THE POSTILLION: Interviews National Networker Vice Chairman Douglas Castle

The Postillion with Michael Phillips

Insights and thought leadership on the adoption of best practices and emerging technologies.

A tradition established by the Postillion is to grant each column interviewee the privilege of recommending the next personality to be interviewed. The Postillion had the honor of interviewing TNNW Chairman and founder Adam J. Kovitz for the January column. The Postillion thanks Adam for a wonderful interview and for his recommendation to feature Douglas Castle in this month’s column.

Douglas Castle once stood majestically on the hills of Scotland. Its 700 year history congers images of bejeweled, postillion lead horse drawn carriages transporting Scottish royalty to the castle gates. But, as fun as it would be to write about this Douglas Castle……about the romance and swash buckling times of Robert the Bruce…..about the golden age of the original postillions……..about how in the 1930s, Charles Douglas allowed the mining of coal in the adjacent park that ultimately caused a weakening of the castle’s under strata requiring its demolition in 1938……sigh. No……the Postillion thinks that Adam had another Douglas Castle in mind to be interviewed. One who’s under strata is still strong and intact. Douglas Castle, Vice Chairman of TNNW.

The Postillion relentlessly tracked down the correct Douglas Castle……the eponymous Douglas Castle. The search resulted in the discovery of intellectual treasures, many laughs and an interview the Postillion is proud to share with my loyal readers.

Douglas Castle, along side Adam J. Kovitz, completes the Hope and Crosby style management team for TNNW. Douglas says he is the Bob Hope side of the partnership as they continue on their road show, “The Road to a Thriving Social Networking Economy”. The Postillion truly enjoyed discovery discussions with Douglas. This “Renaissance Man” has an insatiable curiosity to learn and a natural drive to lead. His world of intellectual and physical initiatives includes many focuses:

• Strategic Planner

• Visionary

• Accomplished Martial Artist

• Social Networking Solutions Architect

• Physics Scholar

• Hypnotist

• Mental Strength Training Practitioner

• Positive Change Catalyst

• Creator of Innovations

• Keyboardist and Bass Guitarist

While interviewing Douglas one is bombarded with the constant synaptic explosions of creative ideas akin to a fireworks grand finale…..that never ends. (oooooooo……. aaaaaaah…… cooooool…….Wow!....... I can’t believe he’s still going!) The rapid fire, improvisational genius of Robin Williams comes to mind as well. One comes away from speaking with Douglas Castle being sure that they have found the next James Bond. You could imagine hearing the phrase, “Castle…….Douglas Castle”.

Now at this point my readers are thinking that your Postillion is one big suck up. I assure you that the Postillion is not easily impressed. Douglas truly is a mind to be reckoned with. He is a visionary force that will not be denied and is someone worth listening to. My interview with Douglas produced enough material for 5 articles. I am pleased to serve my readers the distilled results………shaken, not stirred.

The Postillion: What do you see the primordial soup of people and ideas amassing through TNNW evolving into?

Douglas Castle: I view the National Networker Companies as a supremely high-stakes investment in the notion of creating a genuinely interactive, interpersonal synergistic form of socio-economic entity. It is my fervent hope that we will become a sort of grassroots conglomerate which will afford our greatest contributors a significant stake in the ownership of the organization and in the income generated thereby.

I believe that we can provide a sovereign environment, much like a nation, in cyberspace where meritocracy and capitalism are not at odds, and where bold and important ideas can be developed collaboratively, without the characteristic barriers to entry and other impediments to innovation which have caused our international society to deteriorate into a state of economic instability unhealthy dependence upon subsidies, a grossly inequitable allocation of wealth and a pervasive cloud of depression which enshrouds us.

We live in a civilization that is disillusioned with its leadership, its flagrant injustices, its capriciously applied laws and its disregard for the people who work their lives away to fuel a badly-flawed system.

From its humble but pure beginnings as a networking newsletter conceived by my dear friend and a genuine Humanitarian, Adam J. Kovitz, The National Networker has now grown, broadened and transcended the limiting beliefs of its early detractors to become a full-service publisher, business services and capital provider, nurturing ideological and technological incubator and a compassionate and rational international community for entrepreneurs, emerging enterprises and people who have become disenchanted with the status quo, with increasing de-personalization, with the casual acceptance of dishonesty and with the rewarding of misconduct.

Our people, our Members are our citizens, our neighbors and our collaborators. Competition may inspire us, but collaboration and cooperation are the elements that breathe life into hypotheses and blueprints and generate synergy.

This synergy is a fascinating phenomenon where a critical mass of minds work in harmony to produce a result which is exponentially greater than anything that could have been achieved in a sterile, hostile, typical corporate environment. In our new nation, synergy will replace the zero-sum game and thievery that have come to characterize the era in which we live.

