Your Clients Don't Care About Your Tools

Dentists use these disgusting looking tools to pry, scrap and explore inside your mouth.

They might poke you with these sharp objects and ask "Does this hurt?" "Of course it does you #*+**%".

When you are in the chair, the sight of them doesn't make you feel good. You accept that it is a necessary evil associated with healthy teeth.

You don't want to see these pain-associated images on the sign or on the business card.

Yet to the dentist these are his tools of the trade. He might even feel proud that he uses only the best German or Swiss made instruments.

You don't care. You only want to avoid the pain.

The dentist might wonder - should these image be part of the logo? Should these images be in the store front window?

The answer is NO.

This is an analogy. Depending on your business, your clients might not want to see or know about your tools. They simply want the results and the pain to go away.

When you create your marketing materials (especially the imagery) think about the client's perspective.




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

Who Might Your Product Name Offend?

International Product Name Game

Kia is launching a new concept car called the Provo. They intended that the car would be provocative with its design and gave it a name that is short form for that.

But they seemed to overlook the point that before you name a product for the International market you first check International interpretations of that name.

Ask folks in the UK what the word “Provo” means to them and they’ll likely tell you that it is short form for the Provisional Irish Republican Army – a terrorist group also known as the IRA, or Provos that killed nearly 1,800 people in its 27 year battle against the British rule in Northern Ireland.

That’s probably not the emotions that car dealers want to evoke.

The folks at KIA needed to expand their research of the word Provo past the first page of Google results.

They also could have run the name by people in the UK and USA – two possible major markets for Kia.

I wonder,  might the folks at Kia consider other variations of the word proactive? Here are a few suggestions

• Provac
• Provok
• Prorito (Latin for Provoke)

But certainly not Prozak!

That third suggestion might be worth investigating further because Latin is a dead language and many European languages have Latin roots.

Names do matter – especially when they trigger emotional reactions.

There have been plenty of examples of poorly named cars over the decades. The Chevy Nova was one of the famous ones. Nova means “no go” in Spanish.

With all the possible positive emotional names possible when will we see cars named any of the following?

• Love
• Amour
• Respect
• Ambition
• Hope
• Joy

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

OMG - What a Great Marketing Book!

OMG: Observational Marketing Greats Vol 1

Geoff Ramm brings a refreshing perspective to marketing. He notices and points out the brilliance in simple marketing efforts that get profitable business and motivate buyers. Listen to him speak or read this book. He demonstrates his inquisitive and creative mind and champions great marketing wherever he sees it.

You can order this book on Amazon - OMG

OMG: The marketing that simply stops you in your tracks. From New York to Whitley Bay and from Spain to Cape Town, get ready to witness some of the most eye catching, jaw dropping marketing, PR, branding, promotions, sales and customer service from businesses and entrepreneurs who know exactly how to stand out from the competition.

"Geoff is not only a marketing genius he shows you how to become one too. Quite possibly one of the easiest and most powerful books you’ll ever read on the subject of marketing ever, you’ll be laughing as well as learning."

Paul McGee, The SUMO Guy, Speaker & Author 

Inside this book of marketing inspiration you will discover real observational examples of brilliance, including; The greatest business card on planet earth, why you should create A list celebrity service, how to increase your proposal success rates by 20%, how to double your reach or halve your costs with the help of a gladiator, how Arnie will help you to upsell, the 3 must do’s in the run up to Christmas, why one night stands are bad for business, how numbers will make you recognisable, the new rules of drinking and driving, and relish one of the most amazing pieces of marketing you will ever see using traditional and social media marketing. And for those interested in one of the most sought after answers in the world… size does matter!!!

 “OMG is not like other marketing books. Crammed full of real life marketing observations that make you laugh, nod and applaud. Standing out from the crowd has never been easier’.

Andy Lopata, Business Networking Strategist & Speaker


Get your copy of OMG Observational Marketing Greats now.



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

Promote your products on Linkedin webinar

Do you know how to best promote your products and services on LinkedIn
to top prospects who will actually welcome the pitch and not be soured
by a "free commercial"?

