Transcript of Frankel's Free Clinic June 19, 2000

RobFrankel ( (6/19/2000 9:01 AM): Hi folks...I'm here, just a minute...

Terri Robinson ( (6/19/2000 9:02 AM): Hi there! You need to logoff and then come back and put just your name and location before you start chatting :)

Terri Robinson ( (6/19/2000 9:02 AM): Greetings, Rob!

weber - (6/19/2000 9:03 AM): Hi Rob

terra (6/19/2000 9:03 AM): Entered the room. (6/19/2000 9:03 AM): Entered the room. (6/19/2000 9:04 AM): Right, I'm in!

Terri Robinson ( (6/19/2000 9:04 AM): hi terra and fraser :)

RobFrankel ( (6/19/2000 9:04 AM): Hi everyone... a bird actually flew down my chimney and into my office! had to chase it out, but I'm back....

Arizona Reporter ( (6/19/2000 9:04 AM): Entered the room.

Terri Robinson ( (6/19/2000 9:05 AM): that's good you got it out, Rob! hi James!

Guy (6/19/2000 9:05 AM): Entered the room.

weber - (6/19/2000 9:05 AM): I would like to continue from last week we have narrowed the title of our new Ezine down to 5 names so I would like opinions

RobFrankel ( (6/19/2000 9:05 AM): Fraser, what can I do for our British newcomer?

RobFrankel ( (6/19/2000 9:06 AM): Let's let Fraser go first. It's the end of his day. (6/19/2000 9:06 AM): Good question, how about sponsorship !

Arizona Reporter ( (6/19/2000 9:06 AM): Hello, Everyone! Hi, Terri

weber - (6/19/2000 9:06 AM): Hi Guy

RobFrankel ( (6/19/2000 9:07 AM): What about sponsorship, Fraser? (6/19/2000 9:07 AM): Good question, how about sponsorship !

terra (6/19/2000 9:07 AM): Hi Group, always good to see what everyone has to say. An interesting and diverse group!

Guy (6/19/2000 9:07 AM): Hello all from Washington State.

RobFrankel ( (6/19/2000 9:09 AM): Fraser? (6/19/2000 9:10 AM): Sorry, trying to the staff to see the benefits of brand linked to sponsorship property i.e.: internal selling !

RobFrankel ( (6/19/2000 9:11 AM): Hey, for what it's worth, the internal aspects of branding are among the most overlooked. If you have a Big Time Brand, your staff is the group that benefits most.

RobFrankel ( (6/19/2000 9:12 AM): If you have a well-articulated brand strategy, you can build internal branded programs that help them communicate the brand to end users.

Guy (6/19/2000 9:13 AM): So Good Training of staff equals good branding eh? Not bad, I like that thought.

Guy (6/19/2000 9:13 AM): Build training modules as part of the branding of a company as a consultant.

RobFrankel ( (6/19/2000 9:14 AM): Actually, the more articulate and compelling your brand, the easier it is to hire good employees, because you both know the culture into which you're hiring.

RobFrankel ( (6/19/2000 9:15 AM): Years ago, when I ran Frankel & Anderson full time out of an office, I used to interview candidates. if they got through the interview, the last step was handing them a Frisbee. (6/19/2000 9:15 AM): Yes we've done stuff like that, its almost like word of mouth pr, out on the street, it grows

RobFrankel ( (6/19/2000 9:16 AM): I'd tell them, "Okay, now let's see if you can throw the Frisbee down the hall without hitting any walls." If they freaked out, they weren't my type of person. If they actually tried it, I knew we'd get along.

RobFrankel ( (6/19/2000 9:16 AM): Fraser, did you have a specific question?

RobFrankel ( (6/19/2000 9:18 AM): Or anyone else? (6/19/2000 9:18 AM): Entered the room.

weber - (6/19/2000 9:19 AM): Rob, I would like opinions on 5 titles for the Ezine we discussed last week (6/19/2000 9:19 AM): Rob, dealing with sponsorship, which is emotional, how do you get staff to buy into the sponsorship/brand, but not over do it and let it get out of control ?

RobFrankel ( (6/19/2000 9:19 AM): Okay, Weber...what did you have in mind?

weber - (6/19/2000 9:19 AM): Our Potential Ezine titles are the following in no particular order

weber - (6/19/2000 9:20 AM): Health Secrets for Modern Times Experts Health Secrets Experts Guide to Healthy Living

weber - (6/19/2000 9:20 AM): Secrets to a Long Healthy Life, and Health Secrets for Modern Living

Guy (6/19/2000 9:20 AM): I have read a little about digital signatures this morning, and it's being made a legal law probably...good for business to business is what I am hearing.

