Idea Diary

By Valerie AielloBusiness

Idea Diary episodes

February 22, 2022 Let’s Discuss 11 Immutable Laws of INTERNET Branding (Ries & Ries 2000) - Idea Diary Ep.217
In Episode 217 of Idea Diary - Today, I ramble about Al Ries and Laura Ries’ book, “11 Immutable Laws of INTERNET Branding” from 2000!
SHOW MERCH: Get Your Own Idea Diary
https://www.amazon.com/dp/0991338839
Idea Diary is a guided journal that keeps your ideas chronicled and archived. This bright teal hardcover book is an idea organizational system, as well as gorgeous book decor!
If you liked today's show, you can always
BUY ME COFFEE:
https://gumroad.com/l/VazlaO
Thank you so much for listening today!
#BusinessLifestyle #AlRies #LauraRies
"Idea Diary" is a business lifestyle podcast about creative entrepreneurship. "Idea Diary" focuses on building creative businesses, and chronicles how Valerie Aiello uses multiple skills to create products, illustrations, film, music, and businesses. SHOW DISCLAIMER: EVERY INDIVIDUAL’S OBSTACLES AND SOLUTIONS ARE UNIQUE. THESE TIPS ARE SUGGESTIONS ONLY TO IMPLEMENT IN YOUR SUITABLE OWN WAY. THIS IS NOT LEGAL ADVICE. THIS IS NOT FINANCIAL ADVICE.
—
Valerie Aiello is a multi-hyphenate brand expert from Austin, Texas.
—
Website: https://www.valerieaiello.com
—
Subscribe to follow my business journey!
Gumroad: https://gumroad.com/valerieaiello
Medium: https://medium.com/@valerieaiello
Youtube: https://www.youtube.com/valerieaiello
LinkedIn: https://www.linkedin.com/in/valerieaiello/
Twitter: https://twitter.com/valerieaiello
Facebook: https://www.facebook.com/valerieaiello
Instagram: http://instagram.com/valerieaiello/
13 min
February 18, 2022 Let’s Discuss Positioning: The Battle for Your Mind (Ries & Trout 1981) - Idea Diary Ep.216
In Episode 216 of Idea Diary - Today, I ramble about Al Ries and Jack Trout’s book, “Positioning” from 1981!
Some Notes Below:
Chapter 1: What Positioning Is All About
Positioning is not about creating something new, it's about manipulating what the people already think, It's about bridging your product's communication design and reputation with what already exists. Keep The Message Simple! Don't try to change someone's mind. It's impossible to change. FOCUS your brand. Be honest. Own a word in the mind of the consumer, and have a visual hammer! Look for your branding positioning solution in the customer's mind. Position is to accept perceptions, then restructure those perceptions to create this position you desire.
Chapter 2: The Assault on the Mind
Messages get lost in the number of media platforms we have in 1981, Just think about how much easier it is to get lost in the era of the internet and social media.
Chapter 3: Getting into the Mind
Communication can only happen in the right place at the right time. Be the first or think of a new category to be #1 Spot on the ladder. Don't name your brand something generic.
Chapter 4: Those Little Ladders in Your Head
The mind has no room for new stuff, unless it is related to something old and familiar. #1 Spot is first. Be proud to be #2 Spot. Own a word in the mind of the consumer, and have a unique position on the ladder of your category. Like BMW chose to focus on being the best car to drive within the import car category, and won the #1 Spot with that focus.
Chapter 5: You Can’t Get There from Here
Don't Fight Facts! Sometimes it's going to happen from the point you are at. Start over, or forget it.
Chapter 6: Positioning of a Leader
Leaders should not try to drive competitors out of business. Create a new category if you can to be number one, or be happy being #2. Only 2 brands will dominate a category. Strategy and tactics will define and differentiate your business, and Press will make your business exist.
Complete Notes Available on Youtube
Thank you so much for listening today!
#BusinessLifestyle #RiesAndTrout #Positioning
"Idea Diary" is a business lifestyle podcast about creative entrepreneurship. "Idea Diary" focuses on building creative businesses, and chronicles how Valerie Aiello uses multiple skills to create products, illustrations, film, music, and businesses. SHOW DISCLAIMER: EVERY INDIVIDUAL’S OBSTACLES AND SOLUTIONS ARE UNIQUE. THESE TIPS ARE SUGGESTIONS ONLY TO IMPLEMENT IN YOUR SUITABLE OWN WAY. THIS IS NOT LEGAL ADVICE. THIS IS NOT FINANCIAL ADVICE.
—
Valerie Aiello is a multi-hyphenate brand expert from Austin, Texas.
—
Website: https://www.valerieaiello.com
—
Subscribe to follow my business journey!
18 min
February 16, 2022Let’s Discuss Bottom-Up Marketing (Ries & Trout 1990) - Idea Diary Ep.215
In Episode 215 of Idea Diary - Today, I ramble about Al Ries and Jack Trout’s book, “Bottom-Up Marketing” from 1990!
Some Notes Below:
Go down to the frontline of the customer, and what they need, want and lifestyle trends

