Transcript of Frankel's Free Clinic August 13, 2001

RobFrankel ( (8/13/2001 8:58 AM): Entered the room.

RobFrankel ( (8/13/2001 8:59 AM): Hangin' out...a bit early.

Fraser McCulloch (8/13/2001 9:00 AM): Entered the room.

Terri Robinson ( (8/13/2001 9:00 AM): Entered the room.

Terri Robinson ( (8/13/2001 9:00 AM): Greetings, Rob! Trying to be an early bird lately?

Fraser McCulloch (8/13/2001 9:00 AM): Howzitgoin, Rob ? Terri ?

Terri Robinson ( (8/13/2001 9:01 AM): Hi there Fraser!

RobFrankel ( (8/13/2001 9:01 AM): I had such a late night last night it didn't pay to go to sleep. Almost.

Terri Robinson ( (8/13/2001 9:02 AM): ewwwww! an all nighter? Been awhile since I did that! <grin>

RobFrankel ( (8/13/2001 9:02 AM): A wedding.

Mark P-R ( (8/13/2001 9:03 AM): Entered the room.

Terri Robinson ( (8/13/2001 9:03 AM): good stuff in FrankelTips today, Rob!

Mark P-R ( (8/13/2001 9:03 AM): Good Morning all ...

RobFrankel ( (8/13/2001 9:03 AM): Wow, it looks like we missed some Latin love in the clinic a few hours ago, judging by my logs....

RobFrankel ( (8/13/2001 9:03 AM): Thanks, Terri. Trying to keep it useful. We're getting more subscribers all the time!

Terri Robinson ( (8/13/2001 9:04 AM): getting some good Q&A in there! I look forward to it every week :)

RobFrankel ( (8/13/2001 9:05 AM): Yep! Looks like I may be able to meet with Fraser next week in Glasgow.

Terri Robinson ( (8/13/2001 9:06 AM): I finally have my revenue generating arm of my biz up and functional, Rob. Still need to work on the copy, but the form and payment for accepting job posts is ready now. if you want to critique it *smile* Hi Mark!

Terri Robinson ( (8/13/2001 9:06 AM): next week in Glasgow? that sounds like fun!

RobFrankel ( (8/13/2001 9:06 AM): Terri, you opened a new URL?

Terri Robinson ( (8/13/2001 9:07 AM): yes, it is for posting jobs to cell phones - plus it will post on my site as well

Fraser McCulloch (8/13/2001 9:07 AM): Entered the room.

Fraser McCulloch (8/13/2001 9:07 AM): Yep, Glasgow, bring the umbrella and wellies !!

RobFrankel ( (8/13/2001 9:08 AM): No problem, Fraser, I always bring good weather with me

RobFrankel ( (8/13/2001 9:08 AM): Terri, isn't one or two cell phone rings enough?

RobFrankel ( (8/13/2001 9:09 AM): Terri, is this a pay service?

Terri Robinson ( (8/13/2001 9:09 AM): what do you mean, Rob?

RobFrankel ( (8/13/2001 9:09 AM): The cell phone chirps every 60 seconds or so.

Terri Robinson ( (8/13/2001 9:10 AM): the only ones who get the job posts there are ones who have signed up to get it. It is a pay to post jobs but free to get the service right now.

Terri Robinson ( (8/13/2001 9:10 AM): Oh! on the site you mean! Well, the flash does that - is it annoying?

RobFrankel ( (8/13/2001 9:10 AM): It's a very cool service, Terri, so congratulations on that part. BUT......

RobFrankel ( (8/13/2001 9:11 AM): First, I find the chirp annoying after the second chirp. It's sort of like a guy who tells a joke and then keeps repeating the punch line, you know? Enough already!!! (8/13/2001 9:11 AM): Entered the room.

Terri Robinson ( (8/13/2001 9:12 AM): okay, I'll get my designer to cut the repeat :)

RobFrankel ( (8/13/2001 9:12 AM): Second, from a design point of view, do you really want the phone graphic taking up that much room "above the fold"?

RobFrankel ( (8/13/2001 9:12 AM): I would rather see the service above the fold so that I don't have to scroll down to the juicy part.

Terri Robinson ( (8/13/2001 9:13 AM): I will be revamping the layout. It will be farther down the page once I am finished.

RobFrankel ( (8/13/2001 9:13 AM): I must say, though, that you did a good job with communicating the concept. Really quick and compelling. Really seaks to the end user

RobFrankel ( (8/13/2001 9:14 AM): "speaks" the end user in terms they understand the first time

Terri Robinson ( (8/13/2001 9:14 AM): Good point, Rob! Wow! thank you :D

RobFrankel ( (8/13/2001 9:14 AM): should NOT be offering this service for free.

