Marketing Tips video: Forget about Branding and Focus on Real Marketing

It's easy to get fooled by the hype about branding. That is a good hole to throw a lot of money into. Instead go back to basics. What is the real purpose of marketing? Not to build a brand. It's to build a business with sales.

Listen to George Torok offering marketing insights from the streets of the Big City.




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

Bill Board Advertising - Balaclava Wearing Salesmen

Remember the 3 to 5 second rule. When you are driving along the road a bill board advertisement only has about 3 to 5 seconds to catch your attention, offer a solution and call to action.

When you are driving there's a lot of competition for your attention.

So glance at this billboard with the guy in the balaclava.

What's the first thing that comes to your mind? Perhaps it's terrorist. The image is so compelling that your eyes will probably focus on it for a few seconds. Then your eyes might jump to the words "Don't Sign" and you might be wondering what is this about.

My eyes bounced between the image of the guy in the balaclava and the words "Don't Sign" a few times.

This sign caught my attention BUT I don't know the message or what I should do.

For sure I will be looking for guys in balaclavas at my door - but I don't know why.



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

Innovation is Not a Good Marketing Plan

Don't bet your marketing plans on innovation. That's not enough. It's easy to note the success of APPLE and delude yourself into believing that the secret to success is simply to be innovative.

Remember the Segway?

It was innovative. Even showed up in some future themed movies - but it didn't sell. Because there wasn't a realistic and practical market.

Why did the Segway fail?

The name didn't mean anything.

There was no compelling need (imagined or real) being met.

There were major legal issues about where it could be used. (Not on the street and not on the sidewalks)

It was expensive compared to the alternative - bicycles and walking.

When the owner (who signed up to become a dealer) of this Segway described it to me he praised the technology instead of explaining benefits. Clearly the Segway company had emphasized technology instead of customer emotions

Innovative - yes
Successful product - no


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

Grand Opening PostCard Design gone wrong

Perhaps it's not fair to criticize others but I accept the gifts that I receive. Sometimes those gifts are examples of smart marketing and somethings those gifts are examples that we can learn from.

This postcard from Walkers Medical Pharmacy about their Grand Opening is a gift. It is a good example of a bad example of postcard marketing design.

First - what they did well. Postcard marketing is smart marketing. It's an inexpensive form of direct offline marketing. The postcard is attractive with the white on bright red.

The first question you need to address before creating any marketing piece is "Who are you trying to reach?" What is their pain or need that you promise to satisfy? This postcard doesn't target an audience. The words "Grand Opening" don't trigger an emotional need in your audience. It only pleases the business owner.

The bright red background is attention grabbing, but the text is hard to read. Your eyes search for a scan pattern on this post card and might end on the heart in the bottom right corner that promises "Free Giveaways". You might wonder, "Of what?"

The timing, red background, the scroll and the hearts in the background suggested that this might have something to do with Valentines Day. My first thought was "spa".

The second question for your marketing piece is "What do you want people to do?" The next challenge for you is, "How will you move their eyes through this to get them to act the way you want?"

So look at the postcard again. Where do your eyes go? They might first land on the words "Grand Opening" then they might jump to the scroll at the right, then down to the scroll at the bottom left and perhaps to the heart at the bottom right. That heart says, "Free Giveaways". You might think "So what?" or "What giveaways?"

If you are still there, you might move your eyes to the left of the heart and read the words, "Your satisfaction is our philosophy". What the heck does that mean? Philosophy? Who cares about your philosophy? If you cared about my satisfaction, why did you send me this confusing postcard?

My blind guess is that they wanted people to attend the Grand Opening. But it's not clear why anyone would or should. The other thing that you might notice is that there is no built in measurement of the success of this postcard. (Bring this postcard for your free gift.) Perhaps the designers intended it that way so they couldn't be held responsible.

Let's look at the back side of the postcard.

