Ate too much at all those holiday parties and family gatherings?  Me, too.  Ritualistically, nations like ours are forced to look in the mirror and scream, “D-I-E-T!”  It’s probably one of the most common New Year’s resolutions.

So you make that discriminating trip to the grocery store looking for the things that are “good for us.”  Your eyes are peeled for sugar substitutes, lower fat alternatives, and healthier options.  You reach for the traditional can of pop (oh, that’s for all you Northerners - down here in Texas, every soft drink is a Coke.  Like every tissue is a Kleenex.).  But your eyes are drawn to the striking logo emblazoned across the packaging next to your formerly favorite beverage.  DIET soda.  “It’s gotta be healthy” we say to ourselves.  You take a step down the aisle already feeling 10 pounds lighter.  But then, suddenly, like a hallelujah chorus belted out with a sudden angelic spotlight, there it is.  Sleek. Inviting.  And not only DIET, but it’s nutritious.  It’s DIET PLUS!

My wife and I have been Diet Coke fans forever!  My wife actually took one of her wedding pictures surrounded by cans and sipping on a Diet Coke (see above - isn’t she gorgeous … still looks that great!).  I have not had Diet Coke PLUS, but even I find myself a skeptic.  If I want nutrition or extra vitamins and minerals, I doubt I’ll consider Diet Coke my source for it.  The product’s web site claims that Diet Coke Plus, introduced in late 2007, “provides 15 percent of your RDI for niacin (a B-vitamin) and vitamins B6 and B12, and 10 percent for zinc and magnesium.”  I don’t think they are misleading, I just wonder why try and get your vitamins and minerals with a syrupy 16 oz. soft drink?

Apparently, the FDA took their time studying the new product.  One year later (and just days before Christmas - who’s the Scrooge?), the FDA slaps the wrist of the #3 carbonated soft drink brand in the U.S.

We are impressed by the lure PLUS options.  When we recognize the urgency of transformation and change - we look for any and every advantage we can get.  Similarly, you’re starting out 2009 looking to make some changes in your marketing.  You look around for ways to make better marketing choices and you start looking for substitutes or strategies that have worked for others.  The problem is that the packaging includes words you don’t understand nor can pronounce.  Some you’ve never heard of.  And then there are ways touted as the PLUS option!  You’re not sure what you’re getting, but you figure any marketing technique is a step.  You say, “Any marketing tool is good, right?”

Dieting is one of the most popular resolutions EVERY year and it’s that way for a reason.  Changing our marketing ways is similarly one of the hardest things to maintain and continue over the long haul.  You start quick trying a few new ideas.  You buy a new software, read a new book, listen to the latest marketing podcast.  You get excited, but just as quickly, you bottom out when they new strategy doesn’t produce immediate results.  If you’re not intentional, consistent and systematic, you’ll likely lose your way and revert to the things that got you into this mess in the first place.  Small businesses default back to our former ways and find ourselves content in doing nothing … until it’s time to look in the mirror again next year.

On our own, the majority don’t tend to do well with change over a sustained period of time.  Temptation creeps in and convinces us to turn back.  We don’t see the results instantaneously and we slug the mirror with our proverbial fist and shout “this doesn’t work for people like me!”  Discouragement can so quickly rob you of that motivation that propelled you from the start gate of change.  And somewhere around Day 41, your ability to self-motivate seems often trumped by the seemingly impossible challenge of carrying out a systematic, sustained plan.

Coaches and trainers typically provide much more significant results than doing it alone because there’s someone helping you implement a well-thought-out plan.  Coaches help you you make a comprehensive plan rather than gravitating to the loudest sales pitch or fad of the week.  And when the demon of reversion rears its ugly head, the coach is there to hold you accountable to the strategic plan you and the coach at one time had collectively determined best for you.  Remember that?  Oh, and if you never made a plan to make a significant change in strategy, well you’ll probably want to go back and do that.  A marketing plan is essential just as an architectural map is for the contractor building your dream home.  Imagine doing one without it.

