I know this old marketing trick is worn out and it still works. But this one came about in a real way.

Living back and forth in NYC and North Carolina gives me a chance to take advantage of events to stay in touch with
SEO, marketing and how it applies to Charlotte, the Carolinas, and the the world.

I made this video in NYC during the past Christmas Season. My intent was to post it for you, and all my loved ones and relatives.

Well here it is. ( finally) This quick Holiday Greeting to you is sincere even though it is now summer.

As cold as it was in NY last December, this scene is always welcome. People having fun, enjoying the

Holiday’s and celebrating life. I appreciated the moment then and enjoy the memory through this video. Hope you do as well.

The Many Forms of Marketing Strategy that take tactical form such as–

SEO ,  radio , TV, the New Google TV, Social networking, and Direct mail.

Charlotte, New York, Hong Kong-

It is all about connection, information, and follow-through action. If a newsletter represents your company or business in a way that can accomplish all these things then by all means have one. A newsletter can be an expanded business card for you. It can update your clients on –

• The fact that you are still around which is often important in that some past clients simply don’t know that you’re still doing business.
• What your services are and how they can add value to your potential clients outcome.
• How to get in touch with you.
• How you can best serve your potential clients and customers.

Getting the Word Out

A newsletter is simply a continued way to maintain contact and give information which will hopefully directly or indirectly add value for your clients.

The form that a newsletter takes can be the traditional paper bulletin that goes out through regular mail.

A newsletter can also take the form of an e-mail publication, a website post, or a website unto itself.

You can also send a newsletter via text message and in today’s technologically advanced world a newsletter can take the form of a video.

As usual, it’s important to recognize the value structure of your customer and communicate directly to their values.

What DoThey Like?

For example- a college sports fan will relate more readily to things pertaining to sports, collegiate life, an age group that resonates with those things, and other values that make sense to a person who appreciates that.

A NASCAR fan might fall within that same category but-again- might not. You need to take a look at the demographics age group and values of your target audience and be sure you are communicating directly with them.

This seems almost ridiculously simple to even mention,

but an awareness of values can make the biggest difference. If you want a clear understanding of values marketing check out the story of the Dixie Chicks and how their career changed overnight based on a few simple values in a politically charged atmosphere.

If you were a marketing strategist, how would you include values in day to day ads, images, and other tools of the trade?

Views of a marketing strategist

The purpose of traditional marketing is to create buzz within a specific community. Twitter, Facebook, MySpace, blogs, online news all do exactly that. Same principle different means of distribution.

Traditional marketing has always offered both image building and direct results. Internet marketers have been debating this issue for years. The direct crowd prefers measurable results while the image crowd (social networking) leans toward building overall loyalty and community. Either way the Internet is simply reflecting the same principles that have held true for the past 75 years in traditional marketing.

A diversity of styles is expressed through various values. Some marketers trying to make a quick buck will skim the surface, offer questionable service, and even run scams. Other marketers will cater to the more refined values that earn the applause of mainstream audiences. This traditional marketing concept has transferred itself directly to the Internet.

In general ,potential customers can be reluctant to take action. Internet marketing employs the same tactics as traditional marketing to get people to take action. Limited offers, discounts, up selling, buy one get one free and other tactics designed to inspire action are at work  both on and off-line. It is human nature to avoid taking what is perceived to be a risky action. (I am certainly the same way.) Using these tactics is a simple and effective way to move things forward toward a sales conclusion.

Emotion and sensory devices are the heart of traditional marketing. The Internet has caught on to this form of communication and persuasion very quickly. Appealing spokesmodels, charismatic personalities, a sense of loyalty, membership and all the other mind stimulants are regularly employed for persuasion online and off.

Immediacy has been radio’s trump card since the beginning. In some ways the Internet and traditional media are working together to maintain a sense of immediacy. Twitter has moved to the forefront in this regard. Add mobility with personal handheld devices and today’s now-moment is a far more viable factor than ever.

Even though the Internet has made the world much smaller, localization is  still at the top of the priority list. It’s been said that local marketing using the Internet combined with traditional media is the single biggest lifetime opportunity for marketers. The Internet transcends and includes traditional marketing. There is still plenty of local business to do plus there is more and more global business.

The Internet is a game changer and as an alternative means of distribution has given marketing strategists more choices, to put it mildly.

Like my friends at New Construction Charlotte NC say- Built to last means, it doesn’t change overnight.

Talking with your Mother In Law or in a strategy meeting for marketing – These secrets will help  your communication.

And the winner is…

Of all the ways to present an idea, there is one that is most effective.

This method has been

• studied,
• analyzed,
• pondered,
• researched
• and tried

until it just flat out wins the prize for best, most effective way to communicate.

