Transcript of Frankel's Free Clinic August 28, 2000

Rob Frankel (rob@robfrankel.com) (8/28/2000 8:59 AM): Entered the room.

Glenda (8/28/2000 9:00 AM): Greetings Rob!

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:00 AM): Greetings all...got up early with the coffee brewed to perfection....

Terri Robinson (recruit2hire.com) (8/28/2000 9:00 AM): Greetings, Rob!

Weber emperorsherbologist.com (8/28/2000 9:00 AM): We do 2 things. We have people come to our site to read the interview, and the back issues are available the next month.

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:00 AM): Before we get started, Andy, do you want me to mail you a transcript of your floating crap session?

Terri Robinson (recruit2hire.com) (8/28/2000 9:00 AM): new coffee maker, Rob? <G>

Andy TeBockhorst (8/28/2000 9:00 AM): Hi Rob... I did borrow your chat room for a couple hours last night (for a fantasy football draft.) Thanks again for the accommodations!

Andy TeBockhorst (8/28/2000 9:01 AM): Rob, I don't think I need any more floating crap today, thanks

Weber emperorsherbologist.com (8/28/2000 9:01 AM): Terri on the site http://www.emperorsherbologist.com/newsletter.htm has a link to the past issues

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:01 AM): I meant crap game, Andy....

David Holmes (8/28/2000 9:01 AM): Entered the room.

Terri Robinson (recruit2hire.com) (8/28/2000 9:01 AM): thanks, Weber! I'll take a look!

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:01 AM): Seriously, do you want the transcript? Because I have it logged here if you do.

Tony -- Branding Disciples (8/28/2000 9:02 AM): Entered the room.

Glenda (8/28/2000 9:02 AM): Hello David

Andy TeBockhorst (8/28/2000 9:02 AM): if it's easy, sure... if it's any trouble, forget it. My e-mail is tebockhorst@home.com

Glenda (8/28/2000 9:02 AM): Hi Tony

David Holmes (8/28/2000 9:02 AM): Hi, first timer from England

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:02 AM): Well, you're more than welcome to use this chat area any time....now, who's first today? David?

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:02 AM): Or Tony?

Tony -- Branding Disciples (8/28/2000 9:02 AM): Hi Glenda -- boy, I'm glad I'm finally here.

Weber emperorsherbologist.com (8/28/2000 9:02 AM): You are welcome Terri. I think it works better to have the subscribers come to the site to read the issues rather than a long ezine to get sent to the delete box

Andy TeBockhorst (8/28/2000 9:03 AM): Welcome David

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:03 AM): Okay David, you go first, seeing as how you're later in the day than most of us...

Tony -- Branding Disciples (8/28/2000 9:03 AM): ... <sob> its like I'm coming home!

David Holmes (8/28/2000 9:03 AM): I am a brand manager with loads of contacts etc My aim is to create an ideas agency as all my contacts etc keep asking my advice on developing and implementing ideas.

David Holmes (8/28/2000 9:04 AM): I do this „on the side and realise I meeting some unneed needs.

David Holmes (8/28/2000 9:04 AM): Any advice for someone scared to come off the payroll and develop own consultancy

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:04 AM): Sounds like you're slipping into the world of consulting....what can I do for you?

Weber emperorsherbologist.com (8/28/2000 9:05 AM): Even if you work for someone you are working for yourself

Ted Baown (Towncrier BroadcastinG (8/28/2000 9:05 AM): Entered the room.

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:05 AM): Sure, David: First, get used to living on a "feast or famine" basis. I can make a ton of money in two days and then not work for two weeks. So earn it and save it

Tony -- Branding Disciples (8/28/2000 9:06 AM): ... David, even if you're continuing to work for your current firm, might I humbly suggest "Brand You", by Tom Peters?

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:06 AM): Second, charge by VALUE, not by the hour. Suckers work by the hour, because there are only so many in a day. besides, if your ideas are fabulous, they're worth it.

Clay Nichols (8/28/2000 9:06 AM): Entered the room.

Clay Nichols (8/28/2000 9:07 AM): First timer from Portland, Oregon

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:07 AM): Third, turn down bad business. Which means charge at least half up front. Those who balk are looking for free advice, and that's bad business for you.

