Ho Ho Hold Up! Santa Has Advice for Distributors By Frank Hurtte Santa Claus and I go way back to when I was knee-high to a short elf. One year at the Eagles’ Club, Santa greeted my grandfather with, “Hey Red, how late were you out last night?” and that was all the confirmation my three-year-old brain needed: these two weren’t just acquaintances. They were pals . Santa always knew my name, too, and we’ve kept up the friendship ever since. According to him, I’ve made the “nice list” five times in seventy-some years, a statistic he brings up more often than I’d like. But during a rare quiet spell at the mall, the Big Guy pulled me aside and said, “Frank, distributors need to hear this.” Think of it as Santa’s masterclass in business disguised as holiday cheer. Let’s unwrap Santa’s six lessons. Lesson 1: Segment Your Customers Santa learned early that segmentation matters. Once he started dividing his audience into “naughty” and “nice,” operational efficiency skyrocketed. ...

From Aria to Action: Making Your Message Sing A Distributor Channel Marketing Moment By Desiree Grace Voluptuous divas, dramatic plots, and soaring arias, that’s Opera with a capital O. One of the best-known works, Aida , tells the tragic tale of a love-struck Egyptian general and an Ethiopian princess. Beautiful? Yes. Relevant to modern marketing? Absolutely not. In the world of marketing strategy , AIDA means something very different. It’s the classic model that guides effective advertising and keeps your message moving through the sales funnel . The acronym stands for: Attention Interest Desire Action And no, AIDA is not a dating manual…though it wouldn’t hurt a few marketers to ask for commitment a little more often. First up: Grab ATTENTION. Your message must pull in your target audience. Not the whole world, just the people you actually want to talk to. Without this step, nothing else matters. This is Marketing Job #1. Next: Create INTEREST. Once you’ve ca...