MARKETING ACTUARY

August 24, 2010

The Return Of The Door-To-Door Salesman?

Knock knock? Who's there?

When the doorbell rings unexpectedly, the cause is usually a handyman giving free quotes, a fundraiser, a politician at election time, a location scout or a Jehovah's Witness. Annoying pests.

Occasionally there's a pleasant surprise like family, friends or a courier delivery. Welcome guests. Usually we're notified in advance and anticipate these visits.

This time, I was greeted by an investment advisor who just joined a big bank. Unusual but still an intrusion. Normally advisors send letter or fliers.

We chatted briefly about marketing — the kind of things you'll find on this blog. We exchanged business cards at my suggestion. He's having some success going door-to-door.

Second Impressions

Afterwards, I looked for him online. A web search yielded no useful results. He's not listed on his firm's website but will be soon. The process is surprisingly slow.

He said he has a proper LinkedIn profile. I checked. His common name produced 511 results and he wasn't on page one. Drilling down, I think I found him. I'm not sure because there's

no photo
no mention of his new employer
no relevant experience
no relevant recommendations (and only one in total)

Would you invest with a person like that? For the same price, you could get an advisor with experience and the three marketing essentials for today.

Create Intrigue

If you're going to annoy people by knocking on their doors, why not compensate them with novelty. What's possible depends on how much you're willing to invest to acquire a new client.

The ideal gift is significant, personalized and unexpected. That doesn't mean expensive. You've probably received fridge magnets, calendars and pens. Big deal. How about a historical photo of the neighbourhood or an old-time newspaper clipping? You'd put your contact information on the gift, saving you the price of a business card. Maybe you offer a monthly eNewsletter with more of the same. Maybe you give a framed photo/article for those who get a free portfolio review.

You could hire others to deliver your initial gifts. That lets you focus on those who raise their hands for your services.

Philanthropy

People see us at our best when we're helping others. That's one of the lessons from networking with millionaires. How about increasing public awareness for a little-known charity you're passionate about? Maybe you're conducting a quick survey on their behalf. You probably don't want to collect donations.

"I'm from [firm] asking if you know about [cause]. My name is [name] and I'm an [job]"

Would that be more intriguing than saying "I'm an investment advisor"? The handouts would focus on the cause but also mention you.

Whatever you do, be sure to leave something behind. That way people who aren't at home know you were there.

'A' for Effort

Going door-to-door gets an 'A' for effort but is still an annoying interruption. At least with phone calls you can screen out the intruders.

Links

PS A "No Solicitations" sign makes a great gift

August 18, 2010

Opinions, Errors And Creativity

I am ok with putting opinions out there. I am ok with being wrong about them. I am just trying to think creatively. You?
--- Mitch Joel on LinkedIn

Mitch has a knack for writing short, intriguing messages like this. Often they link to online content or his blog posts.

Let's look at each point in a marketing context

expressing your opinions
being wrong
thinking creatively

Expressing Your Opinions

We're bursting with opinions. In the right context, they spew out. Let's focus on ones related to your product or service.

Why not share your thoughts in view of your current and prospective clients? That gives maximum impact. If only your peers and competitors know your opinions, you forfeit valuable marketing benefits.

With consistent expression, you'll build a reputation. Your opinions may even be sought. Your views won't get unanimous agreement but you'll attract some clients and get respect for your courage.

As a bonus, your competition will mostly vanish through their silence.

Being Wrong

As a husband and father, I'm often told I'm wrong. And how. When my son was a twink, he often said "I'm just a kid and I know that." Ouch!

The consequences of being wrong depend on the context and your positioning. If you're "the expert", mistakes can harm your credibility because you're expected to know. If you're "the concierge" or "the quarterback", you need to find an expert through your relationships. If you're "the consultant", you ask questions and return later with the answers (and maybe an expert, unless you become one in the process).

You will be wrong many times. Magician David Ben said you choose the place: in public during a performance or privately during your 10,000 hours of practice.

Overcoming The Fear

When I started doing presentations, I was afraid of

making mistakes and
getting stumped by tough questions

The solutions were (eventually) easy.

You make fewer mistakes when you prepare. Even if you flub, it's unlikely as serious as you think. The audience rarely remembers. Having visuals or brief notes helps you keep on track.

Answering questions becomes simpler when you talk about your area of expertise. If you don't know the answer, you can provide it later. Knowing how to get the answer is often more important than knowing the answer.

Thinking Creatively

Did you exchange a walk-on part in the war for a lead role in a cage? --- Pink Floyd, Wish You Were Here (1975)

These words, the music and the back-story are poignant. When you think creatively, you increase your chances of making mistakes. And breakthroughs.

When the play-it-safe trap beckons, I think of those who dared. Movies have many examples. Think of poor Frodo and Sam going on a quest well beyond their abilities in The Lord Of The Rings. Our challenges are rarely life/death.

You'll have your own sources of inspiration to overcome inertia and spark creativity.