Winning Personality

Give Your Brand A Winning Personality

One of the 3 “Ps” of authority brand positioning is Personality. Some brands have a strong brand personality. McDonald’s has Ronald McDonald as its personality. He is immediately recognized worldwide as the face of McDonalds. For years Target used a dog with a red target symbol around its eye. Some brands choose celebrities (people or animals) as their brand personalities. And for others, owners or employees are chosen to represent the face of the company.

A strong personality that immediately identifies a business can be a strong competitive edge for a company. A company without a visible personality can find itself in the background without a strong competitive edge. Often the only way for a company in this position to compete is to lower its price, because that’s the only way to compete — through the comparative advantage of lower pricing.

If you are a solopreneur or a solopro (fessional), you are often the brand personality behind your company. If you have employees, partners, affiliates, sales reps, or others that are associated with your company, then the personality of your business is shaped by their personalities as well.

Remember, part of successful authority brand positioning is to be memorable. How are you different so that your customers and prospects will remember you? It’s not enough to “brand” yourself as “affordable” or “family” or “kid-friendly.” Those terms are too general and too broad to make your brand stand out from others, and other companies can easily claim those identifiers as well.

Too many brands try to be everything to everyone, and seek to compete in every available market segment, and in the process they do nothing well.

Instead, decide what your personality will be, and then focus on developing relationships that are attracted to your personality. Whether your brand’s personality is based on your natural state, or is a “stage name” with a created personality, your brand needs to consistently show that personality to your market. When you develop a distinct personality that is identified with both your brand and your business that sets them apart, it gives you a strong competitive advantage.

How will people connect with your brand? You want your brand to help attract your target market segments to you. One way to do this is to tell a story that resonates with your customers and ideal prospects. It can be your story personally if you are the face of your brand, a story about your business, or a story that conveys a point in a way that will connect with your target market. It can even be an advertisement or promotional message for your product or service that is told in the form of a story.

The brand story should connect with the emotions of the reader to be meaningful and memorable to the reader. It doesn’t have to be exciting; it just needs to be told in a way that captures the attention of the reader. A good story is more than just a straightforward description of the facts. Weave together action verbs with curiosity, add some drama, touch the reader’s emotional triggers, and paint vivid pictures with your words. Don’t try to be Hemingway, just try to give others a story that they will be more likely to remember.

You want people to connect with your brand so that they feel that they are in the right place when they do business with your company and that they have made the best choice to trust it to deliver what they need or desire that motivates them to do business with your company. That trust is reinforced by consistency in the messages your brand delivers to them. Those messages can be both tangible and intangible. You probably have had an experience in your life where someone’s words said one thing, but their body language was totally inconsistent with what was being said. A confused mind not only doesn’t buy, it doesn’t trust.

So you want to create a brand personality that is meaningful and memorable to your target market and use that personality to develop trust with your target market through a strong emotional connection.

Here are three questions to help you develop a Personality that will define and support your brand’s image:

1. What is the goal for my company in the long term? If you plan to build a business that you will sell, you need to think about creating a brand that is not too closely associated with you as an individual. If you are a professional that is building a business that you will eventually dissolve, then you can be the primary personality and brand identity for your business. If you are not certain, then just choose an answer and move forward.

2. What are the values that will define the brand? Choose 3-5 terms that will help your customers and ideal prospects connect with your company. They can be general terms, like “affordable” or “family friendly,” but also can describe how you will interact with your customers, such as “reliable” or “always on time.” Set a timer for 10 minutes and write whate


Advertising Is Art: Jean-Paul Goude

In the world of advertising there have been some geniuses who have been able to turn the promotion business into one of the great art forms of the twentieth century. Hereby I am forever grateful for the sheer brilliance of mastermind Jean-Paul Goude.

Goude was born in 1940 in Paris and has since then shared his creative power on various levels including graphic design, photography and advertising. He has created campaigns and illustrations for brands such as Perrier, Citro├źn and Kodak, which are known all over the world. Many of his campaigns included his former muse, the model and performer Grace Jones.

Out of the wide range of superb advertisements, it was rather difficult to make a selection, but eventually I opted for one of his first television advertisements, a TV spot for Lee Cooper Jeans, made in 1983. The following is an attempt to describe the first part of the advert, which is not that easy as it is rather hectic.

