Marketing tips, marketing help and advice

How to avoid arguments with clients or customers

By Jim Connolly | April 11, 2022

how to avoid arguments clients, customer arguments

I was prompted to share this tip with you, after recalling an argument between a business owner and one of his customers. It was noisy, public and lost the business owner at least one customer. As you’ll see, the whole situation could have been avoided. Here’s what happened, along with a valuable business lesson.

First, here’s a quote from the 1936 classic, How to win friends and influence people.

The book’s author, Dale Carnegie, said; “Show respect for the other person’s opinion. Never say, you’re wrong! to them.”

You are right. They are right too. Maybe!

When someone disagrees with us, it’s easy to think that they are wrong. This is especially the case when we truly believe that our opinion is right.

Here’s the thing: It’s entirely possible that their opinion and our opinion are both correct, even when we see things very differently.

For example:

I really dislike the taste of anchovies. In my opinion and in my experience, anchovies taste disgusting.
You may love the taste of anchovies. In your opinion, they taste absolutely delicious.
If we went through a lie detector test, we would both be proven to be telling the truth — even though our answers were 100% different.

That’s the thing about opinions. When an opinion is given as an answer, it’s usually one of dozens, maybe hundreds, of possible correct answers.

How one retailer got it VERY wrong

I was prompted to write this post, after listening to a business owner arguing with one of his customers. The argument took place in a cycling shop.

Here’s what happened.

The customer asked if the retailer stocked a particular brand of tyre. The retailer asked why the customer wanted that brand. The customer explained that in his experience, it was the best on the market. The retailer then insisted the customer was wrong. He even went so far as to get his iPad out and show some negative Amazon.com reviews of the tyre, which the customer asked for.

Incidentally, I would have picked a different brand of tyre than either of those picked by the customer or the shop owner. That’s because depending on our experience with different brands of tyre, we will have formed different opinions.

Anyhow, the customer walked out of the shop, shaking his head in frustration. After the confrontational stance the retailer took, and his raised voice, I doubt the customer will ever return — especially as he now knows he can get the tyre he wants, for less, on Amazon!

The retailer had a smug grin on his face, assuming he’d won the argument. What he’d actually done, was lose a customer by showing zero respect for the customer’s opinion and turning a sales enquiry into a heated argument. I’m not sure any business owner can sustain too many victories like that.

How to avoid arguments with clients, arguments customers,

Turning a difference of opinion into a valuable opportunity

We don’t have to agree with everyone. What we should do, however, is learn to respect their right to their opinion.

Indeed, we can use our difference of opinion as a way to create a useful dialogue. We can even use it to deepen our relationship with customers, clients or contacts.

For example, here’s an effective way to handle a business situation, when your opinion is different from the other person.

Explain that all you’re interested in, is finding the best solution for them. This places both of you on the same side. The difference this makes to the tone of the conversation is huge.
Give the other person the opportunity to say what they want to say, without butting in. By allowing them to get their point across, they will feel less tense and feel more positively toward you, for showing them respect and recognition.
If you believe they’re incorrect or about to make a mistake, you should offer them another perspective. Note: You’re not arguing with them. You’re offering them your perspective based on your experience and expertise.
Then, offer an example of how your suggested approach has worked in the past, for people with similar challenges. This is massively more effective than looking for holes in their position and bombarding them with reasons why they’re wrong.
Ask them what they think… and listen again without butting in.
Because there’s no confrontation, no argument to be won or lost, the other person is free to consider your opinion. They can now agree with you, without losing face.

Does this approach magically win around everyone, whose opinion is different from yours? No.

However, I’ve used this approach since starting my business with huge success. It has gained me many clients and many good friends too. Equally, it has never lost me a client, unlike the kind of confrontational approach, used by the store owner in my example.

Interestingly, I’ve always found this approach to be massively more effective at helping others see things my way, than attacking their opinion.

Respect never gets old

The technologies we use today are very different from those, which were used when Carnegie wrote that best-selling book. However, business is still all about people. Showing respect for others and their opinions, is just as important today as it was in 1936.

Exposed: The productivity pattern

By Jim Connolly | April 7, 2022

Whether you’re a business owner, or running any commercial project, there’s a direct link between your productivity and what you can achieve.

So, what’s the secret behind the most productive and successful people in business?

There isn’t one.

