Archive for Spiritual Life
Advertisement Ideas: Slow Down and Do Things Differently!!!
As I watched John Kasich speak about finishing #2 in New Hampshire and heard him talk about slowing down I couldn’t help but think how many business people are going so fast that they are missing out on opportunities. As he completed his speech and challenged the audience to slow down and get to know people I immediately though what a novel idea especially for those involved in retail. When I work in the store Celebrity Sports in Plantation, FL I make it a point to greet every customer and to engage with them so that I can get to know them understanding that even if they do not buy something on that day they may come back and buy an item because they will remember how they were treated. In all of my retail positions I have held I have subscribed to the idea that everyone who walks through the door can be of service and value in some way so take time to help everyone. I also have this attitude when some one calls me as I answer my phone hello this is Jonathan JDOGG Lederman how can I be of service and value to you. I have found that by slowing down and doing things a bit differently that I have had success. When I was hired in March of 1988 at Oaktree I made it a point to treat everyone with respect who entered the store. As a result I became the top salesman in the country for this men’s clothing store. I went from Oaktree to Meryl Harmon’s Fan Fair and I took sales from $400 a day to over $2500 per day simply by getting to know people and making everyone feel special. Over the years I have used this same philosophy of slowing down and doing things differently in my fundraising activities and a s a result I have been successful. Read More→
Advertisement Ideas: Turning Browsers Into Buyers!!!
If you have worked in retail you have heard oh I am just looking. When I hear this I ask what are you looking for? By doing this I get an idea if the customer is truly interested or is wasting my time. In not asking yes or no questions you open up the dialogue and thus you increase your chance of turning a browser into a buyer. I work with Celebrity Sports in Plantation, FL and I believe that everyone who walks into the store can be made into a customer. When I am in the store I make it a point to start conversations that will lead me to show the customer something that will peak their interest and as a result they will make a purchase. In knowing the merchandise and being able to show the customer what we have increase the opportunity to turn them from a browser to a buyer.
When I graduated from Hofstra University in 1987 I went to work for The Oaktree Men’s Clothing Store in Boca Raton, FL as a management trainee. With in 3 weeks I was the #1 salesperson in the country for this division of Edison Brothers Stores. I was asked by The Regional Vice President How I managed to be #1 in the country in a short period of time. I simply replied I turned the browsers into buyers. He then asked how did I do that. I said I greeted everyone within 5-10 seconds of coming into the store and asking them what brought them to Oaktree today. In doing so I began to build relationships with customers who then became regular customers. I remember a businessman from Chicago came in and was seeking casual wear for meetings he was attending and I helped him and he said he came into town every 3-5 weeks. I told him stop in when you are here and see our new arrivals. It turned out that he did just that and on average spent $300 with me. In getting to know your customers you can turn them from browsers to buyers.
I am asked by people all the time JDOGG what of you do not have a brick and mortar business and you aren’t selling tangible items then how do you turn browsers into buyers? My answer is by having a service that they seek and building their trust after all people like to work with people they know, like, and trust. If you have a website make sure you have a page where they can book your services and pay for them ahead of time. If you have merchandise like CDS, DVD’S. Books, and other materials make sure they can order hem and pay for them. In having a strong call to action you will be able to turn browsers into buyers.
Many of us spend an inordinate amount of time networking and we find ourselves dealing with many browsers. The question is how do we turn these browsers into buyers. The answer is to have something they desire, something that solves a problem, something that is relevant and resonating. It is important to follow-up with everyone who you get a business card from within 24-48 hours with a clear and consistent message that has a strong call to action at the end. I strongly suggest setting up a one on one and finding out what they are looking for and letting them know how you can be of service and value to them.
As many of you that read this blog you know I host a TV Show, The Anything Bucket, which airs on WRPBiTV. I invite many people to be on the show and give them the option of buying a fully edited clip of their appearance on my show for $200, which is a great deal to have a very useful tool to turn browsers into buyers. I explain the value of having the clip and how it can be used on their website, across social media platforms, and in all their marketing materials. I have found that those who purchase the clip and use it effectively increase their brand awareness and their cash flow. I have seen many of the people who came into the studio as browsers become buyers because my producer and I explain the value and how if they follow our suggestions they will have some success. I do not sell everyone the clip and I understand not everyone will be a buyer. The key is to have the mindset to always be closing in order to turn browsers into buyers.
Use your platforms to turn browsers into buyers!!! Stay Positive!!!
Advertisement Ideas: Banging For Business!!!
