Your Brand on the Cover!

May 19, 2008 by lizpab

Okay, so while sifting through wall posts, and other announcements on Facebook, I came across the COOLEST tool ever from MagMyPic.com!

While you can’t make any changes to the title or page content, you can showcase your personal brand on the cover of LIFE, STYLE or PLAYER magazine.  They are all loose replicas of Life, InStyle and Play Boy magazine.  There are other titles to choose from as well.

This is a terrific brand marketing concept to have your designer work on for your next big promotion. Just picture it…HOT SHOT magazine ;D

In the meantime, toy around with this application.  It costs you nothing but time.

And speaking of time, there’s nothing wrong with dipping your toes in the virtual playground every now and again ;D

Until next time,

Love and thanks,

Liz

PS. If you haven’t said ‘hi’ to me on Facebook, please do!  I’d love to connect with you there.  Just look me up (Liz Pabon), friend me and let’s have some conversation.

MavHERick™ Principle #2: Don’t Wait for Permission to GO!

May 16, 2008 by lizpab

Going through my personal quest for answers I couldn’t help but wonder if this is what a mid-life crisis feels like? But then, I quickly told myself “who’s mid-life?!”

What I realized is that not matter where you’re at in your growth you’ll inevitably be faced with questions. I find that when you’re not growing, you don’t question much. You simply go about the business of existing.

If on the other hand you’re someone that lives life instead of watching life from the sidelines you ask questions.

Lots of questions.

And questions are good because it helps to weed out the nonsense that gets in the way of your truth. But sometimes we either ask the wrong question and get no closer to the right answer or we overstay our welcome in the questioning party.

While questioning if you should expand your business, if that partnership is right for you, if you do in fact deserve to dream big are all understandable, waiting for someone to approve your next move is a strategy in futility.

Let me share a personal story (excerpted from my book, The MavHErick™ Mind) to illustrate what I mean…

NOTE:
Although I’m sharing a personal anecdote, there is a powerful business lesson here.

When I was growing up, I was given a great deal of responsibility.

As the eldest of three children, my mother turned to me for support and assistance. I took my role as the eldest of her tribe seriously.

I remember one incident in particular. It was Christmas sometime in the early 70’s. My stepfather was a chronic alcoholic and holiday’s were an especially challenging time for us all.

On this particular evening, we avoided his drunken rage by leaving the house. With nothing more than the clothes on our backs and a few dollars in her handbag, my mother, two younger brothers and I walked the Hollywood strip. If you’ve ever been to this part of California at night, you can imagine who we were keeping company with.

A flashing red ‘vacancy’ sign lured us into a red velvet room. I had never seen so much red décor in one place…still haven’t to this day!

While my mother, in broken English, tried to explain to the night manager that she needed a room that could accommodate the four of us, I stood aside against the wall along with my brothers.

Listening to my mother struggle to communicate with this man was heart breaking. And in return, this fellow was a real dog (and I’m being polite here). He showed no compassion and as a young girl having fled an already abusive home, I couldn’t stand by silently witnessing another round of abuse.

So, instructing my brothers to stay put, I marched up to the counter and translated for my mother. Although I was young – not yet a teen – I possessed a MavHERick™ spirit (although I didn’t know it as that at the time) and stared the night manager straight in the eye.

In a steady and calm voice, I let him clearly know our needs, how much money we had to spend and politely asked for a room that could accommodate us all. The night manager was markedly taken aback that a little girl was guiding this transaction but that night, we had a warm bed and some sense, albeit slight, of solace.

My youth could have certainly been viewed as a disadvantage – no one wants to take direction from a kid, let alone a scrawny girl – but like Jackie Kennedy, I used what appeared to be a disadvantage as a means of getting what I wanted, which was to be heard.

It was also a demonstration in leadership.

In that moment, I possessed an assured attitude knowing it was necessary to be taken seriously. The transaction would not get done otherwise. It was then I learned the value of smart posturing.

Women, MavHERick™ women in particular, are natural leaders but rarely see themselves that way and instead brush off their leadership abilities as part of every day living.

Standing there, watching my young mother struggle to communicate with the night manager, I hoped (prayed) that someone would step in and help us. Couples walked by, men, women and no one offered to lend a hand. No one was willing to take on the role of leader.

