Guest TV Appearance on Pat McMahon Show

Hi Folks,

I have been working hard on the Business Builders Boot Camp (http://BizBuildersBootCamp.info)
the last few days.

Wow! Good things are happening! My PR gal, Christine Marek, is doing a great job. She has me booked as a guest on the Pat McMahon show on Monday, August 10. The show runs from 9 AM to 10 AM. I will be interviewed for 8 minutes about the Double Your Business Boot Camp coming up on August 28-29.

If you are in the Phoenix viewing area you can catch it on AZTV 7 (Cable 13). If not I will post the interview here and on http://BizBuildersBootCamp.info .

We are also getting interest for interviews on the Phoenix ABC and NBC affiliates. More details about that, if we get booked.

The other speakers and I are fired up about the boot camp. The opportunity to share what is working in this economy with other business owners is exciting to all of us.

Come join us in Scottsdale!

Until next time,

Chuck Trautman

Recession Blues? Fix Your Customer Service

Hi Folks,

My previous post about illegals and our health generated a lot of negative comments. But since they were all "anonymous", I elected not to publish them. My attitude is if you believe it - put your name on it!

Now to the customer service issues. Many companies I consult with seem to have a customer prevention department. It is amazing to me. What happens is that the owners have no idea how their customers and prospects are being treated - in person, on the phone, and on their websites.

My first bit of advice is to shop your own business as if you were a customer. When I had my retail golf stores we employed a mystery shopper service. But you don't have to spend any money.

Ask one of your referral partners to shop your business in exchange for you shopping theirs.

This does not just apply to retail businesses. It applies to every business - retail, repair, private practice, personal services, internet, etc.

Shopping in person

• Observe the parking lot and sales area for cleanliness
• Were you greeted promptly and courteously?
• Ask questions about a product or service
• Is the staff knowledgeable?
• Do they offer up-sells, cross-sells, and other services?
• Do they collect your contact information?
  

For some real coaching on recession busting strategies, attend a 2 day "Double Your Business Boot Camp" in Scottsdale on Aug 28-29. For more info go to http://BizBuildersBootCamp.info .

I will address mystery shopping on the phone and internet in a future post.

That's all for today!

Chuck Trautman

Illegal Aliens - Are They A Health Risk?

Hi Folks,

I am concerned!

Last week the CDC stated that in the worst case scenario the swine flu could cause several HUNDRED thousand deaths and cause over 40% of those employed to miss work over the next 2 years. It is unlikely the outbreak will be this severe but never the less...startling!

In the same paper, the AZ Republic, there was a story that a Sheriff Joe sweep turned up 9 illegals, but the feds made the sheriff release them without deportation because they had "clean" criminal records. In itself that sounds like an oxymoron to me.

The two articles got me to ponder the health side of the "illegal" debate. I have no facts but this is just common sense.

If someone in a foreign country settles here illegally, it stands to reason that they did not receive any of the required immunizations to come to the US.

What diseases common to the US will they catch and spread within our population?

More worrisome to me is what diseases will they bring with them from their country?

Shouldn't our government protect us from the swine flu and other infectious diseases by enforcing our immigration laws?

If any one out there has some facts on disease and the illegal issue, I invite your comments.

Chuck Trautman

It's Official! Taking Over Phoenix West Chapter on 8/1

Hi Folks,

Several months ago I made a deal with Alex Lowy to purchase the Glazer-Kennedy Phoenix West chapter from him. We had the verbal approval from GKIC so we promoted the transfer via email and Alex's newsletter. We even announced a "passing of the torch" luncheon meeting.

It is such a natural for me, since I already have the Phoenix East chapter.

We ended up with the proverbial "egg on our faces" because while our signed paper work was in the mail, GKIC had a problem with a transfer in another part of the country and their lawyers put a hold on all transfers.

Everyone in involved expected the lawyers to work out the details by the end of May. As is often the case when lawyers are involved, this drug on to the middle of July.

Anyway, it is now a done deal! Our first Phoenix West chapter meeting is scheduled for August 19 and you are invited. That's right guests are welcome. What we do at a chapter meeting is have spirited discussions about Dan Kennedy marketing principles. The emphasis is on what is working TODAY.

Where: Ottawa University just north of Dunlop on the east side of I-17
Time: 11 AM to 1:30 PM
Who: Entrepreneurs and Sales Professionals Seeking Better Results

As a grand re-opening special, you are invited as my guest. Lunch is included. Everyone who attends will also receive a complimentary copy of the DVD "The Phenomenon:. How to achieve more in the next 12 months than you have the last 12 years.