This is an open door that leads to opportunity. I have learned over the years that if you bang on enough doors and you say persistent in your pursuit you will develop customers/clients and thus you will continue to have success in all you do. When was the last time you went out into the community and sought people to share your product or services with so as to generate leads and keep an active pipeline going? One of the best things I have done in working with non-profit entities as well as with for profit businesses has been to include going door to door as part of the strategic marketing plan. In going business to business to solicit donations for The American Cancer Society Relay For Life over the last 16 years I have raised over $35,000. I have also been able to secure more teams for Relays in the communities where I live, work, and play. As a representative of several companies I have found going business to business with brochures to be very effective as it helps to build name recognition and gives you a distinct advantage when you follow-up. If you are not banging for business you need to incorporate this practice into your 2016 plans.
When you bang for business it is important to utilize your phone and to make calls to set up appointments with people so that you can have the opportunity to show them how you can be of service and value to them. You phone can be a great tool to bang for business as you can post photos to social media from it, make videos and share them across all social media platforms, text message potential customers/clients with special offers, set up an application to interact with existing clients/customers and potential clients/customers. Read More→
Advertisement Ideas: Doing It and Doing It Well!!!
Have you ever noticed how doing business is much like satisfying a partner while making love. If you don’t hit the right spot and pay attention to your lover’s needs and desires while making love that lover may go elsewhere. It is the same in business if you don’t know what your customer/clients needs or desires are and you do not satisfy them they will go elsewhere. The key is know what you are doing and to do it well. In business like in turning on your lover you have to advertise in the love making game it might mean dressing sexy or playing some soft music to get in the mood to entice your lover. It is the same in business you must advertise to entice the consumer/client and get them to do business with you. Look at the ways you are marketing and how you are reaching your customers/clients. The process starts with knowing who to pursue and how to court the people that you desire to have as clients/customers, then creating a brand so when people hear the brand or see the logo it is easily accessible, then you must do things to create a buzz.
Advertisement Ideas: People Who Are Doing It and Doing It Well!!!
If you were to show this picture to 10 people I believe 7 would know who it is. Despite his perceived arrogance the man in the picture has built a reputation as a great ball player and a savvy business man.
If I showed this photo to 10 people I can almost guarantee that 9 people would know who this soulful singer is. Read More→
Advertisement Ideas: Spread ‘Em Wide!!!
When you read the headline of this entry what was your first thought? Many probably went right to the image of the police officer getting ready to put the cuffs on someone and pat them down. Most conjured up this image as we have been programmed to react in a certain way through media manipulation and the repetition of many so-called norms of our society. When I think of the headline spread ’em wide I think about marketing a frequent and consistent message so that when someone thinks of me they know who I am and what I do and feel comfortable about doing business with me. just as this phrase spread ’em wide conjures up a certain image or picture ask yourself what image or picture does my brand conjure up when people see it or hear it.
Well established brands like McDonald’s and Allstate share one common thread and that is a frequent and consistent presence in the marketplace. A few years back Allstate partnered with The NCAA to sponsor the goal post nets that are put up for field goals and extra points and as a result has increased their brand awareness while also donating to scholarship funds thus creating a picture that they area company that cares about the community. McDonald’s has sponsored many sporting events including The Olympics.
Now you may not have the budget of a McDonald’s or Allstate but you should have a budget to spread your message wide. How many times have you been approached with an opportunity to spread your message and you have found all the reason why not to take advantage of the opportunity and the you see your competition did. As a result clients/consumers may be going to the competition. Read More→
Advertisement Ideas: Back To The Basics!!!
When I was a kid we has a supermarket in our area called Basics. It was place where you brought your own bags or boxes and most of the products were generic. The store did massive advertising and flooded the area with coupons. They were doing a good business but then the landlord decided to raise the rent and it got to be a bit pricey and cut into the profit margin and the store closed. The store sat empty for many years and now there is a Lowes Home Improvement store on that site. As I reflected on the concept of Basics Supermarket I began to think how many times we in business get away from the basics and then wonder why we aren’t having successes. How many times to we come up with an advertisement idea but we don’t implement it because we do not know if it will work and then we make many excuses as to why not to implement it. The key is to remember that if you do not advertise your business you will eventually lose so it is time to get back to basics.