Seeking the services of a marketing coach might be the most proven solutions for you.  Without the assistance of someone at your side,  Don’t make the same mistake in 2009.  As Fort Worth’s only Duct Tape Marketing Authorized Coach, I’m here to help you make better decisions, choose the best plan, and keep you accountable throughout the year.

-Randy

Happy New Year from The Marketing Twins at 1429 Creative!  

As the image shows, I think alot of people are glad to check 2008 off the list and move on!  Good riddance!  Now reports are running rampant these days about what 2009 will bring.  For the small business owner, times are challenging no doubt.  But the agility and innovation available to a small business far outweighs the bumbling blubber of corporate America.  This could be the year when more small businesses are started and the most explosive year for new entrepreneurs!  Are you in?

Here in Fort Worth, the FW Chamber EVP says we’re looking pretty good.  Stay tuned to over the next week to hear more about our review of 2008 and how the New Year 2009 can be the best year ever!

-Randy & Donny

Be sure and check our Upcoming Events for a calendar of our marketing coaching sessions and free workshops coming in 2009.

BONUS:   John Jantsch of Duct Tape Marketing shares a tip on making sure your site is current on its copyright information.

Being a native of West Texas (Littlefield to be exact - that’s 45 miles NW of Lubbock and on your way to New Mexico, you might run into great small towns like Shallowater, Muleshoe and Sudan) - this story caught my attention.  I found it on my Google Alerts which I hope is a tool you are using to find relevant content to share on your blog or to share with a client or colleague.  (It’s a great way to have Google do the investigative work for you).

In Lubbock, New York Life has decided to ditch downtown for the suburbs west of town.  In the article, the author speaks of Ben Holman, the managing partner with New York Life Insurance Company’s Lubbock office:

Because he values marketing, he also values demographical information. He saw that new schools and growth are occurring in West Lubbock, and acted accordingly

Holman seems to get it.  One of the long standing Ps of marketing has been PLACE.  Holman understands that while it may seem prestigious to be atop the large buildings of downtown, your impact may be greater where your potential market actually lives.  As you seek to have your prospects know, like and trust you (for more on the marketing principles of Duct Tape Marketing, go here and here), shouldn’t you go to them rather than demanding they find you?

So where are you located?  Are you where your customers are?

(1) Physical location - has your town changed demographically since you opened?  is your ideal client and target market still living nearby?  do you need to consider moving or opening a branch location?  if not, are you making it easy (and enticing) for people to drive long distances to see you?

(2) Web location - are you on the web yet?  I’m still surprised to hear how many small business owners aren’t on the web.  But don’t forget that building a web site is only the first step - you have got to continue to work at your site to get people coming back to it.  Do this through continual fresh and relevant content - this is where integrated blogs work great.  You may use your site to house special promotional coupons, forcing people to go there to get the coupon (and while they are there, possibly they learn about other products and services you offer - or better yet, just more to learn about you, your values, and your story).

(3) Social location - where does your customer/prospect hang out while “in waiting”?  In economic times like we are in, people are holding tight to cash - they are hesitant and studying the situation.  But even now, people seem to be always talking and sharing ideas.  Are they hanging out in social settings where you can interact with them?  Toastmasters, coffee shops, after-hour gatherings, networking meetups, seminars/workshops?  And if you haven’t been paying attention to the reality of social media, it is likely one of the significant tools people will use to survive this economic recession.  Could you begin to use tools like Twitter and Facebook to connect with your market and lure them to your store or website? (for other 2009 predictions from small business gurus, read John Jantsch’s blog at Duct Tape Marketing and find the two posts about “Snack Size” - great comments, too!)

On this topic, we are looking for small business people who are serious about connecting with their target markets - and yet want to know more about this phenomenon of social media.  For only $99, find out how you can GET ONLINE IN ‘09!

