Cincom’s Expert Access E-Zine and World’s Only Corporate Spokes-Donkey Featured in Best-Selling Business Book, “Tuned In”

CINCINNATI, OH–(EMWNews – July 28, 2008) –

Cincom’s award-winning Expert Access

e-zine is featured in the new business book “Tuned In: Uncover the

Extraordinary Opportunities That Lead to Business Breakthroughs,” by

Craig Stull, Phi Myers and David Meerman Scott. “Tuned In” has become a #1

bestseller on Amazon.com, 800-CEO-READ.com and a “Pick-of-the-Week” by

Barnes & Noble.

TURN ON. TUNE IN. TAKE OFF.

The authors of “Tuned In” identify six steps that create a “resonator” —

the perfect solution to a specific market problem. A product or service so

powerful it sells itself. Why? Because it immediately connects to what

buyers value most — help in solving real problems and making their lives

better.

Finding the resonator is key to the success of the company, and tuned-in

entrepreneurs and executives find ways to make their products and services

stand out, turn on and take off.

THE WORLD’S ONLY CORPORATE SPOKES-DONKEY RESONATOR

Expert Access is profiled in the chapter “How to Create Authentic

Connections,” for its unorthodox approach to business-to-business marketing

communications such as — the use of cartoons, humor and the world’s only

confessed corporate spokes-donkey, “Donkey O’Tee,” to provide useful

information that helps readers do their jobs better and, become aware of

new ideas, products and services.

AUTHENTICITY BEATS “MESSAGES” EVERY TIME

“Most marketing and communication programs from business-to-business

software and technology companies are painfully boring. If some of these

companies tried to crack a smile we think their computer screens would

crack. But guess what? Your buyers, no matter what sort of organization you

work for, are people — real people with a sense of fun — not nameless,

faceless corporate drones. Sometimes a bit of the unusual and funny can

work wonders. Cincom Expert Access is masterful at establishing authentic

connections with buyers.” (An excerpt from the book “Tuned In.”)

SHOOT THE DONKEY

Beginning with zero readers, Expert Access now reaches 135,000 people all

over the world. A large part of that growth is attributable to an oddly

popular feature called “Shoot the Donkey.”

“Shoot the Donkey” refers to a classic scene in the movie “Patton” (based

upon a true life event) where the Third Army gets critically held up in

battle on a bridge, by a cart-pulling donkey that has stopped and refuses

to budge, totally blocking the bridge. Life and death are at stake. An MP

struggles with the donkey and the owner, trying to get them out of the way.

But makes no headway.

The entire Third Army halts for this recalcitrant donkey.

General George Patton roars up, leaps out of his jeep, whips out his

ivory-handled pistol, shoots the donkey, and immediately has it hurled off

the bridge, removing the obstacle.

The Great Leadership Principle

That classic scene not only revealed Patton’s character in a cinematic way,

but also embodies the great leadership principle of taking decisive action

to remove all obstacles to fulfill one’s mission.

Quote Attributable to Donkey O’Tee, Expert Access Corporate Spokes-Donkey

“That’s what Expert Access is all about. Taking decisive action to remove

communication obstacles to help our readers in their life of business or

business of life… and occasionally have a laugh along the way. And

please, don’t contact me about having a gun pointed at my donkey head. It’s

a cartoon gun — and I’m a cartoon metaphor.”

Quote Attributable to Steve Kayser, Expert Access Editor

“‘Tuned In’ is a well-written, insightful book that businesses of all

sizes, from the one-stop mom and pop shops to the multi-gazillion dollar

behemouths could benefit from. It’s full of useful stories, analogies,

anecdotes — and thankfully — devoid of worthless abstractspeak, AKA

corporate gobbledygook. The one fault I have with it? I wish they would

have left Donkey O’Tee out of the book. Now he’s gotten a big donkey head.

He’s published a book,

has a couple videos,

and has started his own clothing line. It’s already hard enough working for a donkey

— as many people in business well know — but now I feel like an

organ-grinding monkey man for a donkey.”

So what do donkeys have to do with marketing?

Obvious… isn’t it?

About Cincom Expert Access

Hmm. This is usually where the boring boilerplate description goes that no

one ever reads. Your best bet would be to see the quote attributable to

Donkey O’Tee above — it pretty much explains what Expert Acces is all

about. For a more professional description with stuff like who reads it,

why Expert Access is different and who the contributing experts are, go here.

RELATED LINKS

Current Issue of Cincom Expert

Access

Current issue of Cincom’s award-winning B2B E-zine.

Shooting the Donkey in the Complex Sale… Hollywood

Style

What is this thing called the Complex Sale that makes seasoned salespeople

tremble at the mere mention? That causes two-to-three-year sales pipeline

nightmares? What could it possibly have to do with a donkey and Hollywood?

“Veni, Vidi, Tiré a dos burros.” “I came, I saw, I shot two

donkeys.”

Are there proven sales strategies, tactics, skills and behaviors that can

help you win the complex sale (product or service) at large, successful

companies like Trane, Principal Financial, Dell, Northwestern Mutual and

others? The Complex Sale typically refers to a high-value purchase,

$150,000 and up, involving a Buyer’s Committee, consisting of anywhere from

three to twelve people… or more. Yes, but what does it have to do with

two donkeys? By the end of this article, you’ll know.

Marketing and Advertising Donkeys — Shoot’em if You Got’em

Marketing. Advertising. Is there any more expensive way to throw away money

with such arrogant disregard for common sense? Or, to do it with such

condescending, confounding, disparate, creative personalities?

Good Companies Gone Bad! The Donkey Goes to Harvard

Good Companies Gone Bad! The Donkey goes to Harvard and learns how to

fix’em.

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IT and operations managers and technology buyer committees.

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