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Benifits of advertising on social.
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Collector’s Items, As Marketing 💪 (Matt Furey Exercise Bible Cards)
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A look at using collector’s items in your marketing with an example piece from Zen Master of the Internet, Matt Furey.
Transcription
Collector’s items, as marketing.
Hi I’m Brian Pombo, welcome back to Brian J. Pombo Live.
Today I’ve got this is a pack, this is from 2007, is what it says on it. And I probably got it somewhere around that time not long after. This is Matt Furey for those of you who are unfamiliar, Matt Furey is an exercise health guru online, also very well known for teaching direct response marketing.
He was one of the earliest ones that I saw online really taking advantage of banner ads and email marketing.
Very early on in my internet journeys, I had bought a few of his books, because they were so out of place, they were on a political website of all places that he was advertised. And he just it stood out.
There’s something to be said for that method also, but I wanted to talk specifically about this, this is a pack of cards, it says Matt Furey Exercise Bible.
But what this is, it’s a pack of playing cards, I’m gonna pull some out here, you can see, of course, you got the same thing as that’s on the cover there. Each one you got here.
So here’s the three of hearts, Hindu squats.
So he’s got all his different exercises. Here’s the four of clubs, Tablemaker, right?
You’ve got all his exercises on here. So in a sense, you can use this as, as an exercise, actually learning his exercises, or at least reminding yourself of the exercises that he teaches in his books and other places.
All of these were drawn by Vince Palko, who if you haven’t heard of him is over at AdToons. Really good stuff, brilliant way of marketing.
Here’s his reason why I haven’t thrown this out.
Number one, because I love Matt Furey and his stuff. It’s quirky, it’s corny, it’s got the little cartoon versions of him, there’s an actual picture of him on that side. But it’s who throws away a pack of cards, right?
You keep a pack of cards around forever, it’s like books you tend to keep up. And it’s just one of those things that I can always go back to, if I never used it, I can always go back to it as a marketing lesson if nothing else.
But even if you weren’t into marketing, if you didn’t understand the ability of these, this is going to get around each one of the cards. Even if they got displaced, they’ll have his website on it.
They’ll have his website or a website of the other people that helped help out like lets Vince Palko on there.
So, really great idea collector’s items can be really useful, if they’re clever. If they stand out if they’re different. If you can stand out be different. You have a way of getting into your customers’ lives in a way that other people can’t. They’ll have a tough time getting rid of you have years and years and years, I still have so many of these materials. Not just because I’m a packrat and I am a packrat. But also because it’s just solid marketing.
Those types of things don’t die easily. They stick around, they stick around your households, and they just have a way of never going away.
That’s a really interesting concept. I’ve got other interesting concepts in my book, 9 Ways to Amazon-Proof Your Business is all about making the competition irrelevant and how to stand out in any marketplace.
You can get. Go pick up a copy at Amazon.com or you can download a free copy at AmazonProofBook.com
That’s all I have for tonight, you have a good one. We’ll be back tomorrow.
In the meantime, get out there and let the magic happen.
How To Transfer Trust In Marketing 📚 (Breakthrough Advertising)
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Brian talks a section in Eugene Schwartz’s classic, Breakthrough Advertising in regards to building believability and trust in your copy.
Transcription
How to transfer trust in marketing.
Hi I’m Brian Pombo, welcome back to Brian J. Pombo Live. Where I get into the nice down and dirty psychology of marketing tonight. There are very few amazing teachers out there like the late great Eugene Schwartz.
This is his magnum opus, Breakthrough Advertising.
It’s a tough one to get, I believe Titans Marketing still sells this, for a pretty penny, worth every dime, Titans Marketing, for Breakthrough Advertising.
I can pick up this book at any time, flip to any page and get something great out of it, which is what I did tonight, I got this chapter, chapter 13, on the seventh technique of breakthrough copy, which is what he calls camouflage.
In the very first few paragraphs, he’s talking about that he calls it how to borrow conviction for your copy.
