January 31st, 2008
By: Shama Hyder
One of the first things I do when I work with a new client is help them get over their "marketing fears." It’s a crucial step when it comes to marketing successfully. Even the most self-confident professionals have a few looming fears in their heart of hearts.
One common fear that I encounter is "fear of success." This fear manifests itself in many ways. Take a look at some of these-
- "If I get too many clients, how will I have time for my family?"
- "What if I get the clients and then mess up?"
- "I will turn into a workaholic"
- "What if I am not as good as I think I am?"
These fears feel very real to the individuals who harbor them. There are many ways to get rid of negative thoughts. One powerful process that I am a big fan of is called The Work. The Work was invented by Byron Katie to help people get rid of their stressful thoughts by a process of simple questioning. It involves taking any stressful thought and turning it around using four questions.
Let’s try it now on a thought related to the fear of success.
Client’s Fear: If I get too many clients, I will turn into a workaholic.
Q1- Is it true?
Client: Yes. My dad was the same way. He built up his business and then turned into a workaholic.
Q2- Can you ABSOLUTELY know it’s true? (Can you ABSOLUTELY know that you will turn into a workaholic if you get too many clients?)
Client: I suppose I have no "absolute" proof because I have never had too many clients. *smirk*
Q3- How do you react when you think that thought? (How do you react when you think you will turn into a workaholic?)
Client- My shoulders start to feel heavy. I can just see my family moving away from me…missing my son’s baseball games, being tired all the time. It’s a feeling of fatigue.
Q4- Who would you be without that thought?
Client- *Laughs* I’d be happier! I guess I wouldn’t be so scared to tell more people what I do. I hold myself back at networking events. I wouldn’t carry the fear of losing my family all the time.
(Now what’s known as the "turnaround" happens. This is where a statement that feels true as or truer than the earlier sentiment replaces the stressful thought.)
One Potential Turnaround: There is no proof that I will turn into a workaholic. I am not like my father. In many ways, I am his complete opposite.
This practice can be applied to any area of life. I find that it’s very helpful in battling marketing fears.
What do you think?
Posted in Leaders with Intuition, Managing Your Business, Marketing Your Business | 1 Comment »
January 27th, 2008
By: Shama Hyder
Another article inspired by the Godin-Meister.
The old way of doing business went something like this-
Come up with Idea–>Edit–>Launch Business
This is the NEW model-
Come up with Idea–>Launch—>Edit—>Launch–>Tweak—>Relaunch
The new paradigm of doing business requires you to be an editor. And not just any editor-but a masterful editor. You have to be able to add to your business on a minute’s notice. How flexible is your business? How flexible are you when it comes to implementing changes and improving your business?
A recent client of mine (a very talented HR Consultant) came to me because no one seemed to be contacting him for his services. He did get a few calls asking if he could find people jobs. He wasn’t too happy because he isn’t a head hunter. I took a look at all his marketing materials (particularly his website) and suggested an overhaul. His website didn’t adequately convey his talents or speak to his target market. I braced myself for the usual "but, I can’t just change everything…can I?" It didn’t come. Instead he said, "You know, I am looking to build this into a million dollar business. If that means I have to rebuild a few things I am in."
I knew at that moment that he would indeed make this into a million dollar business. He was open to change.
How open is your business or organization to change? Is it fluid? If today a client told you that they couldn’t understand how to navigate your website, could you change it? And how fast?
On that note, you may notice that our site has also undergone some changes. Let me know what you think!
Posted in Managing Your Business, Marketing Your Business | 9 Comments »
January 10th, 2008
By: Shama Hyder
Currently, we are working with two clients (both non-profits) who are struggling with the same issue-marketing their intranet. We often think about marketing as an external practice, but it is just as important to market within the organization. Once employees are on board, the entire operation runs easier.
Here is the definition of an intranet according to Webopedia:
A network based on TCP/IP protocols (an internet) belonging to an organization, usually a corporation, accessible only by the organization’s members, employees, or others with authorization. An intranet’s websites look and act just like any other Web sites, but the firewall surrounding an intranet fends off unauthorized access.
Like the Internet itself, intranets are used to share information. Secure intranets are now the fastest-growing segment of the Internet because they are much less expensive to build and manage than private networks based on proprietary protocols.
Both our clients have spent a good amount of time and money on creating an intranet that can allow them to share valuable information within their organization. The problem? Actually getting their members to log on. Here are 5 ways to effectively market your intranet:
1) Make it exclusive- If the intranet becomes a place where exclusive content can be found, members are more likely to log-on. Don’t splash the same content on emails and memos. Let them access it exclusively through the intranet.
2) Make logging on a breeze- We are currently building the intranet site for the American Heart Association. One of our key goals for this site is to keep the login process as simple as possible. We live in hectic times, and if it isn’t simple most people aren’t going to bother taking the time to figure it out.
3) Get user input- Asking is the simplest way to market the intranet. Ask the members who are going to be using the intranet for their input. How can the intranet be made more accessible to them? What features would they like to see? And most importantly-What’s keeping them from using it on a regular basis now?
4) Set-up a rewards program- Subway Sandwiches has an innovative program which rewards franchisees who participate in the online "Subway University" courses. It’s a great way to increase participation and cultivate a healthy competitive spirit within the organization. Figure out a way to reward your members for using the intranet.
5) Give it time- It can be disheartening when you put a lot of effort into a project, and your members aren’t as thrilled about it as you. Give it time. It may take a few months for all the members to get on board and get comfortable with your new intranet. Even if you implement new marketing strategies, have patience with the results.
Posted in Leaders with Intuition, Managing Your Business, Marketing Tools for Your Service Business, Marketing Your Business | 1 Comment »
