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Added for You - Swim with the Sharks or Sleep with the Fishes: The Marketing Wisdom of The Godfather
Next, assuming everything is copasetic (an old jazz term) prospects will want to know what hoops they have to jump through to get their prize.People are lazy. The less they have to do the better. Asking for a SASE(Self Addressed Stamped Envelope) in the Internet age will surely lose you a ton of prospects.The next question is the cost. What will I have to pay for this fabulous benefit? They quickly compare the benefit to the cost. The so-called cost/benefit ratio. Simply put, is it worth it? Will I get my money's worth?Finally, even if everything checks out, you may still lose prospects because they may want to "think about it" or ""come back to it" which of course they won't. They forget, the phone rings, they lose the paper, life intrudes, etcHere is the Secret Formula for constructing Classified Ads that will pull the rivets out of a submarine!THIS IS WHAT YOU'LL GET/FOR THIS PRICE/IF YOU DO THIS, NOW!THIS IS WHAT YOU'LL GETYou should couch the strongest benefit statement your product or service can support in an emotional manner.What do I mean by emotional?Something that produces a reaction in the reader's gut."How to become the top player at your Club!" "Lost Egyptian Beauty Secrets Will Make You Beautiful!" "How You Can Make Your Debts Disappear!" "Stop Foreclosure Now!" "How to Buy a Home, Even if You Cannot Get a Credit Card!" "Lazy Man's Secrets to Becoming Rich!"This last one was the headline for one of the most successful ads of all times!Your next statement should address the feasibility question. Is it logical?Pete Sampras will show you how. Laser analysis of Queen Nefertiti's makeup jar reveals surprising secrets. Financial analyst shows you how. Ex Loan Officer shows you how. Homes available with no bank qualifying, owner financing!FOR THIS PRICEThis is an easy one. The price for any thing advertised in a classified ad should always be 0, zero, FREE! There is not the time nor space in a classified ad to justify any cost. Therefore, you should only offer more information/free trial etc. on your product or service.IF YOU DO THIS NOW!Trust me on this one. You should make it easy to take the next step, which is to respond to the ad.What does the person have to do and why should he do it now? Remember, people are lazy and tend to procrastinate. Make responding as easy as possible, no more than a click of your Autoresponder link or call to a toll free voice mail number, ideally.To get them to respond immediately, set some type of limit on your offe
“Let us draw water from the well.” – Barzini to the other Dons, referring to Don Vito (I) and “Let me wet my beak a little” – Don Fanucci to young Vito (II)
Rule #3: Emphasize Solutions
Let’s face it, if you’re in business, you’re here to solve your customers’ problems. Become an indispensable resource and share the bounty. Communicate the benefits of doing business with your company, and find ways of contributing to their success. Tell your customers why they need your service now, and how you’re best equipped to produce measurable and positive results. Do everything in your power to make their job easier and give them peace of mind. Craft an overarching brand promise that your employees, customers, partners, and distributors can take to the bank. Fulfilling that promise means achieving consistency and delivering satisfaction. Make a real difference in the lives of your stakeholders and you’ll capture not only their business, but their loyalty.
“I want you to see what he’s got under his fingernails.” -- Don Vito to Luca Brasi, referring to Sollozzo (I)
Rule #4: Play To Win
Who are your main competitors and what are their core strengths and weaknesses? What position do they own and occupy? How do you stack up? Is your main message cutting through the clutter? If you’re not sure, perhaps a little digging for market intelligence is in order. Since you’re competing for mindshare, it means uncovering your competitors’ vulnerabilities and exploiting them. It also means keeping score of your messages and making each one count. Beat your competitors at their own game or make them play by your rules. Competitive positioning is more than just putting a stake
1. Most leaders die with their mouths open.I recently read an article in Fast Company magazine about the issue of leadership. In it, they quote Ronald Heifetz, the founder of Harvard's Center for Public Leadership, who made the above comment back in 1999. He followed it up by saying, "leaders must know how to listen - and the art of listening is more subtle than most people think it is. But first and just as important, leaders must want to listen."You'd think this is simply basic stuff, right? Like what all managers learned in Management 101. I doubt there's an exec in business today who wouldn't say they 'know' this already. But in my experience, most leaders seem to think it no longer applies to them when they start moving up the ladder. They seem to get to the stage where they think they really know it all.But yet, executives and professionals at all levels frequently tell me that they themselves don't feel 'heard' by their superiors. And here's the really interesting thing about it - I hear this frustration cited by people at every management level! Therefore, managers throughout many businesses are busy looking 'up' the organization chart for someone to listen to them - but they're not giving their own managers and the staff 'below' them the same benefit.So you have managers going around telling subordinates what to do & how to do it; rarely asking those people for their input. And then being cranky because their boss treats them the same way! How dumb is that?2. Our North American companies are pretty inefficientOK - this is a random poll: Please raise your arm if you believe your company is efficient. At least 90% efficient.Based upon what I hear from clients, there aren't many arms raised out there. In fact, most tell me that their own organizations are actually inefficient. Many are concerned that their employer is getting less competitive on a global scale. Some worry about cutbacks or reduced investment spending which may result.At the same time, they'll tell me that they are bored, unchallenged, stale, and losing interest. So, let's review.Inefficient businesses:- no one is listening to those who are close to the realaction.- stale managers who are worried about globalcompetitiveness.Coincidence? Not likely. We can fix this situation, though. And it's not that hard.Remind yourself about that lesson of Management 101. Become a better leader by becoming a better listener. Simply start asking - and here I mean showing that you really want to hear your team members' ideas ab
The revered place that The Godfather occupies in the American psyche is a testament not only to the box-office revenues (1) it has earned or the numerous awards (2) it has won; rather, what distinguishes The Godfather from other popular movies is the extent to which its dialogue is quoted chapter and verse. Its wit and wisdom have become, for lack of a better term, a guidepost in our daily lives: “I’m going to make him an offer he can’t refuse” became the de facto mantra for advertisers, late-night comedians, and wiseguy wannabes; “Leave the gun...take the cannoli” epitomized the moral ambiguities and necessities of everyday life; and Luca Brasi (Don Vito Corleone’s chief enforcer) is often invoked on MSNBC’s Hardball when host Chris Matthews takes issue with some heavy-handed tactics in the political arena.