RobFrankel ( (6/19/2000 9:20 AM): Not sure what you're asking, Fraser. Are you talking about your company sponsoring something, or selling a sponsorship to someone else for your company?

RobFrankel ( (6/19/2000 9:21 AM): Weber, these are all pretty generic. What makes them yours and yours alone? Where's the imagery? The brand? (6/19/2000 9:21 AM): Entered the room. (6/19/2000 9:21 AM): Rob, dealing with the company sponsorship a sports team ! (6/19/2000 9:21 AM): Entered the room. (6/19/2000 9:22 AM): Rob, sorry, we sponsor football teams

RobFrankel ( (6/19/2000 9:22 AM): Fraser, you're buying a sponsorship of a sports team, then?

weber - (6/19/2000 9:22 AM): We had some longer titles using Emperor's Herbologist in front, but due to space limitations we decided not to use that part (6/19/2000 9:23 AM): Greetings all

RobFrankel ( (6/19/2000 9:23 AM): Fraser, your biggest task is showing the ROI for your sponsorship. And that's particularly difficult to do because it's simply not trackable. (6/19/2000 9:23 AM): Entered the room.

weber - (6/19/2000 9:23 AM): Hi Patti

RobFrankel ( (6/19/2000 9:24 AM): The key to getting buy-in on sponsorship is showing the "ledger-heads" (accountants, etc.) how the sponsorship pays out in hard cash. So it pays to link other programs to that sponsorship. (6/19/2000 9:24 AM): Good Morning, all! (6/19/2000 9:25 AM): hi Ronni (6/19/2000 9:25 AM): Rob, ROI is fine, track it thru media value on TV/press. Tough part is getting staff involved but in a balanced way, i.e.: what's in it for them ! (6/19/2000 9:26 AM): Weber, I have a title suggestion for you. "The Emperor's Aura - Ancient Health Secrets for Modern Times"

RobFrankel ( (6/19/2000 9:26 AM): Really? What kind of ROI are you tracking from pure sponsorship?

RobFrankel ( (6/19/2000 9:27 AM): Also, what's keeping the staff from buying in? What's their main excuse? (6/19/2000 9:27 AM): Rob, rights fee paid versus media value derived from TV and national press exposure. Costs a bomb though, but justifies the deal

RobFrankel ( (6/19/2000 9:27 AM): Weber, I still like "Talks with the Masters" or something like that....

weber - (6/19/2000 9:27 AM): Actually, we had been considering Ancient Health Secrets for Modern Times but it sounds like a book title rather than an Ezine (6/19/2000 9:28 AM): Entered the room.

Martha Retallick, (6/19/2000 9:28 AM): Entered the room.

BobAdams( (6/19/2000 9:28 AM): Entered the room.

RobFrankel ( (6/19/2000 9:28 AM): You've got to go deeper, Weber. The titles you're coming up with are descriptive, but too literal. Not compelling enough.

weber - (6/19/2000 9:29 AM): More mystery needed?

RobFrankel ( (6/19/2000 9:29 AM): Fraser, what's your staff's reason for NOT buying into the sponsorship?

RobFrankel ( (6/19/2000 9:30 AM): More imagery, Weber. Remember that your targets are western people who are likely captivated by the romance and mystic qualities of the east. (6/19/2000 9:31 AM): Rob, nationally we bought into a local sports sponsorship, so there are certain cultural differences i.e.: Scotland v England

Yancey ( (6/19/2000 9:31 AM): Entered the room. (6/19/2000 9:32 AM): Entered the room.

RobFrankel ( (6/19/2000 9:32 AM): If you're buying Both teams, then you should be managing the sponsorships as the arbiter of both teams.

RobFrankel ( (6/19/2000 9:33 AM): You know, the idea of "Okay, we know that Scotland v. England, but who cares as long as the game is really good -- soccer over everything else."

RobFrankel ( (6/19/2000 9:33 AM): It's the game that matters....

Sandy Nelson (6/19/2000 9:35 AM): Entered the room.

Guy (6/19/2000 9:36 AM): What about "Emperors Live Longer"....

RobFrankel ( (6/19/2000 9:36 AM): Anyone else have a question? Don't be shy, but DO take turns...

weber - (6/19/2000 9:37 AM): Shouldn't we have something in the title relating to heath or saying health (6/19/2000 9:37 AM): Rob, maybe that's it wave the old nationalistic flag internally , stir a few emotions !

