Tag: don’t sell – enable people to buy

BEHOLD! The Almighty Philosophy Card

People want to do business with (and be around) other people who have their own philosophy.

Their own unique approach.
To business. To life.

A way to treat customers.
Online and off.

How they roll.
Alone and in front of others.

Your own philosophy = approachable.

For the past seven years, I’ve been perfecting mine.

If this is your first time here, it goes a little something like this:

HELLO, my name is Philosophy
1. People buy people first.
2. Friendly always wins.
3. Make the mundane memorable.
4. Unique, not different.
5. Interaction, not interruption.
6. Be That Guy,
7. Fans, not customers.
8. Don’t sell, enable people to buy.
9. Consistency is far better than rare moments of greatness.
10. If you don’t make a name for yourself, someone will make one for you.

So, since having your own philosophy is such a great example of approachability, I’ve been challenging my readers and audience members to take it one step further by creating their own “Philosophy Card.” (Pictured above is the Philosophy Card sent in by my new friend Mike Morroco from Bella Railings.)

Ready to create yours?

Here’s what it (could) look like:

*Business card size
*Thick, glossy
*Double sided, one side containing your branding, the other containing your philosophy

Here’s what you (might) do with it:

*Give it to everybody
*Use IN ADDITION to your business card
*Leave it behind as a handout

All you have to do is ask yourself one question: “If everybody did exactly what I said, what would the world look like?”

Your answers = your philosophy.

It’s gold Jerry, GOLD!

I submit to you that my Philosophy Card is the single greatest marketing/networking/branding tool I own.

And I know it will work for you too.

LET ME ASK YA THIS…
What’s your philosophy?

LET ME SUGGEST THIS…
I dare you. I double dare you. No, wait. I TRIPLE DOG DARE YOU to create your own Philosophy Card and mail it to my address:

HELLO, my name is Scott!
7563 Oxford Drive #2 South
St. Louis, MO 63105

I’ll post it on a future blog entry for all the world to see!

* * * *
Scott Ginsberg
Author/Speaker/That Guy with the Nametag
www.hellomynameisscott.com

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If you have to tell people you are, you aren’t

The other day I (thought) I was having an epiphany:

“If you have to tell people you are, you aren’t.”

BRILLIANT! I was all excited to write about it, blog it, and eventually take credit for that statement as my own original thought.

But.

The Google informs me that Margaret Thatcher first uttered that quotation like, 50 years ago.

Damn it.

MINI-LESSON LEARNED: Every time you think you’ve said something witty, brilliant and original, google it first. Odds are, someone’s already said it before you.

Anyway, notwithstanding my apparent unoriginality, I still wanted to expound on Large Marge’s profound statement.

If you have to tell people you are, you aren’t.

It’s about humility.
It’s about confidence.
It’s about actions, not words.
It’s about showing, not telling.

First example.

ChefManifesto.com is a project to collect observations from the people on the front lines in the restaurant business. In a recent blog post, one contributor from Colorado shared the following story:

A couple came into our restaurant last night. It was standing room only and an hour waitlist. They heard that and informed the hostess that waiting for a table wasn’t going to work for them because they were “V.I.P’s” I’m sorry, but if you have to tell someone you are a VIP, you probably aren’t.

Thanks, Chef.

Interestingly, this statement can also work when reversed:

“If you have to tell people you AREN’T, you are.”

Second example.

I once had a stalker. Every day for about two months he would leave creepy messages on my voicemail beginning with, “Look Scott, I’m not a stalker or anything, but…”

Yeah.

Seriously. If you have to tell someone you’re NOT a stalker; you’re a stalker!

So, here’s the deal:

If you are, people will know.

And if they don’t know yet, they WILL.

Either from their own experience or from someone (they trust) telling them.

No need to shove it down their throats.

“A city on a hill cannot be hidden.”

(Whoever said that ☺ )

LET ASK YA THIS…
Why do you think people tell other people that they are?

LET ME SUGGEST THIS…
What could people say (do) instead?

