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Empowering Marketing Service providers

MAy 2013

Eat the Frog

How a simple analogy can help improve your sales numbers, really

3 successors to the Elevator Pitch I’m fat, but I want to lose weight


www.neenahpaper.com/CabAppleAndroidcm TM

C a b in e t is a Tr a d em a r k o f N e e n a h Pa p e r, I n c . Š


“Eat a live frog first thing in the morning and nothing worse will happen to you the rest of the day.” – Mark Twain

Publisher mark potter Marketing Manager brandon clark MANAGING EDITOR michael j. pallerino ART DIRECTOR

May 2013

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Publisher’s Thoughts Charging forward together

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brent cashman

Best of Canvas Notes

Editorial board

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chris petro GlobalSoft

The Team, The Team, The Team

Marketing Insights

tom moe Daily Printing

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dean petrulakis Rider Dickerson

How a simple analogy can help improve your sales numbers, really

Frog Eating 101

david bennett Bennett Graphics

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tony narducci O’Neil Printing

Understanding the challenges of change

‘I’m fat, but I want to lose weight’

CANVAS, Volume 5, Issue 3. Published bi-monthly, copyright 2013 CANVAS, All rights reserved, 2180 Satellite Blvd., Suite 400, Duluth, GA 30097. Please note: The acceptance of advertising or products mentioned by contributing authors does not constitute endorsement by the publisher. Publisher cannot accept responsibility for the correctness of an opinion expressed by contributing authors.

CANVAS P1


Publisher’s thoughts

Charging forward togther

A

s the tragedy last month in Boston remains fresh on our minds, it forces us to question the fragileness of our lives. More than anything else, we think about the personal safety of our loved ones and ourselves. When you think about this heinous act, you can’t help but

marvel at the bravery displayed by public servants and ordinary civilians alike. While some people ran away from the explosions, others ran toward those who were injured. What makes their actions even more heroic is that they didn’t know if more bombs would follow. What would you have done? It is a tough question to answer. While something as traumatic as a terrorist act may not fit as a business analogy, I can’t

I believe we’d all like to think we’d be the person who would put our self interests aside and serve others. You can start by developing habits of selflessness in your daily lives.

help but think of the character of the people who ran toward the danger. They exhibited complete selflessness in the most trying of circumstances. Their first instinct was to help. Their actions almost seemed as if they were ingrained in their character. Please note that I’m not pointing fingers at anyone. I don’t know what I would have done. But I am curious what drives

people to do the things they do when extraordinary circumstances arise. I believe we’d all like to think we’d be the person who would put our self interests aside and serve others. You can start by developing habits of selflessness in your daily lives. Not too long ago, I wrote about Wilma Mankiller, the first female Cherokee Chief. Her philosophy centered on being the buffalo. It seems, Mankiller says, that cows run away from storms while buffalos charge toward them – and get through them quicker. The idea is that whenever you’re confronted with a tough challenge, don’t prolong the torment, become the buffalo. But it’s not always about charging through the trouble of our personal conflict. Sometimes it’s about charging forward for others. As you read through our latest edition of CANVAS Digital, my hope is that you remember the victims and heroes of this horrific tragedy. Each of them provide us with a lesson that can never be forgotten: It’s time we all look out for each other. Warmest regards,

Mark Potter, Publisher

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CANVAS March 2013


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CANVAS March 2013

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marketing insights That’s what he said... We are definitely entering a new golden age of marketing where big ideas and big data coexist. For businesses overall, data is becoming as important as raw materials and fossil fuels. – Jim Speros, executive VP-CMO of Fidelity Investments, on the new era of big data

Two

Going social on your phone Bet you wouldn’t be surprised to find out that social media logs the largest share of on-

A

out of three ain’t bad… recent report by eMarketer spells good news for email modes of communication. According to its “U.S. In-

line minutes on smartphones.

ternet Users 2013: Solid, Saturated Market for Web, Search

According to a GfK’s Multi-

and Email” report, two out of three people (216.6 million) in

Media Mentor study, social

the United States will be email users. In addition, nearly all adult internet users (78.4

sites and activities account

percent) will send an email via any device

for 31 percent of

at least once per month this year, the

smartphone minutes,

report says. As for the future, eMar-

including activities

keter predicts that the number of

online

such as reading sta-

people using email will increase

tus updates and post-

just below 3 percent by 2014.

ing short comments, replies and likes. Email ranked second at 16 percent of smartphone online minutes, the study found. Interestingly, only 18 percent of time was spent on social media-related sites on the internet via desktops and laptops.

