Transcript of Frankel's Free Clinic February 12, 2001

RobFrankel ( (2/12/2001 9:00 AM): Entered the room. (2/12/2001 9:01 AM): Good Morning everyone!

RobFrankel ( (2/12/2001 9:01 AM): Greetings....hey, folks, Sonia was a student from UK that wrote to me the other day. Perhaps she'll show up this morning. (2/12/2001 9:02 AM): She's here I think. (2/12/2001 9:02 AM): Question: If branding isn't about US it's about them...and WE are a credit union - open 9 to 5 -- and THEY are a 24/7 can we brand ourselves to really be THEY'RE first choice for financial services? (2/12/2001 9:02 AM): Okay, I know I did the wrong "THEY'RE" there -- should be kill me. (2/12/2001 9:02 AM): Hey, Rob. I heard one of my colleagues ran into you and took you to lunch: Heather Mason.

RobFrankel ( (2/12/2001 9:03 AM): Yes, Heather paid.... (2/12/2001 9:04 AM): Denise: if I can answer: What sets you apart from a bank. What do you offer that they don't. In other words, why should they pick you? It's obviously not the hours. But what are you offering in return?

jdonaldism (2/12/2001 9:04 AM): Entered the room.

RobFrankel ( (2/12/2001 9:04 AM): Denise, you have to make it so that they choose you as the only solution. Which means to them, it's worth waiting for you to open. (2/12/2001 9:04 AM): Rob...I'll buy you a Texan lunch if you help me with my question.

Scottm( (2/12/2001 9:05 AM): Entered the room.

RobFrankel ( (2/12/2001 9:05 AM): It's the same thing with premium pricing. Why should I pay more for FEDEX when the U.S. Post Office will deliver overnight for 1/3 the price? (2/12/2001 9:05 AM): Denise: Rob summed it up much better than I did. (2/12/2001 9:05 AM): Meehna: The only thing we can offer. Empathy and Service. And they are very demanding.

RobFrankel ( (2/12/2001 9:05 AM): I'll take Texas any day! What is 24/7 competition offering that you are not?

RobFrankel ( (2/12/2001 9:06 AM): Denise, I don't even KNOW your business and I KNOW you're wrong about that. You just haven't thought up anything else. (2/12/2001 9:06 AM): Spotlight that then. Service is where it's at. I know I hate my bank b/c it's always a long line, incompetent people who don't give a sh**t about me. There you have your sale! Where can I sign up :) (2/12/2001 9:07 AM): Hi Del... (2/12/2001 9:07 AM): Lucky for us the 24/7 competition does not exist in the banking sector. BUT, what if someone does??? We couldn't be more convenient...we're in the hospital..but I don't want to just be "okay."

RobFrankel ( (2/12/2001 9:07 AM): For example, what have you thought up BESIDES financial services?

RobFrankel ( (2/12/2001 9:08 AM): Take a look at American Express, for example: Their core business is financial and credit offering, but they have a whole suite of services that makes their clients' businesses run more smoothly, (as does FEDEX). (2/12/2001 9:08 AM): Rob: Talk to me!!! YES!! We don't just have to be savings and loans.....what are you thinking about? What would YOU want?

RobFrankel ( (2/12/2001 9:08 AM): Denise, are you specialized in any particular sector? (2/12/2001 9:08 AM): Ask your customers what's missing for them. That would be a start. (2/12/2001 9:09 AM): Rob: No. It's an entire Health Organization...from admin to surgeons.

RobFrankel ( (2/12/2001 9:10 AM): Okay, so you're in health services. You gonna tell me that you can't hammer out extra services that benefit that community? Holy cow, I once had a client that started a bank ONLY for doctors, because they knew docs had totally different needs,

Louise ( (2/12/2001 9:11 AM): Entered the room.

RobFrankel ( (2/12/2001 9:11 AM): For example: Doctors are notoriously bad with money, so they had investments advisors. More down to earth: they knew doctors didn't have time to run to the bank, so they sent couriers to pick up bank deposits.... (2/12/2001 9:11 AM): You're so right. Nurses use us more than anyone else right now because they work all shifts. They have incredibly special needs. They have no time, are often single parents, and a little stressful work day if you ask me. love it. Anything else.

