Monthly Archive for July, 2008

We need people to halt, cease, anything but stop…

Published on July 27, 2008 in advertising, branding and strategy. 0 Comments

Saw this great video below on a Facebook post by my friend, Jason Parmer, owner of design firm, Apparel Studios.

If this video wasn’t so spot on, it’d be funnier. Unfortunately, since I’ve lived on the client side of the fence more than the agency side, I’ve been part of meetings just like these. The group think that comes from everyone trying to cover their own a$$ and make it look like the winning idea was their own kills simple effective marketing.

It will never cease to amaze me that organizations bring in the “expert” outside marketing firm only to second guess and outright direct the final product. If they were capable of producing the deliverable on their own, why go outside in the first place? You don’t tell an architect how to design a stable, functional and attractive structure; you don’t tell the oncologist how to treat cancer; you don’t tell the attorney how to best win your case. Yet everyone thinks they are a designer; everyone thinks they are a world class copy writer.

Now, I cannot put all the blame on the client. A large percentage of the design profession suffers from self esteem issues and cannot seem to stand up for what’s right. They quickly forget that their ability to solve problems is valuable. Too many designers cut their own throat just to get an assignment only to cuss the client all the way through the process–while crossing their fingers for a referral. They’ve never taken the time to understand what makes business work and therefore have a hard time truly communicating with their own client. They complain that “good design is not magic;” then fail to ask enough–or the right–questions to get the answers required to create an exact solution.

Clients respect marketing firms that can prove their point. And designers need enough balls to stand up to the client and say, “This is wrong for these reasons…,”and be willing to walk away if the client won’t listen. Let another schmuck handle it. Go out, proactively market yourself and find clients that value what you bring to the table.

Enough ranting. On with the show… “What if there were no Stop Signs and a Major Corporation was tasked with inventing one.”

I’m loving the Volume Fairy

Published on July 16, 2008 in management, marketing and strategy. 0 Comments

Tom Fishburne is a genius. His cartoons are always spot on.

I see this all too often with clients that are overly dependent on referrals & word of mouth. I’m beginning to believe that the old business adage, “feast or famine,” is simply a signal that the business is poor at marketing their services/product. I know there are seasonal/circular patterns to some businesses, but good marketing helps to offset these normal variances. And marketing done properly (ie. planned, tied to measurements, evaluated, tweaked and relaunched) can become a system to generate predictable results.

For instance, I know that everytime I publish a blog article on Fast Company I’ll get a spike in web traffic. Google Analytics shows me that ~10% of those people sign up for my email newsletter, Client Magnet. Once they are on my newsletter, it typically takes six to eight months for them to call/email me about working together. Publishing articles has become a system for me.

If you’re still counting on the volume fairy, you need to know that generating consistent sales isn’t rocket science. Consistent sales comes from consistent proactive marketing. Pure and simple. You cannot leave it solely up to your word of mouth stream which is too unpredictable from month to month. You may be great at what you (and probably are), but you need to become a better marketer to grow your business.

“I don’t have any friends like that.”

Published on July 14, 2008 in social marketing and social media. 0 Comments

Check out this great video on social networking from IBM. You know the adage; “it’s not the quantity; it’s the quality”…

Just Do It?

Published on July 2, 2008 in Client Magnet Archives, entrepreneur, management and strategy. 0 Comments

We live in a very action-oriented society.

Getting things done, accomplishment, success and winning are valued above almost everything else. When you meet someone new, they first ask you what you do. And we love to tell them.

And I’m no exception. In fact, I feel guilty when I take it easy and am not doing something productive.

What’s wrong with this picture?

What’s wrong is that this primary focus on action is ultimately doomed to failure. It’s a strategy that will not consistently get us what we want. In fact, it can contribute to huge amounts of wasted time, spent energy and unfulfilled dreams.

I’m not saying that action is bad. No, it’s quite essential – in its place. What doesn’t work, what actually hurts us, is a focus on action above all else.

Nike’s iconic motto “Just Do It” is a lie.

Now, I’m not saying that taking it easy is the answer either. This article has nothing to do with finding balance and reducing stress. Although useful, they are not the key to making your dreams come true.

Have you ever noticed that two people can be equally busy in their lives – in their business – and yet one is a lot more successful, more accomplished than the other? I’ve certainly seen this with my clients.

Similar businesses, similar levels of intelligence, but very different results. One consistently produces superior results and the other struggles valiantly only to see their efforts fall short. Both are equally action focused. So why do they get different results (even when using similar methods)?

This really is the proverbial $64,000 question!

The answer to this question is both powerful and elusive. It’s powerful because, if you understand and apply it, it can change your life. It’s elusive because, like the air we breathe, it’s easy to miss.

So let me demonstrate how it works.

I’m going to ask you to do a little exercise: I want you to picture something that you want to accomplish in your business but haven’t yet. Make this as clear as you possibly can. See it, feel it, touch it. Make it completely real.

Then say these words to yourself: “I want….” and then describe what you want as clearly and as concisely as possible. Focus only on this, on nothing else. Take your time until you are clear and specific.

Notice how you feel once you have a higher level of clarity about what you want in your business. Are you more (even if a little) excited, enthusiastic and confident than before? If not, go back and clarify your “want” a little more. Don’t cheat yourself by being vague–get very specific and clear.

Next, take a minute and write down 3 things you can do to make your “want” happen. It could be anything, but again, like your intended result, make your action steps very specific.

Do these action steps seems doable, achievable? Can you easily see yourself doing them and having them lead to your ultimate accomplishment? Are you ready to get started?

OK, that’s the exercise.

If you only read through this exercise quickly, I urge you to go back and actually do it. It only takes a minute or two and can kick start major changes in your business.

  1. Clearly picture something you want to accomplish in your business and concisely articulate what it is.
  2. Notice how you feel (if it’s not more positive, repeat step 1).
  3. Write down three specific action steps.

The secret to effective action is “Clear Intention.” Without clear intention, you’re just going through the motions. You’re putting a plan into action with no direction. And more often than not, you don’t get the results you desire.

I have a pretty good understanding of what you’re going through right now. I’ve noticed that when you tell someone that they haven’t created a strong clear intention, they usually won’t agree with you!

But the proof is in the pudding. When the intention is clear, your feelings are in alignment and the steps you need to take seem both obvious and simple. You automatically move towards realizing the intention you created.

Take a few moments to create a clear intention for your business – what is something you really want to accomplish? Set a clear intention for money – how much do you want to earn and what will you do with it? Set a clear intention for marketing and selling – what projects and clients would you love to have?

Action without clear intention is like a race car without big sticky tires; you’ll feel like you’re moving forward only to look back and realize you’ve been spinning your wheels.

(originally published by Robert Middleton of Action Plan Marketing)