Transcript of Frankel's Free Clinic Sepetember 9, 2002

Carla Boulton: carla@naughtymutt.com: www.naughtymutt.com (9/9/2002 9:01 AM): Hi Rob I have a question about talk I'm giving.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:01 AM): Entered the room.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:01 AM): Hi Carla...What's up?

Rob B (robert.j.bennett@db.com) (9/9/2002 9:01 AM): Entered the room.

Pat (pht-commerce.net) (9/9/2002 9:01 AM): Entered the room.

Carla Boulton: carla@naughtymutt.com: www.naughtymutt.com (9/9/2002 9:02 AM): Hi Rob. I'm giving a talk to a group of 40 start-ups about running a business. The listeners may be prospective clients for me, should I be honest about the ups and downs of our business or will I risk losing them as clients if I don't just accentuate the positive?

Elizabeth (9/9/2002 9:03 AM): Entered the room.

Rob B (robert.j.bennett@db.com) (9/9/2002 9:03 AM): I don't think you lose anything by being honest.

Jodie (Jodie@ScoreBrowniePoints.com) (9/9/2002 9:03 AM): Entered the room.

Elizabeth (9/9/2002 9:04 AM): Carla -- can you put a positive spin on the downs? Show them as a learning experience?

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:04 AM): Carla, welcome to the world of consulting! The answer is BOTH. It's your job to showcase your knowledge by showing them Both the negatives -- and then how you provide the positives.

weber jajagroup.com (9/9/2002 9:04 AM): Entered the room.

John Charlesworth (BellaCoola.com Professional Web Tracking) (9/9/2002 9:04 AM): Entered the room.

weber jajagroup.com (9/9/2002 9:04 AM): Hi Rob, Jodie, and everyone

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:04 AM): As I wrote in this morning's FrankelTips, the truth is what they least expect. So you should use it/

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:05 AM): I agree with Rob Bennett. You have everything to gain by being honest, because so few people are. That said, it's HOW you're honest that makes the difference

Jodie (Jodie@ScoreBrowniePoints.com) (9/9/2002 9:05 AM): Hi Weber!

Carla Boulton: carla@naughtymutt.com: www.naughtymutt.com (9/9/2002 9:05 AM): Thanks that was what I thought but at times it has been so very tough I don't want to put them off but tempered with working for someone else being my own boss always wins

Jodie (Jodie@ScoreBrowniePoints.com) (9/9/2002 9:06 AM): I like what Elizabeth said - use the negatives as a learning opp

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:06 AM): Just be prepared to lead, not follow. Think of it like a rollercoaster: The negative is a steep drop that scares the hell out of them. You're the uptake whose knowledge and demeanor brings them back up safely.

Elizabeth (9/9/2002 9:06 AM): I probably wouldn't tell them about the time you accidentally sent your lunch instead of the presentation or something, but I think that being honest will give you credibility

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:07 AM): I think that after presenting yourself as a professional, people really respond to your humanity. You just have to know the right order in which to do it

Carla Boulton: carla@naughtymutt.com: www.naughtymutt.com (9/9/2002 9:09 AM): Thanks all, the times I have been scared to make the next move are the times which spur me on, a good point perhaps after my introduction about what we do?

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:09 AM): Entered the room.

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:10 AM): The Wall Street Journal wants to interview me tomorrow. Sorry. Had to share.

Elizabeth (9/9/2002 9:11 AM): Yay for you Lorilyn

Carla Boulton: carla@naughtymutt.com: www.naughtymutt.com (9/9/2002 9:11 AM): Great news Lorilyn

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:11 AM): Carla, if you're not at least a little bit scared, it means you're not staying current. You never know what's going to work until you try it. Even if you fail, so what? This morning, I've issued a survey to the FrankelBiz Community to see if one hour TeleForums are a good idea. Who knows? We'll probably try it and see how it goes (or doesn't).

Anita (mysearchguru.com) (9/9/2002 9:11 AM): Use a bit of humor as well.

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:11 AM): Except it's not for what I'm promoting now. Something I wrote about 7 years ago they're writing about now. Talk about ups and downs.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:11 AM): Congrats Lorilyn.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:13 AM): Lorilyn, that's a phenomenon that's fascinated me for years (FrankelTips #72 I think): Being ahead of the curve can actually penalize you, because the market needs time to catch up. Timing is everything.