RobFrankel ( (2/12/2001 9:12 AM): Denise, how much of your operation is online and how much is offline? (2/12/2001 9:13 AM): We do offer home banking and are adding bill payer....most don't have access at home so we should probably call if "office banking" or "nurse-station banking"

RobFrankel ( (2/12/2001 9:15 AM): The point is that Meehna is somewhat have to delve more deeply into the aspects of your customers' lives that aren't directly targeted to your services.

RobFrankel ( (2/12/2001 9:16 AM): I'm not saying that you offer home cooked meals, but you should offer the one thing that nobody else seems to: support services. (2/12/2001 9:16 AM): So, if we go after the nursing market...for example, which is a large part of this community, how are their needs different than Joe Consumer?

RobFrankel ( (2/12/2001 9:16 AM): And not just support services that sell more product (at lest not at first), but services that truly help their lives.

Del (2/12/2001 9:17 AM): Heck. Even repositioning key product descriptions to the health field would focus your clientele. (2/12/2001 9:17 AM): Rob: aren't you indeed saying, find the niche that attracts customer loyalty and then you can branch out, via your AMEX example?

RobFrankel ( (2/12/2001 9:17 AM): What's your URL Denise? (2/12/2001 9:17 AM): You know, they don't have time to balance their checkbooks...they're busy saving lives...How's that for a service?

RobFrankel ( (2/12/2001 9:17 AM): Interesting point, Del.... (2/12/2001 9:18 AM): (2/12/2001 9:19 AM): Del always has interesting points :)

Scottm( (2/12/2001 9:19 AM): To add to Del's observation, you could add a second tier of key product descriptions to the patients as well.

RobFrankel ( (2/12/2001 9:19 AM): It's nicely presented. Where's your particular section?

RobFrankel ( (2/12/2001 9:21 AM): (Anyone else have a question? Jump in....) (2/12/2001 9:22 AM): How do I get people to understand that when I redesign their site and make suggestions, I'm not just doing copywriting? (2/12/2001 9:22 AM): We're their credit union -- and you know, they just updated their page and we have no link!!! Okay, I know what to do today. (2/12/2001 9:22 AM): I consider what I do focusing the site and branding it.

RobFrankel ( (2/12/2001 9:22 AM): Duh.....I think we need to see the credit union's stuff. (2/12/2001 9:23 AM): SUCK UP MOMENT TO ROB: I just finished your book, you're a God!!

RobFrankel ( (2/12/2001 9:23 AM): Hey, you bought it? Cool! Thanks! (2/12/2001 9:24 AM): OK, we're both from the credit union and the address for that is (2/12/2001 9:24 AM): I've also bought if for all of my clients...a must read.

RobFrankel ( (2/12/2001 9:24 AM): I'm glad it helped. There might be even more stuff for you that's helpful in archives at my site.

RobFrankel ( (2/12/2001 9:24 AM): Going there now...... (2/12/2001 9:25 AM): When you're done there, I'd love some input on my question, Rob. (2/12/2001 9:25 AM): Rob, I would love to have you speak at the Credit Union National Association Marketing School. They are one of my clients. I'll talk offline about dates and your fees.

RobFrankel ( (2/12/2001 9:25 AM): AHA!

Del (2/12/2001 9:26 AM): Entered the room.

Del (2/12/2001 9:26 AM): Explorer crashed, :-( (2/12/2001 9:27 AM): Del: bummer

RobFrankel ( (2/12/2001 9:27 AM): Okay, here we go: Take a look at the page and you'll see the biggest problem -- it's a generic sell on a credit union. To prove it, try to find ONE FEATURE that immediately conveys that THIS CU is a better solution for medical people than the regular kind.... (2/12/2001 9:27 AM): You are so right. It's pretty obvious now. Thanks Rob....we'll talk later about your on to Meehna's question.

RobFrankel ( (2/12/2001 9:28 AM): You have lots of financial stuff. Ohio stuff. But where's the message that says, "hey, we know what your life is like in that office. Which is why we offer the following things to make your life easier...." Implying, "see how we think about your stuff?"

Cathy (2/12/2001 9:28 AM): Entered the room.

RobFrankel ( (2/12/2001 9:28 AM): Lose the Mission Statement, too. In the real world, Mission Statement = Corporate Hype that nobody delivers. (2/12/2001 9:29 AM): I agree....and most of the credit unions I work with have the SAME mission statement.

