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Actually, I’m taller than Tom Cruise

July 4, 2007

It happens a lot. First I hear the whispering. Then, I notice the people trying not to stare. Then, one of them rummages through her purse, looking for something for me to sign.

Finally one of them musters up the courage to ask, "are you Tom Cruise?" I smile politely. I don't want to make them feel bad.

I just shake my head and say, "actually, I'm a little taller. But thank you."

Saw this on Gavin's blog and couldn't resist. He looks like Capt. Kirk, btw.

Now…before you dismiss this as online silliness, think about this.

I had never heard of MyHeritage.com before. I would have probably never gone looking for an online genealogy source or a place to create a family website. But, I have a couple uncles who are very into tracing our family's past. So, I passed the link onto them. (Besides, I want to see who they look like!)

Recently we talked about whether or not the Ray-Ban YouTube video was effective from a sales point of view. I think MyHeritage.com's effort is a much better effort in aligning the viral marketing with the actual product.

Think about your product or service. Could you create a viral "something" to draw people to your website and encourage sampling/sales?

Happy Independence Day!

July 3, 2007

Cam Beck over at ChaosScenario says it better than I ever could, as he often does.

Let freedom ring.

How to anchor your tagline in your target’s mind

July 2, 2007

Use it. Everywhere.

Here's a startling reality check. About the time we are so sick of our positioning line (or tagline) that we could scream — our audiences are just beginning to notice it.

How do we accelerate the marketplace's awareness of our tagline? We use it. Wherever and whenever we can. Sometimes, creating memorable marketing is as simple as frequency.

Where should we put it? I'll start the list and you guys chime in. After a few days, I'll update the post and give you credit for your ideas (in case some people are too lazy to scroll down through the comments!)

Business cards
Letterhead
Website
e-mail signature
invoices
Signage (when it fits)
Vehicle signage
Promotional items (pens, cups, lanyards, frisbees)
Wearables (hats, polos, t-shirts, aprons)
Voice mail message

Come on…where else?

UPDATE: Here are some reader additions to the list.

Actually live your brand promise — submitted by Pete
Promotional literature (brochures, fliers, data sheets, etc)
Trade show exhibits
Newsletter banners
Presentations
Proposals
Advertising (TV, radio, print) — submitted by Martin Jelsema
Your blog — submitted by Steve Woodruff
Invoices
Checks
Front windows (we use sticky letter as well as paint)
Billboards
Social networking sites
Tattoos (Temporary!)
15 second pitches
Introductions
Sales Counters
Walls
Product packaging
Shipping containers and tape
Screen savers
Break areas (on the fridge)
Restroom mirrors
Text messages
Entry carpets
Is skywriting out of the question? — submitted by Becky McCray

Celebrating a Virtual Ton of Fun – Drew’s Marketing Minute Hits 2000 Comments Strong!

July 1, 2007

Submitted by Roberta Rosenberg

Drew sent me a quick email informing me I had written his 2000th comment since he launched Drew's Marketing Minute and asked me ever-so-nicely if I would write a post about the reaching this milestone.

David Reich had been tapped for posting duties when his comment clocked in at 1000 and pushed Drew into quadruple digits. David's post, as you can read here, is eloquent and generous. But it didn't take very long to get to 2000, did it, Drew? Barely 2 months and bam! there you are.

What else could I possibly add as your 2000th commentator? Maybe I'll just accept my virtual balloons and confetti and call it a day. (Thank you, everybody. You're the greatest!)

Or maybe not.

I'm still a fair newbie to blogging and social media marketing. Coming to the medium from a marketing/copywriting career in print and old-fashioned web work — amazing to say a 10-year old medium is old-fashioned, but hey, I digress — the overall generosity of the marketing-minded blogging community in general, and Drew in particular, continues to astound and amaze me. And unless you're, like under 25 and are thinking what's the big deal, you probably feel the same way.

From one little acorn grew not only a towering oak but a veritable garden of digital connections. Some direct, some not so. Some useful, some just fun. All good.

