Archive for April, 2007

The Power Of Asking Questions

April 21, 2007

The Power Of Asking Questions

In the 5/93 Issue of THE NO BS MARKETING LETTER, I quoted a DDB/Neeham research study that revealed the differences between what the ad agency executives thought people thought and did vs. what people really thought and did. For example:

1. “I want to look different from others.”

Ad agency Guess: 89% Public: 62%

2. “There is too much sex on prime time TV.”

Ad agency guess: 50% Public: 78%

3. “There should be a gun in every house.”

Ad agency guess: 9% Public: 32%

4. “TV is my primary form of entertainment.”

Ad Agency guess: 28% Public: 53%

One ad exec admitted: “I have met the customer and he
ain’t me.”

Often, a client will say things to me like “I would never read all that copy” or “I would never respond to something like that.” But you are rarely your customer. It’s easy and dangerous to get in the way of what works based on your own biases and preferences, as well as your assumptions about your customer. Such assumptions can prove very costly. If you don’t KNOW how your customer will react, then you need to go and learn more about the customer – not guess.

The Power Of Positioning

April 21, 2007

Entire books have been written about this, including Ries & Trout’s POSITIONING: THE BATTLE FOR YOUR MIND, which I suggest you read or re-read at least once a year.

My keys to Positioning are:

 Focus
 Congruency
 Consistence
 Advantage
 Fulfillment

By FOCUS, I mean that your position is clear and easily understandable. “Hertz is #1″ is about as clear as you can get. And surveys of business travelers indicate everybody knows the deal; Hertz is usually more expensive than anybody else, but they out-service everybody else by an even bigger margin. (Although my experience in recent years says they’re slipping.) In contrast, most people are not clear at all about their primary position; they are very unfocused about who and what they are and who their market is.

By CONGRUENCY, I mean that you establish positioning you can carry out through everything you do. If, for example, you wanted to put your rental car lots way off airport, to save fortunes on real estate, then you can’t try on Hertz’ positioning of maximum convenience and service. Here in town, we have a Cadillac dealer who drops people off at home or work while their cars are in for service, and that’s good; it’s in keeping with what you’d expect as a Cadillac owner; but they use Buicks to do the dropping off, and that’s stupid because it’s incongruent. This “little” incongruency undoubtedly costs them repeat sales and second car sales – I can envision somebody saying to himself: “If this Buick is good enough for this Cadillac dealer, it’s certainly good enough for our second car, so I’ll save $10,000.00 and get one.”

Recently, a friend of mine stayed at Caesar’s Palace in Las Vegas, was served morning coffee in a styrofoam cup instead of the glass cup he had always gotten on previous visits, and he has yet to get over it. I’ve heard him gripe to at least a dozen people about this. And he’s booked into another hotel on his next visit. Not because he has a bias against styrofoam, but because, for Caesars; in his mind, the “cream” of Las Vegas; it was jarringly incongruent.
By CONSISTENCY, I mean that you are going to stick with your positioning for a long period of time, to build understanding than create confusion)….that you’re prepared to hammer home this core message over and over and over and over again. If you look at the K-Mart vs. Wal-Mart war, one of the things you’ll notice is that K-Mart has floundered around trying inconsistent strategies, like celebrity fashions, Martha Stewart housewares, vastly different ad campaigns, etc. while Wal-Mart has stayed its course over years; in fact it has one TV ad campaign with smile-faces “dropping prices” it keeps rotating year after year. And Wal-Mart is winning.

By ADVANTAGE, I mean that the positioning gives you some competitive or persuasive advantage with your target market.

If you cannot identify an advantage you have vs. competition and an advantage you provide to customers that they do not get from your competition, then I question the validity of your even being in business!

By FULFILLMENT, I mean that you can and will deliver on the promises stated and/or implicit in your positioning. Over-promising and under-delivering is a deadly combination. American Airlines or United dare not deliver a service level equal to Southwest’s, but Southwest has the highest level of passenger satisfaction in the entire industry delivering its level of service; the consumer expectations differ because the positioning is different. Kelleher at Southwest has brilliantly established positioning he can honor; expectations he can meet or exceed all the time. As I’m finishing this, I’m staying in a Ramada Inn in Cleveland, which I’ve settled for purely because of location/convenience, and it is terrible; room service comes without silverware or napkins, maid service is erratic, lamps are missing light bulbs, and so on. If this happened in a Hilton or Marriott, I’d be raising hell every two minutes. But this is a Ramada and I expected exactly this kind of “low rent” experience. So, there’s the issue of expectations linked to fulfillment. The best policy, of course, is to establish the kind of promises and expectations that are very attractive to your prospects, then exceed them in fulfillment.