Monitor trends in customer lifestyle

Narrow focus on a tactic

Turn tactic into strategy, and tactics become the reason for business existing

Sell Strategy ideas to top management

Launch

Cut losses fast to change failure quickly
Tactics dictate the most effective strategy for a company - not the other way around.
A tactic is an idea, a combative mental angel that differentiates your product from all others in your category.
Marketing is the strategy of a business
A company organizes all marketing activities in an effort to maximize sales
A strategy is the big picture (where the company wants to go) while a tactic is the details (what to do to get there)
Start with customer

Narrow down your tactic

breakdown how to implement strategy with middle management

Sell the strategy to the top executives
Senior management of a company are generally the most isolated from the real world of the consumer
Middle managers are tempted to not focus on one tactic and try all kinds of tactics which can water down the entire strategy
It’s a mistake trying to get the customer to fit into your Strategy
Planning process should leave room to pivot and drop things that aren’t working.
Example of top-down marketing failures:
GM trying to make computers
Xerox trying to make computers
Car makers trying to make cars that customers don’t really want.
SHOW MERCH: Get Your Own Idea Diary
https://www.amazon.com/dp/0991338839
Idea Diary is a guided journal that keeps your ideas chronicled and archived. This bright teal hardcover book is an idea organizational system, as well as gorgeous book decor!
If you liked today's show, you can always
BUY ME COFFEE:
https://gumroad.com/l/VazlaO
Thank you so much for listening today!
#BusinessLifestyle #RiesAndTrout #BottomUpMarketing
"Idea Diary" is a business lifestyle podcast about creative entrepreneurship. "Idea Diary" focuses on building creative businesses, and chronicles how Valerie Aiello uses multiple skills to create products, illustrations, film, music, and businesses. SHOW DISCLAIMER: EVERY INDIVIDUAL’S OBSTACLES AND SOLUTIONS ARE UNIQUE. THESE TIPS ARE SUGGESTIONS ONLY TO IMPLEMENT IN YOUR SUITABLE OWN WAY. THIS IS NOT LEGAL ADVICE. THIS IS NOT FINANCIAL ADVICE.
—
Valerie Aiello is a multi-hyphenate brand expert from Austin, Texas.
—
Website: https://www.valerieaiello.com
—
Subscribe to follow my business journey!
8 min
February 15, 2022Let’s Discuss MARKETING WARFARE (Ries & Trout 1986) - Idea Diary Ep.214
In Episode 214 of Idea Diary - Today, I ramble about Al Ries and Jack Trout’s book, “Marketing Warfare” from 1986!
Some Notes Below:
Competition is the enemy, and the battleground is customer’s minds.
FOUR TYPES OF WARFARE
DEFENSIVE WARFARE - This is only for the #1 Spot leader of a category. You only focus on defending your position. Never attack if you are #1. Leaders must attack themselves by improving products, and all moves by competitors must be matched.

