Archive for the 'Branding' Category

Page 2 of 4

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’.

Don’t Feed Rumours

As a recent Economist Magazine article explains, denial is useless. Spread happy truths instead.

“A lie gets halfway around the world
before the truth has a chance to get its pants on. ”

Winston Churchill‬

IF YOU Google the phrase “Middle East rumours”, the first link that pops up is not, as you might expect, a website propagating conspiracy theories. It is Coca-Cola’s website. For several years now the company has struggled to rebut ridiculous rumours about its products.

For example, some people believe that if you read Coke’s Arabic logo backwards, it says: “No Muhammad, No Mecca”. Others insist that the company is owned by Jews, or that it bankrolls Israel. These rumours are one reason why Coke does worse than Pepsi in Arab countries. Yet they are all false, as Coke’s website explains in painstaking detail.

Such rebuttals are unwise, argue Derek Rucker and David Dubois, of the Kellogg School of Management, and Zakary Tormala, of Stanford business school, three psychologists.

By restating the rumours, Coke helps to propagate them.

Its web page is a magnet for search engines. And people who read rebuttals tend to forget the denial and remember only the rumour, says Mr Rucker.

The reason is because as information is passed around, important qualifiers are lost.

A rumour may start as “I’m not sure if this is true, but I heard that…” Then it evolves into: “I heard that…” Finally it becomes: “Did you know that…?” Even when no one intends to spread falsehoods, they spread.

In several experiments, Mr Rucker and Mr Dubois planted rumours among undergraduates. They found that with each repetition, scepticism diminished. The rumours themselves did not change; only the likelihood that the students would believe them.

Instead of denying false rumours, a company should put out a stream of positive messages about itself, reckon Mr Rucker and Mr Dubois. This deprives myths of oxygen and also nudges people to doubt nasty things they may hear about the company in question.

Other companies could learn from this. McDonald’s hamburgers have been said to contain worm meat, Procter and Gamble is reputed to have Satanic links and Facebook is rumoured to be shutting down so that its founder, Mark Zuckerberg, can have his life back. All these rumours are utterly false, but the firms in question would be well advised not to bother denying them.

This problem is exacerbated with the Internet and it’s indexing methodology – giving weight to the number of referenced pages, not their quality, thus making a bad situation worse.

Are You A Cost Or A Benefit?

Corporate Branding, Bland To Brand, Corporate PositioningClients see you in one of two ways, either as a COST or as a BENEFIT.

Examples of companies that are perceived as a ‘cost’

  • Lawyers
  • Dentists
  • Plumbers
  • Gym
  • Search consultants/headhunters

Examples of companies that are perceived as a ‘benefit’

  • Restaurants that you want to eat at (non fast food)
  • Jeweller
  • Concerts and events
  • Zoo and other attractions
  • Pubs, bars and other entertainment

Here’s the thing – UNLESS you transform yourself from a cost to a benefit, you’ll remain stuck in the vortex of price matching and discounting – BECAUSE the prospects SEE you as a cost and not as a benefit.

Continue reading ‘Are You A Cost Or A Benefit?’

Act as the business you want to be

If you want the genesis of this concept, watch Steve Job’s Commencement Address To Stanford University Graduates in 2005 shown below.

Listen to one of our Platinum Program Members
who explains this philosophy in his own words:

When we started, we were aiming to assist smaller businesses, those with less
than 20 employees.  This is because 55% of all employment income in this
country is paid by those businesses.  The multinationals only provide 2%.

So wanting to help Australia be a more prosperous and competitive economy
meant helping those smaller businesses to really become successful,
particularly in export markets.

So we started as a small, lower cost base business able to serve smaller
clients cost effectively.  Since then I have grown less enamoured with this
position over time.  There is a reason companies remain small.  Sometimes it
is because that is what they want.  Less.  Less is easier and can involve
reduced risk, though not always.  But often it is because they don’t have
the mindset, skill or vision to be anything else.

It is clear that for us to grow, I have to have the resources to do more work
and the income to pay for those resources.  So our business model doesn’t
scale if we want to move up in size.  Particularly with the type of clients we
have generally been working with.

This year I’m thinking about how to take what we are doing and push it past
the $1,000,000 mark.  So what I’ve started doing is pricing our quotes as if
we already were that size.  Sometimes this means the price is double what it
might have previously been.  But I’m also looking at the delivery side and
making sure it also looks like it should for the size of business I want to
be.

And it is working!  We are changing.  We are looking at moving to commercial
premises before the end of the financial year.  A new class of clients are
being attracted to us (and us to them) because our value proposition makes
sense to them.  Some of these clients are larger than our previous target
companies.  Some are wanting to grow and know they need the right
partnerships to get there.  There is a long way to go yet but the progress
is encouraging.

So my distinction is a simple one.  Start acting like who and what you want
to be.  Don’t wait for the growth and then respond.  Change first.  Be the
catalyst yourself.  Make it happen first in you and then it will flow out to
the rest of the world.

