Power Marketing Tip 43: Oops We Made a Mistake

Oops! We made a mistake

You need to include that phrase in your marketing plan. Why? Because you are not perfect and you will make mistakes.

It’s normal to make mistakes and most of the time your clients will forgive your mistakes if you admit your mistakes and apologize.

Coke
Admitting your mistake and apologizing can be a powerful marketing technique. If you handle this well you can gain fanatically loyal clients.

Coke made a big mistake with the launch of New Coke. They responded quickly and reintroduced Coke Classic. That made Coke drinkers happy again.

British Petroleum
Do this poorly and you could lose longtime clients and chase away future clients.

BP CEO, Tony Hayward, might be the poster child for mishandling the “Oops we made a mistake” message when he spoke about the Gulf oil disaster.

Your mistakes might not be that grand but you can learn from those two extremes.

Breakfast
When our breakfast finally arrived, it was cold. We were hungry and reluctant to complain so we ate. When the waitress reappeared and asked “How is everything?” we hesitated then told her the truth. She clearly didn’t expect that and responded with, “I’ll ask the cook what happened.” That was not what we wanted.

I believe I know what happened – she waited too long to pick up.

Like Tony Hayward, her first reaction was to blame someone else. Perhaps she wasn’t allowed to make mistakes and clearly she wasn’t trained on how to handle a mistake.

Prepare
List the mistakes you have made. Add the possible mistakes you might make. Then for each mistake describe how you or your staff could handle it. Include ideas on appropriate phrases to use, possible restitution and escalation if needed.

Remember your purpose is to save or gain a loyal client.

It’s amazing how “Oops! We made a mistake” can soften up mistreated clients.

George Torok
Power Marketing

PS: Tell me how this marketing tip helps you.
PPS: Forward this tip to your associates.
PPPS: Thanks for your comments and feedback.

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Why consumers prefer 70 items for $29 and not $29 for 70 items

Facts might not matter as much as presentation.

You probably suspected that.
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Presenting item quantity information before price (70 songs for 29 dollars) may make the deal appear much more appealing than if the price were presented first (29 dollars for 70 songs ).”

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That's a curious result form this marketing study.

Learn more here
http://truthdive.com/2012/01/18/Why-consumers-prefer-70-items-for-29-and-not-29-for-70-items.html

Power Marketing Tip 42: Build a Marketing System

Build and follow Marketing Systems

Marketing is the process you follow to get sales.

That means if you want more sales you need more control over the process.

If the process is random or you can't describe it, you have little control. To gain more control of your sales follow a marketing system. A process is only a sequence of events but a system is a planned and measured process.

Systems are the answer to success in any area of your business and life. Want more success, just follow better systems.

A System has three elements:

1. A system is based on a principle.

2. A system is a process to reach the goal. It is not the goal.

3. A system is a set of routines that are followed consistently and persistently.

It's better to follow an imperfect system than have no system at all. It's a good place to start and you can adjust it as you go.

Are you already following good marketing systems? Should you improve them - or drop them?

Describe each marketing activity in terms of the steps in the process. Then test to see if it is a good marketing system. Measure both the inputs and the outputs.

For example: You do A, then B happens, then you do C, then D happens.

Does A always lead to B? If not, what determines how often A leads to B? What can you do to improve the occurrence of B? Or how can you make it more predictable and more efficient?

For example:

A - You buy an advertisement in a magazine

B - You get some calls

A - You host a seminar

B - You get some leads

A financial planner always knows how much new business he will do six months out because he follows a repeatable and predictable lead generation system that starts with an invitation to a luncheon seminar.

If you want more new business identify the top three ways that you get new business. Then start describing the steps in the process. Where can you exert control? Can you improve that? Where do you believe you have little control? Maybe you can improve your luck - like a Blackjack player counting cards to improve odds against the house.

To have more control of your business income implement and follow two to three good marketing systems.

 

George Torok
Power Marketing

 Tell me how this marketing tip helps you.

PS: Forward this tip to your associates.

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How to Promote Brand You - video interview

James Rick interviewing George Torok on the topic of promoting the brand that is you for the Full Potential show.

Enjoy this high energy and insightful 16 minute interview.

FP #174: How to Promote and Make Brand “YOU” Stand Out - George Torok with James Rick from James Rick on Vimeo.

