Feed on
Posts
Comments

Archive for the 'Content' Category

First, number 1: When I donated to President Obama’s campaign, I didn’t receive any collaterals (e.g., bumper stickers, t-shirts, pins, etc.) to showcase either my donation or adoration. I suppose I was as vocal without this minor expense; regardless, the Obama campaign did miss out on an opportunity with millions of others: silent, passive viral marketing. Perhaps I was a small oversight (commensurate with the donation?).

President Obama’s governance scorecard is debatable… he’s only 50 days in. His policies, including the Stimulus Package and the Budget, are also debatable… I’ll leave that up to the pundits and politicians. More than administration, Obama is making a major marketing mistake.

Obama’s Marketing Mistake #2 is more serious: (more…)

Read Full Post »

Stories where you’re quoted helps promote your “expertise brand” - as is my case with the Wall Street Journal’s Startup Journal & Entrepreneur magazine some time ago. But I prefer to help my clients create on-going columns and other articles, as is my case with Long Island Business News and Financial Advisor magazine.

While being quoted helps get your name out there, regular articles helps to get your expertise out there. Getting your articles regularly published in professional journals, local newspapers, and colleagues’ newsletters is actually easier than being in the right place at the right time for journalists (as PR agents do).

My latest articles can be found in Personal Branding magazine, where I interviewed “G” from FOX’s Secret Millionaire - about his own personal branding success tips. You can also read my latest column in the New York Real Estate Journal in this week’s issue.

The first step is to write… which is why blogging is a great start. Having a cache of 2 or 3 articles enables editors/publishers to take a look at your work. Many times they can will publish it as-is, or request a new (unpublished) topic. The traditional column length is 700 words.

The second step is to mine your relationships for media contacts… which is why LinkedIn, etc. is a great start. Ask your centers of influence and other colleagues about writing for their newsletters, contacts at local/regional newspapers, and trade journals.

The third step is to a) learn more about these publications & b) develop a relationship with these contacts. Like any business relationship, don’t begin with a pitch. Rather, start with questions. You should already know if they’ve covered the kind of topics you want to write about. (Avoid a foot in mouth response: “Umm… actually… we published something like that last month.”)

Yes, it takes more time than simply “cold e-mailing” your articles… but relationships are more valuable than transactions. For example, last January, one of my clients had introduced me to the publisher of the New York Real Estate Journal. She was overwhelmed with professional and personal pressures that prevented us from developing our relationship. Now exactly a year later, we’ve begun to add value to one another - and to her readers. Likewise, I’ve since been quoted by Long Island Business News several times since ending my series of business columns.

With due diligence and diligent efforts, you too will develop a long list of media quotes and better yet, published articles. Have you been quoted some place? Do your articles appear regularly in publications? Comment below; we get about a 1,000 readers every week.

Read Full Post »

On Friday, one of my clients, Bruce Maasbach arranged a seminar for his circle of real estate agents. While much of the time should have been dedicated to a tactical, Web 2.0, Marketing Action Plan… my inspirational preamble was more valuable. First a mindset change, or a paradigm shift, has to take place for a Real Estate Agent to do business from 2009 on. Hear what I mean:

Three 10-minute parts will automatically be on the right-hand of the video above when I upload to my blip.tv account. With the poor lighting and zoom, the video quite frankly sucks. But my audio silhouette - with hand gestures - gets my points across!

WATCH VIDEO 2VIDEO 1: I go through how the market has changed over the past 10 years.
VIDEO 2: I explain how ludicrous the real estate industry has been, and a brave new vision for them.
VIDEO 3: I talk about how real estate professionals can begin creating a new business model.

Originally, I had brought my projector, my laptop, with a PowerPoint… but there was no table for the equipment, screen (or white wall), and I’m sure WiFi would’ve been “too secure.” I’m a speaker, not a presenter, so I didn’t care.
LESSON TO BE LEARNED: I did bring hand-outs, which are low-tech and guaranteed to work.

What do you think about the new Business Model Vision I proposed for real estate agents/brokers?

Read Full Post »

On December 16, I was invited back for a 3rd time to address the Preferred Providers Network of the National Network of Accountants. My topic included a worksheet that would help the room of CPAs, attorneys, and financial advisors to “Trigger More Referrals, with a catchy 1-liner.” You can practice along, with the worksheet attached, and the video below. Better yet, add your 1-liner below in the comments. (The video seminar brightens up after about 15 seconds.)

I introduced our Community Hexagon™ to the room. Many had been to a previous seminar (Target your Market to the 4°), which went over the Community Dartboard™. They are similar concepts - in that they outline the 6 facets of a “community,” a like-minded demographic that shares lifestyle aspects that encourages culture & identity. It’s not so esoteric: Dog lovers and trial attorneys are sub-cultures, that is, they share all 6 facets of the Community Hexagon™.

