The Superbowl Bare Boobee Blunder

 

Watching Justin Timberlake perform last night, I wondered how many people recalled the Bare Boobee Blunder with Janet Jackson back in 2004. Maybe some were hoping for a replay. But alas, all they got was a hologram of Prince…thankfully.

Here’s a piece of interesting trivia related to that infamous event in 2004:

Jawed Karin, one of the co-founders of YouTube, was so frustrated that he couldn’t find a replay of the incident anywhere on the internet, that he decided to create a video sharing website. YouTube was born in 2005. The next year, it was sold to Google and Jawed became a millionaire at the age of 25.

Interesting how a person’s burning desire to see a replay of a bared breast lead him to create one of the greatest, most impactful technological advances ever.

Not coincidentally, having a burning desire is exactly one of the 13 core principles of Napoleon Hill’s famous book, Think and Grow Rich.

It’s the very first one and it says to achieve success at any undertaking, you must first have a burning desire for it. It is the starting point of any achievement.

More…

When you focus on the desire, you are consumed by the feeling of having that thing in your life to the point of imagining and envisioning what it would feel like to have it in your hot little hands.

This desire forces you into action that brings results. It pushes you out of your comfort zone because when you desire something, you will not just sit by…you will do everything possible to attain the object of your desire. This creates “attraction” and brings into your life everything you desire.

Nobody said your desire had to be noble and uh-mazing. Jawed Karin just wanted to see a famous naked breast.

When I first learned this principle 10 or so years ago, I had a tough time figuring out what in the world I should be burning with desire for. I mean, you can’t just decide one day to have a burning desire for something.

Your burning desire sorta has to find you, but, you have to be find-able.

And unfortunately, the book doesn’t give you a nifty little formula on how to go get yo’self a burning desire.

But, lucky for you, I do. It’s my World’s Easiest Branding Exercise. I won’t guarantee you’ll get your burning desire, but it’s a place to start.

It might even make your burning desire be to find your burning desire. Now that would be a worthy pursuit.

So start with figuring out what’s important to you, and why you do what you do. Just request the Worksheet to help you think and un-knot your brain about this.

About Kia: Kia Arian is a marketing professional and founder of Zine, a design, marketing, and printing company in the Washington D.C. area. She specializes in helping attorneys, professionals, business owners, and entrepreneurs create stunning marketing that actually gets results. See what people are saying about her e-zines and print newsletter, and send her a request to be added to the list.

Does Your Shock & Awe Package Shock and Awe?

When I send my shock & awe package to someone, the response is always one of, well, awe. They’ll actually send me pictures of themselves enjoying the package.

Many times, they tell me they took it around the office to show everyone, or they felt like they got a Christmas present, or some  variation of being blown away. They emphatically declare, “We need to do something like this!” And then when the dust settles, they wonder, “Um, how do we do something like this?”

So I thought it would be helpful to make a list of what sort of items go in a Shock & Awe package, and then talk about that X Factor that gives it “shock & awe.” Sound interesting? Read on…

These are the must-have items in a shock & awe:

Presentation folder to keep things organized. For this, you can be very budget friendly with a basic folder or go all the way with a tricked out, custom folder.

Testimonials. This can be formatted on a flyer, as a booklet, a brochure or postcard.

A nicely formatted cover letter that greets the recipient, explains what they just received and why, and tells them what to do next. Ideally, you would have multiple versions of a cover letter for different categories of clients or cases.

Information about your firm. This can be a traditional brochure, a dvd, a booklet, or special folder inserts.

An informative or educational item authored by you, such as a book or a special report.

 

These are the items you should have in a shock & awe (but don’t hold it up if you don’t have this):

2-4 pieces of swag, such as branded notepad and pen, a Koozie®, a cell phone holder, etc.

Something edible, like candy or a fun snack.

A magnet with your contact information.

A bookmark that you can tuck inside your book or special report with your unique message.

A branded mailing envelope

 

The X Factor. These are the things that will give POW! to your package:

A customized box. Putting your shock and awe items in a nice box will make it feel more like a special gift.

Crinkle paper or tissue paper. The idea of “unwrapping” or “unveiling” something is irresistible.

A luxury gift. This can be swag, but it’s fancier or more expensive. For example, a leather padfolio, a boxed pen set, a favorite book relevant to your relationship with them, or a small electronic device like a Bluetooth® speaker. Again, this is another gift in a gift that requires more unwrapping and builds their suspense!

You can also make any of the ‘should have’ items more luxurious (e.g., Godiva chocolate, metal engraved pens, or just higher-quality swag).

