You Want The Job? Show Me!

September 3rd, 2010 → 2:41 am @ // 0 Comments

I was just flipping through the June 2010 issue of Inc. magazine and I was reading a story Jason Fried, the founder of 37 Signals. He was telling stories about why they hire people. He said that we don’t even look at resumes, instead, we look at cover letters. Cover letters tell a story better than a resume, that’s for sure.

He also talked about they hired one person after that person went out and created a special website just for them, to impress them. He pitched them. Here’s the website.

So smart. He got the job.

You want the job? Show me.

I tell a story in my book about how I used post-it notes to get offered a job. I wanted the job. I knew they were interviewing a ton of people. I wasn’t any better then any of them in graphic design. In fact, I was an average designer at best. But I wanted the job.

I tell another story in the book how I wanted to get into the Internet video business. I had a friend who owned a big SEO firm and I pitched him via video on YouTube. I could have sent a resume… c’mon, that wasn’t going to work.

You want the job? Show me.

So what the heck are you doing? You need to stand out and get noticed and PROVE to potential employers that you WANT the job. Otherwise, why should they hire you?

When I owned my own agency back in the dot-com days, I would never look at resumes. I would say, “show me”. If they couldn’t show me what they’ve done, I wouldn’t even pay attention to them.

Doers get what they want…

I recently posted on several Cleveland internship boards that I was looking for an intern. So far I’ve received about 20 emails from people. Not a single one of them has a website, or even a blog, or even a Twitter name. People… you’re applying to be an intern for a guy who does Web marketing.

The point is this. If you can’t show me, you don’t get hired. Want a better career? Want more money? Want longer vacations?

Show me.

Now get to work.

Attention &Fun &Uncategorized

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Cause Marketing

August 3rd, 2010 → 6:33 pm @ // 0 Comments

I write in depth in my book about marketing for causes. Cause marketing of course means that you’re putting the cause first. It can’t work the other way around. You are simply the organizer of the cause, your brand or business, and the last thoughts you should have is “how do I profit from this?”

If you try it that way, you’re doing it wrong.

Scott Stratten, author of UnMarketing: Stop Marketing. Start Engaging., gets it. He’s organized a cause marketing effort that is worth your time and donations. Check it out here. I donated, and gave a signed copy of my book into the prize pool as well. And now I’m spreading it here, and on Twitter and Facebook.

Because that’s what I should do. Not because it helps me in any way. Not because I can get ROI from it. I share the message because it needs to be shared. I live a blessed life, and I thank the powers that be every single day for it. When I see others that are struggling I have to react.

Which is why social media is such an amazing and powerful thing. It allows us to almost instantly, and easily share and spread the word about things like this. And more importantly, because it’s easy, it works. Consider the United Way for example. Before the Web and social media they OWNED the massive percentage of donations from the public. Why? Because they had the biggest name and marketing budget. Other, small, also deserving charities and causes couldn’t compete.

Now they can. Please head on over and see how you can create your own cause marketing campaign as Scott did. Then donate. Or just donate below.

Attention &The Power of Free &Uncategorized &Viral Video

Why You Should Buy Books In A Bookstore

August 3rd, 2010 → 3:57 am @ // 0 Comments

For the past year I’ve been neck deep in the book writing and marketing business. I’ve learned a lot. I’ve learned all about how the publishing business works, and let me tell you, it’s pretty complex. I could go on for days about it all, and I will in future posts.

But today I want to talk about why I think it’s important for you to go to your local bookstore.

Sure, buying online is easy. Jeff Bezos created Amazon because he realized that people really didn’t want to have to drive to the store to buy a book. It would be much simpler to just go online and have it shipped directly to your house. And he was right in parts.

But I’m a big fan of bookstores. There’s an experience you get when you visit one that you cannot get by purchasing online. As a rule, if I see a Borders or a Barnes & Noble I always try to stop in just to have a look around.

The first place I go is the the business book section of course. I love to see all the different books stacked in the display and how they all look mashed together. I scan them and look for the titles and covers that draw my eye. I find it fascinating how they choose to put some books forward facing, and others just showing the spine. Then I pick them up and feel them; then open them up and scan the contents. Smell them. Nothing like the smell of a fresh book!

This is a totally different experience than buying online, and in my opinion, much better. There’s a feeling you get in a bookstore that you cannot get by surfing online. You know what I’m talking about. It’s like you’re in a library full of countless amounts of knowledge and entertainment. So much so that you feel empowered by it all. I do at least.

