Jim's Marketing Blog

Marketing ideas to help you grow your business

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Where is the freaking proof?

It has never been easier for anyone to claim anything, now that we can publish whatever we wish on a website or blog.  As a result, our prospective clients want to know if we truly are as good as we say we are.  They want to know if our product will genuinely do what we say it will.  In short, our prospective clients and customers are, quite rightly, looking for proof.

I personally experienced something a couple of days ago, which demonstrates both the importance of proof and the power of an influential person, in changing how people feel about us.

Freaked out!

On Monday, after an evening with Nile Rodgers, I decided to get one of my copies of his autobiography, “Le Freak“, signed.  So, I stood in line with lots of other fans of Nile’s work at his book signing.

Whilst standing in line, a lady from the book store was handing out pieces of paper, so we could write our names down and make it easier for Nile to ensure he didn’t misspell anyone’s name.  When she reached me, I explained that I didn’t need the piece of paper, as I know Nile.  Her look suggested that she wasn’t convinced.  She was, let’s say, a little suspicious.

As I made my way slowly to the front of the line, the lady approached Nile and said; “Apparently you already know this gentleman?”

Nile replied; “Of course I do.  We work together!”

I later discovered that it’s not uncommon for people at events like that, to pretend they know celebrities or industry leaders.  They do it, knowing they will get found out as soon as they get face to face with the famous person, who obviously has no idea who they are.

That’s a huge risk to take, which begs the question…

Why do people fake endorsements from influential people?

It’s simple:  These endorsements are extremely powerful!  People use endorsements from industry leaders or celebrities as a short-cut in their decision making process.  As soon as people believe that you are endorsed by someone they admire and respect, it immediately, massively changes how they feel about you, your product or service.

For instance, when I was stood in line with Nile’s other fans, no one knew who I was because I’m not famous.  As soon as Nile publicly acknowledged me with a hug and a handshake, the people around me started talking to me.  I had strangers asking me what line of work I was in (I don’t look much like a rock star!)  I had strangers asking for my email address and my Twitter name.  Even the lady from the book store, who was so cautious of me earlier, seemed fine as soon as Nile connected with me.

Claims without proof can be toxic!

The power of influence only ignites, when it is verified.  In the above example, not only was the lady from the book store not impressed when I said I knew Nile, it actually put her on guard until she saw proof!  So, if you use testimonials or endorsements in your marketing, especially from influential people or organizations, be prepared to back them up or risk them having the wrong impact.

Quick Tip: One idea I have for proving an endorsement, which I believe could be extremely effective, is for the person offering you the endorsement, to include it on THEIR website, which you link to from your own site.  The endorsement could be on a “hidden but available” page.

A change for the better?

How do you feel about change?

I spent a lot of time walking around the centre of London today.  It’s an area I knew like the back of my hand, before I left to live in the countryside, a decade ago.  Today, I felt like a tourist, in the city where I was born and raised. 

It was a perfect, powerful example of the unstoppable nature of change.

In my experience, we have just 2 options, when it comes to dealing with change:

  1. We can embrace change and work with it, so that the direction of change is predominantly positive and progressive.
  2. We can cling onto the past or at least try to, so that we become a victim of change.  A dinosaur, if you will.

The trouble with change

The status quo is comfortable.  It may not be productive, progressive or exciting, but it is comfortable.  However, I believe that business owners today are experiencing a period, where the pace of change is faster than ever before and it’s still accelerating.  Clinging onto the status quo is no longer a realistic option; if indeed it ever was!

Unless we want to see our client / customer base leave us for more agile competitors, we need to remain relevant.  That means keeping an open mind to new ideas and new opportunities. It means avoiding change just for the sake of change, but accepting that as with life, business is a journey and not a destination.

Talk is cheap in the theatre of business

In the theatre of business, talk is cheap.

I was listening to the radio earlier and heard an online security expert, discussing what he called the theatre of security.  He used the term, to refer to the grand posturing some organisations indulge in regarding online security, without them actually rolling their sleeves up and making their security rock solid.

