Issue #39 Merry Christmas & Happy New Year

Thank you for spending time with The Moodswing Minute during (most) of 2009. Next year we promise to tackle the hard issues of "Is Customer Satisfaction overated?" "How to Over Promise and Under Deliver with a Straight Face." "How to Run Your Business as if you were an Elected Politician." And so much more..
To my Moodswing Media clients, thank you for your support in our first full year in business. Your faith and trust is much appreciated and I look forward to working with all of you in the new year. To the readers of MSM, it is because of you that I do this. I hope that you have enjoyed it and have picked up a few new tid bits that have helped you in your business life over the last year. I sincerely appreciate your time and feedback.
For this week, let's take time for a smile.

Jeff Dunham (the most viewed person on YOU TUBE for a good reason; he is one of the very funniest people out there) He gets the last word for 2009. Enjoy.


Stay in a Good Mood,
Brad

Issue #37 Master of Your Domain

October 28, 2009

Recently I had the experience with a “cyber squatter.”
Cyber Squatters are people who list hundreds of unused domain names and wait for the call. And then they will offer to sell your name to you.
A Moodswing Media client has owned the trademark on his business name since 2006. The squatter listed the name and its various on line versions in 2007. (.com, .ca, etc)
There were 4 domain names that my client needed to continue to grow his business. The offer from the squatter was $4000.00 US dollars.
There must be laws in place to protect you and your property, your NAME. That’s what I thought. So after a little research:
"Cases of Cybersquatting often cause the most concern to trademark holders and have been the subject of the majority of litigated disputes. Generally, however, if someone who lacks a legitimate claim registers a domain name with the intent to sell the name, prevent the trademark holder from gaining access to the name, or divert traffic, this activity will be considered Cybersquatting. The case law in the area of cybersquatting is settled. No cybersquatter has won a court case against an intellectual property holder anywhere in the world. When confronted with such bad faith behavior courts have stretched existing law in order to prevent the cybersquatter from maintaining control over the domain name".
Sounds simple enough, but the problem is that you have to sue the cyber squatter to get your own name back in your possession. That can be an expensive, drawn out process and the squatters know it. They bank on the fact that you will weigh the legal cost, the many months it will take for lawyers to go back and forth, the possibility to end up in court, not to mention the lost opportunity cost and you will settle and pay them.
In our case we made a decision to buy his names and after negotiations we were able to get the names for $2,750.00 US.
Yes, it sucks and it’s wrong, but yet there it is.
Cyber Squatters are pros. Most have been doing it for many years. They have heard it all, the yelling, the threats and will still make a very nice living while waiting for your call.
Until the laws are modified and caught up to the speed of the internet, these parasites of the web will continue to thrive.
Large companies such as McDonalds, Nike or some other version of multi-national companies that may have an army of lawyers to go after the basement dwellers can quickly scare them off. But if you are not one of these large companies, you need to take preemptive steps. Most victims of cyber squatting are small to medium size businesses or entrepreneurs. Even companies with “tech guys” get burned.
Here are a few suggestions that may help you;
- Go to one of the many domain registries and buy as many variations of your business name as possible with as many available extensions as possible. It only costs around 10.00 a year.
- If you are even thinking about launching a new business or name change, first go online and see if the name is available.
- If it is, buy it and then trademark the business name.
- Buy YOUR name as a domain name. Think about the future and primary points of contact. Currently 75 to 85 percent of potential customers have visited your website prior to first contact. How long do you think it will be before everyone branches beyond Face Book?
- If you find that there is someone sitting on your name, there are great sites that will help you with a secure purchase and execute the transaction. Escrow.com, Domainsatcost.ca. In Canada you need to be registered with CIRA (Canadian Internet Registry Authority).

Take a few minutes and avoid the “dough-main” name scam.

Since you were probably thinking that this edition of the MSM would focus on the famous Seinfeld episode… here’s your payoff.
If you are too young to remember with this particular episode, ask your mom and watch her face.

Stay in a good mood
Brad

Issue #36 There is a Pig in my Head.

October 16, 2009

Question: Do you know who REALLY needs help with branding?
Answer: THE CDC, Center of Disease Control.

