Brian McLeod on Marketing & Business Development for Entrepreneurs
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That’s exactly what’s happening with Apple’s iPad as publishers scramble to prepare for the introduction of the iPad in just a matter of days…
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Just read a fantastic guest post by Sir David Garfinkle on John Carlton’s blog.
Sometimes we all need a good kick into ACTION
Given the big ole brains that read this blog and John Carlton’s, my take may not be all that revelatory to you… but I truly believe this to be true and if it helps kick some of you into motion, then it’s well worth repeating (my clients and colleagues have surely heard me spout this before…)
Creating your own reality is scary business. Many entrepreneurs allow their head to float up into the clouds, dreaming of the possibilities, but they leave one foot firmly planted in “reality” – to be safe, grounded.
What we get out of life is what we most want at any given moment. Too often, what we most want is the security and safety of the familar.
Last week, he got a call from his long-time account rep at a ginormous company we’ll call Denture Virect… As you might have guessed by now, the guy was laid -off. And just like that, a stellar 20 year career with one of the biggest advertisers and spenders of online media dollars in the world was over — gone — right alongside about 40% of the rest of their staff. My client’s entire business relationship with them is now “under review” and could come to an unceremonious end any day, from either direction.
Yeah, it’s bad, bad, bad news out there… if you’re in the traditional big ad agency business, that is. Legendary ad-houses like Ogilvy and BBDO are shedding staff while smaller agencies are closing their doors for good.
What this means for you, intrepid Internet entrepreneur, is that your skill and aptitude in effective direct response marketing is going to be more important than ever.
In my last post, we talked about the difference between Price and Value and how easy it is to get caught in the “discount trap”. Cutting your prices can often have precisely the opposite effect that the “price leader” is after.
When times are tough, consumers are not so much after low prices as they are demanding of greater perceived value for their dwindling stash of money.
Sure, he’s controversial in a predictably unpredictable way. That’s one reason I like him so much. You’d have to be crazier than Richard Wilson not to pay attention when Ben talks about building your brand into a dominant market leader. After all, he’s sold a whole lot of frickin’ yo-yo’s and rollover minutes. No shit.
On Twitter tonight, Ben and I yacked a little about being the market leader and the commensurate power and influence being the “big dog” in your market gives you to shape and control the dynamics of that marketspace.
Here’s a fun story about an interesting experiment.
A world class violinist decided to see what would happen if he took his $3.5 million dollar Stradivarius and went outside to play for people on the street. He was completely ignored…
Absent the framework that accompanied his typical command performances, people were completely oblivious and disinterested.
In the context of “street musician”, the the most finely crafted instrument of its kind known to man, played by an absolute master of the art was decidedly unappreciated and almost completely TUNED OUT.
Can you think of any aspects of your marketing where your buyer’s experience is incongruent with their expectations? If you’re honest, you surely can. And there’s money there for you…
F.E.A.R.
False Expectations Appearing Real…
I was reading a new post on Jason Moffatt’s blog today about the dangers of operating from a scarcity mindset.
It got me thinking a little about the underlying reasons WHY people cling to the safety of scarcity and hide from the freedom of success.
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