-Randy

A powerhouse advertiser has determined it will not participate in the collage of Super Bowl ads for 2009. FedEx has advertised in this venue for 12 years running, but according to their blog:

As FedEx employees, we, like millions of people at other companies, are being asked to do more with less. Our most vital asset is the thousands of FedEx team members who truly enable the world to work, absolutely, positively, every day. In the ultimate medium when where the message is king, being in the game simply sends the wrong message both to employees and other FedEx constituents. A Super Bowl ad buy is not where we should put dollars at this time although, in the past, the value of doing so for FedEx has been indisputable … . We look very forward to the time when it makes sense for FedEx to advertise in the Super Bowl again. For now, it’s just time for us to call a time out.

(read full announcement of FedEx’s decision to not advertise in the 2009 Super Bowl)

Here’s a list of others who are opting out of Super Bowl ads this year.

How would you spend $3,000,000 in 2009?

-Randy

You can read the Marketing Twins’ review of the 2008 FedEx Super Bowl ad here. 

Merry Christmas from The Marketing Twins at 1429 Creative!

Randy & Donny Vaughn
Fort Worth, TX

During the holidays, we are bombarded by dozens of pleas for charitable giving.  Especially during a down economy, nonprofits and charitable causes are typically suffering from low response because consumers tend to give when they are not preoccupied with how to pay their mortgages.

But what if you are a small business owner?  Whether it is the holidays or year round, does your small business give to charity?

I think we can assume that most people and small businesses give charitably out of genuine concern and care.  People like to associate themselves with businesses that support meaningful projects.  It’s makes us feel good.  Thus, the marketing benefit is that this attaches a likability factor to your business.  And, yes, consumers are looking for reasons to like you (because they typically don’t like your prices).

Big companies have long employed charitable giving into their strategy of getting customers to know, like and trust them.  McDonald’s has a long history with Ronald McDonald House Charities and Subway is affiliated with the American Heart Association.  As a father of an adopted daughter, I love Wendy’s because of the Dave Thomas Foundation for Adoption (OK, so it’s their Frosty, too).

How will your business share your success to impact your community and the world?  Recognize the importance of rallying your team behind a passion greater than your organization itself.  Differentiate your organization by focusing on selfless acts of community service.

To see most common ways to participate philanthropically, visit my article on this same subject at the AMEX Open Forum for Small Business.

-Randy

PLUS:

Fort Worth Star Telegram’s Andrea Ahles offers a recent companion piece on how shoppers can be charitable.
Todd Schnick of Intrepid Marketing also weighs in on how giving back to your community is good marketing!

Yet another recognition:  John Jantsch’s blog, Duct Tape Marketing, is named the best marketing blog for 2008!

This is one of the reasons why I love Duct Tape Marketing - I am thankful for my association with DTM and to have been chosen to be a member of this nationwide … uh, worldwide coaching network!

-Randy

Fort Worth’s Only DUCT TAPE MARKETING Authorized Coach!

John Jantsch of Duct Tape Marketing tells about the importance of communicating your most important marketing elements through a powerful narrative rather than a traditional bullet point on a brochure.   In this post, he adds:

Your marketing story is a tool that can and should be included as one element of your suite of education based marketing materials, but done correctly, can facilitate a prospect’s ability to connect and trust in ways that are far more powerful than any other marketing document.

Your marketing story tells about your struggles, your journey to success, your road of perseverance, your dreams, your ideals, etc…so much that you can’t just list out in a numbered list about “why do business with us.”  Anyone can write about what makes them great.  But customers feel a connection with a business that shares their values and has a story that resonates!  This could be what differentiates you from your competitors, too.  Guy Kawasaki shares “The Nine Best Story Lines for Marketing” - good stuff.

Here’s the story of the Marketing Twins - even now as I re-read it, I think of things I want to update!

Fellow Duct Tape Marketing coach from Virginia, Tim Nagle, shares his story on the AMEX Open Forum.  If you missed my post from last week on AMEX, it’s on charitable giving and small business, something that seems to be resonating with people this time of year.  Add your comments to the insightful perspectives already there.

-Randy

 *QUIZ:  What’s the name of the actress AND the character she portrays in the image at the top of the post?