Guy (6/19/2000 9:38 AM): I was going with "Click me cuz"...and memorable...

Sandy Nelson (6/19/2000 9:38 AM): Hey, Rob. Just discovered you on the Web a few days ago. Happy to join your group.

RobFrankel ( (6/19/2000 9:38 AM): No, Weber, why do that? Leave your title open to include other ancillary issues...

RobFrankel ( (6/19/2000 9:38 AM): Nationalism? What nationalism -- it's "soccer uber alles" (to coin a phrase). That's the one thing that REALLY unites the kingdom, no?

RobFrankel ( (6/19/2000 9:39 AM): Hi Sandy, how can I help you today/

Sandy Nelson (6/19/2000 9:40 AM): I hired a web designer to design my new website, and I will likely have someone else maintain it for me. I think I need to hire yet another person to optimize my site for search engine placement and register it with online directories. Any advice on how to coordinate these three roles, or should I be looking at an all-in-one service? (6/19/2000 9:41 AM): Rob, we're digressing.

Guy (6/19/2000 9:41 AM): bye all, have a great week. (6/19/2000 9:42 AM): why would you separate the design and maintenance function or doesn't the designer offer maintenance?

weber - (6/19/2000 9:42 AM): Bye Guy

Sandy Nelson (6/19/2000 9:42 AM): The designer only does graphic design. Doesn't want to stay on as webmaster.

RobFrankel ( (6/19/2000 9:42 AM): Sandy, these certainly are three different disciplines. I would split the task into three. (6/19/2000 9:43 AM): ah definitely a difference between a graphic designer and a web designer :)

RobFrankel ( (6/19/2000 9:43 AM): Nor should he/she. That designer is smart enough to know his/her own skill set.

Sandy Nelson (6/19/2000 9:43 AM): Any recommendations for someone who can do the optimization and registration function? I know about the scam offers. I want serious help.

RobFrankel ( (6/19/2000 9:44 AM): For the record, Sandy, if you join FrankelBiz, you can send out a post and you'll meet tons of qualified people to help you out. (6/19/2000 9:44 AM): becky barnett does good work I hear and I think she's a FrankelBee

RobFrankel ( (6/19/2000 9:44 AM): If you know anything about FrankelBiz, we only take highly ethical people. See more at

Martha Retallick, (6/19/2000 9:45 AM): Martha here. About that web designer vs. search engine optimizer vs. maintainer question. I've been there too, and I'm a web designer. But lately, I've been leaning toward outsourcing the search engine optimization and registration part. Reason? This is a rapidly changing field, and I would rather have an SEO pro handle it. I use a local outfit that employs a SEO specialist who is wheelchair bound. (I like to give work to folks who face significant obstacles in life. Must be my family background. My dad is almost deaf -- but his brain works just fine!)

Sandy Nelson (6/19/2000 9:45 AM): I tried posting to FrankelBiz twice this week, but I got a message back saying I've already signed up and cannot join again. I gave up trying to figure out what I was doing wrong.

Fraser McCulloch (6/19/2000 9:45 AM): Entered the room.

RobFrankel ( (6/19/2000 9:46 AM): Are you sending to By e-mail? (6/19/2000 9:46 AM): I agree Martha I'm also a web designer.. I maintain the sites I design but I don't do the Search Engines

RobFrankel ( (6/19/2000 9:47 AM): Martha, I'm with you. I know what I'm good at and what I'm not good at.

Sandy Nelson (6/19/2000 9:47 AM): Yep. I'll try again later.

RobFrankel ( (6/19/2000 9:47 AM): Sandy, try posting again. Sound like you went to the web and tried joining again. Or sent e-mail to the wrong link.

Sandy Nelson (6/19/2000 9:48 AM): Rob, I'd like to get your opinion on advice I got from my PR expert. He suggested that I send a handwritten note and photo to local newspapers along with the press release announcing the launch of I'm hesitant to send a photo.

RobFrankel ( (6/19/2000 9:49 AM): Yowee, I wouldn't do it. Sounds like it would be way off strategy. After all, what are you publicizing -- you or the site?

Yancey ( (6/19/2000 9:50 AM): Sandy, could you send a screen shot instead of a photo?

RobFrankel ( (6/19/2000 9:50 AM): I can tell you that a well-written, etiquette-sensitive e-mail can be blasted to a database of publications and really work.

Sandy Nelson (6/19/2000 9:51 AM): That's what I thought. The PR guy I hired has not instilled a lot of confidence. I've had bad luck hiring people on the Internet.

