Advertisement Ideas: Chutzpah Pays Off!!!

I was out collecting donations for The American Cancer Society Relay For Life of West Boca Raton and I went into a nail salon to seek donations and a patron said you have a lot of chutzpah. Chutzpah is defined as personal confidence or courage that allows someone to do or say things that may seem shocking to others. I said yes I do. She pulled out a $5 bill and put it in the canister. As I left I started to think who are the most successful people in their respective industries? The answer was easy those who had a bit of Chutzpah. I looked at those who were brash and took risks and saw a pattern while others were making excuses they were taking action. I have learned that having Chutzpah can lead to success and will payoff. A few years ago I heard about The Lingerie Football League coming to my city so I sent an email introducing myself and offering my services as a public address announcer. The league wrote back asking me to call them. I called and did an audition on the phone and I was hired. I have done this on several occasions and each time I have secured paid gigs or secured donations.

In my past entry I spoke about using the phone as a tool to enhance your advertising. I was calling for donations for The American Cancer Society Relay For Life a few Fridays ago and one person said you know it takes a lot of Chutzpah to call and ask for donations. I said yes it does can I send you my link for donations and you can consider donating. The answer was yes. I emailed my link, http://main.acsevents.org/goto/jdogg2 and the person went to the site and made a $10. Sometimes it is just a matter of doing something others have not thought about. We have become so dependent on social media that we have lost the idea of using the phone and having the Chutzpah to ask for the sale or donation. Continue reading Advertisement Ideas: Chutzpah Pays Off!!!

Advertisement Ideas: What A Tool!!!

Advertisement Ideas: What a Tool!!!

In today’s market place where the idea of social media has become the main preference of doing business it is important to remember that the best way to reach your potential clients/customers is still by the personalized phone call and the face to face meeting. So many people have gone away from the idea of talking on the phone or meeting face to face that they are leaving a lot of money on the table. I find this especially true with the millennials who think oh I’ll build a website, drive traffic, and have a high conversion rate. This does happen but the point is if people do not know you and do not resonate with your message they are not going to do business with you. One must have a plan on advertising their products and services. One must formulate a plan of action to reach potential customers/clients. I talk to so many people who tell I am going to use social media especially or I have a Facebook Page. I always answer how are you capturing information so you can engage the audience. I like to get phone numbers so that I can make a personal phone call and thus start to build a relationship for people are going to do business with people they know, like, and trust. It is amazing what can happen when you make a contact via the phone especially if you state hello, this is______________________ and I am just following up with you about our previous correspondence or your inquiry via Facebook. If I do not have a phone number for the person I do my best to obtain an email so that I can reach a potential client/customer in this manner.

In using the phone you can be very effective if you have a clear defined purpose of your call. When I was selling advertising for Forum Publishing Group I had this theory that a sale is made on every call either you are selling a prospect on why they should meet with you or they are selling you why they do not want to meet with you. I found myself getting so caught up with trying to overcome objections that I was blocking myself from success so I decided to adopt the philosophy of some will, some won’t, so what, some waiting next. As I set goals to set up appointments and step back from overcoming objections I found myself setting and closing more appointments. It was at that time that I realized that it is important to be impeccable with your word, not to take anything personally, not to make assumptions, and to always do your best. When I am on the phone booking guest for my TV Show, The Anything Bucket, which airs on www.wrpbitv.com on Tuesday at 6:30 PM EST I keep it short and simple not over complicating things. My attitude is either they want to come to do an interview with me or they do not and it is not my job to drag them kicking and screaming to the WRPBiTV Studio. When I am obtaining donors for The American Cancer Society Relay For Life of West Boca Raton I have a purpose of getting a yes however if they say no I say thank you and move on to the next potential donor. The key is to understand that the phone can be a great tool to creating a buzz, brand awareness, and creating action takers. Continue reading Advertisement Ideas: What A Tool!!!

Advertisement Ideas:Making Your Own Opportunities!!!

Advertisement Ideas: Making Your Own Opportunities!!!

Imagine you are driving and you see this sign, how many of you would take the exit and how many of you would keep going allowing your self-talk to get in the way. So many times in business the opportunities to promote and advertise are staring us right in the face but we are so consumed with why not to advertise that we turn them down. The main key to finding opportunities is to remember you are your brand and to share who you are and what you do with as many people as possible as you never know who can benefit from you being of service and value. Exchanging business cards is a great form of advertising and when used and followed up upon will create opportunities. I remember a day I was sitting in Starbucks with my FREE HUGS Sign and a patron came to inquire about what I was doing and that person needed a speaker for her event and asked what I would charge I gave her my fee and she booked me to come speak to her organization. In sharing who I was and what I did I made my own opportunity.

