Please Don’t Lie to Us

Let’s make something clear.

Marketing is not a license to lie.

Just because you are marketing does not mean you can twist or misrepresent the truth. Marketers should tell the truth and tell it well.

Marketing is about presenting your message in the most positive way. But it does not mean that you can lie. You can describe the glass as half full instead of half empty – but not overflowing.

Marketing is about telling your real story. The more warts in your story the more believable it is.

Please don’t tell us that you are number one – if you are not.

Are you claiming to be:

The best!
Number one in the country!
The world’s greatest!

Who says so? Can you prove it?

Don’t say those things unless you can back it up. And be sure to back it up. If you were voted number one by the community paper then state that. Don’t claim to be the nation’s number one.

AVIS is number two and they try harder.

Don’t lie. It’s bad for you. It gives marketers a bad name. And your mother would not be proud.


George Torok

Marketing Expert & Author

Secrets of Power Marketing

Did you apologize?

I didn't hear an apology. Perhaps I missed it.

You said that you would visit yesterday. You didn’t show. You didn’t call. We wondered if we missed you during the 15 minutes that we were out.

You didn’t show up and you didn’t call.

You showed up today and we were not expecting you. The one you wanted to see was out for the day. We weren’t expecting you today.

Yet you insisted that you were expected. Yes, you were expected - yesterday.

Your comment was, “I couldn’t make it.”

And… I waited for it – your apology. You didn't say it. I would have been so easy for you and helped you heal the harm you did.

There was no apology for failing to make your commitment and now we aren't interested in dealing with you. How could we?

George Torok

Personal Marketing

Marketing Speaker

Three Big Lies About Networking - Entrepreneur.com

Three Big Lies About Networking - Entrepreneur.com

Once you know the truth about networking, you can build connections that provide continuous business opportunities.
By Ivan Misner


Ivan Misner is founder and Chairman of BNI, a professional business networking organization headquartered in Upland, Calif. Dubbed the "father of modern networking" by CNN, Misner is a New York Times bestselling author.

Business Networking Tips

Your Guide to Networking Success

Is There a Brand in Your Stand?

Watch out for the branding gurus. Beware of the branding police who focus only on images of brand. Fire the branding consultants who feel qualified to tell you what your brand should be. Ignore the branding zealots who proclaim “brand or die”.

Good, now that we have frightened off the undesirables let’s address some fundamental questions about branding and offer you some probing questions to consider. That first paragraph demonstrates the three rules of creative positioning as explained below.

Should you have a brand?
Maybe. It depends on the goals of your business. You need to ask yourself some questions. Will the brand give you the return on your investment? Will you invest the resources to claim and sustain the brand?

What is a brand?
A brand is the emotional bond that your clients have with you. Ask your best clients how they would describe you to others. Look for the common message in what they say – especially the emotion. That might be your brand.

Brand is the feeling others experience when they think about you and your product.
Brand can help them think of you first – or better yet – only you. Brand can justify higher prices – or even better – make price a non-issue.

Not Branding
Branding is not about creative logos, pretty fonts and pantone colors. Fire anyone who attempts to sell you that pabulum. Those things are only images. Have you noticed that the successful brands change these images every few years?

Branding is a marketing strategy. It is only one of many marketing strategies from which you might choose.

Is branding an accident or on purpose?
Because branding is about creating emotional messages you are always branding. However, are you aware of your messages, are you consistent and are you effectively branding yourself?

You could create or claim your brand. Dominos Pizza created their brand – “Pizza in 30 minutes or its free”. They own that brand. It’s simple, memorable and unique. Some companies look for an opening and build their business to create that brand. Some companies discover their brand by accident. Feedback from clients, remarks from the media or a competitor’s comment reveals the brand that was hidden in plain sight. In that case it is up to you to claim the brand and run with it.

Avis claimed their brand by turning a disadvantage into their brand when they launched their marketing campaign with “Avis is only Number 2 in rent-a-cars, so why go with us? We try harder.” And with cheekiness they leverage further on their “disadvantage” by adding, “The lines at our counters are shorter.” That brand has been successful for over 40 years.

How do you create your brand?
There are two ways. Like Coke, Nike and MacDonald you could throw gazillions of dollars at it. Or you could use creative positioning. Look for the holes in the marketplace. Go to where your competition is not and claim that position. Take a stand like Harley Davidson, Buckley’s Cough Mixture and Nova Scotian Crystal.

Each of these companies claimed positions in the market the competition was unwilling to take. Folks either love or hate Harley Davidson. Buckley’s proudly claimed that “it tastes awful but it works” along with a money back guarantee. Nova Scotian Crystal is proudly the only Canadian crystal manufacturer and they offer an incredible one year breakage warranty. Drop your whisky glass and they will replace it; no questions asked.

