Transcript of Frankel's Free Clinic December 3, 2001

RobFrankel ( (12/3/2001 8:59 AM): Hey there, Hi there, Ho There.....The Free Clinic is OPEN for business! How y'all doing today?

MKimsal ( (12/3/2001 9:01 AM): Entered the room.

Jonathan ( (12/3/2001 9:01 AM): Good morning Rob

RobFrankel ( (12/3/2001 9:01 AM): And who would be first up today?

MKimsal ( (12/3/2001 9:02 AM): mornin' all

RobFrankel ( (12/3/2001 9:03 AM): Mary....I think you're newest here. What can I help you with today?

Alanna ( (12/3/2001 9:03 AM): Entered the room.

RobFrankel ( (12/3/2001 9:04 AM): Alanna! Long time no see....

Alanna ( (12/3/2001 9:04 AM): Hi!

Jonathan ( (12/3/2001 9:04 AM): hi Alanna, MKimsal

Mary Benson ( (12/3/2001 9:05 AM): Entered the room.

Alanna ( (12/3/2001 9:05 AM): small branding success here...

hi Jonathan (Michael is fine - don't know what possessed me to put mkimsal) (12/3/2001 9:05 AM): Entered the room.

Alanna ( (12/3/2001 9:05 AM): I got your book, and have started thinking like my site members and have page views this past week to prove it

Mary Benson ( (12/3/2001 9:05 AM): Thanks for your offer, Rob. I am having trouble getting good quality leads on my website for our direct mail services.

RobFrankel ( (12/3/2001 9:06 AM): Gotta love those "Hey, rob, it works!" posts! That's great.

Alanna ( (12/3/2001 9:06 AM): 117,000+ page views one day last week, with other days higher than normal too

hi Jonathan (Michael is fine - don't know what possessed me to put mkimsal) (12/3/2001 9:06 AM): Entered the room.

RobFrankel ( (12/3/2001 9:06 AM): What's your site, Mary?

MKimsal ( (12/3/2001 9:06 AM): Entered the room.

MKimsal ( (12/3/2001 9:07 AM): wow - I fell victim to the 'stupid login name' feature... :(

Mary Benson ( (12/3/2001 9:07 AM): The site is

RobFrankel ( (12/3/2001 9:07 AM): That's great, Alanna, now you have to really monetize those puppies!

MKimsal ( (12/3/2001 9:07 AM): wow - I fell victim to the 'stupid login name' feature... :(

Alanna ( (12/3/2001 9:07 AM): yeah have a couple ideas on the block now

RobFrankel ( (12/3/2001 9:08 AM): Mary, what kinds of leads are you seeking?

RobFrankel ( (12/3/2001 9:09 AM): I can tell you from the home page that there may be a message there that's undermining your effort.

Mary Benson ( (12/3/2001 9:09 AM): Our best target audiences are: 1) Directors of marketing departments (company revenue $100-$250M) and 2) Ad agencies in trouble... they need a competently executed direct mail campaign in a matter of days.

RobFrankel ( (12/3/2001 9:10 AM): The first thing people see is "Hundreds of ways to target your market under one roof." But that may not be what they're looking for. They're looking for results. Every DM marketer is.

RobFrankel ( (12/3/2001 9:10 AM): This is the typical DIY Corollary issue: you're proud of diversity, but they want to hear about bottom line response issues.

Mary Benson ( (12/3/2001 9:10 AM): Good point... I never thought of it that way.

Mary Benson ( (12/3/2001 9:11 AM): what does "DIY" stand for, Do It Yourself?

RobFrankel ( (12/3/2001 9:11 AM):'s funny...because you just said right here how they need the results in a couple of days, but speed isn't prominently mentioned on your site.

CheliCerra (12/3/2001 9:11 AM): Entered the room.

Mary Benson ( (12/3/2001 9:12 AM): Touché... and thanks again, any other observations?

