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Keynote speaker

Would you like to boost your sales with help of one of the greatest and well-known keynote speaker? Then check out these free marketing ideas written by a marketing guru.

Archive for the ‘ Key note speaker ’ Category

Selecting the right type matters. If you want to sell more, it’s important that your readers can read what you have to say. Magazine articles don’t sell, but it’s in the magazine’s interest to attract as many readers as possible. Magazines sell whatever is in their articles, but if readers don’t read them, they won’t be satisfied in the long run.

Magazine

If the article’s laid out like the one in the picture, you can be sure that readership ratings are going to be low. Twice as many people would read the same article if it was published on white background in black type. This fact has been proven for so many times in direct marketing. Good old David Ogilvy says on p. 21 of his book Ogilvy on Advertising!:

“I recently counted 49 advertisements set in reverse (white type on black background) in one issue of a magazine, many years after research demonstrated reverse is difficult to read”. Drayton Bird claims the same; everyone who knows something about direct marketing says the same.

You know that I know something about direct marketing. I’ve read plenty of books and articles on the topic, and we conducted over 150 direct marketing tests last year. I attended numerous lectures on the subject at the biggest annual publishing event in the world – the Folio: Show (http://www.folioshow.com) which attracts magazine professionals from around the world. Reverse type reduces readership ratings. Period. No exceptions. By the way, if you work in magazine publishing, you should attend the Folio Show at least once every five years.

We all agree on this – reverse type reduces readership ratings. This kind of type is good for shorter passages of text, perhaps a headline, but certainly not for the whole text. All of you who read the marketing guru’s diary know better. And if you’re ever in the situation to decide on a text layout, remember this entry. It seems that designers aren’t taught that at school. Marketing gurus teach you that. To get this kind of knowledge you need to attend expensive lectures, or simply read books which are much cheaper. You just have to work a bit harder.

But why do these things still happen? Because those who design don’t read and don’t attend seminars; they copy their colleagues who likewise don’t read, and they improvise. Because magazine professionals don’t depend on readership ratings as much as – for example – catalogue sales professionals. You won’t find such layout in a Neckermann mail-order catalogue because they care how much they sell. They know that white type on black background is difficult to read – if readers don’t read, they aren’t going to buy either. Ultimately, weaker sales spell less profit and hungry children at home.

In Austria, of all places. At the edge of an Austrian village, a police officer popped out from behind a bush and pulled me over. He jumped out like a squirrel. He said I was going too fast – 50 mph in a residential area. I had to use the whole range of my negotiation skills and we finally agreed – a fine of 35 euros. My brother recently paid 125 euros for doing 43 mph in Nova sela.

Speeding

OK, my brother was guilty, but I wasn’t. J It’s true that I was driving though a small village, but the speed limit was exceptionally set at 20 mph that day because of a village party. They put a sign “end of all restrictions” at the end of the party. I took the sign seriously and floored it. But then a police officer appeared out of nowhere saying: “Sorry, I’m just doing my job.”

I saw he felt guilty for it. He knew I was right. Probably most of his victims that day hadn’t even noticed the sign, and I was able explain to him why I drove that fast.

But what does this have to do with marketing? A lot. Police officers are smarter than most entrepreneurs. They put radar detectors on busy roads, with higher chances of catching perpetrators. They hide radar detectors in the part of a residential where there are no houses or residents. Long straight stretches of road with a bush to hide in. I wrote about it some years ago, you can look for the entry.

But it’s perfectly fair that they got me. It only took me six hours to drive from Prague to Ljubljana, so I must’ve driven too fast. But not where they got me. I thought about proving my innocence with my GPS unit, but I changed my mind after I’d checked the statistics.

Speed

It must have gone crazy because it said that I’d been doing 251 mph! But I really don’t understand why I paid only 35 euros. A special price for gurus?

Now that I’ve mentioned Prague, have a look at some photos and read my next entry.

Prague

I like awarding street artists; they appreciate it.

Nice Prague

Andy Warhol anywhere we go.

Prague funfair orchestra

Prague Funfair Orchestra

Prague tourist

There are more tourists in Prague that Czechs.

This just found its way to my inbox.

Spread the scent of success!
Aleš, I hope you’re not hungry.
You enter the kitchen and smell something delicious. The smell infuses the whole kitchen, you inhale, and memories of your grandmother’s kitchen come back.
You peer into the oven and see the delicious cake, the kind only your grandmother used to make. The cake looks tender and delicious. The top is already golden brown and it’ll be done any minute now.

You open the oven and hear the sizzle; you can already feel how the dough will melt in your mouth.

This is the best cake you’ll ever have.

Sorry to burst your bubble – you won’t because this is not a kitchen but your office, and you’re sitting in front of your computer.