The first basic principle is to get out there and hit the bricks. This sounds like an old school principle but it works. Last week as I was promoting my TV Show, The Anything Bucket, which airs on Tuesday at 6:30 PM EDT on www.wrpbitv.com I decided to walk a shopping plaza and share who I was and that I was seeking guests for my TV Show. I walked into Wise Little Shoppers in Sunrise,FL and the owner Sparkle was receptive to the idea of being on my show. She called me the next day and booked a time to come into the studio to tape a segment for the show. She came taped a segment and bought her clip to use in her marketing. In hitting the bricks you will meet people who can benefit from your products or services. I have been one to go business to business to share who I am and what I am doing and it has proven to be effective. Whatever I find myself promoting be it my TV Show, my charitable work with The American Cancer Society Relay For Life, or the South Florida Gold, a professional basketball team that I represent I find the best way is to get out in the community and go face to face, eyeball to eyeball, flesh to flesh to get the best results. Read More→
Advertisement Ideas: Lack Or Abundance – What Mindset Are You?
As I was out collecting donations for The American Cancer Society Relay For Life Of West Boca Raton today (6/24/2015) I ran into many people who were coming from a lack mindset. You may ask how I knew this, the answer was in the word’s they used like I can’t afford, business is slow, or how do I know this is legit. These words only hinder us in our personal and professional life as we hold ourselves back.One encounter at The Imperial Cuts Barber Shop really made me realize that as business people we must stop using the lack words and start tapping into our ability to create abundance. In the course of my presentation the owner stated business is slow on 4 occasions to which I sated if you keep thinking things are slow it will remain slow and I did my best to explain that there is plenty of business to be had if he would get out of the shop and start to meet people and share his business. His answer was he didn’t have time. I though okay you just told me things were slow, you were given a few solutions and you made an excuse that you did not have time. It was at that time that I realized that he was coming from a lack mentality. I also have started to put people into two categories action takers and excuse makers. The action taker comes from an abundance mentality and takes action thus making things happen for their business. On the other side is the excuse maker who will come from a position of lack and find every reason not to seek opportunities. I ask you to take a look at how you are expressing yourself and evaluate if you are coming from a lack mindset or an abundance mindset. Look at the opportunities that exist and take full advantage of them by shifting from a lack mentality to an abundance mindset. Instead of being an excuse maker start to become and action taker. Instead of saying I can’t afford start finding ways to invest in yourself and your business. Imagine if Imperial Cuts would have said thank you for coming in and here is $5 for your cause. They would have gotten shout outs on my Facebook Page, on my Twitter Account, and recommendations to my friends in the area who needed a hair cut. Instead they get used as an example of a business that is coming from a position of lack.
If you are to truly succeed in your business you will want to come from a position of abundance in all you do. Everything you do in business should give the perception of success from the way you answer the phone to what you put out on social media. Instead of complaining you can take action and improve the way things are going. Ask people what they think when they see you brand or hear your business name or your name. In coming from a position of abundance as opposed to lack you will see a loyalty from your existing customers and they will be more likely to recommend you to others. If you create an atmosphere where your business is perceived as thriving people will want to do business with you. I am reminded of the story of two steak places in my community one would donate gift cards to every charitable organization that asked while the other said no. One steak house would pay $15 per hour while the other paid $8, one would allow the manager to make marketing and advertising decisions while the other did not. Guess who is still in business and who is not? Read More→
Advertisement Ideas: Make It A Positive Experience!!!
I have noticed more and more businesses bashing their competition instead of building themselves up when I see this type of marketing I usually look for another option when I need the product or service that is being offered. I have also seen a trend in brick and mortar businesses where the interaction is far from positive and when I have a bad experience with a business I generally don’t go back and I let others know so they can avoid the same experience. In today’s ever more competitive world it is imperative to make every experience a positive one. When you are dealing with the general public their will be interruptions of your daily routine which to you may seem ridiculous but to the person walking into your business or calling you on the phone it is important. If you can take the time to be courteous to all those who you come in contact with and create a positive experience you will see an increase in your sales and a strengthening of your brand. Every aspect of your business should reflect positivity from your voice mail to your advertising to your human interaction. The idea is to be positive in everything that you do so that the end-user thinks positive of you and comes to you when they seek your product or service.
There are certain businesses I frequent just because I get a positive vibe from the moment I enter until the time I leave. I also frequent businesses where they have taken the effort to get to know me. I have a big advantage as I am generally positive and thus am met with positive responses. I had someone ask me JDOGG how do you make each interaction positive? My answer was I look for the good that comes from it, for example the guy at Pucinnis Pizza in Boca Raton was not receptive to my Relay For Life. At first I was upset as I though everyone would come forward to help this great project and then I realized you know what it saves me a phone call and creates an opportunity to find people who will support the cause. Had the man been open and receptive he could have had a more positive outcome because he would have had an ally in the marketplace speaking positively about him and recommending his business. I have had people give me some excuses and I simply do my best to overcome the excuses and then if that doesn’t work I thank them for their time and wish them luck. The key is to help as many people you can through your business so that your business is seen in a positive light and so that customers and potential customers have a positive interaction with you.
