6 Principles on the Science of Persuasion

Effective marketing is about persuading people to act. Follow these six principles.


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

Stupid Email Marketing Mistakes You Can Avoid

Stupid Email Marketing Mistakes You Can Avoid

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

Take a few lessons from this email that I received.

Here is the opening paragraph:

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First
Hi to All....And
Second
sorry to mass massage u All,But
Our site XXX is about to launch for helping all the writers and industry profession to become better writers....
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My email address was one of nine addresses listed in the “to” box. I changed the site name to XXX for two reasons – no need to advertise for them and no need to embarrass anyone at this time. This is a learning opportunity.

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

Talk to Me

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

Don’t Spam

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

Personalize

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

Mind Your Typos

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

Be Sincere

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

Who Cares?

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

Are You Talking to Me?

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

A few things wrong with this phrase:

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

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

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

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

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

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

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

Networking Genie

 

 

 

 

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

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

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

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

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

Hint: Don’t ask for three clients.

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


Your Perfect Network – only three people

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

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

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

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

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

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

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

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

How to Build a More Productive Network

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

Should you network?

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

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

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

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

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

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

Three guidelines to follow

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

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

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

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

Learn how to create and follow your networking system.

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

Power Marketing Tip #60: Why settle for what you are worth?

Are you struggling to be paid what you are worth? Why settle for so little?

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.

On which side of that dividing line would you rather be?

If you're like me you might prefer to be paid more than you're worth. How can you make this happen?

First, consider how we decide worth.

Consider these choices:

1. What is the worth of a hamburger at a family restaurant?
2. What is the worth of a steak dinner at that same restaurant?
3. What is the worth of the steak dinner at a fine dining restaurant?
4. What is the worth of eating the hamburger while chatting with Richard Branson?

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.

The second element is the experience. By changing the experience you can dramatically change the worth.

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.

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.

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.

When faced with a competitive market, change how you deliver your core element to improve your worth in the perception of your clients.

If you want to get paid more than you're worth, focus less on what you sell and more on how you sell.

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

Is it the Truth? Can You Prove It?

Is it the Truth? Can You Prove It?

 

Seth Godin wrote the book, “All Marketer’s are Liars”. I believe that the title is meant to be tongue in cheek. Unfortunately too many marketers take that title literally and assume that they must lie to be an effective marketer.

The purpose of marketing is to build your business. One of the critical ways to do that is by building relationships, enhancing trust and making your prospects feel confident about buying from you.

Would a lie help you do any of those things?

No.

So why would some marketers lie?

Perhaps they believe that prospects will believe their lies. Perhaps they believe their best clients are stupid and won’t challenge the lies. Maybe they have a short term plan. Sell some bottles of “Doctor Good” then leave town the next day.

Do these liars subscribe to the mantra “There’s a sucker born every minute”?

 

The following marketing statements look like lies to me because they fail the test of “Is it true?” and “Can you prove it?”

“The most trusted and straight-forward contractor in the business”

 

Wow! Who decides on that designation? Did your friends decide on that honor while eating your steaks and sipping your wine at the cottage?

This contractor had a half page advertisement in the local newspaper that listed his activities. But none of them addressed the obvious question, “Who declared you The most trusted and straight forward contractor in the business” and what exactly does that mean?

If your mother called you that – then state the source of the label. That might be funny.

Naturally, the word that trips my BS meter is the word “most”.

 

“Canada’s Leading Provider of Financial and Estate Planning Advice”

 

How does a company become the leading provider of the country? Are they the biggest? Not in this case because this is a relatively small local provider. How are they leading and who granted them that epithet? The next question might be, “Where are they leading people?” Are they leading in revenue or are they leading in losing money?”

The phrase that trips my BS meter in this case is “Canada’s Leading”.

I contacted this company and asked them to explain that label but didn’t receive a reply. I also had to request removal from their email list several times before their emails stopped. Curious, they appeared to be both liars and spammers.

 

Are these companies leading in bold-faced lies?

Are they leading in their own imaginary worlds?

Why do they feel the need to lie?

The lessons for you:

Absolutes are almost always a lie.
It’s a lie if it’s not the truth.
It’s a lie if it’s out of context.
It could be a lie if you can’t prove it.

 

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

Why can’t you do that?

 

Why can’t you do that?

 
The owner of a woman’s clothing store asked me, “What can we do to stand out from the competition?” She posed the question as if she were throwing down a challenge gauntlet.

