THE FORMULA AND INGREDIENTS FOR MARKETING SUCCESS

• You have a need.
• I can fulfill that need.
• Here’s how…

Sounds really simple, doesn’t it? But that is the essence of marketing.

• You need feed yourself and your family.
• Many stores sell food.
• You pick the most convenient (products, variety, value, location)…

The winner is the one who hits the “you need/I have” nail on the head.

Creative marketing may involve “developing” a need that someone didn’t know they had. Hate to say it, but it’s true – I mean just look at half the medicine ads on TV. How many times have you seen a “problem” and said “huh, I didn’t even know there was a condition called [insert ailment]“? Though some might find certain types of marketing questionable, it’s all fair. Developing a “perceived” need…it’s not “deceptive”, it’s “marketing”.

And the secret ingredient?

You. Whether representing a product or service, when you market, you present yourself as (part of) the solution to someone’s problem; you’re marketing yourself as much as your product / service. Makes no difference whether it’s in response to a “help wanted” ad or to offer your services to help someone find a home or build a website, or sell them a new car or medication. You’re the one who has to convince the client that yours is the product they need.

Marketing is 50% art and 50% science…oh, and 50% experience. You can never get it 100% right. So keep trying. Get out there. Don’t wait for them to come to you. They might not even realize that…

• Hey, you have a problem here.
• Good thing I’m able to help you with that.
• Here’s how…

I write about different marketing strategies and techniques, both traditional and non in my online newsletter Webby’s Updates which you can read at www.JDELtd.com and subscribe to if you so choose. You can download this and other articles from by Small Business GENetics site, www.sbgenetics.com

IS THERE ANYTHING POSITIVE ABOUT NEGATIVE MARKETING?

I supposed I had best define what I mean by "negative marketing". By this I mean, quite literally, making your product / service / self, look better by providing negative feedback about the competition.

Political campaigns are full of it (and not just negativity). "Attack ads" are commonplace, dare I say "normal"? The idea behind these are simply to make the opponent look bad. While commercial advertising may seem less aggressive, you do see comparisons made, especially in some auto ads…

"…we have 24 cup holders, that’s twice as many as you’ll find in a comparably-priced [insert name]…"

Some, I’m sure, would argue that comparing the benefits of your product / service / self with the competition allows you to demonstrate why yours is better. It’s an argument that has merit, but not one I completely agree with.

But heck, who put me in charge, right?

When you’re marketing yourself / product / service, I think you do yourself a disservice by "going after" the competition with negativity. I could be wrong, but if you can’t stand on the benefits of your product / service / self without resorting to pointing out what the competition doesn’t, then does your product / service / self really hold water?

There are going to be plenty of times when you are in a competition. Personally, I’ve found that by being positive and complementary about the competition tends to result in a more favorable impression made on the audience…thus the client.

Leave the competition to fight among themselves. If you believe in your product / service / self, you won’t need to do any negative marketing at all.

I write about different marketing strategies and techniques, both traditional and non in my online newsletter Webby’s Updates which you can read at www.JDELtd.com and subscribe to if you so choose. You can download this and other articles from by Small Business GENetics site, www.sbgenetics.com

LEANER, MEANER…AND QUITE DIFFERENT

In a recent conversation with a colleague, I commented on how I felt the business dynamic was changing. Permanently. I went as far as to predict that:

In a few years, there will be a handful of "mega corporations" responsible for everything from food production to financial services and media. Many of the "big corporates" today are learning the "merge or die" lesson, just look at the headlines that would have been unbelievable just five years ago. In my (very humble) opinion, these large corporate entities are going to form the basis for our economy. They will be the foundation, or "backbone".

"Brick and mortar" firms are changing too. They are either being swept up like rocks in a glacier, or going out of business. Sure, some are changing, but only then to become part of the "corporate glacier".

I think the "traditional" job will change. I see things such as benefits (healthcare, pensions etc) go by the wayside. I’d even hazard a bet that in the foreseeable future, "W2" style employees will be much rarer than 1099. After all, it makes sense for companies who need to be leaner, contain costs and reduce risk. Shift the burden of benefit costs to the employees.

On the flip side, employees can become business owners in their own right. Now, at least in theory, they are "vendors" who can charge for services provided. Work 40 hours, bill for 40 hours. Work 45 hours, bill for 45 hours. With no benefits to pay for and seeing the "employee" as a "vendor", even overtime becomes a cheaper option for companies than worrying about the "encourage unpaid overtime" that anyone who has worked in corporate knows about.

Not everyone is going to want to, or necessarily be able to, set up their own company or be a self-employed entity. Hence, for a while at least, traditional W2-style employment will be the norm, but, as we’re seeing, there will be fewer jobs with fewer benefits.

It doesn’t have to be all negative. Companies can (and already do) form organizations with collective bargaining power to obtain half-decently priced benefits such as healthcare. Personally, I see this as a help rather than a hindrance. Group insurance will be a little different, but it may be an option to self-employed people who belong to associations who are able to get "group" rates.