Please RSVP so Chef Diane can get the prepare the right number of lunches.

Chuck Trautman
chuck@GoldCrownMarketing.com
480-773-7490

My First Round of Golf In The UK

Hi Folks,

Watching the British Open this weekend brought many wonderful memories flooding back. You see I have been blessed because I have played golf in England and Scotland on 3 different occasions.

My first trip was a trip with my wife, Carol, and NOT a golf trip. We went on a 17 day junket to celebrate our 30th anniversary and traveled throughout England and Scotland. I guess I was behaving myself because I got the "thumbs up" to rent some clubs and play a round.

I walked on at Blackpool Country Club in Blackpool, England. At the time I was an 11 handicapper. The pro rented me a set of Browning blades, a knock off of a Callaway driver, a fairway wood that was a real wood, and a knockoff of a Ping Anser 2 putter.

Since I had not hit blade style irons in over 20 years, I asked where the driving range was. The pro said, "We don't have a range and your on the tee with those 2 blokes on the tee now". I was nervouse as hell because blades have a small sweet spot and no margin for error.

Those "blokes" were a 10 and an 11 handicapper who wanted some "American cash". We settled on a "5 pound" nassau.

I hit an OK drive with the knockoff driver and had about 180 yards downhill into the wind to the green. I was scared as hell to hit my first approach shot with those blades! I chose a 4 iron and to my amazement, I flushed it! It landed short of the green and rolled up to 15 feet.

My birdie putt went right in the jar and I went on to shoot 77. The Brits mumbled about "another sand bagging Yankee" as they each handed over their 15 pounds.

My only regret? I did not buy the damned Browning blades!

Until next time,

Chuck Trautman

Tele-Seminar Replay and The British Open

Can you believe what's happening at Turnberry in Scotland? In case you haven't heard, 59 year old Tom Watson is tied for the lead at the halfway point of the British Open. Amazing!

What about Tiger Woods. Oh, he missed the cut.

This thing about 60 being the new 40 must have something to it. Last year a 53 year old Greg Norman lead the British Open after 3 rounds. Greg missed the cut this year, too.

Why am I talking about this? Well, you know I love golf, but there is another reason. There are big lessons that can be learned here.

When asked if he was surprised at being tied for the lead, Tom Watson said, "No, I would not have entered if I didn't think I could win". Think about that. We should not be in business if we don't think we can succeed - at any age.

This segues nicely into the Tele-Seminar about time management and productivity that I conducted on July 16th. To win at business you have to manage your time well to be productive.

To hear a replay of my webcast click HERE now.

Chuck Trautman

Prepared For Time Mgmt Teleseminar By Playing Golf?

Hi Folks,

Yes that's right - I prepared for the teleseminar I am giving tonight by playing golf this morning. You see I really do manage my own time and productivity well so my prep work was done yesterday.

For the golfers amongst you, I shot 82 at Legend Trail Golf Club in North Scottsdale. It should been a 79 but I got excuses!

One of the guys I was paired with, started talking in my back swing on 17 and I hit my tee shot in the desert and made double. Then I bogeyed 18 from the middle of fairway by thinning my approach off the back of the green and short sided myself for the chip. Breaking 80 is always great, but, oh well...

Below is the info about my Teleseminar tonight. It will be fun.

Here is the subject matter:

- Why Do You Want to Manage Your Time Better?
- How Much Are You Worth?
- Managing Your Telephone -
- Cell Phones
- E-Mail
- Use of "To Do" Lists
- Working in Time Blocks
- Dealing With Interruptions
- Meetings
- Linking Time Management to Your Goals

Click the link below to register. You will have the opportunity to ask your questions in advance.

EVENT: Time Management and Productivity Seminar
DATE & TIME: Thursday, July 16th at 6:30 PM Pacific
FORMAT: Simulcast! (Attend via Phone or Webcast -- it's your choice)
TO ATTEND THIS EVENT, CLICK THIS LINK NOW...http://instantTeleseminar.com/?eventid=8254479

Time Management And Productivity Teleseminar

Hi Folks,

One of the questions I get from clients all the time is "How do I get everything done" or "I never seem to have the time I need. What can I do". These questions have come up enough that I am doing a teleseminar / webinar about this topic on Thursday, July 16th at 6:30 PM Pacific time.

I promise to make this fun AND educational!

Here is the subject matter:

- Why Do You Want to Manage Your Time Better?
- How Much Are You Worth?
- Managing Your Telephone -
- Cell Phones
- E-Mail
- Use of "To Do" Lists
- Working in Time Blocks
- Dealing With Interruptions
- Meetings
- Linking Time Management to Your Goals

Click the link below to register. You will have the opportunity to ask your questions in advance.