That’s when I decided that if no one else would, I would. A leader is someone that is willing to do what others won’t and do so with empathy and understanding.

A MavHERick™ leader doesn’t let fear or shame get in her way. Instead, she pushes her shoulders back, holds her head high, takes a deep breath and does the thing no one else will without taking away anyone’s power.

Interestingly enough, when you push your fear and shame aside, you have the opportunity to become someone others will follow. Leadership doesn’t take special training.

As a pre-teen, I certainly did not have special training with the title of leadership wrapped around it. What I had was a terrain that required me to search deep within myself and release my inner power to get results.

So the next time you ask yourself, “should it be me?” or question your ability to try something new flip the switch. Ask yourself instead the REAL question, which is “why shouldn’t it be me?”

Better yet, skip the question altogether take charge of your own destiny and just go for it!

What will you take charge of today?

Until next time…

Love and thanks,

Liz

The Power of Excellence

May 9, 2008 by lizpab

There’s nothing like being pleasantly surprised…

Recently, I learned I was nominated as one of the top 96 women bloggers to watch for 2008. Blogging is such an incredible communication tool and I love having a channel (aside from my ezine) in which I can share my rants, raves and musings.

As if that nomination wasn’t terrific enough, the other day my fabulous publisher emailed to let me know my book, The MavHERick(TM) Mind, was nominated as a National Indie Excellence 2008 Book Award finalist. If you haven’t picked up your copy, I encourage you to add this powerful little book to your success library.

So why am I sharing my wins with you? Because when you are fully aligned with your passion and purpose, you just can’t help yourself! And for me, writing is one of the ways I get to express my creativity, my fire and my sass so both nominations mean a great deal ;-)

When something good happens to you, share it with others. It inspires them to move forward and push toward achieving their own goals. I can’t tell you how many times I’ve been motivated to try something new merely by hearing about someone else’s accomplishment. Their win, often feels like mine.

This past weekend I was reminded of the tremendous motivating tug hearing about the success of others has on your own success. My magnificent power posse reminded me of three allies I write about in my book, The MavHERick(TM) Mind. Today, I wanted to share one of those allies with you in a short excerpt from my book…

Ally #3: Excellence
Break Your Own Record

Real success isn’t about copying someone else’s results. Sure, we turn to other already successful individuals for inspiration, motivation, guidance and sometimes coaching. However, the real measure of success is not in adhering to a standard set by others but to break the mold. To set, and then break, your own record.

In my freshman year of entrepreneurship, I was operating by old standards – standards that served me well in my corporate past, but held very little merit now given my new vision. One of the reasons I lost my footing in those days was because I hadn’t considered that to shake things up and ‘change the world,’ I needed to create a new rulebook.

This rulebook served as my own personal guide (a guide I’m now sharing with you) to win the battle for success by employing smart strategies, and highly effective tactics in support of those strategies.

When I realized the battle I was waging was with old skills, old traits and old standards that just wouldn’t do in my new adventure, I began a training program that would put Hulk Hogan’s workout to shame!

The training program I’m referring to was a mental workout. A MavHERick Mind workout, that I’ll introduce you to a little later in this book.

You see I realized that I was measuring my results by the bottom line numbers on my balance sheet. Seems like a reasonable place to start, but what I should have been measuring all along was my process – the internal process I needed to hone to win the battle for success.

It’s by understanding your process (both mentally and in your business) that you’ll be able to redefine your standards. Just as your muscles can’t get stronger if you don’t challenge them, not challenging your own standards keeps you from growing and improving.

In the battle for success, aim high and be assured you’ll break your own record and reap big rewards.

So what does all this have to do with branding or online success? EVERYTHING! When the going gets tough – and sometimes it does get tough – what do you rely on?

Excellence is a standard you either live by or not. It can’t be copied. It can’t be turned on or off. It is a part of your very essence and nothing less than your best will do. This does not mean you wait for every ‘i’ to be dotted or every ‘t’ crossed before you make a move. It does however mean your brand is a brand of integrity.

So…what record will you break today?

Until next time…

Love and thanks,

Liz
2008 Copyright, The MavHERick Mind. All rights reserved.

