This morning I found inspiration in a news story about a fifty-one-year-old waiter from Pittsburgh named Randy. Waiting tables at breakfast for twenty-three years, he has a love of Pittsburgh and of people. This attitude elicits comments. “He’s cheery. He’s welcoming. You feel like you are coming down to your kitchen to eat,” offered a customer.
“I’ve worked with him for twenty-three years. He never has a bad day,” said a waitress.
“He is eclectic, eccentric, and wonderful,” added a cook.
The restaurant‘s manager went further. “Ever-giving is his motto, and not just about breakfast, but about his love for other people.”
Randy has applied his positive attitude toward helping his community and laying the groundwork for opening his own restaurant. In the middle of northside Pittsburgh, he has created Randyland, a thirty-block area of renovated buildings and gardens. In the middle of broken-down buildings and boarded-up homes, Randy’s efforts have changed the look and the feel of the neighborhood.
He describes it as “an oasis of joy.”
Starting with $10,000 on a credit card, Randy bought the first building that he says was “trash, garbage, a ghetto.”
Over the past twenty-five years, Randy has used recycled materials and other people’s trash to create 800 streetscapes, gardens, flower pots, and murals. He’s even planted banana trees. In the process, he has beautified the area and changed attitudes. “Color is therapy,” he maintains.
A professional woman who knows Randy agrees. “The color helps us accept diversity and that we’re all different. We live in America. Randy sets the tone and gives you the opportunity to be your own self.”
Pointing to a bullet hole through his “Thank you” painted on a garbage can flap, Randy notes that he “thought of getting rid of the hole, but it’s interesting because it shows that we’re still in the city, still a-changing, but thank you for understanding us.”
Randy’s investors are his customers. Over the past twenty-five years, he has funded the entire project on the tips that he receives in his job. Randy hopes to turn the first building that he bought, now his home, into his restaurant someday, which will be a gathering place for the community.
The reporter asked, “What’s your goal?”
Randy answered, “Take Randyland worldwide. Teach people the joy to just live life and be happy in who you are. Don’t worry about the economy, your age, your sex, your wealth, your intelligence. You are so very, very, very, absolutely no doubt about it, valuable.”
This enthusiastic individual has many reminders for us as business people One is his attitude. People bubbling with enthusiasm are hard to resist. They make us smile. They are memorable. They make us want to be around them. Contrast this with someone who is negative. That person makes you want to get out of his or her presence quickly, right? Like bees to honey, enthusiasm attracts people.
This new year check your attitude and the attitude of your employees. Do your attitude and their attitudes attract people?
Set a goal in 2010 to exude enthusiasm.
(This is an excerpt from volume two of Profitable Marketing Monthly CD. Click here to find out more about the CD.)
Thursday, December 31, 2009
Thursday, December 24, 2009
Merry Christmas
In this season of too much to do, too much to buy, and too many people to see, I hope that you find a way to escape too much stress. Take a deep breath, smile, and experience the outpouring of goodwill that Christmas engenders.
Have a wonderful holiday season!
Elizabeth
Have a wonderful holiday season!
Elizabeth
Friday, December 18, 2009
Switching Your Message
When I sold radio advertising, I heard an expert say that businesses switch their messages way too quickly. This holiday season I have been watching an excellent example of this with the Target commercials. Have you seen them?
The first one which caught my attention opens with a close up of a dog whining. As the camera pulls out, the viewer sees an elderly man standing beside the dog. Next to him is another guy. All three are looking at the outside of a house which is overdressed with lights. The guy asks why the dog is whining to which the elderly man replies, “He doesn’t like people flaunting their money.”
“But I don’t have a lot of money,” the guy states.
“I know.” This statement by the elderly man ends the commercial.
The second one shows two boys helping their father hook up video camera to TV. “How’s this?” Father asks.
“Still can’t see anything,” one of the boys replies, and they both giggle.
The boys and the viewers can see Father’s backside in the TV. Obviously, the camera is hooked up correctly, but the boys are having fun at Father’s expense. The commercial continues in this vein, and the situation is never resolved.