With so many self-employed / small companies, out there, there will be room for innovation and even more specialization. Consider this: a company wants a product. They hire a small company that is a specialist in developing a product. The small company gets a mandate and goes out to bring in just those resource companies that can develop the product. At the end of the project, everyone goes their own way. No expectations beyond the project. You’re paid for what you do, and off you go.

This more "modular" type of company / project / service scenario will suit the upcoming generations who are used to the technology and cultural mindset that will be required.

Of course, this prediction is open to suggestions of being rather "Orwellian" or, dare I say "socialist"? Except I see it evolving already. Look around you at the number of smaller companies, self-employed people and the number of "super corporations" that are getting bigger and bigger.

This isn’t intended to scare anyone, in fact the opposite. It’s just my opinion, but the business world is changing. We can fight or we can do what we do best: adapt and innovate.

MARKETING FOR MARKETING

An advertisement idea for a new marketing campaign about marketing.



© Copyright 2009 JDE LTD. All rights reserved.

LEGACY MARKETING

"Oh boy, what’s he doing now?"

Excellent question and I’m glad you asked. Let me answer with another question: how do you want to be remembered?

"You mean….?"

Yes, when you get to "the end".

Kidding aside it’s a serious question. Personally, I want people to look back and think "there was a good person, who delighted in helping others".

So, the second question is: are you practicing your legacy in marketing now?

"Uh-oh, sermon…"

Actually, it’s not.

If you think about it for a moment, if you want to be remembered, or look back one day and say "wow, look what I was able to do," consider what you’re doing today in order to be able to have that vision to look back upon.

Are you building pyramids using the strengths of others, or are you building pyramids with others?

If you truly want to be remembered as a good person who helped people realized their dreams, or someone who dedicated their lives to a cause, or a committed individual who just wanted to see people grow, then consider putting that philosophy into practice now.

You only get one pass at this life, and you’re the driver. You may not care what you think in 20, 30, 40 or more years from now. You may care even less about what others may think. But you know something? I’ll bet it shows…

WELCOME TO THE WEB!

HOME RELOCATION EXPERTS
www.HomeRelocationExperts.com

Home Relocation Experts is a group formed by broker Sue Griman of Desert Dwellers Realty, LLC who specialize in personal, corporate and military relocation.

Unlike many "traditional" relocation companies, the business model of HRE is more referral-driven than "fee for service". As Sue describes it,
"a personal touch in relocation backed by decades in relocation and real estate."

Their nationwide network of agents and service providers are all "best of breed". The product and site have been a vision of Sue’s for many years and we’re
very pleased to have helped realize it.

SUPERIOR FINANCIAL SERVICE
www.SuperiorFinancialService.com

We’re also delighted to announce the launch of the completely redesigned site of Superior Financial Service. SFS offers secure online/offline banking transaction and credit card processing services.

The site features a very clean, modern look and technical features including XML, RSS syndication, Flash, Java, HTML and .Net. The technical and aesthetic challenges presented at the outset of this project has inspired some of my best personal work.

One principal said upon completion, "JDE really hit a home run in the building and delivery of our site. The visual presentation of our company in this medium conveys everything we represent at Superior Financial Service.".

A GUARANTEED WAY TO GENERATE INTEREST

If you’re reading this, then it worked. A thought-provoking or challenging "hook" is the first step in getting attention. What you do with it after than, of course, is up to you.

In social media, products like Twitter rely on interesting "tweets" in order for people to converse. Tweets that are considered good are "retweeted". There are even awards ("Shorty Awards") for the best one-liners.

A captivating lead-in can make a huge difference, no matter what product or service you’re offering. Sometimes, the difference between you and your competition might just be getting someone to stop at your store or website and not the next guy’s.

For example, which sounds more interesting?

• EXPERIENCE IS AS IMPORTANT AS QUALIFICATIONS




• YOU GET WHAT YOU PAY FOR : ASK ABOUT EXPERIENCE

Now, perhaps these aren’t the best of tag lines, but if you are trying to stand out from the crowd by virtue of your experience, both are adequate. However, in my opinion, the second tag suggests a slight "challenge", possibly that cheap isn’t always good…? Both articles or websites, blogs, flyers, brochures or whatever could have very much the same contents, but giving the prospect something to think about could be the margin you’re looking for.

When you’re writing your next article, blog post, advertisement, web site…etc, consider asking a question that people might not have thought about. Take a different view on an everyday subject. Be controversial. Stimulate discussion. Make them wonder what mysteries are inside

Bear in mind, that the content is important too.

I’ve written about being #1 on the major search engines (see SO YOU MADE IT TO THE TOP OF GOOGLE). Have a great seo-friendly site that gets you placed is important, but it’s no use if people aren’t staying on the site.

Ditto anything else. The content is as important as the title, but having a good lead-in certainly helps.

