Category: Marketing

I don’t even prepare my own food without washing my hands. I wash my hands before eating too.

I’m a little OCD. What can I say?

Late last night, I went to my corner deli. I go there all the time because it’s literally across the street from my apartment.

Because I go there all the time, I’ve become friendly with the guy that works there.

So, I asked the guy for a turkey sandwich on whole wheat bread with lettuce and tomato. This is right after he just took money from several customers.

He proceeded to take 2 pieces of whole wheat bread with his bare hands and was about to begin slicing the turkey. I was really hoping he was going to put on some gloves before he began slicing the turkey. But he didn’t.

He began to slice and before he touched each and every piece of turkey with his bare hands I said something. I had to. And even though we’ve become friends through my frequent visits this was just grossing me out way too much.

“Uh, excuse me, would you just mind putting on gloves…it’s just that you touched money.”

He proceeded to put on gloves and finished making my sandwich without saying a word to me. Usually, we’d talk about sports and what not.

Not a peep.

The guy was obviously insulted.

Dude, I don’t even make my own food without washing my own hands. And I know where my hands have been.

Also, when you do wear gloves (occasionally) change them! The gloves aren’t for you.
They aren’t to protect your hands from money and food.

They are for me; to protect me and my little sandwich.

Finally, when you don’t wear gloves which shows (whether you realize it or not) you could care less about cleanliness for the customer it makes me think thoughts I don’t want to think.

How clean is that slicer? How fresh are the tomatoes and lettuce? How old is that bread?

You’re not going to throw away ‘expired’ food in the name of freshness and cleanliness.

Are you?

I used to tell myself you do and would.

You ruined it for me.

God Dammit!

##

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I was on the phone yesterday with an entrepreneur from Texas who has a great business idea. Or, so he thought.

He emailed me about 6 months ago and we’ve been corresponding back and forth. I always love hearing from my readers and passionate entrepreneurs and try to help whenever I can.

However, there is a very big difference between a great idea and a great business idea.

For example, a great idea is coming out with black and brown band-aids. Why not have band-aids that match black and brown people’s skin color too?! But that’s not a great business idea. Companies like Johnson & Johnson and P & G would eat your lunch.

They already have the distribution and the factory and the deep pockets to launch this product virtually over night. Creating a company that is going to produce brown and black band-aids is not a good business idea. But it’s a good idea.

So as we started talking I sensed his enthusiasm and was really excited for him. However, I asked him how he intends to make money.

“Well, I’m not sure,” he said. “I’ll figure that out later.”

Sorry but that’s wrong!

If you’re starting a business, especially as a younger entrepreneur, you need to focus on your revenue model. Please note: I’m not saying you shouldn’t focus on serving your customers/clients. I am obsessed with client service. But I’m able to make money by obsessively servicing my clients. I knew how that was going to happen from day 1.

I love his idea. It’s fantastic. I’m always interested in investing and helping very early stage companies with a great idea but you need to know how you’re going to make money. And before I’d ever invest in a company, I’d want to know that they’ve, at least, made $1.

The most important dollar you’re ever going to make is your very first dollar. You know someone is willing to (and wants to) pay for your product.

Unless you have extremely deep pockets you can’t afford to run a business that’s not generating revenue. Before you bet the entire farm on your business make some money. Crawl before you walk!

My latest magazine column for Millionaire Blueprints Teen is exactly about this. Check it out:
The PDF is attached here.

And to my man from Dallas, we’ll get there. But first we’re going to focus on crawling and we’ll be running in no time!

The future of advertising is having your loyal customers create advertising for you.

Companies that are killing it in today’s economy embrace their customers. They realize without their customers they have no business. And they don’t act like monopolies.

They also cater relentlessly to their clients and customers.

They don’t create products and services and then find people to sell them to like the old days. No. They find people who have a problem or a pain that needs to be solved and create products and services for those people.

And just like successful businesses are changing how they go from concept to creation to marketing; they are changing how they market the products they created.

At least, the successful ones are.

Why? Because in our media-overwhelmed, hyper-cluttered world attention is hard to come by.

With more and more people watching less and less commercials, it’s very different (and difficult and extremely costly) to get the attention of people.

There are no longer just 3 major TV stations that everyone watches or 3 major magazines that everyone reads.

If you’re going to seek out attention (which is imperative as a company) you need to be attention worthy.

If you want people to stop what they’re doing to watch your TV commercial you need to make it worth their time. You also need to make sure you frame your message in the right way.

Who better than your customers to help you do that?

As I’m working on my new website, my clients have become invaluable resources. I’m constantly asking them questions. The number one question I ask them is, “What does MyBodyTutor do?”