I don't know what is on the left side. It looks like a spine. The map is a good idea but poor execution. I can't read it. The map needs to be zoomed in. They might as well have stated, "Third rock from the sun." I still don't know where Walkers Pharmacy is. Do you?

I used Google maps to search the address. I think it is "on Walkers Line just x feet south of Upper Middle Road". But it doesn't say that. It is probably in a new plaza - but which? What is the most noticeable shop in that plaza? Do they want to make it easy to find?

The postcard is completely impersonal because I still don't know any body's name. Who's the boss? Who can I talk to if I have any questions?

The postcard seems to have a Valentine's theme. But what is the connection? Your opening is Feb 11 not Feb 14. How do you relate to Valentine's Day?

I know that it's just not fair for me to critique this marketing design. I think it's not fair for good business to waste their money on poor marketing. That's why I help business owners gain an unfair marketing advantage over the competition.

It might not be fair - but it's winning the marketing battle that counts.

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

Being Pleased with Your Announcement is not Enough

Read this ineffective email announcement and beware. It was sent by a local non-profit organization. Read it and see if you can decipher what they want from the receiver.

Check your interest level, thoughts and emotions as you read this. Of course that’s what you need to do before you ever send an email like this. Certain words have been edited out (substituted with xxx) to protect the guilty.


-------------------------------
It is with great pleasure that we announce the launch of the xxx xxx webpage on our website.

We are fortunate to have some amazing xxx in xxx who have agreed to share their views on what it means for them to be a xxx.

We are pleased to showcase these individuals who have made it their priority to instil work ethics and essential skills, by providing valuable xxx opportunities to our future workforce across a variety of economic sectors.

We invite you to read their stories and hope that you will be inspired to join the thousands of xxx, who believe that knowledge-transfer and xxx are the key to the growth of our economy and our community.To view the xxx page please visit, xxx

Thank you
Name
Title
Organization

What do they want the reader of this message to do? Do they want people to visit their webpage? If so why? What’s the benefit to the reader? If that was the desired action why was it in the fourth paragraph after four boring and send focused paragraphs?

Let’s examine the lame language in this announcement.

“It is with great pleasure that we announce”

Boring, cliché and lame. Why would the receiver of this message care about the sender’s pleasure or announcement?

“We are pleased to showcase”

Why would the receiver care what pleases the sender?

And I left the typo “instil” as it appeared.

“We invite you”

Invite might be a good word to use but the rest of this run-on sentence/paragraph is vague, confusing and boring. What does it mean “to join the thousands”? Do they want money, a signature on a petition or a like on Facebook?

This non-profit organization might end up complaining that people are complacent. I wonder if they will ever consider that perhaps, they haven’t done their homework. They haven’t learned what motivates their market and they haven’t stated their message clearly.

The message needs to be about your audience - not about you.


George Torok

Marketing Speaker

Customer Service Sucker Punch: How Can I Help You?

Have you noticed that this phrase does not often mean what the average person might think it means.

It’s a deception, a feint, a sucker punch phrase wielded by customer service managers.

A sucker punch is an old boxing term. The fighter in the red trunks lowers his right hand thus leaving an opening. His opponent, the fighter in the blue trunks notices the opening and excitedly moves to take advantage of the opportunity. But Blue fails to notice Red’s cocked left hand. Blue ignores caution and springs forward for an expected easy win. But Red catches Blue with his ready left. Red destroys Blue who walked into the sucker punch.

Customer service managers seem to be using this same technique on their customers. Instead of helping customers they sucker punch them.

I recall the times that I have been approached recently and asked, “How can I help you?”

At the grocery store I explained the overcharge at the customer service desk. I explained the math on the precise refund that I expected. They had different math. One of them searched for the store manager. I waited while I noticed the two of them conversing for several minutes. When the store manager approached me she said, “How can I help you?”

