Guest post by Steve Ostrow

[Editor’s note: I was sent a review copy of this book, and enjoyed its playful approach to an intimidating subject. So when I was asked if I’d give Steve a forum during his launch, I gladly agreed.]

Congress has spoken! Anti-telemarketing legislation has been passed. Under reasonable restrictions, certain tactics by telemarketers are prohibited and court actionable. Violations can be enforced by the State via the attorney general’s office, the public via class action lawsuits or private lawsuits, and individuals via the small claims court.

The Telephone Consumer Protection Act of 1991 (TCPA) started the ball rolling. Congress was torn between the special interest lobbyists and the people’s vote. The green cash of the lobbyists stalled the legislature for numerous years, but eventually the annoyance of the telemarketing industry became too much. The door opened and the unfettered invasion of free speech was outweighed by the consumer’s right to privacy. After strong objection and outrage by consumers groups, the common sense legislation protecting the privacy of one’s own home was long overdue.

The 1991 original law was pretty weak and without sharp teeth. A free bite at the apple was given and the first offense by a telemarketer to a residence was forgiven with only a simple apology. A second offense was required in order to make an unsolicited commercial call actionable. Basically business did not change under the original law. In 2003, over great objection from the special interest groups, came the National Do Not Call Registry. Yes, 2003 was a great year for the peace and quiet in a consumer’s home. Instead of a consumer requesting individual companies from not calling the home telephone soliciting their service, a residential consumer could sign up at one location and prohibit almost all telemarketers from calling the home phone number. The burden shifted to the telemarketing companies to check “the registry” rather than having the consumer contact the merchant and opt out. Penalties were instituted which are collectible by attorney generals, lawyers, and individuals through the small claims process.
Under the TCPA and the Do Not Call Registry, there are several different violations which are collectible. The most popular ones are:
1. Calling a residential telephone number that is on the National Do Not Call Registry;
2. Using a pre-recorded dialing device to initiate a commercial sale;
3. Using a blocked telephone number when initiating a commercial sale;
4. Soliciting a consumer before 8am or after 9pm;
5. Failure to provide a copy of the company’s Do Not Call Manual after demand for a copy.

Each violation is actionable separately, or can be “stacked” together when multiple infractions are incurred. Even though the courts are supposed to punish each violation with a $500 penalty, different judges will approach cases differently. Some judges will allow you to “stack” as many violations into one case as possible. Others may limit you to one, two, or three causes of action. Regardless of the amount of the judgment, you are able to prosecute the invasion of your peace and privacy in your home through the small claim courts.

Penalties under the TCPA may be “trebled” when the court finds that the violation is intentional. It can be tedious to understand when a telemarketing violation is intentional and when it is not. Rationally thinking, all solicitations by telemarketers are intentional; they are intentionally picking up the phone at their boiler rooms and randomly telephoning as many people as possible making their commercial pitch. It is not accidental that your number may be called, just random bad luck. I guess the easiest way to understand the intentional tripling of damages is using the playoff basketball foul analogy. Some fouls are hard basketball fouls, some are flagrant one fouls, and others flagrant two. Sometimes you just shoot free throws, other times you get ejected from the game. Sometimes the court awards you $500; sometimes the atrocious call telephone solicitation can be awarded $1,500. It’s all up to the ref.

If you are a Democrat and you get a telephone solicitation from a Republican candidate, slow down before you start licking your lips about bringing the opposing political party to its knees. Under the TCPA, certain types of speech are exempted from lawsuits under the Act. Always remember, the violations under the TCPA were balanced with the First Amendment Right of Freedom of Speech. Certain solicitation exceptions are specifically carved out:
1. Tax exempt non-profit organizations, including political parties and campaigns;
2. Organizations with which you’ve had a prior business relationship;
3. Organizations with which you’ve given prior written permission and not expressly revoked;
4. Calls which are NOT COMMERCIAL.

Convenience is a big part of our lives. All of us would like to nail these pesky telemarketers; sometimes it is easier just to hang up the telephone. However, if you are in the mood to make some cash and fight back against these commercial parasites, the good news about small claims court litigation is that it can prosecuted in our home backyard. Since the violation occurred at our telephone, the proper jurisdiction for the action would be our local court.

