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Get a Brand Over – Part 2

brandoverToday, we continue our discussion with John Tantillo, The Marketing Doctor. John is a behavioral research psychologist with over twenty years of marketing experience. He is the President of the Marketing Department of America and regularly appears on Fox News and Fox Business News. Last time, we discussed the difference between a makeover and a brand-over. Let’s get back to the conversation …

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marylynnJohn, let’s say you have a brand and it’s not working. You need a brand-over. How would you do that if you’re an existing business?

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johnThe first thing you have to do is reach out to your customers. This rebranding, or brand-over notion, comes from the marketing concept. It is not “build it and they will come” ala health care that’s being promoted. It’s find out what people want and give them what they want. For example, let’s say you have a car wash and you think hot wax is what everyone wants. But you’re not getting the number of people you want through your car wash. So you ask your customers, “Why aren’t you coming to my car wash?” They say, “It’s the hot wax. It interferes with my paint job.” Ah! What does that tell you? You shouldn’t be using hot wax, even though people in the business have told you that hot wax is great. Ask your customers. Stay in touch with them so you can give them what they want. How do you get somebody to like you? You tell them what they want to hear or give them what they want. That’s the secret.

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georgeThat’s how I got Mary-Lynn! Companies have kind of gotten this, John, although they don’t always deliver upon it. As individuals, isn’t it important to understand that a brand is a promise? We have to be careful about what we promise to be absolutely certain we can deliver it.

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johnAbsolutely. There’s nothing worse than promising a consumer something you don’t deliver. I’ll give you an example of this. Many years ago, in the New York area, there was a beer called Peel’s Beer. Their advertising was so clever that it generated a lot of initial sales. The problem was nobody liked the beer. They promised a great beer but they didn’t deliver a great beer. Not a good thing.

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george
Maybe they should have positioned it as the beer you drink after you’ve had a few?

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john
There you go! Are you sure not in marketing?

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marylynnJohn, you always offer a “Tantillo Takeaway” on your blog. I’d say our takeaway with you today is “know your target market.”

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john
That’s always the secret. Who is your target market?

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georgeYou recently had a great post about institutional communication versus individual. The example you gave is that John McCain now has more followers on Twitter than the White House. So the individual has power with new media that institutions don’t have.

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johnThat is correct. It’s driving the heck out of these Washington media types that the blogger, or the candidates themselves, can go directly to the voter. If we’ve learned anything today, it’s that the game has changed. You have to be on top of all the new social media. I’m 58 years old and I’m on Facebook with over 3,400 friends. I’m on Twitter and LinkedIn. I even went to my old high school web site and now I have a page there. The point is that you have to use every marketing tactic you can possibly use in today’s world. It’s funny. It’s the very reason President Obama became President Obama. He was sophisticated. Now, in the institution of the White House, maybe he feels that he has to move on or do things more traditionally.

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marylynn
He’s also more edited now than he was before.

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john
No question about it.

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marylynnLet’s talk about small business owners. We hear all the time that they don’t have the time to get out there and utilize these new media tools. They don’t even know how to get started. What would your suggestion be to them?

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johnYou have to do it. Enlist young people – high school students, college students home for break or friends of your own children. It doesn’t have to take a lot of time. To give you an example, I started Facebook about a year or two ago. I didn’t really do anything. Then I went down to my favorite place in the world – God’s waiting room – Miami Beach, Florida – at Christmas time. I’d picked up a book in the library, about how to market yourself on Facebook. It’s been an increasing positive function – how do you like that, George – in terms of Facebook friends ever since. I love it. And hey, if I can do it, anybody can do it. You have to make a little bit of time. It’s a good reason to go on a vacation where you don’t think about your business, but about yourself in terms of the business. It’s a little different. I’ve found it fun and exciting. You have to make it part of your day. It’s like doing cold call sales. Nobody likes to do it. But, at one point, when things aren’t moving, you just have to go and do it. You have to make time.

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Thanks so much for joining us today. Next time, we’ll wrap up our conversation about John. We’ll discuss social media marketing tips. Please join us! Until then, here’s to your bigg success!

