So let me ask you a direct question: What is your business or non-profit doing to not just maintain but grow right now? This isn’t a practical joke. I’m going to jump on my little soapbox with this blog post today because frankly, I’m getting tired of the fear and excuses being made by people from all sectors complaining about the economy, gas prices, inflation, and most of all their sales.
I’m very pragmatic and maybe too direct with clients and in my live seminars (Ten years studying with fellow marketing guru Dan Kennedy does that to you) and fully realize that some industries are being negatively impacted more than others. Airlines, auto and housing immediately come to mind.
I often think and ask myself, were the folks in some of these segments asleep at the wheel or just plain naïve about the changes taking place in their industry? There’s no simple answer to this question, but let me offer up a clue and quick marketing lesson that I hope serves you in the current state of fear we find the economy and many people experiencing.
Brace yourself, I’m about to challenge many of you to think very differently about your primary function in the market. I truly believe that most people have no idea that they’re first and foremost in the marketing business. What do I mean? It’s easy. Regardless of your title, position or what product, service or firm you represent, your mind set should be that of a good marketer.
Good marketers are relentless and always promoting their message in good times and bad regardless of what’s happening with the economy. They protect their mindset carefully and often ignore the doubters who attempt to sabotage or bring them down. You’d be surprised, but their are a few businesses that are actually doing well and sales are up. While they don’t blast it from the rooftops in the village square, they do have one key thing in common that we can ALL learn from.
Many are great at marketing. When times were easier they never became complacent in the sales and marketing functions. When a challenge arose in their industry they were prepared to diversify and capitalize on their particular industries change, but more importantly fear. This is what I describe in my first Mind Capture book as 'offense versus defense' thinking as it relates to sales. Far too many businesses are stuck in defense mode right now. Unless they change their thinking and get good at marketing and see it as an investment and not an expense, they risk losing market share and future growth due to a competitor who turns up the marketing heat when most people are cutting back.
Here are three quick ways to keep your marketing axe sharp and at the ready:
1. Read every day. For example, this blog, bestselling books, magazines, trade publications and other sources of knowledge must be picked up each day. Ignorance is not bliss is the digital age, it’s extinction. Staying current and aware of trends that help your business is a smart strategy and pays many dividends.
2. Listen to or attend seminars. This could be audio podcasts, CD’s or attending live programs. Serious students of success allocate a healthy percentage of their gross income, regardless if their employer reimburses them or not, to ongoing education. I can tell you that I’ve easily spent two to three times more on my continual learning the last 13 years versus what I paid to get a four-year college education. In addition, I would easily estimate that 80-90% of what I learned at the university is outdated. Heck, the Internet was just starting when I turned the tassle of my cap and threw my hat high into the air at the graduation ceremony.
3. Keep a swipe file. This is a common term and business practice in direct marketing circles. What it means is simply keeping a file of great ads, promotions and offers near your work area and on your computer that you can reference when you need inspiration or a great idea. In my opinion, it’s often a huge waste of time to start with a blank slate when creating offers or brainstorming. The world is full of great ideas, templates, and proven promotions that I’d rather review and modify (not outright copy) if it makes sense. Time is precious. Great sales, marketing and promotional ideas are abundant and plentiful.
[ add comment ] | permalink | related link |
( 3 / 1393 )“Video killed the radio star.”
In the digital age of the Internet and real-time communication, using video in your marketing should be a high priority. I’m amazed when I survey live audiences throughout the country and ask how many of them use video in their marketing efforts, and very few hands go up. The power of the adding this powerful visual medium into your ongoing marketing mix is unmatched. Here are often the top two reasons, or excuses, I hear many people give as to why they haven’t added video into their marketing:
1. “We can’t afford to do it.”
2. “We don’t really know how to add it into our current plan.”
I’m going to blow the first reason out of the water right now once and for all. Video has come down to such a ridiculously affordable level with tools such as FlipVideo and YouTube that this excuse no longer exists in my mind. In addition, there’s a ton of talent all around you to help you with getting good video onto your site, blog, DVD’s, etc. not only quickly but also inexpensively. Here are three quick resources to aid you: your kids (I’m not joking), local high school or college students, or a local videographer or web related company. I admit that I use a combination of professional videographers and guerilla video we capture off of our FlipVideo.
Here are five effective ways to use video in your marketing efforts:
#1. Testimonials from happy customers. My favorite use of video is this strategy. Nothing, in my expert opinion, is more believable and valuable in your marketing than a video testimonial of someone describing how you’ve helped or improved their life or situation.
#2. Product demonstration. A picture or video is worth a thousand words. The entire infomercial industry is built on showing the product, lotion, course, etc. or marketing promise delivered to you as visual proof. “But wait there’s more!”
#3. Make an announcement or special update. Written words are still excellent, but a short, compelling video is even better. Why do we have 24 hour news channels? They live off video, pictures, and digital graphics to tell and enhance the story. Here are a few idea starters for you to consider, select and use now or in the future: A short video to explain and show a timely or key announcement, an update related to your business, staff, product launch, special offer, etc.