In simple terms, we have decided to build an ark to bring like-minded people together for an exciting, emotionally and intellectually expanding journey. We are re-structuring ourselves as a GICBC, a Global Interworked Cooperative Business Community, fueled by synergy instead of by theft and domination. We are the next form of social and business entity, and our blueprint is infinitely expandable to accommodate all of those who have something of value to contribute, and are prepared to share.

We want to preserve our most sacred ethical and Human values, provide compelling incentives and become an empire that serves and rewards the people who assume responsibility.

The existing civilization is collapsing into its own hole because the government and large organizations have become increasingly amoral and parasitic, existing to preserve themselves by begging, stealing and borrowing. They have a sense of limitless entitlement. TNNW, through its GICBC and through its aggressive interpersonal orientation, will give people a chance to understand each other, and to find areas of common belief. We need to bond with each other, and to work together.

In my view, we are building a self-sustaining and expandable socio-economic global community which is unfettered by the entrenched paradigms of the past. We refuse to sit idly by and watch as the quality of life and the prospect for self-growth are trampled at the whim of a very powerful minority. We do not want to be puppets in the hands of puppeteers. We seek self-determination, and the opportunity to pursue and realize our greatest potentials.

You’ll want to watch us, and to become a part of us as a Member. We will constantly monitor ourselves to be certain that our development of powerful technologies and methods does not catapult ahead of our social transcendence into an open, sharing and, genuinely Human-centered entity.

The Postillion: How do you see evolving social networking services and products helping emerging enterprises?

Douglas Castle: Emerging enterprises have been the crucible of creation for most of the great innovations which have helped society to advance. They have been both the nursery and the engine room of our productive capacity and have provided employment for many.

These industrious pioneers are no longer being actively supported or served by government agencies, large financial institutions and an increasing complex, convoluted and expensive regulatory environment. They are being shut out of the process of capitalization, operation and growth because of the intricacy and expense of even starting or carrying on the smallest business.

It is lamentable, but true – those individualists and contributors who built the table where decisions are made are no longer allowed a single seat. They are not represented

The deck of destiny is stacked in favor of the less productive but larger enterprises which are inextricably interwoven with the powers of the government. Innovation suffers, while inefficiency is rewarded.

Social networking services, if they lead to qualified personal contacts and productive efforts can provide a conduit through which peer businesses can help each other, share knowledge, pool resources and develop lobbying strength.

Networking holds great promise, but it is becoming too much of a broadcasting pursuit and too little of a partnership and team-building device.

Collecting and distributing business cards accomplishes little.

It still comes down to personal introductions being made by trusted intermediaries in a non-threatening and friendly environment. Social networking services, like those developed and championed by the The National Networker Companies, must become much more interpersonal and interactive.

The social media signal-to-noise ratio must be improved before sensory overload totally desensitizes people and becomes more of a frenetic distraction than a source of information, assistance, and soul-to-soul connection.

We must re-personalize and start making our target markets and prospective clients become more engaged in our developmental processes. They must be more aggressively solicited as a source of product and service input if we want them to be interested in us, our products and our services. When you ask a person for his input, you are showing him attention, respect, and instilling a feeling of “ownership” and partnership in him. This is why TNNWC has become so involved in surveys, polls and market research. We want to engage every Member of our community in the developmental process. Feedback and commentary are precious, and should neither be suppressed nor stifled.

In addition to social networking services is the simplistic sense, these emerging companies need to gain access to actual business planning and building tools. That is why TNNWC had to become a services provider. These enterprises need mentoring, incubation and genuine resources from creative, open-minded and often unconventional sources. That is our calling.

If you enhance interpersonalized networking with quality services and proper guidance, you form strategic and beneficial interdependencies. Your interests merge to maximize synergistic potential and optimization of organizational growth.

If we truly need each other and we grow to trust each other, we will work harmoniously – and we don’t dare wage war with our suppliers or clients. It’s that ages-old threat of Mutually Assured Destruction that can help keep us in check against our more animalistic and less divine proclivities and destructive temptations. In the longer run, earning is always safer and better than stealing.

With our GICBC, we must build far more bridges and fewer fences. I am fascinated by the magical nature of synergy and its intellectual and creative exponentiality.

The Postillion: How do you see social networking creating and supporting coalitions of the creative to reach critical mass for explosive innovation and change?

Douglas Castle: In accord with the laws of physics as I understand them, it takes a critical mass of a reactive substance to produce an exothermic reaction ….one that produces great energy, just as this happens in nuclear reactors. I believe the same holds true for social networking collaboration. I think that author Malcolm Gladwell inadvertently hit upon a wonderful idea when he wrote The Tipping Point. If we stop acting as dyad production units and start increasing our collective mind mass in an openly collaborative environment, we can accelerate the course to achieving tremendously significant breakthroughs.

