December 19, 2014

BrandingBlog Radio: Craig Arthur and Big Plans for 2012

After a busy holiday season, it was nice to have a leisurely chat with my good friend, Craig Arthur.

Since this is the first episode for 2012, we mostly talked about his plans for the new year and his renewed commitment to blogging. He is using the free outlining process that I produced for Shortcut Blogging. If you’d like to try it, just go to www.shortcutblogging.com/outline.

It may not sound like it in the podcast, but I got pretty excited when he talked about doing more free workshops this year in Australia. I may have to weasel my way onto his stage somehow. It’s been a couple of years since I’ve been down under and I’m missing it.

Read more about Craig’s activities by following him on his Wizard Chronicles blog, on Facebook and on Twitter.

Thanks for coming along in our podcast journey!

The photo is Craig peeking out his room’s speakeasy window at Engelbrecht House on the Wizard Academy Campus.

BrandingBlog Radio: The Art Of The Offer with Craig Arthur

The terms of a sales offer and how you position it in the minds of customers is paramount to determining success. Craig Arthur, our Australian marketing expert, joins me this week for a look at a few examples where tweaking the offer has made a big difference in sales…sometimes in the very existence of the company.

We talk about the solar industry, auto sales, cell phones and give the example of how changing the offer in the early days made a difference in how Cabela’s grew from a kitchen table home-based biz to a multi-billion dollar retailer.

I didn’t get all the details of that very first Cabela’s offer exactly right because I was going from local folklore. I found an article that will give you even more depth if you’d like to read about it. It’s a great story.

I hope you enjoy this podcast. If you have any questions or would like to recommend guests, please do so in the comments.

BrandingBlog Radio: Using Rituals to Generate Word of Mouth

In this episode, Craig Arthur and I discuss how businesses can use ritual to make their customers feel like “insiders” which will make them more apt to talk about the business to others. This is a form of kinetic Word of Mouth.

At the beginning of the podcast, we discuss Sarah Ripley’s article “Where DIDN’T you hear about us?” from the Wizard Chronicles.

I love riffing with Craig. This conversation is a great example of why I’m podcasting. I’ve had many dozens of calls like this over the years with Craig. We finally got smart enough to record them. Enjoy.

Word of Mouth: A Strategy and a Society

First, the strategy: Anna Gerard wrote up a nice story about a fish market near her home in Australia.

"People here have this deep belief that the closer the seafood shop is to the water, the fresher the seafood."


Read how her favorite seafood shop has closed the loop
and made the customers feel like the water has come to the shop.

Swombanner2 Now, the Society: I joined the Society for Word of Mouth last week. SWOM (members are Swommies) was started about a month ago by Jackie Huba and Ben McConnell of Church of the Customer fame. It’s free and it’s a fun group of people. The SWOM website uses the Ning platform so it’s full of social niceties. You get to build your own page and contribute to forums and a group blog. Come on in, the water’s warm!

Business Productivity Update

Bridget_birth_2805_8pm_cropped_012Our Wizard of Ads Partners from DownUnder have posted some happy news!

Link: Making Ads Work : Baby Bridget.