“What have you done lately?”

     A daunting question when it’s asked. A paralyzing one when it’s obvious but unspoken.

     It matters not whether you are job hunting or job secure . . . whether you are being considered for a promotion, for a management consulting project, for starting centerfielder on the Los Angeles Dodgers, for a go-fer position with a local septic tank installation crew, or for a top-level federal appointment. (Of course the last two examples could be interchangeable!)

     Because very few job and promotion candidates are walking around with last week’s national leadership award sticking out of a back pocket, the result of being asked “What have you done lately?” is generally the same. Panic attack.

     Okay, you say. You can relate to it, but you don’t really have that kind of problem, you say, because you are the boss!

     Well, Boss. Guess what?

This is the same question that’s in the back of every customer’s mind — but you’ll never hear it asked.

 Now that’s a quick-flip thought.

     “The only thing that’s permanent,” said Greek philosopher Heraclitus over 2500 years ago, “is change.” So how is it that this has been common household advice for dozens of generations, and business owners and managers are still running stagnant?

     What have YOU done lately? Have you introduced some change excitement that ushers in genuine and meaningful consumer benefits? Was the change something that will (or will continue to) produce a positive or negative outcome for your customers?

     Or have you pulled the plug on real innovative progress in order to cut expenses?  

     When you make a change to cut expense corners, odds are you are inevitably making a change that will find its way through to the point of lowering some key aspect of product or service quality and dollar value. 

     Shortchanging innovation efforts may in fact amount to investing in the status quo, in keeping things — or something — the same as it’s always been. And that’s not a practice that will take you to the dance in today’s competitive crisis economy.

     On the other side of the same coin, innovation for the sake of innovating is meaningless. It is as threatening and undermining to a business as doing nothing new. Innovation mania is especially prevalent in many hi-tech businesses. The hi-tech industry feeds on making changes that serve no purpose or that have no value, often just to be able to say “Hey, look what we’re doing!”

     So, this post is an anti-innovation message? Not by any measure. It IS however a message that innovative practices focused solwly on stirring up the pot (rather than, for example, designing and developing new ingredients for the pot, or inventing a new kind of pot, or a new improved stirrer) are a waste of business resources.

     Innovation starts with a creative idea http://bit.ly/cvG6Cb

In other words, as Grandpa used to say,

if you’re gonna do it, do it right!  

 www.TWWsells.com or 302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You. God Bless America and God Bless America’s Troops. “The price of freedom is eternal vigilance!” [Thomas Jefferson]  Make today a GREAT day for someone!

 What Sport Is Your Business?

     Does your on-the-job behavior match the thinking of a baseball player?  Are you always anticipating the next pitch, and what you’ll do if the ball goes here, and what you’ll do if the ball goes there, and what you’ll do if the signals change . . . or the winds change . . . or your superstitious teammates don’t change the shirts they’ve worn for the last three games? 

     Nothing wrong with thinking like a baseball player unless the company or industry you’re in is Armenian or Finnish, or simply doesn’t leave you time to think.  Maybe the company or industry that you’re trying to represent as the star left fielder, is busy playing hockey or fast-break basketball? 

     Circumstances like these make for tough going, when trying to get your glove to get in the game!  

     Worse, you could be a serious golfer in the middle of a football game (keep the first aid squad phone numbers handy!).  Let’s face it, you can’t play soccer on a tennis court or water polo on a ski slope (Yikes!  Now that would be cold, and you’d never want to miss the ball and have to chase after it, especially in a bathing suit!). 

     So, what’s the message?  If your work situation is unhappy, or giving you headaches, knots in your stomach, or other stress-provoked ailments like lower back pain (or, really, just about anything you can think of . . . uh huh, including those two merciless extremes: diarrhea and constipation), step back from the action (no pun intended), and take some deep breaths [See Archives post: "Are you breathing?"  http://bit.ly/bo3ZJy ]   

     Then, ask yourself if you’re “playing the same game” as everyone else, and especially of course, the boss!  Entrepreneurs (and male, female, black, white, purple, orange, MBA or otherwise, makes no difference) rarely survive corporate life because they march to a different drummer.  Regardless of money earned, most would prefer to be an individual performer than to be any team player. 

