The Apprentice, Week Fourteen:
Effective Business Communication Expert Explains
Why Success Hinges on Marketing
“You can have the most beautiful jewel in the world, but if you keep it locked in your safety deposit box, no one can appreciate it,” says business communication expert Dr. Carol Dunitz. In Week Fourteen of The Apprentice, Tana and Alex seem to work better together while Kendra and Craig are at each other’s throats. Tana and Alex produce a T-shirt that is better looking than the one Kendra and Craig create. “But you know early on that Kendra and Craig will win when they make the decision to sell their T-shirt as art and focus in on reaching Romero Britto collectors,” Dunitz comments.
Dunitz, who is the principal of a boutique advertising and marketing company, offers advice to would-be marketers. “Know your customer,” she says. “Once you have identified your customer base, take careful aim with efficient use of media. Brainstorm for a great headline that has a hook. Stress the benefits. Then, make an offer that can’t be refused.”
Kendra and Craig work with Britto’s assistant to arrange for several thousand e-mails to be sent to collector’s of his work. “Finding a way to create instant demand is what fuels Magna Corp’s win,” Dunitz says. “Understanding how to sell what you have is more important than what you have. Just think about all the crazy things we have bought over the years like pet rocks. It’s not so much the product as the ‘razzle dazzle’ surrounding the product and the efficiency with which you get the message out.”
Magna Corp’s T-shirt sells itself. Romero Britto collectors flock into Scoop to buy T-shirts in multiple numbers. “Kendra and Craig understand who their prospects are and how to reach them. It was a brilliant move to e-mail collectors,” Dunitz explains. Tana and Alex, on the other hand, are so focused on their design that they neglect the marketing process. Alex has to drag people in off the street and Tana has to hard sell at their Scoop location. “Gluing rhinestones on at the point of purchase is arduous and inefficient. It is not a good use of time,” Dunitz points out. “If the rhinestones were that important, they should have been placed earlier. Tana and Alex, at the very least, had to aggressively sell to make up for the lack of a marketing strategy.” Even though they charge more for their T-shirt, Tana and Alex are immediately handicapped by a lower volume of traffic in the store. Fewer potential customers are a direct result of their failure to market.
Carol Dunitz is an effective business communication expert. She is not only a seasoned marketer, but an author and professional speaker who has ten programs that teach people how to communicate more effectively. She generally dresses in costumes for her presentations, sings original songs and tells stories and anecdotes that underscore the points she makes. Programs address issues including advertising and marketing, sales and negotiating, interpersonal communication, teambuilding, leadership, intercultural communication, customer service, and listening.
Her new book, ‘Louder Than Thunder,’ is about a CEO who calls in her three vice presidents to tell them she is about to step down and that one of them will succeed her. She has a riddle for them, “What is louder than thunder, as highly charged as lightning, and more powerful than the fierce North Wind?” Whoever comes back with the best answer will be the next CEO.
“Louder Than Thunder” provides significant insight on how to become a better communicator through a series of vignettes. These vignettes deal with the insights of a young person while coming of age and subsequently achieving lifelong aspirations. The reader is taken on a journey with the book’s protagonist as she learns to deal with the world around her by carefully listening and observing. In the process, the reader comes to understand how to communicate more effectively in every day interactions in and out of the workplace.
“ Louder Than Thunder” has received excellent reviews in newspapers around the country as well as on the Internet. It was featured on the March 7 th cover of Publishers Weekly. Keith Crain, publisher of Crain Communications, who provided an advance endorsement for the business parable writes, “ If you want to get some tips on communication you might have forgotten along the way, or never thought about at all, pick up “Louder Than Thunder” and throw it in your briefcase on your next trip. It's an easy read in a simple fun style. There's a lot of meat that you might not find your first time through it, but it's there for the taking. Reading it will be time well spent.”
“Louder Than Thunder” is illustrated by a ward-winning artist Helen Gotlib. It is available at bookstores everywhere or at louderthanthunder.com. A recording on CD by the author as well as the learning guide are for sale at www.louderthanthunder.com.