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Tsufit
Author, Step Into The Spotlight!

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Things Go Better With COKE! How to Get Attention For Your Stuff!

Let’s file this under “What will they think of next?” I was clearing out a cabinet in my office and pulled out 4 cool aluminum curvy coke bottles and asked my daughter what we could use them for. The obvious was lamps but they weren’t wide bottomed enough, maybe candlesticks but still too tipsy. Put them in the “figure out to do with these” pile. Two days later, my daughter, Aviva, sent me a post about how coke has developed a cool series of 16 bottle caps to make their bottles stick around forever as ketchup bottles, paintbrushes etc. coke bottle topsCouple this with a talk I heard from Dan Kennedy the other day about how he wants to move in with his clients (have his mug on their desk, his books on their book shelves, always be top of mind) and I thought this is pretty clever on Coke’s part.
Check it out here!

Is size FAT a brilliant marketing move or PR disaster?

Every time I go shopping with my daughters, I tell them that in my day there was no size 2, definitely no size zero. Who are we kidding?size fat Well here’s a Japanese company that’s decided to tell it like it is with sizes skinny, fat, jumbo etc. Now I’ve carried extra weight in my time and it’s always a battle for me so there’s no way I’d cozy up to a size “Fat”. And despite the protests of this company, I doubt it’s a supportive move for the voluptuous amongst us. But as a marketer, I have to admire the brilliance of this move from a publicity standpoint. Here I am in Canada reading about it, commenting about it here and in my Step Into The Spotlight! group on Linkedin. They’re definitely getting extra eyeballs as a result. And in marketing and publicity that is what it’s about, attracting attention. Good marketers aren’t afraid to polarize their audience. So are you offended or impressed or BOTH?

Do You Show Up Late at Networking Meetings to Avoid the 30 Second Infomercial?

Lots of people do! Just received a new book in the Step Into The Spotlight! reviews stack from speaker and coach Fred E. Miller, all about how to build your “elevator speech” floor by floor.

His approach is a little different than mine but found some great stuff here like on page 12 where he quotes “Don’t spend major time on minor possibilities”. He’s right. He suggests that the goal of the face to face “elevator speech” is to either disqualify the person or get interrupted by the person who wants to arrange to meet in the next few days. Makes sense. It’s important to polarize your audience and to sift and sort and only focus where it makes sense to focus.
No Sweat Elevator Speech

And Fred makes a very important point that one has to distinguish between the “speech” you give one on one and that you give to a group. Have you ever had someone dump his or her whole 30 seconds on you face to face. Really weird!

Fred suggests keeping it conversational. Great advice. “You never want to be too smooth when delivering any presentation. It’s not a good way to relate to people. Struggling and sometimes stumbling is human. Those are frailties we can all relate to.” Yup.

Grab a copy of No Sweat Elevator Speech!, a quick easy read.

It’s not just WHAT you say. It’s HOW you say it!

Entrepreneurs spend a lot of time perfecting their pitch, crafting what they want to say. But it’s not just WHAT you say, but HOW you say it that matter!

He’s only just scratched the surface here and many of the rock ones sound the same. Notice how a few have really distinct brands, but not all of them. How ’bout a Klezmer or Chassidic version? Thanks to Aviva for sending me this!

Don’t Call It That!

If I had written this book, Don’t Call It That! by Eli Altman, I probably would have called it “Is That What You’re Calling It?” which is what I often say as I carefully attempt to tread lightly, gingerly, one might say, on an area where I know a client has invested his heart and soul. Don't Call It That book coverOften I have to hold myself back from saying “Why would you want to use a dumbass name like that?”

What you call stuff matters. What you call your kids affects how well they’ll do in school. What you call your book affects whether people will pick it up or not. (Covers matter too). And what you call your business will either intrigue or bore your prospects and customers.

But how do you figure this out? Sam Horn’s book, Pop had some great suggestions on how to approach this. And so does this hot off the press “workbook” by brand strategist, Eli Altman. It doesn’t look like a workbook. It’s a cool lime green fabric hardcover with the author’s signature painted on the cover that makes you want to dive in right away, 122 pages you can fly through in one sitting.

But don’t stop there. Go back with a pencil (not sure I’d allow myself to write in such a gorgeous book) and workshop your names.
And don’t stop until you’ve found THE one, the one that makes people beg “Tell me more…”

And don’t shy away from strong choices. Eli’s right when he observes “One thing strong names have in common is the ease with which they can be attacked and dismissed.” He didn’t use this example, but Big Ass Fans comes to mind. That bold name put HVLS Fan Co. on the map internationally. (Want to work for them? Find the drop down for “Big Ass Careers” on their site.)

Breezy and fun, Eli’s best example is arguably his own business name, A Hundred Monkeys. The name rocks! Does yours?

Step into the Spotlight Book

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