The Power of Three Words

Posted on September 27th, 2016

L.M. Montgomery, the author of Anne of Green Gables wrote that the most powerful sentences in English are three words or fewer:

“He is gone.”

“She is dead.”

“Too late.”

The advertising industry seems to back up a count of three words as well:

“Just Do It.”

“Think Different.”

“Got Milk?”

And successful political campaigns, too, seem to follow Montgomery’s direction to stay at three words or fewer:

“I like Ike.”

“Yes we can.”

Of course, just having a tagline of three words or less doesn’t guarantee success. “Drill baby drill” didn’t work for John McCain any better than “Jobs. Peace. Opportunity” worked for Walter Mondale or “We Luv McGov” worked for George McGovern.

But clearly, being able to express your emotional advantage in as few words as possible is a very clear and compelling way to communicate your brand.

“Life is Good.”

“Finger Lickin’ Good.”

“I Love NY.”

Taking a page from my own blog and practicing what I preach, my four most recent books both have three words or less in their titles.

Brain Darts

New Design: Miami

Building Brand Value

All About Them

What is the takeaway here that you can benefit from? It is a clear understanding that keeping your communications clear and concise is a powerful way of making your point. And while your temptation might be to be as thorough and explanatory as possible, experience, and L.M. Montgomery suggests otherwise.

Three words to build your brandTo learn more about how to do this and so many more techniques, read All About Them, my new book on how to grow your business by focusing on others.

You can find All About Them at your favorite bookstore or on your choice of AmazonBarnes & NobleApple, and 800-CEO Read. And because All About Them is all about you, you can order the hardcover book, the e-book for your Kindle, or an audio book on Audible or CD.

More importantly, you can find how to change the positioning of your product or service to make it All About Them and communicate your point in only three words. And that will be very, very good.


All Politics is Local politics

Posted on September 20th, 2016

Local Politics

Because “all politics are local,” today I want to talk about local politics.

It’s easy to understand that between state congressional races, city and county commission seats, judge appointments, and more, local races can be very confusing and hard to follow. Often the most important thing a local political wannabe can hope for is to be noticed and remembered.

That must have been the entire strategy of “Doc” Lolomo who’s running for state representative in District 115. As you’ll see from his election poster below, Lolomo wants you to elect him because he’s “The Wise Choice.” And he’s confirmed that point by surrounding his name and tagline with stars. He also wants you to know what district he’s running in, what seat he’s running for, and what number he wants you to select in the voting booth.

Local Politics - All About Them

My guess is that other than a unique name – Lolomo – there’s actually nothing you’ll remember about this poster. Nor is there anything you would care about that might coerce your vote.

Ross Hancock, on the other hand, has created a simple poster that tells you everything you need to know to select him. Because his name is the same as the famous signer of the constitution and the insurance company, Hancock has used a recognizable signature to help us remember his name. And by showing someone (I assume it’s Ross himself but who knows?) paddling through the Everglades, he’s told us something about himself that might resonate with us. Finally, his tagline “Our water. Our kids. Our homes.” tells us both what his issues are and why they matter to us.

Local Politics - All About Them 2

While Doc Lolomo has a poster that does nothing except maybe sear his name onto our eyeballs, Ross Hancock has used two of the most important All About Them techniques in his pursuit of local politics.

As I wrote in my new book – All About Them – you want to build an idealized brand that speaks to your audience’s needs and, more importantly, their wants. You want to build an idealized brand that resonates with consumers and lets them know that their lives will be better because of you. And you want to build an idealized brand that is truly you, only more so.

  1. All About Them. Hancock has made his message all about us. Simply by adding the words “our,” and by talking about “Our water. Our kids. Our homes,” Hancock has let us know that he cares about the things we care about and that our lives will be better because of his efforts. Much like President Obama’s “Yes we can,” Hancock has a tagline that’s positive, inclusive, and aspirational.
  2. Be Yourself, Be Yourself, Be Yourself. Whether you’re a teen idol creating imaginary aspirational romances with hopeful high schoolers, a physician building a bond of trust and commitment with your patients, or a wannabe in local politics, an idealized version of yourself can fulfill the wants and desires of your audience. This hyperrealized self draws us toward the politicians we support just as its absence pushes us away (hear that, Dr. Lolomo?).