He’s talking about copywriting copy advertising copy because that was what Eugene Schwartz did, he wrote, copy for advertising. But the principles can be tied to any type of marketing whatsoever, which is an amazing thing is that especially to content marketing.
So you’ve got to pay attention to this, this is great stuff that he says he says in here. He says, “We have to discuss five separate ways to build believability in your copy.”
And he goes on with that. He says, “As long as there is faith in that publication, so if a person’s reading a publication, a magazine or a newspaper, as any space buyer can tell you, it remains an excellent medium for advertising because some of his trust carries over from the editorial pages to the advertising pages.”
So he discusses how trust is built up between the reader and the person that’s read, and they and the person that’s writing it, but the same thing is true across the board.
He even mentions it’s not just print, it’s all forms of entertainment, a person, you know, at this time he was talking about buying a radio or buying a television.
Sometimes people just do it to keep informed just to just to know what’s going on what’s happening and why it’s happening, and so on and so forth. So news media, and nonfiction, if you will.
But but people also rely on any form of entertainment, any form of entertainment, and there’s a trust base in that entertainment factor. So that the shows that you watch, if you if you watch television shows.
If you watch anything off of off of Netflix, that’s a series or anything of that sort. You are expecting very something relatively specific that you’re watching either a comedy, or you’re watching a drama or a thriller.
There’s certain things you expect you expect for it not to go to graphic you expect for it not to do that there’s certain things and it’s sometimes there are things you don’t even think about because you would never see any of those things on television.
But that’s part of your expectations, there’s a trust built up there.
If you have trust in anything, and whether you know you have trust in it or not what you do if you’re going back to something over and over again, you’re going back to a TV station, you’re going back to a YouTube channel, you’re going back to somebody’s blog, or what have you.
There’s a trust that’s built up.
That trust transfers automatically, it will automatically transfer to whatever’s being advertised as long as that advertisement doesn’t break the trust spell if you will, that that trust is there.
As long as they don’t completely go off the wall and stand out and appear to be completely different from what it is that you’ve based your trust in. Then that trust automatically washes over it and it gives it the ability to be believable if you will.
Let’s see if I didn’t lose my place as I’m sitting here waxing with you. Yeah, this is I mean, it’s just some amazing stuff in here.
He calls it a believability reflex.
He says it comes from phraseology.
So if you’re talking about a publication that you’re reading the phraseology that the way that everything is put together in terms of words, that builds trust, and that it carries an aura of truth all by itself, no matter what the material embraces.
He says it’s a conditioned reflex, that we automatically reflexively will begin trusting something fiction or nonfiction. I’m telling you, it’s the same thing.
If you are going through the process, and you’re going from, from, from whatever the person’s watching, listening to paying attention to, and you’re transferring over from, what he goes from editorial to the advertisement.
But you could just say the same thing from entertainment to the advertising, as long as you can blur the lines there as much as possible, then that trust maintains more and more and you have the ability to borrow the trust of whatever format it is that you’re advertising on.
I hope that makes sense to you because it really is a very important thing.
It’s something to watch yourself to make sure you’re not what you are, but make sure that you don’t get carried away with too much trust in the wrong authorities. You know, we do it we do, we do tend to do it with news, news items.
We don’t like that new station but we do like this new station.
So anything this new station says is right, and anything that one says is wrong. And not only that everything that is advertised on there, but you also have a good feeling about going with that advertiser, even though the same advertiser may be advertising over there.
But the smart ones have two very different style advertisements. And the really smart ones have two completely different names for the same company. If that makes sense. These things occur, it can be used for good or evil.
If you understand the trust factor, it happens all the way.
And it’s not just advertising.
It’s why I said marketing because it even happens in one on one sales. When you’re dealing with people, once a trust factor is in place, that trust can be transferred.
This is why network marketing works really well. If you’re working with somebody who is who is a trusted person who has earned trust of other people, and that as long as you are also trustworthy, as long as you can also talk the talk, use the same phraseology and introduce people to your opportunity products or what have you, you get the same thing that trust is transferred.
