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Donald Trump's Marketing Secrets Revealed! by: Dan Lok It's official! Now in it's third season, Donald Trump's killer television series 'The Apprentice' is officially a 'franchise.' With new seasons in the making, a clothing line that carries 'The Apprentice' brand, DVD's in production, and mega-fortunes to be made, it's no surprise that the king of real estate... a man who knows a good thing when he sees it... is involved. I like Donald Trump a lot. Mostly because I learn something new from him every time I watch him in action. One of the barbs critics aim at Donald Trump is that he's a shameless egomaniac who can't get enough of the spotlight. Well, they may call it egomania, but from my perspective... it's a brilliant business strategy. I'll admit it: I'm a marketer. My job is to make people sit up and take notice of my clients (and their products or services), and to deliver a 'brand' message at every opportunity. That's exactly what 'The Donald' does. If that makes me him an egocentric, self-congratulatory target for media pundits, who cares? Because it also makes him a 'household name''¦in households from Bangor, Maine to Bangkok Thailand. Brand recognition is the foundation of every marketing strategy. If you're a small business owner, YOU are your brand. That means you must sell yourself as well as your product or service. Trump understands the concept, and what's why you see his brand Trump on everything. You've got to be willing to get name out there'¦ Willing to say, 'Hey look me!'... Ready to stand up for yourself, believe in yourself, and blow your own horn'¦ Loudly and as often as possible. Have you noticed that each episode of 'The Apprentice' includes a segment devoted to a current Trump project? This as an opportunity for 'The Donald' to billboard a success story. Week after week, he tells millions of people, 'I'm a great real estate giant and here's the proof.' Take a tip from 'The Donald''¦ You've got to be your own full-time marketing campaign 24 hours a day... because nobody else will! Especially if you're an entrepreneur. When you're the own of a business, especially a new business, it's kind of like being a parent. Before your business can 'talk'... before your 'little one' has grown and established a reputation that literally 'speaks for itself'... you need to be the 'spokesperson.' How long will this last? You may not want to hear this, but the answer is -- forever. You must always be ready to carry the banner for your business and your success. So, before you give Donald Trump 'two thumbs done' for shameless self-promotion, consider how his ego... and his knack for savvy marketing... is a real asset to his business empire. If it's good enough for 'The Donald,' it's good enough for me... and YOU, too. The next time you sit down for the next episode of the 'Book Smarts vs. Street Smarts' season of 'The Apprentice,' open your mind. Instead of picking at the negative traits of 'The Donald' or his 'top guns' Carolyn and George, think about their success and ask yourself... What can I learn from this guy? How does he marketing himself? How can I adapt this concept to me and my business? The truth is, if you can't get at least a handful of 'golden nuggets' from this super-successful entrepreneur, you may be hopeless. What I'd like to do is share some of the key marketing insights I've learned from Donald Trump and 'The Apprentice' that you, too, can use in your business. Before we get to the marketing insights, however, there's a bigger business concept that you need to understand. I'll give it to you the way I like best... straight... 'Lok-ed and loaded' to blow your mind: You have something to learn from people of any age, any background, any education, and any level of success. The candidate on 'The Apprentice' can't hold a handle to Donald Trump's success. Yet each week, they pull rabbits out of hats, rising (more or less) to meet the challenges presented to them. Every new task makes them better in business as they evolve, refine strategies, and respond to what they're learning. There's no better formula for success than the flexibility and resilience they demonstrate. So don't just focus on 'The Donald' for your weekly dose of marketing magic. Keep an eye on the candidates, too! You never know who's got something to teach you. Apprentice Marketing Lesson #1 - Too Much Is Never Enough Actually, 'too much is never enough' was a successful slogan from the early days of MTV, but it could just as easily be the 'poster child' for marketing. You can never connect with consumers too frequently. There's a marketing truism out there: To sell a prospect, you'll need to make repeated contact. That's why most direct mail campaigns use a minimum of three messages, why magazines put as many as five subscription forms in each issue, and why 'The Donald' says the word 'Trump' as many times as he can in every episode of 'The Apprentice.' Does it make a difference? Can it make 'The Donald' even more successful? Definitely. In the 21st Century, every consumer is bombarded with advertising messages'¦up to '3
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