There really isn’t.

Thankfully, there is a very common pattern, though. A pattern, which when followed leads to massively more productivity. And it’s one of the common factors behind the world’s most successful businesspeople.

The productivity pattern

The pattern behind the most productive people looks a lot like this.

They decide exactly what they want to achieve.
Then, they figure out what needs to be done in order to achieve it.
Next, they focus on the most effective way to do it.
Finally, they do it.
They do it even if it isn’t the perfect time, even if their personal life is in a mess, even if they’re tired, even if they’re feeling demotivated, even if they’re scared… they still do it.

That last part is where the vast majority of us stumble. However, some people will absolutely do the last part, but fail to take those first few steps. They discover the hard way, that advance planning is an essential part of any successful business target or goal.

It’s proven to work

The above pattern works in every industry. It works in every kind of economy. It works regardless of our age. And it works whatever our academic record is.

‘It’ works.

But it only works, if we do all the work required, regardless of the hurdles before us. Like they say; when you’re just 1% away from switching a light on… you’re still in the dark.

Do the planning.

Do the work.

And win big.

It’s not easy. However, it’s a pattern for success that has proven to be exceptionally effective. And most of us want our businesses to be commercially successful, rather than just ‘easy’.

How to get immediate marketing results

By Jim Connolly | April 3, 2022

You absolutely can get outstanding, immediate, marketing results and there are many ways to do it. I’m going to share some examples with you right here, right now.

Oh, and none of them require paying for advertisements.

Okay. Let’s do it!

Contents

Immediate marketing results from your website

Improving the call to action messaging on your website will provide you with immediate results.

For example, recently, on my first marketing session with a new client, I suggested a quick improvement. He implemented it during our session. Before the session ended, he was already looking at a higher percentage of people taking the action he required. That’s what I call immediate, measurable marketing results.

And from your email marketing

Improving the subject line on your marketing emails will massively improve your results, from the moment your emails reach your prospective customer’s inbox!

Bonus: You can see equally fast results, if the copy used for your offer in the email content is improved.

Double bonus: Those two improvements will compound when used together, which can result in spectacular marketing results. So, do both!

And from your store

Improving the messaging on your store’s window display can also have an immediate, powerful impact. For example, my friend’s wife owns a lighting store on a local high street. He asked if I could give her a few marketing tips, as things had been a little too quiet lately. One tip took just 5 minutes. I asked for a piece of card and a Sharpie pen. I wrote on the card, and asked if I could place it in her store’s front window.

Before I left, a new customer came in. He said he’d walked past her store lots of times, but ‘for some reason’ he decided to come in today. The marketing results were immediate. A more permanent version of that same message is still there, and still working today.

Those were examples based on improving your existing marketing.

That’s absolutely great.

However, by ALSO introducing new, high-return marketing tactics into your strategy, you can achieve even more. And the possibilities are only limited by your imagination.

Here are some ideas to get you started. In no particular order.

Immediate results from Joint Ventures

The following examples (I could give you dozens), come from just one marketing tactic! I’m referring to Joint Ventures. As you’ll see, when you make them a part of your marketing, and do it correctly, you’ll regularly enjoy immediate, measurable results.

What is a Joint Venture? It’s an agreement between you, and a person or company whose products or services are complimentary and non-conflicting with your own.

What does complimentary and non-conflicting mean? I’ll use my business as an example.

I provide marketing services to business owners and marketing professionals, but I don’t provide web design services.
I could connect with a web designer who builds websites, but doesn’t provide marketing.
I write a newsletter that’s read by business owners and marketing professionals.
The web designer also writes a newsletter that’s read by business owners and marketing professionals.
Each of us could recommend the other in our newsletter, because our services are complimentary.
And because neither of us sells what the other one sells offers, there’s no conflict.
Note: I do not do this. It’s just an example to explain the tactic.

The following examples are designed to explain how to use Joint Ventures (JV’s) in your business.

Look at the process being used, NOT the sector / industry of the example. JV’s are applicable to pretty-much every industry.

JVs provide outstanding results, when used in conjunction with public speaking. Here’s an example. I was contacted by the CMO of an accountancy practice. He wanted help with client acquisition. I suggested they put on a Zoom talk for their clients, and invite someone from a complimentary, non-conflicting company to speak. They identified a company that did business with their exact profile of client. I wrote an email for my client, to introduce the opportunity to the potential JV partner. They agreed to give it a go. Two talks were lined up. Each of them had a chance to speak to the other ones audience. It worked really well. Another example of immediate marketing results.

