28 February 2006 
The Marketing Carnival This Week
…is expertly hosted by Larry Bodine’s PROFESSIONAL SERVICES MARKETING Blog, News, opinions and insights into professional services marketing.
Visit Bodine’s Blog. And surf. He has outstanding analysis of marketing for law firms. An example from our friends at McGuireWoods last April:
McguireWoods rattled the Chicago legal market by running ads starting this week that markets its ability to tailor fees for its legal services that go beyond the traditional hourly rate.
Professional firm marketing could use more of this … edgy advertising.
The beauty of the campaign is that most firms will already offer an alternative fee; but McGuireWoods is promoting the fact. It reminds me of the service guarantee that Ungaretti & Harris offered a few years ago….
Basically, if you were unhappy with their work, they’d be willing to talk about a discount. Most firms would do the same, … I thought it was a fabulous tactic! The way it was reported in the press, including the New York Times, was that for the first time a law firm was offering a money-back guarantee!
The Chicago legal community huffed and puffed about it, but it was the novel marketer that will be forever remembered.
There is nothing more challenging than teaching a room full of very bright lawyers how to sell. How to market. To be competitive. Larry makes a living doing it.
And the blogosphere is the better for his writing.
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Thank you (foot)notes:
More on Larry Bodine’s practice at the jump.
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The Carnival of Marketing is Coming
The Carnival of Marketing…to Yoest.org. If you have case studies, interesting ideas, cool examples, things not to do, exposure for a product, please send them to me.
Show me your best of the four P’s: Product, Price, Promotion, and Placement!
Give me your best on Reach, Frequency, Awareness!
Explain your finest on Branding, on Advertising!
Present the best from your Marketing Department.
The Marketing Department
courtesy www.toothpastefordinner.com,
drawing by drew
Additional Rules. (Much simpler than than My Ten Rules for Dating my Daughters.)
1. Don’t submit an old post. The post needs to be from at least the past couple of weeks, and preference will be given to posts from the past week.
But if you have an old favorite, please send it to me — I’d like to see it for me, and maybe everyone else too.
2. Submit posts that are actionable. Tips that people can actually apply will almost always win out over abstract stuff. “How” beats “Why”.
Answering “So What?” always wins.
3. Submit posts that are complete.
Stand alone articles are best. A completed piece. Not a piece of a puzzle.
4. Don’t submit posts that are nothing more than a pitch. It’s possible to sell subtlety within a good, actionable post.
And if you’re not sure, submit it anyway. The easiest people to sell to are other sales guys…like me.
So. How does one submit an article for the carnival? Email me with your title, link & brief blurb before Sunday at 5pm. Carnivals will last for 1 week starting at 7pm on Sundays.
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Thank you (foot)notes:
Are you interested Hosting the Carnival of Marketing? Email Noah, the originator at noah [at] okdork.com with your website and which date you want to host the carnival.
Doug Sorocco with Rethink IP will be hosting after me on March 12th.
8 Rules for Dating my Daughters is the intellectual property of W. Bruce Cameron.
Remember, deadline for this week is 5pm EST this Sunday, March 5th.
27 February 2006
The Carnival of the Capitalists Is Up for 27 February
Ideologic, LLCAward winning Ideologic, LLC is expertly hosting The Carnival this week.
And while you are there, be sure to visit Eidelblog and read a terrific summary of the mess Maryland is making with Wal*Mart. This Blue State will continue to loose jobs, population and, I pray, congressional seats.
Perry Eidelbus, Der Eidelblogger, from Westchester, New York reminds us that the purpose of business is not charity. And, indeed the purpose of government is not charity.
Charity is the test of the human heart.
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Thank you (foot)notes:
Read more on Ideologic at the jump.
More on Wal*Mart.
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25 February 2006
10 Tips for Your Big Show Biz Break
Charmaine on ABC World News TonightCharmaine recently was interviewed on ABC.
She was selling the most challenging type of product — an intangible.
If you are marketing with success and making a difference in your business, you will be in demand as an on-air talent.
Get ready.
Here’s a compressed check list Charmaine uses. It might be helpful for you for your big show-biz marketing break:
1) Talking points. John McLaughlin will not allow any of his guests to have notes on the set. But a pro doesn’t need them. Your talking points, your elevator speech, will be memorized. The broader the audience — the narrower the message.
2) Practice. (The other) Roger Ailes would evaluate a person’s likeablilty on camera by watching the performance on the TV. With the sound off. Ailes says that if, as he watched, he caught himself standing up to turn up the volume, he knew he had a client he could help. Most business marketing performances — presentations are learned, practiced behaviors.
3) Pre-interview. This is your audition where the booker/producer will run you through your paces. They claim they are looking for competence, of course. But this is show business — the producer is looking for entertainment. Are you personable? Are you likable? And can you still fit into the booker’s box. Remember, televised media is similar to print media reporters: the story is already written, already in the can. The writer or booker is merely looking for quotes. That’s why they’re called talking heads.
