Advertisement Ideas: You Can’t Please Everyone!!!

I have come to learn that you could take what you believe to be great actions and achieve excellent results but that you will still have people who complain. Such was the case recently when I went to Legends on a Friday Night to collect donations for The American Cancer Society Relay For Life.I asked the GM for permission to go table to table and ask the patrons he said yes and I ended up collecting $34 in about a 30 minutes. I found out today that some patrons complained and that the owner called The American Cancer Society to complain that this hurt his business. I was told I should have arranged to set up a table and allow patrons to come to me. I explained that on that night it was a spur of the moment to go and collect. I can understand that the owner would be upset as a few customers complained. What he didn’t see was how many people showed appreciation and the one women who was helped because I gave her the 1-800-acs-2345 number for her to call to get support as her husband was recently diagnosed with cancer. What the executive director and event lead didn’t see was that many people now have brochures and may support relay. I learned a long time ago that your actions are not going to please everyone and that some will, some won’t, so what, some waiting, next.

In being authentic and not being afraid to speak my mind and take action I have managed to raise the ire of some people while I have also been able to motivate and inspire others. I have learned that when you do thing on your terms and your way you are not going to please everyone. This is why when I work with clients I ask them to define their niche market as not everyone will be your customer. As you do things and take action you are going to have some people who have nothing better to do than to complain.In the business sector today there is a tendency to focus on the complaints as the trend is to complain instead of to praise. I was at Starbucks one day and they are a National Corporate Partner with The American Cancer Society and one lady complained to the manager about me having my canister on my table. The manager said I can not have the canister on my table any more. I found this odd as I am a regular customer and the lady that complained hasn’t been back since that day. What has happened and what is wrong with the corporate and non-profit sector is that they have begun to major in the minor and try to please everyone and as a result are leaving money on the table. Continue reading Advertisement Ideas: You Can’t Please Everyone!!!

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. Continue reading Advertisement Ideas: Slow Down and Do Things Differently!!!

Advertisement Ideas: Always Make Time!!!

Today’s entry is inspired by Ah Snagg CPA located at 460 N. University Drive in Lauderhill whose phone number is 954-749-9722 as he taught the lesson of how not to treat someone when they are cold calling. I walked in unannounced as I often do when out collecting donations for The American Cancer Society Relay For Life. I saw he was with a client so I apologized for interrupting and asked if I could leave a flier about Relay For Life and he immediately got irate called me rude said he couldn’t help and that he was with a client. I fully understood this and thanked him for his time. he continued to go on and tell me that the work I was doing was meaningless and then threatened to call the police. I understand I interrupted his flow of business however I was polite. All he saw was someone in jeans and a tee shirt and a ball cap and didn’t realize that I could have been of service and value to him. This encounter really got me to thinking about how many so-called professionals are struggling because of making judgments and not giving people time. I have always said that I may be a solicitor today however in the future I could be a client or be someone who recommends potential clients to you. Ask yourself what type of feeling am I leaving when I interact with others and how is that interaction affecting my business.

In business today it is imperative to understand the importance of making people feel good and leaving them with what I call a warm fuzzy about their encounter with you. When Ah Snagg said my work was meaningless this upset me and I thought wow I won’t be recommending him to any of my business associates. I had a great idea about how he could have helped The American Cancer Society and also strengthened his brand. It was a simply host a FREE Workshop on Charitable Giving for the volunteers. As a result of doing the workshop he may have picked up a few clients. I guess Ah Snagg didn’t realize that he had an opportunity to tap into volunteers simply by making time and being kind. Instead everyone who reads this entry will now think twice before they do business with him. The important thing to remember is to be kind to everyone for the people you see on the way up will be the same people you see on the way down. I would recommend that Ah Snagg and all those who aren’t making time for people grab a copy of Don Miguel Ruiz’s Four Agreements and apply the principles.

In adopting these four agreements you will see a dramatic change in your ability to make time for people and your image in the community. How many times have you ignored someone who came into your business or your office because of the way they looked or the way they were dressed. How many times did you lose out on opportunities that would have enhanced your image because you were quick to judge. Continue reading Advertisement Ideas: Always Make Time!!!

