Please Put Laser Beams In My Eyes

Said no one…..ever.


Too often in sales and marketing, we are selling our product with absolutely no thought towards why our customer would want it.

I can promise you it is never the same reason that we want to sell it.

The secret to being the best is learning to fill the need of your customer. What is THEIR motivation to buy?

Not yours.

This pertains to anyone selling anything.

For example, if you or your client does lasik surgery, it is a safe bet that not one person EVER said, “I wish someone would put a laser in my eyes.”

But, if you find the REAL reason the consumer would come in, you are on to something. Like, if you ever walked in from the cold into a warm room and your glasses fogged up, you know how annoying that is. You might want to check out lasik. No more foggy lenses.

How about the dropped contact? You ever done that. Lasik will fix that.

You are working out and your glasses keep slipping off your nose. Lasik will fix that.

The consumer can relate. You are solving THEIR problem.

No matter what you sell and who you sell it to. Talk to them about what THEY care about.


Lion Or Goldfish

You can be either. Image

In business and life, it is up to you. 

You see, it is simple, a lion hunts for it’s food. A lion doesn’t sit in the den and wait for the next meal to come to it. A lion gets out and finds the food. 

A goldfish on the other hand, swims around the bowl waiting for someone to drop in the tropical flakes. If the goldfish doesn’t get fed, it starves. 

Are you swimming around in your bowl or sitting at your desk waiting for things to happen like a goldfish or are you scouring the Serengeti, hunting your next meal?

Be honest.

Flap your fins or roar.

Your choice.  

The Hardest Part Of Advertising

Buying the advertising is easy. bfranklin

The hard part is WHAT TO SAY.

The job of advertising is to SELL. Before you start, decide what you want to accomplish.

Make sure your message says something that your potential consumer cares about. What’s in it for THEM.

They don’t care how long you have been in business, what awards you have won or what pets you have. They don’t want to hear about your friendly staff. They want to know what you have that they care about. If you are a plumber, don’t tell people that you unclog drains……of course you do, YOU ARE A PLUMBER.

Persuade them to choose you because you offer something different from your competitor.

Similar to Ben Franklin, The Punctual Plumber, that plumber could say something like……we will be there in the 15 minute window that we promise OR there is NO SERVICE FEE! I heard another ad campaign for a plumber that guaranteed a professional experience and NO BUTT CRACKS! I know for a fact, they both have been used and they both worked.

My mentor Roy H Williams said, “Writing good ads is easy, when you have something to say.”

What say you?

Measuring Success

It’s the New Year and you have decided to be more aggressive this year and buy more measuring_successadvertising and get your unfair market share.


Great Idea.

Before you do that, hang on a minute.

How will you measure success? What are your SPECIFIC expectations and time horizon?

Buying media is the easy part. Making it work is the trick.

The key is to define what you are trying to accomplish. SPECIFICALLY.

It is just like any goal. If you decide to “lose weight” this year, is that goal good enough?


In theory, if you lost one pound in the next twelve months, you accomplished your goal. A better goal would be, “I want to lose twenty pounds in the next six months.”

Apply that type of measurable goal setting to your advertising.

Tomorrow, we will talk about the really hard part.

How are you going to get there?

Spelling Lesson

“Contrary to popular belief, there most certainly is an ‘I’ in “team.” It is the same ‘I’ that spellingappears three times in ‘responsibility.'” Amber Harding

I like to take it another step and say PERSONAL responsibility to the team.

Most people just don’t realize that every action that take effects others around them either positively or negatively. Rarely is there a neutral effect.

When you are a member of a team, you are expected to do AT LEAST your part. Even the littlest things can have a much greater impact on the big picture. (Also called , “The Butterfly Effect”)

Heck with butterflies, it’s my blog, I like sports metaphors and it is the NFL Playoff season, so here is another one.

As an offensive lineman, you miss a block on a play because you were a little tired from the play before. Your assigned player gets past you and hits your Quarterback causing him to fumble the ball, get picked up and returned by the defense for the game winning touchdown. Your team has now lost the game and a chance to move on, go to the next game and possibly a shot at winning the Super Bowl. That loss also cost your city another game and millions in dollars of revenue. Food, hotels, merchandise, etc.

All because you  didn’t do your part for one play.

Oh, did I mention that your MVP Quarterback was injured on the hit and may not play next year? How many people will that impact?

Maybe I resort to overstatement, but sometimes it is needed to make a point.

Whether it is your professional or personal life, you are part of a team and your every action counts. It is meaningful. Make it count for the positive.

Everyday, every play.

It is your responsibility to the team in your life.


No Genie Lamps

Goals without execution are just wishes….

.Image…..and I have yet to see a genie lamp that works.

You have your goals / resolutions for the new year.

That’s the easy part.

Today, the rubber meets the road.

You need to take your first step(s) towards them.

Without taking those steps, your goals just become wishes. Wishes that will be unfulfilled this time next year, unless you become your master and genie and make things happen.

Face it, there are no genie lamps with three wishes.

Whatever it is, if you want it, work for it.

Every day.

It will be hard.

You will suffer setbacks.

Stick with it and….


You will accomplish your goals and grant your own wishes.

Be A Difference Maker

It can be you.Image

Anyone that knows me very well, knows that I am a life long Denver Broncos fan.

It is no accident that the Broncos have just clinched the number one seed in their conference for the second year in a row. (this means that they have the best overall record)

Coincidentally, they signed a difference maker two years ago.

His name is Peyton Manning. He plays Quarterback for the Denver Broncos.

This year, after four neck surgeries and in his 16th year in the league, he broke NFL records that included but are not limited to : Most passing touchdowns, Most passing yards, Most passing touchdowns in a game and the offense scored the most points EVER in a single season.

Love him or hate him, he is a difference maker. Of course, he doesn’t win on his own. His attitude, preparation, attention to detail, passion and drive to win DOES make everyone around him better. Peyton Manning gives or accepts no excuses from himself or his teammates.

YOU may not be Peyton Manning, but you CAN be a difference maker at work, at home or anything that you are involved in.

Don’t stand on the sidelines and watch life go by. Step up. Take charge. Make a difference. Lead by example.

What is one thing that YOU can do TODAY as a step towards that goal? Comment on this post if YOU will be a difference maker in 2014!