The answers I get are astounding. Of course, I know what I do. But to hear it from your clients makes everything crystal clear. Involving my clients, my fans – the people, who are voting with their wallet, is the only way in my mind to create my messaging.

So, long blog post short, McDonald’s is doing something pretty cool. They are holding a contest to see who can create the best 30 second Big Mac chant. And the winner will have their chant and commercial on TV.

The 5 finalists have created some pretty amazing chants. My vote is Track 2. The other ones are a little too ‘rap-ish’ for TV and Track 2 is very Justin Timberlake-ish which is a great tie in to the whole ‘I’m loving it’ campaign they did with him. You’ll hear what I mean.

It’s like what Dorito’s has done for their Super Bowl commercials the past few years and it has been a huge hit.

So, all of people say: My…Body…Tutor!

“My…Body…Tutor!”

And if you want to be a future reality TV star you must read this!

I admit it. I watch my share of reality TV. It’s mindless entertainment and sometimes that’s just what we need.

As we all know by now, reality TV isn’t really reality. It’s just using ‘real’ people to stage scenes, etc.

The intoxicating allure of it has created so many new ‘stars’ that aren’t even actors. They are just reality TV stars. Take, for example, ‘New York’ from the hit series, “I love New York.” She really is trying to make it as an actress in Hollywood now.

But the problem is no one cares about her acting abilities. People just care to watch her ‘reality’ and her search for love. Let’s look at Brooke Hogan. She is (or was) an aspiring pop star. On the reality show, “Hogan knows best” they showed her singing and working out and really trying to make it happen.

Again though, I don’t really care about her singing abilities. I’m more interested in seeing her ‘reality’ and because of this her singing career isn’t going anywhere; yet her reality show career seems to just be getting started. Some might say Joe Simpson is a genius for getting his kids their own reality shows.

After all, exposure is the name of the game. A lot of fun and exciting things can happen from exposure. But if you’re not exposing yourself to what you stand for, to what your business is and to what you’re trying to accomplish then I think you’re doomed.

Why take someone who has real talent (or at least the ability to sell lots of albums) like Jessica Simpson and turn her into a ‘Paris Hilton’ type? No one cares about Jessica Simpson’s singing career anymore.

Let’s take for example, Bethenny Frankel of “The real housewives of NYC.” Even though I have a huge crush on her, I’m not so sure this was the best move for her. She is an entrepreneur, “A celebrity natural food chef” as she likes to call herself and is trying to build a brand. She wants to ‘democratize health by making it accessible to everyone’.

I am all for that. However, the problem is I don’t really care about her business endeavors anymore (I watched her on Martha Stewart’s Apprentice). I care more about her relationship with her boyfriend. Are they together? Are they not together?

How about Bret Michaels who had his own show called “Rock of love”. I was never a Poison fan. And I’m sure he has plenty of new fans who’ve never heard a single song of his.

I certainly don’t care when he’s releasing his next album. All I know is that he made the saying, “Will you rock my world?” popular again and I’m curious to know if he’s still with Amber.

But then you have an enterprising woman like Patti Stranger who stars in her own reality show, “Millionaire Matchmaker.” I think this is a brilliant move. Her show is about her business. And her business is interesting enough that people want to watch her (and her clients) in action.

Even the “Making the band” series by Puff Daddy isn’t a terrible idea. However, when he’s on his 4th or 5th season (I can’t keep track of them anymore) you begin to question if he’s in the business of making ‘hot’ records or just ‘hot’ reality TV. There’s no authenticity behind his shows anymore (and that’s critical) but they are fun to watch.

And that serves a purpose too. But for him. Not for the aspiring singers or rappers. It’s his show. He’s the executive producer. He’s the one getting paid, regardless.

If you just want to be famous, for fame’s sake then by all means sign up for a show. But if you’re really trying to do something besides becoming famous, I’m not so sure it’s your best move unless your show is about your business. Otherwise, you’re branding yourself as a ‘reality TV star’ whether you realize it or not.

And B. Frankel hit me up if it didn’t workout with Jason. I’m sure you use Google Alerts – so I’m sure you’ll read this. Be the cougar you know you want to be.

We’ll take over the health and fitness world together. And we’ll have our own reality show about our businesses.

And then you can say, “GuruGilbert & MyBodyTutor” rocks MY world!

[Some comments over at BrazenCareerist.com too!]

I hate seeing homeless people. It makes me sad (and so grateful at the same time). And lately, I feel like I’m seeing them more and more.

So let’s solve the homeless problem (at least in NYC)!

One day, I hope to be in a position where I can make significant change with time and money. But for now, I have some ideas. So here is mine and it’s based on this great quote:

“God can only help those who want to be helped.”