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: Make The Ask!!!

In 1991 I was member of The Jaycees, also know as The Junior Chamber Of Commerce and I was asked to be President of the newly formed Tamarac Jaycees. The chapter would be chartered with 22 members and we would end the year with 67 members. Through out the year I kept telling everyone that if you want to be successful you must make the ask. I explained that this meant to ask for what you wanted. Our chapter hosted many projects that year and garnered many awards including me being named a outstanding local chapter president. I was asked what made our projects successful and my answer is we simply knew what we desired and we went out and asked for it. In that same year I implemented a fundraising project, silent auctions, which I hosted at The Florida Jaycees Quarterly Conferences. The auctions were successful and I secured many items that helped to raise over $6,000 that year for charities. Again I was asked how did I get everything donated and my response was I asked. The key was I knew what I wanted, I researched who had what I wanted, and I asked for it. In all my business dealing and non-profit volunteer work I have stressed the fact that all you have to do is ask. I have taught courses on making the ask where I state the only sure no comes from the people not asked.

Many of us have heard of the 3 foot rule, which is simple. It states if someone is with in 3 feet of you talk to them. I use this in many situations as you never know where the interaction may lead. As the TV Show Host of The Anything Bucket, which airs on www.wrpbitv.com on Tuesday at 6:30 PM EDT I am always seeking guests so I have my business cards with me at the ready as I often hear people speaking about topics that I want to cover on my TV Show. I go over to them with my business card and introduce myself and then allow them to respond. This has been quite effective and has landed me a few guests. When I am out promoting and collecting donations for The American Cancer Society Relay For Life I use the same idea I carry my brochures and my collection canister and I go to businesses and ask for donations and if someone is with in 3 feet of me I tell them who I am and what I am doing and most of the time they donate. Again the key is remembering to make the ask. By the way the donation page for Relay For Life is http://main.acsevents.org/goto/jdogg4.

One of the key factors I have learned when making the ask comes from Amonda Rose Igoe who taught me that it is important to pick a lane when you are out networking. This is important because if you throw to mush at someone when making the ask they will get overwhelmed and confused and a s a result you have lost them and will not get the desired outcome you seek. You can have many talents and be involved in many ventures but you must choose which one to focus on each time you are out networking. Continue reading Advertisement Ideas: Make The Ask!!!

Advertisement Ideas: Who Is Endorsing You?

As Sarah Palin endorsed Donald Trump today it got me to thinking who is endorsing you and how is their endorsement impacting you. Many will now turn away from Trump because of their disdain for Sarah Palin. I would have to think twice about following the women who said I can see Russia from my backyard so I am qualified to make decisions about international relations. I answered heck I can see space from my backyard but that doesn’t make me an astronaut. In today’s competitive market place it is important to really look at who is endorsing you. Yes endorsements are a major part of building your following however the wrong endorsement can hurt you more than help you so look at who is endorsing you. When selecting people to ask for endorsements make sure you do your due diligence and that they are respected among the public because one oh crap will ruin 1000 at a boys. Make sure when you select someone to endorse you that they have nothing that will be a detriment to you on their record. When getting someone to endorse you make sure people know them, like them, and trust them. As an entrepreneur or non-profit leader it is important to get endorsements from those who will increase your likability and trust factor. When you use endorsements or testimonials in your advertising make sure that you vetted the person completely before using what they said because in today’s marketing world nothing ever goes away.

Today it is important to realize that everything you do becomes part of a digital footprint and people can take something your endorser said years ago and use it against your business. When getting endorsements do your best to use people who have a good reliable reputation as being trustworthy. Make sure when you are posting endorsements that they are real and believable. With today’s digital marketing what your endorser posts reflects back to you so make sure you check what your endorser is posting so that it positively impacts your business. Also remember with un-monitored sites like yelp and other review sites that a negative comment can adversely affect your business so be careful in all you do because that one negative review can hurt you and counter act the 100 positive reviews you have. People are more apt to share a negative than a positive and that is just how our society is thus it is important to see who is endorsing you. Continue reading Advertisement Ideas: Who Is Endorsing You?