In some ways, it’s human frailty in other ways it’s one of the best things we got.
Having that understanding of how trust works is so important to your marketing. So hopefully this gives you a bit of it, at least an intro into the concept is a great book.
It’s very deep, not for everybody but if you’re wanting to get deep into the psychology of of advertising, you can’t go wrong with breakthrough advertising by Eugene Schwartz.
That’s all I have for tonight.
Go check out my book, 9 Ways to Amazon-Proof Your Business. It’s shorter, easier to read. And a little bit more modern, 9 Ways to Amazon-Proof Your Business you can get a free copy at AmazonProofBook.com.
We’ll be back tomorrow. We’ll see you then.
In the meantime, get out there and let the magic happen.
Bored With Your Advertising? 🥱
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A few tips to consider when thinking about switching up your advertising.
Transcription
Bored with your advertising.
Hi I’m Brian Pombo, welcome back to Brian J Pombo. Live.
I’m hoping my friend won’t mind me discussing what we talked about earlier tonight, if you do just reach out to be a let me know, okay.
I won’t use his name, but somebody I’m working with, I was showing them that they had an ad that they were putting out. And they’ve put it out twice so far, and they wanted to switch something up in it.
This is an ad that’s buried as a very specific use, and all advertising has different uses, right. But this has a very specific use and the point of this ad is for name recognition.
And focus on these three major points. He wanted to take those out and put something else in. What he wanted to put in wasn’t a bad idea. It was good idea.
The problem was, is it took away from the end goal of what this ad was looking to do. We were looking for repetition, we were looking to see if we can get recognition via repetition in this very specific area. And to get more attention from it.
Oftentimes, when we get bored with an ad, or any type of marketing that we’re doing, we’ll want to switch it up. We don’t necessarily have a rhyme or reason for switching it up, it mainly comes to the fact that we’re bored.
This is the worst reason to change anything in your message to the public is that you’re bored because you have nothing to do with it.
Most people probably have not heard your message or know it, or have memorized it or anything else. Repetition is one of the most powerful things you can do in marketing.
Now yeah, there are ways to switch things up, you want to switch things up so that people don’t become blind to it.
So for example, this was in a local periodical, and I was talking about, you know, have this ad in different positions in there. Instead of just having it on the same spot every time, I have it some, ask them, if you can get it somewhere else that will help.
You might believe and change colors around if it’s not gonna really get in the way of your brand, sometimes do change colors can make a difference. The main idea, though, is to stick with the main idea, know what you’re trying to get and stick with it long enough to see some type of results so that you can judge that and be able to go from there.
All advertising should be based on that principle.
Very rarely is it most of the time, advertising is based on whoever the business owner is the person paying for it. It’s based on their emotions, their mood, and whatever they’re interested in at any given time.
People who sell advertising understand this. And so they’ll go in and play with you on a regular basis and switch things up and do this and do that.
If you don’t have any form of tracking, it’s really easy to get lost at all that and to think that you’re accomplishing something, when what you’re really accomplishing is nothing.
So hopefully that’s helpful to you. If you find yourself getting bored, step back and say what am I actually trying to accomplish here and let your advertising do its job. Make sure you track it to see whether it’s accomplishing it or not.
That’s all I’ve got for tonight. Go check out my book, 9 Ways to Amazon-Proof Your Business. These are other ideas that you can use within your business that will really, in the end, make you competition-proof or as I like to call it Amazon-Proof because not even Amazon.com can stop you.
You get a free copy at AmazonProofBook.com, and we’ll see you tomorrow.
In the meantime, get out there and let the magic happen.
Advertising Is In The Eye Of The Beholder 🐱💺
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Some thoughts on a wild cat and advertising.
Transcription
Advertising is in the eye of the beholder.
Hi I’m Brian Pombo, welcome back to Brian J. Pombo Live.
