capsizing. If you focus on the rocks - that's where you will go. The secret is to look for and steer to the high water and paddle like a fiend.

Survival is not the goal If you set your sights on surviving you could slip and sink. If you set your target as thriving then you might flourish. How do you thrive in these turbulent waters?

Marketing is the result of all the messages that you and your staff send. In fact your staff sends more powerful marketing messages than all the advertising you ever do. Therefore marketing becomes the end result of almost every business decision you make.

Think long term Don't make knee-jerk decisions especially about business strategy. Gather as much relevant information as you can. Seek the advice of people you respect. Be clear on your purpose. Examine both the short term and long term effects of major decisions. Once you decide, act quickly and confidently.

Your staff will be looking to you for leadership and hope. Be open to course corrections when and as needed while clearly focused on the objectives and purpose.

Read the rest of this article

George Torok

Marketing Speaker

Recession Busting Experts

New Marketing Articles in Torok Library

New Marketing Articles in Torok Library


Is Your Night Light On?

I woke up in the middle of the night - which is not so unusual. But this time I noticed that the hallway looked extremely bright.I immediately wondered, “Why is the kitchen light on?” When I finally roused myself from the stupor of sleep, I walked to the kitchen to discover that the kitchen light was off. Further exploration and awakening discovered that all that shining light emanated from the tiny 1.5 volt night light in the bathroom which I had passed on my walk to the kitchen.



Marketing Disaster in the Details: Sears Catalogue Case

Marketing can make or break your business. Marketing is about sending messages. Marketing is everyone’s responsibility because each staff member sends messages about your business. Often your unintended messages have a greater impact then your intended messages.


How to make sponsorship work for you

Sponsoring is a friendly way of marketing. It’s much friendlier than advertising. When prospects are on the receiving end of your advertising they know that you are trying to sell them something. So naturally their guard goes up. They prepare to deflect your advertising assault. And they are looking for the fine print. They are searching for the lie in your claims. Mass market advertising can be the least effective form of marketing and it’s very expensive. Sponsorship can be very effective when you make your choices based on these five criteria.



Marketing Benefits vs. Features: Will it make me late for dinner?

Stop telling your customers about horsepower (feature) when they are concerned about missing dinner (benefit). One of the biggest marketing mistakes is to talk about features like horsepower when your customers only care about benefits like getting home for dinner. What are you marketing - Benefits or Features?


The Van Gogh Syndrome can kill your business

Vincent Van Gogh was an artistic genius. His work is an inspiration to artists and coveted by art fanciers. He was a superb artist. He challenged the norms and created powerful art. Van Gogh was unique. He was a master of his craft. He was a prolific artist. Today many of his paintings sell for millions of dollars. But he was a business failure...


George Torok
Torok Article Library
Personal Marketing

How to Kill Your Restaurant Business Fast:: Four Eulogies

How to Kill Your Restaurant Business Fast - Four Eulogies
By George Torok

Why did the downtown restaurant close?

The downtown restaurant opened about a year earlier. I wasn't surprised that it closed. I was surprised that it stayed open so long. It was around the corner from my office. I walked past it every time I visited the restaurant next door - about once a week.

Have you ever watched a restaurant open and then watch it slowly starve to death? Have you ever wondered why they failed? Or did you know what they were doing wrong? Maybe you even offered constructive feedback to the staff and owners only to get a nasty look in return. We can see the self-destruction - while the owners seem to be oblivious.

Why is that? Because we see it from the perspective of a customer. The owners are engulfed in their emotional world of "It's mine - it must be beautiful". And maybe they keep telling themselves, "Hey, I spent a lot of money fixing up this place - people just have to see it my way - eventually".

What business are you in?

One of the biggest mistakes that restaurant owners make is to believe that they are in the food business. Big mistake! Grocery stores are in the food business. Restaurants are in the experience business. The experience at McDonalds is very different from that at Boston Pizza from TGI Fridays from Ruth's Chris Steak House. Yet they are all in the same business - just different segments of it.

Why do restaurants fail?

It's usually not the food. Here are three more restaurant failures that I witnessed recently in our neighborhood.