Advertising Ideas: Be Creative!!!

Two of my favorite cartoon characters are Garfield and Snoopy and my favorite charity is The American Cancer Society. 2016 Marks my 17th year as a volunteer with The American Cancer Society Relay For Life. In my many years of fundraising and promotions I have learned that to succeed you need to be creative thus I developed a fundraising program called The Snoopy VS. Garfield Challenge where people are asked to visit http://main.acsevents.org/goto/jdogg4 and make a donation and put Snoopy or Garfield in the comments and whichever character gets the most votes based on donations wins. It is very simple and easy to participate in. This fundraising triggered a thought about the importance of being creative in your marketing. In being creative you want to have a campaign that is memorable that resonates with your target audience. With the Snoopy VS Garfield Challenge I am looking for people aged 25+ who will know who each character is and who wants to help plant the seeds of hope and healing for cancer patients and their families. In using creativity and cause marketing people are seeing what I am passionate about and learning that when they use my services that they are supporting a cause that most everyone can relate to as cancer has touched almost everyone in one way or another.

Another creative fundraiser that I implemented was The Points For The Cure Football Edition, which helped to raise $21.50 for this relay for life. In having fliers and promoting it across football related platforms other relay participants ran a similar campaign. Now let’s translate this to your business if you have clients/customers that are football fans you can pick a team and do a special price based on the points that team scores or offer a discount based on the points scored. You can then market this across all your marketing platforms and thus generate more revenue simply because you were creative.

Years after this character was implemented by Domino’s Pizza people still remember the character. The Domino’s Pizza Avoid The Noid Campaign created a buzz and increased brand awareness and revenue. Think what can your business develop so that people will recognize your brand and be compelled to spend money with you.

I work with Celebrity Sports in Plantation, Florida and we have been very creative with our marketing bringing in celebrities like Rick Flair, Dwight Gooden, and Steve Garvey to sign autographs. All people who are in our target audience know who these people are and as a result we create a buzz about the store and increase traffic for the day of the signings thus keeping us on top of the mind of the consumer so that when they think of collectibles they think of us 1st.

DOING COMMUNITY SERVICE FOR OVER 30 YEARS

Since he was a young boy Jonathan JDOGG Lederman, The Positive Broadcaster, was committed to helping the community. He has always believed that service to humanity is the best work of life. His community service work spans over 30 years and includes many accomplishments. JDOGG is a returned U.S. Peace Corps Volunteer who served in The Philippines from July 2002 through February 2003. Prior to his serving in The Peace Corps JDOGG was very active in The Junior Chamber of Commerce where he was introduced to The American Cancer Society Relay For Life. Upon his return to The United States he reconnected with The American Cancer Society Relay For Life. In 2008 he was recognized with The American Cancer Society Hope Award. It is estimated that he has raised over $35,000 in his 16 years as a Relay For Life Volunteer. In July of 2012 JDOGG’s mother was called home to God after suffering a heart attack while battling inoperable metastatic lung cancer. In 2016 he is participating in The American Cancer Society Relay For Life of Sunrise and captain a team for The American Cancer Society Relay For Life of Boca Raton. He hopes to raise over $3500 and has set up donation pages at http://main.acsevents.org/goto/jdogg3 for The Sunrise Relay and http://main.acsevents.org/goto/jdogg4 for The Boca Raton Relay. He has raised $377 for The Sunrise Relay and $285.50 for The Boca Raton Relay. Please call 954-254-8227for additional information or for an interview request.

When you send out your media releases give the media an angle that will be relevant, resonating, and entertaining. As a result of being creative I was named DUO Magazine’s Thrillanthropist of The Month because of my involvement with The American Cancer Society.

Find ways to creatively promote your business daily. Post things that relate to your business that will entice people to do business with you.

Advertisement Ideas: Stop Being A Grinch!!!