By the way, I think my clients like Whitehall, Linda Miles, Joe Polish at Piranha Marketing, Michael Kimble, U.S. Mortgage, and, in our JPDK business, Jeff Paul all go to exceptional lengths with customer service and support, and deserve recognition for doing so.

The Power Of “Interest”

April 21, 2007

The Power Of “Interest”

The #1 ultimate marketing sin is: being boring, and the marketplace will forgive you for just about anything but this.

In one of the classic sales formulas, ATTENTION is the first step; INTEREST is the second. Developing and holding the interest of people requires timeliness, a sense of “newness”, reasons to want to know more.

As I was writing this, I noticed that Proctor & Gamble was continuing its strategy of making sure there’s a frequent answer to “What’s New?” – and Tide…..now, new TV advertising for “Tide With Bleach” and “Mountain Spring Tide.” P&G makes some kind of change to Tide every few months like clockwork, so as to recapture the interest of the consumer.

The American attention span is declining rapidly. The biggest complaint about Internet Web sites is the slow speed at which they open. With clicker in hand, today’s TV viewer restlessly surfs thirty channels, clicking out of commercials or boring scenes, going from one unconnected place to another – bored and trying not to be. My favorite industry, horse racing, is in trouble because it is too “slow” for the public’s taste, so times between races are shortened, TV monitors are placed on tables in the clubhouse so people can watch TV between races, slot machines are invading the tracks, and so on.

It is the marketer’s job to find new and different ways to be interesting to a jaded, disinterested, detached marketplace.

Above all else, remember that interest and self-interest are closely linked. There’s a Chinese proverb I use in many of my seminars that makes this point:

“Man more interested in boil on own neck
than the drowning of 10,000 in Yangtse.”

The Power Of Giving Them What They Want

April 21, 2007

The Power Of Giving
Them What They Want

Twenty years or so ago, when I first started flying on business, before political correctness set in, if you flew first class on a major airline, PLAYBOY was one of the magazines offered to you by the stewardesses. But the first airline to stop putting Playboy on board did so not because of gender sensitivity; they explained that they stopped because everybody was stealing that magazine. This should have been their signal to put more copies on each flight – not to eliminate it altogether. It’s amazing how many businesses (and people) do certain things to attract their customers (relationship partners), then as soon as they get ‘em, they stop doing those things. Find out what they want then don’t give it to them.

The trick is to really, really, really understand what your ideal customer wants, give it to him, and then KEEP ON giving it to him.

And when in doubt, ask. About a year ago, I got kind of jazzed up about going “high tech”, and offering a variety of tech services, like back issues of newsletters on a web site with search-by-topic capability, a product like this on a CD-ROM, and so forth. Fortunately, I surveyed my customers to try and determine their level of interest, and how many used the Net, how many used CD-ROMS, and so on. The results of the survey were clear: only 1% of my good customers had any likelihood of buying these products and services. Bad odds. Soon it may be time to take a fresh look at all this. But at the time I could have plowed ahead, motivated by media hype and assumptions, and peed away a considerable amount of money in a hurry.

Here’s another tip: develop products or services with what your customers really want – not what they SHOULD want – in mind. For years, I adhered to the “give a man a fish, feed him only for a day, but teach a man to fish, feed him for life” idea, and insisted on trying to teach marketing….but my income soared when I adjusted my products to feature “tool kits” with ready-to-use tools rather than just instruction.

The Power Of “What’s New?”

April 21, 2007

The Power Of “What’s New?”

“We can invent faster than they can copy.”
- Ray Kroc

The greatest marketer of “fads”, Ken Hakuta, told SUCCESS MAGAZINE “Colgate came out with a toothpaste pump first, and Crest had to follow the leader. But who’s to say that the pump is any better than the tube? The important thing is that it’s different. In my ‘fad marketing strategy’, the pump would be only the first of many changes. A year later I might introduce different flavors; after that, toothpaste dispensed from an aerosol can. A year later; different flavors.” Ken understands that products and businesses must have a frequently changing answer to the question, “What’s new?”

The Power Of Pain

April 21, 2007

The Power Of Pain

Pain sells best.

People spend an enormous amount of time, money and energy
avoiding pain.

They avoid confrontation with neighbors, bosses and spouses, to avoid emotional pain. They gulp mountains of drugs to suppress physical pain.