There was the Middle Eastern restaurant that offered Shwarma in a setting that looked more like a Burger King than a Middle Eastern décor. A big disconnect. And even though I lived only three blocks away I never received a flyer from them. They seemed reluctant to advertise.

Joe's Dinner seemed like a welcome change. They advertised in the paper, on lamp posts and sign boards. Lots of promotion. However, after three breakfast visits I swore never to return because the service was very slow and the servers unfriendly. The young girls were clearly untrained and they seemed more interested in chatting with their friends than serving customers. Often three of the staff chatted openly at the bar.

I looked forward to the opening of the new English pub. The décor was impressive. The owners clearly invested a lot of money. Lots of wood, a dance floor and it was small enough to be cozy. After one breakfast visit, one lunch and two dinner explorations they were written off my list. The service made the glaciers look fast. The food was mediocre and the serving staff either failed to recognize the inconvenience or made excuses when we pointed out the short comings.

So why did the downtown restaurant fail? I suspect that the restaurant owners followed a marketing strategy of hope. Hope is an admirable personal quality. It is a lousy marketing strategy.

I never visited this restaurant because it did not look inviting. I walked past at lunch time on a snowy day and the sidewalk wasn't cleaned. It looked uninviting.

It had floor-to-ceiling sized windows across the front - but it always looked dark inside - as if the lights weren't on. I was never sure about the cuisine although it hinted at Italian - which is my favorite. It never looked busy, and oftentimes looked closed. It lacked music that might have suggested excitement to invite folks in. I saw nothing that looked like a grand opening. I saw nothing special going on. Although my office was just around the corner, I never saw an announcement or invitation. I never saw anyone standing outside to welcome passers-by from the main street of town.

Imagine if they had done something just a little different to create excitement. Imagine if they had put balloons outside, hired dancers, held free draws, sponsored a charity event, knocked on doors, offered coupons, distributed menus, invited service clubs to meet... something.

Well, too bad that it closed; I was thinking that I might check it out one time. The food might have been superb. But restaurants are not in the food business. They are in the experience business. They failed to invite me in, which is the first part of the experience.

This downtown restaurant failed in early 2006 - long before the current turbulent times. You can imagine that the business owners probably blamed the market, the location or luck instead of their own lack of marketing. Those business lessons are even more important today. Many businesses will fail over the next few years and the owners will blame the "market" instead of being responsible for their own success or failure.

They had a good location and the economy was good yet they still failed. Location is not the panacea. Luck comes if you do enough of the right things. Business will fail in good and bad economies. Only the excuses will change.

Learn from the lessons of these failed restaurants. I recently spent over $100 on dinner for two at a fine dinning restaurant. The service was fabulous. We would go again. Be very clear on the experience you must deliver. If you run a restaraunt you are not in the food business.

©EA George Torok is co-author of the national bestseller, "Secrets of Power Marketing". To receive a free copy of "50 Power Marketing Ideas" and your free subscription to Power Marketing Tips visit http://www.PowerMarketing.ca

George Torok is a motivational business speaker who speaks to entrepreneurs, corporations and associations. http://www.business-speaker.biz/

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This article is published on Ezine Articles.

New Marketing Articles on Power Marketing

New marketing articles on Power Marketing site

Here are two new articles published on the Power Marketing site.

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Marketing in tough times: A golden opportunity

Less money coming in? Business a little slow? What should you do about your marketing? If you answered, ‘less’ you are in the majority and making a big mistake. When times are tight the knee jerk reaction is do less marketing. That’s why you should do more. Stand out from your competition – zig when they zag. (1010 words)



What do your best customers smell like?
What you should know about your best customers

Think about how a hunter tracks their prey. They learn the habits, smells, likes and dislikes. You can do the same to find your big game. Here is a sampling of the information you might collect about your best customers; clubs and associations of which they are members, where they live, what they read, their education, special interests, sports and hobbies, recreation, demographics & ethno graphics, etc. (1000 words)


George Torok
Power Marketing

Read more marketing articles

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George Torok helps his clients gain an unfair advantage over the competition. To get a free copy of “50 Power Marketing Ideas” register for the free Power Marketing Tips at http://www.powermarketing.ca/

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George Torok