Marketing - The Bold Approach Method

Creativity vs. Profitable Creativity or how to make advertising make money

There is a significant difference between creativity (the kind where you are funny) and profitable creativity, the kind where you systematically make money from your advertising. I was speaking with my good friend and award winning creative director Blaine Parker of www.shortfatadvertising.com and he shared this very powerful example of that very thing for me. This article is reprinted with permisison of Blain Parker.

HOW’S YOUR SNORING?

There’s an advertiser with a medical practice that addresses sleep disorders.

He’s my new favorite client, a) for being an aggressive niche marketer, and b) for a willingness to listen.

Working in a small

California

market, the client is aggressively pushing a procedure that benefits people who must wear a CPAP.

What is a CPAP, you ask?

(I know: look too quickly, and it reads like a different word which randomly comprises the contents of a mysterious bag occasionally sold on woot.com.)

CPAP stands for “Continuous Positive Airway Pressure.”

In this context, a CPAP is a respirator (read: noisy machine) which people with sleep apnea are supposed to wear when they sleep.

Bottom line: it keeps them alive. Maybe.

Yes, we’re talking about addressing the off chance you might suffocate during the night by making you sleep with a hose attached to your face and a machine running in the background.

How romantic.

WHAT THE CLIENT WANTED TO RUN

Interview with Larry Benet - America's Connector

I just interviewed America's connector, Larry Benet on the power of networking and how to connect with anyone and I've made the audio available for you to listen to.

Larry did a phenomenal job of sharing very specific information that anyone can use to not only connect with anyone they want to but to keep them profitably in their network for years to come.

You'll enjoy listening to this interview, download it today!

http://www.boldapproach.com/replay

The Fastest way to create viral marketing

Online quizzes have long been one of the best ways to create viral marketing online the challenge has always been how to do something that looks good and converts without spending a fortune.

So check this out, take the quiz and they'll give you the software that generated the quiz free. Pretty cool stuff!

Disagreeing with Seth Godin and Sprint

I almost can't believe that this is happening or that I'm writing about it. I partially disagree with Seth Godin, a man I admire, respect and whom I consider a friend though I've never met him face to face.

Seth wrote about Sprint and their decision to fire customers who call customer service too often - http://sethgodin.typepad.com/seths_blog/2007/07/treating-differ.html - His point is that some customers should be treated differently and asked the very provoking question "What would happen if you fired (nicely) the very few customers that take your best effort but rarely appreciate it or spread the word?"

The quesiton is a good one and the idea of firing those customers that take most of your effort and supply very little of your income is solid business advice because they don't bring that much to the business.

But here is where my disagrement is. When over 1000 customers call that often you are looking at a representative sample of people who are really pissed off, chances are high you are doing something very wrong. It is imperative at that point that you look at the cause of their extreme disatisfaction (calling 20 times a month) -continued-

The Power of Interviews and How I get interviews with superstars like Seth Godin, Bill Bartmann, Tim Ferriss and more

I'm often asked how I get so many phenomenal people to interview with me. In the past year, I've interviewed Billionaire Bill Bartmann, The 4 Hour Work Week's Tim Ferriss and Marketing Wunderkind Seth Godin, not to mention The 48 Laws of Power's Robert Greene.

How it happens is very simple.

I ask.

First I ask who my audience wants to hear from then I ask the people they are most interested in hearing. I do very in depth interviews, I don't play around, if I'm going to have the opportunity to pick the brains of some of the best minds in business today, I'm going to go deep.

I have some of my favorite interviews on my website for you to download at http://www.boldapproach.com/replay. Here is how you can leverage the power of interviews in your market.