| Did you know that Max Factor was a marketing | | | | rooms" each designed to bring out the best in |
| genius? Yep, the Polish-born | | | | women of a particular hair color: one room labeled |
| emigrant-turned-cosmetic-industry-giant virtually | | | | "For Blondes Only" (decorated in flattering shades |
| pioneered the make-up business as we know it | | | | of blue); other rooms were solely for Redheads |
| today. And you won't believe the strategies he | | | | (done in mint green), Brunettes (dusty rose pink), |
| used to get the rich and famous of his era to | | | | or Brownettes (pale peach) - all designed to make |
| clamor for his services and products.But what's | | | | them FEEL GOOD!So you may not have an office |
| even more important is that his strategies can be | | | | where people visit you, but it's still important you |
| simply replicated in your business to attract all the | | | | find ways to make clients feel good about doing |
| new and repeat clients you want. Here is | | | | business with you. Here are few tips how.Hand |
| how...Five marketing lessons from Max | | | | written notes and greeting cards take little effort |
| Factor.LESSON 1 - Transform ordinary people into | | | | to send out but make a long-lasting impression. |
| dazzling super-stars. That's what Max did - he | | | | Are you regularly taking advantage of this |
| turned ordinary people into movie stars. Whether | | | | powerful marketing strategy?Send out small gifts |
| he knew it or if by pure accident, Max tapped into | | | | shortly after clients buy something from you. Gift |
| one of the most powerful marketing weapons - | | | | certificates to a local coffee shop or a massage |
| the human desire for fame and fortune.He wasn't | | | | place won't cost you a lot, but will make people |
| selling make-up. He sold a chance to be a bit more | | | | remember you forever!We love talking about |
| like Bette Davis, Marlene Dietrich, Judy Garland or | | | | ourselves - give people an opportunity to do so |
| other famous movie stars of his time.Simple, | | | | more often. In all conversations with prospects |
| right? But take a look at all your marketing | | | | and clients make it all about them. They will think |
| materials...Are they promoting what you do or | | | | you are the best person to talk to in the whole |
| what people get out of working with you? Are | | | | world. LESSON 4 - Let your clients be your most |
| you boring people with lengthy descriptions of | | | | effective marketing weapon. Many of Max's |
| your company's consulting approach or painting an | | | | clients appeared in his advertising campaigns |
| exciting vision of the dazzling success you could | | | | promoting his products. The magnetic power of |
| help them achieve? LESSON 2 - Help clients SEE | | | | celebrity endorsements is nothing new, but are |
| the need for your service or product. One of | | | | you using it in your business?You don't need world |
| Factor's most bizarre inventions was the "Beauty | | | | famous movie stars to be your clients. Turn your |
| Calibrator" - a weird gizmo for measuring the | | | | regular customers into mini-celebrities by asking |
| face, which looked more like a medieval torture | | | | them for testimonials and featuring their success |
| device | | | | stories on your website and in other marketing |
| than anything you'd find in a local beauty | | | | materials.LESSON 5 - Create an enduring brand. I |
| parlor.It's hard to imagine that people would | | | | doubt that Max Factor was overwhelmingly |
| voluntarily put this contraption on their heads - but | | | | concerned with branding, yet over 70 years later |
| they did. You see, Max's invention was designed | | | | the company he started still thrives as one of the |
| to discover what was "wrong" with client's face | | | | global power-players in the cosmetic industry.The |
| and how they NEEDED to use his make-up to | | | | company still uses his photo on the front page of |
| correct the flaws.Why is this important? Just like | | | | their website and his story is listed on the "about |
| we don't argue with a doctor sharing with us the | | | | us" page. I believe it's because Max Factor was |
| results of a medical test he or she might have | | | | his own brand.Everyday I run into people who try |
| put us through, we tend to take for a fact | | | | to make their marketing materials look like they |
| something that was measured and is presented in | | | | are a world-wide, multi-billion dollar heartless |
| a structured and organized way.If you find your | | | | corporation. What they forget to show through is |
| prospects a bit resisting to taking the "final step" | | | | their PERSONALITY.Here is a newsflash - we |
| with you, it's likely because they are not sure | | | | don't do business with corporations - we do |
| they really need it and how they will benefit from | | | | business with other people! With the explosion of |
| your help.But find a structured way to illustrate | | | | professional service providers starting their own |
| the need for your services and watch the | | | | businesses, chances are you've got more |
| resistance melt away.Create an assessment to | | | | competitors than you care to count - all appearing |
| quickly gather critical data and present your | | | | to offer the services and products identical to |
| findings in a visual way. Create a table or a chart | | | | yours.The solution? Take it from Max Factor and |
| that allows people to see at a glance what's | | | | make YOUR PERSONALITY count and let people |
| "wrong" with them. Develop an online quiz your | | | | get to know YOU. The more competitive your |
| web visitors can take to discover their | | | | field is the more this matters. Because no one |
| competency/need in the area of expertise you | | | | can duplicate you!(c) 2005 Adam M. UrbanskiAdam |
| provide.Have a list of standard value-building | | | | Urbanski, the Marketing Mentor, helps Independent |
| questions you always ask during your sales | | | | Service Professionals and Small Business Owners |
| presentation. LESSON 3 - Make everyone feel | | | | attract more clients. For more promotional tips |
| good (and unique and special.)At his famous Studio | | | | and a FREE 32-page marketing guide go to |
| Max Factor built four special "celebrity make-up | | | | TheMarketingMentors. |