In the 2008 presidential election, Barack Obama’s “Yes we can” convinced over two-thirds of first-time voters to cast their ballots for the almost unknown freshman Illinois senator. And remember, Obama was running against the very well-known John McCain, a decorated war hero who had served two terms in the US Congress and then 22 years in the Senate. You can’t get much more known than that.

While it woAll About Themuld be nice to believe that these young American voters chose Obama strictly on the issues and were unswayed by more emotional concerns, cynical realism forces us to accept that their decision reflected how Obama’s message resonated with them. “Yes we can” represented the best of what the candidate was offering. But more than that, it represented the best of what voters saw in themselves.

“Yes we can” was truly All About Them. And closer to home in local politics, Ross Hancock’s communications are as well.

For many more simple and clear examples and techniques that you can put to good use right away for winning at local politics, improving your business or to simply to help get what you want in life, please pick up a copy of All About Them soon.


Iannarino: All About Anthony

Posted on September 13th, 2016

First an admission with some very strange timing: Anthony Iannarino wrote a new book that you simply have to read.

Why is the timing strange for this recommendation?

Because as you’ve no doubt seen, I’ve spent the last few weeks incessantly promoting my new book, All About Them. I’ve been on Facebook and Twitter, interviewed on CNN and Fox Business, done signings and podcasts, and everything else I can do to get people to order my book.

Why am I doing this?

Both because I truly believe it’ll make a difference in the way you market your own business. And because I want to be a best seller.

Iannarino new bookIn the course of getting the word out, my friend (and author of the foreword in All About Them) Bob Burg introduced me to Anthony Iannarino. Anthony was gracious enough to interview me on his podcast. And to prepare for the interview I did a little research and reading about Mr. Iannarino.

I’ve only got two things to say about Anthony: 1) Wow. And 2) you have to read his new book.

Here’s a sample from Anthony’s new book, The Only Sales Guide You’ll Ever Need:

“How is it that a small number of salespeople are hugely successful, while the rest struggle to win deals? It’s not because they sell more popular products or have less demanding clients. It’s because these top producers have the right mindset and skills to continuously deliver for their companies and their clients.”

Anthony breaks down the essentials of sales performance into 19 strategies, including:

Self-discipline: the most crucial element of sales success, and the most difficult. Train your discipline by creating a discipline list of good daily practices that break down your ultimate goals into actionable steps, such as calling three prospective clients a day. Make your commitments public to hold yourself accountable.

Business acumen: It’s no longer enough to know your product well; salespeople need to understand the general business landscape and common business terminology. Most importantly, your clients are businesspeople. Sell to them by proving that you can think like a businessperson as well.

Closing: closing a sale isn’t just about the final commitment to buy. There are a series of smaller commitments required along the way. Make your prospective client commit to you by adding value through a deep understanding of their needs and a clear vision of their future.

Iannarino’s book is as useful for sales rookies who want to get their dream clients as it is for veterans who want to return to the basics to reach new heights. This is the definitive book on sales–the only sales guide you’ll ever need.

HERE is the link where you can pre-order it.

Now I know this causes you a bit of a conflict – after all, you not only have to read my new book – All About Them – but you also need to read new release by Anthony Iannarino, The Only Sales Guide You’ll Ever Need.

But if you think that’s a conflict for you, think about what a conflict it is for me – I have to stop promoting my book in order to promote Anthony’s.

What can I say? Anthony Iannarino’s book is that good.


5 P’s #3 Positioning – The Search for Meaning.

Posted on September 9th, 2016

Today it’s time to talk about the third P of creating an All About Them brand, positioning. After all, once you’ve dealt with Price and Product, it’s important to understand what your product stands for.

All About Them - PositioningHere’s what your product doesn’t stand for: the function of what you do. As we discussed yesterday, function is cost of entry. After all, when everything works and everything is available everywhere, we have to ladder up to create a brand that makes people want to buy from you.

Simply put, your new positioning needs to be about meaning. Not only the meaning of your company, your firm or your professional service but the meaning that your product or service bestows upon your customer.

