A
advertising. See also direct-response marketing; marketing
advertorials, 118, 120, 165–166
car saleswoman ad in Variety, 162–165
direct-response ad copy, 26, 36–44, 164–165
newspaper inserts, 142–144
postcards, 43–44, 117–119, 121
advertorials, 118, 120, 165–166
alliance referral programs, 109
Allstate, 123–129
anniversary thank-you letters, 111
audience, 55–65. See also target marketing
authenticity in storytelling, 179–180
authoring books, 139–141, 149–150, 155–156
authority positioning, 94–96, 104, 109, 110, 114. See also credibility; positioning
automobile brands, 3–4
B
back-end revenue, 114–117
back-end ROI (return on investment), 56
BGI Marketing Systems, 126, 130
brain science and storytelling, 173–178
brand licensing, 9–10, 239–241
brand loyalty, 194–199, 201, 224–225. See also customers, loyalty of
brand protection, 193–194, 212–213, 221–222
brand value, 9–10
brand-building. See also brands
based on books, 239–240
co-branding, 228
components of, 92
controversy and, 191–192, 194–198, 223–224
with direct response, 5–6, 19–23, 28–33, 161–167, 213–215, 228–229. See also direct-response marketing
Disney/Hefner model of, 184–188
innovation and, 87–88, 89, 210
maintaining customer interest and, 208–211
marketing before, 19–23
movement leaders and, 199–203
rising tides and, 203–204
by selling customers first, 28–32
brand-centric marketing, 25–26, 55–56, 59, 65, 69, 71–75. See also direct-response marketing; marketing
brands. See also brand-building
automobile, 3–4
building from direct marketing, 5–6. See also direct-response marketing
co-branding, 228
as decision makers for consumers, 247–248
defined, 8–9
ideas as, 9
importance to consumers, 4, 10
influence of internet on, 193, 197
local, 142–145
personal. See personal brands
personality-driven, 186
power loss in, 207–209
quality issues and, 208
safeguarding, 193–194, 212–213, 221–222
validation of, 77–78
value of, 9–10
brand-to-market match, 153
Buck, Shaun, 92–94
business systems, 128–129
Business Trifecta, 148–149, 155–157, 160
C
Canfield, Jack, 231–232
centerpoints, 186
characters, using in branding, 186
Chicken Soup for the Soul (Canfield and Hansen), 231–233
Chick-fil-A, 194–196
circumventing search, 247–248
client lists, 114–115
clients. See customers
co-branding, 228
community, building, 36
controversial publicity, 191–192, 194–198, 223–224
conversion, 193
credibility, 84, 96, 149, 150, 156, 157–160. See also positioning; trust
CRM (customer relationship management) software, 79–85
customer experience engines, 80
customer lists, 114–115
customer relationship management (CRM) software, 79–85
customer service, 208
acquiring new, 108
building relationships with, 57–61, 65–68, 79–85, 93–94, 109–112, 124, 136–139, 249
client sites for, 68
involving vs. selling to, 65–68
keeping interest of, 208–211
loyalty of, 136, 206, 218. See also brand loyalty
reactivating lost, 112–114
referral reward programs for, 75–77, 130–135, 248–249
retaining, 79–85, 109–114, 208–210
D
databases, customer, 79–85, 114–115
DCS (Dynamic Core Stories), 92–99
Dee, Dave, ix, 91
direct mail, 40–44
direct marketing, 5–6. See also direct-response marketing
direct marketing funnels, 193
direct media, 158–160. See also media
direct response, 5. See also direct-response marketing
advertisement copy for, 26, 36–44, 164–165
advertorials in, 165–166
brand building with, 19–23, 28–33, 161–167, 228–229
building bigger brand faster with, 166–167
criticisms of, 45–47
influence of internet on, 192–193
large business brands and, 127
letter campaigns in, 28–32
for personal brands, 228–229
response solicitations in, 164–165
Disney, Walt, 183–188
Disney/Hefner brand-building model, 184–188
Disneyland/Disney World, 184, 189
Dynamic Core Stories (DCS), 92–99
E
engagement conversion, 82–84
expert, positioning as, 95–96, 105, 110, 116–117, 139–141, 149–150, 155–156, 159. See also credibility; positioning
F
fascination, 211
Fogle, Jared, 170–171, 178–181
free reports, 37–39
front-end ROI (return on investment), 56
G
generating leads, 72–78
Gough, Bill, 123–130, 145, 253
H
Hansen, Mark Victor
interview, 231–244
headlines, 36
Hefner, Hugh, 183–190, 196–197, 203
Hefner/Disney brand-building model, 184–188
Hogshead, Sally, 211
holiday cards, 111
holiday postcards, 110
house lists, 114–115
I
ideas as brands, 9
images in advertising, 36–37, 40–42, 78
implementation teams, 57
Infusionsoft, 79–85
internet, influence of, 192–193, 197
Iron Tribe
client user interfaces, 67–68, 80
newsletter, 57–59
TribeVibe Letter from the Editor, 60–61
TV show, 62–63
journals, trade, 161
K
Keith, Toby, 217–218
Kennedy, Dan, 251–252
L
Lady Gaga, 227
lead generation, 72–78
letter campaigns, 28–32, 109, 110
