Clayton Makepeace has released the latest issue of ‘Total Package’. The featured article by Troy White is titled “Taking on the Tree Huggers for Profit”. [Article]


Clayton Makepeace has released the latest issue of ‘Total Package’.

The featured article:

Taking on the Tree Huggers for Profit

by Troy Whit

Fellow Business-Builder,

Nothing can create buzz like a good controversy.

It can be buzz you love … or it can be buzz you want to run and hide from.

Either way, there is a real lesson for all of us to learn by watching others.

Skepticism is high, consumers are tight-fisted with their money and demanding on what they get in return.

NOW is the time for you to go with the flow and leverage what people are buzzing about.

Find what others are scared to talk about and making it a central point in your marketing.

Some examples of controversial campaigns
or buzz-worthy interest stories:
Feeling guilty about using print these days? Don’t! The Domtar printing company has taken on the tree huggers and is doing their own campaign to combat the guilt feelings some printers are going through.

Their new ad campaign is showcasing some of the facts that environmentalists are ignoring in their own campaigns to wean people off print. Things like: “we plant three trees for each one harvested,” adding there would be far fewer forests if there wasn’t a paper industry.”

Or this quote in the article: “I think the paper industry has a pretty good story to tell and should tell it unembarrasedly.”

Controversial advertising for the Church? Pushing it too far … or pure genius?

I heard that the United Church of Canada was receiving some pretty major flack for a series of advertisements they are running.

I am not bringing this up to get into a discussion (or argument) on your religious beliefs, rather to share with you why I think this is a brilliant campaign.

Some of their campaigns:

The church launched the Emerging Spirit campaign with ads asking whether a bobble-headed Jesus doll was “funny” or a “ticket to hell,” and another that asked “How much fun can sex be before it’s a sin?”

The United Church of Canada’s newest ad campaign is based on the Freethrought group and their questioning of your belief.

Love it or not – it gets your attention!

The ad series clearly crosses the line that few dare … it GETS ATTENTION!

No matter what your religious beliefs or background, seeing one of these ads causes you to stop momentarily.

Did it work?

Here was a list of the first week’s publicity this campaign got in Canada:

TV:

CP24 TalkTV (Toronto): Moderator David Giuliano on church response to atheist ads.
Goldhawk Live (Toronto): Rev. Norm Seli of Jubilee United Church, along Justin Trottier of the Freethought Association of Canada and Adam Giambrone of the TTC.
Print:

MarketingMag: United Church Gives Another Option to Atheist Ads.

Toronto Star: Church ad builds on idea.

Canadian Atheist Bus Campaign response: There probably *IS* a god, now stop worrying.

Globe & Mail: United Church Hitches Ride on God.

National Post: United Church gets playful with pro-God.

Vancouver Sun: United Church hits back against atheist ads.

Toronto Sun: Faith on the side of a bus.

Regina Leader-Post: Converting during crisis.

The Province: United Church plans to respond to Atheist bus ads.

Saskatoon StarPhoenix: Downturn a boom time for religions?

The Torontoist.com: United Church and Atheists Make Great Frenemies.
Radio:

CBC Metro Morning Toronto.

Cornwall Radio AM 1220.

Owen Sound Radio.

CKWS Radio Kingston.

CBC Radio Kelowna – Daybreak.

Port Elgin Radio.

Not BAD for free advertising in a week!

Step #1 accomplished (get them to stop and read what you write)

Then, they do the most brilliant thing they could – they stir up the biggest controversial subjects they can. I love it! They talk about same sex marriages, sex and religion, religious beliefs, disagreeing with the bible, Jesus in the shopping mall playing Santa – this is pure genius.

Step #2 accomplished (fire them up – for the good or the bad – just get them talking)

This will definitely alienate a percentage of the population. EXACTLY what they want! They want people to start debating this ad series – and they want to show people what they stand for. Those that agree with them are highly likely to pay closer attention from now on. Those that disagree with them are highly likely to pay closer attention to them as well.

Why?

It is long proven that serious controversial people and subject matters draw more from the hate side than the love side. Look at Howard Stern. More people listening to his show absolutely are disgusted in him than those who love him – but the non-fans wouldn’t miss a second of his show – what if he says something that infuriates them even more?