Can You Read This Fine Print?

While examining the DAP sealant tube I struggled to read the printing. Could you read this fine print?

I put on my reading glasses and pulled the maganifying glass out.... and struggled to read this fine print. I was looking for the directions of how to best use the product. Why did DAP make it so difficult?

1. Did DAP include the directions because they were required by law?

2. Did DAP include the directions because their lawyers suggested that?

3. Did DAP include the directions to be read by customers for ease of use?

I don't know about the first two possibililites.

I suggest that it was not for reason number three.

If DAP really wanted customers to be able to read the print - they would have made it easy to read. The print was tiny and the colours used didn't offer readable contrast.

The people at DAP might argue that they had to make the print small because of the limited space and the need to print on both official languages in Canada. I understand.

Why did they pick such dumb colours? My guess is that the branding police held sway. They might have been more concerned with form than function - which is the biggest nuisance about "branding priests" in any organizations. They focus on corporate look instead of customer experience.

The other suggestion that occurred to me was for them to include a web address on the tube where customers could visit to read and print the directions and guarantee restrictions.

George Torok

Marketing Speaker

Is Your Guarantee a Real Guarantee? Not if You're DAP

A guarantee is an effective way to remove some of the risk of buying. The better the guarantee, the more effective for you.

What makes a guarantee better?

• Clear and easy to understand
• Absence of weasel words
• No or few exceptions
• Clear understanding of the promise
• Clear understanding of the fix
• Simple claim process

I needed to reseal around my bathtub. I was impressed with the words "Crack Proof Guarantee" on the tube of  DAP "Kwik Seal Plus for Kitchen & Bath"

That sounded like the answer to my needs. So I applied the sealant around the tub and felt good about another DIY job well done.

Until... five weeks later when I noticed that the sealant had cracked. My reaction was, "How could that be possible? It has a Crack Proof Guarantee. And it means that I have to do the whole job again.

Here is the reply that I received from DAP:

"If the product cracks, peels, mildews, or separate during normal use ( when used as directed) within one year from the date of purchase, DAP will refund your sales price to you. Just send the receipt to..."

 

Well, that is certainly clear and understandable. But none of those conditions were evident at the time of purchase.

Who would keep the receipt - for a year?

And how was I supposed to know that the Crack Proof Guarantee was only valid for one year at best? I certainly wouldn't want to be resealing the tub every year. I could find nothing on the tube that indicated or even suggested these restrictions.

It took DAP over two weeks to respond to me by email with that little policy phrase even though I completed the form on their website with my full name, mailing address, email and phone number. So naturally I had purchased a competitive brand to replace the cracked DAP sealant.

DAP product review
DAP customer complaint

George Torok
Marketing Speaker

PS: Read my Satisfaction Guarantee

55 Business Marketing Mistakes from Carol Roth

Look at this latest compilation of marketing mistakes from Carol Roth on her Business Unplugged blog. The request was, "Tell us about the biggest marketing mistake that you've seen." You can imagine that there are many but these marketing mistakes are worth noting - and avoiding.

Here's my contribution.

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Others Got a Better Deal


Clients at the front of the line got a better deal than you. You’ll pay more, Ha, Ha.

An association used this approach to market its convention. Each message repeated the better deal that the early buyers got: for every 50 seats sold, the price will go up $25.
The $25 was not a big deal, nor did it motivate me. But the consistent reminder that others got a better deal was annoying. Annoy your prospects by reminding them about how dumb they are.

Apparently, attendance was down 25%.

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What other mistakes are businesses committing in their marketing?

How are You Showing Up?


The other day, we passed a window screen business. My eyes quickly diverted from the sign to their front door- a rusted door with the screen ripped and hanging off the door and the window was not much better. How you show up is everything. This business did not take time to fix their own screens, so as a customer, how could I trust that I would be cared for?

Thanks to: Charmaine Hammond of Hammond International Inc.


The Biggest Marketing Mistake


When I consult business owners about their marketing, the biggest mistake I find that they make is in not tracking the Return On Investment (ROI) for each marketing campaign.

What ends up happening is that when business slows down, they cut their entire marketing budget as a way to "right the ship". This causes business to slow even further.

Without tracking and knowing the exact ROI on each marketing campaign, they are making what I believe is the first, and often the biggest, marketing mistake.

