Transcript of Frankel's Free Clinic July 2, 2001

Rob Frankel ( (7/2/2001 8:59 AM): Entered the room.

Rob Frankel ( (7/2/2001 9:00 AM): Okay, so I'm a minute early.....

Joel ( (7/2/2001 9:00 AM): Hello, Rob

weber (7/2/2001 9:00 AM): Entered the room.

Rob Frankel ( (7/2/2001 9:00 AM): Live! From the Web! IT'S THE FREE CLINIC!!!!

weber (7/2/2001 9:01 AM): Rob, say that in your radio announce voice

Terri Robinson ( (7/2/2001 9:01 AM): Entered the room.

weber (7/2/2001 9:01 AM): Hi Del, Rob and everyone

Terri Robinson ( (7/2/2001 9:01 AM): Greetings Rob and everyone!

Elizabeth (7/2/2001 9:02 AM): Hi and happy Monday.

weber (7/2/2001 9:02 AM): Rob, I have some questions from a past clinic

Rob Frankel ( (7/2/2001 9:02 AM): I just thought that since things were slow, I would try to rouse the troops.

Rob Frankel ( (7/2/2001 9:03 AM): Okay, Weber, shoot....

weber (7/2/2001 9:03 AM): You said in one clinic to seed a brand. Can you explain a little more?

Rob Frankel ( (7/2/2001 9:04 AM): Have you got the context in which that was said?

Frederick ( (7/2/2001 9:04 AM): Entered the room.

weber (7/2/2001 9:05 AM): No, I just wrote down that phrase. I can try and find to text for it will take a minute or so

Rob Frankel ( (7/2/2001 9:06 AM): Do that. The phrase could be applied in a variety of ways.

Elizabeth (7/2/2001 9:06 AM): I can always monopolize your time if no one else wants to. Any thoughts or tips on creating a corporate video?

Rob Frankel ( (7/2/2001 9:06 AM): Anyone else?

weber (7/2/2001 9:06 AM): Will do, I'll be back in a minute or do

Rob Frankel ( (7/2/2001 9:07 AM): Elizabeth, funny you should bring that up....I'm finally re-doing my speaking video and have found some really interesting things.

Rob Frankel ( (7/2/2001 9:07 AM): Did you have a specific question?

weber (7/2/2001 9:08 AM): From June 11 Joel, there are several issues here for

you, but the main one is that your expectations are too high.

branding is a constant effort. Keep seeding the brand.

Rob Frankel ( (7/2/2001 9:08 AM): TIP #1: You've got to get them in the first 30 seconds. You've got to hook them in the first minute. BY the third minute, they're outta there.

Marshal ( ) (7/2/2001 9:09 AM): Entered the room.

Elizabeth (7/2/2001 9:09 AM): For a corp. promo video, do you thing we can go 10 minutes if we can make it interesting or should we cut it off at 7 min. come H or high water?

Rob Frankel ( (7/2/2001 9:09 AM): okay, weber, Thanks. You're next.

Rob Frankel ( (7/2/2001 9:09 AM): Elizabeth, it doesn't matter how long your video is (it should never be more than five minutes). Most people turn off after the first 30 seconds.

Elizabeth (7/2/2001 9:09 AM): Funny I had already submitted my post. OK. Thanks, If it gets slow again maybe we can come back to this.

Rob Frankel ( (7/2/2001 9:10 AM): TIP #2: The video is designed to spur further contact, not to make the sale.

Rob Frankel ( (7/2/2001 9:11 AM): If you tell them too much in the video, they have no reason to call....or worse yet, you might give them a reason to say no.

Rob Frankel ( (7/2/2001 9:11 AM): You want to hook them just enough to get your call answered so that you can customize your solution to their problem.

Del (7/2/2001 9:12 AM): Tempt. Tease and Titillate.

Rob Frankel ( (7/2/2001 9:12 AM): TIP #3: Finish the video in digital format and have two formats ready to ship: VHS and CD. Personally, I plan on having my speaking video short enough to stream.

Rob Frankel ( (7/2/2001 9:12 AM): Definitely, Decidedly, Del.