OFFENSIVE WARFARE - This is only for the #2 Spot of a category. Imitate everything #1 does, product, design, and price. Frontal attack #1 by focusing on the strengths and weaknesses of #1, and attack weaknesses with your marketing strategies.

FLANKING WARFARE - This is for small to medium companies. Introduce new products to be a leader in a sub-categories. For example when Canon Camera saw a blind-spot that Xerox had for the smaller home printer category. They won the market for this product, because Xerox couldn’t go small fast enough. Market using competitors blind-spots. Go all in with your flanking idea, but be prepare to change fast if needed, or drop bad strategy for a new one.

GUERRILLA WARFARE - This is for local and regional small businesses. Work together with other small brands in your category to help grow each other! Find a market segment that is small enough for a small business to defend. Be able to PIVOT entire business or marketing strategy fast is things aren’t going well.
TAKE AWAYS:
Meeting you customer’s needs and goals is not enough to win the war, you must focus campaigns against competitors to get the number one or number two spot.
Better product and better people doesn’t mean you will win. The best marketing strategy wins!
There is no space in the marketplace for more than 2 leaders in a category, and people will not remember more than 7 names in any category.
Aggressiveness alone is not he sign of a good strategy.
There is no such things as good or bad strategy, they will all be unique.
Early adoption for technology will be a marketing advantage for all.
CHARACTERISTICS OF AN EFFECTIVE MARKETING
Flexibility - Have pivot plans if things go bad!

Mental Courage - stick with the plan if you love it, marketing is a long game

Boldness - If you have a good idea, do it!

Knowledge of facts of the front line (customers lifestyle, trends and needs)

