Monday, November 27, 2006

Your First Marketing Question

What is the one perception that you want to convey?

Do you know the answer to that question?
If you do not – then do not spend a dime on marketing.

If you do not know what message you are trying to send – why would you spend money sending any old message?

Be clear on the message that you want to send before you try to send it.

Paul Revere had a clear message to send, “The British are coming.”
It was simple, clear and understandable.

What’s your message?

Stop wasting your time and money stating that you are all things to all people. Define your message in terms of something that makes heads snap to attention.

So, what’s your marketing message?

George Torok
Power Marketing

Monday, November 20, 2006

The Networking Genie

If you found the networking genie in the bottle would you know what to ask for?

Have you watched some networkers stumbling around at a networking event? They don’t know what to say when they meet a new person. They don’t even know how to answer when asked a question.

You stumble upon the networking genie-bottle. You rub the bottle and out pops the networking genie.

The genie informs that you can create your perfect network. Instead of the ‘three wishes’ you get to wish for the three perfect contacts in your perfect network. You only need three people in the perfect network. It would save you a lot of time and money and sharpen your focus.

So imagine if you could create a perfect network of just three people. Who would you want in your perfect network? The genie is waiting for your answer. Genies are not patient creatures. Neither would you be if cooped up in a magic bottle.

Hint: Don’t ask for three clients.

Instead ask for three very different people. Each of them is valuable to you in their own way. Together they made the perfect network for you. Think about the true purpose of your networking.

Your Perfect Network – only three people

A The Client who buys from you, will write a powerful testimonial and is there for reference.

B The connector who never buys from you - but who sells to your favorite type of client and is well connected. This person’s word is trusted and priceless. This person will only recommend you after they trust you. If you are smart you will invest a lot to build their trust.

C The socializer who seems to know everybody and everybody likes him. He can make tons of connections. Most don’t pay off because they are made on social value. But this person likes you and speaks well of you and will introduce you to everyone.

If you find the networking genie – ask for those three people.

If you can’t wait to find the genie – then find those three people on your own.

Click for Networking Success Guide .....

George Torok
Power Marketing

Friday, November 17, 2006

Harry Houdini the Great Brand

Harry Houdini died 80 years ago – yet he is still remembered as the greatest escape artist of all time. That is the power of personal branding. Will your brand survive 80 years after your death?

Why was Harry Houdini’s personal brand so powerful?

He created a new niche – the escape artist. When you are first you are the standard. He was bold. He issued challenges to prisons around the world that they couldn’t hold him. He was a showman. He dangled upside down from a crane over New York City while escaping from a Strait jacket and chains. He was provocative. The publicity photo of him that was most often used shows his muscular body almost nude draped in chains and locks.

He was creative. He started as a magician but differentiated himself as an escape artist. He invented new stunts and escapes. He made enemies. He challenged spiritualists that claimed they spoke to the dead.

He died under mysterious circumstances. This is an effective way of enhancing the brand. But you don’t need to do this to build your brand. Yes, this method also worked for Elvis Presley and Bruce Lee.

Harry Houdini did all this and he died in 1926 – long before anyone thought about the concept of personal branding.

If you asked Houdini about branding he probably wouldn’t have understood your question. But Houdini sure knew how to build his personal brand.

What can you learn from Harry Houdini, the world’s greatest escape artist, about creating and sustaining your own personal brand?

George Torok
Power Marketing

Monday, November 13, 2006

Unfair – no fair

Which of the following would you want your competition to say about you?

A. He is a perfect gentleman.

B. He plays unfair.

If you picked ‘A’ then you are already losing.

If you picked ‘B’ then you might be gaining on or beating your competition.

If you are gaining on or beating your competition – they will never admit that you are playing fair. That would make them look bad.

If your goal is to be fair to your competition – shame on you.

If your goal is to grow your business, and along the way – crush your competition – good for you.

Stop feeling obliged to your competition. Stop playing fair with them. Beat them. Destroy them. Crush them.

Don’t play fair. Play to win. Your customers will applaud you.

George Torok
Power Marketing

Friday, November 10, 2006

What Audiences say about George Torok

CPSA presents over 150 events across the country in a year and you are the most professional speaker I’ve ever had the pleasure of working with.
Ann Babej
Canadian Professional Sales Association

My sales brokers were not only presented with excellent, usable material that they can apply in their daily work, but they were also thoroughly entertained – what a rare combination.
Dan Lawrie, CLU, C.F.S.B.
Dan Lawrie Insurance

This has been the most productive seminar our association has ever held - totally captivating from start to finish.
Doug King
Ontario Monument Builders Association

George entertains with more useful, behavioral insights and tips usable today than any other speaker I’ve heard through TEC and elsewhere.
Bob Michener
Campbell, Michener & Lee

You have a gift.
May-Anne Leeder
Molson Centre for Innovation

Are you ready to hear this speaker?

What business owner do you know that needs this speaker?

What association do you know of that craves this kind of audience feedback?

George Torok
Power Marketing

Tuesday, November 07, 2006

Election Signs

Election signs

What is the purpose of election signs – specifically lawn signs?

Are lawn signs an effective marketing tool for politicians and would-be politicians? Or are all these prospects promising change while marketing themselves this way because it’s always been done this way?

If someone promises change yet they use the same tools in the same way as everyone else has for decades – how serious is that person about change? Ask them when (if) they knock on your door. And as a marketer are you doing the same things in the same way as your competition but spouting false promises of being different?

We are less than two weeks from voting day and I have spoken to only one candidate at my door. This in spite of the fact that I will cast my vote for four different positions – each with at least four candidates running. Of at least 16 candidates only one thought to try and talk to me. Where is everyone else? And where will they be when I need to call them?

Are lawn signs intended to get the name out there? Do the candidates hope that voters will think “Never heard of this candidate but I saw the name on my neighbours’ lawn therefore I will vote for him.”

Do many lawn signs convince folks to vote for the one with the most lawn signs?
(I don’t know much about the issues, but I trust my neighbours.)

Is the theory of lawn signs that the last name I noticed on Election Day is the one for whom I will vote?

Are lawn signs used because it is the cheapest form of advertising?

So my big question is this.
Are lawn signs a good form of marketing? Imagine if the local restaurant, dry cleaner, hair dresser, video store or car dealer used lawn signs? Promote a grand opening, special sale or product launch with neighbourhood lawn signs. It would be different. Offer a gift to everyone who allows you to place a sign on their lawn.

If lawn signs work for politicians – one of the most difficult commodities to market – the lawn signs might work for other products and services.

George Torok
Power Marketing