Steve Jobs would be proud.

Why You Lose Clients

This graph says it all…

As a regular reader or subscriber to this and my other blogs, you know about my holistic approach to business. One of the key components of what Exponential Marketing is all about is establishing authentic and genuine rapport with your suspects, prospects and clients via what I call “Killer Konversations“.

If you don’t engage interactively with your suspects, prospects and clients, they will simply gravitate towards suppliers and providers that give them the attention they seek.

The exponential question then becomes – what conversation / relationship do you want to have with them? And secondly, how are you going to manage them?

Client Attrition, Lost Clients, Losing Clients, Lose Sales, Lost Sales

Sources Of Client Attrition

Creating the various client conversations is one of the main features of what we do within the Platinum Program. Click on the hyperlink to learn more about how we could help you grow your business.

A picture is worth a thousand lost clients

We have all heard the saying “A picture is worth a thousand words”, but a TERRIBLE picture can lose you 1,000 clients. This photo was taken from a Facebook page for a restaurant. You be the judge – would you want to eat there?

It’s no surprise (to me) that this restaurant is struggling to attract customers. It counts on its Facebook page for referrals – can you see a problem here?!?!

Today’s lesson – check ALL the photos you have online and ask SOMEONE ELSE who will be honest with you if it helps you or hurts you/your brand to have it online.

If you can’t afford professional photos – then don’t put any up.

DON’T USE STOCK PHOTOS for your products, that’s transparent and you’ll lose credibility and trust.

Please comment below to reinforce how bad this image is!

How To Add Value To Your Clients

Exponential Marketing has a cornerstone concept: Add value to your clients and they will come back and refer more clients to you. Easier said than done.

That’s why I’ve included a simple example: An Australia Post Postcard Fact Sheet that helps clients prepare their documents for direct mail.

The question for YOU is “What basic information, like this can you make available to your clients?”

The more information you make available, the easier it will be for them to do business with you = you’ll sell more.

When you’re exponential, you create Pathways To Profits™ that guide people through the path of least resistance preemptively, smoothly, creating a memorable and hopefully unique experience they will want to repeat themselves and advocate to others.

This is what we help our clients do – create a Business Building Blueprint™ that summarises these processes so everyone in the business knows what to do and ideally, automate them leveraging the Internet so the business transforms from an effort-based model to a value-based model.

Marketing Tip: What sells, what doesn’t

When I came across the article shown below, I just though there was a marketing lesson in there somewhere… Can you find it? Read the article and try to find the lesson, once you think you have it, click on the read more button.

Lady Gaga Covers

Continue reading ‘Marketing Tip: What sells, what doesn’t’

Qantas Message: Volcanic Ash

This is an example of a superbly written explanation. It’s direct, to the point and reinforces why Qantas remains the safest airline in the world.

I teach Killer Kopywriting to business people and will make sure they read this as a perfect case study example.

I wasn’t affected during this period, but I have to be honest – I would rather be safe than sorry. Even if the other carriers were flying without incident.

Hindsight is always 20-20. I like the fact that Qantas stood their ground and stuck to their principles.

SAFETY FIRST.

Qantas, Copywriting, Exponential Programs

Marketing Tip: How to add value for your clients

One of the foundational principles of Exponential Marketing is creating value for your suspects, prospects and clients. Easier said than done. That’s why I wanted to remind you of a short YouTube video I created a few years ago that shows you how it can be done quickly, easily and inexpensively. All you need is to have an open mind to seek out and find ideas like this.

Belief Builders and Credibility Creators

There is a four step process everyone goes through as they make a purchase.

  1. Consider – Before anyone makes a decision, they must consider this opportunity. Most salespeople skip this step to their detriment.
  2. Decision – This is when the ‘sale’ takes place. However, most ineffective salespeople skip the consideration stage and try to force the decision that was never even considered.
  3. Commit – Without a commitment, a sale is not a sale. As many as 20 to 40% of sales are lost due to a lack of commitment requested of the purchaser.
  4. Resolve – Making sure the commitment is followed up and followed through to its conclusion to ensure the sales is completed. Up to 10% of sales are left unattended and therefore lost.

Consider – or lack thereof is the number one source of lost sales, by a long shot. Anecdotally, as many as 4 out 5 sales are lost because the prospects never considered the offer being presented in the first place. Without it, there is no decision to be made.

So how does one go about having people consider their offer or proposal? Continue reading ‘Belief Builders and Credibility Creators’

How To Brand Your Company 3 of 4

I recently recorded a 1-hour Momentum MasterMind Session for our Business Mastery Platinum Program Members called “Bland to Brand”. It was a powerful session that highlighted the 8 mistakes people make naming their business and the 19 Steps to Naming Your Business. If you’d like to get your hands on this program, give us a call.