71

The percent of companies that plan to increase their digital marketing spend in 2013, according to Econsultancy’s “Marketing Budgets 2013” study. In addition, 20 percent of companies plan to increase traditional budgets as well.

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marketing insights

successors to the ‘elevator pitch’

T

he elevator pitch premise is simple: If you’re ever riding on an elevator with someone, you should be able to smoothly explain what your company does by the time you reach your floor. Can you? Bestselling

author Daniel Pink (we interviewed him in our last issue of CANVAS), wonders if the elevator pitch has become passé. In his new book, “To Sell Is Human,” Pink says we’re pitching all the time – colleagues, prospects, customers, family and friends. The challenge is that they continually are inundated with media, messages and mayhem. To stand out, you must adapt to changed circumstances. Following are three successors (there are six in his book) that can be considered the new best practices.

1. The Question Pitch

2. The Rhyming Pitch

3. The Subject Line Pitch

What: A pitch that asks a question

What: A pitch that rhymes.

What: Lest we forget: Every

instead of making a statement.

Example: Kids and grownups

email subject line is a pitch.

Example: Are you better off

love it (German confectioner

Example: The Five Most Persua-

now than you were four years

Haribo)

sive Words in the English Lan-

ago? (Ronald Reagan)

Why it works: A study from

guage (Email from Copyblogger)

Why it works: Research out

Lafayette College reveals that

Why it works: Three Carnegie-

of Ohio State University shows

rhymes increase “processing

Mellon scientists found that effec-

that when the facts are on

fluency.” As a result, people

tive email subject lines fall into

your side, asking a question

perceive rhyming statements

one of two categories: utility and

is more effective than making

as more truthful and more

curiosity. They either demonstrate

a statement. People receive

persuasive.

their usefulness to the recipient

statements passively. But with

or make the recipient curious

questions, they summon their

about what’s inside. But trying

own, more autonomous rea-

to accomplish both goals in one

sons for agreeing.

subject line is a big mistake.

I t’s all about your mobile device, isn’t it? Just how strong is that mobile device you’re holding in your hand? According to a recent report by the Interactive Advertising Bureau, spending on mobile devices more than doubled as advertisers continue to follow consumers onto their smartphones and tablets. The “IAB Internet Advertising Revenue Report“ shows that digital advertising revenues reached a record $36.6 billion in 2012, propelled in part by an 111 percent growth in mobile advertising and a 15 percent increase in internet advertising. In fact, internet ad revenues surpassed those of cable television in the United States.

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Frog Eating 101 How a simple analogy can help improve your sales numbers, really

T

By Craig McConnell

he incomparable Mark Twain once said: “Eat a live frog first thing in the morning and nothing worse will happen to you the rest of the day.” The analogy from Missouri’s favorite son is simple: You have to look at your “frog” as being your day’s most important task – the one thing from your “to do” list (I’m assuming you have a “to do” list) that could have the most positive impact on your career, maybe even your life.

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It would be a disorganized mess of words and photos. Readers would quickly abandon it. Now imagine a campaign with no planned marketing efforts. It’s like missing a deadline. Unthinkable. It’s as clear as black and white. To market yourself effectively, you need a plan. That’s where Grow Socially comes in. Create more opportunities to increase sales, and achieve a competitive advantage with a custom, long-term Strategic Marketing Plan containing actionable and executable S.M.A.R.T. goals. Specific, Measurable, Attainable, Relevant, and Time-bound goals are crucial to your success. We’ll make you successful.