One of the most popular uses of JV’s, is when YouTubers or podcasters invite other YouTubers or podcasters onto their show. The invited person gains exposure to their host’s audience, which can dramatically, and quickly, increase their own audience numbers. They then do the same for the person who hosted them. Both of them see immediate, measurable marketing results.

Immediate marketing results across the board

Once you understand how JVs work, you see opportunities everywhere.

That’s why you need to forget about the industries I’ve mentioned here and the type of JVs used, and focus only on the process to create high-performance JVs.

When you do, you’ll see how companies that install new windows and doors can do Joint Ventures with home security providers, just by recommending one another. In the same way, veterinarians can do Joint Ventures with artists who specialize in pet portraits, or pet photography. And sales trainers can do Joint Ventures with communication trainers. And tree surgeons with grass cutting companies, and locksmiths with carpenters…

You get the idea.

Immediate results. No paid ads

Notice anything about the examples throughout this article? That’s right! None of them required you to buy advertising. You don’t need to buy the attention of your prospective clients or customers, AND ads are way less effective than the 100 plus tactics I use.

So, get your thinking cap on. With a the right planning and some creativity, you never know what kind of immediate marketing results you too could achieve.

How to make your business the obvious choice

By Jim Connolly | April 1, 2022

marketing creatively, creative marketing

When looking for a new product or service, there’s a lot of choice out there. Sadly, this ocean of choice exists in your industry. Right now, your prospective clients or customers are presented with hundreds (or more) alternatives.

Given the amount of choice, a foundational marketing question you need to ask yourself is this.

There’s a world full of alternative providers. Why should someone pick me, specifically?

By taking time to create a compelling answer to that question, you massively multiply the number of new clients you attract. And the better your answer, the bigger you win.

So don’t rush it. Take time to get it right.

Oh, and when you get it right, and you’re enjoying all those new clients, remember to keep improving your answer. That’s because this is an ongoing marketing task. You see, what was outstanding a year or two ago, isn’t today.

In some industries, what was outstanding 3 months ago is now the norm.

Word of mouth referrals: It’s never been easier

By Jim Connolly | March 30, 2022

word of mouth marketing, Word of mouth referrals, recommendations

Word of mouth recommendations open up an amazing opportunity, for you and your business. If you choose to embrace it, you can have an army of enthusiastic people successfully selling your services.

Without paying them.
Without even asking them.

There’s a little work required on your part. But once it’s done, you’re good to go! You can then watch extremely high quality sales leads / client enquiries roll in. Over and over and over again.

The work?

Get recommendations by word of mouth

It’s actually pretty simple.

I do it daily with clients.

It works like this.

Think of a product or service you’ve used, which impressed you so much, you told your friends. That’s all you need your offering to do. It’s not about reinventing the wheel. It’s just making some adjustments, which stand out in a meaningful way.

This is what gets people telling their friends, associates and social media contacts about you.

People in your industry have already done this very successfully. In fact, there are countless examples from every industry.

It’s how we all prefer to find new restaurants, phone brands, bars, accountants, motorcycles, authors, marketing consultants, lawyers, professional photographers, financial advisers, software products, artists, fashion brands, doctors, … everything.

Seriously, you need to be a part of that list. You need word of mouth recommendations or referrals working for you and your business.

Word of mouth marketing has never worked better

How come?

The power of a recommendation comes from it being third party and independent. In other words, not from someone who works for the provider they’re recommending, or who is being paid to recommend the product or service. Until relatively recently, someone’s ability to reach people about how delighted they are with you, was restricted. Now, social networks allow anyone to instantly tell 50, 500, 5000 or 50,000 people how delighted they are with you.

Let that sink in for a moment and imagine what that would do for you and your business.

Plus, in many cases, these recommendations and wonderful comments about you, are findable by people using search engines. This gives your recommendations an even wider audience and an even longer life cycle!

Get daily word of mouth recommendations

I work with business owners every day, who are enjoying the massive benefits of free, word of mouth recommendations.

You deserve the same.

So take the time to recreate your products or services, so that people want to tell their friends and contacts about you. If you want to do this right, first time, get some expert help.

