Check out this quick video for a tip on how to negotiate better contracts!
Getting into a fight and not knowing what you’re doing can really hurt!” – Me “What I lose in strength I make up for in guts.” – Dave Secatio, 10th Ave and 44th St. Ok, we’re marketing street fighters. Well, if we were just street fighters, we would have to learn how, wouldn’t we? They say “experience is the best teacher” but who needs to get clobbered 500 times to learn a lesson? Can’t we get an advantage with some training? I should have taken my own advice, because I lost a lot of fights. If you walk up 8th avenue, you still may be able to find pieces of my body and chunks of my dignity. True, there is no substitute for the street. The MBA’s who come out of college with advanced theories and analytical know how are still no match for a person who has developed a product and turned it into a $10 million company. The theory is that the MBA’s will be able to completely recognize and categorize patterns and once that happens can accelerate growth and decrease risk. Just like knowing when to fight and knowing when to run, the best marketing street fighters both launched products/companies AND got their training. It’s why I have an MBA. And it’s why I learned the martial arts. Martial arts training is no match for a tough kid from Sheepshead Bay, Brooklyn who keeps charging after he gets shot. Or the kid that gets up after you break a bottle on his head. But when you combine the two schools of fighting? You become very hard to beat. Most of the neighborhood toughs didn’t have the money or the desire to take Judo classes. But each of these guys had a number. Billy Bat always used the number 100. 100 brawls and you were a pro. Dave Secatio (rhymes with pistachio) put his number higher, closer to 300. When you think about it, that’s only 1 fight per week for 6 years, and you get two weeks vacation each year for Christmas and Yom Kippur. If you started fighting at 12, you were a pro by 18. Beyond the morality of street fighting, I had a big problem: getting hit hurts! It really hurts! It hurts for days, sometimes weeks! For me, it became important to seek out an expert in combat and learn from him, which I did. One word of caution: when you take up Karate, don’t tell anyone for a couple of years. “Karate me you BLEEP” and “Come On, Kick My Ass” will be in everyday life. Ironic because the whole of martial arts is about defense. One spilled word and you will be using that defense way before your training shows you how. Beyond Karate lessons or self defense classes, there are basic things you can do to train. Exercise, run, lift, eat right and learn to handle a weapon. A weapon doesn’t have to be a gun or a knife. My favorite is a fire extinguisher. Then you decide if that weapon is for offense or defense. I won’t moralize on anyone here…but in my case the extinguisher is thedefense weapon in my hands when someone shows up at my door very late at night, unannounced. Getting our martial arts training is akin to getting our marketing training. With marketing today covering so many areas, it’s hard at any given time to master all of them. Like Judo, if you alert people that you are working on something, you had better know what you are doing. Social media “likes” go up and down. If you want to tell your boss and your client that you are building them a Facebook page, make sure the “likes” tally keeps increasing, or they will beat you up on your numbers. If you are prescribing some sales management CRM solution, make sure you know it backwards and forwards. Marketing is a two-edged sword. (And by the way, none of my crew carried any two-edged swords). Marketing can help you get customers, which is its intent. But italso alerts other crews…competitors who want your”turf.” It alerts your internal enemies at large firms who feel marketing is useless. So, if you are indeed stepping into the marketing ring, make sure you know how to use your fists. Unfortunately, like street fighting, the only real way to learn marketing skills is to use them. And depending on the medium employed, the learning curve can be short, steep, or both. My conversations with other CMO’s and Marketing Directors always shock me in that so many of them haven’t figured out Social Media, its do’s and don’ts, and how to properly apply it. The martial arts taught me roundhouse kicks. But how often do you kick someone in the head? Improper use of a roundhouse kick is like improper use of a Facebook page. The Social Media Gurus of the world will talk about brand engagement and community building without answering the key question: what does this do for revenue? Had I known this in my Tae Kwon Do days I could have asked my master to teach me wrist holds or throws, which would have been far more practical than a roundhouse. As Joey, the bartender said: “don’t put up your hands unless you are ready to use them.” Ready? You can read the entire Marketing Book
Do we believe there is such a thing? I don’t agree with term. See the vide and see if you agree! Click here for more international business videos!