Are you tailoring your content on your Company Page according to who the
viewers of your profile are, so they know immediately that YOU are the
expert who can help them with THEIR problems?

Do you know how to help your Company Page come up high on Page 1 of
Google search, which boosts your credibility and encourages more people
will click through to your page?

If not, you're leaving money on the table. And my friend, Joan Stewart,
The Publicity Hound, is here to help. She is hosting her fifth webinar
with LinkedIn expert Wayne Breitbarth, from 3:30 to 5:30 p.m. Eastern
Time on Wednesday, March 13.

You'll learn step-by-step tricks on how to create and use Company Pages
to attract followers, encourage them to subscribe to your updates, and
buy, buy, buy. Wayne will also be teaching you all about LinkedIn ads
and how to know if they're right for you. If done correctly, you can
use ads to target your message with amazing accuracy. If done incorrectly,
you can lose your shirt.

The two-hour session will give you time to ask LOTS of questions. Wayne
will go live on the Internet so you can see ***exactly*** what he's doing
and how he's doing it.

Register for "How to Use LinkedIn Company Pages and Ads to Attract an Audience, Promote Your Heart Out and Help Them Buy”

If the time is inconvenient, register anyway because Joan is recording it,
and she'll send you the links for the replay and the huge package of
bonuses, within 72 hours after the call, so you can review the material later.

P.S. I'm proud to be a compensated affiliate of The Publicity Hound, and I stand behind Joan's products and services. Register here and learn how to stomp your competitors, even if you're David and they're the Goliaths!


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

Where do you want your morning paper?

Good customer service is about meeting and sometimes slightly exceeding expectations.

Reading the morning paper has been a ritual for me for over 40 years. That means that there is a set of expectations that I have about reading my morning paper. One of those is that it is outside my door when I get up. Another expectation is that it is just outside my door and not in the flower garden or half way down the driveway. Simple yet important expectations that I have about my morning newspaper ritual.

 
When it's raining I want my paper to be dry. When there's a snow storm I want my paper to be within reach outside the front door. Why? Because I'm in my house coat and slippers. I don't want to walk outside in my slippers in the snow to retreive my paper. But where was my newspaper recently? About 15 feet from the door. Notice that snow. There was at least 6 inches of snow. There would have been more snow, but I had shoveled the walk twice the previous day. 

Walking out in the snow is not a pleasant morning experinece in your slippers.

So I didn't retrieve or enjoy my newspaper that morning. My ritural was forsaken.

Thank you Hamilton Spectator.
  
 PS: Disturb my ritual and I might discover that I can live without 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

Write Headlines that Make Your Competition Shout Unfair

The headline of your ad, blog post or sales letter must capture the attention of your prospects.

So what if you are being unfair to your competition.

If you are okay with that - here is a simple and inexpensive software that helps you write those killer headlines in seconds.

Check it out here.



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

Market Yourself as The expert

As a small business how do you compete with the big guys and their big budget advertising campaign? The big guys don't read this magazine so we can share these low budget yet high-impact marketing secrets with you.

Use these tips to market yourself as the expert in your field.

1. Write tips sheets - for your clients, prospects and the media.
2. Write and publish articles in magazines, newsletters and newspapers.
3. Write letters to the editor expressing opinions, advice and clarification.
4. Publish your own newsletter.
5. Write a book - the best way to be seen as the expert.
6. Send out regular news releases.
7. Be interviewed by the press.
8. Sponsor a contest or award.
9. Make speeches to service clubs and associations.
10. Offer information seminars to prospects and clients.
11. Stay informed and leading edge on your area of expertise.
12. Offer your clients extra 'free advice from the expert'.
13. Earn designations and awards from your industry or trade associations.
14. Seek out the top experts in your field - know and get known by them.
15. Act, sound and feel like the expert you want to be - confidence is powerful.
16. Find a mentor you admire who can help you and make introductions.
17. Seek out leaders in other businesses to trade ideas and do joint promotions with - we judge you by who you hang around with.

Why market yourself as the expert? Clients come to you and you can charge more money.

Excerpted from the national bestseller, Secrets of Power Marketing.



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