Background and Theme of The Godfather.
The screenplays for each of The Godfather films were co-written by Francis Coppola, the film’s director, and Mario Puzo, the author of the best-selling novel. In their unique collaboration, they refashioned a story about gangsters and elevated it to the level of myth – a cinematic tour de force which has long been praised for its poignant and tragic portrait of the Corleone “crime” family and its insight into a brutally corrupt economic system that sows the seeds of the family’s inevitable downfall.
As Coppola himself has remarked, the parallel lives of Vito and Michael are a thinly disguised metaphor for America and American capitalism. Underlying this metaphor, however, is a contradiction, namely, that the ideals of opportunity and social mobility are undermined by the destructive realities of the capitalist system, i.e., the unbridled desire for profit and power. The family empire that Vito builds is one that Michael cannot preserve. It is fragile and impermanent -- its loyalties based on the vagaries of business, not on the close-knit bonds of family and community. Michael’s yearning for acceptance and legitimacy, although sympathetically portrayed, remains largely unattainable.
Applying the Marketing Wisdom of The Godfather.
Although many articles have already made the obvious link between the wisdom of The Godfather and its applications to the wider business world, no one, to my knowledge, has specifically applied The Godfather’s system of beliefs and code of conduct to the world of marketing, branding, and competitive positioning.
There are many lessons to be learned: The marketplace in which companies go head to head is no less contentious, fierce, or profit-driven. The Barzinis, Tattaglias, and Sollozzos of the so-called legitimate business world are trying to expand their territory (read market share and mindshare); and the Hyman Roths and Johnny Olas, once your business allies, are now formidable competitors threatening to weaken your tenuous market position. They’re all playing to win, and want nothing more than to knock you off the shelf, as it were.
Instead of a battle of bullets, it’s a war of words and a jockeying of positions. It’s a world in which perception is power. Since sitting on the sidelines is not a viable option, you’ll either prevail (e.g., enjoy champagne cocktails in the mountains) or fail (e.g., find Khartoum’s head in your bed). There’s an old Sicil-icon Valley expression: you can either swim with the sharks or sleep with the fishes, but you can’t do both.
The distilled wisdom of The Godfather is a page taken right out of the marketer’s playbook. Successful marketing campaigns rely on persuasive attempts to achieve market dominance, cultivate customer loyalty, and convince prospects and customers to take immediate action. To be successful, you must articulate a clear vision, embrace a set of core values, and redefine the competition to your best advantage (without the accompanying murder and mayhem, of course). To remain successful, you must leverage your credibility, influence, and market intelligence in ways that make your competitors shudder in their shiny black shoes. Well, at least that’s the general idea.
First off, let’s make some key distinctions between the world of The Godfather and the commercial marketplace as we know it today. First, enemies will henceforth be referred to as competitors. Competition in your business world is with other companies and their products, not with individuals (“It’s business, not personal”). Secondly, no illegal or immoral tactics are glorified or condoned in this paper (“Blood is a big expense”). Finally, I apologize in advance for any pearls of marketing wisdom from The Godfather that may have escaped my attention (“Don’t overestimate the power of forgiveness”).
The Top 10 Rules of The Godfather.
This paper focuses on the top ten rules that embody the wisdom of The Godfather — rules that all competitive marketers and branding strategists should heed and follow. Each rule provides insight and direction designed to help you align your message, strengthen your position, and expand your brand. The rules are gleaned from actual quotes found in each Godfather movie, including The Godfather: Part III (1990) which, although not as critically acclaimed as the first two, deftly plays out the saga of Michael’s dashed dreams, operatic self-destruction, and ignominious defeat. In some cases, the same or similar quote appears in more than one film – giving it added thematic importance.
