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You’re only as good as your last performance

May 18, 2020 by Jim Connolly

I want to share maybe the most powerful mindset in business with you. Because when you understand it, it boosts your productivity, increases your confidence and supercharges your results.

It’s simply this: “You’re only as good as your last performance”.

Here’s how it works.

Why this mindset is so powerful

By learning from your last performance, your road ahead is always filled with potential. Always filled = never-ending. And never-ending potential is just another way of saying endless potential.

It gets even better!

Because you’re always free to bury an unsuccessful last performance, under a better performance, you can destroy the fear of failure from holding you back.

Here’s an example of how I embrace this mindset.

When I publish a blog post and find it didn’t resonate with my readers, (it bombed) I don’t just leave it there.

I understand that “you’re only as good as your last performance”. So I learn from my last performance, make improvements and replace it with something better.

I check things like the subject, the message, the conclusion, the clarity, and the relevance etc.

My NEW last performance is then an improvement. The previous performance is history. And knowing that if I get it wrong, I can always perform better next time, I’m free to work without fear. That’s huge. Because it’s exactly that kind of fear that holds people back from doing their best work.

In short: This mindset gives you the freedom to produce marketing (or do pretty-much anything), without the fear of failure crushing you.

When you embrace the idea, that each performance is an opportunity to improve, and that a bad performance can be buried under a great one, you’re free to blow the lid off your potential.

You’re only as good as your last performance in business

Here are a few real-world examples, of the way embracing this mindset helps business owners.

If your last public speaking opportunity didn’t go as well as you’d hoped, learn from it and make your next performance better. Because that’s the talk, which people will remember.
If your last newsletter or blog post didn’t generate the results you needed, learn from it and bury it under your next, newly-improved performance. Because that’s the one your readers will remember.
If your last marketing exercise failed to get the results you needed, learn from it. Make the required improvements. Then bask in the success of your newly-improved marketing performance.

As you can see, the idea can be applied extremely widely. This gives it the flexibility to help you in many of the most challenging areas of your business.

Embracing this mindset frees you to give the world a massively better (and always improving) version of you and your work. Oh, and just watch what it does to your results.

Knowing that you’re only as good as your last performance, list some past performances, which you’d love to replace, with better ones. That’s a great place to start.

Tip: If you found this useful, you can get my latest ideas delivered direct to your inbox, for free, right here.

Stay safe.

Why lists dominate marketing. And why you really should use them

May 12, 2020 by Jim Connolly

Photo: Shutterstock.

Ever wondered why so many articles, blog posts, videos and newsletters are based around the idea of a list?

Yes, you’re right. It’s because they’re extremely popular. People love them. And it’s easy to see why.

Lists promise lots of ideas. And fast!

List-based content promises a number of bite-sized ideas or suggestions. And quickly! So when we see “15 Things you really should be doing right now. Yes you. Yes now!“, we’re not expecting an in-depth examination of 15 urgent commercial activities.

No.

We’re expecting ideas. And we hope that at least one of those ideas will help us in some way. If it does, it will repay the 3 or 4 minutes we invested in reading it.

This begs the question my friend: Does your marketing mix contain list-based content?

If not, I suggest you give it a try. Lists are perfect for sharing, which makes them ideal if you want to expand your reach on social networks. New readers who discover your work through list content, will then get the chance to see your more detailed work. Others will follow you on the social networks, where they see your lists shared. Almost all of my most shared blog posts are lists.

Lists can also be very powerful, when it comes to increasing your email marketing open rates. Email marketing that has a list in the subject line, can result in massively increased open rates.

Here’s why.

Most small business owners are not expert copywriters. As such, the subject lines they use for their email marketing tend to under-perform. And poorly written subject lines result in low open rates. This means no matter how good their marketing message is, very few people will see it.

Using an average list title as the subject line of a marketing email, will always, always out-perform an average, regular subject line.

So, should you focus exclusively on lists?

No.

No you shouldn’t.

Seriously.

Don’t!

Allow me to explain.