* * * *
Scott Ginsberg
Author/Speaker/That Guy with the Nametag
www.hellomynameisscott.com

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7 (more) Unforgettable Follow-Up Strategies

“I’d gladly pay you Tuesday for a hamburger today.”

Recognize those words?

Straight from the mouth of J. Wellington, aka “Wimpy,” famous for his appearances in the Popeye cartoons.

Wimpy’s unforgettable character first aired in 1934. Interestingly, 70+ years later, his words still contain a nugget of truth: Tuesday is the day.

A 2007 survey conducted by Pitney Bowes revealed that Tuesday was the #1 arrival day for direct mail for three reasons:

1. It’s the lightest mail day in the U.S.

2. Having your letter delivered to a prospect on the day they receive the least amount of mail boosts your chances of the piece being opened and read!

3. Every other day in the week falls short.

HERE’S WHY: according to a related article in CRM Today, Monday is a bad day for contact because the Monday Blues will be descending and thoughts will be split between the weekend’s activities and the challenges that the week holds in store.

By Tuesday the weekend has quickly become a distant memory and minds are focused.

Any day thereafter, the mindset may be, “Well, I’ll deal with it next week.”

So, Tuesday is the day.

HERE’S THE CHALLENGE: what pieces do you send to prospects, customers and potential clients that are unique, memorable and persuasive?

I’m glad you asked. Here’s a list of seven ways to convert Touchpoint Tuesday into Wealthy Wednesday. (If you haven’t read the first version of this post, check it out here.)

1. Event Postcard. When my St. Louis Cardinals won the World Series in 2006 (woo hoo!) I bought a box of limited edition postcards and sent them out to my top 50 prospects. On the back of the card I wrote “GOOOOOO CARDS!” Half of them called me back within two days. One client even booked me to do another round of training for his hotel! Going…going…GONE!

LET ME ASK YA THIS…
What well-known, hometown event/holiday could you leverage to make your prospects think of you?

2. Article. If you come across an article that’s relevant to your prospect, his company or his industry, send that baby out! Emailing a link works best, although snail-mail and faxing works too. Just be sure to leave a little note (on your stationary, of course) that reads, “Thought of you when I saw this!”

LET ME ASK YA THIS…
What publications are your prospects reading?

3. (Your) Article. Better yet, send them an article YOU wrote. If it’s online, shoot them an email with the link. If it’s in print, send a copy in the mail. If possible, use your prospect as a positive example in your article. Then highlight that section when you send it to them. Appeal to their ego.

LET ME ASK YA THIS…
What did you write today?

4. Travel Postcards. Every summer I spend a few weeks in Geneva, Switzerland, speaking at a youth leadership camp. One of my traditions is to stop by the local souvenir shop, pick up a few dozen postcards, grab a seat with a view of the Alps and spend the next half hour telling my prospects, “I wish you were here!” NOTE: the key to this technique is to offer Social Proof. Don’t forget to “mention” in your postcard that the reason you’re traveling is because you’re working with an existing client.

LET ME ASK YA THIS…
When is your next business trip? To whom are you going to write home about it?

5. Mindshare. Sales isn’t about MARKETshare, it’s about MINDshare. So, complete the following sentence: “If my prospects saw (x), they would think of me right away.” Now send them one.

LET ME ASK YA THIS…
What item immediately makes people think of you?

6. Blog Posts. Similar to emailing an article, try sending a blog post to your prospects. I do this every time I return from working with a client. I’ll blog about the speech by showing pictures and sharing stories from audience members. Sometimes my client will even comment on the post! Then I’ll email that blog post to similar prospects and say, “Just got back from another successful program in Pittsburgh! Thought you’d like to see a few pictures…”

LET ME ASK YA THIS…
What’s your excuse for not blogging yet?

7. Pictures. If you store your pictures online at Flickr or Photo Bucket, email the links to your prospects. CAUTION: be sure your pictures are 1) high quality, 2) professional and 3) show you doing what you do. Demonstrate value by sharing pictures of you and your existing clients laughing, having fun and working well together. Think of it as a testimonial, minus the words. Let the picture do the talking. And make your prospect think, “Man, maybe WE should be working with these guys!”