One of the projects which we are working on with our GICBC is the Accelerated Breakthrough Program. Minds link exponentially, not arithmetically. The potential for breakthroughs is virtually limitless with the right group of minds in an atmosphere of open and non-threatening communication. We constantly speak about critical mind mass. It is not just a theory – it is a result of applied physics, Human physiology, and behavioral psychology.

The Postillion: What overarching principles and ethics should drive the potential for exponential change that will result from these creative collaborations of change creators?

Douglas Castle: I am not an ethicist or an expert at ethics, but I have a rudimentary understanding of The Golden Rule, fair exchange through reciprocity, and not abusing power or capriciously applying laws. The ethical parameters within which we as a GICBC will successfully function must incorporate these basic concepts. In the words of Hippocrates, “first do no harm.”

The most pragmatic ethical position is one where: mutually beneficial exchanges take place instead of thievery; resources are replaced or replenished, advancement (reward) is based upon contribution or merit, and no one group is asked to sacrifice while another becomes unjustly engorged or enriched. No one should benefit at the suffering of another.

We need to rekindle the notion, spirit and practice of compassion, and of sharing. We will have evolved to a higher, more stable practice of ethics when we start to feel the suffering of others as our own, and when we realize that when one member suffers, we all lose. As a point of reference, I am reminded of a profoundly beautiful sermon by John Donne, which starts with the famous words, “No man is an island unto himself…”

We can and should be individuals, but we should also be part of a “neural net” where we feel each other’s pains as our own, and where we celebrate each individual victory as a triumph for every member of the GICBC.

The Postillion: The world visions you speak of imply a network of holistic, symbiotic organisms ….. living connections of intelligensia….. committed to the creation of principled and ethically based solutions for positive change. Is this just an intellectual’s theory for world peace……or do you believe that such a vision can really happen?

Douglas Castle: I believe that it can happen, and that it must, lest we resign ourselves to the plight of so many other great civilizations which have vanished from the Earth, leaving behind the rubble of rebellion and stain of slaughter, and taking with them the secrets of their greatest advances and achievements.

I don’t waste time on far-fetched theories. I prefer to invest my time in creating solutions and solving problems. If we are proactive and expedient at refining and organizing this new socio-economic entity, we stand a chance of surviving and thriving…of evolving to a higher level of socialization, interaction and innovation.

The Postillion: You have many exciting projects in your mix. Where and why does TNNW fit in with your portfolio of innovations?

Douglas Castle: TNNWC, as well as the people and greater purpose that it will serve are at the very center of all of my personal and professional efforts. It is the laboratory, the factory, the staging platform and will be the ultimate beneficiary of anything positive that I can produce.

Your question has a slightly faulty premise. TNNWC does not “fit in” with my portfolio of innovations – it is the very container which holds all of them.

The Postillion: You often speak of the precious 1% of society that represents the true creators of innovation, invention and change. These are the same people who are often feared and reviled for their revolutionary visions and ideas. Do you have ideas on how to create a safe haven for these positive change catalysts to survive and thrive?

Douglas Castle: We have a terrible history of shunning, shaming, persecuting, burning and crucifying our greatest people, and then appreciating them posthumously. We like to tell their stories. They become legends. It’s a fascinating but very predictable cycle: We destroy them, we promote those people who persecuted and prosecuted them, and then we write books and produce movies about them. The 1% must unite, despite their very independent inclinations, if they are to survive, and enjoy the fruits of their labors in this lifetime.

I hope that our GICBC can provide a safe harbor and a protective environment to foster better communication and understanding amongst the 1%, and between the 1% and the greater 99%. The 1% are all too often sacrificed because the other 99% feel threatened. Ignorance and fear, even more than avarice, are the demons which must be addressed if our species is to break this pattern of self-destructive conduct.

The Postillion: You are a proven visionary. What do you envision your lasting legacy will be for the world?

Douglas Castle: I would wish to be remembered as a friend to many, and as a friend of Humankind.

The Postillion wishes to thank Douglas Castle for taking the time to provide his insights and in depth responses to my questions. He represents a positive movement for socialtal change. I am honored to now call him friend and am sure this will not be the last time the Postillion will feature Douglas and his visions for the future.

Michael Phillips, A.K.A. the Postillion, lives and works in Tampa Florida and has over 30 years of experience in leading innovative development and trends within the information technology industry. Comments and suggestions for future interview personalities can be emailed to ThePostillion@gmail.com.

For more information, please visit Michael's TNNW Bio.