The Inner Game of Branding

April 27, 2008 by lizpab

There I was, perched atop the two-wheeled stallion I lovingly call “Romeo” prepared to beat my own personal best record for stationary bike riding.

You see my workout had grown a little stale and I wanted to have greater results in my muscle tone and strength.  Not to mention, I realized I hadn’t pushed myself or changed up my routine in ages.

So off I went increasing the level, resistance, and time.  Within the first five minutes, I thought I was going to pass out!  What in heavens name was I thinking…

Just as I was about to revert back to my usual routine, I quieted the screaming in my head and reminded myself, I’m no quitter.

It was during the last 15 minutes of this 45-minute trek that I came to a startling realization…  The more I pushed through the pain, the easier it got. And that’s when I made the parallel between my quest for better fitness and branding.

If you’ve been following me for any length of time you know I firmly believe that your personal brand is a direct reflection of your business brand.  Meaning, if you aren’t willing to grow and push yourself through the tough spots, neither will your business.

Recently, I had someone make the comment that all this inner development is fine and good but it’s the action that makes growth possible.  While there’s no question that without action you’ll never get into gear let alone move up to a new level however, it’s how you play the ‘inner game’ that determines the kind of action you take and results you produce in your business.

Let’s be candid, you can spend your last cent on marketing (brochures, flyers, websites, etc.) but without focusing on the why behind your strategy you’re aiming at a target you can’t clearly see.

And that’s where your brand comes into play…

Your brand is the why of your business.  Why you’re in business in the first place.  Why you chose the business, the market, the product or service you offer.  All of these why’s point back to the purpose of your brand…your purpose as a business owner.

But here’s what it takes…

In order to get clear on the authentic, heartfelt why, you’ve got to get honest – real honest.

Not surprisingly, the person I mentioned a moment ago was only motivated by money. A brand that exists for the sole purpose of making money is a brand with a short shelf life.

Donald Trump, Richard Branson (of Virgin Records) and Oprah have some of the most recognizable, and wealthiest brands around. Yet, it’s the heart and soul of their personal brand that brings them mega success.

And guess what…as loaded to the gills as these mega-success stories are neither one of them do what they do for the money.  They do it because they’re passionate about deal making (Trump), pushing the envelope (Branson) and inspiring change (Oprah).

No matter what the outcome of any of their ventures (and all have experienced significant financial loss and/or scrutiny), they keep their eye on the prize…honoring their true passion and purpose.

Some of the most confident women I coach merely scratched the surface of their true why on their own and it’s not until we go through the brand development process that they get very clear on the magnitude of their purpose. Some resist but those with a true desire to connect with their greatness commit to the inner work.

As I watched the green lights flash from one hill incline to another, and my pulse rate increased from 120, to 140 then 160, I thought for sure it was okay to stop.  I mean after all, I had at least tried.  But trying just wasn’t good enough.  I wanted to break my plateau and reach a new level.

Yes, I had to guide myself through the pain.

Yes, I had to remind myself of the great pay off when I completed what I started.

Yes, I kept hoping for a power outage!

But by working through all of it and clearing the path of all the garbage that got in my way – and not resisting the process – I realized it was getting easier and easier.  During the last 15-minutes of my virtual ride, my mind was suddenly more clear, my breathing no longer sounded like the pants of desperation and I was actually enjoying myself.

In the span of 45-minutes, I learned a great deal about myself and while the branding process takes considerably longer than 2700 seconds, you will learn a great deal about yourself.  And once you make the incredible revelations and clarity about your passion, purpose and true power you’ll feel (and become) unstoppable.

The only way to reach a new level of success is to decide on a “no other option will do” attitude and that decision comes from the place the heart of your brand resides…within.

I was rewarded for all of my hard word with a message that lit up when I completed my ride: Good Job.  You’ll be rewarded too for all your hard work with glowing reviews, a string of brand champions and oh yes, wealth and abundance ;D

Until next time…

Love and thanks,
Liz

Personal Branding Magazine

April 23, 2008 by lizpab

If you haven’t picked up your copy of the NEW EDITION of Personal Branding Magazine…what are you waiting for?!