David Holmes (8/28/2000 9:07 AM): How do we make ideas seem more tangible and valuable for client and charge ?

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:08 AM): Fourth -- and most important -- really narrow a niche that you can be known for. It hurst at first, but it pays off big. Stick to one thing and charge accordingly.

Clay Nichols (8/28/2000 9:08 AM): It hurst first? Freudian slip?

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:08 AM): Depends on what you're consulting on. Tangibility is a tough case to prove. I had one guy the other day call me and then seemed shocked by my fee, which wasn't

David Holmes (8/28/2000 9:09 AM): Rob, that's why its ideas for me, very niches but applicable to many marketing disciplines and many clients

Steve.Siegel@missionaccomplished.com (8/28/2000 9:09 AM): Entered the room.

Steve.Siegel@missionaccomplished.com (8/28/2000 9:09 AM): Good Morning, all.

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:10 AM): all that huge. It was a healthy five figures, though. This guy tells me that it's too expensive, so I told him it may seem like a lot now, but it's will cost you ten times that much a year or six months from now when you realize how much you'll have to go back and rebuild.

Tony -- Branding Disciples (8/28/2000 9:11 AM): So David ... what's your niche? And have you scoped out your competition yet?

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:11 AM): That's one aspect of tangibility that actually happened to a client of mine over the past year. If they had hired me 16 months ago, they could have literally saved themselves $4 million and 14 months of anguish.

Weber emperorsherbologist.com (8/28/2000 9:11 AM): Rob, that's not to mention $ they lost if they did it right the first time

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:12 AM): David, the time best spent for you is seriously sitting down and figuring out answers to prospects' "test" questions.

Karyn Zoldan (8/28/2000 9:13 AM): Entered the room.

mandyky (8/28/2000 9:13 AM): Entered the room.

David Holmes (8/28/2000 9:13 AM): test questions ? elaborate please

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:13 AM): Another client of mine finally listened to their PR person who told them, "hire anyone you want for the ad agency, but you better have Rob there to brand them and supervise them."

Steve.Siegel@missionaccomplished.com (8/28/2000 9:14 AM): David, Rob's right. At my firm, we knew all of the things Rob talked about up front and proceeded to break each of the rules. We pay our "tuition" every time. Discipline!

KarynZoldan@bridgemarketing.com (8/28/2000 9:14 AM): Entered the room.

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:14 AM): Does that help? I mean, I'm niched as the brand strategist. So they know why I'm there and what NOT having me will cost them.

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:15 AM): Another thing -- REALLY IMPORTANT -- is realizing that as a consultant, existing vendors fear you're taking food out of their mouths. It really helps to let them know you're there to make them heroes, not to cut them out of the action.

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:16 AM): Wow, this coffee IS strong......

David Holmes (8/28/2000 9:16 AM): yes, I am an focusing in putting ideas into clients business, consulting on the implementation, which will be down by other vendors

mandyky (8/28/2000 9:16 AM): hmm, having trouble with seeing the chat

Zakinvegas (8/28/2000 9:16 AM): Entered the room.

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:16 AM): Anyone else? Does that do it for you, David?

David Holmes (8/28/2000 9:17 AM): cheers rob, cheques in the post !!

Tony -- Branding Disciples (8/28/2000 9:17 AM): Besides Rob's Book -- has anyone read any other Branding Books which are great?

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:17 AM): Just buy me a Bass when I'm in town....

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:18 AM): Zak, Mandyky..Steve, Clay...any of you have issues you want to discuss?

Clay Nichols (8/28/2000 9:18 AM): Q about product package "bundled" specials...

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:18 AM): Go Clay...

Tony -- Branding Disciples (8/28/2000 9:18 AM): ... personally, I enjoyed "Eating the Big Fish" tremendously ...

Clay Nichols (8/28/2000 9:18 AM): Appropriate here? We sell 10 products and offer a special package for 5 of them

Clay Nichols (8/28/2000 9:19 AM): question: some customers would just buy the 5 without the package

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:20 AM): What's the question?

Clay Nichols (8/28/2000 9:20 AM): It would be NICE to have those who don't need the package incentive to pay the full freight, but the package discount is still out there. Any suggestions on getting who to get those that would buy without the discount to pay the regular price?

