During the holidays I actually had the time to read a fascinating book. It was a motivational way to start the New Year. Kody Bateman’s powerful book, Promptings: Your Inner Guide to Making a Difference, takes the reader on a heartfelt journey action-packed with stories that teach you important life lessons. Here is an example: Kody has a black lab named Gus. As with most labs, Gus likes to play fetch. Kody loves to walk in the back yard after work bouncing a tennis ball. As soon as Gus notices the ball he goes crazy.

Gus looks at Kody with his happy eyes, furiously wags his tail and impatiently waits for the fun to begin. When Kody throws the ball, Gus takes off on a dead run and snatches it in his mouth as fast as he can. He always runs right back to Kody with the prize. When he gets back to Kody, he doesn’t let go of that ball. He usually has to pry it out of his mouth. After a toss or two, the ball has usually been slobbered all over and covered in dirt. After several throws, the ball is grimy, slobbery and dirty…but Gus doesn’t seem to care. He will snatch the ball up in his mouth and come running back to Kody for more.

By this time in the game Kody likes to bring out another shiny new tennis ball. Gus will come back with the old grimy ball in his mouth and see that Kody has a new one. He is so excited at the possibility of getting his jaws around the new ball. As Kody bounces it in front of him, Gus watches, while still keeping a tight grip on the old grimy ball in his mouth. When Kody finally throws the new ball out in the yard, Gus will run out to it as fast as he can. But when he gets to the ball he stops, looks down at the new ball, looks back at Kody, looks back down at the new ball, and wonders what to do. You see, Gus refuses to let go of the old tennis ball, so he can’t figure out how to pick up the new one. In his confusion, he will lie down next to the new ball – and the game will be over.

Now before you start calling Gus crazy or dumb, Kody challenges us to analyze our own lives. How often do we see opportunities come our way, get excited about those opportunities, but find ourselves unable to take advantage because we have some old tennis ball — or an old, limiting belief — we are hanging onto?

What are some of the old tennis balls keeping you from living your full potential?

A recent segment on National Public Radio caught my attention, enough so that I went online to learn more about the issue. The topic was a current advertising campaign targeting childhood obesity in Georgia. Through billboards and television ads, Children’s Healthcare of Atlanta’s “Strong4Life” campaign is intended to shock the general public into understanding the gravity of Atlanta’s childhood obesity problems.

Linda Matzigkeit, vice president of Children’s Healthcare of Atlanta, says nearly one million children in Georgia are overweight or obese. She went on to say “This is a medical crisis, and I say if you don’t believe me, come visit our hospital and see the kids we are now taking care of – that more and more have type 2 diabetes, hypertension, need knee replacements – and it’s breaking our heart to see these adult-type diseases in the children we serve.”

However some feel the campaign is cruel, relying on scare tactics that may be too harsh for their audience. NPR interviewed Rodney Lyn of Georgia State University’s Institute of Public Health who said based on his research, the ads can hurt the market they’re targeting.
When I went to Strong4Life’s Facebook page to take a look at their recent wall postings, I saw maybe a total of one positive reaction to the campaign. Most were “shame on you” and “dehumanizing campaign” comments.

As a marketer, I can see that this campaign has reached at least one goal: it’s been getting an incredible (albeit somewhat negative) amount of reaction which is therefore spreading the campaign even farther. However, as an individual, I do wonder if the results of this scare-tactic campaign will be truly effective in raising awareness and modifying behavior.

I’d love to hear your thoughts. Does this campaign hit home or just hit too hard?  

Once again, Grant Johnson, founder and CEO of Johnson Direct, makes his forecasts for the trends and strategies that will play a larger role in marketing for the coming year. Read more…

Curious about Grant’s predictions for years’ past?

2011: 7 Marketing Predictions for 2011 (Plus One for Good Measure)

2010: 10 Marketing Predictions for 2010

Happy New Year from your friends at Johnson Direct!

American designer Charles Eames said, “Design is a plan for arranging elements in such a way as best to accomplish a particular goal.” We couldn’t agree more, and our newest addition, Michael Schwobe, has shown that through smart digital design, great and measureable results are realized.

Johnson Direct is pleased to welcome Michael as its newest addition to our dynamic and growing interactive marketing communications team. As Senior Front End Developer and Interactive Designer, Mike is responsible for taking web and interactive concepts from static demonstrations to living code using HTML5, CSS, XML, AJAX, jQuery and JavaScript and emerging technologies.

Michael’s strong graphic design background paired with his proficiency in digital trends and industry-leading technology are what make him an exceptional front end programmer. His expertise with Adobe Creative Suite software blends naturally with his coding talents in HTML5, CSS3 and jQuery.  Michael is also well-versed in multiple language environments, including ASP, .NET MVC, PHP/MySQL, WordPress CMS, AJAX, and Java.