     Conversely, not many corporate types succeed with business startups.  Often, because they fail to realize that they must now pay the expense account submissions, turn out the lights, take out the trash, skip lunch and work far past the luxurous 9-5 weekdays they’re used to.  [See Archives post: "TO ENTREPRENEUR OR NOT TO ENTREPRENEUR?"  http://bit.ly/avuEpT ]

     Maybe you need to examine the environment you work in more carefully and consider if it’s really the match for your skills and interests and personality that it once appeared to be.  We do change, you know.  And, yes indeed, old dogs can learn new tricks. 

     But before you decide to toss your corporate cookies out the window to become a deep sea fisherman or fisherwoman , think again! The grass . . . yes, it does look greener over there. Where? Maybe anywhere. In fact, these days, EVERYthing is greener!  It’s getting hard to tell which came first —  environmentalists or St. Patrick?!

 www.TWWsells.com or 302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You. God Bless America and America’s Troops. “The price of freedom is eternal vigilance!” [Thomas Jefferson]  Make today a GREAT Day!

If your search engine sent

you here looking for a fight,

you’re in the wrong place!

     . . . Uh, the post title — that’s “Profiling” as in filling out website subscriber info about yourself and your business.

Sorry. My apologies to all the rest of you (including lawyers of course) who’ve landed here  looking for a bunch of racial slur charges and counter-charges (hopeful no doubt of gathering ammunition for getting yourselves in an uproar about who is subjecting whom to bias and prejudice in which states, and why, and how awful it all is).

You know who you are: Anti-Arizona political types, NPR and network TV news desk occupiers, and fans of “Cops.”

Three messages for you: 1) The truth will out 2) Sorry to disappoint you, and 3) Click off of here and go yell at your search engine.

     Well now that we’ve cleared the air, and have sent the vast armies of contentious network news and incompetent government types packing, let’s get down to business.

     When you fill out a website profile, here are some good rules of thumb to consider that will help you present a more attractive picture of yourself and your business:

• As a matter of PROCEDURE: draft it first; edit it second; edit it third; edit it fourth; save it fifth; cut and paste it into the window sixth. Not much creates instant panic as effectively as clicking “Save” a blink too soon. Take your time. Get it right.

• As a matter of FORMAT: Live with what’s provided. It will be a lot of years before subscriber websites are all up to speed with the latest options for type sizes, line and border spacing and special (color, shadowing, bolding, Italicizing-types of) accent treatments as you may be used to with your PC and Mac text formatting choices. What you get is what you get! When bullet and numbering options exist, use them, but sparingly.

• As a matter of CONTENT: keep it short and sweet. Conciseness counts! Suffice it to ask when was the last time you read a long wind-baggy profile? Don’t try stuffing your thirty-pound resume into some one-pound profile window. Use highlights as teasers to prompt a reader to want to know more. 

• As a matter of INTENT: Keep it honest; if you don’t you have my word it will come back to haunt you. You may even (shudder) lose Twitter Followers and Facebook fans! Think of your profile as a combination of your “brand” and your “elevator speech.” No matter what your intent is about what you say and how you say it, don’t allow yourself room for exaggeration to creep in.

• As a matter of EMPHASIS: don’t try to be cute; don’t write sales or advertising copy; if you have strong credentials, list them but don’t belabor them; if you lack strong credentials, don’t try to make weak ones look impressive. It’s a profile, not a sales pitch! You can deliver that after a prospect likes what she or he sees and decides to contact you. Humor? Doubtful it has a place in 99% of business profiles. If people want a laugh, they need only start hanging out with that other “profiling” crowd mentioned at the top of this post.

 www.TWWsells.com or 302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You. God Bless America and America’s Troops. “The price of freedom is eternal vigilance!” [Thomas Jefferson]  Make today a GREAT Day!

