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PERSONALITY MATTERS
In This Issue
Marketing to Oranges
Oranges Recruiting Oranges
Marketing Summary Through ALL FOUR WINDOWS
Quick Links
 
  
  

Greetings!

 

This issue concludes the four-week marketing practices of role-model Starbucks to each of the Four Colors. See the focus on Oranges below.

Marketing to Orange people is not always "fun and games" but necessarily careful as you'll see in this week's YouTube video.

Finally, we summarize important marketing questions that we must answer if we expect our businesses to appeal to all Four Colors. We need to open ALL of the Windows in the building and see through FOUR WINDOWS!

 

Jack

Jack in park

Does your business appeal to Orange people - the free & active folks?

 Oranges at Starbucks

  

 

As in the photo above, Orange people prefer to move, stand -- they'd rather not sit.  They are active.
 
This is the last week - week four - of using Starbucks as an model for marketing successfully to all four Colors.
 
Oranges appreciate lighthearted, upbeat conversation and they get it when they order coffee at Starbucks. And they like the fast, can-do action they see from all the people working behind the counter.
 
If anything else, Starbucks comes off as trendy and cool -- a place most any Orange person would prefer to be. Suits and shorts are equally welcome -- everybody can feel both comfortable and totally "in". Workers at Starbucks reflect diversity and youthful energy (whether they are old or young) -- what's cooler than that?
 
Orange people get excited about being able to make choices. Starbucks has a PhD in choices: there are plenty on the menu and - if not - they'll make something for you ON THE SPOT.
 
And those active Oranges like a choice of indoor or outdoor seating, and they are also the most likely to show up on a bicycle that can be locked onto a bicycle rack in front. And don't forget that Starbucks offers more healthy food and dietary choices than most other coffee shops.
 
Starbucks healthy food
 
So what about our own businesses? 
Are we stars at approachability and coolness? Do our customers feel "hot" and comfortable around us? Would they brag about it to their friends? Do we offer plenty of personal choices? And are we flexible when they want something special, or when they want to bargain? Is our service super fast and super easy? Does our business compete for price?
 

     

 

 

 

 

 

 

 

 

 

 

 

Orange People Marketing to Orange People

  

You will go a long way to find a video that better represents Orange thinking when it comes to marketing. The speaker is an Orange "coach", addressing the parents of Orange high-school athletes who must market themselves to usually Orange college coaches.

 

 

How to market your student-athlete to college coaches
How to market your student-athlete to college coaches

 

Notice the Orange appeal (pun intended) here: the company owner is actually talking and gesturing as only a real-life coach would. A big word for competitive Oranges is achievement - used several times here.

 

He asks for a one-sheet layout -- something just about every Orange resume screener in the world would hope for.

 

Nothing is more appealing and effective than a DVD in today's world -- especially a video that shows off physical skills.

 

What could be more practical and effective than sending a large envelope and preceding that with a personal phone call?

 

You gotta love the comment that your answer to why you want to attend the college "better not be to play ball."  

   

 

 

 

SUMMARIZING MARKETING TO ALL FOUR COLORS

 

To save you from going back four weeks to the archives to sum up how to market to all four Colors, here's a brief rundown of questions you want to ask youself about the appeal your business's image has to prospects and customers of all Four Colors.

 

FOR GREENS. Is your online presence cutting-edge and impressive? Are you a real expert and do you respect your prospect's own expertise? Is your niche truly unique? Are you smart and do you offer tons of smart choices. Is your business efficient and are you worth the client's time?

 

FOR GOLDS. Does your business meet high standards and expectations? Are you predictable, dependable, and trustworthy? Is there prestige attached to your image and do you represent the very best of society's traditions? Do you offer real value and offer options for the truly frugal?

 

FOR BLUES. Is everything about your business warm and friendly -- even the website? When you are live, how good is the eye contact? Do you listen well and follow-through? Does live dialogue happen easily? Does the customer feel special? Do you care about the larger community? Are you ethical at your core?

 

FOR ORANGES. Is your business a star at approachability and coolness? Do your customers feel "hot" and comfortable around your business? Would they brag about it to their friends? Do you offer plenty of personal choices that are easy to understand? And are you flexible when customers want something special, or when they want to bargain? Is your service super clear, super fast and super easy? Does your business compete well in pricing?

 

   

 
This really is YOUR newsletter. Send your stories and comments, please, to dermody@cox.net.

 

Sincerely,

 

 Lake Tahoe Golf 

Jack Dermody 

JackDermody dot com