Jim's Marketing Blog

Marketing tips and ideas to help you grow your business

Steve Jobs, Einstein and the power of focus

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If you’d like greater clarity, more energy and dramatically improved results, you’ll find the following ideas really useful. It’s all about how to harness the power of focus.

It starts with something that seldom gets mentioned, yet is critically important.

It’s simply this: One of the fastest ways to massively improve your success rate, is to give your full focus to as few projects as possible.

steve jobs, power of focus, einstein

Photo: Shutterstock

Why focus on fewer things?

When you are a small business owner or consultant, you have a relatively limited number of resources. You’re required to work on many tasks, which larger companies have dedicated teams for.

By focusing your valuable time on developing too many ideas or opportunities, you dilute how effective you can be with any one of them.

What follows are 2 well-known examples of the power focus, along with lesser known benefits of improving your focus.

Einstein on the power of focus

Einstein is famously quoted as saying that one of the reasons for his amazing success, was his ability to focus on each individual challenge for as long as required.

By intentionally choosing to focus on one project or plan at a time, and saying ‘no’ to the multitude of other ideas demanding your attention, you get to give your full mental resources to the development of that idea.

You also eliminate Mind Fog: The fuzzy thinking that comes from focusing on too many things simultaneously.

Steve Jobs on the power of focus

Steve Jobs shared his thoughts on the power of focus, at the Apple Worldwide Developers’ Conference in 1997:

“People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all.

It means saying no to the hundred other good ideas that there are. You have to pick carefully. I’m actually as proud of the things we haven’t done as the things I have done. Innovation is saying no to 1,000 things.”
– Steve Jobs

The lesson here is clear. In all of your planning, it pays to start by determining what’s the very best use of your focus. Then, give that project, idea or opportunity as much of your available time as required.

But that’s not all.

There’s another major benefit to channelling your focus correctly.

The ‘extra’ power of focus

As well as the benefits already mentioned, the power of focus brings with it another, highly valuable component.

I’m referring to off-the-charts energy levels!

Not convinced? Well, you’ve already seen this in action many, many times. It’s what you witness every time you’ve heard someone talking with great enthusiasm and passion about a project, idea or opportunity.

These high energy entrepreneurs and leaders do not see their energy defused by foggy thinking. Instead, their laser sharp focus brings great clarity. That clarity increases their direction and purpose. They’re then energized and ready to go!

I hope you’ve found this brief look at the power of focus useful. More importantly, I hope it inspires you to take greater control over the number of things you focus on.

This works, before you even act on it

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how create, new high profitable service

If you or someone you know is experiencing a serious business problem, you might find this useful.

I had a chat recently with an old friend of mine. He told me that for the past few months, he’d been seriously struggling with what he described as an urgent, major business crisis. I gave him some advice and yesterday, he called me with an update. In short, his situation is now fully resolved.

Like everyone I have given that same advice to, he said things started to improve within minutes. Today, I’m going to share the exact same advice with you.

When my friend explained what his problem was, I told him to write a list of resources that might be able to help resolve his situation, and then to action each item on the list. The core benefit came before he started working on the listed items.

I’m not a psychologist and can’t be certain exactly why this is so effective, but here’s what I’ve seen happen, over and over again.

It seems that writing the list takes you from a passive, maybe even helpless state, to an industrious state. It improves your attitude. It improves your resourcefulness. It improves your optimism. It improves your motivation and so much more. All this combines to greatly improve your chances of success.

What I find amazing, is that you get these benefits before you take action on the list items. This equips you to be at your very best, precisely when your business needs your very best.

Ten by ten by ten

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Direction of travel, business success, jim connolly

Ten by ten by ten is a thousand.

Do that another three times and you get a million.

Those who manage to make a million are the ones who can get motivated when it’s just $10, and then stay motivated when it’s only $1000, or $10,000.

Because the jump from $10,000 to $100,000 isn’t that hard. And from $100,000 to $Million it’s even easier.

Whether someone is building a business, building a fortune or building a subscriber base, there is a common thread.

