Electric Impulse Communications, Inc. Newsletter

July 2003

  1. Myths of the 21st Century
  2. Big Blunder
  3. Live and On TV

I. Myths of the 21st Century

"IT'S THE ECONOMY STUPID"
In '91 the war cry of the Democratic party was simple, drawing attention to the wallet rather than the war victory. Let's apply this axiom to the business world and amend our rallying cry slightly: IT'S THE MARKETING STUPID.

Most of us, regardless of our profession, have spent much of our life trying to be the best: the best student, the best little league player, the best accountant, the best associate, writer, director, or owner.
We were always told to do our best. The implication was that the rewards would follow.

MYTH #1: BEST WINS
TRUTH: IT DOESN'T WORK THAT WAY

The PRODUCT, PERSON, SERVICE PRESENTED BEST WINS.
Have you ever lost an account or lost a promotion to someone you knew had less to offer? This is where your presentation skills come into play.
It's a matter of how effective you are at presenting the BENEFIT OF WHAT YOU DO.
How is your client different as a result of working with you?
When we design a presentation, most of us say who we are and what we will do: "I've been in business for 20 years and can fix your roof better than my competitors."
What your client wants to hear is the VALUE of what you do:
"I can make your roof perfect again, on time and on budget,
and take this worry off your hands."

MYTH #2: ABILITY WINS
TRUTH: IT DOESN'T WORK THAT WAY

Your TALENT AND DISCIPLINE ARE A GIVEN.
This is not to say your ability is unimportant or less important than your marketing. It is to say that we as customers, clients, guests, patients, and members assume that you are talented in your field and have the discipline necessary to implement and follow through for our BENEFIT.

Your talent does not separate you from others in your field because we assume your talent.

MYTH #3: SATISFIED CLIENTS TELL OTHERS
TRUTH: IT DOESN'T WORK THAT WAY

Word of mouth does not just happen.
Word of mouth requires a consistent message
communicated to a network of contacts.

Are you spending your time over-preparing rather than marketing a consistent message and cultivating a network of economic buyers to hear that message?
Of course if you are preparing a death penalty appeal, you may not want to take time off to attend a networking event, however . . . Can you think of times that you stayed in your office rather than market because staying in your office was in your comfort zone and marketing yourself was not?



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II. Big Blunder

The Case Western hostage takeover was a tragedy.
Let's look at how Mayor Jane Campbell presented herself on national TV.
First, let's flashback to 9-11.
Remember how Rudy exhibited composure in the midst of chaos? Juxtapose that with Mayor Jane's performance the day after the takeover. She presented herself as the worried Mom wringing her hands and saying woe is me while looking sad and distressed. Even one local sports personality said
she has two faces, her happy face and her sad face.

Problem is that a leader needs a composed face that says, I'm here and things are under control.

When the spotlight of life is on you-will you be prepared?

Hint: prepare before the crises.


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II. Live and On TV

Surviving Family Business -- Special Guest Mike Gagner
October 2, 2003  8:30- 11:30

Get the Next Sale: When You Write and Speak More Effectively!  Special Guest Norm Friendman
November 6, 2003  8:30- 11:30

When Women Are Your Target Market  
December 3, 2003 8:30 - 11:30

These seminars are held at:
Homebuilders of America (HBA)
799 White Pond Dr. Email or call Dianne/HBA
330 869-6800 OR dianneb@akronhba.com

Time/Warner Cable hosts a television show called Civic Forum on the Air which is aired twice each week to Northeast Ohio subscribers. An audio version of the same show is played twice during the week on WAKR radio. The show is a 30 minute current events show that features a different topic each week. A team of community people rotate as hosts of the show. I am excited to announce my addition to this team! I will be filming a show on FAMILY BUSINESS on August 19 to be aired sometime in fall.


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