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THE POSTILLION: Interviews National Networker Vice Chairman Douglas Castle

BEYOND THE CUBICLE - CORPORATE CULTURE: Dear Boss

Beyond the Cubicle - Corporate Culture with Teri Aulph

This is a cautionary tale about how easy it is to allow the downturn in the economy, added pressure, fewer resources and other factors to negatively impact your management style and, ultimately, the culture of your work environment.

Dear Boss,

I appreciate working here and am thankful to have a job. I like the people I work with and care about them. I listen to you and try to please you when given the opportunity. Here is what I need you to know:

I’m not sure you are aware, but my name is Bob. I am married, my wife’s name is Cheryl and we have a new baby girl. Her name is Zoe. We bought our first home this year, right before the death of my mother. You have never called me by my name or asked me about who I am. As a result, I don’t feel like I matter.

When I am in your office to discuss work and you choose to type, read email and/or take phone calls, I don’t feel like you are interested in what I’m saying. As a result, I don’t feel valued.

When we launched the new product last Fall I was very excited. At my former company, we tried some cutting edge marketing strategies that were very successful. I emailed these to you as a suggestion, but you never replied. As a result, I felt invisible.

I have never been late to work. The only time I have missed work was 2 days when my new daughter was born and 3 days when my mother passed away. I eat at my desk and usually use this time to read and respond to my email. During the new product launch, I worked 1-2 hours late every day for 3 weeks and most Saturdays, as the whole launch team did. You never recognized those of us on the team who put in the extra time to make the launch a success. As a result, we were de-motivated.

Due to financial constraints and the down economy, we have downsized our employee population. Those of us who remain are expected to take up the slack and do more with fewer resources. My team has been meeting to explore the most effective way to get the work done and balance the workload. When we asked to meet with you to discuss our ideas, you were too busy. As a result, our team morale is very low.

The work our team did to make the product launch did not go unnoticed by our competition. I have been approached to work for a competitor. This position is a promotion and starts at a higher salary. I realize I would not be afforded this opportunity if I had not been an integral part of a team working on a high profile product. However, if I choose to stay, I run the risk of never being mentored or coached by an effective leader who is interested in developing the talent around which he/she is surrounded. I owe it to myself to do what is best for my family and my career. As a result, I am resigning.

I wish the best for you and hope you discover that YOU are an important part of the process. You never understood that we were waiting for you to show up; we were waiting for you to lead.

Best regards,

Bob

For more information, please visit Teri's TNNW Bio.

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BEYOND THE CUBICLE - CORPORATE CULTURE: Dear Boss

LASTING IMPRESSIONS: Raiders of the “Lost Art”

Lasting Impressions with Sian Lindemann

Of Customer Service… and Lack of Personal Attention


Have you recently tried to contact a company to make an inquiry about your account ? Have you been placed on hold for an inordinate amount of time?

Have you been redirected to 14 other contact points only to discover that your particular question is not addressed in “the list?”

There is much to be said for the Art of Customer Service as an “engagement” consideration. While we are often excited and ready to help a new customer access our service base, how one handles the “problems” or the ongoing “client retention” is quite another topic.

I have had the pleasure to experience the best of service with current companies and I’ve encountered the opposite. And I believe, as perhaps we all do, that there needs to be some balance between the two.

In my personal experience, on the nature of the art business, there definitively needs to be considerable attention to customer satisfaction, with a long term exchange, not unlike a “personal” relationship one would have with a romantic partner.

Consideration and delicacy in an art acquisition, it is essential to deal directly with the same emotional triggers of “love,” and its vulnerabilities.

Customer service is by definition the relationship that ensues once the purchase has been made. The best example I’ve experienced over the last several years is the personal exchange I’ve had with the automobile company, Hyundai.

I purchased my car in Washington State and subsequently have required service is five different states since its acquisition: Washington, Arizona, (two locations in Arizona ) Wisconsin, and Colorado.

Bar none, the service in each location was above and beyond the best personal experience I have ever encountered. Not just about the car being serviced, but also the attention to my time, payment, and ongoing notifications and support. Hyundai, no matter the location, has been consistent throughout with the best and most generous support, going well above the call of duty in all of the locations. Their service would insure that I would buy from Hyundai again, and have actually looked into doing so.

Additionally, the follow up regarding the option for a secondary sale is spectacular.

They have my loyalty, and have for over nine years.

There is no need to define “bad” service as I’m sure we’ve all had an experience of it at some point in time. But what in particular would be an extra mile you could offer as a means and method to support your customer to consistently choose your company and service base first… should be positioned as the highest priority.

There is surely no need to go into those situations which have been less than exceptional as we all know what that feels like. So in keeping with the “romantic nature” of an art sale what could you do to make your client continue to feel exceptionally well cared for?

It can be as simple as the little gestures that you would naturally impart to a romantic partner that make one feel extremely special.