LET ME ASK YA THIS…
Do you have pictures that show you doing what you do?

BOTTOM LINE: people who get noticed get ahead. Don’t get caught in the Normality Trap by using the same old, tired follow-up. Make your approach unique and unforgettable, and you’ll be certain to turn Touchpoint Tuesday into Wealthy Wednesday.

Wimpy would be proud.

LET ME SUGGEST THIS…
Post your most unique, most unforgettable follow-up technique here!

* * * *
Scott Ginsberg
Author/Speaker/That Guy with the Nametag
www.hellomynameisscott.com

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Make music, not noise

Think of the most horrible sound imaginable.

Maybe it’s fingers on a chalkboard.

Maybe it’s a baby screaming in pain.

Maybe it’s someone choking on a piece of broccoli.

Maybe it’s turning over the ignition on your car when it’s already started.

Yecch! Makes your skin crawl, huh?

Exactly. That’s the effect noise has on people.

Now think of the most beautiful music imaginable.

Maybe it’s a song from an opera.
Maybe it’s one of Mozart’s symphonies.
Maybe it’s an ambient mix of keyboards and organs.
Maybe it’s that first song you slow-danced to at your wedding.

Ahhhhhhhh. Puts your soul at ease, doesn’t it?

Of course. That’s the effect music has on people.

However.

The majority of the marketing out there isn’t music.

It’s noise.

And customers are tired of it.

PERFECT EXAMPLE: When you were watching Tivo last night, you just skipped right through those annoying commercials, didn’t you?

ANOTHER EXAMPLE: I took a flight on US Airways from Phoenix to St. Louis a few weeks back. When my delicious, hearty meal was delivered to my seat (by which I mean a cookie), I opened the tray table only to find the entire surface was covered with a colorful advertisement!

On my tray table!

I don’t even remember what product it was for. I think a home stereo or something. I didn’t care. I just wanted to get that ad out of my face.

Because it was just more noise.

FINAL EXAMPLE: I went downtown to the auto show last weekend. Lots of noise: banner ads, booths, tables, demonstrations, emcees giving short speeches about the features of the cars, all that stuff. Sensory overload. To the point of exhausting.

But then I saw something cool. Something musical.

A woman who worked for Chevy stood by a bright red ’07 Corvette. She had a digital camera on a tripod. And sitting in the driver’s seat was an eight-year old boy wearing a smile so big you could see it from the suburbs.

“One…two…three… (CLICK) …and verrrry nice!” She said.

The boy leaped out of the Corvette and ran over to the girl.

“Thanks buddy! Now when you get home, go to chevy.com, login using the key code on your card, and you’ll be able to download this picture!”

“Cool! Thanks Corvette lady!” he said.

It was like music to that kid’s ears.

LESSON LEARNED: make music, not noise. (Read a similar post about interruption vs. interaction marketing here.)

LET ME ASK YA THIS…
Does your marketing create MUSIC or NOISE?

LET ME SUGGEST THIS…
Post your best three example of marketing with music, not noise.

* * * *
Scott Ginsberg
Author/Speaker/That Guy with the Nametag
www.hellomynameisscott.com

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Here’s my sales philosophy

I’ve never been much for textbook sales methods: 17 kinds of closes, 24 ways to overcome objections, you know, all that stuff.

I’m not saying they’re wrong. Sales is sales. It’s just that much of the salesspeak seems manipulative. And businesspeople shouldn’t spend all their time practicing other existing methods, they should be developing systems of their own.

So here’s mine:

1) Sell yourself to yourself. The sale before the sale: the most important sale of all. It begins when you practice positive self-talk and daily affirmations that flood your subconscious with healthy thoughts. This will reprogram your mind to attract winning results based on your positive thinking. Ultimately, your attitude of approachability will become the foundation from which all future actions are based.

2) Believe in yourself. These thoughts will become beliefs. If you keep telling yourself that you are successful, intelligent, great at providing value, you will become (and do) just that. These beliefs will run through your mind and give you more self-confidence, simply because you kept talking to yourself.