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Direct link to The Bigg Success Show audio file:
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Get a Brand Over – Part 1

brandoverWe were pleased to have John Tantillo, The Marketing Doctor, as our guest on The Bigg Success Show today. John has over twenty years experience in the marketing industry and is the President of Marketing Department of America. He’s also a behavioral research psychologist who you may have seen on Fox News, Fox Business News or heard on a radio station somewhere around the country. Let’s get to the conversation …

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marylynnJohn, your mantra is “Go Brand Yourself” using the principles that companies use to create your personal brand. So many people today are trying to do that. What are some of the tips you give them?

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johnFirst and foremost, you have to be yourself. I just dislike this concept of a makeover. I believe in brand-overs. With a makeover, you conform yourself to what others think you should be. A brand-over is finding out who you are, what your strengths are, and then promoting the heck out of that. Go brand yourself! That’s really the secret. I guess that’s the psychologist in me.

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marylynnWhen you were talking about that, I immediately started thinking about Susan Boyle. She’s had a huge makeover. What do you think about that?

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johnIt’s obvious that it was a makeover and not a brand-over. All the handlers were telling her to do this and do that. That’s the worst case scenario. I’ll give you a good example of this. When I first went on Neil Cavuto’s show about two years ago, the geniuses were telling me that I couldn’t wear a bow tie. You can’t wear a hat. You have to make a decision between wearing a bow tie and a hat. I looked at them and said, “You’re crazy. You’re all nuts. That’s my signature, That’s my brand! Those are my brand characteristics.” So fast forward two years to a week ago, I met Neil Cavuto in the hall. He said, “We have to get you back on the show.” I said, “Sure, Neil, anything you say.” Here’s the point: I get back to my office and I get a call from The Strategy Room where I appear regularly at Fox. They were telling me that people from Neil Cavuto’s show had called wanting to know about the guy who wears the bow tie and the hat! But that’s me. Now if somebody would suggest to you, George, that you wear a bow tie and a hat, you might not feel comfortable. That would be a makeover. It wouldn’t be sincere. Figure out what you want to communicate and then promote the heck out of it.

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georgeCome to think of it, John, I could use a complete brand-over! So how do you find your brand?

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johnIf you wanted to do what I call a brand-over, George, you would ask Mary-Lynn, “What do you think my brand is? What are my positive attributes?” Then you go to the next ring – your friends. You ask them what they think your brand is. The last group is your colleagues. Based on that data, you begin to shape your brand. Is there any discrepancy between the brand others see you as and the brand you see yourself as. If there is, do you want to make the change if you’re not being successful with your present brand?

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marylynn
It seems pretty simple, but it’s not.

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johnNo, it’s not, because sometimes we don’t want to hear what people are going to tell us. But it’s the best way to make yourself a better professional. It’s not just listening. It’s also evaluating whether they are realistic and whether you can integrate their suggestions into your brand.

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Please join us next time when we continue our discussion with John. Among other things, he’ll tell us the advantage individuals have over institutions today.

Thanks so much for the gift of your time today. Until next time, here’s to your bigg success!

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4 Types of Free Agents

freedomThis is the final installment of our five-part series on freedom. In the first three parts, we discussed the 3 levels of freedom – freedom of, freedom from, and freedom to. Last time we talked about financial freedom.

Now we want to talk about the freedom to spend your time however you want. If you can do that, we think you’re a free agent. We’ll identify four types of free agents today:

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The Aggressive Passive

Aggressive Passives let their money work for them so they don’t have to work. They make enough money from their investments to pay for their desired standard of living. So they are free to spend their time however they want.

The amount of money you need to be an Aggressive Passive is a lot less if you’re perfectly content not living lavishly than if you want to live large. But it’s life on your own terms, go for what you want.

In our last post, we discussed paths to financial freedom. If you want to be an Aggressive Passive – and you want it sooner rather than later – you’re going to focus on the wealth building path. Maximize income, minimize costs and build Assets – most likely your own business or real estate.

The Passion Player

Passion Players love what they do so much that they don’t feel like they’re working. In many cases, their hobby is their craft and their craft is their hobby.