The work at the beginning is disproportionately hard and unrewarding.

The way you navigate that difficult, early period is critically important. It’s what determines whether you reach the breakthrough… where everything is easier, and the rewards are huge.

AI created content: Big changes ahead

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AI created content, ChatGPT

People have been asking me lots of questions lately about AI. Specifically, regarding AI created content. And rightly so. Everything is going to change. Those asking me can be split into two groups.

  1. Business owners wanting to switch from paying content writers, to using AI.
  2. Content writers, who are worried that AI created content will wipe their business out.

Here are some thoughts, observations and ideas for those in either of the above groups.

Switching to AI created content?

It was 2016 when I first wrote about AI as a content creation tool, in a post called Don’t let the robots kick your ass. I’ve followed AI content developments very closely ever since. And yes, things really have improved.

However, for a business owner thinking of replacing their content writers with AI, you’ll have some small issues to contend with. That’s because it’s not currently a like-for-like swap.

In my opinion, AI content isn’t good enough to use without some editing. Here’s a piece I created in around 10 seconds using ChatGPT, with no edits, so you can see for yourself. I simply asked the software to write an article for me about the limitations of AI writing. Here’s what it produced, including the article’s title: Limitations of AI in Writing: Context, Tone, and Nuance.

Whilst the spelling and grammar are fine, the content doesn’t flow naturally as you read it. This is a common problem and means the business owner needs to know what to edit and how to edit it, so that it reads correctly and is ready to publish.

Editing takes time, if you’re not used to doing it. And quality is an issue, because the quality of the content you end up with, will be determined by your editing skills… not AI. Yes, the quality of AI content will improve to the point where little, if any editing is required. But in the short-term, it’s not quite there.

AI and content writers

Content writers who operate at the higher end of the market have nothing to fear from AI content. You’re a proven writer. You can connect with readers, engage with them and deliver the results your clients need. You’ll be absolutely fine for a very, very long time.

High quality, human crafted content, which engages the reader, with things like nuance, irony, passion and compassion, will always have a market.

The challenge, I believe, will be for content writers who serve the middle of the market.

Why?

I’ve been testing the research version of ChatGPT for some time and right now, it can create a piece of content on any subject, thousands of words long, in seconds. Scan it with a plagiarism checker and it will pass as unique. Note, in the example I gave earlier, I just pasted the text from the software, formatted it and added an image. An experienced writer will be able to edit it and turn it into an average quality piece in under 30 minutes.

That’s exactly what a lot of content-based service providers have been doing for years. They’re able to charge a low fee and earn massively more than those charging 5 times as much, because they’re producing 20 times as much content.

Soon, AI will create content that’s already as good as the average piece that’s human created. Some in my profession say it’s already possible. Either way, it won’t need human editing. It will be ready to go. And the software is already extremely simple to use, so there’s nothing to stop those with average budgets from bypassing content writers, and doing it themselves.

I think that’s the point were the ‘real’ disruption will happen.

Some thoughts

Not much is likely to change in the very near future. Though with Microsoft and Google / Alphabet now investing billions in the battle for AI supremacy, and advertising their offerings everywhere, this will change. I think a wider, general awareness of AI content will see a surge in content service providers using it, which will force fees down. It should also result in more people switching from hiring content creators, to doing it themselves with AI. As I said earlier, it’s already very easy to use.

Content providers who charge industry average fees, to clients who’ll pay industry average rates, always find it hardest to thrive. And it’s about to get even harder. Because those who currently hire them will be able to create their own content, and create as much of it as they wish, for pennies or free. Those who sell content services into the middle will need to switch to a new content service model, which is built to thrive in the age of AI. More of the same isn’t a viable option.

As with every disruptive technology, there will be winners.

Maybe a useful way forward, is to ask yourself what a winning model for your business will look like, now AI content creation is going mainline. Consider how you might put the amazing power of AI to work for you, rather than have it work against you. There’s no reason for you not to prosper mightily from the disruption.

