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Business development seldom exceeds professional development

July 26, 2020 by Jim Connolly

content marketing

I was just going through some notes I took, following a talk I gave to a group of entrepreneurs. I spotted something, which they found extremely useful on the day. So, I thought I’d share it with you.

It’s based on my answer to a great question. Someone wanted to know why over a thousand articles on my blog are tagged as professional development, when it’s a marketing blog.

Here’s a shortened version of my reply.

The reason I focus so heavily on professional development, is that without it, NONE of the information a business owner receives is of any value to them. I then shared one of the foundations of all business success:

Business development seldom exceeds professional development.

In other words, we can’t give our business something, which we don’t have. Here are a few of the examples I used.

  • We can’t avoid mistakes if we fail to see them coming.
  • We can’t benefit from opportunities if we’re blind to them.
  • We can’t enjoy a bumper crop if we harvest too soon.

I then explained how that’s only 50% of the problem caused by a lack of professional development.

Here’s the other half. And it’s a biggie!

Even if you give a business owner the exact answers they need, if they lack professional development… they’ll ignore it. That’s because when you lack professional development, REAL improvement always, always sounds scary.

It looks like this.

  • Improvement = change.
  • Change = risk.
  • Risk = fear.

Every business starts to grow after it launches. Then, the business reaches a certain point and hits a plateau. Some plateau in the first 12 months. Others don’t plateau for a decade.

And it doesn’t matter! Because it’s what happens when they reach that plateau that makes all the difference.

Business owners tend to fall into one of the following two, broad groups.

Group one

Business owners in this group need additional professional development. They are deliberately targeted by marketers, who exploit the business owners eagerness to grow their business. They entice them with webinars, Facebook Lives, growth-hacking secrets, and countless online training products; all promising “too good to be true” results.

That kind of advice sells. It’s all gain, with no real effort. And those testimonials are always so inspirational. It’s easy money too, because there’s an endless stream of business owners… hoping that THIS motivating promise, MAY finally be the one that works.

Of course, it fails.

It has to fail.

Why?

Because as we know, in business, meaningful improvement only comes after making meaningful improvements (meaningful changes). If you do what you’ve always done, you’ll get what you’ve always got. Business, like everything else in life, works on the law of cause and effect.

Now for some great news.

Group two

Every business owner in this group, (including me), started in group one. Then, at some point, they figured out they were wasting a lot of time and making very little progress. So they jumped ship into group two.

They now insist on expert advice from proven professionals. Professionals who will look at their unique situation and provide the unique roadmap or solutions they need. It’s why business owners in group two thrive.

Think about it. There’s a really good reason why:

  • Literally every successful business owner makes important decisions based on trusted, informed, targeted advice.
  • Literally none of them make important decisions, like how to grow their business, based on the toxic junk that business owners in group one rely on.

That’s why I focus so much of my content on professional development. I try and educate business owners, so they avoid the stress and wheel-spinning of being in group one. I strive to inform business owners who are trying to get the help they need, but looking in the worst possible places.

I hope you found this useful. Moreover, I hope you do something with it.

Filed Under: Blogging, Business Development, General marketing, Professional development

I have some news for you

July 20, 2020 by Jim Connolly

It’s the 12th anniversary of Jim’s Marketing Blog.

But this one is very different from the others.

Previously, I’ve had to think whether to commit my time and money for another year. It’s a big commitment. The time I spend each week creating free content for my readers, significantly reduces the hours I have available for fee-paying clients. And with thousands of pages of content online, the blog would still attract more client enquiries than I need.

However, this year, the decision to carry on was easy.

How easy?

I’d forgotten about the annual renewal decision until literally 20 minutes ago!

The impact of the coronavirus on small and medium-sized business owners, has motivated me more than ever to try and help. I’m working on ideas all the time. My goal is to be as useful as possible, to as many people as possible. The best way I know to do this, is through the free information I provide on the blog and email version of the blog.

So, I plan to be here for at least another year.

By the way, if you want to say hi or just see what I’m up to, you can catch me on Twitter @JimConnolly. Look for the verified tick to ensure it’s me.

Filed Under: Blogging, General marketing

Taste your words before you spit them out

July 10, 2020 by Jim Connolly

taste words spit out, Marketing words power,

Photo: Shutterstock.

One of the best pieces of advice I ever received, was taste your words before you spit them out. The idea is that we should pause and think before we say something to someone, especially if we don’t know them well. It’s easy to be misunderstood otherwise.

The same idea applies to the information we share via the written word. And I’m going to share 2 quick examples with you. One was embarrassing and the other expensive.

After you

Very recently on Twitter, a service provider was forced to rethink the snappy, 2 word profile he created. The profile simply read: After you!

  • His intention with those words, was to suggest that he’s the kind of person who puts others first.
  • He then figured out that people were misunderstanding it to mean he was after them… in pursuit of them or pestering them. That’s not a good look.