At first, the TV spot shows a black girl waving at the audience, while hopping on a huge yellow hopper. Then it shows a boy, you can only see his back though, hopping on a red hopper. They’re both wearing Lee Cooper Jeans. Then a scene is showed in which several youngsters (I managed to count twenty of them) are all hopping together on big yellow, blue, green, red and white hoppers. They’re all wearing Lee Cooper Jeans. Out of a sudden the black girl appears again, hopping her yellow hopper, and they zoom in on the hopper, when suddenly they show a different set, in which a half-naked white woman is bending over and a black girl is slapping her behind, as if she was beating a drum. Afterwards, the black girl starts painting her white buttocks with blue paint, and suddenly she is wearing Lee Cooper Jeans.

This is an example of an advert that is actually serving its purpose, because Goude is trying to show us that the jeans look so good on you when you wear them that it’s as if they’re made for you. He also succeeded in turning the then somewhat dull image of Lee Cooper into a very trendy brand. What I like so much about this TV spot is the fact that it makes me happy while watching it. I just feel like hopping next to them while wearing those Lee Cooper Jeans! And isn’t that exactly the point? Isn’t that the goal of advertisement? That, after watching it, the presented product is the first thing you want to buy?

I will leave the rest of the ad to you, as it is hopeless to describe it, it’s just so terribly chaotic! But I think that the TV spot is an absolute masterpiece.

Marketing Leaders

Top 3 Questions CEOs Should Ask Marketing Leaders

Driving increased revenue and market share requires a comprehensive knowledge of your customer along with aa commitment to the customer experience. CEOs should be an advocate for improving customer experience (CX) that drives successful B2B customer acquisition. Specifically, when talking to marketing leaders about B2B marketing strategies, CEOs should be asking these tough questions to ensure that CX is central to the marketing strategy:


Going through the exercise to develop personas based on market and customer research is fundamental to understanding your target customer. Additionally, personas help marketing teams engage these customers in the buyer journey based on motivators and detractors. For example, persona-based web experiences are 2 to 5 times more effective. Yet, only 44% of B2B marketers use personas as a part of their B2B marketing strategy. CEOs focused on successful customer acquisition should expect personas are incorporated into the marketing touchpoints along the buyer journey.


Once personas are developed, marketing should create persona-based experiences that move target customers forward in their journey to purchase your B2B organization’s product or service. B2B marketing strategies should play into each customer touchpoint along the buyer journey. To create inspired customer experiences that contribute to increase revenue and return on marketing program investment, marketing leaders must focus on the touchpoints that move the buyer forward. CEOs should be asking hard-hitting questions to ensure marketing’s focus is aligned with B2B customer acquisition.


Supporting the successful execution of an organization-wide customer experience initiative should be a B2B marketing strategy that has clear goals and metrics. Your marketing leadership should outline how their B2B marketing programs create direct contribution to revenue and fuel high growth. CEOs should expect marketing to provide the customer experience metrics that show direct contribution to B2B customer acquisition.


A customer-centric organization is critical for B2B customer acquisition. This customer centricity should start at the top with CEOs advocating for customer experience initiatives. CEOs should be asking their marketing leadership the hard questions to ensure customer experience is embedded in marketing programs and support driving customer acquisition. Inquiring about personas, customer journeys and success metrics should help CEOs gauge marketing’s alignment with the organization’s revenue and growth goals.

Finding a demand generation agency that partners with CEOs and marketing leaders to embrace customer experiences that fuel high growth and increase market share is very important!

Business Marketing Method

The Benefits of This Small Business Marketing Method

In this digitalized world, technology has made it very easy to reach your targeted audience.

Small business owners are always looking for marketing that is credible, measurable and cost-effective!

Email marketing is imperative for the success of a business. What problem most businesses face? Simply said, most businesses don’t know how to do it right. Picking the best online marketing software for mass email has a direct impact on the success of your marketing campaign.

What is Email Marketing?

Email marketing is a term defining the action of businesses sending a message. This message is sent to a group of people through the electronic mail. It includes advertisements, sales or solicitation. Any email that helps in generating customer loyalty and trust in the product. Therefore, email is an efficient way to stay in touch with your customers and promote your business.

Moreover, with the help of small business email marketing, you can easily reach a wider range of clients. This saves money and time and provides a go-to database you can tap into when you have a special promotion or product announcement. It can be said that there is no guarantee that your message will reach 100% of your targeted audience, but then again no online marketing can guarantee that.