Either way, do not miss out on this amazing marketing opportunity to grow your business, from wave after wave of word of mouth recommendations and referrals.

Hard to resist or hard to remember?

By Jim Connolly | March 27, 2022

Your prospective customers need to believe that you, your services or your products are exactly what they want. And from the very first moment, they’re looking for hints to help them decide.

That’s why your branding is so important. It’s a pivotal part of what forms their first impression. And first impressions are exceptionally powerful. So powerful that once a first impression has been made, even facts won’t change them.

Whether we like it or not, prospects are already forming their impressions of our products and services.

The brands that have been intentionally designed to create the right impression are hard to resist. The brands that have not, are hard to remember.

How to get massively better results from your advertising

By Jim Connolly | March 26, 2022

Let’s dive right in!

Here are 3 tips to help you get massively better results from your advertising.

1: Discover the media your customers consume

You need to uncover what your prospective customers read, listen to or watch. This will be easier for some of you than others. If, for example, you sell exclusively to a certain industry, it’s easy to identify the most popular media aimed at that industry. The same is true if you sell to a particular community, such as those interested in cycling, cars, boats, cooking, etc.

For those who sell to a less well defined group, you’ll need to talk with your customers. A simple survey will help. Then look for common threads within the survey answers. For example, they may be interested in a wide spread of things, yet a high percentage may be within a certain age group. This would help you find radio, podcasts, blogs, magazines or TV aimed at them… or at least a useful subset of them.

The more targeted you get your advertising, the better. No matter how great your product, service or offer is, people can’t buy from your ad if they don’t see it.

2: Learn how your customers consume media

Next, you need to know how your prospective customers consume their media. This will help you reach the right people, correctly.

For example, radio advertising can be very effective if you want to build brand awareness. However, it will be far less effective if you want to get people to take direct action and call you or visit your website. Many radio consumers listen whilst they drive, are at the gym or are in the shower, etc. In each example, they can’t easily write down a phone number, URL or social media handle.

So, you need to make sure you use the correct form of media, for the kind of ad you want to run. If you choose radio or podcasts for advertising, it’s worth investing in an easy to remember phone number and web address.

3: Do they pay attention to the ads?

Finally, you need to know if people are engaging with the ads.

The Game Informer magazine is read each month by over 7 million people. It’s an American video game publication and it contains lots of advertisements. Here’s the thing: The ads in the magazine actually add to its value. It would be less valuable to the readers if the ads weren’t there. That’s because video game enthusiasts WANT to know about the games, events and hardware being advertised.

Now compare that to websites that pre-run video ads, when you’re trying to read an article. Do these intrusive ads make the site more valuable to the user?

The point I’m making here is that there’s a difference between advertising where people want to hear what you have to say, and advertising where your message is seen as an annoying intrusion.

In closing

Be where your prospective customer’s attention is. If they are paying attention to what you have to say, and your advertisement is well produced, advertising can make you a fortune. So choose wisely.

I’ll finish today, with an insight from the father of modern advertising. David Ogilvy.

“Much of the messy advertising you see on television today is the product of committees. Committees can criticise advertisements, but they should never be allowed to create them.”

It’s completed. On time, as promised!

By Jim Connolly | March 22, 2022

Here’s what our clients want to hear from us.

It’s completed, on time, as promised!

That’s exactly what they hired us to do. It’s also what we agreed to. And by delivering on our promise, we’ve just proven ourself to be a professional.

Here’s what no client wants to hear from us.

A convincing excuse, for why we failed to deliver on our promise.

That’s because no matter how clever, how creative or how sincere our excuse is, they don’t want to hear it. It’s not what they hired us for.

Investing our energy

Some service providers would do well, to put as much energy; thought, creativity and effort, into delivering, as they do when crafting their excuses.

Those who put their energy into delivering as promised enjoy amazing results. Not only do we get paid, we earn the trust of our clients, too. We also get repeat business, client referrals and build a world-class reputation in the marketplace we serve.

Just think. We get all those rewards, simply for focusing our energy correctly. What an opportunity!

How to make your marketing totally unmissable

By Jim Connolly | March 22, 2022

What do the following have in common?