Steve Ostrow is an attorney, celebrity impersonator and the author of the new book How To Sue A Telemarketer: A Manual for Restoring Peace On Earth One Phone Call At A Time. To date, Steve has successfully sued, or settled, won and collected, over 10 judgments against telemarketers. To find out more and order his book, go to www.howtosueatelemarketer.com

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I just read a “sleeper” article that may be one of the most important trend pieces of the year. If you have any interest in future trends in marketing, demographics, consumer culture, advertising, or where our society might be headed in a few years, go and read “Is Starbucks the Most Dangerous Competitor to Facebook?” by Jay Baer and Clinton Bonner. Appropriately enough, I found this article via a Tweet, from Olivier Blanchard, a/k/a @TheBrandBuilder.

The article posits that Starbucks is working to reposition itself as an in-store information portal, with all sorts of goodies available to those who go to the stores and log on to its network—and that ads on this network could become the premier place to reach certain consumers, as well as the favored online community that could displace Facebook in our affections…

I’m not sure it’s going to unfold exactly as they see it, but I suspect pieces of it will play out that way. That’s a future that leaves me with more than a little discomfort. It’s like a vertical and horizontal integration of the mind similar to, say, General Motors’ vertical and horizontal integration of the car market starting at least in the 1930s. I don’t like to see so much energy concentrated in one company, whether it’s GM, Google, or Starbucks.

Of course, competitors can arise. But it won’t be easy.

What do you think?

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I came across a real wasted opportunity today. A twitter profile with exactly two Tweets. One said “at work” (3 months ago) and the other, “bored” (21 months ago).

Three very uninteresting words in 21 months. And somehow, this person has managed to get 180 people following back. Not me, however. (Now, do you see why I think autofollow is pointless?).

Twitter is such a powerful tool! I’ve used it to connect and reach out, to learn about trends and issues, to amplify messages from people who are putting out great content, to build my network, to ask for advice and favors, to support people I wanted to do favors to, to give advice, to publicize events and products, to get speaking gigs and book sales, and simply to chat up with friends.

Of course, I’ve been doing social media for over a decade. I am very naturally comfortable in the Twittersphere after 15 years on e-mail discussion groups. My wife, novelist D. Dina Friedman, (@ddinafriedman) finds it a struggle, and limits her participation. But when she posts, she posts good stuff.

It’s possible my new follower is getting tons of value by lurking on over 900 Twitter feeds. But even if this person can’t think of anything to say, it would be only a couple of clicks to retweet messages that were especially compelling. Not to do so is leaving most of Twitter’s value on the table. In Twitter as in life, you gain much more value when you give as well as get.

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If you think we in the Green movement tend to take ourselves waaaay too seriously, here’s a bit of comic relief.

Dilbert creator Scott Adams describes with excruciating humor all the missteps in building a Green home.

I can relate. In my own Greener home adventures, we’ve discovered…

  • Solar panels without hinges cost A LOT of money to take down and put back up again when you need a new roof.
  • Tax credits are available for new roofs that keep your house cooler in the summer, even if you don’t use an air conditioner. But they don’t apply to roofs that keep you nice and toasty warm in the winter, even if you live in COLD New England.
  • Because of stress from extreme temperature variations, solar water tanks wear out in about half the time of conventional tanks—but not so fast that they’re still under warranty. Right about the time that the savings had paid for the unit.
  • Just because you want to go Green doesn’t mean it will be easy. When our furnace went, we couldn’t justify the cost of geothermal, and ended up replacing our oil-burning furnace with…another, more efficient, oil-burning furnace. Sigh!

    In an ideal world, we’d be able to afford, and justify, the $50,000 superinsulated roof, the geothermal heater, jacking up the R value on our 1743 farmhouse to the point where we had essentially no heating bill…but that’s not the world we live in. We did put in both solar hot water and photovoltaic systems years ago, but we’re a long way from feeling or being energy self-sufficient, and the capital costs were high.

    Am I sorry we took these expensive Green initiatives? Not at all. Do I feel we could have been better shoppers if we’d been more informed? You betcha.

    And do I want incentives to bring the prices down and the reliability up throughout society, especially for those least able to afford a large capital investment with a sometimes dubious payback? Absolutely.

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    Heck, I’d settle for two days a week as productive as today. I’d be soooo grateful–and so accomplished! Wrote a long blog on public transit, an article about Green marketing, a much-improved of the query letter I hope will launch my syndicated Green and Profitable column, created a new questionnaire for book consulting clients, and critiqued a client’s book proposal (I don’t normally do ANY client work on weekends, but this had a deadline of tomorrow AM and I was off all day Friday speaking at Boston Greenfest), and managed to deal with 150 or so e-mails.