Opportunities abound all around us and when we begin to seek the opportunities they will be found and we will prosper. The other day I was making phone calls to secure donations for The American Cancer Society Relay For Life of West Boca, an event I am very passionate about and have raised $1844.61 so far to help cancer patients, their friends, and their families. As I asked for a donation the gentleman on the other end started to use words like I am broke, it has been a struggle, and I can’t afford. I pointed out that these were words of scarcity and that is why he may be having a challenging time. He is a mortgage broker and I know how challenging this field can be at times, however I asked have you gone to banks, to homeowner;s associations, or other entities that can benefit from your service. His answer no those are great ideas though. I asked if he had developed informational products like an e-book, a dvd, or audio cd, that could be sold to those in the residential or commercial real estate market. His answer was no. As I hung up the phone I thought if one is to succeed in any business they need to take initiative to find opportunities. Continue reading Advertisement Ideas:Making Your Own Opportunities!!!

Advertisement Ideas: Be Bold!!!

As I arrived at IMG Strong ARM to be interviewed by Reggie Mathis for The Ask Mathis Radio Show I noticed the production truck and the parking spaces marked for Flo Rida. I went into t he office and introduced myself. I was very early so I asked if there was a place to eat close by and they told me about Franky’s. As I walked over to Franky’s one of the coaches had a trophy from The MLK Basketball Tournament and I asked if I could see it he said yestand I went into show mode and did a quick presentation. Another coach saw it and said do it again I want to get it on video. By being bold and putting myself out there I was able to use my talents and create opportunities that can be monetized in the future.

I found Franky’s and was very pleased that I did. Again I was able to be bold and put myself out there. I was eating a sandwich when I overheard a group of people discussing their business and I went over and asked if it would be okay to give them my business card because I thought I could be of service or value to them. This opened up the door to discuss the subject of deflate gate, the situation of The Patriots deflating footballs during the AFC Championship Game. As they left they said thank you and wished me the best of luck. As I finished what I found to be a great a sandwich I thought I would offer to do a testimonial for Franky’s. They said yes and I did a testimonial. Franky the owner then handed me a card for a FREE Small Sub. I walked back to the studio and I decided to pay it forward by giving Shanika the card for the sub she was grateful. By being bold and putting myself out there I was able to forge what will become opportunities to monetize my craft.

One way to be bold is to take pictures and make videos of that which pertains to your business. This is a photo of me with Jessica Childers, QB for The Miami Fury, the team that I am The PA Announcer for. I have been doing Miami Fury Up Close Videos to help promote the team. The reason is because in today’s market place a digital footprint is very important. The idea is when you have the opportunity to put yourself out there to do that and be bold. In my profession the more people who see my work the better the chances to secure more paying gigs. Continue reading Advertisement Ideas: Be Bold!!!

Advertisement Ideas: Lessons Learned From Relay For Life!!!

As I watched this video of one of my Relay Idols, Jeff Ross, A member of The American Cancer Society Relay For Life Hall Of Fame. Jeff’s lessons from this presentation can carry over to almost any business model when it comes to marketing and delivering your message. The key is to be consistent with your message. Jeff’s passion for The Relay For Life teaches us that if we are to attract and keep clients/customers we must be passionate and consistent. We also learn that having a team that can lift you and promote you will help you to succeed in business.

Relay for Life teaches us the importance of planning, implementing and evaluating a project so that we can grow our business. Relay shows us the importance of advertising as with put promotion and advertising people do not find us and if people do not know about you and how to do business with you they will go elsewhere. Relay teaches us about brand recognition, now that I have been involved in Relay for Life for over 15 years I can spot that logo a mile away. Relay teaches us how important it is to make our customers happy and why we need to turn our customers into advocates. We learn that when we deliver what we promise and give people a reason to engage with us that we increase the chance of them becoming a customer. Relay teaches us to overcome excuses as many people will tell you why they don’t want to be involved or why they do not want to make a donation this is like someone making excises why not to do business with you. Relay teaches us how to use the logo so it is used in a way that gives people a good feeling so that they will want to do business with us. Relay teaches us the importance of knowing your target audience so as to effectively market to them. The way you attract a 21-year-old is different from the way you attract a 75-year-old. Each demographic that you seek has a different way that they will resonate with you. Continue reading Advertisement Ideas: Lessons Learned From Relay For Life!!!

Advertisement Ideas: Going Over The Top!!!