Terri Robinson ( (7/2/2001 9:13 AM): Rob, is your video intended to get clients to call you for speaking engagements?

Rob Frankel ( (7/2/2001 9:13 AM): TIP #4: If you're just sending them out, people watch video, not CD's. IF they request CD's great. But VHS still commands more attention.

Rob Frankel ( (7/2/2001 9:14 AM): Terri, the video will be dual purpose: Yes, to your first question. But in the professional speaking arena, speaking bureaus are asked for specific speakers. The bureaus send them these samples.

Del (7/2/2001 9:15 AM): So in essence, your video is more of a living, breathing resume of sorts. :-)

Rob Frankel ( (7/2/2001 9:15 AM): The reason I mention #4 is that many people think a CD just pops into a PC and that's it. But that's not how it happens. Give someone a CD and it's just "one more thing to do at my desk"

Rob Frankel ( (7/2/2001 9:16 AM): A VHS cassette, though, is its own special occasion. You have to get up from your desk and walk over to the VCR. Free of distractions

Elizabeth (7/2/2001 9:16 AM): But do you think an exec is going to want to track down the co. VCR just to watch my dumb tape?

Elizabeth (7/2/2001 9:17 AM): We're planning a mass mailing when it is done and we'd planned on CD.

Rob Frankel ( (7/2/2001 9:17 AM): Del, my video is to add that third dimension. People might read my book or hear my tapes, but they wonder, will he spaz out in front of people? How does he look in action?

Elizabeth (7/2/2001 9:17 AM): One production co. wants to do an interactive CD-ROM.

Rob Frankel ( (7/2/2001 9:18 AM): The chances are that an Exec is more likely to watch a VHS than anything else. It forces his/her attention to the guy walking in with the tape and saying hey, tell me what you think of these guys.

Rob Frankel ( (7/2/2001 9:18 AM): Elizabeth, who's got the time to dick around with an interactive CD? Everyone's scrambling to do business.

Del (7/2/2001 9:18 AM): Rob, I have no doubt as to the need to preview a speaker...Although, I still kinda picture you with the antics of Bobcat Goldthwait (sp) back in they comedians heydays of late 80's.

Del (7/2/2001 9:18 AM): ;-)

Marshal ( ) (7/2/2001 9:19 AM): Del - That is a funny mental picture...

Rob Frankel ( (7/2/2001 9:19 AM): Elizabeth, videos and CD's don't sell an unwanted need. They solve problems. Once they see the solution, they call. These guys have no interest in playing "click here and win points."

Elizabeth (7/2/2001 9:20 AM): In your case tho they know they need a speaker of some sort, right, so perhaps they'd be more likely to make the effort to watch. Or no?

Rob Frankel ( (7/2/2001 9:20 AM): Actually, my stuff is influenced by Robert Klein, Woody Allen -- that kind of style.

Del (7/2/2001 9:20 AM): "I didn't lose my job. It's just when I go back there, there's somebody else doing it." -Rob/Bobcat. ;-)

Rob Frankel ( (7/2/2001 9:20 AM): Actually, Elizabeth, in my case, there are two or three other videos lying on the table next to mine. They have to choose between me and them.

weber (7/2/2001 9:21 AM): Del, actually that was Stephen Wright

Elizabeth (7/2/2001 9:21 AM): AhHa!

Rob Frankel ( (7/2/2001 9:21 AM): I love Stephen Wright, but I can't pull off the deadpan thing.

Del (7/2/2001 9:21 AM): Weber: I get confused...That was in the 80's after all. ;-)

Rob Frankel ( (7/2/2001 9:22 AM): If you've ever watched/heard Robert Klein, that's probably the closest to my thing....which brings up the "Seeding the brand" thing.....

Del (7/2/2001 9:22 AM): The SF Bay Area comedy scene was HOT then.

weber (7/2/2001 9:22 AM): Him and WC Fields .... my 2 favorites

Rob Frankel ( (7/2/2001 9:22 AM): The whole point of branding is sending everything out there -- our promotions, our sell pieces, our product -- but doing it in our own branded way.

weber (7/2/2001 9:23 AM): Can you give a "for instance" that can be emulated?