3) Sell yourself to others. Now that you’ve sold you to you, and that you believe in yourself, share it with others. Lead with your person. Put it before your profession, position and title in a unique, unforgettable way. And remember: people buy people first. So, make friends with everybody. Increase your daily level of Zero Motive Interactions, online and offline. Practice interACTION, not interRUPTION. And whatever product or service you’re really selling, it will soon be bought after customers have bought you first. (And customers WILL buy you first because steps one and two make you the kind of person that want to do business with: friendly, attractive, confident and memorable.)

4) Enable people to buy your actual product or service. Notice I didn’t say “sell,” I said, “enable people to buy.” Give value first, project uniqueness by being That Guy and be approachable so you create confidence in the minds of your customers. Make the mundane memorable. Lead, sell and close with VALUE before price, that way when the time comes to write the check, price doesn’t matter.

5) Keep it alive. Become a resource, not just a salesperson. Think long term relationship, not one night stand. Think about the sale after the sale. Turn your customers into fans, and stay in front of those fans by regularly delivering value in your own unique way. Remember that these fans are the most important people in the world. Remember that consistency is far better than rare moments of greatness. And remember to have fun.

(Repeat steps 1-5 daily.)

LET ME ASK YA THIS…
What’s your Sales Philosophy?

LET ME SUGGEST THIS…
Post it here!

* * * *
Scott Ginsberg
Author/Speaker/That Guy with the Nametag
www.hellomynameisscott.com

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27 ways to grow bigger ears

Last week I briefly talked about growing bigger ears.

Since then I’ve received tons of awesome feedback on the topic of listening. (If you still have tips and ideas, email [email protected])

So, here’s my ever-growing list of Ways to Grow Bigger Ears:

1) Be less worried about what you’re planning to say next.

2) As soon as your follow-up question or rebuttal is formed, jot down just the major ideas (usually just nouns and verbs) to jog your memory when it’s your turn to speak.

3) In a pinch (i.e. sans paper), assign the thought to a finger which and tap gently on the desk or the arm of your chair.

4) The key is to free up your thought processes to be able to hear,
interpret, and internalize the content of an incoming message. It will
make you a better listener, and should deter you from jumping in too
early with a response.

(Thanks, Peter Marinari)

5. When in a restaurant, sit with your back to the TV so you aren’t distracted.

6. Ask questions on the information being presented.

7. Avoid turning the conversation back to you. If you use the word “I” alot, you are breaking that rule.

8. Listen for the suble difference between “I need you to solve my problem” vs “I am just telling you what frustrates me.”

9. Don’t anticipate the direction of the conversation in order to push it along faster than normal.

10. Don’t cut people off. Let them finish.

(Good stuff, Tony Chimento)

11) I always know that I am listening intently when I can see the size of my conversation partner’s pupils change size as the conversation happens. Don’t know why, but it works for me.

(Bravo, Debby “CNP Guru” Peters)

12) Aggressive Listening – listens to gather evidence for a position of view that is already fixed and confirmed. Listens with an agenda, and starts from the conclusion. This type of listening is closed, rigid and certain. It seeks to win a victory.

13) Learning Listening – listens in order to discover something new, to learn and understand – to be changed. Listens in order to focus on the other, and give them the gift of being truly heard. This type of listening is open, flexible and uncertain. The aim here is to win a relationship.

14) Restraint – Focus on the other person and avoid introducing your own story. Allow the other person’s story to stand on its own merit, without your commentary.

15) Questioning – To demonstrate your listening and to listen better ask open-ended questions that help to clarify (“What does that mean? Help me to understand this better…”), dig deeper (“Can you tell me more about…” “Please expand on this…”) or create a new angle. This can also the other person to understand their own story better!

16) Self-reflection – Often when we listen to others, our own body and mind begin to “resonate” with what we’re hearing. We listen with more than just our ears, intuitively we connect with the other person at a very deep level, and this can sometimes be “felt” in the “gut” or the “heart”. We may feel a particular emotion, or we may find ourselves getting agitated or tired. As we listen to the other person, we can tune in to what is happening within us, and this can help us to understand far more deeply than if we just use our ears.