Likewise, we can take the more-general community of pet owners and the community of professionals and go to the “4th degree” in the Community Dartboard™. By doing so, we would be able to check-off all 6 criteria on the Community Checklist™ with which the worksheet begins. How far can you go on the downloadable Worksheet? Does your target market meet all 6 facets that would make it a Word-of-mouth buzz-friendly group?

icon for podbean  Ebook: Download | Hits (395)

Read Full Post »

Mark BullockStand Out!

Are you getting any comments from prospective customers like “our budgets being slashed”, or “It’s not in the budget”? (more…)

Read Full Post »

Mark Bullock

SocialNetworking.gifI only recently put myself up on LinkedIn, Facebook, and MySpace. This was after years of not really getting what the value was, and my concerns over the “professionalism” of my being on such sites. But, I bit the bullet and set-up my profile on each, and started wondering - now what?

(more…)

Read Full Post »

Ever engaged a new client, enrolled a new customer in a service, or sold a new customer a product, only to have the customer back-peddle or worse - cancel after making a purchase commitment because they said - “You didn’t tell me…!!!”?

Client’s back-peddling or canceling after the sale hurt. They hurt not only the bottom line and your confidence, but waste valuable time. Ultimately it hurts the client/customer as much or more than you, because in their minds they had their hopes & trust in you dashed, and have wasted their time too.

This thumb rule is in part an incredibly powerful sales tool, part “managing customer expectations”, and part practicing making a “complete sale” – that sticks.

Recent brain research has revealed that the human mind is a prediction machine. Always wanting to know what’s coming, what’s around the corner, and in respect to you and your service, wanting to predict what their experience of you, and your product and service will be like.

So here’s the short answer; People don’t expect perfection, they just want whatever they spend hard earned money on to work. They don’t really want “cheapest” they really want to solve a problem, or at least make it go away. They hate being misled and manipulated, they appreciate honesty and integrity. So the more you can paint an accurate and authentic picture in their minds of what engaging with you will be like, so that they sense they have a “real” idea about what’s coming, the more accountable they will be to honoring their commitment to buy.

Lastly, of course – they want value from you. Never pretend that there are no downsides – that there is ever a payoff without a cost. If you are the one to bring up not only the “pay off’s” (upsides) but also the “costs” (downsides) of what you are proposing – you will be perceived as trustworthy. The salesmanship comes in being able context those downsides for them, in advance, in a way that empowers them to make an educated choice, and stick with it.

Mark V. Bullock Partner/PMA PracticeMarketingAdvisors.com

Read Full Post »

In the new tradition of community-collaboration using the Internet (aka, Web 2.0), the U.S. Patent & Trademark Office is cooperating with a revolutionary new website: PeertoPatent.org (developed by New York Law). I quote from their new site… Peer-to-Patent opens the patent examination process to public participation for the first time.

Become part of this historic pilot program. Help the USPTO find the information relevant to assessing the claims of pending patent applications.

Become a community reviewer and improve the quality of patents.

HERE IS HOW PEER TO PATENT WORKS:

Map

This Screencast video will teach you how to utilize and navigate the Peer-To-Patent website so that you can effectively contribute to the public review of pending patent applications.

It’s a great way to police & defend your personal brand copyrights, trademark designs, and patents.

Read Full Post »

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?

Post your comments. Promote your personal brand! Feel free to Share this post…

Read Full Post »

I visit the offices of many business advisors. And very often I still see an inkjet shuffling out fuzzy flyers, makeshift brochures, etc. There is a better way to make D-I-Y marketing collaterals stand out. Like I summarize in the podcast, “it’s the little things that make a difference.”

Listen Now:


icon for podbean  Standard Podcasts [1:36m]: Play Now | Play in Popup | Download | Embeddable Player | Hits (788)

Read Full Post »

1) Want to ensure your brochure content explains benefits?

2) Need to make sure your prospects are engaged by your proposal?

3) Having trouble writing out an outline for your seminar?

4) Having trouble keeping your seminars interactive?

5) Want an easy way to come up with ideas for your blog posts, podcasts, & articles?

Would you believe my quick podcast answers all this?!

Listen Now:


icon for podbean  Standard Podcasts [2:01m]: Play Now | Play in Popup | Download | Embeddable Player | Hits (667)

Read Full Post »

Blogs give experts, advisors, and other professionals an easy way to record our thoughts and slowly build up our catalog of intellectual property… it’s also a quick way to produce value-added materials for our clients, prospects, referral partners, friends, etc.

Blogging sounds good in theory, until we have to actually sit down and type everyday… over and above our e-mails and other work!

What if we could blog throughout the day… in the nooks and crannies of our day? ..As simply as leaving ourselves a voicemail? Well, that’s what I wanted to do:

So I figured out how to do it… for free: My audio speaks to the power of putting Podbean & Gabcast together. And from now on, you’ll hear my frequent musings & tidbits — more consistently — leading up to an audio-book like INSTANT BUZZ.

My Podcast Alley feed! {pca-df561cda650ca918d172518c96d99d5d}

Listen Now:


icon for podbean  Standard Podcasts [3:57m]: Play Now | Play in Popup | Download | Embeddable Player | Hits (766)

Read Full Post »