Marketing tips, marketing help and advice

7 Essentials for business success

By Jim Connolly | June 1, 2023

In just a few weeks time, we will be half way through the year. So, how’s things? Are you on track to hit or smash your 2023 goals?

If you would like a little help, you’ll find this useful. It’s something I’ve shared with thousands of fellow small business owners over the years. It’s 7 essentials we need to regularly remind ourselves of, if we want to build a successful business.

Don’t wait for permission. You don’t need it, so you’re free to get started.
Don’t wait for inspiration to appear. Command it to appear.
Don’t wait for the right opening. Create it.
Don’t wait for someone to pick you. Pick yourself.
Don’t wait for the perfect time. The time is never perfect.
Don’t wait for the initiative. Take it.
Don’t wait for opportunity to knock. Go and build a door.

All 7 of those essentials can be compressed into 1. It’s simply this: Don’t wait for things to happen. Decide what you want to achieve, then get moving.

That’s the only way to take control of your results and get from where your business is right now, to where you want it to be.

The question is, what exactly are you waiting for?

That isn’t a rhetorical question. If you’re not enjoying the level of success you want, there is definitely something that’s blocking you. This is guaranteed to help you find it. And fast!

There’s a world of opportunity out there, which is yours (yes yours) for the taking. So get moving.

When was the last time you…

By Jim Connolly | May 30, 2023

When was the last time you tested different pricing models?

When was the last time you were contacted by a media outlet, for your professional opinion?

When was the last time you tested a new marketing tactic or strategy?

When was the last time you did something radically different from your competitors?

When was the last time you undertook detailed competitor research, so that you know what you’re actually competing against?

When was the last time you received a great referral from one of your customers?

When was the last time you updated your marketing materials?

When was the last time you took the lead in your industry?

When was the last time you took an idea that’s common and successful in a different industry, and applied it to your business?

When was the last time you seriously challenged one of your long-held business beliefs?

When was the last time you partnered with another business on a project?

When was the last time you updated your business goals and targets?

When was the last time you added a new product or service to your portfolio?

When was the last time you looked for new ways to solve problems, for your customers and prospective customers?

When was the last time you seriously asked yourself, if your business is growing as fast and as profitably as it could be?

When was the last time you saw a significant, sustained increase in profits, and what did you learn from it?

When it’s been too long

If it has been too long since you last did, or experienced, some of the above, now would be a great time to put that right.

Make a list. Then work your way through it. Some of these will be more challenging than others, but all of them are important enough to invest the effort required.

Jim, why have my sales numbers dropped?

By Jim Connolly | May 29, 2023

Have you noticed an unexpected drop in sales or new clients?

If you have, you’re not alone. It’s a challenge, which business owners regularly reach out to me for help with. Their sales numbers are down, but they haven’t changed anything. And they’re looking for answers.

If this is happening to you, or you want to stop it from happening to you, today’s post contains a few of the most common culprits, along with some ideas on what you should do next.

So, what gives? I’ll explain in a moment.

But first… the elephant in the room

The economy is certainly in bad shape. However, it’s in bad shape for all your competitors, too. And as you probably know, there are businesses in every sector, doing massively better than the rest. Many have thrived. I know this, because I’m working with them; making them as compelling and valuable as possible.

Here’s what we know. When times are rough, people think a lot harder before they spend their money or their budgets. They spend it were they see the greatest value. The most compelling provider wins. And they win big.

Now, let’s look at some very common reasons for an unexpected drop in sales.

Advertising roulette

This is becoming a huge problem for small businesses.

Someone is out-bidding you for online ads (GoogleAds, Facebook Ads etc.). So, the prospective clients who would have clicked on your ads are now clicking your competitor’s ads. You can also experience the same drop, if a competitor has created a more compelling ad.

In either case, they get your buyers or client enquiries. In 2023, advertising (buying sales) is a spectacularly risky way to grow a business. It requires constant monitoring, eats into an indeterminate percentage of your yearly profits and is extremely volatile.

Better competition

A new, agile competitor has arrived, or an existing competitor has hired expert marketing help. In either case, your clients and prospects are now being expertly marketed to, with compelling messages that grab their attention and convert them into paying clients.