She added that she had tried to think of something that would differentiate her store from others but had hit a dead end. “There’s nothing we can do.”

I looked at her and responded, “Hmm, let me think a moment.” Perhaps my pause was too long for her because she interjected, “See I told you, there’s nothing.” She actually looked pleased.

I then said, “Let me think out loud and play with this. My understanding is that shopping especially for clothes is different for women than it is for men. Men usually want to get in, buy what they came for and leave. Women treat shopping as an activity. They want to enjoy the experience. What could you do to enhance that experience? How about offering gourmet coffee?”

“Oh no, I can’t do that” she snapped.

“What do you mean you can’t? Perhaps what you really mean is, you won’t”

We discussed this a bit. Naturally her concern was about someone spilling coffee on a garment and possibly ruining it – or at the least creating cleaning charges and discounted merchandise.

Yes, those are real risks. The important question is, would the coffee service generate enough revenue to more that cover those associate costs? That would be easy to measure.

I don’t know if coffee was the right answer for her but it was curious to see how quickly she blocked my first suggestion. She wasn’t ready for change.

If you want to stand out then you need to do something that your competition won’t do. If you really want to differentiate yourself, start listing the common practices or rules of your industry. Then examine each for ways to break that rule or change the practice. Weigh the benefits against the risks. If you still can’t decide then flip a coin. What have you got to lose?

Every change carries a risk. If you want to change you must be willing to weigh and consider the risks, investment and return.

Also keep in mind that ignoring change or refusing to change also carries risks.

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

Something for everyone

Liar, liar pants on fire!

You don’t have something for everyone. Not even Amazon, Ebay and Kijiji combined have something for everyone.

Individually those websites cover a lot of ground and collectively they are vast in their scope. Yet they don’t have something for everyone. Avoid absolutes in your marketing messages.

This phrase has appeared in the listing for local Garage Sales. How could any one Garage Sale eclipse the offering of Amazon, Ebay and Kijiji?

Yet these amateur marketers seem to think that they’ll attract more visitors by exaggerating - by promising more - than they can deliver. These amateurs seem to think that marketing is about promising the big lie.

Perhaps the lie attracts people but how might those people feel when they arrive and find the seller is a liar? What will they think once they realize that they’ve been tricked? Will the negotiations be friendly?

We visited some Garage Sales this year. I noticed that many buying and selling decisions at the Garage Sales are made on whims. A small thing or feeling nudges the decision.

You might suggest that these Garage Sale operators are indeed amateurs. They don’t know any better. You might be right.

What about professional sellers and marketers? What’s their excuse? Have you noticed that some of them tell lies?

You don’t need to lie to sell. Marketing and selling isn’t a matter of deception. It’s about building trust.

What are you doing to build more trust with your prospects and clients? Test your promises against the truth. Not your truth – the real truth!

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

Power Marketing Tip #59: How to be recognized as a thought leader

 

Do you want to be recognized as a thought leader in your field?

 

When you are perceived to be a thought leader you will

• Be quoted often by the media
• Be able to charge more money
• Attract a better clientele
• Be presented with better opportunities
• Attract followers

There are three things that you need to do to be seen as a thought leader.

Write
Write and publish on your topic. Social media isn't enough to establish your position although it could be used to build your following.

The simplest way to publish your writing is on a blog. Regular - at least weekly posts of 100 to 800 words will force you to explore and research your topic. Q & A's and tips lists are popular formats.

It also helps to publish your works in traditional print media - magazines and newspapers. A book is the highest form of print publication. Even an ebook will boost your credibility.

Speak
Speaking can take the form of delivering a speech at a chamber, association or community event. An easy way to get started is by speaking to schools, service groups or Speakers' Corner in Hyde Park, London, England. Apparently Karl Marx, Vladimir Lenin and George Orwell made speeches there.

Deliver training programs for clients, prospects or colleagues. The more you stand and speak in front of others the more opportunity to convey your expertise and teach others. Teaching forces you to better understand your topic. You also gain the experience of their questions and perspective.

Disrupt
If you do only the first two you might be noticed and even recognized as an adept. But you won't be seen as a thought leader until you disrupt the status quo. Leaders don't follow the herd.

That means taking a position that is contrary to the masses. If everyone knows that the world is flat then you need to explain why it's round. If everyone knows that the world is round, then you might take the position that it's flat or oblong.

A thought leader must disrupt common beliefs or practices. True disruption means asking the questions that others are avoiding and posing ideas that most haven't considered.

