Presentation on Betterness for the Dave Ramsey executive team and broadcast partners, December 2012

1. @markramseymedia
betterness.

2. …the art of bettering prosperity so it arcs through
the stratosphere of an authentically good
life, bettering human potential so it… transforms
human possibility radically for the better.

3. Q. What makes a
brand great?

4. It has an authentic
sense of purpose

5. it’s a definitive statement
about the difference you are
trying to make in the world

6. it offers something that is hard to come by
it reflects a commitment to a big idea
it is intensely human

8. It’s not enough to be great at
something or to be an expert in your
field. The world is buying your bigger
mission, in many cases, first.

9. Brands have to be multidimensional, more
human. Brands have stood for simple things
in the past: A better mousetrap, the highest
quality widget. These things are what they
make. But these days people also want to
know “why.”

10. Nearly 85% of consumers worldwide
expect companies to become
actively involved in promoting
individual and collective wellbeing;
an increase of 15% from 2010
(Source: Havas Media, November 2011)

11. Yet only 28% of people think that
companies are working hard to solve
the big social and environmental
challenges.
(Source: Havas Media, November 2011)

12. Most people would not care if 70%
of brands ceased to exist
(Source: Havas Media, November 2011)

13. “The real question is: can your company do anything
more than just ‘business’? What can you do to
inspire, amaze, delight, surprise, elevate, enlighten, a
nd better me, and the community around me?...

14. …What can you do to evoke my fuller
potential, and that of the people I care about?
What can you do to authentically matter to me?”

15. All brands are or
should be in the life
improvement business

16. get out of the radio
and get into the world

17. Are you helping consumers be
Better People?

22. “Brands are no longer just saying things to
consumers (such as, “Buy our product; it’s
sensational!”); they’re doing things…

23. …Things that genuinely make life easier for
customers. Things that bring people
together with others who share their
interests….

24. …Things that are just plain fun. Things that
are endearing and build love between the
customer and the company.”

25. “brands are made through
experiences, not advertising”

26. do not say…

27. How?

28. 1. Feature a face
2. Solve a problem
3. Enable a
Transformation
4. Make her the
hero of her own
story
5. Dramatize the
details

29. Feature a Face

30. Solve a Problem

31. Enable Transformation

32. Make Her the Hero

33. Dramatize the Details

34. Radio examples…

35. Radio Examples
• “When you win, someone in need wins, too”
• Direct Marketing
• Promoted Listening “Do X and WXXX will give $ or
Benefit to Worthy Recipient”
• Contests with No “Prizes” – Instead, Guarantee
that you will be a Better Person
• Rewards, not “Chances to Win”
• Active, not Passive – You Participate in your own
Betterness