Clay Nichols (8/28/2000 9:20 AM): (other than just offering the discount on occasion)

Clay Nichols (8/28/2000 9:22 AM): (Hmmm... may have just answered my own question ;-)

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:22 AM): It depends on how the independent buyers stack up against the package buyers. But I'm thinking you can't have it both ways....unless you offer the discount package as a reward for a total sale goal. For example, "Buy $100 worth of stuff to qualify for our 5 product package"

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:23 AM): Other than that, I think you have to look at whether the 5 product discount is really needed. If enough people are buying all five anyway, you may want to test what happens if you pull the package. You can do that easily enough.

Ted Baown (Towncrier BroadcastinG (8/28/2000 9:24 AM): We're having tremendous success offering a "High perceived value" premium 4 multiple purchases

Clay Nichols (8/28/2000 9:24 AM): Many buy the new package special, but usually only when they order on the phone and we can give them the sales pitch.

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:24 AM): What you MAY have here is a situation that's an introductory discount, that many manufacturers use. For a limited time, to get the public acquainted with their stuff, they offer a bargain on it. Then when the public is in the habit of buying, they kill the program.

Clay Nichols (8/28/2000 9:24 AM): Would it make sense to offer the special only to certain customers or would that be too "unfair"

Clay Nichols (8/28/2000 9:25 AM): (i.e., not advertise the special anywhere)

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:25 AM): AHA! Then the answer is simple: this is a CSR training issue. If the CSR sense that they're only buying one item, the CSR should pitch the package. If the CSR tallies up more than a certain $ amount on the order, he/she should keep his/her mouth shut.

mandyky (8/28/2000 9:25 AM): I have a question about Press Releases, but am unsure if they fall into branding and what others are talking about..

Clay Nichols (8/28/2000 9:26 AM): I think you're quite right. Thanks!

Ted Baown (Towncrier BroadcastinG (8/28/2000 9:26 AM): The "special" could be a reason for a "high energy" re-contact.

mandyky (8/28/2000 9:26 AM): CSR is?

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:26 AM): Yup, Clay, that's the answer. It's totally legit to do this. I do it as a customer all the time. I ALWAYS ask the CSR "Any specials today?" You'd be amazed what they offer when you ask them! Because by law, they can't DENY it, they just don't have to volunteer it.

Clay Nichols (8/28/2000 9:26 AM): Customer service rep

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:27 AM): Go Mandyky!

mandyky (8/28/2000 9:27 AM): I thought so, just checking :)

Weber emperorsherbologist.com (8/28/2000 9:27 AM): What is CSR I'm not familiar with the term

Andy TeBockhorst (8/28/2000 9:28 AM): gotta run gang - seeeeyaa

KarynZoldan@bridgemarketing.com (8/28/2000 9:28 AM): I'm profiling some companies for a new start-up site and need to talk to employees at Earthlink & LAPD. Does anyone have any contacts there?

mandyky (8/28/2000 9:28 AM): we have several Press releases ready to go out, and they were done by different folks, what I was wondering on the branding would it be best to mention the name of the company and branding phrases more in a release

mandyky (8/28/2000 9:28 AM): we have several Press releases ready to go out, and they were done by different folks, what I was wondering on the branding would it be best to mention the name of the company and branding phrases more in a release

Tony -- Branding Disciples (8/28/2000 9:28 AM): see ya Andy!

KarynZoldan@bridgemarketing.com (8/28/2000 9:29 AM): A press release should not be an advertisement. If it reeks too much of an ad, it goes in the trash ASAP..

mandyky (8/28/2000 9:29 AM): right now in the newsy releases we only mention it once

Terri Robinson (recruit2hire.com) (8/28/2000 9:29 AM): Karyn, what level of employees are you looking for at Earthlink?

mandyky (8/28/2000 9:30 AM): Thanks Karyn

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:30 AM): Mandy, PR companies are notoriously awful at understanding branding and implementing strategy. SO I tend to lean on them pretty hard when it comes to communicating the brand strategy. After all, publicity is really important, but misguided publicity will kill you

KarynZoldan@bridgemarketing.com (8/28/2000 9:31 AM): At Earthlink - Customer reps, techs. At LAPD - police officers

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:31 AM): As long as the overall release communicates the brand strategy in a way that's compelling and memorable, you should be okay. But too often, the PR company makes up some off the wall story that has no basis in that strategy and that can hurt -- big time.