The trailer for a movie, which is part of a franchise you really enjoy.
A radio interview with a musician, whose music you’ve always loved, talking about their new album.
A Facebook post from an author, whose books you collect, announcing their new title.
A newsletter from a brand you like and trust, announcing an exciting new product.

The answer is that they are all examples of marketing you value. Marketing you wouldn’t want to miss. Marketing that doesn’t even feel like marketing.

How to create unmissable marketing

So, what was it that made those marketing examples unmissable?

You gave permission for the marketing message to reach you. You tuned into the TV station or radio channel. You liked them on Facebook. You subscribed to their newsletter.
The product being marketed (movie, album or book etc.), is something you’re interested in.

The key words there are permission and interest.

Here’s why!

Without your permission, the marketer is being a pest. No one wants to be pestered with unsolicited emails, off-target advertising or unrequested social networking messages.

Without your interest, the “offer” is just another annoying, time-wasting, badly targeted sales pitch.

Making YOUR marketing unmissable

Firstly, make sure you only market to people who want what you’re offering.

Secondly, earn their permission.

How?

Here’s a strategy that works:

Think about the brands you have given permission to contact you.
Write them down.
Next, ask yourself why you did it. Why did you subscribe to their YouTube channel, their newsletter or their podcast? Why did you like them on Facebook or connect with them on Linkedin? Why did you ask them to send you their catalogue or email you their updates?
Finally, see what you can learn from their strategy, which you can adapt, to earn the permission of your prospective customers.

It takes more effort to create unmissable marketing. However, it will massively improve your results.

What to do when the economy is terrible

By Jim Connolly | March 18, 2022

There’s a really good chance that wherever you are as you read this, the economic forecast is something between terrible and absolutely terrible.

Although a growing number of businesses are really struggling, others in the exact same industry are thriving. I know, because these thriving businesses are owned by the kind of people who hire me.

Whichever of those groups you are in, my advice to you is the same. You need to do 2 things.

Reflect.
Take action.

Let me explain.

Reflection and action

If we reflect on our current situation, our progress and the direction our business is heading, and discover we’re on course to hit or smash our targets, we need to take action.

We need to retain control of our focus.
We need to fight against complacency.
And we need to carry on doing the right things, correctly.

If we reflect on our current situation, our progress and the direction our business is heading, and discover we’re not on course, we also need to take action.

We need to wake up and accept the urgency of our situation.
We need to decide that more of the same is not an option.
We need to get strategic.
We need to make better decisions.
We need to take better actions.

There are business owners who are already switching between those 2 groups.

Switching groups

Some of those who were doing great got cocky, took their eye off the ball and slipped into the struggling group.

Some of those who were struggling woke up, stopped pretending this would ‘fix itself’, started planning and saw their results catapult them into the thriving group.

In short, regardless of where you and your business fit into this picture, it’s time to reflect and take action. Because when the economy is this screwed, a casual approach causes casualties.

It’s nothing at all, yet it’s everything

By Jim Connolly | March 17, 2022

It’s really nothing at all.

You send a quick email to a contact, whose business is going through a tough time. Just to let them know you’re available if you can assist them in any way.

Except, it isn’t nothing.

It’s everything.

That same person was wondering why no one’s offering to help. They then receive your email. Someone, (you), came through for them when they needed it. They’ll never forget what you did. This remains true, even if they never take you up on your offer.

Why am I sharing this with you?

Simple.

What’s right is right

The right way to treat people remains the right way to treat people; regardless of whether it’s in our personal life or our business life. Just as we would eagerly reach out to assist someone we know personally, we should do the same professionally.

Yes, there’s an well established business case for helping your contacts. It radically improves how they feel about you. And your success depends heavily on the good will and assistance of others. I’ve operated this way since starting my business 27 years ago, and it’s a key factor behind my longevity and accomplishments.

But primarily, it’s just the right thing to do: To treat others the way we would like to be treated.

It’s so easy that it’s nothing at all.

Yet, it’s everything.

Overcome your fear of criticism

By Jim Connolly | March 12, 2022

critics, criticism, jim connolly marketing

Criticism is painful.

How painful?

It’s painful enough to stop us from creating great products and services. It’s painful enough to stop us from marketing them as creatively as we possibly can.

The thing is, almost all criticism comes from people, who aren’t in the market for what we do. It comes from people who were never going to hire us. It comes from people who envy our success.

