Below are a list of products that result from Mark’s service. Each is designed to make your messages clear and your company exciting to the marketplace. Each draws the media and clients to you.
Marketplace Positioning Statements
What is a marketplace position? It makes famous people famous, and big companies big.
When you use positioning, you become known for one thing, much in the same way Stephen Covey is known for Seven Habits, Jim Collins is known for documenting the success practices of great long-lasting corporations, Volvo is known for safety, and Federal Express is known for failsafe overnight delivery.
A compelling position helps you inside and outside your company. Inside, it acts as a strategic guide, helping you make decisions about your direction, products, and services. Outside, it acts as a billboard for your firm in the minds of your market.
You become renown for one valuable feature, benefit, or solution that your competition is missing, and people flock to you, because they can’t find that feature, benefit, or solution anywhere else.
Unique Selling Propositions and Value Propositions
Forget the standard definitions of these terms. Instead, look at them this way: each helps audiences understand who your clients are, and what you do for them, instantly. In today’s world of five-second attention spans, that’s critical. If you lose them up front, you may not get them back. When they leave, they take their money with them.
A Unique selling Proposition and a Value Proposition aren’t just spoken tools. When you have good ones, you use them on your business cards, websites, press kits, and even as the basis for articles and books.
Companies are made from a good proposition. Just ask Domino’s Pizza what their “Delivered hot to your door in thirty minutes or less” did for their profits. It turned pizza stores into gold mines.
Your back story substantiates your position and your propositions, and fires the market’s imagination. It tells the market why you have the right to make the claims you do. When your back story is strong enough, you use it in all your interviews, speeches, and promotional materials.
A pitch is a persuasion tool. It’s a sales presentation, based upon your company’s position, propositions, and services. A pitch can last a few seconds, or a few hours, depending upon what you’re pitching and who you’re pitching to.
Mark’s background as a pitchman: For sixteen years, he pitched books and helped his companies sell over one billion dollars worth of goods. Mark estimates that he pitched 12,500 titles to over 1,000 clients, including Amazon, Barnes & Nobles, and Borders.
Mark also wrote a book — How to Persuade People Who Don’t Want to be Persuaded — with Joel Bauer, who the Wall Street Journal Online calls “the chairman of the board” of corporate tradeshow rainmaking. The book teaches readers how to influence others by using the secrets of professional pitchmen.
In their book, Mark and Joel coined the term, “Transformation Mechanism,” which is a new concept in persuasion. What is it? To quote the book: “It is a demonstration that gains your audience’s attention, lowers their defenses, and serves as a metaphor for your message . . . Said differently: it’s a trick that makes a point. A major point. One that might spell the difference between someone taking your suggestion, or dismissing it.”
Call for more details.
When you’re speaking to a prospect, you can ask questions and alter your pitch, based upon her responses. On the web, you don’t have that luxury. Your site must speak for itself. It needn’t close the deal, but it must get the visitor to take an advantageous next step.
Mark works with a number of carefully-chosen, web-designer associates, to make sites sing. Take a look at some sites Levy Innovation helped create:
A news release is a one-to-two page story about your product, service, or company; the media either prints the release as is, or they write their own story about you and the information covered in your release.
The difference between a news release and a press release? A press release is overtly self-promotional, and therefore boring. A news release takes the same information, and makes it timely, important, and intriguing.
Mark specializes in writing releases that catch the media’s eye and get a response. Because of his releases, his clients have appeared on TV, and have been written about in newspapers and magazines. Some of Mark’s attention-grabbing release headlines:
“Man Prepares to Stop Midtown Traffic With His Mind”
“Betrayal Experts To Speak To Local Business Leaders”
“How To Stab a Fork In Your Eye (And Why You’d Want To)”
“The First Man To Swallow A Live Goldfish Was . . . “
“Author Takes A Bath In His Own Books”
Publicity stunts aren’t for everyone. They usually take planning and draw heavy attention. If you’re time-strapped or shy, stay away from them.
That said, a publicity stunt can bring you more fame and clients than a dozen speeches. Not only that, you can use “the legend” of the stunt years after it ends, as a means of furthering your reputation and gaining new business.
Examples of Mark’s stunts:
The Window Sitting
When Mark wanted to publicize his book Accidental Genius, he issued a news release with the headline, “Man Prepares to Stop Midtown Traffic With His Mind,” sat in the window of the country’s largest bookstore at their busiest time of night, and wrote into a laptop about the book’s content for four continuous hours. What he wrote was projected onto a screen mounted against the window, for all Manhattan to see.
As a result, hundreds of people stopped to read what he was writing; he was interviewed on CNN-FN; the store hosting the stunt, which normally sells two copies of a given book, sold over 800 copies of Accidental Genius; and Borders Books reported that his work became the third best selling business book on Wall Street.
Mac King’s Largest Game of Telephone
Mac is a headliner at Harrah’s Casino, and needed to get word out about his show. Mark and he created a stunt based upon the children’s game of “Telephone,” in which people whisper a phrase to each other, and the phrase changes as it passes from person to person. Mac promised the media that not only would this be the largest game of “Telephone” ever played, but he would also predict what the phrase would change to once it reached the end of the line.
The result: the stunt set a Guinness world’s record (615 people, including such Vegas personalities as Penn & Teller, Sheena Easton, Robin Leach, Clint Holmes, and Lance Burton). Mac did indeed predict the final phrase (actually, he was off by one word). He appeared on MSNBC, FOX-TV, and 62 other stations. The stunt was in part sponsored by two radio stations, and was broadcast live. The Nevada State Government gave Mac an outstanding achievement award.
One the most reliable ways of bringing new clients and fame to your business is through the written word. If you author an intriguing article or an insightful book, the media wants to speak with you and companies want to hire you. The reason? You’re the expert.
Businesspeople call Mark to serve as a writing coach when their writing has to hit readers in the gut. He knows how to get your philosophy across to the world, and how to use your article or book as a skyrocket for your business.