(Solid content! Thanks John van de Laar)

17) (L I S T E N) has the same letters as (S I L E N T).

(Sweet. Thanks Michelle!)

18) Don’t jump ahead mentally to compose your response.

19) Include the speaker’s non verbals into how you “take in” what they are saying. The classic example of this is when someone says “Whatever” with body language that signifies that the outcome of whatever the debate/question had been is actually something they are heavily vested in.

19) Eye contact. I know this is one of those obvious basics, but I have a 7 year old who (like his father) doesn’t make eye contact readily. When I was lecturing him on why he received a “needs work” evaluation regarding his listening skills at gymnastics, he said, “just because I’m not looking doesn’t mean I’m not listening.” People don’t know that eye contact is critical.

(Cool, gracis to Paula E. Kiger from Florida Healthy Kids Corp.

20) Listen with your emotional ears, too.

21) Listen for the little pieces of info that can spur further questions.

22) 1 way NOT to grow bigger ears: DON’T grow a bigger head! It WON’T work ! 🙂

(From my old friend Allison, from KidSmart)

23) If it is more than a casual encounter take notes.

24) If at the end of twenty or thirty minutes of talking you’ve only got a few lines filled in, you probably talked more than you listened.

25) Want a real kick in the ass? Give a notepad to your client or guest and see who comes up with more notes at the end. If it’s them, how does that make you look?

26) I always repeat back someone’s name to them when we first meet, or else I’m likely to forget.

27) Throughout the event/party/meeting, I will look around the room and say to myself the names of the people I’ve met, just to reinforce it. It’s like I listen to the person the first time, then I listen to my mental repetitions after that!

(Good call, Coach Lisa.)

LET ME ASK YA THIS…
What are your best tips for growing bigger ears?

LET ME SUGGEST THIS…
If you’d (still) like to contribute your tips for growing bigger ears, please email your best listening tips to [email protected].

* * * *
Scott Ginsberg
Author/Speaker/That Guy with the Nametag
www.hellomynameisscott.com

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God bless Triple D’s

Potential customers, fans, friends, family members, audience members, readers of your material, website visitors, and pretty much anyone else that comes into contact with your business needs to know three things.

This is what I call “The Triple D Factor.” (And no, it has nothing to do with Dolly Parton.)

PEOPLE NEED TO KNOW WHAT YOU:

i. DO – for a living, as a professional, for companies, for customers. So, is your positioning statement clearly defined and posted where everyone can see it? And if a stranger asks your aunt Patty what you do for a living, will she do your business justice?

ii. DOING – right now, current news and projects, upcoming events. Do you have a calendar, rss feed or “upcoming events” section of your website and ezine? Are people anticipating your arrival?

iii. DONE – past clients, past successes, whom you worked with, how you helped them. How many testimonials do you have?

DO, DOING, DONE. Triple D’s. Got it? Good.

Happy Thanksgiving everybody! See ya next week.

LET ME ASK YA THIS…
How do you use the Triple D Factor?

* * * *
Scott Ginsberg
Author/Speaker/That Guy with the Nametag
www.hellomynameisscott.com

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6 Googleicious Ways to Approach Your Next Sales Call

In 20 minutes, you have the biggest sales call of your life.

It could mean your next promotion.
It could mean millions of dollars in revenue.
It could mean a new business relationship that lasts a lifetime.

Are you wearing The Armor of Google?

Huh? The Armor of what?!

You heard me: Google. The greatest thing to happen to the Internet since the Internet. And, your best friend in approaching the sale.

See, approachability stems from confidence. Confidence grows from knowledge. And knowledge is enhanced through preparation. So, what better way to prepare yourself for your upcoming sales call than to spend the next 20 minutes Googling your brains out?

Here are 6 ways turn Google into your secret weapon when approaching the sale.

SECRET WEAPON #1: Google Yourself
If you’re not doing this at least a few times a month anyway, you’re crazy. And this isn’t an ego thing, it’s about visibility. It’s about reputation. You need to know who’s talking about you, where you show up & where you don’t show up.