I have for those of you who are listening, rather than watching, we have this little meme that I popped up, shows a cat has shredded this chair, it’s just a picture of the cat sitting in this chair in this office chair and it says, designed chair and the designer for sale type thing.
And so it’s a funny idea, but it really brought me to the idea of how art can be anything your cat can shred a chair, and you can call that art.
In the right circles, you’d be able to sell it for a lot of money. A lot of us laugh about that type of thing. But really art really is in the eye of the beholder, it all depends on what it means to the person who’s purchasing it or beholding it.
When it comes to advertising, it’s the same thing. advertising can be anything, it can take any format. It can be paid, or it can be free. It can be this guerilla-style marketing.
Or it could be, you know, a person waving, you know, swinging a sign on a corner, which I remember when that started becoming popular back in, I believe it was the 90s when you started seeing, you know, large that I saw, we started seeing it in Northern California around the time when there was a huge real estate boom.
You had a lot of new houses available for sale and housing developments and you’d see these guys on the corner waving their signs there.
That was the first place I recall seeing that being done, where people were getting paid specifically for standing there and swinging in a professional sign. And that was always interesting to me.
But it’s advertising, everything can be advertising if you want to get somebody to do something else, you’re taking part in advertising and advertising has kind of a bad connotation.
But when it comes to being an entrepreneur or business owner, somebody that kind of is in charge, you know, if you’re an executive of a company, it’s the same idea you have to be willing to see anything and everything as being advertising.
It doesn’t matter whether it comes through the mail, or whether it shows up on your phone, doesn’t matter if you have a communication with somebody trying to get them to do something else your advertising, you don’t even have to be in business.
It could be a church, it could be a nonprofit, it could be anything. If you’re trying to get somebody to do something, and you’re doing it more than one person at a time, you’re you’re committing advertising, I hate to tell you, but that’s how it works.
It’s an interesting concept because it only takes place in a free society. Okay, if you don’t have a free society, you can’t have persuasion.
Persuasion only works when you’re on when I’m talking persuasion, I’m talking nonforce persuasion, okay.
Persuasion only takes place in a society where force is not allowed and that’s you know, we live in a time period and a place where that’s not as much the case as it once was but if you talk to anyone who’s from a country where force was how people got things done.
The government forces people to do this or a tyrant or, you know, a local mobster, whoever, there’s always somebody trying to force people physically force people to do what they want.
As soon as you remove that element, or to at least a large extent, you remove that element, then all you have is persuasion.
Advertising is the backbone of all that advertising, marketing, whatever you want to call it. That is the backbone of a free life is you have to convince the other person with your words with your actions, that they should do something that you want them to do, and most of the time we think of that is you give me money for this, this product or service.
That’s how we think of it but it’s goes far, far beyond that.
These concepts of persuading people, and, and having a conversation to get people to do what you’d like them to do. It’s been frowned upon. And the words like salesman and other things have gotten such bad raps through the years, but really you you if you look at it properly.
Advertising really isn’t the The Eye of the Beholder it’s everywhere.
Depending on how you’re looking at something, everything is advertising to some extent or another good, bad or otherwise. That’s all I got for today.
I want to go check out my book if you haven’t yet, 9 Ways to Amazon-Proof Your Business. It’s still available at the time of this recording, you can go to AmazonProofBook.com and get a free copy.
That’s all I’ve got for tonight. You get out there and let the magic happen.
A Christmas Ad Challenge 🎄
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Brian talks about an attention grabbing ad he saw for Nehi Soda.
Transcription
A Christmas ad challenge.
Hi I’m Brian Pombo, welcome back to Brian J. Pombo Live.
Let’s talk about Christmas advertising, shall we?
And I’m not just Christmas, but anything this time of year, any type of holiday-based thing.
Obviously, Christmas is the big behemoth that you it’s tough to ignore, depending on your audience, depending on what it is that you’re selling. But in general, Christmas tends to be the main one. So I’m going by that.
One thing when it comes to advertising, is you want to have something outrageous and crazy. So much of what we have, in terms of tradition, is some commercialized-based thing.
