What is Your Marketing Meme?

Will Your Meme Go Viral?

A meme (pronounced meem) is a packet of social information.  Marketing memes are word associations, beyond a tag line or slogan, that take complex concepts or ideas and make them simple and easy to communicate.

A meme is defined in Wikipedia as “a unit for carrying cultural ideas, symbols or practices, which can be transmitted from one mind to another through writing, speech, gestures, rituals or other imitable phenomena.”

Effective memes are potent messaging serums, dripped out over time that enter into our brains and stick. Think of your marketing meme as your viral message.  Who you represent, what you do and what you offer, tightly packaged into one memorable soundbite.

Memes are easy to replicate.  Good memes always communicate value and benefit.  It is the message you want propagated all over the world about you and your business.

I first learned about crafting memes from a Fortune 500 marketing expert who spent his time coaching several solopreneurs on how to market their own businesses.  To some, it may seem odd that an experienced marketing executive would spend weeks learning how to market themselves.  Admittedly, I was resistant at first. After all, I have been responsible for marketing multiple million dollar business for years.

Attitude and all, I threw myself into doing something I was avoiding — marketing me! It is hard to market yourself, let alone dedicate the time required to build your own marketing communications plan.  Truthfully, I needed the discipline and focus to develop my own meme. In the end, besides a business card, it was the best marketing investment I made in starting my own business.

An effective marketing meme is a single powerful statement that communicates the benefits of your products and services.  Here are some simple steps to help you craft an effective marketing meme:

1.  In one sentence, write down what you do for your customers.

2.  Next sentence describe the value you provide to your customers.

3.  Outline the problems you solve in the last sentence.

4.  Now start cutting! Combine the three sentences into one very simple, benefit-oriented sentence.  Answer who, what and why it matters in a single sentence.

5.  Test your meme with the following questions:  Can you repeat that sentence over and over again?  It is easy to remember?  Will your meme invite people to want to know more?

Memes are clear value propositions that roll off the tip of your tongue at every introduction.  An effective meme is not a slogan or headline. It is not an elevator pitch.  You rarely get 30 to 60 seconds to cite a rehearsed sales pitch.  It needs to be tight, concise and memorable.

Use your Meme Everywhere

Memes create lasting impressions. They are the words people will carry with them and tell others about you and your business.  Marketers often suggest that it takes seven times before a message really sticks.  It’s called the Rule of Seven. Will your meme be repeated by every person you tell seven times or more?  If so, then you have truly created an effective, viral marketing meme!

Invest time in creating your meme and start sharing it with world.  Repeat it often, in presentations, in meetings, on the web. Make sure your meme is a simple message that leaves us wanting more.

Special Note:  This post is dedicated to my friend and marketing mentor John Coyne.  He patiently worked with me to create my Artful Thinkers meme. His influence and teachings are still making an impact. He will always have a lasting impression. RIP my friend.

New York City Loves a Parade and Me Too

Three visits in a row to New York City and I found myself smack dab in the middle of a parade.  Two of the parades included an appearance by Victor Cruz, lucky me.  None of my trips to The Big Apple were planned around the parades, it just so happened they found me walking to business meetings and roaming around the City that Never Sleeps during a family get-away.

Beyond Macy's Thanksgiving Day Parade and the well known St. Patrick's Parade, it is obvious to me that New York City loves a lot of parading! And why not? Costumes, sparkle, horns blaring, screaming, loud music, kids everywhere, dancing and marching bands consuming the streets.  It makes you walk a little faster and your heart beat a little stronger. It makes you smile.

Parades bring thousands, or millions if you are in New York City, outdoors to cheer on traditions, heroes, schools, sports teams, celebrities and even politicians.  Parades make you feel good.

I had no affiliation with any of the parades that took place during my recent visits to New York City.  One was for veterans, another for the NFL Super Bowl XLII champs and the latest was the NYC National Puerto Rican Day Parade.  Regardless the event, I was welcome.  Walking along the route, applauding and waving back to those that marched along, it was me and the parade.  It was revelry, cheering the winners and heroes while kids waved their flags with pride. You can't help but smile.

Parades are uniting.  Parades are parties where everyone is invited.  You are among celebrants of every demographic.  We need more parades. It is one of the few times that blocking off streets and creating congestion seems like a great idea for the community and city dwellers.