Terri Robinson ( (8/13/2001 9:15 AM): I want to co-market it with a cell phone provider and eventually get paid subscriptions too.

RobFrankel ( (8/13/2001 9:15 AM): If you offer it for free, you're going to get drop off from "freeloaders" who only use it for free. And freeloaders are NOT going to be good evangelists for your brand.

RobFrankel ( (8/13/2001 9:15 AM): What are you planning to charge for the service?

Terri Robinson ( (8/13/2001 9:15 AM): I was thinking about $4.95 a month maybe. What do you think?

Terri Robinson ( (8/13/2001 9:16 AM): I did specify that free sign-up is during pre-launch only.

RobFrankel ( (8/13/2001 9:17 AM): I think that's a great introductory price. Make the charge normally $6.95 a month, but if they join before November 1, for example, they can join for only $4.95 -- a 30% savings!

Terri Robinson ( (8/13/2001 9:17 AM): Kewl! thanks for the tip!

RobFrankel ( (8/13/2001 9:17 AM): I don't know what your profit structure is, but I do know that going from "free to fee" is much harder than charging from the beginning.

RobFrankel ( (8/13/2001 9:18 AM): Then in November, bump the charge to o$6.95 for real.

RobFrankel ( (8/13/2001 9:18 AM): Overall, though, this looks really cool. (8/13/2001 9:19 AM): Hi Rob and everyone. Rob, another question about names....

RobFrankel ( (8/13/2001 9:19 AM): Just get the important stuff above the fold. That's really important. I have a 20 inch monitor and I had to scroll.

RobFrankel ( (8/13/2001 9:19 AM): Go ahead Tamra: (8/13/2001 9:19 AM): Entered the room. (8/13/2001 9:19 AM): I'm working with an executive coach -- should he brand himself...

Terri Robinson ( (8/13/2001 9:19 AM): Yes, I know it is. Okay, that sounds good. So how can I connect with the right people at the cell phone providers? It will be a win/win because it can improve their own text messaging subscriber numbers as well. (8/13/2001 9:19 AM): or a company name (like X group)? Seems to me you want the person, right?

Del (8/13/2001 9:19 AM): Entered the room.

RobFrankel ( (8/13/2001 9:20 AM): Hold up Terri...

Terri Robinson ( (8/13/2001 9:20 AM): sorry, Tamra. I'll hold :)

RobFrankel ( (8/13/2001 9:20 AM): Tamra, if this is a one person shop, I'm always inclined to brand with the name. Bottom line is that if they brand any other way, it damages credibility.

RobFrankel ( (8/13/2001 9:21 AM): First, they're trying to pass themselves off as something they're not, which is not a good place to start, especially for a consultant/coach whose living is based on trust. (8/13/2001 9:21 AM): he's one person to start, wants to hire eventually (don't we all?) (Arizona Reporter) (8/13/2001 9:21 AM): Entered the room.

RobFrankel ( (8/13/2001 9:22 AM): Well, that's another story. If he's really starting a staffed company, then he has to make sure that's the brand strategy he follows (8/13/2001 9:23 AM): I think he's confused, not sure which he is -- right now he's one person...

RobFrankel ( (8/13/2001 9:23 AM): Early on in my advertising career, I had a shop with eight people on staff, but no clients wanted to work with them. They always called me no matter how much I delegated. (8/13/2001 9:23 AM): and a very good, personable coach. But wants to grow...I think he should focus on him, first.

RobFrankel ( (8/13/2001 9:23 AM): If I were going to do the same thing today, I would make sure I NEVER touched a client after the first presentation.

RobFrankel ( (8/13/2001 9:24 AM): You can, but I warn you that making the transition later is very difficult. That's why my company went from Frankel & Anderson to

RobFrankel ( (8/13/2001 9:25 AM): If he starts out as one guy doing his thing, chances are that it will never be more than that. HE might do very well, but the brand will have been founded on him and him alone. Changing that foundation is creating a new brand

RobFrankel ( (8/13/2001 9:26 AM): If he wants to grow, he should plan out a brand strategy that allows him to o what he does for more clients at higher rates. (8/13/2001 9:26 AM): does it dilute the brand too much to mention both -- i.e. he's both Mark, and The X Group?

RobFrankel ( (8/13/2001 9:26 AM): So when all is said and done, there's no problem with your guy eventually introducing a subsidiary of his personal company.

RobFrankel ( (8/13/2001 9:27 AM): No Tamra, you definitely don't want to do that. Very confusing from a tactical and strategic point of view.