When Thoreau said “most men lead lives of quiet desperation” he said a mouthful. This is where the marketer’s greatest opportunity lies: exploiting others’ quiet (suppressed) desperation; their private pain. You see, most people do not like their jobs, their relationships, their lives or even themselves. The savvy marketer understands this and is willing to peel back a scab and rub salt in it to motivate someone to action.

It’s worth noting, by the way, that very few people can clearly describe what they want – which, incidentally, is why they don’t get it – but most people know what they don’t want. Rubbing their noses in what they have that they dislike is much more effective than holding a carrot out in front of them. You must make people feel miserable before you can liberate them. Whether selling a kitchen appliance or an annuity, selling to mom at home or the CEO in the tower, you must create despair to ready the person for your solution.

This is the most reliable approach to selling.

In Honor of those who fell – moment of silence

April 18, 2007

Good Deal vs. Bad Deal

April 18, 2007
Good Deal Bad Deal $49.95How do you tell the difference between a good deal and a bad deal? Kim Kiyosaki gives you her secrets in this powerful package that contains a DVD and a workbook

at richwoman.com or you can buy this at buyillinoisrealestatedvd.com

  
How To Buy Real Estate in Illinois

How To Buy Real Estate in Illinois


After teaching friends and family exactly what he learned and how he did it and seeing the results that his friends and family were getting, this was the only way for him to give back and reach more people without them having to pay hundreds and hundreds of dollars to get information that could easily change their lives.

7 Day Mastery DVD includes: 1.         Concept of 3 Banks2.         Why Invest3.         Value of Money4.         3 Types of Investments5.         Best Investment6.         Two Major Investment Strategies7.         Getting Your Finances in Order8.         Building Your Team9.         Picking Where to Invest10.      Good Deal vs. Bad Deal11.      How to Find Properties12.      Questions You Ask Sellers13.      How to Convert a Bad Deal into a Good Deal14.      What to Do After finding a Great Deal15.      3 Objectives of Each Deal16.      Finalizing Your Offer17.      Contract Breakdown18.      Real Contracts19.      Knocking Down the Price after an inspection20.      Getting Financing21.      How to find a Good Lender and Where to Find One22.      Choosing your financing strategy23.      After buying the property, now what?24.      Flip or Rent25.      Taking over an Existing Tenant26.      Leases27.      How to Find Good Tenants28.      How to manage all your RE Expenses29.      Increasing Cash Flow30.      Increasing the Value31.      Extracting money from the property32.      How to Sell Your Property

Top Tips For Taking Control of Your Financial Future

April 18, 2007

1. To get where you want to go, you need to know where you are.
Complete your own financial statement. This is your first step in taking control of your financial future. How much passive income do you have today?

2. Pay yourself first.
Put aside a set percentage from each paycheck or each payment you receive from other sources. Deposit that money into an investment savings account. Once your money goes into the account, NEVER take it out, until you are ready to invest it.

3. Look for real estate “for sale” signs in your area.
Call on three or four and ask the brokers to tell you about the properties. Find a real estate investor (mentor) and ask them to visit a property with you to tell you what to look for.

4. Attend business opportunity conventions or trade expos.
See what franchise or business systems are available in your area.

5. Who you spend your time with is your future.
Surround yourself with people who will support you, not discourage you.

6. TAKE ACTION!
Put a little money down. Start small. It’s amazing how quickly you learn when you have real money in the deal. Make mistakes, learn from them, and then take action again!

7. Set a long-term financial goal for where you want to be in five years.
Also set a smaller short-term goal for where you want to be in twelve months. Passive income is the key.

8. How do you spend your spare time?
Commit five hours of your time each week to do one of the following:
- Read the business page and The Wall Street Journal
- Read financial magazines and newsletters
- Listen to the financial news on television or radio
- Listen to educational material on investing and financial education
- Play CASHFLOW® 101

9. Meet with a business broker to see what existing businesses are for sale in your area.
It is amazing what you can learn by just asking questions and listening

10. Find people in your area to play CASHFLOW® with or create your own circle.
Visit RichDad.com and click on CASHFLOW CIRCLES in the Message Forum to find people in your area who play CASHFLOW® 101

11. TAKE ACTION!
Start small, learn from our investing mistakes, and continue your financial education.

Couples and Life-Long Learning

April 18, 2007

Financial education is a life-long process and couples who are like-minded when it comes to the importance of growth – both personal and professional – have an edge in taking their relationship to the next level. Our success in achieving the goals we set for ourselves is dependent upon many factors. Some of them we can’t control. But many we can. 

The commitment to becoming financially free requires more than simply beginning the journey. A key component to success on your journey – and maximizing the exhilaration of the ride – revolves around your traveling companion. 