It’s not your consultant’s job

to come up with your budget

unless that’s the assignment.

     Just because you’re the boss doesn’t mean that the consultants you hire are going to work for you personally (unless you’re a celebrity or worse, a political candidate!). Their allegiance is to your company or the project you assign, but that doesn’t make them thumbtacks you can press into any passing piece of cork.

     In other words, the reason for going “outside” is to get an informed fresh perspective on whatever your focus is, down the road or at the moment . . . and consultants provide an objective sounding board; they are not part of your company “politics.”

YES. YES. YES. YES. YES. YES. YES.

     Sure, there are “Yes Men” in the ranks. They are as proportionally present in the consulting field as in any other.

     Part of your job is to sort through them, and appreciate the differences in their backgrounds as well as the similarities of strategy they may use to attack your business problems. Once you’ve settled on compatibility and track-record issues, you may want to consider:

First and foremost in every consultant’s mind is the same concern that would be front and center in yours . . . 

How much will this assignment pay and on what basis?

     Consultants charge hourly, daily, weekly, monthly, quarterly, annually . . . and project fees. Some allow flexible terms and may accept partial payment with a performance incentive. Others are very cut and dried, or unyielding and regimented about what and how they charge. Lawyers, as most of us know, charge for every hiccup.

     Some charge fees that are all-inclusive. Others may charge additional fees for “Rush” service, ”Full” service, ”Specialized” service, or ”On-Call” service. Some fees may have a timeline attached, or a project benchmark or specific goal defined. All are legitimate. Only you can determine what will work best for your situation.

The worst thing you can ask of a prospective consultant — and it’s done relentlessly — is to come up with a budget before agreeing to any engagement of services.

BUDGETS ARE YOUR RESPONSIBILITY, NOT THE CONSULTANT’S!

If you want to go window shopping, do it on Bing or Google. Don’t make prospects jump through hoops and expect a solid work relationship as a result.

     Most consultants in my experience are happy to do what they can within the framework of your budget, but to ask them to set your budget for you is neither realistic nor fair, and puts an anchor around the neck of your goal pursuits!   

     When you want exceptional input from a consultant, provide an exceptional compensation package. Consultants are not for Scotch-Tape and rubber-banding problems quicker and cheaper than you think your staff is capable of. Consultants are for problem-solving that you and your people cannot afford the time to address, or lack the experience or expertise to bring to the table.

     Consultants are for accelerating business progress at a quicker rate than you and your people are capable of doing on your own, given existing limitations of time, money and know-how. This is not to suggest handling consultants with loose reins. You need to give them — up front — a tight but reasonable timetable, and it behooves you to also itemize specific deliverables you seek.

     The period of engagement and renewable options need to be established and clearly defined, and a meaningful communication and reporting system needs to be in place from the outset. 

 www.TWWsells.com or 302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You. God Bless America and America’s Troops. “The price of freedom is eternal vigilance!” [Thomas Jefferson]  Make today a GREAT Day!

Okay, before you buy it,

here’s what’s wrong

with our product!

     The smaller the business, the closer it gets to practicing transparent marketing.

     The farmer at his produce stand will tell you that the corn wasn’t picked today, or that the peaches are maxed and need to be consumed within 24 hours, or that the berries may be tart because they’re not quite in season.

     The bigger the business, the more money that’s paid out in fees for ad agencies and PR firms to cover up product and service faults with retouched photos and exaggerated claims. Always intentional? No, not always, and especially not always on the part of the hired creative guns because clients often keep bad news locked up and intentionally mislead their marketing people.

     What kinds of product and service faults? HA! Start with air!

     Soap companies pump air into their bars of soap to give them bulk and make consumers think they’re getting bigger amounts and better dollar value. Note how many more bars of corporate giant soap you go through compared to homemade soap. In the end, the big brand names full of air cost more.

