Marketing Facts and Finds Archives

Book Review: The Wealthy Freelancer

Reviewers note: This book has been reviewed from the observations of a virtual assistant, which is important to note as the book is written for freelancers who primarily perform project-oriented work.

The Wealthy Freelancer
12 Secrets to a Great Income and an Enviable Lifestyle
by Steve Slaunwhite, Pete Savage, and Ed Gandia

wealthy-freelancer-cover“Ugh”, I thought to myself when I saw the cover of The Wealthy Freelancer, 12 Secrets to a Great Income and Enviable Lifestyle (TWF) featuring a bigger-than-life photo of a red Corvette. “Not another get-rich-quick publication selling a phony lifestyle reminiscent of late night gold digger infomercials!” To add ‘insult to injury’ the use of the subtitle word ‘enviable’ was equally as dubious. However, my first impression would prove to be utterly incorrect. Lesson to self: “Don’t judge a book by its cover!” In fact, TWF is not about becoming financially wealthy at all. The introductory chapter titled, What Being a Wealthy Freelancer Really Means explains that … “Being wealthy isn’t just about the dollars you earn; it’s about the life you build-and the kind of person you become in the process.” Unfortunately, at first glance, the book title and its photo cover, most likely used as a visual ‘hook’ promoted a brief amount of uncertainty which was quickly reconciled by the excellent content within.

Read the rest of the review here .

Axe Body Spray by Unilever“What IS that smell?!” I exclaimed.

Aghast by a strange, strong odor; my olfactory senses deemed this to be a combination of locker room sweat, cheap men’s cologne and something else indefinably carnal. I swiftly grabbed a nearby towel to cover my nose so that I could breathe!

I walked into my 14-year old’s media game room after his friend had left from spending the night expecting the more familiar ‘teen spirit’ aroma of stale popcorn and dirty socks. Appreciating that both pubescent boys had played physically interactive video games and watched ‘Ghost Adventure’ reruns until the wee hours of the morning, the over-offensive odor on this day was much more than I expected.

My son explained, “Mom, that’s Axe’s body spray. Everybody uses it.” I replied, “You mean people actually buy this product?” He nodded with a sly smirk.

It took several washings of the bed sheets and airing out the room with windows wide-open for a few hours until the odor finally subsided. Once my head and sinuses were clear, I decided to do a little research about this product that so appealed to teens. I was intrigued.

Who would spend money on this primal body spray? Why was it so appealing to teenagers? What is the name of this company who hit upon such a sure hit? It behooved me that teen boys were even using a body spray.

A little Googling and I found out that coincidently CBS Sunday News was running a report that weekend about the phenomenon of Unilever Company’s multi-billion dollar personal hygiene products, so I threw on the DVR to watch and record for later.

In the report, Axe brand manager Mike Dwyer explained, “Our target market is really 18-24.” He said that this age group is thinking about, “…gears and gadgets; sports and girls.” Even though my own son and his teen friends were classified in a younger age group, I was well-aware that 14-year old boys were thinking about the same topics as the adult young men; particularly girls, which explained why these products were equally as enticing to the younger crowd. Sales of men’s hygiene products, although marketed to 18-24 year olds now found its place for the 13-17 year olds simply by appealing to similar needs.

Hmmm….So Unilever found a niche market and then found a subset niche market for the same products! Clever! I find this particularly interesting because this subset (13-17) has largely been ignored by personal product manufactures until now. Further, body sprays are typically marketed toward women and girls! (I have never known a man to spray anything other than deodorant.)

As a marketing virtual assistant, I am intrigued when companies open-up products to new markets and shake up the status quo. I recall a line of garden tools for women was presented in the 1980’s which were designed for the softer, smaller hand; I thought then as I do now, that this was ingenious.

I am reminded of a humorous niche marketing situation on a Seinfeld episode; Kramer and Frank Costanza disagree over the name of a brassiere for men. (Kramer wants to call it the “Bro”, Frank Costanza wants to call it the “Manziere”) Both men want to market a traditionally female product to the male population albeit, unsuccessfully. But the same concept was applied. Market a product and then find more markets interested in the same item. Eventually, the item becomes so popular that it become its own brand name.

