21 thoughts on “Lessons From a Catalog”

1. Robert Widdowson October 26, 2012 at 10:26 am

   Mike,

   Thanks for another humorous and helpful video.

   Your tips to package and name your services is bang on. I haven’t been doing that so far, but I plan to from now on.

   Also (and changing the subject), I can hardly wait to see you provide an on-demand video version of your famous e-newsletter course. There’s something you can package and name. May I suggest ‘The Likable Expert’s on Demand Video Course on How to Create an E-newsletter in 6 weeks’.

   All the best

   Robert

   Reply ↓
   1. Michael Katz Post authorOctober 26, 2012 at 12:27 pm

      Thanks Robert, I’m glad you found it helpful today.
      And thanks for the suggestion as well. Definitely on “The” list of projects!
      Michael

      Reply ↓
      1. Robert Widdowson October 26, 2012 at 12:32 pm

         Put me on the ‘buy’ list if you do.

         Reply ↓
2. Bruce Horwitz October 26, 2012 at 10:37 am

   Interesting observation – I think their use of “the” is to emphasize the uniqueness of their offerings. Not “A” whatever” but “THE [one and only]” whatever. By using “The” to make their point they avoid any argument about falsehoods since surely someone else in the world makes and sells a lizard leather wallet.

   BTW, can you provide example “packages” for service providers. I notice on your web site that your services page doesn’t really talk about packages of your services.

   Reply ↓
   1. Michael Katz Post authorOctober 26, 2012 at 12:30 pm

      Thanks Bruce! I’ll see if i can dig up some good examples on the packages side.
      Michael

      Reply ↓
3. Keely Barton October 26, 2012 at 10:39 am

   Great idea! However, since I’ve got a small brain you’ll need to me out.
   I produce short to medium length how-to solutions books directed to parents and grandparents. How do I package this inventory?
   KB

   Reply ↓
   1. Michael Katz Post authorOctober 26, 2012 at 12:34 pm

      Hi Keely,
      Hard to give you a useful answer without knowing a lot more about you and what you do.

      One aspect is to offer other things in addition to the books themselves. Here’s an example of a program I offer (scroll down to the bullet points):
      https://bluepenguindevelopment.com/services/marketing-clarity-and-zesting/

      Michael

      Reply ↓
4. Keely Barton October 26, 2012 at 10:40 am

   Hey! I want that “It Sure Beats Working” eBook. I’m already signed-up.

   Reply ↓
   1. Michael Katz Post authorOctober 26, 2012 at 12:34 pm

      Absolutely. Shoot me an email: contactus@bluepenguindevelopment.com and I’ll send it to you!

      Reply ↓
5. Roger Wyer October 26, 2012 at 11:32 am

   We thought we found something we needed in our H-S (I’m not going to try to spell it) catalog – an air mattress with a nifty collapsable frame. We had to buy it because my mother was coming and because we had a gift certificate. When it arrived, we parked it in our Phoenix-area garage until Mom arrived late summer. When we opened it, voila, a really cool Radio Flyer sled! Prooving, as you stated, there is nothing in the H-S catalog that we needed. The End.

   Reply ↓
   1. Michael Katz Post authorOctober 26, 2012 at 12:35 pm

      I hope your mom found it comfortable for sleeping, Roger.

      Reply ↓
6. Ramon Ray October 28, 2012 at 1:18 am

   Michael, your insight continues to be mind blowingly awesome !

   Reply ↓
   1. Michael Katz Post authorOctober 29, 2012 at 11:43 am

      Thanks Ramon!!

      Reply ↓
7. Steve Davis October 30, 2012 at 12:11 pm

   I received your email yesterday but got lost in YouTube for a couple of hours after following your link to Frisbee Catching Dogs. You always offer great tips. Thanks. Looking forward to the next edition of THE Likeable Expert Gazzette.

   Reply ↓
   1. Michael Katz Post authorOctober 30, 2012 at 12:17 pm

      Thanks Steve, and yes, them dogs sure can jump! Sometimes some YouTube surfing is just what the brain needs to loosen up and get creative.

      Reply ↓
      1. Robert Widdowson October 30, 2012 at 12:21 pm

         That’s what I keep telling my wife! Maybe if you tell her, she’ll receive it better.

         Reply ↓
         1. Michael Katz Post authorOctober 30, 2012 at 1:04 pm

            You’re on your own there Robert…

            Reply ↓
8. Rev. Cat Cox November 3, 2012 at 12:05 pm

   This was so useful to me I’m adding it to my “to do” list of things I actually do. There is no higher compliment. Another thing H-S accomplishes with “THE” is creating a sense of specialness: THE only one or at least THE best one is certainly implied. The kicker is how often I thumb through through their catalogue and think,”Ooh! Ooh! I really want this!” I’m so awed by their ability to create (in me) a demand for something I had no idea existed! But this happens, I think, because they are presenting a new way to meet an underlying need (entertainment, comfort, filling a large, oddly-shaped Christmas stocking). They manage to create their version of a person passing a grocery store and suddenly thinking, “Ohh! Ooh! Food on shelves! Wow!”
   Plus I love the aside on the frisbee catching dog video. I’ve watched you change the name for your newsletter a couple of times over the years – another valuable learning. Now I’m waiting for you to add, “Stealth Zen Master.”
   Rev. Cat Cox, Interfaith Spiritual Director to (only) THE coolest people on earth!

   Reply ↓
   1. Michael Katz Post authorNovember 4, 2012 at 2:02 pm

      Thank you for your, I mean THE wonderful comment, Cat!

      Reply ↓
9. Craig Liddle March 14, 2013 at 6:26 am

   Michael,
   I just discovered you. You are awesome, refreshing and inspirational.
   Kudos from Western Australia.

   Reply ↓
   1. Michael Katz Post authorMarch 14, 2013 at 9:45 am

      Hello Craig! I’m glad you discovered me as well. Greetings from the northern half of the world (Boston).

      Reply ↓