The List

1) Invite your clients to participate in something that is light, friendly and is not a constant request for a sale. ~ Hey what a concept ~ A friendly phone call!

2) An occasional card, birthday card, special event card as a wedding anniversary or anniversary of one’s last purchase, to discover how they are enjoying the original painting or other object d’art they have received.

3) A small gift sent directly to your client’s door. I rarely ever receive real mail other than bills, so how much fun would it be to receive the gift of a “hand painted” greeting card, or the like, to be used at the customer’s discretion, sent directly to the client’s home as a reminder of how much you appreciate their business.

4) An invitation to lunch, dinner or a wine tasting that has nothing to do with another art sale.

These may seem simple actions. Yet in such a harried and rushed environment in the business world, we seem to have lost these intrinsic niceties that make the other party feel great. The client may not take you up on your offer, but the thought and consideration to have extended the invitation will not go unnoticed.

In parting ~ I once ran the office ~ now many, many years ago ~ for a freight logistics company. It was a horrifically busy business, with many problems due to freight damage, late arrivals of major shipping and truck lines, and a plethora of problems. Yet with all of the problems, we implemented a variety of services that literally quadrupled the company’s business, and were specific to beefing up the “customer service.”

1) We implemented services that included that WE handled all the claims for freight damage incurred by the trucking lines. An occasional pizza and beer for the whole shipping and claims office assured our claims got first consideration for payment.

2) We called and chatted with the claims supervisors, truck drivers, and the end receiving offices for all companies involved.

3) We provided the best pricing we could find by building our access and database for private and company-based shipping services.

4) We provided solutions for consideration of repackaging product to minimize damage.

5) We had fun doing so!

These may seem simple solutions. But where art and beauty go together so too does a well timed delivery of a single flower delivered impeccably to the recipients door.

Take the time to treat your clients like royalty. and you will create a magnificent and spectacularly loyal fan base. Most importantly, in these times where the “personal” seems to have gone out the window with the wild wild west of the Internet, make sure that your communications are personal, beautifully executed and well constructed.

Wishing you continued success in your career !

Sian Lindemann
February 2010


For more information, please visit Sian's TNNW Bio.

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LASTING IMPRESSIONS: Raiders of the “Lost Art”

KENSEL TRACY: Unique Marketing Niche Networking Clubs Are Growing in Canada

by Kensel Tracy

February 2010
Canada

The Olympics have taken over this country. As we host the world in Vancouver, there is a great deal of pride on how we are showcasing this major international event, our athletes, Canadian values and hospitality. I am sure many more people throughout the world are now taking a second look at Canada. Canada has weathered the economic downturn quite well. Each week a number of new business networks appear.

This month I take a look at two new unique networks. There are now unique clubs and networking groups that focus in on specific areas of the country, or on specific business niches. This month I discuss the WBC and CRE Online. They are both business clubs dedicated to the sharing of social capital and business building in specific industry sectors.

WBC or the Western Canada Business Network is first of its kind in Canada. Their mission: to improve communication and increase access to knowledge for businesses in Western Canada. The role of the club is to build a network of contacts with other business owners specifically in Western Canada. Members can use the online communications services, create classified ads and get responses, promote corporate events, access a library of materials and find groups of like-minded business people online to grow their business in Canada's Western Provinces of Saskatchewan, Manitoba, Alberta and British Columbia. The site contains a number of unique features and be found at www.westerncanadabusiness.com.

Creative Real Estate Online (CRE Online) is the place to find anything and everything you want to know about real estate investing. CRE Online is a great resource for those of you interested or just getting intertesed in investing in real estate. CRE Online started in 1999 with a mission to provide networking services to those interested in investing in real estate in North America. It now has chapters all across Canada and the United States, with new clubs sprouting up all across Canada as more as more and more people get interested in real estate investing. It provides networking, the sharing of resources and everything agents and the private investor need to build a profitable business in real estate investing. For more information see www.real-estate-online.com.

So, as you can see, networking is alive and well in Canada. Each week new groups spring up all across this great country of ours. Canada has a lot to be proud of and as we go for gold in the Olympics, there are business people building companies and networks and going for the gold, silver and bronze in business sectors all across Canada.

All I can say this month in regards to both the Olympics and networking is “Go Canada Go.”

Kensel Tracy is a Senior Partner with the Corporate Coachworkz Inc., a Marketing Coach and President of Business over Breakfast Clubs now setting up in every city in North America. If you have an interesting story, he can be contacted at kenselt@bobclubs.com.


For more information, please visit Kensel's TNNW Bio.

