CURATORIA

Copyright 2013 All rights reserved. Bill McBride.

If, as explained by the Wharton School of Business at the University of Pennsylvania in Philadelphia (Wharton), the results are linked to the message your business portrays, and those results increase your bottom line with constant repetition, and results are tied to an amount of money you spend for your campaign then it stand to reason that you should find an advertising program that will present your message with high quality that is constantly pursuing your target market 24 hours a day at a price that is astoundingly lower than other forms of media presentation.

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Curatoria Capitalites Tikos Lessons

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Curatoria

A galaxy exists, not far away, Where Curites decide what goes and what stays. The Curites live here ever since the Duck built it. The Curites are Consumas from...Consuma- you guessed it! A Curite is a Consuma, But not on these Planets. Money's not needed Just friends, family, interests. Consumas come here and choose what they see, They curate their worlds so their dreams come to be. When the planets were young, All Curites were happy. But as with Consuma There's often an asterisk. The planets were sick, There wasn't much hope, The Duck couldn't run it, He needed more Goo. Green Goo was the cure, But where could he find it? The Capitalites, of course! Their Green Goo runs endless! So the Duck travelled far, To the headquarters island, Where Capitalites worked Stacking goo past the mountains.

Capitalites

In the eyes of Consumas,

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These strangers were brands. They had green goo and products Not family and friends. On Consuma they thrived, They sold all they made. If they couldnt sell products they couldnt stay green. And so it was with them the planets relied, If they wouldnt share goo the Ducks planets would die. The Duck: "Hello there my friends, it is I, your pal Duck, I come here in need of some extra green Goo. I have built a place, not close to here, A place where Consumas connect with their peers. In the eye of the Curite there are few surprises, Choose what you want and the planets will find it. If at some point you decide you don't like it, Wish it away and it shall be forgotten. I come to you now with a motive of course, For my galaxy thirsts for its favorite recourse. That is the green gooey good goop that you stew, The extras of which can be seen from Consuma." MarMar: "You come here for Goo? I assume you've been told, Our people don't hand out our green gooey gold! We like how it looks, we want it to sit, A daily reminder of all that we did."

The Duck: "Good Mar'Mar, old friend, I know what you mean,
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A stack large as that is a sight to be seen. But perhaps I could trade you in value, I say, Perhaps you would like to be part of their days." MarMar: "Duck, you confuse me, what do you mean? I sold 6 billion products on Consuma today! I'm big and I'm bad and my enemies fear me, My name is a verb, Ive branded an action! The Duck: "My friend I am sorry I've spoken unwisely, With a mind undeveloped Ill make up by trying. This place that I've made, away from this island, Allows you to speak eye to eye with Consumas. For a long many years you have stood by an image, A 'brand' as you call it, Successful, consistent. But as the goo changes, So too do your choices. Consumas now see beyond products and prices. "This may leave you puzzled, It did it to me, Until one of your kind showed me just how to see. A man over there, Tiko his name, He went on his ship and changed all my beliefs. At first I was nervous, Again, I was wrong, To think a great Capitalite wouldnt belong.

"You see Tiko for years too stood as a brand, With some time and incentives his options expanded. He went to my galaxy, a while ago, He talked with the Curites and not about sales.
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He talked about lawn care, that which he knows best, He spent time putting fears of bad lawn care to rest. By investing some time, what happened to him, Why, he was invited to live on their planets! When Consumas go home, Needing help with their lawns, Whom do you think those Consumas will call? Do this for me, just please try your best, Put your mind to the much sought Consuma perspective. They have this much time, They must spend it well, They need max ROI on that time they spend there. What is it all your best customers love? Do they love you for coffee? Do they love you at all? Find out what it is, Share that goo with them. Its not only sales, its more than that there. Its about reputation, perception, and care. If you don't join? Why Im sure youll still thrive! Let Curites decide how your brand is defined. What you don't see, So far from your home, Is transparency coming, And coming on strong. Mr. Meek: Duck, Ive known you since my earliest days, I have never once known you to lead me astray. I've got to admit, I'm not seeing straight, It seems you've just given a free ticket in. If you came here for Goo, That which you need,
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Why tell the Goo holders how to get in for free? Im a rational being, I calculate risk, Why dont I not pay you and fly there for free? The Duck: "Ahh, Mr. Meek, I'm glad that youve asked, But the challenge ahead is a far greater task. I dont know the answers, I do know who does. If we ask him to share I am sure hed oblige. As for the fees, There are billions of Curites, To wander around would be too time consuming. Give me some goo, enough to survive, Ill connect you with all your most valued Consumas. The ones thatll need you when they return home, To Consuma theyll go, bringing buckets of goo.

