To the narrative
To the narrative
People have been telling me that I’ve been gifted with a great voice since I was a young child. I’m not talking about an American Idol kind of voice. I’m talking about speaking. I haven’t delivered a speech in nearly a decade. Outside of the interview of me by Dr. Joe Vitale about my advertising, I haven’t been doing much along the lines of speaking publicly. That was until this weekend…
A friend of mine, Doctor Nat (yes, a blond rocket scientist) has been working with a guy by the name of Scott Evans (he did the movie “Pass it On“) on putting together a workshop for inventors. The idea was to provide attendees with training and information that would take them from thinking about a product/service/business to actually brining it to market. Or if they already had the product… Make it a wild success. They got that and then some!
The weekend was packed. Non-stop, high energy from 9 in the morning to 11 at night the whole weekend. And there was NEVER a dull moment! To give you an idea about what it was like, here is the list of speakers:
Dr. Natalie L. Petouhoff
Jeffrey G. Sheldon
Jared Tracy (me)
That’s a great team of speakers! If you want to walk out of a weekend on fire and with knowledge that can be applied to your business, product, relationships, and life in general, it doesn’t get much better than what you see above!
I must admit that the best part of the entire weekend was when several people came up to me on a break or after the event and told me that what I contributed to them is going to make a significant difference in their business. That’s what it’s all about! And it felt every so great after having not done anything like that for nearly 10 years. I’ve been smiling from ear to ear ever since. I might have even been smiling while I was sleeping on the plane ride back to Los Angeles.
If you spent some time clicking on those names above or ran a Google search on those names, you would see that it is an extraordinary group of people. People who move mountains and make the extraordinary happen every day.
The best news of all… You are just as powerful, moving, inspirational, intelligent, and gifted as any one of the people on that list.
How can that be? Well, it is simple. You were born that way. And that is why all of us really are that great 😀
Original post on the Gadget Panel
Tags: bad experience, bentley, blogging, blogtalkradio, call in, cars, co-host, community, cool, coolest gadgets, enthusiast, experience, friends, gadget, gadget shop, gadget stores, gadget universe, gadgets, gravity defyer shoes, guests, hard to find, home theater watch, interviews, life, live radio, mullholland, odessa, paris hilton, purchases, radio, saturday, sharing, shoes, shopping, stories, surveillance, ta 457, tailgate, tailgating, talk radio, talk show, tc 246, ukraine, vadim, vehicle safeguard, watch, website, world famous, youtube
The weekly Gadget Panel Radio Show is coming to a computer near you!
This week’s guest co-host is the Gadget Panel’s most popular Contributor: Vadim K. From his childhood in Odessa, Ukraine to his tailgating escapades captured on the the coolest in-car surveillance system (the same device Paris Hilton got for her birthday), Vadim will be walking us through some of the coolest gadgets on the market today. He will even be showcasing some items that haven’t even hit the market yet.
Some of the items we’ll be covering this Saturday (1PM Pacific):
The Home Theater Watch (Checkout our youtube video to see it in action) from Gadget Universe
The Gravity Defyer Shoes available through SkyMall
The Vehicle Safeguard (watch Vadim tailgate a Bentley along the world famous Mullholland Drive)
Plus, you’ll get to hear about what happens behind the scenes at the biggest Gadget shop in America: Gadget Universe
Do you have a Gadget experience worth sharing? Of course you do! Join the Gadget Panel Radio Show on BlogTalkRadio.com for free and share your experience.
Chances are, you’ve purchased an innovative product in the past few months. The Gadget Panel is a community built innovation product information website. Gadget Enthusiasts like you share with others about your experience with gadgets from all around the world. You can share too, and not just by blogging! Call in and talk with us LIVE!
You might be asking yourself why… Well, when you have a great experience with a product, you tell your friends, right? When you have a bad experience with a product, you tell your friends, right? Think of the Gadget Panel as your best friend. Share with your friends about your experience and help others find the “hard to find” products that are really going to make a difference in their life.
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I don’t want to give anything away about this Gucci ad, but the creator was brilliant! It is unlike anything I’ve heard of before. You really must check out this story.
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Buying and selling real estate depends on three things:
Writing copy also depends on three things:
What’s a benefit? I’ll tell you what a benefit is not. If it has anything to do with the product, it is NOT a benefit. WHAT?
Here is where it gets really tricky. When I say ANYTHING TO DO WITH THE PRODUCT, I mean ANYTHING. Keep reading, you’ll be able to sell better than ever by the end of this article. For example: Let’s say you are writing about a ladder. Here are examples of what you could say about the ladder:
Each of the above make it clear that your life will be easier than before because of the ladder. At first glance, these might even seem like you are talking about a benefit. After all, isn’t having an easier life a benefit we are all after?
I’ll go back to my definition of what a benefit is *not*: If it has anything to do with the product, it is NOT a benefit. All of the above examples have something to do with the product. So, how can you write about the benefits of the product without writing about the product itself?
Going back to the ladder example:
Sound like tall tales? Well, you aren’t selling someone a 12′ ladder. There are hundreds (if not thousands) of choices of 12′ ladders. You are selling him the excitement, the thrill of becoming a virtual Superman who can save cats stuck in a tree. You are selling him on being the guy that everyone goes to in order to find out how to clear rain gutters. You are selling him on being such a great handyman around the house that his wife is going to brag (NOT nag) about him to all the neighbors.
