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31 Low Cost & Simple Ways To Promote Your Ezine
When you promote your newsletter, remember - it's quality subscribers that you want along with quanitity. 1) Your answer machine announcement. 2) Postcards or index cards. 3) Back of business cards. 4) Your Fax cover letter. 5) On your...
Defeat the Frustration Demon - Pep for 2002
Now having been marketing on the web and providing a viable service to Netzines for 3 years. As I look back in retrospect. I consider myself lucky in having survived the demon of frustration. I saw its ugly face many times in the beginning. Also...
Save Time and Money Marketing to One Audience
Let's say that before this year ends, you want to market your book at $20 to 170,000 business women over 40 who want to create a relationship. You have found them on top Web sites through a search for "listening," "communication," and "business...
The 7 Keys To Writing Successful Articles
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"What Can You Learn From Ezines?"
Gosh! Where do I start? You can find ezines on any topic you can imagine. Advertising, marketing, crafts, children, pets, Christian, humor, computer tips, nostalgia, and thousands of other subjects. Publishing an ezine is a lot of work. An ezine is...
 
Sales Lessons from Bob Vila

Sales Lessons from Bob Vila
There’s more to what he does than meets the eye

by BIG Mike McDaniel

With so many different programs, and reruns and
re-packaging of older programs, we can assume
there are few people on the planet who do not know
about Bob Vila. Starting with the original "This
Ol’ House" programs on PBS in 1979, Bob Vila and
his empire, have grown into a major force in the
Home Improvement Television genre.

The professional salesperson can learn a whole lot
more from Bob Vila than how to screet concrete or
put mud on the drywall.

Bob Vila is a study in brand awareness. Bob is the
brand. The challenge was getting people to
recognize, and ultimately respect Bob Vila, as THE
home improvement expert. Whatever he did before
that first TV program is inconsequential as is
whether or not he can saw a board of drive a nail
(something he does verl little of on his show).

Bob Vila became a household name. Brand awareness
to the highest degree. So high in fact that Sears
asked him to be a spokesperson and that killed his
deal with PBS (his first network gig). Now Bob has
"Home Again with Bob Vila", "Bob Vila’s Guide to
Historic Homes" and others plus specials, books
and tapes and even "Bob Vila’s Home Design" series
on two CD’s (handsomely packaged, of course).
They are recycling the first PBS shows and calling
them "This Ol’ House Classics". Bob is a TV
pitchman, too. He sells credit card debt
reduction and every product Sears can come up
with, plus a closet full of books and videos.

This didn’t happen by accident, but by clever
design. The design element continues today, every
time you see him on the tube. How did he do it?
Simple, all he did was tell all the people on TV
to call him by name, over and over. A lot like
subliminal advertising. You don’t realize you are
getting the message. A typical segment of any of
his programs, past or present, might go like this:

Bob: Today on our show, Fred Murtz is going to
show us how to cut a board with a handsaw. Welcome
to our show Fred.

Fred: Thanks, Bob, glad to be here.

Bob: You’ve been cutting boards for a long time

Fred: I sure have Bob. I got my first hand saw at
age seven, from my grandpa. I brought several saws
to show you, Bob.

Bob: Show us how to use that saw (pointing)

Fred: That is a crosscut saw, Bob. It


is the
mainstay in most basic construction. Bob, this is
the easiest of all saws to use. You hold it like
this, Bob. And when you begin the movement up and
down, you put your index finger along the side
here, can you see that, Bob? That’s how you cut
straighter Bob, with that little finger pointing
the way.

(and so on.) catching on? Everyone Bob talks with
uses his name repeatedly. If you look at it apart
from the program, you can see that people don’t
really talk that way. Could all his guests be
instructed to use his name in every sentence
possible? Bob never uses their name after the
introduction until the end bit when he thanks the
guest, by name.

So who’s name do we hear, hundreds of times in a
program? Bob Vila! It didn’t take long for him to
be recognized as consummate hammer and nails guru.
Better yet, he doesn’t do any of the work on his
shows, he just gets people to use his name while
they do it all.

How does this relate to sales you ask? Easy, you
can use the Bob Vila approach on your customers.
Use their name at every opportunity. Practice
until you can use it in every third sentence. It
will create an instant rapport. The more you can
use the customer’s name, the more you can build
trust and confidence with that person.

Think about the many times you have watched Bob on
TV and not noticed how the guests use his name
over and over. The majority of people don’t see it
until someone (like me in this article) points it
out. Most folks never see the hidden meaning
there, or recognize the unusual sentence
structure. You can use name-infected sentences in
any conversation, to your advantage, every time.
They work, beautifully. And they never offend
("Hey, Fred, would you mind not using my name so
much, I’m sorta sensitive!").

The next time you talk with a customer, remember
what Bob Vila did and you, too, can be the most
respected person in your field.

For another article about business, get
"Voice Mail Can Be Your Buddy"
MailTo:VoiceMail@BigIdeasGroup.com


About the Author


©2005 BIG Mike McDaniel All Rights Reserved
Mike@BIGIdeasGroup.com
BIG Mike is a Professional Speaker and Small
Business Consultant with over 30 years experience,
http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" Newsletter
MailTo:subscribe-956603364@ezinedirector.net

 

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EzineArticles.com allows ezine or email list publishers to upload or download free expert content that can be used within email newsletters or websites.
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The Ezine Directory
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www.ezine-dir.com
 
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Comprehensive resource on piercing, tattoos, scarification, subincision, castration and all other forms of body modification.
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new-list.com
 
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Ezines are typically tightly focused on a subject area. ... CULT OF THE DEAD COW claims to have published the first ezine, starting in 1984, with its ezine ...
en.wikipedia.org
 
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EmailUniverse, The E-mail List-Owner Resource Network is an excellent source for today's Email List Owners, Managers, and Editors.
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Email Newsletter Publishing Award Site: Fellow Ezine Publishers Review The Best Email Newsletters.
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Home | Sign-up for your Free listing | Link to us Code | TOP 100 Ezines. CATEGORIES ... ezine directory. link exchange with us ...
www.ezinelisting.com
 
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Browser based email list management, ezine hosting, and campaign software. Keep in constant contact with clients and potential customers.
www.ezinedirector.com
 
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Splendid: Daily music reviews, articles, interviews and more.
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Monthly magazine with reviews, articles, and discussion forums.
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An ezine directory, free ezine builder tool, ezine tutorials including everything you need to know to start publishing an ezine or email newsletter.
www.e-zinez.com
 
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EzineUniversity provides provides information, tools and products for ezine publishers. Featuring EzineUniversity Journal, EZU Tutor and FREE online ...
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E-zines directory with categories of free ezines, newsletters, email magazines and online publications.
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The best family friendly ezine and email newsletter directory providing education - motivation - inspiration and marketing support.
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Welcome To Ezine.Com! Welcome Page For Ezine.Com ezine online magazine electronic magazine zine e-zine ezines eziner ezining.
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  • how to properly use ezine advertising part one

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  • johnny appleseed a lesson in sowing and reaping

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