Transcript of Frankel's Free Clinic January 8, 2001

Rob Frankel ( (1/8/2001 9:01 AM): WE'RE BAAAAAACK!

greg (1/8/2001 9:02 AM): Good Day Rob

Rob Frankel ( (1/8/2001 9:02 AM): Good morning everyone. Good to be back in the saddle in 2001....

Thawk (1/8/2001 9:02 AM): hi rob

Del ( (1/8/2001 9:03 AM): Entered the room.

Del ( (1/8/2001 9:03 AM): Happy Monday everyone!

Mickie ( (1/8/2001 9:03 AM): Entered the room.

Rob Frankel ( (1/8/2001 9:03 AM): So who's up first?

greg (1/8/2001 9:04 AM): I am new so Ill watch first go round q:)

Rob Frankel ( (1/8/2001 9:05 AM): Uh oh, I just realized I logged in wrong. It's

Del ( (1/8/2001 9:05 AM): Rob: when are you doing a reprint on your book?

Rob Frankel ( (1/8/2001 9:06 AM): Actually, Del, there will likely be an update to the book. No need for a reprint just yet. But as inventory dwindles, I may add a section on what happened to the brands I looked at in version one.

Del ( (1/8/2001 9:06 AM): Rob: Suggestion, whatever program you did the book in (quark/pagemaker), redo the text flow. I found many such errors.

Del ( (1/8/2001 9:07 AM): Having self-published 3 books ages ago, I know how tedious copy-editing is.

Rob Frankel ( (1/8/2001 9:07 AM): Del, that's the #1 comment I get from critics. I had three proofreaders and a bunch of "errors" still got through. I don't know how many were real errors and how many were just stylistic issues...

Rob Frankel ( (1/8/2001 9:08 AM): But if I do reprint, I'm going to have five proofers next time....

Del ( (1/8/2001 9:08 AM): If you meant to put a period on a line by itself, then the errors are minimal. ;-)

Baker (1/8/2001 9:08 AM): Entered the room.

RobFrankel ( (1/8/2001 9:08 AM): Entered the room.

Del ( (1/8/2001 9:08 AM): Did the proof reading occur PRIOR to layout? That would likely be the cause.

RobFrankel ( (1/8/2001 9:09 AM): Oh no, that period was totally intentional....not. Anyone have an issue they'd like to bring up?

RobFrankel ( (1/8/2001 9:09 AM): Yes, Del. The galleys were proofed, too.

Del ( (1/8/2001 9:10 AM): Galleys? Heh. I went straight to plate.

John (1/8/2001 9:11 AM): Entered the room.

meehna (1/8/2001 9:11 AM): Entered the room.

greg (1/8/2001 9:11 AM): Well I do have one issue. I have a commercial site we have put up called MoonMist Harbor Gift shop and we have been trying to figure out good Logo for the name. Any thoughts?

greg (1/8/2001 9:12 AM): Or direction anything would be good q:)

RobFrankel ( (1/8/2001 9:12 AM): Greg, what kind of gifts do you sell?

Del ( (1/8/2001 9:12 AM): A moon partially covered with a cloud and a pier. B&W.

John (1/8/2001 9:12 AM): Hi, I'm looking for help on a company slogan?

RobFrankel ( (1/8/2001 9:12 AM): Right off the bat, it sounds sort of marine-oriented.

RobFrankel ( (1/8/2001 9:12 AM): John, we'll get to you next. Hang in there.

greg (1/8/2001 9:13 AM): Well we do have some marine Items but it is a well mixed selection.

CindyWilliams( (1/8/2001 9:13 AM): Entered the room.

RobFrankel ( (1/8/2001 9:13 AM): IS your business online? Do you have a URL we can go to?

greg (1/8/2001 9:13 AM): I like the B&W idea I have been looking at colors but the B&W would work well!

Del ( (1/8/2001 9:14 AM): It doesn't necessarily have to be B&W, you could use any single color to great effect.

greg (1/8/2001 9:14 AM): Yes it is it is at

RobFrankel ( (1/8/2001 9:14 AM): If you want a good logo, it has to stem from the brand and the brand stems from the business. You can't just draw and pray....

Del ( (1/8/2001 9:15 AM): A great example of a one color logo is that of the White Mountain Cane Company (

greg (1/8/2001 9:15 AM): good point.