The theatre of business

That got me thinking about the theatre of business we see every day, where business owners postulate about how amazing they are, with no sign of them actually practising what they preach.

We have all seen them:

  • The SEO experts who have to use email marketing to reach you, because their own SEO doesn’t attract enough inquiries.
  • The company that greets your customer service call, with a string of recorded messages, assuring you “we are doing everything possible to answer your call” – Yeah, other than picking the phone up!
  • The self proclaimed marketing experts, who are so clueless themselves about attracting business inquiries, that they need to pester people for leads at networking events.

Talk is cheap, which is why we need to be mindful of 2 things.

  1. We need to examine the deeds behind a person’s words, before we decide whether to hire them or partner with them, etc.
  2. We need to ensure that our own deeds meet and surpass our words.

Whilst talk is cheap in the theatre of business, intelligent activity can be priceless, because it’s so rare.

Photo: AndyRobertsPhotos

Do you walk the walk?

How often do you take yourself for a good, long walk?

The reason I ask you this, is that the older I become, the stronger my belief is, that the simple act of walking is a massively valuable asset to your mind and body.

Regular readers will know that I get the ideas for most of my blog posts whilst I am walking and that I record the ideas, using a digital audio recorder.  However, the benefits of walking on my mental and physical health and fitness is even more valuable than that.

Walking the walk

When I first discovered personal development, almost 25 years ago, I noticed that many experts extolled the mental and physical benefits of regular, long walks.  Some suggested that the act of having your left arm and right leg moving together (and then your right arm and left leg moving together), somehow gets both sides of the brain flowing.  I’m not  too sure on the science there, but what I am certain of, is the enormous mental benefit of regular walks on my well-being and creativity.

Why am I sharing this with you today?

Walking for strength

Yesterday, I watched a documentary about Nile Rodgers.  Those of us who follow Nile’s work closely, know that he is also a regular walker and walks for miles most days.  In fact, he uses long walks as training, before taking his band, Chic, on tour.  Anyhow, in the documentary, Nile talks about his life, his music and the challenge of being diagnosed with a very aggressive form of cancer.

At one point, Nile describes how he has used walking as a way to become mentally stronger;

“I walk and I walk and I walk, until I get my strength!”

Walking for ideas

I recently had a problem with pain in my lower back and stopped my daily walk for almost 2 weeks.  In that time, I wrote just 4 blog posts (I usually write at least 1 a day, spread across my 3 blogs.)  This week, I started my walking again and am back to my usual problem of having way, way too many ideas to publish.  Today, I have written 5 good posts and published 2.

Will a program of daily walking encourage the muse to visit you more frequently?  I have no idea.  But as walking is free of charge and even a 30 minute daily walk can be of so much mental benefit, why not give it a try?

Photo: Glyn Lowe Photos

The money is not in the list!

The most successful businesses in the world, large and small, have something in common:  They build relationships with their clients on an emotional level and then nurture those relationships.

money is in the listMany small business owners get this wrong.  They use their marketing channels almost exclusively, to send sales messages to the marketplace.  You are more likely to find them on Twitter sending out links to their sales pages, than reaching out to clients and future clients, with help and ideas.  They are so short-sighted that they see social networks simply as a free way to push sales pitches and broadcast.

The money is in the relationships

The enlightened small business owner has figured out that the money is not in “the list.”  The money is in the relationships.  They know that before they can expect the marketplace to care about them or their business, they must first earn that privilege.

  • This means communicating rather than broadcasting.
  • It means understanding that when you refer to your COMMUNITY as your LIST, you have just transformed them from PEOPLE into ITEMS on some database.
  • It means offering your marketplace independently valuable information (like this brief blog post), rather than sales pitches.
  • It means listening.
  • It means understanding, really understanding, that behind every name, handle, photo and avatar, is a fellow human being.
  • It means understanding that you need to play the longer game, if you want to stay in business long term.
  • It means humanizing what needs to be human and automating what needs to be automated AND knowing the difference.
  • It means understanding that the process of giving and receiving starts with giving.

