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What’s It Gonna Take?

If you have been reading my blog or listening to me speak you’ve heard me mention the great book called Marketing Outrageously: How to Increase Your Revenue by Staggering Amounts! by Jon Spoelstra. Buy it. That’s an affiliate link.

One of the things I loved the most in John’s book was the chapter where he talks about thinking big. He says, “What’s it gonna take?”

Ask yourself some questions like this. I’ll give you an idea. I have a book coming out. Right now I’m asking myself this question.

What’s it gonna take to sell 100,000 copies of my book?

Now, if you know know much about the book business, that’s really hard to do. Especially with business books. Only a select few authors do that. Godin, Ferris, Scott, etc… So I’m fully aware that selling 100,000 books is not going to be easy, but that doesn’t change the fact that I’m going to try.

Today marks the two-month point when my book will be available for purchase. I’ll be spending my time over this period doing everything possible to sell 100,000 books. I’m not worrying about “how I can’t do it”. I’m just trying to do it. That’s the key. Don’t think about how you can’t do things.

So I think, constantly now, about what it is going to take. Here’s a short list of things I think need to happen.

1. Get massive media exposure on television and radio. Get on the Today Show. Cable shows. Oprah? etc…
2. Get 1,000 of the top bloggers and influencers to read the book and promote it.
3. Promote it day and night starting today and all the way through the end of the year. Blog post every day. Video every day. Reach out to someone new every day. Do something outrageous every day to get attention.
4. Spend $10-20k on marketing.

Do you ever ask yourself “what’s it gonna take?” If you don’t, how can you possibly ever reach the top of the mountain. Try it.

Bigger Is Not Always Better

Ever watch the weather on your local news? Of course you have. Are you like me when you can’t understand why they do a 4-minute segment about cold-front patterns and rain accumulation, but only 10-seconds showing the 5-day forecast?


Photo courtesy of MomGoesGreen

Frustrating.

Annoying.

Baffling.

I’m going to make an assumption here and say that 95% of the people who watch the weather simply want to know what it’s going to be like tomorrow, and the few days after that. That’s it. So assuming I’m correct, why do they insist on telling me everything else and then giving me only 10-seconds to see what I only really wanted to see?

Of course, the answer is they’re filling time in the broadcast in between ads. I get it. I just don’t like it. Actually, they’d be better off doing more actual news, and just 45-seconds of weather with most of it being the 5-day forecast, right? I’d actually take more/longer ads before all that other useless information.

Are you doing this to your customers? Are you creating unneeded filler in between the stuff they want? Is your 150-page eBook full of 140 pages of fluff and posturing when all it really needed to be was 10-pages of “stuff the customer just needed to know?” I’ve seen this too many times. Someone will create tons of unnecessary content that only wastes my time, when they could have just delivered the message in a clear and concise fashion instead.

You get the idea. Stop filling just for the sake of filling. Give your customers what they want without all the extra stuff they don’t want. I think you’ll find that they’ll love you for it. No, I know they will.

Build Your Own iPhone App For Only $99 – Limited Time

I did it, and it’s great. You can download the Jim Kukral iPhone app from the iTunes store right now. Or just click on the link in the sidebar of my blog here to get it. Pretty swanky, right?

Ok, it’s not the biggest, fanciest, most robust app on the planet… HOWEVER, it’s very cool to have my own app, and you could as well. The best part is, it’s only $99 to brew your own over at Ubuildapp. Ubuildapp is owned by my friend Brad Waller, a long-time affiliate marketing legend. So not only do I know you’re going to get a good deal, I can guarantee that if you have any problems it will be taken care of.

So how does this work? How can they do it so cheap? Well, what you do is use the Ubuildapp to construct your app on your own. You design the app, from the images, to what it does, etc… Then the system configures it all together, and when you’re ready, it submits it to the app store from Apple. Then you wait for them to approve it. Once they do, it’s done, and you have an app! Easy. The alternative is that you figure out how to write the sdk for the app yourself, which is easy if you’re a programmer I guess.

But you’re not. You’re a blogger, or small business owner, or personal brand who wishes to get in on the iPhone application frenzy. Now is your chance to do it… for only $99 bucks. Do it before he raises the price. $99 is an introductory offer.

The Three Stages of Internet Marketing Consciousness

There are three stages of Internet marketing consciousness. Outlined below.

1. It’s All Bullshit
This is the stage where you don’t believe that anyone makes money online, and every “guru” is a scam-artist.

2. It’s Not For Me, But I Wish I Could Do It
This is the stage where you finally realize that not every “guru” is a scam-artist, and that they do in fact make a ton of money and help people. This is also the stage where you wish you could do what they do, but you can’t bring yourself to do it.

3. Let’s Just Make Some Money
This is the stage where you say to yourself… “My ego is stopping me from being successful.” You finally realize that most of your “organic” efforts to monetize have failed completely and you need to make some cash. So you start buying into the system. You create products, you start teaching, you put ads on your blog, etc… You “sell out” per say, and you realize it’s not a big deal because you’re helping people AND making money at the same time.

Sound familiar? Which stage are you in? And how long did it take you to get through each stage?