Frederick (1/8/2001 9:16 AM): Entered the room.

RobFrankel ( (1/8/2001 9:16 AM): Greg, IMHO, you need to step back and move off of what you sell and move more toward the drama and imagery of what you sell. Think of it this way: if you can't bring drama and romance to what you sell, how do you expect others to see it?

RobFrankel ( (1/8/2001 9:17 AM): Notice that on your home page, you get into the buying and shipping fast, but no clue as to what motivated you to open this shop.

RobFrankel ( (1/8/2001 9:18 AM): A logo is not going to help here. First, get your brand down. Decide on what you are and how you do things the Moon Mist Harbor way. Then the logo idea will add a finishing touch. It will also be much easier to develop.

greg (1/8/2001 9:19 AM): Brand in what we do correct as a gift shop?

RobFrankel ( (1/8/2001 9:19 AM): Don't be shy about balancing what you've got with why you think it's special -- and of course, why the visitor is smart for having come to your site. THEN you can cap it off with a log.

Del ( (1/8/2001 9:20 AM): Yeah...Tell me why I've made a good decision to come to your site, why I should be happy to buy from you and why it would be worth my while to come back. :-)

RobFrankel ( (1/8/2001 9:21 AM): No, brand the TYPE of gift shop that you are. After all, there are a zillion gift shops on the web -- what's there in yours that would make people say, "Alright! I finally found what I was looking for!" And it's not the STUFF, it's the WAY you present the stuff, too.

RobFrankel ( (1/8/2001 9:21 AM): Aha! Del has been reading ROBX!

Del ( (1/8/2001 9:21 AM): <--Too much coffee this morning. (just keeps blabbing and blabbing.)

greg (1/8/2001 9:21 AM): hmm ok I did not look at it that way at first.

Del ( (1/8/2001 9:21 AM): Read it in one sitting, rob.

RobFrankel ( (1/8/2001 9:21 AM): <--- Caffeine just kicking in.

greg (1/8/2001 9:22 AM): Thanks for the input!!

RobFrankel ( (1/8/2001 9:22 AM): Sure. Hope it helps. John, you want to jump in?

John (1/8/2001 9:22 AM): Yup!

Del ( (1/8/2001 9:22 AM): Greg: I've seen lots of gift shops (especially those using SMC products)...Get shoppers to respond "emotionally" at your site, not commercially.

John (1/8/2001 9:23 AM): How long should a company slogan be?

RobFrankel ( (1/8/2001 9:23 AM): About three feet, eight inches.

RobFrankel ( (1/8/2001 9:23 AM): Nah, just kidding.

John (1/8/2001 9:24 AM): I am changing my company name to Webstream Dynamics and having trouble with fitting it all into a single phrase.

RobFrankel ( (1/8/2001 9:24 AM): Actually, I'm glad you brought it up because there is no rule. The closest I can come is my fourth grade elementary school teacher's guide to writing an essay:

RobFrankel ( (1/8/2001 9:25 AM): It should be like a pretty girl's fress: Long enough to cover the subject but short enough to be interesting.

RobFrankel ( (1/8/2001 9:26 AM): John, don't get caught in that trap of it having to be short. Or a certain number of words. Sometimes really long taglines are great! "When it absolutely, positively has to be there overnight" is great but it ain't short.

John (1/8/2001 9:26 AM): I offer turnkey solutions for manufacturers, distributors and retailers for blending online strategies with off-line strategies.

RobFrankel ( (1/8/2001 9:26 AM): Oops..."girls' DRESS"

Del ( (1/8/2001 9:27 AM): John: say it. Or make it part of you USP.

John (1/8/2001 9:27 AM): What is USP????

RobFrankel ( (1/8/2001 9:27 AM): Okay, but don't look to the tagline to sell your entire company. The tag usually communicates more generally about what you do, more specifically the attitude with which you do it.

RobFrankel ( (1/8/2001 9:28 AM): Unique Selling Proposition. Of course, I don't believe in USP's. I stress UBP's -- Unique BUYING Proposition. I don't like selling to people, I like explaining to them why they should BUY. One focuses on ME, the other focuses on THEM.

John (1/8/2001 9:29 AM): It's gets sticky because I am trying to think of "them" not me! (Read that in a book somewhere)

Del ( (1/8/2001 9:29 AM): semantics. ;-)

Del ( (1/8/2001 9:30 AM): <---can't spell today to save his life.