So what does Axe body spray for teens have to do with being a virtual assistant?

It has everything to do with niche marketing and branding. The Axe body spray is referred to as simply ‘Axe’ much the same that Kleenex is synonymous with the word tissue and the Jell-O name with gelatin dessert. When the name brand is used as the title of item itself, branding has reached its pinnacle.

A marketer’s dream!

“Please hand me a Kleenex” or “I’ll have the green Jell-O” are often the norm rather than the exception.

And this means that specific consumers will go directly to that product name when they need it.

That is what every business owner wants, including virtual assistants.

When the time is right and a client needs a marketing virtual assistant, I want to hear, “I’ll call Janine from Your Virtual Wizard.”

So I asked myself two questions, “Could my own target market be honed down to appeal to specific group of people much the same as the Axe body products appeal to the 13-17 year old market?” Could my company name then become the ‘go-to words’ once that target market is reached?

I want to be just like Axe body spray for the teen subset.

So I drew a simple bubble graph. Much the same as most virtual assistant companies, my market are small business owners. From that group, I offer my services exclusively to coaches. But even that market is quite broad. So I dug my heels in and sought out types of coaches; my subset. Life coaches, career coaches, healthcare coaches, nutritional coaches, marriage coaches, relationship coaches…and then suddenly my clientele became wide-open. I hit upon my own section of my target market much the same as Axe did with their body spray product.

But Axe body spray is not the only player in the competitive personal product division anymore. According to the report, Old Spice and others also offer body sprays to young men. But Axe has held strong to 80 percent of the share as they were the first company out of the gate.

“Could I offer a virtual assistant service which was so unique that my competition would scramble to imitate?” I’m not first out the gate. That would be difficult.

Tough question but the answer is rather simple. I am the unique product. There are other virtual assistant companies but it is I who cannot be duplicated. I may not be the ‘first’ and I am definitely not that last VA company to open but I am one-of-a-kind.

It is up to me to market my personality, my accuracy, my creativity, my skills and my tenacity…all the things which make my business stand apart from all others.

This exercise helped met to decipher my subset target market which now opened up to a much wider audience than I had before. I came to understand further what it is that makes my company its own brand. That would be me. I am the brand. I am Your Virtual Wizard.

Do I smell more business?

Sue L Canfield recently released her book, The Commonsense Virtual Assistant – Becoming an Entrepreneur, Not an Employee. Today, she’s stopped by my blog. 

 cva_book_128x188

 

 

Janine:  Sue, why did you write this book?

Sue:  My husband, Joel D Canfield, and I co-authored the book to help newer and aspiring virtual assistants understand what it takes to run a successful business. Over the last two years, I found that many newer and aspiring virtual assistants were asking for and following my advice on how to run their business. Though they had the skills to be a virtual assistant, many had no idea how to run a business, write a business or marketing plan, how to market, and other basic business skills. Since my husband had already written a book for small business owners on how to be the best foundation for their business, we decided to add to the material and focus on the virtual assistant industry in our new book. 

Janine:  Sue, Please tell me about yourself

Sue:  I’ve worked as an administrative assistant for over 25 years and began my virtual assistant business in 2005 before I even knew there was such a thing. This past year I added virtual assistant coaching to my services to help newer virtual assistants succeed in their businesses. My husband and I work together from home along with our five-year old daughter in Roseville, California. 

Janine:  What qualifies you to write this book?

Sue:  Joel and I have more than 50 years of combined experience supporting and operating small businesses. My success as a virtual assistant is in large part due to the advice I received from Joel. Our success in our businesses provides testimony to our qualifications. 

Janine:  What is the book about?

Sue:  The book helps virtual assistants to understand that they are now business owners, entrepreneurs, no longer employees. Successful business owners need good business sense and a good understanding of what it takes to run a successful business. The book provides basic, commonsense information every entrepreneur needs to know along with advice specific to virtual assistants. 

Janine: What do you want the readers to get out of the book?