EVENT: Time Management and Productivity Seminar
DATE & TIME: Thursday, July 16th at 6:30pm Pacific
FORMAT: Simulcast! (Attend via Phone or Webcast -- it's your choice)
TO ATTEND THIS EVENT, CLICK THIS LINK NOW...http://instantTeleseminar.com/?eventid=8254479

Recession Rescue Strategies

Hi Folks,

Over the May 1st weekend I attended the Glazer-Kennedy Super Conference in Chicago. It was an incredible event where I added more tools to my formidable marketing arsenal.

Bill Glazer, president of Glazer-Kennedy's Insider's Circle spoke at a session where he revealed his Top 9 Recession Rescue Strategies.

Here they are:

1. Identify top 5% and top 20% of your customers & design products, services, programs and pricing for them (invest 80% of your energy in top 20%).

2. Insure that every lead opportunity is handled and accounted for properly (this can double your business).

3. Devise a strategy to offer your customers more service, special offers, or other incentives to do business with you because of your relationship with OTHER businesses.

4. Implement upsells (at least 14% take them)

5. Riches in niches (become a specialist).

6. Communicate more with existing customers (existing customers are easier to sell).

7. Don’t emotionally “throw in the towel”. When the recession ends there will be less competition.

8. Implement the “pain of disconnect” in your marketing.

9. Most important – WORK! “Most people don’t work” – Mark Victor Hansen

Our monthly marketing seminar is this Thursday at 6:30 PM at the Chaparral Resorts Suites in Scottsdale. Details can be found at:

http://www.nobsphx.com/Local_Chapter_Info.html

Until next time,

Chuck Trautman

A Unique Approach - "The Bonus Plan to Save America"

Hi Folks,

I have a very intelligent friend in Portland by the the name of Matt Samwick. Matt is an original thinker. Because I love incentive plans, I think he is onto something, here. Below is Matt's blog post from March 4th. His posts can be found at dontes.blogspot.com . My advice is to subscribe to his posts, because he does not post often (yet). You will always be entertained and enlightened by Matt's takes.

Until next time,

Chuck

The Bonus Plan to Save America

Stop Criticizing Big Bank Bonuses

Well if you can’t beat’em, join them. The issuing of big bonuses in the face of not being able to afford them is not always a bad idea. Here is the plan in a nutshell:

Essentially, America’s decisions, material or not, are being made in Washington by persons who are susceptible to lobbying. Those lobbyists create incentives for Senators and Representatives to vote according to the narrow agenda set by those who the lobbyists represent rather than for the good of America as a whole. Over the past decades or longer, the American people have suffered greatly and now America is financially crippled. For example, how did unregulated Credit Default Swaps become acceptable in the minds of the public stewards in Washington? Notwithstanding how or why, the reason we are here today is that we do not pay our Congress people near enough.

No lobbying firm, however, can match the power of the US Treasury. The people should demand that Congress be put on a very simple bonus plan. Every Congress person who serves during a legislative session which actually passes a budget that cuts spending 10% or more from the prior year should be eligible for a $5 million dollar bonus, payable immediately after the budget is passed. We spend less than $2 billion dollars in bonuses to ensure we cut spending hundreds of billions of dollars. Those unspent billions can then be used to pay down the national debt while the people who voted to reduce America’s spending are handsomely rewarded.

Year over year hundreds of billions will go to pay down the national debt. America could amortize anything with that kind of payment each year. Also, with this new incentive plan, the most talented people will run for office. Finally, the lobbyists would have to work harder and harder for less and less of the budget pie. It is all good.

If the greed of recent day demonstrates anything, it demonstrates that this plan is infallible. Let's get America going again by issuing these giant bonuses. We can thank the bankers later.

Posted by Matt Samwick.

545 vs 300,000,000 - I Could Not Have Said It Better

Hi Folks,

This was sent to me via email. Charlie Reese, a former Orlando Sentinel reporter, wrote this piece. Tomorrow I will share the thoughts of a friend, Matt Samwick, who is a great thinker.

Until next time,

Chuck


545 vs 300,000,000

EVERY CITIZEN NEEDS TO READ THIS AND THINK ABOUT WHAT THIS JOURNALIST HAS SCRIPTED IN THIS MESSAGE. READ IT AND THEN REALLY THINK ABOUT OUR CURRENT POLITICAL DEBACLE.

