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MarketingIdeaShop BRAINY Tidbits

The ezine with brainy ideas & resources
for marketers & small businesses


This newsletter brought to you each Tuesday by
Lois Carter Fay & The Marketing Idea Shop
http://www.marketingideashop.com
mailto:lcf@marketingideashop.com


Issue 44 - March 23, 2004
Reading time: 10 minutes

Circulation:  1344


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PLEASE FORWARD ~~~ WITHOUT CUTTING ~~~
to anyone who can use a few timely marketing
and creativity tips to improve their business.


This is an opt~in email - By subscription only
You are receiving this newsletter because you requested it.

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IN THIS ISSUE

1.   The Zap System
2.   Quote of the Week
3.   PR & Networking Opportunities
4.   Resources for Entrepreneurs and Marketers
5.   A Little Fun
6.   Smell the Coffee


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1. How to Stand Out In A Crowded Marketplace:
    The Zap System
    By Sean D'Souza


Sir Freddie Laker, veteran of the no*w bankrupt Laker
Airways, had some somber advice for Richard Branson.
Richard was about to start up Virgin Atlantic and wanted
some words of wisdom.

As Richard Branson tells the story, "Sir Freddie sat me
down and said, 'If you're going to take on PanAm, TWA and
British Airways, you've got to use yourself and get out
there and realize that if you dress up in a captain's
outfit when you launch the airline, you'll get on the front
page. If you turn up in ordinary business clothes, you'll
be lucky to get a mention.

'Remember the photographers have got a job to do; they'll
turn up to your events and give you one chance. If you
don't give them a photo that will get them on the front
page, they won't turn up at your next event.'"

You can tell Branson was listening carefully, because on
Feb 29, 1984, he turned up in World War I flying leather
gear and announced the formation of Virgin Atlantic
Airways.

The press was gobsmacked.

A CEO going out of his way to give them great pictures was
like manna from heaven. In the inevitable massive publicity
that followed, few of the readers realized that Virgin
Atlantic hadn't even got itself a plane.


*******************************************
When the competition zips, you zap!
*******************************************

Richard Branson learned the zip-zap rule quickly, but
Harley Davidson took its time. It was the early 1980s and
Honda, Kawasaki, Yamaha and Suzuki ruled resolutely on the
bike landscape in the U.S. Harley's balance sheet was
literally dripping with red ink and teetering on
bankruptcy.

In the midst of chaos, Harley took time out. First they
stopped complaining and whining about protection of local
industry.

Then they looked at their competition and drew up a list of
comparisons. The Japanese bike makers stressed the
high-tech side of things. Harley chose to talk about
heritage and tradition. The Japanese pumped advertising
dollars into touting new engines, new frames and new
suspensions. Harley stuck to its guns with mystique and
sheer quality.

Then suddenly like a phoenix, Harley rose again. Let's be
the alternative, they decided. Let's do everything the
competition can't do.

When everyone's zipping, you zap.


****************************************
How Site Build It zaps and weaves
****************************************

I recently went to SiteBuildIt.com and my jaw kinda
dropped. In a world of Internet so-called Gurus
yodelling about how you can be an insta*nt success, Site
Build It actually zaps. They give customers sound advice
telling them to follow what they call a CTPM System.
(Content-Traffic-PreSell-Monetize)

Goodonya mates!

It's time someone told their customers that Internet
Marketing isn't quite the cake walk they expected. And as a
customer I feel respected. I feel like a chump every time I
buy the next wonderful ebook or online product and it
doesn't work for me. With everyone and his uncle screaming
about how I can make a squillion dollars online, Site Build
It comes across like an oasis in the Sahara.

They're zapping alright.


*******************************************
So why does the zap system work?
*******************************************

Simple psychology really. It works because customers are
way too smart for creative marketers. In today's world
customers know exactly what they want. And if they don't
know quite yet, a website with the precise information is
just a click away. They'll find out anyway, so why don't
most businesses venture into the zap zone?

Being in the zap zone is scary. No one wants to go there.
Harley had to keep their fingers crossed when they trusted
their intuition on mystique and tradition. Richard Branson
had to risk being mistaken for Bozo the Clown. Site Build
It has the real fear of potential customers searching for
some get-rich-quick scheme and not buying into their
service.

It's scary for you. But customers know exactly WHY they
should choose you. When you're sitting out on a limb, it's
easier for customers to spot you, than when your covered
with foliage.

And choose you they do.


***************************************************
And you don't have to do the Bozo routine.
***************************************************

At PsychoTactics, we haven't. We've stayed dead serious
with our message. Yet everything we do goes the zap way.

Look at the evidence.

They said we couldn't write loooooooong articles online.
They said people wouldn't read them. You're reading this,
aren't you? They said you need to pitch your product right
away to a customer. We prefer to teach the customer and
give away rich content without any cost or obligation. In a
world that accepts and pays commissions, we don't do
either. And the list goes on.


