Chutzpah Marketing*
Simple Low Cost Secrets For Building Your Business Fortune
by Philip Copitch, Ph.D.
Plus you get a FREE copy of: Chutzpah Web Site Marketing for Professionals
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Chutzpah Marketing For Mental Health Professionals
The Simple Chutzpah Super Bill
Chutzpah Phone Scripts for Mental Health Professionals
Chutzpah Web Site Marketing for Professionals
Business Consultation with Dr. Copitch
Books Written by Dr. Philip Copitch
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Chutzpah Marketing*
Simple Low Cost Secrets For Building Your Business Fortune
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* n. Shameless audacity; the willingness to take bold risks. Yiddish
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Chutzpah marketing is business boldness coupled with supreme self-confidence. It is the art of doing business right, fairly, and with value.
Business is said to be cutthroat, but that is not what Dr. Copitch is teaching. He is talking about being basically lazy and getting a lot done. Dr. Copitch wants you to do what works, and skip the aggravation of wasted effort. A chutzpah marketer doesn’t waste time or money. She works hard and plays hard while loving it all. She has clear goals and follows them. She looks at her options and makes only well informed decisions. Once a decision is made she does not second-guess herself. She is confident that she did her homework and is now following a sound course of action. A chutzpah marketer can make a decision. She is task oriented and prides herself on task completion.
A chutzpah marketer won’t spend a dime if 9¢ will do. But, she is not cheap. She is value oriented. When making purchases she is value conscious. She is future oriented and sees that she is investing in her business, not merely spending money.
A chutzpah marketer is ethical. She carefully abides by the ethical standards of her profession. The ethical standards are incorporated into the very foundation of her business plan.
Chutzpah marketers are not afraid of making money, in fact, it is important to them to earn real money! Life changing money! They truly enjoy “laughing all the way to the bank!”
In Chutzpah Marketing: Simple Low Cost Secrets For Building Your Business Fortune, Dr. Copitch show you how to motivate customers to choose your company. To choose you! And once they are your customers, how to keep them, and teach them how to bring you more customers. With Chutzpah Marketing’s simple and low cost secrets you can build the company you have dreamed of!
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Table of Contents
List of sidebar symbols 8
Introduction 9
Now that’s chutzpah! 9
A note on terminology 13
1. Talk To, Not At, Your Customers 14
The psychology of your customer’s mind 15
Branding 16
Chutzpah branding in the real world 18
New FTC Rulings 19
BigRed’s as a brand 22
BigRed’s competition 22
BigRed’s Burgers chutzpah assignments 26
How can you help your customers? 28
Chutzpah knowledge is power 29
2. Your Most Important Marketing Tool Costs 5¢ 30
Old boring standard business cards 31
Chutzpah business card 33
Chutzpah logo 39
Getting your card printed 41
Ways to save money on printing: 41
Handing out your chutzpah business cards 42
Shhhh, this is a secret: How to hand out business cards comfortably 43
Chutzpah mini-billboards in action 54
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3. Your Second Most Important Marketing Tool is Free 52
Example of a 9-second speech in a therapist’s office 53
Why 9-seconds? 54
Building a 9-second speech 55
What do you want to teach about your company? 55
Teaching others to talk glowingly about your business 56
Develop your 9-second speeches 56
Write down your 9-second speech 56
Chutzpah marketing 9-second speeches in action 57
Variation: Hollywood elevator speech 59
Variation: MIT speech 59
4. Advertising Part A: On The Chutzpah Cheap 60
Brochure dimensions 62
Center fold 65
Tri-fold 65
3-up 68
Chutzpah focus 69
What’s in a name? 72
A chutzpah headline grabber 72
Smith Magazine celebrates storytelling 74
Powerful subheads that interest the potential reader 75
Dazzling copy that stirs the emotions of the potential customers 76
Emotion evoking graphics and/or photos 79
A call to action! 80
Dr. Phil’s Therapy 3-up. 82
How to get your brochure out and about 83
Leaving brochures around 85
Develop your chutzpah brochure 86
Want my opinion? 87
5. Advertising Part B: The Yellow Pages and Local Media 88
Embracing the media with a chutzpah hug 88
Category and action 89
Myth #1: The Yellow Pages are very expensive 91
Myth #2: Good companies do not need to advertise in the Yellow Pages 91
Myth #3: Unless you can afford the biggest ad, you cannot compete in the Yellow Pages 91