You know it too, but you were so close, you could see and smell the cake. The description probably made your mouth water. You remembered how it feels like to bite into the cake.

This description could be different.

I could simply have said that the cake was delicious and smelled good. Would such a description make your mouth water? Probably not; I wanted to take you to the kitchen and make you smell it there.

When drawing up advertisements, keep in mind that your customers have five senses. Make them see, hear, smell and taste your product or service. Good descriptions should make your customers feel your product.

Do you happen to rent rooms at the seaside?

The day breaks and you hear birds singing. You wake up into a beautiful morning; a light breeze carries the soft scent of pine into your room. You look out of the window and see a fishing boat in the distance on the crystal blue sea…

Do you get the importance of descriptions? Your potential customers aren’t there, they can’t see, hear, smell, touch or taste what you can.

Next time you write descriptive advertisements, decide which sense is the most important for the description of your product or service. If you sell food, of course you’ll use the smell; sight also matters.

Find the right words and your potential customers will eat out of your hands.

Božo Hudopisk, MSc

Sales and Marketing Manager

Vaš profit d.o.o.

http://www.vas-profit.si/

Yes, Božo is right. He might even enter national direct marketing championships.

This entry doesn’t contain a marketing lesson, just some memories.

Wartburg

This is a photo of the guru’s first car – a 1978 Wartburg 353W Tourist. It was taken in Sofia, Bulgaria’s capital. The car had a two-stroke engine, three cylinders and around 30 bhp. It used – for the times – an environmentally-friendly mix of oil and gasoline. It had neither power steering, nor electric windows or similar unnecessary details. The gear lever was next to the wheel and you didn’t need a clutch to change into lower gears. Driving downhill, you’d simply turn off the engine and save on fuel. Don’t try this on today’s cars – turning off the engine would also cut off the steering wheel and the brakes. Despite it all, fuel efficiency was 25mpg. It had air-conditioning too – you just rolled down the windows. J

I didn’t have a car radio either. It first broke down after 100,000 miles. In the end, I sold it to a builder who used exactly ten times to carry heavy loads to the island of Krk, Croatia, before he complained to my mother that the car had unexpectedly fallen apart. He was just joking, though; he really was satisfied with his purchase.

I’ve promised none, but still, here’s a small marketing lesson for you. This car probably made me happier than any other car I’ve had since. I can still vividly recall it, I can feel its plastic steering wheel; I can hear the sound of its engine and feel the design of the driver’s seat. When you’re a kid, you only want a car; the wish is so much stronger if cars are difficult to get.

In sales, the most important thing is to figure out what customers want, and then offer it to them. East European cars were lousy. But not everyone could get one, and that’s why we wanted them so badly (shortage increases price and demand).

Sell what people crave for. Increase the value of your product or service by (artificially) limiting the offer.

You’ve probably noticed that I’m in the USA. Yesterday, I saw an advertisement for Michelin tires in USA Today.

Advertisement
Take a good look at it. The headline says: “We hate losing, but we love competition. Just wait for 2008, 2009…”

Michelin admit that they lost! They even write that Bridgestone beat them! And, of course, they predict a whole different story for 2008 and 2009. They published an advert in which they state loud and clear that their competition beat them.

Excellent! This advert holds a marketing lesson many companies haven’t learnt. It’s a lesson many don’t want to understand.

In sales, being fair and honest is nice and it pays off. Admitting that your product has a drawback pays off because it earns you the trust of your customers. If you claim that your products are the best in the world and that they’re flawless, you’re probably not telling the truth.

If you want to sell more, admit to a flaw of the product you sell. Even if you’re selling yourself – e.g., to land a job interview – be sure to mention your weaknesses.

If you want to sell more, admit that you’re not perfect. In the long run, this will be to your advantage.

What do you think crossed my mind when I was reading the Michelin’s ad? I saw that they only lost six times in the last 32 years. Which means that they make really good tires. OK, they didn’t win this time around, but I’ll bet you their tires are great. Bravo Michelin!

My friends, admit your mistakes. Then find an advantage in doing so, and you will sell more. You’re reading an excellent blog, you know?

Little Things

November 5, 2011 | Comments | Key note speaker

Better hotels provide sewing kits for their guests. Thoughtful, isn’t it? You never know when you might lose a button.

Little things

Key note speaker – Do you know why the kit I got in Las Vegas’ Caesars Palace really impressed me? The needle is already threaded! A person who made the kit knows that some of us can’t see well and that it’s difficult to pass thread through the eye of a needle.

 

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Impossible?

October 11, 2011 | Comments | Key note speaker

Here’s a photo of me from when I was studying in the USA.
Impossible
Key note speaker: Yes, you’re right, that’s a DRIVE-IN CHRISTIAN CHURCH behind me!

How do you make a confession in one of these?

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