Strive Masiyiwa, Phillip Chiyangwa, Obama, Osama & More!

Business lessons from the rich and famous…click to read

• Plans to kidnap Strive Masiyiwa
• Phillip Chiyangwa a genius?
• Tiger Woods dead – suicide!
• Bill Gates, the world’s hardest working man
• Osama Bin Laden, World’s most wanted man
• Barrack Obama & “why All Black People Are Thieves”
• Arnold Schwarzenegger Marketing Lesson
• Sam Mtukudzi, A Life Well Lived?
• Albert Einstein Once Said

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‘Tiger Woods’ is Dead – Suicide!

BREAKING NEWS: ‘Tiger Woods’, after a short but traumatic media scandal… is dead. All evidence points to suicide – no foul play suspected.

Tiger's Nike Advert

Who would ever have thought that the ‘Tiger Woods’ brand would die such a horrible death? I mean it is dead right? 10 different women – porn star and all? This is worse than Clinton and Lewinsky in 1998.

Ok… maybe not THAT bad. Still, Tiger Woods’ is dead – at least that’s what I’ve been hearing.

And maybe their right. I mean 10 different women?! That’s gotta be some kind of record for a brand suicide. Right?

RIGHT? It sure deserves to be!

Okay okay, self righteousness aside, Maybe it’s not dead. Maybe this is just be the beginning of a new era in the life of the Tiger brand.

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Last year Tiger Woods earned $100 Million dollars from endorsements, prize winnings and all sorts (wish i could play golf). Since the recent scandals, though, his endorsements have been dropping like flies. – well, very slow flies that is. Seemed they’ve taking a sort of a wait and see approach.

I don’t blame them, unlike my advice to Tiger’s wife, it may not a good idea to drop the Tiger Brand too quick.

Personally, i don’t think Tiger’s marketability is going anywhere. Not really.

Here’s why

1) ‘Tiger Woods’ is ‘Tiger Woods’, first and foremost because he’s the world’s greatest golfer… that hasn’t changed. When he gets back from he’s Husband/father break…he’ll be back to winning. Brands will always want to associated with winning – even if it’s only on the course.

2) This whole saga has made Tiger Woods, even more visible then he’s ever been! Even people who couldn’t care less about golf are interested in Tiger now.  This give his brand wider reach than ever before. With the right positioning…it could be more profitable than before.

3) According to some brand analysts the Tiger Woods brand appeals more to the affluent, middle aged – who are apparently a lot more forgiving and understanding than most demographics. Maybe in time, they’ll just forget it?

Either way, the brand won’t remain unchanged. It may shift target market, and be endorsed by a different set of companies. A huge and very expensive inconvenience. Not to mention embarrassing.

So what’s the lesson in all this? (besides “Thou shalt not cheat on thy wife”)?

I think it’s a reminder of the importance of protecting your brand reputation. That every interaction your brand makes with the public is potentially profitable…or dangerous.

I’ll bet Tiger Would never have been caught near a Porn Star (or 10) if he’d known it would be exposed one day right? All of a sudden, the voices of these  ‘unimportant interactions’ with ‘ unknown people’ have hit the news.

Bummer.

You never know which one of your customers or suppliers will have their opinion of  you amplified for ‘the world’ to hear.

I guess it’s a warning to us all (myself included)…treat each person as though they’ll be telling on you. They probably will. Not always to the media, but many times to someone else, who could be your next big opportunity, or much needed cheque.

Yours for smarter business

Max Soutter

P.S. Are you starting a business? CLICK HERE

Tiger Woods Attacks Zimbabwe Government!

“Tiger Woods Joins Mugabe’s Zanu PF Golf Team”

Tiger Displays Zanu PF Fist!

President Shows the famous fist

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“Tiger Woods speaks out against the Unity Government of Zimbabwe” o

or what about

“Nigel Chanakira Vows To Destroy Moxon…No Matter What”

Quick Test:

1. Which one of the above headlines would most get your attention?
2. Which one do you think is actually the truth?

Don’t know about #1, but I’m sure i can guess your answer to question #2.

Tiger Woods is probably too busy handling his own media scandals to concern himself with Zimbabwe’s issues and i really doubt he’s even met Zimbabwe’s president. So the first two idea are probably a little unrealistic and seriously lacking credibility.

Nigel Chanakira on the other hand, given his recent war with Moxon… that’s probably believable for most people. Problem is, there’s no truth in it (at all.) I just made it up.  Why would i do that?

Well, to grab your attention of course!

See, I’ve been thinking a lot about headlines in marketing lately. In case you dont know, your headline is estimated to account for as much as 80% or more for your response in advertising.

That means you could have a ground breaking new product, a dirt cheap price with 5 years to pay and all that…yet STILL your advertising can fail…if you don’t grab the right kind of attention from the right kind of person.

A headline is not the place to show off your company name, or impress us with how clever you are. It’s where you grab attention. Not just anyone’s attention. The attention of the person whose most likely to respond and buy.

But attention isn’t enough…it’s also got to be believable, unlike “Tiger Woods Plays Robert Mugabe In Gold Game”. or ‘Max Soutter, Now Richer Than Richard Brandson!” (Though that’d be nice).

If your headline accounts for as much as 80% of your response, shouldn’t you put a heck of a lot more attention into it?

Surely it’s worth coming up with something true, something exciting and something believable that your market actually wants to find out more about?

“Computers for sale” is not a real headline. It would be if having Computers for Sale was a rare thing, but it’s not. “Big Sale Bonanza” is not a headline. It would be if people actually believed you had really reduced your prices significantly.

Tomorrow, I’ll post my own TOP 10 favorite tips on writing Killer Headlines that will get You results.  Why not sign up below to get email notifications to make sure you don’t miss out?

Yours for smarter marketing

Max Soutter