Drew's devotion to his craft and his firm grasp on the philosophical and yes, ethical bigger picture, have lead to ebooks, several memes, get-togethers, and an abundance of link love. Hundreds of his fellow bloggers – marketing-oriented and otherwise – have benefited. I know I have, and probably so have you.

Even now, Drew has initiated yet another helping hand. In his post, Help me build a new blogger toolbox, Drew has asked his friends – let's call them "Drewpies" – to provide core resources for newbie bloggers. Someone was kind enough to mention The Copywriting Maven and when I finish this post, I'll be adding a few of my own favorites.

Congrats, kiddo. I'm proud to be a "Drewpie!"
–

Thank you for joining in the choir!

June 29, 2007

Ever since I was a kid, I have loved a great church choir. You know the kind I mean. They shout and stomp and clap and sing and rock out the house. Every single singer brings something to the party. They bring their passion, and their belief and their energy.

That’s how I feel about all of you. The people who read this blog. The people who take the time to turn the monologue into a conversation. The commenters. I told you when I hit 1,000 comments that "the comments are the interaction. The comments are the conversation. The comments are why I blog."

Last week, we crossed the threshold to 2,000 comments. Together. Roberta Rosenberg, the Copywriting Maven left the fateful 2,000th thought and as is now my tradition, I have invited her to write a guest post which will be coming shortly.

My blog will be 10 months old in another week or so. I’ve made lots of mistakes. I’ve done a few things I’m pretty proud of. But nothing means more to me than the fact that you keep coming back. And talking back.

Thank you to all commenters, including the following:

Aaron M. Potts, Adam Kayce, Adam Steen, Adrian Lee, Adriana, Al, Aldian Prakoso, Alex Bellinger, Alvin Borromeo, Amy, Amy HVG, Andrew Clark, Andy Beard, Andy Brudtkuhl, Andy Drish, Ann Handley, ann michael, Anna Farmery, Anne Simons, Art Dinkin, basketer, Becky, Becky Carroll, Becky McCray, Becky-Joe, Beth, Bob Glaza, Bob LeDrew, Brett Duncan, Brett Rogers, Brett Trout, Brian Clark, Bryan Person, C. B. Whittemore, Cam Beck, Caroline Melberg, Carolyn Manning, Char, Charles Brown, Charlie, Charlie, Chris Brown, Chris Clarke, Chris Cree, chris gribble, Chris Kieff, Chris Punke, CK, Christopher, Trottier, Chuck, Claire Celsi, Claire Walter, Connie Reece, Copywriting Services, Cord Silverstein, Cory Garrison, Craig Harper, Dan, Dan Scwabel, Darren, David Airey, David Armano, David Berkowitz, David Brazeal, David Dalka, David Koopmans, David Meerman Scott, David Reich, Dawud Miracle, Delaney Kirk, Dennis Bjørn Petersen, Derek Tutschulte, Donna Konley, DotMySpot, Doug, Doug Karr, Doug Meacham, Douglas Mitchell, Dustin Jacobsen, Easton Ellsworth, Elizabeth Anderson, Elizabeth, Elizabeth Saunders, Eric Brown, Erin Blaskie, Fran, Gavin Heaton, gianandrea facchini, Graham Hill, Guy Kawasaki, Hannah, Heather Gallegos, Helen, Howie, Irene, Jaap Steinvoorte, Jack Hayhow, Jackie Cameron, Jackie Shervington, Jake Nudge, Jamie Shiels, Jane, Jane Greer, Janet Green, Janice, Jaynie, Jeff, Jeff Morris, Jennifer Espeland, Jessica Colleen, Jeremy, Jim Durbin, Jim Kukral, Jim Lane, Jim Tobin, Jim D Walton, Joan Schramm, Joe Raasch, John, John Dawson, Kami Huyse, Kammie K., Katie Cummings, Katie Konrath, Kevin Dugan, Kevin Hillstrom, Kim Klaver, Kirsten Harrell,, Kristin Gorski, Larry Lehmer, Leesa Barnes, Leslie Tane, Lewis Green, Lisa, Liz Strauss, Lord Matt, Lori Grant, Lori Magno, Mack Collier, Madena M Burman, Marie, Mario Sundar, Mario Vellandi, Mark Goren, Mark True, Martin Jellsema, Mary Schmidt, Matt Dickman, Matt Hamilton, Matt Heverkamp, Michael Libbie, Michael Morton, Michael Wagner, Mike Pearce, Mike Sigers, Mike Sansone, Mike Smock, mindblob, mitch matthews, Nathan, Nancy, Nancy, Neil Sanderson, Nicholas Gill, Nick Darling, Nick Rice, Nikole Gipps, Pat McGraw, Patrick, Patrick Schaber, Paul Enderson, Paul McEnany, Pete Deutschman, Phil Gerbyshak, Ray Edwards, rishi, Roberta Rosenberg, Robert Hruzek, Robyn McMaster, Roger Anderson, Roger von Oech, Rosa Say, Rush Nigut, Ryan Barrett, Ryan Healy, Ryan Karpeles, Sacrum, Sam Beckwith, Sandy Renshaw, Scott Monty, Scott Townsend, Sean Carter, Sean Howard, Sean Woodruff, Seth Godin, Sham, Sharon Sarmiento, Shaping Youth, Sherry Borzo, Simon, Stephanie Weaver, Stephen Denny, Ste ve Farber, Steve Harper, Steve Miller, Steve Roesler, Steve Sisler, Steve Woodruff, Susan Gunelius, Susan F. Heywood, Susan Martin, Susan Weiner, Sustainable is Good, T.J., Terra Anderson, Terry Starbucker, Thomas R. Clifford, Tim Jackson, Timothy L Johnson, Toby Bloomberg, Todd And, Tom Guarriello, Tom Swartwood, Tom Vander Well, Tony D. Clark, Tshombe, Uwe Hook, V. Michael Santoro, Valeria Maltoni, Vernon Lun

