13 Virtues of MEANINGFULMarketing. Inspired by Ben Franklin’s 13 Virtues “I conceived a bold and arduous project of arriving at moral perfection.”

13 Virtues of13 Virtues ofMEANINGFULMEANINGFUL

MarketingMarketing

Inspired by Inspired by Ben Franklin’s Ben Franklin’s

13 Virtues13 Virtues

“I conceived a bold and arduous project of arriving at moral perfection.”



He wished to live without fault.

He thought he knew right from wrong.

However he soon found that the task was more difficult than he had imagined.



“I concluded that contrary habitshad to be broken, and good onesacquired and established beforewe can have any dependence onimproved conduct.”



“I thought it would be wise to notdistract my attention by attemptingall at once but to fix my attention on one at a time.”

Once a week for 13 Virtues13 times 4 cycles = 52 weeks


1. Temperance 8. Justice2. Silence 9. Moderation3. Order 10. Cleanliness4. Resolution 11. Tranquility5. Frugality 12. Chastity6. Industry 13. Humility7. Sincerity

Virtue #1Virtue #1LEARNLEARN

Every week becomeEvery week becomequantifiably smarter regarding quantifiably smarter regarding

your customers and your your customers and your vocational craft.vocational craft.

““Learning takes time. TopLearning takes time. Top leaders make learning a leaders make learning a DAILYDAILY activity. Doctors, accountantsactivity. Doctors, accountants and nurses are required toand nurses are required to attend continuing education.”attend continuing education.”

Jim KouzesJim Kouzes

Learning CHALLENGE #1Learning CHALLENGE #1

3 Separate Studies3 Separate Studies • • Adults taught about new Adults taught about new

productsproducts• Tested on learning• Tested on learning• Those with the least prior • Those with the least prior

knowledgeknowledge were the MOST ACCURATE. were the MOST ACCURATE.

The More You KnowThe More You KnowThe Less You’ll GROW!The Less You’ll GROW!

Learning CHALLENGE #2Learning CHALLENGE #2

540 Matched Pairs - Buyers/Sales People540 Matched Pairs - Buyers/Sales People • • Industrial ProductsIndustrial Products

• Sales People with LEAST • Sales People with LEAST ExperienceExperience

- Had MOST Accurate - Had MOST Accurate knowledgeknowledge

The More You KnowThe More You Know The Less You’ll GROW! The Less You’ll GROW!

““Essentially what you want to Essentially what you want to do in business is to be able to do in business is to be able to go in every morning and say go in every morning and say today I can do better than I today I can do better than I did yesterday. And, the only did yesterday. And, the only way you are going to do that way you are going to do that is if you is if you know moreknow more.” .”

Drayton BirdDrayton BirdFormer Vice Former Vice Chairman Chairman Ogilvy DirectOgilvy Direct

Challenge YourselfChallenge Yourself

To Learn More - Know More Each Week• About your customers• About your vocational craft

At a minimum every 6 months • January 1 & July 4th

This MeansThis Means• Being open to “letting go of where • Being open to “letting go of where you are”you are”• Learn Innocently• Learn Innocently• Read - Talk - Try• Read - Talk - Try

Let Meaningful MarketingLet Meaningful Marketingspark your learning…spark your learning…

But make it onlyBut make it onlythe beginning!the beginning! 100 Data Proven Truths

Virtue #2Virtue #2PIONEERPIONEER

Lead your marketplace and Lead your marketplace and leave copying to those without leave copying to those without

the brains or courage to be the brains or courage to be original. original.

PioneerPioneer

Impact of order of entryImpact of order of entry 1st1st to Market to Market 100 %100 %2nd2nd To Market To Market 71 % 71 %3rd3rd to Market to Market 58 % 58 %4th4th to Market to Market 51 %51 %

Profit differences are probably even Profit differences are probably even greater!greater!

PioneerPioneer

Box Office RevenuesBox Office Revenues

Original MovieOriginal Movie 100 %100 %SequelsSequels 67 % 67 %2nd Sequels 2nd Sequels 43 % 43 %

Profit differences are probably even Profit differences are probably even greater!greater!Stars rarely get paid less money. Stars rarely get paid less money.