     How about big brand ice cream? Pumped in air? Of course!

     They can fill the containers with less product and make more profit. Do you think consumers ever think about weighing their ice cream? Maybe we should. Guaranteed that volume doesn’t correspond to weight anywhere near as closely as with homemade ice cream (and don’t believe any stories about the big boys using lighter ingredients!).

     And you thought just car dealerships, banks, and hospitals had a lock on dishonest representations?

     How about beauty products? Dense creams used in many big name skin and hair care brands get watered down and sold as “Instant” formulas — as, for example, sprays instead of in jars –  using a fraction of the original thick ingredients from the jar version, and selling it at a higher price because now it’s “Instant.” Uh, that’s “Instant” as in instant profit rewards for adding the water.

     This could go on for a zillion blog posts, but I don’t pretend to be Ralph Nader or Consumer Reports. I’ve just experienced situations like these first-hand and have stories you wouldn’t believe about hot dogs, pickles, bacon, chicken, drugs, doctors, and all the electronic stuff that thrives on planned obsolescence. (And you needn’t go any further than the recording industry on that count!)

     The point is that none of us will ever live long enough to see totally honest transparent marketing (or leadership, for that matter), but the answer is NOT “if you can’t lick ‘em, join ‘em” because THAT is an evasive political response that’s routinely practiced by dishonest money-crazed government and big business, and WE are small business, right? (No, this is not a rallying cry!)

     We are 30 million strong in America. We are not all honest. We are not all willing to be forthright in our marketing, And we are not all beyond telling some white lies or committing errors of omission when they fit our purpose, but most small business owners are, I believe, basically honest about the products and services they represent and market.

     If you think you need to “pad” the wares you offer or the claims you make or the words that drive your marketing programs, perhaps you should consider re-evaluating where you’re headed with your business and where you see yourself going in life. If there’s not some genuine compatibility evident, you could be setting yourself up for disaster.       

 www.TWWsells.com or 302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You. God Bless America and America’s Troops. “The price of freedom is eternal vigilance!” [Thomas Jefferson]  Make today a GREAT Day!

A lesson from one

 of the masters . . .

     You run a business. You know that when you’ve got something good, you run with it, right? Wouldn’t you expect something better from one of the world’s leading brands than a half-hearted, slipshod application of their “signature slogan” theme line?

     On the heels (and after many years) of one of the most memorable slogans in history — “Leave the driving to us!” — the company came up in 2007 with one of the all-time worst slogans: “We’re on our way!” [Typical consumer response: "Who cares?"]

     “We’re on our way!” totally disregarded the surge in consumerism which rendered this kind of chest-beating as inappropriate and ineffective. (And to put the icing on the cake, Greyhound reportedly spent over $60 million trying to shove their braggadocio down consumer throats!) This move was so predictably bad that had they spent even one nickle on it, they would have been making a poor marketing and management judgment.  

     Ah, but there was a comeback. Almost. Greyhound finally did outdo itself by actually topping that “Leave the driving to us” classic with this more recent touch of brilliance [and I truly do mean brilliance]:

Greyhound. Stop Less. Go More. 

     Wow! What a terrific branding theme line. It says so much with so little. It’s customer-focused. I saw it on the side of one of their buses this weekend cruising down the New Jersey Turnpike. (Yes, it is true that occasionally one may be fortunate enough to actually cruise on this road that’s eternally jam-packed with Evil Knievel and Kamikaze wannabees.)

     But then a funny thing happened.

     A second Greyhound bus passed that, instead of the great ‘Stop/Go” theme on the side, had some very somber and unintelligible statement on the back that was an assertion of sorts about a business alliance with some organization whose name was replaced with a totally obscure logo that seemed about the size of maybe a golf ball or two. . . not terribly identifiable at 65mph.

     Awhile later, I noted yet another Greyhound bus that appeared to have nothing on it except their famous racing dog  logo.

