Archives: Business Development
You’ll never be able to move forward in your business (or in life) without making a decision. Let’s get real, it all starts there. But here is the nemesis of making a decision – self-doubt!
Self-doubt often creeps in after making a decision. There are many reasons for this. Habit, upbringing, and environment are just some of things that can a play a role in self-doubt. It can be truly insidious! Self-doubt often causes you to change directions … which can be detrimental to your business.
But rest assured. It all starts with making a decision. And if you are doing so, you’re on the right track! The more practice you have with decision-making, the better you’ll get at it. Eventually you’ll be able to keep the self-doubt in check.
Just do your homework, go with your gut, and be willing to make mistakes. Thomas Watson, President of IBM, once stated,
The key to success is massive failure!
Let me start by saying that Chick-fil-A first launched its Cow Campaign ten years ago. Their campaign progression has been a long process; but thankfully due to their patience, it seems all their hard work and dedication to the campaign is beginning to pay off!
Chick-fil-A’s commercial campaigns as of recently has taken on a whole new level of awareness for its company; we can attribute this to its creative marketing strategies and tactics. With its creative and fun-to-watch commercial advertising and growing Facebook fan page, it’s no wonder people are starting to take notice.
Needless to say, their Facebook page is a marketers dream; a plethora of fun images and video, interesting content, and relevant information … and a good amount of engagement to go along with it. They don’t post that often, but when they do, it has an impact.
The Brilliant Marketing Tactic
Here’s is what I especially love about their Cow Campaign that you don’t see very often; yet it’s one of the most powerful ways to connect with people at the emotional level. They’ve taken an animal and humanized it. When you view one of their commercials, you can’t help but relate to the cow as it were another human being with the same level of mental thought process and consciousness.
Add humor to a social message and you just may have a winning formula!
Check it out!
Of course, you can achieve similar results of touching the human emotion using other means; we’ve seen this over and over – albeit it always seem to work particularly well when animals are involved.
You’re probably reading this because you are looking for that one quick fix that’s going to take your marketing from static to sensational.
Sensational marketing. Now that would be something.
I’m here to burst your bubble unfortunately. There isn’t one quick fix.
However, I wouldn’t bring you here if I didn’t have something of value to share, would I?
I spent a big chunk of my marketing career doing. Doing. Doing. Doing!
Initially I was doing it all thinking that was the answer. Eventually I came to realize that sometimes less is more … such was the case when it came to marketing.
As I was marketing my business and those of my clients, I began to realize that sometimes those strategies where producing substandard results.
Sometimes switching strategies worked. Sometimes it didn’t.
For the longest time I couldn’t quite figure out the best marketing strategy “formula”. I streamlined. I immersed. Why were some strategies simply not working or not working as well as I would like?
I got my first aha! moment when I watched a recent keynote speech by author, speaker, and entrepreneur, Gary Vaynerchuk.
In his speech, he talked about marketing in the world that we live in. He stated that getting romantic about your marketing is the easiest way to go out of business.
Just because one method of marketing has worked for you for years, does not mean it will still work for you today.
You have to apply marketing initiatives that your target audience likes and consumes, not necessarily what feels comfortable to you.
You may be thinking, well shouldn’t I use strategies and tactics that I resonate with and understand?
Yes and no.
If you can incorporate those marketing tactics and tools that you enjoy and understand, that would be the ideal situation of course. You’ll most likely stick with it if that is the case.
However if 80% of your target audience uses Vine or Instagram, and you’re not on that platform, you’ll be at a huge disadvantage. Ultimately this may cost you your business.
Here’s a simple solution. If you really can’t wrap your head around using a specific tool or platform, hire someone who can.
If it’s a viable platform or tool, the investment for acquiring leads and clients will outweigh the cost of outsourcing this initiative.
My second breakthrough was even more powerful and profound. It is something I’ve heard before and understood intellectually, but it never truly registered at my core.
It was simply this:
Today I want to write about something that I don’t think gets addressed often enough – how bad habits may be impairing your business (and life).
Often times when we’re struggling in our business it’s usually because of some untold truth or because we’ve taken on some “bad” habits. Quite often we are not even aware of these unproductive habits.
It can be as simple as not keeping on top of our numbers (Been there, done that!) or being inconsistent with our social media marketing (*cough*).
You know it’s very interesting. A lot people complain about social media … ‘they are not seeing the results they expected.’ I often get the all-too-often asked question, “How do I measure the ROI of social media?”
