Jim's Marketing Blog

Marketing ideas to help you grow your business

Author: Jim Connolly (page 3 of 191)

25 Reasons to write a business blog

business blog, blogging for business

Without doubt, business blogging is the most powerful and cost effective marketing tool I have ever encountered.

Here are 25 reasons, why I recommend business blogging to you.

  1. Business blogging encourages you to keep learning, so you have something useful to share.
  2. Business blogging can generate regular (daily), targeted business leads. The caveat here, is that you need to learn how to write well and how to market your blog. If you’re prepared to do that, it can improve your business beyond recognition.
  3. Business blogging is the best way to build a huge, targeted, professional network. You don’t need Linkedin or any other network, when thousands of people already know who you are, exactly what you do and how to contact you. Think about that for a moment.
  4. Business blogging allows you to reach people… lots of people, with your message. That’s because blogging scales to infinity. In other words, a post can reach one person or a million people, yet it still takes you the same amount of time to write it.
  5. Business blogging is more fun than watching prime-time TV.
  6. Business blogging is also far more rewarding than watching TV.
  7. Business blogging publicly demonstrates your ability to show up regularly. Reliability is highly valued in business. Just imagine how useful it would be for you, if your marketplace knew you could be relied upon, before they even spoke to you.
  8. Business blogging provides a showcase for your knowledge. This is enormously valuable. People who hire me, know all about my work long before they ever speak with me.
  9. Business blogging increases your professional profile, as new people discover you and your work every day.
  10. Business blogging gives you the best tool on the planet, for building a community or tribe.
  11. Business blogging gives you a voice. If you have something important to say, people will hear you. This is especially the case if you stick with blogging, for long enough to build a large readership. How long does that take? About a week longer than the typical blogger is prepared to invest, before she gives up.
  12. Business blogging inspires people to email you, to say how your work helped them. This is far more rewarding than most people imagine.
  13. Business blogging makes you a more informed reader, as you understand the work and creativity that people put into their written work.
  14. Business blogging causes you to have to regularly dig down deep, really deep, to find something worth sharing. That sounds like hard work, but just as lifting weights builds your physical muscles, digging down deep builds your mental muscles.
  15. Business blogging makes you a better communicator. I’m convinced that regular blogging has improved my communication skills across the board, not just in writing.
  16. Business blogging is a great way to connect with your marketplace. By making it easy for readers to contact you, you open a valuable channel of communication. This provides you with an insight into what your marketplace is thinking… what matters most to them and what they need. This kind of insight is worth a fortune to your business.
  17. Business blogging makes you a lot better at asking questions.
  18. Business blogging also encourages you to question your own opinions, to ensure they stand up to scrutiny and are worthy of your readers.
  19. Business blogging encourages you to regularly do research, increasing your own knowledge base.
  20. Business blogging can get you recognised in the mainstream press, for being named the most influential blog in your class, by the world’s biggest PR company.
  21. Business blogging allows you to build fantastic contacts. My initial contact with my friend Nile Rodgers, started because of something I wrote here on this blog a few years ago.
  22. Business blogging teaches you to look at things from more than one perspective. By writing for others, you need to know what the world looks like, through their eyes.
  23. Business blogging provides you with a creative outlet, which helps you grow as a person. In fact, blogging has been the most powerful professional development tool I have ever used or researched.
  24. Business blogging ensures you remain constantly curious… this is priceless.
  25. Business blogging allows you to build a business asset, which grows in value with every passing week.

How to earn massively more from your business

If you would like to earn more, much more, I have some great news for you.

No one undervalues your time or your work, without your full consent.

Think about it:

  1. You set your fees.
  2. You choose your clients.
  3. You pick which end of the marketplace you serve: the fee sensitive middle or the quality driven top.

The reason this is such great news, is that it means you alone control what you earn. Therefore, earning more (or much, much more) is a choice… a choice you can embrace or ignore.

How to earn more

If you’re unhappy about how much you earn, start by deciding how much you want to earn. It isn’t enough for you to say you want to earn more. That’s too vague. So, write down exactly how much you want to earn.

Then, look at those 3 points above and decide which changes you will need to make.

Of course, the tricky part isn’t deciding what you want to earn. That part is easy. You simply look at the lifestyle you want for your family, then work out what you’d need to earn in order to make that happen.

The tricky part

The tricky part is summoning the courage to make the changes required.

It’s far easier to complain, but stay the same. To hope things will just improve. So, that’s what most small business owners do. However, for those with the courage to leave their comfort zone, the possibilities are endless.

The question is, are you happy with more of the same or do you want something immeasurably better? If you want something better, take one step right now, toward making it a reality!

Here’s a proven way for you to attract great clients

I’m going to share a highly profitable idea with you today. It’s a proven way to attract the best clients, the highest fees and more word of mouth referrals than ever before.

