Direct marketing is traditionally through regular mail, phone, and even fax. E-mail is also a direct marketing channel. More and more, direct marketers are integrating the on-line direct marketing channels.
Last Thursday, I was invited to address the Direct Marketing Association of Long Island (DMALI) on the direct marketing opportunities available through Web 2.0, blogs, podcasts, on-line communities, etc.
It was a 1-hour seminar with me and Abe Mezrich of Didit.com.
The full seminar will be on Google Video soon. The first 10 minutes is below. I cite the latest Nielsen ratings for on-line communities and blog platforms.
Of course, the 60-minute audio-book WEB MARKETING 2.0 goes into more step-by-step detail!
It’s growing at an exponential rate: But I’ve found there is still a humongous part of the professional world — especially accountants and financial advisors — who aren’t into blogging & podcasting because they feel it doesn’t apply to them.
First of all, they don’t quite understand the technology - and that scares them. And then, these professionals rarely take part in such media (blogs, podcasts, on-line videos, communities). And when they do (like many those reading this), it’s a foreign experience. Hint: You’re supposed to leave a meaningful comment, and link back to your website.
Moreover, the vast majority of CPA’s, bookkeepers, tax professionals, investment advisors, insurance brokers, and financial planners don’t know if blogging & podcasting will bring more qualified prospects and referrals. They don’t know - and they’re afraid it won’t work….
Here’s how accountants & financial advisors can use “Web 2.0 social media” to market themselves better, even with all the compliance & ethics regulations.
On Friday, I was invited by a large financial services firm to address this question, in context of personal brand marketing. The full 42 minute session will be on Google Video shortly… a juicy 10-minute excerpt is now on YouTube:
I just finished working out, and eating while watching TV. Sometimes, life is simply great. The TV turned on to a local station replaying Wheel of Fortune… celebrity edition, no less. I think, “hey, why not?”
I already talk about the Wheel of Fortune game show to make another point (more on that later). And now, they’ve done it again:
The first category was “People” — not “people.” The category was branded with the People magazine logo and the phrase referenced what would be found inside People magazine. I wonder if People magazine paid for this “branded category.” No doubt it’s clever promo for the magazine. And it’s interesting to viewers and players of the show.
My point is not to herald Wheel of Fortune (tho I do)… rather, this instance reminds me of how innovative we can be once we view our clients as partners. Together everybody achieves more. Cooperate & grow.
How have you partnered with clients to market your practice(s) or to add greater value to your clients?
Tradeshows are an excellent opportunity to be in a room full of the people you want to meet. Ripped from the pages of my new book - more on that later - here are some do’s and don’ts:
1) If you’re gonna walk a show, DON’T sell to the vendors. At least grab their card and call ‘em later… reference that you stopped by their booth. Keep their booth clear so they can generate business: …a golden rule.
2) Set up during the time allotted: Many shows require you to set up the day before. Do so.. and network with the other vendors. Many small businesses set up their own booths. And it’s a great time to develop relationships in a laid-back atmosphere. But DON’T distract ‘em while they’re working. Or at least help out.
3) Sell knowledge products at your table: Record an audiobook, produce a booklet for sale, or create a DVD… turn your presence into a point-of-sale, and make money while marketing.
4) Collect every business card and/or e-mail contact info: Obviously follow-up with those who show interest. And the rest go on your e-newsletter database (hint: have one).
5) As a fellow vendor, meet’n'greet the other vendors. Often, they make great prospects… or at least referral buddies.
We’ll be at the NYC XPO on November 28th at Jacob Javits. Hope to network with you there.
Your personal brand icon is similar to a corporate logo… it is a summation of your purpose and values… in this case your personal brand character. It is mostly visual - style, gestures, accessories (though it can be a sound, i.e., words, tone, pitch, rhythm).
My crazy jackets brand me… what brands you… what are your “white wires”? Nowadays “professionalism” and “personality” is no longer an oxymoron!
A major component of personal branding is sharing your expertise through articles and columns. Last month, Financial Advisor publications debuted my “21st Century Marketing” column. And this week, Personal Branding magazine debuted my “Entrepreneurship Branding” column. (The publisher’s blog is linked on my blogroll on the side.)
Below is a quick video of Dan Schawbel, publisher of Personal Branding magazine, talking about it. BTW: Dan donates proceeds of the subscriptions to charity! I particularly like the video’s Spanish subtitles. While I can’t read them, I do like the broad appeal. (On a related note, I also write a business column for Dominican Times magazine, which is bi-lingual.)
Stop being all things to all people. Stop chasing more than 1 rabbit.
Targeting a market can be nerve-wracking to some. ‘Decision’ means ‘to cut off.’ These are the strategic risks entrepreneurs are paid to take. I’ve heard many different fears from my clients: They feel as if they’d be alienating, forgetting, or leaving-behind some of their best clients.
But target marketing need not be a shot in the dark. In fact, it’s completely the opposite. Picking the right niche should be a well-researched, and justified move. I’ve identified 6 factors that can help you predict whether or not a tight-knit Community will spark word-of-mouth buzz for you; that’s the topic of the “SALES MOMENTUM” audio-book.
But what’s the first step? Where should you start, as you try to figure out which target market is right for you? The attached podcast gives you a head-start on the best decision you can make!
I was having lunch with two of my clients; I was introducing them (there’s a tip).
And during it, one of my clients talked about a quick anecdote that illustrates the importance of dressing appropriately. He was going to meet with an executive at a top big box retailer. He had heard they had a very laid back culture at their Texas HQ. In fact, he was told that he may want to dress casually.
