What are your thoughts on this? I had a small discussion in my new If you didn’t hear, you now could get buzzed twice a day at Starbucks! In the mornings, coffee. In the afternoons, wine and beer. Starbucks plans to introduce this idea at selected stores to invite an afternoon crowd.

What are your thoughts on this? I had a small discussion in my new Facebook Group and got mixed reviews.

At first, this might sound like a reckless idea — largest coffee chain selling something not coffee, but let’s first examine other companies.

Virgin — Fun

If I had a choice, I would normally fly Virgin Airlines. They are so dang hip.

From the moment you check-in, you feel like you’re entering a club or lounge — white leather chairs accented with blue and purple lighting coupled with the faint beats of a trance-like song.

Everything about Virgin is so fun. It makes you feel a little Richard-Bransonish (yes, I made an adjective with his name). Heck! It’s part of their company values!

With their entire theme (or Brand Philosophy according to my book) centered around fun, they’re able to branch out into different markets … all with the same idea of FUN.

Understanding that FUN is their Brand Philosophy, what they do is merely a branch of that core idea.

Apple — Think Different

I’m not a fan. I’m a fanatic. Everything about Apple is so pretty.

Did you know that Apple used to only make computers? In fact, they used to be called Apple Computers. Isn’t it strange for them to branch out into music players, tablets, television, phones … ?

Recognize those words? Think different. That’s Apple’s Brand Philosophy. Everything they do revolves around those words. So, in the end, what they produce isn’t that big of a concern.

Starbucks — Community

So, coming back to Starbucks. Below is their mission.

If their Brand Philosophy is centered around community, isn’t bringing people together later in the day with wine and beer part of their mission?

It doesn’t mean that it’s going to be successful, but chances are improved if people know of their Brand Philosophy. It will all sort of make sense after that. Do you read coffee anywhere in their mission statement?

Because ultimately, coffee is what they sell, not why they sell it. Just as how photography is what you do, not … you get the idea.

Brand Evangelism

Having a Brand Philosophy allows people to subscribe to something greater than just the product, thus leading into brand evangelism. For example, I don’t buy Apple products simply because they’re pretty; I buy it because I want to be creative or to think differently.

If I only bought Apple because they’re pretty, doesn’t that mean I’ll subscribe to another brand if they’re prettier? Probably not. Again, Brand Philosophy in place …

Here is the introduction for Chapter 9: Brand Evanglism of my book:

To make evangelists out of your audience is every marketers dream, right? Truly, imagine having an entire tribe of supporters that believe so strongly in your service that they take it upon themselves to promote and encourage its use. I’d say this is the ultimate customer engagement.

The act of spreading the word, or evangelism, conjures a sense of religious fervor. And, in a lot of ways, brand evangelists are much like religious crusaders who preach their version of spiritual enlightenment. Both kinds of evangelists voluntarily campaign for a cause—bring good news—because they believe it’s the right thing to do. They’re not paid to pass along messaging by the larger group they’re supporting. Rather, they tell people what they believe, because they’re convinced that the lives and well-being of their friends and family will improve if they can “see the light” and adopt a similar way of thinking and living.

– Lawrence Chan
Social Media Marketing for Digital Photographers

WPPI

All of this merely scratches the surface of brand evangelism. I will be elaborating this idea at my Platform Talk at WPPI this February 2012.

I’m not preaching that you should diversify yourself. I’m talking about Brand Philosophy. If you’re interested in creating the ultimate tribe or evangelist group, come on by.

And even for the thousands of you who already bought my book, I will be expanding on this concept even more … It will be a fun discussion.

See you there?

Lawrence Chan

P.S. A kind note from Brandon Bartee

I estimate that your pricing ebook made me around $40,000 last year due to the changes that I made to my business!

P.P.S. A chat I had in an elevator at PartnerCon …

(forgive me I don’t remember your name – if you had this convo with me, email me!)