“Our ships must all sail in the same direction.”– Don Lucchesi to Michael (III)
Rule #1: Inspire Loyalty
Whoever first said “lead, follow, or get out of the way” must have been Sicilian. Maybe it originated with Crist?bal Col?n who realized he didn’t have a chance of making it to the new world without a vision (finding a new trade route to India) backed by ample financing and a loyal crew. One cannot underestimate the importance of having a bold vision that moves and inspires others: it defines the very purpose of your organization, is a reflection of your culture and belief system, and serves as a barometer of the values shared by your key stakeholders. More importantly, a strong vision stands alone – independent of external factors such as market share, profit, or competitive climate. Since each of your stakeholders (e.g., customers, employees, prospects, management, investors, etc.) has a slightly different perspective, align your message appropriately in order to unite them under a single banner and a common mission. Engage their sensibility. Stretch their imagination. Invite them along for the ride of a lifetime. Finally, inspire their loyalty by focusing their hopes and aspirations on the “Big Hairy Audacious Goal” (BHAG) that guides them to the same distant horizon.
“Leave the gun. Take the cannoli.” – Clemenza to Rocco, after killing Paulie (I)
Rule #2: Make It Personal
The old adage still applies: Nobody cares how much you know until they know how much you care. Your customer is the center of the universe, not your product. Don’t pay lip service…provide customer service. Sweeten the deal. Use a carrot rather than a stick. Go high touch, not high tech. Put a human face on your organization. Make your messages intimate and conversational, and use the magic word “YOU” with reckless abandon. Keep your promises and commitments so that it’s an advantage to become and remain your customer. One wonders whether PeopleSoft employees and customers will get enough cannoli to keep them satisfied in their extended Oracle family. Making it personal means conveying your passion and contagious enthusiasm, and letting your humanity shine through. After all, your goal is to build relationships, not sell widgets.
“Let us draw water from the well.” – Barzini to the other Dons, referring to Don Vito (I) and “Let me wet my beak a little” – Don Fanucci to young Vito (II)
Rule #3: Emphasize Solutions
Let’s face it, if you’re in business, you’re here to solve your customers’ problems. Become an indispensable resource and share the bounty. Communicate the benefits of doing business with your company, and find ways of contributing to their success. Tell your customers why they need your service now, and how you’re best equipped to produce measurable and positive results. Do everything in your power to make their job easier and give them peace of mind. Craft an overarching brand promise that your employees, customers, partners, and distributors can take to the bank. Fulfilling that promise means achieving consistency and delivering satisfaction. Make a real difference in the lives of your stakeholders and you’ll capture not only their business, but their loyalty.
“I want you to see what he’s got under his fingernails.” -- Don Vito to Luca Brasi, referring to Sollozzo (I)
Rule #4: Play To Win
Who are your main competitors and what are their core strengths and weaknesses? What position do they own and occupy? How do you stack up? Is your main message cutting through the clutter? If you’re not sure, perhaps a little digging for market intelligence is in order. Since you’re competing for mindshare, it means uncovering your competitors’ vulnerabilities and exploiting them. It also means keeping score of your messages and making each one count. Beat your competitors at their own game or make them play by your rules. Competitive positioning is more than just putting a stake i
I was recently approached by a transportation company owner, I will call her Beth. Beth and her business partner both have adult sons that they would like to take over their business someday.The partners named both sons Fleet Managers about a year ago. Beth’s son has proven to be very good at the job. He manages the people and equipment well and is very reliable. Beth’s partner's son is another story. His work habits are terrible and he often doesn't show up for work at all. The staff jokes about what time he will call in on sunny days. He has shown no signs of improvement in the last year. Beth didn’t know how to approach her partner and seemed genuinely surprised by my response to the scenario. I simply said:He’s not ready.Many people have missed opportunities because they were not ready for them. I suspect that her partner's son does not take any kind of work seriously, so I wouldn't take his attitude personally.When people do not have a parent who owns a business, they usually get positions based on whether or not their superiors feel that they are ready and capable. Both sons have the same amount of love and expectations, but only one has the appropriate amount of ability and ambition.Here's the thing - the show must go on!When you have someone – anyone - who is slacking, it needs to be addressed. Find out where there are gaps in service. Not to blame anyone – people’s shortcomings are obvious. The purpose is to keep the business alive.Show your partners where certain abilities are needed. Maybe their offspring can be fit into niches where they will be good. If not, just suggest a person to do the things that need to be done and deal with your partner's children as a separate issue. The most important thing is to keep it on a professional level. Nobody ever wants to hear something negative about their child! No comparisons, no insults, no suggestions about child-rearing.Just give an objective look at things that have to be done and initiate a productive conversation about how to realistically handle them.
Applying the Marketing Wisdom of The Godfather.