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:14 AM): Yes, and those TeleForums. I think they'll take off. :)

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:15 AM): You never know....but the time may be right to try it. The prices have come down and they seem to be a lot easier then they were before.

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:15 AM): Is it slow today or is it me?

Rob B (robert.j.bennett@db.com) (9/9/2002 9:16 AM): It's slow

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:16 AM): Speak up everyone. Or I'll hog the podium.

Elizabeth (9/9/2002 9:17 AM): I've got a general question I'd like to throw out there -- how many of you would take the time to view a VHS tape sent to you by a salesperson?

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:17 AM): Hey, my job is to be here to help. Anyone lurking and want to jump in?

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:17 AM): Lorilyn, you can hog if you like.....

Elizabeth (9/9/2002 9:17 AM): Folks can respond while we talk about something more interesting

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:18 AM): Only the Disney ones. I get speakers tapes that I never watch because I'm not a speakers agent. I'm in PR.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:18 AM): I never watch them. I simply don't have the time. But then, I may not be the target you're looking for.

Tamra (tamra@hcstudios.com) (9/9/2002 9:18 AM): Entered the room.

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:18 AM): One I received was the guy playing George Bush on Leno. Have to go watch his demo tape now.

Frederick (bspage.com) (9/9/2002 9:18 AM): Entered the room.

Rob B (robert.j.bennett@db.com) (9/9/2002 9:19 AM): Entered the room.

Tamra (tamra@hcstudios.com) (9/9/2002 9:19 AM): Elizabeth, most folks don't have a VCR in their office -- have to make an effort to go to the conference room to watch the tape. How about a nice CD-ROM instead?

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:19 AM): So it would depend on what was on the tape. I used to hire TV producers and reporters, and we never watched more than 3 minutes of someone's tape.

Elizabeth (9/9/2002 9:20 AM): You all don't want to hear the backstory on the VHS vs. CD ROM debate, just wondering if anyone would use the VHS.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:20 AM): I agree. most people don't keep a VCR in their office. I have one of those TV/VCR combos tucked into a bookshelf across from my desk and i STILL don't watch them....

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:20 AM): Elizabeth, depends upon what is motivating me to watch it. Plus it would have to be super-short.

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:21 AM): Rob, same here.

Pat (pht-commerce.net) (9/9/2002 9:21 AM): Hey Rob, I'm interested in finding out where you got this chat script from. I would like to use it for one of my sites.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:21 AM): Now, I'll tell you when I think people WILL watch them....

Tamra (tamra@hcstudios.com) (9/9/2002 9:21 AM): I view a lot of "demo reels" these days -- every single one of them online, none on VHS.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:23 AM): If the VHS is the SECOND touch of the sale. I mean, when you've hit them first by offering them a tape and then use the tape as a follow up.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:25 AM): Pat, click the link in the bottom left frame, under the banner. That will get you to Brian Rickman, who wrote the script.

Pat (pht-commerce.net) (9/9/2002 9:27 AM): Rob, Thanks.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:28 AM): Well, if it's this slow, let me ask you people what you think of TeleForums....

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:28 AM): Rob, define TeleForums...

weber jajagroup.com (9/9/2002 9:29 AM): What would be the subject, how many people at a time?

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:29 AM): Has anyone here ever actually used one or participated in a group call when one person leads a problem solving session, be it a class or group discussion?

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:30 AM): Weber, the agenda would be defined by the group's needs. Definitely less than 30 people on the hour long call.

weber jajagroup.com (9/9/2002 9:30 AM): I've never used a teleforum, but have use group discussions either in chat or in person for problem solving

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:31 AM): I have taken several teleclasses. Even paid for them. Loved them.

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:31 AM): I was pleasantly surprised at one a positive experience it was. Truly.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:32 AM): Right, we do this here every week for free. These would be pay to play, I'm limiting it to under 30 people. but not sure yet just what the limit would be.

Jonathan - writer (jacohen@telus.net) (9/9/2002 9:32 AM): Entered the room.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:32 AM): I sent out a survey on FrankelBiz this morning, just before this chat. The responses are coming in already.

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:32 AM): I think that the participants need to email you separately with their situations because otherwise, it takes the whole hour for some people to summarize.