Part of the discussion involved the persona that we create within the branding exercise…

I was accepting invitations from people to link to me on LinkedIn.com. and was amazed at the wide variety of photos people have on their profiles… I am not sure if they know what it does for or against them.

You be the judge.

Which one is the IT Specialist?

Continue reading ‘How To Brand Your Company 3 of 4′

How To Brand Your Company 2 of 4

You never get a second chance to make a first impression. That’s why branding is so important. In today’s post we’re going to take a close look at YOU… The image you project to the world – your suspects and prospects.

What Image Do You Project To Prospects And Clients?

How To Brand Your Company 1 of 4

Today’s post will make you laugh. They were sent to me by David Cordover, from Chess Kids. Chess Kids provides the opportunity for all children to Build their Mental Muscles™ by learning and playing chess. It’s a great introduction to a special series of blog posts on branding that I have lined up for you.

Have a good chuckle!

Be careful in this financial storm!

Be careful in this financial storm!

"... Can you hear me now?"

"... Can you hear me now?"

Hopefully this was LAST year's theme and not THIS year's!

Hopefully this was LAST year

This could be the logo for 2008's stock markets...

This could be the logo for 2008

Ford = Fix Or Repair Daily

Ford = Fix Or Repair Daily

Even the top end of the market has been affected!

Even the top end of the market has been affected!

What goes down must come up, but when?

What goes down must come up, but when?

Was 3M, now downgraded to 2M!

Was 3M, now downgraded to 2M

The economic crisis has taken a bit out of everything!

The economic crisis has taken a bite out of everything!

Why People Fail In Business

Today’s post is one of those topics that I deal with on a regular basis but usually to myself… Until something pushes me to the edge and I have to get on my ‘soap box’ to relieve the built up frustration and annoyance I feel BECAUSE it’s preventable.

This week, I overheard someone at the dentist office say “A friend of mine has dentures and she says Continue reading ‘Why People Fail In Business’

Sydney Business Mentor Makes Headlines In Victoria!

Business South East Magazine - Cover SmallAs a reader or subscriber to this blog, you’re well aware of the Exponential Strategies I teach my clients. One of the foundational principles is to create value and the leverage will come, on its own, as if by magic. I have several award-winning clients, but one sticks out right now well above the others BECAUSE Ray Keefe is the first one to fully leverage the value of the many awards he has recently won…PLUS…

He’s taken it one step further to include me in his exponential approach.

You can read all about it in the article “Mentor engineers success” in this month’s edition of the Business South East Magazine.

As you read through the brief article, you’ll recognise this as FREE ADVERTISING for both Successful Endeavours and Exponential Programs.

It’s a win-win-win situation.

We both win and YOU win.

You win because you get undeniable proof what I teach works. You get someone else’s perspective on what it means to be mentored by a business coach, straight from a client, in a completely different setting and context.

You can’t buy that kind of advertising.

So there you have it, one MORE REASON to contact us about our business mentoring services – by the way, when you qualify, our Platinum Program comes with a 300% Results-Based Guarantee!

Business South East Magazine - Article

Business Coaching Case Study: How To Become An Expert

I was recently working with a client, Bree Robbins of Paddington Pups in Brisbane. As her business coach and mentor, we were discussing how she can differentiate herself within her existing product and service offering.

I’m not advocating this is the primary theme, but rather a secondary or additional Pathway to Profit™.

When a dog attends a doggy day care it’s not just about having someone else bear the burden of keeping it for you. There are many socialisation skills your dog will benefit from.

For Bree to become an expert, she needs to start documenting what she already knows about dog socialisation skills. For example:

  • What are the steps to proper socialisation?
  • How is each one of the steps approached and how do you know it’s been ‘passed’ to move on to the next one?
  • What is necessary for each stage to occur?
  • What are the variables to be played with?
  • What are the most popular conditions to overcome?
  • What are the % of the most common afflictions?
  • What is the diagnosis and prognosis for each?
  • Aggression and unruliness, what are the tell tale signs?
  • Sources of the unwanted behaviour?

By documenting her expertise, Bree is able to demonstrate her level of skill and mastery across multiple media, including her blog, direct mail, classes and of course YouTube.

Killer Kopywriting – Content Vs Conversation Table

In my Killer Kopywriting System, I explain the interaction of emotional versus logical content needs to be addressed to move people to action. The diagram below illustrates that as the volume of content increases, the time in the conversation also increases and if you are going to move people to take action, you must transform your syntax and vocabulary to a more emotive tone, focusing more on benefits than features.

Easier said than done if you’re not a gifted wordsmith!

That’s why I’ve designed a multi-step copywriting system, not to turn you into a copywriter (that’s not going to happen AND it’s a career, not a task!) but to make you aware of the importance of establishing your voice and persona within your various conversations. Have a look at the site that explains the complete course curriculum – it’s all included in our Platinum Program.

Killer Kopywriting To Konvert More Klients

Killer Kopywriting To Konvert More Klients