WEBBY’S : JULY 2009 ONLINE

The July edition of Webby’s Updates is now online at www.JDELtd.com. Simply visit the site and click on the “news” button to read it.

This month features include two marketing pieces, JDE client reviews, news, new website launches and, of course, Webby’s Trivia.

Happy 4th of July!

IF YOU DON’T BELIEVE, WHY SHOULD I?

To quote a line from the Oliver Stone film Nixon, "nothing sells like sincerity".

Some can fake sincerity. In fact, I know people who take pride in their ability to fake it. This, in my opinion, is as dangerous (if not more so) than not caring at all.

We’ve all been in situations, most likely in retail stores, where we’ve encountered the stereotypical "bored" employee who is just there because "it’s a job", and really doesn’t give a hoot about anything, least of all you.

Now, that’s not necessarily insincerity, but it’s a lack of concern or even "light caring" about a job or responsibly, and it shows.

As a marketing person, I work with many clients. More often than not, we work on projects to "jump start" their marketing efforts. Perhaps this is a "makeover" of some kind, a new approach or a different take on an existing one. What I see across the board is that once we’ve stoked the fires of imagination, excitement heats up, passion brews and the rest follows is so much easier after that.

If you care; if you’re passionate; if you believe in what you are marketing, whether that’s a product or a service, it will show.

Marketing begins with you. You have to believe in the product. You have to market it to yourself and then, as the customer, you have to believe it’s a good thing. If you don’t believe it, then why should your potential clients?

Imagine if you don’t believe you’re doing the right thing…it’s just "a job"…"I hate it, but it pays the bills"…do your (potential) clients deserve that? If you answer "yes" ask yourself why they deserve it.

I write about different marketing strategies and techniques, both traditional and non in my online newsletter Webby’s Updates which you can read at www.JDELtd.com and subscribe to if you so choose. You can download this and other articles from by Small Business GENetics site, www.sbgenetics.com

A SEARCH FOR MEANING : PROFESSIONALISM

"He’s very professional."

"That’s a very ‘professional’ look."

"She’s a real professional."

"That was unprofessional."

These are all comments I’ve heard within the past month (not all directed at myself I hasten to add). On the heels of my last article on the subject of professionalism and being a professional (WHAT DO YOU MEAN YOU "DON’T KNOW"…YOU’RE A "PROFESSIONAL"!), I decided to pursue the subject in a little more detail because I’m curious as to what really defines "a professional" or "professional behavior".

According to Merriam-Webster, there are two main definitions:

1. the conduct, aims, or qualities that characterize or mark a profession or a professional person
2. the following of a profession (as athletics) for gain or livelihood

The latter we’re pretty familiar with and I think it’s fair to say that we associated "professionalism" in sports with "sportsman-like" behavior. When a well-known sports pro gets into trouble, the word "unprofessional" usually appears in the descriptions or condemnations somewhere.

So, therein probably lies a possible part of the definition: we expect a certain level of generally-acceptable behavior from those we consider "professionals".

Where the bar is set may be a little vague. As Edward Toupin discusses in his post "Professionalism … How do I get one?", what is deemed "professional" in one industry may not be in another. The term is subject to interpretation and influenced by the environment in which on is expected to operate.

There is a neat little slide show I came across on the Texas Library and Archives Commission site quite by accident (which goes to show the web can take you places you never thought of) which includes in the definition of "professionalism" specific words such as "Education", "Competencies", "Characteristics" and "Intellectualism", suggesting that "brains" is part of the the "professional character".

In her blog Linda Lord, reviews the expected behaviors of a "professional": "They tend to be cool under pressure, able to move easily between social settings and handle public events with confidence. Someone demonstrating professionalism is able to omit emotional outbursts when handling stressful situations. They maintain their focus, accept the urgency of the situation, and act responsibly when resolving difficult matters. "

Certainly, this describes more of the expected behavior than the educational or intellectual requirements of a "professional".

My two cents is that we tend to use "professionalism" and derivatives thereof in a wide range of descriptions and actually run the risk of "desensitizing" ourselves to it by overuse. I think it’s open to interpretation. We all have our own views on what is professionally acceptable and what isn’t. I’m not sure I buy into the "intellectualism" part. I think that "professionalism" comes from within. There may be educational and ethical requirements to belong to a "profession" and to be expected to behave within a documented or expected set of behaviors. I believe there are socially acceptable non-professional "professional" behaviors that we expect from "business" people, no matter what industry. I think I’m safe in including:

• Sincerity
• Honesty
• Integrity

Add to these the list of what may be expected in a given industry and you have, in my very humble opinion, a "professional".

So, with the waters muddied even further, from one professional to another, have a great week!

Dave

Articles referenced: Edward B. Toupin (writer and coach) : "Professionalism … How do I get one?", Linda Lord (Human Agriculturalist) : "What is professionalism", Texas Library and Archives Commission : "What is Professionalism?"