Let’s take a look at 10 reasons why sending email tops any form of online marketing.

Small business email marketing is beneficial for all the business regardless of their size.

Email has a Larger Reach

Most of the people believe that social media is the best way to reach an audience. But they don’t understand the importance of email. In 2013, the total number of email accounts was 3.9 billion. According to Radicati, there was a prediction that number of email accounts by 2017 will be 4.9 billion.

Furthermore, it can be said that email is the currency of the web. The reason is that whoever is online has an active email ID. Thus, there is no way better to than email to reach a wider range of customers. Email is growing at an exponential rate.

Creates Brand Awareness

When you send an email to your clients, you are exposing them to your brand and business. With the help of strategic planning and smart design, your business will build value with ongoing email campaigns. This will lead to you staying at the top of your customer’s mind. Further, it will increase the chances of potential customers to buy your products. As a result of this, you can turn the clients into loyal customers.

Cost Effective

What is the most appealing benefit of email marketing? It is the return on investment as the businesses does not have to incur postage fees or advertising fees. Email grows your list and contact database with each campaign sent or email list purchased.


With the help of small business email software for marketing, you can send emails to subscribers who meet the specific criteria. For instance, there is a sale of sports goods. The email can be sent to those customers who have an interest in sports. A report stated that those who used segmentation in the email have improved the chances of engagement.

Call to Action

Another benefit of email campaigns are that it calls to action. Email marketing is a great tool for taking advantage of impulse buying. It allows the customers to see a good offer and buy it within just two clicks. With a great call to action and link to check out, email newsletters can increase sales.

Easy to Track

It is easy to see where you are doing something wrong in email and sending multiple campaigns with different subject headers is a great way to split test and see what’s working best for your particular email list. This small business marketing software lets you track, conversion and click through rates. This provides is a chance to see how the campaign has improved. Moreover, if there is something wrong, you can easily and quickly correct the mistakes.

Result Seen Immediately

When a business sends an email, they can witness the results in few seconds. A great sales marketing plan is 24-hour sales. It forms a sense of urgency and convinces the subscribers to take action immediately.

Easy To Create

To make email marketing successful, you don’t need a huge team. You can without any trouble create an email campaign with the help of templates, images, and logos. Then simple paste or write in your message and call to action. A great email marketing software will also track your opens, and clicks and provide complete statistics.


The customers can easily share the best offers and ideas with their friends and family. They can do this just with a click of a button. Apart from this, your customers can introduce your business to a new market.

Email will be Around

Email has been around for a lot years. In 1978, the historical first ever promotional email campaign was sent. It was sent to almost 400 people. Since its

Connection Marketing

The Cabbit: Pillar 2 of Connection Marketing

Howdy. Nice of you to be here. Today we’re talking about the ‘cabbit’. The cabbit is pillar two within connection marketing. A cabbit is an aspect of your offering, your product or your service, that is remarkable and that is worth talking about. Now why would you want to implement a cabbit within your business?

Because why should people settle for ordinary, bland, crappy products? That’s basically why.

We talked about how you can’t connect with others based on just your price-point and we already have everything that we need, we now buy things that we want. Back in the day you would create a product or a service that filled a need and then you would offer it and people would buy it. Other companies saw this happen and it happened very, very well, so they started competing. What they did is they competed on price alone. Now that we have everything we need – now that we buy things that we want, you can make your product or your service really stand out and profit that way.

In order for you to implement cabbit into your business here are a couple things that you believe in.

First of all you believe in genuinely helping other people. You believe in creating goodwill and thinking outside the box. If you keep thinking the way you’ve been thinking you’re going to keep getting the results that you’ve been getting. If you really want to stand out you have to think differently, therefore thinking outside the box is a very big one here.

What you can’t stand is generic, one-size-fits-all answers and products and services. You can’t stand the hype; hyping of a very crappy product. You can’t stand that stuff.

You can’t stand sheep mentality. Sheep are people who wait and see what everyone else does just so that they can follow along and do the same with a different logo on it or something like that.

In the cabbit there are six steps. Again if you can incorporate all six steps, awesome – you’re golden. If not, try one or two or as many as you can. They’re actually pretty simple steps too so let’s get right into it.