Going premium

Have you considered the huge benefits of offering a new, premium product or premium level of service? Think about it. The bottom and middle of your market is already overcrowded with competitors. However, there is always room, and demand, at the top.

Those providing premium services attract the best clients. I’m talking about the clients who value quality… rather than the fee-sensitive clients who plague the middle and bottom of every marketplace. Premium service providers also charge the highest fees, making their work extremely profitable.

Just think about that for a moment — you get to work with great clients who are happy to pay you for the value you bring.

A remarkable, premium benefit

By charging a premium fee for a premium service, you need fewer clients. However, you still have just as many hours available each working day. This means you have extra time for each client. Extra time you can use, to deliver an exceptional level of service.

That’s the kind of remarkable service your clients love and tell their friends about.

If you want to work with better clients, earn higher fees and attract more word of mouth referrals, explore the premium model.

Some important dates for your diary

When Milton Erickson said, “A goal without a date is just a dream!”, he was right. The date is a deadline. It’s what creates the urgency required, to motivate us to take action.

Setting a date

Here’s a suggestion: Set a completion date for each of the goals and tasks you’re struggling with. It will help you to focus your mind, create urgency and power you over the finish line.

Need some extra help? If you want to increase your motivation even more, share your deadline with people. This multiplies the cost of quitting, by adding public accountability.

The secret to marketing that spreads AND sells!

junk mail

I have a very effective marketing idea to share with you today. You’re going to love this!

I’m going to show you how to create marketing, which people will value and that’s powerful enough to inspire them to hire you or buy from you. It’s based on the work I do with my clients and includes a brief case study, which you can learn from.

So, let’s get started.

Receiving or paying attention?

It starts with understanding that there’s a huge difference between someone receiving your message and someone paying attention to it.

For example, TV viewers are sent targeted marketing messages (commercials) during TV shows. What do most of us do? We fast forward through them or if watching the show in real-time, we go and make a coffee. Just because they send their messages, doesn’t mean we are paying attention.

For your marketing to work, you need to get a great message in front of the right people. In order to get this correct, here’s the key question we need to ask ourselves:

If I stopped my email marketing campaign or I stopped publishing my blog posts, newsletter etc, would people really MISS them?

As a quick look at the marketing you receive every day confirms, for most people the honest answer to that question is NO! We get bombarded with dull, uninspiring sales messages all day and see them as an intrusion, rather than something of value.

Of course, for that tiny minority of small businesses who DO produce marketing, which people genuinely value and would miss if it were to stop, the sky is the limit.

I’m going to share the process required to make this work for your business later in this post.

First, we need to understand why there’s so much dull and ineffective marketing out there.

Dull is cheap. Dull is fast. Dull is simple!

It’s cheap, fast and simple to create dull marketing and get it in front of a lot of people. As a result, there’s no barrier to entry today.

Things were very different a decade ago. Back then, if a small business owner wanted to send a mail shot to 50,000 people, she’d have to spend some serious money.

  • She’d have to cover the cost of the mailing list.
  • Then she would need to pay for all that paper and the printing.
  • Next she would need to pay a company to get the letters folded and inserted into the 50,000 envelopes.
  • Then there’s the huge postage costs for those 50,000 pieces of mail.

All in all, it would cost many thousands. She would need to think long and hard about the value of what she put into those envelopes. Get it wrong and she would pay a hefty price!

Today, everything has changed

That same business owner today can hit 50,000 people using cheap email software and her laptop. It costs just a little of her time. If it fails, maybe tomorrow’s one will work. It’s never been cheaper or easier to push dull, uninspired, poorly thought out, uncreative marketing out the door.

So, that’s exactly what a lot of people are doing. This is why there’s so much junk in your email inbox and on your social networking accounts.

Here’s what you need to do to get it right!

There is an alternative approach I want to share with you, so people welcome your marketing, share it and hire you or buy from you. It requires that you take the exact opposite approach, to 99% of the marketing you see out there. 

It’s about shifting the focus of your marketing, so that it’s primarily of benefit to the people who receive it and secondarily of benefit to you. It’s about producing content (audio, video, blog posts, newsletters, mail shots, flyers, social networking updates etc), which provide independent value to those who receive it. This means they get genuinely valuable or useful information from it, independent of them needing to spend a penny with you.

An example of how this works, based on one of my clients

Imagine you are a dog owner and after a trip to the vet, you subscribe to their dog owner’s newsletter. It gives you tips and ideas, to help you keep your dog healthy, fit and happy. At the bottom of each email are their contact details, so you can call them when you need a vet. You find this free information so useful, that you send it to 10 of your dog-owning friends.

They subscribe and then do the same… then these new subscribers share it too, and on and on it goes. The amazingly valuable, highly-targeted readership grows and grows.

Soon, that vet (a former client of mine) was talking to thousands of local dog owners and positioned themselves in their marketplace, as THE place to take your dog for all its veterinary needs. Their newsletter was eagerly anticipated by it’s readers… yes, people wanted to hear from them and valued what they had to share.