4) Logistics. Ask for the network to arrange for a car. Don’t burden your staff with driving — and directions. Pros show up with their own IFB’s.
5) Coach in Your Corner. Take your peeps with you — your entourage. This will give you a chance to practice your opening 8 second sound bites. Andrew Dice Clay would show up — joking and smoking — with his wife(!) two kids, publicist, agent, and assorted strap hangers. The driver and dogs remained with the car.
6) Non-answer. You Don’t Have to Answer Questions. Especially if the segment is taped, you answer the question with the answer you want to convey. Your message.
7) Time. The appearance is time consuming. Charmaines’s gig on Friday took up half a day. Here are numbers down the funnel:
3 hour notice
2 hours in traffic
25 minutes for makeup and mike-up
35 minutes taping
all for…
8 seconds of airtime
Cost/Benefit. Gore Vidal once said, “Never turn down a chance to have sex or to go on TV.” But it might not be worth it. (The TV part, I mean.) Only agree to an appearance if you can advance your agenda or as an expert witness. There are some debates that cannot be debated. Or that you should not touch — outside your expertise or the interests of your company. There are a number of other topics that Your Business Blogger dare not put in print. And you never discuss in a short forum. Email me before you go on-air.
9) Feedback. Ask the producers and bookers how you did. Get a beta copy of the show or have your tech guy capture a digital copy. Get — no — demand, honest feedback. There is always something that can be improved.
10) Exploit. Be sure that your appearance is promoted. Clips of your appearances can be shown at board meetings. Company reports. Your bio.
Your blog.
Here’s Charmaine’s interview on ABC last Friday, February 24th.
Also see the how to on media appearances. And another example of doing it right.
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Thank you (foot)notes:
Basil Blog has vetted postings.
Charmaine blogs at Reasoned Audacity. Bio at the jump.
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24 February 2006
OPT-IN: Management of Other People’s Time
Other People’s Money is the often maligned method to fund a venture. But to Get Things Done a leader must not only manage the money — the budget, but get things done through people: management.
What is the First Rule In Management?
The good manager does not manage his time. He does not manage his people.
Nothing should sit on your deskHe manages Other Peoples’ Time.
And Planning, Organizing, Leading and Controlling will follow.
Keep the ball rolling.
No paper should rest on your deskThe manager manages other peoples’ time — as well as other company assets — talent and treasure.
I would submit that managers worry less about managing their own time; their own “to do lists” and focus on the subordinate’s time.
So where does OPT-IN start?
The Manager’s Desk.
Piles of paper are decisions not made. You, Gentle Manager get paid only for your experience, wisdom and judgment. Start with your workspace.
Think of your desk as a pyramid with the apex pointing up. Paper does not rest on your desk, nor your boss’s desk.
Paper is never allowed in horizontal file piles.
Whenever a memo or an email attachment comes to you, it will slide off — back to whoever carried it in. It will have your signature on it, an action to be taken (by someone else), filed or destroyed (by someone else). You will not let it rest on your desk — even as you think about.
Do, Delegate or Destroy. Don’t put that memo on the corner of your desk.
Paper should breeze off your deskEmpty inbox. Not Paper; not electronic.
I would suggest the Biblical reminder that, Today has enough trouble of its own. Do not carry today’s worries — today’s paper — on your work space for tomorrow.
Managers: Do not let the sun set on a piece of paper on your desk. Or an email in your inbox.
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Thank you (foot)notes:
The Management would like to thank Baby-Boo and The Dancer for volunteering for this article.
22 February 2006
Carnival of Entrepreneurship #4 Is Here
The Carnival has some outstanding writing and analysis. World class. From around the world.
Leah MacleanFrom the continent/country of Australia, Leah Maclean, at Working Solo, presents Golden Rules Part 2 - My List. Leah’s article highlights ground rules in being grounded. I liked her point: Surround yourself with people you love. I would add the Love issue to taking on an assignment or job. Clinton Secretary Jesse Brown said that he would “only work for people who loved” him. Our friend, Leah, from Down Under is on top with this advice.
Rick SpenceRick Spence, at Canadian Entrepreneur, presents Thinking before speaking. On how to deliver criticism. Rick has advice on advising — having a direct conversation, however uncomfortable.
David DanielsDavid Daniels, at Global Market Development, presents Checklist to Internationalize a Product. Another Canadian, David, has distilled the steps to take a product international. David correctly, I believe, suggested using local partners, joint ventures whenever possible. I would add that in some countries, such as China — and here I would defer to David’s expertise — that what the Chinese call a ‘wholly foreign-owned enterprise’ might be the better structure than a JV. For a larger company.
Denise O’BerryDenise O’Berry, at Just For Small Business, presents It Is Not OK To Steal.Denise’s post is an outstanding short summary in defense of intellectual property — entertaining and useful. Bookmark her advice and links on actions to take when a thief steals your stuff.
