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Shake That Brain!® Solutions
Volume 2, Issue 1 |
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To help you Shake That Brain! and discover solutions for maximum profit. IN THIS ISSUE: 1. HOOKS, BOOKS, TEE-SHIRTS AND BUMPER STICKERS ^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^ Whether you need to promote your products, services or ideas – and you do! – what you want is: a) a hook THE HOOK: Consider the following examples – each transformed from "me too" positioning to something SPECIAL via a hook. From: A 10-page pamphlet originally entitled, "The Modified Carbohydrate
Diet." The best-selling book, "The South Beach Diet". (Eight million copies currently in print). From: The misunderstood undergraduate course, "Home Economics for Boys". To: The wildly popular, "Bachelor Living". From: The ho-hum "Specialty Bead Shop" To: "Killer Beads!" ^^^^^ "But I'm in education and research. Do I really need a 'hook?'" Absolutely. Last year, the University of Pittsburgh received National Institute of Health research grants to the tune of $346 Million -- #8 in the country. Dr. David Kupfer, head of the university's psychiatry department says: "You need a tee-shirt." In other words, you need a quick, memorable phrase that tells the world what your product, service or need for funding is all about – something you could put ... on a tee-shirt. Likewise, veteran lobbyist Linda Lipsen says: "Whatever you do has to fit on a bumper sticker." Last year, she and her staff at the American Trial Lawyer Association helped defeat a Senae bill by a 57-40 vote with the help of a fax blast entitled: "Hooters and Polluters." The bill, in fact, had very little to do with Hooters – but it served as a "hook" to capture the attention of 57 U.S. Senators – some of whom even cited the fax in their statements on the floor. Next, consider your ... OVERT SELLING MESSAGE: In addition to a hook (like "Hooters and Polluters") you also want an overt selling message – something that instantly conveys how your buyer will benefit. For example, consider the title of the best-selling book: "Thinner Thighs in 30 Days." Is there any-doubt-whatsoever as to how the reader will benefit!? TRUE STORY: It's 1997 and the award committee for the Charles Stark Draper Prize – awarded annually to "increase public understanding of the contributions of engineering and technology" decides that this year's prize should go to Professor Vladimir Haensel for his work in developing "platinum reforming" – "a chemical process for refining petroleum, making lead-free gasoline and for turning refining into an efficient operation with a multitude of economically useful byproducts." But the committee's concerned (appropriately) that it's going to have a tough time getting publicity for "platinum reforming." So they work ... they work some more ... they SHAKE THEIR BRAINS! ... and, finally, they come up with a sound-byte (or tee-shirt) that is both accurate and accessible. They tell the media that without this thing called platinum reforming: "All of our IQ's would have been 10 points lower, on account of all the lead in the air." Imagine the following (completely hypothetical): Imagine that when Prof. Haensel was looking for research money for his work he had gone to a funding group and said: "Ladies and Gentleman: If you DON'T fund this research, everyone in this room is going to lose 10 points from their IQ." How's that for an overt selling message!? Finally ... What happens when you combine a hook AND an overt selling message? A lot. For example, forget trying to promote an adult education course entitled: "How to Find the Right Person to Marry" Instead, give yourself a hook AND an overt selling message with the infinitely-improved: "How to Avoid Marrying a Jerk!(Or a Jerkette)" Same content. Same program. But a "new and improved" selling message. ^^^^^ What's in store for next month's newsletter? "How to Get Your PhD – Absolutely Free!" (Am I serious? You'll find out.) ^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^ This newsletter has been brought to you by Joel Saltzman. Joel is a speaker, facilitator, consultant, and creator of the "Shake That Brain!®" system for Business Solutions: for building better teams, increasing sales, and improving the health and vitality of your business and personal life. To learn how Joel can help your organization, click on: http://shakethatbrain.com/wow Joel is also the publisher and founder of Shake It! Books: http://www.shakeitbooks.com/ TO SUBSCRIBE: If this newsletter has been forwarded to you and you'd
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to: join-stblist@mh.databack.com This list (and your participation in it) will never be sold, rented, or used for any purpose other than to entertain and inform you with our FREE Shake That Brain!® newsletter. TO UNSUBSCRIBE: If you'd like to unsubscribe to our newsletter, simply click this link: http://mh.databack.com/c.php?L=stblist&E=#email# TO BE HEARD: Send all comments, criticisms or suggestions to: joel@shakethatbrain.com This email newsletter is intended for the use of subscribers only and may contain information that is unsuitable for overly sensitive individuals or persons with no sense of humor. This document may not be folded, crushed, cracked, punched, tenderized, pulverized, axed, nixed, shredded, pureed, refrigerated, retreaded or genetically modified. Shake That Brain!® is a Registered Trademark. JOEL SALTZMAN |
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