Terri Robinson (recruit2hire.com) (8/28/2000 9:32 AM): Karyn, e-mail me at terri@recruit2hire.com - I know a couple of them

Clay Nichols (8/28/2000 9:32 AM): LOL> I thought LAPD was some internet company

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:32 AM): Karyn, I've a sales rep at Earthlink, but can't get his name for you until Friday night.

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:32 AM): Oh, wait a minute, I may have his name here...

mandyky (8/28/2000 9:33 AM): we wrote ours internally, but I think we are getting online branding (like search engine info) and Press Releases a bit confused, I think the releases are good on info, I just was wondering if mentioning the company name once would be enough..

KarynZoldan@bridgemarketing.com (8/28/2000 9:33 AM): Thank you Terri.

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:34 AM): NO, once is not enough. And Karyn is right: you don't want to write a press release that brags about you. You want to give them real news about your industry and then mention how you fit into the overall category

mandyky (8/28/2000 9:35 AM): ok, we can work the name in without too much trouble, Thanks :)

Tony -- Branding Disciples (8/28/2000 9:35 AM): Rob -- so is what you're saying that there some kind of balance or art, as it were to communicating the purposefulness and meaning of the Brand ...

KarynZoldan@bridgemarketing.com (8/28/2000 9:35 AM): Mandyky, you should also mention the URL so they can go there for more info

Tony -- Branding Disciples (8/28/2000 9:36 AM): ... without tainting the Brand communication to make it seem like its self serving.

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:36 AM): Absolutely, Tony. In fact, that's the whole premise of my practice: bridging the strategic with creative into one effective brand. And the "self-serving" stuff goes out the window when you dig the Prime Directive.

mandyky (8/28/2000 9:37 AM): yes, we have the URL figured in, Thanks Karyn :)

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:37 AM): Karyn, you bring up a great point: When reporters ask me my company name, I tell them it's "robfrankel.com". That way, they HAVE to insert the URL.

Steve.Siegel@missionaccomplished.com (8/28/2000 9:37 AM): seems to me that communicating the brand is a matter of fact anyhow. All communications should have a consistent message vis-a-vis the brand.

Tony -- Branding Disciples (8/28/2000 9:37 AM): ... "ah-so!", says the humble Brand Disciple!

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:38 AM): Steve, you'd be amazed how few companies do that, though. Just turn on the TV or check out any web site to see that.

Tony -- Branding Disciples (8/28/2000 9:38 AM): Steve -- I think you're dead on. Isn't consistency the hallmark of any worthwhile brand?

Tony -- Branding Disciples (8/28/2000 9:38 AM): Rob -- how important are consistency and focus to the implementation of Brand Strategy?

Steve.Siegel@missionaccomplished.com (8/28/2000 9:38 AM): Rob, that's why the world needs YOU. ;-)

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:39 AM): In fact, one of the most often-asked questions I get is, "what's the worst mistake people make with branding?" And right up there in the top five is, "not implementing the brand throughout every aspect of the business."

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:39 AM): Yes, Steve, and there's a healthy check in it for you for every one you refer...nyuk, nyuk, nyuk.

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:40 AM): Tony, brand consistency and implementation are critical. Yet that's one of the biggest mistakes I see -- and one that ad agencies, designers and other "branding experts" consistently overlook.

Tony -- Branding Disciples (8/28/2000 9:40 AM): ... but Rob, apologies for such a humble question, but why *don't* companies act consistently through all points of consumer contact ... *if* consistency is so important?

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:41 AM): Another thing, is that people don't consider how the brand impacts on the people INSDIE the company. If they don't buy into it, nobody else will.

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:41 AM): Because, Tony, they're really stupid.

Tony -- Branding Disciples (8/28/2000 9:41 AM): hmm ... I couldn't agree with you more, Rob. (about the internal thing) ...

KarynZoldan@bridgemarketing.com (8/28/2000 9:41 AM): Thanks for the chat. Got to run....

