Brand Your Business Like Don Draper

Are you acting like Don Draper in the season premier episode of Mad Men when it comes to promoting your business? At the beginning of the episode Don fails to make the most of an interview by a reporter from Ad Age magazine. It was free publicity and advertising from an industry magazine and Don kept tight lipped about himself and SCDP.

Instead of using the interview to showcase their firm’s work, build their brand as the innovative start-up he was terse and unusually modest. Draper expected his work – the TV commercials for Glo-Coat. It didn’t and he came out sounding like a jerk in the reporter’s article which required damage control.

Think your products or services will build your brand for you? Not entirely. You will have to do some branding work yourself. People like to know the person behind the business, product or service. Share your story. Explain why you offer something so great they need to do business with you.

Draper came back with the real story about how he came up with the idea to create SCDP and gave great visuals “I holstered my guns” and his company’s back story came alive for the reporter and soon the readership of the Wall Street Journal. Now SCDP (Sterling Cooper Draper Price) sounds like the company to go to for modern, edgy advertising.

What are you doing to get your brand known? Need some motivational music while you think about your branding campaign? Listen to the song that played in the background as Don Draper built up the SCDP brand during the WSJ interview:

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Published in: on August 4, 2010 at 3:43 pm  Leave a Comment  
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Is Your Web Site Just Slowing The Rate Of Revenue Decline?

Are you happy doing nothing  then don’t read any further  But if  you want a website bringing in leads and making sales then its time to take action!

You need to find out whats ailing your website now.  Its time for a website diagnostic exam.  Direct Marketing Rx is here to do a review of your website with a 31 point checklist to see why your website is sickly and under performing.

Avoid Wally’s satisfaction in improving his rate of doing nothing.  You’re web site is not static but an ever changing and improving profit machine.  Let’s get started today: I’m ready for my web site diagnostic review!

Squeeze Out One Last Marketing Opportunity with Your Old Business Cards

Do you have old business cards that you don’t know what to do with besides dump them in the recycle bin? Wait, there’s a promotional opportunity for your business in those old cards.

Have a card tossing contest for you customers where they win prizes. You could send out an email, Tweet and post a notice on your Facebook fan page to let you customers know about the event. Really promote and have specials going on the day of the event.

Or if you don’t want your customers tossing your business cards create a competition among your employees and have your customers come and watch.

Maybe even post videos of your employees prepping for the competition on your website and YouTube. Give the employees competition nicknames like Discount Rustler or Super Sales Rep. See how I had the promoting your business benefits to your customers? Do that and maybe even end up with a new brand character.

Whatever you decide to do turn it into a marketing event and offer special prices on competition days. It could turn into an ongoing promotion for a few weeks or months or an annual event that customers look forward to seeing.

Be sure to be safe during the competitions. You may want to have safety goggles for competitors to wear. Or make it an easy card toss like those toss a ping pong ball into the goldfish bowl games you see at Fairs and Carnivals. Turn it into a toss the business card into recycle bins at various distances and each distance gets an increasingly better prize or discount.

Check out this video of the Master Business Card Thrower to get some ideas. It’s worth the 2 minutes to watch it. I wonder how much practice the guy had to do. You’ll never look at your business card the same way again.

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Inigo Montoya Was Right About Social Media Too

By Sid Smith

If I asked you about social media, would you conjure up images of Facebook and Twitter?
And did you also think, “I haven’t got the time to waste on such mindless drivel”?
Ah … but wait! In the unforgettable words of Inigo Montoya from The Princess Bride, “You keep using that word. I do not think it means what you think it means.”

Will the REAL Social Media Please Stand Up …

Forget what you think you know about social media. I’ll buy you a beer if you read this entire post and can honestly say “Yes, I knew all that.” Seriously. If we ever meet, the beer is on me.
Let’s first turn to Wikipedia, a bastion of social media. Go there and you’ll read that:

“Social media is content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content.”

Not what you thought?

What most people think of as “social media” is in reality “social networking.” There’s a huge difference, and if you’re going to live on the beach while working part time on your web business, you’ll need to understand the differences.

Both are highly useful. They weave in and out of each other like two lovers on a moon-lit tropical beach, so it’s easy to confuse them as one giant sea creature.

Social media is information in the form of content – articles, white papers, special reports, video, audio, and other forms of content. It’s social in that it is meant to be shared.

There are tools specifically designed to share content:

• Blogs: Blogger, WordPress …
• Content Management Systems: Joomla, Drupal, and high-end proprietary systems..
• Video sharing: Youtube, Blip, Dailymotion, Viddler … (there are about 20)
• Audio sharing: Podcast Pickle, Podcast Alley, The Podcast Network …

Social networking is how people communicate with each other online. Sometimes they communicate about content (social media) and sometimes they just blather on (and on, and on … ).
There are tools specifically designed for social networking (communication):

• Twitter (did you know that Shaq has over a million followers?)
• LinkedIn
• User Forums
• The “old” Facebook and MySpace

And … this is where it gets tricky … there are tools that facilitate communication AND share content:

• The “new” Facebook
• Teleseminars (audio conference calling)
• Webinars (video and audio)
• Twitter (it can serve both masters)
• LinkedIn (it also serves both masters)

Use The Right Tool For The Right Job

As a web marketer and entrepreneur, you’ll be eons ahead of the pack once you understand how to use the right tool. After all, the ultimate goal is to make a pile of money for you and/or your client … right?
Non-marketers use the social media and social networking tools primarily for connection. They want to belong.

Marketers use the tools for BOTH purposes – to connect with, bond with, and communicate with their prospects and customers … AND they use the tools to make money.

Here’s my 7-step “Get Social Money Machine” (in a very tiny nutshell):

1. Get online and start connecting with people through Twitter and Facebook (their use is growing, while the use of Hi5, MySpace and LinkedIn is shrinking).
2. Create valuable content – a blog with articles and video.
3. Use social tools to share your content: video syndication tools (YouTube, etc.); blog syndication tools (RSS, blogging communities, Syndd) to share your blog entries.
4. Create a fan page on Facebook and start sharing your blog posts and videos to your Facebook community.
5. Tweet your blog posts: Install a “plugin” on your blog that automatically “Tweets” your blog post to Twitter.
6. Get Social: Once you’ve got a list of fans and followers, host a couple of free content-rich webinars that you announce to your fans and followers. To attend they must provide name and email address. They’ll announce it to their friends and followers.
7. Make money: If you read my previous blog post, you know what to do next … lead them down the path of becoming raving fans who will buy anything from you.

And PLEASE (with pretty hearts and flowers) …

Remember that the foundation of social media and social networking is the SOCIAL element. Your FIRST order of business is to connect. If you are providing value through your connections, then you will be rewarded by having many fans, followers, and eventually paying customers.

One final note: A recent $499 webinar was filled entirely through blogging, Twitter and Facebook. The marketers who created the webinar raked in well over a million dollars, with NO advertising costs and NO shipping or product costs.
Yes, Dorothy. We’re certainly not in Kansas anymore.

This article appears courtesy of American Writers & Artists Inc. (AWAI) The Golden Thread, a free newsletter that delivers original, no-nonsense advice on the best wealth careers, lifestyle careers and work-at-home careers available. For a complimentary subscription, visit http://www.awaionline.com/signup/.

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