As a member of the nationwide Duct Tape Marketing coaching network, I am privileged to have been invited by John Jantsch as a contributing blogger on the AMEX OPEN FORUM economy section.

Here’s my first published article on this site: Charitable Giving Offers Likability In Your Marketing Strategy  (and I’ll shamelessly ask you to make some comments there PLEASE!)

According to a press release from American Express:

“OPEN Forum’s Economy section (is) a new platform for small business owners to connect virtually to discuss the current state of the economy and how it affects their businesses.  The Economy section is a component of the newly refreshed OPENForum.com, an education and networking resource designed to provide small business owners with practical, actionable information from business experts, celebrity business owners and best-in-class bloggers and news outlets.”

Here’s a good roundup of press coverage of the Amex OPEN FORUM blog.

- Randy Vaughn - Fort Worth’s Only DUCT TAPE MARKETING Authorized Coach

As Fort Worth’s only Duct Tape Marketing Authorized Coach, a reminder about today’s Coaching Excellence Series with Social Media Gurus John Jantsch and Chris Brogan.  Today, Thursday, December 11 (Noon, CST), we will hear these two guys discuss a wildly popular and very intriguing subject:

Using TWITTER FOR BUSINESS

Register for FREE - it’s not too late!

Follow RANDY on Twitter

Follow DONNY on Twitter

Marketing your small business or non-profit organization is not as complicated as it may seem.  “Simple, effective, and affordable” is the mantra of Duct Tape Marketing!  As Fort Worth’s only Duct Tape Marketing Authorized Coach, I am ready to coach you through this proven, systematic marketing program.  Typically it takes anywhere from 8-12 weeks depending on your schedule.

Recently I shared a series of blog posts about the 7 Steps to Marketing Success.   In case you missed it (or need them all in place), here they are:

Step 1: Narrow Your Market Focus

Step 2: Communicate Your Difference

Step 3: Packaging Your Product

Step 4: Create Marketing Materials that Educate

Step 5: Advertising, Referrals and PR: Your Lead Generation Trio!

Step 6: Website that works 24/7 - Email Marketing

Step 7: Live by a calendar - Manage your brand!

Donny and I stand behind the quality of the Duct Tape Marketing systematic approach to marketing.  Every time a client looks into it, they get it.  They understand this system will really transform the way they do marketing!  As marketing coaches, we are always available to stand alongside you and coach you through the steps. Contact us and let us put together a marketing coaching package that will enable you to launch a more effective marketing strategy!

- Randy Vaughn - Fort Worth’s Only DUCT TAPE MARKETING Authorized Coach

Aleshia Howe at Fort Worth Business Press breaks the news about Downtown Fort Worth’s new marketing campaign:

“You Get IT When You Get Here”

“IT” can be “appetITe” - “herITage” - or any other word having the letters “IT” in them . . .

Hmmm . . .

My initial thoughts:

- didn’t the Star-Telegram (through the creative forces of Launch) just employ this same marketing creative last year?  How long can we come up with words that have IT in them?  Seems to lack uniqueness.

- what’s with the ugly mediumspringgreen color?!!  Does that really capture the spirit of downtown?  I hardly think so.  Sorry guys, you blew that one.

- nice thought on the skyline nestled on the hat - but awfully hard to see when it’s small (like the thumbnail above) - if used large scale on outdoor signage, buses, billboards…well, maybe.  But small?  Just too busy.

- I kinda like the slogan without having to tie it to all the various IT’s out there.

Hate to be so critical, but when we’re talking about our town, come on!  Abilene just went through this recently - wondering what the reaction will be here locally to this one?

-Randy 

* If they liked the color so much, thought I’d try it on.  What do you think? 

It’s always thrilling to get a mention in a large national business publication.  Inc.’s Ryan McCarthy writes on his blog that Duct Tape Marketing’s John Jantsch has a word to say about getting your whole team involved in marketing!