Mad Cow, Swine Flu, Bird Flu, the origins of these diseases are commonly named for how they were first discovered and the instance when it was first reported that they were transmitted to humans.
If you remember when The Swine Flu was first detected on a ranch in Mexico it was originally called The Mexican Flu. The Mexican Government objected strongly to the name due to fear of lost tourism to the entire country just because this flu was detected on one ranch. Wtihout thinking of the consequences the CDC then referred to it as The Swine Flu.
Now the perception problem; consumers feared eating pork.
Unlike Mad Cow where the sickness can be transferred to humans after the processing, you cannot catch Swine Flu by eating pork.
Yet, the pork industry in Canada has been decimated.
So once again, for clarification, the CDC announced that the more accurate name for this serious ailment and encouraged the media to now refer to this flu strain in its true name of H1N1. It kind of just rolls off the tongue doesn’t it?
But its too late, the image of Swine is now implanted into the psyche of the public. The big brains can give it any compound name it desires, but to Mr. and Ms Everyday it still is The Swine Flu.
To be fair, the CDC has more on its collective mind than thinking up catchy disease names, but maybe they could borrow an idea from The U.S. National Hurricane Center.
Due to the long-term persistence of hurricanes, the meteorologists needed unique identifiers for issuing forecasts and warnings. Probably the most famous in recent memory is Hurricane Katrina.
Based on the success of this identification system of serious storm forecasting by the US Hurricane Center, The Moodswing Minute has a suggestion to the CDC for naming the next new strain of the flu. Why not name the next flu strain… for example…The Gary Flu.
“Wash your hands thoroughly to avoid passing Gary onto others.”
“If you have Gary, stay in bed.”
“If you’re feeling Gary for more than three days, call your doctor.”
“Take steps to avoid Gary by sneezing into your arm”. (Sucks if you are wearing a short sleeve shirt).
By taking this new direction in “name” branding diseases, we believe that there will be no harm, no fowl (ha) in terms of product consumption or tourism.

The Swine Flu is actually a great example of “mental imagery.” The name attaches an easy mental visual with the mainstream. For example...

Consumers cannot attach a mental image to H1N1.
And everyone unknowingly attaches a mental image to people and businesses. Often this “perception” is made with the smallest amount of information. If you are trying to attract new customers, it is vitally important that your choice of words and / or images convey immediately who you are and your business principles whether you are communicating through advertising or in direct marketing and meeting new clients in person.
Choose your words carefully; as you only have one chance to make a great first impression.
In the world of advertising we turn to the master, George Carlin. If you have another 30 seconds to listen, he can give you a list of words to absolutely avoid when positioning your brand and your business because no one will believe you.
Remember “WORDS IS POWERFUL.”
Stay in a good mood,

Brad

Issue #35 The Space and Time Conundrum

October 8, 2009

A well known business author and speaker C.L. Karass is famous for his saying; "In Business As in Life, You Don't Get What You Deserve, You Get What You Negotiate".
When it comes to advertising and marketing this isn’t always true.
Regardless of media choices, your advertising is like an Empty Square This example represents all media, traditional or on line. Most media companies are in the business of selling empty squares. You may have negotiated a great price to place your Empty Square and you hope that your choices are the best environment or “fit” for potential consumers to see, hear or click through to your business.

The Space and Time Conundrum is; why do some squares generate better results for the advertiser than other squares? You already know the answer, it what’s on the inside that counts. IF time and technology have taught us anything is that there is no must buy media or media outlet. The market is just too fragmented. A continued market fragmentation comes with a whole new army of sales people. By the time selection, cost evaluations and negotiations are done, many business people are exhausted but yet hopeful that their square will accomplish something for their business.
What can you do to distinguish yourself and business to catch the attention of potential customers? (First you call Moodswing Media). :)
By the way, these are often the same consumers that will tell you emphatically that they don’t pay attention to any advertising of anykind. Another common phrase is something called "Ad Avoidance". In reality ad avoidance is really a bad ad avoidance. People still talk about great ads that they have seen or heard and nowhere in that coversation will a consumer ever wonder about the cost of airing or placement. Yet the cost of placement while important, seems to take priority with advertisers over what will actually go INTO their Square. Interestingly enough advertisers will rarely blame their actual ad for poor results (especially if was their idea). They will blame the media. Does any of this sound familiar? "TV doesn't work, radio doesn't work, print doesn't work...oh and don't get me going on this whole web thing."
What we all need from time to time is a little inspiration.
ART & COPY is a new critically acclaimed documentary that focuses on the world of advertising and the people in it….Watch.


ART & COPY Trailer from ART & COPY on Vimeo.

If you are in advertising business and that trailer doesn’t quicken your pulse just a little then maybe accounting was your calling. If you remember anything from this edition of the MSM, I hopes it's this;
Inspirational, impactful and creative advertising doesn't cost a fortune. Great ideas come from anywhere and anyone, just be listening for it. The amount you spend on advertising is not proportionally tied to the actual result. Whether you have $10,000.00 or $1,000,000.00 in advertsing and marketing funds, the only defining difference between success and failure is creativity and commitment. If you really think about what you are putting in your Square you can overtake competitors with larger budgets just by having better ideas and a little courage.
ART & COPY: The actual movie is not available for purchase as of yet as it is still making the stops at various screenings and film festivals. Just click this link it will take you to their website for more info.
http://artandcopyfilm.org/
If you have time to watch, below is an interview with the main characters in the documentary. It is worth the 10 minutes.

I leave you with a quote from Doug Pray the director of ART & COPY;
“You may hate advertising but you are wearing our jeans".

Stay in a good mood,
Brad

(p)

Issue 34 “Sofa so Good?

