Consultant Marketing Napkin Diary
I don’t have one but I wish I did.
I can see it.
A three-ring binder filled with paper napkins, each depicting a concept that can change the way you think. Most of them are white but a few pastels are mixed in. Sizes vary from the little ones we call cocktail napkins to ones from high-end establishments that are folded into one-foot squares. Most are the “regular” size, about nine-inch squares.
Brilliance on a napkin
I’ve been lucky enough to have some very powerful concepts presented to me on napkins.
· Using A-B split testing (what I call Test and Reset)
· The direct vs brand scale
· Brilliance on a Napkin Here’s a short video https://vimeo.com/358198447
Simplify, Simplify, Simplify
I find that when you are restricted from all the technology tools and access to pre-built charts, graphs and icons you are forced to think more clearly and focus on the concept rather than a professional looking presentation. It can be disconcerting on one hand but on the other comes a clarity I find you cannot achieve in any other way.
Let me demonstrate.
The Overlooked Dimension
This page from the napkin diary pretty much tells the story by itself. There’s the L-shape of the familiar x and y axes of the Cartesian coordinates but there is another, the z-axis in red. That’s because in my view the minimum number of axes on which to judge a business are Time, Money and Trust. This video tells the story in words without graphics. https://vimeo.com/358197958 Perhaps I should add animated graphics. What do you think?
Brand Building
Those of you that have viewed my video on Brand Building (4 ½ Minutes) which you’ll find at
https://vimeo.com/352180231 know that the analogy I use is a gyroscope.
The model literally deals with:
· Vision
· Mission
· Prospect Viewpoint
· Promise
· Profitable Niche
· Persona
· Prospect and customer feedback
· Performance
· Perceptions
The video clearly shows how all those elements add up to your brand.
Persona, Trust and Spin
Consultant Marketing must include that laundry list above. Once you have a Persona, you need to find ways to let the world know about it.
In the gyroscope model video Trust Tools and Spin Tools are mentioned as what you need to expand the number of people that know, and most importantly, Trust you.
That starts with Trust Tools. At the heart of them is Networking, surrounded by Writing Teaching and Speaking. Making he world cognizant of your special skills, your personal brand and your unique approaches requires the Trust Tools Spin Tools came first as I was developing my model. They are, after all the major methods that were available to market anything before the internet became a reality. Today, all those “analog approaches” continue. They continue and the internet has spawned both pale reflections as well as likenesses that seem to have been raised on steroids.Tests that once took months can now be done using the new technologies. A-B splits are commonplace and Multi-variant tests are becoming easier every day. But, even as scientific as things seem to have become marketing for consultants is still primarily relationship based.
And so it goes
_____________________________________________________________________________________________________________________
Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.comHis consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing and Brand development advice that builds businesses, careers and lives of joy.
Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com
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Comments
Jerry Fletcher
4 years ago #15
I keep trying Jim.
Jim Murray
4 years ago #14
Jerry Fletcher
4 years ago #13
Thanks Bill. I do appreciate your comment!
Jerry Fletcher
4 years ago #12
thank you Dr. Ali. A different slant may be my legacy
Jerry Fletcher
4 years ago #11
Paul, What's that old line...something about Vino and veritas? And so it goes.
Bill Stankiewicz
4 years ago #10
Ali Anani
4 years ago #9
I watched two videos so far and you are doing a great job, Jerry.
Paul Walters
4 years ago #8
Ken Boddie
4 years ago #7
Fair enough, Jerry. Next time I raise a napkin to my lips, I’ll think of the KISS principle. 🤗
Jerry Fletcher
4 years ago #6
Ken, You got me! I didn't have time to go find some napkins and actually draw these things on them. BUT I normally carry two pens, one black and one red so I can do two color stuff on a napkin. the trick to readability is to use a gel pen and a light touch. You wouldn't believe the blotches you get from a fountain pen especially one with a cartographic nib. Yech! Yes, I added the color on the last one because it makes it easier to understand. Still, I stand by my premise that if you can't communicate the concept on a napkin you need to simplify it. And so it goes...
Jerry Fletcher
4 years ago #5
Thanks Pascal. and thanks for posting to another hive. I do appreciate it. Hope you had a chance to check out one of he new Different Slant Videos. Brilliance on a Napkin was the first and it just sort of took flight from there. And so it goes.
Jerry Fletcher
4 years ago #4
Dr Ali, I hope you had a chance to view one or more of the videos. the Different Slant videos are new, something I "cooked up" last week. I'm still toying with the format and considering adding graphics to the personal on-screen video segments. My intent is to provide a little of my contrarian view and build interest in longer form content on the same subjects. It is amazing when I look back over years of blogs and find these gems. And so it goes.
Ken Boddie
4 years ago #3
Pascal Derrien
4 years ago #2
Ali Anani
4 years ago #1