    And…shelled a bunch of our garden edemame (tender young soybeans), cooked a three-course dinner of mostly garden veggies, made a batch of tomato sauce, hiked for half an hour between rainstorms, did a load each of laundry and dishes plus hand-washed all the pots and wooden stuff. Also got in some fun time with Dina and a bit of reading.

    And now I just wrote this blog, just reflecting on the wonder of it all.

    I have two more hours left, probably, before I crash. Going to try to get through another 100 or so emails and then five miles on the exercise bike with Barbara Kingsolver’s novel, “Lacuna.” And then a well-earned rest.

    All this while everybody’s complaining that Mercury is in retrograde and they can’t get anything done.

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    Yesterday’s postal mail brought an invitation by the Massachusetts Department of Transportation to survey our driving habits.

    I live in a rural area, along a state highway but between two college towns. Green as I’d love to be, I go most places by car. Occasionally, I’ll have enough time to bike to Northampton or Amherst, but it’s about 50 minutes each direction, and that’s a big chunk out of my day. It’s also not a very pleasant ride, along a busy, very hilly highway with lots of curves and potholes and big stretches without a shoulder.

    I’m a lifelong fan and USER of public transportation. Growing up in New York City, I was eight years old when I switched from the school bus to the public bus—and that was with a transfer. I’ll often take buses instead of driving to Boston or New York (and I’ve actually booked Amtrak for my next trip to Washington). When I travel out of my area, I rarely rent a car unless the destination city is the start of an extended driving trip. If I’m just staying locally, I use buses, trams and subways (and the occasional taxi.

    There’s a local bus that runs past my house. But even though I’m a public transit guy, I’ve lived here 12 years and have never taken it. Why? Because it’s set up to fail. The local transit authority, in its wisdom, runs full-size coaches three times a day in from Northampton to South Hadley and twice a day back to Northampton. I have lots of reasons to go to Northampton, but I can’t do it on the bus. The first trip to Northampton that passes my house arrives at 5:30; the last bus back departs Northampton at 5:35. So that leaves five minutes, after business hours, to do my business. Ha, ha.

    If I happened to want to go the other way, I could have a whole hour in South Hadley, between 5:05 and 6:05 p.m. Whoopie! Oh yeah, I could also arrive at Mount Holyoke at 8 a.m., and if I happened to somehow discover nine hours of things to do in sleepy South Hadley, I could catch the 5:05 back home. Thanks a lot.

    I can see these rare buses go by my house, and they’re usually very uncrowded. What a surprise! Set up a bus service to fail, and then complain that nobody takes the bus.

    But how’s this: what if instead of a 40-passenger coach scheduled as to be unusable, there was a 10-passenger van or minibus, going, say, every two hours. Labor cost would be higher, as a driver would have to be diverted from a more popular route. But the other costs of operation, such as fuel, would be sharply less for each run. And my whole family would probably use the bus several times a week, especially if the route were extended three miles past Mount Holyoke to the high school my son attends, at the beginning and end of the school day. Probably so would a number of other people. Maybe enough to make the route viable.

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    You’ve all heard, “Necessity is the Mother of Invention.” Well, perhaps that’s true. But another parent might be frustration: wanting to do something better, more easily, faster than you currently can.

    Yes, some products are developed to fill a need we haven’t known we had. Advances in portable technology, from the beach transistor radio and Sony Walkman to smart phones and PDAs, have often come up to create whole new markets once we realized that these devices we never had were indispensable. Ditto with kitchen technology improvements, like the microwave oven (I still don’t have one of those, by the way). Maybe we could call this “visionary innovation.” A lot of the really big sweeping changes come from these types of innovations: telephones, personal computers, solar collectors, bicycles…

    But other innovations clearly arise because someone got frustrated by the limitations of what existed. Thomas Edison went through 10,000 experiments before he could develop a workable light bulb. Would he have had the patience for that long quest if he hadn’t felt frustrated that the dark hours were so unproductive? Certainly the idea of lighting a room has existed since the discovery of fire, thousands of years ago. But the need for better lighting became much more acute as the 19th century brought not only the Industrial Revolution (with big dark factory spaces to be illuminated) but also a mass culture that began to read actively.

    Look at Google: Existing web search tools were very frustrating in the mid-1990s. To completely change the paradigm of how material was scanned by searchbots in order to achieve not only faster and more accurate searches but also a much cleaner interface was likely a response to the clumsiness of Yahoo and Alta Vista at the time.

