Transcript of Frankel's Free Clinic May 29, 2000

RobFrankel (rob@robfrankel.com) (5/29/2000 8:59 AM): Yes, I'm here, but I expect most Americans are out barbecuing for the holiday....

jbp (5/29/2000 8:59 AM): Entered the room.

jbp (5/29/2000 8:59 AM): hello, ANY ONE HOME?

RobFrankel (rob@robfrankel.com) (5/29/2000 8:59 AM): Yup. I'm early, though. What can I do for you jbp?

jbp (5/29/2000 9:00 AM): Hello, Anyone home?

RobFrankel (rob@robfrankel.com) (5/29/2000 9:00 AM): Thanks for turning off your caps key, JBP. What can I do for you? It's a holiday, so we may have a light turnout today.

jbp (5/29/2000 9:00 AM): Just received an e-mail with your address

RobFrankel (rob@robfrankel.com) (5/29/2000 9:01 AM): What kind of e-mail?

Yancey (DelightfulWay.com) (5/29/2000 9:01 AM): Entered the room.

from an associate (5/29/2000 9:02 AM): Entered the room.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:03 AM): From An Associate -- is that your given name or a nickname?

from an associate (5/29/2000 9:03 AM): Entered the room.

Yancey (DelightfulWay.com) (5/29/2000 9:03 AM): Time to light the fire....

from an associate (5/29/2000 9:03 AM): this window keeps closing and I'm having to refresh

jbp (5/29/2000 9:04 AM): Entered the room.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:04 AM): The window is totally HTML, From....it refreshes every 20 seconds.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:04 AM): What browser are you using?

jbp (5/29/2000 9:05 AM): IE 5.0

RobFrankel (rob@robfrankel.com) (5/29/2000 9:05 AM): IE 5.0 works for me! (Mac)

Yancey (DelightfulWay.com) (5/29/2000 9:07 AM): I'm using IE 4.5. (Mac)

jbp (5/29/2000 9:07 AM): NO PROBLEM

Yancey (DelightfulWay.com) (5/29/2000 9:07 AM): Using the airport card with my PowerBook and surfing wireless. Has been working fine.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:08 AM): Great, jbp. What can I do for you today?

RobFrankel (rob@robfrankel.com) (5/29/2000 9:08 AM): (Yancey, I plan on Airporting the whole house for the frau and kids)

tito-tito@aloha.net (5/29/2000 9:09 AM): Entered the room.

jbp (5/29/2000 9:09 AM): Actually, my partner thinks we need to look at your company to promote a new project we are about to launch

Yancey (DelightfulWay.com) (5/29/2000 9:09 AM): It should work fine, my connection speed did not suffer at all. (28.8)

Jacob (5/29/2000 9:09 AM): Entered the room.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:10 AM): That's fine, JBP. Anything you want to ask this morning?

Jacob (5/29/2000 9:10 AM): Hi everyone, good morning.

jbp (5/29/2000 9:11 AM): Not really, as I said I'm just doing some research from her e-mail.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:12 AM): Okay. This forum is open to anyone who has any questions or needs help. Is "From an Associate" still here?

Jacob (5/29/2000 9:12 AM): The big kahuna is coming to NY, very cool.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:12 AM): Hi Jacob. Glad to hear I'll be seeing you in NYC.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:13 AM): JBP. if you want to see past sessions, you can click the link in the top frame to visit the archives...

Yancey (DelightfulWay.com) (5/29/2000 9:13 AM): Rob, I think jbp was "from an Associate."

RobFrankel (rob@robfrankel.com) (5/29/2000 9:14 AM): You're probably right, Yancey. I expected a light turnout today, it being Memorial Day and all.

Jacob (5/29/2000 9:14 AM): How is the book selling? I just recently got my copy.

Yancey (DelightfulWay.com) (5/29/2000 9:15 AM): I'm supposed to have a question for slow times like this.

Yancey (DelightfulWay.com) (5/29/2000 9:15 AM): Jacob, I read it cover to cover and really enjoyed/learned from it. Nice work btw Rob.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:15 AM): Jacob, the book is selling quite nicely. Actually, better than expected. I'm dedicated to growing it organically, no paid advertising at all.

tito-tito@aloha.net (5/29/2000 9:16 AM): rob do you have some suggestions regarding finding some good places for press releases.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:16 AM): Thanks, Yancey. The reason I'm not paying to promote it (other than affiliate sales) is that I want to show clients the power of the web if you do it right.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:16 AM): Tito, you mean reading them or placing them?