Plutonius: "Duck, you've done well, your planets grow large, I ask that you give us alone time to argue. We need to make sure this is right for our wallets, To rush into business is unwise and foolish. Come back in a week, Well let you know then. Bring Tiko along with that wisdom he has."

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Tikos Lessons

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Happy to help for the sake of the planets, Tiko arrived to a crowd full of interest. The forum was open, With goo holders present, The Man of the Lawn gave a speech to remember. Tiko: It depends what you want, To be perfectly honest, To capture attention Or capture the market. Me I like it more than the old ways of business, Connecting with Consumas is an honor and a privilege. Youll all love the numbers, Insights theyre called, Take a swim in this nice cool data driven pool. Static is old news, Constant is in, You brands that forget this wont make many friends. In all of its greatness, And greatness it is, Its not one great big business model fix. Curites think hard and add what they please. Whatever they want, and whatever indeed, The planets will find it and for Curites its free.

Mr. Z: Free?! By..What..I oughta thats not fair! Were the only ones paying for the galaxies care? No! Lets go back to the old way of business, Where content is fixed and attentions predicted!

Tiko:
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Mr. Z, dude, really, relax. You pay for their planets and they pay you right back. Youre giving them value, something they enjoy, In return you improve your fine image abroad. These are Consumas, before anything else, The ones that you work oh so hard to impress. And now with these planets, its like never before, To them you can be of some daily importance! I come with a list from the heart of the Curites, Youd be wise to comply with the envy of their eyes.

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FIRST! In no order, but here I will start: It is sharing not selling that sets you apart. Some in the crowd have been over and failed, Those ads were the coffin, that language the nail. Talk as a business, And thats what youll be, One to ignore like your Ads on TV. You must find your voice, The voice of your brand, Its made of employees, your culture, your stance. Some are more funny, Some are more stern, Theres a place for you all if you stand by your word.

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NEXT! Know your place! For in the context of Curites, You sit among all of their favorite topics. Youre not in the spotlight,
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They are, you hear? Theyve got family and friends and their loved hobbies there. Respect this about them, Find out what they like, This is research and data youll take to the top!

III
If ever a Curite adds you to his Planet, He expects you to talk, yes, but also to listen. When you hear your name called, theyre talking to you. This is customer feedback, Remember, from school? Yes, this is it, on steroids and free, For all of the fans of your products to see.

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Every planets not the same, Each environment is different, To get the scale youre looking for youre gonna need to understand it. Stew the goo wisely, Dont be absent minded, You wouldnt put colors in a washer full of whites. To get the feel for the planet, Use it yourself, Then simply dont do what you dont receive well.

V
What I sell is boring, Lawn care it is, But boring is valued if you take care of it. Look no further,
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I proclaim to my friends, Lawn care is a nuisance, put the nuisance in my hands. They dont love lawn care, But to them I should, For they want the best, Even just for their lawn. I flaunt my passion, The one they dont have, My goo screams Solution! for lawn problems they have. So dont say Im boring, And stop it with that, Theres a world full of goo you can draft from your craft. These are my lessons for you all today, Take them and open your eyes to new ways. Now I must go, Back to my home, I hope I could help you in moving along. Youll learn many lessons from watching each other, Watch Curites too, they teach even better. Always remember, before anything else: You serve a purpose. Serve that purpose well.

Go to TikosLessons.blogspot.com to pick Tikos brain.

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