Once you have your items, make sure it is nicely packaged and presented. Don’t just throw them in an envelope or pile them in a box. You must choreograph the experience by controlling what they see first (the packaging), second (the cover letter), third and so forth.

Always FedEx your box or send priority mail.

 

Your shock & awe package is a visual, tactile introduction to you and your firm. Even with the minimum must-have items, make sure it looks polished and carefully put together. Most importantly, have a system in place that sends out the package at the correct time and in the correct way.

That means once you determine what it should look and feel like, it should be put together exactly the same way every time. If you don’t control this, it will degrade over time.

I Have a Shock and Awe Package. Now What??

The basic goal of an S&A is to let your client or prospective client know how much you value them, and give them a memorable foretaste of what they can expect when working with you.

Other goals can be to educate them, to upsell them, to thank them, to prepare them, or any other outcomes you’d like to happen. A successful S&A buys you their rapt attention. It is your window of opportunity to get the outcome you want.

With that in mind, I want to answer the three most common questions about how to use an S&A: Who do I send the package to, when do I send it, and how much will it cost me?

Who do I Send the Package To?

An S&A should be sent to prospects (people who have contacted you in need of your services, or have requested information) or to new clients. Or to both!

Some businesses get hundreds of calls from prospects every month. Even if it only costs them $20 per package, that is over $2,000/month in prospecting expense, not to mention the staff resources required to put the packages together and ship them out.

In this case, you want to have a system for qualifying the prospect. Is it a client you want? If so, then unleash your S&A power on them. If not, then send them on their way*. For prospects who are not well qualified, you can send a mini S&A (a smaller version of your S&A that is still impressive), but not as costly to produce.

Some businesses prefer to give their S&A to new clients. If conversion (turning a prospect into a client) is not an issue for you, then that’s fine. But I strongly recommend you create an S&A package for prospects to increase conversion. You’ll get the biggest bang for your buck this way.

Even if they don’t convert, you will stay top of mind as the lawyer who sent them “that package of stuff!”  You can still create an S&A welcome package for your new clients that has it’ own caliber of shock-and-awe-ness.

When do I Send It?

As I alluded to in the previous section, you should send it in response to a prospect’s request for information. That is why it is important to have different levels of an S&A for different qualifying levels. In most cases, having a mini and a main S&A is sufficient.

You can also create an S&A thank-you package. This is an S&A you would send to people who refer cases to you. Or you can send it your client when the case is successfully closed.

And don’t forget to follow up with people who have received your package. Follow up with them within 5-7 days, while the “awe” effect is still new.

How Much Will it Cost Me?

As I often say, and say again…and say yet again: marketing should be measured in ROI, not expense. Ask yourself, how much is a new client worth to you? Some of you calculate this in the net transaction amount. Others consider the lifetime value of the client.

Or you may consider both. If a new client is worth $5,000, wouldn’t spending $50 or $100 or even $200 be a mighty sound investment? Yes, it would! So be sure to count the cost, but always consider what those dollars will bring in. Be shrewd, but don’t be cheap.

There is no one right way to create an impressive and effective S&A, but there is a wrong way, and that is NOT having one.  The information I gave you should get you started. Your initial S&A package won’t be perfect. Expect to change it over time as you refine it, make corrections and create a system that will fit your firm and your ideal clients.

At Zine, we think making S&A packages is just so darn fun. So if you still need help getting started, or want to add more pow! to your current S&A, let us know.

*There is a way to “reject” cases and still be a hero to that person. You can send them on their way, but arm them with some helpful information, and keep them on your newsletter list.

What’s Your Story?

A few weeks ago, I was having dinner with one of my very good and very smart friends. She is an information marketer, and teaches people how to package their expertise into a product and sell it.

I commented that there are so many “product launch” consultants and gurus out there, and though she agreed, what she said next was simple, and profound.

She said there is only one of you, and no one else can teach it like you do. No one else has the insight that you gained from your experience. In other words, no one else has your story.

When working with clients on their marketing campaigns, I coach them on how they can build their story into their marketing message. This is especially important for my attorney clients.

For example, how can you differentiate your advertising from the hundreds of others who are offering the same legal services? Since your advertising is essentially your “message,” then you can differentiate your message in the same way—by sharing your story.

In his book, “All Marketers Are Liars,” Seth Godin writes, “Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn’t invent storytelling. They just perfected it.”

Here’s the great thing

You don’t have to be a marketer, or a business owner, or entrepreneur to have advertising and a message worth sharing.  Working professionals have a message. College students have a message. Stay at home moms have a message. Even school children have a message.

