PRACTICE MARKETING blog

—- I just wrote an e-mail to a client giving some advice………………………..

Your website, and e-newsletter, are examples of the kind of attention you can gain from having well-designed impressions.  Your business card must earn respect by the conservative, traditional, and old fashioned - it’s expected from a lawyer; you know that.

Going against a strong expectation is a contradiction that may bring on the wrong sort of attention: I’m calling it “the Sanjaya effect.”  However, on that note, with the right personality… you too can pull it off.  How much do you want to leverage your personality?

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Disclaimer: I’m a major library geek. I used to work at my public library growing up. And in high school, I used to hang out in our library. (Of course, it was less studious playing video games on one of the first h.s. student LANs with Internet access.)

And I still love libraries.

In May, the Half Hollow Hills library (Dix Hills) will be hosting their annual Small Business Education month series of seminars. I’m proud that they’ve invited me to present 2 of them; click to read about all 8 seminars. On behalf of the U.S. Small Business Administration, I’ve also presented at Freeport and Great Neck public libraries.

One of my recent podcasts referenced the Middle Country Public Library’s relationship with the Hauppauge Industrial Association. We enjoy amazing benefits (listen to “free call lists” post) as HIA members. While I co-chair 2 committees: Membership, and Business Development Committees - thus obliged to promote HIA - the benefits of HIA membership speak for itself.

Libraries can provide you market research resources & references. Librarians are experts at research. Libraries also have many trade magazines, journals, and newspapers.

Oh yea, your local library also has books… about business. Audiobooks too.

If your library hasn’t produced any business education seminars recently, I’d be happy to help them coordinate one. If your library does have any events, feel free to promote it in the Comments below.

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I often browse the bookstores searching for books that are not yet on the radar screens. Most of the time it takes authors hundreds of pages to get to just 1 of the sentences in my book “101 Business Thumb-Rules: Idea Journal.” (It’s often a prize at my seminars. And it’s a gift when you order 3 copies of my audio-book INSTANT BUZZ.)

The other day I happened upon a cool looking book (dramatic cover)… AND the words within worked with me. It’s called Words That Work: It’s Not What You Say, It’s What People Hear. Frank Luntz, the author, is a market researcher and political campaign advisor. He has helped win victories for many right-wing campaigns. I don’t hold that against him… if they win in today’s climate, that means Dr. Luntz really knows something worthwhile!

Through anecdotes, Dr. Frank Luntz showcases 10 Rules to precisely use “Words That Work.” I highly recommend that book, you can buy it right from Amazon. I’m paraphrasing the 10 thumb-rules here; it’s worth it to buy the book and read why (and how) these rules work:

1. Use small, simple words.
2. Use short sentences.
3. Build credibility (not just hype).
4. Consistent repetition, repetition, repetition, repetition.
5. Novelty: new wine, old bottle… be surprising and provocative.
6. Use sound words: Alliteration, Rhyme, Rhythm, Onomatopoeia (like Snap! Crackle Pop!).
7. Evoke aspirations, improvements, vision.
8. Use visual words: descriptive imagery.
9. Ask questions?
10. Frame it: Build context, the why, its relevancy.

CURRENCY: In the appendix of Words That Work, Dr. Frank Luntz goes on to cite “21 words for the 21st Century.” These are the words that are the most trendy and current. You’ll hear ‘em in product & political marketing… and you should use ‘em to your advantage (with the 10 rules above). Dr. Luntz doesn’t go into much detail about WHY these are the words in the appendix, but Words That Work is worth the buy. Here are the 21st Century currency words (in no relative order):

1. Imagine…
2. Hassle-free
3. Lifestyle
4. Accountability
5. ‘Results,’ ‘Can-do spirit’
6. Innovation
7. Renew, revitalize, rejuvenate, restore, rekindle, reinvent, re-…
8. Efficient & efficiency
9. The right to…
10. Patient-centered
11. Investment
12. Casual elegance
13. Independent
14. Peace of mind
15. Certified
16. All-American
17. Prosperity
18. Spirituality
19. Financial security
20. A balanced approach
21. A culture of…

Can you see how these “21st century” currency words follow the ten rules above? What do you think about the book, Words That Work? Which ads have you seen that follow these rules & words? How have you put ‘em to use?

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I recorded this tidbit as I was driving back from two clients.  My advice helped both with their next regular mailing.  In this podcast I give you those 2 tips and a way to get targeted mailing lists … AT NO COST!

If you’ve used this resource, feel free to post your comments and share your experiences.

Listen Now:

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Global changes:

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