People have been trained to use the Yellow Pages 91
Motivated buyer 92
“Me too” mentality 93
Your Yellow Page rep 95
Alternative Yellow Pages 96
Yellow Page ad size and color 97
Size 97
Color 98
What about the online offerings from the Yellow Pages? 99
What belongs in your display ad 101
Chutzpah headline 103
Chutzpah supporting information 105
Chutzpah supporting secondary benefits 106
Call to action 106
Local print media advertisements 107
What goes into your ad? 108
Three types of print ads 109
The name recognition ad 109
The direct response ad 111
The combination ad 113
Dealing with local newspapers and magazines 116
Ad and ad size placement 117
Common up sell fibs sales reps use 117
Yellow Page and ads: my chutzpah perspective 118
Want my opinion? 119
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6. Advertising Part C: Chutzpah Gold Mining 120
Your database 120
Computer database is a must 122
What to put in your database 124
What to do with your gold mine 126
The 4 best ways to grow a long term clientele 127
Postcards 127
Grabbing attention 129
Size and cost 140
Label and stamp party 142
Build your own postcard 142
Newsletters and enewsletters 143
Newsletter design, chutzpah style. 144
Color 147
Content counts 148
11 chunks of chutzpah newsletter advice 148
Email 149
What to put into your email 151
Direct mail solicitation with chutzpah 152
Inserts 152
Ride-along inserts 153
Stand alone inserts 153
Mailbox inserts and card decks 154
Coconut? 155
Ways to generate custom mailing lists 155
List brokers do’s and don’ts 156
Mail list brokers 157
Freshness counts 158
Lists: A numbers game 158
Email brokers 159
7. Advertising Part D: Your Office, Store, and Vehicles Are Chutzpah Marketing Tools 160
Chutzpah cross-marketing 161
Business signage 161
External signage 162
Banners 166
Internal signage—Part one 169
Navigation signs 170
Internal signage—Part two 172
Odd place for an advertisement? 175
Uniforms and name tags. 176
Name tag guy 176
Chutzpah office paper 178
Letterhead 178
Getting past the medical office gatekeepers 178
Customer note paper 180
Note cards 181
How to make a note card 182
Examples of note cards 184
From the desk of: notes 188
Any other mail that goes out 192
Dr Phil’s thanks a million letter 193
Fridge Art 194
Business vehicles 204
Magnetic signs 205
Business card dispensers 207
Cross marketing inside your store 208
Floor and carpet graphics 209
8. Your phone and email are chutzpah marketing tools 211
Controlling the phone and email monster 213
Phone machine or answering service 213
Phone and email time management 215
Multitasking and brain research 216
Return calls and email in bunches 218
Email cross-marketing 222
Gathering statistics 223
The telephone transmits feelings 223
Anyone who answers your phone represents you 224
Avoid the hold button 227
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9. Embracing the media with a chutzpah hug 228
The media doesn’t owe you anything 230
Getting noticed as an expert by the media 231
I asked her to put me there, kind of 232
Getting press will get you more press 233
Controversy sells 234
Don’t confuse editorial coverage with advertisement 235
Writing a press release 235
Aim 237
Spell 237
Wow 238
Follow up 239
The parts of a press release 240
Sample press releases 241
The future of press releases 243
Want my opinion? 244
10. Getting your staff and family into chutzpah marketing 245
Change is difficult for employees 247
It is lonely at the top 247
If they could do it they would be your competition. 248
Staff and family should be your best cheerleaders 249
Chutzpah show and tell 250
11. Chutzpah presentations, speeches, and trade shows 252
“I can’t speak to a group!” 253
Why bother with doing presentations? 255
The 60/40 rule of presentations. 256
April is... 257
February is National National Awareness Month Awareness Month 258
Finding local groups 259
Contacting local groups 260
First contact letter with the speaker coordinator 260
Your chutzpah cover letter 261
Know your group 261
Examples of first contact letters 262
Honorarium 263
Chutzpah low cost trade shows 264
A dummy example of getting attention. 266
I’m uncomfortable with an information booth... 266
Chutzpah booth design 267
10’ x 10’ x 10” 268
Types of booth signage 271
The overall look of your booth 276
Your chutzpah call to action and if possible—save/stick/pass-ability 278
Table bunting 279
Dealing with the great outdoors 279
Educate your booth staff 280
Chutzpah tricks for garnering attention 281
Candy 281
Smile and make eye contact 282
Police your booth 282
Think tactile 282
Avoid being a bump on a log. 282
Interact with the other exhibitors 283
Dancing Chewbacca 283
Promotional giveaways 284
Be creative 286
In closing 288
Introduction
Hopefully you are asking, “What is Chutzpah Marketing?”