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KENSEL TRACY: Unique Marketing Niche Networking Clubs Are Growing in Canada

SALES AND MARKETING: The Marketing Shift

Sales and Marketing with Bill Doerr

15 second 'Speed Read':

A paradigm shift occurs when a new way of seeing a situation occurs. When it does, it happens quickly and shakes up the status quo.

That's quietly taking place and reflects how a growing number of professionals and other service businesses are marketing their services today.

The main 'shift' occurs as more businesses are seeking to attract prospects rather than attack a market as has been done for so long with such outbound interruption marketing tactics as awareness advertising, cold calling and direct mailing.

While these tactics remain viable, they are losing their efficacy to increasingly effective tactics that suggest building a relationship with your market members builds not only sales but a foundation for many more and more efficient sales to be realized over time.

The key tactic to this emerging approach is to recognize and cultivate relationships with prospects, clients and centers-of-influence for the value they offer your business.

Doing this also allows you to have a more efficient and effective way to differentiate your firm from others in a crowded sea of competitive forces.

Steve Ireland, CEO / Norada Corporation

Steve is the CEO of Norada Corporation in beautiful Calgary, Alberta Canada. Steve's company makes elegant and agile software that supports business people anywhere they are and anytime they want. Norada is best known for its leadership in creating a 'cloud-based' CRM known as 'Solve360'.

I recently spoke with Steve on this topic. In a rather gutsy move, Norada made the shift from supporting the advertising media to supporting their key business relationships -- with primary focus on their clients and intermediaries such as VAR's and business consultants. By seeking first to understand their needs and demonstrate a responsiveness to address them, Steve and his team members are earning significant attention, goodwill, share-of-mind-and-market and distinction as a 'preferred provider' in a marketplace that is crowded with fierce competitors.

Randy Aimone, President / AimOne Marketing

Randy is another thought and behavior leader in this area.

A marketing professional (his MBA's focus is in marketing and he's taught marketing at the college level) I know established his own marketing consulting firm last year. Randy's also finding that while outbound tactics have their place, "I'm not letting them go just yet!" he's finding that cultivating relationships with key people for his practice -- prospects, clients and influencers -- is producing some significant and highly beneficial outcomes that are measured in units his CPA can really appreciate. Randy can, too.

John Jantsch, Founder / Duct Tape Marketing

John's a good friend and mentor to marketing people all over the world. He used to work for Michael Gerber (E-Myth fame) and now breathes the rare air where other 'eagles' like Guy Kawaski, Tim Ferris, Ivan Misner and others reside.

John shared a great model for how this 'relationship' marketing dovetails with 'interruption' marketing.

Part 1 (of 3): "Know / Like / Trust".

Getting a market to know you exist . . . is a good start and critical for your success! Traditional marketing tactics like advertising and PR are still your best bets for raising awareness quickly and especially when you're entering a new marketplace. Referrals leverage your goodwill with others and allow you to use their potency and prestige with their networks on your behalf. Unfortunately, they take time to receive -- see part 3 of the model.

Managing the 'experience' prospects, clients and centers-of-influence have with you / your company will build a preference for your brand (Like) and continued consistency in 'delivering the goods' will develop confidence (Trust) in the rely-ability of your value proposition and the probability of enjoying it with you.

Part 2 (of 3) "Try / Buy"

Sean D'Souza, author of "The Brain Audit" and renowned marketing expert (see my TNNW article from December 2009) advocates what he calls 'consumption'. This simply means that getting people to use what you offer is essential in marketing it.

So once the know / like / trust factors are established, you must seek ways to invite response to your offers in order to get people to use and enjoy the service or product you have. A 'trial' that is low risk or even no-cost can get prospects to become buyers and creates confidence for a 'buy' cycle to get fully underway.

Part 3 (of 3): "Repeat / Refer"

This last part is truly the 'acid test' of your marketing. Once the service you offer is being consumed, the REAL test is . . . are people returning to make repeated buying decisions . . . with you / your firm or, are they going to a competitor?

This reflects how well (or, poorly) you're managing your business than anything else. Referrals are symptomatic of managing (yes, it's the foundation of all your marketing!) to provide a quality experience for your clients and customers. And when you reach this end of the Duct Tape Marketing model, you're more likely to be effective using tactics that attract rather than attack your market members.

OK, What Now?

If anything I've shared here resonates with you, do this:

FIRST: look at where you are in each of element of the 'know / like / trust / try / buy / repeat / refer' model and identify any weaknesses.

SECOND: prioritize them in order of importance to address.

THIRD: create an action plan to reduce or eliminate them from limiting your business and revenues in the future.

Hey, it's not rocket-surgery . . . but it works!

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Bill Doerr is CCO of SellMore Marketing. He helps professionals and other service providers to market their problem-solving expertise simply, effectively and affordably.You can reach him at www.sellmoremarketing.com, or by phone at 860-798-6964.