Consequently, a number of the sales leads or client enquiries that would have been yours, are now theirs.

A well-funded competitor

A well-funded competitor is targeting your clients and prospects, offering very low prices. The competitor usually commits to losing money for between 6-months and 24-months, in order to gain as much market share as possible. They also bank on a number of their competitors going broke. When handled correctly, this strategy can be extremely effective.

Well-funded businesses, ranging from independent coffee shops to international service providers, are increasingly using this ‘last one standing’ approach.

Value proposition jump

A competitor has found a way to significantly increase the value of their products or services. And it’s selling like crazy.

So, even though your quality or range of services is just as good as ever, it’s no longer as compelling, when measured against the newly improved competition.

What’s the answer?

The threats I’ve just shared with you are only a few of the more common ones. The key is to do some research. Identify what’s happening, then put a strategy in place to overcome it.

The best advice here is this: Be proactive.

For example.

Massively reduce or eliminate your reliance on paid advertising. I haven’t spent a penny on advertising since the 1990’s and you don’t need to either. It’s essential that you regain control over getting your sales message out there and acted on.
Don’t wait for an agile competitor to turn up, before you seek to increase your value to the marketplace. Do it now. It’s easy. And you’ll win big. I can usually find 5 ways in as many minutes.
Adapt fully to whatever challenges the economy is throwing at you. When you do, you’ll not only grow your business, you’ll have a bigger slice of the marketplace. Why? Because your fearful competitors will be hiding from reality in their comfort zones. Scared into inaction. Actually, scared stiff.
Get a marketing strategy for your business, which a well-funded competitor can’t penetrate. Then, build a wall of financial security around your business, which a well-funded competitor can’t penetrate. Grow your business. Get stronger financially. Repeat.
Become an engaged observer, so you know exactly what you’re competing against. It’s never been easier. Social media lets you see what your marketplace is saying about your competitors. Competitor websites and competitor social media accounts show you what you’re marketing against.
- Come on. In the past, business owners had to guess. You can just take a look and see what’s going on!

In business, everything happens for a reason. If your sales numbers are down, once you identify why, you can adjust accordingly and turn things around.

This holds true in every economy (including this one) and for every small business owner (including you).

Your future. Your choice. Own it!

By Jim Connolly | May 24, 2023

During periods of rapid change, it’s easy to feel like you have less control over your business results. That’s really not the case.

Just consider for a moment, some of the business decisions you make. Because literally all of them have the power to improve your results, often very dramatically.

Here are a few examples.

You decide what business model you use.
You decide the advice you choose to take, as well as the advice you ignore.
You decide what your commercial priorities are as you go through the day and as you plan for the future.
You decide how to respond, when your plans get derailed.
You decide who to accept as clients.
You decide when to be reactive and when to be proactive.
You decide how to respond to opportunities.
You decide the tasks you will offload to AI.
You decide where to set the bar on your goals and targets.
You decide who to hire.
You decide who to do joint ventures with.
You decide the type of projects you accept.
You decide where to set your prices or fees as well as your payment terms.
You decide who (and what) to place your trust in.

Your choices and your outcomes

Across the board, better choices lead to better outcomes. That’s because your choices determine your direction of travel.

I’m not suggesting for one moment that you can control everything. You obviously can’t.

What I am suggesting, is that you can control your decisions. And thankfully, that gives you a staggeringly high level of control over your future results.

Marketing 101: Do free offers work?

By Jim Connolly | May 23, 2023

marketing, free offers, freebies, lead gen

A lot of people ask me about the marketing effectiveness of free offers or freebies. So today, I have a few ideas and a story to share, to help you make better use of them.

There’s a famous saying, which assures us that when it comes to business, “There’s no such thing as a free lunch”. We’ve been trained to believe that a freebie is seldom really free.

Why should this matter to you?

Allow me to explain.

Is it a free offer or a mutual exchange?

I remember visiting a new coffee shop in my local town. They had signs everywhere offering free WiFi. The guy next to me called one of the staff over. He explained that he wasn’t able to access their free WiFi. He was told that in order to access it, he would need to set up a free account, giving his name, his email address and his postal address. The customer replied, “No way! I thought you said it was free? I already get more than enough spam”.