Thanks to: Jay Estis of Massive Results Marketing.


Make a Lasting 1st Impression


The biggest marketing mistake I see is people who don’t take spelling and grammar seriously. For example, if you’re going to take the time to put your marketing message in an email blast, brochure, advertisement, or PowerPoint presentation – make sure it’s proofed carefully! A glaring spelling error or punctuation placed outside of your quotation marks may be all it takes to turn off a potential client who sees you as less than careful and therefore unprofessional.

Thanks to: Kristy Stevenson of Kristy Stevenson, Writing & Editing.


Examine the rest of the 55 Business Marketing Mistakes

 
George Torok


Marketing Keynote Speaker

Customer Dis-Service Summary 2011

Good customer service is your best marketing. Bad customer service is your strongest marketing challenge.

Is customer service getting worse? Or are customers becoming more demanding? I think that it is both. I know that I expect more and I'm experiencing worse customer service.

Review this summary of customer dis-service reports, posts and articles.


Customer Service Sucker Punch: How Can I Help You?


Have you noticed that this phrase does not often mean what the average person might think it means.

It's a deception, a feint, a sucker punch phrase wielded by customer service managers.

A sucker punch is an old boxing term. The fighter in the red trunks lowers his right hand thus leaving an opening. His opponent, the fighter in the blue trunks notices the opening and excitedly moves to take advantage of the opportunity. But Blue fails to notice Red's cocked left hand. Blue ignores caution and springs forward for an expected easy win. But Red catches Blue with his ready left. Red destroys Blue who walked into the sucker punch.
Read the rest of Customer Service Sucker Punch: How Can I Help You?




Apparently You, The Customer, Are The Problem


"I don't know what is going on. I was supposed to leave an hour and a half ago."
That was the first thing that our waitress said when she arrived at our table. We had arrived more than five minutes ago and quickly decided on our usuals. This was one of our regular restaurant chains. We had not been to this location before. We were on the way home after a long drive. We were looking forward to enjoy our usual, quick service and then back onto the highway for the final leg home.
Instead we were seated by a friendly hostess and quickly forgotten - or so it seemed. A stern waitress walked by us at least three times without making eye contact. A stoic waiter (who also had mastered the power of avoiding eye contact) served the group across from us who arrived after us. We were wondering if we should leave. Perhaps we were at the wrong table.
Customer service managers seem to be using this same technique on their customers. Instead of helping customers they sucker punch them.
Read the rest of Apparently You, The Customer, Are The Problem


Customer Dis-service: Have a Nice Day

That's what the cashier said to me at the end of my purchase. "Have a Nice Day."

I said nothing back. Why? Because I felt that her statement was insincere. From what I saw, her well-meaning statement was delivered because the company instructed her to deliver it at the end of every transaction. She really didn't mean it and she didn't understand why she was saying it.

The strange thing is that the cashier probably thought that I was rude for not responding.
Read the rest of Customer Disservice: Have a Nice Day

Branding Summary 2011

Good time to review your branding strategy for 2012.

Check out these provocative articles about branding. Warning: You might find some of these ideas offensive - and that's what a good brand should do.



The Branding Fallacy


Your Branding might be killing your business

Beware of the branding zombies. They regurgitate meaningless mantras like "branding is good", "you need a brand" and "we can help you develop your brand." These creatures only want your life blood. Unfortunately these zombies don't look like the ones in Michael Jackson's Thriller video. They look like you and I. They call themselves branding consultants, marketing agencies or graphic designers. And they try to sell you snake oil remedies.

It's time for a branding wakeup call. This might hurt especially if you have recently succumbed to worship of the brand. Remember, "Pay no attention to that man behind the curtain" in the movie The Wizard of OZ. I'm ripping back the curtain. You might not like what you see. But it might save your business. I'm urging you, "Pay attention to the man behind the curtain."
Read the rest of The Branding Fallacy




Five Steps to Build a Personal Brand Like Harry Houdini


Harry Houdini died in 1926 - more than 80 years ago. Yet he is still remembered as the greatest escape artist of all time. Even David Copperfield doesn't come close in terms of brand and name recognition. That is the power of personal branding. Build a solid personal brand and it catapults you to success. Build a really good personal brand and it survives your death. Will your brand survive 80 years after your death? More importantly, will your personal brand help you while you are alive?
Read the rest of Five Steps to Build a Personal Brand Like Harry Houdini