Tony -- Branding Disciples (8/28/2000 9:42 AM): ... in my opinion branding is two-handed sword -- one handle is for client opinion/experience.

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:42 AM): It just goes to show you that (my favorite quote form Fiddler on the Roof), "when you're rich they think you really know".

Tony -- Branding Disciples (8/28/2000 9:42 AM): the other handle is for your own business opinion and strategy.

Steve.Siegel@missionaccomplished.com (8/28/2000 9:42 AM): Lol! I'd guess, Tony, that it's more a result of not communicating the value of brand throughout the organization, than anything else.

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:42 AM): Of course, now that so many new companies -- built on technology and finance alone -- are failing, they're taking a closer look at stuff like this.

Tony -- Branding Disciples (8/28/2000 9:42 AM): You might be right Steve ... you might be right.

Tony -- Branding Disciples (8/28/2000 9:43 AM): If I might hypothesize for a moment -- is branding a way for big companies to appear small?

Ted Baown (Towncrier BroadcastinG (8/28/2000 9:43 AM): Shades of Ringer's "Winning by intimidation", here.

mandyky (8/28/2000 9:43 AM): I think branding suffers much the way other things do, companies wanna just throw money at the problem, instead of hiring or learning what branding is and the purpose, and take the time to think out branding in the beginning of the process

Steve.Siegel@missionaccomplished.com (8/28/2000 9:43 AM): Of course, it's not as simple as that, but....

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:44 AM): Steve, my experience is that they really don't understand this stuff. They give it lip service and hire dopes who understand it even less. Everyone around the conference table would rather NOT admit their lack of knowledge (and sink the company) then admit they need help.

mandyky (8/28/2000 9:44 AM): it goes back to the premise of build and the customers will come

Tony -- Branding Disciples (8/28/2000 9:45 AM): Mandy -- or rather, the *fallacy* of ... "build and they will come", right? =)

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:45 AM): I have to admit, I kind of relish the situation where a bunch of Harvard MBA's call me (a Berkeley guy with no MBA) to do this stuff for them. There, I said it, but you gotta have rewards in business other than just money, right?

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:45 AM): Ted, what's so intimidating about that?

mandyky (8/28/2000 9:46 AM): what I find interesting is the people who change branding, seems Phillip Morris is using positive PR on mentoring and such to 'deny' their association with Marlboro cigarettes and such

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:46 AM): And yes, Tony, branding can make companies appear small -- the their benefit. In the book I praise Hallmark for doing that with Shoebox greeting cards.

mandyky (8/28/2000 9:47 AM): yes, Tony on the fallacy issue LOL

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:47 AM): Nah, Phillip Morris and Shell Oil are just throwing PR to take the focus off how many life forms they kill in a day...

David Holmes (8/28/2000 9:47 AM): Rob, in England, how can I buy your book ?

Ted Baown (Towncrier BroadcastinG (8/28/2000 9:47 AM): I avoided Ringer's book "winning by intimidation" because of the title until stranded in O'Hare. Best book on setting posture/Branding I've discovered.

Tony -- Branding Disciples (8/28/2000 9:48 AM): Rob -- isn't one the results of great branding *for* large companies to seem small, personal and achieve a kind of emotional connection that (and man is this analogy used a lot) small businesses used to achieve when doing stuff face to face?

Steve.Siegel@missionaccomplished.com (8/28/2000 9:48 AM): Is it translated into British?

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:48 AM): David, go to http://www.revengeofbrandx.com and put in a note about shipping to England. If that's a problem, contact me directly.

Ted Baown (Towncrier BroadcastinG (8/28/2000 9:48 AM): Until Rob's tomes discovered, that is. ;=)

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:49 AM): Tony, depends on what you're trying to do. Generally, small companies try to puff a little; huge companies try to seem personal.

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:49 AM): Steve, this edition is translated into Swahili and mandarin, but not British. I still can't get into driving on the left side of the road....

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:50 AM): Kidding about the Swahili and Mandarin, BTW

Tony -- Branding Disciples (8/28/2000 9:50 AM): True, true -- but isn't the goal of most companies to achieve a personal, emotional, meaningful connection with their clients? (I guess appearing small is one facet of it ... )

David Holmes (8/28/2000 9:50 AM): hey, I have a touch of Belfast blood in me, behave !