REMEMBER: every time you encounter a potential client – in person, on the phone, via email – odds are, they’ve already Googled you.

ALSO REMEMBER: if you don’t exist on Google, you don’t exist.

SECRET WEAPON #2: Google Your Company
Find out what customers, clients and the competition are saying about your company. If possible, get involved in chat rooms, bulletin boards and other online networking venues to represent (or defend) your organization.

KEEP IN THE FRONT OF YOUR MIND: you can participate in your online image, but you can’t control it.

KEEP IN THE BACK OF YOUR MIND: you and your company are getting talked about, whether you like it or not.

SECRET WEAPON #3: Google Their Company
Sure, you can go to the website of a potential client you hope to work with, but Googling their company name will give you a much broader scope. Find out what other people are saying about them. Especially if it’s negative feedback. See if they’ve been in the news lately, either for something good OR bad.

THINK ABOUT IT: a company’s own website won’t post anything bad about themselves.

AND THINK ABOUT THIS: you might say something stupid or accidentally hit a hot button if you don’t do your research first.

SECRET WEAPON #4: Google Your Prospects
I recently did a conference call with the VP of Marketing from a Fortune 500 company. He was interested in working together, so prior to our meeting, I spent a few minutes Googling his name. I found a great article all about his leadership style; printed it out, stuck it on my wall, then quoted the VP’s own words back to him at the end of our conversation. I complimented his eloquence and then explained how my services connected with his philosophy. He loved it!

YOUR GOAL: preparation, preparation, preparation.

ALSO YOUR GOAL: make that prospect think, “Wow, he did his homework!”

SECRET WEAPON #5: Google Alerts
Every time I speak to a group of people, I always ask them, “How many of you are using Google Alerts?” Usually 3 hands out of 500 go up. And I’m always amazed, mainly because Google Alerts are GOLD. They are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic. My suggest to you is, get alerts for your specific areas of expertise. Help enhance your ongoing education. For example, I have alerts on “nametags” and “approachability.” Other items you might want to consider getting alerts for: your name, your company’s name, your product’s name, your website’s name, clients’ names, your competition’s name, etc.

YOU’LL BE AMAZED: about where your name shows up on the Internet.

YOU’LL ALSO BE AMAZED: at what you can learn that you otherwise never would have discovered.

SECRET WEAPON #6: Googling Personal Info
This one is just fun. Try your own phone number, address, or better yet, your email. Try your boss’s or your spouse’s information. It’s wicked cool. Also, Google your OLD personal information, especially out-of-date phone numbers. You can see which websites list you incorrectly. (If you’re really anal, you can call them up and tell them to change it.) That one will blow your mind.

(NOTE: I just Googled my social security number. Nothing came up, thank God.)

TRUST ME: your personal information is out there somewhere.

AND TRUST THIS: the Internet is forever. (Insert spooky sound effect sound.)

Now, one bit of caution: be careful how you reveal this information to your prospect. If you shake someone’s hand, look him in the eye and say, “So I was Googling you yesterday…” that might give the impression that you were stalking him.

I suggest you wait until the moment is right, and casually say “I asked around,” “I was surfing the web” or “I stumbed upon…” Those phrases are a lot less threatening.

Ultimately, when you’re faced with an important sales call, Google is a brilliant preparation tool. It equips you with the information, and therefore, the confidence; to approach that sale like a pro.

Google on!

LET ME ASK YA THIS…
How are you using Google to prepare yourself to approach the sale?

LET ME SUGGEST THIS…
Get your people, team, department (whatever) together for “Google Time.” Have each person spend 20 minutes Googling, then have a meeting where you discuss your findings.

* * * *
Scott Ginsberg
Author/Speaker/That Guy with the Nametag
www.hellomynameisscott.com

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Interruption sucks, interaction rocks

Radio ads. Billboards. Wall Posters. Yellow pages. Pamphlets. Leaflets. Brochures. TV commercials. Newspapers ads. Magazine ads. Pop ups. Fax Outs. Hiring a fat guy to stand out on the street corner during traffic with a big sandwich board three blocks down the street from your restaurant. Pitching the media to do stories about you. Standing at a big flashy booth at a trade show giving away free pens. Blinking web ads. Direct Email. Cold calls (pictured). Direct Mail. Driving down the street, slowing down in front of pedestrians, rolling down your window and asking them, “Hey, you wanna buy a home stereo?”

