I had coffee with a friend last week who graciously complimented me on this post. Only, it's not really my post. All the ideas came from someone else. Still, I thought I should re-post for those who missed it the first time...
I had lunch yesterday with a gentleman who is one of the best “salespeople” I have ever worked with, Hy Kloc. The thing is, Hy doesn’t sell. He has lunch. He listens. He gets to know you. He helps you out. And when it is all said and done, you feel great.
But that’s not what this post is about.
Hy was kind enough to email me a PPT presentation that he gave to some of his peers. The presentation was packed with little gems. I want to share a few of them without comment:
It’s not what you say, it’s what they hear that matters
Know when to stop “pitching”
On affluent donors(or customers or clients): Treating them like normal people quickly breaks down barriers
Get a quiet table [at lunch]. You need to be able to hear since you’ll be doing a lot of listening.
Behind every database record is a real person
This article in B to B Magazine takes a stab a putting an end to this laborious debate. The conclusion is pretty predictable: put your logo in the lower left-hand corner in a just slightly shy of "officially-big" size.
Yeah, we know. Or at least that's what everyone tells us. But what really got me is this line:
"Recognition is subtle and often instantaneous. In this case, the art director does the logo a serious disservice because readers might not recognize the logo after taking in the message and the images."
There it is!
Recognition is subtle and often instantaneous: so tell me again why we put the logo in the last place your eye tracks? Could it be that your logo is not really as important as you think it is? At least not in the way you think it is.
In this case, the art director does the logo a serious disservice because readers might not recognize the logo after taking in the message and the images: In other words, because media consumers have now trained themselves to scan everything, your brand (when done right)is immediately recognized in part by your logo, but also by the colors, images, language, etc. of your ad. Don't confuse them.
The problem is not necessarily with the size or location of the logo. It is the lack of a coherent brand personality, which results in the logo (and the ability of your customer to recognize you) getting lost.
Yes, it is good for your logo to be large enough to be recognizable and readable. Duh. I'm just saying if you're worried about that at the expense of everything else, you've won the battle and lost the war.
It's Friday afternoon, so I hope I'm making sense.
Nothing important to say. Just a little tribute to THE underdog from my childhood.
This great article from the NY Times has some practical tips for thinking differently. For breaking the mold. For preparing your mind for innovation. It's a good read.
Been visiting a lot of new blogs lately. Many have had no entries since 2007. Waaaaaaay back in 2007.
The reason why is pretty simple: blogging is a pain in the butt. It takes discipline and focus and consistency and effort.
Most people just want to sell stuff.
I still think blogging is a great tool to help you organize and share your thoughts. For most people, blogs don't sell squat, however. As a result, it really it doesn't hold their interest.
Many of the blogs I've visited look like they we created by firms like ours (Rizen). That rarely seems to work. And when it does you can't even tell marketing people were involved.
The lesson for me is that you should blog because...
a) you are arrogant enough to think everyone should be able to read your thoughts.
b) you are generous enough to share your life's learning with others.
c) you are reflective enough that you want contemplate the things you've learned -- in writing.
d) you are compulsive enough that you simply need another thing to do.err
e) you are talkative enough that people ask you to shut up. So you write.
f) you are desperate for feedback on your thoughts, ideas. musings.
g) you are so obsessed that you need yet another outlet to share your ideas.
h) you are so passionate that you need yet another outlet to sell your ideas.
...the list goes on. I'm really just trying to point out that "selling stuff" is not on the list. So if that's why you're starting to blog. Don't. Chances are, the hassle won't pay off.
This great German word doesn't quite have an equivalent in English. But here in America, we're experts in it.
The idea is "getting joy from someone else's pain." Basically, rooting against someone's success.
Underdog-dom is all about the enjoying the fruits of whatever the opposite of schadenfreude is. Does anyone know a term for that?
So after a couple days here at the FMI show, I think it is fair to say that the booth with the most consistent traffic was/is...drumroll please...
Yeah, the beer company. They have what must be a 40 x 40' space with...wait for it...a bar at one end.
It was always packed. I even had people mention it to me in the elevator.
It occurs to me that while most of the other exhibitors are busy screaming "me me me me me me me" and more "me," Miller is saying "it's all about you."
Maybe we can all learn something from them.