True, there are YouTubers making a fortune from creating only list-based videos. And yes, there are sites that attract millions of page views, who rely very heavily on list-based content. The business model behind both of these examples is primarily advertising. If your business sells ads, keep churning out the lists.

However, for every other kind of business, relying exclusively on lists is a bad idea. And they should be used sparingly.

For example, I could have written this post as a list.

It would have taken me a lot less time to write.
It would have been shared a lot more on social networks.
And the email version of the post would have been opened by a lot more people.

However, I wanted to dig a little deeper into one thing… the marketing effectiveness of lists. I didn’t want to weaken that focus with “10 Reasons why lists dominate the internet”.

Going a little deeper

Sometimes, you need to offer more substance around one subject. Other times, an issue could be impacting your readers and you need to address it. And there are times when you want to share one really useful idea, which wouldn’t work if you broke it down into a list of sub-ideas.

In short, the surface-level approach that makes lists so popular, renders them ineffective for anything that requires depth.

So mix it up.

If you haven’t already used list-based blog posts, articles, videos, podcasts or newsletters, give it a go. Experiment. Test different types of list. Measure the feedback. Check things (metrics) including; sales, client enquiries, open rates, social shares and new subscribers, etc.

Because you could be missing out on a huge opportunity.

Mistakes, birthdays and billionaires

February 24, 2020 by Jim Connolly

Photo: Shutterstock.

I have an idea to share with you today, from a weird combination of sources. It involves mistakes, birthdays and billionaires.

My friend Amy has a landmark birthday today. One of those birthdays with a zero at the end. She said she was now “officially old” and that it’s the first time she’s not felt like celebrating a birthday.

I offered her another way to look at things, as she was clearly feeling down.

Imagine you’re just a penny away from becoming a billionaire. Nothing really changes on the day you earn that final penny. You were already pretty-much a billionaire and probably extremely wealthy for decades. You may feel different now you have that extra penny, but you’re just a penny richer than the day before. That’s all.
Landmark birthdays work the same way. You may feel very different. In reality, you’re just a day older than yesterday. That’s all.

What does this kind of thinking have to do with business?

Every year in business, you make countless decisions, have thousands of conversations, give numerous presentations and send lots of proposals… it’s an almost endless stream of activity.

When you make a poor decision, it’s just one decision.
When you have an unproductive conversation, it’s just one conversation.
When your proposal is rejected, it’s just one proposal.
When a meeting doesn’t go the way you want it to, it’s just one meeting.

In the same way as the final penny doesn’t make you rich, and the day your age has a zero on the end doesn’t make you old, a negative commercial outcome must be seen in context.

When you make a poor decision, learn from it and make better future decisions.
When you have an unproductive conversation, unpack it and make the next one more productive.
When your proposal is rejected, look for ways to make the next one stronger.
When a meeting doesn’t go the way you want it to, review what happened and improve.

A recent failure does not define us as failures. The last penny doesn’t make us rich. And I hope Amy now has a very happy 20th birthday.

Frequency

January 15, 2020 by Jim Connolly

Photo: Shutterstock.

Here’s a quick idea, to help you attract the attention of prospective clients AND motivate them to hire you and recommend you. It’s all about one word. Frequency.

Allow me to explain.

I was prompted to write this after 2 emails I received.

The first was from a long time reader (Sophie). Sophie got in touch to find out why I hadn’t published quite as many posts recently.
The second email was from a former reader. He emailed to say he’d unsubscribed from the blog, because I publish too often.

Here’s what this has to do with growing your business.

Frequency

Clearly, I’ll never be able to keep everyone happy with the frequency of my posts. For some it will be too little and for others, it will be too much. If I keep Sophie happy, I lose Rick. If I keep Rick happy, I lose Sophie.

So, here’s what I do.

Rather than try and get the frequency right for everyone, I use a different kind of frequency. A frequency that works. Every. Single. Time!

More importantly, it’s the kind of frequency, which YOU can use to attract more clients or customers and build your business.

The other type of frequency

There’s another kind of frequency. The kind radios use. If you tune your radio into the same frequency as a radio station, you receive their signal. You’re (literally) on the same wavelength as them.