RobFrankel ( (1/8/2001 9:30 AM): John, a common mistake people makes with tag lines is trying to make them clever or too short. But all a tag needs to do is be able to remind people why they would choose you as the solution to their problem. Make it as human as possible.

John (1/8/2001 9:31 AM): That is exactly what I offer to my clients. I don't focus on the fisherman, instead I focus on helping them catch more fish. But how do you say that in a slogan????

RobFrankel ( (1/8/2001 9:31 AM): John, what's the main issue that your clients bring to you? What's their main concerns when they do? Simply address those.

RobFrankel ( (1/8/2001 9:31 AM): Let me get to your site and take a look...

John (1/8/2001 9:32 AM): Most clients I work with don't know how the internet can effectively help them "add-value" to their customers.

John (1/8/2001 9:33 AM): The new site is not up yet. Just my original company site --

RobFrankel ( (1/8/2001 9:33 AM): John, you've got two businesses on the home page. One his flooring the other is web strategy. You have to unite them more fully so that the message isn't confusing.

RobFrankel ( (1/8/2001 9:34 AM): Actually, three issues: Web, software, flooring.

RobFrankel ( (1/8/2001 9:34 AM): SO which site are you developing the tag for?

John (1/8/2001 9:35 AM): My background has been in the flooring industry.

John (1/8/2001 9:36 AM): I am launching and dropping

RobFrankel ( (1/8/2001 9:36 AM): Understood. Which one are you concerned about for the tag?

John (1/8/2001 9:36 AM): Webstream Dynamics for the tag

RobFrankel ( (1/8/2001 9:37 AM): Okie doke, now I get it. The way it looks to me, you're going to want to focus your main message as "we can show you how to leverage the web to increase your flooring business", right? Or will you expand your focus from the flooring?

John (1/8/2001 9:38 AM): Yes, I am expanding beyond flooring

RobFrankel ( (1/8/2001 9:38 AM): Okay, so are you simply broadening to ANY business's web strategy?

Thawk (1/8/2001 9:39 AM): So what market will you be targeting

RobFrankel ( (1/8/2001 9:39 AM): Will your practice have any specific boundaries or specialties?

John (1/8/2001 9:40 AM): My background is the distribution channels, so I want to keep the focus with companies involved with the distributor/retailer model.

RobFrankel ( (1/8/2001 9:41 AM): WOW! THAT'S news! No kidding, distribution is one of those silent killers of business, especially start ups. Everyone is so focused on manufacturing and retails that they totally forget about the channel operations. THAT'S what I would aim for John.

John (1/8/2001 9:42 AM): Exactly!!

RobFrankel ( (1/8/2001 9:42 AM): I'd play on the "what you don't know can kill you" line of thinking. That's the problem to which you provide the solution. And by bringing up how many businesses fail due to not foreseeing the distribution issues, you can be the hero that your brand should be.

John (1/8/2001 9:43 AM): Another concern, I have a strong following, what is the best way to get the name change out to the existing customer base?

RobFrankel ( (1/8/2001 9:44 AM): John, this is somewhat parallel to my own practice: prospects call me to develop their brand. Then they ask how much my fee is and think that it's WAY too expensive. I tell them, "well, it's a lot less than it's going to cost you if you DON'T do this stuff -- because you'll end up re-doing over and over again. " And sure enough, a certain number of them show up months later....

RobFrankel ( (1/8/2001 9:45 AM): I had one client who could have saved about $,45 million and 18 months if he would have listened. But it makes a great sales story to prospects, and more and more of them are listening.

John (1/8/2001 9:45 AM): Rob, you just hit the nail on the head ... What's it going to cost me?

Thawk (1/8/2001 9:45 AM): just sent up a redirect page

RobFrankel ( (1/8/2001 9:46 AM): If you have a strong following, make sure you know them for what they are: are they flooring people or more general than that?

John (1/8/2001 9:46 AM): All flooring.

RobFrankel ( (1/8/2001 9:47 AM): Thawk, what did you mean?

John (1/8/2001 9:47 AM): I also do a series of Net articles for a major flooring publication so I thought that might help get the name change out.