We have a friend who had built up an incredible business and sold it off. Now he’s back in the same type of business only this time he’s doing it with no employees. He chooses his clients very carefully. He takes plenty of time off, yet he’s still doing very well money-wise. He’s thrilled!

You may choose to work inside a corporation and be a Passion Player. Just keep in mind that, in addition to your work, you must love working for and with the people around you. Since you only have one client – your employer – that may be difficult at times.

Inside or outside of a company, your focus as a Passion Player is building up your personal brand. It may make sense to do this while you have the security of a full-time job. But there’s also some real security – as well as freedom – in moving from an employer (which is like having only one client) to multiple clients.

The Automatic Pilot

Automatic Pilots don’t just sell a product or a service. They don’t just create a brand. These free agents build a business.

In that business, they develop systems and controls. The systems insure a consistent standard of the product or service they offer. The controls allow these free agents to step away from their business without fear of it falling apart.

While they develop their systems and controls, they also train a protégé who can run the business in their absence. Once the protégé is fully trained, the entrepreneur is a free agent!

The Synergizer Bunny

These free agents sit at the hub of a network. They tap that network to bring the best people to the table.

Synergizer bunnies don’t just do projects with others. Bigg success comes to them by creating entire businesses through strategic alliances. Everyone involved is well compensated and the customers receive a great value. It’s a win all the way around.

That’s the key to becoming a free agent of any type: Help others find ways to improve their lives and you’ll be a bigg success.

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Thanks so much for checking in on us today. Please join us next time when we’ll discuss one of the best assets to have today. Until then, here’s to your bigg success!

 

Direct link to The Bigg Success Show audio file:
http://media.libsyn.com/media/biggsuccess/00430-070609.mp3

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(Image in today's post by svilen001)

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Picasso on Personal Branding

picasso.jpgBigg Success is life on your own terms. There’s an old negotiating rule:

You get the set the price or the terms, but you don’t get to do both. So if you choose the terms of your life, bigg success will set the price.

We were talking about Picasso recently. We don’t talk about a painting by Picasso; we talk about “a Picasso”. His name is branded with his work. d do it.

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No overnight sensation

But Picasso paid a price for his bigg success. It didn’t happen overnight. It took years for Picasso to become … Picasso.

He started at the age of seven. His father was an art professor, so he had a mentor from a very early age.

In his adult years, he was so poor, at times, that he burned his own paintings to heat his living space. Now that’s expensive energy!

No matter what obstacles he faced, he kept painting. Painting was his obsession.

A drop out

He was admitted to a top school of art, but dropped out. Formal education wasn’t his thing. He was determined to live his life on his own terms. In fact, he often argued with his father over his paintings.

Picasso the brand

He didn’t always listen to his mother either. He said:

"When I was a child, my mother said to me, 'If you become a soldier, you'll be a general. If you become a monk you'll end up as the pope.' Instead I became a painter and wound up as Picasso."

There have been lots of generals over the years. We’re on our 265th Pope. But there’s only ever been, and ever will be, one Picasso.

And there’s only, and ever will be only, one you!

Picasso had a different dream for himself than his mother had for him. He had a bigger vision. He was unique and he sought to prove it.

What would have happened if Picasso didn’t dream so bigg?

Would he have been a general who doodles? Fortunately, we’ll never know.

But we do know that we would have never known Picasso. The world would have missed out on his great talents.

That’s why it’s so important to define your own terms. There are times when you should listen to others. There are times when you should only listen to that still small voice inside yourself. Distinguishing which one to listen to, and when, is one of the keys to bigg success.

What is your voice telling you?

Please share that, if you want, by leaving a comment below, calling us at 877.988.BIGG(2444) or e-mailing us at bigginfo@biggsuccess.com.

Thanks so much for reading our post today.

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Would you like more tips and tools to live your life on your own terms?
Subscribe to the Bigg Success Weekly – it’s FREE!

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Financial advisors tell you to pay yourself first. Please join us next time when we say, “Play yourself first!” Until then, here’s to your bigg success!

Our source for much of the information about Picasso, along with the image we used in today's post was Wikipedia.

