A Memorable Way to Think about Marketing

I subscribe to the IttyBiz mail list by the internet’s biggest potty-mouth, Naomi Dunford.  The thing about Naomi is that somehow even with all her “gutter talk” as my mom used to say, her insights, ideas, and explanations are always excellent.  I’ve bought several of her products because, well, she just makes so much sense.  Today she passed along an email from someone named Mel, who forwarded Naomi a definition of Marketing.  I just couldn’t pass up passing it along.  I hope you enjoy:

You’re a woman and you see a handsome guy at a party. You go up to him and say, “I’m fantastic in bed.” That’s Marketing.

You’re at a party with a bunch of friends and see a handsome guy. One of your friends goes up to him and pointing at you says, “She’s fantastic in bed.” That’s Advertising.

You see a handsome guy at a party. You go up to him and get his telephone number. The next day you call and say, “Hi, I’m fantastic in bed.” That’s Telemarketing.

You see a guy at a party, you straighten your dress. You walk up to him and pour him a drink. You say, “May I?” and reach up to straighten his tie brushing your breast lightly against his arm, and then say, “By the way, I’m fantastic in bed.” That’s Public Relations.

You’re at a party and see a handsome guy. He walks up to you and says, “I hear you’re fantastic in bed,” That’s Brand Recognition.

You’re at a party and see a handsome guy. You talk him into going home with your friend. That’s a Sales Rep.

Your friend can’t satisfy him so he calls you. That’s Tech Support.

You’re on your way to a party when you realize that there could be handsome men in all these houses you’re passing. So you climb onto the roof of one situated toward the center and shout at the top of your lungs, “I’m fantastic in bed!” That’s Junk Mail.

Thanks Naomi and Mel, that is actually very helpful, clear, and memorable!  To see the full post, go to Naomi’s site, www.IttyBiz.com.

Tumbleweed Tiny Houses

I am completely fascinated by Jay Shafer’s Tumbleweed Tiny Houses. I desperately want to build one and Jay makes me feel as if I could!  If you haven’t seen these amazingly small, compact and efficient homes, you might enjoy visiting Jay’s site and seeing the designs and room layouts.  (And Jay if you are reading this, I would love a B-53 with the additional bedroom downstairs.) Jay is a small space evangelist and I have absolutely no reason to talk about him on my blog… except I can’t stop looking at these designs and surely there is a marketing lesson to learn from that somewhere.

I’ve watched Jay’s work evolve and grow for about 6 years and I get excited when a new design appears.   I bought the little book of designs he produced and I pull it out every once in awhile and imagine what it might be like to “live small.”  Maybe it is my desire to have a space that is totally and completely my own, or maybe I just like the idea that I could build a whole house, or maybe it is the thought that you could pare your belongings down to the degree needed to live in one of Jay Shafer’s houses.

Bottom line is that I think there is a lesson to be learned from Jay.  He’s tapped into something deep in the American psyche about home ownership, living within your means, and managing your resources.  In marketing parlance, he’s found his unique selling position, he knows and engages with his clients, and he is clear about his message.  So, I will continue to justify my fascination with Jay Shafer’s Tumbleweed Tiny Houses and call it market research.

And maybe I will see you at one of Jay’s upcoming workshops where he teaches Tiny Housebuilding and Small Space Design:

Austin, TX                 Jan 16-17, 2010
Durham, NC            Mar 20-21, 2010
Boston, MA              May 22-23, 2010
Toronto, Canada    July 17-18, 2010
Portland, OR                Aug 7-8, 2010
Boulder, CO            Sep 18-19, 2010
Sebastopol, CA           Nov 6-7, 2010

Executives & Entrepreneurs Need to Innovate and Execute

Someone who can innovate and execute is indispensable to employers and is often a skill that leads to entrepreneurial success according to an article by Jonathan Fields (click to read his blog post on the subject).

Here’s an excerpt from the post:

“Truth be told, though, there’s one person who’s even more valuable than the pure creator/problem-solver. And, that’s the Creator-Operator—the individual who can not only create anew, solve problems and map out innovative pathways, but also possesses the ability to execute, to bring those plans to life. People who can do both are extraordinarily rare finds, because creation and implementation are very different processes and almost always inhabit different brains and bodies, too. Most peoples’ minds just don’t function well on both levels. Which is why those folks tend to rise quickly up the ranks and often become entrepreneurs.”