Imagine if we had more parades.  More reasons to gather in the streets and celebrate.  Gathering for more than our heritages, causes and associations.  What if we simply gathered in our streets not in protest but to feel good, cheer each other on and unite as one.  I am sure we could find many reasons to have a parade.

Daniel Webster in Central Park

It seemed only appropriate as my family walked through New York Central Park and the parade noise filtered in through the trees, we happened along a statue of Daniel Webster.  The inscription said, "Liberty and Union, Now and Forever, One and Inseparable."   Yes, liberty to walk free with each other, united together. No discrimination.  Only love and respect.

We need to gather more in celebration and in appreciation.  We need more reasons for kids to cheer, laugh, scream and wave.  New York City loves parades and so should we all.  We need more parades!  I can only hope my next visit to New York City includes another parade.

I love a parade,the tramping of feet,
I love every beat I hear of a drum.
I love a parade, when I hear a band
I just want to stand and cheer as they come.
That rat-a tat-tat, the blare of a horn.
That rat-a tat-tat, a bright uniform;
The sight of a drill will give me a thrill,
I thrill at the skill of everything military.
I love a parade, a handful of vets,
A line of cadets or any brigade,
For I love a parade.  -- Arden

5 Essential Topics for a Winning Sales Proposal

Selection of Offerings

A sales proposal is your persuasive argument as to why the client must choose you now to solve their problem.  Proposals need to be positively articulated with a sense of urgency and demonstrate how the client wins.

Sales people and consultants often neglect the most important part of a sales proposal, the statement of why the client needs to buy now.  I have watched presentation after presentation where sales people talk about themselves, their company and their amazing, fantastic, one-of-a-kind solution.  It’s the feature marathon and often leaves you falling asleep or gasping for any air left in the room.

Successful sales proposals must always begin with a conversation about the client.  Those inclined to start talking about themselves before the customer are likely to fail. Why? Customers want to talk about their issues, not you!

Whether you plan to present your proposal in writing, in person or through an online presentation, every sales proposal must include the following five essential topics in this order:

1. Statement of Understanding
2. Needs Analysis
3. Recommendation
4. Pricing and Terms
5. Next Steps

The Statement of Understanding is your opportunity to showcase the research you have done prior to presenting to the client.  Always start your proposal with what you learned about the client.  Gather facts about the client from their web site, annual report or press release boiler statements, along with facts gathered in talking to the prospect.  Make it brief and affirm that you have done your homework.

Be sure to include one or two sentences about the area of business you are targeting for your proposal.  If this is a finance proposal, talk about the financial situation.  If it is a technology proposal, talk about the functions in the company that will be impacted by your solution. The Statement of Understanding is a confirmation.  It should be no more than one or two paragraphs (one slide) about your knowledge of the client.

Needs Analysis details all the work you have done to qualify the prospect.  Here is where you make your case as to why the company needs your services or products.  Whether you are a single person selling advisory services or a Fortune 500 company sales executive, you must define why the client needs YOU based on their needs.

Warning!  Do not use the needs analysis section to sell.  It is a series of facts of why they need your help.  Think of it as your presentation of due diligence. In conclusion of your detailed needs analysis, summarize the needs in bullet form to easily reference again when the buyer reviews your proposal.

The Recommendation portion of the proposal is where you will highlight the features AND benefits of your offering.  Now you can start selling. The same order that you outlined the needs of the client, is the order to present your recommendation.

Often sales people believe this is the most important part of the proposal; whereas, the buyer will still be stuck on their problems outlined in needs analysis.  This is why recommendation follows understanding and needs analysis, clearly stating the problem you are solving!  It is imperative to be clear and to the point in your recommendation.  Use key features and benefits in one or two sentences – outline format is best.  Don’t create a sales whitepaper on your product.

Provide supplemental collateral to the buyer separate from the proposal if more product information is necessary in making the final decision.  Hopefully, you covered product reviews and demonstrations earlier in the sales cycle before delivering a proposal.

Remember, PROPOSALS DO NOT SELL.  Proposals are affirmation to conversations you had prior in qualifying the client and getting agreement that you can solve their problem.  If you are using your proposal to unveil your services or product features and benefits, you have not qualified your buyer.  You will likely fail.