When you’re on the same wavelength as your marketplace, you’re in harmony with them. And they’re in harmony with you. Sophie and I are on the same wavelength. If you’re a long time reader, you and I are on the same wavelength, too.

In short: I write for you and Sophie.

Now, that won’t be the right frequency for everyone. But I don’t write for everyone. And there’s a very good reason why. It turns out you can’t keep everyone happy. And the harder you try, the weaker your signal becomes. Before you know it, no one’s on your wavelength.

Though I used the example of blogging for this post, the exact same strategy works for every kind of marketing.

Supercharge your marketing

If your marketing isn’t resonating with your marketplace, it’s entirely possible your signal is too weak. This happens when you try to be relevant to as many people as possible.

By being vaguely relevant to as many people as possible, you become directly relevant to no one. And it’s only directly relevant marketing messages that motivate people to take action.

So pick a frequency. Shun the masses. Embrace the community you wish to serve. Focus on them, their needs and their wants. Be generous. And be generous as often as you can.

Pretty soon, you will have a community of people on your wavelength.

People who will value what you do.
People who will miss you when you’re not there.
People who will hire you.
People who will recommend you.
People who will talk about you.

Just imagine how valuable that would be for your business in 2020.

How to protect your business from damaging advice

January 8, 2020 by Jim Connolly

Photo: Shutterstock.

In life there are certain people who you absolutely need to avoid. The same is true in business.

Some are easy to spot

The web designer whose website is a piece of crap.
The marketing expert, who embarrassingly needs to attend networking groups because their own marketing doesn’t work.
The business guru who claims to be in high demand, yet offers free consultations.
The copywriter whose content is poorly-written and lacks impact.
The leadership expert who’s just like all the other leadership experts. (Think about that for a moment).

Others are trickier to spot

The social media guru, who used tricks to attract half a million followers.
The accountant who understands numbers, but can’t clearly explain what they mean to their client’s business.
The strategist whose own strategy is failing.
The business development coach who has never built a successful business of their own.

Protect your business from bad advice

The personal recommendation of a trusted friend is usually the least risky way to find an expert provider. Just make sure the friend has recent, first-hand experience of the quality of the provider’s work.

Another option is to find someone, whose work you’re already familiar with. For example, if you subscribe to a provider’s Podcast, YouTube channel, blog or newsletter and they regularly share useful information, they’re giving you some powerful clues.

The fact they have turned up consistently, demonstrates a degree of reliability. This is especially the case if they have many years worth of material available.
You get to experience first hand, how knowledgeable they are from the quality of information they provide.
In addition, you’ll know in advance if they share information with the clarity you need.
You also gain an insight into their personality, which can help you determine if they’re the kind of person you work best with.

With an attractive looking website and some testimonials, anyone can claim to be an expert at anything. And that’s why we, as business owners, need to look deeper. Because the cost of hiring a bad business provider is far, far higher than their fee.

Content Marketing: Use short sentences. Here’s why!

January 2, 2020 by Jim Connolly

Photo: Shutterstock.

Here’s a quick copywriting tip, to help you improve your content marketing results.

Your prospective clients prefer to read short sentences. This is especially true when explaining detailed information. For example, how your service works.

I’m not suggesting you use fewer words than required. Far from it! Use as many words per sentence as you need. Don’t remove a single, necessary word. Just don’t use more words than you need.

Why is that Jim? Because from a marketing perspective, long sentences lack impact and clarity. Those are essential components of effective marketing.

Tip: One way to shorten content, without losing anything important, is to remove extraneous words. Look at the 2 examples below.

People should exercise on a daily basis.
People should exercise daily.
We have no news at this point in time.
We have no news currently.

A whole story in just 6 words!

It’s amazing what can be achieved using fewer words. Ernest Hemingway once wrote a story in just 6 words. It’s a powerful story, too.

“For sale. Baby shoes. Never worn”.

Inspired by Hemingway’s brevity, look for opportunities to keep your sentences as short as required. Aim for clarity. Remove the fluff. And keep sentences confined to one thought.

It’s not as simple as it sounds. But your prospective clients (and your business), will appreciate the additional effort.