Timothy Crawford | The Marketing Mash Up

It had to happen. 

The Marketing Toolkit is dead.

Don’t feel too bad.  He had a good run.  He went quickly.

But Wwwwhhhyyyyyyy???????

uhm, One very, very good reason.

He thought driving a car with his feet would be cool.

Just kidding. 

The real reason is:

1. One size does not fit all (especially not in advertising, sales or women’s purses….don’t ask)

No 2 companies are the same, neither are two marketing strategies. 

If someone tries to pass some boilerplate, straight out the box, cookie cutter nonsense off to you as a so-called great plan from an expert - BEWARE. 

If a marketing/advertising strategy doesn’t require serious thought and analysis, how good can it be?

You with me?

 I used to get feedback at the end of the plan building process, go back customize it and then deliver the game plan.  Not anymore. Now, I build plans based ONLY on customer feedback.  I start with the customer and end with the customer. 

I’m proud to say my new way improves results and streamlines the planning process.  Good job Mr. Crawford!!

Still interested in having a marketing/advertising/writing consultant help your business? If so, send your responses to the questions below to tim@timothycrawford.com

I’ll write back with a brief, but power-packed playbook to put some punch in your business or your email back.

See, something good can come out of the death of a good idea. 

6 Quick , High-Quality Questions Worth Answering Now!

1. What type of business?

2. Homebased, Internet, Office?

3. Full-Time/Part-Time?

4. Do you have any clients?

5. What are your business goals?

6. What types of marketing or advertising have you tried so far?

Dear Barack & Hillary Supporters, 

Pinch Yourselves.

This long journey we’ve been watching our candidates endure for 16 months is finally coming to a close. 

It was grueling.

We were strong.

We were undaunted.

We made it. 

As this race comes to an end, may we have a moment of silence for the fallen, a moment of pause for the cause, or even a brief minute for theguys who aint in it? 

We shouldn’t forget the supporters who didn’t fare as well us.  Just imagine being an Edwards, Richardson or Biden supporter. 

If you think that’s brutal imagine being a Dodd, Kucinich or Gravel supporter. 

Really painful isn’t it? 

But in some ways they were spared. Spared because they’ve had months to lick their wounds, months to come togrips that they must let go, and months to binge out on Cool RanchDoritoes, Krispy Kreme Donuts and Diet Dr. Peppers. 

If you take an unbiased look at the crude comments we’ve made to each other online, offline, on the streets and sometimes within the same offices, homes and elevators, it’s safe to say at times we lost our way as a party. It’s time to refind our way.  These negative resentments should change.  They can change and for the sake of our country they must change. As deafening as it may sound,  Elvis has left the building. 

If you’ve ever played a sport; been to a sporting event or watched a game on tv you’d understand the concept of competition. 

And if you understand competition then you’ll agree at the end of said competition someone has to win. In every sport the details differ but one thing remains the same; The person with the most points based on the rules before the race started; wins. 

There can only be one. 

It’s a pretty universal way of picking a winner.   Recently, I saw a photograph featured on the BBC of a Brazilian uncontacted Amazonian tribe.  If you look really close I swear you could see them playing a game of rock in a hole. The guy with the most rocks in the hole won. 

Yes Obama has won the Democratic nomination. But here are some other yes’s that no Democrate should overlook: 

Yes, Hillary Clinton has been a formidable candidate. 

Yes, at times she has seemed betrayed by her campaign. 

Yes, her message was gaining traction towards the end. 

Yes, the ideals that Hillary has championed may should become central to the Obama campaign. 

Yes, Hillary has made history.

That’s what our campaigns did you know?   We changed history.   

The world will remember this campaign as the first campaign that a woman and a black man vied for the presidency with any hope of achieving it. But this nomination process hasn’t been merely about making history or setting records. Eating 250 hotdogs in 3 minutes is a record.  Running for the presidency, and more importantly, electing a president is about more. 

This presidential campaign isn’t just about Hillary, Barack or McCain. This campaign is about healthcare for every American who needs it, it’s about bringing our service men and women home from Iraq, it’s about ending tax breaks for the richest amongst us, it’s about our economy, it’s about making college more affordable, it’s about scraping no child left behind, it’s about turning the page on the Bush politics of fear and divisiveness. 