Sue:  The most important concept I would like my readers to understand is that they are now business owners and what that means. After reading the book, readers will have a clear understanding of how to set rates, manage their time, and market their business. 

Janine:  How can the readers contact you if they want further information?

Sue:  Joel and I can be reached toll-free at 877.771.7746 or by email at Contact@BizBa6.com. They can also visit our website athttp://www.bizba6.com

Janine:  How much does your book cost?
$19.95.

Janine:  Where can the readers purchase your e-book?
Sue:  They can visit our website at www.bizba6.com.

JanineL  Sue, thank you for stopping by my blog.
Sue: You are very welcome. Thank you for having me. 

About the Authors:

suelcanfield_smallJoel and Sue have more than 50 years of combined experience supporting and operating small businesses. They operate BizBa6 Small Business Support Services and love not only their work but the life it allows them to live. This book (Joel’s third business book, Sue’s first) shares how they think about business–it’s a ‘why to’, not a ‘how-to’ because it focuses on how people think and what they want–not just your clients, but you, too. 

 

 

Book Summary:

So, you want to be a virtual assistant. The virtual assistant industry is growing rapidly. Just about anyone can say they are a virtual assistant. You have a computer, internet access, and the desire to work from home. Voila! You’re a virtual assistant. But is that enough to succeed as a virtual assistant? Do you have what it takes to run a business? Yes, a virtual assistant is a business owner. Successful business owners need to have good business sense. As a business owner, you, the virtual assistant, need to understand what it takes to run a business. Pick up your copy for $19.95 at http://www.bizba6.com.

Strange Chat Marketing by Ramada Inn

[caption id="attachment_220" align="aligncenter" width="150" caption="The $20-Off Ramada Offer Does Not Apply Here!"]The $20-Off Ramad Offer Does Not Apply Here![/caption]

After making an online reservation through Ramada Inn’s website, I was ready to close out when an automated chat page came up on the site implying that a $20 discount to my reservation could be obtained. 

I copied the chat in its entirety below.

By indicating the word ‘hi’, the automated chat began. When I paused too long to answer, the prompt came up ‘Just Say Hi’. Pushy.  One can see that there really was no $20 discount to be had.  I think this type of marketing is deceiving and intrusive. 

You’ll note that I typed in ‘no thanks’ more than once but the automated chat kept pushing and pushing.  I kept up with this chat because I was quite curious to see where this would lead. I’m always interested in varying ways retailers choose to market other products.  My own bank, Bank of America is using the same tactic by advertising their own products in my Bill Pay screen despite my attempts to click ‘no thanks’ on more than one occasion. 

I’m getting ‘over-marketed’.

Agent: Hi Janine, I’m Jessica and just for making an online reservation with Ramada , Travelers Advantage would like to give you the opportunity to get $20 off your  Ramada  reservation. Please type HI or HELLO in the space below to let me know you are there…
Agent: Just type HI in the space below…
You: HI
Agent: Hi Janine, I have great news!  Just for trying the exciting Ramada, Travelers Advantage program today I can increase your savings from $20 to $30! That’s a $30 cash back mail-in rebate on the reservation you just made!

(At this point, I realize that the first sentence, “…give you the opportunity to get $20 off your  Ramada  reservation….” is a farce.) Let’s play the game…


Agent: This comes along with a membership to Ramada, Travelers Advantage with the first 30 days FREE.  You’ll enjoy FULL ACCESS to our travel agency and get our LOW PRICE GUARANTEE on all of your eligible travel reservations!
Agent: And even if you decide to cancel, you can still get your $30 cash back mail-in rebate … it’s our way of saying THANK YOU just for trying Ramada, Travelers Advantage.
You: No thank you.
Agent:
Remember, you’ll have 30 days to look it over and try it out… If you decide that it is not for you, cancel within the first 30 days by calling 800-678-3029, and you will owe NOTHING!
Agent: Keep in mind that by accepting this now, you are not obligated to keep your Ramada Travelers Advantage membership… we’d just like for you to look over the fantastic savings and benefits…
Agent: You have a full month to sample all the money saving benefits after joining the Ramada, Travelers Advantage program.   If you wish to take advantage of this great offer, we will obtain the reservation information that you just provided to Ramada,  including credit card number and billing address, and activate your membership, where the first 30 days are free.
You: No thank you. We don’t need this. I’d like a lower rate, though for this trip.
Agent: Okay, no problem, I’ll note that you have declined the offer and you will NOT be enrolled.  Please note that YOUR CREDIT CARD WILL NOT BE CHARGED.  Thank you for your time and have a good day!

