A Winning Game Plan For A Rough Economy

Between higher gas prices, a media that has conducted a rather lengthy campaign to convince us "the sky is falling" and a natural correction in the markets due to government agencies and large finance companies artificially bolstering the housing sector for several years, mass consumer fears appear to have taken hold. The result, of course, is that even those who have been minimally impacted are pinching their pennies and not spending anything they don't feel they have to. Since over 70% of our economy is based on U.S. consumer spending, if the overall public mood remains negative, it is possible this will devolve into a more long-lasting slump.

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That, of course, is the GENERAL economic outlook. However, that does not have to be your PERSONAL economic outlook. The facts are irrefutable; in times of economic shift, there are massive opportunities that accompany adversities. In fact, while millions get fearful and sell off their stock market holdings at a loss, the calm and focused few make money by shorting the market or picking up deals that will soon rebound. In my neighborhood, someone recently picked up a home that had been sold 2 years ago for $1.2 million dollars - for a greatly discounted $475,000. They are now renting it back to the original owners for a monthly profit! And, in the general business arena, while some are losing customers, others are making tremendous market share and revenue gains!

"Are You Playing To Win? Or, Are You Playing To Not Lose?

So, what makes the difference between those who gain and those who lose? I would suggest that it is the quality of their questions and expectations. In short, are you playing to win? Or, are you playing to not lose? We see it in professional athletics all the time. Oftentimes in a championship game we will see an underdog up against a team who has proven themselves to be superior throughout the balance of the season. They are dominant, scary and clearly have the momentum on their side. In other words, like today's economic outlook, the challenge is very real.

If the underdog looks at their situation with any intellectual honesty, they will conclude that, barring their rising above their current comparative limitations, they will lose. However, not all underdogs respond the same way. Some will play with a mindset and game plan that is set on not losing. They strive and toil and fall all over themselves to try to keep the superior team from trouncing them. They inevitably lose and often, they lose by blowout margins. Other underdogs, however, play to win. They may intellectually recognize that the other team has some very dominant forces and on an average day, would be headed toward victory. So, they decide that it is not going to be an average day. They decide to "leave it all on the field" and play to win. The result - either a spectacular victory or at worst, a highly respectable loss where they held the dominant team to a fraction of their usual margin of victory.

As you can tell, I'm not one who embraces the general population's negative views and attitudes about market conditions. But for now, let's dispense with our positive vernacular and take a cold, hard look at what have become facts. The negativism in the economy has become the opposing team. It is big, It is scary and It is winning. And, whether or not you are playing on the front lines that have already been negatively impacted, or whether you are in the backfield, it is going to change your circumstances.

Separate Yourself From The Millions Who Will Lose In This Economy

So, the question is, "What is YOUR Winning Game Plan?" Do you have a strategy and tactical plan to grow during this time? Or, are you like the masses - cowering and fearful and attempting to hunker down till the storm passes? There is no status quo in business. Short of a salaried job, the numbers on your monthly income statements are not stagnant. They are going up or going down. And, just like a Karate student who is attempting to break a board, if your focus is on the board, you will fail. Your focus instead needs to be beyond the board! So, ask yourself ... What opportunities does this economy present me with that I didn't have before? How can I use this opportunity to grow and win? How can I help those around me come out winners as well? By asking yourself these questions, you will separate yourself from the millions who will lose in this economy. You will have responsibility versus being a victim of circumstance. And, whether you win or lose, you will be FAR better off than you would have been.

Kudos to Sprint

It's not often that I compliment big companies on their advertising, but I have to give Kudos to Sprint. In my opinion, their new campaign for its Instinct phone is nothing short of brilliant. First check it out and then I'll let you know why I believe it will be successful.

Pretty funny huh? It manages to successfully deliver on the AIDA formula:

1) It grabs ATTENTION whether viewed online or on TV.

2) For those with iPhone envy, it develops INTEREST by showing the screen of the phone with similar touch type controls.

3) By using an "edgy" style and fun, hip tie-in to the internet and social media, it creates DESIRE in those looking for an iPhone alternative other than the Blackberry.

4) AND, will wonders never cease? An actual call to ACTION in a mass media television commercial? Be still my heart!

Seriously, I'm an iPhone guy so they have no chance at my business. However, there are tons of people out there who are on a Sprint contract that want an iPhone-like solution. There are also a ton of people who won't get an iPhone even if they secretly want to - just because they don't identify with the brand. This approach and message will resonate with both these groups and increase overall awareness of and acceptance of this phone in the market - so people who buy the Instinct will gain the social status of having one of the latest and greatest phones.

And, of course, their integration of offline and online advertising with new media and social networking is an unbelievably powerful combination. The only thing that would make it better in my mind is to set up a video station with Flip recorders at every Sprint store so that someone who buys an Instinct can immediately record their own "blatant product placement" or testimonial commercials and upload to YouTube on the spot.

That's it for now.

Be Blessed,

Thom

Manipulative versus Persuasive Copy

Those who know me, understand that I just can't keep quiet when it comes to copywriting and the manipulations and hypnotic phrases that copywriters use to lull readers into a mindless state of submission. (And, remember, I have been a highly paid copywriter and marketing consultant for over 20 years now, so I am not preaching from a position of moral superiority here ... but, some things cross the line - even for me!)

This week's bane of my existence:
The phrase: "painless drop in the bucket"

You will often read this in relations to the price of a particular product or service. It will often say something to the effect of,"Look at it this way, $47 really is a painless drop in the bucket compared to the money you can make by applying these principles!"

This has been so abused and overused, that I've even read copy from some of my close friends and associates that have used this phrase. I don't believe that any of the copywriters/marketers are purposely trying to distort and manipulate here. Usually, when something is THIS overused, it's generally because a copywriter is duplicating a successful formulaic sentence. In fact, if you want to have some fun and see just how carbon copy this phrase has become, do a Google search for the term "painless drop in the bucket" and see how many pages you come up with.

So, what's my problem with this phrase? Simply this - it is most often used to marginalize the cost of a "business opportunity" or "online marketing" product and it is NEVER universally true. In fact, to some people who are in the middle of difficult times, the cost of these products can be quite significant and even make the difference between an electric bill being paid or not.

What this phrase does is tap into the "gambling" instinct that resides in most of us ... and especially in those who are in the dire straits that they are because they've hopped around buying all sorts of "magic bullets" hoping that the next purchase will be the one that betters their lives.

The fact is, I don't care whether it's $20 or $200 or even $2000, the amount is always "painless" if it truly delivers a multiple of that amount. Conversely, however, it is always "painful" if it winds up being a waste. If you don't agree, I invite you to take out a $20 bill and light it on fire. All of a sudden, you'll think of all the other ways you could have used that $20 - whether for personal enjoyment or even to bless someone else by giving it away.

No.. to me, a much more honest and Scam-Free way of expressing the same sentiment would be to say... "Look at it this way, your investment of $47 in this [widget] will pale in comparison to the [benefits] you could receive if you put this [widget]to use like [name of one of the testimonials] did."

So, the next time you read on online or offline sales letter and you see the phrase, "painless drop in the bucket," use it as a trigger to think consciously about the purchasing decision you are making... Will you really put this product or service to use? Do you have the $ to burn if it doesn't work out the way you want? Does this product or service fit into the plan of what you need in order to accomplish your goals, or is it a distraction or "magic bullet" you're "hoping" will change things for you?

Only after consciously asking yourself these questions can you ensure that you're not just hypnotically reacting versus truly deciding for yourself!