From Marketing Street Fighter The Biggest Turf in The World “If you’re going to swing, swing big.” – Marbles G. Flatbush, Brooklyn There are gangs who want to conquer everything. They don’t just want the stoop or even the neighborhood. They aren’t satisfied by their own state. Sometimes their own country isn’t enough. These mega gangs are trying to conquer regions, other countries, continents – world domination. A gang like that might be called the Russian army which has taken several countries by force and from the looks of it aims to take more. We can look at the US government as one of those gangs that wants to dominate the world. Sometimes military occupation is used. Sometimes strategic negotiation is employed. And sometimes the methodology exists through trade. We keep reading about those giant gangs in places like Los Angeles or Hong Kong or New Delhi where the gangs can have thousands of members and their goals are to grab entire territories of large metropolitan cities. Earlier, we discussed the Mafia gang. But we didn’t point out how many places they really operate. Large presences of this gang could be found on the East and West Coast and then in pockets like Chicago, Kansas City, St. Louis, Denver, Las Vegas and other select cities. The crew I hung out with wasn’t so ambitious…two city blocks would’ve sufficed. In marketing, we hear about companies going after more and more turf. Procter & Gamble, for example, is all over the world. P&G boasts that 95 out of 100 households in the USA have P&G products inside them. As discussed, a great many companies look beyond US borders to foreign markets, foreign clients, foreign alliances and foreign suppliers. But the biggest market in the world is not China with its 1.5 billion people, nor India with over one billion as well. The EU and the 500 million people within it isn’t the answer either. The biggest market in the world is Google. Google is kind of a catchall phrase for the Internet. That’s because Google, as the largest search engine in the world, is one of the dominant players. Google has the most viewers and crosses every socio-economic background, every race, color and nationality. The gang of Facebook has made it pretty clear that they intend to continue world domination. As of the printing of this book, Facebook claims 1.86 billion loyal users worldwide. Facebook is bigger than China. Facebook and Google can be seen as co-opetition in this huge cyber marketplace which is only growing. They cooperate in that Facebook power increases Google juice. And Google rankings often point to Facebook pages. Many marketing gurus and professors alike are saying that 2017 is the year retail died. They point to the massive closures of stores like Sears and Macy’s (and many more). Traditional retailers buckled to the cyber pressure exerted on them by Internet retailers (Etailers). Gangs of marketers tout the Internet as a “level playing field” but we all know there’s no such thing. Anyone can put up a website and anyone can promote their site. But your cartoon broadcasting site is not going to do very well if you’re fighting the likes of Disney. That is unless you know something they don’t know… Mastery of Google is usually not enough for most businesses. The “click & brick” model is often preferred. It’s a salad with some traditional marketing and media and distribution tossed in with online marketing and distribution. Does your online business model match your offline model and does your offline model match your online one? Hundreds of articles appear by bloggers daily which talk about how people can outsmart Google by figuring out algorithms and thus try to artificially gain search rankings. You have to admire the moxie: these people think that a few kids with a computer and some experience can outsmart the likes of the billionaires who created Google and YouTube. I do feel sorry for people who buy into that philosophy. Often there is a great cost to their companies’ pocketbooks, reputations and of course, self- esteem. Outsmarting Google is like trying to outsmart a teenager. It just won’t work. If you want to win over the teenager don’t try to outsmart her, try to give her what she wants. Don’t try to outsmart Google. Just give Google what it wants. If you need to take over Ukraine, let Google know that. If you want to own a zip code in Denver, make sure your goals are in sync with what Google can give you. Usually with Google, though, you are swinging big. If you aren’t doing something that has to stay local (like installing windows) why not take clients from China, Japan, New Jersey and Brazil? But remember, the biggest guy has the target on him. As the Chinese say: “The fat pig gets slaughtered.” You can read more of this marketing book by clicking the link
Hint…it’s not what you say it is!
Here is a 54 second sales video to give you a few tips when working through channel partners.
So now, what do you do with your web traffic? Check out this quick marketing video and see!
Try these three words to think of sales process as well as sales people! Who are they?
Here is a quick 3 word definition of selling. We can use others as well, such as “solving customer problems”