Peculiar, cheap marketing…legal, I’m sure but sneaky nonetheless. Next time I just hit the close button.

Janine

Goodbye, GM …by Michael Moore

 

 

Goodbye, GM
by Michael Moore

June 1, 2009

I write this on the morning of the end of the once-mighty General Motors. By high noon, the President of the United States will have made it official: General Motors, as we know it, has been totaled.
As I sit here in GM’s birthplace, Flint, Michigan, I am surrounded by friends and family who are filled with anxiety about what will happen to them and to the town. Forty percent of the homes and businesses in the city have been abandoned. Imagine what it would be like if you lived in a city where almost every other house is empty. What would be your state of mind?

It is with sad irony that the company which invented "planned obsolescence" — the decision to build cars that would fall apart after a few years so that the customer would then have to buy a new one — has now made itself obsolete. It refused to build automobiles that the public wanted, cars that got great gas mileage, were as safe as they could be, and were exceedingly comfortable to drive. Oh — and that wouldn’t start falling apart after two years. GM stubbornly fought environmental and safety regulations. Its executives arrogantly ignored the "inferior" Japanese and German cars, cars which would become the gold standard for automobile buyers. And it was hell-bent on punishing its unionized workforce, lopping off thousands of workers for no good reason other than to "improve" the short-term bottom line of the corporation. Beginning in the 1980s, when GM was posting record profits, it moved countless jobs to Mexico and elsewhere, thus destroying the lives of tens of thousands of hard-working Americans. The glaring stupidity of this policy was that, when they eliminated the income of so many middle class families, who did they think was going to be able to afford to buy their cars? History will record this blunder in the same way it now writes about the French building the Maginot Line or how the Romans cluelessly poisoned their own water system with lethal lead in its pipes.

So here we are at the deathbed of General Motors. The company’s body not yet cold, and I find myself filled with — dare I say it — joy. It is not the joy of revenge against a corporation that ruined my hometown and brought misery, divorce, alcoholism, homelessness, physical and mental debilitation, and drug addiction to the people I grew up with. Nor do I, obviously, claim any joy in knowing that 21,000 more GM workers will be told that they, too, are without a job.

But you and I and the rest of America now own a car company! I know, I know — who on earth wants to run a car company? Who among us wants $50 billion of our tax dollars thrown down the rat hole of still trying to save GM? Let’s be clear about this: The only way to save GM is to kill GM. Saving our precious industrial infrastructure, though, is another matter and must be a top priority. If we allow the shutting down and tearing down of our auto plants, we will sorely wish we still had them when we realize that those factories could have built the alternative energy systems we now desperately need. And when we realize that the best way to transport ourselves is on light rail and bullet trains and cleaner buses, how will we do this if we’ve allowed our industrial capacity and its skilled workforce to disappear?

Thus, as GM is "reorganized" by the federal government and the bankruptcy court, here is the plan I am asking President Obama to implement for the good of the workers, the GM communities, and the nation as a whole. Twenty years ago when I made "Roger & Me," I tried to warn people about what was ahead for General Motors. Had the power structure and the punditocracy listened, maybe much of this could have been avoided. Based on my track record, I request an honest and sincere consideration of the following suggestions:
1. Just as President Roosevelt did after the attack on Pearl Harbor, the President must tell the nation that we are at war and we must immediately convert our auto factories to factories that build mass transit vehicles and alternative energy devices. Within months in Flint in 1942, GM halted all car production and immediately used the assembly lines to build planes, tanks and machine guns. The conversion took no time at all. Everyone pitched in. The fascists were defeated.