BRANDING : 7 Important Questions and the Straight Answers


Consider these important questions about branding and the brutally honest answers that could help you sell more and save you lots of money that is typically wasted on branding. If you sell yourself as a branding expert - you might not like these answers. These are frank answers that demystify branding.
Read the rest of BRANDING : 7 Important Questions and the Straight Answers




Branding Lessons from Genghis Khan, the Mongolian Marketer

What can a growing business learn about branding from Genghis Khan? He united and ruled Mongolia. Genghis is known as a strong ruler and conqueror. Some might call him cruel and vicious. But he is remembered as a strong, memorable and effective leader.
Genghis Khan provides powerful lessons for business on branding. Consider this branding challenge. Many countries, geographic regions and cultures are looking for creative ways to develop their tourism industry. How can developing countries develop their brand?
What can you do if you are Mongolia, a country that suffered almost 70 years of Soviet communism? (The Russians hated the Mongols.)
Play word association with the word "Mongolia" and you might reply with "Mongols" which would lead you to "Genghis Khan"; then you might run out of words. This is the challenge that Mongolia was facing.
Read the rest of Branding Lessons from Genghis Khan, the Mongolian Marketer




Is There a Brand in Your Stand?


Watch out for the branding gurus. Beware of the branding police who focus only on images of brand. Fire the branding consultants who feel qualified to tell you what your brand should be. Ignore the branding zealots who proclaim "brand or die".
Good, now that we have frightened off the undesirables let's address some fundamental questions about branding and offer you some probing questions to consider. That first paragraph demonstrates the three rules of creative positioning as explained below.
Should you have a brand?

Maybe. It depends on the goals of your business. You need to ask yourself some questions. Will the brand give you the return on your investment? Will you invest the resources to claim and sustain the brand?
Read the rest of Is There a Brand in Your Stand?


George Torok
Marketing Keynote Speaker
More Marketing Articles

Marketing Article Review - 2011

In case you missed them or would like a refresher here are the top marketing articles that I published this past year.


Viral Marketing


Viral Marketing is so powerful because it is like a train building up speed. Once it is moving you can't stop it without derailing the train. It takes a lot of steam to get the train moving. And it is difficult to stop. The train will almost always follow the tracks. You never really know for sure where your viral marketing campaign might lead.

Viral marketing is well named because, when done right, it spreads like a virus. The term viral marketing might be too graphic for some because it brings to mind the viral spread of disease such as the bubonic plague, typhoid, and AIDS. Read the rest of Viral Marketing



Strategic Re-Positioning: Riviera Maya

My first visit to Mexico was to Acapulco on the Pacific coast. It was the seventies, disco was king and Acapulco was the singles' hotspot.

A decade later I visited Puerto Vallarta, also on the Pacific coast for a more relaxed vacation.

Cancun and the Yucatan Peninsula started to gain popularity because of the sandy beaches, warm water scuba diving and proximity to Mayan temples.

Mexico as a winter escape vacation has long attracted northerners - especially Canadians. But it has always had lots of competition from the rest of the Caribbean and even the Southern USA.
Read the rest of Strategic Re-Positioning: Riviera Maya




Strategic Positioning: The Battle for Market Dominance

The most important marketing question that you need to address in your business is "What position do you want to hold - in the market and in the minds of your clients?"

Why is that question so important to you?

The answer to that question will clarify your strategy and direction. And that answer will answer a lot of other distracting questions quickly.

This is a tough question. That's why many business owners don't address it. Think about the significance of that. If most aren't addressing this fundamental question about their business then there is a huge opportunity for you if you are willing to do the heavy lifting.
Read the rest of Strategic Positioning: The Battle for Market Dominance




Marketing Success: Lead With Success Stories


Results sell. The purpose of marketing is to make it easier to sell and nothing sells like results. To capture attention and convert more prospects into eager buyers with your marketing - lead with success stories.

Feature success stories in your advertising, on your website, in your sales calls, and in your networking. Include them on every marketing channel.

This approach is even more important during challenging times. If your clients and prospects are hoarding their money you need to attract their attention and their money with success stories.
Read the rest of Marketing Success: Lead With Success Stories




Marketing Strategy: Fight an Evil Enemy


Conflict sells. If you want to be noticed fight a powerful and evil enemy. Who or what are you fighting? While planning your marketing strategy pick an enemy. The tougher, the meaner, the more disgusting your enemy - the better for you. That positions you as the hero.