These rare finds are also challenges for coaches.  Have you had the opportunity to coach or mentor a Creator-Operator?  What approach did you use to help these talented people develop?

Texting Etiquette

Is it OK to text on the toilet? If you were to ask 75% of respondents in a recent Intel survey, the answer would be yes. Yew. The Intel Holiday Mobile Etiquette survey, which questioned 2,625 adults over age 18, had less gross findings as well:

– 80% felt there were unspoken rules about mobile technology.

– 52% would be offended if someone secretly used an Internet-enabled device at the table during a holiday party.

– 62% said mobile devices are part of our daily lives and society needs to adapt accordingly.

– 62% would send an ecard instead of a traditional card.

– 88% would not be offended to receive a thank you email instead of a handwritten card.

– 30% would be offended by an online gift wish list from a friend or family member.

– 87% said the use of mobile devices is inappropriate at religious venues.

– 60% said using a mobile device on a date was inappropriate.

Over the age of 18 is a pretty broad age range. It would be interesting to see how attitudes break down according to age groups. Or, would a more metropolitan or tech savvy area (like Silicon Valley) be more tolerant of mobile activity? Fortunately or unfortunately for us, though, the holidays cut through geography and generations. So, happy early holidays, everyone! You’ve had fair warning. Now put away yer phones!

By Noelle Chun

Passport 2 Success #2

WFMY News 2 TV is running another Passport 2 Success career event October 20, 2009.  I assisted with this same event when it was run for the first time June 24, 2009 in Greensboro, NC.  It features a pathway for participants to travel and connect with different career coaches with varying expertise and backgrounds, spending 5 minutes in “speed coaching” at each stop along the path.

I’ll be helping out again with online networking and the basics of positioning yourself for a career transition.  More information about the event can be found on the WFMY News 2 website.

Stop Interrupting and Start Interacting!

Guest Post by Jessica Swanson

A radical change has occurred in the world of marketing.  Just five short years ago, most companies utilized only traditional forms of advertising including: TV ads, radio ads, magazine ads, newspaper ads, etc.

As a result, most marketing consisted of advertising that interrupted whatever the consumer was doing. TV commercials are a perfect example of this advertising concept. As you watch your favorite Thursday night program, suddenly a commercial breaks onto the scene and interrupts you. Thus, the term “interruption marketing” was born!

Obviously, consumers began to rebel against interruptive advertising, because, let’s face it, no one likes to be rudely interrupted.

According to Kirby and Marsden (authors of Connected Marketing), 90% of people who can skip TV ads, do skip TV ads. In addition, 65% of people believe that they are constantly bombarded with too much advertising. So, as a small business owner, the first question that you must ask yourself is: “Am I rudely interrupting my prospects with directive advertising methods?”

As consumers pulled away and began to distrust directive forms of marketing, marketers were forced to make a change. No longer could marketers engage in the traditional, forceful ways of old; consumers were just too savvy for that.

As a result, interactional marketing was born! Developing relationships with your customers before they do business with you is an integral part of a successful marketing plan. No matter what business you are in, your motto should be: relationships first, sales second.

As a marketer what can you do to begin to develop relationships with today’s consumer? Here is a quick list to ensure that you are heading in the right direction:

1) Engage Your Prospects Through Real Conversations. Today’s clients desperately want personal relationships with those they choose to do business with. As a business owner this is relatively simple to accomplish through some of the popular social media sites:  Facebook, Twitter, LinkedIn, YouTube, etc. Ask questions, answer questions and provide helpful suggestions to your prospects on a regular basis. Marketing is not a one-way street. Today’s consumer wants to build a relationship with you.

2) Focus On Solving Your Prospect’s Problems. As a small business owner, you need to determine what problems your prospect needs solved – then work at providing the solution! Believe it or not, your prospects don’t care how successful, savvy or good-looking YOU are. All they care about is their own problems and how you can provide the solution. You must take the focus off of yourself and instead, convince your prospective clients and customers that you can help them.