He took that advice and threw up a nice pair of khaki’s and a button-down shirt emblazoned with their corporate logo. When he entered the lobby to meet his prospective client, the client was in a pair of jeans and cowboy boots! Whew, thank goodness he wasn’t in the traditional garb of sales professional.
In such a scenario, the dark suit, white tie, and red tie combo - a sure bet for a banker - would have turned off the prospective client. At best it would have made the prospect uncomfortable, or worst brand my client a NY city slicker. Matching your character style and tone is essential for building rapport!
Sometimes, it’s great to stand out! (For example, when you’re the MC hype-man for the evening fundraiser.) And other times, it’s better to fit in with the community culture. Have you ever made a fashion faux pas?
ChannelPro Magazine is for distributors and value-added resellers (VARs) of technology, OEM parts, etc. They interviewed me about the important of brand-building in their industry.
Like other brokers of commodities, VARs must focus on their expertise-based brand. Check out my comments and the full story at: ChannelProOnline.com
Since your product is similar, if not the same, as everybody else’s… you need to build your personal brand reputation - and live up to it - in order to command premium margins. If you’re a value-added professional, focus on the distinctive value.
Unfortunately, we tend to rely too much on the spec sheet. Change your mind, change your brand, change their minds. Grow from broker to expert.
I usually put cool web-based resources and tools in my “cool web resources” area - located on the lower left of this blog. But this tool takes the possibilities of our image-based branding to a whole new level. As someone who often helps edit and enhance images, this web-based image editor is impressive not only in its results - but in its innovative process:
It’s hard to fully explain what Rsizr (as in “resizer”) can do for your photos. Their blog image gallery (cool layout, btw) quickly shows the possibilities. I appreciate the behind-the-scenes video (below) that shows HOW this technology works! Sometimes when new services seem “too good to be true,” or seem “just like” something else, it’s good to get a little technical.
I hope the mumbo-jumbo doesn’t throw you, but rather illuminates how innovative this tool can be for you. I haven’t yet played with this, since I just learned about it through the Mashable blog. But I am already imagining the possibilities of this web-based image editor. It could use a better help function, but with a little practice, you (or your assistant) should be able to use this amazing image editor.
If you do play with it, please link your own gallery here for us to check out. Together, everybody achieves more.
I learned about this through the Mashable blog post:
Widgetbox - home of my own ‘blidget‘ (which allows you to embed a blog widget of my recent posts) has created a simple Facebook application builder: The App Accelerator.
Whatever you can create in HTML, including Flash, can be converted into your very own Facebook application.
A few months ago, Facebook opened up its network to any software developer to help its users customize their on-line community experience. Since then, we’ve been flooded with ways to express ourselves, test our personalities, give each other cutesy distractions.
And now you can join the fun. Facebook applications are naturally Pollen (aka, viral). While you can create your own blog-widget Facebook app, a more user-centric (and self-expressive) opportunity would probably take off faster.
I haven’t yet experimented with it.. but I plan to! Tell me what you’re creating, and I’ll be sure to add your glitter to my Facebook page.
What’s the biggest objection given to you by prospective clients?
What’s the biggest misconception or stigma about your service, product, or profession?
What’s wrong with the dominant professional (famous celebrity) in your field?
They’re thinking about it whenever you sit on the other side of the table. Even if you don’t bring it up, it’s looming in the back of their mind. You don’t have worry about it.
You can turn objections into your best personal brand marketing tool! Listen to the podcast and discover how I helped 2 professionals dance with the 800 lb. guerilla in the room!
Tell us about the biggest objection, misconception, or myth folks around talking about … behind your back. Show us how you flip it to your favor.
HINT: This is an example of how to use Buzz Stream #6, as featured in the audio-book INSTANT BUZZ.
The picture was taken from Flickr, seemingly under the ‘appropriate’ commercial rights, and altered (mirrored). But the young woman (nor her family) was NOT involved in the decision-making process, were NOT notified, or compensated.
It seems that the young woman never granted rights to her image, but rather ‘a friend’ did — possibly without understand the full possible consequence. (I guess he never figured her friend would be plastered all over Australia tongue-in-cheek.) Her family is apparently suing Virgin, as I came to know through the AdFreak blog.
The comments from the young woman displayed in the ad, her brother (filmmaker), and other interested bloggers are well worth the read. You may like to add your 2.0 cents.
FYI: Creative Commons - half search engine; half standard creator - allows image-makers to create less-than “All rights reserved” images to be used in a variety of ways; commercial usage is explicitly stated (or denied). It’s a useful image resource for designers, et al. when used properly and ethically.
10 years ago today… well, yesterday… I launched my SUNY Albany’s creative writing magazine, The Fountain Pen. The name was a pun on all the celebrated fountains around campus. Earlier this month, 10 years ago, I had produced an advert calling for submissions.
The call to action was simple and to the point. I started the magazine because there was a void: Our campus of over 20,000 students did not have a creative writing & arts magazine; and more selfishly, I didn’t have a soapbox for my writing.
(Incidentally, I got into a lot of flack because I didn’t feel censoring the rants of our students was prudent. As you can imagine, the angst and diversity could clash with more conservative viewpoints. I defended our write to express ourselves to the end.)
And now, 10 years later, my plea to you is to do the same. It need not be poetry or short stories, but articles from your expertise will help position your personal brand.
The Albany Student Press, and The Fountain Pen, used to have a Wikipedia page… alas, it is now gone. Ah well, at least I still have my original ad hanging up and the original issues somewhere.
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what brands you… 