    I’m not an inventor, but I am an innovator. A few years ago, I registered some domains for what I thought was a very cool concept: Enter a budget for airfare, enter available departure and return dates (and how much latitude you had with each of those), possible departure airports, choose domestic or international, and have the site spit back suggestions for actual trips you could book (I remember that one of the domains was wherecanifly.com). This came directly out of my frustration trying to plan a trip without having a clear destination and having to laboriously enter itinerary after itinerary.

    I still think it’s a brilliant idea, and one that would be easy to fund with venture capital, advertising, and commissions on travel services. But programmers I talked to told me that was a lot harder to engineer than it seemed. After a year of not finding anyone willing to run with it, I let those domains expire. (Anyone want to run with this, talk to me about being your marketing director 🙂 ).

    People like R. Buckminster Fuller and Amory Lovins seem to have an almost magical ability to fuse the visionary and the frustrated; they harness their frustrations not for the obvious incremental solution, but for something new and deep and very exciting—and they also have a certain inventor’s ADD. The present is never enough for them; they’re always on a quest for something new and strange and wonderful

    Both Fuller and Lovins had an impact in industry after industry—reinventing construction, transportation, industrial manufacturing…whatever struck them as in need of improvement.

    Right now, I’m in the process of launching the International Association of Earth-Conscious Marketers: a trade association for Green marketers. I hope that what comes out of this will also be a fusion of the best in these twin fathers of innovation.

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    A between-issues special edition of Shel Horowitz’s Clean and Green Marketing Newsletter.

    Contents:
    1. A Concentrated Dose of Marcia Yudkin, Marketing Genius
    2. Tobri: A New Social Network from Ken McArthur
    3. Communication is a Lot More Than Words: Sharon Sayler’s New Book
    4. PS – Say hi at Boston Greenfest

    Marcia Yudkin is proof that you can be an introvert and still be a very successful marketer. She’s also one of the most ethical people I know.

    Join Marcia and me on a Special Interview Just for My Readers: “Top Ten Must-Know Principles
    of Marketing Psychology.” You will NOT want to miss this one! This coming Monday, August 23, Noon Eastern/9 a.m. Pacific.

    Click here to register. I’ll send a replay link if you can’t be on the live call—but if you can, I suggest calling in.

    She and I go back a long time. In the 1980s, when she had recently left a teaching position at Smith College to go out on her own as a freelance writer and editor, and my business was still a typing and editing service, she used to freelance for me. And I knew any editing project I gave her would be done beautifully, turned in ahead of deadline, and add to my standing with my clients. I also knew any article with her byline in a local magazine was going to be a compelling read. Then she moved to Boston and I lost track of her for a few years.

    In the 1990s, both she and I independently turned our attention to marketing, and we independently discovered the Internet. I rediscovered her back in the days when I still used an AOL account, so that puts it in 1994 or 1995. By then, I believe she’d already released at least a few of her great books, like Six Steps to Free Publicity and Persuading on Paper. And had begun to build a reputation as a marketer’s marketer: someone who could see through what you were actually saying to what you were trying to say, and show you how to say it a whole lot better—without hype or exaggeration. Then she moved back to the area and our paths would cross again. A couple of years ago, I invited her to join with another friend and me in a Mastermind group, and since then, I’ve benefited enormously from her critiques and suggestions on my own projects.

    Marcia’s weekly Marketing Minute and occasional Name Tales (product and company naming stories) have been brightening my e-mail box all the way back to 1998. She was one of the first people with a folder in my Marketing Geniuses file, where I keep many of her back issues. And she’s one of a very few newsletter publishers who continue to provide value to me many years after I subscribed. (My typical tenure as a subscriber is somewhere between six months and two years).

    The point I’m making is that Marcia is someone well worth paying attention to. As a trend watcher, a copywriter, a marketing consultant, and one of the world’s leading experts on choosing great product and company names, Marcia has a tremendous reservoir of wisdom behind her shy, reclusive outer shell.

    Marcia just spent some serious time organizing the best of her Marketing Minute how-tos and think pieces into a series of five books and 10 audios called the Marketing Insight Guides: a book and two audios each on…

  • Book 1: Persuading People to Buy: Insights on Marketing Psychology That
    Pay Off for Your Company, Professional Practice, or Nonprofit Organization
  • Book 2: Meatier Marketing Copy: Insights on Copywriting That Generates
    Leads and Sparks Sales
  • Book 3: Strategic Marketing: Insights on Setting Smart Directions for
    Your Business
  • Book 4: Publicity Tactics: Insights on Creating Lucrative Media Buzz
  • Book 5: The Marketing Attitude: Insights That Help You Build a Worthy
    Business
  • The books average about 75 articles each, and each 2-CD pair averages 95. In other words, there are a bunch on the audio that you won’t find in the books. So you don’t feel overwhelmed, she’ll be delivering them once a month for five months.

