Archive for the 'Branding' Category

Anatomy Of A Great Business Card – Infographic

Looking to design a business card, have a look at the infographic below of the anatomy of a great business card.
Anatomy of a Business Card Infographic

Retail Strategy: Book Blind Date

This is such a great concept I saw at Elizabeth’s Bookstore in Sydney!
Book Blind Date

Antimimeticisomorphism: Poo Pourri

Every once in a while, someone comes out with a really great product… but the only way it can sell is by being provocative. Here is one BOLD example -  enjoy!

Marketing Case Study: Value Proposition

This is a Kickstarter campaign for Strongbody apparel. A great example of presenting the product’s “value proposition” clearly and convincingly.

STRONGBODY_APPAREL_Kickstarter

Thank you Ray Keefe of Successful Endeavours for sending this through!

Weird Al Yancovic – Mission Statement

I am not into buzzwords and business jargon even though I have my own list of definitions for what I do…

This video shows how you can talk a lot without saying anything… Courtesy of Weird Al Yancovic – the master of this art of parody.

Message getting lost in the crowd?

Do you feel like no matter what you do, no one is getting your message?

Persona - Message- Exponential Programs dot com

Getting noticed is not about being provocative or sensationalistic, but without extreme measures these days, it IS harder than ever to get noticed and have your message reach your intended audience.

There is however a tried and tested way to do this, methodically, systematically and repeatedly whilst maintaining your sincerity, authenticity and integrity. It’s one of the foundational principles we teach our most elite, ambitious entrepreneurial clients in our Platinum Program.

For a limited time, if you contact us, we’ll send you an introductory video presentation that highlights all the key elements of the strategy so you can start to get your message across persuasively and effectively.

Sorry, it’s not a free giveaway. It’s much too valuable.

Just imagine if prospects sought you ought instead of you chasing them down… How different would your life be?

Think about it, because when you deploy this strategy to its fullest, that is exactly what will happen.

You will have people contacting you, calling you, emailing you wanting to do business with you – I know that sounds outrageous and unbelievable, but it’s true and it’s possible… for people and companies who create a professional persona that transcends the noise that is in the marketplace…

Otherwise you just get lost with everyone else in the rubble pile of broken dreams.

How many awards are enough?

Ray Keefe and his team at Successful Endeavours in Melbourne have been on quite a winning streak these last few years, amassing a collection of 18 business and innovation awards, the 2 most recent ones a few weeks ago…

Ray Keefe, Casey Business Awards

Ray Keefe and his winning team at Successful Endeavours

Here’s the thing about winning awards:

  • Awards create instant credibility (if you don’t have enough of it already)
  • Awards build belief once you have credibility
  • Awards are exponential because they attract instant media attention
  • Awards make you, your team and your clients feel good
  • Awards are the reward for a job well done

Most small businesses struggle with… credibility… Hmmm…

Something to think about the next next time you’re wondering where the next job, project or contract is going to come from. You can start with this list of Australian Business Awards.

Want to become an award-winning business, contact us today and we’ll show you how.

How to leverage testimonials and case studies in a retail shop

This is a BRILLIANT example of a retail shop that knows the value of testimonials and “case studies”… It is so good, it’s self-explanatory!

Testimonials, Case Studies, Retail

Testimonials, Retail, Tackle Shop

Open 25 Hours

As you know, I am a proponent of Antimimeticisomorphism. This is an example of that kinf of out-of-the-ordinary thinking. This is a sign for a convenience store in Surfer’s Paradise on the Gold Coast in Queensland, Australia.

If you come across across examples like this – people doing out-of-the-ordinary things to create extra-ordinary results, please contact us and we’ll share them with our readers and subscribers. Of course we’ll hyperlink back to your website or blog so you get FULL SEO value for your contribution!

Running Room – Outstanding customer service

Running Gear, Running Shoes, Running ClothesEvery once in a while* someone does something so out-of-the-ordinary that you have to do something about it.

In this instance, it started about 3 years ago when I walked into a Runner’s retail shop called Running Room.

First of all, this was in Richmond, Vancouver, Canada.  Well Steveston if you want to be specific about it. The reason this is important is that I am not a runner, but I still walked in. I was struck by the fact that they could have a store “just for runners”… In fact they have a LOT of stores, but that’s not the point.

I walked in out of curiosity and walked out with a pair of microfibre training pants. They are absolutely awesome. I wear them about 8-9 months of the year when I am training for squash, doing drills and routines. They are NOT lined and cover my compression garments – SKINS. As great as they are, I have been unable to find any, anywhere.

That brings me to my most recent trip back to Vancouver – I went back into the Running Room store with my pants in hand to get an additional pair.

The salesperson (I forget his name!) knew exactly what I was talking about because he too had a pair and liked them as much as I did!

They were out of stock – discontinued!

But he searched online and found 2 pairs at a remote store. The challenge was that I was leaving in a few days to return to Sydney, Australia.