I mean, Rudolph the red-nosed reindeer was a commercial for originally the original poem and the song and everything. This was a commercial for Montgomery Ward. Okay. So many of the songs we sang, were commissioned by companies to, to get advertising for themselves, that the labor lamp I have, not only was it for a movie, okay?
It’s a prop in a movie, the prop was based on a commercial for Nehi.
The Nehi logo for Nehi soda.
Thing after thing after thing you can see out there all the Christmas memes out there on the internet.
A whole lot of them originate from companies trying to get attention. And that’s not necessarily a bad thing. It’s already there.
You can’t de commercialized Christmas, really, and still have it be the Christmas that most of us understand and know right now, I mean, you could, but it would be a different thing.
It would not be what we currently what most Americans, I would say consider Christmas if you removed all of those pieces. So you can completely ignore Christmas, you can.
But you got to realize that most people, the holidays are on their mind.
And if you’re going to enter the conversation in your customer’s mind, which is the quickest way to be able to get to know them, to get your message out to them.
Then you have to acknowledge when holidays exist, regardless of what time of year it is, there’s always some type of holiday present.
If there isn’t, you can point to other holidays that most people don’t know exist and get the attention that way. But we’ve discussed that previously, many times before the challenge of the Christmas ad is to do something that’s remarkable.
That’s worth remarking over, that’s worth talking about that people will pass on to other people. If you can do that, if you can have any form of advertisement that acknowledges what’s going on, and is something that people are going to pay attention to.
Now you got something if you have something that can be gifted, now you got something, you just have to think about what is this person thinking about?
What is your ideal customer thinking about right now?
Chances are, it’s not your product or service. So how do you take what they’re thinking about and reroute it back to your product or service in order to make their season brighter and make yours brighter by selling your product or service?
Hopefully, that’s helpful to you. I’ve got a book, 9 Ways to Amazon-Proof Your Business.
It’s all about strategies on how you can really make that relationship with the customer stronger to the point to where you no longer have competition, even if it’s amazon.com.
You can read all about this for free and if you go download the book at AmazonProofBook.com. That’s all I got for tonight.
Season’s greetings and we’ll see you tomorrow night.
In the meantime, get out there and let the magic happen.
Advertising Advice & Expectations 📫 (Mail Review)
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Brian breaks down some mail advertising pieces and gives some tips as well.
Transcription
Advertising advice and expectations.
Hi I’m Brian Pombo, welcome back to Brian J. Pombo Live.
I want to talk really about how to apply the principles that we’ve been talking about over this past week. All the last few videos and podcasts I put out had to do with a plot had to do with really the basic principles.
Now I want to take some of that and apply it and show you how so much comes down to both expectations and tracking. So first off, let’s talk about expectations you have to know what you expect to get off of your advertising.
Otherwise, you can determine whether it was successful or not.
You can just wait and see what happens but if you’re doing anything more than that at all in regards to either advertising or word of mouth or anything else, it sometimes it’s tough to be able to track it and know where one started and the last one ended and to really know if it was worth your effort and money to do it.
So I’m going to give you an example that direct mails are a fun one because it’s one of those that really can be tracked. And you can really good a good get a good idea as to whether it worked or not. Or my favorite things to send out as postcards.
Here’s a postcard, this is from a local lady who’s doing real estate and I don’t get that many real estate postcards or letters or anything.
There are hundreds of it and probably close to 1000 Real Estate people that cover this area and it’s a small area but there are tons of them there’s everyone in their brother’s a real estate person but very few of them advertise directly.
So I got to first off give her name is Suzie. Give Suzie props for putting this out now we’re going to talk about what worked in this and we’re going to talk about what didn’t work but once again this has to do with expectations.
You know and whether you’re tracking it if you’re tracking it and you’re getting back more than it was necessary to be able to constitute it working then you keep doing it you find a way to keep getting it out there or get it out to a broader audience or what have you.