September 18, 2009

Attack Ads.
A couple of months ago, Rogers Phone launched a direct attack at Bell's home phone service with a headline of “Simply better by Comparison” advertising strategy. To quickly grab the fleeting attention of a prospective customer, Rogers used a simple visual of the red and blue couch as the “symbol” of this particular strategy…”compare us to them". This was the response from Bell.
Bell’s ad cut the legs out of the Rogers creative very quickly and effectively. Whether the ad is accurate in terms of particulars is not as important for our purpose as the average 1 second required to catch the eye of a consumer. It minimized the preceived value Roger’s offer very quickly. Most people can’t distinguish a real difference between Rogers (Shaw in the west) or Bell in terms of products so their battle is always “price based.” And price is the last line of defense.
MSM: Attack your advertising. The average consumer is indifferent to the fact that you are renovating, overstocked, moving etc. Or that you are big, you are better, you are cheaper. These are YOUR motivators, not theirs. They care about "what is in it for me?"
Before you are about to spend marketing and advertising dollars ask yourself a two simple questions:
What do you want to be famous for?
What is the benefit to a potential customer?
Whatever “that” is make it the focal point of your messaging through advertising, your staff and customer interaction.
This simple exercise can fine tune your message in order that a competitor(s) cannot directly attack your position with relative ease. It is worth repeating that the Definition of a Satisfied Customer Is Simply One Who Perceives a Lack of a Better Alternative. And isn’t THAT the point of good advertising and marketing?

Stay in a good mood,
Brad

Issue #33 Is it Time We Shoot the Dog?

September 10, 2009

What happened to summer? I just put my head down for a little nap and bang, four months skipped by since the last MSM posting.
Let’s get caught up. Here is a fast summary of the events of the last while; Michael Jackson is dead, GM is almost dead, Bernie Madoff probably wishes he was dead. And according to the Feds, the recession is dead, but it just doesn’t know it yet.

Is it Time We Shoot the Dog?

It is that time of the year again, yellow page renewals. Are the calls from their telemarketers are coming in fast and furious?
With technology, consumers have turned to industry specific web sites and Google to get your address, phone number, information etc. I am finding that the “yellow page effect” with clients is similar to a growing kid finally letting go of a favorite blanket. They know that they should let it go but are unsure about life without it.
MSM opinion:
1.) Do not confuse yellow pages with advertising or marketing because its not.
2.) Depending on your industry, 70 – 85% (sometimes even higher) of potential customers have checked out your website prior to first contact. The web has changed how consumers shop.
3.) Yellow pages are demographically sensitive. For example, if your business depends on “older” consumers, they might be more likely to use it.
4.) Ask yourself, when was the last time you used the yellow pages?
5.) Alphabetical order is a thing of the past. Priority in your category or worse categories depends on expenditure.
6.) It isn’t cheap. Yellow page prices depend on size of ad, colour, URL search components and the number of books published in a city. It is expected that you would insert ads in all of them. In very short order you are spending many thousands of dollars annually and take a large chunk out of your “advertising budget”.
7.) Alternatives? Could you decrease your spend and choose advertising options that allow you to change creative and offers frequently to reflect current needs / wants of consumers and economic climate?
8.) Does your website reflect you and your business accurately? As mentioned, it is often the first point of contact. Permission Based Marketing through email to your existing customers can be very effective as long as it is used sparingly and offers real value. Traditional media is unfairly being condemned as “its best days are behind it.” TV, radio, local and regional newspaper, direct mail are still very effective especially when used in tandem with your site. I have used all on behalf of my clients at different times with strong results. The key is strategy, creative and budget with measurable / attainable objectives.
9.) I am sure that there are many businesses that use yellow pages with success and this item is not intended to simply slam the book, but rather just to illustrate that it isn’t the “must have” holy grail of marketing as maybe it once was.
A question: Is it time to loosen the grip on the blanket or just shoot the dog?

Stay in a good mood,
Brad

Issue #32 "If You Could See me Now".

April 22, 2009
Do you remember ...
....when real men would never use the word Twitter?
....when Interac was something you did with people not machines?
....when "Social Networking" was done in a bar?
....when My Space was something you should get out of…right now?
....when the police were the only people with a Face Book?
....when "text"was a noun and not a verb?

Do you remember a life before…Blackberry?
The last ten years has seen an explosion of technology that has shrunk the world in hope to better “communicate” each other. But we spend more time talking through machines than we do in person. There are great advantages to this, but it also comes with disadvantages.
A common sight in 2009 is a group of people standing around not speaking with each other, but uniformly staring down at their blackberries in silence. They are missing a perfect opportunity to have a face to face conversation.

All they have to do is look up!!
How many times have you been in mid sentence with a person, their blackberry vibrates and you have lost them for the next couple of minutes? We have all been victims and we have all done it to someone else. Michelle Warren, the senior analyst at Info-Tech Research Group, a London, Ontario-based research firm, believes “it is rude to disrupt a face-to-face meeting to check for messages.” “This activity gives the impression that the person in front of you is insignificant, which is not a career-enhancing tactic.”

So how do we conduct business in an A.D.D. world?
They say that 70% of business communication is nonverbal. Hell, a client or customer could be giving you the finger and you wouldn't have a clue because you’re looking down at the Blackberry.
Is the ability to read people becoming a lost art?
Voice mail, email, text, etc is like a technological curtain that separates us from clients, customers and employees and eliminates real time reaction on what is being discussed.
Remember emotion is an internal reaction displayed to the outside world as a mood. Body language is the demonstration of how your words are being received.
This is a great article by Patricia Cisneros, AICI, http://www.corporateicon.com/

Heighten Your Perceptive Powers: A Body Language Dictionary
"What DID you say?"...
The research on these body language variations are based on the culture in North America.