1. We’ll have a group of volunteers that actually engages with the homeless. They won’t just give them food. That doesn’t solve the problem. “Give a man a fish; you have fed him for today. Teach a man to fish; and you have fed him for a lifetime.”

They will talk to them (if possible) and learn more about them. Most importantly, they’d learn if these people want to make a change and want to clean up their act and want help.

2. Once they decide they want help, they will be moved into a home; a gorgeous one with really nice amenities. I want to show them the possibilities this world has to offer. They will ONLY be allowed to stay in this home if they agree to detox. We must help them fight their addictions.

3. Once they complete their detox program and are completely sober – whether it takes several weeks or several months – (My main concern is that they are drug and alcohol free) they will begin a simple 1 week refresher class on life.

Most homeless people weren’t always homeless. So these people (once they are clean) will be able to learn and relearn how the real world works.

4. Since they are now drug and alcohol free (which is the biggest part of the problem) and a psychologist* has given them the thumbs up – they will be entered into our work program after completing our 1 week refresher class.

5. Our work program is simple. From 8 AM -6 PM (under close supervision to make sure they don’t fall back into bad habits) they will sit on the corner they used to sit on. This will give them a taste of how bad their life really was. And now that they’re sober, they’ll be able to appreciate how bad it really was.

6. Here’s where the big idea comes into play. Instead of holding a sign like the one above, the sign would have a company logo. Say for example, MyBodyTutor.com.

It would be a nice shiny sign with some indication on it that they are part of the ADG program (We’ll call it the Adam Drew Gilbert program for now).

7. Everyone loves an underdog and everyone loves to help people out. Especially, someone that is trying to get his/her act together. People appreciate that greatly.

Continue reading “My brilliant idea on how to solve the homeless problem (at least in NYC)!”

As a diehard Michael Jordan fan, I still get the chills when I watch this intro. It reminds me of the good ol’ days when becoming a professional athlete, more so basketball player was still a career option.

Or so I thought.

The reason why companies like Stubhub and ticket brokers continue to make so much money is because of experiences like this.

Sure, I can watch the game on TV but it’s just not the same.

Same reason why movie theaters will always be around.

Many people go to movie theaters to see films on the opening night, where they will pay a large price to see a film that later will be available for free, or almost free, via rental or download.

Sooner or later you can find a free copy of whatever you want, but getting to see a copy the moment it is released by its creators (and actually being there) is priceless.

Like watching Jordan play.

I’m listening to 50 Cent’s “I get money” right now and it got me thinking. When can a rapper go from rapping about how he used to kill people and sell drugs to how much money he is making?

Rappers are typically limited to a few select topics. They are either rapping about how they used to kill people or how they will kill people (and maybe even you), how they pushed the highest quantity of drugs from wherever they’re from, how every girl on this planet wants them and how they don’t want them, or, how much money they make and how they spend it.

I find this very interesting because this is the only industry where the person/company selling goods can actually flaunt to their customers (who are affording them their lifestyle) how much money they’re making. And it doesn’t turn off the customer. Actually, I think the customers like it.

You’re certainly not going to see Howard Schultz (Starbucks) on MTV Cribs anytime soon showing off his ridiculous cars and houses. You’re not going to see Shelly Hwang and Young Lee, founders of the highly popular Pinkberry (still boggles my mind), flaunting their newfound fortunes, either.

In fact, if they were flaunting their money it would most likely turn you off from their company. I’m not saying that they shouldn’t enjoy the finer things in life, either. These people had big ideas and brilliant execution. They deserve their success. But they definitely shouldn’t have commercials promoting their products while deliberately showing off their Bentley’s and other ridiculous cars and houses.

However, for rappers, it’s part of the gig for some reason. It’s part of their image. Seeing 50 Cent get out of a Toyota Prius just wouldn’t do it.

I think a huge part of what rappers are selling is fantasy. And that’s what music does. It makes us dream. It inspires us. Hence, why I want to be a DJ.

But for some reason, rappers are all about the Benjamins. The hotter they are (in terms of popularity), the more money they make…and the more they’ll rap about how hot they are and how much money they make.

Are there any other industries where this is the case?

Of course there are. It’s just not so blatant.

Do you want your heart surgeon driving around in a ’88 Chevy? No. You want to see (if you do see) him driving around in his brand new SL 600. You want the best in the World.

It also works the other way.

Do you want to see your cleaning lady that you pay good money driving around in a yellow Ferrari?

Do you want your sweet and innocent insurance agent driving around in a nice car? Sure. But not too nice because then you’re going to wonder how he makes all of his money.

(Your commission!)

I find it amazing that tickets for Sex and the City have been sold out for weeks already. Groups of girls all across America are planning on seeing it and reliving their Sunday night tradition just one more time.