RobFrankel ( (12/3/2001 9:13 AM): Mary, that's just the FIRST issue that hit me.....I've gotta figure that there may be more, but that one seemed the most blatant. BTW, thanks for subscribing to FrankelTips this morning....

Alanna ( (12/3/2001 9:13 AM): gotta do that, I keep forgetting. lol

Frederick ( (12/3/2001 9:13 AM): I have a branding question.

RobFrankel ( (12/3/2001 9:14 AM): Mary, the only other thing I would mention is that you need to consolidate a good brand strategy. The art elements on your site are communicating one thing, but your copy communicates another.

RobFrankel ( (12/3/2001 9:14 AM): Go Fred.

Frederick ( (12/3/2001 9:14 AM): Yeah - I will have a table at a local chamber of commerce trade show soon. What is the most important thing I should know for branding myself at this event?

RobFrankel ( (12/3/2001 9:15 AM): Can you be more specific Fred?

Mary Benson ( (12/3/2001 9:15 AM): Rob, I know you are right.. I just wish this were easy.

RobFrankel ( (12/3/2001 9:16 AM): If it were easy, everyone would be doing it!

Jonathan ( (12/3/2001 9:16 AM): (Mary - I was going to add that the house diagram looks a bit too folksy for the rest of the site)

RobFrankel ( (12/3/2001 9:16 AM): Now you know why I'm in business!

Frederick ( (12/3/2001 9:16 AM): OK - all local businesses - most are not into the internet - I want to show them the WORLD wide web is good for LOCAL business, too

MKimsal ( (12/3/2001 9:16 AM): Entered the room.

Mary Benson ( (12/3/2001 9:17 AM): When I think branding.. I think, "Simple.. Slap the logo on everything in sight." Obviously Proctor & Gamble did a lot more than that.

Ray Deffry ( (12/3/2001 9:17 AM): Entered the room.

RobFrankel ( (12/3/2001 9:17 AM): Fred, it's interesting that you bring this up. I was at a function last night talking to someone about the same thing. I think the trick is to show them that the web can work for local, and that they get the rest of the world thrown in at no extra cost

Alanna ( (12/3/2001 9:17 AM): testimonials

CheliCerra (12/3/2001 9:18 AM): CheliCerra( Hi Rob, I have a question regarding CPA campaign

RobFrankel ( (12/3/2001 9:18 AM): No Mary, that's awareness, not branding. First you create the brand, then you raise its awareness.

RobFrankel ( (12/3/2001 9:18 AM): Fred, is that what you're asking?

Frederick ( (12/3/2001 9:18 AM): So how do I prove to them I am the one to do this for them?

RobFrankel ( (12/3/2001 9:18 AM): Cheli, you're next.

MKimsal ( (12/3/2001 9:18 AM): Hi Cheli (we spoke a couple weeks ago...) :)

Mary Benson ( (12/3/2001 9:19 AM): Jonathan, thanks for your opinion, I know that house has to go... but I want to retain the folksy appeal of our company. We are not a one-person show, (6 employees), but we are not a big-time operator either.. I want our prospects to know that we will give each one of them very, very personal attention.. I guess we look like the Beverly Hillbillies.

CheliCerra (12/3/2001 9:19 AM): Hi:) yes we did

RobFrankel ( (12/3/2001 9:19 AM): Fred, you tell me -- why are you the one to do this for them? This is what your brand is all about.

Frederick ( (12/3/2001 9:19 AM): So how do I prove to them I am the one to do this for them?

RobFrankel ( (12/3/2001 9:19 AM): Fred, I find that by showing these prospects that I can come up with expansion ideas that they've never thought about, they begin to see the many opportunities they could be overlooking. That's what creates value..

Alanna ( (12/3/2001 9:20 AM): can you bring in one small show-n-tell item that proves you helped local biz?

RobFrankel ( (12/3/2001 9:20 AM): Mary, it's all in the brand. I don't care what your brand is as long as it doesn't send conflicting messages

Jonathan ( (12/3/2001 9:20 AM): (Mary - maybe a photograph of each employee? That keeps a personalized approach)

Alanna ( (12/3/2001 9:20 AM): like your bobbing head

Frederick ( (12/3/2001 9:21 AM): You mean have specific examples to show at the table?