*******************************************************
You're the one making the rules in a zap world.
*******************************************************

When you think about it, most business is pretty insipid.
Most companies get their ideas from other companies.
Companies will often say, "They did it, so we can do it or
we must do it." And so they go about creating clones of
each other. Too scared to break the mold, they duplicate
remorsely.

This makes it quite easy to stand out in a cluttered
marketplace.

First, all you need to do is to make a list of your biggest
competitors. Richard Branson did. That gave him a starting
point. Then he did exactly the opposite. That's it. Just by
doing the opposite and tying it in with your story, you can
be spotted a mile off.


**************************************************
Don't just sit there reading this article...
**************************************************

Audit your material. Try the zap system. Look at your
website. Does it look like a million websites out there? Is
it just another sal*es pitch or is it a true resource? Look
at your sal*es pitch? Is there a way to zap your audience
by changing what you say? Or the way you say it? I'm
betting my bank balance there is another way. Does your
brochure blah, blah, blah its way into mediocrity and
sameness? Find a way to stop being a wallflower.

And don't confuse zap with creativity, OK? Already
squillions of dollars are wasted each day over creative
ideas that have no legs.

Zapping is just about being yourself. Different. Whether
you're loud or quiet hardly matters.

And if you want to look for inspiration, you don't have to
look further than Shakespeare who said: To thine own self
be true, for it must follow as dost the night the day, that
canst not then be false to any man.

Or in other words, find yourself.


Then Zap 'em!

Have you seen a customer back away at the very last minute?
Do  you know why that happens? Psychological Tactics can
help you overcome that frustration by looking inside the
brain of your customer. Go to http://www.psychotactics.com
today! You won't be dis*appointed.

©Sean D'Souza. Reprinted with permission.



Press conferences don't have to be boring...for you or the
news media! In this one-hour teleseminar Joan Stewart did
with Sandra Eggers recently, you will learn four types of
graphics to consider as props so you look your best in
photos and on TV, what you must have to attract a reporter
to your event so you aren't at the press conference all by
yourself, what you must include on your checklist when
planning a news conference or media event, and tons more.
Read more about it or order it here:

http://tinyurl.com/3hfrw


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2.  Quote of the Week

Here's an interesting approach to success, sent in by Gary
Dean Cox, Consumers Auto Warehouse,
http://www.cawcawcaw.com

"Success is when you no longer allow the negative aspects
of this world to suck the positive energy from your soul!
Thus, when the negativity that sucks ceases, you will have
success!"


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AND NOW, A MESSAGE FROM OUR SPONSORS...


What's your definition of success? Email your comments to
me at
mailto:lcf@marketingideashop.com?subject=Success_Quote



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3.  PR & Networking Opportunities

Both of these opportunities come from the March 22 issue of
AD-MARKETING Musings, written by Dale Gardner. FYI, I find
the AD-MARKETING listserv very interesting and filled with
knowledgeable advertising and marketing experts. You can
join the group here:
http://netpreneur.org/connect/am/subscribe.asp


==> Interested in space?

The International Association of Space Entrepreneurs, on
the web at http://www.spaceentrepreneurs.org/ , is seeking
two new members for its all-volunteer Steering Committee.
Ad-Marketer Guillermo Shlein, IASE's Founding Director,
reports the group has over 20 individuals donating time to
forming the group, which has over 500 members across the
country. The volunteers are needed to help with marketing
and design ideas, and with PR and media relations issues.
Steering Committee meetings are the first Friday of each
month, with the next gathering scheduled for April 2, 2004
in the Tyson's Corner, Virginia area.

Guillermo is looking for individuals meeting these
criteria:

* Professional/technical proficiency
* Experience working with entrepreneurs/startups
* Interest in the space industry
* Available bandwidth and willingness to volunteer
services

If you're interested please contact Guillermo at (703)
737-6458 or email at mailto:gms@fortivo.com


==> Branding for Profitability and Accountability Case
Studies Needed

Ad-Marketer Nick Wreden reports he's on the search for case
studies to include in his upcoming book, a sequel to his
recent publication FUSIONBRANDING: HOW TO FORGE YOUR BRAND
FOR THE FUTURE. Nick's new book, tentatively entitled
BRANDING FOR PROFITABILITY & ACCOUNTABILITY, will detail
how companies can establish the metrics and processes that
ensure a profitable brand. Nick is looking for "case
studies with specific metrics involving retention, customer
equity, customer lifetime value, customer value
measurement/management, profitability, loyalty,
share-of-wallet, etc.

Other areas that will be covered include segmentation based
on profitability, cost-of-service/processes etc., as well
as customer planning aimed at increasing customer
profitability. He says, "I am especially interested in
identification of unprofitable customers (on average, 15%
of any firm¹s customers are unprofitable) and strategies to
deal with unprofitable customers. I am open to considering
other branding metrics, but again the numbers must be
relevant to a CFO."

Nick indicates he's particularly interested in non-U.S.
case studies, especially those from Europe and Asia. Case
studies mentioning the organization's name are best, but
blind studies can be used. Information can be can be
communicated via prepared text or an interview, but in each
case it is vital to provide relevant numbers or
percentages.

