Business is not a philosophy class or a smoke filled dorm room in the middle of the night. It’s really pretty simple. Do you offer something people want at a price they want to pay? If so, say so. If not, change your price, change your offering, or fold up your tent and go home.

We have been enjoying working with a new brand concept for a few months now. They are great folks (and that is not something you can ever take for granted). But what makes it really enjoyable to work on their business is that they know what they stand for. They are out there on a limb, saying, “people are willing to pay for a really awesome steak!” If they’re wrong, well, they are out there on that limb. But if they’re right (and it’s looking as if they are), they have that limb all to themselves.

Funny, isn’t it, that a you can go back about fifty years, and walk down a street in a pedestrian neighborhood in Brooklyn, and bump right smack into a breakthrough 21st century brand concept. Great piece of meat. Knowledgeable, friendly service. Some good stuff to go with it, to round out the meal. Seems like a no-brainer, which is a pretty good indicator that either it has already been done (which does not appear to be the case) or it’s a sure winner.

We will see.

We just launched our new web site. Folks seem to like it. Check it out and see what you think. But that’s not what I’m blogging about today. Today, it’s the value of traffic driving tactics.

For a long time, we’ve been getting about 500 views a week. Since it was the old site, we didn’t really worry too much about it. Then, last week, we sent an HTML email to a few hundred of our friends and relatives as part of our launch plan. We got 5000 views! I’m not a math guy, but I think that’s like a 1000% increase in traffic. If it were an intersection and not a web site, they’d have a traffic cop out there to prevent gridlock! And this week, at the halfway point, we’re already at 800 (60% above our average), which I assume is a halo effect from the launch event. We’ll see how the week shakes out.

The old sales wisdom is, “don’t be afraid to ask for the order.” Well, I guess we have shown that if you want web traffic, ask for it!

Took about as long as it took James Joyce to write Ulysses, but our new site is up. Go check it out. Let me know what you think.

Love the word. Love the ax. Anne got me a little koa ukulele (ooo-koo-lay-lay) back in March, when we were in Honolulu. It’s awesome. Now, there are the $10 ukes you can get at tourist traps or on EBAY. Can’t even keep them in tune. Then there are the real ukuleles starting with mahogany and spruce axes made in china—nice enough, but they don’t appreciate. Then there are the koa axes, wood harvested in Hawaii, shipped to china, parts cut in china, shipped back to Hawaii, assembled and finished in Hawaii. That’s what I got—affordable, sounds great, and appreciates over time. Then there are the ones completely made in Hawaii—sound and priced like national treasures. Gotta get one of those some day.

In six weeks, I’ve learned “Something in the Way She Moves,” “You Are My Sunshine,” about a half dozen hymns, and IZ’s “Somewhere Over the Rainbow.” Sweet.

The coolest thing about branding is getting to know people from other places and learning about their cultures. The other day I was on YouTube, watching and listening to IZ videos. If you’re from Hawaii, you know what that means. If not, search YouTube for “IZ,” and treat yourself to some practical Aloha. This gentle giant’s sweetness came out through his voice and his ukulele playng (oo-koo-ley-ley). I get emotional over music sometimes. And there I was with my headphones on, tears welling, listening to this 800 pound man sing “White Sandy Beach,” “Somewhere Over the Rainbow,” “What a Wonderful World,” and “Hawaii ’78.” I even liked Pearl Jam’s version of “Hawaii 78.” Something I’m learning is that there is a lot more to Hawaii than meets the eye.

We talk about this a lot. The thing is, agencies are willing to go to great lengths to get business from clients that fit. But all too often, a new business pitch becomes a fishing expedition, in which the client doesn’t get the information they really need, yet the agencies take valuable resources away from current clients in order to impress prospective ones. Anne Peck Gibbons shot me an email today with these 21 points for choosing an agency and cultivating the relationship. I thought you might find this helpful.

1. Decide what kind of services you are looking for. (Marketing? Research? Full-service? Media? Branding? Project work? Creative-only?)
2. Conduct an online search with a view to your strategic need.
3. Thoroughly review agency websites. (Review staffing experience, work samples, and client list.)
4. Check to see if they have prior experience in your category, or comparable.
5. Narrow the list to a dozen agencies.
6. Talk to their people. Over the phone, discuss the scope opportunity to see if they’re interested.
7. Ask around. Check out their references.
8. Whom do you feel comfortable with?
9. Find out how busy they are.
10. Narrow your list to five prospects.
11. Visit their location, if possible. If not, ask them to visit your’s.
12. Ask them to show you their best work and their worst work. Discuss why.
13. Ask for a rate card or samples of previous efforts, with costs associated.
14. Meet their top executives.
15. Give them a plan of what you’re thinking. And make sure you are both on the same page.
16. Make sure you have a good idea of the budget and schedule, in hand.
17. National, large clients conduct a pitch to see what the agency offers (either paid or unpaid). Small ones sometimes pay for sample work, or issue an RFP.
18. Choose your agency.
19. Hold them to their deadlines.
20. Love your agency and let them love you, by giving them strategic, rather than executional, direction.
21. Give yourself a 6–month clause, just in case you want out.