In short:  Business is all about people, so keep it as human as possible.

Photo: davedehetre

Why your hard work isn’t working

One of the hardest things in business, is to accept that your current strategy is taking you nowhere.  When we have invested our time, emotion, money and made a lot of sacrifices in an effort to develop our business, it’s hard to look in the mirror and accept we need a new direction.

The problem with hard work

When we work hard on something, we expect to see results.  With small business owners, if the results are not good enough, the temptation is to work even harder or work longer hours.

In my experience, the reason most small businesses fail is NOT because small business owners are lazy and need to work more and more hours.  The reason they fail, is that they are often working hard, doing the wrong things.

The beauty of gravity

Whether you know what gravity is or not, it still works.  If you flip a coin, it will not hang in mid air, simply because no one explained how gravity works to you.  Those who work hard on developing their business, doing the wrong things, yet expecting to make the progress they desire, may as well wait for a coin to hang in mid air.

Of course, the beauty of gravity is that when we embrace it, we can make it work for us.  By learning how gravity works (like a child learning to walk), we can make progress with it.  Similarly, when you either learn how to improve your strategy or hire someone, who already has the business development answers you need, you can start making the progress you desire.  The biggest challenge, is accepting that your current business development strategy is not working.

The bottom line: If you are not seeing the progress you want from your business and you are already working hard, change your strategy.

Photo: emreterok

Your clients need to hear this!

As a service provider, you have 2 options when it comes to giving the professional advice, which your clients pay you for:

  1. Tell the client what they want to hear.
  2. Tell the client what they need to hear.

Want

When we tell the client what they want to hear, we do them and ourselves a massive disservice.  It may make them feel good momentarily, to be told that their widget is a world beater, but if they hire you for your expertise and you believe their widget is junk, they need to hear it.  Tell them professionally and support your feedback with facts, but tell them.

Need

When we tell the client what they need to hear, we are embracing one of the cornerstones of professionalism; the courage and confidence to communicate what we believe in.  This approach has longevity built into it, because it’s the only way to deliver your true value.  So-called “yes men” and “yes women” have little market value.

As a business owner, when you elect to take the tougher, long term decisions over the easy, short term decisions, you earn the respect and trust of your clients.

Every leader in every field knows this to be true.

Photo: FireChickenTA99

Join me for coffee and a chat on Monday 7th November

Would you like to join me for a coffee and a chat?

I will be at Waterstones, Piccadilly, London on the afternoon of Monday, 7th November and I thought it would be a great opportunity to connect with those of you, who are likely to be in the area.  If you follow me on Twitter via @JimConnolly and would like to meet, let me know.

nile rodgersSo, why am I back in London?

My friend; the inspirational, musical genius Nile Rodgers, will be doing a book signing at Waterstones in Piccadilly, London, on the evening of 7th November.  Nile’s book, Le Freak (an upside down story of family, destiny and disco), chronicles his amazing story, the highs and the lows, from wayward teenager, to co-founder of one the bands that defined disco, Chic.

Meet Nile Rodgers

Having just completed Nile’s amazing book, I can not recommend it highly enough.  If you would like to buy a copy and get it signed by Nile, just come along to Waterstones on 7th November at 7pm and join in the fun.

Regular readers will know that Nile is someone I have mentioned many times here on the blog.  He’s a person I respect enormously, for his attitude, courage and his incredible ongoing list of achievements.

As well as achieving international chart success with Chic, through legendary tracks like Good Times, Le Freak and Dance, Dance, Dance, Nile found time to write We are Family for Sister Sledge and produce Madonna’s Like a Virgin album.  Nile also produced David Bowie’s Let’s Dance album and wrote I’m Coming Out for Diana Ross, as well as producing tracks for; Mick Jagger, Duran Duran, Debbie Harry, INXS, The Thompson Twins, The B52’s and many, many more.

I will be at the signing, which starts at 7pm; so if you are coming along, please let me know via @JimConnolly on Twitter; it would be great to meet with as many of you as possible.

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