What Richard Pryor Knew about Marketing that Few Business Owners Will Ever be Wise Enough to Know

Like many people, you probably remember watching Richard
Pryor on television and in the movies. Pryor was
over-the-top, bold, and outrageous, and he had the cojones
to say whatever was on his mind. Often times, all he was
doing was simply entering the conversation his audience was
already having inside their own minds, saying out loud, the
thoughts they were already thinking about, but were afraid
to mention or discuss on their own.America’s top copywriter and direct-marketing
consultant Craig Garber (http://www.kingofcopy.com) says
“Most business owners could learn a lot about
selling from Richard Pryor. Whether you know it or not, he
was a pure genius when it came to marketing, and this is
why he was so successful.” Garber, who consistently
prods and encourages business-owners to use unconventional
“maverick marketing” methods, says here are just 5 of the
many things Pryor cleverly did, that you should be using as well:1. He was controversial. Most advertising is nothing
more than a “big business card,” and
let’s face it, do you really think telling your
prospects your name, phone number, and how long you’
ve been in business, sets you apart from your competition,
or gives them enough of a reason to lie awake in bed at
night, thinking you might be the solution to their problems?
You don’t need to look any further than the results
of your marketing, to get the answer to this one.
Don’t bet the farm on conventional wisdom — going
against the grain is your ticket to success in marketing,
and in life.2. Pryor consistently talked about personal events going
on in his life. And since by nature, people are curious
and voyeuristic — that’s why Reality TV is so
popular — your prospects would be thrilled to hear
what’s going on “behind the closed
doors” of your life, especially if you can make it
exciting and fun for them.3. Along these same lines, Pryor certainly wasn’t
afraid to expose and make fun of his own weaknesses. And
as a marketer, one of the smartest things you can do is
bring up any objections to, or weaknesses in your own
product or service ahead of time, and deal with these things
up-front. Think about it, if you’ve already handled
your prospect’s concerns, not only are you
eliminating critical selling obstacles, but you’re
also building trust by letting them know you’re only
human, just like they are.4. Pryor was funny and entertaining! Thoreau once said
“Most men lead lives of quiet
desperation,” and this applies to your prospects
as well. They’re overwhelmed with too many things to
do and not enough time to do them in, and if you can
regularly be the bright ray of sunshine in their lives,
they’ll LOVE hearing from you and they’ll show
you their appreciation by buying more, and by buying more
often.5. Most important of all, Pryor was REAL. And in
today’s day-and-age, when your prospects are getting
hit six-ways-till Sunday with all sorts of hype and
sensationalized B.S. — coming along with a dose of reality
and a no-nonsense style, makes YOU a refreshing slice of
life your clients will gobble up, again and again.Listen, insanity is doing the same thing over-and-over again
and expecting different results. And when it comes to
selling, truer words were never spoken. So if you want to
keep getting the same awful results from your marketing,
then keep doing the same things you’re doing. But if
you want to uncover how to simply explode your sales, in
addition to discovering much much more about how to use
compelling and eye-opening sales copy and marketing savvy to
consistently get your prospects to buy, then you want to
consider using the same methods Pryor used, to get the same
kind of outstanding results.

Sustainable Marketing – 4 Ways Your Stationery Kills The Environment (Second of 3 Articles)

Remember when we last talked about sustainable marketing we looked at how PlanetArk and the Direct Marketing Association in the UK were publicising the message of sustainability. And we also noted the conflict of interest that arises with direct mail.Now I’d like to look at how stationery and how you use it affects the environment too.4 Ways Your Stationery Hits The EnvironmentMarketing and marketing-related activities consume a vast amount of ink and paper. There are at least 4 ways that this happens. These include business cards, letters, bills and brochures which all affect the environment:

Forests themselves

Printer Inks

Dampening solutions

Chlorine
The Forests ThemselvesPaper production has a major environmental impact on forests when paper fibre is produced from trees cut from virgin forest without replanting. The good news is that you can encourage sustainable paper use by choosing printers who only use paper from European forests where more trees are planted than felled.Printer InksThe most common inks are petroleum-based. Using these can creates large quantities of volatile organic compounds. (VOC).Vegetable dye inks are more sustainable. They’re cleaner and brighter and more rub resistant than petroleum-based inks. They produce much less of the volatile organic compounds. And they’re the same cost as petroleum based inks.Dampening SolutionsMany printers use a dampening solution with high levels of a solvent called isopropyl alcohol (IPA). IPA contributes to the Volatile Organic Compound emissions.Again there is an environmentally friendly alternative. The printer can use a waterless printing process. That means a dampening solution isn’t required and therefore no IPA is released.ChlorineChlorine is used to bleach paper to make it white. The side effect is that carcinogenic organic compounds are produced that are toxic to life.Of course there are plenty of chlorine-free papers that can be used instead.Why Doesn’t Everyone Use Sustainable Printing?The problem of course is that historically printing presses have been a major capital investment. That means the printer is not going to scrap or sell the press until they’ve had their money’s worth out of it. Any other way is commercial suicide. That means unless you search out environmentally friendly printers you’re constrained by the machinery and printing process of the printer you’ve chosenNext time I’ll look at exactly how you can improve your marketing sustainability with little or no effort and with a considerable cost saving! Until then.