Now on to Pricing and Terms.  This should be one page (one slide).  Outline your pricing based on your recommendation.  If there are specific terms to the agreement, add them to this area of the presentation.  Terms and conditions should include time of agreement, dates for implementation, and milestones or KPIs to assess progress.  Avoid the dreaded commission breath when talking money by making it all about you.  Be steady, assertive and remember it is about the customer winning!

The assumptive closer will always conclude a proposal with the list of Next Steps.  Number the steps and make them fewer than five so you do not overwhelm the buyer with the fact their decision will require more work.  Be succinct and use action words.  The list should show the commitment by you, the seller, and the expectations of the buyer.

The Customer Bites on Your Proposal

Selling is creating a story that you can tell convincingly face-to-face, in writing or over the phone that addresses a customer need followed by an effective recommendation. Your sales proposal needs to be enticing and compelling to get the buyer to bite.  Organized proposals that put the customer first, will get more attention than those that solely focus on what you are selling.  When you focus on the buyer, you are a problem solver.  People like people who help them!

Author: Jamie Glass, President of Artful Thinkers, a sales and marketing consultant

http://www.artfulthinkers.com

Life Lessons Learned at the Zoo

Life at the Zoo

A rare reprieve of relentless Arizona summer temperatures provided a great day to visit The Phoenix Zoo.  Walking through all the exhibits inspired me to think about life lessons you can learn at the zoo.

First, I learned my brilliant idea of mixing with animals is not unique. Every year 175 million people visit 224 accredited zoos and aquariums in the United States, according to the Association of Zoos & Aquariums (AZA).

Second, getting close to elephants, sharks and wolves has an important financial impact.  TheAZA reported in 2011 that zoos and aquariums contributed $16 billion to the US economy and employed more than 142,000 people.

Further observations and life lessons from my day at the zoo:

• Diversity Exists at the Zoo – Hundreds of species existing together – lions and tigers, oh my!  From reptiles to some of the largest mammals that roam our planet, the zoo is truly diverse.  We are able to see a harmonious place where differences are appreciated and celebrated.  We seek out and marvel at all the distinct unlikeness between varieties of snakes, birds, monkeys and bears.  It is also worth noting that there is great diversity in the people that visit the zoo, all together and at the same time. Travelers from all over the world, all cultures and ethnicity enjoy visiting the zoo — a true melting pot.
• Community Matters at the Zoo – Most zoos survive with a community of volunteers and public and private donations.  Zoos need communities to promote and participate in supporting the upkeep and daily maintenance.  It is expensive to entertain and educate us.  Zoos need all of us as much as we need them.  Make it a priority to visit your local zoo at least one time a year, better yet become a zoo member!
• Visiting the Zoo is Healthy – It is outdoors and requires you to get moving!  Most zoos require you to walk great distances to see all the exhibits. Zoos definitely beat out a walk inside the mall and will probably save you money.  As fact, in 2009 a Animal Science Journal study reported zoo visitors had a drop in blood pressure when they left the zoo and felt they had an improved quality of life.
• The Zoo is Ageless – As marketers and business leaders continually look for ways to segment their target audience, the zoo appeals to all ages!  From babies to seniors, the zoo brings smiles to the young and young at heart.  Families, teens, dating couples, grand parents and small children wander the paths together.  Screaming and crying is expected and crowds draw more people to get a glimpse.  There are no limits at the zoo.
• Curiosity can Conquer Fear – Imagine starring a tiger in the eye or feeding a sting ray.  Only at the zoo can we conquer our fears so easily.  We can watch the spiders and snakes up close and glare at the wolves as they roam a few feet in front of us.  The zoo allows us to use our curiosity as a way to overcome the fear of the unknown.  Children (and adults) can ride a camel and shake hands with a tree monkey.  Interaction creates an opportunity to learn.  The more we know, the less we fear.

As you think about a way to support your local community, go for a long walk and tap into your adventurous side to explore the unknown, I suggest there is no better place to do it all than the zoo!

“We all have a fear of the unknown what one does with that fear will make all the difference in the world.” - Lillian Russell

Zebras at the Zoo

Flying as a Solopreneur

Flying Solo as a Super Solo Entrepreneur

Your mind is a beautiful thing, so don’t waste it.  Put it to use as a business.  All of your collective experience gained through enterprise successes and failures can be commercialized into a service business, if you are willing to fly solo.

