David Ogilvy helped lots of brands sell a lot of product. Brands from Schweppes to Rolls Royce. And he often used lots of words to do so.

If you have something to say, say it. The page of print you buy costs the same whether you use a one word headline or tell a story.

In this episode we can learn from two brands utilizing very different strategies. So far, the in market results would suggest one is clearly winning.

Ogilvy Print Ad

If you work in a job that you don’t LOVE and have PASSION for – the kind of passion that makes you wake up early and stay up late –

If you work in a job where you don’t make ANYWHERE near what you are worth-

If you work in a job, or even if you have a career, and want to do more, create more, make more, give more, do it better, win more frequently, call your own shots, be free, make the world a better place, leave a legacy, meet new people, set out on an adventure or create certainty for yourself and those you care about –

Then you may want to read a few more lines.

If that’s what you want, you can have it.

You can start part- time. You don’t have to quit your job.

Just knowing that you can start part time will open your eyes to opportunities that were always there…but that you simply never saw.

By doing this you will find your idea. And then you will work.

You will get home from your job at 6PM and work until 10 PM, and every other weekend.

Then you can begin building your business and quit when it’s big enough.

Then, once you quit, and focus 100% of your time, passion and attention on that one purpose, amazing things will happen. You will build it, it will grow, and you will (if you so desire) sell it for millions and be able to share that fortune with those who helped you get there!

At least that’s what our guest on this podcast did. And you can too!

Because SUCCESS LEAVES CLUES.

Founder of Sweet Leaf Tea Co. Speaks on Starting Out, Growing and Guarding your Brand. Bottoms up!

Clayton Christopher sold medical supplies, but had always wanted to have his own business. So while he had his day to day job, he kept his eyes open, knew he could start his own venture part time. In doing so he found an unexploited niche in a BIG category.

Even though Clayton had no prior experience in the beverage industry, he started Sweet Leaf Tea Co and worked to fill a very obvious hole within the bottle tea category.

He selected a few key points of difference:

1) His product would be premium in nature, created with only the best of ingredients.
2) He would build his brand in an authentic way, without traditional advertising

Fast forward 10 years to 2009 and Clayton has gone from selling medical supplies, to selling a multinational conglomerate like Nestle Waters on the idea of investing in his and his teams well guarded brand…which he just did this past month!

For anyone who is working on a brand or in an agency and has a desire to one day start their own business, Clayton did it…and as always…success leaves clues!

USE TWITTER AND FACEBOOK TO ACHIEVE YOUR GOALS FASTER –
FIND YOUR ROLE MODELS AND DO WHAT THEY DO

WHAT DO YOU WANT?

To accomplish
To own
To accumulate
To learn
To feel
To have

WHAT SPECIFICALLY DO YOU WANT?

Without question, clearly identifying WHAT IT IS THAT WE WANT, SPECIFICALLY, is the least used, most powerful thing we can do in order to help turn those thoughts into what is real.

Once we decide specifically what we want, our goal, we must write a statement of ownership. A statement that is written in the present tense, as if you have it already in your possession. This statement simply describes what it is that you now have. And easiest way I have found to write these statements is to find a ROLE MODEL.

Odds are, whatever it is that you want, you can find someone who has already achieved that result. By studying them, you can identify what it is about them, what it is that they do, that ultimately you want to be able to do. This helps dramatically not only in the creation of your statement of ownership, but also day to day as you make decisions as to what actions you should be taking towards your goal.

Why is role modeling so powerful? Because our brains were designed for it – it is an evolutionary unique point of difference that has propelled the human species beyond all others and can be found in the cells that make up our brain, called neurons. A particular set of neurons called mirror neurons help us learn by watching and then copying. Sometimes we don’t even have to copy because our brain often responds the same way whether we are watching or doing. The next time you are really into a sporting event or a movie or boxing match stop and notice whether it feels like you are participating. Often it does.

So if role models are so important, how can we find them? It is actually quite easy since they are all around us. Friends, colleagues at work, classmates, members of an organization you belong to, they are everywhere. And I have found that a genuine outreach their way asking them how they do what they do works far more often than not.

About seven years ago when I quit my job and started my company. I researched the market that I was competing against, seeking to find the most successful person who ever created a company in that industry. That person happened to be Daniel Snyder (he now owns the Washington Redskins and Six Flags). I was shocked that he started in the same business that I did. Well after about five calls and letters I secured a telephone conversation with him. He couldn’t have been more kind! The advice he shared with me, I executed every day, using him as a role model and it was a key factor in our success. He made me believe that it was possible. That it had been done before. That if he did it, so could I. That faith drove me to persevere when times were very difficult…because I knew it could be done. And ultimately that perseverance and constant action towards the goal is the secret.

We all want to believe our opinion matters. That, when we talk, perhaps someone takes a note! If you reach out in this fashion you will succeed far more often than you fail.

USE TWITTER AND FACEBOOK TO PACE YOURSELF TO YOUR ROLE MODEL

What if you can’t connect with your role model? Or what if you have several people that you want to role model?

I’ll give you an example. I think Richard Branson has led an extraordinary life. He is a fascinating guy that has built a number of businesses with a distinctive and recognizable brand strategy. From the outside looking in; he seems to truly live life. He is a role model to me. Thus far, I haven’t gotten through to him. I keep trying but to no avail.

But the wonderful thing is that I am still able to role model him – even more effectively than I could have otherwise. How you ask? Because he was so kind to open an account on Twitter and update his status daily! Imagine that.

One of the most exciting, yet least understood applications of tools like Twitter and Facebook lies in their usefulness as a portal to role model others, thus expediting both the degree and pace of progress.

Being able to know what he is thinking from day to day and what he’s doing. To be able to ENGAGE with him. Isn’t that amazing? There is no better way to role model another than to follow their daily routine. Branding everything from our businesses to our identities has truly become a way of life. Tools like Twitter and Facebook make this possible. They give you a benchmark, a pace setter. If they are working at three in the morning, if you REALLY want to be like them and have what they have, you probably should be working as well. The point is that successful people, however you define success, are successful because of what they DO from moment to moment. Here is a tool that you can utilize in order to track those moments. Do the same, elevate your game to their standard and your likelihood of success magnifies tremendously.

This brand has the RIGHT to use social media!
And is doing it the RIGHT way!

As you are planning for 2010, no doubt every brand strategy out there includes ‘exploring’ how they can use ‘social media’. At least every brand we work with is. And for good reason.

If you are, then this podcast is for you. As 1-800-Flowers.com was kind enough to post a few guideposts with us…questions they ask themselves to keep the program on track.
A VERY practical lesson for all brands.

1) Is there a LOGICAL link between the brand and the overall concept?
2) Did we create a VIRTUAL VENUE for them to visit to learn more?
3) Did we recruit someone from within the target audience who is an AUTHORITY?
4) Did we give that authority figure some CURRENCY to use?
5) Are we using social media tools that make it EASY for others to share?

Where some brands are struggling is that they are jumping right to #5! Lets put up a Facebook fan page, a corporate blog and ‘TWEET’ out some promotional messages and there you go.

This gets you 5 fans (all of which are from your agency) and 10 followers (also from your agency)

Some good, practical, applicable learning for any brand.
Happy Mothers Day