GeorgeW (12/3/2001 9:21 AM): Entered the room.

Mary Benson ( (12/3/2001 9:21 AM): Rob, in order to create a successful brand, (and, I am sorry, I have not yet read your book and I promise to purchase it), what is the absolute first thing we should do.

Alanna ( (12/3/2001 9:21 AM): Fred, like maybe a red hot pepper if you helped a salsa company. people would ask you what the pepper was for

RobFrankel ( (12/3/2001 9:21 AM): Fred, I was talking to this doctor who has a local practice. By the time we were finished, he could see the possibility of the web's global influence in establishing a franchise for his clinics nationwide. This had never occurred to him before.

Mary Benson ( (12/3/2001 9:21 AM): Jonathan... you think just like I do... the company is staffed by women and the leader has been stalked in her past.. she nixed the photo-on-the-website idea at the speed of light.

RobFrankel ( (12/3/2001 9:22 AM): We can talk about the right and wrong ways to do photos on the site. And there are smart and stupid ways to do that....

George( (12/3/2001 9:22 AM): Entered the room.

RobFrankel ( (12/3/2001 9:22 AM): Fred, tell us what your business that we can understand your issue.

Mary Benson ( (12/3/2001 9:23 AM): What are the right ways to put staff photos on the website in such a way as to protect their privacy?

Frederick ( (12/3/2001 9:23 AM): At this event, I am pushing the 1906 Website Builder - name says it all

Frederick ( (12/3/2001 9:24 AM): 1960

RobFrankel ( (12/3/2001 9:24 AM): Ya got me pal. I have no idea what that is.

George( (12/3/2001 9:24 AM): Hi Rob and all, Like you suggested, I'm here to get educated

Frederick ( (12/3/2001 9:24 AM): building websites

RobFrankel ( (12/3/2001 9:24 AM): hang in there George. Cheli is after Fred.

Jonathan ( (12/3/2001 9:25 AM): what does 1960 stand for?

Alanna ( (12/3/2001 9:25 AM): it doesn't say as much as Website Builder for Dummies

George( (12/3/2001 9:25 AM): Will wait. No problem

RobFrankel ( (12/3/2001 9:25 AM): Fred, there's only so much you can do at event tables. Are you asking what you can give away?

Frederick ( (12/3/2001 9:25 AM): 1960 is the name given to the local area we live in

Frederick ( (12/3/2001 9:26 AM): I planned to give away one new 3-page website

Mary Benson ( (12/3/2001 9:26 AM): Fred, I think you should ask for a 10 minute on-stage session.. blow the software on a big screen... take a fictitious company and build a website for it... pronto.

RobFrankel ( (12/3/2001 9:26 AM): Fred, contests just don't work. They only attract freeloaders.

MKimsal ( (12/3/2001 9:26 AM): over here we use labels like 'detroit' and 'farmington' - never heard of using numbers.

Frederick ( (12/3/2001 9:27 AM): Not a contest - it's just that every table is expected to give something away

RobFrankel ( (12/3/2001 9:27 AM): Okay, Cheli has the floor -- what about CPA Cheli?

CheliCerra (12/3/2001 9:27 AM): Hi Rob, I did a CPA campaign with Virtumundo Thursday afternoon test to 100K so far not much response what should I do?

RobFrankel ( (12/3/2001 9:28 AM): Cheli, about two weeks ago in FrankelTips, I reported a test that I did between a mass opt-in list service and a small, targeted campaign. I showed the same results.

MKimsal ( (12/3/2001 9:29 AM): over here we use labels like 'detroit' and 'farmington' - never heard of using numbers.

RobFrankel ( (12/3/2001 9:29 AM): Cheli, the point of the test was that there's not a "quick fix' solution on the web. You have to build smartly.