Scott AllenScott Allen, at About.com Entrepreneur’s Guide, presents Wednesday Work Tip #1: Redefining Project Completion. My oldest daughter, The Dreamer, came into my office last night and said, “I spent the whole day on this project and I have nothing to show for it.” Oh no, I thought. Welcome to the real world. Scott Allen has a compelling piece on Getting Things Done. Busy is not a receivable. Scott’s piece reminds us in so many words that going to the bank is what is important. Anything else is a hobby. (Don’t show income for three years and the IRS says so.) Anyway, The Dreamer learned Scott’s lesson early. She’s 12. She’s on her way to some day running her own business. And Scott’s blog is helping now.
Tom McMahonSee Tom McMahon with The Secret Of My Success, where he hit 1,000,000 visitors. Read how he runs the numbers down the funnel. In business, or in life, we do not manage numbers, we manage behaviors. The right behaviors (done by the numbers) will produce desired outcomes (measured against the numbers).
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Thank you (foot)notes:
The Carnival of Entrepreneurship #5 will be hosted by Martin Neumann.
Jesse Brown was my mentor and business partner.
Don Surber has best Thursday Posts.
Maneuver Marketing has more good analysis at AMGEN’s Tour.
21 February 2006
Tom McMahon Gets To Two Commas
Tom McMahonTom McMahon scored his 1,000,000th visit. And 1,500,000 page views.
Anytime a blogger has two commas in his stats has, indeed, something to brag about.
But not Tom. He posted some puny post about this mile post.
Goodness, had Your Business Blogger generated such numbers, I would celebrate. With exuberance. Charmaine would have had to raid my tip jar to get bail money.
But nothing from Tom. Not even a Press Release.
I would have taken to the streets! I think Tom took a nap.
So.
Inspired by Tom’s 4 Block World, I submit the blogosphere’s Humility Continuum:
Tom McMahon…………………..Normal……………………..Jack Yoest
Humble__________________________________________Insufferable
And the high traffic volume would be on the left, on Tom’s side of the scale; the much more modest traffic on the right side. That would be me.
Go visit Tom and congratulate him. Better still, bookmark his site. And see how humility and outstanding content attracted a loyal readership.
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Thank you (foot)notes:
Tom is fearless and transparent. See his unmasked sitemeter.
Basil’s Blog has a picnic. Celebration.
Enter the Carnival of Entrepreneurship
You are invited to submit a post to the Carnival. This edited Carnival highlights the starting and running of your own business.
How are you doing?
See (the very flexible) Carnival of Entrepreneurship submission guidelines.
FerdyUse the handy All Purpose Carnival Submission Form. (Clean, simple design, courtesy Conservative Cat.)
The Deadline is 5 pm EST, 22:00 GMT, Wednesday.
Your Business Blogger is honored to host this week. I look forward to reading your articles.
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Thank you (foot)notes:
The Carnival of Entrepreneurship is the brainchild of Scott Allen. The blogosphere owes him.
20 February 2006
Mark Your Calendar for Best Friends and Best Men
Three Dog NightYou are invited to Washington DC’s hottest rock and roll party.
The Best Friends Foundation presents
“Do You Remember When
Rock Was Young?”
6:30 p.m. Saturday, March 4, 2006
Marriott Wardman Park Hotel
2660 Woodley Road, NW, Washington, DC 20008
Three Dog Night:
Joy to the World,
Mama Told Me
Sister Sledge
with lead singer Kathy Sledge
We Are Family
Don’t miss this fun night of great music, great food
and great company which benefits the girls and boys
in the Best Friends and Best Men programs.
No speeches, no auctions. Just come dressed to dance!!
Proceeds from this annual event are the primary source
of funds for the Foundation’s elementary and middle school
Best Friends and Best Men programs and the high school
Diamond Girls Leadership and Best Men Leadership programs.
Sister Sledge with lead
singer Kathy SledgeSecretary of State Colin Powell says:
I always present the Best Friends program as one of the answers to the problems we have in our society…it is a winner, and I know that many more communities will be embracing it.
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Thank you (foot)notes:
Read more about Best Friends at the jump.
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The Carnival of the Capitalists Is Up for 20 February
This week’s host duties are performed flawlessly by Joseph Weisenthal at The Stalwart. Mr Weisenthal has a well done blog with almost 900 visitors a day.
Impressive.
Carnival Editors, as you know, are not paid. But lend their time, talent and treasure to making the world a better place.
Because of the COTC, Your Business Blogger found, Countries, Individuals, & Production, by Chris Rossini at Market Place Monitor about China.
Chris reminds us that people do business, not countries, not companies.
I would add that it really doesn’t matter if the product is computer chips or potato chips. Or in which direction the transaction flows. A good deal enriches both parties. Both companies, both countries, both peoples.
Chris writes on China’s steel. I would submit that the PRC very much wants to do business with the USA.
English is now the second official language of China. As I write, there are more people in China learning English than there are English speakers in America.
China did $160 billion in Feb 05 in exports to the USA — we are China’s largest export partner.
Bloggers like Chris Rossini help us to learn more about doing business the world over.
Good work and good business.
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