Your story is worth telling. YOU might think it’s dull and boring, but our stories are what draws us together as a people and as a society.

If you can make a decision to ignore the naysayers and fears of criticism and rejection, you can focus on that message, put it in writing, and share it with the world. With the myriad self-publishing and digital resources available to you, it’s much easier than ever to do so.

If you’re one of the few that will make that decision, then start with collecting your thoughts and ideas on a topic that is important to you. Wrap your story around it (it should naturally emerge if the topic is truly important to you), and start writing your book.

Tell me about it when you do it. I’ll review it and give you my feedback, no payment necessary.

Six Daring Tips to Create a Stunning Newsletter That Gets Results

 

Disclosure: We’re not a newsletter farm. We don’t mass produce newsletters for hundreds of people and corral them out the door every month.

But we do design and produce several newsletters, and because we cater to the few, the proud, and the purposeful, those newsletters are pretty fabulous to read and gorgeous to look at.

And, based on our clients’ feedback, get impressive results.

You’ve heard the typical advice on how to make an effective law firm newsletter: mail it consistently, make it interesting, don’t just talk about law stuff.

That’s all true and excellent advice. 

But we have a few unconventional tips of our own that will not only get you a terrific newsletter, but help you get it done.

Personal Injury lawyer, Ben Glass and Bulldog Lawyers, Jay and Larry, report to us they get rave reviews and fantastic feedback on their newsletters.

The Bulldog Bulletin contains the perfect combination of seasonal, legal, and non-legal content. The sections include a holiday message, an informative article, a recipe, a quote, and a firm update. Using standing sections like these is a big help when creating your newsletter. When you have the big picture in place, it’s much easier to fill in content each month.
The LiveLifeBig newsletter is sent monthly to Ben’s clients, friends, and associates. He has over 4000 subscribers. His newsletter helps him to stay in touch with each one of them every month. The articles are informative, funny, and edgy. More importantly, it keeps him top-of-mind when a subscriber or someone they know needs a lawyer.

 

In fact, all of our newsletter clients report that, when sent regularly, their newsletters are the number 1 source of referrals and new cases.

Here are our tips for implementing an effective newsletter campaign:

1- Don’t clutter it up. Four to six articles is all a 4-page newsletter needs. We like to think of your newsletter as having a cup of coffee with  your subscribers. It shouldn’t take them more than 10–20 minutes to read through it. Sometimes, de-cluttering your newsletter is a matter of arranging the text and graphics better. When everything in the newsletter is competing for your attention, the mind gets overwhelmed. But with some strategic design decisions, the same information can be transformed into a beautiful and inviting presentation.

2- Create engagement. Add a call-to-action for each article. But here’s the kicker, you’re not allowed to make the action a “free consultation.” Instead, how can you engage your readers on a fun, human level? Here are some ideas: Run a contest, ask them to submit a picture or story on some subject, offer a scholarship based on merit, solicit their ideas and opinions on a controversial subject. Be creative. 

3- Use tracking. If possible, use a unique, trackable phone number and URL on your newsletter. That way, you’ll know if people are contacting you via the newsletter. However, keep in mind that your newsletter is a “nurture” campaign. In other words, people may contact you in a different way, but the reason they thought of you was because they receive your newsletter. It’s not always each to track that.  The “engagement” tip above will give you a better idea on whether people are reading and responding to your newsletter. 

4- Create sections or departments. This makes it easier to create content. In the Bulldog newsletter, sections include a holiday message, an informative article, a recipe, a quote, and a firm update. When you know what kind of content you need, it’s easier to get inspired or get to work creating content for that section.  (Our own Breathe Life newsletter uses this same strategy.)

5- Keep a content repository. Sounds fancy, but it’s just a running file of article topics and content that you write in when you have time, or when you have a great topic idea. It can be a notebook or a Word file you keep in cloud storage like Dropbox so you can access it anywhere (inspiration can come at the strangest times).

6- Make it attractive. This a sneaky repeat of Tip #1. Because, well, we think your marketing should be beautiful. It’s a reflection of your style and your success. Besides that, a polished, professionally designed newsletter draws the reader in and makes your newsletter more inviting and more readable. Remember, design is more than how something looks, it is about how usable it is.

 

Want to spice up your newsletter life? Or get a newsletter life? See our Exceptional Newsletter Package. We’ll send you real samples of the gorgeous and effective newsletters we create to give you some ideas. We’ll also send you a before/after makeover of a newsletter that’ll help you see these tips in action.

 

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