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When is a hot dog not a hot dog?

Tuesday, July 6th, 2010

Another fabulous Fourth of July weekend is history and this year, without knowing it, we probably consumed just a few more hot dogs than we did last July.

Why?  Because of something called product differentiation.

Whether you’re marketing a product or a service, it’s critical to differentiate the benefits of your offering.  When consumers appreciate the difference between your product and the competitors, they become interested in purchasing.

George and Rich Shea

George and Rich Shea

Yet, differentiation can be a challenge, especially when it comes to mundane products such as hot dogs.  Brothers George and Rich Shea have brilliantly differentiated the Nathan’s brand of hot dogs by holding an annual hot dog eating contest.

The contest, started in 1961, is now televised on ESPN.  This year, the New York Times ran a giant newspaper column that provided thousands of dollars in free advertising.

When is a hot dog not a hot dog?  When it’s the featured product of  a televised hot dog eating contest–every July 4.  Brilliant!

Feel free to comment with an example of a product or service differentiation that impresses you.

How do you differentiate your hot dog?  With mustard?  Catsup?  Onions?  Chili?

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Posted in Communication, Creativity, Growing Your Business, Internet marketing, Marketing, Sales and Marketing, Selling, Success | No Comments »

5 Cool ideas for writing and selling your book

Monday, May 31st, 2010
Your info is worth money

Your info is worth money

Everyone has a “how-to” book in them.  Your lifetime of experience and acquired skill sets should probably be required reading for the next generation, yes?

That book is easier to write than you think.   Once written, you can market your knowledge to people more than willing to pay for it.  Social media can be a cost-free delivery system.

Use the profits from the book to pay down bills, shore up your battered 401K, buy a car or just have some fun.  Here are 5 Cool Ideas for writing and selling your book.


1.  Do it yourself, the publishing industry is broken, anyway.

Self-publishing e-books is an easy, very lucrative way to create passive income.  The process can be as simple as writing a 20-page e-book and saving it to a .pdf.  Arrange a payment gateway through Google or PayPal and start telling Facebook friends about your creation.


2.  You can publish a book, even if you’re not a writer.

Mark Victor Hansen simply collected stories others had written and titled the book series, Chicken Soup for the Soul.  Another great idea is to create other types of information products, instead of books.  Audio programs, for example, are very popular and in some cases, sell better than printed material.   And get this–audio programs are even easier to create than books.


3.  A writing “system” can help you be published in less than 90 days.

I often write books by accumulating information.  My 5 Cool Ideas books have been the result of collecting info, reworking the content and formatting related ideas in groupings of five.


4.  Blog your way to authorship.

Web logging on Typepad or WordPress is a an easy way to develop your voice and build a following at the same time.  Just post a few paragraphs twice a week and you’ll be amazed at how much content you can originate.


5.  Think about what comes next after what comes next.

Celebrate your finished book as a great achievement,  but remember that a book is almost always more powerful as a means to an end.  Being a published author opens the doors to many opportunities, including speaking gigs, consulting work and media attention.  Consider having other products and services to promote when your book is released.


Get good advice on how to write your book . . .

Attend the Write/Sell Your Book seminar and get time-saving tips and valuable marketing idea so you can finally write that book.  Register at http://bit.ly/WriteSellYourBookJune9 or visit http://www.michaelangelocaruso.com/events/calendar/ to find a program near you.

Expect to learn a ton about creating, selling and re-purposing information products. You’ll also learn how to:

- Become a published author in less than 90 days
- Use information products to become more employable
- Build a distribution list so you’ll always have customers

- Write an e-book that will make your print book an even bigger success
- Leverage Facebook, LinkedIn and Twitter to grow your biz
- Self-publish your information products and earn more profit

- Write Web copy that sells
- Repurpose content so you can get paid over and over
- Create multiple information products

- Convert your new found “expert” status into even more opportunities
- Use video to promote your work

Can’t locate a live program?  Would you rather order the audio CD/e-book on the subject?  Go to http://bit.ly/CreateSellYourInfoProducts

Good luck and keep writing!
Michael Angelo Caruso, Author of the 5 Cool Ideas books and creator of over 75 info products

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Posted in Career development, Creativity, Growing Your Business, Information products, Internet marketing, Marketing, Sales and Marketing, Selling, Success, Writing and Publishing, social media | No Comments »

The accidental marketing of Dennis Hopper

Sunday, May 30th, 2010

Dennis Hopper finally died.