If you sell premium services, the low price crowd will be critical. It’s too expensive!
If you sell low price services, the premium crowd will be critical. It’s too cheap!
And whatever you sell, there will always be small-minded people who snipe at you. Who do you think you are!?!

NB: You’ll find this article useful “Why people criticise you and how to deal with it, in just 3 steps“.

Criticism is poison

This means we need to wise up. We need to listen to relevant voices. We need to learn from informed voices. We need to appreciate well-intentioned voices. And we need to ignore the rest.

Then… we need to follow the numbers!

Look at what the numbers tell you. Pay attention to your customers and prospective customers. Monitor their interest. Only then will you be free to do your best work. And free to market it the best way you can.

You’ll be amazed how your results improve when you learn how to deal with critics and their poison. It frees you to do your very best work, rather than a diluted version. It enables you to stand out, rather than try to blend in. It gives you and your products or services the visibility that only comes, when you’re truly doing things your way.

Of course, once you do this, the only thing stopping you is ‘you’. That’s both extremely liberating and more than a little scary. However, I work with businesspeople every day who’ve now learned how to overcome the fear of criticism. And the improvement it makes is life-changing.

You can overcome it with the right help

Decide today (yes today) to take action on overcoming your fear of criticism.

Every day and every opportunity you lose because of this needless hurdle, is another day and another opportunity you’ve lost.

List building: How to build a list that builds your business

By Jim Connolly | March 10, 2022

Photo: Shutterstock.

People often ask me for tips on how to build a bigger list. They want more subscribers, more readers, more listeners, more viewers, more followers, etc.

The short answer is simple. It’s this.

Create useful content, which is worthy of people’s attention and make it really easy for them to subscribe.

If you do that, you’ll attract more people and because your content is useful, many of them will subscribe. Think about it. That’s the exact process, which motivated you to subscribe to every list you’re on. Something attracted you, you found it useful, you subscribed.

This begs the question: If the answer is so simple, why is it so darn hard to build a large and valuable list?

Here’s the slightly longer answer.

The advice is simple. The process is tricky

There’s some tricky stuff between you and that massively valuable list you want.

Finding something useful to share, on a regular basis, is tricky. Remember, if you just churn out the same stuff as others in your industry, you won’t attract subscribers or retain them. This means you’ll need to be willing to do some research. You’ll need to become a regular note taker. A collector of ideas. It’s interesting work, but if you’re not already someone who studies and takes notes, it can take a while to transition.

Finding the time to create content is also tricky. You’re already busy, right? Developing content around all that interesting material you have, takes time. That time is easy to justify when you have a huge list. It’s harder to justify, when your hard work is being consumed by just a small number of people. You’ll need to push through the tumbleweed and crickets of the early stages. And I know from personal experience, that can be a real challenge.

Summoning the courage to publish your stuff is also tricky. Why? Because if you do it right, you’ll attract critics. Someone once told me that we have a choice to make. We can either be criticized or be ignored. If we’re being ignored, we’re invisible. That’s not good for any business.

The alternative is to not only expect criticism, but to welcome it as a positive sign that we’re no longer being ignored. Don’t set out to attract critics. Set out to be useful and worthy of attention. But see criticism as an inevitable part of becoming visible and successful.

Note: Here’s why people criticize you and how to deal with it.

Once you know what’s involved, building a valuable list is pretty easy.

And the rewards are huge

Picture this: Just imagine what a difference it would make to your business, if you were in regular contact with thousands of prospective customers. Not via advertising, which is usually seen as an unwelcome interruption. But via a subscription to your content, which people proactively requested because they WANT to hear from you. It’s almost impossible to overstate just how valuable your subscribers are.

The opportunity is amazing. And it’s right in front of you. Right now.

Unbelievable results, unbelievably fast, with unbelievably little effort

By Jim Connolly | March 5, 2022

They’re everywhere: experts, claiming to be able to deliver unbelievable results in unbelievable time with unbelievably little effort.

Don’t believe them!

Growth hacking, business hacking, success systems, tricks and shortcuts are everywhere. Not because they WORK, but because they SELL.

A huge subset of the population wants to believe that they can get rich (thin, healthy) quick. They want to reap the harvest, without planting the seeds and tending the soil. They want the rewards, without the effort. They’re looking for magic – something that breaks the laws of cause and effect.