"You complete me"

The Joker taunted Batman with that phrase in the movie The Dark Knight. The public image of both Batman and the Joker were stronger because of their conflict. A champion needs a formidable villain and vice versa.

The marketing lesson from that is that the public defines you by your competition. If you are not well known maybe you need to pick a tougher enemy.
Read the rest of Marketing Strategy: Fight an Evil Enemy



George Torok

Marketing Keynote Speaker

What's Your Story?

"It was a dark and stormy night"

That engaging line marked the begining of an old story. Although many of us might recognize the line few might know the author, Edward Bulwer-Lytton, or the title, Paul Clifford. It was published in 1830.

The point is that stories capture attention and good stories are remembered. Stories are powerful marketing tools.

Now there is scientific proof of the effect of stories on the brain. Read about Your Brain on Stories at the Neuromarketing blog. Note the report about how they used MRI to measure the effect of story telling on different parts of the brain.

Notice how the story about the Snow blower add on Kijiji that went viral. The well written ad captured attention because it was written in a story telling manner.

Read the Huffington Post report about Kijiji Snowblower Ad From Moncton, New Brunswick: Genius Ad Offers Chance To 'Punch Snow In The Throat'


Back to where we began. What's Your Story?

If you aren't telling your product/business/career story, perhaps it's time to start.

BMO Customer Service Shines: Kudos to Bank of Montreal

The Bank of Montreal has been impressing me with their customer service lately.

I received a phone call from the bank that my line of credit was over drawn. The message requested that I take care of that differennce today.

It was my mistake. I had miscalculated. I was delighted to receive that call for two reasons.

1. BMO did not bounce the cheque that put it over.
2. BMO called to alert me to the problem.

Naturally I returned the call and corrected the overage that afternoon.

BMO did two simple things that I appreciate. Apparently it is possible for the bank to do that.

Contrast that with my experience with the TD Bank. When faced with a similar situation TD bounced my cheque and did not call me. Instead, they mailed me a noticed that arrived a week later. And TD charged me for a bounced cheque from them and the other bank plus an overdraft charge.

When I received the notice I called immediatley. I visited the bank and fixed the overage. I asked the TD Bank to call me when and if this happens again. They informed me that they didn't have time to call everybody... What that really meant is that they had no intention of calling me because I wasn't important to them.

I have been a customer of both the TD and and BMO banks for at least 30 years.

Just imagine that. There is a problem - so you call your customer and let them know. That is so easy to do. Why don't they all do that?

I know. Some of them are too busy to talk to customers.

Kudos to Bank of Montreal.
Lumps of coal to TD Bank.


George Torok
Marketing Expert
Marketing Speaker
Radio Show Host of Business in Motion

Add Some Conflict to Make Your PR Programs Pop

Conflict sells. Conflict makes the news, grabs attention and gets discussed at the water cooler. If you want to be noticed, fight a powerful and evil enemy. Who or what demon are you fighting? While planning your PR strategy, pick your enemy strategically. The tougher, meaner and more disgusting your enemy—the better for you. That positions you clearly as the hero.


The Joker taunted Batman with the phrase "you complete me" in the movie The Dark Knight. The public image of both Batman and the Joker were stronger because of their conflict. A champion needs a formidable villain, and vice versa.

The PR lesson is that the public defines you by your competition. If you are not well known maybe you need to pick a tougher, more visible enemy.

Make your enemy appear more frightening

Read the rest of this article on PR News Online


George Torok is a Marketing Expert and a contributor to PR News Online

Post Card Marketing: Good Idea - Bad Design

Have a quick look at this post card. Ask yourself two questions as you scan it: What stands out? and What are they selling?

I'm a big fan of post card marketing because it is not used enough - so it tends to stand out and it is relatively inexpensive compared to other off line direct marketing. And most of us would rather receive a post card over a letter.

The first question: What stands out? What caught your attention?

Likely the first thing you noticed was "Bil Copeland" in the top left because that is where our eyes start. But who and what is Bil Copeland? Is the name a mis-spelling? And more more importantly, how can he help you?

The next place that catches your attention is the bottom right corner "RockStar".