Although many articles have already made the obvious link between the wisdom of The Godfather and its applications to the wider business world, no one, to my knowledge, has specifically applied The Godfather’s system of beliefs and code of conduct to the world of marketing, branding, and competitive positioning.
There are many lessons to be learned: The marketplace in which companies go head to head is no less contentious, fierce, or profit-driven. The Barzinis, Tattaglias, and Sollozzos of the so-called legitimate business world are trying to expand their territory (read market share and mindshare); and the Hyman Roths and Johnny Olas, once your business allies, are now formidable competitors threatening to weaken your tenuous market position. They’re all playing to win, and want nothing more than to knock you off the shelf, as it were.
Instead of a battle of bullets, it’s a war of words and a jockeying of positions. It’s a world in which perception is power. Since sitting on the sidelines is not a viable option, you’ll either prevail (e.g., enjoy champagne cocktails in the mountains) or fail (e.g., find Khartoum’s head in your bed). There’s an old Sicil-icon Valley expression: you can either swim with the sharks or sleep with the fishes, but you can’t do both.
The distilled wisdom of The Godfather is a page taken right out of the marketer’s playbook. Successful marketing campaigns rely on persuasive attempts to achieve market dominance, cultivate customer loyalty, and convince prospects and customers to take immediate action. To be successful, you must articulate a clear vision, embrace a set of core values, and redefine the competition to your best advantage (without the accompanying murder and mayhem, of course). To remain successful, you must leverage your credibility, influence, and market intelligence in ways that make your competitors shudder in their shiny black shoes. Well, at least that’s the general idea.
First off, let’s make some key distinctions between the world of The Godfather and the commercial marketplace as we know it today. First, enemies will henceforth be referred to as competitors. Competition in your business world is with other companies and their products, not with individuals (“It’s business, not personal”). Secondly, no illegal or immoral tactics are glorified or condoned in this paper (“Blood is a big expense”). Finally, I apologize in advance for any pearls of marketing wisdom from The Godfather that may have escaped my attention (“Don’t overestimate the power of forgiveness”).
The Top 10 Rules of The Godfather.
This paper focuses on the top ten rules that embody the wisdom of The Godfather — rules that all competitive marketers and branding strategists should heed and follow. Each rule provides insight and direction designed to help you align your message, strengthen your position, and expand your brand. The rules are gleaned from actual quotes found in each Godfather movie, including The Godfather: Part III (1990) which, although not as critically acclaimed as the first two, deftly plays out the saga of Michael’s dashed dreams, operatic self-destruction, and ignominious defeat. In some cases, the same or similar quote appears in more than one film – giving it added thematic importance.
“Our ships must all sail in the same direction.”– Don Lucchesi to Michael (III)
Rule #1: Inspire Loyalty
Whoever first said “lead, follow, or get out of the way” must have been Sicilian. Maybe it originated with Crist?bal Col?n who realized he didn’t have a chance of making it to the new world without a vision (finding a new trade route to India) backed by ample financing and a loyal crew. One cannot underestimate the importance of having a bold vision that moves and inspires others: it defines the very purpose of your organization, is a reflection of your culture and belief system, and serves as a barometer of the values shared by your key stakeholders. More importantly, a strong vision stands alone – independent of external factors such as market share, profit, or competitive climate. Since each of your stakeholders (e.g., customers, employees, prospects, management, investors, etc.) has a slightly different perspective, align your message appropriately in order to unite them under a single banner and a common mission. Engage their sensibility. Stretch their imagination. Invite them along for the ride of a lifetime. Finally, inspire their loyalty by focusing their hopes and aspirations on the “Big Hairy Audacious Goal” (BHAG) that guides them to the same distant horizon.
“Leave the gun. Take the cannoli.” – Clemenza to Rocco, after killing Paulie (I)
Rule #2: Make It Personal
The old adage still applies: Nobody cares how much you know until they know how much you care. Your customer is the center of the universe, not your product. Don’t pay lip service…provide customer service. Sweeten the deal. Use a carrot rather than a stick. Go high touch, not high tech. Put a human face on your organization. Make your messages intimate and conversational, and use the magic word “YOU” with reckless abandon. Keep your promises and commitments so that it’s an advantage to become and remain your customer. One wonders whether PeopleSoft employees and customers will get enough cannoli to keep them satisfied in their extended Oracle family. Making it personal means conveying your passion and contagious enthusiasm, and letting your humanity shine through. After all, your goal is to build relationships, not sell widgets.
“Let us draw water from the well.” – Barzini to the other Dons, referring to Don Vito (I) and “Let me wet my beak a little” – Don Fanucci to young Vito (II)
Rule #3: Emphasize Solutions
Let’s face it, if you’re in business, you’re here to solve your customers’ problems. Become an indispensable resource and share the bounty. Communicate the benefits of doing business with your company, and find ways of contributing to their success. Tell your customers why they need your service now, and how you’re best equipped to produce measurable and positive results. Do everything in your power to make their job easier and give them peace of mind. Craft an overarching brand promise that your employees, customers, partners, and distributors can take to the bank. Fulfilling that promise means achieving consistency and delivering satisfaction. Make a real difference in the lives of your stakeholders and you’ll capture not only their business, but their loyalty.