Compare that vet’s approach to the typical marketing messages we see.

  • That vet doesn’t need to run expensive radio ads.
  • They have no need to buy mailing lists.
  • They don’t need to waste valuable hours at networking events.
  • They certainly don’t need to pester people on social networks or ask strangers for recommendations on Linkedin.
  • They don’t need to invest in anything, other than the creativity required to produce a genuinely valuable newsletter, with useful content.

That example shows how a business can grow a massively valuable marketing asset, by sharing real value — rather than pushing unwanted messages. If you invest in creating this kind of value driven marketing, it will improve your business beyond recognition.

In short: Stop pushing predictable marketing at people. Focus on attracting clients instead! This means sharing value, something your marketplace will embrace and share. Soon, you too can have a valuable, growing community of people, who position you in their mind as the obvious choice, when they need the type of service your business provides.

Here’s a Window of Opportunity for you and your business

I’d like to talk with you today about something important, which I haven’t covered previously. It’s about the price you pay, when you’re waiting on other people to make a decision.

All the while you’re waiting on a prospective client or customer to give you their decision, they occupy a significant chunk of your mind. Their indecision can also be a significant cause of stress, as the will-they-or-won’t-they dance is carried out in your mind.

How I solved this problem and how you can too

It’s hard to think with clarity about future plans, when the indecision of others is weighing heavily on your mind. So, it’s important to have a strategy in place to ensure you protect yourself and your business. The strategy I use is based on what I call Windows of Opportunity.

Allow me to explain.

How my Windows of Opportunity work

Whenever a prospective client makes an inquiry about working with me, I open a Window of Opportunity in my diary.

It looks something like this:

  • The Window of Opportunity has a start date and an end date. The end date is based on how much time I am prepared to invest, to take them from a prospective client… to a client.
  • During their Window of Opportunity, I’m committed to providing them with everything they need in order to make the right decision for their business.
  • However, once their Window of Opportunity is closed, if they are still unable to make a decision, I invest my time and focus elsewhere.
  • I also consider their inquiry closed, meaning I no longer factor their decision into my plans moving forward. This helps me retain total clarity regarding my business. It’s hard to make future plans or determine future capacity, when you’re factoring in “potential” income from “potential” clients — many of whom are time wasters.
  • If they reply after this date asking to work with me, and I am still willing to work with them, I have a single, additional conversation with them. They could have had a perfectly good reason for delaying. In such cases I am always happy to provide an additional conversation.

If indecisive prospective clients or time-wasters are taking their toll on you and your business, consider taking control of the situation by working within your own Windows of Opportunity. This will give you the freedom to plan ahead with clarity, rather than the mind-fog that hampers so many hard working small business owners.

Not only will you enjoy clearer thinking and less stress, you will save a huge amount of time too.

The Apple gift that backfired horribly

I’ve often written about the damage that can be caused, when you push your marketing at people. No matter how great your product or service is, how great your offer is or how good your intentions are, people hate having things forced upon them.

Apple learned this recently, with a poorly judged marketing decision to help promote their new iPhones.

The gift that backfired

As part of the launch for Apple’s new iPhone’s, Apple pushed a copy of the new U2 album Songs of Innocence, into 500,000,000 iTunes accounts. Half a billion people found they had purchased the album, without their permission. Although the album was free, the fact it was forced on people resulted in a huge, negative backlash, which has lasted for a week so far.

The resulting bad publicity saw websites around the world, including The BBC, offer advice on how to remove the album from your iTunes account. Then Apple themselves were forced to respond, by providing a page on their website, see above, which showed users how to delete the album they never asked for.

This response by Apple was then reported on, prolonging the bad publicity.

The lesson?

People dislike having what YOU want, forced on them.

Even though the album was free. Even though the album is pretty good. Even though U2 have a large, international fan base and have won more Grammy Awards than any other band in music history, no one asked for the album. The album was pushed at them.

The lesson here is that when you push marketing at people, they push back. Instead, earn permission and act within the expectation of the relationship you have with your audience.

Something to remember when times are tough

When times are tough, it’s easy to feel negative. The thing is, so long as you’re still in the game, still working hard and still working smart, your situation can improve at any moment.

Think about it:

  • You could be one idea away from a life-changing breakthrough.
  • You could be one email away from a great client inquiry.
  • You could be one phone call away from converting an inquiry into your most valuable client ever.
  • You could be one decision away from an amazing opportunity.
  • You could be one conversation away from your largest ever order.
  • You could be one message away from the biggest contract of your life.

These opportunities and many, many others can happen at any time. The world if packed with stories of people who achieved their greatest triumphs, following a period of bitter disappointment.

So, keep on keeping on. Work hard. Work smart. If you need help, get help. If you need to adjust your approach, make the improvements required… but never, ever, ever lose hope.

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