David Young | Branding Blog - Marketing Advice and Advertising Strategy for Local Business Owners

Congratulations to the Bootstrappers!

Congratulations to my friends Rich Christiansen and Ron Porter, who have sold their SEO firm, Castlewave and will now proceed to take life easy until the next business-building bug starts to itch.

You may remember me writing about their book and their courses. They started Castlewave as a living case study for their book. Here's an excerpt from their blog:

As all of you know, this business was created with $5,000 to prove the principles in the book. CastleWave indeed was profitable from day one, generated over $1MM the first year at 50% margin and this past year did apx $1.4 MM. We have offices in both NYC and Utah and presently have 23 employees and apx 30 active clients ranging from smaller companies like Bank On Youself to large customers such as OpenTable and IMax.

It's been a lot of fun and quite educational enjoying their friendship and working with a few mutual clients. I can't wait to see the next chapter in their lives unfold!

Book Review...from me?...Look Both Ways

I don't do many book reviews. Mainly because of press agents. As soon as you start talking about a book, they smell blood and a week later the Fedex truck arrives with stacks of books that you'll never read.

Today, I'm reviewing a book that I haven't read. I probably won't read it. Ever. (maybe I will).

But, I love it.

I like to open it up and get a whiff of some smart design. When I open this book at random, I'm knocked over by Debbie Millman's incredible use of some very cool hand-made design elements that totally align with the words she chooses for each chapter. I'm not so sure that "chapter" is the right word. The book reads more like a portfolio.

It's a great way to kick-start the right hemisphere of your brain. Open at random. Enjoy.

The book is called "Look Both Ways - Illustrated Essays on the Intersection of Life and Design" by Debbie Millman. If you want a real review...go look at what they said on The New Yorker's Book Bench. Those people know how to write reviews.

Nice Try Samuel Adams

"Beer is banned in 13 states!" scream the press releases.

Samuel Adams recently uncorked this year's version of its biennial Utopias beer with lots of hype about the 27% alcohol content that exceeds the legal limit in 13 states.

Wow. You'd think people would be up in arms. You'd expect lawsuits, protesters, speeches from the pulpit, yet I haven't been able to find much negative news about this evil brew.

It turns out that it's not really a beer at all. Technically, yes it is beer. Functionally, not even close. What they've really done is make a sipping cognac out of beer. At $150 a bottle, even the Mothers Against Drunk Driving doesn't have a problem with Utopias, and they are quoted as such in the original press coverage.

In chapter 8 of Tom Wanek's new book, "Currencies That Buy Credibility," he talks about risking your reputation and prestige to buy credibility. In essence, you do something that will cause some of your customers to be repelled while others embrace your brand more tightly than ever.

In the case of the Utopias press, it's a surface-level ploy to seem cutting edge and risky. They want you to be shocked that this is a beer that has been "banned" in 13 states. You should be outraged that it costs $150 a bottle at retail. Yet, when you dig a little deeper...or just blow the marketing dust off the label...you find out that this just doesn't live up to the hype. It's just another bottle of expensive sipping hooch for connoisseurs.

So, how could Samuel Adams ACTUALLY risk reputation and prestige?

They'd have to do something that would actually enrage the MADD crowd. They could put out a beer that's both strong, cheap and easy to guzzle...something that would attract the high school drinker as well as the street bum. They need a beer that would get them written up in BumWine.com for the hallucinatory side-effects of the dangerous secret ingredients.

Give that one a try, Sam.

Currencies That Buy Credibility by Tom Wanek

I've got a copy of Tom Wanek's new book, "Currencies that Buy Credibility." I got one of the first books out of the box, got it signed and everything because I was standing next to him when he opened the box.

I'm kinda sad that this book is out because I work quite closely with Tom and frankly, he's my secret weapon for finding a good strategic hook for clients. I shouldn't be sad though, because now you have a chance to apply what Tom knows.

In Currencies, he outlines six strategies for spending a business' resources to purchase credibility in the minds of customers and the public. Think of it as six ways to put your money where your mouth is…although it's not just about money.

You'll be hearing more about this book all over the web, and right here.

You can pre-order "Currencies that Buy Credibility" from Amazon for delivery in about a week. I really think you should.