1. Head tilt: EMPATHY
2. Arms crossed: DEFENSIVE
3. Arms behind back: THOUGHTFUL, RELAXED
4. Body leaning forward: INTEREST
5. One hand clasping the lower arm: INSECURE
6. Legs/Ankles wrapped: INSECURE [note: the feet are the most honest part of body]
7. Legs crossed, ankle on knee, hands clamped on horizontal leg: STUBBORN, IMMOVABLE
8. Hands clasped behind neck: SUPERIORITY
9. Rubbing chin: THINKING, UNDECIDED
10. Rubbing back of neck: UNSURE, DISBELIEF
11. Rubbing cheek: CONFUSED, NOT UNDERSTANDING
12. Head scratch: PUZZLED
13. One-sided smile: SARCASTIC
14. Touching/Rubbing nose: GIVING YOU ONLY PART OF THE STORY, A "WHITE" LIE OR OUT-RIGHT LIE, THINKS YOU'RE LYING, TOUGH TIME TELLING YOU BUT TELLING THE TRUTH.
15. Rubbing eye: I DON'T SEE IT THAT WAY
16. Unblinking gaze: THREATENING.
17. One eyebrow raised: SKEPTICAL
18. Eyes closed while talking: VERY SURE, NOT WANTING ANY OBJECTIONS.
19. Touching/Covering mouth: SOMETHING TO HIDE.
20. Pulling on ear:THEY WOULD LIKE TO RESPOND TO WHAT YOU ARE SAYING SOON BUT YOU WON'T LET THEM GET A WORD IN.
21. Rubbing ear: OBJECTS TO WHAT THEY ARE HEARING
22. One finger ear/neck scratch: UNSURE
23. Face leaning on hand: BOREDOM OR TIREDNESS
24. Rubbing forehead: HEADACHE, SORELY IMPATIENT
25. Lifting chin very high: DOMINANT POSTURING
26. Adjusting man's shirt cuff or woman’s purse: NERVOUS ANTICIPATION
27. Rubbing hands together: EAGER ANTICIPATION
28. Tapping fingers, pen, foot: IMPATIENT
29. Seated, hands on knees: IMPATIENT OR READY TO LEAVE
30. Slapping side of thigh repeatedly: ANXIOUS TO LEAVE.

Use these body language 'hints' in context along with the tone of their voice... If the words they say are different than their body language, believe the body language and tone of voice first- THEN what they are saying. Don't forget to utilize your body language wisely to project the message you intend.

Your body language would suggest you’re not having the best time on our first date.

Stay in a good mood,

Brad

Issue #31 Toy Story

March 31, 2009

Welcome back, I missed you too.
The Minute has been MIA for more than a couple of weeks due to the planning, building and diversification of my company.
We are proud to announce that The Moodswing Educational Toy Company will be launching soon.
The most successful marketing ideas meet a current need, want or desire of consumers. Consumers can be easily persuaded to purchase new products especially when it features benefits for their children.
If you are looking for the next hottest product or idea for your customers or your business look no further than the headlines.
I am honored to share with you the thought process from the idea to the finished product.
Our first offering to the market comes from the latest business mantra.
"THE BUSINESS MODEL IS BROKEN"
For two months highly paid stewards of industry have belted out this latest cliché as the reason why that their businesses are suffering or failing. They proclaim their innocence with a shrug of the shoulders as if the last 10 years of ever changing technology and competition snuck up on them in a complete surprise.
If this is the new lesson that we are teaching our kids, then I think that this new toy will be the biggest hit of Christmas 2009.

THE BUSINESS MODEL.
"Guaranteed hours of fun and it’s educational too!"

“Remember Kids, Whatever Happened, it wasn’t your Fault.”

NEXT: We are hoping that our next educational amusement will be in shopping malls around the country by July.
Again as with the Broken Model, the inspiration for this product came from the fastest growing business in the world; The Tax Payer Funded Stimulus Bail Out Programs.
Again, as marketers and business people we must reach the younger generation in order that they can learn about Stimulus and the importance it will play in their future.

THE STIMULUS RIDE

Engage their imagination that will assist them in embracing this concept.
The unique feature of this hot new ride is that it is absolutely FREE.
"Your Kids won’t Pay the Price for this Ride until well into their Future."

