How fast can you change the game?

Truthfully, I have never been much of a soccer fan. I played football, you know, AMERICAN football... not some game for "grass fairies". Then I signed the North Shore United Soccer Club as a client and all of a sudden, I'm talking corner kicks and FIFA World Cup!

OK, so some sales are made out of necessity. But when it comes to making a new pitch, maybe no place is more hard fought than the land of television commercials (which now have the chance to go viral), seeking out as big a targeted audience as they can find — while attempting to convert someone to a sale (actual or emotional) in :30 and :60 second clips. Now that's a tall order.... and no wonder why so many fall short so often.

Yet, as these few clips will showcase, you don't have to talk up the specific benefits of your own product to gain the associative feelings that go along with a more "compelling message". Find what's "sexy" about your sale and sell it with gusto. Far too many of us think it's the widget and what's in the widget. You couldn't be more wrong. All I want to know right now as a potential customer is, "what does it do for me?" Answer that in a compelling way, even if it's only: "it makes me laugh, or feel good or think a fond memory."

When you view the spots below - do they say anything more than that? Yet, do you feel more likely to buy what they have to sell? I think you'll have to say, "yes".

Football Evolution from Visa (It's like Jack Black vs. the World - very funny.)



Sony Bravia's Superstar (tap into the dreams of your youth - very poignant)



Journey of Football from Puma (win the world, even if you're not a sponsor!)


What's more, this is a lot like what you see in the best of social media today. If you come on too strong, you're more likely to turn people away, but caress them honestly with your like-mindedness, and they may in fact, turn to you for your expertise, your products and your services.


See if you, too, can be turned away from touchdowns to GOOOOOAAAAAAALs!!!  (That is, at least for a month while the World Cup takes center stage starting June 11th)
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How to become a millionaire from someone who isn't one.

Write a book on "How to become a millionaire." Fake it until you make it, right? Well, that doesn't sit very well with me - or most Midwestern types. And it's not really the million dollars that we're after, is it? It's what it could do for us, our families; the financial stress it would relieve; the trips and boats and cars and fancy parties down by the lake. Now that you put it like that, well, who wouldn't want that?

Hey, how about the lottery?
Let's face facts: WE AREN'T GOING TO WIN THE LOTTERY. EVER. "But someone has to win," you say. Someone eventually will, but the odds are so stacked against us all that you could spend a thousand lifetimes and never come close to the jackpot. (I once had 3 numbers right and was off by one or two for the remaining three! I won $7)

The truth is, the only way we're going to earn (and I mean 'earn') our fortune is to work for it. Not a rocket scientist? No problem...

Start cultivating your own million dollar ideas.
Everyday, in every way you can... and here's the kicker - SHARE THEM with anyone and everyone who will listen. That's my plan. And before you say I'm crazy, understand this: I have helped make fortunes for other people and their businesses because I was the guy hired to help market their products, their services and their businesses; to help promote that which was best and jettison that which was not; to re-invent the mousetrap just about every single day. It's a daunting task, and it isn't easy, but I love doing it and couldn't stop if I tried.

But I got an itch...
Why don't I start doing this for myself? Seems like a noble purpose. My wife sure wouldn't mind a trip to Tahiti - and I might even be able to tag along! Don't get me wrong, I make a nice living doing what I do - but it ain't the high life - at least not yet. So I made a vow: share your ideas. 100% of nothing is still zero. 1% of something is better than zero. I suspect that if your brilliant brainstorm were any good, and it was stolen (just like you think it would be), that the thieves might actually throw you a bone after they've made their killing. Even better, you can sue them and amass your fortune that way, or better still, you go on the Today Show telling your story to get picked up as a reality TV show. Either way, you make money.

Want to know the real odds-on-bet?
NO ONE WILL PICK UP YOUR IDEA. They might nod and smile, some might even dabble with it for awhile, but when it comes right down to it - your idea is safe because it will take time, energy, money, blood, sweat and tears to bring it to life. Who would do all of that unless it was "their" idea? The reason you share your million dollar idea is to get feedback. Help. Investment. Criticism. Support.

I just joked on FaceBook with a friend that I invented "warm" fusion when I was 12. I did. You run a laser into a mirrored sphere and the laser beam bounces off the walls like a Spiro-graph and all of the beams intersect at the very center. You drop in a bit of U-235 and WALLAH! Instant fusion AND the outside laser lines stay cool. It's only the center that's at a zillion degrees. (Geez, that's like a trillion dollar idea!) Only, I'm not a rocket scientist, nor could I ever be. Maybe this is completely stupid. Maybe it has been tried 500 times and failed. But what if it hasn't? What if no pointed-headed rocket scientist ever had the thoughts of a 12 year old? Maybe he/she can run with it. How cool would it be to say, "I invented controllable fusion, and you can thank me for saving the planet"? It's kind of like being Al Gore.

There's no such thing as a free lunch.
My father told me that. It's as old as dirt. But it's true. So what are we to do to start harvesting our fortunes? By getting feedback from friends, family, business associates and complete strangers, you increase your chances of actually producing that which you conceived. An endorsement to a prototyping guy; a clever addition to your storyline; the key ingredient to your recipe... who knows. Be prepared for some "good" nay-saying, too. If they don't get your idea - that's not a reason to run home, but it is a good reason to re-think how you need to pitch it. Keep refining it. Most folks would love for you to succeed. Helping you invites them to hope that maybe you'll share a bit of the wealth when your ship comes in.

I'll be adding more on this blog. Maybe we can both meet in Tahiti ...I hear there's room.

A Young Designer's Primer on Selling

The young designer meets with the business owner. He shows his portfolio, proud as a peacock for the wonderful logos, posters and web pages he's designed. He tells the owner his design philosophy, his going rate and then asks for the owner's business.

He doesn't get the job. The owner doesn't even pay for the coffee.

He walks away with his beautiful stainless portfolio and curses under his breath that the business owner is a jerk for not understanding real talent when he sees it.

What our friend doesn't recognize is — whatever they may be. I've found it very possible (even likely) that the portfolio never needs to be shown to a prospective client. Especially in today's world, where your website is your OPEN 24 HOURS sign. Your prospect will have already viewed your work before he's ever met you.

Focus on the business owner.

The "mission" then, is to listen and to ask a series of questions that draw out what the owner is most interested to achieve; where there may be new opportunities; and what concerns he's in need of fixing. Most importantly, you're a conduit to getting him sales. How you fit into the equation is the answer you seek. For many, just figuring out the equation is half the battle.

Freely providing opinion, counsel and advice on how to handle the work is something worth providing. All too often, designer's become very protective of their work - fearful that it will be stolen. The truth is that most people can't do what designers do. Go ahead and offer up big ideas... the more the merrier. It has been my experience that the report (read "trust") with the prospect increases dramatically, allowing the project to be awarded to you without ever even asking for it.

Now, young designer, go out and "sell" by asking the best questions in town.