Interested in a strategic marketing plan?


Frog Eating 101

Everyone has a frog theory. Motivational speaker and author Brian Tracy took this concept a step further and actually outlined two specific rules of frog eating: “If you have to eat two frogs, eat the ugliest first,” and “If you really have to eat a live frog, it doesn’t pay to sit and look at it for very long.” In her book, “What the Most Successful People Do Before Breakfast,” Laura Vanderkam put a financial spin on the frogeating concept. “Seizing your mornings is the equivalent of that sound financial advice to pay yourself first. If you wait until the end of the month to save what you have left, there will be nothing left over. Likewise, if you wait until the end of the day to do meaningful but not urgent things like exercise, pray, read, ponder how to advance your career or grow your organization, or truly give your family your best, it probably won’t happen.” I’d proffer that most successful people have some sort of morning routine – habits they have developed over time. Do you?

Eat a live frog first thing in the morning and nothing worse will happen to you the rest of the day.” – Mark Twain

If not, here are some things you might want to add to your morning “to do” list:

No.1. Channel Stuart Smalley:

Remember Stuart Smalley from that old Saturday Night Live skit? Even though it may sound somewhat Zen-like, consider starting each day with 10-15 minutes of positive self-talk and creative visualization. Think about what you are grateful for. Read something positive. Avoid that daily dose of “If it bleeds, it leads” the morning news airs. Think about the things you’d like to have in your life.

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No.2. Rise and Shine:

Get up 30 minutes earlier than you normal do each morning and exercise. Doing something is better than nothing. The discipline of daily exercise will carry over into your workday.

No.3. Make a List:

InnOvAte

wItH teCHnOlOGy Commercial Printers In-Plant Printers Transactional Printers

Set your priorities; review them and your eat your “frogs.”

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Frog Eating 101

No.4. Eat Like a King:

Before you start your workday, make sure you put something good into your body – fruits, proteins and grains are perfect. Avoid the cinnamon rolls and donut breakfast of champions.

No.5. Avoid the Negative Energy:

Create a “not to-do” list, which will help you stay away from those unproductive or negative habits. Avoid your daily Facebook fix; stop checking your personal email and quit gossiping.

No.6. Whisper Positive Affirmations in Your Ear:

Make a statement of fact that your subconscious cannot reject. Stay positive. Create a journal of positive sayings, read them daily and never forget you are responsible for building your own self-image.

No.7. Start Spreading the News:

P14 CANVAS March 2013

Tell your spouse or significant other you love him/her. Tell your kids you are proud of them. Reach out and give some encouragement to a friend. Be more aware of the tone of your voice. Remember: What you say is far less significant that how you say it.


Create a “not to-do� list, which will help you stay away from those unproductive or negative habits.

No.8. No.9.

Smile more

Eat the Frog

Craig McConnell is president and CEO of PrintGrowPro Inc. (www.printgrowpro.com). For more information, you can reach him at 314-753-2802 or via email at craig@printgrowpro.com.


‘I’m fat, but I want to lose weight’

Understanding the challenges of change By Greg Coticchia

“I

’m fat, but I want to lose weight.” There are a lot of analogies that surround a statement like that. As a business analogy, I have to attribute it to Jack Roseman, a good friend and great entrepreneur. Over the years, he has taught me a lot. But that line may be his single greatest lesson to me.

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‘I’m fat, but I want to lose weight’

There are only two problems in business: not enough sales and everything else. Businesspeople get frustrated with lack of sales. When faced with the daily grind of doing business,

There are only two problems in business: not enough sales and everything else.

especially a lack of sales, they always ask why. Everyone gets a turn in the barrel: • Product management isn’t directing a compelling vision • Marketing isn’t delivering enough leads • The product stinks or it doesn’t work • The market is non-existent I could go on. You could, too. When it comes to sagging sales, the excuses are endless: • “We were once successful, but now we’re stalled.” • “We were successful at other companies, why isn’t it happening here?” • “We need “PLACE X FACTOR/SILVER BULLET HERE” and that will make us successful.”