MSM: There is more in the world that is out of our individual control than we could imagine in the past. Take stock, look at your business is it living down to the headlines?
I have had clients and acquaintances share with me that their business over the last few months is not only surviving but in some cases it is thriving. Their enthusiasm and determination to continue to do what they do best is motivating to me. They refuse to let the headlines distract them from their goal. I consider myself very fortunate to work with these people everyday.
Life is short, so surround yourself with people who inspire you.
So many people allow self doubt to creep into their business psyche. This is often due to external influences that in reality should have little effect on them. But the fact remains that change is happening and old patterns don't apply. I will share with you again my mental bumper sticker that I use to keep me focused.
“Whatever got you to where you are today is not enough to take you where you want to go”.
With inspiration comes the “will” to learn more. What do I need to do differently? Who can help me? Someone has the answer. I will seek them out.
And laugh at least once a day. That’s an order.
So it is with regret I end this edition with the following sad announcement.
In Memoriam
With all the sadness and trauma going on in the world at the moment, it is worth reflecting on the death of a very important person, which almost went unnoticed last week. Larry LaPrise, the man who wrote "The Hokey Pokey", died peacefully at age 93. The most traumatic part for his family was getting him into the coffin. They put his left leg in. And then the trouble started.

Stay in a good mood,
Brad

Issue #30 Swimming in Crap

February 27, 2009

In an August 2008 Wall Street Journal interview, Michael Phelps’ agent was quoted saying that his client could earn over 100 million dollars in endorsement and sponsorship deals over his life time.
This week, A Toronto-based company was the latest to cancel an event with Phelps. Power Within, Inc. had scheduled the 23-year-old swimmer to speak at events in Calgary and Vancouver.
Advertising Age reported he has lost at least one sponsor (Kellogg)because of his encounter with a marijuana pipe.
MSM: I am very concerned for Michael. Who can live on less than 100 million?
I don’t want his Olympic accomplishments diminished just because he couldn’t wait and get into the privacy of his own home to…relax.
So good reader, be assured that The Moodswing Minute has taken action and contacted another national client to take on young Michael as their new spokesperson and thereby recovering the lost endorsement money from Kellogg. Michael is committed to this new client as seen here preparing and practicing for his new role.


But seriously, when does the person end and the brand begin. There are various opinions. But one would assume that if you “sell” your name and image for a price, common sense dictates that there is an expectation of behavior from the company paying you that enhances their product brand and credibility. Let alone that you don’t embarrass or drag their company through the tabloids. I would love to get your opinion on endorsements and invite you to leave a comment.
I miss the 80s. Those were the simple times in the world. Business was different and done with integrity. The celebrities knew how to act and conduct themselves as professionals. Embarrassing their employer was unthinkable.

"I don't think we'll ever move definitively away from celebrity endorsers," says David Reeder, vice president of GreenLight, L.A. "They're powerful in the way they draw consumers to a brand. [But] brands will have to be more circumspect with the choices they make."
Indeed, Reeder's company measured advertising during the 2009 Grammy Awards and discovered that only 7% of the television spots that aired during the broadcast featured celebrity endorsements--down from 13% in 2008 and 21% in 2007.
Courtesy: Aaron Baar, From The Media Daily Post, New York.

MSM: YOU are the brand of your company. If you work for a large organization or have your own business, each customer will create in their minds the image and culture of the entire company based on a single interaction. For example: You have just met one person from IBM. That person comes across arrogant and disinterested. The perception created in that one customer’s mind is that IBM must train all of their people to conduct business in that fashion. (Which is not true).
YOU are the product. Your direct competitors have basically the identical product line up as you be it under different product names. The only difference between their company or store is YOU.
YOU convey the culture, the commitment the attitude of your company or employer. I basically do the same thing that I have done for 25 years, but instead of working or representing someone else, I represent my own company Moodswing Media inc. But still, I am thinking about having a meeting with myself this afternoon, I am not happy with my performance, I am considering downsizing and may have to lay myself off. I have noticed as well that my attitude lately is not where I need it to be. I might send myself home early in order to think about my role within the company and whether I can change and rise to the company’s expectation of myself. I plan to talk to me on Monday. I better let my family know that it might not go well. But I better be careful, if I don’t have all my paperwork in order, I might be able to sue myself over unjust dismissal. The lawyer fees on both sides will kill me, so I would need a large settlement to pay myself. Who knew that running a business would be so difficult?
Stress Costs. Smiles are Free. I thought that I would leave you this week with some free market advice:
You know you’re in a recession when:
· You brag about your new Apple, then go home and eat it
· The census taker rolls a quarter down your block, and counts half the neighborhood
· Your weekend home looks remarkably like your weekday home…which looks like your parents’ home
· Your knobby knees are the only heirlooms you have left.

Stay in a good Mood.
Brad

Issue #29 THE Worst Word in Advertising

February 19, 2009
First the set up:
City Of Ottawa Quizzed Over Atheist Ad Rejection
Ottawa is being questioned over why it rejected atheist ads proclaiming "There's probably no God.”
OTTAWA — the chair of Ottawa's transit committee will demand that city staff explain why they refused to allow atheist ads on city buses, even though ads quoting the Bible have been approved by the city and could appear on buses at any time.
The atheist ads, which say, "There's probably no God. Now stop worrying and enjoy your life," began in Britain and have spread around the world.
In Canada they've been on buses in London, Calgary, and Toronto, but were rejected by city staff in Halifax and Ottawa.
Justin Trottier, president of the Freethought Association of Canada, the ads' sponsor, said his group might ask a lawyer if their right to freedom of speech has been breached.
Courtesy: The Ottawa Citizen, Monday February 16, 2009