Rob Frankel ( (7/2/2001 9:24 AM): Wanna know how old I am? I once went to a Hoot Night (non-paying for talent) and saw Robin Williams, David Letterman, Jay Leno, and a few more -- on the same stage, working for free. It was "unknown night".

Del (7/2/2001 9:24 AM): At Caroline's/Carolyns?

Rob Frankel ( (7/2/2001 9:25 AM): Anyway, it's like in the last issue of FrankelTips. I went over a few ways of doing that. But think about the tiniest thing you do: your voicemail message, for example. Is that branded?

Rob Frankel ( (7/2/2001 9:25 AM): Actually, Del, it was the Comedy Store West in Westwood, CA.

weber (7/2/2001 9:26 AM): We thank them for calling us, we mention "Home of Emperor's Herbologist"

Elizabeth (7/2/2001 9:26 AM): You mean say something promotional on your voice mail?

Rob Frankel ( (7/2/2001 9:26 AM): Weber, if you call my office, and you get voicemail, my message is NOT your ordinary message:

weber (7/2/2001 9:26 AM): Rob, what's the number. I'll call

Rob Frankel ( (7/2/2001 9:27 AM): Absolutely -- sort of.

Rob Frankel ( (7/2/2001 9:27 AM): Nah..don't bother. What it actually says is something like, "Hi. This is Rob Frankel. If you're getting this message, it probably means I'm out branding something...."

Rob Frankel ( (7/2/2001 9:28 AM): In that respect it's that "Frankel Attitude/brand personality" that confirms what people have seen and read about me. Now they hear it and it brings them one step closer.

Rob Frankel ( (7/2/2001 9:29 AM): Interestingly, I once had some chucklehead tell me to use a female voice to act as an assistant, thinking it would make me sound more important. What a bunch of hooey. It was so wrong!

Rob Frankel ( (7/2/2001 9:30 AM): So voicemail -- and you may be interested to know that 80% of all calls do not require a return call -- is a huge branding tool that many overlook.

Rob Frankel ( (7/2/2001 9:31 AM): Want another example?

weber (7/2/2001 9:31 AM): Yes, please!

Terri Robinson ( (7/2/2001 9:31 AM): Rob, that is a confusing statement! Why do they call if they don't want you to call back?

Rob Frankel ( (7/2/2001 9:33 AM): Because voicemail alone is really what they wanted. Even if it's to tell you to send a proposal, or that the order was filled. Most calls are status notifications.

Rob Frankel ( (7/2/2001 9:34 AM): Okie doke. I just finished up with a huge Fortune 500 client with no brand -- no kidding. After nailing down their brand strategy, it was decided that this company could make you smarter about how you handle your money (loosely translated0

Rob Frankel ( (7/2/2001 9:35 AM): One of the training suggestions -- internally -- was for their help desk people NOT to say, "I'm checking on your problem," but instead, "let's see if there's a smarter way we can do this" (7/2/2001 9:35 AM): Entered the room.

Rob Frankel ( (7/2/2001 9:36 AM): THAT'S seeding your brand into an everyday transaction that occurs thousands of times a year. See how all these branding opportunities are completely ignored by most people?

Elizabeth (7/2/2001 9:36 AM): In my co. our VM messages are recorded by the person and to be honest some of us have rather regional accents. Would a suggestion to have someone professional record our announcements be dumb?

weber (7/2/2001 9:36 AM): So it is basically looking for all he subtleties and employing them in your communications?

C. Peter Clough (7/2/2001 9:37 AM): Entered the room.

Del (7/2/2001 9:37 AM): Kinda like when people choose my company. I don't say thank you for buying from us, I say thank you for partnering with us.

Rob Frankel ( (7/2/2001 9:37 AM): Elizabeth, regional accents don't matter, but they do affect your brand. I think it's more appropriate to say that WHAT they say and HOW they PHRASE it that is more important.