Advertisement Ideas: Go Over The Top!!!

In football going over the top has been a way to effectively achieve the objective of getting first downs and touchdowns. In going over the top a player puts himself at risk for the best interest of the team. In business and in non-profit organizations going over the top can be very risky as the message or your actions may not resonate with the audience you are attempting to reach or may not be in line with the hierarchy of an organization. I have often been the one to go over the top be it break dancing at a leadership conference or asking for donations on a parade route or hanging up a FREE HUGS sign at my local Starbucks. Sometimes my over the top actions have yielded great fruits and scored me many points while at other times I have been thrown for a loss. The risk of being an over the top thinker and implementor is great however the rewards this thinking yields makes it all worth it on many occasions. I was told that many people who meet me for the first time don’t know what to make of my over the top thinking or actions and that this thinking may be creating challenges in my personal and professional life. I believe that in order to succeed you must be an over the top thinker because sometimes it is the crazy actions that get noticed and rewarded. I remember one day I was about 14 years old volunteering at The Muscular Dystrophy Association Telethon and I decided to get the audience to pledge money for the amount of push ups I could do in a minute. Some thought I was crazy but I knew exactly that doing something unique and different I could raise some much-needed funds for those with neuromuscular diseases. I grabbed the microphone and said Hello, I am Jonathan Lederman and I am asking everyone to make a pledge for the amount of push-ups I could do in a minute so we can help the kids who can’t do push-ups because of Muscular Dystrophy. I did 52 push-ups and raised over $500. I remember standing up at a Jaycees meeting when a local chapter was on the verge of cancelling their Spreading The Joy program and I said what if we ask people we do business with to donate. I was told we never did that before. I asked why not the worst they can tell us is no. I asked them to give me two weeks as we were going to meet again in two weeks they said okay. Well at the next meeting I stood up as told them I secured monetary donations in the amount of $2500 and in-kind donations of over $1000. They asked how I said I just asked. I also told them about the door blocks I set up at the local KMART where we would simply ask customers for donations. They were hesitant at first and didn’t want to do it so I said okay I’ll go on the first day and if anyone wants to join me great if not that is okay too. On that first day I collected over $500 and recruited 15 chaperones for The Holiday Shopping Spree. That year, 1989, saw us take 64 needy children holiday shopping and feeding 30 needy families. Simply by being an over the top thinker I have found success. The lesson here is to take a risk and go over the top. Continue reading Advertisement Ideas: Going Over The Top!!!

Advertisement Ideas: Why You Still Suck At Business!!!

The reason you still suck at business could be attributed to you not following these 4 basic agreements. On Friday I saw first hand why a so-called marketing expert continues to struggle in his business as I called to ask about his donation to The American Cancer Society Relay For Life and his answer it is out of my hands I made a formal complaint against you with The American Cancer Society. He violated agreement #1 and now I see why he has jumped from client to client with little or no success.Like many so-called entrepreneurs in South Florida he was all flash no cash, good talk but no execution, and more promises without delivery. What was funny is the donation was only going to be $18.70 and all he had to do was visit http://main.acsevents.org/goto/jdogg2 and make a donation. Another gentleman who wrote me on Facebook and told me to remind him about the donation which I did several times and guess what still no donation. Again a gentleman that shows pictures of his fancy car and fancy house but doesn’t deliver on his promise. Then there are those who said they would participate in POINTS FOR THE CURE BASKETBALL EDITION AND DONATE $.10 per point their team scored and still haven’t made a donation. By not being impeccable with your word you are doing yourself and others a disservice and probably costing yourself business that is going to a competitor who is impeccable with their word. Remember one oh crap will ruin a 1000 at a boys. This could be why you still suck at business.

The second principle is very important as it is important for you to do what is right in your heart and not take anything personally. I used to get upset when people would come to The WRPBiTV Studio to tape a segment for my TV Show The Anything Bucket, which airs on www.wrpbitv.com on Tuesday at 6:30 PM EST and not buy their clip as I believe the clip is well worth the investment of $150. Then I realized it wasn’t about me at all and I shifted to be thankful to and grateful for those who did purchase their clip. Those that understand the value of having the clip as part of their marketing mix are those I choose to do business with and to recommend. It is very interesting to hear why people do not buy their clip and then I remember that there are two types of people in the world action takers and excuse makers. Those that are proactive with advertising and implement sound advertising ideas and make solid advertising choices are the ones who are successful while the others still suck at business. Continue reading Advertisement Ideas: Why You Still Suck At Business!!!

Advertisement Ideas: How To Build A Fan Base!!!