Good Luck - obviously

Knowledge of the Basic theories of marketing warfare at a subconscious level
"Idea Diary" is a business lifestyle podcast about creative entrepreneurship. "Idea Diary" focuses on building creative businesses, and chronicles how Valerie Aiello uses multiple skills to create products, illustrations, film, music, and businesses. SHOW DISCLAIMER: EVERY INDIVIDUAL’S OBSTACLES AND SOLUTIONS ARE UNIQUE. THESE TIPS ARE SUGGESTIONS ONLY TO IMPLEMENT IN YOUR SUITABLE OWN WAY. THIS IS NOT LEGAL ADVICE. THIS IS NOT FINANCIAL ADVICE.
—
Valerie Aiello is a multi-hyphenate brand expert from Austin, Texas.
—
Website: https://www.valerieaiello.com
—
Subscribe to follow my business journey!
12 min
February 12, 2022 Let’s Discuss The 22 Immutable Laws of BRANDING (Ries & Ries 1998) - Idea Diary Ep.213
In Episode 213 of Idea Diary - Today, I ramble about Al Ries and Laura Ries' book, “The 22 Immutable Laws of Branding
How to Build a Product Or Service Into a World-Class Brand”
1. The Law of Expansion
2. The Law of Contraction
3. The Law of Publicity
4. The Law of Advertising
5. The Law of the Word
6. The Law of Credentials
7. The Law of Quality
8. The Law of the Category
9. The Law of the Name
10. The Law of Extensions
11. The Law of Fellowship
12. The Law of the Generic
13. The Law of the Company
14. The Law of Subbrands
15. The Law of Siblings
16. The Law of Shape
17. The Law of Color
18. The Law of Borders
19. The Law of Consistency
20. The Law of Change
21. The Law of Mortality
22. The Law of Singularity
SHOW MERCH: Get Your Own Idea Diary
https://www.amazon.com/dp/0991338839
Idea Diary is a guided journal that keeps your ideas chronicled and archived. This bright teal hardcover book is an idea organizational system, as well as gorgeous book decor!
If you liked today's show, you can always
BUY ME COFFEE:
https://gumroad.com/l/VazlaO
Thank you so much for listening today!
#BusinessLifestyle #ClassicBranding #Immutable
"Idea Diary" is a business lifestyle podcast about creative entrepreneurship. "Idea Diary" focuses on building creative businesses, and chronicles how Valerie Aiello uses multiple skills to create products, illustrations, film, music, and businesses. SHOW DISCLAIMER: EVERY INDIVIDUAL’S OBSTACLES AND SOLUTIONS ARE UNIQUE. THESE TIPS ARE SUGGESTIONS ONLY TO IMPLEMENT IN YOUR SUITABLE OWN WAY. THIS IS NOT LEGAL ADVICE. THIS IS NOT FINANCIAL ADVICE.
—
Valerie Aiello is a multi-hyphenate brand expert from Austin, Texas.
—
Website: https://www.valerieaiello.com
—
Subscribe to follow my business journey!
16 min
February 10, 2022 Let’s Discuss The 22 Immutable Laws of Marketing (Ries & Trout 1994) - Idea Diary Ep.212
In Episode 212 of Idea Diary - Today, I ramble about Al Ries and Jack Trout’s book, “The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!“
Chapter 1: The Law of Leadership
Be First!
Chapter 2: The Law Of The Category
If you can’t be first, Make a new category to be First!
Chapter 3: The Law Of The Mind
Be first in the mind of the consumer!
Chapter 4: The Law of Perception
Brands can be different things to different people!
Chapter 5: The Law Of Focus
Own a word in their minds!
Chapter 6: The Law Of Exclusivity
Avoid using someone else’s word
Chapter 7: The Law Of The Ladder
Give a reason why it’s better to not be number one!
Chapter 8: The Law Of Duality
Every market becomes a horse race with two main sides trying to win!
Chapter 9: The Law Of The Opposite
Don’t be better, Be different!
Chapter 10: The Law Of Division
Categories will split into new categories, creating NEW leaders to be first!
Chapter 11: The Law Of Perspective
Marketing efforts take time. Train your customers to think about you in certain way!
Chapter 12: The Law Of Line Extension
There is irresistible pressure to expand your brand, but it can weaken it!
Chapter 13: The Law Of Sacrifice
Give up something to gain something like product lines, target market or constant change!
Chapter 14: The Law Of Attributes
For every selling point, there is an opposite effective selling point!
Chapter 15: The Law Of Candor
Admitting a negative prospect will give you a positive selling point!
Chapter 16: The Law Of Singularity
Only one move will give you substantial results!
Chapter 17: The Law Of Unpredictability
Flexibility is key, have long-term directions and assume change!
Chapter 18: The Law Of Success
Ego is the enemy of marketing, avoid bias, remain objective, and think like your customer!
Chapter 19: The Law Of Failure
Failure is expected, so calculate your risks!
Chapter 20: The Law Of Hype
Financial situations often are opposite of what is portrayed in the media!
Chapter 21: The Law Of Acceleration
Success is not built on fads, it is built on trends!
Chapter 22: The Law Of Resources
Adequate funding is necessary!
SHOW MERCH: Get Your Own Idea Diary
https://www.amazon.com/dp/0991338839
Idea Diary is a guided journal that keeps your ideas chronicled and archived. This bright teal hardcover book is an idea organizational system, as well as gorgeous book decor!