For more information, please visit Bill's TNNW Bio.

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SALES AND MARKETING: The Marketing Shift

GET PUBLISHED NOW: 3 Reasons Why You Shouldn’t Publish Your Book

Get Published Now with Beth Barany

Though technology makes publishing a book very easy these days, publishing a book isn’t for everyone. Often writers think that getting their book published is the be-all end-all of their professional lives, but there are reasons why you shouldn’t publish your book, at least not yet. If you knew the reasons why not to publish now, then you could focus your efforts on your future success.

Reason #1: You’re Not Ready

Your prose is not ready. You know this because you get rejections from agents that tell you so, or your critique group urges you to fix verb tenses, be more specific in your descriptions and characterizations, or to better substantiate your work.

When you get opinions about your work and no more comments about how you wrote, then you’ll know that your prose is ready to send out for submission, or ready for an independent publisher.

Reason #2: You Don’t Want to Work that Hard

You give up at the first sign of rejection. You’re not willing to do the work to get to where you want to go to achieve the success you want. What is your definition of success? Yes, you do have one, and it’s different for each of us. So clarify yours. And know why you want to work so hard.

Michael Stevens, author of the upcoming novel, Fortuna (Oceanview Publishing, May 2010), says, “It is a *huge* amount of work. I have probably spent a month, full time, getting ready for the launch of Fortuna. And even with a generous deal, authors get peanuts. You have to do it for love.”

Reason #3: Your Book isn’t Unique Enough

Many aspiring authors come to me and gush over with their story of transformation and self-healing, or wax poetic about their fabulous fantasy novel, and expect me to fall over with astonishment. I nod and ask them (gently, usually) what makes their book unique. They look at me with confusion. I can see the thoughts trickle through their mind: isn’t my story good enough? Well, yes, it’s good enough for you, and your loved ones. But, and here’s the big but, will it be interesting to a well-read and smart audience? Because as much as we’re all different, our stories are often similar enough to warrant no surprise.

And readers want to be surprised, delighted, and wowed. So, dig deep and find out how your book is unique. How do you do that? You do your homework. Research other books similar to yours and face facts, and ask the hard questions.

• How is my book different specifically?
• In what way can I stand out, both in content and by highlighting who I am as the author?
• What may I need to add or subtract to achieve that stand-out uniqueness?

What's Not On This List

One of the reasons I’m not listing here is “You have no audience.” Sometimes an audience is created once the book is out. Mario Puzo’s The Godfather, for example, unfolded a whole new genre of mafia fiction. How would we know the glamours of Mafioso fiction unless we had first been exposed to it?

Catherine Coulter, a bestselling author told our group of writers (in 2007) that she and her friends got together to discuss what makes a bestseller and admitted they didn’t really know. All they noticed was that their books happened to tap into a desire or dream readers didn’t even know they had until the book was in front of them.

I’m sure some of you will disagree that you don’t need an audience to publish a book, especially the nonfiction authors. In fact, I hope you will, and then we can discuss amongst ourselves. I believe an author can use a book to build an audience. It all goes back to #2: You have to want to work that hard.

Your reasons for why you shouldn’t publish your book yet may be different from mine. I’m curious to hear them. Comment to this post!

c. 2010 Beth Barany

For more information, please visit Beth's TNNW Bio.

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GET PUBLISHED NOW: 3 Reasons Why You Shouldn’t Publish Your Book

SNAPSHOT: Egypt

SnapShot with Stefanie Gorder

SnapShot is a monthly column offering a collection of travel & networking concepts to destinations and activities worldwide.
Expose yourself to travel!
__________________________________

SnapShot on Travel came about when I first started publishing articles over a dozen years ago. Being in the travel business, I often find myself in interesting locations. It seemed like a natural fit to mix my adventures with writing. As SnapShot has developed, I left the comfort of the spectacular beauty of Alaska, wrote about North America and now have expanded to include the world. This month, SnapShot brings you in touch with a travel expert who at the time of this publication is actually in Egypt cruising the Nile River. Sit back and explore Egypt through the words and photos of Lynn Holinski of Select Holidays.


Personal Discovery - The Beauty of Egypt
By Lynn Holinski
Select Holidays

The history of Egypt and its’ ancient civilization is very intriguing. Sights include the world famous Great Pyramids, which are guarded by The Sphinx; Museum of Antiquities in Cairo; ancient artifacts of the Karnak Temple; Valley of the Kings; Luxor; UNESCO sights of Abu Simbel, an amazing Sound and Light show, and luxury river cruising with sights and stops along the shores of Lake Nassar and the Nile River. For many, the camel riding, felucca ride, tombs and temples, Egyptian food, gold, Egyptian cotton, or local Bazaars are the draw to this remarkable area.