You can read the interview with Rod McCulloch, President and CEO of Nova Scotian Crystal on my “Business in Motion” blog.

Each of these companies was willing to take a position that would drive some folks away while attracting a loyal crowd of fans.

The three principles of creative positioning are best explained by UK entrepreneur BJ Cunningham, who as CEO of The Enlightened Tobacco Company sold a cigarette called “Death Cigarettes”. It was presented in a black package emblazoned with a white skull-and-crossbones logo. Just imagine how this might appeal to the rebels. Everyone except the tobacco companies knew that cigarette smoking was bad for your health. BJ did what none of the other tobacco companies were willing to do. He took a stand.

Cunningham’s three principles of creative positioning:
1. Take a polarized position.
2. Make enemies.
3. Create tension.

Branding starts with market review and self-examination. Standing alone can be scary, exhilarating and hugely profitable. It you are going to claim a powerful brand take a position away from the crowd. Stand where no one else is standing.
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© George Torok is co-author of the national bestseller, “Secrets of Power Marketing: Promote Brand You!” He helps entrepreneurs gain an unfair advantage over the competition. Get your free copy of “50 Power Marketing Ideas” at http://www.PowerMarketing.ca To arrange for a keynote speech or executive briefing visit http://www.Torok.com To arrange a media interview call 905-335-1997

Return My Call Please

Do you wish that more people would return your phone calls? Do you know why they don’t? What to you need to do differently to get more of your calls returned?

Okay. Let’s deal with one question at a time. If you are making sales calls and leaving messages then one of life’s frustrations can be not hearing back from people.

Do you wish that everyone would return your phone calls?

Not necessarily. You only want the right people to return your calls. You don’t want to waste your time with people who don’t want or can’t buy what you are selling. So those folks are doing you a favor by not calling you back. In fact your message should dissuade them from calling you back so you don’t waste time with them.

Encourage the right people to call you by leaving a message that states your unique benefit. Be clear on who you want to call and their interests.

For example, don’t leave a message that simply states your name and phone number with the message, “Call me”, “It would be great if you call me” or “I’d appreciate your call”.

Those messages are vague, rude and annoying. It’s ineffective, because there is no reason to call. Adding “please” doesn’t make it more appealing to call you.

The main question in the mind of the listener is “Why?” The second question is “What’s in it for me?” When you leave a voice message you must answer both of those questions if you want prospects to call you. The resulting conversation will already be heading in the right direction.

Consider these examples:

“For a no-obligation quote to re-shingle your roof call us.”

“Leaky pipes and backed-up toilettes are stinky situations. Arrange your annual free system checkup to avoid messy disasters.”

“How much did you spend on advertising last year? Do want a better return on that investment? Call now for a free evaluation of your advertising choices.”

“Does your business experience highs and lows? Learn how we can supply trained staff when you need it without the costs of hiring and firing.”

Add your phone number. Say it slowly and repeat it to make it easy for people to write it down.

That whole message can be delivered it about 30 seconds or less.

Notice how each message clearly defines who will benefit from your service and why they would want to call.

Do that and you will get more of the right prospects calling you.


George Torok
Power Marketing

Marketing Advantage: Small Business

Small business has powerful advantages over big business when it comes to marketing. But small business often misses using these advantages because they are seduced into emulating the big corporations.

The typical approach to marketing by big business is to use the resource they have most of - money. Those big corporations tend to throw large lots of money at expensive advertising campaigns because that’s what they know.

If your small business is to survive and grow you must learn quickly to avoid the temptation to act like big sister or big brother. Never go head to head with the mega corporations. You can compete and win by playing your game - not theirs. David did not try to go toe to toe with Goliath, instead he slue the giant with a sling shot. Your small business is a David in a world of Goliaths. Change the rules. Don't wish to be like the giant. Instead, discover the sling shot that will help you claim your marketing advantage.

While marketing your business you would be wasting your time and money emulating big business and subsequently go out of business. Instead of trying to launch an unaffordable advertising campaign, discover and use your unique resources - like the sling shot.

What is Marketing?
Marketing is about sending messages. Everything you do or don't do sends a message. Examine all the ways you can send messages. Advertising is only one way. Big business tends to wear blinders that only allow them to see advertising as marketing. Partly because they have always done it that way and partly because spending large sums of someone else's money is fun and seductive.

How else can you send your marketing messages?

Here are some possibilities you can use:

• Media news releases
• Guest appearances on radio and TV
• Customer service
• Sponsoring events and awards
• Holding a contest
• Volunteering for a community event or business association
• Networking events
• Product information seminars
• Public speaking at special events
• Exceeding expectations
• Forming partnerships
• Through your staff
• Through your suppliers
• With the help of your clients
• Personal correspondence

This list is not exhaustive but it should give you a broader understanding of marketing possibilities. Most importantly all of them cost much less than advertising and with greater impact. In small business you might spend some of your hard earned money on advertising. But remember that it is only one form of marketing and the most expensive. Marketing is part of everything you do.