Yancey (DelightfulWay.com) (5/29/2000 9:17 AM): Tito, some I have bookmarked are mediaspeak.com, newsbureau.com ereleases.com businesswire.com

tito-tito@aloha.net (5/29/2000 9:18 AM): first to read to see the relevance and hopeful later to release, still working on my idea from ecomm 2000 in Hawaii.

tito-tito@aloha.net (5/29/2000 9:18 AM): thank you, Yancey , I will check them out.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:19 AM): I'll tell you straight from the start, Tito -- when I do PR, I hire it out, period. It is such an experience-critical task that I don't even fool with it. That having been said, you should check out prnewswire and Cowles/Simba

Yancey (DelightfulWay.com) (5/29/2000 9:19 AM): Rob, generally, do you like releases that tell or point to all the info, or is your most wanted response an interview?

RobFrankel (rob@robfrankel.com) (5/29/2000 9:20 AM): Also, there are several FrankelBees who do PR.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:20 AM): Yancey, I agree with Paul Hartunian on this: the best PR releases only tell you enough to get them to call you. When you tell them the whole story, they have no reason to call or interview.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:21 AM): Among some FB's that I can remember, are Meg Rottman and Paul Krupin.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:22 AM): Paul specializes in books and stuff, I think. meg is more of a generalist.

tito-tito@aloha.net (5/29/2000 9:22 AM): I get the feeling there are a few bee's that do about everything, you may have built an virtual ark

Yancey (DelightfulWay.com) (5/29/2000 9:23 AM): Do you have any thoughts/opinions on online media kits?

RobFrankel (rob@robfrankel.com) (5/29/2000 9:23 AM): Yes, Tito, that has always been my plan. We now have a few thousand FB's, most of whom get the brand image. So we have a fairly reliable community at our disposal.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:24 AM): How do you mean, Yancey? Displaying them or using them to negotiate?

Arizona Reporter (azreporter.com) (5/29/2000 9:24 AM): Entered the room.

Yancey (DelightfulWay.com) (5/29/2000 9:25 AM): Displaying them from the standpoint of providing information/content to go with the interview.

Yancey (DelightfulWay.com) (5/29/2000 9:25 AM): Like listing good questions for the interviewer to ask.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:27 AM): Okay, Yancey, here's what I do (like with the ad card for FrankelBiz): I use them to screen out the serious guys from the time-wasters. I can't tell you how many people try to trade links with me on FrankelBiz. I refer them to http://www.robfrankel.com/advertise.html. That lets people know I charge for advertising on the list.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:27 AM): Remember that branding does as much to screen out non-targets as it does to attract and retain good targets.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:28 AM): As far as interviews go, I let them ask the questions they want -- no canned stuff. Because they only publish what they are interested in. If someone wants a canned interview, I've got those, but I don't publish them.

Yancey (DelightfulWay.com) (5/29/2000 9:28 AM): That's more on the rate side of the media kit but I know what you are talking about.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:29 AM): I have no media kit for myself or the book. I want to force the personal connection, because, quite honestly, I get better results when I personalize.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:30 AM): I've had about six interviews for the book lately and although the questions tend to be similar, they're always slightly different

RobFrankel (rob@robfrankel.com) (5/29/2000 9:31 AM): You want to make yourself available and accommodating, but you want to give them the stuff their readers are interested in.

Jacob (5/29/2000 9:31 AM): 12:30 NY time, sorry I gotta bolt. But now that I'm back in NY I will try to make it every week. Later Rob!

RobFrankel (rob@robfrankel.com) (5/29/2000 9:32 AM): Bye Jacob. See ya Saturday.

Yancey (DelightfulWay.com) (5/29/2000 9:36 AM): Rob, sold my second gargoyle this morning, a $280 order! We are happy. ;-)

RobFrankel (rob@robfrankel.com) (5/29/2000 9:37 AM): Excellent, Yancey. Nothing like hearing the cash register ring to feel validated. I still get a thrill every time a book order comes in via e-mail. That's a high price point on that gargoyle, so you must be doing a great job.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:38 AM): Are you selling it from delightfulway.com?

Yancey (DelightfulWay.com) (5/29/2000 9:39 AM): It was our biggest and the company will drop ship so we thought it couldn't hurt to have it on the site, and it is not taking up shelf space.

