NOTE- You can highlight the text, then copy & paste it into a text editor. Then read it
off-line & print it. You can also add your insights to it so it'll fit your situation.
                          
                             Little Nuggets With Big Messages
                                  Copyright 2001 & 2004 by Dennis S. Vogel

                           Let Prospects Experience The Product/Service
Until people feel the benefits, they may not know if they want or need a product/
service. A vicarious description could help.  Example - When you start putting your
feet into these shoes, your tired, sore feet will resist because to them shoes are shoes.
But you know what they're about to experience - Refreshing, Relaxing, Comfort.
Not snug "comfort." Not these will stretch "comfort." Not these are the best I can
afford "comfort." Except for a soothing "Ah!", your feet will finally be silent.
Now, if only I could find a pair of shoes like that.
My description may entice people to come to try the shoes, but unless the seller
would let them try them on. It wouldn't be fully successful.
Once upon a time, I was going to use my vast musical talent and become a star. I
wanted to buy a Lowery organ that could play music sounding like it came from many
other instruments. I didn't have enough money to hire a bunch of musicians. Unfortun-
ately, the sales person wouldn't let me try playing an organ. He was sick of people
coming in to play with organs and then leaving.
I listened to him play a few things then I left. I bought an organ from somebody else.
He had a lot of time to practice, but I hadn't yet. Hearing him play didn't help me deter-
mine how much practice I needed to do. I didn't know if it was as easy as it looked. I
didn't know if playng it was as simple as Lowry claim. & I never would know unless
*I* played it.
I used to sell vacuum cleaners. I went into people's homes to demonstrate how to use
them. Then I didn't just let people use the machines, I'd say, "Here." And then I hand
them the attachment I'd be demonstrating.
Even as a novice, I knew when a prospect took possession. She'd really get into it.
How many vacuum cleaners do you think I would have sold, if I hadn't gotten the pros-
pects involved in the process? The answer is in the single digits.
One woman responded to all of my sales efforts, "Why? I'm not going to buy one!"
She also said that when I handed her the first attachment then turned on the machine.
Then she didn't just use it. She *USED* it!!!
She experienced it. It wasn't just me saying how easy it was to use. It wasn't just me
saying how well it cleaned. She found out first-hand.
"Here, try this." Can be one of the most powerful sales ... uh, things to say. (According
to Steve Martin- "Some people have a way with words and others, uh, ... Not have
way I guess.")
So, here, try this, let prospects experience what you offer.
NOTE: A call to action like this is important in selling anything, even an idea like this.

                                                         Is It Viral?
Did you hear what happened to Regis Philbin's brother, Lester?
Lester was an botanist studying jungle plant life. One day, the others in his group
noticed he was gone. They knew it was dangerous place because of the predatory
animals and cannibals. So, they quickly form search teams & went out into the jungle
calling Lester's name.
They yelled, "Les Philbin!!!"
The cannibals yelled back, "Tastes great!!!" (That was their final answer.)
OK, Regis probably doesn't have a brother named Lester. This is a joke I made up
quite a while ago. I included it here because there's some potential lessons here.
You may recall a beer commercial in which groups of people argued about the beer's
best attribute. Some said, "It's less filling." Others said, "It tastes great." (Now you're
doing even better than me if you recall the brand name.)
Do you think it would have helped their efforts if they had hired a crazy marketing
consultant who thinks up corny jokes? Well, what if that joke had been circulated
soon after those commercials debuted? Would it have added a viral element to their
marketing program?
Is there a way you could incorporate this into your business? (A free way to get at
least part of your message spread? A consistent reminder & reinforcement.)
Be aware though a strong gimmick can upstage the product, service or business it's
supposed to promote. In other words, people may remember the gimmick but not
even notice the product, service or business.
It could also be I don't remember the brand name because I don't like beer. In this
case, it wouldn't matter much to the brewer I don't remember the name.
So, even if the majority doesn't know your business exists, it doesn't matter as long as
the majority of your target market knows benefits you offer them.
You'll never reach everybody and since you probably own a small business, you can't
afford to try. What you need to do is to reach your target market frequently with effec-
tive messages. It'd be a waste to induce 1,000 people to buy from you if you can only
serve 500. The other 500 would probably buy from competitors. Then, competitors
would benefit from your investment.
Be glad it's impossible to sell to everybody. Because then, a big company would do it
& you wouldn't have a small business. Or you may not be in business at all. Let's con-
centrate on what we can do, not on what we can't.