Are your marketing efforts overcompensating?

June 29, 2007

We’ve all seen it.

Bulging, overloaded PowerPoint slides, brochures, packaging and websites. With every additional word or element — you can smell the uncertainty.

They’re afraid the audience won’t get it. Which speaks volumes. But not about the audience.

Are you confident enough to be simple?

Would you recognize if your product shifted categories?

June 27, 2007

Remember the first desktop computers (shut up if you are too young!). We were amazed at their capacity. Their speed. And their ability to change the way we work.

I can still remember saying "who needs a 1 gig hard drive…that’s crazy!" Now, I wouldn’t buy one that has less than 120. And that was just a couple years ago.

When was the last time you marveled at your computer? Or picked out a new one because it could make a spreadsheet or design a brochure or reach out to people across the globe?

Those functional aspects of the product no longer thrill us. They’ve become a given.

It seems to me that computers have shifted categories a little. Sure, they are still a business tool. But all brands, makes and models are business tools and the reality is, any one of them can probably meet and exceed most people’s needs.

Apple was the first to recognize that computers also say something about us as people and that design matters. Remember the first iMacs with their crazy colors? People were taken aback. The color of the computer does not change its functionality at all.

But it does change what your computer says about you. A hot pink computer? That connotes something about the owner, eh?

Dell has announced that they’re jumping on that boat. Today, they launch their new Inspiron notebook series in 8 vibrant colors, including midnight blue, spring green and jet black.

In a very Apple-like move, the product launch will occur in the Macy’s department store in Manhattan’s Herald Square.

What makes this fascinating isn’t the colored computers. What makes this discussion-worthy is the recognition that companies, brands and products shift over time. Think about your business. What used to make people ohhh and ahhh but now has become a given?

What’s your new ohhh and ahhh? Or are you still hyping the given as though it gives your customers the same tingles it used to?