Rob Frankel ( (7/2/2001 9:38 AM): Weber, like I always say, "the brand lives in the details."

Rob Frankel ( (7/2/2001 9:38 AM): Hi Peter. Jump in any time. We let the new folks go first.

weber (7/2/2001 9:38 AM): OK. Thanks. I understand a lot better now.

C. Peter Clough (7/2/2001 9:39 AM): Thanks Rob - I will do that.

Rob Frankel ( (7/2/2001 9:41 AM): Anyone else?

C. Peter Clough (7/2/2001 9:41 AM): I'm working with a company that is a direct publisher - - how important do you think the publisher's brand is - selling teach individual book is paramount of course, but we feel that the Stealth Press brand identity has value - but we could be wrong...

Rob Frankel ( (7/2/2001 9:43 AM): Peter, I personally feel that the tide has turned -- private publishers can do great. This is why I self-published my books and tapes. I think that the more quality product you crank out, the more the publishing brand takes on prominence.

Jerry (7/2/2001 9:44 AM): Entered the room.

Elizabeth (7/2/2001 9:44 AM): In my co. our VM messages are recorded by the person and to be honest some of us have rather regional accents. Would a suggestion to have someone professional record our announcements be dumb?

Elizabeth (7/2/2001 9:44 AM): In my co. our VM messages are recorded by the person and to be honest some of us have rather regional accents. Would a suggestion to have someone professional record our announcements be dumb?

Rob Frankel ( (7/2/2001 9:45 AM): So eventually, it's a real possibility that Frankel & Anderson may exploit its marketing data for other authors' books.

Rob Frankel ( (7/2/2001 9:45 AM): Elizabeth, you're stuck....

Rob Frankel ( (7/2/2001 9:46 AM): Does that answer your question Peter, or have I missed it?

C. Peter Clough (7/2/2001 9:47 AM): I appreciate your experience we feel that selling direct is crucial - but we're almost forced to deal with retail

Marshal ( ) (7/2/2001 9:47 AM): Del - That is a funny mental picture...

I had to sign out and reload. This is a test. Sorry. (7/2/2001 9:47 AM): Entered the room. (Arizona Report (7/2/2001 9:47 AM): Entered the room.

Rob Frankel ( (7/2/2001 9:48 AM): Peter, NONE of my stuff is available at retail -- they have to special order it and pay for it in advance.

C. Peter Clough (7/2/2001 9:48 AM): We have done a free chapter - actually it's a short story - form one of the books and got some attention by giving it away. Any good ideas on places to give away an e-book?

Rob Frankel ( (7/2/2001 9:48 AM): And retail doesn't give you access to your end user. Which is where the upsell is.

Del (7/2/2001 9:48 AM): Rob: But that's also why it'll take some time to sell 10,000 units. :p

Rob Frankel ( (7/2/2001 9:49 AM): Del, which would you rather sell: 10,000 @ $2 per copy or 1,000 at $30 per copy? (profit)

C. Peter Clough (7/2/2001 9:50 AM): That was our original model..but we are going into retail with a Trojan horse - return mail cards to join our e-mail list

Rob Frankel ( (7/2/2001 9:50 AM): (TEN MINUTE WARNING) (Arizona Report (7/2/2001 9:50 AM): I vote for 1,000 at $30 per copy

Del (7/2/2001 9:51 AM): Rob: Seriously? It's NOT about your book. It's about the UPSELL opportunities. Given that, I'd go mainstream through wholesalers and distributors. That's just me. Faster advocation of your skills, mass evangelism.

Terri Robinson ( (7/2/2001 9:51 AM): Peter, is the return mail card postage paid? I don't know about everyone else, but I always "intend" to find a stamp and mail those in - then get sidetracked <grin>

Rob Frankel ( (7/2/2001 9:51 AM): Hey, Peter, I hope it works for you. But be ready for that major hit when the retailers DON'T put it on their front shelves, DON'T take care of your books and then try to ship it back to you as "non-sellable" in non-sellable condition -- at your expense?