This Is A Business, Not A Hobby

It’s interesting that this post from Copyblogger came out today about the ‘3 fatal diseases that kill good blogs‘. Why? Because I’m currently writing a book right now called ‘Attention!’ and one of the themes I’m working on in the book is…

This is a business, not a hobby.

Social media, blogging, email marketing, affiliate marketing, online PR, you name it… This is a business. We’re doing this to make money, or leads, or get publicity. Not for fun. Not for “friends”. Until you flip that switch in your head where you understand this, you’re going to continue to find it very hard to find success on the Internet.

From the Copyblogger post…

If you are serious about blogging, you need to treat your blog like a business. You are the CEO of You Inc., and you’ve got to weigh every single decision as if there were millions of dollars on the line. Yeah, it would be great to blog in your underwear and sleep in every morning, but the reality is that most of us can’t afford to do that.

Measure the day’s work in results, not in hours spent typing on Facebook or Twitter. Absolutely, fostering relationships is important, but every action needs to be treated as an investment of your time.

This is especially important if you are a solo blogger, as there is only so much work that you can get done in a day. You’ve got to be efficient with your time. This means measured action and measured results — not just going with the flow.

I wrote the first eBook about how to make money from blogging back in 2004 called Blogs To Riches. When I wrote it and released it, I was getting hate mail from people saying things like “You shouldn’t use blogs to make money you jerk” and “You’re ruining the Internet, F#$% you”. These people didn’t believe that blogging was a business, or could be.

Of course, a few years later people like Problogger came on the scene and proved that you could buy a house with the money you make blogging. Now, today, we all realize that blogging is in fact a great way to do business. Yet, still so many of us treat it as a hobby still.

Here’s why. Because “regular people” are the people who start blogs. They’re not marketers. They’re not entrepreneurs. They are people who have a passion about something and they want to share that passion with the rest of the world without having a gatekeeper tell them they can’t.

But things are changing, yes they are. We’re no longer bloggers anymore, we’re “publishers”. The majority of people don’t start blogs anymore just to waste time. They want something out of it. It may not be money they want. It may be fame. Whatever it is, they want something for their effort, and that makes them a publisher.

What happened to me in 2004 is the same thing that is happening now to social media. We’re all being told we shouldn’t try to make money with social media. It’s pure, they say. Leave it alone, you’ll ruin it.

This is ALL a business, not a hobby.

Sales, Leads & Publicity… Oh My!

Today I spoke to a chamber of commerce group in Westlake, Ohio about how small business owners can generate more sales, leads and publicity. If you are at all interested in learning how I and many others spend absolutely nothing on advertising and how we generate success online… you need to watch.

Below is the video. I start speaking a few minutes in.

Video Book Review: The Perfection of Marketing

The Perfection of Marketing puts you in the room with James Connor, a leading brand expert to hear the exact advice he’s given to over 200 CEOs on the most efficient methods to build their brand and increase marketing ROI. Culminating from 12 years of work, these best practices are battle tested for small and midsized businesses. This practical guide gives you the detailed playbook run by The James Group, a brand strategy and full-service advertising agency in New York City, which has made more money for 95% of their clients. Skillfully written in narrative style, this book is a must have for any CEO who wants to grow a company through marketing. With a summary and key questions at the end of each chapter, The Perfection of Marketing provides a clear path to marketing success.

The Perfection of Marketing

Snuggies & Howard Stern: Which One Is Selling & Why?

I’ve been thinking a lot lately about the psychology of the typical American citizen in this poor economy and trying times. Why? Because I’m a marketing and sales person and it’s my job to understand why people buy things. Plus, it fascinates me.

Why “Shock Jocks” Aren’t Selling Anymore…
You remember Howard Stern right? He quickly became irrelevant when he moved to Sirius satellite radio. Out of sight, out of mind, right? It makes sense. Less listeners = less relevance to the mainstream of which read newspapers, watch television, etc…

But if Howard were to come back today on “free” radio or podcasts… would he be as popular? I argue the answer to that is no. The days of the “shock jock” are gone. For one, there’s too much noise out there in smaller silo’s for him to compete in. And two, it’s clear to me that American’s (all I can speak for) have moved beyond “being shocked” and entered into a different state of media awareness. In other words… I think the Internet made us smart enough to know that shock jocks (or similar types of people) are boring anymore.

When I said The A-list was dead, I believe that applied to people like Howard Stern too.

Look at what Gary Vaynerchuk did to Howard Stern. Gary is dead-on right. Howard Stern is frightened to death about the state of things nowadays. We don’t need him anymore. Watch video below.

Why Snuggies Are Selling?…
You’ve seen the Snuggie right? It’s that half blanker/half backwards robe you put on and lay on your couch in? It’s becoming a huge seller and spurring many creative spoofs and marketing/community campaigns.

But why is it selling? Why are American’s dishing out $19.95 for this product?

I think of a Snuggie as a cocoon. A kind of warm, safe, item that gives me comfort. I can put it on and sit on my couch and watch television and forget about the problems of the world. In today’s economic crisis, that makes sense, no?

What’s the Point Jim?
The point of all this is to understand why people buy, and why they don’t. And more importantly, for you to understand how to position your product/service into the current times as the emotional level of buyers changes over time.

That’s really what selling is all about. Emotion. That’s why we buy at the core level. That’s what excellent marketing invokes in you to make a purchase.

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