People buy outcomes, not promises. You’ve likely heard “sell the sizzle, not the steak.”

But most non-professional marketers are confused by what is “sizzle” and what is steak or in other words, what are the “features” of your products and what outcomes can I expect from purchasing it?

Features are the facts about your product and services. Such as what it is made of, how it was made, how long it will last, etc. Maybe even what it does. But what does it really do for your customers?

Today smart marketers are substituting the word BENEFITS for RESULTS because people really want to know what outcome they will have from using your product or service. Will they be richer, healthier, thinner, prettier, happier, smarter…? Those are RESULTS.

Here is an example:

When  you take our workshop you will walk away with a website you can maintain yourself, understand and make money with. That’s a results-driven statement.  To better quantify the results you could say: In only 7 hours you will walk away with a self-sustaining website that you no longer have to wait hours, days or weeks to update AND you will double your traffic in 30 days or less! Guaranteed.

Results followed by a guarantee are very powerful sales tools.  As long as you stand by your guarantee.

So next time you are trying to come up with a list of “benefits” think about what outcome your target audience will derive from using your product and services. Start making a list. Then change all your marketing collateral to reflect those RESULTS. And watch your SALES GO WAY UP (selling results results in increased sales)

After all, today is “sell the results” day!

On this date in history:

2001 – The U.S. House of Representatives approved legislation that gave police the power to secretly search homes, tap all of a person’s telephone conversation and track people’s use of the Internet.

2001 – The U.S. stamp “United We Stand” was dedicated.

1939 – Nylon stockings were sold to the public for the first time in Wilmington, DE.

2003 – In London, the last commercial supersonic Concorde flight landed.

For 365+ more marketing ideas and to purchase your copy of the 5th Edition of Quirky Marketing Calendar 2011 go to:  http://quirkymarketingcalendar.com/buy-the-ebook/

In this video Craig teaches how to use outside-the-box marketing techniques he learned while touring with Guns N’ Roses and Air Supply to help entrepreneurs grow their businesses.

Some of the ideas include:

Picketing your own business

Logo on Bank Stamp – go into Banks and stamp your logo in all the deposit slips at your bank

Rockstar Homeless Guy

Rockstar Doctor Visits

Run for Office (but don’t win)

And so much more!

Also on this day in history:

1958 – The first computer-arranged marriage took place on Art Linkletter’s show.

1977 – Reggie Jackson tied Babe Ruth’s record for hitting three homeruns in a single World Series game. Jackson was only the second player to achieve this.

For 365+ more marketing ideas and to purchase your copy of the 5th Edition of Quirky Marketing Calendar 2011 go to:  http://quirkymarketingcalendar.com/buy-the-ebook/

The lesson: If you’re going to spend the money on an ad, look for ways to partner with a non-competitor who shares the same customers.

Read the rest of the story at The Wall Street Journal

Also on this day:

1892 – In celebration of the 400th anniversary of the Columbus landing the original version of the Pledge of Allegiance was first recited in public schools.

1998 – The U.S. House of Representatives passed the Online Copyright Bill.

For 365+ more marketing ideas and to purchase your copy of the 5th Edition of Quirky Marketing Calendar 2011 go to:  http://quirkymarketingcalendar.com/buy-the-ebook/

On this date in 1985 New Coke debuted.  It was (and still is) considered one of the top ten marketing blunders of all time. So today Quirky Marketing has declared April 23rd Marketing Mistakes Day. Here are 10 marketing mistakes and a few of the companies who have made them.

Marketing Mistake #1 – Messing with the Tried and True

In 1985 Coca Cola debuted their New Coke to the dismay of Coke drinkers. Their failed attempt to grab a larger market share and beat out Pepsi, totally backfired. Customers did not like New Coke and said so. With their wallets. Sales dropped and Coca-Cola switched back.

In 2009 NBC became known for Lenovision – or lackovision – the powers that be put the Jay Leno Show at 10pm (prime time) instead of 11. The result? A 28% drop in viewrship. At least they figured it out before it was 100% and Jay Leno is back on at 11:30!