PioneerPioneer

The # 1 “wish” of buyers/resellersThe # 1 “wish” of buyers/resellers

Generate Incremental SalesGenerate Incremental Sales

Top Driver of Consumer RecallTop Driver of Consumer Recall

PioneerPioneer

NEW NEWSNEW NEWS

Pioneering is about Pioneering is about NEWSNEWS..

THE FIRST ______________THE FIRST ______________

THE ONLY ______________THE ONLY ______________

(Make a legal claim)(Make a legal claim)

Customers loveCustomers love NEWSNEWS & & hopehope

Pioneering is about Pioneering is about NEWSNEWS..

No one ever made it into the Business Hall of Fame on a record of “line extensions”

Leaders create NEW MARKETS,

New Categories and Do stuff that matters.

Tom Peters

New News About BrandNew News About BrandNew Target Audience, Problem or OccasionNew Target Audience, Problem or Occasion

Pitch Burst - the Pitch Burst - the reverse dunk reverse dunk tank.tank.

Advantages overAdvantages over a real a real dunk tank:dunk tank:

• conserves waterconserves water• less expensiveless expensive• saves timesaves time

Result: Result:

No one cares No one cares unless there is a unless there is a drought. Real drought. Real dunk tanks are dunk tanks are more fun!more fun!

What other targets could Pitch Burst focus on?What other targets could Pitch Burst focus on?

Focus on the one place Pitch Burst can go that a real dunk tank can’t:

INDOORS! That opens up a new, lucrative market:

BARS, RESTAURANTS & ADULT BEVERAGE COMPANIES!

New ApplicationNew ApplicationNew Target Audience, Problem, or Occasion

Carl Brown - Inventor, Multi Purpose Accessory Sink

Upon flushing a toilet, the MPAS funnels normally wasted, clean water to a convenient sink, conserving water and promoting sanitation.

““Toilet” SinkToilet” Sink

New Target Audience, Occasion or ProblemNew Target Audience, Occasion or Problem

Idea #1 - Hotels That Are “Green”

Idea #2 - Dog Bowl

Idea #3 - Self Watering Plant Pot

It’s easy to find the It’s easy to find the courage to CHANGE courage to CHANGE when your when your survivalsurvival is is at risk. at risk.

Real Courage & LeadershipReal Courage & Leadershipis when you pursue change is when you pursue change when you don’t have to.when you don’t have to.

Virtue #3Virtue #3OVERTNESSOVERTNESS

Let a customer say NO because what Let a customer say NO because what

you offer doesn’t apply to them.you offer doesn’t apply to them. But But NEVERNEVER let a customer say NO let a customer say NO

becausebecause they don’t understandthey don’t understand

what OVERT BENEFIT you’re offering.what OVERT BENEFIT you’re offering.

OvertnessOvertness

Tracking of Survival of 900 Products Tracking of Survival of 900 Products

Being Being OBVIOUSOBVIOUS about benefit about benefit• 75% greater odds of success• 75% greater odds of success

When less “work” is required to When less “work” is required to understand. understand. You’ll You’ll Sell MORE Sell MORE with LESS Effortwith LESS Effort..

OvertnessOvertness

Alignment of Alignment of NAMENAME with benefit with benefit• Doubles correct “recall”• Doubles correct “recall”

OvertnessOvertness

Pictures Communicate the BenefitPictures Communicate the Benefit

Classic story...What is it?Classic story...What is it?

Restaurant!Restaurant!

Confusion is not aConfusion is not asuccess strategy.success strategy.

Virtue #4Virtue #4CLARITYCLARITY

Strive for self-evident clarity in all Strive for self-evident clarity in all

communications. communications.

ClarityClarity

Tracking of survival of 900 Products Tracking of survival of 900 Products

Simple and Easy To UnderstandSimple and Easy To Understand• 70% greater odds of success• 70% greater odds of success

• 5th Grade Level Wins• 5th Grade Level Wins

ClarityClarity

Tracking of survival of 900 Products Tracking of survival of 900 Products

SPECIFIC/NUMERIC BenefitSPECIFIC/NUMERIC Benefit• 52% greater odds of success• 52% greater odds of success

Tell customers what they will receive Tell customers what they will receive with the same numeric precision as with the same numeric precision as you explain price.you explain price.

Examples of specificsExamples of specifics

““Cut Cold SoreCut Cold Sore

Healing TimeHealing Time

In Half”In Half”

Examples of specificsExamples of specifics

““Now you canNow you can

Shave yourShave your

Legs half Legs half

As often”As often”

Telling Your REAL StoryTelling Your REAL Story

Island WindsIsland Winds has has manufactured wind manufactured wind chimes, with the same chimes, with the same design, since the late 70’s.design, since the late 70’s. Peter Baker, ownerPeter Baker, owner

20 Years of Wind Chimes 20 Years of Wind Chimes

• • 10 Years of Growth10 Years of Growth

• • Competition Cloned HimCompetition Cloned Him- Made them “pretty”- Made them “pretty”

• • 10 Years of Compounded Declines10 Years of Compounded Declines

• • Peter was preparing to copyPeter was preparing to copy or give upor give up

Recommended Telling the TRUTHRecommended Telling the TRUTHWITH GREAT CLARITY.WITH GREAT CLARITY.

Peter Baker, ownerPeter Baker, owner

A CLEAR Meaningful A CLEAR Meaningful Difference!Difference!

Peter Baker, ownerPeter Baker, owner

Nor’easter ChimesNor’easter Chimes• • Made for the North AtlanticMade for the North Atlantic• • Real Steel, Wire & BoltsReal Steel, Wire & Bolts• • Not spring breeze chimesNot spring breeze chimes• • On/off switchOn/off switch

When you don’t haveWhen you don’t havea quantifiable advantagea quantifiable advantage

then the root cause of your then the root cause of your business problem may not bebusiness problem may not be

marketing. marketing.

Virtue #5Virtue #5FOCUSFOCUS

Eliminate the irrelevant. Eliminate the irrelevant.

FocusFocus

10 Separate Experiments10 Separate Experiments

• Two ads tested• Two ads tested#1 - Meaningful Information#1 - Meaningful Information#2 - #2 - Irrelevant infoIrrelevant info added added

• Purchase interest declined • Purchase interest declined - From 53% to 38%- From 53% to 38%

FocusFocus

Do ONE THING GREATDo ONE THING GREAT • 60% greater odds of success • 60% greater odds of success

The Power of The Power of Do One Thing Great!Do One Thing Great!

Free tasting of 24 flavors of jam.Free tasting of 24 flavors of jam.


Free tasting of 6 flavors of jam.Free tasting of 6 flavors of jam.


24 flavors24 flavors

2 % Bought2 % Bought


6 flavors6 flavors

12 % Bought12 % Bought24 flavors24 flavors

2 % Bought2 % Bought

No FocusNo Focus

“Etc!”

No FocusNo Focus

When you have SUBSTANCEWhen you have SUBSTANCEReduce Flash & SizzleReduce Flash & Sizzle

• Advertising recall of 9 brands• Advertising recall of 9 brands• Three types of TV shows• Three types of TV shows

# Recalled# RecalledExtreme violence 3.0Extreme violence 3.0Sexually suggestive 2.7Sexually suggestive 2.7Neutral content 4.7Neutral content 4.7

To FOCUS -- Edit & EliminateTo FOCUS -- Edit & Eliminate

““The most essential gift for The most essential gift for a good writer is a built-in, a good writer is a built-in, shockproof, shit detector. shockproof, shit detector.

This is the writer’s radar This is the writer’s radar and all great writers have and all great writers have had it.”had it.”

Ernst HemingwayErnst Hemingway

Virtue #6Virtue #6CREDIBILITYCREDIBILITY

Continuously enhance customer trust Continuously enhance customer trust

in you, your company and your brand.in you, your company and your brand.

93% of consumers do not have93% of consumers do not have

confidence in the advertisingconfidence in the advertising

messages of major corporations.messages of major corporations.

YankelovichYankelovich

Lack of trust is atLack of trust is at EPIDEMIC PROPORTIONS EPIDEMIC PROPORTIONS

64% of consumers do not believe64% of consumers do not believe

that the news media get theirthat the news media get their

facts straight.facts straight.

USA Today/CNN/GallupUSA Today/CNN/Gallup

Plus 40% in last 14 yearsPlus 40% in last 14 years

Lack of trust is atLack of trust is at EPIDEMIC PROPORTIONS EPIDEMIC PROPORTIONS

CredibilityCredibility

““REAL Credibility SubstanceREAL Credibility Substance””

• 40% greater odds of success• 40% greater odds of success

Credibility is about Credibility is about Telling Your StoryTelling Your Story

What makes it possible for youWhat makes it possible for youto deliver your OVERT BENEFIT? to deliver your OVERT BENEFIT?

CredibilityCredibility

Direct Synergy betweenDirect Synergy betweenOVERT BENEFIT & CREDIBILITYOVERT BENEFIT & CREDIBILITY

• 74% greater odds of success• 74% greater odds of success

Virtue #7Virtue #7AUTHENTICITYAUTHENTICITY Communicate with honesty

and integrity

AuthenticityAuthenticity

Which of the following would you most Which of the following would you most like to be known for? like to be known for?

Being AuthenticBeing Authentic 49.8%49.8%Being IntelligentBeing Intelligent 22.2%22.2%Having a Sense of HumorHaving a Sense of Humor 22.0%22.0%Being Good LookingBeing Good Looking 1.6% 1.6%

Survey of 1,021 AmericansSurvey of 1,021 Americans


Test of Marketing Promise vs Reality Test of Marketing Promise vs Reality

• • ACCURATE Marketing PromiseACCURATE Marketing Promise Pre use Pre use After use After use 8.98.9 9.19.1


Test of Marketing Promise vs Reality Test of Marketing Promise vs Reality

UNDERSTATED Marketing PromiseUNDERSTATED Marketing Promise Pre use Pre use After use After use 3.23.2 6.66.6

(-2.5 vs. truth)(-2.5 vs. truth)

When you set low expectations When you set low expectations customers respond similarly. customers respond similarly.

Authentic Personal PrideAuthentic Personal Pride

Virtue #8Virtue #8DEMONSTRATEDEMONSTRATE

Let your product, service or Let your product, service or

idea talk for itself. idea talk for itself.

DemonstrateDemonstrate

Tracked Survival of 900 New ProductsTracked Survival of 900 New Products Credibility StrategiesCredibility Strategies

• Name & Reputation• Name & Reputation Base Base• Pedigree of materials/process• Pedigree of materials/process + 21% + 21%• Testimonials• Testimonials + 29 % + 29 %• Demonstration• Demonstration (sensory cue) (sensory cue) + 47 % + 47 %

Nothing beats the credibility of first Nothing beats the credibility of first person experience. person experience.


GM introduces the 24 Hour Test Drive. Drive it around the clock. Not just around the block.


Nothing Beats - First Person Appeals Nothing Beats - First Person Appeals

Neighborhood RecyclingNeighborhood Recycling • 2.3 times greater compliance • 2.3 times greater compliance


Butt Head PrincipleButt Head Principle

“Your Head is “Your Head is Where Your Butt Is.” Where Your Butt Is.”

Where you physically spend your time is Where you physically spend your time is

what is MOST IMPORTANT to you. what is MOST IMPORTANT to you.

Change where you spend your business Change where you spend your business time. time.

And, you change your impact on your And, you change your impact on your business.business.

Virtue #9Virtue #9PERSISTENCEPERSISTENCE

Never, ever, ever give up Never, ever, ever give up

when you are pursuing the when you are pursuing the right thing in the right way. right thing in the right way.

PersistencePersistence

Never, Ever Give UpNever, Ever Give Up

• Advertising testing indicates• Advertising testing indicates- It takes 3 exposures to sell- It takes 3 exposures to sell

• Industrial products research finds • Industrial products research finds - It took 4.6 face-to-face visits- It took 4.6 face-to-face visits


First Instincts vs. 6 Month BehaviorFirst Instincts vs. 6 Month BehaviorDefinitely Definitely DefinitelyDefinitelyNOT BuyNOT Buy WILL BuyWILL Buy

0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10

• Of 809 Customers who hit “0”• Of 809 Customers who hit “0”- 144 (1 in 6) DID BUY - 144 (1 in 6) DID BUY

• Of 246 Customers who hit “10”• Of 246 Customers who hit “10”- 128 (little over half) DID NOT buy - 128 (little over half) DID NOT buy

A customer’s first reaction is not A customer’s first reaction is not necessarily predictive of their final necessarily predictive of their final behavior. behavior.


Original Failure: High End Make Up Remover

Revision: Disposable Handkerchief

Original Failure: Replace metal in steel-belted tires. Metal improvements made it to expensive

Fortune Magazine Called Kevlar “The Miracle without A Market”


Revision: Bullet proof material - DuPont’s #1 Profit Center.

Virtue #10Virtue #10MEASUREMENTMEASUREMENT

Quantify goals and systems. Quantify goals and systems.

MeasurementMeasurement

The Power of Numeric GoalsThe Power of Numeric Goals • 491 Independent sales people• 491 Independent sales people• Quantified impact of goal setting• Quantified impact of goal setting

EarningsEarnings- No goal- No goal Control Control- General earnings goal- General earnings goal 2 X 2 X- Numeric goal - Numeric goal 3 X 3 X

Tell customers what they will receive Tell customers what they will receive with the same numeric precision as you with the same numeric precision as you explain price.explain price.

Measurement Measurement

The greatest danger for most of us is not that our aim is too highand we miss it, but that it is too low and we reach it.

Michelangelo

Statistical ProbabilityStatistical Probability

Defines The Difference BetweenDefines The Difference Between• One Time Events & Real TRENDS• One Time Events & Real TRENDS

Math without statistics is meaningless!Math without statistics is meaningless!

Dr. W. Edwards DemingDr. W. Edwards Deming

94% of all problems aredue to poor systems.

Relative ProbabilitiesRelative Probabilities

Benefit Only 29%Benefit Only 29% RTB Only 29%RTB Only 29% Image Only 18%Image Only 18%

Benefit & RTB 42%Benefit & RTB 42% RTB & Image 29%RTB & Image 29%

Benefit & Image 30%Benefit & Image 30%

Features Only = 10%

Measurement Measurement

The Inefficiency of MarketingThe Inefficiency of Marketing 100% mailed message 100% mailed messagex 60% remembered receivingx 60% remembered receivingx 47% of those who noticed read itx 47% of those who noticed read itx 25% of those who read understoodx 25% of those who read understood= 7% # who could purchase = 7% # who could purchase

Potential for Measurable Improvement Potential for Measurable Improvement at eachat eachstep is HUGE!step is HUGE!

Quantify each step in Quantify each step in your your distribution distribution

pipelinepipelineand your and your

customer/consumercustomer/consumerpipeline. pipeline.

Distribution PipelineDistribution Pipeline

Doctor Nurse Insurance Co.

PatientDrugInventor

There are opportunities at each valve. There are opportunities at each valve.

Virtue #11Virtue #11SERVICESERVICE

Dedicate yourself to serving the Dedicate yourself to serving the

genuine needs of your customers.genuine needs of your customers.

ServiceService

We Measure Quality in the “DETAILS”We Measure Quality in the “DETAILS” ““Attention To Details”Attention To Details”• 63% greater odds of success• 63% greater odds of success

• Synergy between components• Synergy between components- Name, graphics, communications- Name, graphics, communications

ServiceService

186 Corporate Quality Initiatives 186 Corporate Quality Initiatives • Focused on price reduction• Focused on price reduction• Focused on improved satisfaction• Focused on improved satisfaction• Blend of the strategies• Blend of the strategies

ServiceService

186 Corporate Quality Initiatives 186 Corporate Quality Initiatives • Focused on price reduction• Focused on price reduction• Focused on improved satisfaction• Focused on improved satisfaction• Blend of the strategies• Blend of the strategies

IMPROVED CUSTOMER SATISFACTIONIMPROVED CUSTOMER SATISFACTION• Correlated with company profits• Correlated with company profits• Correlated with return on assets• Correlated with return on assets• Correlated with stock returns• Correlated with stock returns

ServiceService

1,356 Bank Customers 1,356 Bank Customers

• • With Service ProblemWith Service Problem• Handled well • Handled well +58%+58% (word of mouth) (word of mouth)

• Handled badly • Handled badly - 16%- 16%• Repeat problem • Repeat problem - 47%- 47%

Mistakes are human -- repeat offences are not.Mistakes are human -- repeat offences are not.

Virtue #12Virtue #12WRITEWRITE

Use the written word to define and Use the written word to define and

refine your thinking. refine your thinking.

When we give words toWhen we give words toour ideas, they become real.our ideas, they become real.

If we can’t clearly articulate If we can’t clearly articulate whatwhat

we do we have virtuallywe do we have virtually

NO CHANCENO CHANCEof success.of success.

Writing Enhances Writing Enhances AlignmentAlignment

Pictures are worth 1,000 Pictures are worth 1,000 wordswords

• • And that’s the problemAnd that’s the problem

When we THINK WELLWhen we THINK WELLwe WRITE WELLwe WRITE WELL

Writing is idea Writing is idea testing.testing.

How To WriteHow To Write

““If you want to be a writer - If you want to be a writer - you must do two things above you must do two things above all others all others read a lotread a lot and and write write a lota lot. .

I’m aware of NO SHORTCUT.”I’m aware of NO SHORTCUT.”Stephen King Stephen King

On WritingOn Writing

More Writing HintsMore Writing Hints

• • Writing is storytelling - talk as you Writing is storytelling - talk as you write write • Read writing out loud• Read writing out loud• Excellence is tied to truth• Excellence is tied to truth

Virtue #13Virtue #13COURAGECOURAGE

Be bold. Be Brave. Leave a Legacy. Be bold. Be Brave. Leave a Legacy.

Meaningfully Different IdeasMeaningfully Different Ideas

0 1 2 3 4 5 6 7 8 901

23

4

56

78

HighHigh

PurchasePurchaseProbabilityProbability

(Meaningful)(Meaningful)

LowLow

Not at allNot at all New & DifferentNew & Different(Difference)(Difference)

VeryVery

CourageCourage

“Courage is rightly esteemed the “Courage is rightly esteemed the first of human qualities because it is first of human qualities because it is the quality which guarantees all the quality which guarantees all others.”others.”

Winston ChurchillWinston Churchill

Be Bold - Be BraveBe Bold - Be Brave

““Beware of Beware of Rearranging theRearranging the

Deck Chairs on the Deck Chairs on the Titanic.”Titanic.”

Customer Meaningful Customer Meaningful DifferenceDifference

Beware of Hair SplittingBeware of Hair SplittingNo one cares aboutNo one cares aboutNew to your CompanyNew to your Company

Ex: Tastations:Ex: Tastations:““The First Hard CandyThe First Hard CandyFrom Hershey’s.”From Hershey’s.”

Did customers ask for an electric Did customers ask for an electric light? No. They never asked for it, the light? No. They never asked for it, the producer produced it. No one asked producer produced it. No one asked for a car, nor a telephone. No one for a car, nor a telephone. No one asked for a copy machine or a fax asked for a copy machine or a fax machine. Innovation does not come machine. Innovation does not come from the customers. Innovation from the customers. Innovation comes from the producer, from comes from the producer, from people who are responsible for people who are responsible for themselves and have only themselves themselves and have only themselves to satisfy.” to satisfy.”

W. Edwards DemingW. Edwards Deming

Success Comes from Success Comes from LOVELOVE

“The key to success in business is LOVE. “The key to success in business is LOVE. Love your customersLove your customersLove your peopleLove your peopleLove your product - your serviceLove your product - your serviceLove leading!”Love leading!”

Passion Can Be FAKED - LOVE CannotPassion Can Be FAKED - LOVE Cannot

(175 PhD’s and Research Projects)(175 PhD’s and Research Projects)

Being True To YourselfBeing True To Yourself

1,500 Business School Students1,500 Business School Students

1,245 Plan to Earn $ Then Pursue Dream1,245 Plan to Earn $ Then Pursue Dream

255 Plan to Pursue Dream Immediately255 Plan to Pursue Dream Immediately

20 YEARS Later20 YEARS Later

Checked for MillionairesChecked for Millionaires

1,245 1,245 11

255 255 100 100

1. Learn

13. Courage

2. Pioneer3. Overtness4. Clarity5. Focus

MeaningfulBenefitDifference

6. Credibility7. Authenticity8. Demonstrate

RealReasonTo Believe

9. Persistence 10. Measurement11. Service12. Write

CoreValues

CourageCourage

WisdomWisdom x x CourageCourage = Legacy = Legacy

Know MoreKnow More x x Do MoreDo More = Success = Success

Documents

13 Virtues of MEANINGFULMarketing. Inspired by Ben Franklin’s 13 Virtues “I conceived a bold and arduous project of arriving at moral perfection.”