There’s no denying that the man had rough life.  Many people wondered how Hopper lived as long as he did.  Some thought he had died again, such was the tumultuous existence of this Holly-world and real-world rebel.  When you consider all Hopper’s associated weirdness and drama, it’s a wonder the actor was able to cobble together a decent career.

Here are 5 Cool Ideas on the accidental marketing of Dennis Hopper, inspired by the New York Times obituary written by Edward Wyatt.


1.  Adversity can be a trump card.

Dennis Hopper was born in Dodge City, Kansas, home of many a showdown between good guys and bad guys.  During his life, Hopper had constant showdowns with alcohol, drugs, directors,  wives (five marriages), nature (a fire claimed his Bel Air home in 1962) and finally, prostate cancer after a 10-year battle with the disease.


2.  Dennis Hopper almost accidentally defined cinematic cool.

This guy starred in some of the coolest movies ever made including, Easy Rider, Blue Velvet, Rebel Without a Cause and Cool Hand Luke.  The parts came to him sporadically and Hopper often fell into great roles despite a bad reputation.  In many instances, he did well due to his proximity to greatness.  For instance, Hopper credited Marlon Brando with the idea of having him portray a gonzo journalist in Apocalypse Now.


3.  An early victory can make you a “success” for life.

Easy Rider won the prize for best first film at the 1969 Cannes Film Festival, perhaps because it faced only one competitor.  This victory put Hopper on everyone’s radar.  He also shared an Oscar nomination for writing the movie, so the phrase “Oscar nominated” applied to Dennis for another, oh, 41 years.


4.  When it comes to marketing, you get points for what might be true.

Hopper was romantically linked to Natalie Wood and Michelle Phillips.  Extra points!  Again, the proximity factor.  These dalliances were never officially documented.  Hopper got credit for possibly sleeping with both women.  Note:  When it comes to marketing, getting points for what might be true can work for you or against you.


5.  Versatility is an excellent marketing device.

Paul Newman, as photographed by Dennis Hopper

Paul Newman, photographed by Dennis Hopper

When acting gigs were slow, Hopper learned to paint and write poetry.  He also became an accomplished photographer known for his “intimate and unguarded” images of Ike and Tina Turner, Andy Warhol and Jane Fonda.


Goodbye, Dennis

Dennis Hopper, like so many other talented people, succeeded in spite of himself.  But for all his mistakes and missteps, the accidental marketing of Dennis Hopper was made easier thanks to his habit of breaking bad in real life as well as in front of the movie camera.

See ya, Dennis.  Rest in peace, finally.  Again. 

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Posted in Career development, Entertainment, Entreprenuers, Marketing, Sales and Marketing, Success, Writing and Publishing | No Comments »

Good communication on the bike, in the board room

Saturday, May 29th, 2010
The earpiece

The earpiece

Communication is critical in any team endeavor, even the Tour de France. 

Forbes’ Rich Karlgaard reminds us that the first thing Johan Bruyneel did when he became Lance Armstrong’s bicycle team director in 1998 was fit the entire team with radios and earpieces.

The Tour de France is a three-week endeavor.  Communication is an important way to minimize costly mistakes.  As a team director, Bruyneel has eight wins and one third place in the Tour de France.

Good communication is key to Detroit’s success, too.  That’s why it’s important to hold events like the annual Mackinac Conference.  This year’s speakers will no doubt give us ideas on how to handle our many challenges such as the prolonged recession, a humbled automotive industry and insolvent municipalities.

Featured keynote speakers this year include former Speaker of the House, Newt Gingrich and Chrysler CEO, Sergio Marchionne.  Of course the media will be there in force, including WDIV’s news anchor, Devin Scillian, an excellent communicator, himself.

Communication is important on the bike and in the boardroom.

-Michael Angelo Caruso

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Posted in Communication, Creativity, Keynote, Leadership, Marketing, Success, problem solving | No Comments »

Why Facebook friends are better than real friends

Thursday, May 13th, 2010

Facebook fThe topic of social media has moved from the break room to strategic planning meetings.  Thousands of businesses have started company pages on Facebook, Linkedin and YouTube.

Cynics still say things like, “Yeah, but a Facebook friend isn’t like a real friend.”

True, but if you run a Yellow Pages advertisement, you wouldn’t evaluate the results based on how many readers are ”real” friends.   If your income depends on how many people pay your company for products and services, Facebook friends are far better than real friends, especially once you’ve figured out how to monetize social media.


