An interesting sales training technique.

By
Steve Poppe
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A friend of mine has been in the car business all her life. As a teen, then a showroom manager and, finally an owner. The economy and “the life” caused her to change careers recently. She is now selling insurance for a large company.  Once a salesperson, always a salesperson I guess.  She passed her insurance tests, learned the products and services, contacted a lot of friends and rolodex contacts and is now onto what she believes a demeaning chapter in this job evolution.  She goes to malls, sets up a table, blows up balloons and fingerprints children as a service to parents. “May I have a smaller balloon… and this time yellow? And can you make it so my hair stands up?”

I’m sure she is going through the 5 stages of grief.

I’m not sure how common mall sales training lessona are in the insurance business, but with the right mindset, I bet it’s great a learning ground. You have to engage customers who otherwise don’t want to be engaged, for starters.  Then you must undertake meaningful conversation about something about which customer cares deeply — their child.  Then introduce a negative concept into the selling process…child danger. And then talk about mortality on the off chance someone might be ready to buy life insurance.  “Balloon anyone?”

If you can learn from all this activity, even if you don’t sell a policy, I bet you will emerge a stronger sales person. Peace! 

 

Indispensable.

By
Steve Poppe
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0

According to the Radicati Group market research firm, in 2010, 107 trillion e-mails were sent. Today there are 3.1 billion active email accounts and corporate employees send and receive 105 million e-mails a day. When we don’t have anything to do, rather than smelling roses, we check our cellies. They have become indispensable.  Or have they?

One of the goals I have for my company is to make its website an indispensable source of content for the K12 education community. Indispensable is a very high goal.  The thought is, if teachers and school administrators could visit only one website each day to get some good .edu nuggets, whose would it be? Not a nice place to visit. Or a valuable and meaningful website.  An indispensable site. That’s a strategy. 

Many view their sites as places to share product and service information.  Good idea. Others see them as a way to cut down customer inquiry. Others yet view their sites as places to sell.  Or places to get prospects ready to buy.  All good goals.  For me “indispensable” is where it’s at.  It is a constant strategic motivator.  Try it. Peace.

Stones. Stone. And Stoners.

By
Steve Poppe
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0

Oliver Stone goes big.  He pushes the truth and sometimes creates his own truth. In his review of Mr. Stone’s “Savages” today A.O. Scott called Stone’s body of work “sumptuous.”  Rich cinematography, larger than life characters and just plain juicy film-making. I am on a Don Winslow (writer of Savages) jag now, and readers might even see a tiny bit of influence in this blog. I’m also a Blake Lively fan. (Not dead yet.) It’s a trifecta for me.

Marketers and ad peeps should study Mr. Stone.  He finds topics that have gravitational pull, he used great images and sounds to capture them, and he steeps the content in sumptuousness.  Even the Times’A.O. Scott digs this kind of film making.  Go see Savages. It will beat your average Vampire vamp and scare-fest. Oliver it up. Peace!

 

Fresh.

By
Steve Poppe
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0

“The hardest thing to realize in fashion is that the future lies in the past.  The second hardest thing is to forget the past.”    Cathy Horyn, NYT 7/5/12

These words are true for branding and advertising as well. Creative ideas that break through must be new and unique. Retreads are boring.  Yet, it’s important for ideas to offer some attendant context. It’s easier to remember numbers in patterns; the same is true for ideas.  That’s why alliterations are common idea conventions. ZDNet’s original strategy “content, commerce and community,” for instance.

How does one explain the Higgs boson (creating matter out of nothing) without some context?  Not very easily. Same thing with string theory.  These are some of the world’s most heady concepts. They need context.  Conversely, how do you give life to a new lemonade that is less sweet, or a cookie dough that is more natural?  As Cathy Horyn suggests “forget the past.”  Find context for selling premise (create bias toward purchase) then be fresh. Really fresh. Uncomfortably fresh.

Either Walter Weir or John Caples (godfathers of copywriting) once said “good copy sounds like copy.”  That was then.  Seventeen billion words of copy ago. Today fresh wins the day.  Peace.  

An important brand planning question.

By
Steve Poppe
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0

The secret sauce of the What’s the idea? brand planning rigor (WTI is my blog, but also a brand consultancy I had for 3 years prior to coming on board at Teq) is the battery of questions I use when interviewing company stakeholders. Finding out what a company does best and matching it with what the market wants most is the goal.  I may have just found a new question.  The inspiration was an amazing story today in The New York Times of Lonnie G. Thompson, a man in search of proof that global temperatures are rising.

The secret sauce question is most powerful when asked of an individual, yet it can be altered to apply to a company. Let’s stay with the individual, for simplicity’s sake:  

What is your life’s work?

Not an easy question to answer.  Or is it? Most will probably say something like “Be a good parent.”  Or “Be a good spouse.”  Maybe “Leave the world a little better place.” Perhaps “Be a better person.”  Following up these answers with probes will get you to the meat of the discussion. Using the question with a company, however, may get bogged down in “mission statement miasma,” but don’t let it.  A “life’s work” has to have import. If a company has a hard time answering, it likely will have a have a hard time branding it.