The issue features the topic of job hunting in a brand YOU world. PLUS, there are 10 incredible interviews you won’t want to miss out on

To grab a sneak peak of the issue, the Publisher is making a sample copy (abbreviated) available. You can pick that up here: www.personalbrandingsample.com.

Until next time…

Love and thanks,

Liz

PS. Don’t forget to read my column on giving your brand a face lift…

Mirror, Mirror On the Wall: How To Avoid the Deadliest Brand Mistake of All

March 22, 2008 by lizpab

Many in academia profess myriad of theories relating to why we strive to conform with others. Theories like ‘Group Locomotion Hypothesis’ where group members are motivated to achieve group goals. ‘Social Influence’ talks about how we’re strongly influenced by others and the ‘Spiral of Silence Theory’ refers to keeping silent if we feel we’re in the minority.

As I reviewed these and other theories, I came up with one of my own called ‘Brand Mirroring Effect’ whereby we seek to impress others (code for make everyone happy) by giving them what they want.

At first glance, the Brand Mirroring Effect makes sense. After all, if you’re trying to win over audiences why wouldn’t you mirror their behavior, mode of dress, language, mannerisms, everything. Communication experts say this establishes common ground quickly putting your audience at ease with you instantly – a huge advantage.

Or is it?

Case In Point

A tenacious and shrewd Direct Seller, Jessica, had aggressive sponsoring goals and used the Brand Mirroring Effect to help her win virtually every sponsoring challenge in her company. While she had great success getting new reps on board, she had one of the lowest retention rates in her group.

No stranger to winning over crowds, Muriel, an up and comer in the speaking circuit had audiences eating out of the palm of her hand with her engaging and heartfelt presentations. Audiences connected with her instantly because she was so authentic. It came as a complete surprise to Muriel when a survey to her past clients revealed that her onstage persona was quite different than her face-to-face persona.

Avoid the Hazard

You see the great hazard in using the Brand Mirroring Effect is that it lacks consistency. All great brands are first and foremost consistent and must be in order to build trust for the long haul.

Here are a few steps to avoid this brand hazard:

1. Be clear on your audience. You are at a great advantage in your market when you clearly identify your ideal client. Create this profile that includes specific facts and intangible characteristics: women, ages 35-50, earning $50K+/year, that are open-minded, appreciate spontaneity, and are philanthropic.

I’m no stranger to fishing (surprised you didn’t I!) and know that all bait is not created equal. You’re much more likely to catch what you’re looking for if you know what pond to fish in and what bait to use. The same is true in marketing your brand. Casting out a big net will bring you some clients and customers but you’ve got to ask yourself if they’re the ones you want?

2. Determine your tone. Consistent brands are labeled as such because they posses a perspective that is uniquely theirs. Rachel Ray is the perky, anti-Martha cook who rejects usual foodie staples and instead opts for an every man (or woman) approach to cooking with totally Rachel recipe names like ‘Chicken Curry in a Hurry.’ Rachel Ray has promoted her personal brand across multiple media and what remains unchanged, despite criticism, is the sheer essence of Rachel; fun loving, spirited, earthy, relatable.

3. Claim your identify. All brands have an identity. Yours must not only be a reflection of your personality but one that your ideal clients and customers can connect to comfortably (hint: clarity in step #1 will help greatly). Muriel was engaging, personable and projected great candor on stage. This brand identity was extended on her website and other collateral using warm colors, and images that conveyed trust and likeability. In face-to-face encounters, she was described as closed off, and rushed – a brand mismatch.

4. Strengthen your Brand Muscle. Personal brands come in all shapes and sizes. What makes your personal brand unique are your life experiences, character, personality, quirks, everything that makes you a one-of-a-kind. You see in personal branding the product you’re marketing is YOU. Beware those that insist you conform to their perception of what your brand should represent – they’re just not the right brand-match for you. You can’t please, or market to, everyone. You can however, get clear on what your brand stands for, march to the beat of your own drum proudly and shake off any brand-bullies that insist on casting a cloud on your sparkle and shine.

Until next time…

Love and thanks,

Liz

Brand Oppression…Are You Being Censored?

March 7, 2008 by lizpab

As an Internet business owner, I often get email from visitors that want to point out typos, question my use of slang and even suggest I do my hair and dress differently. The Internet can open you up to all sorts of commentary…some bad and some good.