                                 Every Marketer For Him/Herself
I heard a country song, "Every Man For Himself" by Neal McCoy. It centers on an
extremely lonely guy who was dumped recently. He's sizing up the "competition,"
other guys looking for female companionship.
The lyrics express deep emotion, even desperation. When he asks the bartender to
give the latest female newcomer a drink and say it's from him (McCoy), it drips with
emotion. He said all the guys there were fish in a barrel, she could have any of them.
Let's look at this from a customer-service viewpoint. Most of us are in a buyer's mar-
ket today with businesses all around us competing for consumer's money. They can
pick any one of a number of competitors. It's extremely important to offer and give
the best service we can. But, we can't afford to compromise our posture by being too
desperate.
                                               ***Side Bar***
Let's be sure we all understand what's meant by posture. How we express something,
either in speaking it or writing it, can put a mental picture in people's minds. If we,
verbally, sound desperate, we'll be seen consciously or subconsciously as if we're
kissing a prospective customer's feet. That mental posture will be perceived as if it's a
physical posture.
If we seem confident (not over-confident), it may seem to prospective customers as if
we know know something that gives us a reason to be confident. Then they MAY be
confident in us. If we're not confident, they definitely won't be confident in us.
Think about how the physical posture of a confident person looks. Do your best to
have that posture in your mind, then your physical posture will follow it, so you can
project it to others.
                                                        ***End Of Side Bar***
If it sounds like you're begging for a sale, it will turn people off. Even if the person
needs what you're offering; even if it's the best product or service possible, s/he will
probably buy it or its equivalent from somebody else.
You've got to believe me. Oh, Please! Believe! I beg you. OOPS! Well, I think you've
got the idea.

                                          Have A Merry New What?
I guess it was an effort to buck traditional when my nephew wished us a Happy Christ-
mas and A Merry New Year. It sounded weird hearing the greetings that way, but do
you know what? Consciously, it was hard to not notice what he said.
Do you want your personal & business messages to be noticed consciously & thought
about so they'll be remembered?
How often do we exchange greetings automatically (subconsciously), in other words
without thinking? Do they sound sincere?
Sometimes, people automatically say to me, "Hi, how are you?"
I usually answer their question but they don't always stay around to hear it.
What does this have to business? A couple of things!
1) Pay attention to what you say to customers (actually everybody) or they'll know
you're not sincere.
2) When somebody wishes you a Happy New Year, do you always consciously think
of your response or just automatically respond. If I were to wish you a Merry New
Year, it'd probably seem unusual & unpredictable enough to catch your conscious
attention.
Our subconscious minds are important, even in marketing. But when you want some-
body to make a conscious -- selling -- decision, get their conscious attention.
That's what your marketing messages have to do in order to be successful. "Everything
Must Go!!!" is overused and isn't apt to get much attention. "Nothing Will Stay!" isn't
clever but it will probably grab more attention.
If you have a choice between something clever, trite, or something unusual, I'd advise
you to pick something unusual, but meaningful to your target market.
Again quoting the great philosopher, Steve Martin, when performers come out on
stages, they typically say, "'Hey-it's-really-great-to-be- here.' It sounds so artificial &
fake. But I want you know I'm sincere when I say, 'Hey-it's-really-great-to-be-here.'"
It's typical for store employees to say, "Have a good one." OR "Have a nice day."
I usually get their attention by saying, "I hope yours goes well too."
It gets their attention because if customers respond at all, they tend to say, "You too."
If you say it, you should mean it. If you don't mean it, don't say it.
If you mean it say it in a sincere, but untypical way. Otherwise, if customers notice you
said it, it won't seem genuine, it'll just sound automatic & scripted.