I don’t know why I was placed on the list but here it says thinking of selling your home.
Okay so there’s the headline, it’s not super clear yet. I’m not sure if you can read it from where you’re at. It’s not super bold white on a dark background doesn’t do as well as a dark color or black on a white background.
The little picture of a teacup and some flowers, there’s not a chair but there is a little watermark symbol.
I just happen to know that I believe this is dream time the website that you can purchase and if you don’t purchase it there watermark stays on there so that’s that doesn’t look that hot. I’ve just noticed that now for the first time I didn’t notice it the first time.
Not that that’s going to deter whether people are interested or not but doesn’t say anything about a home I mean obviously this is on the inside of a home but besides that, and it’s a little beat up.
One of the letters fell off here but it says call for your complimentary market analysis. So that’s the basic pitch that’s what they’re going for. They want you to make a phone call.
See what your home is worth today, John L Scott real estate. So this is the main site and then you’ve got the address side and the rest of the copy here which is interesting.
That says if selling your home is on your mind, or you just want to know its current value, I would be happy to help.
I believe in old-fashioned customer service call me to receive your no-obligation market analysis and her phone number.
Suzy Matney PC broker-owner license in the state of Oregon or phone number and her website, there she is right there. And then it says something about you know, some offices are independently owned and operated.
If your home’s currently listed with another broker, please disregard this letter, all this type of thing that you probably have to do legally, if not ethically.
So pretty typical yet typical picture name of the real estate company. And that’s it. It’s a very straightforward pitch. And let me talk about what works or what does work.
She’s got a call to action, she’s got more than one way to contact her. If you don’t want to use a phone, you go to her website and go specifically to her. Not just someone else at the real estate office, which is good.
And I didn’t go to the website to see what the presentation is there that can matter to you got to make sure you are asking for something very specific. But this is specifically asking for people who want to sell their homes.
Now, what are the chances that she’s going to get my business versus all the other people that never asked me?
If I was interested in selling my home, if she caught me on the day or week, this might pique my interest?
If I paid attention to it long enough. There’s not a whole lot drawing you in here. It’s pretty boring, pretty straightforward.
There’s no glitz or glamour, but maybe that’s all that’s needed.
Once again, expectations come to, does this produce the results?
Is she getting people contacting her because of this piece or does she have to send out multiple amounts to be able to build up familiarity?
This is the first time I remember seeing her now maybe we’ve been I apologize if that were the case. But this is the first time I recall seeing her in regards to real estate and selling homes.
There’s a lot of things you could do you could do, you can have a little bit more standout pictures. It could be it could stand to be a little uglier.
Honestly, I mean, if it were more ugly, bolder, you will get more attention that way. If you offered something for free to be able to, I mean, seeing what your home was worth, for the most part, I would think that most people would know that you’d be able to look online to get a lot of estimates like that.
Maybe they don’t and maybe this works great. Once again, it comes down to expectations or tracking. And what are the results are what you want them to what I would test against this is maybe a little bit more to the offer, maybe offer, you know, see all that off the top of my head, I can’t come up with an offer right off the top.
But there are so many more different ways of doing this. This is very bland, but don’t throw off bland. bland may get the job done.
That’s the real question, in the end, is whether it gets the job done and what you expect back from it. And whether you’re planning to do more than just one so I’ll let you know if we see more from Suzie.
Suzie, I recommend continuing your direct mail out there to the community because you’re one of the only ones that I’ve seen this certainly in the last few years.
So hopefully that’s helpful to you in kind of taking some of those principles that we talked about and kind of reverse engineering them based on a piece of advertising that we saw, hey, I want to also recommend my book, 9 Ways to Amazon-Proof Your Business if you have a business if your business owner or an executive in charge, and you want to make things completely competition proof is my book.
You go get yourself a copy off amazon.com or anywhere books are sold or you get a free copy at AmazonProofBook.com. AmazonProofBook.com.
We’ll be back here tomorrow night. In the meantime, get out there and let the magic happen.