Yancey (DelightfulWay.com) (5/29/2000 9:39 AM): For most of our items, I will have them in stock so I can control the shipping and even put my brand/logo on the mailing label.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:41 AM): You're fulfilling yourself?

Yancey (DelightfulWay.com) (5/29/2000 9:42 AM): With the small number of items that we sell, the cost for a fulfillment house.

Yancey (DelightfulWay.com) (5/29/2000 9:43 AM): I have 15 years of retail and know how to run a warehouse and so it is more cost efficient right now.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:44 AM): That makes sense. I fulfill the promotional book orders from here, but I have ifulfill.com do everything else.

Yancey (DelightfulWay.com) (5/29/2000 9:45 AM): If I had a product that sold daily, I would look at fulfillment services.

Yancey (DelightfulWay.com) (5/29/2000 9:47 AM): But I really like adding perks, we include business cards with Susan's art on them and our URL.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:48 AM): Very smart, Yancey. In-packing is one of the most overlooked aspects of e-commerce. Ad it's so easy to do. your best prospects get the stuff delivered for free to buy more.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:49 AM): If I had something to stick in the books, I would!

tito-tito@aloha.net (5/29/2000 9:49 AM): design what you want to stick in and I will get it made for you rob

michele(greenleafva@earthlink.net) (5/29/2000 9:50 AM): Entered the room.

Yancey (DelightfulWay.com) (5/29/2000 9:50 AM): It's quiet so I'll keep going. Latest tag line: The "intriguing and beautiful" art of Susan Rose (new line) Art and Gifts Full of Delight! (new line) Delightful Way Gallery, Frames, and Gifts

michele(greenleafva@earthlink.net) (5/29/2000 9:50 AM): Rob, how about bookmarks, or an insert to order a cassette of the book or another talk

tito-tito@aloha.net (5/29/2000 9:53 AM): I thought more of a branding icon suitable for worship, but you could use it as a book mark

RobFrankel (rob@robfrankel.com) (5/29/2000 9:53 AM): Michele, I have no tapes right now and that would create a market to which I could not deliver. Remember that I know where all the site orders live -- they register their names and e-mail. I can always contact them later.

michele(greenleafva@earthlink.net) (5/29/2000 9:53 AM): Ha! How about buttons with his head on them.

Yancey (DelightfulWay.com) (5/29/2000 9:54 AM): How about a hologram of your bobbing head on a bookmark?

RobFrankel (rob@robfrankel.com) (5/29/2000 9:54 AM): The book marks are a neat idea, but what would I put on them? unless there's a real reason for doing it -- and if you've seen the back cover, you know there's no problem finding out how to contact me -- why do it?

michele(greenleafva@earthlink.net) (5/29/2000 9:54 AM): That was a poke in the butt rob

michele(greenleafva@earthlink.net) (5/29/2000 9:54 AM): I like the hologram effect!

RobFrankel (rob@robfrankel.com) (5/29/2000 9:54 AM): Thanks Michele. Always love abuse. Can't get enough of it.....

Yancey (DelightfulWay.com) (5/29/2000 9:55 AM): I would rather give away my bookmark then let someone borrow the book on the chance of it not returning.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:55 AM): You know, I always get asked about the OBH in EVERY interview. Gotta love it as a memorable logo...

RobFrankel (rob@robfrankel.com) (5/29/2000 9:55 AM): (FIVE MINUTES)

michele(greenleafva@earthlink.net) (5/29/2000 9:56 AM): How about putting your laws of branding on it - I didn't like having to flip around or turn to the appendix to look at them

RobFrankel (rob@robfrankel.com) (5/29/2000 9:57 AM): Ah, but you have to remember that the point of the book is to be used. Making it too easy to put it away on a shelf is self-defeating. I WANT you to have to use the book.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:57 AM): Incidentally, this is also the reason I chose not to publish it as an e-book.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:58 AM): I didn't want to be hidden away on a hard drive. I want that sucker plopped down on a desk where everyone can see it.

tito-tito@aloha.net (5/29/2000 9:59 AM): thanks for the leads everyone, have a good week.

RobFrankel (rob@robfrankel.com) (5/29/2000 9:59 AM): (TWO MINUTES)

Yancey (DelightfulWay.com) (5/29/2000 9:59 AM): Thanks Rob. Same Bat channel....

RobFrankel (rob@robfrankel.com) (5/29/2000 10:00 AM): Okay, folks. Slow but fun today. We'll see ya next week when it's all back to normal!

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