We are now in a different kind of war — a war that we have conducted against the ecosystem and has been conducted by our very own corporate leaders. This current war has two fronts. One is headquartered in Detroit. The products built in the factories of GM, Ford and Chrysler are some of the greatest weapons of mass destruction responsible for global warming and the melting of our polar icecaps. The things we call "cars" may have been fun to drive, but they are like a million daggers into the heart of Mother Nature. To continue to build them would only lead to the ruin of our species and much of the planet.

The other front in this war is being waged by the oil companies against you and me. They are committed to fleecing us whenever they can, and they have been reckless stewards of the finite amount of oil that is located under the surface of the earth. They know they are sucking it bone dry. And like the lumber tycoons of the early 20th century who didn’t give a damn about future generations as they tore down every forest they could get their hands on, these oil barons are not telling the public what they know to be true — that there are only a few more decades of useable oil on this planet. And as the end days of oil approach us, get ready for some very desperate people willing to kill and be killed just to get their hands on a gallon can of gasoline.

President Obama, now that he has taken control of GM, needs to convert the factories to new and needed uses immediately.
2. Don’t put another $30 billion into the coffers of GM to build cars. Instead, use that money to keep the current workforce — and most of those who have been laid off — employed so that they can build the new modes of 21st century transportation. Let them start the conversion work now.

3. Announce that we will have bullet trains criss-crossing this country in the next five years. Japan is celebrating the 45th anniversary of its first bullet train this year. Now they have dozens of them. Average speed: 165 mph. Average time a train is late: under 30 seconds. They have had these high speed trains for nearly five decades — and we don’t even have one! The fact that the technology already exists for us to go from New York to L.A. in 17 hours by train, and that we haven’t used it, is criminal. Let’s hire the unemployed to build the new high speed lines all over the country. Chicago to Detroit in less than two hours. Miami to DC in under 7 hours. Denver to Dallas in five and a half. This can be done and done now.

4. Initiate a program to put light rail mass transit lines in all our large and medium-sized cities. Build those trains in the GM factories. And hire local people everywhere to install and run this system.

5. For people in rural areas not served by the train lines, have the GM plants produce energy efficient clean buses.

6. For the time being, have some factories build hybrid or all-electric cars (and batteries). It will take a few years for people to get used to the new ways to transport ourselves, so if we’re going to have automobiles, let’s have kinder, gentler ones. We can be building these next month (do not believe anyone who tells you it will take years to retool the factories — that simply isn’t true).
7. Transform some of the empty GM factories to facilities that build windmills, solar panels and other means of alternate forms of energy. We need tens of millions of solar panels right now. And there is an eager and skilled workforce who can build them.

8. Provide tax incentives for those who travel by hybrid car or bus or train. Also, credits for those who convert their home to alternative energy.

9. To help pay for this, impose a two-dollar tax on every gallon of gasoline. This will get people to switch to more energy saving cars or to use the new rail lines and rail cars the former autoworkers have built for them.

Well, that’s a start. Please, please, please don’t save GM so that a smaller version of it will simply do nothing more than build Chevys or Cadillacs. This is not a long-term solution. Don’t throw bad money into a company whose tailpipe is malfunctioning, causing a strange odor to fill the car.

100 years ago this year, the founders of General Motors convinced the world to give up their horses and saddles and buggy whips to try a new form of transportation. Now it is time for us to say goodbye to the internal combustion engine. It seemed to serve us well for so long. We enjoyed the car hops at the A&W. We made out in the front — and the back — seat. We watched movies on large outdoor screens, went to the races at NASCAR tracks across the country, and saw the Pacific Ocean for the first time through the window down Hwy. 1. And now it’s over. It’s a new day and a new century. The President — and the UAW — must seize this moment and create a big batch of lemonade from this very sour and sad lemon.

Yesterday, the last surviving person from the Titanic disaster passed away. She escaped certain death that night and went on to live another 97 years.

So can we survive our own Titanic in all the Flint Michigans of this country. 60% of GM is ours. I think we can do a better job.

Yours,

Michael Moore
MMFlint@aol.com
MichaelMoore.com

 

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