Here’s the problem though:

Everyone is expecting the world from this movie. Anything less than perfect is going to be a disappointment. But here’s where the paradox comes in. If you don’t promise the world then not as many people will see it.

Hype is a huge marketing ploy. “This is going to be the greatest fight of all time,” or, “The greatest NBA finals of all time,” or, “The funniest movie ever!” Companies and marketers are constantly faced with this challenge – How do I get more people to do what I want them to do. In this case, see a movie.

But the very dangerous problem occurs when you can’t deliver on what you promised. If you promise X, Y, and Z and only deliver X and Y, you’re breaking a promise and are going to disappoint people and make them angry. As they say, satisfied customers tell three friends, angry customers tell 3000.

The expectation paradox is at work all the time:

In the years that Joe Torre led the team, from 1996 to 2007, the Yankees went to the post-season each year and won ten American League East Division titles, six American League pennants, and four World Series titles, in addition to compiling a .605 winning percentage with them. But everyone expected the World Series title so it wasn’t good enough.

When Eliot Spitzer was caught in his scandal it was a media frenzy. Here was a guy who held such high standards for everyone else and insisted that people take responsibility for their conduct, as they should. But that’s exactly the reason why he had to resign. That’s what he built his career on. And that’s exactly why Bill Clinton didn’t. He never made promises like that.

It’s even at work when your boyfriend or husband buys you flowers. If he brings you flowers every Friday and one Friday forgets, you might actually be disappointed. Yet, on the other hand, if he never brings you flowers and out of the blue brings you flowers it’s going to be a lot more special…because you didn’t expect it.

The same thing happened with the Sopranos. People were upset because of the non-ending of the Sopranos. People are always upset when a TV show ends with a big finale, because it never meets the hype, never meets the expectations.

Cut to black. (Once again.)

I was lucky enough to get an advanced copy of David Vinjamuri’s Accidental Branding. What I really loved about the book is that it’s about the people behind these extraordinary companies and brands.

I find that to be so interesting. The first thing I do when I go to a website or read through a catalog, or a book, or anything for that matter; is to read the ‘about us’ page or to see if they have a blog. I want to know who I’m dealing with and what they’re about.

You’ll meet John Peterman of the legendary J. Peterman catalog; Craig Newmark, founder of craigslist.org; Gary Erickson, inventor of the Clif Bar; Myriam Zaoui and Eric Malka, founders of The Art of Shaving stores; “Mother” Gert Boyle of Columbia Sportswear; Julie Aigner-Clark, founder of Baby Einstein; and Roxanne Quimby of Burt’s Bees.

Vinjamuri does an incredible job of getting into the personalities of these entrepreneurs delving into what makes these people tick, what their core motivations are, how they live, what they believe, and so many other fascinating things that you’d be curious about any mega successful entrepreneur.

David defines an accidental brand by the following 3 characteristics:
1. An individual who is not trained in marketing must create the brand.
2. This individual must experience the problem that the brand is solving.
3. The individual must control the brand for at least 10 years.

He also has 6 rules for you to follow to increase your chances of creating an extraordinary brand.

Rule #1 : DO Sweat the small stuff – Every single entrepreneur is a perfectionist. And not just when it comes to the big stuff. It’s also very important to delegate but only to people who are just as detailed oriented as you are and training them to see things as you do.

How do you make that happen? Only hire people who experience the problem your company solves. (And any great company solves a problem.)

Rule #2 : Pick a fight! – You have to create something genuinely new. You can’t just create a me too product. They all took a stand against something. Whether it’s against another company or an entirely new way of doing something. For example, Gary of Clif Bar couldn’t stand to eat another Power Bar.

Rule #3 : Be your own customer – Every one of these people solved a problem they experienced themselves. Enough said.

Rule #4 : Be unnaturally persistent! – Most of the brands in this book took between 10 and 20 years to reach the $20 million mark having had exceptionally slow and humble beginnings. Most people give up or just don’t have the patience to build the company of their dreams. How much do you believe in what you’re doing?

Rule #5 : Build a myth – What David means is to create a story behind your company and why you started it but that doesn’t mean you can just make something up. Consumers are looking for authenticity and consistency in brands.

If you’re an entrepreneur solving your own problem, you do have a story! Why did you start your company? What’s the pain you’re solving?

Rule #6 : Be Faithful – David says, “Stick with the one that brought you to the dance.” Brands constantly forget about the consumers that made them great. They get into trouble when they forget about their core consumers and try to be everything to everyone.

Should I buy this book Adam?

Yes! Without a question. David is an incredible storyteller and if you find yourself very interested in extraordinary entrepreneurs this book is definitely for you. It’s entertaining and very detailed making for a great, interesting and fun read!