Thursday, May 27, 2010
Harry Dent "Invest in Yourself" The new Marketing Paradigm
Harry Dent famed Economist said recently to “invest your money in yourself”, “Market yourself before the next crash”. This is the most brilliant statement of all. How do you sell yourself, your business, services or products if your customers don’t know who you are? The new media has been named web 2.0 or affectionately disruptive media. Disruptive Media is the use of social media to surround your competitor and convert their customers to your business. Why make new clients when your customer has the same client you want, so lure them away form them to you. We know there are businesses out there that have customers in your area. For example I was just speaking with a gas company. We know the customer is crossing the street to go to Chevron over Shell or vise versa. The prices are similar, both have stores so you can buy your favorite beverage, what would make them leave their brand and come to our brand. Easy, make it the best Brand (remember perception).
A brand that people cannot live without, a brand that everyone is using, essentially the “cool” brand., the brand that will make them cool if they use it or more importantly people see you using it. We saw this in high school where the “cool” kids sat at a certain table in the cafeteria. There are too many examples of this status structure, but I think all of you can conger up an example that you have personally experienced. If you take nothing away from this blog take this “people live vicariously through you” (thanks Joel Bauer for quoting me). This means that people envy what you got regardless of what they got (excuse the grammar). To sit at the table was cool regardless whether you liked the people or not—others saw you, and now envy comes into play.
So back to disruptive media, fact unless you have the only widget in the world and you are the only one selling it, you have a service, product or business people frequent. Fact people are frequenting your business either at your location or your competitor’s. Fact they are spending money on that business either at your location or your customers. Question: how do we get them from spending money here than over there? Answer: Disruptive Media-- through marketing, we make it imperative that they come to your business because if they don’t they will not be part of the cool crowd (essentially). Now this formula takes on many meaning and examples but still stand true. We do this service for junior executives, we do it for actresses we do it for sports professionals we do it naturally.
What is the difference between other marketing companies and mine? Actually very little, looking from the outside in. We know the same people, we dress the same, and we almost talk the same. The difference how we got to where we are; for example, I was a bodyguard starting at the age of 17 for some of our greatest stars, Dinah Shore, Farrah Fawcett, Jerry Garcia many. What is it about me that “attracted” that level of trust at a young age? I left that life and became a Chiropractor; I was an accredited physician at 2 Olympic games and have worked on some of the best athletes in the world. I have been a publicist and marketing professional since I was a young lad and marketed myself into the positions I have just described above. I was so good at marketing I was sought out to implement a social media presence for Farrah Fawcett.us before her death. We implemented a strategy that would get her truth out to the world and expose the people around her for what they were. It worked we were very successful.
Now the question, how do you get people to leave the other business for yours? The answer is get your name out there and make sure you are the cool kid everyone wants to be near. Us the social media, hire the media strategist, the publicist that will help you be that guy/gal everyone wants to be around. People want to be near the people that have the answer or appear they have an answer.
Can it be done? YES its done everyday, the eye glass store, the actress, the clothing store, everywhere in some way shape or form they implement this strategy. Do you really think that Lindsey Lohan just fell across a little boutique she liked and the paparazzi were there? No we (media strategists) staged it, now everyone goes to the boutique. Is it expensive maybe depending on your point of view? But how long do you want to wait for success to happen. How much does it cost to sit back, trudge along, working and working to make success a reality? How long do you want to watch your customer go to your competitor? When with less money in comparison, you can implement a strategy that will give you success overnight? This overnight success can be sustained for years getting your initial investment back as well as additional business that will grow logarithmically. My friend and blogger Sarah Robinson (www.escaping-mediocrity.com) talks about this everyday. Take the one step to change your life, even if is a pair of shoes you don’ usually wear to work. Its one step, and everyone can take that one step.
So to answer the question what makes us different that another group? HitmanPR does it on the 1st branded social media channel with Kelsey Grammer. We promote our customers on a format that millions of people frequent, insuring success and fame. What is fame, it is the thing people see in you and why they leave the service, business or product for yours. We put together a strategy that will take you from obscurity to fame. So live out loud, be famous…