Email Nick mailto:nick@fusionbrand.com for additional
details.


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4. Resources for Entrepreneurs and Marketers

==> Words that Sell

Looking for that special word to help you write your
effective sales letter? Pick up a copy of Richard Bayan's
MORE WORDS THAT SELL online at Amazon.com. Or when you get
to the site, scroll down and buy the companion book WORDS
THAT SELL plus this one:

http://tinyurl.com/2m8bj


==> Financial Planning Forms

Here's a great site, highlighted in Kim Komando's ezine
found at http://www.komando.com , where you can get many
kinds of financial planning forms, including a financial
inventory, insurance inventory, money management tool, and
more.

http://www.ihatefinancialplanning.com/my_records/



==> Great Shopping Cart

This week I'm again telling you about a terrific shopping
cart for your online business. Last week I offered you a
free ebook by Tom Antion, HOW TO PICK A SHOPPING CART. Some
of you took advantage of the offer. Well, I am here to rave
about the cart and the technical support. I had some
problems last week with a potential hacker and the tech
support folks did a GREAT job! Read my "Smell the Coffee"
section for more details. And if you need a shopping cart,
please check out KickStartCart. It's amazing. You can use
it for 30 days absolutely free. Here's the link:

http://www.kickstartcart.com/app?pr=31&id=41484



==> Whose IP Address is That?

Do you have a need to track a computer IP address? I did
last week and I found this nifty little F*REE program to
find the owner of the computer. There's also a premium
version. Check it out:

http://www.lokbox.net



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4.  A Little "Event Planning" Fun


A woman was leaving a convenience store with her morning
coffee when she noticed a most unusual funeral procession
approaching the nearby cemetery.

A long black hearse was followed by a second long black
hearse about 50 feet behind the first one. Behind the
second hearse was a solitary woman walking a pit bull on a
leash. Behind her, a short distance back, were about 200
women walking single file.

The woman couldn't stand her curiosity. She respectfully
approached the woman walking the dog and said, "I am so
sorry for your loss, and I know now is a bad time to
disturb you, but I've never seen a funeral like this. Whose
funeral is it?"

"My husband's."

"What happened to him?"

The woman replied, "My dog attacked and killed him."

She inquired further, "Well, who is in the second hearse?"

The woman answered, "My mother-in-law. She was trying to
help my husband when the dog turned on her."

A poignant and thoughtful moment of silence passed between
the two women.

"Can I borrow the dog?"

"Get in line."


Help keep the smiles coming...please send me your
marketing, PR or sales jokes. I'll be happy to give you
credit and list your website! Email me:
mailto:lcf@marketingideashop.com?subject=marketing_joke


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5.  Smell the Coffee...

If you read the "resources" section above, you may have
noticed that I had trouble last week with a potential
hacker. At first, I thought that someone REALLY wanted to
buy the ebook I co-authored with Jim Wilson, 52 READY-TO-GO
SALES MEETINGS: 52 WAYS TO HELP YOUR SALESPEOPLE (AND
YOURSELF) WIN AT THE GAME OF SALES. Someone had repeatedly
put in their Visa card number and been declined, every
couple of minutes for about a half hour.

In checking further I found that the "purchaser" had listed
an unusual address, so I did an Internet search on the zip
code to see if it matched the state. Nope. The address said
California, but the zip code said Iowa. Hmmm.

Then I noticed that the Visa numbers were different...all
12 of them. Double hmmm.

I decided to try to track down the IP address and I
discovered a neat little program that let me look it up.
The rascal was from Cairo, Egypt...unless, of course, he
was using someone else's computer or was remotely sending a
message through an "innocent's" computer.

Anyway, I contacted my technical support team for my
shopping cart service and they were marvelous. We decided
it was likely the actions of a computer program trying to
find a credit card number that worked. Luckily, my cart is
secure. And, as is becoming more and more common these
days, my tech support rep added a feature to the cart that
now requires humans to read a series of numbers and letters
and type them in to complete the action. Computer "robots"
can't do that, so we are assured that the cart won't be
compromised.

Enjoy your week and remember...it's spring!


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MORE PRODUCTS

I encourage you to visit the Marketing Idea Shop website
for lots more information. Plus, you'll find a lovely
picture of me there! There are f~ree articles, past copies
of Brainy Tidbits, resources, ebooks and special reports.
Remember, we are constantly adding brainy ideas and
information to the site for you.

http://www.marketingideashop.com



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THE FINE PRINT

© 2004 Marketing Idea Shop. All rights reserved.
This publication is registered with the
Library of Congress in Washington, DC.
ISSN 1545-035X


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featuring brainy ideas and resources for marketers and
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Published by:
Lois Carter Fay, APR
Founder, Marketing Idea Shop
411 Rainier Road, Massanutten, VA  USA 22840
Voice 540.289.3840 or 800.203.8660
lcf@marketingideashop.com
http://www.marketingideashop.com