That last example actually happened to me last week while walking down the street in downtown Chicago. It was ridiculous!

And it got me thinking: what do all of those marketing techniques have in common?

Not all the time, but for the most part:

• They suck
• They annoy people
• They cost money
• They waste money
• They waste trees
• They are antiquated, boring and ineffective marketing channels created around interruption

Interruption, I say!

And they don’t work any more.

Because people are tired of being interrupted and being YELLED AT to buy stuff.

Bestselling author Seth Godin first noticed this trend in 1998. His revolutionary interview in FastCompany magazine quoted him as saying, “There’s too much going on in our lives for us to enjoy being interrupted anymore. So, our natural response is to ignore the interruptions.”

Gets worse.

In 2004, a UCLA study reported that the average consumer sees 3000 marketing messages in one day. Course, that was a few years ago. By now, I bet it’s well over 5000.

Interruption.

This word has been on my mind a lot lately, and here’s why…

See, tomorrow is November 1st. Which means my company will celebrate its four-year anniversary in a few months. (Woo hoo!)

Now, I will tell you that, for the few years of my company’s existence, I didn’t make much money.

OK, fine. I didn’t make ANY money.

However, 2006 was a stellar year. I almost tripled my projected revenue. I surpassed most of my year-end goals by October. I even managed to take some time off! (Double woo hoo!)

And so to me, I take this as a sign that my marketing efforts are (finally!) paying off.

But, I have a confession to make. In fact, I have three of them.

In the history of my career as an entrepreneur:

1) I’ve never made a cold call.
2) I’ve never run an advertisement.
3) I’ve never “pitched” the media.

I know. Doesn’t seem normal, does it?

Well, that’s just the way I do business.

Because any day of the week, I’d rather: concentrate my marketing efforts on creating a sense of attraction, a sense of gravity; that magnetizes customers, prospects and fans toward my company through a process of delivering value in the vehicle known as my brand…

…than run some crappy ad. Or interrupt someone’s day with an annoying cold call. Or send out a direct mail piece. Or…

You get the point: interruption.

Therefore, if interruption is the enemy of successful marketing, what’s the ally?

My theory: interaction.

Look. I’ve been wearing a nametag 24-7 for just over 6 years now. And if there’s one thing I’ve learned from tens of thousands of encounters – with new people I otherwise never would have met – it’s this: interruption sucks, interaction rocks.

Now, what exactly do I mean by interaction? I’m talking about direct contact with your customers and prospects. Building community. Making friends. Creating and keeping fans. Hanging out. Delivering value. Developing relationships.

Specifically, stuff like…

Posting on your blog. Commenting on somebody else’s blog. Publishing articles in your community’s newspaper. Giving speeches at Chamber meetings. Lunches with friends. Lunches with customers. Lunches with potential customers. Publishing an ezine. Doing an audio podcast. Chat rooms. Bulletin boards. Speaking at trade shows. Attending networking functions. Doing a video podcast. Posting your pictures on Flickr. Instant messaging. Widgets. RSS feeds. MySpace. MyYearbook. Tagworld. Digg. Delicious. Squidoo. LinkdIn. Flickr. Wikipedia. Friendster. Facebook. LiveJournal. Match.com. Online discussion boards. Facilitating word of mouth. Throwing an open house or party at your office. Doing an interview on the radio. Going on a talk show. Talking to strangers!

And the list goes on an on.

So. Big question of the day: what do all of those marketing channels have in common?

Not all the time, but for the most part:

• They’re fun
• They connect with people
• They cost little or no money
• They save money
• They save time
• They are fresh, cool and effective marketing created around interaction

Interaction, I say!

And they work. They work really, really, really well.

Because customers are excited about interacting and participating with cool stuff, people and ideas that make them feel comfortable and respected.