First, what is chutzpah? It is boldness coupled with supreme self-confidence. An old Yiddish joke illustrates the power of chutzpah:
A man murders his mother and father. Then he throws himself on the mercy of the court because he’s an orphan.
Now that’s chutzpah!
Chutzpah marketing is business boldness coupled with supreme self-confidence. It is the art of doing something right, fairly, and with value.
Business is said to be cutthroat, but that is not what I am teaching. I am talking about being basically lazy and getting a lot done. I want you to do what works, and skip the aggravation of wasted effort. A chutzpah marketer doesn’t waste time or money. She works hard and plays hard while loving it all. She has clear goals and follows them. She looks at her options and makes only well informed decisions. Once a decision is made she does not second-guess herself. She is confident that she did her homework and is now following a sound course of action. A chutzpah marketer can make a decision. She is task oriented and prides herself on task completion.
A chutzpah marketer won’t spend a dime if 9¢ will do. But, she is not cheap. She is value oriented. When making purchases she is value conscious. She is future oriented and sees that she is investing in her business, not merely spending money.
A chutzpah marketer is ethical. She carefully abides by the ethical standards of her profession. The ethical standards are incorporated into the very foundation of her business plan.
Please let me tell you a story.
Uncle Sol had a tough life. It started in northern Europe. His family was encouraged to move by the Cossacks. This took the family to central Europe. In time, he and his family were invited to relocate by the Nazis. They spent everything they had to get to America in 1942.
Uncle Sol found himself in New York City with no job, no money, and a distinctively thick Yiddish accent.
Uncle Sol had always been a salesman. So, he went to the biggest store in town and tried to put in an employment application.
“This turned out not to be so easy,” Sol told his friend Moesha.
“So, how did you get the job?” Moesha asked.
“Vell I went to the head of the employment department and I said, ‘I know you don’t know me from Moses, but I’m a really good salesman.’”
“The boss man was not so impressed with me so I said, ‘Look, you must have a department that isn’t making its money for you, give me a chance. I’ll work for free for a month. If at the end of the month, you don’t like my work, you say, ‘Sol, sorry but it didn’t work out.’ And I go. No hard feelings. You didn’t pay me a penny. What do you have to lose? But, if I make you lots of money, you pay me, and I keep making you lots of money.’”
“The boss thought it over a bit and said to me, ‘The fishing department is the worst department in the store. Can you sell fishing equipment?’”
“Can I sell fishing equipment?” I told the boss. “Can a fish swim?”Over the next two weeks the sales in the fishing department went up steadily. By the third week, the boss man was so curious about how Uncle Sol was achieving such numbers, he went down to investigate. He hid behind a display case and listened.
“Vell, that is a pretty good hook,” Uncle Sol told a middle-aged man. “But I don’t think it is right for you. It’s pretty good, but this bronze tip hook over here, it only costs 11 cents a box more, but it can really hold a fish.”
“I’ll take it,” the man said.
