Roy's Blog: Marketing
November 12, 2011
Here is the second Post by my Guest Blogger, Lorne Armstrong…
I’m sitting in the Red Bird wine and scotch bar in Truro, Nova Scotia enjoying a drink after a delicious meal. Steve and Marlene own the Redbird. Steve tends bar while Marlene is the chef. No one “waits” on the tables; no one is a “server”.
Both Steve and Marlene are gracious hosts who do their best to make everyone feel comfortable in their “home”.
Certainly there are some regulars and you would expect that they would feel comfortable here. But I live in Surrey, B.C. That’s a long way from Truro. I’m here on business and visiting the Redbird for about the 6th time in four trips over the past 18 months.
Both Steve and Marlene know my name, my wife’s name, that I have grandkids, and my preference for red wine and McCallan scotch.
Marlene makes a great meal (don’t’ worry about whether it’s on the menu, if we have the ingredients we’d be happy to make it for you) and Steve is a wealth of information about scotches and wines - where they’re from and how they’re made. He is also a distant relative of Karl Creelman who rode his Redbird bicycle around the world in 1902.
I’m not sure if Marlene and Steve know their ONLY statement but from my point of view,they are the ONLY place I will make sure I visit every time I’m in Truro.
That’s my ONLY statement for them. The ONLY statement goes far beyond marketing. In fact my bias (I don’t have Roy’s marketing background) is that marketing is the bonus in being clear about your ONLY statement. I think it’s essential to know your ONLY statement to ensure you continuously develop your capacity to deliver what ONLY you deliver.
Design the systems, establish the processes, and develop your people with a focus on what distinguishes you from the pack; what separates you from the herd.
The ONLY statement isn’t only about what you say… it’s about who you are.
When it becomes a beacon for your fans, they develop their own ONLY statement that describes who you are for them - the ONLY place I visit every time I’m in Truro.
Who are you for your fans? What is their ONLY statement for you? Live into that!
Join Lorne on His WebSite
November 10, 2011
You’ve heard of the lost leader product which is often sold at below cost to get the buyer’s attention and to convince her to buy another offering. A cut priced pair of shoes just might entice her to pay full pop for a matching purse.
The other approach used is “Bait and Switch”: lure someone in by a tempting offer on one product bit then get them to buy another priced more expensively.
Well that’s NOT what I’m talking about when I say “FREE”. FREE in the sense of business building refers to Gift Giving. The Giving of something of Value unconditionally, expecting NOTHING in return. The shameless act, as Seth Godin says, of passing your Art to someone else, hoping you make a difference in their life. Effective Gift Giving is all about intent. If your intent is to fool the receiver into believing you are earnest when you’re not, YOU ARE TOAST.
You will be found out and punished for your lack of integrity.
Pure Gift Giving has an amazing upside. First of all, the recipient is surprised with your unselfish act. He will most assuredly accept your Gift with thanks and will spread the word of your Gift Giving to his friends and colleagues. And, when faced with the opportunity to do so, will go out of his way to help you in any way he can. Oh, he will also continue to reward your selfishness with repeat buying; in fact he will feel obligated to do so.
So, give a Gift. Give it unconditionally. Unselfishly. Openly. With no ulterior motive to sell something. With no eye on a commercial transaction.
When you do, watch the magic...
November 7, 2011
- For helping you sort out tough problems that you are facing. Getting involved. Problem solving with you.
- For helping you spread your word to others. Being the ultimate word-of-mouth Advocate.
- For giving you honest feedback. Not “blowing smoke” at you. Being real. Honest.
- For being loyal. Sticking with you through thick and thin. Always being there.
- For demanding that you be the best you can be. Accepting no less from you.
- For being the conscience of YOU. Sitting on your shoulder. Giving you advice. Watching your every move.
- For sharing stuff. Thoughts. Opinions. Sage advice.
- For experimenting with you on new stuff you’re not sure will work.
- For sticking with you when you suck. Aren’t winning. Making mistakes. Pissing people off.
- For risking their relationship with you. By telling you what you DON’T want to hear. Honesty. Tough love.
- For Ever.
How many Friends do you have? The truth is, you don’t need many.
October 31, 2011
The notion is that we basically have our needs satisfied these days which thus leads us to purchase services and stuff on the basis of what we WANT and DESIRE.
Wants and desires, in turn, are driven by the Secrets we hold as unique individuals. And if we can discover the Secrets of our prospect we will be in a good position to deliver something that she wants or desires.
What’s a SECRET? What are the dimensions of a person’s life that matter the most to them? What are the emotional drivers that make her who she is? What makes her happy? All questions that lead to Secret discovery.
A Secret reveals itself as a habit, bias, dream, hope, skill, competency, lifestyle choice. family priority, ego drive, friendship affinity, recreation or entertainment choice.
A Secret speaks to who she is and what makes her tick. Dig and discover. Ask questions. Learn. Use Secrets to power your marketing machine.
Reap the rewards of a Fan who will shout you to others.