Consultant Marketing Napkin Diary

I don’t have one but I wish I did.

I can see it.

A three-ring binder filled with paper napkins, each depicting a concept that can change the way you think. Most of them are white but a few pastels are mixed in. Sizes vary from the little ones we call cocktail napkins to ones from high-end establishments that are folded into one-foot squares. Most are the “regular” size, about nine-inch squares.

Brilliance on a napkin

I’ve been lucky enough to have some very powerful concepts presented to me on napkins.

· Using A-B split testing (what I call Test and Reset)

· The direct vs brand scale

· Brilliance on a Napkin Here’s a short video https://vimeo.com/358198447

Simplify, Simplify, Simplify

I find that when you are restricted from all the technology tools and access to pre-built charts, graphs and icons you are forced to think more clearly and focus on the concept rather than a professional looking presentation. It can be disconcerting on one hand but on the other comes a clarity I find you cannot achieve in any other way.

Let me demonstrate.

The Overlooked Dimension

This page from the napkin diary pretty much tells the story by itself. There’s the  L-shape of the familiar x and y axes of the Cartesian coordinates but there is another, the z-axis in red. That’s because in my view the minimum number of axes on which to judge a business are Time, Money and Trust. This video tells the story in words without graphics. https://vimeo.com/358197958 Perhaps I should add animated graphics. What do you think?

Brand Building

Those of you that have viewed my video on Brand Building (4 ½ Minutes) which you’ll find at

https://vimeo.com/352180231 know that the analogy I use is a gyroscope.

The model literally deals with:

· Vision

· Mission

· Prospect Viewpoint

· Promise

· Profitable Niche

· Persona

· Prospect and customer feedback

· Performance

· Perceptions

The video clearly shows how all those elements add up to your brand.

Persona, Trust and Spin

Consultant Marketing must include that laundry list above. Once you have a Persona, you need to find ways to let the world know about it.

In the gyroscope model video Trust Tools and Spin Tools are mentioned as what you need to expand the number of people that know, and most importantly, Trust you.

Tests that once took months can now be done using the new technologies. A-B splits are commonplace and Multi-variant tests are becoming easier every day. But, even as scientific as things seem to have become marketing for consultants is still primarily relationship based.

And so it goes

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His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing and Brand development advice that builds businesses, careers and lives of joy.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com

DIY Training: www.ingomu.com