The other day someone picked up my Special Report on branding and began a lengthy, bulleted list of heated criticism.

What I found interesting is they were so fixated on looking for flaws they didn’t get the point of the report, which is that the power of your brand and brand following is often found in the flaws.

This visitor missed that using ‘appropriate’ and ‘professional’ language is relative. To express your brand and then market your brand using your natural voice means leaving behind any preconceived notions about what is and isn’t appropriate for you.

What is most appropriate for you is to use what you’ve got and that includes your own unique way of expressing yourself. To do anything less is allowing yourself to be oppressed and censored.

This visitor missed that there is a distinct difference between connecting with an ideal and perfect market match for your brand and opportunistic marketing.

You see while you may identify a market that is untapped that doesn’t necessarily mean it’s a market you’re suited to connect and converse with.

To view a market as merely a means to generate more income is marketing, and business building, with very little soul. How can you possibly affect a market and have them champion your cause when you view them as nothing more than walking dollar symbols?

On the Internet, opportunistic marketers are short-lived and short sighted. In order to create a brand that sticks and sticks for the long haul, the formula to follow is a simple one:

Create a genuine heart-felt connection: You can fool some people but I promise you, a phony is always sniffed out and the door to any long lasting relationship with your market will be slammed.

Add value-rich information your market cares about: Marketing your brand today means less shouting and more conversations. The tactics used to stand out and be heard have changed. This means, for some of you, giving your marketing a makeover so that your brand and business can compete.

Show them you care by being responsive: Your authentic brand and genuine understanding and caring for your audience is at a great advantage when you listen to your market and respond quickly. Your market and their needs are changing, which means you’ll need to remain flexible with your offer (no matter how much you love it) to address and satisfy their needs. The Internet allows you to do this easily, affordably and quickly.

If you find yourself critiquing the way others market themselves, or questioning why they aren’t marketing to a different audience ask yourself this…what do you know about their brand?

Until next time…

Love and thanks,

Liz

Brand & Marketing Mastery: How a Handful of M&M’s Can Make All the Difference…

February 29, 2008 by lizpab

Yesterday, I taught a lesson connecting the mind to marketing mastery and because we ran out of time, I didn’t get to go through what I call the 4 M&M’s.

So, I decided to write about it so my students get all the information I promised.  And, you get to benefit!

Here’s a marketing (and success) truth…

Without the proper attitude about your brand and around how you market your brand, you will encounter all sorts of roadblocks on your way to achieving (or trying to achieve) success.

You see this is where Conversational Marketing Mastery begins…in the mind.

Because this is a unique way of connecting your brand to your market in an intimate, authentic, relatable way, you absolutely have to clear out all the clutter that is preventing you from creating remarkable marketing.

No matter how many times you’ve tried to succeed in the past.  No matter how many new marketing tactics you’ve been given or how many conferences you’ve attended about marketing, you’re at a place where you need to unlearn what you’ve been taught.

Why?

Because brand marketing has changed.

It’s evolved into a way of communicating that is frankly, making even the big corporate giants uncomfortable because despite their big teams and deep pockets they can’t move fast enough to re-invent themselves.

But you can!

Okay, so you’re probably wondering what you need to place you in the drivers seat in your market?

Well, before you can lead or position yourself successfully in your market you’ve got to master your mind.

Here are your four M&M’s you don’t want to be without and don’t worry…they’re sugar-free:

Conserve your energy:  Nothing will keep you from moving forward quicker than you can say ‘make me a millionaire’ than depleting your energy too quickly AND on the wrong things.  Take a long hard look at your life and ask yourself, where are you spending (notice I did not say investing…there is a difference) your energy.

See, no matter your good intentions, giving your energy away leaves you with little stamina to market like a true master (and imagine what you attract when you have little stamina?).   Marketing mastery requires patience, resilience and stamina but if you’ve given it all away to other people’s causes…what’s left for you? Prioritize, prioritize, prioritize and do so without feeling guilty.  You can’t and won’t please everyone…not in life and not in business.

