 D&D Deathknell #55 Forest Troll US $2.11 
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 D&D Deathknell #37 Kruthik Hatchling US $2.21
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 D&D Deathknell #36 Grim Necromancer US $2.57
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 D&D Deathknell #34 Goblin Adept US $1.27
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 D&D Deathknell #23 Renegade Warlock US $4.71
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 D&D Deathknell #16 Dark Traveler US $1.41
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 D&D Miniatures LOT x 50 US $20.50
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 Beholder D&D Deathknell Miniature Unopened US $20.00
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 Renegade Warlock #23 Deathknell D&D Miniatures DDM NM D&D Miniatures US $6.24
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 GW Warhammer Fantasy Deathknell Watch SW US $29.95
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 (3) D&D Deathknell #50 Deathlock US $.99
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 Grim Necromancer #36 Deathknell D&D Miniatures DDM NM D&D Miniatures US $5.09
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 Kruthik Hatchling #37 Deathknell D&D Miniatures DDM NM D&D Miniatures US $4.65
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 WOTC D&D Minis Deathknell Champion of Yondalla NM US $5.00
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 D&D Miniature - Deathknell - Dwarf Samurai US $.99
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 Dungeons & Dragons Miniatures Deathknell Collection of 36 (some rare) US $21.99
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 D&D Miniatures Deathknell Complete Common Set US $22.99
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 Dungeons and Dragons Miniatures Deathknell partial set 47 of 60 figures. US $225.00
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 Deathknell #39: Mummy Lord US $4.95
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 Deathknell #7: Gold Dragon US $9.25
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 Deathknell #52: Ettin Skirmisher US $7.25
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 Deathknell #30: Ambush Drake US $3.25
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 Deathknell #2: Couatl US $12.25
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 Deathknell #20: Griffon US $7.95
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 Deathknell #19: Greenfang Druid US $4.25
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 Deathknell #10: Valorous Prince US $4.95
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 Dungeons & Dragons Miniatures Lot of 1041 US $912.09
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 XTR Command Mag #43 w/Chattanooga VG+ US $5.00
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 D&D Miniatures Dragonblade Ninja #17/60 Deathknell Dungeons Dragons Minis US $8.99
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 D&D Miniatures Dark Traveler #16/60 Deathknell Dungeons Dragons Minis US $3.59
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It's happened again...
Another business owner facing hurdles on her recent promotions. You know the ones I'm referring to. The ones where you send out your marketing message to a targeted universe and the response is rather flat.
My latest colleague is an international trainer, consultant and business strategist. She teaches about the importance of creating new markets instead of competing for the same ones. This concept isn't new to the business arena. What's new is the way the movement's founders have transformed this concept into a brand name. Sort of like what The Secret did for The Law of Attraction.
So why are her promotions flat?
I can't tell you yet because I haven't seen them. But I'm sure I've got a clue.
You see, she's promoting the brand. Everything from her business cards, website and marketing materials promotes that brand. I mean everything. There's not a single benefit in sight.
Why isn't this working?
Because a brand is only good for those who recognize it. Brand name affiliation doesn't work for those who don't identify with it. Here's an example...
Let's say some guy wears a t-shirt with Team China Basketball on the front. It would mean very little to me because I don't have any clue about that team. I don't identify with that brand like I'd identify with Team USA.
Can you now see why my colleague is having a tough time creating new markets for herself when that's exactly what she teaches her clients to do? Her targeted prospects probably do not recognize that brand. If that's the case, her response rates will remain flat.
What can she do?
I'm going to turn this over to Bill Bonner, a publicist who began with a travel newsletter back in the 70's that blossomed into a $300 million publishing empire. All without having a brand name to boot.
How's that?
Bill used the fundamentals of good marketing: If you buy this... you'll get this, that and the other. This is the kind of marketing process that gets sales and acquires new customers. He even gave this process an acronym of his own: I.R.S.
Let's take a closer look at this process for profitable promotions:
1) First you'll have to "Interrupt" your targeted audience with an idea that's big enough to love, but also one they haven't heard before.
(People think and operate in patterns. If you don't interrupt their thinking, you won't get their attention. And if you don't grab their attention, they'll be content without your product or service.)
2) Next you'll "Reveal" what you're talking about, how it emotionally connects with your audience, and why it's valid and important.
("Hey mister, you need this," is what you're communicating. But you're also explaining why he needs this. And also what he'll get after he buys it.)
3) And finally you'll "Sell," forging the connection between your big idea message and the product or service you're offering.
(Selling is the reason why you're in business. Because you're solving a problem or satisfying a desire. You're making an improvement in the life of another.)
"We're in the disruption business," Bill likes to remind his marketers, product managers and copywriters. Of course, you realize this IRS approach is different than branding. My colleague above could use a little disruption.
In a sense, aren't all successful companies in the business of disruption? Complacency is the death knell to sustained success. If you're in agreement-then whom will you disrupt today?
Tommy Yan helps business owners and entrepreneurs make more money through direct response marketing. He publishes Tommy's Tease weekly e-zine to inspire people to succeed in business and personal growth. Get your free subscription today at http://www.TommyYan.com.
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