Jonathan - writer (jacohen@telus.net) (9/9/2002 9:32 AM): [belated howdy]

weber jajagroup.com (9/9/2002 9:33 AM): Jonathan, the source you gave me for the agreement last week was great. Thanks

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:33 AM): I mean email you before the class, and then from everyone's written input, you get a good idea of the class needs, and you can use examples.

Jonathan - writer (jacohen@telus.net) (9/9/2002 9:33 AM): weber - thanks!

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:33 AM): Right Lorilyn, that's part of the set up. That's also what I'm thinking of in terms of scheduling them. I want these to really work for people.

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:34 AM): Yes, the teleclasses or discussions I've been in have been very specific.

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:35 AM): I think that's why they worked. No one was disappointed.

Carla Boulton: carla@naughtymutt.com: www.naughtymutt.com (9/9/2002 9:35 AM): Thanks for the help all, back in a bit - client on the phone

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:35 AM): (Anyone else want to jump in?)

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:37 AM): Maybe they're all taking the survey.

Jonathan - writer (jacohen@telus.net) (9/9/2002 9:37 AM): survey? what survey? :)

Rob B (robert.j.bennett@db.com) (9/9/2002 9:37 AM): Is there a sure way to tell a brand is struggling?

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:37 AM): Jonathan: http://www.robfrankel.com/survey.html

Jodie (Jodie@ScoreBrowniePoints.com) (9/9/2002 9:37 AM): Well, if I can, I just want to gloat that I am fully open now :-D. That's all...

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:38 AM): Rob, do you mean from inside or outside the brand?

Rob B (robert.j.bennett@db.com) (9/9/2002 9:38 AM): Well, from the inside first?

Tamra (tamra@hcstudios.com) (9/9/2002 9:38 AM): Yeah Jodie!

Rob B (robert.j.bennett@db.com) (9/9/2002 9:39 AM): Way to go Jodie!

Elizabeth (9/9/2002 9:39 AM): So the 30 participants are unrelated participants?

Jonathan - writer (jacohen@telus.net) (9/9/2002 9:39 AM): congrats Jodie :)

Rob B (robert.j.bennett@db.com) (9/9/2002 9:39 AM): It seems that company A buys Company B but no one really has any identity in place to go forward with after the close. So, there's confusion internally which must lead to confusion externally?

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:39 AM): Jodie, what a great idea. Do you have a publicist? Have you contacted all the magazines you possibly can? What a natural for that.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:40 AM): Unrelated participants, I would think

Jodie (Jodie@ScoreBrowniePoints.com) (9/9/2002 9:41 AM): Lorilyn - not yet - have one in mind? ;-) just opened, so....not much done yet

weber jajagroup.com (9/9/2002 9:41 AM): Good for you Jodie! Now you have to check out our pearl powder for skin care. www.emperorsherbologist.com/pearlpowder.htm

Elizabeth (9/9/2002 9:41 AM): aha, now I get it.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:42 AM): Rob, that's exactly what happens. Not only that, but there's usually lots of internal warfare between the acquirers and the acquired.

Jodie (Jodie@ScoreBrowniePoints.com) (9/9/2002 9:42 AM): Rob B - yes, I would think that it could lead to confusion - Weber, yes - I still have your email from a long time ago ;-)

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:42 AM): Usually, Company A snuffs out what's left of Company B.

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:43 AM): Jodie, but of course. And 176,000 media contacts to choose from. :)

Jodie (Jodie@ScoreBrowniePoints.com) (9/9/2002 9:43 AM): Just read an old article in a biz mag about acquisitions - can be nasty stuff - would you like me to see if I can find it?

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:43 AM): Don't forget that often Company A buys out Company B just to get rid of them

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:43 AM): Anyone remember HomeGrocer and Webvan?

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:44 AM): Jodie, lorilyn@newsbuzz.com :)

Rob B (robert.j.bennett@db.com) (9/9/2002 9:44 AM): But what does that do to Company A's reputation in the marketplace, especially when they do away with strong, well-known and respected brands??

Jonathan - writer (jacohen@telus.net) (9/9/2002 9:44 AM): Lorilyn - I'll have a question for you too ;-)

Rob B (robert.j.bennett@db.com) (9/9/2002 9:44 AM): Yes, remember them both.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:44 AM): Webvan thought that expanding and taking over HomeGrocer.com would take care of two problems at the same time. Unfortunately, it not only killed off their competition, but themselves, too.