“What do you fish with?” Uncle Sol asked.
“A bamboo pole…”
“A bamboo pole!” Uncle Sol said as he took the brass tipped hooks from the man. “You don’t need these. With your pole, why bother… you couldn’t land a big fish with an old bamboo pole.”
“Really? But I want them,” the man said as he took back his brass tipped hooks from Uncle Sol.
“You need a Flexi Bow 17Xr5. It’s pricey, but with those hooks…”
The man took hold of the rod.
“Where do you fish from?” Uncle Sol inquired.
“Down at Staten bea…”
Uncle Sol grabbed back the fishing pole. “From the beach! You don’t need the Flexi Bow to fish from shore… Who fishes from dirt?”
The man snatched back his fishing pole. “I want to use this pole!”“But for that pole you’re going to need to be out where the big fish live. That pole is for people who want to catch the big fish. You’ll need the Wave Crasher xz1000.”
All this time the boss man was listening intensely. He had never seen such a skilled salesman.
At closing the boss man went to see Uncle Sol.“You have the job,” he said as he shook Uncle Sol’s hand. “I saw you sell the Wave Crasher xz1000 today, the most expensive item in the department. I still can’t believe it, a customer came in for a fishing hook, and you sold him a boat! Amazing!”
“A fishing hook, no, no, no, he no come in for a fishing hook,” Uncle Sol said.
“Really, but I saw…”
“No one comes into this store for fishing hooks. We’re in the basement, no one knows we’re even here. So I have to go upstairs and get them.” Uncle Sol said.
“Upstairs?”
“Sure, upstairs. I went up to the pharmacy department and this nice man was buying some lady monthly products so I said to him. ‘I see you’re no having any fun this weekend, do you fish?’”
Uncle Sol had Chutzpah: business boldness coupled with supreme self-confidence.
Are you allowed to build a business and make an impressive living? Are you allowed to afford amazing vacations, retirement plans, and a second home?
The simple answer is yes!
So let’s get started on getting you lots more paying customers that talk highly of your work and subsequently get you even more paying customers.
1. Talk To, Not At, Your Customers
Throughout this book, in many different ways, we are going to discuss motivating a customer to pick your company over every other company in your community. In some cases, due to the Internet, you may well be competing with companies all over the world. Business is a highly competitive endeavor, and the goal of your marketing program is to get the customer to pick you.
There are a lot of other voices yelling “pick me,” all in direct competition with you for the money in your potential customer’s pocket. Most of these other voices have more money and name recognition than you presently have. So, how do you compete for the minds of your prospects? The answer is, your marketing must talk to your prospect, solving a want that she has when she has it. You must use chutzpah marketing!
Before I explain how to talk to your customer, let me take a moment to define chutzpah marketing.
Chutzpah marketing is everything and anything you do to get the customer to pick you, keep picking you, and to tell their friends and family that they should pick you!
Anything and everything? Yep, anything and everything! From print advertising to customer service; from signage to clean restrooms; from welcoming smiles to clear return policies. Chutzpah marketers embrace the customer from first contact until after the product or service is all used up or completed. I agree completely with L.L. Bean who said, “No sale is really complete until the product is worn out, and the customer is satisfied.”
Chutzpah marketers strive to enthuse customers at every contact point. Basic contacts run the gambit, including each time the customer enters the store, calls on the phone, enjoys the product or service, or tells others of their experience with the chutzpah business, are major events for the chutzpah marketer. A chutzpah marketer’s goal is to have their customer be filled with avid enjoyment whenever they interact or think about your business.
Luckily for us, most businesses treat their customers as if they are the enemy, or at least a nuisance. So a little chutzpah marketing goes a long way, and a lot of chutzpah marketing takes your company to outstanding heights.
To pull this chutzpah enthusiasm together we are going to need to know how your company fits into the minds of your customers.
The psychology of your customer’s mind
The human mind has the ability to keep track of six or seven things at one time. This could be numbers, such as a phone number, or a list of seven items to pick up at the store.