The third commercial involves a couple and their two children opening Christmas presents. As they tear the wrapping off a new TV, the husband comments, “I thought that we were going to hold back on spending this year.”
The wife responds, “Santa knows how to shop.”
He responds that times are tough, and they continue to have a terse exchange in front of the children who both look concerned.
I have watched these commercials several times with mixed emotions. I find the one with the boys and their grandfather humorous and the one with the two men and the dog puzzling. When I watch the one with the couple, I become uncomfortable. Seeing a couple argue in front of their children on Christmas morning makes my stomach tighten.
I had always recognized Target’s past commercials instantly. They had a consistent look. Even if I had seen the commercial for the first time, I correctly guessed that I was watching a Target commercial.
I cannot say the same for these commercials. They do not have a consistent look. They do not have a consistent message. They do not look at all like Target commercials. I assume that someone at Target thought their look ought to be updated. Consequently, the company hired a new advertising agency and developed new commercials. In this change, they left their message behind.
Switching commercials because personnel become bored with the current ones or because they think the business needs a new look is not smart. In the switch, the message, as well as the viewer’s attention, can be lost. Regarding Target, I am uncertain as to what message these new commercials intend to convey. I certainly am not receiving it.
Take a lesson from Target. Before you switch using a long-time commercial or ad, stop and think again. What are you accomplishing? How is your message presented? What does your customer think?
Answer these questions before making any switch.
The first one which caught my attention opens with a close up of a dog whining. As the camera pulls out, the viewer sees an elderly man standing beside the dog. Next to him is another guy. All three are looking at the outside of a house which is overdressed with lights. The guy asks why the dog is whining to which the elderly man replies, “He doesn’t like people flaunting their money.”
“But I don’t have a lot of money,” the guy states.
“I know.” This statement by the elderly man ends the commercial.
The second one shows two boys helping their father hook up video camera to TV. “How’s this?” Father asks.
“Still can’t see anything,” one of the boys replies, and they both giggle.
The boys and the viewers can see Father’s backside in the TV. Obviously, the camera is hooked up correctly, but the boys are having fun at Father’s expense. The commercial continues in this vein, and the situation is never resolved.
The third commercial involves a couple and their two children opening Christmas presents. As they tear the wrapping off a new TV, the husband comments, “I thought that we were going to hold back on spending this year.”
The wife responds, “Santa knows how to shop.”
He responds that times are tough, and they continue to have a terse exchange in front of the children who both look concerned.
I have watched these commercials several times with mixed emotions. I find the one with the boys and their grandfather humorous and the one with the two men and the dog puzzling. When I watch the one with the couple, I become uncomfortable. Seeing a couple argue in front of their children on Christmas morning makes my stomach tighten.
I had always recognized Target’s past commercials instantly. They had a consistent look. Even if I had seen the commercial for the first time, I correctly guessed that I was watching a Target commercial.
I cannot say the same for these commercials. They do not have a consistent look. They do not have a consistent message. They do not look at all like Target commercials. I assume that someone at Target thought their look ought to be updated. Consequently, the company hired a new advertising agency and developed new commercials. In this change, they left their message behind.
Switching commercials because personnel become bored with the current ones or because they think the business needs a new look is not smart. In the switch, the message, as well as the viewer’s attention, can be lost. Regarding Target, I am uncertain as to what message these new commercials intend to convey. I certainly am not receiving it.
Take a lesson from Target. Before you switch using a long-time commercial or ad, stop and think again. What are you accomplishing? How is your message presented? What does your customer think?
Answer these questions before making any switch.
Friday, December 11, 2009
Think Sell
Every once-in-a-while, I find myself slipping into a “telling” rather than a “selling” mode. I was reminded of that pitfall when I recently read an excellent article by Michael Masterson. He used an example of a letter that he sent to a client about a new idea that Michael received when he was in Paris. I am including the letter which he sent his client below.
James,
I have a great idea for you.
It's an idea I gave to "Peter" in London five years ago. He used it to create a $10 million business. Nobody is doing this in the States yet. You could be the first.
Here's what you need to know now:
It is easy to do.