Charley Reese has been a journalist for 49 years.

545 PEOPLE
By Charlie Reese

Politicians are the only people in the world who create problems and then campaign against them.

Have you ever wondered, if both the Democrats and the Republicans are against deficits, WHY do we have deficits?

Have you ever wondered, if all the politicians are against inflation and high taxes, WHY do we have inflation and high taxes?

You and I don't propose a federal budget. The president does.

You and I don't have the Constitutional authority to vote on appropriations. The House of Representatives does.

You and I don't write the tax code, Congress does.

You and I don't set fiscal policy, Congress does.

You and I don't control monetary policy, theFederal Reserve Bank does.

One hundred senators, 435 congressmen, one president, and nine Supreme Court justices 545 human beings out of the 300 million are directly, legally, morally, and individually responsible for the domestic problems that plague this country.

I excluded the members of the Federal Reserve Board because that problem was created by the Congress. In 1913, Congress delegated its Constitutional duty to provide a sound currency to a federally chartered, but private, central bank.

I excluded all the special interests and lobbyists for a sound reason. They have no legal authority. They have no ability to coerce a senator, a congressman, or a president to do one cotton-picking thing. I don't care if they offer a politician $1 million dollars in cash.
The politician has the power to accept or reject it. No matter what the lobbyist promises, it is the legislator's responsibility to determine how he votes.

Those 545 human beings spend much of their energy convincing you that what they did is not their fault. They cooperate in this common con regardless of party.

What separates a politician from a normal human being is an excessive amount of gall. No normal human being would have the gall of a Speaker, who stood up and criticized the President for creating deficits. The president can only propose a budget. He cannot force the Congress to accept it.

The Constitution, which is the supreme law of the land, gives sole responsibility to the House of Representatives for originating and approving appropriations and taxes. Who is the speaker of the House? Nancy Pelosi. She is the leader of the majority party.

She and fellow House members, not the president, can approve any budget they want. If the president vetoes it, they can pass it over his veto if they agree to.

It seems inconceivable to me that a nation of 300 million can not replace 545 people who stand convicted -- by present facts -- of incompetence and irresponsibility. I can't think of a single domestic problem that is not traceable directly to those 545 people. When you fully grasp the plain truth that 545 people exercise the power of the federal government, then it must follow that what exists is what they want to exist.

If the tax code is unfair, it's because they want it unfair.

If the budget is in the red, it's because they want it in the red .

If the Army & Marines are in IRAQ , it's because they want them in IRAQ

If they do not receive social security but are on an elite retirement plan not available to the people, it's because they want it that way.

There are no insoluble government problems.

Do not let these 545 people shift the blame to bureaucrats, whom they hire and whose jobs they can abolish; to lobbyists, whose gifts and advice they can reject; to regulators, to whom they give the power to regulate and from whom they can take this power. Above all, do not let them con you into the belief that there exists disembodied mystical forces like "the economy," "inflation," or "politics" that prevent them from doing what they take an oath to do.

Those 545 people, and they alone, are responsible.

They, and they alone, have the power.

They, and they alone, should be held accountable by the people who are their bosses.

Provided the voters have the gumption to manage their own employees.

We should vote all of them out of office and clean up their mess!

Charlie Reese is a former columnist of the Orlando Sentinel Newspaper.

What you do with this article now that you have read it.......... Is up to you.

What is Great Customer Service Worth to You?

Hi Folks,

The following content is from my friend Mike Dillard of Magnetic Sponsoring fame. I am a customer service fanatic. I expect to receive it and when I don't, I remember and look for opportunities to find a new place to buy.

I also preach it to my clients and demanded it in my former brick and mortar businesses. Mike talks about a positive customer service experience.

Here is Mike Dillard's story:

My Trip To The Pet Store...

I had an interesting trip to a local pet story yesterday afternoon.

(I had been playing with the idea of getting a fish tank for the living room).

On one hand, it sounds like it would be a really cool addition because I love fishing, scuba-diving, etc… But on the other hand, I’m aware that fish tanks require a lot of work.

So I walked into this local shop called Rivers N Reefs on South Congress here in Austin. It’s a tiny place that’s probably been there for decades, and the isles are crammed from the floor to the ceiling with every kind of pet related product you can think of.

I eventually made our way to the back of the store where the fish tanks were located.

Personally, I was interested in getting a large,
100+ gallon salt-water tank that could house a few sizable Lion Fish.

(The fluffy, and very poisonous little guys you see here...)

Was that reasonable, or even possible?

I had no idea. I was completely lost.