We had the opportunity to return to Hawaii last week. We gave a report to some very cool clients (I guess they’re products of their environment). We made a presentation in the morning to the marketing team. Then, we went up the elevator in the afternoon to present to the executive team. I think the findings were well received. So, we look forward to building the brand.

Spent Saturday with our friend Ken, who showed us around some parts of Hawaii most haoles don’t get to see. First, we went to the Honolulu Academy of Arts, where they have a once-in-a century show of antiquities from Bhutan. There were some fabulous textile pieces that were hundreds of years old, but looked better than some of my ties. And a few small statues were from as far back as the sixth century. Wow!

Over lunch, we got some more teaching about Hawaii culture. We learned that a lot of names are transliterated into the Hawaiian language, but because the language has a limited number of sounds the names have to be changed slightly. For example, Kenneth is “Keneke.” I was delighted to learn that in Hawaii, I am “Kimo.” Cool, huh!

Then, we headed to Pearl Harbor. Turns out, Ken is a retired Navy Captain, so he was able to take us backstage. We got pictures of the Missouri and the Arizona Memorial, but our favorite part of the visit was the Utah Memorial (we were the only ones there). We stood on the shore and Ken explained the brilliant Japanese strategy for Pearl Harbor—and how their failure to complete the mission allowed us to get back on our feet and eventually win the war in the Pacific. Good case study in strategy and execution, which I will surely use at some point.

Last stop of the day—a Shinto shrine right in the heart of Honolulu. Ken explained the role of Shinto and Buddhism in the traditions of Hawaii, especially among Asian Hawaii people. We appreciated his willingness to share these things with us.

Keneke is an incredible person, yet completely unassuming. It was an awesome day. Mahalo!

Just got back from Hawaii, where we were doing a lot of interviews and photographs for a communication audit for a client in Honolulu. More on that later.

I was blown away by one high-ranking individual who used much of my one-on-one time with him to educate me on the “spirit of Aloha.” Of course, everyone knows that Aloha means hello and goodbye. But when the Hawaii license plate refers to the place as “The Aloha State,” it’s not saying that it is the “hello, goodbye state.”

This very kamaaina gentleman explained to me, with great passion, that the spirit of Aloha includes things like loyalty and generosity. But those are fringe components. At its heart, the spirit of Aloha is “love, responsibility, and doing-the-right-thing.” It is not a balance of these things, mind you. It is all three, all the time. It is love always. It is responsibility for what you say and what you hear…out of love. And it is doing the right thing…not necessarily the popular thing…out of love and responsibility. What a great and profound learning this was!

I love these people! Mahalo! And Aloha!

Well, I am now officially old. Closer to 101 than to 1. To celebrate, Anne and I went on a tour of restaurants we’d never been to. They were all very nice. But the most note-worthy had to be West First Wood-Fire Pizza in Hendersonville.

The place was started about a year ago by our friend, Scott, an artisan baker, once-and-future bee keeper, and all around interesting guy. It’s in an old warehouse looking building, all exposed brick. There is a metal staircase right in the middle as you come in the front door, leading up to a mezzanine. The stairs are decorated with Christmas twinkle lights.

Scott’s wife, a fine are jeweler, had done some incredible glass work. Stained glass on two of the windows. And some amazing translucent glass work on the brick oven chimney.

We had some salads, which were great. And we got some bread with dipping sauces—can’t go wrong getting bread from an artisan baker. And we had some very good, thin-crust, slightly crispy goat cheese pizza. Overall, we dug it and will go back. Maybe frequently (best laid plans of mice and men, ya know).

Oh, and we stopped for gas on the way out of town. Put nine gallons in the Prius. Got 60 mpg for most of the weekend, until it dropped off to the mid fifties when we went to Asheville on Sunday. It’s good being 50. It would be better being 20 and knowing what I know at 50. But it’s still good.

Here’s a little help for clients and copywriters: I learned it from Anne McFadden, my creative director when I was a kid in Pittsburgh. I think she learned it from a guy at Ketchum, who learned it at Ted Bates.

Check it out. In 29 seconds, at a conversational pace, a professional announcer can say…69 words. So, count ’em up. For a 30 second spot, that’s all you get.