RobFrankel ( (2/12/2001 9:29 AM): Users want to get to the action fast. They know that if you really had it, you wouldn't have to sell it or hide it behind copy. It's right there, in a link on the front page.

RobFrankel ( (2/12/2001 9:30 AM): Correcto-mundo, Denise. Look at this: MISSION STATEMENT  

RobFrankel ( (2/12/2001 9:30 AM): OhioHealth Credit Union, Inc. seeks to be the primary provider of core financial services for the mutual benefit of the credit union and its members by providing excellent service and easy to understand information

RobFrankel ( (2/12/2001 9:30 AM): ANYONE could switch in their name and it would work.

Del (2/12/2001 9:30 AM): "Your hospital never closes. Why should your credit union? Introducing 24-hour electronic banking. Only from XXX." (2/12/2001 9:31 AM): It's another big DUH, isn't it?

RobFrankel ( (2/12/2001 9:31 AM): So you can see that this is a two-tiered problem. First, you gotta have the stuff for them to relate to and second, you gotta cut right to the chase when you get them. (2/12/2001 9:31 AM): Can I ask my question now? (2/12/2001 9:31 AM): Entered the room. (2/12/2001 9:32 AM): Like what Del said.

RobFrankel ( (2/12/2001 9:32 AM): Denise, in the Frankel Tapes, I go into this really heavy: "You can't expect them to know if you don't tell them." The brand tells them; your business backs it up.

RobFrankel ( (2/12/2001 9:32 AM): Sure Meenha, go ahead. (2/12/2001 9:33 AM): Del, I'm so using your statement! It's a perfect match! Thanks! (2/12/2001 9:33 AM): Rob: We're buying them today. Thanks again. You are an inspiration...(smooch smooch) (2/12/2001 9:33 AM): How do I impress upon people that when I evaluate their site and make suggestions, including rewriting the copy that I'm branding their site and am not just a copywriter?

RobFrankel ( (2/12/2001 9:33 AM): Right back atcha, Denise. Thanks.

Del (2/12/2001 9:34 AM): You're welcome...But go further with it. It's raw. It, like Rob says, needs to be backed up.

RobFrankel ( (2/12/2001 9:34 AM): Meehna, you have to make the decision as to what you are first. You're confusing them. Either you're a writer or a band consultant.

RobFrankel ( (2/12/2001 9:35 AM): Oops. Brand consultant. (2/12/2001 9:35 AM): Can't I be both? (2/12/2001 9:35 AM): Meehna: Do you just edit copy?

RobFrankel ( (2/12/2001 9:35 AM): For example, I never offer to do anything but branding. AFTER that, if a client asks for other services, I offer to help out, because those are related services.

RobFrankel ( (2/12/2001 9:36 AM): You can be everything, including a plumber and a surgeon, but people won't know what you really are. You must prioritize and lead with one thing. (2/12/2001 9:36 AM): Okay, but what if I can make the sale in an inverse way? Someone who doesn't understand branding says all I need is a copywriter. Before I write the copy I have to evaluate the site.

RobFrankel ( (2/12/2001 9:36 AM): Meehna, also in the tapes, I go into the Bridge to Leadership.

RobFrankel ( (2/12/2001 9:37 AM): Meehna, if you do it that way, you will always be a writer and will never sell branding services.

Del (2/12/2001 9:37 AM): Meehna: How are you getting your clients? Soliciting or from some form of lead generation source? (2/12/2001 9:37 AM): Denise: no. I do branding, but I can back up the concept with great copywriting.

RobFrankel ( (2/12/2001 9:37 AM): Which is fine, because I lose one more competitor! (2/12/2001 9:38 AM): You're not off that easy, Rob! :) So, as a branding specialist, I come up with the market position and spin off from there. (2/12/2001 9:38 AM): Rob, would you suggest she just walks away from people who say "I only need a copywriter"?

RobFrankel ( (2/12/2001 9:39 AM): Absolutely. That's what I did and what everyone who seriously want to build a brand has to do -- to some degree. (2/12/2001 9:39 AM): Mostly soliciting and referral Del.