Life Extension, 198–199
limited availability strategy, 209
local brands, 142–145
local business, 189–190
loyalty, 136, 194–199, 201, 206, 218, 224–225
M
management teams, 128–129
marketing. See also advertising
about, 23
alliance referral programs as, 109
before brand building, 19–23
brand-centric, 25–26, 55–56, 59, 65, 69, 71–75
Business Trifecta and, 156–157
to client base, 109–112
creating urgency in, 38–40
customer involvement and, 65–68, 80
for customer retention, 109–114
direct-response. See direct-response marketing
maintaining authority and control in, 51–52
matching style to audience type, 55–65
need for, 148–149
niche, 153
purposes of, 154
referral rewards programs as, 75–77, 130–135, 248–249
selling customers to build brand, 28–32
setup in, 154–156
successful use of, 153
mass media, 157–160. See also media
Business Trifecta and, 155–156
creating your own, 65
credibility in, 157–160
direct media, 158–160
Disney’s use of, 187
high-profile, 156
mass media, 157–160
melding mass and direct media, 157–160
need for, 147–149
Playboy’s use of, 187
successful use of, 187, 149–151
message-to-market match, 153
Mexpert, 95
monetizing client lists, 114–115
movement leaders, 199–203
N
negative publicity, 191–192. See also controversial publicity
neuroscience and storytelling, 173–178
new customer acquisition, 108
newsletters, 57–61, 92–94, 110, 136–139
newspaper inserts, 142–144
niche marketing, 153. See also marketing
No B.S. brand, 6–8
O
Obama, Barack, 197
online press releases, 151–152, 156
origin stories, 173
P
paranoia, 205–207
personal brands, 217–229
advertising, 163–166
controversy and, 223–224
defined, 10
direct-response marketing for, 228–229
ownership and control in, 220–223
power of platforms in, 219–220
prolific output and, 224–225
protecting, 221–222
reviving fatigued, 227–228
success story of, 217–218
synergy in, 218–219
time investment in, 225–227
personality-driven brands, 186
philosophy of your business, 185–186
Piancone, Sandro, 94–96
pictures in advertising, 36–37, 40–42, 78
place strategy, 163
places as centerpoints, 186
platforms in personal brands, 219–220
Playboy, 184, 187, 189, 196–197
polarization in personal brands, 223–224
positioning. See also credibility
as authority, 94–96, 104, 109, 110, 114
as expert, 95–96, 105, 110, 116–117, 139–141, 149–150, 155–156, 159
as leader of movements, 199–203
postcards, 43–44, 110, 117–119, 121
post-PR activities, 151
PR (public relations), 148–149, 151–153, 156–157. See also publicity, controversial
pre-PR activities, 151
principles, 11–14
printed newsletters, 57–61, 92–94, 110, 136–139
product as promotion, 186–187
promise/benefit headlines, 164–165
promotional items, 77
prospect attraction, 72–78
prospect segmenting systems, 73
public relations (PR), 148–149, 151–153, 156–157
publicity, controversial, 191–192, 194–198, 223–224
Q
quality issues and brand, 208
R
reactivating lost clients, 112–114
referral rewards programs, 75–77, 130–135, 248–249
relationship building, 57–61, 65–68, 79–85, 93–94, 109–112, 124, 136–139, 249. See also customers
relevancy in stories, 180–181
response solicitations, 164–165
retention marketing, 79–85, 109–114, 208–210
return on investment (ROI), 30–31, 56
rising tides, 203–204
Romney, Mitt, 197
S
sales letters, 28–32, 109, 110
sales pitches, 155
sameness of businesses, 18
scarcity, 38–40
search, circumventing, 247–248
secondary reason for response, 164–165
setup, 154–156
showing up alone, 247
simplicity in stories, 179
social proof, 36
Starbucks, 194–196
Stewart, Martha, 9–10, 15, 188–189
StorySelling, 169–171, 178–181
storytelling, 169–181
attraction of stories, 173–175
history of, 171–172
importance of, 172
neuroscience behind reaction to, 173–178
origin stories, 173
PR and, 152
relevancy in stories, 180–181
setup in, 154–156
simplicity in stories, 179
Subway success story, 169–171, 180–181
visibility in stories, 180
strategies, 11–14
Subway success story, 169–171, 180–181
synergy in personal brands, 218–219
T
tactics, 14–15
taglines, 70–73
target marketing, 63, 153. See also marketing
targeted informational tools, 158
television shows, 62–63
testimonial portals, 73
testimonials, 158
thank-you letters, 111
third-party verification, 158
TribeVibe newsletter, 57–59
TribeVibeTV, 62–63
Trump, Donald, 196
trust, 136, 150, 155. See also credibility
truth-telling, 11–12
TV shows, 62–63
U
Unique Selling Propositions (USP), 92–99
upsell sales letters, 110
urgency, creating, 38–40
V
Variety, 161–163
visibility in stories, 180
visual presence, 92
W
Walden, Forrest, 17, 19–20, 26–27, 252
Watson, Al, 96–98
word-or-mouth marketing, 88–89, 248–249
world, creating for your brand, 184
Y