NOTE: I want to clarify that I am not saying to NEVER write anything about the product. You MUST write about product features. However, features are what people look for AFTER they are sold on the item, not before.
After you’ve hooked him with the virtual Superman line, you can give him all the features of the item. Now, when you describe the features of the product, it should be in line with the virtual Superman theme.
Even though the second example utilizes the virtual Superman idea, it doesn’t hold true to the idea of Superman. Remember, superman is able to leap tall buildings in a single bound. He’s faster than a speeding bullet. More powerful than a locomotive. When you tie your copy to that powerful of an image, you need to make sure that the rest of your copy is not a bunch of Kryptonite.
NOTE: In this example, I used a male subject. Same thing applies to women. Obviously, becoming a virtual Superman might not appeal to a woman, but becoming a virtual Oprah or having a virtual Superman husband might.
Now, let’s hope this helps the guy I’m coaching on writing copy for his email marketing campaigns 😀
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Do I have a product that will sell and will this advertisement sell? Two questions posed by everyone in business, and particularly marketing. I have the secret formula for you right here.
Its late September, and I’m sitting in a product meeting unlike any other product meeting I’ve seen before. Alexander Elnekaveh (he’s not Alexander Innovation Wizard yet) is talking about the product of the future. In marketing, you must have bravado about your products. If you don’t believe in them, you won’t convince anyone to purchase. I’m thinking, I’ve heard Alex say many of the same positive things about other products of his in the past but they didn’t pan out into best sellers.
Something is different about this new product. I’m sitting there staring at a pair of men’s dress shoes. What’s so special about these shoes? They have spring in the heals, reducing the impact walking has on your ankles, knees, hips, and spine. The shoes are incredibly comfortable too. AND they are dress shoes. This means, I can walk into a client’s office and be both comfortable and good looking at the same time. That’s a rarity in the world of professional business attire.
As an advertiser, I know my gut feeling is only going to get me so far. I need something concrete to know that a product or an advertisement is going to work. There are several traditional options, such as focus groups and testing. People even have “experts” look at the ad and tell them whether the ad is going to sell or not.
Working with Alex on the shoes, I discovered a new method for determining if an advertisement is going to be a success. It’s pretty simple, actually. Here it is: If everyone is telling you no but the sales are showing otherwise, you have a great ad.
When I first told SkyMall that we wanted 2 pages for the shoes, they said we were crazy. The shoes are outselling the next best selling item by 4x. SkyMall is notorious for being conservative with their products. On the other hand, Popular Mechanics is well known for being cutting edge and keeping up with the latest in technology and innovation in both content and advertisements. They were pleased to have the two page advertisement on page 4 of their February issue. Of course, the shoes are selling great! Going back to conservative publications, Scientific American shunned the idea of the advertisement in their magazine completely. It wasn’t just the advertisement, it was the product. This was proof positive that we are on the right path. Scientific American is much more conservative with their publication than Popular Mechanics. Not surprisingly, you will see more innovative products advertised in Popular Mechanics, which also boasts a circulation 3x the size of Scientific American.
You might be thinking, Jared is crazy! Well, I won’t rule out that idea. However, when you compare the direction that publications like Popular Mechanics are going (increasing circulation while competitive magazines are stagnant or decreasing circulation), it makes sense. These kinds of magazines are winners because they are willing to remain competitive with their advertising costs while staying fresh with both their content and advertising.
People subscribe to magazines not just for the content, but for the advertisements as well. Don’t agree? Two words: Super Bowl. Still don’t agree? Comment.
While there seems to be a never ending list of people with great things to say about the Gravity Defyer Shoes (such as Dr. Joe Vitale, who literally wrote the book on Direct Marketing), there is a long list of people who think it’s crazy! The only thing crazy about the Gravity Defyer Shoes is how much people love them when they try them on.
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I love the conversations that people have about Internet communication. I’m in a team management leadership program right now. The entire program is based upon being in communication with others and creating a listening of others that empowers them. What I find interesting about the course is that participants have created a listening of Internet communication as ineffective. That is to say that in the realm of communication, most participants view communication via the web and email as ineffective.
I’ve had a number of conversations with people in the course and other people in my life about how they relate to Internet communication. One of my favorite quotes is, “If you really want to communicate with someone, verbal communication is the best way to go”.
There are a couple of errors in this statement. First, verbal communication essentially means communication with words. Modern definitions of verbal have twisted it into meaning oral communication as opposed to written communication. However, the true meaning of verbal is “of or pertaining to words”. Nothing in the original definition implies oral vs written.
The second problem with this statement is that it implies that one must speak with another person in order to be in communication. Now, what I find interesting about this is that written communication was invented specifically to make communication available to more people.
Written word has the ability to become timeless. Written word has the ability to make us and our communication live on forever. Where would we be is Shakespeare was only communicated through oral communication? Where would we be if the US Constitution was never written down but just communicated in oral conversation?
The moral of the story is that the web, being part of written communication, is a very powerful method of communication. You can gain interest from people in whatever you are up to through oral or written communication. The web and community websites (more about this later) are very effective methods of communication.
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