To be honest, I don’t know a single thing about developing or maintaining a fish tank, and the questions that started racing through my mind were numbing.

I needed some advice from a pro, so we approached the storeowner.

The following conversation was an experience I’ll appreciate for a very long time, and within minutes, this gentleman had turned me into a raving fan of his store.

Yes… Their selection is smaller than the large chains, their isles are cramped and dirty, and their prices higher, but I’ll gladly pay double the price if necessary in order to do business with them.

Why?

Because this guy has been in the fish business for 25 years.

He knew his stuff, and throughout our entire conversation, he had one goal…

To ensure everything was done correctly so that our fish would survive and thrive for years to come.

We talked about species compatibility, bacteria development, and coral. He told me why he only caries certain fish and holds them for 2 weeks before selling them, while other stores rush them out the door.

At one point, he mentioned a woman who had recently set up a salt water tank.

She was buying fish from another store and they kept dying. She wanted to try the same species again from his stock, but he wouldn’t do it.

He told her that she needed to wait another 3 months before the water in her tank would be ready to support a fish like that, but she wouldn’t listen. “I don’t want to hear anything negative”, she said. “Let’s be positive. Just tell me what I need to do and I’ll buy these fish right now.”

He walked to the door and kindly asked her to leave.

“Ma’am, if I sell you these fish, they’re just going to die. I don’t want that to happen and I don’t want you to throw your money away. I’ve been doing this for 25 years, and if you’re not willing to listen, I can’t help you.”

It was a story I related to immediately.

I liked this guy’s style. He cared more about his store’s integrity and the long-term success of his customers than making a sale, and was even willing to ask his customers to leave in order to demonstrate this fact.

This was a guy who’s willing to tell it like it is, even when it’s not what you want to hear.

And you know what…

He may have lost a sale that day, but he gained a new life-long
customer named Mike Dillard at that moment...

If needed, I’d gladly pay twice the price just for the privilege to shop at his store because I know that I’ll end up saving money in the long run with a trusted resource like him at my side.

You see, there are only two ways to “get good” at things in life, whether it’s owning your own business, or a brand new fish tank…

You can learn on your own through trial and error like the woman in the story above insists on doing, or you can learn from someone else who’s already paid that price which is what I like to do.

And in case you haven’t figured it out yet, “buying” someone else's life experiences in the form of a book or consulting is ALWAYS 100’s or even 1000’s of times cheaper than trying to figure it out on your own.

That is the end of the story. I hope you enjoyed it. I sure enjoyed reading it! If you want to hear more from Mike Dillard sign up for his free, 7 lesson video course at MagneticDuplication.com .

Until next time,

Chuck Trautman

What Does The LA (Northern Trust) Open Have to Do With You?

Hello Readers,

Whether you are a golf fan or not this past weekends tournament was instructive on a business and personal level. There was good drama. The 72nd and last hole decided whether there would be anywhere from a 5 man playoff to 1 of 2 possible outright winners.

We know by now that Phil Mickelson won the event and Fred Couples was tied for third. They are two of my favorite players so it was really high drama for me.

Phil started with a 4 shot lead, gave it up and was down by 2 shots going into his 16th hole. He could have folded. The press would have skewered him and written about another “choke job”. Instead he birdied 16 and 17 with some great shots and made a difficult 6 foot par putt on 18 to win.

The lesson is that he lived in the moment. He did not beat himself up for his earlier mediocre play. If you have had a bad hour, day, week, month, year – get over it! Forgive yourself. Use your skill, experience, and courage to win in your life and business.

Fred Couples is 7 months shy of his 50th birthday. Even though he is hall of fame material, a guy almost 50 is not supposed to contend in a PGA tour event. On the 18th tee, he was in position to tie with a birdie or win with a birdie if Mickelson makes bogey.

After ripping a drive he makes a poor shot and catches a tree on his second shot. He could have given up, mailed it in, and have everyone say, “Good try Freddie”. Instead he almost knocked it in from 115 yards.

The lesson is the same as above. He put his mistake in the past.

I hear too many people talking in the “if only” language. Well, if “it” happened a second ago you can not change “it”. Learn from it and move on.

Until next time,

Chuck Trautman

Timely Quotes and Comments

Hello Readers,

To my subscribers, I swear that I have written a post since Feb 2nd. I just forgot to post it!

Here are a few of my favorite quotes that are old but certainly timely today. I, of course, have my take.