RobFrankel ( (6/19/2000 9:51 AM): My office did that and as a result, my book is getting reviewed by a bunch of publications.

RobFrankel ( (6/19/2000 9:51 AM): Sandy, we have some really good PR types on FrankelBiz.

RobFrankel ( (6/19/2000 9:52 AM): I'm betting that the PR people you're hiring is A. Inexperienced B. Cheap C. Both A & B

RobFrankel ( (6/19/2000 9:52 AM): (TEN MINUTE WARNING)

Martha Retallick, (6/19/2000 9:52 AM): Martha here again. I would hesitate to send _my_ photo unless the website was about me. (And I don't think that would be as useful as a website that would help others.)

weber - (6/19/2000 9:52 AM): There was a good book I read on PR called "Expose Yourself" it can give you some background info.

Sandy Nelson (6/19/2000 9:52 AM): Great! After this first press release goes out, I'll be shopping for someone else to manage our PR.

RobFrankel ( (6/19/2000 9:53 AM): Yeah...what I do is send them info on the book. Then I tell them that if they want more, like cover art or a photo/backgrounder on me, they can go to the site and find it all there.

Arizona Reporter ( (6/19/2000 9:53 AM): Man, I've missed another good session. Guess, I'll catch everything in the transcripts.

Martha Retallick, (6/19/2000 9:54 AM): Another good PR book: Public Relations Marketing: Making a Splash Without Much Cash. Author: Stephanie Seacord.

Sandy Nelson (6/19/2000 9:54 AM): The guy I hired has his own PR business and has apparently been in the business for more than 25 years. His rate is $125 per hour. Is that cheap? I don't think he has enough high-tech experience, though.

weber - (6/19/2000 9:54 AM): That's What we did with our Calsense calcium Supplement. We just got mentioned in Oxygen Magazine on page 22.

RobFrankel ( (6/19/2000 9:55 AM): Also, Sandy, you may want to get another take on it at Paul Hartunian's site http;//

Sandy Nelson (6/19/2000 9:55 AM): Thanks for the advice and book recommendations. I'll come back again!

Terri Robinson ( (6/19/2000 9:55 AM): Sandy, check out Paul Hartunian's site on press release things - he is the best! Rob, what is Paul's URL?

Terri Robinson ( (6/19/2000 9:55 AM): oops! Great minds think alike! *grin*

Martha Retallick, (6/19/2000 9:56 AM): Another good PR resource: I used to be a member of an organization called the International Association of Business Communicators. It has chapters all over the world. Contact the local chapter, and they will recommend a good PR pro. My former local chapter, in Tucson, Arizona, was very good at smoking out the pros and passing on the wannabes.

RobFrankel ( (6/19/2000 9:56 AM): Sandy, you're getting ripped off. You'll meet Paul Krupin, Paul Hartunian, Meg Rottman -- these are just three that I remember from the FrankelBiz list.

Sandy Nelson (6/19/2000 9:57 AM): I just logged onto Thanks!

Yancey ( (6/19/2000 9:57 AM): Congrats Weber! Oxygen is really expanding in viewers.

Martha Retallick, (6/19/2000 9:58 AM): More on IABC: website is Very helpful group -- take it from someone who used to be in the PR field.

RobFrankel ( (6/19/2000 9:58 AM): Sandy, Paul is a big believer in faxing. I prefer the e-mail route, myself. But he has a LOT to offer.

weber - (6/19/2000 9:58 AM): Thanks Yancy, it was a really great surprise.

RobFrankel ( (6/19/2000 9:58 AM): In fact, this week's issue of MEDIAWEEK features an excerpt of The Revenge of Brand X. I think UPSIDE will review it in August.

Arizona Reporter ( (6/19/2000 9:58 AM): Yes, Oxygen is expanding, but they are not handling the growth very well.

RobFrankel ( (6/19/2000 9:59 AM): (TWO MINUTES)

Terri Robinson ( (6/19/2000 9:59 AM): Wow! that is great, Rob! And congratulations Weber - Oxygen should be a very targeted market for you!

Fraser McCulloch (6/19/2000 9:59 AM): Dear All, have a good day, mine is at an end in UK. Bye

RobFrankel ( (6/19/2000 9:59 AM): Okay, everyone, good session today. Gotta take care of business now, so I'll see you all online!

weber - (6/19/2000 10:00 AM): Take Care Rob, and thanks

©2000, RobFrankel, Contact Us">Contact Us