The traits that make Michael really stand-out include his efficient coding style and attention-to-detail, ensuring timeliness and high quality output. Working closely with his JD peers and our clients’ team leaders, Michael establishes and executes UX strategies for new and existing online properties and content. He creates valid and standards-compliant code that focuses on delivering the best possible user experience for our clients’ interactive and multichannel initiatives; and develops response-driven, user experience components, websites, blogs, digital ads and assets, email campaigns and other online marketing materials.

Michael is a UW–Oshkosh graduate with a Bachelor of Fine Arts in Graphic Design. His work experience includes the strategic planning, design and development of hundreds of B-to-B and B-to-C website, blog, email and social media deliverables for household brands like Disney,  McDonalds, Shopko, and Firestone; nationally recognized companies such as National Pork Board, National Restaurant Association, Navistar and NFLPlayers; and internationally known businesses including Kimberly Clark, Master Lock and Global Brewers Initiative.

Be sure to keep up to keep up to date with Michael by linking in with him at: http://www.linkedin.com/in/michaelschwobe.

Have you ever wondered whether your co-workers are from another planet?

Or ask yourself how they were raised or brought up?

Ever wonder why they don’t always seem to get it…meaning why they don’t see things the way you see them?

What about those co-workers from Generation X? Ever wonder EXACTLY which planet they are from?

Ever get to work and wonder why the aliens are so dang chipper in the morning? Or why they don’t have alien school for learning how to wash their own dishes? Ever find yourself listening to them talk and all you can hear is blah, blah, blah? Ever wonder how they landed here in the first place…in your company? Ever go in your office, close the door and hope the earthlings have returned when you open it…well, not all the earthlings but the ones that dutifully follow all the rules, have personalities that compliment yours, the ones that are easy to get along with and pose no problems to your existence whatsoever. Ahhh…nice dreamy, thought. Wake up! Smell the coffee! It’s not going to happen. The aliens are here to stay. But if you consider the following tips, you will learn how to successfully cope with the invasion. You may also realize that you are an alien yourself and that others have to learn to deal with you as well.

First, you have to recognize that each of your alien co-workers was sent to your workplace for a different reason. Without any one of them, your pie would be missing an important piece. They were each given special talents and gifts to bring to your organization to help bring about your company’s success. Some were commissioned with counting beans, some with developing websites, some with writing skills, some with selling and some with just the job of entertaining you while you work. If you train yourself to focus your thoughts on appreciating and celebrating the unique contributions that each of them brings to the table, you might find yourself making friends among your alien-coworkers.

Secondly, you must recognize that personality differences bring balance and more importantly, humor to the workplace. If we didn’t have the narcissistic leader types, the nose to the grind workaholics, the cruising conversationalist, the grouchy don’t speak to me until after I’ve had my coffee types, the health nut psychotics and the ones walking around still trying to figure out what planet they landed on…we wouldn’t have any vision, wouldn’t get anything done, wouldn’t live long and wouldn’t have anyone to laugh at. Woven together, we make a beautiful pattern and our inter-dependency is evident. You have to open your vision and your heart to accept that our differences are really okay and actually necessary and vital for productivity and progression.

And finally, one has to realize that while you’re sitting in your office mapping each of your co-workers to a specific planet (Hmmm…I think Jane is from Mars. Chris acts like he’s from Jupiter and Lulu is definitely from Saturn), they are sitting in their office trying to figure out where you come from as well. “That Mara…she’s from outer space… period!”

Deployment takes a huge toll on military members and their families. When troops leave their families at home while they travel hundreds, even thousands, of miles away and often into hostile territory, their loved ones often face unanticipated financial demands that can’t be resolved through existing means.

That’s why, for the fifth consecutive year, the Veterans of Foreign Wars Foundation is partnering with participating Burger King® Restaurants to raise funds for the VFW’s Unmet Needs Program. The Unmet Needs Program helps to meet the basic, essential needs of troops and their families such as:

“Burger King® Franchisees continue to do wonderful work for America’s military families,” said VFW Foundation Director John Lowe. “The VFW Unmet Needs program helps military families in their greatest times of financial need, and it is through the support of great companies such as Burger King® and their wonderful patriotic customers, that we are able to provide such great assistance.”

Grant’s recent blog post “The Art of StorySelling (Part One)” reminded me of the value of case studies and application stories as they are often called in the business-to-business marketing world. Case studies offer a great example of StorySelling in action. They can provide powerful proof of benefit claims about a company’s products or services and demonstrate firsthand how you offer solutions to customers’ challenges.