 

Direct link to The Bigg Success Show audio file:
http://media.libsyn.com/media/biggsuccess/00409-060409.mp3

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Apologies – The Bad and the Ugly

sorry.jpgYesterday we talked about how Ramon De Leon, the owner of six Chicago Domino’s franchises, responded to a complaint by Amy Ravit Korin on Twitter and created a video apology promising to “wow” her. You owe it to yourself to see how he did it.

When it comes to apologies, this is the good. Today we want to talk about the bad and the ugly and discuss three steps in the art of the apology.

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The bad

Domino’s, the chain, recently found itself making the news when two employees of one store posted a video on YouTube showing them mishandling food, to say the least. Domino’s President, Patrick Doyle, was featured in a video apologizing for the mishap and reassuring customers that this was an isolated incident.

There was backlash to this video because it didn’t seem sincere. We think that the apology itself seemed sincere. However, he wasn’t looking at the camera so it’s obvious he was reading from a script. He should have at least looked squarely at the camera when he said, “We’re sorry.”

The difference between this video and Ramon’s video is striking. Ramon is looking right at the camera and it’s obvious that he’s not reading from a script. There’s no question about his sincerity in the way he delivers his apology.

The ugly

You’ve probably heard about the free grilled chicken promotion by KFC. Unfortunately, KFC was not prepared for the overwhelming response to this promotion. Countless customers were turned away when they arrived at their local KFC to redeem their coupon. KFC’s President, Roger Eaton, issued a video apology.

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georgeI’m a positive-thinking person who loves positive-thinking people. But he was too positive in light the situation.

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marylynnI agree completely. He seemed happy. If I’m dissatisfied as your customer, I want to see that you’re unhappy about it. Show me that you’re empathetic to my terrible experience.

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george
Show you know I’m as mad as a chicken on a hot tin roof?

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marylynn
No … as mad as a chicken in a frying pan!

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The KFC apology focused too much on the success of the promotion and not enough on the debacle that followed. However, we’ll cut them some slack because they’re dealing with a more massive problem than the other two.

The art of the apology

Bigg success is life on your own terms. The five elements of bigg success are money, time, growth, work and play. Sometimes we experience the most growth when we’ve made a mistake.

No matter what medium you use to apologize – video, phone, e-mail, in person or some other way – there’s an art to it.

First, simply apologize.
Get it out of the way right upfront. Ramon, the Domino’s franchisee, gets right to it as does Patrick Doyle, the Domino’s President.

The KFC President, Roger Eaton, completely missed the mark. Instead of apologizing right away, he starts off talking about how successful the promotion was.

Second, talk about what you’re going to do about it.
Once again, Ramon nails this one. He told Amy that he was going to wow her. And wow her he did along with the rest of us. Patrick Doyle got this right too.

Roger Eaton eventually gets to the point – they’re going to honor the coupon and give you a free Pepsi product if you do a whole bunch more work. Instead of talking about how they will remedy the situation, the people who were affected have to follow-up to get what was promised to them in the first place.

Third, look to the future.
There’s nothing wrong with ending an apology on an upbeat note. Look to the future of the relationship. Ramon hit this one out of the park as well. We think the park was Wrigley Field!

Patrick Doyle closes strong. He thanks people for their support and says Domino’s will work to rebuild our trust. However, right before that, he says that “it sickens him that the actions of two individuals” could impact their brand. You could feel his emotion. This is where he should have started.

This is a mistake that’s easy to make – beginning and ending with an apology. Follow the process mapped out here to avoid doing that.

The President of KFC completely struck out. He apologizes right at the end of the video – the best apology in the whole video we might add. Fortunately, he didn’t close on that note; it appeared as if he would. He does end on an encouraging note.

Use this three-step process and deliver your message with sincerity the next time you have to apologize. We all make mistakes. When handled properly, even they can lead to bigg success!

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Please join us next time when we talk about out of this world communication.

Thanks so much for hanging out with us for a bit today. Until next time, here’s to your bigg success!

 

Direct link to The Bigg Success Show audio file:
http://media.libsyn.com/media/biggsuccess/00393-051309.mp3

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