Marketing Mistake #2 Confusing Marketing Messages

In 2007 Hershey (the candy company) started selling Ice Breakers Pacs consisting of small, clear-plastic envelopes filled with white powder (breath mints in power form). Do you think they may have forgotten to run this by their legal department?

Marketing Mistake #3 Not Knowing What Your Customers Want

In 1958 the now world-famous (failure) the Edsel launched. Ford motor company spent more than $400,000,000 developing and advertising a car the public didn’t want.

2009 The ChiaObama Pet made its way to retail. Really? This particular chia pet was pulled from Walgreens stores after customers complained they were racist.  Watch this YouTube video marketing them:

Marketing Mistake #4 Creating Bad Press

It is not true that any press is good press. Just ask Johnson & Johnson when they sued the Red Cross over the use of the red cross.

Marketing Mistake #5 Underestimating the Success of a Campaign

Just as bad as overestimating, just ask KFC (Kentucky Fried Chicken) when they paid Oprah Winfrey to discuss their new grilled chicken on her show.  The audience got to taste test the product and viewers were invited to go to a website and download a coupon for up to four free two-piece chicken meals with two sides and a biscuit. That’s when the chicken hit the fan…. KFC stores around the country started selling out and as a result refused to accept the coupon.  Talk about “GOOD WORD OF MOUTH TURNING INTO BAD WORD OF MOUTH”

OTHER MARKETING MISTAKES:
6. Not tracking your campaign results
7. Lack of follow up
8. Being less than honest in your marketing message
9. Changing marketing that works because you become bored with it
10. Making the message all about you and your company and not about the benefits to the customer.

Also on this date…
In 1348 the first English order of knighthood was formed called The Order of Garter
In 1564 William Shakespeare, English playwright was born. “Eh, tu Brute?”
In 1928 Shirley Temple, American film star was born (rumor that she was born on the Good Ship Lollipop is not true)
In 1965 The first Soviet communications satellite was launched

AKA Cesar Chavez Birthday

Here are a few trivia questions about agriculture that you may or may not know. These questions are to raise awareness of National Farmworkers Day in honor of the Father of the NFWA.  One of the things the NFWA does is education; they educate the public to raise awareness of what farmworkers deal with on a daily basis.  So here goes:

1. Which fruit bearing trees are evergreens?

2. Of all the vegetables, only two can live to produce on their own for several growing seasons. All other vegetables must be replanted each year. What are the only two perennial vegetables?

3. Which fruit was called the Love Apple during the 18th Century in France – the tomato

4. What fruit has its seeds on the outside?

5.  Which vegetable was refined by an Italian Horticulturist with a connection to James Bond

6. In many liquor stores, you can buy pear brandy, with a real pear inside the bottle. The pear is whole and ripe, and the bottle is genuine; it hasn’t been cut in any way. How did the pear get inside the bottle?

7.What did the Egyptians believe that Osiris, the god of Agriculture taught humans how to make?

8. What is the only vegetable or fruit that is never sold frozen, canned, processed, cooked, or in any other form except fresh?

9. How much of the world’s grain, milk and eggs are produced in the U.S?

Did you know?

While the total number of farms has been declining for many years, the number owned and operated by women is increasing.

With modern methods, one acre of land in the U.S. (about the size of a football field) can produce:

. 42,000 lbs. of strawberries

. or 11,000 heads of lettuce

. or 25,400 lbs. of potatoes

. or 8,900 lbs. of sweet corn

. or 640 lbs. of cotton lint

Resources:

What’s in season?

National Agricultural Library

American Agri-Women

So, what are you doing to raise awareness about your Industry?

Trivia answers:

1. citrus

2. asparagus and rhubarb

3. tomato

4. strawberry

5. broccoli

6. The pear grew inside the bottle. (The bottles are placed over pear buds when they are small and are wired in place on the tree. The bottle is left in place for the entire growing season. When the pears are ripe, they are snipped off at the stems.) 5. fresh lettuce

7. beer

8. lettuce

9. 20%