It’s time to restore America’s place in the world.  It’s time for you and I; supporters of different candidates, but lovers of the same country, pursuers of the same American Dream; to come together and unite our party behind not my nominee, not your nominee, but our nominee. 

We must unite! 

We’re Democrats. Being Democrats we can’t allow McCain to keep our sons and daughters, husbands and wives, children and friends, our present and our futures

tied into an endless war in Iraq.  Lets go take the white house and rebuild our country the only way it could ever be possible…..

TOGETHER.

Sincerely,

Timothy Crawford

A Proud American

Dear Cigarettes,

We’ve been together for a long time, 13 years off and on I’d say. It’s been a love – hate relationship. I know, I know…We had some good times. I remember when we first met; my roommate introduced us. I noticed how you were always there for him, especially at stressful times. I was envious. I thought you were the friend I’d been missing. I thought I needed someone with me for the tough times. So, I started getting to know you. The funny thing is I didn’t like you much at first. You gave me a headache. I vowed to never get with you on a permanent basis. So much for that vow, before I knew it you’d won me over. I became a smoker. And it was good….for about 2 seconds.

The way I see it, this relationship is a sucker’s deal. It’s all bad on my end. Oh sure, I pay out the ash for you, but what do I get in return? Nothing! Oh I forgot, I get to age faster, I get yellow teeth, my clothes stink, my lungs clog, my sinuses congest, my wallet’s lighter, my wife complains and my son ask sensitive grown-up questions he shouldn’t have to ask. You aren’t any good for me. So I’ve made a big decision honey. Oh Yes, it’s come to this….

I quit you! Don’t look at me like that. Stay over there. Get your hand off my knee. I’m serious! I mean it. I need to show my son that his dad can kick this stupid habit. I’m tired of smelling like an ashtray. I’m tired of stinking up the house with you, fidgeting on long-drives, having to excuse myself during family-time just to spend time with you. You’re not worth it. It’s disgusting what I’ve let you turn me into. I’m better than that. Besides; some friend you are?!? You’re killing me!

Okay, okay, the last couple of days without you have been a battle, but it’s a battle I’m going to win. I’m in this for the long haul. There will be no taking you back. How do I feel? Baby, I feel good, real good. Smell this shirt. What do you smell? Cologne. Not smoke! See, I feel free and no matter how much you urge and beg I’m never going back to you. You’ve stole enough from me: My Health, My Money and most of all My Time. Good riddance, Butt Head! It’s over. You’re history!

Signed:

Timothy Crawford

A Non-Smoker

It’s a simple concept.

1. See what’s hot
2. Take notes
3. Following their blueprint create your own version
4. Be a big success

Let’s be clear, I’m not talking about patent infringement. Don’t steal. Reinvent. By using the power of the wave or phenomenen you can create your own spin using the momentum of the model.

For instance, notice how commercials are framing themselves around elections right now? Why? Because this years elections are all the buzz, positioning yourself with something that’s getting a lot of media play saves you the pain and dollars of creating a catchy concept.

This method is called ridding the wave.

Millions have been made using this method. Some people call it “piggy-backing”. You can call it echoing. We all call it smart business.

Movie Producers do it.
Music Producers do it.
Politicians do it.
Restaurant Owners do it.
Competitive Sporting Coaches do it.
Fashion Designers do it.

Sure, it may be more satisfying to come up with your own moonwalk, ipod, hoola-hoop, slinky, polka dot tie, bell-bottom jean design, slurpee, squishee or whatever, but it’s also alot more risky.

When in doubt, when short on funds, when you need a sale…try this:

So what do you guys do again?
Well, you know XYZ Company that makes XYZ?  Good.  We do that too, but with this special difference. We took their concept and added this to boost the performance, entertainment, reliability, durability, profitability, value….

Try it.

It works.

Let’s say you have a website. You probably feel pretty good about it. You have a presence. People can find you. You’re out there.

Sure, these are all good things; the only problem is everyone has a website. A website is the bare minimum.

A website is only just enough.

As a small business owner, as an entrepreneur as an upstart you must standout.

You are the underdog.
Underdogs don’t out hustle the more established folks by doing just enough.
And if you only have a website, you are only doing just enough.

Want to build your business and exceed your goals?

Do more than just enough.

Hold on, let’s get down to it. If you consider how advanced the internet has become in just the last 5 years, if you only have a company website you aren’t doing just enough.