#4. To welcome and thank people for stopping by your website. A video from the owner, president, or key person within your company thanking someone for visiting your site and explaining why they should stick around is a smart strategy. Again, keep your videos short (think YouTube) in the 2-3 minute range if possible. While some videos require more time due to a complex nature or if educational in nature, most people miss this one. People’s attention spans are getting shorter and shorter and you must get to the point quickly and without rambling on. The enemy isn’t the remote control or TIVO like it is with TV, but distraction and a mouse in the person’s hand that’s ready to move to the next page in the blink of an eye.
#5. For training or education purposes. I’m asked 90% of the time or more by most people that consider hiring me to speak or do custom training the question, “Do you have any video that we can look at?” They’re doing this to see not only what type of speaker/trainer I am, but more importantly what type of content and ideas I share with groups. Another thing to consider is that some people don’t like to read, especially on a computer screen, so leverage video to also address these types of customers and prospects.
[ add comment ] | permalink | related link |
( 3 / 1382 )Update, update, update:
Northwest Airlines is taking the second 'Mind Capture' book to new heights by featuring it during the month of March within their in-flight magazine, WorldTraveler, as their Business Pages selection on page 66.
With the economy being a major challenge, the timing for the book to be selected is not only a high honor but timely for those in search of ways to stand out and get ahead in today's market. We'll have a link up soon from our main webpage in case you miss it or would like to see a copy of the article and share it with others.
We send thank you's to MSP communications too based in Minneapolis for selecting the book!
[ add comment ] | permalink | related link |
( 3 / 1367 )Here's an excerpt from last month's 'Captured Wisdom' offline subscription based newsletter that I wanted to share with my fellow blog readers.
I recently sat down and had the unique opportunity to flip the spotlight on one of the top business writers in my home town. It had taken me over a year of patient follow up to finally get him to say “yes” and I was delighted that he’d let me get into his head. The only condition for our interview was that I not reveal his identity (go figure!) since he wanted to share the no-holds barred, good and bad things he liked and disliked about businesses and non-profits that pitch him with their media releases and story ideas on a non-stop basis.
Now whether you agree with his points or not, this is valuable information and insight from a veteran media pro to keep handy if you’re currently dealing with the press or happen to be at some point in the future.
After two pages of notes and a very interesting 45-minute coffee clutch, I’d like to share with you some of the keen insights from my time with whom I’ll call “Mr. X” and the lessons learned.
Here are his biggest beefs and Top Seven Ways To Quickly End Up on His Blacklist when pitching a potential story or idea for possible media coverage:
1. Be straight with me in an interview and never deceive or argue
2. Don’t substitute your judgment of the news with mine
3. Don’t make the mistake that I’m here to promote your product, service, business or cause
4. Don’t play me against a competing reporter or play favorites
5. Resist overselling a story angle or potential media release to me
6. Don’t ask to read a copy of my article before it’s published
7. Remember, I own the story, not you
While his comments may sound one-sided and heavy handed at first, I want you to go back to a simple rule of economics called supply and demand. Mr. X needs great stories for his customers/readers and he has no shortage of options to pick from. While everyone thinks their story deserves front page coverage, this is often not the case due to circumstances that are often out of your control. Your best shot at success with him is to understand where he comes from and how he likes to be accessed and communicated with. At the end the day, he’s human just like you and me, but he has a lot of influence on what gets covered and what doesn’t.
If you'd like more in-depth strategies to help your organization I highly suggest you request more information on our subscription based print newsletter,A Captured Mind. It also includes a special audio CD on the month interview with top marketer's and agents of positive change. For more information send me an email directly: tony@mindcapturegroup.com.
[ add comment ] | permalink | related link |
( 3 / 1325 )A special and timely update for friends of Mind Capture Group. My good friend Mike Harrison, myself and several other Michigan based thought leaders are uniting for a great day of business and mind building strategies to help turn things around in Michigan this Thursday, February 5th, 2009.
Using conference calling and webinar technology, you can attend this without even leaving your office or home.
Here's a very special offer that I encourage you to read and act upon now that involves getting on board for free that was emailed to me and is not a misprint!
Dear Coaching Michigan Presenters:
A gift is NOW available to you via the generosity of our sponsors- BNI of Michigan & Referral Institute of Michigan
Visit them at: www.coachingmichigan.com/sponsors.htm
I'll be leading a session on Mind Capture marketing from 12-1:00PM EST that day and I encourage you to attend as many webinar sessions as possible.
As an instructor I've been given 10 tickets for my clients and contacts for the February 5th CoachingMichigan event. This gift is made by the special generosity of our sponsors.
Since I'm on the road speaking in Minnesota the next few days I ask that you call or email Mike Harrison, creator of this event, directly to register and get more details. He can be reached at mike@centermarkcoaching.com or via phone at 616-935-9917. Please mention to him that you are a friend of Mind Capture Group.
Let’s change some people’s destinies to help them positively turn things around not only here in Michigan but the rest of the world too!
[ add comment ] | permalink | related link |
( 3 / 1274 )Back Next
Calendar
