Amazon.com is Shaping Up by Shipping Out

As an expert in branding who helps individuals and organizations stand out from the crowd, I'm always looking for companies that are POPing out for all the right reasons.

Amazon.com is setting a shining example.

An article in today's USA Today entitled "Amazon won't go down with the ship" quotes CEO Jeff Bezos as saying, "I love to kerfuffle Wall Street."

How so? Industry analysts predicted disaster when Amazon first started offering PRIME - their unprecedented offer of unlimited, FREE, two-day shipping for $79 a year which covers everything from toothbrushes to lawn mowers. (Yes, Amazon.com offers those items in addition to books and CDs.)

However, the retail giant just reported a rise in sales for its second quarter, now at a 7 year high.

Bezos said, "We know in our bones that siding with the customer pays off for everyone in the end."

Please reread that last sentence. What a profound philosophy. That commitment to providing value for customers is a PRIMary reason Amazon is now turning a profit.

Do you know a company that is turning a profit because it "sides with its customers?"

Tell us about it. Be one of the first three contributors and you'll receive a free copy of my book POP! Stand out in Any Crowd, about which Edelman Sr. VP Marilynn Mobley said, "If you liked Malcolm Gladwell's Blink, you'll love Sam Horn's POP!"

Why is Sanjaya Stealing the Show?

If you’re an American Idol fan – and even if you’re not – you’re probably familiar with the controversy swirling around Sanjaya Malakar’s constantly changing hairdo (or hair-don’t), including the much-maligned Faux Hawk.

Articles have been written about it, bloggers have posted about it, water-cooler conversations have been held about it.

No one thinks Sanjaya is a great singer. Even he admits his vocals aren’t his strength.

Regardless, he is in the top ten, getting more ink than any other contestant; proving, once again, that while talent is important; it’s not enough.

You may be thinking, "What's this got to do with business?"

In an ideal work world, the most qualified candidate would get the job. The company with the best track record would get the contract. The highest-skilled consultant would get hired. In the real world, being good at what you do will only get you so far.

That’s one of the reasons I created POP: Stand Out in Any Crowd, which bestselling authors Ken Blanchard praise as "an inspiring guide to getting heard, getting remembered, and getting results"and Jeffrey Gitomer says is the "new way and best way to build buzz."

If you want to know how to help your cause, creation or corporation get noticed for all the right reasons, visit http://www.samhorn.com/ for a free article on how to POP Out of the Pack so you and your priority project get the respect and revenue you want, need and deserve.

Create Sticky Messages with POP! and John Jantsch’s Duct Tape Marketing

Best-selling author Elmore Leonard was once asked why he thought his books were so popular. His answer? “I try to leave out the parts people skip.”

I had the pleasure of sharing my POP! tips on a podcast recently with John Jantsch – author of Duct Tape Marketing and creator of Forbes’ and Fast Company’s #1 rated blog on small business and marketing.

As you may already know, POP! stands for Purposeful, Original, and Pithy – the three prerequisites to sticky messages that capture and keep your attention.

John modeled the POP! process with his succinct definition of marketing. He said, “Marketing is getting somebody who has a need to know you, like you, and trust that you can supply it for them.”

John also mentioned his sure-fire system for test-marketing his material to make sure it POP!s. He runs it by his four teenaged daughters to see if they “get it and want it.” He added, “They’re imaginative, playful and have no time for B.S. If it doesn’t pass their litmus test, it’s back to the editing room.”

Look at your marketing messages and elevator speech.

Are you leaving out the parts people skip? Have you condensed the definition of what you do into a succinct sound-bite? Do you have a litmus test to see if people “get and want” what you have to offer?

If so, kudos. If not, it’s back to the drawing board or . . . listen to our podcast that talks about how you can market your business by developing attention-grabbing names, slogans, and ad campaigns at www.DuctTapeMarketing.com.

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Best Wishes.

Sam Horn