It is perfect for you.
It is a clever twist on something you already know.
But it is much more powerful than what you are doing now.
I can show you how to implement this idea in less than half an hour. I can give you a blueprint you can hand to your key people so they will know exactly what to do. I assure you that you will have this up and running in less than two weeks. And if the results I've seen elsewhere hold true for you, your sales will increase by at least 300 percent by the end of the year.
One caveat: I like this idea so much that I'm tempted to give it to another client who has a similar business. I'm holding it for you -- but only if you can assure me you will give it your full attention.
What do you say? Shall we schedule a meeting to go over it?
Yours truly,
Michael
Notice four selling techniques which Michael used very well in this letter. First and foremost, he piqued interest. Starting with enthusiasm, he said that he had a great idea. James could be the first in the States to use it. Michael bullet-pointed for James “what he needed to know” prior to their meeting, explaining enough but not too much.
Then, Michael made the idea sound easy to James. Michael could “show him how to implement this idea in less than a half an hour.” Michael would also provide James with a blueprint and assured James that this idea could be “up and running in less than two weeks.” Finishing that paragraph with a bang, Michael stated that James’ “sales would increase by at least 300 percent by the end of the year.” You’d like your sales to increase that much, wouldn’t you? Of course you would. Any business person would!
Michael followed that powerful statement with a paragraph that creates urgency. Michael was thinking of taking the idea to someone else, but, if James is willing to give the idea his full attention, well, then, Michael will hold the idea for James. In other words, act immediately, James, or this is idea is gone.
Finally, Michael closed. If James responded affirmatively to Michael’s question about meeting to go over the idea, Michael had James’ first “yes” toward buying.
What would you have done if you had been in James’ shoes?
That’s what he did. James immediately called and scheduled an appointment for a week later. At the meeting, he came prepared with a tape recorder and took many notes. In the end, he bought the idea, and, as Michael wrote, the idea is already starting to work for James.
Using these four selling techniques, Michael persuaded James that buying this idea would be profitable. Reference this letter the next time that you want to sell a customer. Remember to pique interest, make it easy, create urgency, and close the sale.
Think sell, not tell.
James,
I have a great idea for you.
It's an idea I gave to "Peter" in London five years ago. He used it to create a $10 million business. Nobody is doing this in the States yet. You could be the first.
Here's what you need to know now:
It is easy to do.
It is perfect for you.
It is a clever twist on something you already know.
But it is much more powerful than what you are doing now.
I can show you how to implement this idea in less than half an hour. I can give you a blueprint you can hand to your key people so they will know exactly what to do. I assure you that you will have this up and running in less than two weeks. And if the results I've seen elsewhere hold true for you, your sales will increase by at least 300 percent by the end of the year.
One caveat: I like this idea so much that I'm tempted to give it to another client who has a similar business. I'm holding it for you -- but only if you can assure me you will give it your full attention.
What do you say? Shall we schedule a meeting to go over it?
Yours truly,
Michael
Notice four selling techniques which Michael used very well in this letter. First and foremost, he piqued interest. Starting with enthusiasm, he said that he had a great idea. James could be the first in the States to use it. Michael bullet-pointed for James “what he needed to know” prior to their meeting, explaining enough but not too much.
Then, Michael made the idea sound easy to James. Michael could “show him how to implement this idea in less than a half an hour.” Michael would also provide James with a blueprint and assured James that this idea could be “up and running in less than two weeks.” Finishing that paragraph with a bang, Michael stated that James’ “sales would increase by at least 300 percent by the end of the year.” You’d like your sales to increase that much, wouldn’t you? Of course you would. Any business person would!
Michael followed that powerful statement with a paragraph that creates urgency. Michael was thinking of taking the idea to someone else, but, if James is willing to give the idea his full attention, well, then, Michael will hold the idea for James. In other words, act immediately, James, or this is idea is gone.
Finally, Michael closed. If James responded affirmatively to Michael’s question about meeting to go over the idea, Michael had James’ first “yes” toward buying.
What would you have done if you had been in James’ shoes?