Lots of things transpired – multiple people were involved to make sure I got the 2 pairs for the liquidation price of $20 each…

I mean c’mon… Who goes out of their way to sell $40 worth of leftover stock?

The Running Room does!

Running, Run, Jog, Jogger, JoggingI figure they do it because they are not in this for SALES, but CUSTOMER SATISFACTION. I mean c’mon it’s a store ONLY for runners. If you’re not focused on customer satisfaction, how could you survive let alone thrive as they have?

With a niche of people who are dedicated to their sport, their hobby, their passion – running – you’d be a fool to focus on sales.

They totally get why they’re in business and even though I am not a runner – I am a HUGE FAN.

They made my day and now every time I put on my training pants I am left with a sense of gratitude for every one who went that extra step.

I can’t thank them enough, but I can make sure as many people know about them as possible.

Tell all your friends and family who run or are otherwise athletically inclined!

*
Isn’t it sad that I am celebrating something that should be normal, average, expected?

The great news is that for those like the Running Room, they get the benefit of being the EXCEPTION, the stand outs… The ones people want to go to. At least they get that benefit/advantage… Because they totally deserve it!

The next time YOU get outstanding service – make sure you tell as many people as you can!

Killer Kopywriting

Whenever I teach Killer Kopywriting – using words that sell – I make sure to emphasise that there is always a balance between what is said and is meant.

Sometimes it’s subtle and sometimes it’s lost in translation… ;-)

Is Print Dead?

Is Print Dead, Print Media, Print AdvertisingI recently blogged that print media is alive and well, but there are still some skeptics out there who don’t fully understand why that’s the case.

First, let me deal with the obvious issue – print IS declining. There is no question that it has peaked and it’s decreasing quickly, but it’s far from dead as I explain below.

Second, death is over stating the demise of print and traditional media.

Print advertising makes a comeback in the digital age

I know it may seem counter-intuitive, but the latest research reveals that print (and direct mail) are far from dead! In fact, even though we live in a highly, and ever-increasingly digital world, we are still human and as such still rely on print to make purchasing decisions.

We can all acknowledge that we struggle to sift through all our emails, websites, blogs, social media and other online channels. The number of online messages and ads has increased explosively to record levels, overwhelming most consumers. That means advertisers have an increasingly smaller segment of a highly fragmented online presence that gets costlier by the day.

That’s why there has been a “return to print” as well as (physical) direct mail. Sure we all enjoy the practicality of online access, but we also still love the feel of a magazine between our fingers as we flip the pages revealing colourful images, interesting fonts and great content.

As consumers, we’ve come to appreciate the need for advertising – especially in niche market publications like this one. That’s why it still continues to perform exceptionally well for small businesses with tiny marketing budgets who need to reach their target audience economically, without the costly, scattergun approach associated with daily or community newspapers.

In this day and age, print media, especially NICHE and LOCAL PUBLICATIONS still reign supreme – especially when they’re integrated with an online presence, the topic of an future blog post.

Need more proof?

I thought so. Here it is.

STATISTICS ON TRADITIONAL PRINT ADVERTISING

Continue reading ‘Is Print Dead?’

Are you playing your instrument in the wrong place?

A man sat at a metro station in Washington DC and started to play the violin; it was a cold January morning. He played six Bach pieces for about 45 minutes. During that time, since it was rush hour, it was calculated that 1,100 people went through the station, most of them on their way to work.

Three minutes went by and a middle aged man noticed there was musician playing. He slowed his pace, and stopped for a few seconds, and then hurried up to meet his schedule.

A minute later, the violinist received his first dollar tip: a woman threw the money in the till and without stopping continued to walk away.

A few minutes later, someone leaned against the wall to listen to him, but the man looked at his watch and started to walk again. Clearly he was late for work.

The one who paid the most attention was a 3 year old boy. His mother tagged him along, hurried, but the kid stopped to look at the violinist. Finally, the mother pushed hard, and the child continued to walk, turning his head all the time. This action was repeated by several other children. All the parents, without exception, forced them to move on.

In the 45 minutes the musician played, only 6 people stopped and stayed for a while. About 20 gave him money, but continued to walk their normal pace. He collected $32. When he finished playing and silence took over, no one noticed it. No one applauded, nor was there any recognition.

No one knew this, but the violinist was Joshua Bell, one of the most talented musicians in the world. He had just played one of the most intricate pieces ever written, on a violin worth $3.5 million dollars.

Two days before his playing in the subway, Joshua Bell sold out at a theater in Boston where the seats averaged $100.

This is a real story. Joshua Bell playing incognito in the metro station was organized by the Washington Post as part of a social experiment about perception, taste, and priorities of people. The outlines were: in a commonplace environment at an inappropriate hour: Do we perceive beauty? Do we stop to appreciate it? Do we recognize the talent in an unexpected context?