This is why today, we see the marketplace flooded with online gurus selling the 21st century equivalent of snake oil. It’s well-crafted bullshit. Bullshit designed to press all the right buttons, on those who are looking for unbelievable results. And the hungry marketplace laps it up.

The fastest route to success

The fastest way to get from where you are, to where you want to be, is to take the most direct route. To find out what works and do it. It’s about doing the right things, correctly.

Shortcuts to success are nothing more than costly detours. Be extremely cautious of anyone trying to tell you otherwise.

The marketing tip that’s guaranteed to work, even if it fails

By Jim Connolly | March 1, 2022

A reader emailed me with a good question, followed by a very good question.

It’s about a highly effective strategy I mention often, yet I’ve never previously explained that it’s guaranteed to work, at least to some extent.

He asked: How can I earn the trust of prospective customers, when they don’t already know me?

My reply: Make a big, audacious promise to your marketplace, with a confirmed deadline, then deliver the promise on time.

He then had an even better follow-up question.

He asked: But what if something goes wrong and I deliver after the deadline?

My reply: Well, you’ll have proven to your marketplace that you’re brave enough to set clear, measurable deadlines. In addition, you’ll have proven that you’re honest enough to admit you were late. Whilst also proving that you’re professional and dedicated enough to keep going and deliver, albeit late, rather than quit and fail to deliver at all.

In short, even if things go wrong, you’ll still have proven your; courage, honesty, professionalism and dedication. Those are huge trust-building assets.

If you’ve heard me extol the effectiveness of setting deadlines before, yet been worried about the potential downside, I hope this gives you a clearer understanding.

What are ‘Mini marketing campaigns’ and how do they work?

By Jim Connolly | February 26, 2022

mini Marketing campaign, client referrals

Many of the most effective forms of marketing, don’t feel much like marketing at all. The mini marketing campaigns idea I’m about to share with you, is one such example. I hope you’ll find it as useful as I did, when I initially uncovered it.

Let’s go.

Often, the service we receive is really good. And in fairness, this happens a lot more often than not. The reason we tend not to remember it, is precisely because it happens so frequently. There’s a lot of forgotten, really good service around.

Today’s post is about what happens when we crank things up and offer a service that’s even better than really good. It’s about what happens when we’re providing a level of service that our clients (or customers) WILL remember. A level of service that’s better than it needed to be, which delights our clients and gives them a story to share.

And that’s just the start!

Mini marketing campaigns

When we do more than expected, more than we need to, we transform our client interactions (work flow) into an extremely valuable series of mini marketing campaigns. Each of these campaigns helps us to grow our business on many fronts. And without even knowing it, we’re growing our business on multiple levels all day, every day.

Multiple levels?

Yep.

As you’d expect, when we consistently provide a service where we do more than we need to, it motivates our clients to tell their friends about us.

And that’s great.

But the benefits are way bigger than that!

It deepens our client’s trust in us.
In addition, it vastly increases the value of our services to our clients.
Plus it earns greater loyalty from our clients.
And as a natural consequence, we’re likely to retain them as clients for far, far longer.

And it’s so easy to do

This part may come as a surprise, given the many, huge benefits of this approach. The extra effort required is actually, surprisingly small.

That’s because like every pattern of work, doing more than we need to soon becomes a habit. It becomes our natural way of working. And we don’t need to remind ourselves when something is a habit. In fact, habits can be a lot harder to break than to acquire. (I cover this in more detail here.)

It takes a little while for everything to gel, but think in terms of days or weeks, rather than months. Once it becomes habitual, you’re not even aware you’re doing it.

The effort required is tiny. Because by simply going about your typical working day, you’ll be automatically marketing your services in multiple, valuable ways.

Is YouTube turning business owners into idiots?

By Jim Connolly | February 15, 2022

My client made an interesting point during yesterday’s Pick My Brain session.

“YouTube is turning business owners into idiots”.

She was specifically referring to a client of hers, who now has a major problem after taking terrible advice from a popular business YouTuber’s video. Her wider point is that she and her team are seeing this with increasing regularity.

I haven’t covered this topic with you before, so here’s a quick flyover of how this happens, why this happens and how to avoid it happening to you.

So, how does this happen?

Business owners search for advice, find a video with a massive number of views (or a YouTuber with a huge following), and assume those metrics reflect the quality of advice.