When asked, “How long have you’ve been consistent with the process of social media marketing?,” not surprisingly 80% of the time they respond with “A few weeks.”
Or they tell me that they post a few times a week but there’s really no rhyme or reason with their process and they are not consistent with it.
Just like with anything in life, it’s the long-term actions that create results … But you have to be consistent! You have to post regularly if you want to start seeing results. You also need to be strategic.
And if you’re not seeing results, then maybe it’s time to rethink your strategy or tactics. Each business is unique. Therefore what may work for one business, may not work for another.
The only way to get consistent with a process is by creating a habit out of it. Just like brushing your teeth, it becomes automatic. You do it without putting much thought into it. In the beginning it’s going to take some effort for sure, but as you do it long enough it becomes almost effortless.
What is marketing? Marketing, much like sales, for a long time has been given a bad rap. Mostly I think because people either don’t understand it or they fear it. As a result they don’t market their business or don’t do enough of it.
Let’s define marketing:
According to Merriam Webster dictionary, marketing is “the activities that are involved in making people aware of a company’s products, making sure that the products are available to be bought, etc.”
Simply put, marketing is the process by which you show people how your product, service, or cause can make a difference in their lives! Like sales, it is not something you do to someone, but rather, something you do for them.
I’ve used this example before. Let’s say you went to the doctor for a checkup. Afterwards she gave you a diagnosis that required you to take certain medications. Wouldn’t the natural next step be for her to write a prescription and/or give you direction on what you needed to do next? How would you feel if none were given?
In essence that is what you are doing when you have a product or service that can help someone be happier, healthier, and/or wealthier and you don’t give them the solution by marketing your product or service. If they don’t know what it is you offer, they’ll never get the opportunity to make a decision to choose yes or no to that offer.
There are hundreds, if not thousands, marketing books available that can teach you the basic principles to marketing. At the end of the day, here’s how it works:
Person has a BIG problem/need/desire –> You have the solution
Your job is to hone in on your prospective customers’ problems, frustrations, desires, etc., and how your product or service will either alleviate or accentuate each.
- How can your coaching alleviate their frustrations with not getting enough clients?
- How can your interior design services make someone happier?
- How does your body wrap help someone lose weight and as a result make them feel more confident and happier?
Here a but a few ways to market your business:
- Virtual trainings (teleseminars, telesummits, webinars)
- Direct marketing
- Social media marketing
- Video marketing
- Creating marketing materials (business cards, brochures, etc.)
- Email marketing
- Workshops / Lunch & Learns / Events
- Joining associations/BNI’s
- Press releases
- TV/radio/bill boards
- Media coverage (news, editorials, local publications)
As you can see, there many methods you can use to market your business. Should you do them all? I wouldn’t suggest it! Your job is to try different marketing initiatives, test them along the way, and see which ones work best for your business. Unfortunately not all marketing is created equal. If it were, we’d all be doing the same thing!
Where to Begin with Marketing
Where I’ve had most success when it comes to marketing was not by doing it all, but rather by selecting a few strategies and doing them over and over and over. And when you’re sick of it, do it some more!
You may also find that you may get results using many different methods. This does not mean you should use them all! I wouldn’t recommend spreading yourself thin this way. This is definitely a recipe for disaster – and overwhelm. Take it from someone who’s been there. 😉
I’ve always (and still do) followed the Rule of 3. That is, I do everything in three’s – 3 strategies, 3 tactics, 3 daily priorities, etc. Therefore, I would suggest you take your pick of strategies listed above and start with those. Don’t worry, you’re not married to them. You can change them later on if you like.
However, the key here is to immerse yourself in those three strategies over a period of time and evaluate their effectiveness. Keep doing those strategies that are producing great results and switch out the ones that are producing little to no results.
Here’s an example I’ve shared before on Facebook:
Sure marketing is a process. There’s no quick fix … And if someone tells you differently, I’d suggest you take your checkbook and run the other way – fast!
They key to marketing is:
Pick your process, stick with it for some time and evaluate your results along the way. Be sure to include both offline and online marketing strategies. I’m yet to come across a business/industry that can’t benefit from both types of marketing.
And listen if you’re really getting stuck with marketing, check out my Marketing Deconstruction Session; or at the very least attend a marketing seminar of sorts to gain some more clarity around how to do it effectively. Google ‘Marketing Seminars + [your city]‘ and see what comes up or visit Eventbrite and see what’s listed in your local area.