The greatest thing that a business can do is to find ways to establish goodwill in the community. A local Pizza Restaurant at Boca green Plaza, Davito’s, sponsored a track marker for The American Cancer Society Relay For Life Of West Boca Raton and I have personally been there for lunch on 2 occasions and have given him shout out on Facebook and promoted him at committee meetings as a result of his creating a positive interaction he has gained me as a customer and I represent about $8 each time I come in. Think If I come in 40 times in the year he makes a small profit all because he spent $100 on a track marker sponsorship. I come from the tradition of supporting those who support me. I think there is enough to go around for a business to support many charities. If your business is not supporting the local community there is a strong chance that you will go out of business. If you are struggling in business look at all the areas where you interact with people and what your attitude is. I remember walking into a business years ago when I worked for Forum Publishing Group selling advertising and they said I am not interested I don’t need to advertise. I said okay and I left. There were many times I was in the neighborhood and needed their services but I didn’t use them I went to their competitor because the competitor gave me the time of day and listened to me and though did not buy an ad asked me to check back with them on a regular basis. Guess what the negative interaction business is out of business no longer selling his subs and the positive interaction business is still in business and thriving. Ask yourself which one are you going to be the positive or the negative business? Read More→
Advertisement Ideas: Using Gratitude As A Marketing Strategy!!!
I recently attended an Introduction To Gratitude Training done by Jo Engelesson who is an author and speaker who is a leader in the personal development and spiritual development industry. Her website www.tofa.us allows visitor to purchase tokens of appreciation that they can register and then pass on to those who have positively impacted their day. Jo told her story about how assuming the attitude of gratitude changed her business. I visited the site and bought 5 of the coins and have handed out 4 of them so far. Each time I have given out a token I have seen a great shift in my attitude and as a result have had a successful day. As I gave out one of the tokens of appreciation I began to think how can business owners and marketing directors and those involved in charitable work use the concept of gratitude as a marketing strategy. The answer was simple incorporate gratitude as part of the strategic marketing plan by rewarding existing customers and donors and also when procuring new customers and donors.
One of the greatest thing you can do in business or in your personal life is to express gratitude. People like to feel appreciated. In today’s world where people text, facebook, and email receiving a hand written thank you note goes a long way in making a person remember you. Sometimes the more creative you are with the thank you the better. I remember working for The NY Liberties of Major League Volleyball and asking potential sponsor’s secretaries what their favorite pizza was and then going to the owner of the team, Jerry Saperstein, and asking for a budget to send them pizza with thank you note. He said yes and I sent the pizzas and had the pizza place write a note thank you for speaking with me about The NY Liberty, Jonathan Lederman. This tactic worked and we secured a few sponsors as a result. I then began to use this tactic with reporters. If a reporter did a story about the team I sent a hand written thank you note. The idea is that using gratitude as a marketing strategy works. I would secure people’s addresses who attended games and send them a thank you note and something with The NY Liberties logo on it and tickets. This helped to take the attendance from 300 fans a game to over 1000 fans a game. Read More→
Advertisement Ideas: Toucha Toucha Touch Me!!!
Today’s blog entry is inspired by The Rocky Horror Picture Show Toucha Toucha Touch Me song. As I listened to the lyrics I thought how this mimics the cycle of customer procurement and customer retention. The customer relationship is much like that of a pursuit for someone of the opposite sex. In many cases you spend many dollars in hopes of achieving a conquest and many times the conquest does not happen. Just like in business you spend many dollars in marketing and advertising and sometimes it doesn’t work because your expectations were not realistic or the choices you made were not synergistic with your brand. In business we may not physically touch a customer but we may touch their mind or their heart so we must look at the best practices to achieve the desired result. When we begin to figuratively touch potential customers and existing customers we realize how they become ambassadors of our brand and as a result create a buzz about our brand. In touching customers we must use our why we are doing what we do as part of our marketing mix. It is important tom understand that people will not buy the what but the why. In showing your why in your advertising and marketing you will generate more brand awareness and increase your cash flow.
As The TV Show Host of The Anything Bucket at www.wrpbitv.com I am asked all the time why would you give a free interview to someone? The answer is simple because I need content for my show and I believe in helping businesses to excel. I also give businesses a chance to purchase the clip of their appearance on the show for $175 that they can use in their marketing mix to touch potential customers or retain existing customers. I believe that when you have an opportunity to reach people and touch them with your message that you should take advantage of the opportunity. Read More→