No kidding

Here it is, from human developmental specialist Bill Torbert. Bill is an associate of Suzanne Cook-Greuter, one of my favorite people on the planet.

Step one- Frame what you are about to say- Put it in context. This is important because most people have not a clue where you are coming from ( out of the blue usually ). When you frame it with context, they know.

Step two- Advocate. Tell what you want. If you want to change a local street name to Conan O’Brien Boulevard, then say so.

Step Three- Illustrate. Show what it will look like or describe it in a way that brings it to life.

Step Four- Ask for others input. Be open to new twists on your idea. Solicit feedback and opinions.

Using this formula will get you the best communication possible more often than not. It’s a way to stack the odds in favor of accuracy when you’re trying to get an idea across.

Bonus info

Here’s the interesting thing about these four steps. The middle two are self centered and the way manyfolks ( including me) usually jump in to a typical talk.

The outer two are other centered and create a balance for the overall communication.

To be blunt-

Jerks use the middle two pretty much all the time.

More diplomatic people use all four together in an artful style of talking that gets best long term results.

This style of talking and writing can be used

• on the phone,
• in sales letters,
• emails,
• and with family members.

It gives you the best chance of having the best communication is simple to do.

Here’s an example of how you could use it-

Let’s say you have a sudden need for food for an event.

You walk into a chicken place and have two choices.

1-     You can use steps two and three and blurt out ” I need 50 pieces of chicken put in boxes and ready to go in 20 minutes.”

2-      You can use all four steps.

(1)”Hey, how are you? We have a group of 30 people to feed, they are already gathered at the community building and getting hungry.

(2)I would like 50 pieces of chicken to go.

(3)If you could pack the chicken in boxes and recommend some extras like side dishes that would help too.

(4) I’d also welcome any suggestions you have from the menu as I’m sure you’ve got experience in this sort of thing.

As simple as this method is, it can make a huge difference in the effectiveness of your message.

Next…

Some people don’t want to use it. It doesn’t fit their style.  The funny thing is, they end up using the middle two steps and get a short circuited, limping result and wonder why.

Using this full method takes patience and extra effort. It feels a bit long winded sometimes, but it works.

–Marketing strategist viewpoint.

This guest post is from marketing strategist, writer Crazy Ernie’s Copy Barn

Give it Your Best Shot

A listener or reader wants compelling information at the very start of your talk, speech, interview, blog post, lecture. Give me something that peaks my interest at the beginning.

The first few words mean a lot. It is best not to waste them with a boring introduction.

Begin  with

* news,
* self interest
* curiosity.

Hey, Pass the Remote

Do you remember the early days of cable TV?  There was a lot of really bad content on obscure channels.

Movie channels slowly made things better but still, there was a glut of boredom.

I sift through thousands of blogs, podcasts,  TV and YouTube interviews trying to get to the best of the  content. It can be a challenge.

Ready?…Go!

I say let’s start by cleaning up intros.

There are some excellent blogs on the internet that get straight to the point. Frank Kern always does. Outspoken Media is pretty good, Brian Clark and Aaron Wall. Some others seem to be convinced of the  the ‘agonizingly long post’ school of thought.   But that’s a different story and another post.

Example of Good to Great

Larry King is the master of interviews. Watch and learn .  No long, wordy intros. Larry just blurts out a question and waits for a response. So simple it hurts to watch anyone else stutter and stammer and search for words and hem and haw…and finally make a four word sentence.

Re Runs of Friends

Friends, the TV show-  starts with an interesting moment. A hook. Something you can laugh with or hang onto. Then  comes the intro music and we’re quickly back into the show. Nice.

Here’s Your mission

Notice how many horrifyingly long introductions there are on podcasts, blogposts, You Tube and others.. It is amazing.

Like a world wide plot to drive me over the brink.

It’s easy to find videos, posts and interviews you can listen or read two minutes into with nothing at all to hang your hat on.

Stop this. Add up the hours the world is wasting with filler.

Give them a Ticket.

When you find such an  introduction going on and on, a long bio, a tease, another tease, a list of what we are about to do ( yes, I am aware of the formula –’ tell them what you are going to tell them’) leave a comment linking to this post.

How about no intro at all?

Honestly, I don’t know if I can ever click play on another podcast. I  fear that the next eight minutes of my life will be thrown into an abyss.  It’s like grabbing an electric fence. I have been neuro-linquistically programmed against content.

Presenting -The Untro. Just do it.

Here’s to better writing, podcasts, videos, speeches, radio shows and  SEO . Charlotte today… tomorrow- the world.

–Marketing Strategist viewpoint

For SEO  from North Carolina to Washington State, Europe to Asia,

every website deserves a unique linking strategy.

It’s no secret that strong links make a strong website show up prominently in the search engines.

But one link size does not fit all.

