Articles by Tony Scelzo

Do You Have Trust and Lust in your Marketing?

Tuesday, May 27th, 2014

Sally Hogsheads book FASCINATE is a must read for VP of Sales and CMO’s. It will challenge you to discover how you can get your customers, prospects and suspects to “LOVE” you.

Personally, one of the most important concepts to get out of the book is in trying to “create the experience” for your customers of “trust and lust.”

Now, what do I mean by lust?

Can you get people to “lust” in anticipation of what you are going to do next, to teach next, to release next, to innovate next or to breakthrough next? Simultaneously, can you also get them to trust you? Can you establish yourself as their rock, their go-to resource providing peace of mind? Ultimately, giving them the feeling as if you are their partner.

Trust and lust are not usually two words you put in the same sentence, let alone the same brand.

However, if you are trying to carve out attention from your target market, to then carve out a business case to lead to a contract, which ultimately results in a sales. Then trying to incorporate “trust and lust” into your messaging is a must yet it may seem impossible.

It isn’t impossible but it is hard. Which is why most people opt out.

There are other triggers of fascination. By learning how to navigate between ‘trust and lust’ or tie them together is the most common argument found in the C-suite between the CMO, CIO, CFO. COO and VP of Sales.

So how do you build strategy to drive “lust” and build “trust”?

The answer is simple. People trust in you when you know more about their business than they do.

Take Sally’s book. Her website, for the book, howtofascinate.com is great example. I was so intrigued by the idea of understanding more about what makes me a “leader” by the report. This report gave me great insight into how to build our brand. Even though I have spent my whole professional life studying this, this site knew more than I did. Therefore, allowing me to trust it. In addition, I was so intrigued I lusted in anticipation of my results thus driving me to action. I then bought the book and recommended it to three other people. Trust and lust really can work together.

I was fascinated with howtofascinate.com. Check it out if you get a chance and let me know what you learned!
Tony Scelzo
Rainmakers Marketing Group
317-216-6345
Tony@gorainmakers.com

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The difference between Aggitation & Irritation

Saturday, November 30th, 2013

If you are in sales & marketing, Dan Pinks book “To Sell is Human,” is a must read. It will help you get along better with others and make you feel more apart of the human race.

Yes it is really that good. I couldn’t tell you how many genius insights I have taken away from this book. I can tell you it is more than I can count. So this either speaks for my to ability to count or my ability to find genius, I am not quite sure.

The first one is the difference between agitation and irritation. In our office we say, “You always have permission to pursue with value”. Meaning if you are serving your prospects best interest from their perception, then you will always get permission to take the next step.

It they need help with recruiting, bring the candidates. If they need help with new clients, bring them referrals. If they need new product offerings, bring them new technologies or innovations. You always have permission to serve or as Dan Pink puts it, to be a “servant seller.”

Irritation comes from someone repeating his or her agenda. Agitation comes from understanding what people’s goals and agendas are so you can help them move closer to them. In doing so they move closer to you.

Agitation acts as the coach, who motivates them to run one more lap, or a teacher who inspires a student to read a new book or even a preacher who challenges you to grow in your relationship with God. Agitation is the push that drives you to make a move. It pushes you progress towards something greater. On the flip side is irritation which pushes you in a negative way. It pushes you to become something about someone else. Take the focus off others and focus on taking responsibility for yourself. Agitate don’t’ irritate.

Tony Scelzo
Stringcan
317.788.5844

Rainmakers Marketing Group
317-216-6345
Tony@gorainmakers.com

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Should Social Media be called “Media for the Anti-Social”?

Friday, July 26th, 2013

I believe Social Media has some challenges with its name. The definition of social is “of or relating to human society”. I guess my problem with this as a definition is because “social media” is by real definition, “of or related to a virtual representation of a human society”. My point is that the names we give things give them power and power should be earned so it owns its responsibility.

Technology cannot architect a relationship. “Where do we live and what do we live for”? to paraphrase Thoreau. Are we here for texts, e-mails, blogs and their replies? Or are we here to use these mediums or media to facilitate the handshakes, the hugs, the high –fives and the connectivity that comes from sharing in society?

In my world, I build relationships between companies and I am more than happy to create content, connection and response through the new media and use these tools to create “relationships” but I am not fooled by the saying “follows are friends” or even customers. Are you?

Use the tools! But understand their place and where they stand in your business and your life. Last week I got into a car accident. It took 2 ½ hours out of my day but I made friends with the guy that hit me and exchanged information with the people that I hit. We laughed, made fun of how long the cops took get there and how hungry we were. What was so illuminating to me is that I had a better relationship with these people than I do with 80% of the people who follow me on Twitter, Facebook and LinkedIn and that is because we had an accident for us to spend time with each other.

In the end, when you are sitting on your death bed, I doubt you are going to think about your last post. Use technology as a tool to become more social, not confuse it by behaving the opposite.

Tony Scelzo
Rainmakers Marketing Group
317-216-6345
Tony@gorainmakers.com

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The Emotion of Outstanding

Wednesday, May 15th, 2013

How many of you are like me? You get caught up in moments. Moments like the Master’s win where Adam Scott made two huge putts to win, or an amazing street performer who can put his whole body through a tennis racket or maybe its a pastor who can lead 5000 people with a timeless message like Norman Vincent Peale.

Undoubtedly, moments like these can be emotional due to sheer amazement.

The emotion of outstanding is one so many of us don’t really understand. In the sense of we don’t know why we get pulled into these moments. For instance, you stumble upon a YouTube video of a guy who unfortunately has no arms and no legs climbing a mountain. Next thing you know you are completely enthralled with who this person is and everything they are doing.

There is a certain emotion when we see someone doing something “outstanding.” Something beyond excellence or great but something seemingly impossible.

It seems to me the more I study about being outstanding the more I’ve come to realize why we become enthralled. We see these outstanding feats and begin to think we are a capable of these acts as well. Inherently, we know we are meant for more.

Here is my challenge to you. Find your way to be outstanding, find your way of seeing yourself doing the seemingly impossible. Find your way to inspire the world.

You were designed for greatness in someone’s image with infinite potential. Maybe it’s time to step up and find that emotional connection between you and the rest of the world.

Tony Scelzo
Rainmakers Marketing Group
317-216-6345
Tony@gorainmakers.com

Go get it.

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