I don't make jokes. I just watch the government and report the facts.
-- Will Rogers

If you don't read the newspaper you are uninformed, if you do read
the newspaper you are misinformed.
-- Mark Twain

Talk is cheap...except when Congress does it.
-- Anonymous

The last few days, the Phoenix news is filled with the "historic" presidential trip by Obama. Something we should all think about for a minute. The stimulus bill is 638 pages in length. The completed bill was given to the House and Senate members just minutes before the final vote (after it was given to the press). How many of the members of our congress actually read the bill?

Answer -0-! So the most expensive legislation in history was passed without the voters reading the entire bill on which they were voting. Amazing.

Why could they not agree to a stimulus package, have Obama and the congressional leaders (oxymoron here - we are talking Pelosi and Reid) prioritize the needs, and then debate them and pass them on an individual basis?

The aid would be better targeted, the speed of execution would be faster, and the cost to the taxpayers (you and I) would be far less. See quote 3 above.

Maybe we would not be paying to construct new schools in Milwaukie, where they already have 15 empty school buildings. Maybe we would not be allocating construction money by congressional district but by actual need.

Let's talk about the presidential visit to Phoenix. Some of the interviews of people attending the gathering at Dobson HS were astonishing (although also sad). How can anyone believe that a new president, in his first 30 days in office, can flip a switch and put them in a position of prosperity?

I obviously disagree with the way the "stimulus plan" is crafted. But that said, the expectations put on the president are unreal. The pressure on him is tremendous. I pray for him because I fear his followers will turn on him without giving him the time to accomplish anything. Then America loses.

And Pelosi - why the hell is she in Italy seeing the Pope. Did we pay for the trip? Is she on vacation? What economic gain does the USA get from this trip.

Marketing Tip

Do at least one positive thing each day, both in your personal life and business. A wise old coach once said, "Practice winning habits everyday and pretty soon you have a champion". If we all grasp this, the planet will be better off.

Until next time,

Chuck Trautman

Super Bowl Ads? Super Boring

Hi Folks,

Today I am suffering from the post Super Bowl blues. Yes, the home team lost. They gave us a hell of an entertaining run from game 16, throughout the playoffs, and finally the Super Bowl itself.

Take away the Steeler 100 yard int return at the end of the half or the 38 yard pass reception on the Steeler final drive where a defender fell down and the Cards may have shocked the world one more time.

Enough about football and on to marketing. Did anyone else think the Super Bowl commercials were lame? I thought a whole bunch of companies could have been a lot more memorable when spending $3 million bucks for 30 seconds.

Budweiser is always good for at least one for the memory bank. Not this year. The Clydesdale story about grandpa from Scotland was somewhat memorable but did it sell any beer? And the bud light lime commercial didn't make me put the product on my shopping list.

Audi had a good ad for its A6 Turbo. It made me want to test drive that car. As did the the commercial for the new Hyundai coupe. Good ads get you emotionally involved and make you want to take action.

I enjoyed the Go Daddy ad but Carol thought it was sexists. Maybe men purchase most of the new domain names. I am biased though, being a huge Go Daddy fan and being a man>

It seemed like we also saw a lot of "preview of coming attractions" clips from the movie companies. Do you think that's a good way to spend $3 million for them? I wonder how many movie tickets they would have to sell to people who otherwise would not attend the movies to break even on that ad cost?

My point on all this, is unless you are really a household name (like Budweiser), all your advertising needs to capture the prospect's attention and have a clear call to action that prospects will remember. You want them coming to you with money in hand ready to buy!

Until next time,

Chuck Trautman

Marketing for Change - Avoid the Media

Hi Folks,

I read an article from a nationally recognized economist who predicts that our recession will be "V-shaped" when discussed in the future. He said that we almost came out of it in August, but that negative news from our friends in the press made people think the worst was yet to come, so people stopped spending. Viola! Things got worse. Thank you news media.

The good news - this economist sees a reversal in the 1st half of 2009.

The January issue of No BS Marketing to the Affluent contained a short blurb titled "The Price of Panic". It was reported that when sales results were finally reported for "Black Friday" the day after Thanksgiving, sales were actually UP 3% over 2007.

Instead of telling us how great this was in the face of a growing recession, job losses, near collapse of the banking industry - the media report "smallest growth in years". Thanks again news media.

Since retailers were slashing prices 50% to 70% rather than their normal 30%, the growth could have been 6%. Think of all the dollars given away! Maybe some of our old household names would not be closing stores today? Maybe more folks would still have jobs?

The lesson taught here by Dan Kennedy is "The independent business owner needs to be very careful not to get caught up in such big, dumb company self-immolation". Amen, Dan!