     SO what?

     Here’s what. It makes no marketing sense whatsoever to have different vehicles from the same company displaying different graphics and not capitalizing on the proven importance of repetition in selling. Can you imagine spending millions of dollars to establish a theme line (or signature slogan as Greyhound calls it) and not have that line appear in every conceivable application?

     And is it a no-brainer to put it prominently on the sides of vehicles you operate?   

    Now this is no small-time company here. We’re talking about the largest North American intercity bus company, with 16,000 daily bus departures to 3,100 destinations in the United States. That ain’t hay. Yet the money they spent might as well have been hay.

     If giant corporate entities like this haven’t the sense to get the right kind of marketing input, just imagine the plight of small business enterprises.

     But small business can do what big business cannot. Small business can turn on a dime, be more innovative more quickly and capitalize on opportunities as they surface. Small businesses can also make the kinds of marketing-judgment and tweaking-help choices that big businesses can’t make without getting themselves too tangled up in politics.

     I have always thought Greyhound to be a great company with great service and a reputation to match, but in the instance cited, they have clearly failed at making the most of what they already have, to achieve their goals quicker and more soundly.

     Don’t waste your time, money, and effort trying to be too smart about too many things. Bring in a fresh, informed and experienced, outside perspective to turn what you have to say into a marketing message and approach that energizes employees and suppliers, and that — most importantly — stimulates and generates sales.

 www.TWWsells.com or 302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You. God Bless America and our troops. “The price of freedom is eternal vigilance!” [Thomas Jefferson]  Make today a GREAT Day!

“As the crow flies” not

  always the best route.

     Regardless of whether you own and/or operate your own business (or department, or classroom, or nonprofit, or military unit) you no doubt share one common key ingredient with other leaders: You schmooze!

     How much you schmooze is a function of:

1) the character of your organization and industry or profession

2) the nature of the people involved 

3) the nature of the tasks to be done 

     But the bottom line is that you must do whatever it takes every day to motivate others to get the job done that you need done.

     Schmoozing methods vary widely.

     In some cases (more so, for example, in military, quasi-military, medical/first-aid treatment, factory floor and fishing boat management, heavy equipment or high-risk construction and farming supervision roles), being direct and issuing direct orders is the accepted norm.

     Schmoozing, in these cases, usually only occurs once leaders and followers are “off the firing line,” so to speak (e.g., lunch, coffee breaks).

     Leaders need to be constantly on the alert for changing business, political, and economic climates that influence and dictate changing work habits and situations.

     Bringing a task team of creative professionals or consulting scientists onto a factory floor, for instance, may call for considerably more diplomacy and sensitivity than would typically be needed to accomplish the tasks at hand. Leading a SWAT Team, on the other hand . . .

     Giving outsource experts direct orders is not likely to foster a spirit of cooperation or generate meaningful results. On the other hand, the follow-orders discipline that keeps the plant safe and productive cannot be abandoned.

It takes skill to walk thin lines.

     Walking thin lines is where real leaders excel . . . 5-star generals, top transplant surgeons, fishing boat captains, counter-terrorism team supervisors . . . they schmooze. They know the who, what, when, where, why, and how of holding hands and nurturing, while simultaneously keeping one hand firmly on the controls. 

     It may take a little longer, and it may involve more mental (possibly even more physical) work to gracefully detour around a highly-charged situation than to directly engage it. So, what is all this speculation and pussy-footing have to do with leadership?

     It is simply a reminder that strong leadership is the product of good judgment, and that every set of circumstances every day calls for exercising fresh perspectives in judgment. But, hey, that’s why you get the big bucks, right? 

     Anyway, before you fly with the crow, ask yourself if what you are doing right this very minute is leading you to where you want to go. Maybe the order you’re about to issue will produce better results packaged as a schmoozy request? Hmmm, something there remind you of the way to catch more flies? 

www.TWWsells.com or 302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You. God Bless America and our troops. “The price of freedom is eternal vigilance!” [Thomas Jefferson]  Make today a GREAT Day!