14 min
February 09, 2022 Let’s Discuss Testing Selling a Wish Fulfilled Wallpaper Lock Screen on Gumroad - Idea Diary Ep.211
In Episode 211 of Idea Diary - Today, I ramble about creating a digital download product on GumRoad! Want to try my “Wish Fulfilled Lock Screen” Wallpaper to see if focusing on wonderful things happening actually brings you wonderful things?
BUY IT HERE FOR $1:
https://valerieaiello.gumroad.com/l/kdkyo
SHOW MERCH: Get Your Own Idea Diary
https://www.amazon.com/dp/0991338839
Idea Diary is a guided journal that keeps your ideas chronicled and archived. This bright teal hardcover book is an idea organizational system, as well as gorgeous book decor!
If you liked today's show, you can always
BUY ME COFFEE:
https://gumroad.com/l/VazlaO
Thank you so much for listening today!
#BusinessLifestyle #WishFulfilled #Neville
"Idea Diary" is a business lifestyle podcast about creative entrepreneurship. "Idea Diary" focuses on building creative businesses, and chronicles how Valerie Aiello uses multiple skills to create products, illustrations, film, music, and businesses. SHOW DISCLAIMER: EVERY INDIVIDUAL’S OBSTACLES AND SOLUTIONS ARE UNIQUE. THESE TIPS ARE SUGGESTIONS ONLY TO IMPLEMENT IN YOUR SUITABLE OWN WAY. THIS IS NOT LEGAL ADVICE. THIS IS NOT FINANCIAL ADVICE.
—
Valerie Aiello is a multi-hyphenate brand expert from Austin, Texas.
—
Website: https://www.valerieaiello.com
—
Subscribe to follow my business journey!
9 min
February 05, 2022Let’s Discuss Using the Reticular Activating System to Achieve Goals (Train Your Brain) - Idea Diary Ep.210
In Episode 210 of Idea Diary - Today, I ramble about taking seriously the concept of training my brain. I want to be in control of my subconscious mind, so that it’s not controlled by something or someone else. Some tips I am remember for myself to manage my RAS:
Using my Lock Screen on my phone as a subconscious reminder for something I want to happen

Always Remembering my RAS is looking for confirmation bias to make my current opinion to be right, and not seeing any reason to research and find out more, even if that makes me wrong. Your RAS is always looking for evidence to prove yourself right. Always keep learning and researching.

There is too much actual information going on in the world every moment. You could never see it all at once. Your brain protects you to see what you train it to see.