Tom Wanek - small business consultant website.

Follow Tom Wanek on Twitter.

Terry Pettit: Coach, Mentor, Author, Rockstar

Every field of endeavor has its Rockstars. In the world of Collegiate Volleyball coaching, Terry Pettit is a Rockstar. As the coach of the University of Nebraska Volleyball team Terry Pettit's coaching record was an astounding 694 and 148 (82% winning record).

When Terry travels back to Nebraska from his current home of Fort Collins, Colorado, he is recognized in stores and on the streets where people want to re-live his teams' amazing feats.

His 2008 book, Talent and the Secret Life of Teams is a masterfully crafted collection of some of the best leadership lessons you'll find anywhere. Although written about volleyball, you'd have to be pretty dense not to see the applications for business, marketing, hiring and mentoring.

It was exciting news to find out that Terry would be attending my class at Wizard Academy this week. He was an engaged and inquisitive student, asking challenging questions and always wanting to know more detail and underlying concepts in our blog/web workshop.

Both Terry and I were scheduled to fly home to the Denver airport Thursday morning, but the weather intervened, requiring us to stay in Austin for an extra day.

Today, the tables were turned.  I was treated to a personal seminar from one of the best leadership presenters I've ever come across. Pettit's stories of trust, collaborative leadership and talent are woven together with movie clips, insightful exercises and the wisdom that can only come from a lifetime of walking the walk.

A private seminar that coaches and corporations have paid tens of thousands of dollars to hear, went a long way towards making up for an extra day away from my family…not all the way…but certainly unforgettable and the best weather delay you could possibly ask for.

If you want to run into rockstars like Terry Pettit, you should come to Wizard Academy. I think Terry will be back one day soon.

Jon Spoelstra, author of "Marketing Outrageously" turns to Fiction

Links: Wizard Academy, Jon Spoelstra on Amazon

Can I have a Kindle?

A couple of friends already have one. They love it. I'm jealous. I want one.

I didn't want one quite so bad before I saw that they are back in stock!

Soccer Mom Myth Web Site Announced

Michele Miller and Holly Buchanan have unveiled a new web site in support of their book, The Soccer Mom Myth.

My favorite line in the site is a warning:

WARNING: This is not your typical dry business book. It includes politically incorrect views, some unladylike language, and tequila stories. We're pulling back the curtains for a realistic look at what women really want.

I'm about half-way through my pre-release review copy and I'm loving it! You can download free chapters, read about the authors and even watch videos of the authors talking about the book.

They Don't Sell Weak Books in Airports

I spent almost 12 hours in the Las Vegas Airport last week because United Airlines had a hard time getting my family from Los Angeles to Denver. Maybe I'll tell that story in a few months after I calm down.

As I walked past the Hudson News shop, a friendly book cover caught my eye. It was just about the only pleasant experience of the day. I am so delighted for Bryan's and Jeffrey's success with this book.

It's been #1 on Amazon, on the NY Times, Wall Street Journal, USA Today and now the Business Week business book bestseller lists. And now...in the airport.

If you haven't read it yet, pick it up and enjoy.

If you have been considering tearing down your company's web site and starting from scratch, drop me a line and I'll send you a free copy. Really.

I think I'm in "The South"

March 7-13. That was the last full week I spent in my own home. Austin to Winnipeg to Denver to Phoenix to Los Angeles to Melbourne to Hobart to Los Angeles to Las Vegas to Austin to Phoenix to San Diego to Denver to Knoxville where I hear the lovely drawled greeting of the waffle lady here in the Residence Inn each morning at breakfast. I've got just a 74 more miles before I make United's Premier status this year. Too bad we're driving to Austin for Wizards of Web. ;-)

The more personas I create, the more wireframing I do, the better and quicker I get at it. It's fun work and it's exciting to see the lights come on in the eyes of the business owner as he gets a deeper understanding of his own business and realizes how important the Persuasion Architecture process will be...not just for his web site, but for all aspects of customer interaction.

I'm excited to be headed to Austin for Eisenberg's BIG EVENT. It's not too late to join us!

I'm also excited to get home the next week. That's where you'll find me for at least a few weeks.