RobFrankel ( (8/13/2001 9:28 AM): For example, if I were to hire staff, I'd create "the FrankelTeam, a division of that brings more talent to our clients"

RobFrankel ( (8/13/2001 9:28 AM): That way, clients and prospects see that addition as built on my own brand. (8/13/2001 9:28 AM): That's what I thought. But he wants his domain name to be the X group...should it be his name instead?

Elizabeth (8/13/2001 9:29 AM): Entered the room.

RobFrankel ( (8/13/2001 9:29 AM): He's suffering from the same angst as all sole proprietors -- fear that one name will make him look small and unimportant. Without a brand strategy, that's a real problem. You have to convince him that with the right brand strategy, "He's DA MAN"

RobFrankel ( (8/13/2001 9:31 AM): Believe me, you never know what people think. You have to lead for them to follow, otherwise they come up with their own imagery.

Del (8/13/2001 9:31 AM): Of course, Rob's working on the assumption the name in question isn't something like Eugene Nevergonnamakeit. ;-) (8/13/2001 9:32 AM): (giggle)

RobFrankel ( (8/13/2001 9:32 AM): Yes, Del, that WAS my assumption. That and something like "Darrell Hitler, consultant"

RobFrankel ( (8/13/2001 9:33 AM): Hey Kathy, what brings you to our Monday morning meeting? (8/13/2001 9:33 AM): Thanks, for asking... looking for inspiration (8/13/2001 9:34 AM): Thanks, Rob -- I'll let you know how it goes.

RobFrankel ( (8/13/2001 9:34 AM): And you came here?????

Del (8/13/2001 9:34 AM): Can I get a quick comment from the peanut gallery? Need some image ideas for a client relationship greeting card: Success. Measured not by the goals we achieve, but the lives we enrich. (8/13/2001 9:34 AM): Rob, what's the hardest part about building a community?

RobFrankel ( (8/13/2001 9:35 AM): Just kidding, how can we inspire you today? (8/13/2001 9:35 AM): lol, rob

RobFrankel ( (8/13/2001 9:36 AM): Kathy, the hardest part of building a community is figuring out the brand strategy that motivates its members.

Elizabeth (8/13/2001 9:36 AM): Del; What about a multi-culti image of ethnic-looking people (like Tibetans in ethnic dress or something) looking happy? Just a suggestion-- don't know much about your biz.

Jeremy ( (8/13/2001 9:37 AM): Entered the room.

RobFrankel ( (8/13/2001 9:38 AM): Once you get the brand strategy down, the programs start building themselves and the members go with it. (8/13/2001 9:38 AM): Del: light to start then more lit up (animate if online)

Del (8/13/2001 9:38 AM): Elizabeth: B2C and B2B greeting cards (non-industry specific).

RobFrankel ( (8/13/2001 9:38 AM): If you do that properly, they evangelize the rest for you. (8/13/2001 9:39 AM): Could you point me in the direction of where to find the starting point?

RobFrankel ( (8/13/2001 9:40 AM): That's how FrankelBiz and my other communities do it.

RobFrankel ( (8/13/2001 9:41 AM): Sure. With FrankelBiz, it initially started out based on people's frustrations with yakking about business but not being able to make business connections for fear of being flamed as spammers.

Del (8/13/2001 9:41 AM): Hey Mark. No turning my words into a poster now. :-)

RobFrankel ( (8/13/2001 9:41 AM): By deliberately twisting that around 180 degrees, it matched my reputation for tweaking the system's nose and telling it like it is.

Mark P-R ( (8/13/2001 9:42 AM): I might run into copyright problems ... 8-) (8/13/2001 9:42 AM): started with an message list?

RobFrankel ( (8/13/2001 9:42 AM): In the beginning, FrankelBiz was also a vehicle for my newsletters, so members got both business opportunities and added value from me.

Del: Do you have any cards with a picture of money on the front? (8/13/2001 9:43 AM): Entered the room.

Del: Do you have any cards with a picture of money on the front? (8/13/2001 9:43 AM): I've been looking and not even Mike at has them

RobFrankel ( (8/13/2001 9:43 AM): The concept caught on when it went from a business opportunity list to Rob Frankel's list -- when members took ownership of the concept and began referring to themselves as FrankelBees.

Del: Do you have any cards with a picture of money on the front? (8/13/2001 9:43 AM): That was supposed to be a post I don't know how that happened.

RobFrankel ( (8/13/2001 9:44 AM): Del, re-log on and settle down, fella.

Del: Do you have any cards with a picture of money on the front? (8/13/2001 9:44 AM): Now I'm logged in as Del.

RobFrankel ( (8/13/2001 9:44 AM): Whoever that is, log off and sign back on.

Del (8/13/2001 9:44 AM): No cards with cash on the front, sorry. Try or

Del (8/13/2001 9:45 AM): That's someone else, Rob. :-)

Elizabeth (8/13/2001 9:45 AM): Entered the room.