Using the RAS for achieving goals - Consistency helps with training your RAS to focus on what you want daily. Visualization helps your brain to achieve your goals by recreating the scene in your mind your RAS will be excited to try and bring it into reality.
Visualize how all the things that you want to happen happens, and then let go of the how. Just focus on how you feel already have achieved your goals. Try no to obsess over what’s not happening.
SHOW MERCH: Get Your Own Idea Diary
https://www.amazon.com/dp/0991338839
Idea Diary is a guided journal that keeps your ideas chronicled and archived. This bright teal hardcover book is an idea organizational system, as well as gorgeous book decor!
If you liked today's show, you can always
BUY ME COFFEE:
https://gumroad.com/l/VazlaO
JOIN MY MONTHLY MEMBERSHIP:
https://gumroad.com/l/GJyXzO
Thank you so much for listening today!
#BusinessLifestyle #ReticularActivatingSystem #subconscious
"Idea Diary" is a business lifestyle podcast about creative entrepreneurship. "Idea Diary" focuses on building creative businesses, and chronicles how Valerie Aiello uses multiple skills to create products, illustrations, film, music, and businesses. SHOW DISCLAIMER: EVERY INDIVIDUAL’S OBSTACLES AND SOLUTIONS ARE UNIQUE. THESE TIPS ARE SUGGESTIONS ONLY TO IMPLEMENT IN YOUR SUITABLE OWN WAY. THIS IS NOT LEGAL ADVICE. THIS IS NOT FINANCIAL ADVICE.
—
Valerie Aiello is a multi-hyphenate brand expert from Austin, Texas.
—
Website: https://www.valerieaiello.com
—
Subscribe to follow my business journey!
9 min
February 04, 2022 Let’s Discuss Game Plan to Have a Million Dollar Year by Amiee Montgomery - Idea Diary Ep.210
In Episode 210 of Idea Diary - Today, I ramble about Amiee Montgomery’s idea to make a million dollars a year with a simple plan.
Step 1 - Make a monthly live training (3 part series) for $97 a month. Sell that experience to 200 people, and have $19,400 a month!
Step 2 - Turn that monthly live training into an evergreen course for $365, and sell that to 100 people a month. That’s adds $36,500 a month
Step 3 - Create a monthly membership for $29 a month, and get 1000 people to sign up. $29,000
Step 4 - Sign up 15 clients that will pay you $1000 a month for you services. That’s another $15,000 a month to add to your pile of money!
This idea of making up a big idea game plan to sell big for you products and services could be exactly the motivating factor you need to believe you can achieve a million dollar year. I’m inspired. I’m going to game plan out my own ideas now! You don’t have to be specifically be a coach or sell products or services. You can design you million dollar plan unique to you!
WATCH:
Aimee Montgomery TikTok
https://www.tiktok.com/@aimee_montgomery/video/7057189908586433839
READ:
Aimee Montgomery Linken Article
https://www.linkedin.com/pulse/fail-way-make-you-million-dollars-year-low-ticket-aimee-montgomery/
SHOW MERCH: Get Your Own Idea Diary
https://www.amazon.com/dp/0991338839
Idea Diary is a guided journal that keeps your ideas chronicled and archived. This bright teal hardcover book is an idea organizational system, as well as gorgeous book decor!
If you liked today's show, you can always
BUY ME COFFEE:
https://gumroad.com/l/VazlaO
JOIN MY MONTHLY MEMBERSHIP:
https://gumroad.com/l/GJyXzO
Thank you so much for listening today!
#BusinessLifestyle #AmieeMontgomery #MillionDollarIdea
"Idea Diary" is a business lifestyle podcast about creative entrepreneurship. "Idea Diary" focuses on building creative businesses, and chronicles how Valerie Aiello uses multiple skills to create products, illustrations, film, music, and businesses. SHOW DISCLAIMER: EVERY INDIVIDUAL’S OBSTACLES AND SOLUTIONS ARE UNIQUE. THESE TIPS ARE SUGGESTIONS ONLY TO IMPLEMENT IN YOUR SUITABLE OWN WAY. THIS IS NOT LEGAL ADVICE. THIS IS NOT FINANCIAL ADVICE.
—
Valerie Aiello is a multi-hyphenate brand expert from Austin, Texas.
—
Website: https://www.valerieaiello.com
—
Subscribe to follow my business journey!
12 min
February 02, 2022 Let’s Discuss Marie Diamond Energy Number Feng Shui App #1 Wealth Creator - Idea Diary Ep.209
In Episode 209 of Idea Diary - Today, I ramble about Marie Diamond feng shui app! It’s fun try it out!
Her Website: https://www.mariediamond.com
SHOW MERCH: Get Your Own Idea Diary
https://www.amazon.com/dp/0991338839
Idea Diary is a guided journal that keeps your ideas chronicled and archived. This bright teal hardcover book is an idea organizational system, as well as gorgeous book decor!
If you liked today's show, you can always
BUY ME COFFEE:
https://gumroad.com/l/VazlaO
JOIN MY MONTHLY MEMBERSHIP:
https://gumroad.com/l/GJyXzO
Thank you so much for listening today!
#BusinessLifestyle #NevilleGoddard #ElmerOLockerJr
"Idea Diary" is a business lifestyle podcast about creative entrepreneurship. "Idea Diary" focuses on building creative businesses, and chronicles how Valerie Aiello uses multiple skills to create products, illustrations, film, music, and businesses. SHOW DISCLAIMER: EVERY INDIVIDUAL’S OBSTACLES AND SOLUTIONS ARE UNIQUE. THESE TIPS ARE SUGGESTIONS ONLY TO IMPLEMENT IN YOUR SUITABLE OWN WAY. THIS IS NOT LEGAL ADVICE. THIS IS NOT FINANCIAL ADVICE.
—
Valerie Aiello is a multi-hyphenate brand expert from Austin, Texas.
—
Website: https://www.valerieaiello.com
—
Subscribe to follow my business journey!
Gumroad: https://gumroad.com/valerieaiello
Medium: https://medium.com/@valerieaiello
Youtube: https://www.youtube.com/valerieaiello
LinkedIn: https://www.linkedin.com/in/valerieaiello/
Twitter: https://twitter.com/valerieaiello
Facebook: https://www.facebook.com/valerieaiello
Instagram: http://instagram.com/valerieaiello/
Thumbnail Photo by Faith Benitez
9 min

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Idea Diary is a business lifestyle podcast about solopreneurship. The show focuses on building creative businesses, and chronicles how Valerie Aiello uses multiple skills to create products,…

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