“I want you to see what he’s got under his fingernails.” -- Don Vito to Luca Brasi, referring to Sollozzo (I)
Rule #4: Play To Win
Who are your main competitors and what are their core strengths and weaknesses? What position do they own and occupy? How do you stack up? Is your main message cutting through the clutter? If you’re not sure, perhaps a little digging for market intelligence is in order. Since you’re competing for mindshare, it means uncovering your competitors’ vulnerabilities and exploiting them. It also means keeping score of your messages and making each one count. Beat your competitors at their own game or make them play by your rules. Competitive positioning is more than just putting a stake
In today's fast paced world, man is focused on coming up with innovative methods of increasing his fellow beings' convenience and comforts. It could be something that really revolutionizes the way we look at the world, like the new space vehicle to Mars, or something that is a welcome change to the routine things of our day-to-day life, like an under water restaurant and a hotel in the sea.There is a big market for new inventors and new inventions, from television ads urging you to call toll free numbers to serious research and development organizations that give inventors funds to streamline and market their products.If you have a new invention that you would like to patent, and would not rather not contact an invention submission corporation, you can approach the United States Patent and Trademark Office (USPTO). They will examine and patent your product if it is unique and novel. This office is authorized by Congress to patent inventions, as well as set new standards for what constitutes a patentable new invention.The process of patenting can be initiated when you have a new idea that you would like to develop. Though you cannot patent the idea, you can get a disclosure document from the USPTO to document the date of conception. After careful examination of a new invention, the USPTO patents it if the product is very different and unique, useful and if its functions are unlike any inventions that already exist.Any new invention is classified into three categories -- utility, design and plant. These three categories serve to identify if the new invention is ready for use, if it's a design for a new gadget or if it's a new type of plant species that has been invented.
First off, let’s make some key distinctions between the world of The Godfather and the commercial marketplace as we know it today. First, enemies will henceforth be referred to as competitors. Competition in your business world is with other companies and their products, not with individuals (“It’s business, not personal”). Secondly, no illegal or immoral tactics are glorified or condoned in this paper (“Blood is a big expense”). Finally, I apologize in advance for any pearls of marketing wisdom from The Godfather that may have escaped my attention (“Don’t overestimate the power of forgiveness”).
The Top 10 Rules of The Godfather.
This paper focuses on the top ten rules that embody the wisdom of The Godfather — rules that all competitive marketers and branding strategists should heed and follow. Each rule provides insight and direction designed to help you align your message, strengthen your position, and expand your brand. The rules are gleaned from actual quotes found in each Godfather movie, including The Godfather: Part III (1990) which, although not as critically acclaimed as the first two, deftly plays out the saga of Michael’s dashed dreams, operatic self-destruction, and ignominious defeat. In some cases, the same or similar quote appears in more than one film – giving it added thematic importance.
“Our ships must all sail in the same direction.”– Don Lucchesi to Michael (III)
Rule #1: Inspire Loyalty
Whoever first said “lead, follow, or get out of the way” must have been Sicilian. Maybe it originated with Crist?bal Col?n who realized he didn’t have a chance of making it to the new world without a vision (finding a new trade route to India) backed by ample financing and a loyal crew. One cannot underestimate the importance of having a bold vision that moves and inspires others: it defines the very purpose of your organization, is a reflection of your culture and belief system, and serves as a barometer of the values shared by your key stakeholders. More importantly, a strong vision stands alone – independent of external factors such as market share, profit, or competitive climate. Since each of your stakeholders (e.g., customers, employees, prospects, management, investors, etc.) has a slightly different perspective, align your message appropriately in order to unite them under a single banner and a common mission. Engage their sensibility. Stretch their imagination. Invite them along for the ride of a lifetime. Finally, inspire their loyalty by focusing their hopes and aspirations on the “Big Hairy Audacious Goal” (BHAG) that guides them to the same distant horizon.
“Leave the gun. Take the cannoli.” – Clemenza to Rocco, after killing Paulie (I)
Rule #2: Make It Personal
The old adage still applies: Nobody cares how much you know until they know how much you care. Your customer is the center of the universe, not your product. Don’t pay lip service…provide customer service. Sweeten the deal. Use a carrot rather than a stick. Go high touch, not high tech. Put a human face on your organization. Make your messages intimate and conversational, and use the magic word “YOU” with reckless abandon. Keep your promises and commitments so that it’s an advantage to become and remain your customer. One wonders whether PeopleSoft employees and customers will get enough cannoli to keep them satisfied in their extended Oracle family. Making it personal means conveying your passion and contagious enthusiasm, and letting your humanity shine through. After all, your goal is to build relationships, not sell widgets.
