Recently I saw a new television show on HBO called “The Shop,” which is about a barber shop in the African American community that Lebron James hosts, and has interesting conversations with other African American celebrities. In African American communities, the barber shop is where people go to have discussions about politics, the economy, family dynamics, who makes the best macaroni and cheese and more. It’s a little known fact in that community that when you walk into “The Shop,” you are likely to be made to feel safe, at home and have incredible conversations about anything ranging from last nights football game to how best to handle a problem in your family.
It’s a staple in the Black community and something that can be unusual to those who have never visited one. HBO’s new show, “The Shop,” goes in depth of these conversations and has a certain level of comedy, heart felt moments and more.
So why did I write about it? About 7 years ago a friend of mine contacted me to discuss starting a YouTube show that was about the experience that happens in the black community inside of a barber shop. Guess what he wanted to call it? Yep, you guessed it…”The Shop.” We talked in depth about it and decided it would be super because there are so many who would watch from our community and then it would peek anyone else’s attention just because it’s not something that other communities are used to seeing or hearing.
That friend kept waiting to start his YouTube show and here we are 7 years later and the very idea he had has taken off with a celebrity who we all know and adore, Lebron James. AND to top it all off, HBO picked up the show and it’s sure to be one of the most watched shows this year.
I’m sharing this story to remind you, that when you are first given an idea you should jump on that moment and let it flourish. Imagine if my friend had started his show and Lebron saw it. Perhaps he would have reached out and asked to partner with him or to buy the rights to the show.
We all have ideas that flow through is throughout every day and some of them are good and some are bad. The thing is, when you don’t act on the good ones, you leave that door open to someone else to have the idea and turn it into the next big million dollar idea.
As Mel Robbins says, you’ve got 5 seconds to make a thought into an action. Don’t wait on it. Act on it.
Start by answering the question, “What am I selling?”
You need to first:
- Learn everything you can about your product and/or service.
- What does it do
- How does it function
- What problem does it solve
- Use it (read back issues, take a demo, see how easy it really is, check out the competition).
- Talk to current or past buyers, subscribers, donors and/or members
- Talk with telesales, service, tech-support reps
- Analyze: why and how is this going to help me? What problem is it going to solve?
Project into the mind of the user what the experience will be like with your product!
The importance of Benefits….
The more you talk about how your company, product or service will improve the life of your customer (“you” copy), the higher the response.
The more you talk about the company, the product, the service (“we” copy), the lower the response.
Tonight my 4 year old was screaming at the top of her lungs to her sister “I’m not normal!’ As usual I went to scream back and ask why are you screaming in my house…Okay, maybe there is another story there in the screaming…but the point is this. Her next response. “Mommy, I’m trying to tell sissy that I’m not normal because every one of my cut outs are different on purpose.” I asked her what she meant and she further explained, “Mommy, I make cut out phones and each one is different. Some have a long handle and some have buttons to push and some have dots that I drew on. But they are all different because I don’t want to be normal. I want to be different and make sure that each phone stands out.”
I just stared at her for a second. Then I thought for another second..”That’s my baby,” haha! But on a serious note, is your marketing plan too “normal?” And what is your definition of “normal?” Interesting right? We all know that in today’s market, we have to be innovative, we have to stand out. So how do you do it? You’ve got to remember how Continue reading
An offer is a reason to act. Focus on the offer first rather than the design of the direct mail piece. The offer needs to be clear and a focal point on the mailer. If there is any call to action, make sure that it is easy to find visually. An offer is like bait for our customers to hook them. Offers that are successful are: Continue reading
If it doesn’t sell – it isn’t creative
First develop a creative brief. A creative brief is a report detailing out:
- Target Audience
- Product Positioning Statement
Good creative briefs help everyone. A creative brief will show the 3 major benefits that matter to customers (the way customers think, act and feel from the product). Historical results should be in a creative brief if it is a similar product that has been done before. Characteristics of what the customers want and need to change should be included in the creative brief.
Science tells us that large purchases are made with 80% emotions and 20% Continue reading
Websites need to have a focus and a clear definition from all parties that are involved so that the branding remains in tact. Objectives may include, product advertising, promotion, sales, fulfillment, service, data collection, relationship building, investor relations, public relations, press relations, recruiting, product development and more. Think of your site as a Continue reading
To break through writers block, recognize the difference between preparation and procrastination. Review background, take notes, make lists of key points, jot down spontaneous ideas. Talk with people about the project. To get started use “Cluster Writing”. Cluster writing is a technique where you put one word Continue reading
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Blogging is one of the most current technologies available on the web. There are millions of users who blog and who read blogs. Most major corporations have a blog about their products. People will come back and subscribe to your blog once you become an “expert” on your topics. Your blog should remain focused on a main topic. As people begin see that your content is of value, they will depend on your posts as a matter of information that they need. This will take time and not happen overnight, but if you keep these main points in mind it, will keep you from posting meaningless articles and instead stick to rich, creative information that people really want to hear about. Also, remember not to Continue reading