Why Facebook friends are better than real friends

Facebook buddies are:

-  More likely to be interested in your products and services (this is how keywords work)

-  Easier and cheaper to communicate with

-  Interested in what you’re selling (especially when you use my method of “friending”)

-  Likely to share info about your great products and services with their FB pals

-  Helpful and remarkably supportive


I can’t help you get real friends

You’re on your own when it comes to making true-life buddies, but I will help your company amass a ton of Facebook friends that will be interested in writing you checks.

In four weekly phone calls starting June 1, I will teach you or someone at your company  how to publicize, market, sell and even provide customer service using social media.

This teleclass is quite affordable and very useful, especially for small and new businesses.

“I’ve attended Michael’s great social media class and benefited from his info products.    Social media is a new world for me, but Michael makes it easier and fun.”      -Leah Dunn, The UPS Store

“Michael Angelo Caruso helped improve my business’s online presence in a very short    time.  I highly recommend him for your marketing needs.  Michael delivers!”    -Dr. Steven Ringler, Plastic Surgeon

The four phone calls are June 1, 7, 14 and 21 at 3:30 PM ET.  Playback recordings are available for 48 hours after each call.  The information given is NOT technical.

Register at http://tinyurl.com/SocialMediaJune1

Log-in to your social media pages before calling so you can make changes to your Facebook and Linkedin pages in real-time.  Pretty cool!   

Sign up today at http://tinyurl.com/SocialMediaJune1

Luckily, we don’t have to choose between Facebook friends and real friends, Michael.  You can have both!  I look forward to talking with you and/or someone from your biz starting June 1.

Your real friend,

Michael Angelo Caruso, Marketing Consultant and Keynote Speaker


P.S. You’re welcome to republish, repost or otherwise share this article.  Simply provide attribution by including my Web site, which is www.MichaelAngeloCaruso.com.

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Posted in Career development, Communication, Creativity, Growing Your Business, Internet marketing, Marketing, Sales and Marketing, Selling, Success, social media | No Comments »

Valuable social media advice for a friend (and you)

Monday, May 3rd, 2010

Readers always write . . .

Dear Michael,

Per your emails, I can see things are going well for you.  Wish I could say the same, but business is way off and Corporate is only interested in providing national marketing, which doesn’t help me at a local level.

I have a blog on our corporate website, but it is heavily edited.

I’ve decided that I must do my own marketing.   Social media has a huge potential and I need to get started.  I want to create an online presence for Home Energy Audits in southeastern  Michigan.   I have a personal Facebook page that is somewhat neglected.  I recently looked at your pages on LinkedIn and Twitter and Facebook.

I went to see you on YouTube.   Your videos look great!  (To this day, I employ your “smiling through doorways” technique and it works.)

You have a number of different products that can help me.  What do you suggest?  I like the idea of getting my name on the FB URL, having an LI and TW account and others strategies that you may suggest.  I am ready to get serious about marketing online.  What other advice do you have for me, please?

Signed,

GGG in Michigan


My response . . .

Dear GGG–

Sorry your biz has had some rough sledding lately.

You’re right about a number of things.

1)  You should do your own marketing. Marketing is way too important for you to rely on HQ.

2)  Online marketing is the way to go. Social media marketing, in particular, is an effective, no-cost way to create more revenue.

3)  My quick advice is to “systemize” Linkedin to grow your network. Add five people a day for 30 consecutive days.  Try to add people who are pre-disposed to your message.

Add a guy named Terry Bean right away.  He’s a local cat who knows everyone and can make introductions, especially on Linkedin.

Also, write an article on how someone can find a reputable person who does what you do (such as you!).  Put it in a “5 Things to Look For . . . ” format.

Post the piece at a free article depot site such as www.EzineArticles.com.

Make sure your contact info is in the report.  Then, offer the report at no cost to anyone who wants it.  You can even re-purpose blog entries from your great collection at http://www.usinspect.com/blog/author/35.  You’re a good writer, GG!  Put this skill to work in new and profitable ways.

Keep giving status updates and advice in an 80/20 ratio on LI, FB and to a lesser extent, TW.  Use a site such as www.ping.fm to have a single post show up on all three of your social media accounts.

Good luck, GGG!