The first one is what I call the ‘product conceptualization’. (Say that three times fast)

This is knowing how and where your product or your service may encounter hazards – friction spots or spots where you may get problems. One very quick way to figure that stuff out is to look at what everyone else offers and then NOT do that; do something different. You want to stand out, so you’ve got to be different.

This is where I would probably recommend that if you sell a product, that you physically have the product sitting out there on the table and really have a look at it and jot down every possible hazard. If I’m going to use the example of a chair, (let’s say you sell chairs) maybe the wood might give your customers a sliver, or if it’s a metal chair maybe the metal gets really cold or it gets really hot, or maybe the metal will have a reaction to the person’s skin, etc… Those are potential problems. Maybe the padding on the seat is not comfortable, maybe it’s the wrong color, maybe the angle of the back rest is off and people will get back aches.

All of these things, these potential problems, you want to take into consideration. That’s the first step, the product conceptualization. You really want to look at it, identify your potential problems.

Step two is the ‘research’. This is where you survey for those potential problems. You actually reach out to your customers and your prospects and you highlight those potential problems that you first saw and you get their take on it. This will offer you insights into the innovation process and, at this step in the research, you really want to identify the most dominant needs. This will come in play shortly.

Step one was all about identifying potential traps. Now hopefully you are keeping record of your customers’ contact info. What I mean by this is pretty much email. That way you can reach out to them and do your survey. It’s very good to involve them. It does create heightened loyalty. I think that people like to give their opinion in general. I think that if you can involve them you’re creating a two way dialogue and you’re hearing from the horse’s mouth.

And then you know what?

When you DO upgrade or update your product you can go back to them and say, “Hey listen, we’ve heard you with regards to potential problems. We fixed it, and we think that you might like this new one. Here, have a look.”

It’s as easy as that.

We talked a little bit about figuring out your consumers’ needs. There are six major needs – six general needs. They are security, variety, significance, love, growth and contribution. I’m not really going into this one too much. There is a great Tony Robbins’ video on YouTube about these six needs – a really, really good video.

If you can cater to a person’s need(s) you’re going to create connection. And, of course, we’re talking connection marketing so that’s kind of what we want here,

Fitness Marketing

Important Things To Know About Fitness Marketing

Healthy living is a necessity for all of us. But there are factors that are constantly making this impossible to carry on. We have to sustain on unhealthy atmosphere, psychological stress and not so healthy foods. Thus the craze for getting our fitness standards up to mark is rising. The fitness centers and gyms are gaining popularity, and as an owner of such brand it is our responsibility to create a place and promote it effectively to take care of the massive problem related to health and figures. To gain that leading edge we need to keep ourselves updated with the latest trends and fitness regime. A few of the factors that affect these are as follows.

1. The first point that should be taken care of is the marketing of the brand. Using pamphlets, offering free perks and incentives, free trial and social media promotion can actually make your brand quite famous. Using technology such as YouTube and Instagram can have a huge positive impact on your business. This tends to bring a lot of recognition and can be helpful in displaying the full potential of your fitness center. You can also offer to organize contests and seminars on fitness by roping in some of the well known fitness once in a while that is definite to grow your brand reputation.

2. Always display the equipments or product you use in your place. It provides a lot of information about the type of fitness goal you are trying to provide. The brand recognition and brand endorsements too help your customers to get a better understanding of the routine they want to expose themselves to.

3. Always make it a point to select the target audience. That must include a proper idea about the number of people joining, their age group, gender, and even their working out style. They can be overweight or too underweight. Some could be a pro, while others could be starting their first day at your place. Arrange proper trainer and make sure every need is addressed to. Try to make the sessions as interactive as you can. It will help you to create a sense of personal care for your fitness center.

4. Despite making best efforts you are bound to have some people who won’t be satisfied with the whole experience. Make it a point to listen to their grievances and try to implement their views if possible. Encourage the other joiners to have a positive approach and ask them for a good review. Remember, one negative comment can ruin your reputation than a hundred positive comments. Give your justification as to what constraints you have that lead to their dissatisfaction and assure them to improve the service. Also, keep reviewing your equipments as well as trainers to tackle any genuine issue that may crop up.

Fitness is not a one day wonder and is a journey. The only way that both you and your customers can reach the destination depends on the workload, and the efficiency of your performance.