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You also can add “slow/no sales,” “blame some department/ someone on the team for our problems” and “why me/us? – I’m smart and have been successful.” It’s an interesting mix of excuses. That being said, people really do try to change. At least they say they do. My old friend Jack seems to think some people have reached that “bottoming out” point. They are ready for rehab. All it takes is 28 days, right? Or, to Jack’s point, “Put me on a diet. Send me to Jenny Craig. Call Weight Watchers. Get me on the South Beach Diet. I’m ready. I have to lose weight because what I’m doing isn’t working. I can do better – a lot better.”

Wondering how you will meet your annual sales goal? Long-time commercial printing industry veteran and sales expert Linda Bishop has the tips and tricks to help you succeed! Her inexpensive, no-fluff practical guides are guaranteed to help you and meet your sales goals this year! Visit ttbooks.biz/shop today! Selling in Tough Times – Discover new ways to hit your sales goals in a down economy 101 Cold Call Tips – Find out how to take your cold-calling skills to the next level The Sales Pro’s Guide to Using LinkedIn ® – Learn to use LinkedIn® as a business building tool For free, daily sales tips read Linda’s blog, www.salesisnotforsissies.com, and follow her on Twitter, @Linda_Bishop.

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‘I’m fat, but I want to lose weight’

Well, I hate to say it – that’s when they become the “fat man on a diet.” They want to lose weight; they really do. Their intentions are sincere. But when they head home after work they stop by Dairy Queen. They order dessert at the restaurant. They snack on soda and candy throughout the day, while telling you in be-

In many cases, the leadership team holds elaborate offsite meetings to identify what must be done, but then can’t make the difficult changes that must be made. P20 CANVAS March 2013

tween gulps how much weight they want to lose. They need to lose weight. They just can’t. But let’s face it: Change in any activity is hard. Changing the habits that made you successful in the past may be the most difficult thing you’ll ever have to do. That point is outlined in Geoffrey Moore’s “Crossing the Chasm.” Moore says the things that made you successful in the early adoption stage work against you in the early majority market – thus the chasm. Moore writes: “One of the most important lessons about crossing the chasm is that the task ultimately requires achieving an unusual degree of company unity during the crossing period.” Unfortunately, many of the pitfalls show up in the sales first, and, honestly, it’s not always the sales team’s fault. In many cases, the leadership team holds elaborate offsite meetings to


Changing the habits that made you successful in the past may be the most difficult thing you’ll ever have to do. identify what must be done, but then can’t make the difficult changes that must be made. They delude themselves into thinking there’s less risk in not doing anything different than in taking the risk of change. So, what happens? It’s like helping someone with a drug or alcohol addiction. They don’t act until there is a real crisis. Change only comes when there is that “change or


‘I’m fat, but I want to lose weight’

As a leader, you have to inspire change while you can. Do you have the willpower to do so? else” situation. You want change? The “fat man on a diet” must have a heart attack or stroke before he says, “This exercise and eating right is a good idea.” Unfortunately, sometimes the patient dies and change never happens. Or, the damage is so severe that recovery is impossible. In company lingo, we call it the “walking dead.” As a leader (think marketing director, product development manager, COO or CEO), you have to inspire change while you can. Do you have the willpower to do so? Don’t be that “fat man on a diet.” While change may seem risky, it’s not as risky as doing nothing when the patient is really ill. By the way, some people who know you’re fat may tell you so. But don’t be offended. They’re just trying to help you avoid a nasty outcome.

Greg Coticchia is an award-winning technology executive with more than 25 years experience in high-tech products and services. Recently, as CEO and co-founder of eBillingHub, he grew the company from inception to establishing it in a leading market position that led to its sale to Thomson Reuters. He currently teaches both business-to-business marketing and entrepreneurial leadership at the University of Pittsburgh’s Katz School of Business.

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Canvas Magazine | Eat the Frog