Best,

Michael

P.S. Thanks for your interest in my information products and seminars. When you’re ready to invest a few bucks in marketing, consider:

A)  http://tinyurl.com/CarusoSocialMediaEbook for $10

B)  http://tinyurl.com/CarusoSocialMediaAudioCD for $39 or

C)  http://tinyurl.com/GrowYourBusinessFLA4 for $75

Do NOT order all three.  Choose a comfortable price point and be sure to use the great tips!

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A client learns the hard way–protect your brand early and often

Wednesday, March 24th, 2010

Readers always write  . . .

Hi, Michael–

I attended your great Internet marketing seminar recently.

You Tube logo resized disproportionedYou suggested that we protect our names and build our brands on Facebook, Twitter, Linkedin and YouTube in  order to improve Google search results.

I really need to do this because a cartoonist in Florida named “Bruce Beattie” has a stranglehold on a Google search for my name (and his).

Here’s my question:  Should I start using my middle name (George) or middle initial?  Do you think this would help clients and other people find me online?  Or would be better to continue sharing my identity with the cartoonist?

Bruce Beattie, President
http://www.FCEServices.com

Dear Bruce,

I checked up on the guy in Florida and apparently, he’s been “Bruce Beattie” for quite a while.  The problem now, of course, is that you’re KEENLY AWARE he is Bruce Beattie and so are people who are searching for you online.

Unfortunately for you, the cartoonist happens to be published in newspapers across the fruited plain, which means all the papers are promoting him online and that’s why he’s kicking your ass up and down the search engine rankings.

To make matters worse, your alter-ego is apparently a Republican, which is also bad news, if your politics lean left.

Your intuition is correct, Bruce.  Adding your middle initial to your official (brand) name is an awesome game changer that will help you protect your identity.  You’ve got everything to gain and little too lose by becoming known as “Bruce G. Beattie.”  Just be sure to change everything that has your name on it, including business cards, Web pages and of course, the user name on your social media profiles.

Remember, when it comes to social networking, it’s nice to share, but never share your identity.

Best,
Michael
www.MichaelAngeloCaruso.com

Note: Attend Michael’s teleclass to learn more about how to build your brand online.  More information at http://www.michaelangelocaruso.com/features/social-media-marketing-markting/.

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Posted in Career development, Communication, Entreprenuers, Growing Your Business, Internet marketing, Marketing, Sales and Marketing, Uncategorized, problem solving, social media | No Comments »

Do you market a product or service?

Saturday, January 9th, 2010

Do you market a product or service? Do you ever market yourself for a job or key appointment?

Attend my Low-Cost, No-Cost Marketing, is a fun 3-hour program on Tuesday, January 19 and I’ll show you how to get great marketing results without breaking the bank.

REGISTER at http://tinyurl.com/Jan19AM

This short program will teach you how to:

- Build a stronger distribution list quickly and easily
- Monetize social media, such as Facebook and Linkedin
- Use the awesome marketing power of video
- Create the “perfect e-mail” to send to your list
- Improve dialog with your customers
- Teach customers to sell for you
- Use Linkedin to have customers write your ad copy
- Make money every time you send e-mail
- Sell almost any product or service online
- Succeed without expensive marketing campaigns
- Use autoresponders to improve service and increase sales
- Write Web copy that sells
- Use low-cost, no-cost tools and techniques to improve your bottom line

This is NOT a technical program. You will be able to understand and use
everything I talk about. In fact, you’ll most likely recoup the cost of this program in less than 30 days!

REGISTER at http://tinyurl.com/Jan19AM

Selling online is one of the easiest, most profitable ways to improve business, if you know what you’re doing and someone is helping you.


“Michael is a captivating and motivating speaker. Expect extremely
valuable content that you can use right away.”
-Jayne Burch, Owner, Web Enterprise, Development, Ann Arbor, MI

I’ll include time for Q&A. I want all of my clients to be ultra-successful.

Who should attend? CEOs, COOs, company Presidents, marketing specialists, salespeople, VPs of Marketing, entrepreneurs and anyone who wants to improve business by marketing online and with e-mail.

Save $100 per person, if you’re you’re on my distribution list and receiving the free 5 Cool Ideas newsletter! (Sign up at www.MichaelAngeloCaruso.com.)


What: “Low-Cost, No-Cost Marketing” Seminar
When: Tuesday, January 19 (choose one of two sessions)
Morning session: 9 AM to Noon
OR
Evening session: 6 PM to 9 PM

Where: Trademark Productions (248-582-9210)
316 1/2 Main Street (above Tom’s Oyster Bar)
Royal Oak, Michigan 48067

Investment: Only $149 per person (regularly $249); use coupon code MITTEN if you are my Facebook friend and want to save $100!