RobFrankel ( (2/12/2001 9:40 AM): The Bridge to Leadership: 1. Everyone knows you as one thing and calls you for that. 2. You decide that you're about only one thing and everyone stops calling 3. After holding out for a while, everyone starts calling you for the right thing. (2/12/2001 9:40 AM): Del or Rob: how do you suggest I situate myself as a brand specialist? Is a lead generation specialist a good way to go?

Del (2/12/2001 9:40 AM): Meehna: One possible way to build up your clients expectations from your services is to offer a questionnaire covering what THEY think they are in the business of doing/providing. What message they are trying to convey. What imagery are they trying to evoke. And where they see their website currently.

RobFrankel ( (2/12/2001 9:41 AM): I get all my work from referrals and the web. I do that on purpose, so that clients can see how well branding really does work. I spend very little $ on advertising and promotion. (2/12/2001 9:41 AM): Del: Good idea. I guess it's time for me to put up a web site to show my stuff. (2/12/2001 9:42 AM): Rob: I have to brag and show you a site I consulted -- a credit union that serves Microsoft and Intel. Check out the member commercials when you have time. You can download them online. D. (2/12/2001 9:42 AM): Denise: what do you do?

Del (2/12/2001 9:43 AM): Meehna: The sad fact is that ANYONE can write copy. It's those people that can write GREAT copy that make it :-)

Del (2/12/2001 9:43 AM): Convince people. (2/12/2001 9:43 AM): Del: Can we talk further off line?

Del (2/12/2001 9:43 AM): sure. (2/12/2001 9:43 AM): I WAS a credit union professional for 20 years, now I work with credit unions to help them build their brands. I'm heavy in the speaker circuit now...that's how I get all my referrals. They hear me preach brand. (2/12/2001 9:44 AM): I do write GREAT copy. That I'm positive of. (2/12/2001 9:44 AM): Do you mind if I pick your brain offline, Denise?

RobFrankel ( (2/12/2001 9:44 AM): Hey, I wrote copy and TV and radio for was fun until I turned 30.... (2/12/2001 9:45 AM): Rob, you're over 30??? No way. (2/12/2001 9:45 AM): Rob: What happened after 30?

RobFrankel ( (2/12/2001 9:45 AM): Ah. MORE FRANKELBIZ connection! I love it!

jdonaldism (2/12/2001 9:46 AM): I am a student in Internet Strategy Management. I will be attending a student developed workshop on branding. What are two questions I can ask that will tell me that they learned something? (2/12/2001 9:46 AM): Meehna: love to....e-mail me your contact info. I'm actually working with my Ohio Health client today and tomorrow. let's hook up on Wednesday.

marshal ( (2/12/2001 9:46 AM): Entered the room.

marshal ( (2/12/2001 9:46 AM): Better late then never...

RobFrankel ( (2/12/2001 9:46 AM): JDonald: What are you teaching them?

marshal ( (2/12/2001 9:47 AM): Meehna: I will review the stuff later today. THANKS!

jdonaldism (2/12/2001 9:47 AM): I am also a student . I will be watching the presentation (2/12/2001 9:47 AM): Thanks Denise. Will do. Look forward to it. (2/12/2001 9:47 AM): Marshal: hi

RobFrankel ( (2/12/2001 9:47 AM): Meehan, after 30, I got tired of chasing clients. The minute you get a client is the minute you start losing them. And the agency business changed radically: got less marketing oriented, more media intensive. (2/12/2001 9:47 AM): Del: Your loanfuel site is hot!

Del (2/12/2001 9:47 AM): Denise: Blech!

jdonaldism (2/12/2001 9:48 AM): I would like to ask them two questions that I developed using your talents (2/12/2001 9:48 AM): Good answer.

RobFrankel ( (2/12/2001 9:48 AM): JDonald, if you have the tie, get my book. I'm not saying that to make a buck, but for two reasons: First, it's already required reading on at least three university campuses I know of and second, at the end of each chapter, there are Action Item questions that do exactly what you need. (2/12/2001 9:48 AM): Marshal: Cool! Hope you like it.

jdonaldism (2/12/2001 9:49 AM): Ok

RobFrankel ( (2/12/2001 9:49 AM): I want to publicly commend Marshal here: This is an enterprising guy.

marshal ( (2/12/2001 9:50 AM): Meehna: We will see how it affects my turn around ratios... (2/12/2001 9:50 AM): Rob: I used your action items with a client last week....finding three brands they loved and then I found their competitors. We made collages and hung them as inspirations for our brainstorming sessions.