The most important P's & Q's to mind with your marketing is to be consistent and persistent through all the channels of communication. If you preach about quality but buy the cheapest components you are not consistent. That conflict of messages will destroy your intended message.

It should not take a genius to realize that if you dump on your staff they will dump on your customers. If you lie to your suppliers it is reasonable to assume you must be lying to your customers.

Use your advantages
As a small business owner you have several advantages in the marketing maze. You can build personal relationships. You can use the CEO factor. You have less money and therefore must be creative. You are nimble like the sail boat while the huge ocean liner takes time to change direction.

Closer to the customer
You make the cold calls to prospects, close the deals and follow-up with your customers. You get to know how they think and feel. You know why they bought from you or why not. Try to tell me that the president of the big bank knows what goes on at the front counter. That proximity to your customer gives you a special advantage.

When you launch a new product you can use the information you have gained from your relationships with customers. What is important to them? What packaging is the most attractive? What features are most valuable? You are in the front lines. Ask questions, listen and remember. There is something special about being able to speak to the president. Just try calling the president of your bank or automotive company. You will get the frustrating run-a-round.

Make it easy for your customers to reach you. Return calls - even if it is to say no thank you. Most will appreciate the response. A friend of mine wrote to the prolific science fiction author and scientist Isaac Asimov. Asimov answered his letter. He wrote that my friend's idea had merit but needed improvement. My friend in his disappointment destroyed the letter. I thought, "Wow you got a letter from Isaac Asimov!" My friend did not realize how he might have leveraged that letter.

Make it Personal
Life is personal - so is business. We make buying decisions based on our personal feelings then we find the logic to justify the decision. Don't hide in your office. Your most important responsibilities are selling, and building relationships. Build relationships with prospects, customers, staff, suppliers, and colleagues. We would rather deal with people than with faceless corporations. Even when we must do business with corporations it often is because of the trust built with individuals.

In a small business your character becomes the company culture. Treat your staff with respect and pride and they will show respect to customers and pride in the company. Your customers will feel the pride and respect - and they will feel good about doing business with you.

Build relationships with your customers
Learn their names, their buying habits, and important information about them. Be sure to store this information on your database. Include personal information such as birthdays, hobbies, Alma mater and their family members. Make it a habit of staying in touch with all of your customers by phone or by personal correspondence regularly. Send them hand written birthday cards, postcards, and notes about significant events in their lives.

Use the CEO factor
In your business you wear many hats. That grants you intimate understanding of the company, your customers and the market. Depending on the time of day, you play the role of CEO, sales representative, or shipping clerk, accountant, quality control or telemarketer. When your customer talks to you they are talking to the CEO. Your customers feel special when they can speak to the CEO. Make it easy for them. Be available and accessible. Remember how frustrated you get when you can not talk to the person in charge. Imagine walking into your bank and asking to speak with the CEO? Or when you are shopping for a car just try and speak to the president of the car company. I dare you. Try it and drop me a line on what happens.

Large corporations are falling all over themselves lately to apologize for their misdeeds. You name it - banks, airlines, tire manufacturers, automotive companies. They are putting their CEO in front of the media to say sorry for the bad service, stupid mistakes and faulty product. We are suckers for those who admit their mistakes. We are willing to give almost anybody another chance. Why? Because we all made mistakes and have probably asked for a second chance ourselves. Maybe you have not yet really screwed up with your customers - but it will happen one day and when it does you must say sorry.

The advantage you have when you make a mistake is that we believe it more when you are the CEO. If we know you, we want to forgive you - all you have to do is ask for forgiveness. And when you do - call or send a hand written note. The CEO of the bank or national airline can't do that. You present a human face to your business. Notice how few corporate CEOs are able to be the human face of their company. The skills that enable CEOs to battle it out in the boardroom are not the same skills you need to build rapport with customers. It is so much easier for you to present your face.

When we do business with small companies we like to know the owner. So get out there in the front lines. Volunteer your time in your community, for your chamber of commerce or industry association.

Although a large corporation, Marriot does a fine job of humanizing their business. They have the picture of the founder in every lobby. Although you do not meet the founder or even the current CEO you still feel a personal contact. At the other end of the scale is Holiday Inn. Who is the founder and CEO? Who knows? You pay much more at the Marriott than the Holiday Inn. It's not the beds that make a difference. It is the perception of personal service.