CheliCerra (12/3/2001 9:29 AM): Okay, so..plan B linking up to sites and knocking on doors. I need to get the word out that I exist.

MKimsal ( (12/3/2001 9:29 AM): my apologies for my duplicate submissions everyone - IE is just flaking out on me today...

RobFrankel ( (12/3/2001 9:30 AM): In my test, the big opt in list sent out a million names or something. The small list had fewer than 1000...but the big list did nothing and the small list rang the cash register.

RobFrankel ( (12/3/2001 9:30 AM): Actually, Cheli, you need to back up and start identifying real revenue streams that people can relate to. that's what motivates partners.

CheliCerra (12/3/2001 9:30 AM): was the small list targeted?

RobFrankel ( (12/3/2001 9:31 AM): Think about it Cheli -- if you spend all this time and effort trying to get people to your site and they show up not knowing what to do, it's a huge waste.

Ray Deffry ( (12/3/2001 9:31 AM): Cheli, I'd like to see the creative for your ad-- it makes all the difference

RobFrankel ( (12/3/2001 9:31 AM): Yes, the list was actually a copywriters' group, aimed at writers on the web.

RobFrankel ( (12/3/2001 9:32 AM): Ray, I wish it were so. But the underlying fact is that people don't buy anything from spam or mass e-mail. You MAY get curiosity traffic, but nothing else -- and who needs that?

CheliCerra (12/3/2001 9:32 AM): I will e-mail it to you. I am branding myself as "The Principal At Your Fingertips" and the campaign went out for a teleseminar on "Getting Parents and Teachers on the Same Page" An insider gives tips, advice and wisdom.

RobFrankel ( (12/3/2001 9:33 AM): There is no shortcut, folks, other than cutting out the waste of bad branding. Get the brand and the branded programs right, get the revenue streams consistent and clear and it works.

Ray Deffry ( (12/3/2001 9:33 AM): Cheli, was the list made up of parents? Teachers?

George( (12/3/2001 9:34 AM): I've certainly learned the hard way on the no short cuts

RobFrankel ( (12/3/2001 9:34 AM): Ray, that was what my test was all about. Fact is, the web is NOT a push medium. The web pulls in people who are searching for solutions, which is what my book is really about.

CheliCerra (12/3/2001 9:34 AM): no just 100K mass mailing

CheliCerra (12/3/2001 9:35 AM): marketing my branding services

Ray Deffry ( (12/3/2001 9:35 AM): Rob, I've got lots of successful clients who would disagree

RobFrankel ( (12/3/2001 9:35 AM): What are they selling Ray?

RobFrankel ( (12/3/2001 9:36 AM): (George, you're up next)

Ray Deffry ( (12/3/2001 9:36 AM): software and services mostly

CheliCerra (12/3/2001 9:37 AM): Rob, if I could only buy 1 item from you what would you recommend that item be to help me at this point? The book, tapes or other.

RobFrankel ( (12/3/2001 9:37 AM): Well, they may have more success than most, owing to the tech nature of their wares. But I must tell you that all my clients have no success with mass e-mails, which is how they get to me.

George( (12/3/2001 9:37 AM): Hi Rob, I'm helping some friends ,market their EasyStrain Cookware on the web. It's top quality and only one quarter the price of competing cookware AND it has built in strainers. they invented it. But I can't seem to move it online.

RobFrankel ( (12/3/2001 9:38 AM): Cheli: Book will tell you why, tapes will tell you how. If you're really pinched, go for the tapes, because they do cover some of the book. Also, the book may be at your local library.

George( (12/3/2001 9:38 AM): I did a MYPS survey and dropped the price to the "Perfect Price" according to the survey.

CheliCerra (12/3/2001 9:38 AM): Thanks:)

RobFrankel ( (12/3/2001 9:39 AM): And what happened George?

CheliCerra (12/3/2001 9:39 AM): Rob, what about banner advertising on a parent/teacher site that gets 20,000 hits per day?