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:50 AM): Yes, Tony, I'd say that's true. But that can take an infinite number of shapes and personalities.

Steve.Siegel@missionaccomplished.com (8/28/2000 9:51 AM): That's really the beauty of the web... the ability to reach customers as individuals, not as demographic profiles.

mandyky (8/28/2000 9:51 AM): I know a fellow who would do great using the one man show personal touch, but he thinks small equals unprofessional..

Tony -- Branding Disciples (8/28/2000 9:51 AM): "ah-so." ... more wise words.

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:52 AM): Mandy, they think small = unprofessional until small charges more than the big guys. Then the sit up in their chairs and take notice.

Tony -- Branding Disciples (8/28/2000 9:52 AM): Steve -- I quite agree ... but it also opens up a whole other can of worms.

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:52 AM): (TEN MINUTE WARNING)

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:53 AM): That's true: I stress a lot how the Media Implosion has changed things to where psychographics are more important than demographics. (That's chapter one of the book) <-- PLUG

Tony -- Branding Disciples (8/28/2000 9:53 AM): Rob -- so is the solution big fat bills? =) [well, its often been quoted that in order to appear more worthwhile, simply charge more, hasn't it?]

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:54 AM): Tony, I don't know if that's true, but I can safely say that my close rate has skyrocketed since I raised my rates.

Clay Nichols (8/28/2000 9:55 AM): Sometimes high charges PROVIDES value. Who would listen to their therapist if he/she was free?

Steve.Siegel@missionaccomplished.com (8/28/2000 9:55 AM): Tony: completely agree. Perhaps we can chat more about cans of worms next week. Yum.

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:55 AM): For many of us, we feel that if we charge too much, our prospects will get scared off by price. But what it really means is that you're scaring off little business, which is usually small-minded folks who aren't serious, anyway.

Clay Nichols (8/28/2000 9:56 AM): Ex: we used to give out free demos of our software for stroke survivors, left and right. Once passed out 2,000 copies (1 sale)

Tony -- Branding Disciples (8/28/2000 9:56 AM): I believe Guy Kawasaki made some interesting comments in "Rules for Revolutionaries" about making your products or services appear more worthwhile ...

Tony -- Branding Disciples (8/28/2000 9:56 AM): ... some of the strategies are increasing prices, making the product heavier or bulkier etc.

Tony -- Branding Disciples (8/28/2000 9:57 AM): Steve -- Same Bat time, Same Bat Channel? =D

Ted Baown (Towncrier BroadcastinG (8/28/2000 9:57 AM): When there's enough "meat on the bone" there's room to provide the extra touches that create a WOW! product

Clay Nichols (8/28/2000 9:57 AM): NOW... we only give out a demo if the customer makes some (even token) "investment". they can download from the net OR they can get ONE demo (of 10) free, BUT they have to take the time to READ the descriptions. Cuts down on the tire kickers and those we send demos to really look at them (and close rate goes up)

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:57 AM): Also, I have found that if a client DOESN'T invest an amount that hurts just a little, they're more inclined to either walk away or ignore what you give them. But if it costs them a lot to abandon, they usually see it through to completion.

mandyky (8/28/2000 9:57 AM): Thanks, folks, great clinic today!

Steve.Siegel@missionaccomplished.com (8/28/2000 9:57 AM): BTW, price inelasticity is common in pricing undergraduate education.

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:57 AM): (TWO MINUTES)

Tony -- Branding Disciples (8/28/2000 9:58 AM): Words to live by Rob, words to live by.

Clay Nichols (8/28/2000 9:58 AM): High cost means investment

Clay Nichols (8/28/2000 9:58 AM): (i.e., they won't walk away from their investment of time/money)

Steve.Siegel@missionaccomplished.com (8/28/2000 9:58 AM): Well, Rob and gang, another hour well spent. Thanks for the clinic.

Tony -- Branding Disciples (8/28/2000 9:59 AM): Thanks for the thoughts and insights everybody! I've home ... finally home! <sob!> =)

Rob Frankel (rob@robfrankel.com) (8/28/2000 9:59 AM): Okay everyone, this was fun. I'll see you online. Have a great one!

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