                    Pick A Good Niche You Know Well And Have A Passion For
INTRODUCTION -
There are a lot of business advisors out there. Why? Because there are a
lot of people who have or want to have their own businesses.
MAIN MESSAGE -
Many things I've learned in marketing could be used by big businesses. But I'm
limiting my focus to small businesses. Why?
1) I don't want to work with big businesses, it doesn't seem like much of a challenge
to do big things with big budgets.
2) Big businesses have big bureaucracies that I don't want to deal with.
3) It limits the amount of competition I face in the marketing consulting field.
4) I cut away what won't work for small businesses and I've shaped what's left.
So lessons are to focus so you'll be stronger and know why you do something. In
other words, don't just jump into something because it seems interesting or because it
may be profitable. If you get into a business for either of these reasons, eventually,
you'll probably wonder- "Why did I get into this?" You'll become bored, even if it's a
profitable business. Then after while, boredom will sabotage profitability because you
won't be interested enough to find better methods. (Every business needs better
methods to stay competitive.)
If you're not sure why you're in your business, your passion will be weak. If your
passion is weak, you'll be vulnerable to competition.
If you have a strong passion to do something and reasonable intelligence, you're apt to
find some way to do it profitability. You may find that you need somebody to help you
overcome some weaknesses, but you're apt to do it.
I'm very concerned about people who just want to own a business, but aren't sure
what it should be. They tend to have a very general passion, instead of a focused
passion. A focused passion is powerful. If you don't have it, find something you have
or can have a strong passion for - then focus on it.

                                  Why Is That One Number One?
Ever listen to count-down shows on a radio station? The kind starting at an arbitrary
number like 40, then count-down to the number one song of the week or the year.
Guessing which song will be the top song of the year is challenging for me. I tend to
judge according to what I like. I should know better, of course. There have been many
TV shows that I've liked that have been cancelled because of poor ratings.
I also don't always pick the top pulling headline or ad in tests. (Of course, very few
people do, even those with far more marketing experience. So that's some comfort.)
It's not always the most romantic or poignant songs that become top sellers. It's not
always the funniest or most dramatic shows that get the most viewers. (Even the busi-
ness with the most talented and experienced staff doesn't always last.)
I've given up reading or watching reviews by professional critics. They concentrate on
technical things that don't matter to me.
We, even top professionals, may be able to identify some things that will appeal to
many people. But it's easier in hind sight to figure out what appealed to people.
What I want to do is to apply a bit of hind sight. By working together, we may be able
to figure what will compel people to buy a product or service.

                                      "How Do Ya Like Me Now?"
Well, Toby, I don't think she likes ya anymore now than when you wrote her phone
number on the football field.
Toby Keith didn't just have that song as a number one hit. It was the #1 hit of the year.
Many, not only liked the song, they identified with it. Even the most popular
kid in school won't be liked by everybody.
Suggesting guys call a girl "for a good time" is a way to become unpopular. Even those
who laugh about it wouldn't want it done to them.
Toby Keith & the video crew realized that. So they showed the popular cheerleader
insulting & laughing at the boy who asked her for a date.
Just saying, "No" would've been enough.
They didn't want music video watchers to think badly about the rejected boy. So they
showed the girl putting him down.
There are many who would like to become noticeably successful. They'd like
to go to class reunions & feel vindicated in front of the vindicative, former teenagers.
Some just want to do it for themselves, even if nobody else notices.
Maybe your success depends on comparing your business to a competitors.
Some consumers don't like comparison advertising. In France, it's illegal & regulated
in some other countries.
To do it successfully, you need to show you have a good reason for doing it. Higher
profits for you isn't a good enough reason.
Be sure you get guidance from a lawyer before trying anything like I suggest below.
Why is it better for consumers when they buy from you?
What will happen if the Wal-Mart store is built?
You could start a campaign & recruit others to join in. If you can afford to lose any
potential patronage from people who consider themselves to be red-necks, you could
push to ban Red-Neck-Mart. You don't necessarily
have specify what the business's real name really is.
Yes, some admit they're red-necks. Others, especially white Southern males will try
avoid that stereotype.