Next time you’re in the vicinity of a bookstore, stop in. Browse around and NOT just in your favorite category. I like to challenge myself by reading books that I know nothing about. Fiction and non-fiction. It helps me stay connected with things that are happening outside my industry. It also helps me generate a bunch of ideas.

I don’t want to see the day when there aren’t any more actual stores to go into. How do we make that happen? It’s all about support. You can take your first step tomorrow to help. Look up a local bookstore near you and go.

Bookstores &Marketing &Uncategorized

Social Media Changed "Bad Attention"

July 8th, 2009 → 9:39 am @ // 0 Comments

In the past, if you made a customer angry by being negligent, you could pretty much ensure it would be swept under the rug. But as we’ve seen with Domino’s pizza and now with United Airlines, social media and the quick spread of content now makes it VERY easy to get noticed, in a bad way.

This band had their guitars broken on a flight and because they didn’t get any assistance/help from United, they made a song about it. I’m sure United wasn’t too happy about a few hundred thousand people learning about this.

Attention &Bad Press &Podcasts &Traffic &Uncategorized &YouTube Marketing

Vegas casino sells 2-foot, 6-pound burrito at cafe

February 28th, 2009 → 10:05 pm @ // 0 Comments

Times are slow in Vegas, it’s time to get attention! Excess! How about a big-arse burrito!

LAS VEGAS — A Las Vegas casino cafe is rewarding patrons who can put away a 2-foot, 6-pound burrito with a most logical prize _ free unlimited rides on a roller coaster that runs in both forward and reverse.

The offer comes with a caveat, though: Those who accept the challenge but can’t finish “The Bomb” burrito have to take a picture with an extra small, pink T-shirt that says “Weenie.”

The NASCAR Cafe at the Sahara Hotel & Casino began selling the cheese-and-guacamole slathered burrito on Thursday for $19.95.

Those who can finish the monstrous entree get it for free, along with two unlimited coaster passes and a T-shirt proclaiming they “Conquered the Bomb.”

Attention &Uncategorized

Denny's Superbowl Ad Part II: 1700% Increase In Web Traffic

February 7th, 2009 → 11:34 am @ // 0 Comments

In the last post we showed the now famous Denny’s Superbowl ad that caused a heckuva lot of attention across the United State for the free breakfast offer.

Now even more stats are coming out that show that the attention-getting ad and campaign did in fact really work, and work well. According to Read/WriteWeb

This year’s Super Bowl didn’t feature a lot of outstanding ads, but according to the latest data from Compete, quite a few advertisers were able to get a sizable share of the audience to head over to their websites on game day. The charge was led by Denny’s, which used its ads to offer a free breakfast to all Americans. Denny’s saw its traffic grow by almost 1700% on the day of the Super Bowl.

1700% increase??? Denny’s definitely wins the Superbowl challenge. This should also be a good reminder to you that when in doubt… Free works. What can you give away? Really think about it. It has to be meaningful and it can’t break your bankbook either.

Get creative. Think differently and really stretch your mind with some new ideas. They just might work.

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Is Bad Press Or Negative Attention Good For My Business?

November 19th, 2008 → 10:24 am @ // 0 Comments

Is bad attention good? You know what I’m saying here. If you get noticed for something that isn’t necessarily a positive thing… is that a good thing?

The old answer is “any press is good press.” That’s not so true anymore. Social media has enabled consumers to quickly circle the wagons and spread your bad information faster than you think. So if you really do stink… people are going to know about it quickly.

So the answer to the question of “Is bad press or negative attention, good?” is…

Yes, if you’re smart enough to make sure you monitor your brand online, and then you do something about it quickly.

Case in point. The Motrin moms debacle. Here’s a brief summary. But first, watch this video.

Basically, here’s what happened. Motrin posted a video on their Website which ignited a community of mothers who were insulted by it. What happened was a lot of the mothers use baby slings and objected to the tone of the ad which describes them as “in fashion”.

The fallout was quite harsh for Motrin. You can read all about it here.

So, did the negative attention help or hurt Motrin? It’s really too early to tell the long-term affects, but in the short term, it hurt them.

Why? Because a small group of consumers banded together to talk smack about the Motrin brand. Now, when you do searches for Motrin, you’re more than likely to find a link to a mommy blogger saying disparaging things about about the brand, instead of a information about the product and how it helps people.

Takeaway: Negative attention and bad PR is only good if you know how to look for it, and take it on full-force, quickly. It might be time to hire a social media consultant.

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