DID you spot it? Did you see The Worst Word in Advertising?
It is the word “probably.”
The fact that The Free Thought Association uses the word “probably” implies that even they aren’t absolutely convinced in their message. Is there an after life or not? Does GOD exist? Take a stand as a true believing atheist, (oxymoron) the sign should have read: There is No God, Enjoy Life.
If they are right and there is not a higher power, no harm no foul. Who is going to know? It just means that we are all in for “the big dirt sleep” nothing more.
I think that they use “probably” just in case they are wrong and hope that God has a sense of humor. “Oh, Hello Lord, imagine my red face.”
I find the whole issue humorous.
The Free Thought Association has received thousands of dollars worth of free and undeserved local media exposure.
But the word “probably” is not what has generated the attention.
The key to this campaign’s success is that Free Thought needed some uptight bureaucrat to refuse the advertising and that is exactly what they got. If Halifax, Ottawa and other Canadian cities would have accepted this ad placement as a normal course of business as they accept advertising with religious connotations, this campaign would have caused only mild curiosity and would have gone somewhat unnoticed. The Free Thought people were betting on the fact that the public sector is frozen with fear of offending anyone and it worked. I would be surprised if this story is getting as much play in the news in the cities that have accepted the campaign.
If you want to continue to wonder about whether advertising and marketing works use wishy-washy, milk toast, hedge your bet words like “probably”.
Create concepts that define who you are and what you stand for clearly and imaginatively.
What if some of the most familiar and famous marketers used the atheist approach to advertising. Would you be convinced of their quality of product or the passion for their business?
McDonalds: I’m Probably Lovin’ it.
Nike: You Should Probably Just do it.
Home Depot: You Might do it. We can Probably Help.
Staples: That was Probably Easy.
Allstate Insurance: You’re Probably in Good Hands, Maybe.

WOW! Can you feel the connection, the impact?

If you want your advertising and media dollars to go further, simply offend someone.
By the way, The Free Thought people say the ads are part of a nationwide campaign to raise awareness about the rights of non-believers. So I intend to do “nothing.”
There Is Probably No Recession. Stop Worrying. Now Spend Your Money.
I am almost positive that I have made my point today, so I will leave you a few random thoughts:
- Would a sign on an atheist restaurant read; No shirt No shoes No God?
- Do atheists tell their kids about Santa Claus?
- I have heard that atheist dyslectics don’t believe in dogs.
Stay in good mood,

Brad

Issue #28 Wanted: One Hero to Hire!

February 12, 2009

We are in desperate need of a hero who can lead.

We need our leaders to lead both in business and in government. They need to reset their moral compass and begin to focus on what is really important; leading this county through one of the most difficult self inflicted financial disasters in history. While they are busy moving the deck chairs around the Titanic renamed the (USS Stimulus), consumers, industries, real people are hurting.
The consumer is looking to someone, a hero, a leader that they can believe in and follow.
The conduct of some of the world’s largest companies, corporations and major business leaders has been nothing more than fraudulent. They have lost their way. Leadership, corporate responsibility, integrity are all under valued and abused concepts. They are sending the message to their employees and customers that trusting big business is for fools and losers. How many examples do you need?
If you didn’t see the 60 Minutes interview with US Airways Flight 1549 Pilot, Chesley Sully Sullenberger who landed his airliner in the New York’s Hudson River and saved all 155 passengers and crew you must watch it now.
He embodies all the qualities of a leader. He demonstrates grace under incredible pressure. His sense of responsibility for the people in his charge is inspiring. His humility and self control in the face of the biggest crisis in his career is the stuff of great men.
This interview needs to be shown in every board room across the country in both private and public sectors. This interview must be mandatory viewing in every business school in Canada and the US.
Please watch this excellent interview with the following "representations" in mind;
The passengers represent us
The plane represents our country
The flock of birds flying into the engines represents the greed and misconduct of the all failed companies that heavily contributed to our current economic situation.
Captain Sullenberger represents our leaders.
The rescuers represent the coordinated effort of business and government that is needed.
Simply click on the link below.

http://www.cbsnews.com/stories/2009/02/08/60minutes/main4783580.shtml

Heroes and leaders are ordinary people who are capable of extraordinary acts.
We have choices in our lives; wait to be led or lead. How can you be a leader in your everyday life? We can make a difference one person, one employee, one customer at a time. Leadership is simply the ability to organize and inspire a group of people (clients, customers, employees) to reach a common goal. Leaders shy away from the spotlight and prefer to shine it on others. Leaders influence decisions by actions not rhetoric. Leaders manage in the background. Leaders take a selfless approach to their business. A leader does not rape and pillage. Leaders serve.
I suggest to you that you are a leader. You make a difference regardless of your role. It just sometimes requires a slight attitude adjustment. The side benefit for you is how you will feel more confident and self assured, decisive and therefore more valuable.

Stay in a good mood.
Brad
(Note: If you aren't on the "alert list" and would like to have your name added, please just send me a reply email).

Issue #27: And Now the News….