“Let us draw water from the well.” – Barzini to the other Dons, referring to Don Vito (I) and “Let me wet my beak a little” – Don Fanucci to young Vito (II)
Rule #3: Emphasize Solutions
Let’s face it, if you’re in business, you’re here to solve your customers’ problems. Become an indispensable resource and share the bounty. Communicate the benefits of doing business with your company, and find ways of contributing to their success. Tell your customers why they need your service now, and how you’re best equipped to produce measurable and positive results. Do everything in your power to make their job easier and give them peace of mind. Craft an overarching brand promise that your employees, customers, partners, and distributors can take to the bank. Fulfilling that promise means achieving consistency and delivering satisfaction. Make a real difference in the lives of your stakeholders and you’ll capture not only their business, but their loyalty.
“I want you to see what he’s got under his fingernails.” -- Don Vito to Luca Brasi, referring to Sollozzo (I)
Rule #4: Play To Win
Who are your main competitors and what are their core strengths and weaknesses? What position do they own and occupy? How do you stack up? Is your main message cutting through the clutter? If you’re not sure, perhaps a little digging for market intelligence is in order. Since you’re competing for mindshare, it means uncovering your competitors’ vulnerabilities and exploiting them. It also means keeping score of your messages and making each one count. Beat your competitors at their own game or make them play by your rules. Competitive positioning is more than just putting a stake
One of the most widely used tool in showcasing businesses products and services are the brochures. Businesses consider them to be a vital tool for advertising because they could easily inform their target prospects about the latest updates and newest products and services. Second they keep people informed about the good benefits they can get through the brief information included on it. And lastly they can keep an eye of turning prospects to potential clients and end up with more sales and profits.Taking a look at the brochures we could highly regard them as single or multi-page material that can be used by companies for showcasing a product or service. They are popularly known as a tool widely used for event promotions, real estate, updating customers about certain product of keeping people aware of the company itself.Brochure printing became the significant service in the printing industry. This is because it could cater to print exemplary brochure that will impose an impression that will last. Printed with the expert designers and printing staffs these brochures can be formed as a simple but very important-document.Its vital usage and benefits given by brochure printing had placed your business to show off the good services you can give to your prospects. In addition to that these brochures can also be the anchor of a mail campaign that gets your product under the noses of consumers and serve as an excuse for a follow-up phone call.What benefits can brochure printing give?1.Develop and print compelling brochure prints – brochure printing can bring life and sophisticated look to your brochures. With the capabilities of the printers’ graphic designers and printing staff every brochure printed encompasses top notch quality that will stand out of the crowd.2.Establish impressive impression – Every printed brochure possesses a quality that is worth remembering. The unique designs and attention grabbing colors will surely leave a positive impression resulting to recognition and ending up with more sales and profits.3.Fast turnaround time – every material printed will be delivered and produced based on the span of time given by clients. Brochure printing services always see to it that every brochure they print is delivered timely.4.Convenience – You need no longer to scout and walk around just to look for a local print shop. The convenience of brochure printing is just right after a single click of your mouse and right in front or your desktop. Hassle free and worry free printing.With the online brochure printing companies that are sprouting at present, it is so easy to locate
“Leave the gun. Take the cannoli.” – Clemenza to Rocco, after killing Paulie (I)
Rule #2: Make It Personal
The old adage still applies: Nobody cares how much you know until they know how much you care. Your customer is the center of the universe, not your product. Don’t pay lip service…provide customer service. Sweeten the deal. Use a carrot rather than a stick. Go high touch, not high tech. Put a human face on your organization. Make your messages intimate and conversational, and use the magic word “YOU” with reckless abandon. Keep your promises and commitments so that it’s an advantage to become and remain your customer. One wonders whether PeopleSoft employees and customers will get enough cannoli to keep them satisfied in their extended Oracle family. Making it personal means conveying your passion and contagious enthusiasm, and letting your humanity shine through. After all, your goal is to build relationships, not sell widgets.
“Let us draw water from the well.” – Barzini to the other Dons, referring to Don Vito (I) and “Let me wet my beak a little” – Don Fanucci to young Vito (II)
Rule #3: Emphasize Solutions
Let’s face it, if you’re in business, you’re here to solve your customers’ problems. Become an indispensable resource and share the bounty. Communicate the benefits of doing business with your company, and find ways of contributing to their success. Tell your customers why they need your service now, and how you’re best equipped to produce measurable and positive results. Do everything in your power to make their job easier and give them peace of mind. Craft an overarching brand promise that your employees, customers, partners, and distributors can take to the bank. Fulfilling that promise means achieving consistency and delivering satisfaction. Make a real difference in the lives of your stakeholders and you’ll capture not only their business, but their loyalty.