From the article:

Getting marketing understanding and buy-in from your entire team makes them feel more empowered to act on behalf of the brand and better ambassadors wherever they encounter prospects and customers.

But let’s not fool ourselves.  If YOU are the small biz owner - this is your baby, your passion, your dream.  When you hire someone to work in your organization, unless they buy in to the “marketing is everybody’s job” concept, they may not embrace this reality that everything they do is marketing.  You might consider ways to inspire and make it fun for people to get on board:

Examples:

- the administrative assistant hired to answer phones is, in a typical viewpoint, “just answering phones” - but in a marketing world, this person is offering the initial perception that a prospective client has about who you are and what you do.  Perhaps you might need to have a couple of friends call in to your primary business line as a test of what impression they get (you’re not likely going to hear what’s normally said until you are not hovering over your receptionist’s shoulder listening in).  But don’t just do so to play “gotcha” and punish the person for doing a poor job - instead REWARD for good impressions!  Offering incentives to this front-liner will no doubt remind him or her of their critical role in your company.

- alot of times people who work in the back of the shop become forgotten or at a minimum, disjointed from the marketing process.  So in the spirit of reward and incentive, start finding ways to invite the behind-the-scenes team members up to the front where they interact directly with the customer.  Perhaps the mechanic working on the car can come up front and explain the problem to the customer (most times, the mechanic tells the counter sales person and then when questions arise in the customer’s mind, the man up front is left with responding ineffectively: “I’m not the mechanic and can’t really answer that question, but just pay up and we’ll fix it”).    If safety is not a critical issue, have the mechanic invite the customer to view the problem with the brake pads themselves so as to minimize the suspicion in the customer’s mind.  When good work is done, reward!

- business cards may be dying in some circles, but have you presented EVERYONE on your team a stack of business cards with their name and title on it?  Again, we have traditionally reserved this cards for the “out front” folks.  But doesn’t it make sense to offer business cards to each and every member of the team?  Biz cards offer credibility and respect when they are not on the job but out with friends networking and exchanging contact information.  Biz cards heighten the sense of responsibility - consider giving titles that tell more about what they DO for the company (without being silly, but having fun that will allow their cards to generate buzz and curiosity:  “customer satisfaction specialist” 0r “loyal client creator” or “executive officer - idea implementation department” - you get the point.  Cards can seem useless and dated if they are traditional and boring.  But cards done right can bring everyone on board!  Here’s some ideas on making your business cards unforgettable.

- don’t be afraid to pull in strategic people from every corner of your organization into your “marketing department” - do away with the traditional separatist strategy and invite specific leaders from every department and train them regularly on your marketing strategy.  Then, DON’T TELL THEM, but invite them into brainstorming ideas on how their department can help you reach your strategic marketing objectives.  Top-down marketing plans rarely excite anyone!

Marketing is a team effort and must permeate every space in your organization or business.  What ideas do you have?

-Randy

MICROSOFT OFFICE LIVE recently commissioned John Jantsch, creator and founder of Duct Tape Marketing, to author an e-book on how to use social media for your business.  You can download it for FREE here!

If you need to get online in ‘09, you’ll want to enroll for a 4-session marketing coaching series on social media - learn how to more effectively connect with your customers and prospects (who are already online wondering where you are!) Sessions begin the first week in January!

* Would you like an early enrollment discount?

 As Fort Worth’s only Duct Tape Marketing Authorized Coach, I’m excited to announce a new Coaching Excellence Series with Social Media Gurus John Jantsch and Chris Brogan.  NEXT WEEK, Thursday, December 11 (Noon, CST), we will hear these two guys discuss a wildly popular and very intriguing subject:

Using TWITTER FOR BUSINESS

Register for FREE and put it on your calendars now!

Follow RANDY on Twitter

Follow DONNY on Twitter

Here’s an article from Guy Kawasaki on harnessing Twitter’s power!

A hodgepodge of articles today - surprisingly they all have to do with that great character, the leader of the alphabet pack, the letter A!:

Aleshia Howe does a great job showcasing area growth in this article in Fort Worth Business Press.

