Update: "I just came back from a martial arts camp in the mountains," Jeanine explained. "They teach a non-contact form of martial arts while focusing on inner-discipline. You have to try this out next time."

"Can you fly through the air," I curiously inquired.

"No," she laughingly replied.

Then I'm not sold, because it sounds like an intense workout that I'd forget once I returned to civilization. If they can teach me to fly through the air—I'd rearrange my schedule, get a cash advance and hock my valuables to enroll into the next camp.

Did you notice the difference in my response?

Of course you did. Jeanine told me about a camp. I wanted to know how I can fly.

One is a logical appeal—the other is an emotional appeal. I'd resist paying for a martial arts camp, but I'd throw money at you if you can teach me to fly through the air. I'll cover more of this with an assist from a fellow marketer in today's...

Feature Article: Profitable Promotions Using IRS

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"Un" Normal...

I attended a speaking event at DivX, a digital media company that provides consumers with an absolutely breathtaking hi-speed video experience. The building looks like any other office complex from the outside, but when you enter the premises you'll be surprised that there are no offices inside. It has the feeling of an "un" company.

From the exposed tubular ceiling vents, to the free-flowing paint splotches on the walls, to the "un" normal anything office-like... you had the notion they hire creatives who are bent on thinking differently and defiantly. Sort of like rebels without a cause, but on a journey pioneering uncharted territory in the digital media spatial continuum. Making my way past a dozen surfboards through the locker room, littered with towels and basketballs, toward the restroom—you could sense there was nothing tidy, neat or structured about these out-of-the-box rebel thinkers.

Which leads me to ask...

Are you a creative rebel pioneering uncharted territory in your industry? Do you think "un" conventionally? Has formulating ideas on the outskirt fringes of normalcy been your daily activity?

Profitable Promotions Using IRS

Dear Associate,

It's happened again...

Another business owner facing hurdles on her recent promotions. You know the ones I'm referring to. The ones where you send out your marketing message to a targeted universe and the response is rather flat.

My latest colleague is an international trainer, consultant and business strategist. She teaches about the importance of creating new markets instead of competing for the same ones. This concept isn't new to the business arena. What's new is the way the movement's founders have transformed this concept into a brand name. Sort of like what The Secret did for The Law of Attraction.

So why are her promotions flat?

I can't tell you yet because I haven't seen them. But I'm sure I've got a clue.

You see, she's promoting the brand. Everything from her business cards, website and marketing materials promotes that brand. I mean everything. There's not a single benefit in sight.

Why isn't this working?

Because a brand is only good for those who recognize it. Brand name affiliation doesn't work for those who don't identify with it. Here's an example...

Let's say some guy wears a t-shirt with Team China Basketball on the front. It would mean very little to me because I don't have any clue about that team. I don't identify with that brand like I'd identify with Team USA.

Can you now see why my colleague is having a tough time creating new markets for herself when that's exactly what she teaches her clients to do? Her targeted prospects probably do not recognize that brand. If that's the case, her response rates will remain flat.

What can she do?

I'm going to turn this over to Bill Bonner, a publicist who began with a travel newsletter back in the 70's that blossomed into a $300 million publishing empire. All without having a brand name to boot.

How's that?

Bill used the fundamentals of good marketing: If you buy this... you'll get this, that and the other. This is the kind of marketing process that gets sales and acquires new customers. He even gave this process an acronym of his own: I.R.S.

Let's take a closer look at this process for profitable promotions:

1) First you'll have to "Interrupt" your targeted audience with an idea that's big enough to love, but also one they haven't heard before.

(People think and operate in patterns. If you don't interrupt their thinking, you won't get their attention. And if you don't grab their attention, they'll be content without your product or service.)

2) Next you'll "Reveal" what you're talking about, how it emotionally connects with your audience, and why it's valid and important.

("Hey mister, you need this," is what you're communicating. But you're also explaining why he needs this. And also what he'll get after he buys it.)

3) And finally you'll "Sell," forging the connection between your big idea message and the product or service you're offering.

(Selling is the reason why you're in business. Because you're solving a problem or satisfying a desire. You're making an improvement in the life of another.)

"We're in the disruption business," Bill likes to remind his marketers, product managers and copywriters. Of course, you realize this IRS approach is different than branding. My colleague above could use a little disruption.

In a sense, aren't all successful companies in the business of disruption? Complacency is the death knell to sustained success. If you're in agreement—then whom will you disrupt today?

Warm regards,