There was no real harm done as he had just started the account and had very few followers. So, he switched the profile to something clearer and laughed about it as he told me.

Crushing defeat

The second example is regarding a seminar that had to be cancelled, largely because of the seminar’s title. The crushing defeat seminar was all about how to crush defeat and come out winning. It seems when people saw marketing for the seminar, the title was misunderstood to mean the event was all about defeat that crushes you. A place to feel sorry for yourself. Obviously, that was the exact opposite of the desired impact.

In both of these examples, the problem could have been completely avoided had a little more thought been applied. The first example didn’t cause any real issues. But the second example had been advertised for a week, before he figured out what was happening. Even if the trainer had shown the seminar’s title to some people and asked what it said to them, he’d have been aware of the problem.

Tip

Those examples may seem obvious. But sometimes the errors we make are more subtle and harder for us to spot. That’s why if you’re not an experienced marketer or copywriter, it’s important to think hard and also get some feedback, before you publish a title (The crushing defeat seminar) or strap-line (After you). The same is true of the calls to action you use, the wording on the buttons or tabs on your website, your newsletter title and the name you give to your services, etc.

A great place to start is with marketing you have, which isn’t generating the response rates you need. Sometimes a better name, title or strap-line can make a massive improvement to your results.

Filed Under: Blogging, Copywriting, Email marketing & mail shots, General marketing, Social media marketing

The success multiplier effect: A super powerful way to grow your business

July 7, 2020 by Jim Connolly

marketing multiply

Photo: Shutterstock.

Around 25 years ago, in Greenwich, London, I was introduced to a marketing tactic known (back then) as the success multiplier effect. It’s spectacularly powerful and there are several ways you can benefit from it.

Here’s how it works.

The core idea is extremely simple. If you want a business that grows quickly, design it so that when someone uses your services, they get more value from it if their contacts also use your services.

This was how Facebook grew. Early users asked their friends and family to join, so they could connect. It’s how every hit TV show becomes a hit. The first viewers tell their friends about it, so they can chat about the show with them or share in-jokes, which only fellow viewers would understand, etc.

But what if you already have a business and it doesn’t have the success multiplier effect built in? After all, the vast majority of business owners are in this position. Including me!

One option is to retrofit a success multiplier effect to your business. Retrofitting is tricky and takes creativity, but it’s possible.

However, there’s an easier and extremely popular alternative. It’s also the option I chose.

The success multiplier effect for your business

A second option is to add it to your marketing, rather than your service.

An example of this is the email version of my blog. Someone within a company will subscribe. Then, they forward one of my emails to some of their colleagues, because it’s about an idea the company is interested in. It’s easier for them to get their colleagues on board with an idea I shared, if they’re able to read it too. A subset of those who had the email forward to them will subscribe and do the same. Rinse repeat. This is how I attracted many of my largest clients.

In short, you can bake the success multiplier effect into a new product or service. You can retrofit it to an existing product or service. And you can do as I do, and create marketing with the success multiplier effect built in.

Whichever route you choose, if you get it right the impact it can have on your results is amazing.

Filed Under: Blogging, General marketing

Stop marketing. Replace it with something better

July 1, 2020 by Jim Connolly

better than marketing

Photo: Shutterstock.

If you dislike marketing or simply find it a frustrating waste of time and money, today’s post is especially for you.

Just how frustrating is marketing?

The vast majority of small business owners I’ve spoken to over the past 25 years, work hard. They put a lot of hours in, too. Yet they feel compelled to tell me that when it comes to marketing their products or services, they’re lazy.

And it’s just not true.

So, why do they think they’re being lazy about their marketing?

They regard marketing as being dull (which it is) and pushy (which it is) and irritating (which it is). So they quite understandably try to avoid it.

They see that avoidance as being lazy. However, it’s completely natural to want to avoid things that are dull and irritating. We avoid crap and marketing is a constant source of dull, irritating crap.

Let’s remember.

  • Marketing is responsible for the junk mail and spam that clogs up our inbox.
  • Marketing is behind those unsolicited telemarketing calls that interrupt us at home with our family.
  • Marketing is the reason strangers pester us in the street with flyers.
  • Marketing is responsible for the sales spam that floods social media.
  • Marketing is also responsible for pushy connection requests from salespeople on Linkedin.
  • Marketing is the cause of all those repetitive commercials that ruin every piece of media we consume.

This begs the question: How do you grow your business without marketing?

Drop marketing. Replace it with something better

If you dislike marketing and are not happy with the way your business is growing, it’s time to replace it with something better.

Something that will instinctively feel right.

Something you won’t want to avoid.

Something that’s just a natural extension of the work you do.

Allow me to explain, along with a few examples.

Better than marketing

Imagine you’re walking in the park on a scorching hot day. You didn’t bring enough water and now you’re feeling really, really thirsty. It’s getting warmer. You notice your throat is now dry. Thankfully, you finally spot a sign for ice-cold drinks with an arrow pointing to a small hut. You walk over, buy a bottle of water and eagerly gulp it down. You then buy another bottle for you to enjoy on your journey home. You thank the vendor and head back.