You’re doing less than enough.
You’re doing enough to exist, but not enough to excel.
You’re doing enough to be counted, but not enough to go over the top.

I’m sorry. I really like you. I wish you the best, but the truth is you’re behind the curve.

You can change it, but to do that, first you need to change how you see the web and the possibilities. You’ve got to decide if you’re serious about your business? Is your business concept a winner or a loser? Can it work? Is it working? What to do about it?

More of the same isn’t the answer. Making your website more pretty isn’t going to cut it. You need to diversify.

I may be blunt, but I’m not exaggerating. Like John McCain says, “Time for some straight talk”.

A business website should be only one piece of your web presence. You should also have a presence on every social networking website out there. You should have articles related to your business all across the information superhighway. You should belong to all the major (and some not so major) business networking sites. You should have a video on YouTube, a Face book, a MySpace and a Squidoo page. You should be everywhere other business owners congregate, share ideas, exchange referrals and talk shop.

You must be there.

No excuses.

No exceptions.

Sure, it takes time to set up marketing mechanisms across the many websites that are available, but it’s time well invested because your company website isn’t the end all to be all of generating buzz and finding leads on the internet, your website is just the beginning.

Make a commitment to your business and cease and desist looking at those social networking sites as options. They aren’t options, they are necessities.

If you need more reasons to justify putting your resources into more than a company website, just take a look at Barack Obama’s surge. Obama-mania owes much of its energy and support to the social networking sites that it uses. Get involved and secure some of that same viral power for your business. 99% of it is free and 100% of it is good business.

Welcome to the first day of your new way of looking at promoting your business on the net.

Go get started yesterday.

It’s all about the sales.

You can have a great idea.
You can have alot of passion.
You can have great organizational skills.
You can have a smart businessplan.
You can have the right equipment.
You can have a great product.

BUT IT’S YOUR ABILITY TO MAKE SALES THAT MATTERS MOST.

You can stumble around in the dark and still find you way within any area of your business; except sales.

I’m serious.

You can hire someone to do all the things you aren’t up to speed on, but closing sales, making sales will forever be the small business owners main job.

Own it,
because until you start making sales nothing else matters.

This might hurt to hear, but I’ve got to be straight with you:

Until you make a sale you aren’t in business, you’re practicing to be in business. You ideas about business will drasticly change once you start making sales. Your focus will narrow. You will remove services. You will retool everything. That’s why I’m saying, It’s all about sales.

Count on it.

Classified ads are cheap. We tend to take cheap for granted. It’s only human. If something’s cheap, we know it’s easy to replace. And if something’s free? Look out baby! People will be about as careful as a bull in a china shop.

Just take a look at this classified ad I snagged from Craigslist.

Did you notice the word “Proofreading” was misspelled?

Instead of “Proofreading” they spelled, “Proffreading”.

Normally I wouldn’t pay any attention. It’s a simple mistake. And usually I wouldn’t put the folks on a blog….

BUT,

Since the name of the company is the “English Edge Language Services Ltd”
….which to me sounds like a bunch of stuck up folks who drink with their pinky sticking out…

And

Since they

“specialize in editing and writing services to academics, business people, medical professionals, novelists and non-fiction authors in North America and abroad”,

(their words not mine)

I figured, I had a right to say something.

Look, if you miss out on possible business,

that’s throwing away money.

If you come off as a snob with an incredibly overly long name that gives people the impression you’re a bunch of elitist pinky drinkers,

that’s throwing away money.

and if you make the “Business D’oh Moments” because you misspelling the word proofreading when you’re a proofreading company, well….

that’s throwing away money too!

Then again, maybe they misspelled proofreading on purpose knowing some crazy guy would blog about it and send them even more business.

What do I know?

See you next week!

The good old sales days. They weren’t so good were they? Remember the old sales styles?

Remember this guy?

Salesman had a reputation for being pushy, aggressive, annoying, scheming, slimy, snaky and all in all a big bag full of scum balls who’d push their mothers down a flight of stairs if she was blocking them from chasing down a customer.

Car salesman were seen so negatively that if we were having a Yo Mama round, and I said “Yo’ mama’s a crack head” you could respond, “So what, Yo’ mama’s a car salesman!” And you’d win!

Car salesmanship has changed. Not necessarily because dealers wanted to, but because it made good business sense. Dealers finally realized the crappy buying experience was deterring people from buying more cars, more often. It took a while. A long while. But they changed and when they changed a strange thing happened: People brought more cars.