RobFrankel ( (2/12/2001 9:50 AM): In all the years I've been online, and through all the SEO people I know, Marshal is the only one who has ever asserted himself, made a business proposal to me -- and actually followed through.

marshal ( (2/12/2001 9:50 AM): Rob: Thank You.

RobFrankel ( (2/12/2001 9:50 AM): (TEN MINUTE WARNING) (2/12/2001 9:50 AM): My sense is good; however if we need adjustment, no problemo! I'm here to make it work for you.

RobFrankel ( (2/12/2001 9:51 AM): There you go, Denise. It starts making this stuff really fun. And we ALL love clients who enjoy our work. (2/12/2001 9:53 AM): The great state of Texas is signing off now. Y'all have a super day!! Rob, I'll call you with dates for the Marketing (correction) BRANDING School. (2/12/2001 9:54 AM): I have to say that I'm pleased to find more women on site today. Usually not so.

RobFrankel ( (2/12/2001 9:54 AM): You never know how many are lurking without signing on, Meehna...

marshal ( (2/12/2001 9:55 AM): Meehna: I went and secured the new domain name today. I hope to have some modified images by the end of the week. (2/12/2001 9:55 AM): Um, we don't lurk....we lounge.

RobFrankel ( (2/12/2001 9:55 AM): Anyone else while we have a few minutes left? (2/12/2001 9:55 AM): Denise: nice! (2/12/2001 9:56 AM): Marshal: do you like what you see so far?

RobFrankel ( (2/12/2001 9:56 AM): Personally, it's raining like crazy here and every single ant that God created has decided to move in with us.

Del (2/12/2001 9:56 AM): Rob: You in northern or southern California?

marshal ( (2/12/2001 9:56 AM): Meehna: Yes. Looks like some solid work. (2/12/2001 9:57 AM): Ouch! Getting the downpour over here in Santa Monica, too. Can't complain, though. we need the rain.

RobFrankel ( (2/12/2001 9:57 AM): So if anyone has ant remedies, I'm all ears for the next four minutes. Del: Southern California

marshal ( (2/12/2001 9:57 AM): Rob: I'll take your rain if you will take our snow. (We got 8 inches Friday)

RobFrankel ( (2/12/2001 9:57 AM): (TWO MINUTES)

RobFrankel ( (2/12/2001 9:57 AM): Yeah, but you get the ants with the rain. (2/12/2001 9:58 AM): stomp on them; ant traps, exterminator.

marshal ( (2/12/2001 9:58 AM): Rob: I think my grandma uses cucumbers. Puts slices around the entry ways...

jdonaldism (2/12/2001 9:58 AM): Coffee Grounds keep ants away - get the grounds from cafes and restaurants - spread it around the foundation

RobFrankel ( (2/12/2001 9:58 AM): Right now, the winner is Formula 409 -- stops them dead and cleans up at the same time.

Del (2/12/2001 9:58 AM): Rob: #1: Drive ants from the kitchen by sprinkling shelves or windowsills with cinnamon, cloves or banking soda. Put it tiny crevices too, and repeat occasionally. #2: Wash exposed areas with equal parts vinegar and water.

RobFrankel ( (2/12/2001 9:58 AM): Okay, JDonald -- I'll start saving them. (2/12/2001 9:59 AM): By the way, Rob. Speaking of ants: what do you think of the branding of the "Got Milk? ad campaign?

RobFrankel ( (2/12/2001 9:59 AM): It's cute, Meehna. Of course, if you're blind, you won't get it.....

RobFrankel ( (2/12/2001 9:59 AM):'s all subtitles. (2/12/2001 9:59 AM): Cute, but effective?

marshal ( (2/12/2001 10:00 AM): Later everyone. Happy Frankelybiz'ing

RobFrankel ( (2/12/2001 10:00 AM): I'm outta here, too. Thanks everyone! (2/12/2001 10:00 AM): It's kind of a testament to silent movies, where it's all images, and you still can get the story.

Del (2/12/2001 10:01 AM): Same here. Till next Monday. Keep busy! (2/12/2001 10:01 AM): Ciao, people. Hasta la Monday next.

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