Once you’ve gathered it,

what do you do with it?

     We’ve all experienced it, some more than others. Leaders, campaigns, competitors, gamblers, teams, and combatants “get on a roll.” 

     Webster’s defines it as “strength or force gained by motion or through the development of events.” The Flip Dictionary says it’s “drive, energy, force, impetus, motion, thrust, tide, velocity.” Roget’s Thesaurus adds “push, drive, impulse, go, and speed” to the list.

     As a human attribute, it can be here one minute, and gone the next . . . it’s all about MOMENTUM.

     One baseball team gets two runs and goes ahead, gaining momentum in the game, but the next two batters strike out and the third out is made by an amazing outfield catch. BOING! Momentum shifts.

     Momentum untangles a sales pro from an ordinary day and throws her into the control seat of a speeding locomotive.

     Like a giant hand gently pressing your spine forward, momentum is a psychological phenomenon that produces surges of self-confidence-boosting thoughts and behaviors.

     No one goes home at 10am after making a big sale at 9am. That’s when he trots off instead to see all the non-committal hanger-on prospects, that’s when the sales lead generation task becomes challenging and inviting.

     Those are the moments of “Well, let’s not stop here; now I’m on a role; lemme into that pipeline! Now’s the time to go get those other sales that I’ve been dragging my feet on.”

     Business leaders of every description thrive on momentum. When everyone in a department “clicks” and the workload is happily and productively dispensed with, leaving time for a celebratory water cooler or snack room gathering, that’s momentum in action.

     The funny part is that the same thoughts and actions that serve to gather momentum also work to sustain it.

     Making conscious choices to do whatever it takes to make things work to your favor, and then making those choices again and again and again and again throughout the hour, and the day, and the week, and the month…is all the magic you need. Even in sales.

     I know, I know, sales –that is, selling– is a multi-faceted, job function that demands more than attitude. Or does it?

     Sure, your appearance and product/service know-ledge, promptness, a genuine smile and handshake, a couple of attractive “deals” up your sleeve, and a strong listening skill-set are all critical ingredients, but the attitude you choose to practice dictates how well those multi-facets perform!

     And what’s this to do with leadership? Sales and selling are just part of the business. Perhaps, but every business needs every person in the business to be selling all the time, every day.

     Selling needs to be as much the responsibility of the owner and the operations head and the financial head and the IT head as all the other functions they perform. Even in big business.

     Talk to yourself. Tell yourself you won’t settle for sedentary status quo hours and days and weeks. Remind yourself that you’ve got what it takes and that it’s all inside your head.

     No one else and no event can control what you think. What you think and how you act are 100% your choice. Choose success and productivity and keep choosing it.   

www.TWWsells.com or 302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless:  You, America, and Our Troops. “The price of freedom is eternal vigilance!” [Thomas Jefferson]  Make today a GREAT Day!

Please excuse me for

not looking up, but I am

listening carefully… BULL!

     It’s the unconscious “game” we all play every day and most vehemently protest when we’re caught red-handed.

     Some who recognize the fallibility of its practice at least have the courtesy to acknowledge the shortcoming at the same time that they practice it in your face. Others just play dumb when you call them at it.

     Don’t let employees pretend they’re listening to you while they’re reading or writing or surfing the Net or watching TV, or –and here’s the biggy–  driving a car! It’s been proven conclusively time and again that the human mind simply cannot concentrate fully on two things at the exact same time. If the answer to your question, “Are you driving right now?” is “Yes,” set a call-back time and hang up!

     Yes, concentration can alternate rapidly, but there are no double-barrel brainwave tunnels that facilitate thought process focus on more than one item, idea, situation, person or place at any given split second. 

You can’t do 2 things at the same time!