Local phone numbers are typically seven digits long, 123-4567. They tend to be pretty easy for most people to learn. Once you add the area code, you get ten digits e.g. (202)456-1414. Most people have a tough time remembering ten digits. In order to master this we kind of cheat. We categorize the numbers into memorable packages of seven digits or less. For example, the area code for Washington, D.C. is 202. So, if I told you that the number for the White House Switchboard is 456-1414, you could put the two pieces of information together and pretty easily memorize the phone number for the White House Switchboard 202-456-1414.
There has been a lot of research done to prove that humans do well remembering seven things at a time. By grouping items together, we can easily expand our basic skill past seven items.
In marketing lingo, getting things to stick in a customer’s mind is called branding or positioning. Throughout this book I am going to show you how to get your company’s offerings positioned in your customer’s mind so that you will have a customer for life. In addition to becoming a customer for life, this same customer will talk glowingly about your company, thus sending more customers your way. All this on a shoestring budget.
Branding
In the cereal aisle Wheaties has taught you that it is the “Breakfast of Champions”. Cheerios has taught you that they are the “heart healthy” cereal. Kix has branded themselves as the “mom approved” cereal. What position does your company hold in the mind of the community? For some of you it may be that the community doesn’t know you exist (yet!). For others, you are an established business with little growth potential until you evolve your branding.
Your company’s positioning needs to be a choice made by you. It is how you have taught others to think of you (or not think of you).
When people shop they shop in categories. The consumer’s mind is too full to keep all information readily available. So, consumers place things into categories. Examples of categories are:
- Expensive shoe stores
- Inexpensive shoe stores
- Dirty restaurants
- Clean restaurants
- Sit down restaurants
- Fast food
- Friendly tire store
- Unfriendly tire store
- Large cheese selection
- Basic cheese selection
The categories are developed by consumers based on their personality and their experiences. So, the same grocery store can be in different categories for different people. My wife and I have different categories for the grocery store we shop at the most:
My Beloved Wife
- Convenient
- Friendly employees
- Great vegetable selection.
Dr. Phil
- On the way home
- Talkative employees
- Clean, consistently good quality Overpriced
We have our categories built from our experiences. Although we do a lot of shopping there, we go way across town to the less expensive, larger store that neither of us really likes.
The two stores understand us too. One advertises, Lowest Prices In Town, while the other proclaims, Friendliest Store in Town.
The categories are the stores’ attributes, their positions in our minds. If they want to stay in our minds they need to live up to their attributes. If you look at my categories you will see that the “friendliest store in town” attribute is often a bother to me. I don’t care for the small talk. I wouldn’t mind if they had an express line specifically for No Chitchat. I want to get in and out of the store. The friendly chitchat with every customer adds up to slow moving lines for me.
If a store opened up right next-door to the friendly store, one that was exactly the same, but with a no chitchat checkout, I would choose that store on most days.
In the marketplace, business are in competition with each other. They are categorized in the minds of your potential customers and these categories, branding, is how the customer limits their choices. Have you ever wondered why the mega companies like Coke and Pepsi even bother to advertise? They’re sold everywhere. Everyone already knows about them. The reason they constantly advertise is to stay in the minds of their customers. They each spend millions for a category position in our minds.
William J. McEwen in his book1, Married to the brand, why consumers bond with brands for life, explains that, “Brands serve a greater purpose—not just for the marketer, but for the consumer, too.” He continues:
Brands identify, define, and express the experience of using the particular products and services with which customers connect. Brands are partners in the dating game, the entities with which individual consumers sometimes form important, reciprocal, and even loving relationships.
Your Most Important Marketing Tool Costs 5¢
If you had $5,000 dollars you could put up a billboard on a busy thoroughfare by your office or store. Hundreds or even thousands of drivers would pass by it everyday. Over the course of a month you would be able to teach many drivers what you think they should know about your business. For a few moments you would have a captive audience as each driver glanced at your well-designed sign. If traffic backs up your sign gets noticed for minutes or (sadly for the driver) hours.