Photographer: Hello.
Me: Hello.
Photographer: Loved your talk.
Me: Thanks!
Photographer: My friend didn’t come.
Me: Why?
Photographer: She thought you would repeat a blog post or something.
Me: Did I?
Photographer: No! Not even close. She so missed out! Everyone thought your talk was amazing!
Me: Thanks!
(ding)
Me: That’s my stop. Bye!

See you at WPPI!

P.P.P.S. Would you buy wine and beer at Starbucks? Comment below.

A QR (abbreviated Quick Response) code is a two-dimensional matrix barcode used for scanning. Just like a regular barcode, by scanning it, the QR code can output various informations.

For example, rather than [...]]]> Let’s start with the basics.

What is a QR Code?

A QR (abbreviated Quick Response) code is a two-dimensional matrix barcode used for scanning. Just like a regular barcode, by scanning it, the QR code can output various informations.

• Text
• URL
• Phone Number
• Vcard / Contact Card
• Wifi Access (Android only)

For example, rather than having to fumble with typing a long URL and be subjected to typos, you can scan a QR code and it’ll direct you to a website.

People who see these codes could use an app on their mobile phones to scan and view information immediately. My personal favorite apps are RedLaser for iPhone and QR Droid for Android.

QR Code Tips

QR codes are gaining high popularity (9,480% increase from 2010 to 2011) despite its various barriers – requires an app, minimal awareness (6% of Americans used QR codes as of June 2011) and other options.

Should you use QR codes, here are some suggestions.

Creative Custom Codes

Avoid the generic black pixelated codes. That’s boring. Change the colors and so forth! Thanks to QRHacker.com, they’ve created a nice platform for creating your own custom QR code … even with a logo embedded. Below is mine along with other examples.

Purpose

Don’t make a QR code just for the sake of a QR code. Make sure that they have a purpose – such as to avoid long URLs.

For example, use it to link to a specific product, portfolio or other qualitative information like contacts or coupons!

Best Buy uses QR codes so that customers can read reviews and detailed information about specific products.

Incentivize

If you simply say, Like me on Facebook. No one is going to care. Give people reason(s) to want to engage with you.

As an example, using content strategy, pet photographers could share cool dog treats on their blogs. Of course, make sure to include a photo of your dog enjoying the new treat. This is, by the way, a great opportunity for you to show off your photography.

BBC included an awesome call to action for readers – scan for recipe! And if you were a food photographer, include a photo of the dish.

The ideas are endless …

Custom Landing Pages

Since QR codes are used by mobile devices, it’d be sensible to create a mobile landing page. This way, users won’t have to zoom in just to read the text or see the photos.

Using the same BBC example from above, check out their chic landing page for the recipe!

Track

Lastly, use a URL tracker to see the effectiveness of your QR code usage. Some good trackers are http://goo.gl and http://bit.ly.

That should wrap up the pros and cons for QR codes. As an early adopter of technology, I think this is cooler than the frozen berries in my freezer.

Ciao,

Lawrence Chan

P.S. Here’s an innovative way Scandinavian Airlines is using QR codes.

P.P.S. While in New Orleans for two conferences – DWF and IUSA – Julie and I learned so much about the city’s history and culture.

A highlight from our trip was playing in the swamps and holding a baby alligator! Since they’re all in hibernation, our guide grabbed this tot from a cooler.

Vroom!

I doubt it [...]]]> There is a specific Starbucks in Pasadena that I absolutely adore. I go there all of the time. In fact, there are many closer … much closer … but I still drive the extra miles because they know my name, my favorite drink and tidbits about me. They make me feel special.

I doubt it was the baristas’ intentions to befriend me, but we just happened to kick it off nicely. With increasing competition (especially in the photography industry), it’s more and more important to humanize your brand.

And one of the pioneers in creating this type of human connection, even online, is Jasmine Star, whom I find to be the cat’s pajamas.

Jasmine is hosting a 12-city tour called TheFIX. An FAQ can be found here.