“Solopreneurs” is the trending word for self-employed entrepreneurs, also known as independent consultants.  On the networking circuit, they are called “single shingles”.  Solopreneur means the business is you! Your commodity is available time.

Business professionals worthy of being hired to fill a gap in an organization based on skill, knowledge and experience, should be open to the opportunity that multiple businesses may benefit and pay for that expertise.

The first step to determining if you are a good candidate to be a solopreneur is to convert your resume into a list of “product” features.  Once you have a good product description, then you need to determine if there is a market for what you are selling. In other words, will businesses pay for your time and the benefits you can provide?

As a solopreneur, you can save time and money by first drumming up attention from those that have witnessed your expertise in action.  Reach out to test your market viability through your network. Using the standard sales technique of asking for a referral, let people know you are open for business and ask your network to share your availability with others.  You may further extend your marketing message by offering referral fees to groups, partners and business associates that help you retain clients.

As a solopreneur, make sure your professionalism is demonstrated in your communications and social profiles.  Have a business card and professional web site that details your “product” and services. Create a professional business email account and secure your social site URLs, if you are going to brand your business beyond your name.

Working independently requires discipline and good time management.  You have to work on your business every day. Solopreneurs typically spend 20-30% of their time working on their business, leaving only 70% of the day working for paying clients.  Expect to dedicate at least three hours a day to marketing, meetings, invoicing and selling your services.

If you choose to be a solopreneur, build an advisory group of successful solopreneurs with expertise different than yours.  Meet once a month to share industry information and advice on how to best manage your business.  As a benefit, they may extend your reach by talking about you to their clients and network.  They should be your best unpaid marketers!

Solopreneurs succeed when they can fill a day of hard work, sharing knowledge and expertise and producing results for those that pay for that mindshare.  I am proud and excited to be flying solo as Artful Thinkers, it is truly an adventure.

“Be not simply good – be good for something.” Henry David Thoreau

What Does the Brand of YOU Represent?

Winning in the Branding of YOU

Branding is an art and science for marketers.  They blend the key attributes of a product, service or company and position them to appeal to a consumer.

Using scientific research, data and analytics, the brand marketer artfully crafts visual and written communications targeting emotions and logic of the intended audience.  The ultimate goal is to drive to an action, such as buy or like me.

How does this relate to the branding of YOU?  We are all a brand.  Seth Godin defines a brand as “…the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.  It is how we present ourselves, talk about ourselves and how we are remembered by others.  Branding applies to all aspects of life, professional and personal.  It is the first and last impression of YOU.

If every encounter in life was a personal moment for YOU to brand yourself, what are the words and actions that repeatedly represent YOU?  More importantly, would you want everyone to repeat them over and over again?  Will you be remembered as “Have it your way” (Burger King) or “I’m lovin’ it” (McDonalds) or “Avoid the Noid” (Domino’s Pizza)?

Professional branding is critical for your career.  The words that others use to describe you, are your brand.  You own it.  It may be a definition that comes from a collection of interactions or a single opportunity you had to gain respect and credibility in a brief encounter.

There are several ways for you to represent the brand of YOU.

1.  Introduction.  This is your 90 seconds at a shot of fame.  Whatever comes out of your mouth or you share in an email, is your opportunity to make your brand pitch.  It is the firm handshake opportunity.  Face-to-face, you have an opportunity to say with confidence who you are, what you do and what you represent.  It is the YOU moment.  In email, it is your invitation to draw someone in to know and learn more.  It should be short, to the point and always conclude with a call to action.  Think of it as your 140 character tweet about YOU.

2.  Social Media.  What you post on the Internet is your brand.  And, it does live forever.  It is how you are represented on Facebook, Google+, LinkedIn, Twitter, Instagram, YouTube, blogs, and so on.  In other words, the brand of YOU is everywhere you put a comment, post or uploaded something to the world wide web!  Before you hit send or enter, think how it represents YOU.

3.  Your CV.  A curriculum vitae (CV) provides a summary of YOU by experience and skills.  It is your brand summary.  Your CV should clearly articulate your strengths.  It is the summary on your LinkedIn profile.