What if you could place your $5,000 billboard directly in front of your customer’s nose? Wouldn’t it be wonderful if you could place your billboard in their home, say on their refrigerator, or in that tray where they store their keys? What if your ideal customer kept your billboard in their wallet or purse? Wow - that would be chutzpah marketing!
Well, you can.
Your most important marketing tool is a mini-billboard in the form of a chutzpah designed business card, flier, or brochure. I’m not talking about your standard business card, boring flyer, or fluff filled brochure. I’m talking about chutzpah mini-billboards.
When I suggested mini-billboards to Big Red he looked at me as if I had pudding for brains.
“Mini-billboards?” Big Red laughed. “Why would I want to spend hard earned money on business cards? Who would I give ‘em out to? I’m not a lawyer or realtor.”
“Mini-billboards can take the form of chutzpah designed, hard working business cards, company brochures, sales fliers, or much need consumer information. Mini-billboards may cost just pennies, but they are designed to keep your business name and offerings percolating throughout your community,” I said.
Big Red was not impressed, “But we have never done mini-billboards before, I don’t see any reason to start now.”
“Fair enough, Big Red,” I said. “Let’s say you’re at the bank and the teller says, ‘I’ve been meaning to get lunch at your place, I love your burgers.’ You thank her with a big smile, reach into your back pocket and pull out a mini-billboard and say. ‘I miss seeing you darlin’ while you write on the back of your mini-billboard ‘one free soft drink’ and sign your name. While handing your mini-billboard to her you say, ‘Let me buy you a soft drink. Even if I’m not there, just give this to the cashier and they’ll know you’re my friend… they’ll treat you great.’ Now think about how special the bank teller will feel being treated so kindly by you. I bet you’ll see her in a day or two. And she probably will tell her coworkers about how nice you were. Maybe they’ll come in for lunch too.”
“I could do that, that would be fun.” Big Red smiled.
Mini-billboards are powerful tools to get your important information in front of your customers. For just pennies, they keep reminding your customers of your brand. As we go along in this chapter, I will give you lots of mini-billboard ideas that you can start using right away.
Old boring standard business cards
If you ask entrepreneurs why they have business cards they tend to look at you strangely and answer with one of two statements:
Because I’m in business.
So I can conveniently give out my basic information: name, address and phone number.
That is not chutzpah talking!
For most entrepreneurs, a business card is just a 2 inch by 3.5 inch piece of card stock with their name, address, and phone number printed on it. Some are more fancy than others with bumpy ink and nicer paper.
They look like:
This is a basic card that makes a few assumptions:
- The reader doesn’t need or want more information
- The reader has 20/20 vision
- The reader knows what you do for a living
- The reader knows what services you provide
Some entrepreneurs add a little flash of art to their card:
This adds a nice focal point, but why? What has Ima Professional taught the reader about her business?
Chutzpah business card
A chutzpah business card is a fingertip billboard that lets the holder receive your message in 3 seconds. Ask yourself this question:
If you had only 3 seconds, what would you want to teach the public about your business?
Don’t get concerned about the 3 seconds. That’s a lot of time when it comes to holding someone’s attention. In the first 3 seconds you have to get the reader to want to spend more time learning about your offerings. If your card has information relevant to the reader, your card goes home with them and it becomes a reference card.
What goes on your chutzpah business card? Your positioning, so that potential customers know what your business can do for them.
Most of this information comes from how you answered the 5 questions in chapter 1:
#1: List problems that you solve for your customers.
#2: Who are your customers?
#3: What is the brand (position) of your business in the community?
#4: How does your customer find you?
#5: How can you help your customers?
End of Excerpt
Chutzpah Marketing*
Simple Low Cost Secrets For Building Your Business Fortune
Book $24.95 + FREE $12.99 Chutzpah Web Site Marketing for Professionals: Publish date 12/30/10
Chutzpah Marketing: Simple Low Cost Secrets For Building Your Business Fortune (Downloadable PDF) + FREE bundle gift
* n. Shameless audacity; the willingness to take bold risks. Yiddish
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