In the good old days – usually referred to as the time before the Internet disintermediated everything – we used to say, “you are what you eat.” In other words, your physical constitution is made up of the things you put into your body. But today we say, “you are what you consume.” This means that we tell the world who we are by the things we consume.

Not only has this new concept of positioning changed that old saying, it’s also changed the meaning of a saying I’m sure you’ve heard and probably repeated. Hockey great Wayne Gretzky famously said, “I skate to where the puck is going to be, not where it has been.” Now being a Miami Beach native, I’m no expert on hockey but even I know that Gretzky was talking about the vision of moving towards your goals. But when that old adage is applied to our customers, the interpretation becomes that you should position your brand not based on who your customer is but on whom they want to be.

What is the takeaway here that you can benefit from? It is a profound understanding that the things you do are no different from what your competition offers. At their most functional level, your products and services are worth what the market says they’re worth. But at an emotional level what you do is worth as much as you say it’s worth, IF you are positioning your brand in a way that imbues your services with meaning.

To learn more about how to do this and so many more techniques, read All About Them, my new book on how to grow your business by focusing on others.

You can find All About Them at your favorite bookstore or on your choice of AmazonBarnes & NobleApple, and 800-CEO Read. And because All About Them is all about you, you can order the hardcover book, the e-book for your Kindle, or an audio book on Audible or CD.

More importantly, you can find how to change your the positioning of your product or service to make it All About Them which will make all the difference in the world.


People Don’t Buy What You Do. The 5 Ps – Product

Posted on September 8th, 2016

You’ve spent almost all your time getting really good at what you do. College, maybe graduate school. An internship, entry-level job, moving up the ladder – learning, improving your skills, sharpening your abilities. Now you’re running your own business or movin’ on up the the C-suite and you’re on the top of your game. Making the best product, offering the best service.

All About Them - ProductBut at some point you’re going to get a nagging suspicion that things aren’t quite the way they seem. Maybe it’s a deal that didn’t go through. Maybe it’s a client or a customer that wasn’t as happy as they should have been. Maybe it was a buyer that went somewhere else. And little by little this nagging suspicion is going to continue to grow until it’s the 900-pound gorilla in the room. You’re thinking about it when you’re at work and you’re thinking about when you’re at home. Chances are it’s waking you up at night and you’ve spent some late night hours watching the lazy ceiling fan spin slowly in the darkness.

Here’s the problem in a nutshell – your product or your service is cost of entry. What you do is the table stakes that get you in the game. Your product had better be good or no one’s is going to buy it. But just because it’s good doesn’t mean they’ll buy it either.

Computer companies are well known for promoting their digital advantages – called speeds and feeds – that their consumers neither understand nor care about. Camera manufacturers, too, fill their product specs with numbers and metrics that don’t matter to the majority of their buyers. Car companies, electronics suppliers, and manufacturers of every stripe all fill their messaging with details of features and attributes that few of their buyers care about.

And it’s not just hard good makers that suffer the folly of function. When was the last time you heard a doctor or lawyer crowing about where they went to school? When was the last time a realtor told you how many agents they employed? When was the last time a moving company bragged about the number of trucks they own or a restaurant listed all of their locations?

But you don’t care how many degrees your doctor has; you care if they can solve your problem. You don’t care where your lawyer went to school; you care if they can handle your case. You don’t care how many agents work for the realty company you’re planning to hire; you care if the realtor who works for you can sell your house. You don’t care about how many trucks a moving company has; you care if they’ll protect grandma’s baby grand piano. And you don’t care how many restaurants the company manages; you care about how your salad will taste right here and right now.

The folly of function states that “the quality of product performance is cost of entry but it’s not what makes the sale or pleases your client.” After all, all companies offer some degree of function or they wouldn’t remain in business. But after the generic requirement of function has been met, it becomes the What’s In It For Me Factor that makes the difference, makes the sale, and builds your brand.

What this means to you is that it’s time for a sober, gimlet-eyed look at your business’ messaging to make sure you’re not simply listing your features or cataloging your benefits but are making a clear and concise argument for how you make your customers’ lives better.

To learn more about how to do this and so many more techniques, read All About Them, my new book on how to grow your business by focusing on others.