This article was inspired by some of the interactions I had this week while I was out collecting donations for The American Cancer Society Relay For Life of Sunrise, FL. I was out promoting the donation page, http://main.acsevents.org/goto/jdogg3, and taking donations on the spot. As I approached businesses to donate many were very open and receptive and I collected $65 bring my total to $442 toward a goal of raising $100, however there were several businesses that I felt were being very Grinch like in the way they treated me. This had me thinking how many clients/customers are they losing because of their Grinch like attitude. I actually told one business owner from Robert’s Barber Shop that he was being a Grinch as he said what is it people don’t want to work which really struck a nerve with me as I was collecting to give the gift of hope and healing to cancer patients and their families. I tried to explain this but he wasn’t comprehending and kept trying to disparage my credibility. I did everything to reassure the man that the money he donated is not for me but for those touched by cancer and will be used for research, education, advocacy, and services. I left thinking wow what a Grinch. I understand that business people are hit up all the time for donations and there are many scams out there and you must be skeptical, however you must also realize that there are many legitimate people like myself out there collecting and that we may be soliciting today we could be a customer tomorrow and we just might recommend you to our contacts if you are not a Grinch.

I came across another Grinch at The Boost Mobile Store in The Welleby Plaza in Sunrise. Again I went in to ask for a donation and the gentleman was very upset and stated how I had the nerve to interrupt him while he was trying to do business. I apologized for interrupting his business and I did my best to explain that I was doing a good deed and that I could help hos business. He wanted no part of me and told me to leave his F-ing store. I stood by the door for a while just to egg him on and see how far he would go. he threatened to call the cops and I said go ahead. He then came at me and when it seemed he was going to get physical I left. I know I pushed it a bit far, however I have learned that if you believe strongly in what you are doing it will resonate with many people and you will find success. I have come to learn that there are many Grinch’s out there and the best we can do when encounter them is to simply ask them not to be a Grinch. Maybe they will realize that their Grinch like attitude is the cause of their lack of success and they will change. I have come to realize that all I can do is make them aware and then let it go. Continue reading Advertisement Ideas: Stop Being A Grinch!!!

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. Continue reading Advertisement Ideas: Banging For Business!!!

Advertisement Ideas: Having Relations!!!!

Advertisement Ideas: Having Relations!!!

As I went about my business today I began to think don’t people in service positions understand the importance of having relations? I went to a Walgreen’s on University Drive and McNab road in Tamarac, FL to get my blood pressure checked. I was told we don’t so that and I answered since when then the pharmacist said the machine didn’t work and that she could get another machine and I would have to have a seat and wait. I told her I don’t have to do anything and a better way to have answered would have been sir I can help you shortly please have a seat and I will do my best to accommodate you. She said okay and I waited and guess what the machine didn’t work. I told her that is okay I will be by another Walgreen’s later and will try them. As I left I thought no wonder sales may be down at this location bad customer service. I started to think how is Walgreen’s training their people and are they aware that they are losing sales because of bad customer service or do they think they are so big that they can recoup losses that easy. It all comes down to good customer relations. One the opposite end of the spectrum is The Walgreen’s on University Drive and Oakland Park Boulevard I am greeted and most of the employees now know me by my moniker JDOGG. It is amazing how two stores in the same chain can have such different levels of customer service. I support Walgreen’s and shop there because they are a National Corporate Partner of The American Cancer Society Relay For Life. This leads me to the point of the importance of good community relations.

I have encountered many businesses that just do not understand the importance of community relations and as a result wonder why they struggle. People like to do business with people they perceive to be giving back to the community. I know from a personal stand point that if your business supports my efforts with Relay For Life chances are I will use your product or services when a need arises and I will recommend others to do the same. Think about community relations as an adjunct to your marketing and the value it has. I support Starbucks because they support Relay For Life and they also support many other charities in the community. I support many businesses and promote others who have supported Relay For Life. I usually do not go to California Pizza Kitchen however they were doing a give back night for The American Cancer Society Relay For Life of Sunrise, FL so I went and had dinner. By California Pizza Kitchen doing this they picked up business that they normally would not have had on a Tuesday night. If your business is not tied into the community this could explain why your sales are off. When you are seeking to build your brand and increase your cash flow remember that it is important to have relations with the community. When you do something for the community make sure you are sending it out to the media. Continue reading Advertisement Ideas: Having Relations!!!!