February 6,2009

Okay okay, I get it. We are in deep crap with the economy and no one can tell us when we may emerge from it. Each newscast you hear, see or read in whatever media always begins with the latest roster of layoffs and downsizing or streamlining. It hammers the consumer psyche.
We as a society or culture gravitate to The News because we tend not to measure our individual success by our contributions or results, but by how truly messed up someone else is. The News, by its very nature, is Bad News. We mentally react to each news release with “thank god that wasn’t me that poor bugger.”
With every staff layoff, employers cut consumers; in many cases the very same people that they hope will buy their products or services.
The Globe and Mail said today that 7.2% of Canada’s workforce is now out of work.
How about this; 92.8% of Canada’s workforce is still working!
Most business people find it surprising that their business while it might be down is not dire. This is a weird contradiction. I have been told by some business people who say “we are still doing okay,” it’s almost like an apology. It is as if they haven’t lived up to the latest news stories.
I have arrived to a point in my life where I measure new information by two pieces of criteria; ”Do I need to know this? or “Do I want to know this?” If you don’t fit under either one, my brain starts airing old reruns of the Flintstones and your information is lost forever.
You may want to try it, with The News being what it is these days, ignorance can be bliss.
We can’t control the world. We can only control what we do and how we react to the new competitive factors presented. The consumer isn’t dead; they will just be in fewer numbers. That being the case, you are going to need to improve your close ratio.
We must change, and change is hard. I was talking with a sales person who was struggling a week or so ago and shared my other favorite mantra. “Whatever got you to where you are today is not enough to take you to where you need to go.”
Improve your close ratio by “Reinventing the Basics.”
How your phone is answered. Have you thanked them for calling, or coming into your place of business? This is one of the most underrated business functions.
Have you sincerely taken an interest in their needs, wants or desires?
Are you honest? (nuff said)
Do you implement the WOW factor?
Do you really know your customer and what they want or do you think you know what they want or worse, what they need?
Can you solve a customer problem within minutes or hours not days?
Can you be proactive?
“I was thinking about you and our conversation the other day and. what about this…..”
Or “I just reviewing your account or contract, I have found a way to save you some money.”
Or what if you had found a mistake before the customer did?
Most problems occur when we think that we have enough information or that we think that we know our customer.
The following amusing story, illustrates this basic business skill rather eloquently.
I THINK YOU'RE THE FATHER OF ONE OF MY KIDS...
A guy goes to the supermarket and notices an attractive woman waving at him.
She says hello.
He's rather taken back because he can't place where he knows her from.
So he says, 'Do you know me?'
To which she replies, 'I think you're the father of one of my kids'
Now his mind travels back to the only time he has ever been unfaithful to his wife and says, 'Are you the stripper from the bachelor party that I made love to on the pool table?'
She looks into his eyes and says calmly, 'No, I'm your son's teacher.

Never assume that you know the whole story.
. "It is better to keep your mouth closed and let people think you are a fool than to open it and remove all doubt."-- Mark Twain
Stay in a Good Mood.
Brad

Issue #26 Smile, You're About to be Stimulated

January 30, 2008

This week, the Canadian Government and The US Congress have committed billions and billions of dollars of tax payer’s money in order to prop up the economy in both countries. Both leaders have called their respective “rescue program” a “Stimulus Package.”
stim·u·lus Definition by Dictionary.com
1. Something causing or regarded as causing a response.
2. An agent, action, or condition that elicits or accelerates a physiological or psychological activity or response.
How often have you heard or used the word “stimulus” in an everyday business conversation? Not often is my guess. Stimulus is my new word of the week and deserves to capitalized
I sincerely believe that this is The New Era of Stimulus in North America. We as marketers, sales professionals, business leaders and owners have a responsibility to raise the profile of the word Stimulus.
If we take on an important and prominent leadership role in bringing Stimulus to the forefront in business communications, our customers and clients will soon come the realization that they can feel safe and secure as they continue to purchase our goods and services. Why? Because Stimulus will look after everything. These really are enlightened times!
I would like to stimulate your mind with a few examples of just how to properly use the word Stimulus and it’s variations to its maximum potential. In other words, I have done a little “Stim-Sell” Research in order to assist you in properly introducing stimulus to your business vernacular. For example:
-Welcome and thank you for coming in, it’s a great day to be Stimulated isn’t it?
-Wow, you look great were you just Stimulated?
-Smith, all of us at head office are just Stimulated beyond belief at the results of your last quarter. In fact we like Stimulus so much that we have to lay you off. The share holders are Stimulus junkies.
-Don’t let the Stimulus hit you in the butt on the way out.
-Which is better LCD Stimulus or Plasma Stimulus?
-Have you taken the new Stimulus by GM for a test drive?
-Would you like to super size your Stimulus?
-Governor Arnold Schwarzenegger stars as THE STIMULATOR.
-Is it Stimulating in here, or just me?