Confidence in the quality of the advice increases, as the results that come closest to the top are usually from YouTubers with lots of nodding fans. Fans who agree with, and add weight to, whatever the YouTuber says.

It’s a very compelling mix.

Why does this happen?

It’s actually pretty simple.

The most viewed business videos on YouTube combine the best optimization practices with the most entertaining content / charismatic presenters.

By getting that balance just right, they can begin to build exposure, which then starts a cycle where their videos rank higher, so they get more views and subscribers – more views and subscribers then helps them rank higher, resulting in more views and subscribers… Repeat.

They’re not necessarily the most accurate business videos on YouTube.

They’re not necessarily the most useful business videos.

And they’re not necessarily from the most trusted sources, either.

What they are, is:

Expertly optimized.
Really interesting to watch.
And fronted by a confident and compelling communicator.

Yes, there are useful business ideas on YouTube. But we need to check (and credential) the source before we invest time or money on ANY kind of business advice. Including advice from YouTube!

Your direction of travel

By Jim Connolly | February 3, 2022

Yesterday morning’s client session started with a BIG announcement.

“Jim, I have to tell you something. As of today, the company has already achieved 45% of our entire 2022 revenue figures!”.

Some important context.

2021 was a record-breaking year for Paul’s company.
Yes, we were just 33 days into 2022.
No, it wasn’t the result of a few huge, unexpected contracts.
However, having worked with Paul’s company since August 2020, this achievement was fully consistent with their direction of travel. It’s exactly where they should be, given their trajectory.

There’s some solid gold here, for you and your business and your direction of travel.

Allow me to explain.

Direction of travel

Every business today is a reflection of what the people who direct that business have done, and failed to do, up to this point. In summer 2020, when Paul’s company hired me, lots of business owners were focused on surviving during the pandemic. Paul and his business partner were focused on a very different goal.

They chose to look at what was possible (rather than focus on what they feared), and thrive. That has set them on course for staggering (potentially life-changing) success in 2022.

Changing YOUR direction in an instant

Your direction of travel changes the moment you pick a big, audacious goal AND put the people, resources and processes in place to achieve it.

Naturally, it works both ways.

Here’s why most small businesses limp along for years and years, stressed and achieving nothing like they could have.

Most small business owners / directors set goals. BUT they lack the guts to invest in the resources required to achieve anything meaningful. In doing so they’re perfectly on course to make a total mess of it.

The coordinates of their direction of travel looks like this:

– They’re not expecting much.

– So, they’re not doing much.

– And are travelling towards nothing much.

They don’t even know why

Very, very few small business owners on that direction of travel have accepted why they’re struggling. They’ll tell themselves the reason they’re spinning their wheels is that they’re in the wrong location, or that things are generally quiet. Others blame their industry – – even though they have local competitors doing great.

Everyone reading this knows for sure, that one day they’ll arrive.

The question is, where?

In short, if you’re unhappy with the way things are going, change your direction of travel. And have the courage to back yourself to achieve it.

How to go viral. In a very special way

By Jim Connolly | January 21, 2022

One of the absolute basics of commerce is this: Business is all about people and the relationships we have with one another. This means there’s a clear marketing argument to be made for investing in people.

Investing in people is easy, too. And as you’ll see, it also sets a process into play that helps everyone. Yes, including you (and your business).

Here are some powerful examples of investing in people, which require very little effort.

We can connect people, who can assist one another or do business together.
We can share resources with people. This can be something as simple as forwarding a useful article or newsletter to them.
We can inspire people, by setting an example with our deeds.
We can give people recognition. A simple thank you or sending a thank you note, can have a significant positive impact on someone.
We can help people to develop or grow, by sharing ideas with them.
We can encourage people. The world already has enough pessimists. People who encourage others are always in short supply.

Investing in the success of others is one of the most rewarding and enjoyable things you can do. It gives you a tremendous sense of contribution.

But that’s not all.

Something wonderful happens

When you invest in others you set a highly positive cycle in place. It’s amazing. Really amazing.

What happens is that a hefty subset of those you invest in, will be motivated to invest in others. And yes, many will reciprocate to you directly. Make no mistake, the act of contribution is viral and highly valued.

Where does the cycle start? It starts with you, my friend.

When does the cycle start? It starts today. If you want it to.