An awkward conversation followed, with the owner trying to defend their position and the customer saying the free WiFi offer was deliberately misleading. And of course, all this happened in front of the other customers. That negative exchange will have totally changed the customer’s experience.

The impact of a fake free offer will vary from person to person and from situation to situation. But it will be there. And you need to be aware of it, if you refer to mutual exchanges as free offers.

Full disclosure is a must

There is a way to largely mitigate the negative impact of the kind of free offer used by the coffee shop. It’s all about providing full disclosure. If you want people to take some kind of action in return for the offer, make it clear. If you ask for contact details, let people know why, right there, in the same space where you make the free offer.

People respond a lot better, when you’re being open and honest with them. For example, if you ask for their details, tell them what you intend to do with that information. If you don’t plan to sell their information, or send them ads from 3rd parties, tell them. Tell them that you respect their privacy.

Note: This also applies to online lead generation (or lead gen), where people are asked for their personal details in return for some kind of freebie. Also, be aware that there are regulations governing the way you request, capture and store data, etc. These vary from country to country.

A genuinely free offer

If you make a genuinely free offer, (like the one below) with no strings attached, nothing concealed, it creates a much better impression than the previous examples. It also sets you apart from the masses. People will look for the usual disclaimer, but it won’t be there, because there isn’t anythig for you to disclaim. They’ll quickly see that you’re being totally honest with them.

It will instantly improve how they feel about you, your business and the services you provide. It will help you earn their trust. And it will directly, dramatically improve the story they tell their friends.

A great free offer template: The deli counter

If you want a template for the best kind of commercial free offer, look no further than the free samples on a deli counter. It’s simple. And as long as the food is delicious, it’s highly effective. The prospective customer tastes the food ahead of buying it. If they like it enough, they’ll buy it.

In short, you need to be strategic in your use of free offers. Do the research first, based on what your goals are for the offer. And remember that disclosure is extremely important on many levels.

3 Essential things you must tell your prospects

By Jim Connolly | May 22, 2023

Before you pull the trigger on your next marketing effort, here are 3 questions your prospective clients or customers need you to answer.

I’m busy. Why should I give you my attention?
Your competitors all claim to go the extra mile. They all claim to offer a great service. What meaningful reasons are there, for me to risk switching to you from my current provider?
I’ve never done business with you before. Why should I trust you?

By answering all 3 questions clearly and correctly, you can massively improve the effectiveness of your marketing and your sales. You’ll also set yourself apart from the vast majority of your competitors.

You’ll capture attention, create a motivational message and build the trust required, to inspire your marketplace to respond.

A lesson in goal setting from Michelangelo

By Jim Connolly | May 21, 2023

How are your business goals coming along?

As you consider your answer to that question, I’d like you to think about the following. It’s from the genius of Michelangelo.

“The greater danger for most of us lies not in setting our aim too high and falling short; but in setting our aim too low, and achieving our mark.’
Michelangelo.

Puny goals fail to inspire us. And as Michelangelo suggested, even if we achieve them, we’re in danger of achieving nothing of any importance.

When a genius gives that kind of advice, we do well to take heed. Thankfully, Michelangelo provided us with the best way forward. We’re advised that it’s a lot less dangerous to aim high.

This includes.

Setting goals that excite you.
Setting goals that cause you to grow.
Setting goals that are worthy of you.
Setting goals that will lead to a meaningful improvement in your quality of life.
Setting goals that motivate the people around you.

That’s the kind of goal setting, which fuels you with the passion, energy, direction and inspiration you need. That’s the kind of goal setting, which can lead to outstanding results.

That’s also the kind of goal setting, which is used by the most effective people in business. Because it works.

It’s okay. Even Superman struggled with kryptonite

By Jim Connolly | May 20, 2023

Image: Esteban Lopez

Every business owner has weaknesses.

Including you and me.

But that’s okay.

After all, even Superman has kryptonite to contend with. He knows that this mysterious substance weakens or eliminates his super powers. So, he does everything he can to avoid the problems kryptonite causes, and comes out winning.

Business owners differ in 1 important way

Business owners are also aware of their weaker areas. But unlike Superman, they’re often unaware of the serious damage caused.

For example.