I am convinced that Stimulus will join other iconic business terms such as:
1. It’s About Clarity
2. Win-Win Situation
3. Thinking Outside Of the Box
4. Paradigm Shift
5. Best Practices
6. Synergy
7. Low-Hanging Fruit
8. At The End Of The Day,...
9. Value-Added Proposition
10. Maximize Customer Satisfaction
11. Going Forward
12. Seamless Integration
13. Core Competency
14. Let's Take This Off-Line

“Every now and then, Roger likes to cut himself off from all stimulus.”
Courtesy of http://www.cartoonstock.com/
Go forward my brothers and sisters in commerce and prosper as Stimulus will guide your way. What a great day to be in business!
Stay In a Stimulated Mood
Brad

Issue #25 "TAG, You're it."

January 20, 2009
It’s here, The 2009 Moodswing Media Business Mood Indicator. Don’t make important decisions, attend critical meetings or comment on current financial conditions until you know how are you really feeling about business? In only 10 seconds, you will know the answer. It’s compact. Carry it with you at all times. It really works! No batteries required.
Email your name with your mailing address to brad@moodswingmedia.ca and we will send you your very own Moodswing Media Business Mood Indicator together with a memo on “Selling More Despite The Economy” written exclusively for Moodswing Minute Readers by Joel Saltzman, author of “Shake that Brain”. How to Create Winning Solutions… and have fun while you’re at it”.
* * * * * * * * * * *
MSM: This issue of the Minute is focusing on the importance of a strong tagline or slogan. They aren’t just cute little lines associated with your business name, rather the anchor that should hold the image or fundamental expectation in the mind of a potential customer.
Why talk about this today?
Put this under the heading of “Making Every Dollar Count”. If you have decided in your mind that you will be taking a cautious approach to advertising in 2009, then it is even more important that every ad dollar carry its weight in effectiveness and penetration of your target consumer group.
From the media sales perspective, to be able to assist your clients in creating this kind of valuable asset can enhance your arsenal of offerings and lift you above competitors.
Timothy R V Foster is the founder of ADSlogans Unlimited shares the following:
The Basics
The purpose of the strap line or slogan in an advertisement is to leave the key brand message in the mind of the target. It is the sign-off that accompanies the logo. Its goal is to stick: "If you get nothing else from this ad, get this..!"
The Perfect Tagline
A perfectly-formed tagline should fulfill several criteria.
Memorable: The more the tagline resonates with the big idea, the more memorable it will be.
Differentiate Your Brand: “We do (this) Others don’t”
Recalls The Brand Name: “Instant association with your business.”
Strategic: to convey their business strategy in their lines, such as "Innovation" (3M),
Impart Positive Feelings About The Brand
Not Be Usable By A Competitor: So many slogans have absolutely no competitive differentiation, such as "Simply the Best" and its variants.
What separates a good ad slogan from a poor one?
David Droga, Worldwide Executive Creative Director for French ad agency Publicis, says slogans work best when they reflect "not only the soul of the brand, but the company itself and its reason for being in business." Contemporary catch-phrases, he says, "just crumble into dust."

MSM: Taglines and slogans only work with a strong imaginative creative message that relates the benefit of your product or service to the current needs wants and desires of a potential customer.
Example:


Today, you will always remember where you were… when you read this edition of the Moodswing Minute.
Stay in a good mood,
Brad

Issue #24 The Era of Adverse-tising

January 8,2009

I have a question. IF in fact that economic times have changed drastically in the last 5 months. IF the mindset of consumers is one of fear of the future, their finances and jobs, why does all the advertising we are exposed to on TV, the net, newspaper and hear on our favorite radio station still look and sound the same?
IF “The News” we receive came exclusively from multitude of paid advertising options, you probably wouldn’t know or even be aware that anything in the world has changed.
Advertised offers seem to have not adapted to reflect the current wants and needs of the consumer.
Does your advertising reflect your products, services or people in such a way that fits in today’s consumer attitude and concerns in an adverse economy? Take time to review the look and sound of the messages that are being bought and sold
Are we sending the same old “buy, sell, save” messages, while consumers are asking themselves very different questions.
If so, it is a waste of your effort, time and money!
Experts agree that the consumer mindset is in the process of adjusting the perception of how they will be personally affected by the current economic slowdown and impending recession.
In other words, people are just now coming to terms with just how they will adjust their spending levels to “live within their means”.
The consumer will not disappear, but they will want more for the hard earned money they spend.
When you believe you have a solid offer, ask yourself, "What else can I do to make this even more valuable or attractive to my customer?" Think of it as The Necessary Accessory.
Can you accessorize your core product? What Else will you offer that will increase your opportunity to make a sale and increase the perceived value of your product? There is an answer to this question for every business.
One example: Apple's Incredible I-Pod.
No one will argue the success of I-Pod. But Apple continues to upgrade and improve the devices regularly.
They have also created a number of options to increase loyalty and usage of their core product.
-External Speakers of all shapes and sizes for kitchen and living room.
-Clock Radios with an I-pod dock for the bedroom.
-Plug in accessories for in car listening.
-They have their own store for customer to add a huge variety of content, music, audio books & movies,
Question: Do you think that the I-Pod would be as successful if they hadn’t continued to improve, change or accessorize their core product?
But even Apple can go one step too far. What do they call this?

The I-Poop?





Please feel free to leave a thought or comment.
Stay in a good mood,
Brad