KevinRaineri ( (12/3/2001 9:40 AM): Entered the room.

RobFrankel ( (12/3/2001 9:40 AM): Cheli, don't go for ego. Big traffic -- assuming you get it -- isn't worth squat if it doesn't ring the cash register.

MKimsal ( (12/3/2001 9:40 AM): Entered the room.

George( (12/3/2001 9:40 AM): I just put the new price up yesterday and I have to send out a newsletter to about 5000 people, so don't know yet. Also did a test press release to five dailies, but nothing.

RobFrankel ( (12/3/2001 9:41 AM): Cheli:

MKimsal ( (12/3/2001 9:41 AM): Cheli - what's a 'hit'? How many unique visitors per day/week/month?

CheliCerra (12/3/2001 9:41 AM): 20,000 per day

RobFrankel ( (12/3/2001 9:41 AM): George, that should tell you that price is not the issue.

RobFrankel ( (12/3/2001 9:42 AM): It's your brand that's the problem.

RobFrankel ( (12/3/2001 9:42 AM): there's something there that's not compelling them to buy. I'm betting it's your brand message.

George( (12/3/2001 9:42 AM): We'll, interestingly, the MYPS survey told the story I think. Only 10 percent of all respondents said they buy cookware on the web, and then only once a year. so now what?

MKimsal ( (12/3/2001 9:43 AM): 20,000 unique visitors per day is, to me, a stronger selling point than 20,000 'hits' per day if you're trying to sell ad space - is that what you're after?

George( (12/3/2001 9:43 AM): At the shows, everyone loves the stuff and it sells well

CheliCerra (12/3/2001 9:43 AM): I'm after getting people to know that I exist.

RobFrankel ( (12/3/2001 9:43 AM): And I'm telling ya, blasting e-mails doesn't work for several reasons: First, you're only hitting strangers one time. Second, you're selling instead of helping them buy.

RobFrankel ( (12/3/2001 9:44 AM): George, it can sell on the web just fine -- if you're branded properly. I'm betting that you did all the web stuff yourself.

George( (12/3/2001 9:44 AM): Some of it. I'm not a designer.

RobFrankel ( (12/3/2001 9:44 AM): Cheli, are you seeing traffic increase? If so, are you closing any sales? If you're getting traffic but no sales, it proves your branding is wrong.

George( (12/3/2001 9:45 AM): Very limited budget

RobFrankel ( (12/3/2001 9:45 AM): George, it's way more than a design issue. It's a branding message issue.

RobFrankel ( (12/3/2001 9:45 AM): George, everyone's budget is limited until they realize how much it cost them to do it wrong,

KevinRaineri ( (12/3/2001 9:46 AM): Hi Rob, I'm at a crossroads on my recent endeavor: should I piggy-back on an existing brand unknown to the U.S. but established in other countries or build my own new brand for U.S. marketing?

George( (12/3/2001 9:46 AM): The cookware with the built-in strainers. Is that not a brand?

RobFrankel ( (12/3/2001 9:46 AM): Hi Kevin -- what's your business?

RobFrankel ( (12/3/2001 9:46 AM): No George, it's not. Those are products.

Jonathan ( (12/3/2001 9:47 AM): George - have you considered approaching Hammacher Schlemmer to carry the cookware? They make a point of carrying unique products (and at a fairly high price point too)

George( (12/3/2001 9:47 AM): Can you point me in the right direction with regards to branding?

George( (12/3/2001 9:48 AM): Hi Jonathan, do you have any contact or Web info for them?

RobFrankel ( (12/3/2001 9:48 AM): George, there's no shortcut here: you have to develop a brand strategy and then execute that brand. Have you read the book or heard the tapes? They really help!

RobFrankel ( (12/3/2001 9:49 AM): Kevin, you there?

KevinRaineri ( (12/3/2001 9:49 AM): Audio Smart Cards - they enable digital signatures over the phone or microphone on the PC, means no special readers are required. "Just Click" is our slogan.

