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Monday, December 19, 2005

How The President Can Help You Market Your Business

Now that the results are in, you are either in a state of elation, or a mood of depression. With this election, it seems everyone is either one way or the other. But either way, there is nothing you can do to change the results. So what not do what we do best: capitalize on the current trends, and improve your business in the process.
I call this trend marketing. It's the ability to take current events, and QUICKLY put together something to sell to the public to that they will buy because it fits the trend. When people are in a funk because they are depressed with the thought of four more years of President Bush, they buy things to make them feel better. And author Gene Stone has done a remarkable job of using this election to his advantage, and creating something that Kerry supporters are sure to love. In two weeks time, he wrote and edited a new book entitled "The Bush Survival Bible: 250 Ways to Make It Through the Next Four Years Without Misunderestimating the Dangers Ahead, and Other Subliminable Strategeries". It will be released to the public in the next few days. And I guarantee you it will be an incredible success. Why?

People buy things because it fills a void they currently have. They're hungry; they buy food. They need a gift; they look for something clever. People love to buy on impulse. When something new comes into site, and provides them with a solution to what they're looking for, they buy. This new book is perfect because it provides a wonderful way to relieve a little frustration in Kerry supporters, and with the holidays just around the corner, timing couldn't be more perfect for people to buy impulse gifts for their Kerry supporting friends.

So, what can you do to create a new product or service using trend marketing? What can you quickly put together that will become an impulse product for your client base? Look around. (It doesn't have to be related to the election to be a current trend.) You can look for seasonal ideas. Or ideas that are popular in the newspapers or magazines. I'd love to hear your ideas - email me!

The Price of an Error

How much can it cost you for making an error in the information you give out?
If you've ever had a wrong phone number placed in a yellow pages ad, you know it can be very costly indeed. But how about if you give out the wrong web address? In this weeks debate between Cheney and Edwards, Cheney gave out a website address in which people could review claims made by his opponent. Unfortunately, he listed the wrong address, and millions of people have been visiting www.factcheck.com vs. www.factcheck.org. Simple mistake? Hardly. It's been a huge error on the part of Cheney.

The owners of www.factcheck.com rerouted their domain name to a third party website because they simply couldn't handle the tens of thousands of hits they began receiving. They chose to reroute the address to www.georgesoros.com, the website of a man who has written books, articles and spoken heavily across the nation - against President Bush!

What started out as a great idea - providing a website address on national television with millions of people watching - has turned into an ironic nightmare for the Bush administration. The lesson to be learned? We're all human and will make mistakes. But checking, double checking, and even triple checking your facts before you release your marketing materials is vitally important to keep your business a success.