    And even though I read all of these in the original as she wrote them, I intend to spend some serious time with them again, now that they’ve been thematically organized. That will be time very well spent!

    And Marcia asked me if I’d be one of only 12 affiliates selected to pre-announce this collection, ahead of her remaining affiliates. She’s also giving special pricing right now. Through the end of August, you can grab this treasure trove of marketing wisdom for just $99; the final price will be $199, so this is definitely a deal. It works out to about 21 cents an article. I dare you to find so much value anywhere else for 21 cents! Yes, this is an affiliate link.

    2. Tobri: A New Social Network from Ken McArthur

    Ken McArthur has a new beta social media site for making great connections. And because he’s Ken McArthur of JV Alert, author of a great book on impact, and he has a history of pulling together incredible people who need to know each other (and helping them consummate amazing partnership deals)—I’ve signed up because I know it’ll be good. Even though I can’t really keep up with the social media I’m already involved with; for Ken, I’ll make an exception. Check out the video and connect with
    me there. I’d love to have you in my network!

    https://shelhorowitz.com/go/tobri (This is an affiliate link.)

    It doesn’t cost a cent and there are some amazing people in there. Lots of buzz on this one!

    3. Communication is a Lot More Than Words: Sharon Sayler’s New Book

    You’ve probably heard that in face-to-face communication, the words only account for about 7 percent of the message received. Body language, tone of voice, facial expressions and the like account for the lion’s share. (This is why it’s so easy to have misunderstandings online; you don’t have all those nonverbal cues so it’s very easy to misinterpret the real message.)

    The good news is that my friend Sharon Sayler has an excellent roadmap for you, so you can navigate the unsaid meanings and get to the heart of things—making friends and making deals along the way. And the better news: she’ll give you a free chapter plus a special report, How to Avoid the 3 Biggest Body Language Mistakes – in Under 10 Minutes. (This is not an affiliate link.) The book is called What Your Body Says, and I found it full of great insights. If you actually buy the book, you get ten nice bonuses from some of the most respected people in self-help, including a whole year’s access to Sharon’s private membership site.

    4. P.S. Say Hi at Boston Greenfest

    If you’re attending Boston Greenfest on Friday (August 20), I’m speaking from 1-1:25 on “Communicate the Value in Your Values.” Come say hi while I’m signing books afterward, and get your very own autographed copy.

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    While I am not particularly a fan of this presidency, and it’s easy to dwell on all that is NOT being done or being done wrong, it is good to have https://obamaachievements.com/ a solid list of 400 achievements, compiled by a Twitterer names Shoq, to look on and remember how much better things are than they would have been if the election had gone the other way. I was particularly gratified to click on the environmental/energy category and see a very long list. Especially as I’ve been quite critical of some of his non-progress on those issues.

    People need to look at this list when thinking about what party they’ll support in November.

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    I’ve just signed up for the Ultimate Blog Challenge (Twitter hashtag #blogboost), which means a commitment to add ten posts between now and the end of the month. Especially nuts because I’m speaking in Boston tomorrow and probably won’t even get on the computer. Fortunately, I happen to have one post already scheduled.

    I’ll be honest. Despite the many benefits of participation (increased visibility, exposure to other people’s networks, and of course a nice boost in the search engines, etc.)—the main reason I’m doing this is because Michelle Shaeffer, a/k/a SmallBizMuse is one of the organizers (along with Michele Scism, who I hadn’t known before, but who seems to offer a lot of useful resources for solopreneurs). She’s been my Virtual Assistant for something like eleven years, and I’ve taken a sort of nachas (Yiddish word meaning pride in the accomplishments of one’s family) in watching her develop some marketing chops of her own, and a dedicated fan base, over the last year or two. She has 4989 followers on Twitter! All organically acquired, as far as I know; I only have 3395.

    So my joining her blog challenge is as much a public thank-you for all she’s done for me these last 11 years as anything else. You, of course, will have different reasons for signing up.

    Of course, when she’s rich and famous, I’ll probably have to go out and find a new Virtual Assistant. So it goes.

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