                                                    Or Red-Mart
You could show how Wal-Mart wants to hold onto the image of creating jobs in the
USA. The image started by Sam Walton. But instead, the Wal-Mart store brand
products are made in Red China. The same country well-known for the violation of
human rights.
If you specify which business is trying to avoid admitting it changed its policy, you
could urge a group of concerned consumers (harder to sue than a business) to
publicly challenge it.
Supporting the Communist regime in Red China! Wal-Mart, is that the best you can do?
Job discrimination! Wal-Mart, is that the best you can do?
Using illegal aliens when US citizens need jobs! Wal-Mart, is that the best you can do?
With some research, this group of concerned consumers could find other unpopular
things and ask, "Wal-Mart, is that the best you can do?"
Example- "We need to avoid urban sprawl. We need to keep business profits here in
our home-town instead of sending them to Arkansas, then on to Red China. So if you
shop there, we ask you, "Wal-Mart?!?! Is that the best you can do?"

                                            How Do You Like Yourself Now?
Weight-loss. Make-overs. Hair-color. Stylish clothes. Sharp-looking car. Cosmetic
surgery. Remodelled homes. High profile job.
Even those, who don't yearn to appear successful to others, want to feel successful.
Don't think people understand how what your products/services will help them.
They're too distracted to think of or realize each benefit products/ services confer. If
they do realize & remember the benefits, they may not realize how benefits apply to
them. They probably don't realize or remember how what you sell will bring more bene-
fits than what competitors sell.
Products/services you sell may better for some people than seemingly simlar products/
services. Benefits are in the eyes/minds of the beholder. But those beholders very often
need help to behold those benefits.
Even if they won't admit their feelings to others, they would feel relieved to achieve
goals. Or at least, part of their goals.

                                       Some Just Aspire To Be Themselves
Some like themselves just the way they are. They don't aspire to reach any other per-
sonal or professional level. Maybe what you offer can help them stay there.
Even performers can position themselves. Gretchen Wilson proudly sings about being a
red neck woman. I've heard she calls herself The Anti-Faith. 7-Up is The Uncola. So, I
guess Gretchen is The Un-Faith (Hill).
Tim McGraw, Faith Hill's husband, has recorded some radical, almost red-neck songs.
But Faith stays with the identity of a classy woman.
Gretchen sings, "Victoria's Secret. Well, their stuff is real nice. But I can buy the same
darn thing on a Wal-Mart shelf half-price."
I have a feeling Victoria's Secret merchandise is NOT the same thing as Red-Neck-
Mart sells.
What I've learned about Victoria's Secret is Leslie Wexnar (he boosted V.S., The
Gap, etc. to retail success) said most stores display lingerie like sausages or salami.
Now before you say "bologna" think about how handling merchandise can show its
value.

                                                     Middle of the Road
Leslie Wexner noticed most women buy white 34-36 inch, B or C cup bras. So, he
had those kept in stock. Of course, a specialty store is expected to have deeper se-
lection, so that's been necessary also. Big discount chains tend to stock whatever the
average person will buy.
So, specialty stores can't afford to compete head-to-head on just those things.
"The Gap" describes part of Wexner's approach. He finds gaps & fills them. He
doesn't like being a pioneer though. He called himself "a fast second."
He doesn't always start a retail category, but he gets in before the categories are filled.
He knows people don't always know what they want until they see it.
He said if, before McDonalds went national, somebody asked people about their
desire for a fast food restaurant, they may have described a fast version of Howard
Johnson's. But they wouldn't have thought of a concept like McDonalds.
                                       
                                                    "We Will Rock You"
"We are the champions, my friend." Many like to sing this line made popular by Queen
& people's desire to feel like winners.
"I could've been a contender." "I'm gonna be somebody someday."
"Tell 'em to win one for The Gipper."
People don't want to be average. They want to be better. I remember a comic in a
magazine. Two guys are talking in a bar. One says, "Your guess is as good as mine."
The other roars, WHAT DO YOU MEAN!! My guess is a HECK of a lot better
than yours.".
Some like scandal tabloids because famous people's secrets are exposed. It gives
readers the chance to feel superior. ""Hah! You thought you were so mighty & perfect.
Well, now we all know the truth."
Some like to be with famous people & want to be associated with them. Even if they
don't win directly, they want to win indirectly from somebody winning one for them.
Some won't set goals because they don't want to be disappointed. If you sell some-
thing to help them achieve goals, you owe to yourself & them to let them know.