Profile cover photo
Profile photo
Wolfgang Franke
44 followers -
Start with the customer, End with the sale
Start with the customer, End with the sale

44 followers
About
Posts

Post has attachment
See the double images in the photo attached to this post? The photo at left shows me (dark shirt) standing in for a student at Upper York School, a new client that recently hired us to handle their marketing and advertising. The photo at right shows the actual shot, which I have to admit is a whole lot more impressive! Anything to get the job done. Thanks to Rick Bell, the photographer we hired to get this shot and many more that now appear on the client's website (upperyorkschool.ca)
Photo
Add a comment...

Post has attachment
Do you know anyone who has a struggling small business or needs help to move up to the next level? Tell them to check out our rapidly growing Help Centre , where they will find great advice on funding sources and small business insurance. Coming soon are two hot topics: business partnerships and how to take advantage of the massive business opportunities in overseas trade shows.
Add a comment...

Post has attachment
Do you have questions about small business insurance programs? We have the answers in a single blog with this intriguing headline: Ten things you need to know about business insurance because everyone has a rainy day. You may also be interested in our blog on how to find funding for your small business, another must read for anyone interested in small business grants, financing, loans and business advice. We can even put you in touch with an Angel Investor, provided you can first convince us that you really have built a better mouse trap! It's all part of our one-of-a-kind Help Centre for Small Business (https://www.wordsatwork.ca/en/help-centre-funding-sources-government-grants-financing-loans.php) , which will soon include contributions on Business partnerships and finding success in overseas trade shows.
Add a comment...

Post has attachment
Stunning news. Our humble advertising and marketing shop has just been rated among the top three agencies in Markham. Given our contrarian thinking on a lot of stuff, I assumed this was as likely as you know what flying. Guess I was wrong.
Photo
Add a comment...

Post has attachment
Sometimes it is the most obvious things that escape us. The penny just won't drop. The epiphany eludes us. Then one day the mysterious becomes blazing obvious. And so it was with me as I watched one of those look-back-at-the-decades specials done by CNN. This one was on the biggest TV shows of the 80s, a list that would not be complete without mentioning the show that dominated the ratings -- Dallas.

It ran from April 2, 1978 to May 3, 1991 and for much of that time it was the number one water cooler show. Everyone was talking about it. Why? What was the secret ingredient that America (and Canada) could not resist? Was it the opportunity to see how the rich and famous lived? Was it the pot-boiler, good-versus-evil plots? Was it the beautiful big-hair women? Just whipped cream on the sundae.

Dallas wildly was popular because it did something no other show had done until that time. It made the hero a villain (the same formula used by another highly popular TV show: Seinfeld). There was nothing redeeming about this bad guy, who went by the name of J.R. Ewing. He represented everything that we are told is bad: envy, greed, dishonesty, mean, self centered, bully, inconsiderate, hypocritical.

J.R. could get away with anything. He could betray a brother. He could be unfaithful to a wife(s). He could cheat business partners. There were no bounds, no limits. He always won. Not even a bullet, fired by a spurned lover, could bring him down.

He never even tried to be good because, well, that was for losers, like his goodie-two-shoes brother.

Millions loved J.R. They really, really loved him. And that proved you could go a long way by being good at being bad.
Yet that proven success formula was ignored by real-life power brokers for close to four decades. Nobody, it seemed, had the marketing smarts and necessary morale emptiness to don the mantel and test the full potential of the concept.

Could you build a business?

Could you build an empire?

Could you become a TV star?

And, finally, could you become the President of the United States, with some forty million followers who believe you can do no wrong? Yes, if your name is Donald Trump.

J.R. would be proud.

Photo
Add a comment...

Post has attachment
I am regularly asked by clients to evaluate giveaways. More often than not, I give them a thumbs down because they are what I call "trinkets and trash" - virtually worthless items that are immediately thrown away, or at best, tossed into a drawer -- and then forgotten.

There are a few exceptions. But you have to get the actual value\perceived value balance right. What does that mean? Perceived value is the value assigned by the buyer, actual value is what it really costs. The trick is to offer something that has a high perceived value and a low actual cost.

For example, I did a successful direct mail piece aimed at investors with more than $500,000 to invest. You would imagine that these folks would not be impressed or interested in the value added we included: a $10 gift card. But we heard the opposite. Many of the prospects who responded and agreed to meetings (Success!) mentioned the gift cards as the one of the factors that influenced their decision to meet. So we got the perceived value\actual value proposition right.

Get more tips by reading my marketing blog, WolfBites (https://www.wordsatwork.ca/en/why-wolfbites-intro-small-business-marketing-blog.php) or check out our slightly quirky company video (https://youtu.be/UHap1k7VXNQ).

Photo
Add a comment...

Post has attachment
Want to know why we are the right small business advertising agency for your company? Watch our new video
Add a comment...

Post has attachment
Learn about the "dangers" of word of mouth advertising. That's right. Over reliance on word of mouth advertising could kill your small business.
Add a comment...

Post has attachment
Read a business case study involving "rightly irrational" customers. It is must reading for any small business owner on how not to implement a price increase.
Add a comment...

Post has attachment
Looking for ways to finance your small business? Check out my Helpful Links web page, covering multiple government sources for funding and other options, such as Crowd Funding.
Add a comment...
Wait while more posts are being loaded