Sweet Success Online
Advertising and Marketing
When Good Brands Go Bad – Guest Post
May 21st
The first thing I think about when I think of “brand” or “branding” is coca-cola. Yes, they’ve done a great job in marketing that carbonated sugar water. And that’s the second thing I think of: marketing.
Sometimes I forget that branding, though vital to marketing, affects sales, customer service, and pretty much all other parts of a business. It’s obvious then that it is vital to have a good brand. But can a brand be so good that it actually prevents you from getting more customers?
I came across an intriguing post on Larry Kilbourne’s blog called When Brand Bites Back. In it, Larry talks about instances where a great brand and perception of that brand deterred potential customers from doing business with the companies he was working for.
One instance was a new program for corporate solutions offered by Dale Carnegie Training. Up to that point, Dale Carnegie was very well known for personal coaching and training for stellar public speaking. Their reputation was so strong that possible client corporations were uninterested because they didn’t need “individual public speaking training.” Eventually, they found they had better results if they simply sold the program on its merits, without mentioning it was a division of Dale Carnegie at all.
What does your brand say about your company, your products, and what you do best? Is public perception at odds with any of your products or services? Could it be that potential customers are going elsewhere because they don’t think you are the company to help them with their needs?
I’m of the opinion that–all things being equal—I’d rather have a strong brand that is a barrier to new services, than a weak or counterproductive brand that does me no good at all.
Tells me about your brand and what it makes people think of when they see it. Has it ever caused you to lose business like the Dale Carnegie example? Leave a comment and tell me about it.
George Page
Emailing to Moms – Words from Bill
May 7th
I was thinking about the different ways we talk about a product depending on who we are talking to at the time, so I did a short podcast . It’s about that and things you should think about when reaching out to specific target markets.
-Bill
Podcast: Play in new window | Download
Internet Promotion for Businesses – Podcast
Apr 8th
Guest Carrie Layne tells Bill and Teresa more about her website BestofTexas. Carrie also explains how you can use BestofTexas.com to promote your business, whether you’re in Texas or not.
Podcast: Play in new window | Download
Millions of Visits – Podcast
Apr 7th
Bill and Teresa talk with guest Carrie Layne, CEO of BestofTexas. Carrie reveals that her website now has seven million hits a month. She also talks about how you can do the same with your own website!
Podcast: Play in new window | Download
Tell a Story to Your Customers – Guest Post
Mar 12th
An entrepreneur is not an island. To be successful, we need employees, managers, advisers, and of course, customers. With that in mind, I asked George Page — my co-author for our upcoming book, “Under the Gun” — to stop by and give us a bit of knowledge. – Bill Byrd
I became aware of the Saddleback Leather Company this week when I read an interesting blog post on SAMBA, “They’ll fight over it when you’re dead.” After seeing that title, how could I not read on?
The Saddleback Company makes leather bags. They make suitcases, pouches, duffle bags, messenger bags, and backpacks… all in leather. More important, they may just make the best leather bags in the world.
I should state here that I don’t know beans about bags. I’ve heard of a several “designer” names, seen a lot of bags, and of course, owned a few. But I couldn’t tell you what makes a great bag other than if it holds what I’m trying to put in it. Having said that, after ten minutes on the Saddleback website, I think I could spot a great, well-made bag easily. I also think that Saddleback will have been the one that made it.
I’m not pushing their merchandise (really I’m not). I’m simply trying to demonstrate the power of the story they told me. This will be easier to explain if you take a look at their website first. Go ahead, I’ll wait.
Back? Good. You see what I mean? Dave, the owner and creator of Saddleback, paints such an enticing and adventurous saga, doesn’t he? And you can be a part of it all… you just have to buy one of his bags.
This illustrates the point of the SAMBA blog post – and my point too. A good story entertains and motivates customers. It encourages them to buy your products, talk about your products, and join the exclusive community whose only ticket to entry is your products.
Don’t laugh. It worked for Harley Davidson, BMW, Southwest Airlines, Moleskine, and even Starbucks.
People want to be part of something bigger than themselves, and maybe you, your company, or your products could help them do that. Is there a great story about how you got started? What special values is your company founded on? Are your products being used in interesting ways? Figure it out then tell your story to the rest of the world.
In the meantime, I’m saving up for an extra large, dark coffee brown Saddleback briefcase.
Thanks for the invite, Bill!
George Page
Blogging And Podcasts Podcast
Dec 31st
Bill Byrd and David Byrd discuss how to utilize new marketing tools online – blogs and podcasts – to market your business.
Podcast: Play in new window | Download
Email Marketing Podcast
Dec 30th
Bill Byrd and David Byrd discuss using email for marketing your business.
Podcast: Play in new window | Download
Websites for Business Podcast
Dec 29th
Bill Byrd and David Byrd discuss the marketing benefits of having a website.
Podcast: Play in new window | Download
