Marketing Lessons from Mike Bloomberg (Campaign Strategy) [Archive]

here first time that's the third time when he was running for me the first time he sent every person who got a card in their language basically telling them to vote for him so when spanish speak neighborhood they got in spanish english speaking names again in english and boro park they got a new um everyone my name is i got one in spanish jewish name where some spanish people copy um um now so therefore the point is is that the reason why they did that even though i'm not searching and maybe he can't speak either in spanish in korean whatever the language they put it out on but the point is all these things usually start in politics then cross over to the business world which is the more you can make yourself like the person you're talking to the better if you are in business that you're not right now that's correct that's that's been on purpose if you look at my website for example my testimonials i have myself as the religious jewel and all the rest of my testimonials each one is there i have many testimonies i've got 200 testimonials the ones that i use are the ones that are most unlike me for example i have one african-american author i have one italian fellow i have one lady who's old enough to be my grandmother i have one person with a british accent i have testimonial in spanish and essentially the point is each person finds something that if this person it's not about you your point is correct not much about you being like them it's also about you having helped someone just like them even if i'm not like you the fact that i was able to help someone just like you makes you feel that's worth your time and energy to meet with me now many times what they'll do is they'll have in letter sent out in political campaigns even businesses they'll try to get the signer of the letter to be the same type of person you are so if you name if you're spanish that will be signed by julia rodriguez now i don't know if there's someone in the company or not but assuming there is so we don't get the problems of using names that don't exist um then the point is the reason why that person signed the letters because you have to report that person because he's similar to you there are also times you'll find that if your name is you know robert rosenberg the letter will be signed by somebody with those same first and last initials because a person feels a certain relationship with that person uh same thing's true with age if you're selling something to 30 year olds it's not a good idea to have your testimonials to be from people like teenagers or from senior citizens try to mirror your audience let people that want to come audience again is a wide range you want to have a right range everyone can find one person that they say that person is like me they can help that person they don't need to there are certain words that make you read further for example when you start a sentence you use a word for example okay so you write a paragraph you know what the present stuff do you want the person to read on you use like the greasy word like for example or let me let me show you let me explain to you uh you know essentially the point is that you never wanted to come to the end of a paragraph and stop and move on which is why you don't especially newspapers you don't find things finishing with a period you never find you always have something making you turn the page as it's continuing on page whatever as opposed to the article finishing right then and there because the point is they want you to turn the page and keep reading uh which is why incidentally if you have a newspaper ad if you have a newspaper and you have a full page ad on this side and a full page ad on this side it's terrible because nobody has any reason to read that page because there's no text there you're much better off having a half page and have a half page of text having a full page ad if there's no other text on either that on the facing page um and again i think they spend a lot of money doing that and they just throw their money away because there's no reason anyone to keep that page up and they just move right onto the next page about credibility again visa mastercard american express discover united states post office federal express and so on and so forth have all spent millions in better business bureau have spent millions and millions of dollars branding themselves the people who they are what they do just like i explained before about the book if you give a book from the famous author you sort of attach your credibility their credibility to you same thing's true here if you um if i'm trying to do it again the credibility of the thank you okay there thank you all these companies that therefore all these companies that have spent all this money in advertising you can transfer their credibility to you by the fact that you're legally legitimately using their logos on your website because you're authorized to do so which gives people more trust the more likely to do business um therefore you should have as many seals as possible i don't mean to just deliver a place but still if there's any relevant clear seals but they will help you which is another reason to have a book on amazon.com because then your published author which gives you credibility of as seen on amazon.com and so on and so forth um as far as proper positioning goes to position yourself it's about fulfilling a need having relevance and then being an authority figure