Strike from a new angle:  I hear it again and again, “That will never work for my business,” “I’ve tried that before and it didn’t work for me.”  I can’t tell you how many entrepreneurs give up before they ever get started!  If you’ve tried a marketing method in the past and it didn’t work, don’t throw in the towel.  Ask yourself  how you can make what you did better?  And be honest with yourself, did you really execute that strategy or tactic in the right way?

Be honest…  If you left one voicemail, or sent one or even two postcards don’t believe it didn’t work…you didn’t give it time to work! Flip the tables.  Trick your mind (if necessary) into believing that “it will work” and “you can do it” by striking from a new angle.  In other words, purposefully change your usual MO (how you normally respond) and watch the kind of new result you get.

Leave the last battle behind you: Sometimes, you need more than a new angle.  There are times you simply need to leave the past behind you.  If you’ve tried a new method to market your brand and it didn’t work you have two choices; 1) try it again but with a slightly different slant or 2) forget about it and approach a different tact.  Don’t make the mistake of staying caught in the past – what didn’t work – and move yourself forward.

And if you’re someone that is hanging on to past successes, let that go too because you’ll not only risk becoming complacent (relying on what you used to achieve to get you by) you’ll become so wrapped up in trying to repeat what once was that you’ll completely miss the opportunities in front of you today.

Keep your mind moving: One of the worst things you can do as you try to grow your business through remarkable brand marketing is to freeze up.   Do you know Paula Dean?  She’s the southern foody whose brand has taken off the past few years.  Anyway, Paula suffered from agoraphobia (she was unable to leave the house).  To shift her mind from focusing on her fear, she began to do something she loved…cook.  And lo and behold one day she caught herself at the supermarket because she ran out of some ingredient (I think that’s how the story went) and as they say, the rest is history.

Focusing on what you fear keeps you locked (frozen) in that place and you’ll be unable to move forward.  If you can’t move forward your business won’t either – the two are linked like Siamese twins! So instead, refocus your mind on something else and preferably something you enjoy.

Your mind is the #1 greatest asset (followed by your brand) you possess in business.  If you aren’t fully aware and present to the tricks your mind will play on you it’s much like having a bratty 3-year old run the show.  Think about that for a moment…pretty chaotic wouldn’t you say?

Until you make the necessary shifts to move you out of the past and into the present, the future you’ve always imagined will feel a bit out of reach.

Make today the day you reclaim your power, reinvent yourself in the process (it’s who you were always intended to be) and watch the magic of mastery happen for you!

Until next time…

Love and thanks,

Liz

PS.  How are you applying the M&M principles in your business?  We’d love to learn from you too!

Deliver an Authentic Edge with Brand Power

February 22, 2008 by lizpab

Recently, while reviewing an application for my mentor program, I stumbled upon something that motivated me to flip open my laptop and start typing.

When asked, “what’s the one biggest obstacle you’re facing in your business today,” the response was in fact a positioning opportunity…but the applicant didn’t know it.  What she believed was an obstacle was in fact a missed opportunity.

I’m paraphrasing now but here’s the jist of what she said…

Although she’s been in business for a couple of years, has had glowing reviews from her clients, and even some great media coverage, her business isn’t growing the way she imagined it would.

As I read her application even further I quickly saw what the real problem was…

It wasn’t that she didn’t have a great message or that she didn’t already have some pretty decent exposure in her region.  It wasn’t even that she didn’t already know a thing or two about marketing…given everything she’s done to establish herself as an expert, get press and other accolades in her industry this isn’t a woman that doesn’t know what she’s doing.

She is a go-getter, a deep thinker, impulsive, confident, introspective, passionate and persistent – she never once even hinted at wanting to give up.

Yet, she never established her brand to match her own personal attributes.  And instead, began the process of marketing without having any real clarity over what kind of ‘character’ she was presenting her market.

Every business, product, service and of course, person has a unique, undeniable persona.  And it’s this persona that will either engage your audience to take notice and then action with you…or not.

Now I’m not referring to false personas.  That rarely works and certainly not on the Internet – no one appreciates being duped.

I am however referring to that missing ingredient in so much of small business marketing today…your spirit, spunk and soul.

In her marketing presentation (written, verbal, etc.) she only played to her deep thinker strength leaving out the attributes that empowered her to establish common ground, gain trust, and curiosity with her market and open up the streams to success.