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 9:44 AM): Okay, Jonathan. Looking forward to it.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:45 AM): Good question, Rob. It's a stealth phenomenon that creeps up on Company A and then clobbers it. Microsoft is somewhat in that league. They've become the brand that people love to hate.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:46 AM): Company A usually becomes known less for what it does than "the company that killed Company B".

Jonathan - writer (jacohen@telus.net) (9/9/2002 9:46 AM): for example, AOL and Netscape

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:46 AM): Company A becomes more known for its predatory practices, which of course, is the first step toward brand Hell.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:47 AM): Jonathan, great example! Ever see a bigger bunch of buffoons than AOL?

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:47 AM): Look at what they had in their lap -- the whole Time-Warner empire -- and they've completely muffed it.

Frederick (bspage.com) (9/9/2002 9:47 AM): Buffoons? They're only laughing all the way to the bank

Jonathan - writer (jacohen@telus.net) (9/9/2002 9:48 AM): Rob - yes, the 12-year-old AOL users

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:49 AM): Frederick -- they've managed to destroy the value, spirit and brand of al the Time Warner properties.

Rob B (robert.j.bennett@db.com) (9/9/2002 9:49 AM): And what, or better yet, how do you know if you are in Brand Hell?

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:50 AM): And while they may be laughing all the way to the bank, they're visiting a whole lot less money than they had before.

Jonathan - writer (jacohen@telus.net) (9/9/2002 9:50 AM): it was a foolish experiment in 'media/Internet synergy' - brought on by big media's fears of the new technology

Frederick (bspage.com) (9/9/2002 9:50 AM): You may be right - I don't see any examples of it, though

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:50 AM): Rob, internally, you have to try to gage what your target market's perception of you is. That's the tough part of the equation. Who do you believe?

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:51 AM): Frederick -- Newsweek (of course) had a full story on it a few weeks back.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:51 AM): (TEN MINUTE WARNING)

Tamra (tamra@hcstudios.com) (9/9/2002 9:52 AM): http://www.washingtonpost.com/wp-dyn/technology/washtech/companies/aoltimewarner/ -- results below expectations, firings, revenue "errors"

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:53 AM): Rob, the big problem is that sometimes the brand owners forsake leadership for hubris

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:54 AM): The "I can do no wrong -- after all, look at how big we are" syndrome. Which can often lead to brand backlash -- people waiting for an opportunity to trip up the brand just because they can. This explains a lot of Linux's success.

Jonathan - writer (jacohen@telus.net) (9/9/2002 9:55 AM): or the "I can do no wrong -- after all, look at how cool we are" syndrome - which explains Transmeta's failure

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:56 AM): This, incidentally, is why Branded Community is so important. If you have established an ongoing Branded Community, you hear it first -- before it hits the streets. In time to rectify the situation or correct the brand's course.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:57 AM): Generally speaking, if you're part of the company that's being acquired, it's a good idea to freshen up the resume just in case.

Rob B (robert.j.bennett@db.com) (9/9/2002 9:57 AM): Branded community?

jimi@kwikbuild.co.uk (9/9/2002 9:59 AM): Entered the room.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:59 AM): Rob, check out http://www.i-legions.com Branded Community is the way you stay in touch with your use base and monetize them at the same time. Great tool.

Rob Frankel (rob@robfrankel.com) (9/9/2002 9:59 AM): (ONE MINUTE WARNING)

Rob Frankel (rob@robfrankel.com) (9/9/2002 10:00 AM): Okay, that's the start of a great week....everyone have a good one. I'll see you online!

Jonathan - writer (jacohen@telus.net) (9/9/2002 10:00 AM): Later, all!

Jodie (Jodie@ScoreBrowniePoints.com) (9/9/2002 10:01 AM): Bye everyone! Have an amazing week - so far, so good! :-D

Pat (pht-commerce.net) (9/9/2002 10:01 AM): Have a good week everyone.

Lorilyn Bailey (NewsBuzz.com) (9/9/2002 10:01 AM): Bye!

Tamra (tamra@hcstudios.com) (9/9/2002 10:02 AM): bye everyone!

weber jajagroup.com (9/9/2002 10:05 AM): Take care all

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