3) Share Information. Offer your prospects valuable information about yourself and your company. Give them a taste of what they can expect if they develop a business relationship with you. You can accomplish this by giving away free reports, free ebooks, free product samples, etc.

4) Use The 80/20 Rule. No matter what platforms you use to interact with your prospects, always follow the 80/20 Rule (better known as the Pareto Principle). You should spend 80% of your time providing useful content, offering helpful suggestions and developing relationships and only 20% of your time promoting your company, blog, websites, etc.

5) Treat Your Clients and Customers Like Royalty. Once you start bringing in new clients and customers, make sure to wine and dine them! Your small business will grow ten times faster if you create loyal, lifetime fans of your products and services. Why? Simply because your current clients and customers are 40% more likely to buy from you again and 60% more likely to send you referrals.

Again, today’s consumers are extremely distrustful of interruptive and directive forms of advertising. Instead, they are interested in developing a relationship with their business partners. So, provide your prospective clients with plenty of ways to interact, connect and get to know you. Your business will thank you!


Yes! You can use this article in your ezine, blog or website as long as you add the following bio box:
Jessica Swanson, “The Shoestring Marketer,” has helped entrepreneurs, all over the world, explode their businesses using cutting-edge, proven and completely FREE internet marketing strategies. To receive your FREE Marketing Kit,  which has helped thousands of entrepreneurs, just like you, learn the exact techniques for marketing their businesses for NO-COST, visit: http://www.ShoestringMarketingKit.com

TwitterLab – Oct. 12, 2009 at 5p.m.

The TwitterLab date has been set!

I will be conducting a one hour multi-technology session for novices to learn about Twitter on Monday, Oct. 12, 2009 at 5pm EST.

Here’s the plan:

  1. You have to sign up ahead of time so that I know who is coming and how many people will be involved. You’ll do that by emailing me at info@barbarademarest.com to let me know and then sending a check to: 1577D New Garden Rd. #161, Greensboro, NC, 27410 or clicking the PayPal button at the bottom of this post.
  2. After I get your payment, I will send you a PDF with instructions on how to set up your Twitter account if you don’t already have one yet.
  3. I will also send you the phone conference phone number so that you will have that to call in on Monday, October 12, 2009.
  4. Once you are set up in Twitter, the PDF instructions will tell you some things to Tweet me so that I know you are ready.
  5. On Saturday, October 10, 2009, I will send you the presentation so that you can have it on your computer or you can print it out to follow during the session.
  6. On Monday, you’ll call into the conference line that I will send those who register and I will go through the presentation for about 20 minutes.  Then we will do Q&A using Twitter as our tool (this will be cool, so get excited about actually doing something with it)
  7. Then I’ll do another 10-15 minute presentation on how to use Twitter to further establish your online presence and build your business network.
  8. We’ll take another round of questions and then wrap up.

So, the multi-technology part is that you will be on your regular phone listening via conference call, on your computer logged into Twitter and practicing (this is a learning lab, not just a lecture) and you will have the hard copy of the presentation to follow along.  Phone, computer, paper – can you manage all that?  I hope so, because this should be fun.

Here are the logistical details:

Registration process – to register, email me at info@barbarademarest.com and then use the PayPal button or  send your check to:

Barbara Demarest
1577D New Garden Rd #161
Greensboro, NC 27410

The cost is $25.  If you want to have 5 people in the room watching you, that’s fine too. This tele-seminar is free to The Coaching Association subscribers which is a consortium of executive coaches that I facilitate and a directory I manage at www.thecoachingassociation.com. If you are reading this and are a TCA Coach, email me at info@barbarademarest.com to register and I’ll get you set up.  If you are interested in joining the TCA as a subscriber, email me and I will let you know what is involved and if it is something good for you to consider.

Time to Allow for This – We will take at least 45 minutes, but no more than 1 hour to work through the presentation and to try some things on Twitter.  The idea is for it to be a lab and not just a lecture, so you will get the most out of it if you are fully engaged at a computer with access to a phone.  If the time that it is scheduled only works for you to listen on your cell while you are driving or something, that’s up to you whether or not to do it.  I am going to try to record this so that participants can come back to it if they need to do so.

That’s the plan, I hope you can join in.