Atlanta Duct Tape Marketing Coach Scott Campbell introduces an effective tool in publishing your articles online for effective search engine optimization.  Who doesn’t want to rank higher on searches on Google, Yahoo, etc.?

Advertising Age announces: “Newspaper Ad Revenue Falls Nearly $2 Billion”

Attraction can’t be spelled without Orca, Ricotta and Tonic (and several other words like “ACTION”):  our friend Scott Ginsberg offers an interesting article that is classic Nametag Guy!

Affordable marketing plan?  No that’s not a typo - try Marketing Plan Pro by Palo Alto Software.  Palo Alto is the maker of Business Plan Pro, the world’s most popular business planning software!  Also, you’ll appreciate that each step will guide you to creating a solid marketing plan powered by the principles of Duct Tape Marketing.

-Randy

Hope everyone is getting into the holiday season.  The Marketing Twins sure are - check us out as we’ve been hangin’ with Tony Romo from the Dallas Cowboys!

Happy Holidays everyone from The Marketing Twins!

No more blog posts until next week!  Signing off for the week to hang out with our families, eat good food, watch some football and start Christmas shopping!

We are tremendously thankful for all the troops!  God bless all of you!

As Fort Worth’s only Duct Tape Marketing Authorized Coach, I’m excited to announce a new Coaching Excellence Series with Social Media Gurus John Jantsch and Chris Brogan.  On Thursday, December 11 (Noon, CST), we will hear these two guys discuss a wildly popular and very intriguing subject:

Using TWITTER FOR BUSINESS

Register for FREE and put it on your calendars now!

Follow RANDY on Twitter

Follow DONNY on Twitter

To read the previous post(s) in this series, start here:

Step 1: Narrow Your Market Focus

Step 2: Communicate Your Difference

Step 3: Packaging Your Product

Step 4: Create Marketing Materials that Educate

Step 5: Advertising, Referrals and PR: Your Lead Generation Trio!

Step 6: Website that works 24/7 - Email Marketing

Often times, when we get through with a marketing overview with clients, this is the look we get. It’s often that you see pictures like this associated with the stress of taxes or being overwhelmed by debt. It is our hope that you don’t ever feel the same way about marketing! If you are a like so many other small businesses, you are not alone if you feel like you have so many ideas, you’ve heard of so many tools and tactics and you’ve been informed of what you NEED to be doing - but you don’t know HOW to get it done, WHERE to start, or WHEN to do it all. That’s why we’re marketing coaches - to come alongside and relieve that burden from you.

For the past month, we posted all these important steps to successful marketing. While each step was just an overview (and was loaded with ideas for you to implement), we hope you got a sense of the systematic approach we’re taking. These are principles based on the proven small business marketing system called Duct Tape Marketing. As John Jantsch, founder of DTM, likes say, “just live by a calendar.” Buy a wall-size calendar, and simply start plotting and planning what you are going to do over the next few months. Don’t try and do it all at once. Start back to Step 1 and remember the critical foundation of marketing to your target market!

Managing your marketing and your brand is an on-going discipline - you have to stay on top of things. You don’t have to invest hours each day, but you need to dedicate a significant amount of time each month. For some, you’ll need to take a day to line out all your marketing efforts for the month. Others would rather take a couple of hours at the beginning of each week. If you have a powerful online presence, you’ll likely want to be online regularly managing your online presence.

So now what? We of course wish you success as you take a “do-it-yourself” approach to your marketing - it’s not easy, but we hope to have offered a strong gameplan. But as marketing coaches, we are always available to stand alongside you and coach you through the steps. Contact us and let us put together a marketing coaching package that will enable you to launch a more effective marketing strategy!

- Randy Vaughn - Fort Worth’s Only DUCT TAPE MARKETING Authorized Coach

.
All 7 Steps to Marketing Success!:

Step 1: Narrow Your Market Focus

Step 2: Communicate Your Difference

Step 3: Packaging Your Product

Step 4: