Make Yourself A Sheep And The Wolves Will Surely Come Knocking
Dear Friend,
I always say "People will treat you the way you expect them to."
Benjamin Franklin put it a little more eloquently (surprise) when he said "Make yourselves sheep and the wolves will eat you."
This is never truer than when it comes to how you market yourself and how you position yourself with prospects and clients, and if you're not constantly thinking about this, then you're going to be caught off-guard and things will certainly NOT go the way you want them to.
Let me give you a example of how one company cleverly uses this to their advantage.
Wölffer Estate is a vinyard located out in Sagaponack, New York, which is in central Long Island.
Wölffer recently presented the 2002 vintage of their Premier Cru merlot wine. They had a fancy-schmancy celebration for it, to draw attention to the wine.
And where do you think they had this big to-do? Nowhere special -- just...
At Avery Fisher Hall In Lincoln Center!
That's right, they rented out Lincoln Center, which, if you don't know what that is, I'll tell you: Lincoln Center is the world's largest performing arts center. It's the resident home of the Juilliard School of Music, The Metropolitan Opera, the New York City Ballet, the New York City Opera, and the New York Philharmonic, just to name a few.
Think that's ovedoing it a bit, just to get some publicity about a few bottles of wine?
Think again, because Wölffer Estate charges $125 Dollars a bottle for their wine. In fact, its billed as "Long Island's most expensive broadly available standard-sized bottle of wine."
You heard right -- it's not even "limited" -- it's broadly available -- and it sells for more money than it would cost you and your spouse to BOTH get into Walt Disney World, even during peak season!
On top of that, if you want to buy the "big bottles" of 2002 Premier Cru, it'll cost you $500 dollars -- the owners of Wölffer realize that if you want something that size, it's for a special occasion and you'll pay "whatever you have to" to celebrate special occasions -- just ask any onyone who has kids, they'll confirm that one.
Plus, apparently, the 2000 and 2001 vintages completely sold out.
Do you still think renting Avery Fisher Hall was a bit over-the-top?
No way, José!
Remember, positioning is something you have total control over -- so be decisive and don't ignore it.
If you're ignoring this aspect of your marketing, then you don't have it under your control.
And why surrender something that's so critical to the amount of money you're making, to random chance or even worse -- to your prospects -- when you damn sure don't have to?
And believe me, when it comes down to it, not only does this affect you financially, but it becomes nothing but an emotional noose around your neck, if things aren't going the way you want them to.
Now go sell something,
Craig Garber
Any comments?
Send them to me by scooting over to the contact form on my "Here's How To Contact Craig" page, and maybe I'll publish them -- I appreciate your feedback!
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| “Craig Garber is America's top direct-response copywriter. Join the ranks of Garber's swelling list of global VIP's who subscribe to his unconventional weekly marketing moments, and discover how to dramatically boost your sales and improve the response to your sales copy, on his website at http://www.kingofcopy.com. Copyright © Craig Garber. All rights reserved.” |