While I was a senior at Hofstra University in 1987 I had the opportunity to be a public relations and marketing intern with The Long Island Knights of The United States Basketball League. From day 1 I stressed how important it was to build a fan base and create a following for the team. Our arena was located about 100 from a train station across from SUNY Old Westbury. I would take stacks of tickets and simply go to the train station and ask people if they liked basketball if they said yes I would give them two free tickets. I would take this a step further and go business to business asking if people liked basketball and if they said yes I would give them tickets to an upcoming game. I would walk the SUNY Old Westbury campus and give out tickets. I would then begin to call media outlets and share The Long Island Knights with them. As the season progressed the team went from averaging 300 fans a game to over 1000 fans a game. The key was doing promotion to build a fan base.

As I reflected back on my experience with The Long Island Knights I realized that not only in sports is it important to build a fan base but is any business it is imperative to create raving fans. It is important to engage and listen and then prioritize what your fans want so that they will continue to buy your products and services and recommend you to others. We are told all the time have a unique selling proposition (USP) that differentiates you from everyone else in your industry. When I worked with The Long island Knight we had the most unique selling proposition as we had Nancy Lieberman on our team, she was known as Lady Magic and as a result we were able to showcase her in our marketing program. Nancy had many fans who came to see her play and as a result our fan base increased. We also had a great USP in the fact that our games were considered affordable at $10 a ticket. We also flooded the market with free tickets and sold the fans on the idea that they would see competitive basketball. The idea is to make the experience with you memorable and pleasurable so that people will continue to support your business and recommend you to others. Remember it is important to bring the fans in and to make them raving fans. When you can get people talking positively about you this increases your following and thus translates into more fans spending more money resulting in the strengthening of your brand. Continue reading Advertisement Ideas: How To Build A Fan Base!!!

Advertisement Ideas: How to Really Effectively Market!!!

Advertisement Ideas: How To Really Effectively Market!!!

Content-Marketing-Strategy tangerine digital As I work with clients I am always asked what is the most effective way to market? I don’t think there is one methodology that is the best way I believe that an integrate approach to marketing is necessary. I think knowing your target audience is very important. It may be true that everyone may be able to utilize your product or services, however it is vital to know who your ideal client is. I have attended many networking events and everyone is busy trying to sell what they have to offer that they never connect on a cellular level and thus are not effectively marketing. One of the most effective ways to market is to listen and then find ways that you will be of service and value to clients/customers. Ask yourself what can I do to add value to the people I am interacting with. I sit in Starbucks and I listen to people and if their conversation relates to anything I am doing I will go over and introduce myself and give them a business card. Some may look at this as a strange way to market, however I can tell you from experience that by being in tune with others and introducing myself I have secured gigs to emcee, conduct a marketing consultation, and to do training. In putting myself out there I have secured donations for The American Cancer Society Relay For Life by simply sharing http://main.acsevents.org/goto/jdogg2 and my reason to relay. In sharing who I am and how I can be of service to others I have created many income producing activities that also help to strengthen my brand.

Sections-Wear-your-brand One of the most effective things you can do to effectively market is to wear your brand. Since I do many things I pick one of my projects to wear each day. if I am promoting Relay For Life I will wear my Relay For Life Apparel and carry marketing material related to Relay. if I choose to promote The South Florida Gold, a professional basketball team I announce for I will wear my Jersey or other apparel related tot he team and have free tickets to give away. Every client I have worked with has provided me with shirts to wear to promote them. As a promoter of many products and services I must decide who to promote and then have a strategy that will be effective in getting results. Continue reading Advertisement Ideas: How to Really Effectively Market!!!

Advertisement Ideas: Sell Your Why Not Your What!!!

As we begin to promote ourselves we need to make less of what we are promoting but why we are promoting it. Too many times entrepreneurs and marketing executives get caught up in the what and forget the why. people don’t really care about the what they care more about the why you are doing things. When you engage potential clients/customers don’t tell them what you do tell them why you are doing it. A typical example in when I am asking people for donations for Relay for Life I always tell them why I am collecting using some of the programs that are funded when someone visits http://main.acsevents.org/goto/jdogg2 and makes a donation. I inform them of facts like we want to provide rides to and from treatments and doctor’s appointments for cancer patients through Road To Recovery which provided 380,000 rides to and from medical appointments in 2013 that number is expected to increase by 10% for 2014. The key is to let people know why you are doing something. In business it is when the customer/client buys into your why that you will have the most success with your business endeavors. Continue reading Advertisement Ideas: Sell Your Why Not Your What!!!