As my Norwegian aunt Inga might have said “Tink about it.” Peace.       

The games marketers play.

By
Steve Poppe
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Is it better to gamify learning or learnify gaming? Is if better to gamify war or warify games? Perhaps I just enjoy being contrarian but I’m growing a bit tired of the gamify word.  Games are contests…with winners and losers.  Not everything in life needs to be so.  Art isn’t a game.  Science isn’t a game. Business isn’t a game.

Gaming is a trend that marketers are grabbing hold of and early returns are positive, but the reality is gaming in marketing is really about gaming the consumer into learning about and buying products.  And that will get old.  You know when you are watching a movie and stop paying attention for a moment to ask “Was that a product placement?”  It messes with the art.  Good promotional games are and can be successful, but I fear  turning loose coders and web marketers with hi-def gaming assignments will more often than not, detract from brand building. What would a Geico game look like? Exactly. Peace.  

Genetically Engineered Copy.

By
Steve Poppe
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0

There is a new story today that suggests tomatoes have no taste because they’ve been genetically engineered to look good.  Brilliant red tomatoes with nary a color blotch, piled high in our grocery stores because of a gene mutation that has said “buh-bye” to flavor, sweetness and aroma.

I wonder if advertising has been genetically engineered to look pretty, the result of which has been impeded selling. Have we removed the important selling component of thoughtful copy in favor of pretty pictures?  Has the flavor gone out of our copy. The sensual response that good copywriting can evoke?  I fear the answer is yes.

To sell one must do more than convey, one must connect and inspire.

At Cannes, mightn’t we instate a copywriting award?  RU listening creative leaders?  (David  Lubars?) Let’s loose the robo-copy and build more artful selling. Put that on you BLT with light Hellman’s.  Peace!

Deeds

By
Steve Poppe
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0

Many pop marketing discussions today revolve around narrative. Campaigns are bought and sold based on the word. Agencies hired and fired. Social media has cornered the market on brand narrative.  I like the word, in fact.  It’s a much better word than “sell.”  In fact. my brand planning rigor is steeped in narrative.  But it’s over as a selling mechanism…ish.

Deeds are the new narrative.  Old schoolers might call it “putting your money where your mouth is.” Story tellers tell stories. Leaders use deeds.  What are deeds? Tangibles. Things. Actions. Hands on stuff. Story tellers sit about the camp fire.  Deedists, make the campfire.

A soldier with lots of medals on the uniform has performed not chronicled. A marketer with a claim and lots of proof to back it up is a marketer whom narrators can get behind.  Similar to my Posters vs. Pasters opine – target the Posters, the Paster will follow – marketers should concern themselves with the deeds and leave the narrative to others.  Puh-eace!

Robo-copywriting.

By
Steve Poppe
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0

I don’t know exactly why it is, but I love well-written restaurant reviews.  Good food writing does what ads are supposed to do “make you feel something, then do something.”  I sometimes feel the same way about Cathy Horyn, The New York Times style writer.  When reading Ms. Horyn, typically during Fashion Week, I find myself wishing for a touch of style. The do something part of the “feel then do” may be to go out and buy another pair of 501 jeans, but at least someone is benefiting.

Copywriters need to treat ads as food writers treat food.  They need to persuade through a love of the product.  A juicy scallop grilled perfectly, described loving and attentively, can make a person hungry.  A JPMorgan Chase Mastercard piece in a #10 envelope should be similarly treated.  It wouldn’t surprise me if there were robo- copywriting going on out there with the amount of direct response dreck being published. In fact, some of the robo-copywriting might be better than that of the human variety.

Hey copywriters, find the time to love the products about which you write. Savor them. And love  the craft. If you don’t, it’s time to step away from the keyboard and take a sabbatical. Peace!   

Software Hard. Hardware Soft. Microsoft.

By
Steve Poppe
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0

The amount of learning Microsoft has done over past 25 years is Hard to fathom.  The company MO was to hire the best and brightest out of school and set them to work to change the world.  The company created a culture of achievers, many of whom felt they were the smartest people in the room — and when the room was all softies they competed with one another. Vigorously.  Many were smart enough to understand what it meant to be an overdog. They understood the concept of humility. But not all.

Hence the products and services they envisioned were overly complicated. Over-engineered. And frankly, over-visioned. You can do that with software and get away with it, but you can’t with hardware.  Microsoft learned those lessons with the Zune and Kin.

Lately, Microsoft has mellowed. Like a fine wine.  They developed feelings and more of a human instinct. That is why I believe their Surface tablet will succeed.  Hardware is hard to over-complicate and this product design is a good move for Redmond.  Its success will provide balance for the company. Even the name Surface suggests a cultural change for a company that has otherwise prided itself on being deep. A breath of fresh air, this. Peace.  

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