Step #3 accomplished (give them a reason to vent or take action – the ads direct them to a website to share their impressions)

This is the exact same type of thought process your prospects and clients go through.

Lessons learned:

Snap them out of their trance. You must show them something that wakes them up and makes your advertisement the only one that day they read and pay attention to (out of the hundreds they will see).

Be the one who is willing to stand out and talk about the things no one else in your field will. Make a concerted effort to be controversial. Those who like your style will become paying customers, those who don’t like your style won’t become paying customers (nor were they ever likely too anyhow. But I guarantee they will talk about your disgusting ad or approach to their friends, family, and co-workers! And if you can get people ranting about your ads – you are on your way to a winning campaign.)

Give them a reason to do something or take some form of action in support (or non) of what your ad is about. Direct them to a discussion board where people can sign up for new updates or discuss what they liked or didn’t about your approach (note ALL the comments these received – definitely made it’s mark on the minds of potential “clients”)

Love it or hate it – this ad series if brilliant. That is my humble opinion anyhow!

Green Aid that encourages a form of “littering” that actually benefits the environment.

The Hells Angels are doing it – maybe you can too?
A while back, I was watching the local news, and amidst all the typical doom and gloom stories the media loves to share, there was a fascinating interview that took place.

The Royal Canadian Mounted Police (RCMP – the way-over-made-fun-of guys in red with funny looking cowboy hats) blatantly egged on the Hells Angels. The RCMP officer being interviewed actually blamed the Hells Angels on pretty well ALL of the crime in Canada … you name it … they are to blame.

Now, I don’t condone what the Angels do, but I will say the RCMP are absolute morons to believe crime would disappear if the Hells Angels disappeared too.

There has always been crime – and there always will be crime … it’s one of the facts of life. There will always be people who take advantage of others, and those who thrive off the underground money making activities.

The Hells Angels did something VERY surprising … they went on television too. They actually asked a local Calgary news reporter for an interview to counter this officer’s claims.

For them to voluntarily give a TV interview is extremely rare.

They are PO’d!

They publicly stated they are PO’d – and they issued a challenge to the RCMP. Prove to the rest of the world that the Hells Angels are completely responsible for 100% of the crime in Canada – and prove to them that if the Angels were to disappear, crime would too.

They made the RCMP’s claim look as ridiculous as it is.

Yes, The Hells Angels do commit crimes – they never said they don’t. But to go on national TV with a ridiculous claim like this is a challenge – and the Hells Angels countered the challenge.

Other outrageous entrepreneurs and campaigns:

Gene Simmons loves controversy – I wrote about it in past editions.

Lady Gaga has become a music sensation at 23 years of age by leveraging the immense power of controversy.

Gordon Ramsay loves to use colourful language to make a point. Many hate him because of it, but it hasn’t stopped him from becoming THE spokesperson in this field.

Daniel Levis spoke about the Salty Droid and how they have taken on the internet marketers who they dislike.

Embrace the negative parts of your business and talk about them (if you don’t your prospects will) What’s YOUR favourite controversial marketing campaign?

Favourite controversial entrepreneur?

Please share!

The more great ideas we get here the greater the chances are one with strike with you … and that should lead you to greater revenues and profits.

After all, being in business over the long term is ONLY viable if you make money.

Right?

Do tell … what is your favourite controversial campaign or entrepreneur?

To your success,

Troy White

Editor, Small Business Mastery

Supplement to THE TOTAL PACKAGE

Troy White is a top marketing coach, consultant & direct response copywriter based in Calgary, Canada. He has a powerful approach to growing small businesses and entrepreneurial run ventures on a budget. His FREE Cash Flow Surges newsletter shares tons of great strategies.

He also publishes the incredibly powerful Cash Flow Calendar system that gives you daily, weekly and monthly marketing ideas to promote your business and stand out from the crowd. Click here to get your free tips for growing your business!

Attribution Statement: This article was first published in The Total Package. To sign-up to receive your own FREE subscription to The Total Package and claim four FREE money making e-books go to www.makepeacetotalpackage.com.

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*IMNewsWatch would like to thank Clayton Makepeace for granting permission to reprint this article.