February 27, 2012 – Phoenix, Arizona
February 29, 2012 – Dallas, Texas
March 02, 2012 – Miami, Florida
March 05, 2012 – Atlanta, Georgia
March 06, 2012 – Nashville, Tennessee
March 08, 2012 – Washington DC
March 09, 2012 – New York City, New York
March 12, 2012 – Boston, Massachusetts
March 14, 2012 – Chicago, Illinois
March 16, 2012 – Denver, Colorado
March 19, 2012 – San Francisco, California
March 20, 2012 – Los Angeles, California

You could [listen to] a podcast [or read a book], but it’s not the same as being there.
– Zach Gray

I’ve exchanged emails and text messages with Jasmine, but it’s not the same as playing Rock-Paper-Scissors for a P.F. Chang’s lunch bill. Her magnetic and quirky personality is something that can only be fully experienced in person.

Hope you all get a chance to enjoy her warm aura,

Lawrence Chan

P.S. I’ve attended a number of seminars and found the Q/A part to be equally rewarding (and sometimes too short). Not only does Jasmine have a Q/A session, she even integrated an open discussion section after the break.

Skip the aversion of choosing which speaker to see and attend my Platform Seminar on Monday morning where everyone is platonic dance partner.

Sunday, Feb 19, 2012 – 6:00 PM
Häagen Dazs Food [...]]]> Like choosing a prom date, jitters and stomach butterflies often precede the courting process.

Skip the aversion of choosing which speaker to see and attend my Platform Seminar on Monday morning where everyone is platonic dance partner.

Sunday, Feb 19, 2012 – 6:00 PM
Häagen Dazs Food Court

Yeah, food court at Studio Walk. I’m fancy like that.

If you’d like to come for a casual chat / hangout, I’ll be there with a mint chip ice cream cone. This gives you plenty of time to catch Photographers Ignite at 7 PM or dinner with friends.

You can download the full MGM map here.

Monday, Feb 20, 2012 – 8:00 AM to 10:00 AM
How to Build Trust With Social Media

Type: Platform Class
Track: Business/Marketing

Lawrence, known in the social media world as Tofurious, knows the importance of engaging with your audience through an online presence. But, what if you don’t have an audience? Or what if you do and want to expand it? Learn powerful strategies and the psychological triggers involved in creating brand supporters who trust you and want to tell others about your business. Ultimately, people hire those whom they like and know. Go beyond word-of-mouth marketing and give yourself a voice online.

See you all there! For the rest of the week, I have no idea what I’ll be doing, but you can follow @tofurious on Twitter or on Facebook for updates.

Lawrence Chan

First, it’s about a copywriter named Lillian Eichler who worked for an ad agency Ruthrauff & Ryan. Her job was to sell a thousand copies of Encyclopedia of Etiquette.

Rather than just pitching a sell, she told a funny story about how [...]]]> I came across two interesting stories that I want to share.

First, it’s about a copywriter named Lillian Eichler who worked for an ad agency Ruthrauff & Ryan. Her job was to sell a thousand copies of Encyclopedia of Etiquette.

Rather than just pitching a sell, she told a funny story about how a girl kept ordering chicken salad because she didn’t know how to pronounce any of the French items on the menu … or how to use all of the utensils or how to be graceful in a dinner environment and etc.

Eichler used a story to instill a bit of fear. Rather than being graceful and poised, the protagonist was awkward and unfamiliar. As a result, Eichler sold over $1MM of this book, which is still available on Amazon today.

Click the image above or here for the full story / advertisement.

Two Young Men Ad

Martin Francis Conroy wrote an ad for the Wall Street Journal that ran successfully for 28 years and brought the company over $1 billion in subscriptions.

Dear Reader:

On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both – as young college graduates are – were filled with ambitious dreams for the future.

Recently, these two men returned to college for their 25th reunion.

They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.

But there was a difference. One of the men was manager of a small department of that company. The other was its president.

What Made The Difference

Have you ever wondered, as I have, what makes this kind of difference in people’s lives? It isn’t always a native intelligence or talent or dedication. It isn’t that one person wants success and the other doesn’t.

The difference lies in what each person knows and how he or she makes use of that knowledge.