Come on. She already knew. What else where they talking about? She did not help me. Instead she preached company policy. She even chastised me for not listening to her every word. She wasn’t there to help me. She was there to get rid of me. Why pretend that you are offering to help me? Why say such misguiding words?

We presented the coupon at the restaurant and the server refused to honor the terms. So we asked to speak to the manager. Several minutes later a grim looking man approached our table and stated, “How can I help you?”

You guessed it. He was not there to help us at all. He did not introduce himself or even try to be friendly. He also refused to honor the coupon for his franchise restaurant. He complained about the franchisor. He was never there to help us. Why did he open with that deceptive phrase?

I called about my cell phone account. After speaking with the first company representative I indicated that I was unhappy with his answer. He offered to connect me with someone else who could help me. I waited several minutes. Finally the second person came on the line and said, “How can I help you?”

I responded, “You already know what I want.” Her quick response was to tell me what she could not do and repeat company policy. She was less friendly than the first representative. Clearly she already knew what I wanted and did not need me to explain it again. Her responses to my questions were either, “I would not”, “I’m not allowed” or “I will not”. She didn’t help me because as she pointed out, “Nobody can.”

Why are customer service people asking, “How can I help you?” when they don’t mean it?

Perhaps the words have no meaning to them. They’ve been trained to parrot the words without understanding and internalizing the meaning. Like the service staff that say “Have a nice day” but say it without warmth or conviction. Maybe like the cashiers that say, “Did you find everything that you were looking for?” I once responded, “No” and proceeded to tell her what I was looking for. She looked at me as if I was a leper. She made no effort to help me. Instead she mumbled something about “maybe next time”. Of course, I’m now trained to ignore that question at that store. I mumble something in reply.

Maybe customer service people believe that they are actually helping the customer by stating company policy. Perhaps they believe that customers only complain because they aren’t aware of company policy. Once the customer knows the policy the customer will feel helped and enlightened. Hmm, not sure I want to smoke that drug.

Or those customer service managers have been encouraged to process customer complaints as bothersome fleas. They might be rated and promoted based on the lessening of official customer complaints. Head them off at the pass and they never become official complaints. Then, the answer to reduce official customer complaints is to work on your sucker punch.

“How can I help you?” Ha – ha! Got you sucker!


© George Torok is the co-author of Secrets of Power Marketing. His book is published in seven countries. To receive your free copy of “50 Power Marketing Ideas” visit http://www.PowerMarketing.ca To arrange a presentation for your team visit www.Torok or call 905-335-1997


Customer Service Sucker Punch: How Can I Help You?

More Customer Service Articles

Small Print Does not build Good Relationships

Bell Canada was fined $10 million for their deceptive advertising and excessive use of small print.

The response from the Bell Canada spokesperson was along the line of - well everyone else does the same thing. This is normal in the industry. In other words, we were no better or worse than the others.

Maybe the industry needs to clean up it’s act.

Maybe Bell Canada could decide to be the industry leader by setting new standards of honesty and clarity in advertising.

Maybe the shareholders of Bell will demand repercussions, executive resignations and public floggings.

Maybe the other players will smarten up and leapfrog Bell by coming clean with new and transparent advertising standards.

Maybe new entrants in the industry will mock Bell and position themselves as the honest ones.

Maybe other industries will take note of the fine and realise that we are tired of being lied to.

Are you the same as or better that the other thieves?


George Torok

Says Who? Not Anonymous Again

Anonymous gets credit for saying many things – both good and bad. But who really knows if any of it is true?

How much faith do you place in anonymous?

If you keep receiving adoring love notes from anonymous at some point you might question the truth of those welcome words.

If you receive customer service complaints from anonymous how serious will you take the complaint?

In a court of law a person must state their name and swear to tell the truth. So when the source is anonymous why would we even consider listening?

Customer testimonials are powerful marketing tools - but only powerful if we know the source. A testimonial from anonymous is highly suspicious. Initials for the name is just a small step above anonymous.