4.  The YOU Meme.  The one way to control your brand is to have a practiced “meme”. ”A meme is an idea that behaves like a virus–that moves through a population, taking hold in each person it infects.” says Malcolm Gladwell.  Your branding meme is what others take with them and tell others, over and over again.  It is your “viral” message.  A meme should delivered in 60-90 seconds and cover all the unique characteristics that you want others to remember about YOU.

The creation, care and management of the brand of YOU is very important. It has tremendous monetary value.  You are your best brand PR agent, you are the one to spread the word about YOU. The impression you make in the marketplace will confirm YOU are a good “buy” or confirm why people have no interest in buying what you are selling!  How others talk about YOU will affirm what YOU represent.

Take time to think about the qualities of YOU and what YOU represent, then how YOU can position this to others to create actions or get results.  Rehearse your meme.

Like the Brand of YOU

You can always improve on your brand; however, reputation management is a costly proposition if you have a damaged brand.  Even a lot of money can’t always repair a brand.  We all like brands that represent qualities that are good and positive. Be authentic, truthful and confident.  Make sure that your brand represents the real YOU.

Best Networkers Go Where Others Won’t Go

Yesterday I met with a successful executive coach that is starting to explore opportunities of expanding her business. She was sent to me by a trusted colleague and notable networking expert.  The typical goal of these meetings are to learn about our respective businesses and then make introductions or provide advice on how to reach new clients.  It’s the life of an independent business owner and consultant.

One of the questions I always ask people looking to develop more business is “who owns your customer?”. Often there is pause. Yes, I want to know who owns the relationship with your customer, not who is your customer. The reason I ask this question is to identify the strongest influencers of those potential new customers.  In my experience, it is the shortest path to multiple buyers.

An influencer provides reach and accelerates your ability to grow market share.  Research suggests that we “buy” when we are influenced by someone we trust.  In fact, ninety percent of consumers surveyed in a 2009 Nielsen Survey said they trust recommendations from people they know.

This is not only applicable in retail situations or online recommendations, but also in business services as well. The business community often gives their business to those that come through their trusted network of peers or with whom they have a past relationship. Why? It eliminates the vetting and testing. In the old fashioned sales vernacular, it saves time and money.

Here are a few recommended steps to reaching your influencer:

1.  Identify your influencer, ask yourself who “owns” your customer.

2.  Research your influencer.  Where do they meet?  Who is in their network?  Who are their customers?  What events do they attend?  What association and industry groups do they belong to?

3.  Start following. Not literally stalking of course, but follow companies and connections in LinkedIn, through social media channels like Twitter, Facebook Fan Pages and Google+.  What are they talking about?

4.  Go to events where they gather and start building your circle of influence.

The biggest mistake I see others make in networking to find business is they go to where their friends and competitors go. For example, I am probably less likely to get business at another marketing event, as opposed to hanging out at a physicians conference or speaking at a non-profit event about advisory boards. My competitors do not go to these events, or at least very few do. I get more time to interact.  I can learn more about their needs in a particular industry or market vertical.  More importantly, I can start to build a network of influencers face-to-face.

How do I get those in the room that have nothing in common with me enter into a trusted relationship? I start by listening.  I then offer to make introductions to my trusted network, when there is a good match. I share my knowledge to see where we have similar business interests, like expanding markets, growing revenues.  Sometimes I offer to participate in events as a speaker on mutually defined topics of interest. Finally, I look for ways I can help them achieve their business goals and give them a “sample” of what I have to offer at no charge.

The saying, nothing ventured nothing gained seems to work well in the world of networking for business.  Sole proprietors and consultants have little time to work on their business, as they are the business.  You need to be your own best PR agent and maximize your limited selling time effectively. If you are competing for air time in a room of people that look and talk just like you, that is an educational or skill expanding event. Learn about your craft and further your expertise.  Don’t expect to get customers at these events.

When you want to network for business, go where you expect to see the least amount of your competition. The fewer people that are “talking just like you” that are in the room, the better chance you have to find business. You also create more awareness about your services because you are not a peer. You have more “meme” time. That will drive curiosity, and that opens a door to “sell yourself”.

Networking is a skill.  Before you say no or turn away from the idea of going to a meeting or speaking at an event of complete strangers, realize that this is where business starts.  Venture out.  Be different. Go where others won’t go.