Market to those in need of "the thing you sell". Do it smart and do it at a profit. Advertising huge "out of the norm" discounts will only cause you to give up money on what you would have sold anyway. It will not bring you new customers for life.

There are many ways to flourish in the new economy. Attend a local GKIC chapter meeting or call me to learn more.

Until next time,

Chuck Trautman

PS - Check out the website for my consulting business: www.goldcrownmarketingadvisors.com

What a Weekend!

Hi Readers,

After this weekend I am in "hog heaven". Living in paradise (Scottsdale, AZ) is great anytime, but wow.

I have not been playing much golf lately. But on Friday afternoon I played a 9 hole networking event with 30 people from the North Scottsdale Chamber of Commerce. I met some great folks and played with a couple of fun guys, Jay Nielson and Peter McSorley, neither of whom I had met before.

We played at The Sanctuary, a desert course in great shape. Did I say it was 78 degrees? Definitely Chamber of Commerce weather!

On Saturday I got to play 18 holes with my daughter, Amy. Amy is a good player, a former college player in fact. She has not played since last summer because she was pregnant with Reese. We played at Sun City CC. I did not expect much, because well, it was Sun City. Was I ever in for a treat.

First, the course was a "Parksland" design as they say in Scotland. That means no desert - just grass and trees. Very rare for the Phoenix area.

Second, the course was tough. I gave it no respect going in. However the 3rd hole is a 201 yard par three where you you have to hit a slight cut around trees to get it to the green. That is when I realized this was not going to be a hit and giggle type round.

Third, we were able to walk! Again highly unusual in the Phoenix area. Did I say it was 82 degrees?

And fourth, playing with my daughter - always a treat!

On Sunday morning I did my volunteer work reading the newspaper for the blind on Sun Sounds of AZ radio. I was sure happy this was scheduled because I was really fired up about the AZ - Philly playoff game.

As we all know by now, the Cardinals shocked the world. The 4th quarter drive to win the game has to go down as the greatest drive in Cardinal history! Needless to say I am deliriously happy.

There is a business lesson here. The Cardinals have been extremely focused on success ever since the national experts said they had no chance in the playoffs. Thevisualized success and now are going to the Super Bowl.

The lesson? If you can see it, you can achieve it.

Until next time,

Chuck Trautman
www.nobsphx.com

More Money for Banks? - It is Time to Say BS!

Hello Folks,

The latest news garbage is telling us the banks need more bailout money. It makes my blood boil. They have taken the money they received so far and used it to strengthen their balance sheets. And to make acquisitions.

Think about this for a minute. We, the taxpayers give them money. Our political "leaders" (sarcastically in quotes because we have very little leadership) put NO STRINGS on the money to be sure that it has to be loaned out. The banks use the money to buy a troubled bank. They get a fire sale price. Then they profit from the good loans and write off their bad loans and merger expenses against future taxes due.

Of course to be a politician, you either have to be a saint or insane. There are very few saints so we are left with the insane running the country. But what a hell of a gig. Vote yourself an automatic pay raise every year (in marketing think continuity program) and have a medical plan and retirement plan that vests you after one term - as little as two years.

But back on topic again.

The banks ARE NOT making many new loans to businesses. Simplified economics lesson here. Businesses buy goods and services and employ people. The goods and services providers also buy goods and services and employ people. The cycle repeats itself to infinity. Cut cash to businesses they contract - give them access to cash they expand.

Now what do the employees do? Well they pay taxes which is good for government. They buy homes. They buy goods and services driving the cycle above. And by the way, state and local government collects sales tax revenue on most of the goods and services purchased by businesses and employees (think consumer).

What the nation needs is to get back to the basics. We need a citizen legislature (think strict term limits). These people need to have COMMON SENSE.

Will writing your existing senate and house members make this happen? Hell no, they created the system and will do everything they can to protect their "annuity".

We need a few everyday people (with common sense) to have the courage to risk the exposure of their skeletons (remember - no saints) for the greater good of the country and the world for that matter. These people will speak out, without political correctness and ambition. If they can build enough of a following they will get media attention. If they get media attention they can get elected.

And of course if they create a huge following , the few good representatives we have will also step up, and some of the bad ones will do the right thing to protect their turf. And change will happen.

We also need to DEMAND that our elected officials have the same retirement plan we do. Then watch how fast the Social Security System gets fixed. All it is now is a legalized ponzi scheme.

That is my view. Please comment either way. I am truly interested on your thoughts..

And on Sunday - Go AZ Cardinals!