While you need to temper how much “selling” is woven into the story (especially if you are pitching it for publication) when written correctly, case studies can be a very effective tool to showcase your products, services or technology. The third-party credibility of a customer who is helping to tell your story is significant, so it’s no wonder that case studies are often included as a tactic in PR programs. We’ve seen them generate 25 to 30 percent of a company’s leads in some of our campaigns.

Customers and prospects find case studies appealing because they can learn from the examples. Publications are most interested in using stories if they quantify results such as cost savings, quality improvements, process improvements or other efficiencies.

If you’re interested in developing a case study but aren’t sure where to start, consider customer stories that will illustrate success and offer unique insights. Combine a problem/solution scenario with the use of new technology or equipment, innovative design, environmental benefits or remarkable results and  you’ll have a recipe for a strong case study opportunity. Of course, you’ll need to get your customer’s permission to interview them and write the story from their perspective. We also suggest having them review and approve what you write. It’s also a good idea to ask for photos to illustrate the story or even hire a photographer.

Once you have written and published your case study there are many opportunities to repurpose it so that it works even harder for you. For example, you can obtain permission to reprint it and include it in a mailing to customers and prospects. You can provide a link to it from your website pressroom and/or blog. You can revise it using a stronger selling style and self-publish it as a sales tool for your team. You can include an excerpt in your newsletter. You can use it as a handout at trade shows. You can tweet about it. The possibilities go on and on.

Through the stories they tell about your company and products, case studies will help you increase visibility and name recognition, establish personnel as industry experts and lead to stronger sales. That sounds like StorySelling.

As more and more marketers identify the need to execute fully integrated and measurable campaigns, we here at Johnson Direct have continued to grow our team in an effort to meet the increasing demand. Our latest addition to the Johnson Direct team is Laura Rodriguez. Laura’s energy and experience has already made a measurable impact on the accounts she’s supervising and we couldn’t be happier to have her on board.

I recently asked Laura to put together a brief introduction/bio so our readers could get to know her a bit better. So, current and future JD client partners…meet Laura Rodriguez!

———
Hello I’m Laura Rodriguez, the new kid on the block at Johnson Direct. Well, definitely new, but not really a kid. I have over 25 years of experience with a track record of developing and implementing integrated marketing efforts that achieve business objectives. I’ve been on both sides of the fences: Client-side and agency-side; B2B and B2C.

My special interests are:

• Brand positioning and messaging
• Strategic planning and tactical integration
• Qualitative and quantitative research
• Creative platform development
• Budget and process management

Why Johnson Direct, you might ask? As I was searching for my next career opportunity, I met Grant Johnson through an American Marketing Association event. To be honest, I didn’t know a great deal about his company and had it in my head that they only handled direct mail.

To my pleasant surprise, I’ve found not only an employer that offers a full arsenal of marketing tools (brand development, web design, interactive marketing, public relations, advertising, research, events…and, yes, direct response) but one with a business philosophy that is totally in line with mine.

Namely,

• Relationships matter, both internally and externally
• Honesty and integrity are paramount
• Marketing needs to be measurable

In today’s business environment with slashed budgets and the demand for accountability, these three tenets make so much sense to me. I’m very excited to be part of the Johnson Direct team.

On a personal level, I’m gratefully married to the love of my life, Bob, and have two elderly cats. I try to stay active with running, biking and swimming – stay tuned for another triathlon attempt next summer. I enjoy overseas travel (I’ve been to Thailand, Israel, Greece, Turkey, Holland and Great Britain) but am staying close to home for the near future due to our 1938 Bayview bungalow fixer-upper.

Over and out.
——–
If Laura seems like exactly the kind of person you want managing your account, contact me today at scott.dettman@johnsondirect.com and I would be more than happy to make an introduction.

Also, be sure to check back next week to see a great blog post by our VP of Client Services Lisa Robbins on making the case for case studies.

Kind words about our founder and President Grant Johnson from a world class marketer and his long-time friend, Alan Rosenspan.
***********************************************************
Bright Ideas Offer
Grant Johnson knows all about treasuring his clients.
As the founder and president of Johnson Direct in
Wisconsin, he is a nationally recognized and respected
author, consultant and speaker.

At the recent DMA Annual Conference, Grant handed out his
terrific 48-page booklet, 99 Bright, Measurable Marketing Ideas.

The ideas are for everything from SEO (Search Engine
Marketing) to Public Relations to Direct Mail. And they are
all written in a simple, engaging style designed to
stimulate your thinking.