You can find All About Them at your favorite bookstore or on your choice of AmazonBarnes & NobleApple, and 800-CEO Read. And because All About Them is all about you, you can order the hardcover book, the e-book for your Kindle, or an audio book on Audible or CD.

More importantly, you can find how to change your focus from your product or service to make it All About Them which will make all the difference in the world.


Charge More Money. Get More Business. The 5 Ps – Price

Posted on September 6th, 2016

Charge More Money and Get More Business.

In the retail world, price only stands for the price of a product. But in the marketing world price stands for so much more. Because once your brand is established and your customer is interested in purchasing your product or service then price has as much to do with the ultimate purchase decision as anything.

All About Them - PriceThe intuitive logic is that customers will always buy at a lower price. But don’t you believe this old assumption because it simply is not true.

The value of many products actually increases with an increasing price. Consultants, luxury goods, and engagement rings are all examples of this seemingly backward pricing phenomenon.

Imagine the disaster when the romantic but frugal boyfriend wheels in a 55-gallon drum on a hand truck. “I know you love that fancy French perfume honey, but this smells exactly the same and now you’ll have enough for a lifetime.” If our hapless suitor presented his gift on the evening of Valentine’s Day we can just imagine who he’ll be with later that night — nobody.

Charge More Money with All About ThemBy establishing a powerful brand that is laser-focused on your buyer you can actually use pricing — and higher pricing — to make your product more desirable than the competition. And with the extra money you earn you’ll be able to put more time, effort, and resources into doing an even better job for your customer which creates a win-win-win situation for everybody.

To learn more about how to do this and so many more techniques, read All About Them, my new book on how to grow your business by focusing on others.

And if you order before midnight tonight, you can get your choice of some great deals.

Just click on one of these links to order All About Them from your choice of AmazonBarnes & NobleAppleKindleAudio book or 800-CEO Read. Send a copy of the order confirmation to AllAboutThemBook@Gmail.com and here is what you’ll get:

Be a Friend. Order 3 copies of All About Them and I’ll send you Brandisms, my 378-page e-book of branding tips and advice with one big idea for every single day of the year. (Additional value: $60)

Be a Big Deal. Order 10 copies of All About Them and you’ll get Brandisms plus my 170-page Personal Branding Implementation Blueprint. (Additional value: $960)

Be a Mensch. Order 25 copies and you’ll get the two e-books plus a 30-minute consulting call. (Additional value: $1,435)

Be a Hero. Order 100 copies and you’ll get the two e-books plus a one-hour consulting call and a one-hour training webinar for your team. (Additional value: $6,435)

Be a Superhero. Order 1,000 copies and I will come speak to your organization and guests at your event anywhere in the continental United States and Canada. This includes a one-hour keynote and a one-hour workshop plus travel. (Additional value: $21,500). And yes, you’ll get the two e-books also.

These deals end at Midnight tonight so do not delay. Order now and charge more money tomorrow.


Selling Books. Three Great Tips.

Posted on August 29th, 2016

Selling Books.

Selling books has gone from “If you build it they will come,” to “If you write it, will they come?”

It used to be that if you wrote a book people would read it. After all, there weren’t that many books out there to begin with and there weren’t that many other ways to consume information.

But today, thanks to self-publishing, print-on-demand, e-books and more, the entire process of getting a book published and distributed has been democratized. Consequently, if you can get your thoughts on paper, you can get them published. Selling books was a lot easier.

Furthermore, today’s reader has way too many choices for how they consumer information and how they spend their time. Besides old-school paper and ink books, magazines, and newspapers there are also digital books, audio books, online books and more. Plus with cable TV, satellite TV, Netflix, Hulu, streaming, downloads, blogs, and all the other ways of absorbing information lots of former readers no longer have time to crack a book.

Therefore, there are three things today’s authors can do when they are selling books:

1.     Write a great book. The bright-eyed idealist in me still believes that merit wins in the end. Build a better mousetrap and the world will beat a path to your door.

2.     Brand the author as well as possible. I talked about this in my TEDx speech. After all, you can’t expect to be selling books if no one knows who you are.