REGISTER at http://tinyurl.com/Jan19AM

Sign up for this Internet marketing seminar within 48 hours and receive bonus gifts worth $78.

Bonus #1: My next I’net seminar at no cost ($39 value; just let me know which one)

Bonus #2: My Being the Best DVD ($29 value; I’ll bring copies to the seminar)

Bonus #3: Save an Hour a Day, ($10 value; you’ll receive download details after you register)

This will be one of the best programs you’ve ever attended or I’ll make things right with you. Register now, seating is limited.

I look forward to seeing you or someone from your company on Jan.19 in Royal Oak!

REGISTER at http://tinyurl.com/Jan19AM

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Posted in Communication, Entreprenuers, Growing Your Business, Marketing, Sales and Marketing, Success, Uncategorized, problem solving | 1 Comment »

Linkedin’s best-kept secret

Monday, November 9th, 2009

Every social media platform has a secret weapon. 

The best feature on Facebook is the Notes page where you can promote your company in messages much longer than 140 characters.

Twitter has some amazing apps such as Tweetdeck that put the micro-blogger on steroids.

Linkedin_logo Even the relatively staid Linkedin has a piece of heavy artillery.  It's called "Recommendations." 

In the old days (the 80s, LOL) business people used to request a "letter of recommendation" from satisfied customers.  Now I ask people to post compliments on my Linkedin page.

These types of testimonials are what Robert Cialdini, author of Influence, refers to as "social proof."  Such recommendations, for example make me feel good, but they also make my prospects feel good.  Nothing brings in business like third-party testimonials. 

A client of mine recently posted this kind compliment on my Linkedin page for all to see:

"I had the opportunity to hear Michael speak at a Rotary function several years ago and was so impressed that I invited him to speak at an upcoming Zone meeting for seven Rotary Clubs in Southern Wisconsin.  He had 120 people totally involved while speaking and his ideas for improvement are something we actively use today. I highly recommend Michael Angelo Caruso."     

  -John Stensland, VP, Martin Business Group, Geneva, Wisconsin, via Linkedin

 

Thanks, John! 

If I had written this message about myself, people would think of it as advertising.  But when John posts this message, it's the truth.  That's the beauty of third-party testimonials, such as recommendations on Linkedin.

I'll be interviewing Linkedin expert Dean Delisle on Tuesday, December 1 at 4 PM ET.  He's the President of a company called Forward Progress and a real guru on Linkedin.   

Register at http://budurl.com/UseLinkedin4Biz.

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Posted in Communication, Marketing, Sales and Marketing, Selling | No Comments »

Marketing made easy; Use social media and blogs to forward testimonials

Sunday, November 1st, 2009

It's easier than ever to market your company.  Using a blog, Facebook or Linkedin as a delivery system, simply forward testimonials to people on your list(s).  For example, I recently received this message from a client named Chad Drexler.  He cc'd me when he sent the same message to about a dozen of his closest friends and associates.

Hello all,

Hope everyone is doing well!  Just wanted to drop you all a quick note.  I have been fortunate enough to develop a relationship over the past few weeks with Michael Angelo Caruso, nationally known sales/inspirational speaker. 

I ordered some of his sales training material, and decided to pick up the phone one day to make contact with him. To my astonishment, he actually picked up the phone and took valuable time out of his day to listen to me and guide me in the right direction. 

Since our first contact, we have been in touch several times and I really love his stuff.  Take a look at what he has to offer and check out the following websites:

http://www.edisonhouse.com http://carusoblog.typepad.com

In my humble opinion this guy is right on the money.  You may even be able to call him as well and bounce some ideas off him.

Regards,
Chad Drexler, The Baseball Head Doc, MInneapolis, Minnesota

The above is a pretty good testimonial, don't you think?  When Chad originally sent this out, only about a dozen people saw it.  Chad gave me permission to send it out, too, so I posted it on my blog at www.CarusoBlog.Typepad.com and posted the link to my blog on Facebook, Twitter and Linkedin.  When I did this, about 40,000 people saw it. 

Be your own public relations firm.  Use a blog and social media to share the nice things people say about you and your company. 

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Posted in Communication, Marketing, Sales and Marketing, Success | 1 Comment »

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