Elizabeth (8/13/2001 9:45 AM): Ok, now I'm me again.

RobFrankel ( (8/13/2001 9:45 AM): That's why I've watched other competitors -- even some ex-FrankelBees -- try to launch their own pay to play versions and fail miserably, while our list is growing.

RobFrankel ( (8/13/2001 9:45 AM): I know, Del.

RobFrankel ( (8/13/2001 9:46 AM): Guys, we're talking to Kathy here....

RobFrankel ( (8/13/2001 9:46 AM): Now, once you have the pulse of the community in hand, you'll see that programs start to grow almost on their own. In FB, for example, I always try to encourage a special added value, (8/13/2001 9:47 AM): Keys are added value and member ownership, right?

RobFrankel ( (8/13/2001 9:47 AM): When I travel, if time allows, I try to arrange a F2F.

RobFrankel ( (8/13/2001 9:48 AM): Yes, Kathy -- (PLUG) this is what my tapes go into. You also have to identify a leader, a "branded icon"

Del (8/13/2001 9:48 AM): Rob: I left the list because some of the same people were creating "new" offers every week or every 2 weeks and persons selling sales promotion tools were hawking products from monthly flyers.

Del (8/13/2001 9:49 AM): I don't mind a networking group like the FB's, but some are really taking advantage of the list as a complete advertising channel.

RobFrankel ( (8/13/2001 9:49 AM): So it really comes down to a leader, a brand strategy and the opportunity for members to take ownership. (8/13/2001 9:49 AM): The founder does not want to be "DA Man"

RobFrankel ( (8/13/2001 9:50 AM): Del, I went through those posts and have a list of people on "double secret probation" Half of them never get their posts published --- and never call to follow up, so I know they're not worthy.

RobFrankel ( (8/13/2001 9:51 AM): Kathy, then your founder has to stay out of the picture and focus on building a company of others.

RobFrankel ( (8/13/2001 9:51 AM): (TEN MINUTE WARNING)

RobFrankel ( (8/13/2001 9:52 AM): The only way he can do that is by never taking the front position. He has to build a company brand and then slot in brand-compatible staff. (8/13/2001 9:53 AM): Okay, think I'll listen to your tapes and come back with questions. Will that be okay?

RobFrankel ( (8/13/2001 9:53 AM): I'm here most every Monday -- or on FrankelTips....of course, I may not be here next Monday.....

RobFrankel ( (8/13/2001 9:55 AM): But that'll work.

Del (8/13/2001 9:55 AM): Rob: how goes your nightly domain dump?

RobFrankel ( (8/13/2001 9:56 AM): Jeremy, we still have a few minutes...

RobFrankel ( (8/13/2001 9:57 AM): Nightly Name Dump is getting subscribes and affiliates. We're generating revenue, which is good. is signing advertisers, as well, and generating great response for advertises. I think both will be featured in the next book.

Jeremy ( (8/13/2001 9:57 AM): Too few. ;)

RobFrankel ( (8/13/2001 9:57 AM): is still in soft launch

RobFrankel ( (8/13/2001 9:57 AM): Hey, you gotta jump in, Jeremy!

Jeremy ( (8/13/2001 9:58 AM): got here late this week. ;)

Del (8/13/2001 9:58 AM): I gotta say, the site looks low-tech. Kinda feels fly-by-night. Gonna get a brand fix before full launch?

RobFrankel ( (8/13/2001 9:59 AM): Del, it's deliberate. WE wanted the underground, hacked together look/feel

Del (8/13/2001 9:59 AM): Oh. Ok.

RobFrankel ( (8/13/2001 10:00 AM): Alrighty then, I'm packing up and heading out. I'll be traveling about, laptop in hand -- assuming of course that my phone jack plug into European ones.....

Mark P-R ( (8/13/2001 10:01 AM): have a good trip ...

Jeremy ( (8/13/2001 10:01 AM): looks good, but a bit too much text on the front page for my tastes

Jeremy ( (8/13/2001 10:01 AM): enjoy your jet lag. ;)

Terri Robinson ( (8/13/2001 10:01 AM): Rob, thanks for the great feedback and info today! Have a safe trip and I hope you can get connected from over there! (8/13/2001 10:01 AM): have fun on the trip!

Del (8/13/2001 10:01 AM): Get a voltage adapter, Rob (preferably with built-in surge protection).

RobFrankel ( (8/13/2001 10:03 AM): Thanks. Voltage no problem. It's the phone piece I'm thinking about.

Del (8/13/2001 10:03 AM): Jeremy: Have you done business with my firm? Your company name and address looks familiar.

RobFrankel ( (8/13/2001 10:03 AM): See you online!

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