3.     Bribery. Yup, good old-fashioned bribery. If I want to be selling books then I need to make it worth your while to buy them. Lots of them.

I believe I’ve already achieved points one and two (the reviewers agree that my book is pretty good and I was on national TV three times last week alone). Therefore it’s time for strategy number three.

After all, sheer unmitigated bold-faced bribery is the key to selling books.

Just click on one of these links to order All About Them from your choice of AmazonBarnes & NobleAppleKindleAudio book or 800-CEO Read. Send a copy of the order confirmation to AllAboutThemBook@Gmail.com and here is what you’ll get:

Be a Friend. Order 3 copies of All About Them and I’ll send you Brandisms, my 378-page e-book of branding tips and advice with one big idea for every single day of the year. (Additional value: $60)

Be a Big Deal. Order 10 copies of All About Them and you’ll get Brandisms plus my 170-page Personal Branding Implementation Blueprint. (Additional value: $960)

Be a Mensch. Order 25 copies and you’ll get the two e-books plus a 30-minute consulting call. (Additional value: $1,435)

Be a Hero. Order 100 copies and you’ll get the two e-books plus a one-hour consulting call and a one-hour training webinar for your team. (Additional value: $6,435)

Be a Superhero. Order 1,000 copies and I will come speak to your organization and guests at your event anywhere in the continental United States and Canada. This includes a one-hour keynote and a one-hour workshop plus travel. (Additional value: $21,500). And yes, you’ll get the two e-books also.

Bestseller - Selling Books - All About ThemAll About Them is your three-word mantra for marketing in the new world. And the book is your manifesto. It will show you how to promote your business to new levels of success. But with all the other great stuff you’ll get as well, it’s a no-brainer.

So what’s the catch? Just this: the deal ends at midnight on September 6th, 2016.

That’s right. On official launch day, September 6th all of these great offers will go away. So don’t dilly-dally and don’t delay. I want to be a bestseller on September 6th. I would love for you to help me and I’ll make it worth your while.

Write a good book? Check.

Build a strong brand? Check.

Bribe your customers? Come on and click HERE and let’s check that one of the list, too.

THAT’S how writers should be selling books.


How do you get a Bestseller?

Posted on August 23rd, 2016

How do you get a Bestseller?

How do you get to Carnegie Hall? Practice, man, practice.

How do you get a bestseller? Sell a lot of books.

I want to remind you that my newest book — All About Them — is available for preorder. If you order right now you will get great bonuses, but don’t wait because these generous deals are over at midnight on September 6.

Just click on one of these links to order from your choice of Amazon, Barnes & Noble, AppleKindle, Audio book or 800-CEO Read. Send me a copy of the order confirmation and here is what you’ll get:

Be a Friend. Order 3 copies of All About Them and I’ll send you Brandisms, my 378-page e-book of branding tips and advice with one big idea for every single day of the year. (Additional value: $60)

Be a Big Deal. Order 10 copies of All About Them and you’ll get Brandisms plus my 170-page Personal Branding Implementation Blueprint. (Additional value: $960)

Be a Mensch. Order 25 copies and you’ll get the two e-books plus a 30-minute consulting call. (Additional value: $1,435)

Be a Hero. Order 100 copies and you’ll get the two e-books plus a one-hour consulting call and a one-hour training webinar for your team. (Additional value: $6,435)

Be a Superhero. Order 1,000 copies and I will come speak to your organization and guests at your event anywhere in the continental United States and Canada. This includes a one-hour keynote and a one-hour workshop plus travel. (Additional value: $21,500). And yes, you’ll get the two e-books also.

Bestseller - All About ThemAll About Them is your three-word mantra for marketing in the new world. And the book is your manifesto. It will show you how to promote your business to new levels of success. But with all the other great stuff you’ll get as well, it’s a no-brainer.

What’s the catch? Just this: the deal ends at midnight on September 6th, 2016.

That’s right. On official launch day, September 6th all of these great offers will go away. So don’t dilly-dally and don’t delay. I want to be a bestseller on September 6th. I would love for you to help me and I’ll make it worth your while.

Carnegie Hall? Practice.

Bestseller? It’s up to you. Don’t let me down. Click HERE


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