Use a real person's name and your message has personality and becomes more believable. If you want the words to count attach a name to the words. Identify the source or remain quiet.


George Torok

Marketing Author

Business Speaker

Shopping for a Fireplace Insert: Cold Customer Service

While shopping for a fireplace insert we visited a store that we had noticed because they advertised a lot on the radio and in the paper. It was a family run store so naturally I expected warm and friendly service.

Instead they greatly disappointed me.

We weren’t tire kicking. We had already decided that we would buy a fireplace gas insert. We had a beautiful fireplace and enjoyed sitting in front of a roaring fire. But we preferred the convenience of gas instead of logs.

We were willing to spend between $2500 - $3500. All we needed to decide is where would we buy and which model.

So how was our shopping experience at this particular store?

In short – horrible.

First, we were kept waiting about 10 minutes before anyone even acknowledged us. One sales rep even pushed by us (without apologizing) without offering to help.

The sales person who eventually talked to us - yapped and yapped.

I showed my displeasure with her approach and tried to ask her some questions. This is how she responded.

She defended - "No one told me about the special"
She made excuses, "I know my product - but I forgot that information"
She lied "everyone does it this way" when we had learned differently the previous day from a major competitor.
She interrupted me a few times while I was asking a question.

And the big trust stealer was - they wanted full payment before the work is completed. Their competitor only required a 50%`deposit.

I finally muttered "Never mind - we are leaving."

That sales person didn’t know what she did wrong. And that business owner didn’t know what they were doing wrong. They’ll probably blame somebody or something for their lack of business.

Curious that we next stopped at a Dollar store and spent $4. The cashier (who I assumed was the owner) was pleasant to both of us - even though I impatiently hovered while my wife bought. He spoke and looked friendly at each of us in turn and asked us both to come back.

I wanted to ask him if he had any fireplace inserts.

We eventually found a store where we bought our fireplace insert.

All the expensive radio and newspaper ads in the world will be defeated by poor customer service. Where should you invest your time and money first?

George Torok
Marketing Speaker

2 Banks, 2 Mistakes, 2 Entirely Different Responses

I visited two banks in the same day with two difference problems and the reception was very different.

Both banks had made major errors with my accounts. But they seemed to approach things differently.

The teller at the Blue bank searched her records on the computer. She asked me a few questions and then stated, “I think I see what happened.” She then asked me to wait a few minutes while she went to speak to a loan’s officer. She apologized.

She returned a few minutes later and said that the loan’s officer asked for me to wait a few more minutes because he wanted to see me.

Sean, the loan’s officer, invited me into his office and explained what had happened and how he would fix it. He apologized. He showed what he did on the screen and gave me a printed confirmation. He handed me his card and suggested that I call him if there were any further questions or problems.

I left the blue bank thinking, Wow. They fixed their mistake quickly. They apologized. And I felt like they were on my side.


Contrast that with the red bank.

Their error was older and not immediately apparent on their computers. So I relayed the details. It was clear to me that the teller did not believe me but at least she spoke to another person about my issue.

The other person – I don’t remember her name or title - met me in the middle of the lobby. She seemed intent on flipping through an outdated paper file. I stated my case. She repeated what appeared in her file. I stated that the file was wrong. Her reply, “I highly doubt it.”

She had just called me a liar.

I ignored her slight and the conversation continued.

“There is an error in your files and I want it corrected.”

“That can’t be done.”

“If the error was made it can be corrected.”

She did not apologize.

But she did offer to give this matter to the branch manager who would not see this file until Tuesday next week. Curious choice of words.

None of that was encouraging. Let’s see what happens on Tuesday.

I left the red bank thinking that I have a battle ahead of me. I hunted for a business card of the branch manager and flipped it over. It said, “Service Excellence”. Let’s see if they mean that.

Do Banks Make Mistakes?
Of course.

How quickly do they admit those mistakes and fix them?

It depends on the bank. So far the score is blue bank one and red bank zero.