Grant also includes a couple of fun quotes about
advertising, including:
“He who has a thing to sell,
and goes and whispers in a well,
is not so apt to get the dollars,
as he who climbs into a tree and hollers”

For a free copy, e-mail grant.johnson@johnsondirect.com
Grant’s booklet is a great companion to my 101 Ways to
Improve Response, which I would be delighted to send you.
So you’ll have 200 ideas to choose from!

Alan Rosenspan
ARosenspan@aol.com
***********************************************************
Email me today at scott.dettman@johnsondirect.com and I’ll be sure to get you a free digital copy of Grant’s book.

Does the name Dick Fosbury sound familiar?

If you are a sports fan, a tad bit older and follow the Olympics, his name will be instantly recognizable. If not, here’s the background: Prior to Mr. Fosbury, most elite high-jumpers used the Straddle technique, Western Roll, Eastern cut-off or even Scissors-Jump to clear the bar. Everyone did the high jump the same way; they ran to the bar and rolled over the bar, face forward. Not Dick. He ran full steam ahead, contorted his body, turned and jumped backward at the bar just prior to take off, arching his back and lifting his legs over him. Everyone laughed. Until he broke all the records. He won the gold medal in the 1968 Summer Olympics using his technique.

Everyone was doing the high jump the perceived correct way; but Dick Fosbury and his “Fosbury Flop” showed everyone the right way to do it. The moral: the popular way is not necessarily the correct way. Every high-jumper today uses the “Fosbury Flop.”

This is the first of a three (3) part series on StorySelling: What, Why and How to do it correctly. When used properly, it’s an effective sales closing technique that will aid in soft selling your prospects. This first article will deal with WHAT StorySelling is and what makes it different from regular StoryTelling.It’s the same with StoryTelling. Lots of folks do it, but they could be doing it better by changing to StorySelling. This applies both to firms that use it and to any full service marketing agency that is hired to implement it on behalf of their clients.

“StorySelling,” as I call it, is the art of telling an emotional and compelling story, regardless of medium, to effectively convey a call to action that sells a product or service, or gains a donation from the recipient.

A good story is something the recipient can read easily, relates with and which effectively touches that something inside of them but does not often urge them to take action. The key to your success is to go beyond the story and to think about your call to action, from the prospective audience(s) vantage point. It’s really more about gentle persuasion than overt selling when done correctly. That makes StoryTelling, StorySelling.

Here are some great StoryTellers:

* Music: Gordon Lightfoot, Harry Chapin, Bruce Springsteen, Bob Dylan

* Books: John Grisham, Shel Silverstein, James Patterson, Steven King

* Movies: James Cameron, Francis Ford Coppola, Woody Allen, Oliver Stone

* Plays: Andrew Lloyd-Webber, Arthur Miller, Tennessee Williams, Neil Simon

All great indeed but not StorySellers, any of them. If you look at Anthony Robbins, Oprah Winfrey, most seasoned politicians and legendary pitchmen, you’ll discover it.

It’s what made Billy Mays rich and Oxy Clean famous.

StorySelling is similar to full circle branding in that the story ends with a meaningful conclusion; in the case of measurable marketing a call to action to purchase or give. When done correctly both the advertiser and the responder win because ultimately they feel good, oftentimes excited about the action they just took. When done well, they go on to tell friends and they do the additional StorySelling for you.

Remember: People hate to be sold, but those same people love to buy, give or lend a hand. Great StorySelling then gives reasons for the recipient to take action. It incorporates purchasing options. In order to get to the call to action, it’s best to explain how the product or donation will help them or those who receive it. You need to lead with emotion and justify with logic. It’s the logic that takes the emotional StoryTelling to the next level of StorySelling.

Simply spend some time analyzing great infomercials and you’ll see what great StorySelling is about. Or, read ads from Oreck, Harry & David or Bose. They understand StorySelling. And, they are very successful.

By way of example, an agency I know works with an important non-profit agency in southeastern Wisconsin that provides multiple social services to a wide variety of people. When we first became partners in direct mail campaigns with them, they were spending $25,000 per year on direct mail, and receiving about the same amount in return. Not-with-standing the potential lifetime value of the donors who made the gifts, this is still not the kind of return a non-profit executive wants to see.

They have done work with them for eight years now, and each of the direct mail pieces they have done for them has focused on an emotional, factual story of one element of their program. Of course, they have done considerable work in finding the right lists to target and have done extensive testing.

In those eight years, they have increased their annual direct mail expenditure to about $185,000 … with an annual return of more than $1 million! Now that’s a return a non-profit exec can get behind! That’s the power of StorySelling.

In the next article we’ll cover the reason WHY you need to be StorySelling today, right now.