“I want you to see what he’s got under his fingernails.” -- Don Vito to Luca Brasi, referring to Sollozzo (I)
Rule #4: Play To Win
Who are your main competitors and what are their core strengths and weaknesses? What position do they own and occupy? How do you stack up? Is your main message cutting through the clutter? If you’re not sure, perhaps a little digging for market intelligence is in order. Since you’re competing for mindshare, it means uncovering your competitors’ vulnerabilities and exploiting them. It also means keeping score of your messages and making each one count. Beat your competitors at their own game or make them play by your rules. Competitive positioning is more than just putting a stake
Fear, Incentives and GrowthZig Ziglar says that there are three main ways to motivate people in general and employees specifically. They are fear, incentives and growth. Let's take a look at each one.Fear. This is not good. Number one, it isn't right, and number two, it doesn't work well in the long run and isn't good for the overall health of the organization. Yet, still there are people who use it. They make blatant or veiled threats in order to get people to work. There is a better way.Incentives. John Maxwell says that "What gets rewarded, gets done." This is the technique that says, "If you do this, then you will get this." The problem Ziglar sees, and I concur, is that people will be led this way for a while, and it will surely be profitable and productive. Yet eventually, most people come to the end of being driven by incentive. This is because most people are innately driven by something even deeper.Growth. Personal growth. Do you ever wonder how the personal growth industry has gotten so huge? It is because it scratches an itch that lies within each person. Every person has within them, a desire to get better. Now, obviously, some are more in tune with that desire than others, but each person has it, and it can a great motivating factor.First, here is how it doesn't work. You don't say "If you do this, then I will give you a personal growth opportunity." That is still incentive.Here is how it does work: You simply make it a core value of your business or organization that management will give regular opportunity for personal and professional growth to all members of the staff.I say both personal and professional growth very purposely. There will always be the opportunity and need for professional growth, and the employees expect that. They may or may not appreciate it though.However, personal growth opportunities, given with no strings attached, will be appreciated, and rewarded with ultra-motivated employees. Here are some simple ideas:A "Family Library" stocked with books and tapes that help them in their family life.A Financial Resources section.Any kind of Development Seminar that will benefit the employee.Days off to pursue personal development opportunities.Invest in your employee's personal growth and they will reward you with high motivation!
“Let us draw water from the well.” – Barzini to the other Dons, referring to Don Vito (I) and “Let me wet my beak a little” – Don Fanucci to young Vito (II)
Rule #3: Emphasize Solutions
Let’s face it, if you’re in business, you’re here to solve your customers’ problems. Become an indispensable resource and share the bounty. Communicate the benefits of doing business with your company, and find ways of contributing to their success. Tell your customers why they need your service now, and how you’re best equipped to produce measurable and positive results. Do everything in your power to make their job easier and give them peace of mind. Craft an overarching brand promise that your employees, customers, partners, and distributors can take to the bank. Fulfilling that promise means achieving consistency and delivering satisfaction. Make a real difference in the lives of your stakeholders and you’ll capture not only their business, but their loyalty.
“I want you to see what he’s got under his fingernails.” -- Don Vito to Luca Brasi, referring to Sollozzo (I)
Rule #4: Play To Win
Who are your main competitors and what are their core strengths and weaknesses? What position do they own and occupy? How do you stack up? Is your main message cutting through the clutter? If you’re not sure, perhaps a little digging for market intelligence is in order. Since you’re competing for mindshare, it means uncovering your competitors’ vulnerabilities and exploiting them. It also means keeping score of your messages and making each one count. Beat your competitors at their own game or make them play by your rules. Competitive positioning is more than just putting a stake in the ground and claiming it in the name of Spain. What claims are your competitors making? Perhaps they’re on shakier ground than you think. Although you don’t need a Luca Brasi to do your bidding, it helps to have a team of reliable sharpshooters, or an automated strategic market intelligence solution, to monitor the impact and reach of your messages and the extent to which your competitors are making inroads where you are not. Get a grip on your main message, keep your eye on the ball, and swing for the fences. This is one of the few opportunities you have to focus on why you’re in business and what makes you a player in the business you’re in.
“Keep your friends close, but your enemies closer.”– Michael to Pentangeli (II)
Rule #5: Know Your Competitors
How well do you really know your competitors? What makes them tick? Can you anticipate their next move? To do so, you need to understand their motivations, needs, and intentions. Study your competitors. Learn and borrow from them. Redefine them to your best advantage. To compensate for your own weaknesses, build alliances and pursue friendly “co-opetiton” as part and parcel of a practical marketing strategy. You can find common ground with anyone, even the Fanuccis in your market space. There’s a strange symbiotic relationship that exists between adversaries (e.g., cops and criminals, political rivals, hosts and parasites, to name a few). In the world of business, positioning is relative and in a constant state of flux: Predators devour weaker prey (SBC/AT&T); some fish band together (Chevron/Texaco); some eat their own kind (Enron); and others migrate to warmer, more protective waters (MCI). The ones that adapt to their environment survive – and that means being able to strengthen one’s competitive position even in the face of overwhelming upheaval and opposition.