Is the fox in your hen house? What to do when competitors spy

June 26, 2007

Since 1999, McLellan Marketing Group has produced a weekly e-newsletter. (Content different from the blog, btw). People can sign up automatically from our website. Which means that our competitors can sign up and "spy" on what we send out to our prospects. I sent out the newsletter last night and got a couple "out of the office" auto e-mails from some of the other agency owners in the market. ;-}

We also host a free monthly branding breakfast — to educate business owners and marketing pros about branding. We have competitors show up to those too. And mingle among our prospects and clients. (I figure if we really want to teach the world about branding, we should probably teach the other agencies how to do it too!)

It’s easy to get paranoid. To worry that the fox is in the hen house, so to speak. And maybe you will chalk it up to arrogance on my part — but we never worry about it.

In fact, we’ve even collaborated with one agency in town, REL. They are good thinkers, understand branding and are very creative. Why wouldn’t I want to hang around with people like that?

Why don’t we worry about those foxes near our hen house? I have complete faith that our brand is genuine and that no one can duplicate that. If we take good care of our clients and we truly walk our talk — they’re not going anywhere. People can try to duplicate, replicate and imitate. But they can’t be us. (And the smart ones wouldn’t bother trying.)

On the flip side, if you want to spy on your competition, there’s plenty of tools out there. I don’t think there’s anything wrong with knowing what the other guys are up to. That’s just good business. But be careful that you don’t compromise your brand by shape shifting every time one of your competitors does something smart.

Be you. And don’t worry. The others may try to be you, but they can’t really pull it off. Why not just invite them in?

A bag full of ideas: 06/25/07

June 25, 2007

From time to time, I’m going to share a mixed bag of ideas, marketing tips, brilliant writing and sometimes — something that just made me laugh out loud. Here’s today’s offering:

This one had me smiling and nodding: Jay hit the nail on the head when he responded to the age old question "But does all that blogging get your clients?" Right on Jay! My favorite message — if you blog just to get clients, you won’t.

This one had me bookmarking this blog: Cody McKibben shares some explores the recent attempt by Congress to extend the Freedom of Information Act to bloggers. A very well-thought out post from a young man who is clearly going to be a voice to be reckoned with.

This one was an excellent reminder: Chris Punke reminds us of the many ways video can enhance our marketing. The new distribution and ease of use that video enjoys today makes this traditional marketing technique a very viable one for most businesses.

This one scared me a little: Brett Trout at IowaBiz.com suggests that many of us who think we own our websites couldn’t be more wrong. Is that a conversation you had with your web developer? Should you?

Help me build a new blogger toolbox

June 24, 2007

As fresh faces leap into the blogging waters faster than we can count them, it occurred to me that it’s in everyone’s best interest (and just good manners) to offer a helping hand to the neophytes. We’re helping clients launch blogs on a regular basis and for many of them, these is new territory.

But I need your help. Someone helped you…now it’s our turn!

I’m going to compile a master list/separate blogroll of blog sites that a new blogger should visit, explore and study. Here are my thoughts on how this might work. (Think of this as an evolution of the z-list)

1) Anyone who is interested, create a post listing a few blog sites (and maybe give a word or two as to how you’d categorize them) that:

Are chock full of practical tips
Act as a living lab on how to write compelling blog posts
Demonstrate how to build a community
Teach marketing tools
Are welcome wagons – bloggers who spotlight newbies

2) If you want, use the photo above as the graphic – great, gotta love consistency

3) Link back to this post, so I can find yours and add it to the master list

4) If you think its of value to your readers — why not grab the list before yours and just top it off with your new additions

5) Encourage your readers to do #1-4

Okay, I’ll kick off the list with these…

New Bloggers Toolbox

CK’s blog (compelling blog post examples)
Viral Garden (demonstrate how to build a community)
Lonely Marketer (teach marketing tools)
Successful & Outstanding Blogs (bloggers who spotlight newbies)

This is not a “if you’re tagged, jump in” sort of thing. If you know of some great resources…jump in. If you got named — please, by all means jump in too!

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