June 8th, 2008
Colleague, Michael Port, published this excellent story in his eZine today. I just knew I had to share it with you!
One day, there was a blind man sitting on the steps of a building with a hat by his feet and a sign that read: ‘I am blind, please help.’
A marketer was walking by and stopped to observe. He saw that the blind man had only a few coins in his hat. He dropped in more coins and, without asking for permission, took the sign and rewrote it.
He returned the sign to the blind man and left. That afternoon the marketer returned to the blind man and noticed that his hat was full of bills and coins.
The blind man recognized his footsteps and asked if it was he who had rewritten his sign and wanted to know what he had written on it.
The marketer responded: “Nothing that was not true. I just wrote the message a little differently.” He smiled and went on his way.
The new sign read: Today is Spring and I cannot see it.
Sometimes we need to change our strategy. If we always do what we’ve always done, we’ll always get what we’ve always gotten.
Posted in Marketing Your Business | 4 Comments »
May 5th, 2008
1) Consumers are NOT Tired of Information. In fact, they are out looking for it on a daily basis. The main difference? They want it on their terms: when they want it and how they want it. So, seek permission and keep in touch. You never know when they may need your services!
2) Define and Focus- In a world full of grays, you have to be the red. Sharpen your marketing message, keep sight of your focus, and walk a straight line. Your clients and prospects don’t have time for wishy-washy. Stay sharp in all that you do.
3) Remember the Two I’s.- Internet and Interaction. They have to go together. Your personal interactions should be a reflection of your online image. This is the TRUE brand experience.
4) Involve the Client- Client engagement is key. Keep them involved in all that you do, even if the project doesn’t require their direct attention. Training and educating the client is just as important as the work that you do.
5) Design and Edit- Designers and editors will rule the world. Cultivate the editor and designer within you. Editor- because to succeed in business you have become the ultimate tweaking machine. Designer-the packaging matters just as much as the service.
6) Customization is King- Web 2.0 is all about customization. Let clients pick what works for them. Give them choices. My articles are available through the blog, through eZines, and occasionally-other sites.
7) Power is Out. Community is In.- Empires are overrated. You can’t run an ad on TV, build a few factories, and start bringing in the profits. It’s not about size. It’s about community. It’s about key clients who turn around and tell the world about you. It’s about passionate bloggers who are happy to write rave reviews. It’s about service.
Think Benji- That’s short for Benjamin Franklin. He would be the perfect entrepreneur for our times. He understood the power of building up a community, always investing in himself, and most importantly…publishing. In Academia, they call this the "Publish or Perish Syndrome." Believe it or not, all businesses are publishers. Some are good, others not so much. Emulate Benjamin Franklin when it comes to your business.
9) Tactics without Strategy is Worthless.- You don’t need an eZine or a blog or an account on Facebook or Twitter…or anything else…if you don’t have a strategy to go with it. All of the above are tactics. But, what’s the strategy? How do you turn strangers into prospects, and prospects into clients?
10) Learn from Others- We all have our own gifts and talents. Use your own and leverage the rest from others. This is a winning combination.
Posted in Marketing Your Business | 3 Comments »
April 15th, 2008
by Shama Hyder
Yes, this defies conventional wisdom. But it also saves an immense amount of time and weeds out prospects who aren’t serious. How do you go about doing this?
1) Redefine Proposal- Alan Weiss, super consultant, says "Proposals are meant to be a summation, not an exploration." If a client asks for a proposal, use this quote! Tell them you will be happy to provide a document summing up items already discussed, but don’t see the need for a full proposal. I have never had a client ask for more.
2) Submit a 1 page Summary Instead- Swap proposals for one page summaries. You can do it in bullet points. Just be sure to include objectives, price points, and a list of deliverables. You will never go back to doing proposals again.
3) Don’t use a proposal to sell- This is key when it comes to getting away with doing proposals. Don’t use them as a selling tool. This is worth repeating: Don’t use proposals as a selling tool. Sell over the phone or in person and then use a one page summary to recap the sealed deal.
Posted in Marketing Your Business, Pricing Services and Selling | 5 Comments »