     So what does this mean if you own and/or manage a business or part of a business? It means when there’s important information to share, you need to flat-out tell distracted employees — like many assertive classroom teachers tell students – that you will wait to speak until you have their full attention.

     By the same token, you need to return the behavior by facing the person who’s serving as a news source to you. (No, not network TV news anchors; most of them deserve less attention than a bad car commercial)

     It means you need to teach others around you — by example. It means you need to subtly demonstrate (preferably without making an issue of it) that good back and forth eye contact (not staring or glaring) enormously improves the accuracy of communication and also reinforces self-esteem.

     It means you could do no greater service to the elimination of errors by consistently paraphrasing (repeating in your own words what you understand others to be saying, as a way to check accuracy points with them). “Do I understand you correctly to mean __________?” is a highly effective verbal tool for that.

     It means that both you and the information source will benefit enormously in pursuing common goals and thought processes by asking for diagrams and examples.

     Ask the speaker to stop or slow down until you can take notes. Not only will this force a more careful explanation, and help prevent errors, it’s also a flattering and ego-boosting technique.

     Sure this all takes more time. Of course it’s more effort. But the results will launch your rocket quicker, safer, and more productively than those who trip over themselves rushing to light a fuse that may not even be connected.

      Just ask yourself if you want the job done right the first time. If the answer is yes, take the extra time and effort to communicate the who, what, when, where, why, and how.    

www.TWWsells.com or 302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless:  You, America, and Our Troops. “The price of freedom is eternal vigilance!” [Thomas Jefferson]  Make today a GREAT Day!

 Here’s my vote 

for the all-time top

branding theme lines.

     I get asked all the time about branding themes and theme lines because they are the single most important set of words a business can have, and because they are the hardest of all words to write if they are to have great impact.

     The only business writing forms that come close in terms of difficulty and potential power are advertising billboards, website banners, and new venture business plans.

     In fact, the simpler they seem, the harder they are to write. Contrary to popular opinion, no one just goes into a closet for a couple of hours and comes out with these brilliant messages.

     In fact, it can often take weeks of fine-tuning to get to the kinds of branding theme lines represented here.

     The following list of 19 (Will yours be #20?) are all perfect examples of the art and science of marketing word craftsmanship, and I submit them here for your enjoyment, consideration (see if you figure out what they all have in common; answer at end), and most assuredly for inspiration:

• You deserve a break today at MacDonald’s.

• Think outside the bun – Taco Bell

• You’re in good hands with Allstate.

• American Express – Don’t leave home without it.

• AT&T – Reach out and touch someone.

• Greyhound: Leave the driving to us.

• Campbell’s Soup is M’m M’m Good!

• Clairol – Does she or doesn’t she?

• Energizer Batteries – It keeps going, and going, and going…

• General Electric – We bring good things to life.

• Kleenex – Don’t put a cold in your pocket!

• Lay’s Potato Chips – Betcha can’t eat just one!

• Maxwell House - Good to the last drop.

• Morton Salt – When it rains, it pours.

• New York Times – All the news that’s fit to print

• Nobody doesn’t like Sara Lee

• Schlitz – The beer that made Milwaukee famous.

• Sun Microsystems – We put the . in dot.com

• Armour Hot Dogs – The dog kids love to bite.

      Besides all of these having a certain positive and proactive message to share that directly relates to or ties to the benefits of the products and services offered, they also each possess a definite word delivery rhythm that is easier felt than explained . . . almost a poetic balance with a direct or directly implied promise attached.

     And what else do you notice?

     Because there are no rules in business, and least of all in marketing, there are always exceptions. In this list, however, as will be found in almost every other comparable list of outstanding branding identities, please also note that each uses seven words or less.

     And those that include the company or brand name within those seven words or less are the true diamonds in the forest of glass!

What are some of YOUR suggestions for this list? Click on “Comments” below and include them in the window! The best will be added to a sequel list!

www.TWWsells.com or 302.933.0116 or Hal@BusinessWorks.US  

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