Jonathan ( (12/3/2001 9:49 AM): George -

RobFrankel ( (12/3/2001 9:49 AM): (TEN MINUTE WARNING)

Rob, great article! Thanks:) (12/3/2001 9:49 AM): Entered the room.

George( (12/3/2001 9:50 AM): Thanks Jonathan

Rob, great article! Thanks:) (12/3/2001 9:50 AM): Entered the room.

RobFrankel ( (12/3/2001 9:50 AM): Kevin, are there any benefits of piggybacking on the non-USA brand? Like are they offering you co-op ad funds?

RobFrankel ( (12/3/2001 9:51 AM): Cheli -- quit your browser and start it up again......or flush your cache

George( (12/3/2001 9:51 AM): Rob, I am now going to buy the book. Watch for the order. But it sure would be nice to speed things up a little.

RobFrankel ( (12/3/2001 9:52 AM): George, I offer low-cost, real time services, too. You MIGHT want to consider

George( (12/3/2001 9:53 AM): Okay, I'll check it out. Thanks

KevinRaineri ( (12/3/2001 9:53 AM): They have a nice brand name now. Since we are the first U.S. distributor, they are sending us any U.S. leads they get. We have our own top-of-the-food-chain leads so we need to consider both consumer and channel branding.

RobFrankel ( (12/3/2001 9:53 AM): The point is that if they're selling in one environment and not in another, it's NOT the price or the product that's the problem.

RobFrankel ( (12/3/2001 9:54 AM): Kevin, I'd be willing to bet that you can suck a bunch of co-op ad money out of them if you leverage their brand name. Plus, you can leverage their past success and experience in your sales pitch.

RobFrankel ( (12/3/2001 9:55 AM): It depends on what you want for this brand...your personal goal and exit strategy, for example.

RobFrankel ( (12/3/2001 9:56 AM): Anyone else? Still have a few minutes left....(TWO MINUTES)

George( (12/3/2001 9:58 AM): Thanks all for the suggestions!

Tony (12/3/2001 9:58 AM): Thanks for all of the information

RobFrankel ( (12/3/2001 9:59 AM): Okay, everyone, that seems to wrap it up! Have a great week and I'll see ya online!

Frederick ( (12/3/2001 9:59 AM): Okay, Rob. Thanks

KevinRaineri ( (12/3/2001 9:59 AM): Good advice. One of the opportunities is in the retail channel with a security product that 1) logs you into Windows, 2) can encrypt (lock) files, and 3) log you into your favorite websites with "Just a Click". There are retailer loyalty programs that can be tied to the use of the card as well. Do you have experience getting a product into an Ingram Micro, for example?

Tony (12/3/2001 9:59 AM): I am learning a lot from just listening to everyone.

Jonathan ( (12/3/2001 10:00 AM): Kevin - you should check out what Digital Persona is doing - they're using biometrics and tackling the same issues with the retail channel (fingerprint sensor) -

RobFrankel ( (12/3/2001 10:01 AM): Yeah, Kevin, I put a software product into Ingram once....

John Charlesworth ( - Professional Web Tracking) (12/3/2001 10:01 AM): Entered the room.

KevinRaineri ( (12/3/2001 10:02 AM): Once? Was that a "...and I'll never do that again." once or was it a good experience?

RobFrankel ( (12/3/2001 10:02 AM): I have a whole treatise on that Kevin..Contact me off chat!

KevinRaineri ( (12/3/2001 10:03 AM): Hi Jonathon: I have a fingerprint reader from, one-touch login. The difference is this: you need a reader and it's fixed to one PC/laptop. With an Audio Smart Card, it's mobile and non-disputable.

KevinRaineri ( (12/3/2001 10:04 AM): Thanks Rob. I spoke to you several years ago on Dial-4-Travel, an IVR-based low fare information service. I will catch up with you off chat.

bye everyone (12/3/2001 10:04 AM): Entered the room.

Jonathan ( (12/3/2001 10:09 AM): Bye all - have a great week. Thanks, Rob!

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