RobFrankel ( (1/8/2001 9:47 AM): John, I'd transition the flooring people slowly. No need to fix what's not broken. Alert them to a new division that you're opening and leverage your success with them into the other areas you'll be exploring.

RobFrankel ( (1/8/2001 9:49 AM): To any NON-Flooring people, you simply begin with the new name. I did the same transitioning from "" to "", as I moved from advertising to branding. Realize there's no rush. I allowed a couple of year for it to happen and now the brand is firmly in place.

RobFrankel ( (1/8/2001 9:49 AM): (TEN MINUTE WARNING)

John (1/8/2001 9:49 AM): Thank you Rob, you've been great. See my post in the I-advertising digest this morning!

RobFrankel ( (1/8/2001 9:50 AM): I saw it last night... thanks, John, that was really terrific!

RobFrankel ( (1/8/2001 9:50 AM): Anyone else while we still have time?

CindyWilliams( (1/8/2001 9:50 AM): I have a unique product that is an electronic soap opera. How do I market a text soap opera?

John (1/8/2001 9:50 AM): Gotta go to a new client meeting, CYA!!

RobFrankel ( (1/8/2001 9:51 AM): Cindy! Glad to see you're on your own!

RobFrankel ( (1/8/2001 9:51 AM): Cindy, is it e-mail or web-based?

CindyWilliams( (1/8/2001 9:51 AM): Thank you, Rob. I also have a website that is helping women and children.

CindyWilliams( (1/8/2001 9:52 AM): Web-based,

RobFrankel ( (1/8/2001 9:54 AM): Cindy, I find that any content almost always does better when it's offered as e-mail. The main reason being that people are lazy and don't log on regularly to anything. E-mail, on the other hand, rams into their mailbox every day, which makes for better response.

RobFrankel ( (1/8/2001 9:54 AM): This is the main reason why FrankelBiz is NOT web based.

CindyWilliams( (1/8/2001 9:55 AM): Something to think about. Good idea.

RobFrankel ( (1/8/2001 9:56 AM): The secret -- I think -- to marketing your stories is getting the readership to emotionally invest in the story. Then you need a device to link them together so that they can interact with each other about those stories. That's branded community and that's what turns users into evangelists.

RobFrankel ( (1/8/2001 9:56 AM): Also, why are the chapters so generically titled? Episode One doesn't do much in the way of baiting me in there...

Del ( (1/8/2001 9:56 AM): Rob: What do you think about a greeting card (that I use to build sales): Front: Happy clients give referrals. Inside: Our cards make clients happy.

CindyWilliams( (1/8/2001 9:56 AM): Like a web board for the readers to talk about the episodes and characters?

meehna (1/8/2001 9:57 AM): What do you mean FrankelBiz isn't Web based?

Del ( (1/8/2001 9:57 AM): The inside of the card would have "emotional" pulls as to why greeting cards, ours specifically, work well in building relationships and how to purchase them from us (website). I'm thinking of doing up such a greeting card as part of my promotional kit (sample requests).

RobFrankel ( (1/8/2001 9:57 AM): FrankelBiz is totally e-mail. Members don't post their needs to a bulletin board. They respond via e-mail, so that people don't have to log on to a web site to do business. They just check their e-ail.

CindyWilliams( (1/8/2001 9:58 AM): Good question about the chapter titles. Another thought to ponder.

RobFrankel ( (1/8/2001 9:58 AM): So there's no real true FrankelBiz web site, other than the membership form, advertising info and FAQ's.

RobFrankel ( (1/8/2001 9:58 AM): (TWO MINUTES)

meehna (1/8/2001 9:58 AM): Thanks for the clarification

RobFrankel ( (1/8/2001 9:59 AM): Cindy, you could poll your readers as to what they think characters can do, etc.

greg (1/8/2001 9:59 AM): Rob & Del thanks for your insight till next time.

CindyWilliams( (1/8/2001 9:59 AM): Rob, would a web board work for interaction of the soap?

Del ( (1/8/2001 9:59 AM): np.

meehna (1/8/2001 10:00 AM): This has been great and insightful. Thanks all!

RobFrankel ( (1/8/2001 10:01 AM): Holy cow, the clock is chasing me outta here! I'll see you online! Have a great week, everyone!

CindyWilliams( (1/8/2001 10:02 AM): Thanks, Rob.

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