Perhaps he is a Rockstar or wannabe Rockstar. So what? Why should you care?

Because I'm a marketer, I reread this postcard a few times. My guess is the average recepiant would not invest the same about of time or attention to this confusing postcard.

The mistakes:

No clear benefit to grab attention
Trying to promote two different services on the same postcard
Too much text, Way too much!!!
No clear understanding of what your prospects want
No call to action
No benefits to grab attention
Difficult to read text and way too much
No clear direction of eye movement

It's a colourful postcard - but a lousy marketing piece.

George Torok

With All Due Respect

What does the phrase, "with all due respect" really mean?

It might mean:

"But"

"You annoyed me and I'm only saying this because you are a paying customer"

"I don't respect you or your opinion at all"

"This message has nothing to do with respect"

"Now listen to my excuse"

"How dare you"

"You just don't appreciate how hard I work"

"Now I'm going to tell you why you are wrong"

"No respect is due"

Which of those do you think is most appropriate for the use in the following sentence?

"With all due respect, I have over 190+ accounts to take care of and I with all honesty try my best to give everyone special attention..."

I received an email that started with that sentence in response to my message of disappointment and request for more specific details about a promotion that this supplier had done for my service.

Couple "with all due respect" with the phrase "with all honesty" and you have a major train derailment here.

Both of those phrases are land mine phrases. They trigger questions and feelings of just of the opposite of what they might be intended to imply. Why? Because they seem out of place and a case of Shakespeare's "the lady doth protest too much".

If you're unhappy or simply asking for better service, do you care how many clients your service representative serves? How is that relevant to you?

And if the disappointing service that you received was "special attention" what would "less than special" look like?

With all due respect (oops)


George Torok

Marketing Speaker

Secrets of Power Marketing

Do You Need More of Your Clients To Complain?

Maybe your business would improve if you heard more complaints from your customers.

Re-read that last statement and instead of focusing on “more complaints” focus on “heard more”.

It might not be about needing more complaints. There could easily be enough available. It might be that you need to listen better to the complaints. Those customer complaints could be an amazing free marketing research resource for you – if you listen.

I overheard a mother protest that she was tired of the school calling her about her son. Wow. Why would she not want to receive feedback from the school about her son? Good or bad news – wouldn’t a caring mother want to know how to help her son? The school was calling her because they cared and thought that she did too. Apparently she didn’t want to be bothered with bad news.

Good or bad news – you’d think that a concerned business owner or company president would want to know how to improve the experience for his customers. Listen without judging to customers and they will tell you what you need to know.

Customer complaints mostly come from customers who care about the relationship and want to improve it. Why would any business ignore this valuable constructive feedback?

Customers who don’t care about you or your relationship don’t complain. They quietly leave and buy somewhere else. They will most likely tell their friends about their negative experience.

You might not like to hear what they are saying. It might hurt. You might even take it personally.

The simplest way to reduce the complaints from customers is to tell your customers that you don’t care about them or their opinions. You can to that by making the complaint process onerous. You can dissuade customer complaints by instructing your staff to quote company policy. You can reduce customer complaints by refusing to talk to customers and instructing your staff to screen all calls.

I agree that not all complaints are valid. But you can learn from all complaints. If you are the CEO don’t be surprised if you don’t like the tone of the customer complaint by the time it gets to you. Just imagine the layers of frustration that your customer might have encountered on the uphill climb to reach you.

If you are the CEO and you are shielding yourself from customer complaints – then don’t be surprised when you get fired – by the customer or by your board.


George Torok

Marketing Speaker

The Deceptive Power of Contrast

This photo surprised me.

The two men on my right were the greeters at this restaurant in Yazd, Iran. It was an Iranian restaurant. The food was terrific.

What surprised me?

When I entered the restaurant I was first greeted by the smaller man, then the larger man.
My memory recorded the second man as a giant.

But looking at this photo you can see that I'm noticeably taller than the giant. Curious how our brain plays tricks on us. I would have sworn that the giant was at least 7 feet tall and 300 pounds.

I'm about 6 feet tall and weight (still) less than 200 pounds.

Why did my brain record the facts differently than the camera?

Contrast.

The brain records new information in relation to existing information. When we learn something new our brain first searches for a way to relate that new information to the existing database within our brain cells.

