marketing messages Tag

[caption id="attachment_6692" align="alignright" width="225"]@bartthedog as Trump @bartthedog[/caption] Years ago, I "carried a bag" in the technology industry. There were very few women in the industry - I think three of us sold those kind of services in Minneapolis at the time. Every time I see or hear Donald Trump I'm reminded of the bombastic salesmen against whom I competed in the late '80's and early 1990's. In fact, these were the ones who called me honey  and patted me on the head right up until I stole their business. Then they just got mad - which made me very happy. Let me explain this persona of this "sales guy" I know so well. They weren't (and aren't, for that matter) bad guys, they actually had good intentions and many were loving husbands and fathers. They have one major common characteristic that brings them down every time however - they don't believe in messaging. Don't confuse this with the Don Draper persona. Although Draper could shoot from the hip, he planned his creative and messaging carefully. Although like Draper, the Donald Trumps of the world are also highly skilled in the art of persuasion, they don't believe in the power of the carefully crafted message. Nope, not for them. Send them your talking points and they'll make up their own every time. Like Donald Trump many of these sales guys eventually become entrepreneurs. As a marketing consultant, I'm working with them instead of selling against them. Unfortunately many have retained their old habits of shooting from the hip and ignoring attempts at messaging.