Less Money
When is less money an advantage? When it forces you to be creative. If you have millions of dollars to spend on marketing you might hire some Madison Avenue advertising agency and buy 30 seconds on the Super Bowl game. If your marketing budget is considerably less - say a few thousand or a few hundred, you will have to be creative. You might put extra effort in being nice to your customers. Happy customers are your best marketing agents. They talk about you. It costs nothing and they have much more credibility than a paid spokesperson. When you don't have tons of money to throw at expensive advertising campaigns you should put more effort into the simple marketing techniques like exceptional service, respecting your customers, returning phone calls promptly, guaranteeing results, free advice, contests, …

The best marketing is free marketing. That comes when people talk about you. Do things that cause customers to talk about you. Something outlandish. In the old movie Cool Hand Luke, Paul Newman boasted he could eat 50 eggs. I don't suggest that you eat 50 eggs but maybe you could cook a 50 egg omelet for charity.

Nimble
If you can't be bigger and stronger be smarter and faster. Be a practitioner of business judo. How many times have you been annoyed by someone quoting company policy? "I'm sorry, but company policy won't allow me to help you."

Company policy is created to protect the company - not help the customer. I get so frustrated dealing with employees who are hired to enforce company policy instead of helping the customer.

You can adapt to customer needs and unique circumstances. When you do, let your customer know that you have intervened with policy to help them in this unique situation. Treat them special and make them feel special.

Sometimes it is smart to provide your customer with something extra at no charge. Send them an invoice for what you would normally charge but with the price stroked out and your hand written note - "Regular fee Waived" or "Policy Over-ruled." Develop your company policy for efficiency and be prepared to change policy to delight your customers. It will be some of the best and cheapest marketing you can buy.

Find the most annoying 'rule' of your business. What do customers hate most about buying your product or service? The most annoying rules tend to be about time and process. Break that 'rule'. It will gain you a loyal following and provide fantastic marketing opportunities. Marketing is about sending messages. Marketing is part of everything you do. Decide on the messages that you want to send. Then review everything you do to be congruent with the messages you want to send.


© George Torok is the coauthor of Secrets of Power Marketing. He helps business owners gain an unfair advantage over the competition. Claim your free copy of “50 Power Marketing Ideas” at http://www.PowerMarketing.ca To arrange for George to speak to your team visit http://www.Torok.com For media interviews call 905-335-1997


Marketing Advantage: Small Business

Swiss Chalet Review - Ms Sternface & Mr Stoic

“I don’t know what is going on. I was supposed to leave an hour and a half ago.”

That was the first thing that our waitress said when she arrived at our table. We had arrived more than six minutes ago and quickly decided on our usuals. Swiss Chalet is one of our regular restaurant chains. We had not been to this location (Wellington South, London) before. We were on the way home after a long drive so we turned off the 401 with anticipated delight when we noticed Swiss Chalet on the highway sign. We were looking forward to enjoy our usual, quick service and then back onto the highway for the final leg home towards Burlington.

Instead we were seated by a friendly hostess and quickly forgotten – or so it seemed. A stern waitress walked by us at least three times without making eye contact. A stoic waiter (who also had mastered the power of avoiding eye contact) served the group across from us who arrived a few minutes after us. We were wondering if we should leave. Perhaps we were at the wrong table.

For some strange reason I felt a little better when the group behind me got up and mumbled something like “let’s just pay at the cash.” It wasn’t just us that was being ignored.

We caught the eye of the friendly hostess across the room and suggested that we were waiting to order. She nodded and moved to do something.

Within 30 seconds the stern waitress (the same one who had walked past us three times) arrived at our table and opened with that line, “I don’t know what is going on…”

There was no apology, no greeting, no “welcome to our restaurant”.

Then she added, “I’ll take your order.” as if that implied that she was doing us a big favour.

Realizing how lucky we were, we quickly place our order. We even said please because we didn’t want to upset Ms Sternface. She might sabotage our food.

The food arrived quickly. It was delivered by Mr. Stoic. He was mechanically efficient. He was personally cold. There was no explanation about the handoff, no apology, no greeting – not even an “enjoy your meal”.

The food was delicious and up to our usual expectations.

However the service had annoyed us. I must have said “no tip” to myself several times – yet when it was time to pay the bill I still added a tip – a small one – but certainly unearned one. I left a tip because I felt an obligation to be kind. As I walked away from the restaurant I felt cheated by the poor service and guilty that I had been weak to give any tip. If only I had that same power of Ms Sternface and Mr Stoic.

I also realized that the only one who said “please” and “thank you” were us – the customers.

We will visit Swiss Chalet again – but not this location.

This visit occurred Wed August 25 around 8:00 pm at the Swiss Chalet on Wellington South in London, Ontario

George Torok

Swiss Chalet Restaurant Review
Wellington South,
London, Ontario

PS:
One might ask, "Is this a staff problem?
Maybe. However, a staff problem is always a management problem.