Upon entering the restaurant, I first saw the smaller man, then I saw the larger man. The larger man was ordinary by himself. But the smaller man was so unusually small that my perspective was changed so much that the second man appeared massive in comparision.


George Torok

Keynote Marketing Speaker

Are You Curious? So Are Your Prospects

How might you harness curiousity to attract attention?

Tell someone they can't have something and suddenly they want it.

Here's an example from P T Barnum of using both curiousity and umbrage in marketing to grab attention.

This is an excerpt from the book "The Art of Money-Getting" by P T Barnum, published in 1888.

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Some men have a peculiar genius for writing a striking advertisement, one that will arrest the attention of the reader at first sight. This fact, of course, gives the advertiser a great advantage. Sometimes a man makes himself popular by an unique sign or a curious display in his window, recently I observed a swing sign extending over the sidewalk in front of a store, on which was the inscription in plain letters,

"DON'T READ THE OTHER SIDE"

Of course I did, and so did everybody else, and I learned that the man had made all independence by first attracting the public to his business in that way and then using his customers well afterwards.

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Excerpt from "The Art of Money-Getting" by P T Barnum, 1888

How could you use this idea and principle in your marketing?

Tell people to do something that you know they will rebel against.

Make them pass the qualifications before they can continue to the next stage.

Tease them with the hint of what is to come.

Whisper instead of shouting.

Make them wait. (But not too long)

George Torok

Personal Marketing

Power Marketing on Facebook

50 Power Marketing Tips - free - if you qualify

Why do People Need to See Your Ad Seven Times?

You might have heard that prospects need to see your advertisements seven times before they buy. That phrase is often repeated by advertising sales reps when they are selling you advertisements. "You can't expect results from only one ad" they'll scold you.

Teachers and trainers agree that new information is best remembered after repetition.

But who said that seven times is the magic number for effective advertisement - and more importantly how did they discover that magic number? What research was conducted to draw that conclusion?

Where did that wisdom originate?


Perhaps it was P T Barnum, the famous American showman, businessman, entertainer, promoter and sometimes scam artist.

Or perhaps was a real or fictitious French journalist.

Read this excerpt from P T Barnum's book, "The Art of Money-Getting" published in 1888 and you decide. Enjoy the amusing analogy that P T Barnum uses to make his point. This curious type of analogy appears several times in his book.

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A French writer says that "The reader of a newspaper does not see the first mention of an ordinary advertisement; the second insertion he sees, but does not read; the third insertion he reads; the fourth insertion, he looks at the price; the fifth insertion, he speaks of it to his wife; the sixth insertion, he is ready to purchase, and the seventh insertion, he purchases."

Your object in advertising is to make the public understand what you have got to sell, and if you have not the pluck to keep advertising, until you have imparted that information, all the money you have spent is lost.

You are like the fellow who told the gentleman if he would give him ten cents it would save him a dollar. "How can I help you so much with so small a sum?" asked the gentleman in surprise. "I started out this morning (hiccuped the fellow) with the full determination to get drunk, and I have spent my only dollar to accomplish the object, and it has not quite done it. Ten cents worth more of whiskey would just do it, and in this manner I should save the dollar already expended."

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Excerpt from "The Art of Money-Getting" by P T Barnum 1888

Can you picture P T Barnum smoking his cigar, swirling another glass of whiskey and chuckling as he wrote these words. Do you think he dreamed that his anecdote would become advertising dogma one hundreds later?

So how many times does an advertisement really need to appear?

George Torok

Marketing Speaker

Co-Author of Secrets of Power Marketing

Deception is Normal

Is deception normal in your industry?

The menu listed the wines available with dinner. My wife selected a glass of wine while I chose a beer.

The meal was delicious and the service was prompt and friendly.

But, when we received the bill we noticed that the charge for the wine was double what we expected.

Naturally we asked for a correction.

The waiter “explained” (in a haughty tone) that the price shown in the menu was for one deci litre but it was common practice to serve two deci litres.

He suggested that if you only wanted one deci litre you should have asked for that.

We pointed out that that we were not aware of this practice and not given a choice - and that practice seemed deceptive.

He responded, “That is normal” with a dismissive wave and a shrug.

Apparently it was normal to deceive the customer. Instead of remembering the delicious meal, enchanting setting and attentive service we remember being deceived.


George Torok