And that is why I am writing to you and to people like you about The Wall Street Journal. For that is the whole purpose of The Journal: To give its readers knowledge – knowledge that they can use in business…

Similar to the girl who keeps ordering chicken salad out of fear of mispronouncing entrees or misuse of utensils, this WSJ advertisement plays on fear of missing out on certain business knowledge another person might acquire.

Click here for the full story / advertisement.

Fear of Missing Out

The aforementioned stories are simple illustrations of how stories sell when combined with the right emotional triggers.

Emotions represent the most basic element of our decision-making. Sometimes, emotions become so strong that they overpower logic. Jealousy, for example, might motivate a guy to punch another guy in the face — even though he’s bigger and stronger.

Doh! Doesn’t take long to learn that lesson.

– Chapter 3 // Section: Emotional Triggers // Social Media Marketing for Digital Photographers

As an example for my wedding photography readers, “It takes a lifetime to find your soulmate and a split-second to miss it all.” Sense the mild fear?

Cheers to a grand 2012,

Lawrence Chan

P.S. I love colors!

A colorful note from Alicia Haskew – “Pumped! Prepped! Thanks @tofurious! You genius little man, you!”

For me, I’ve been catching up on television shows. I’m know that I’m a late bloomer for the following, but I’m all done! [...]]]> Happy new year! This is my first post of 2012. I hope your new year is starting out with lots of love and surprises. We can never get enough of those.

For me, I’ve been catching up on television shows. I’m know that I’m a late bloomer for the following, but I’m all done!

I’ve been obsessed with Mad Men. While many might enjoy the scandals, I love their depiction of history and its discussion of marketing and advertising.

I’m usually a martini guy, but I even ventured to try an Old Fashioned at a recent lunch. Ah, change!

Anyway, Sex and the City is another winner. I even streamed the first movie on YouTube Movies because I couldn’t wait for the franchise to share it on Netflix (if ever). I wish they were all my BFFs. They would talk about shoes, men and love while I sit and giggle.

One commonality about these two television shows share is that they showcase realistic flaws behind perfect demeanors. We are not perfect. One of my flaws? I eat an insane amount of chocolate.

Jasmine Star Exposed

Last week, my issue of Exposed arrived along with a box of See’s Candies. Like a teen flipping through Tiger Beat, I devoured both with great excitement.

Jasmine Star recently debuted her self-published magazine Exposed, which detailed the beautiful, ugly and fugly facts about her journey starting a new photography business. Despite all of the cow poo she went through, Jasmine still succeeded. I’m so proud of her.

More importantly, what’s really awesome about this magazine is that, although it is a nice compilation of her anecdotes, various sections end with applicable lessons — like how to make a couple comfortable in front of the camera. Really useful tips!

Read Jasmine’s blog.

New Journeys

How will you start your new journey? A new year is a new start. Let’s have some fun. And try not to worry about falling / failing. It’s all part of the adventure. Failure isn’t fatal.

Sending you lots of hugs,

Lawrence Chan

P.S. Boom! I thought I was the only clever person to take pictures of San Francisco’s new year at Treasure Island. Ha. What a foolish thought … there was a ton of people already there way before me.

I was lucky that one SF peep shared his parking space with me (fitted two cars in one spot). Good thing our cars were petite … unlike the dinner I had moments before.

To rectify this, I’ve [...]]]> I love how WordPress is on a mission for constant CMS improvement. As part of their new version 3.3 rollout, they incorporated some Javascript libraries that made some commands on my theme redundant (if you downloaded it before December 29, 2011). If you got it after, please ignore this update.

To rectify this, I’ve prepared two zip files for updates. Please download the correct file.

3.2 Two Columns – functions.php
3.3 One Column – functions.php

Instructions

1. Download file from above.
2. Unzip the file (functions-32.zip or functions-33.zip)
3. Login to blog via FTP.
4. Find theme folder (usually wp-content/themes/tofu-##)
5. Upload and replace the functions.php file

If you have any issues, email tofurious.staff@gmail.com and someone will have you sorted out.

