Can you guess which 24 year old salesman said THIS about humor and sales?

Put your guess in the comments below.

Can Marketing Heal the World?

In asking this question, I’m reminded of the old Coca Cola commercial with people from every ethnicity singing on a hilltop, “I’d like to teach the world to sing in perfect harmony.” Wonder if that brought harmony. Wonder if that sold Coke.

I’m thinking about this stuff ’cause I received in our Step Into The Spotlight! business book reviews an impressive looking book, Guerrilla Marketing to Heal the World from authors Jay Conrad Levinson and Shel Horowitz, published by our friends at Morgan James. It had been my honor to get to know Jay a little bit after interviewing him for my own audio CD series and when he endorsed my book. Shel, I’ve had the pleasure of getting to know as an active participant in my Step Into The Spotlight! community on LinkedIN. So, I was happy to dive in.

Jay passed away in 2013, so I imagine this book was already in the works, then, but hard to say. In any event, I’m guessing it was primarily written by green advocate, Shel Horowitz, whose commitment to social justice goes back many years. I learned in this book that he was even willing to be arrested for his convictions to what he believes in.

My interest is in marketing and this book speaks to that topic from many different angles, lots of philosophies and principles to consider, how success in business is not a zero sum game (abundance vs scarcity), how it’s not enough to participate in “greenwashing” (assuming the mantle of green just to sell stuff), how there’s no reason not to promote one’s competitors (quote from B.L Ochman on that topic) and Greyston Bakery’s (brownie baker for Ben & Jerry’s) approach “We don’t hire people to bake brownies. We bake brownies to hire people”. (The last one is a twist on what I learned from Dan Kennedy who always said he doesn’t get a customer to make a sale–he makes a sale to get a customer).

Love the stories re how Ben & Jerry’s uses it’s ice cream flavor naming to promote social change, “Yes, Pecan” in January 2009 to coincide with the inauguration of a new president. Loved the story of how recently divorced Cynthia Kersey (author of Unstoppable) considered building houses for Habitat for Humanity in Nepal, asking herself “How many houses would I need to build that would be bigger than this pain in my life?”

The book has an interesting characterization of 3 kinds of consumers, Committed Deep Greens, Lazy/Light Greens or Hostile/Indifferent Non-Greens. The Light Greens (wish they’d lose the “lazy” ’cause that’s probably the category I currently fit into) who may eventually become Committed Deep Greens if nurtured properly–not if you keep calling me “Lazy”. 🙂 There’s even advice for how to interact in good fair with Hostile Non-Greens (more relevant than ever after the 2016 election discussions of climate change). I preferred the Bach, Beatles or Beiber listener way of honing in on one’s ideal audience.

The book challenges us to tell “the story behind the story” (yup!) more difficult, it is acknowledged, when you are bringing “a product to market in a different country” and requires us to share the fact that our “commitment to a better world” has brought us across the ocean to do business.

This book covers a broad number of topics and my review just skims the surface. If you’ve been wondering how to add more meaning to your business, grab a copy for yourself–or get your local library to order it for you so after you read it, hundreds or thousands of others in your area can read it too.

I would encourage the authors/publisher to add forwards for all urls. They’re long and only useful in a digital copy of the book. Easy enough to purchase a $10 name at GoDaddy to direct folks to Shel’s You Tube interview with a hydroponic farmer from the South Bronx, perhaps www.8thfloorfarmer.com or something.

If you’ve read this book or others from Shel Horowitz or Jay Conrad Levinson, share your favorites below.

Tsufit
Author, Step Into The Spotlight! : A Guide to Getting Noticed

Should you ever MOCK yourself the way Sean Spicer did at the Emmys last night?

Check it out above. Did you see it live? Celebs appeared more shocked than over 40 years ago when a streaker ran naked across the stage at the Academy Awards. Jaw-dropping!!! Spicer came out with a podium and hilariously mimicked his Crowd Size rant that caused all the controversy after the Jan 20th inauguration.

On the one hand, some say he humanized himself after ranting at journalists in the White House Press Briefing Room for months. On the other hand, did this undermine what was left of his credibility? Or did it re-establish it?

As speakers, experts, people in the public eye, should we ever tease ourselves in the way that Sean Spicer did last night?

Would you do it?

Have you ever done anything like this?

What’s the most outrageous publicity or marketing campaign you’ve ever seen?

So, we’re discussing crazy publicity stunts in my Step Into The Spotlight! group on LinkedIn (join us) and one of our members, Dennis Brown, shared a bizarre one, not one that he launched but rather one that he experienced first hand as part of the marketer’s target audience–i.e. he got a package of chocolate grasshoppers in the mail!

It was all part of the rebranding efforts of a company called GotVMail changing its name to Grasshopper. They stuffed a 25,000 chocolate covered grasshoppers in 5000 Fed Ex envelopes and shipped them out to 5000 “influentials” like Dennis Brown. Word spread, their local Fox News station showed up as they were stuffing the envelopes with their dedicated employees. I’ll let co-founder, David Hauser, share the behind the scenes stuff here.:

We all know about the famous Will It Blend? spots to sell Blendtec blenders, where a guy in a lab coat throws anything into a blender, iphones, anything, asking Will It Blend?

Tons of media.

Tons of attention.

Have you ever done anything like this?

What outrageous marketing or publicity campaigns have YOU seen?

Love to hear from you in the comments below!

Tsufit
Author, Step Into The Spotlight! : A Guide to Getting Noticed

Is this the world’s first TV infomercial?

I saw a suggested LI connection that claimed that he was the inventor of the infomercial so I thought I’d consult with Mr. Google to see if that was the case. What turned up was this wonderful infomercial for Vitamix from 1949.
This guy, “Papa Barnard” is not only a compelling speaker and sales person, but his take on how to eat probably resonates even more today. The way he tried to blame the Mom for everything might resonate a bit less…

Even better, under the fabulous post from Erin Blackmore, there was a comment from a person who said this guy was her Grandpa.

Nice.

What IS “Content Marketing”?

My daughter is off this afternoon to a Content Marketing Conference with 4000 other folks from around the world so when I saw a cool infographic from Lilach Bullock, it got me thinking. What IS Content Marketing and how does it different from advertising?

Advertising is where you tell the world how great your stuff is.
Publicity is when other people tell folks about your stuff.
Content marketing–is that when you sneak your marketing message into a content wrapper?

How would YOU describe content marketing?

What are some of the best examples you’ve seen?

Tsufit
P.S. Perhaps my 11 free Spotlight Secrets series is content marketing. Not sure. Subscribe anyway at www.SpotlightSecrets.com and let me know what you think.

Wondering how to sell your “expensive” service?

My new friend, Graham McGregor, columnist for the New Zealand Herald, has just published a brand new guide on
how to market your service with a price tag over 10K. Many of us know never really “expensive” if the value is beyond the fee paid, but it might appear to be in the minds of your prospects so Graham’s free guide should get you started in the right direction.

You may even find a few words of advice from me in there… (Page 20-22)

Get your free copy at www.TheExpensiveServiceMarketingSolution.com

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