So, I said it once and I’ll say it again: interruption sucks, interaction rocks.

(This post was inspired by Andy Sernovitz’s kick-ass new book.)

LET ME ASK YA THIS…
Is your marketing interrupting or interacting?

LET ME SUGGEST THIS…
Make a list of 10 possible interaction marketing channels. Post them here!

* * * *
Scott Ginsberg
Author/Speaker/That Guy with the Nametag
www.hellomynameisscott.com

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23 Phrases that Payses

1. I need your help. When approaching a service agent or receptionist, this opening line appeal to someone’s instinctive helpful nature. You’re likely to get a better response (and better service!) if you use this line.

2. You don’t know me, but. Be honest. Don’t pretend to be someone’s best friend. Especially on the phone, help someone know right away that you are calling as a stranger who hopes to become a friend.

3. I don’t know anybody here. Especially at an event where you don’t know anyone, use this line to disarm others’ preoccupation. It’s honest, fun, and if you pick the right person, they might reciprocate and become your frist friend!

4. I don’t know what that means. It shows that you’re listening. You’re not too proud to admit you don’t know everything. You’d like to learn more. This approachable, humble phrase also demonstrates interest in the other person.

5. I’m new here/this is my first time. Again, this appeals to someone’s helpful nature. Give them a chance to introduce you to others. Surrender yourself and they’ll usually help you out.

6. Hang on for ten seconds. Especially on the phone, this tells someone that you really will “be right back.” With the limited time each person has to talk to you on the phone, sentences like this speed it up. They will usually count, too, just to see if you really come back in 10 seconds. Remember, specificity = credibility.

7. Let me give you an example. Keeps someone engaged, helps he or she follow you and the conversation. Be sure to offer an example as support for your point.

8. Welcome in. In all situations – at a table, in a room – use these two words to show approachability and hospitality. It’s amazing how much friendlier “Welcome in!” is than “Hello!”

9. Drop me a line. This covers all mediums of communication and therefore leaves it open for someone to reach you however they prefer. It’s also appropriate phrasing for our times: casual, cool and informal.

10. You’re my hero. When someone goes out of there way to help you, this beats “Thanks!” any day.

11. Here’s what I learned. People don’t care what you know, only care what you learned. Tell them.

12. It’s my pleasure. This beats “Your Welcome” any day. Don’t believe me? Go to the Ritz. They love this phrase.

13. I’m not saying no TO YOU, I’m saying no FOR ME. Help them understand why you say no without making them feel rejected. Thanks, Jack Canfield.

14. I’m not comfortable with that. This is a good enough reason to object to anything because comfort is everything. And people won’t inquire WHY it’s not comfortable, they’ll respect your choice. You don’t have to defend it.

15. I disagree. These two words say it honestly and directly. Pause for two seconds, get their attention and then explain your point.

16. I don’t know, but I can find out. It’s OK not to know everything. But it’s also OK to tell someone that they’re question is important enough that you will go out of your way to find the answer for them.

17. So, to answer your question. After a long-winded answer, use this to keep your conversation partner on point.

18. Good answer. My friend Jeff does this and I love it. It reassures and affirms me. Almost like “my answer” was good simply because it came from me.

19. You got it. I once had a waitress in a hotel lobby that said this for everything. I don’t know why, but it made me feel great. I use it all the time. There’s just something about it.

20. Right away. People don’t have to wait. They get it now. Few service professionals use this, but it’s amazing.

21. You better believe it. A favorite of Cosmo Kramer, this shows confidence in your points and beliefs.

22. That’s just the way I do business. This phrase helps you keep it real and assures that others respect your choices.

23. I never thought of it that way. Most people are too proud and too close-minded to show openness to new ideas. This phrase compliments someone and shows lack of judgment. What’s more, it offers your willingness to hear someone out. (It’s amazing how few people say this.)

LET ME ASK YA THIS…
What’s your best phrase that pays?

* * * *
Scott Ginsberg
Author/Speaker/That Guy with the Nametag
www.hellomynameisscott.com

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