“He’s thinking of going to the mattresses.” -- Clemenza to Paulie and Rocco, referring to Sonny’s plan for an all-out war requiring his “button men” to sleep in makeshift warehouses and safe houses (I)
Rule #6: Seize the Moment
Your competitor is winning the battle of perceptions. You’re losing mindshare. What do you do? Buy more advertising time? Sponsor a big event? Hold a news conference? Hire a celebrity spokesperson? What if your budget is anemic…then what? Regardless of the scale of your marketing, the important thing is to take a stand, and then take action. Sonny Corleone was not known for his painstaking market research. This is not to suggest you should be rash and impulsive; however, at a certain point, you have to rely on your gut instincts as a marketer and go for it! After all, timing is everything. That’s how campaigns are won and lost. Raise the stakes by bringing urgency to your most important messages. Give your customers a deadline. Force them to make a decision. Hit them from all angles. Sometimes it takes more than numbers to arrive at a difficult decision – it takes nerve. So when the opportunity arises, be prepared to pull out the stops and launch an intense and targeted blitz. Anyway, you don’t want to be too predictable. Use the element of surprise to throw your competitors off guard. Carpe momentum!
“Michael, we’re bigger than U.S. Steel.” – Hyman Roth (II)
Rule #7: Think Big
If you’re going to compete with the “big boys,” you might as well put yourself in their class and category. Perception rules the roost – so start by changing the way you perceive yourself. Branding has a lot to do with confidence. If you act big, bold, and brilliant, chances are the world will see you that way, too. When it comes to marketing, every campaign you launch should embrace one big idea. Focus on the big picture, not the minutiae. Failure to do so will result in your message being diluted, drowned out, and quickly forgotten. Find a major theme to anchor and amplify your message. Put an appropriate frame around it to give it perspective and gravitas. Create affinity with your customers by capturing their hearts, touching a nerve, and becoming, well, unforgettable. Give the world a direct and definitive way to experience your brand on a grand scale. Where would we be without movers and shakers like Edison, Carnegie, Ford, Walton, and Gates who not only had great ideas that changed society, but knew how to market them effectively?
“I believe in America. America has made my fortune.” -- Bonasera to Don Vito (I)
Rule #8: Be Creative and Innovative
This opening line of The Godfather says it all: Pursue your dreams, make money, and become an entrepreneur in the truest sense of the word. This means shaking off old habits, exploiting any and all marketing opportunities, and occasionally taking the road less traveled. Being a “me too” brand or communicating a cookie-cutter message will not enhance your value or contribute to your lasting success. If we know anything about the American dream, it’s limitless…and it smiles on the marketer with a better, faster, and cheaper mousetrap. Look at the phenomenal growth and success of the iPod. Within a few short years, Apple applied its vision and resources, and virtually cornered the market for digital audio players that use hard drives. Innovation is either part of your corporate culture, or it’s not. Find a new solution to an old problem. Reinvent your old bag of tricks. Challenge yourself. Break from convention, but know the rules you’re breaking. Make your message fun and fresh. Surprise and delight an unsuspecting world. Of course, that means going the extra mile – but, as they say, it’s never crowded.
“This I cannot do.” -- Don Vito to Bonasera (I) and Michael to Don Altobello (III)
Rule #9: Know Yourself
With all due respect to Socrates, who popularized the famous inscription (3) at the Apollo Temple in Delphi (“gnothi se auton”) and Shakespeare, who paraphrased it in Hamlet, Act I, Scene III (“to thine own self be true”), the maxim lives on in The Godfather. The Corleone patriarchs relied on the wisdom that comes with self-knowledge. Their values, both for good and ill, formed the unshakable foundation of their vision. Determine which ones are revered and shared within your organization. Remember, they’re not core values if you drop them because they end up costing you too much or put you at a competitive disadvantage. Values are universal and timeless. They stand the test of time and create a strong affinity with those who believe in your organization. Values, and the standards they uphold, provide insight into your organization’s brand character. The fundamental principles you cherish are the bedrock of your brand. They guide your organization’s behavior, and put the world on notice that there is some backbone behind your message. When all else slips and stumbles (e.g., the economy, your market share, your profits, etc.), you’ll always have your values to fall back on.
“I’m gonna make him an offer he can’t refuse.” – Don Vito to Johnny Fontane, referring to Jack Woltz (I) and Michael to Fredo, referring to Moe Green (I)
Rule #10: Make It Compelling
What makes a brand memorable and a message compelling? Is it the free offer? The iron-clad guarantee? The gushing testimonials? The edgy creative and clever copy? It’s all those things…and more. A compelling message has a story behind it, a story with dramatic appeal. It’s show time! It’s time to make your customers go a-ha! It’s time to move and motivate them. It’s time to deliver the flawless elevator pitch, get the “yes,” and go for the close. However, you must first build trust by establishing a consistent track record. Second, communicate with your stakeholders often and listen
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