If you want to be seen as a thought leader then be willing to write, speak and disrupt.

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

If you own the Trademark do you own the Brand?

 

 

If you own the Trademark do you own the Brand?

 

The short answer is no.

Trademark and brand are NOT the same. The one doesn’t have a direct correlation with the other.

A Trademark is a legal term that applies to a logo, image or phrase. To own a Trademark you must apply to the national Intellectual Property authority. The regulations, process and fees varies from country to country. Owning a trademark in one country doesn’t convey ownership in any other country nor ensure that you can obtain that ownership.

Trademark is different from copyright which is a different form of Intellectual Property with different rules.

When someone infringes on your Trademark you need to call your lawyers.

A Trademark is simply an identifier.

 

Brand is an entirely different story.

There isn’t a clear definition of Brand. There are many theories and opinions. Also there is a Tsunami of Brand experts because there’s no legal standard or definition. Because of this, most of us – including me – are expressing our opinion of how we see brands.

In my opinion, a corporate brand is about the customer experience – or – the promise.

That brand can change. It can be tarnished. It can go viral. It is intangible. It can be hijacked by circumstances or clever competition.

You never really OWN your brand. It is the perception that the market has. Your brand is what your clients and prospects think about you. You don’t own that. You can influence it.

For example:

The BP brand was blindsided by the Gulf oil disaster.

Richard Branson’s Virgin brand has nothing to do with his Trademark.

You can have a powerful brand without a Trademark.

When someone or something threatens your brand you need to revise the way you conduct business.

 

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

Big Time Author Sends Offensive Smelling Email

Big Time Author Sends Offensive Smelling Email

 

It’s not what you think – or maybe it is.

Learn from the experts. Don’t repeat their mistakes. Would it surprise you to learn that so-called experts make mistakes? This doesn’t mean that their work isn’t credible, just that sometimes they might get sloppy or over-reach – especially when their fans and sycophants keep telling them that they walk on water.

In this case, I received an email from a well-known author of several bestselling books. He’s an acclaimed guru on leadership and communication; therefore you would think that he wouldn’t make a major communication error.

Read the following email and notice the phrases that might feel offensive to the recipient. By offensive I mean insincere and deceptive. Keep in mind that I’ve never met or corresponded with this person before.

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Hi George,

How are you today? I just came across your profile and thought I would reach out real quick and see if you would like to connect further here on LinkedIn.

I don’t usually reach out like this, but thought you may be a good candidate for my advanced leadership certification program and wanted to personally invite you to take a look at it.

If you are interested in learning more, let me know and I will introduce you to the right person on my team who can provide you with more information.

Here is a link with more info in the meantime:
http:abcacbacba

Keep up the good work.
Your friend,

Name

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Keep in mind that we hold the gurus to higher standards.

What might smell funny in this email?

 
“How are you today?”

If he was the guru that he is acclaimed to be he would know that phrase is the dumbest way to start a cold call.  When you receive a phone call from a person who you don’t know and they open with “How are you today?” you know it’s a sales call. You also know that it’s a sales person who’s already wasted the first seconds of the call by asking an insincere question. They don’t care how you are and you still don’t know why they called.

The other dumb aspect to open with in that email is that the recipient cannot answer. Should you send back an email and answer that question?  Why ask a question if you don’t want an honest answer? This means it was a rhetorical question – one where the person asking doesn’t expect you to answer or care about your answer.

So how would you feel if a stranger asks you, “How are you?” then before you can answer they say, “Never mind, I don’t care.”

“I don’t usually reach out like this”

Now you might wonder, “Really? So why now?”

You might wonder “How many people did you reach out to with this message?”

Technically that phrase might be true. Perhaps he hasn’t done a mass promotion on this particular networking site yet. That phrase feels deceptive. The intent might be to sound selective – to make you sound special.

 
“Your friend”

His message is signed with “your friend”. His definition of friend is clearly different from mine. We’ve never met, conversed or corresponded yet this prospecting email makes us friends.

This person is seasoned enough to know that Facebook friends aren’t real friends. I don’t even know if we are connected on Facebook. Just because he wants to sell me something doesn’t make him a friend. It’s one thing to act friendly. It’s a different thing to claim that he is my friend. That feels deceptive and slimy.

It seems curious that he’s selling a Leadership Certification program while being deceptive.

I’ve omitted his name because my purpose is to help you learn from his mistakes not to embarrass him at this time.

Test your emails for the Smell of Deception.

 

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