A Simple But Powerful Way to Stay “On Track”

Posted by AndyM on November 30, 2009 under Business Growth | Be the First to Comment

Isn’t funny that so many powerful tools boil down to just a few simple concepts.  I am constantly reading books on business, leadership, self-improvement and the like.  At least for me, the most profound insights are the ones that make you go “duh — why didn’t I think of that?” 

It may sound backwards, but I submit that it is relatively EASY to pick something — a topic — and “discover” something unique by drilling down into incredible detail.  Decide to study some particular kind of insect and spend all of your life on that subject, and I would guess you have a good chance of finding SOMETHING no one else has found.  A unique species, recognition of a certain thing existing species do, catching some never-before-seen event on tape, SOMETHING.

I am not belittling people who operate in the realm of details by any means.  But I submit that it is HARDER to find or create something unique, powerful, and useful on a BROAD scale.  The idea below is one that I don’t think I can take full credit for, so I will err on the side of precaution (and not tout it to the world as “mine”).  I am not sure where the idea came from, but I would bet it is the amalgamation of tips I’ve read and a little of my own secret sauce.

A Simple, Yet Powerful, Way to Stay “On Track”
One of the ways I help my clients be more successful is to act as an “accountability partner.”  It is not just a matter of being a nag…that’s no fun for anyone.  It is a function of helping my clients devote more time and attention on the actions that will move them toward their business goals, and less time and attention on the other stuff.  Here is a tip for doing just that:

1. On a monthly basis, remind yourself of what the “end game” of any of your big projects is.  What will being “done” look like?  You may find that you’ve begun working on stuff that is nowhere in the final picture, so is a waste of time.  I call this the “where are we going?” question.
2. After you refresh your memory about the end game, ask yourself another question — why are we shooting for this goal?  Will it help you provide better service to your existing clients? reach a new market segment with your message? improve employee morale?  Why are you spending time, money and energy on this project?
3. With refreshed clarity on the goal and the purpose it will serve you, your clients, or employees, it’s time to look at your actions.  What do you need to do now to take the next step toward the end goal?  In the words of one of my favorite authors, David Allen, “what is the next action?”

Simple stuff I realize, but regular application of such simple techniques will take you and your business to places you never thought possible.  Where are we going, why are we shooting for this goal, and what is the next action.

Generate and Convert

Posted by AndyM on November 5, 2009 under Business Growth | Read the First Comment

Why is this the “last” step? Well, it is the place in your marketing where you are most likely writing checks, PLUS you have to wait the longest to realize the results. It is best to maximize the benefit of generating new leads by having your “customer-maximizing” house in order.

I’ve put these two topics together because generating leads and converting them are inextricably tied together — one step naturally leads to the next.

Components of your marketing strategy:

• A well-defined target: geographics (where they are), demographics (who they are), and psychographics (why the buy — the emotional appeals that relate to the benefit you can provide)
• Your Unique Comparative Advantage: a good description of the problem you solve or benefit you provide and how/why your product or service is uniquely capable of delivering on the solution your target audience needs (we have a formula for developing a powerful UCA)
• Contact methods: the “portfolio” of media you use to contact those in your target audience at the right time, given the benefit you deliver
• The message: an attention-getting and compelling message that exposes the pain — the deficit your prospect is experiencing because they lack your solution
• The offer: the natural, “no-brainer” step toward a solution for your client that you make easily available to them by simply contacting you.
• The follow-through: your multi-step plan to capture their contact information and nurture the initial interest into a burning desire to meet with you, test your product, order it, agree to your pilot program, etc.