Study marketing! I heard T. Harv Eker say once that once your business is set up, you should be spending 80% of your time on marketing, sales, and promotion – and only 20% of your time on other stuff such as operations. If you’re hearing this for the first time, I know it can be overwhelming. There might even be a part of you that doesn’t agree.
For me it’s simple. T. Harv Eker is a multi-millionaire many times over and has run many successful businesses. My rule of thumb is this: If I’m going to take advice from anyone, I’m going to take it from someone who is generating a lot more income than me and producing great results in his or her business … And here’s what’s cool. The more I take on advice and strategies from those more successful than me, the more I continue to grow as an individual and professional.
Just saying … 😉
One of the things I wanted to share today is how do you optimize your virtual trainings? I’ve hosted many webinars, teleseminars, and other online training’s over the course of the years. In hindsight, I realized that I had some that had had great turnouts and others not so good.
And I wondered what was the disconnect? Why was I getting good results on some and not others; given the fact that I was using the same strategies to promote those virtual trainings?
When I went back to analyze where the holes were, I realized that in those trainings that I had better results with, I was very specific with what I was going to be teaching; in comparison to the other trainings where I was a bit more general and vague.
In today’s Marketing & Mindset Video Tip I discuss how to make a decision … How do you decide whether or not to move forward with an opportunity? How do we determine if something is an opportunity or a distraction?
We get soooo many marketing messages on any given day – I know I do! I can get up to 100 emails a day. Many of those emails are people and business promoting their products and services to me.
So how do determine which are the ones I act on or not for me … or not for me at this time?
Simple. Ask question!
Let me just say first. There is something to say to being decisive, don’t you agree? But there’s also something to be said about getting all facts first and educating yourself before making a decision. You really have to decide for yourself which is the best course of action.
Yes I get it! Catch 22! You have to decide how to decide!!
1) Is it aligned with your bigger vision in your business?
First if you don’t have a vision, get one stat! Next, is this opportunity going to help you move closer to your vision and goals? If so, great! If not, then it’s probably not a good opportunity for you.
This week’s Marketing & Mindset Video Tip is about what are some of the questions you can ask yourself when you feel you’ve failed something.
We’ve all gone through this at some point in time – when we went through a process and didn’t get the desired result that we wanted or expected.
Something went wrong …
And I think it’s a disservice to ourselves when we don’t take the time to reflect back on what went right and what went wrong – so that we can do things differently the next time around. That is what growth is all about, is it not?
Over the course of time, I’ve come to create a habit of asking myself specific questions after every new process, venture, program, client interaction, etc., I take on, to see how I can continue to improve my desired results.
Here are the questions I’ve used:
- Why did this happen? Why did I get this particular result? For example, did I not promote enough?
- What could I have done differently?
- How can I do it better next time? This is about determining what did go right – and improving upon on it.
- What changes (if any) should I make in my strategies?
- What can I do to improve my planning and preparation?
Today’s Marketing & Mindset Tip is all about building confidence! Specifically I want to talk about the things you can do to build more confidence in yourself when it comes to your business.
When I first started years ago and made the transition from owning an online retail shop to online marketing consulting, in hindsight I lacked a lot of confidence. The reason why I think this, was because it was a challenge for me to share with others what I did and how I could serve them.
The result? Lack of confidence.
Over the course of the years as I’ve continued to grow, I learned a few things along the way that have helped me to build my confidence in my business and stand in integrity with what I do. I know I can provide results for others; and there’s a difference between knowing the path and walking the path.
Here’s what I did:
- I niched myself.
- Stayed in my lane.
- Continued to practice my craft.
Check out the video below as I go more in-depth with these action steps.
In today’s Marketing & Mindset Video Tip I speak about the importance of your name. I think we can all agree that using someone’s name is very important.
Whether meeting someone for the first time or speaking with someone we know well, using their name has always been a great way to make an immediate connection and create a level of intimacy with them.
Yet, I always find it surprising how often we forget to share our own names! I see it all the time. I’ll go to someone’s About page on their website or their social networks and their name is nowhere to be found. Crazy, I know!
I have to get all Magnum PI in trying to figure out how to address them and even then that is an often fruitless pursuit. Until of course, I have to come right out and ask them – that is, if I haven’t just given up by then.
Check out the video below to here my take on the matter…