Getting press and other awards is fantastic. But in her case, she worked like mad to make that happen…pushing instead of pulling.

Without giving away the personal stats of her business, I can tell you she markets to active, vibrant women in their mid-30’s.  Yet, her marketing was presented in linear fashion lacking any vitality or verve.

Her analytical approach to marketing was push-driven…pounding her tightly wound message onto her market and leaving no ‘slack’ to give her market room to come to her…or even the desire.

You see when you know your market well your marketing must be designed to appeal to their senses.  And, if you care at all about authenticity you will leverage your personal strengths and natural attributes because ‘giving them what they want’ is good but not if you have to fake it.

In this woman’s case, her deep thinking ability is what will allow her to get her marketing strategy in order.  It’s her passion, confidence and impulsive nature that is the strongest match for her audience and that’s what her marketing must be designed around to give her an authentic edge.

Did this post resonate with you?  I’d love to hear about it!

Until next time…

Love and thanks,
Liz

How to Pique Your Markets Interest in Your Brand…Hollywood Style

February 15, 2008 by lizpab

So after watching my movie from last week, I had a number of questions about the art of brand stickiness.

The one question that popped up repeatedly was around sticky brand principle #2, Get Them Curious.

We don’t often think of building curiosity or the power this principle has around the design of our brand and brand marketing.

Let me shed some light on this principle (if  you haven’t viewed the video, you can access it here).

These days, with all the brown-paper-bag marketing being generated there’s not a good enough reason to drop what you’re doing and take notice.

When you design your brand, and brand marketing, around what I call the “Movie Trailer Theory” you not only drum up excitement, intrigue, suspense and curiosity.

Recently, I’ve noticed a change in how big screen (and small screen) promotions are being laid out.  Used to be the movie trailer would show you a sequential beginning to end snapshot of the key points (the best parts) of the film.

Makes sense to show your audience what they can expect from you in a logical sequence.  And that’s what savvy small business owners have done too.  They present their brand message (and subsequent offers) in short bursts of step-by-step factual information.

Here’s why this no longer works…

Let’s face it, we are so overwhelmed with information that we’ve gotten to the point we just don’t care any more.  As a result, our brains have become a bit mushy due to lack of stimulation.

It takes the equivalent of an earth-shattering event to get your attention (and the attention of your market).  Or, something that peaks your interest and exercises your ability to wonder…

See, that’s what Hollywood has done so beautifully.  They’ve re-created their product promotion strategy to appeal to your need for inspiration, motivation and spur you into taking mental action.

How?

By telling you their story out of sequence and in short, but strategic, teases.

In other words, they start at the most pivotal point of the story and intrigue you with bite size bursts of power packed, emotional snippets that don’t quite answer all your questions but make you yearn for more.

I remember watching a preview for the movie, I Am Legend.  The trailer was about 15 seconds long and featured a few emotionally charged images from the movie delivered at pulse rate speed.  I wasn’t completely sure what the movie was about but knew I couldn’t wait for opening day!

Each time I saw the preview leading up to opening day, the anticipation was so great I would tell my friends about it and made sure I had the date blocked out on my calendar.

After watching the movie in the theatre, I realized that 15 seconds of heart pounding excitement was the result of 2-3 movie captions that took place from within the middle of the movie – the point in which the movie gets edge of your seat good.

Did this trailer appeal to everyone?  No, but it did to me and anyone with a profile similar to mine.

The design of your brand and brand marketing works beautifully when you follow the Movie Trailer Theory:

1)    Get clear on the message
2)    Deliver the message in short, bite size bursts packed with emotion
3)    Begin the message at it’s most pivotal (heart stopping) point
4)    Repeat, repeat, repeat!  One trailer won’t get you into the theaters and one or two messages won’t get your audience to take action with you.
5)    Position your message to appeal to your ideal audience

Curiosity may have killed the cat but it has now become the driving force behind powerful brand marketing and brand messaging.  When you can view your brand, your offer, your overall message through the lens of a movie trailer, you can re-invent how you position your brand and the unique outcome your brand encounter offers.

Until  next time…

Love and thanks,

Liz

PS. What is your greatest challenge in positioning your brand?  Tell me about it!