Thanks,

Lawrence Chan

No matter how big or small, Steve Jobs suggested that we “… put a [...]]]> Another year is reaching an end. I sometimes wonder how insignificant we all are considering how vast the universe is; NASA just found another habitable world. I don’t mean to get Star Trek on you, but it’s something to ponder.

No matter how big or small, Steve Jobs suggested that we “… put a dent in the universe. Otherwise why else even be here?” Personally, I’m not that ambitious. I’m okay with putting a dent in a few people’s lives (hopefully more). Maybe that will create a ripple effect.

Courtesy of 1997 Apple ad

Dreams and Happiness

Last week, Julie and I made a trip to Vancouver. While there, a friend invited me over to their home for dinner. Her kids asked if I wanted to play The Game of Life. This was my first time playing … I know, where was I this whole time? It was really fun to say the least.

The game requires players to pick a career. I chose to be a lawyer because it made a lot of money. Midway through the game, I lost my job and had to pick another career.

At first, I was dismayed by the interruption in my life plans, but this scenario reminded me of a friend I met in Europe. She was a lawyer who recently went back to school to become a teacher because the 16-hour days were too much.

… Now I get to fingerpaint and play with Play-Doh and all that other cool shit.
– friend

After recovering from her uncanny humor, I reflected on this decision. All I could think of was Dang. That’s admirable. Change of careers, especially leaving one of that caliber, is not easy … heck, change alone is not easy.

Whatever your dream may be, go for it. Failure isn’t fatal, but remember to have buffer during transitions.

All in all, think about your life path …

• Are you happy?
• What is your dream?
• What’s stopping you from achieving it?
• How will you get there?

With the holidays around the corner, there’s plenty of time for reflection.

Happy whatever you’re celebrating,

Lawrence Chan

P.S. What is your plan for the holidays? I’m going to eat, sleep and play with snow … and do my fiscal Quickbooks stuff sigh.

P.P.S. By the way, Tofurious is three years old! Thanks for still reading

Radio Flyer classic red tricycle

I’m not denying that success is the culminating point after many failures and learned lessons. That convoluted hairy mess is quite accurate.

“Success always comes when preparation meets opportunity.”
– Henry Hartman

Personally, I’d like to rephrase it as, [...]]]> I’ve seen this viral image several times, but every time’s a hoot.

I’m not denying that success is the culminating point after many failures and learned lessons. That convoluted hairy mess is quite accurate.

“Success always comes when preparation meets opportunity.”
– Henry Hartman

Personally, I’d like to rephrase it as, “success usually comes when preparation meets opportunity. Anyway, that’s not the entire point of this post.

You Are What You Eat …

You are what you read. You are who you hang around with. Speaking of which, those around you are people who are like you – common interests, shared distastes, mutual whatchamacallit.

Let’s go back to the whole success bit. No one succeeds without failures. Failures coupled with a depressed economy can lead to very negative feelings.

Although having negative emotions is all right, perpetuating it will eventually be seen as an unattractive trait. Who likes to hang around a grouch all day?

I know that it is extremely hard to stay positive if bills are stacking up or people are being annoying.

Feel Good Factor

People are naturally attracted to warm energies. Being positive attracts other positive people. On the contrary, it also attracts haters, so be ready.

I only bring this up because I recently saw a friend blog and tweet about the sh*t going through his / her business and it was unattractive. There are some items that are meant for the public, while others are private.

Despite the giggles we get from seeing the squiggly line in the route-to-success image, let it be a polite reminder to be cool. Storms will always pass.

Stay positive. Attract other positive people. Prepare by learning. Succeed at the opportune moment.

How do you define success? Comment below.

Sincerely,

Lawrence Chan

P.S. I define success based on the number of times I get to stimulate my taste buds. Cheers to food! Yeah!

P.P.S. Some kind words from Roberto Valenzuela!

12 Days of Tofurious Book Giveaways is still on! There are still seven books left; or you could get one directly from Amazon and have it shipped before the holidays!