Cruising the beautiful Nile River that is in Egypt’s lush agriculture land is amazing. It is sometimes hard to realize we are surrounded by desert but the heat of the day and the coolness of the evenings make this a reality. To experience the people of Egypt has given me a completely new realization of the Muslim people and their religion. The opportunity of working/touring with the Egyptologist who handles our guiding gives me appreciation of the passion they hold for their country and history. To see these amazing wonders is truly incredible! We are talking going back to 3000 BC and still being able to view it and still having discoveries made!

Of course not only is Egypt full of history but it is home to the Red Sea, some of the best snorkeling and diving to be had and the beaches are beautiful! Golf courses, restaurants, and much, much more…..




Tour Egypt with Lynn

Upon arrival into Cairo, we have a quick overnight stay and then fly out early the next morning to fine our wonderful ship, The Eugenie”, which will be our home for the next four nights. This is a first class cruise down Lake Nasser, which was formed after the building of Aswan Dam on the Nile River. Here we visit Abu Simbel, the twin temples originally carved from the mountainside side during the 13th Century BC. These were relocated here in the 1960’s due to the building of the Aswan Dam. Now a UNESCO site. In the evening we see the amazing Sound and Light Show, one you will never forget. During our cruise we visit the temples of Amada, Derr, Kalabsha, Beit el-Wali, and Kiosk of Kertassi. Cruising Lake Nasser aboard the Eugenie is a first class experience with fine dining, full spa amenities to use during your free time, steam bath, exercise equipment, sun decks, swimming pool, air-conditioning and full en-suite amenities.

After experiencing Lake Nasser for four nights, we will disembark and transfer to cruise the Nile for three nights aboard the newly renovated “MS Tulip” luxury riverboat. During the cruise there is free time to relax on board and take advantage of the ships amenities as well we will visit Aswan with its busy markets and tourist centre, where you can purchase your treasures for home. We will take a felucca ride (a traditional wooden sailing boat) around Elephantine Island. You guessed it….the islands are shaped similar to that of the elephant’s tusk. One of the evenings aboard the Tulip will be a Galbeah, which is an evening we all will get the opportunity to dress in Egyptian attire….lots of fun! Again fine dining and wonderful cruising, give you the up close and personal experience of the banks of the fertile Nile River as we float along. We will cross through the Esna locks and visit Edfu on the west banks of the Nile River before completing our Nile River Cruise in Luxor, where we stay one more night on the boat and tour the city of Luxor, known as the world’s greatest open air museum. Across the Nile lie the monuments, temples, and tombs in the Valley of the Kings and Valley of the Queens. If you want alabaster….Luxor is the place to purchase this.



We return to Cairo for two nights. This is a city with everything…. hotels, entertainment, restaurants, monuments from throughout the history of Egypt and even golf courses. About ½ of the Egyptian population live in the urban centers. Cairo’s population is about 20 million people. While in Cairo we will visit the Museum of Egyptian Antiquities, an extensive collection of ancient Egyptian antiquities in the world. For history lovers you will have the opportunity to exam over 120,000 items on display including 27 royal mummies from the pharonic time as well as other kings and queens. It also has a large collection of artifacts used throughout the life of King Tutankhamen (King Tut). Besides history, you will have the opportunity for some shopping at Egyptian cotton stores, perfume stores, papyrus galleries, and even bring home one of your own certouis.


In Giza we will visit the well know Sphinx (with it’s broken off nose) which stands guard over the Giza Pyramids. The largest of the 3, is about 145 meters tall and was built over 4000 years ago. These pyramids are the 3 tallest pyramids but there are over 70 pyramids strewn through the Nile valley. When you visit these amazing structures one wonders how did those people do this? Truly seeing is believing! The opportunity to ride a camel is also available and I do believe a must!!!



For more information on traveling to Egypt, contact our travel experts at:

Select Holidays
Lynn Holinski
Email: lynn@selectholidays.com
Web: www.SelectHolidays.com

This destination is available in February of 2011 and a featured tour at Travel Alliance Partners.


A shout out to Lynn Holinski of Select Holidays for assistance provided to create this article! Thank you for the great introduction to Egypt and I hope you’re having a fantastic adventure right now!

________________

Submission for: March 2010

Stefanie Gorder, ctp, ds
marketingCents, llc

Email Stefanie Gorder at Stefanie@marketing-Cents.com
Web: marketing-Cents.com
Twitter: @Stefanie Gorder

SnapShot is a monthly column offering a collection of travel & networking concepts to destinations and activities worldwide. Expose yourself to travel!

For more information, please visit Stephanie's TNNW Bio.

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THIS ARTICLE--THIS AUTHOR--YOUR FEEDBACK

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SNAPSHOT: Egypt