A partner who is like-minded and with whom you share common goals and values can be one of your biggest assets. Likewise, a partner who is NOT committed to the same level of growth can hold you down, pull you back – ultimately keep you from reaching your goals. 

It should not be surprising to learn that Robert makes no bones about the importance of being on the ‘same page’ as your partner. In fact, I might go as far as to say that in addition to alignment on the ‘page’ you’d be well served to be in tune on ‘chapter’ and ‘verse’ as well. In his own words: “If your partner is not 100% behind you, you have 0% chance of manifesting your full potential.” How’s that for definitive. 

Please know that I use the term ‘partner’ loosely. It could be your spouse, your SO (“significant other”), or even a business partner. The same principles apply in every case. 

Who are You Spending Time With?
Have you ever heard the comment, “Tell me who your friends are… and I’ll tell you where you’re going?” I’ve always believed that we’re judged, in large part, by the company we keep. And it’s our choice (one of those controllable factors!) when it comes to how we spend our time – and with whom. 

Robert’s variation on that theme goes something like this: “Who are the six people you spend the most time with?” I’ll never forget the first time I heard him ask a group that question. The names of friends, and family, came to mind immediately. But so did the names of friends who (though still ‘friends’…) we were spending less and less time with. For the first time, I realized why. 

Without a conscious effort we had, over the past five years, shifted our circle of closest friends to those with whom we had the most in common, certainly, but also to those who pushed us to the limits of our comfort zones – and beyond. Those who refused to be complacent and comfortable and who challenged those around them to ‘step up’… or get out of the way. 

Those were the kinds of friends we tried to be and we found two things were happening: We were attracting like-minded people with common goals and spending less time with those who preferred to simply tread water.

 I remember thinking that if our circle of friends could so directly and powerfully influence our success in the journey to financial freedom, how critical it was for one’s partner to be on the same wave length when it came to vision for the future and a commitment to life-long learning.

Games Reflect True Behavior
I remember the good-natured laughter when I heard Robert coach a young couple to “play the CASHFLOW game together” before they decided to get engaged to be married. “Don’t you want to see the way he manages his finances?” he asked the young woman. “If he’s a wimp or a miser – you may change your mind about beginning a life together!” (Please note that the same is true for men who can observe the behavior of a would-be life partner!) 

Because games reflect true behavior, playing the CASHFLOW game as part of the courting process isn’t such a bad idea. You can learn a lot about someone from the way they play games – especially CASHFLOW. Each turn showcases how we handle money, adversity, challenges and investment opportunities. How are people reacting to the aspects of life that are beyond their control? What choices are they making? 

In a segment on ‘Money and Marriage,’ ABC News reported: “A lot of folks fight over money, and that can destroy a marriage in a hurry. A study conducted by The Journal of Socio-Economics shows that couples fought a lot less about religion, alcohol, and other women, than they did over money.” 

In regards to couples disputing over finances, MSN Money quotes Olivia Mellan, a therapist who specializes in helping people with money problems, as saying, “It’s always what the money represents: dependency, control, freedom, security, pleasure, self worth.” 

Choose Your ‘Investments’
We can invest time and energy with our partner to determine the best plan for growing and learning together – for staying in synch on your vision for the future. But know that even though this may “make sense,” it isn’t always easy. This can be especially true when you’re forced to face the brutal facts about ‘where you are’ financially and the realities of what it will take to make lasting change a reality. 

Working toward a shared vision for the future and supporting each other through the rough spots that are sure to develop is a great first step. Being realistic is critical. Very likely, it took you a considerable amount time to get where you are and things don’t – won’t – change overnight.

Set ambitious but attainable goals for yourselves and benchmarks along the way. This will help in gauging your progress and give you “wins” to celebrate together. 

There’s nothing more exhilarating and empowering – and satisfying – than knowing you have a partner you can count on to support your joint decisions, challenge you to be the best you can be, and share the struggles that will give you strength to be the companion who makes every celebration of every success that much sweeter. 

Togetherness…
One young couple in their early thirties drove from Tucson to Phoenix each week for the class and began to look forward to the two-hour drive because it gave them time to talk about what they had learned and how they would use that knowledge to reach their goals. 

With so many “unknowns” on the financial horizon, it makes sense to create a proactive plan for taking a firm rein on those aspects of life that we CAN control. A partner with whom you share an excitement for learning and personal growth is an important aspect of life that IS within your control. 

Life’s about choices: partners, friends, education – even ‘deals.’ Make 2007 your year to choose well.