That’s what he did. James immediately called and scheduled an appointment for a week later. At the meeting, he came prepared with a tape recorder and took many notes. In the end, he bought the idea, and, as Michael wrote, the idea is already starting to work for James.
Using these four selling techniques, Michael persuaded James that buying this idea would be profitable. Reference this letter the next time that you want to sell a customer. Remember to pique interest, make it easy, create urgency, and close the sale.
Think sell, not tell.
Friday, December 4, 2009
A Man with a Mission
I watched a report a couple of days ago which struck me so profoundly that I wanted to share it with you. The story was about Dan Phillips from Huntsville, Texas. Dan is a man with a mission. He is determined to provide home ownership to anyone who has a job and either good credit or no credit. “In most cities,” Dan explains, “affordable houses cost $140,000. That’s not affordable. Between fifty and twenty thousand dollars is affordable.”
That is precisely the price range of the homes that Dan builds and sells at a profit. How does he do it? Dan uses 85% or more recycled materials in the homes. These aren’t just typical recycled materials. These materials include wine corks for flooring, picture frame samples for ceilings, and glass serving plates for windows.
The entire community helps Dan collect these materials. Everyday he receives calls from Huntsville residents who are about to discard anything from bottle caps to bathroom fixtures. Dan thankfully accepts it all. “In a community this size, enough material to build a small home is thrown away every week. By using this material to construct homes, we are saving a great deal from the landfill.”
Dan believes that we can solve one social problem by fixing another. That’s why he keeps materials out of landfills and builds affordable homes for people who otherwise might not have their own home. As you might imagine, each home is unique. One reporter called the homes “weird.” I find them intriguing. I am still attempting to figure out what material is on the roof of one home.
By building homes for people who would like to own a home but cannot afford a $140,000 one, Dan has filled a want. He discovered a market not being served and found a way to serve it. Dan said that he was on a mission. His goal was to create homes for all and positively impact the planet while doing so.
Beyond his contributions to society, Dan offers a marketing lesson for us all. Marketing begins with your goals. Your goals prompt you to find a want that is not being served or not being served in the way that you would serve it. That want helps you to craft your offer. A well-thought out goal, a well-researched want, and a well-crafted offer lay the basis for successful marketing.
Marketing is not a sleight-of-hand to magically make a product, service, or information sell. Marketing begins when the idea for the business is formulated. Marketing communicates how your product, service, or information fills a customer’s want.
Is your marketing doing that?
Watch the story on Dan that I saw here.
That is precisely the price range of the homes that Dan builds and sells at a profit. How does he do it? Dan uses 85% or more recycled materials in the homes. These aren’t just typical recycled materials. These materials include wine corks for flooring, picture frame samples for ceilings, and glass serving plates for windows.
The entire community helps Dan collect these materials. Everyday he receives calls from Huntsville residents who are about to discard anything from bottle caps to bathroom fixtures. Dan thankfully accepts it all. “In a community this size, enough material to build a small home is thrown away every week. By using this material to construct homes, we are saving a great deal from the landfill.”
Dan believes that we can solve one social problem by fixing another. That’s why he keeps materials out of landfills and builds affordable homes for people who otherwise might not have their own home. As you might imagine, each home is unique. One reporter called the homes “weird.” I find them intriguing. I am still attempting to figure out what material is on the roof of one home.
By building homes for people who would like to own a home but cannot afford a $140,000 one, Dan has filled a want. He discovered a market not being served and found a way to serve it. Dan said that he was on a mission. His goal was to create homes for all and positively impact the planet while doing so.
Beyond his contributions to society, Dan offers a marketing lesson for us all. Marketing begins with your goals. Your goals prompt you to find a want that is not being served or not being served in the way that you would serve it. That want helps you to craft your offer. A well-thought out goal, a well-researched want, and a well-crafted offer lay the basis for successful marketing.
Marketing is not a sleight-of-hand to magically make a product, service, or information sell. Marketing begins when the idea for the business is formulated. Marketing communicates how your product, service, or information fills a customer’s want.
Is your marketing doing that?
Watch the story on Dan that I saw here.
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