One of the possible conclusions from this experience could be:

If we do not have a moment to stop and listen to one of the best musicians in the world playing the best music ever written, how many other things are we missing?

Here is my Exponential Mindset Thinking Twist:

If you are Joshua Bell in your industry or marketplace, are you playing YOUR instrument in the wrong place at the wrong time?

Hmmm…. Something to think about the next time you spend time. money and effort on your next sales and marketing promotion.

Commercial – Pushing The Envelope

Watch this video and ask yourself the question – would you sit down?

When I explain Antimimeticisomorphism to my clients, I always specify being different for a deliberate purpose without being provocative.

This commercial pushes the envelope and makes the point without being offensive or being too serious.

Thank you to Andrew Powell of Montreal, Canada for forwarding it on to me.

The evolution of advertising

Today’s blog post is a colourful overview of the history of advertising that captures the evolution of sales and marketing over the past decades. It’s always worthwhile to see where we’ve come from to determine where we’re going. Even though it has an American slant to it, it’s still interesting to review the milestones retrospectively.

Enjoy!

Advertising, Media, Ads

Muddled Messages

Marketing Communications, Copywriting, Writing Copy, Marketing Message

Muddled Marketing Messages

I recently blogged and asked if your clients understand you. Today’s photo of the week is a great reminder of the need to avoid muddled messages.

In marketing and sales, the clarity of the message is a key component of success.

That being said, all too often, messages get muddled by the time they reach their audience.

Want to test it for yourself?

If you have staff, ask a handful of them what your USP (Unique Selling  Proposition), mission/vision statement or key competitive advantage is.

If you don’t have enough staff to make the test statistically significant, ask your existing clients.

See what happens.

Chances are you’ll get a muddled message, maybe even totally different and/or conflicting themes.

Give that some serious thought…

How much more (cost) effective and (time) efficient would your marketing be if you had a CLEAR MESSAGE?

Hmmm…

Contact us and we’ll help you get YOUR MESSAGE ACROSS, clearly and succinctly.

BTW, the photo was sent to us by Successful Endeavours in Melbourne – have a look at their website – you’ll see their message CLEARLY STATED on their home page:

“We make electronics and embedded software work the way they should,
saving you up to 2 out of every 3 dollars you otherwise would have wasted,
so you can manufacture your market leading product in Australia at a profit.”

“NOICE!”

Benefits Versus Features

We all know how effective Apple’s commercials and advertising are, but why are they so persuasive?

In this instance it’s the singular focus on benefits rather than features. In our Killer Kopywriting System, we explain this in full detail, but for today’s blog post ‘exercise’, just watch this video and see if you can do the same for ONE of your products and/or services.

You’ll quickly realise that you revert to FEATURES rather than benefits, which is one of the reasons why Apple outsells its competitors. The other is because their products are way, way better!\

Here’s the thing you really need to fully grasp – people BUY BENEFITS – NOT features. If you want to sell more, you simply need to translate the technical merits of your product or service into “What’s in it for me?”

Easier said than done, but well worth the investment. It’s the single most effective way to increase sales.

Copywriting: Art And Science

Killer Kopywriting is one of the most potent business skills an entrepreneur or business executive can learn to grow a business. There is no substitute for literary precision and artistry when it comes to selling products and services.

That being said, sometimes contrast is needed to fully grasp the power of words to communicate a message, as these explains illustrate so clearly.

In an office:
TOILET OUT OF ORDER…… PLEASE USE FLOOR BELOW

In a Laundromat:
AUTOMATIC WASHING MACHINES: PLEASE REMOVE ALL YOUR CLOTHES WHEN THE LIGHT GOES OUT

In a London department store:
BARGAIN BASEMENT UPSTAIRS

In an office:
WOULD THE PERSON WHO TOOK THE STEP LADDER YESTERDAY PLEASE BRING IT BACK OR FURTHER STEPS WILL BE TAKEN

Continue reading ‘Copywriting: Art And Science’

Business Growth Products

I recently created a short YouTube video (48 seconds) that highlights what you can do with the exponential power of the Internet.

In less than 1 minute, I am able to introduce myself as The Exponential Growth Strategist, promote my 1 Percent Improvement Doctrine to help you get more done with less effort, and make sure your business gets noticed by going from Bland To Brand.

And that’s just 20 seconds into the 48 second video!

Then I explain that you can increase conversions and sales with our Killer Kopywriting System as well as get news leads for a fraction of the cost with our brand new Internet Sales Lead Generation Toolkit so you can acquire the Mindset Of A Champion and win in business!

All of that in less than a minute!

The reason this video is on my Business Coaching And Mentoring blog is because all of our Internet Marketing Strategies are geared for REAL businesses who want to sell more of their products and/or services.

The Internet and its multimedia capabilities enable you to do that at a fraction of the cost, with minimum effort.

This entire campaign took me about 1 hour and cost less than $100 in total.

That’s hard to beat with ‘traditional advertising’.