That sign with the arrow, saying ‘ice-cold drinks’ didn’t feel like marketing.

It didn’t pester you, it didn’t bore you, it wasn’t dull and it certainly was not an unwanted interruption. It was exactly what you were looking for. And the vendor just sold a couple of bottles of water to a very happy customer.

Everyone’s happy.

Better than marketing

I recall walking into the study to ask my wife, (Sharon) if she wanted a coffee. I quickly noticed that she was listening to an interview with a musician, whose work she loves. He was talking about his new album and the inspiration behind some of the tracks. Like thousands of other listeners, Sharon was buying the album as he spoke.

That radio interview sure didn’t feel like marketing.

Sharon had been looking forward to the interview all morning. She was listening intently and enthusiastically as the musician spoke. He wasn’t being dull and she was delighted after enjoying his interview and ordering the new album. The musician was happy having had a great interview and probably selling tons of albums. The radio show had just provided a great 30 minutes of entertainment.

Everyone’s happy.

Better than marketing

Just after the passing of Apple CEO Steve Jobs, a pundit made a point that I’d never noticed before. She said that almost every time the public saw him, Steve Jobs was selling us something. I found that interesting, partly because it had never crossed my mind before, despite watching all his Apple presentations. And partly because I’ve spent thousands (and thousands) of dollars on Apple technology.

Those presentations certainly didn’t feel like marketing.

I loved listening to Jobs, so he was never an unwelcome interruption. I found his passion and showmanship infectious. His delivery of information was like a master-class in communications. I’d regarded his presentations as entertaining, must-see ‘events’. I bought Apple products that I’ve enjoyed using and never regretted. Jobs and Apple made a fortune in sales every time he spoke. Apple are now one of the biggest corporations in history.

Everyone’s happy.

Also better than marketing

People like myself, who share our knowledge in a newsletter or blog don’t need to market what we do. People hire us, knowing in advance what to expect. We simply make it easy to contact us and we keep being useful. It’s a joy to share useful ideas. Our audience gets some useful advice. Everyone’s happy.

Talking about joy…

What about those wonderful business owners who bake joy into the very process of doing business with them? They attract customers like moths to a flame. They also retain their customers for longer. These are the happiest business owners and their customers are happy too. Everyone’s happy.

Business doesn’t have to be dull and uninspiring. It’s a choice. A really bad choice, but a choice nonetheless.

With this in mind, there’s an obvious way forward.

Follow your heart and your head

Follow your heart: If you dislike the prescriptive marketing bullshit that’s based around pestering, interrupting and irritating people, please stop. You won’t be very good at it and it will make you miserable.

Follow your head: If you want to thrive, you’ll need to replace bullshit marketing with something better.

The examples I’ve shared are all things that have been baked into the way a business, or person, does business. Natural consequences of their day-to-day workflow. And by default, these are non-prescriptive. I know from the work I do on this with clients every day, that your specific mix must be developed around you, the kind of business you want and your unique personality.

That’s how to grow your business in a way that feels natural and authentic. And it’s how you create a business that thrives for you on every possible level.

Filed Under: Blogging, Business Development, General marketing, Professional development

When the vision pulls you, you don’t have to be pushed

July 1, 2020 by Jim Connolly

when vision pulls, don't need pushed, Steve Jobs vision

One of the most common questions people ask me, is in relation to blogging. Specifically, they want to know how I manage to push myself, to write and publish content as often as I do.

Here’s the answer.

Push or pull?

This quote from the late Steve Jobs answers that question beautifully:

If you are working on something exciting that you really care about, you don’t have to be pushed. The vision pulls you.

— Steve Jobs.

If your vision of blogging is that it’s a necessary evil, you will fail on every metric:

  • You will fail to write as well as you can, because when you work through gritted teeth, it shows.
  • You will fail to show up with new information, often enough.
  • You will fail to engage people.

My blogging vision was different

I saw it as a professional and personal development opportunity. I knew that in order for me to share useful information regularly, I needed to feed my mind with useful information regularly. I quickly found another massive benefit to blogging, which is that writing regularly makes you a better communicator. That’s a huge asset for anyone.

So, even if I failed to attract a commercially valuable reader community, I’d still benefit. Firstly, I’d become far more informed. Secondly, I’d be better able to communicate my ideas than I would have been, had I not written all that content. This made it impossible for me to fail.

If you’re struggling to publish content regularly enough, don’t carry on working through gritted teeth. Change your vision. And then let that vision pull you.

Thankfully, Jobs’ concept works in every area of your life and isn’t limited to content creation.

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

Filed Under: Blogging, Copywriting, Social media marketing

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marketing advice, marketing help Hi! I'm Jim Connolly and I help business owners to make more sales, boost their profits and build amazing businesses. You can find out more here.

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