The business owner who starts too many sales presentations with an apology for being just a little late, may think it doesn’t matter. They’re unaware that every prospective client who values punctuality will feel very differently about it. The business owner will wonder why their presentation failed, and write the prospect off as a time waster. So the problem persists.
The business owner who avoids making big decisions until the last moment, may think it doesn’t matter. They’re unaware that leaving things until the last minute means they have fewer options open to them. They lose valuable time, end up making worse decisions, and blame the outcome on bad luck. So the problem persists.
The business owner who thinks it’s okay to develop their business as if it was a Do It Yourself hobby, may think it doesn’t matter. They’re unaware that their DIY approach to planning, systems, marketing, legals and financials etc., is making it impossible for them to succeed. The business owner thinks they’re being smart and saving money, when they’re doing the opposite and missing out on a fortune. So the problem persists.
The business owner who does pretty-much what they’re paid for and very little extra, may think it doesn’t matter. They’re unaware that the extra is what makes all the difference. It keeps customers returning and motivates them to recommend you. The business owner who ignores the extra, assumes that their customers just aren’t the kind of people who give referrals. So the problem persists.

And these persistent problems lose them money… persistently.

I recall Jim Rohn telling us that the reason business failure is so common, is that it’s incredibly subtle. The vast majority of businesses tend not to fail overnight, the result of a single, cataclysmic event. It’s the repeated, smaller errors in judgment, which rob them of the success they want.

That’s why it’s critically important to pay attention to what you do and how you do it. Especially in the weaker areas of your business.

Average regularly beats outstanding

By Jim Connolly | May 18, 2023

There’s no doubt about it. There are prospective clients out there who need what your business provides.

That’s a fact!

And there are lots of them, too.

So far, so good!

The challenge comes with the next step.

Your prospective client absolutely needs a new service provider, BUT unless they want to hire you, someone else will get their money.

If you’re not attracting enough new clients, you need to look at how big a want your marketing is creating, compared to your competitors.

How convincing is your value proposition?
How engaging are your various service levels or product bundles?
How compelling is your messaging?
How attractive are your payment terms?
And increasingly important right now, how safe have you made it for people to hire you?

Never assume that just because a service is outstanding, it must be getting its fair share of the market. That’s not how it works. An average provider with outstanding marketing, will beat a outstanding provider with average marketing.

So, motivate your prospects to contact you. Inspire them to become clients. If you think your marketing is already doing this, yet your results are telling you something different, take heed. Follow the numbers. The numbers will lead you in the right direction. Every single time.

Your future is as bright as you think it is

By Jim Connolly | May 16, 2023

I’ve been working with a lot of small business owners, who are prospering mightily right now. Today, I’m going to share a common factor that worked for all of them, and can work equally well for every small business owner reading this.

Yes, including you.

It can be summed up in 2 steps.

1. A shift of focus

We started each time, by helping them to focus on a bright, prosperous future. This sounds obvious, but it absolutely is not! Many small business owners, probably the vast majority, are in survival mode.

The problem with survival mode?

There are many.

The most obvious problem with aiming for survival, is that if you miss your target, you literally fail to survive. Another problem with aiming for survival, is that it’s very hard to succeed in a small business, when your motivation is based on fear. Fear motivation is destructive and exceptionally stressful.

2. A proven plan that they’ve never used before

Once the business owner was focused on knocking it out of the park, we built a clear, simple plan for them to prosper.

Then, we followed the plan.

How?

The small business owner examples I’m sharing with you, all came to me with an urgent need to improve their results. Their industries are all under pressure. Nothing seemed to work. Their sales pipelines and funnels were dry.

So, I used a superfast strategy.

We looked at business ideas from other industries, which are thriving right now. We then adapted them into my client’s small business. Their businesses NOW have a unique proposition to offer prospects. It improves everything. Even though in real terms, they’ve hardly changed! This works in every industry and profession, even the most strictly regulated ones. And it works amazingly fast. I’ve been doing this with clients for decades and I cannot understand why more small business owners aren’t doing it. (Note: That’s just one of the dozens of strategies I use).

Plan for survival and if you hit your survival goal, your ‘prize’ is another year treading water.

Plan to prosper mightily instead. Because your future is as bright as you think it is.