Rob Frankel ( (7/2/2001 9:52 AM): Del, the big chains and publishers are totally brainless. You're assuming that they're motivated to do their jobs. BIG mistake.

Del (7/2/2001 9:52 AM): The inherent advantages in self-publishing AND distribution are, of course, worthwhile.

C. Peter Clough (7/2/2001 9:52 AM): selling books online is like hand to hand combat - every sale is a hard fought victory! We are selling high quality fiction, mostly reissues but a few new titles. Top Quality product, slowly building a reputation. We do NOT accept returns and are dealing only with genre independent stores No B&N etc...

Rob Frankel ( (7/2/2001 9:53 AM): You're forgetting that you're an entrepreneur. These people get paid whether your book sells or not -- usually by the hour.

Del (7/2/2001 9:53 AM): Rob: If you are as good as you think you are, and your brand is as strong as we believe it is, why wouldn't companies raise awareness of your book(s)?

C. Peter Clough (7/2/2001 9:53 AM): Terri - they are directed to the website by the card to sign up and it's ALOS paid if they want to mail it in...

Rob Frankel ( (7/2/2001 9:54 AM): The way I look at it, Peter, is that online people can find the book, which means they're already doing business that way. I can upsell them easier that way. More cost-efficiently, too.

Rob Frankel ( (7/2/2001 9:55 AM): Del, companies have no interest in my welfare. I'm one of a million authors. My sales have no impact on them -- and neither does any other single author.

C. Peter Clough (7/2/2001 9:55 AM): Rob, No doubt this model is best for you I agree 100% - the stuff the channel and take 55% returns is insanity (Arizona Report (7/2/2001 9:56 AM): For me an e-mail interaction is MORE worthwhile that a mail-in card interaction

Rob Frankel ( (7/2/2001 9:56 AM): Eventually, if I become some big public media star (<--- joke) I would expect that the companies would come to me on my terms. And they would take them, because my back end is already built. They'd HAVE to make me a better offer!

Del (7/2/2001 9:56 AM): That's perception though. I mean, take a look at that "Rich Man, Poor Man" author. His books are humanistic speak but contain nothing of any substantive value. And they get promoted like crazy.

Rob Frankel ( (7/2/2001 9:57 AM): AZ, I agree. If they're already online, I don't have to spend the time and energy to train them to do business online.

Rob Frankel ( (7/2/2001 9:57 AM): Del, that ought to tell you the state of the publishing industry.

C. Peter Clough (7/2/2001 9:57 AM): We value the e-mail interaction tremendously - we are trying to use retail to get people to know about us - if we break even at retail and the reader buys 1 more book in the next two years from us direct we are much better off than if they buy 4 books at retail!

Rob Frankel ( (7/2/2001 9:58 AM): See Peter? That's gotta be costing you time and money

Rob Frankel ( (7/2/2001 9:58 AM): (TWO MINUTES)

C. Peter Clough (7/2/2001 9:59 AM): true. but is something the AUTHORS were demanding.

Terri Robinson ( (7/2/2001 9:59 AM): The people at Top Floor Publishing make a guarantee of one year for books bought direct from them - even though their books are also available through retail

Rob Frankel ( (7/2/2001 9:59 AM): I don't like retailers and I REALLY don't like "big name" publishers. Some of the dumbest people I have ever met in my life.

Del (7/2/2001 10:00 AM): But I do know what you speak of. I had a distributor take a boatload of books and returned them nearly 9 months later with minimal sales. Just chucked it in their warehouse, put a 2-line blurb on their sale sheet and faxed out the notice.

Rob Frankel ( (7/2/2001 10:00 AM): Wow! Great session today. Lots of useful stuff! You Americans have a great holiday! I'll see you online!

C. Peter Clough (7/2/2001 10:00 AM): Big publishing is referred to at Stealth Press as "The land of the Steamships"

Terri Robinson ( (7/2/2001 10:00 AM): Rob, thanks for your time today! this has been great info! I will see you all next week!

Del (7/2/2001 10:00 AM): No promotion. No advocation. No sales.

weber (7/2/2001 10:00 AM): Take Care. And Thanks again Rob.

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