Old Dog, Old Tricks=Good Dog

Marketing has always worked this way so why would the new technologies be different? They aren’t.

There are lots of companies cropping up all over the world who’s offer is to build a certain number of links for any site for a set price.  You should know that an offer like that is a warning sign.

Spare a Dime?

Yes, some sites are so weak and so small that any one-size-fits all linking strategy will help. But that’s not our goal is it? To have a small, shallow site and keep it that way with small, shallow links?

Good Old, Down Home, North Carolina SEO

Like all things in business, integrity wins in the end.  Of course there are plenty of examples of quick, big wins like lottery winnings that create a huge celebration only to fizzle quickly. The same is true for website links.

A strong linking strategy rises to the top. It might take months and years but that’s the way it has always been, yes?

So the beat goes on pretty much the way it  has in the past.

Some people are looking for

• a quick fix,
• some go for a medium success…enough to get by,
• and others use the proven SEO methods that have always held up.

Off topic but…

Have you ever read one of Warren Buffet’s annual reports? They are strong and clear. Boring…maybe, but they make the case for doing things the old fashioned way. Earning it.

So, the bad news is, business strategy has not changed with the internet. And for SEO in Carolina, Singapore or Moscow,

That’s also the good news.

photo by affiliate

Today’s marketing requires the best ideas and the most innovative practices. The momentum I can offer you is only

high quality if I stay on top of the latest developments, including SEO. It just so happens that some of  the newest ideas

and the most marketing leverage is available right now on the internet. So  my search engine optimization and online

marketing skills have to be sharp.

Spend $ to Make $

Even though I spend thousands of dollars a year online,  educating myself in the newest innovations of web marketing,

experiencing the teaching and shared revelations is even better in person.

So this year’s SMX in New York was a must.

Good Answers

I learned from the best minds in the business and talked with many people about the latest

developments and breakthroughs in web marketing.

When I offer my services to a client, large or small, they need to be confident in my ability to accomplish their goals. Often in marketing we

must take chances and risks to achieve the goals we want to meet. Taking chances is , by nature, unsettling. But without risk we would never

move forward.

Marketing Risk Insurance

So how can you best mitigate your circumstances and assure yourself of the best possibility of marketing success? Here’s one way-Take

chances with people who have a proven track record.

The best any of us can do is-

• learn from the most qualified experts,
• test our work and
• make sure we are giving our best effort.

My attendance at SMX East in New York helps assure you of getting my best. It was a great experience.

SMX photo by affiliate

There is more depth in a children’s story than first meets the eye. Charlotte’s Web is a good example.  The same is true for depth in populations.

People are developed at different levels. This is easy to see in children. School is a good measuring stick. There’s pre-school, elementary, high school, college and beyond. It’s obvious that a first grader is not a college senior.

But what about different levels of development in the general adult population?  It’s there.

It is insightful and revealing to pull back the curtain and get a look at the value levels motivating different groups of people. Nascar fans and Green Peace folks are very different. It’s measurable. Rap music reflects a value that does not often merge with The Daughters of the American Revolution.

Each person has a definite dominate value level. Groups that share those values emerge.

Any movie can be made more dynamic by combining people of varying personal value levels in a forced interaction. Reality TV shows do this to cause underlying friction among participants. It builds tension and makes a better show (for people at a value level who like that sort of thing).

Throw a bunch of hicks in a house with brainiacs and you’ve got potential for some entertaining dynamics. Add a battle of the sexes and the sparks fly. Roll cameras, edit the action, and cash in.

So how do all these values look on a chart. Can you actually lay out a sequence of development that can be seen from an overview? Yes. Dr. Clare W Graves did some interesting work 50 years ago.

He saw patterns in people and groups that explain where they are in development. Think of it like this: A tall building represents human development. There are about eight floors with the top being the most adequate at apprehending phenomena (perceiving things). On which floor does your elevator stop?

Isn’t this sort of like an interior class system? Yes it is and it is serious. If you eat sleep and breathe sports, that might be an indication of where you are on the ladder of development. If you are consumed with saving the planet, that’s a tip off of a different level. If you are a Madison Avenue marketing professional, that’s another category.

Wait a minute. Does this categorize people in pigeon holes they might resent? Yes. It does.

Plus, it groups whole crowds of people in value memes. Are you afraid of position on the ladder? Is your development going to show that you are at a dreaded low place? It might. If you think this is troubling wait till you see the evidence that it is …accurate.

I have studied the work of Clare W. Graves for many years and am convinced of its validity. As a writer, I use these levels to cut through to the core values of the target audience.

I write in a different style for a Nascar product than I do for a Symphony fund raiser. I use the Graves work for insight into the values of each audience, then I craft my writing accordingly.

For more information on the work of Clare W Graves just Google his name and get ready to study and apply his insights.