Sincerely,

Chuck Trautman

Radio Interview

Hi Readers,

Today has been an interesting day. Keith James, a friend of mine, has a golf magazine business and just launched a YourNews.com franchise in the Phoenix area. Keith has also been in the radio business off and on over the last several years. He has had his own shows in many major markets including Phoenix, Denver and Southern California.

He is currently doing two shows here in Phoenix on AM 1010. The shows are a golf show and a news show where he and his co-host Danielle Hampton discuss the news in a serious but humorous and entertaining manner. The show has a nationwide and international audience thanks to the internet.

I know, I know. AM 1010 is a Christian radio show. You are asking,"What are you doing on there, Chuck? Aren't you afraid you may say something irreverent?" Although the station is a family values station, and the programming is conservative, the station provides a lot of useful, everyday content. Irreverent is OK!

Keith ask me to be on the YourNews.com show today to talk about how small business needs to market themselves in our new economy. It was a blast. We covered everything from competing with Walmart to customer service. And the value of a customer list to yesterday's topic - tying into the AZ Cardinals hype.

We also discussed how businesses were built before our time - making the experience fun for the customer, treating the customer the way you like to be treated, etc.

The instructive part about this post is this. For Keith I provided some content for his show. In return I received exposure and some "celebrity" status as I was positioned by Keith as a marketing expert. A nice trade for both of us.

Of course I was able to "pitch" the chapter meeting tomorrow night and get in my web address a couple of time. Traffic was up on my www.NoBSPHX.com website today.

Another value to me is that the show was recorded. Soon I will have a CD of the show, edit my portion, and use the audio on my website or on a marketing CD. My 1 1/2 hours of time (counting driving to the station) will have some "legs".

Watch for this kind of opportunity for you and your business.

Until next time,

Chuck Trautman

Use the Cardinals Success as Your Success

Hello Readers,

All of us in the Phoenix area are in delirious disbelief over our good fortune. Not only did our Cardinals upset the heavily favored Carolina Panthers (I called that one), but the Eagle's win set us up for a home game "inside" at our Glendale stadium.

What does this have to do with your business? Plenty if you play your "Cards" right (sorry for the pun - I could not resist). In business we look for reasons to advertise, promote, or otherwise offer specials. These can be from the 6 or 8 major holidays to obscure calender events.

There are one or more "events" everyday. Do you know what Jan 12th is? I bet not. Not only is this "International Printing Week", but also "National Clean Up Your Desk Day" and "Organize Your Home Day". What an excuse for a print shop to have a promo, or an office supply store, or a business who sells and installs storage units, closet organizers, etc. These would be easy tie ins.

How do you tie into the Cardinals? If you have a store front you can offer 20.09% off to anyone coming in wearing any Cards apparel. Or massage therapists can give free 10 minute messages to overcome the stress of watching the game. If you sell team apparel, give away a Cardinals cap with a $30 purchase. Anything to drive traffic to your business. What can you think to tie your business to the team?

If you are a dentist you can give any new client a free teeth cleaning to celebrate the Cards cleaning up on Saturday. If you are a realtor, you can offer a free home inspection with a new listing if they mention the game this Sunday or say "Beat Philly".

Lots of people all of a sudden have Cardinal fever. They will be susceptible to a message that mentions the Cardinals. Capitalize on it!

Now. Be thinking ahead on how you can tie into the Cardinals playing in the Super Bowl. My prediction for this Sunday - Cardinals 31 Eagles 27!

Until next time,

Chuck Trautman

New Year's Resolution vs Affirmations

Hello Readers,

This time of year everyone is making New Year's resolutions. The trouble is most people don't keep them. Did you ever belong to a gym and see how crowded it is in January, but by the first of March the daily workout group size is back to normal?

How about weight loss? The new salad for lunch crowd is quickly back to fast food.

Speaking of weight loss, I am going public here as a means to keep me committed. I started my weight loss program in the first week of October. I weighed in at 207.8. On December 24, I was down to 187.6 pounds. I bounced around between there and 190.6 during the holidays. Today I am at 187.4.

I am very happy to have held my own and still enjoy a few extra cocktails and snacks. Now it is back to watching intake quantity and fat count again. My goal weight is 179 pounds and my goal range is 178 to 181.

Back to resolutions and affirmations. Saying your affirmations aloud, in present tense, and in a positive way is far superior to making a list of resolutions. Example: "I am a lean, mean, fat burning machine. I love the way I look and feel at 180 pounds". The daily reinforcement of saying that phrase with emotion is far better than making a resolution of "getting down to 180".

Try it with all your goals.

Until next time,

Chuck