The death of the hard selling is everywhere now. Look at social media; social websites are the epitome of the soft sale. No one’s pushy. No one’s jumping all over you when you hit the door. You can stretch your legs, walk around, kick the tires, and hey, if you want to, you can take their services out for a spin before you make a decision.

New salesmanship is also about giving til it hurts and trust it’ll come back tenfold. In our highly competitive new world your list of subscribers, friends and prospects is everything. It only makes sense to put more time into giving than selling. They’ll buy later. Build value first, as much as possible, I mean cram in loads of value and then…Wait.

The rain will come. Hey, I like that line. (*saving own page to favorites)

Can’t give it away? No problem, just make really great stuff and people will buy it anyway. The better your products and services the less selling you have to do.

Have you ever been to an Apple store? You can tell their salespeople aren’t worrying about sales quotas. Apple makes great products so their customer reps don’t need to talk you into a purchase; their job is to help you buy the right item. The biggest complaints I’ve heard about the Apple Store shopping experience is the reps spend too much time with customers. Basically, their reps are too helpful. That’s what Jobs can call “one of those good problems”.

Circuit City wish they had that type of problem, so does Target and so does the ghost of this guy:

Sorry, i couldn’t resist

Cool!
Finally, I can break down branding with a popular example that works for everyone.

Check this:

Hillary Clinton’s win in New Hampshire is a perfect example of branding, or re-branding. If you’re the least bit fuzzy about the meaning of branding or the power of branding, all you need do is think about the Senators comeback.

First of all, lets get the definition of “brand” down.

A brand is a label or name of a person or thing.

When I was a kid my mom brought me “offbrand” shoes, all it meant was they didn’t have a popular logo.

Sikes is not Nikes.
Adidas has three stripes not four.
And Lacoste has an alligator not a giraffe.

I’m sure you get it.

Branding is just applying your name or company’s name to something, that something can be a shoe, a car, a building, a wine,
BUT branding can also be an idea or feeling or a market position.

Here’s the part you may not know, a brand is NOT what you say you are, a brand is what other’s say you are or what you appear to be.

Which leads me back to Senator Clinton.

Hillary Clinton’s Old Brand was seen by many to be:

Bill’s Wife, Smart, The Establishment, Firm, Emotionless, Angry, Tough, Robotic, Closed Off, Overly Formal

…but after her emotional moment (her action) in New Hampshire, many female voters got a different opinion of Hillary Clinton

the brand.

Hillary Clinton’s New Brand in the eyes of many female voters quickly became:

Bill’s Wife, Smart, Down-to-Earth, Everyday Woman, Human, Emotionally Connected, Open.

Believe it.

With that one action (replayed about a thousand times) we saw the power of branding on crack.

Think about it.

Regardless to how you feel about Clinton, you can see the pure power of branding.

When I’m helping to brand one of my clients, I’m trying to make their company name (or brand) identifiable with a great selling idea as
Hillary rebranded herself from the emotionless, robotic, Senator and former President’s wife (not a very good selling position)
to the warmer, more likable, down-to-earth, Senator, former President’s wife (a much better selling position).

And look what happened.

She won New Hampshire.

Most new business owners don’t take advantage of branding power. Look at it this way, re-branding brought Hillary back from 13 points down 24 hours before the vote. What do you think a positive selling brand image can get you if you start right now?

Email me if you need help on branding your small business or solo-operation.

Starting with this post, I’ll be rolling out a highly anticipated series, entitled: “Business D’oh! Moments.
We all make mistakes so I’ll be calling attention to those mistakes. No one is safe.

Sound like fun? Wanna play?

I’ll get the ball started with a D’oh! Moment of my own. Here goes:

On my website I talked alot about copywriting. (that’s past tense for a reason) Copywrite this. Copywrite that.

I placed the word copywrite in my tags, keywords and content. All over my content. I felt good about myself, and whynot? I create marketing pieces, ads, articles, web content, press releases, so basically the term “copywriter” made sense - to me. Hold on…

Here’s the D’oh! part:

Today, I found out MANY people don’t really know what copywriting is. It was suggested that I market myself as a marketing consultant to ward off confusing potential clients.

Note to self, think like your customer. Assume nada.

Gotta go.

I’ve still got a lot of rewriting to do.