Better clients, bigger fees, less competition

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Better clients, bigger fees, less competition

Are you struggling to get noticed by great prospective customers? Are you attracting too many price-sensitive enquiries? If so, you’re not alone. This easy to fix issue is one of the most common in marketing.

Easy to fix?

Yes. We know exactly why it happens and how to fix it.

Here’s what you need to know, along with 10 examples to get you started.

Here’s why the problem happens

When competing products or services seem similar, price becomes the obvious way to determine value. As such, there’s little, if any, motivation for someone to pay more. In this common scenario, the lowest price looks like the best deal.

Sure, they “may” go for the 2nd or 3rd lowest price, hoping to insulate themselves from scammers or low quality goods or services. The key thing is that at this point, they’re price shopping. And you’re now competing on price.

Here’s how to fix it (including examples)

A proven way to totally overcome this problem, is through developing something I call meaningful value.

Meaningful value is when you take what the marketplace expects from someone in your industry, and then improve upon it in a radical, meaningful way.

By default, any product or service with meaningful value has to be radically different from what’s expected. That’s what gives it meaning and elevates it from being average. This automatically places you in a unique position.

A position, where everyone is talking about you.

A position where a growing number of people know your name or the name of your business.

A position, where you’re no longer competing on price, because your offering has no comparative competition!

What might this look like?

  1. A service that comes with a 125% money-back guarantee.
  2. A product that’s provably safer than anything in its category.
  3. A product that’s 50% lighter than the industry leader.
  4. A service that’s designed from the ground up, around the unique needs of each client.
  5. A product that’s the only one in its class, to be made from 100% renewable sources.
  6. A product that’s part of a numbered, limited edition.
  7. A service that’s 3 times faster than the industry leader.
  8. A product that’s far longer lasting than anything in its niche.
  9. A service that’s massively more extensive than anything else available to your marketplace.
  10. A product that’s clearly the most energy efficient in its class.

Those ideas are just food for thought. They’re simply examples to demonstrate the ‘base line’ required, for your products or services to stand out as being of meaningfully more value, than your marketplace expects.

Be sure to invest the time and effort required, to create something special. Marginal improvements have marginal impact. They won’t elevate your offering to the point where you have no comparative competition.

Go on. Let your creativity run wild. And aim for maximum impact.

Don’t rush the process

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don't rush the process

One of the best pieces of business advice I ever received, is just 4 words long. And today I’m going to share it with you, so you can apply it to your marketing. It’s simply this: Don’t rush the process.

I know. Without a little context, it doesn’t sound particularly useful. But over the years it’s helped my clients achieve amazing results.

Don’t rush the process (with context)

Business owners tend to be a pretty motivated bunch. We have to be, right? Not only are we motivated, we also believe in the value of our product or service. When you combine motivation with belief, you create a potent mix. An essential, high energy blend that keeps us moving forward and inspires us to persist even when things are tough.

And that’s great!

However.

Sometimes that mix of belief and motivation can work against us.

Really?

Yes, really.

For example, we speak with a prospect and immediately see that our product or service is the perfect match for them. We’re now eager to help them make the right decision.

Here’s the thing.

There’s a thin line between encouraging someone to make the right decision, and rushing someone to decide.

When that line is crossed, it seriously damages how the prospect feels about us. It quickly lowers their confidence, creates uncertainty and makes them feel extremely apprehensive.

How to avoid this, before it happens!

Based on almost 30 years of experience and observations, I’ve found that this is most likely to be a problem during the follow-up process.

You need to be very mindful regarding how soon and how often you follow-up with an email or call. That’s because there isn’t a universally ideal time or frequency. Different industries and different cultures have different expectations. So, you’ll need to test and measure. Take into account things like the size of the decision your prospect is making financially, plus the number of people involved with the decision-making process, the size of the overall risk, etc.

Don’t rush the other processes

Obviously, the ‘don’t rush the process‘ advice has much wider marketing utility than I’ve mentioned here. It holds true for everything, from building rapport, copywriting, outreach and growing a valuable network, to developing new products, adjusting your pricing and hiring team members.

Important note: Don’t confuse rushing the process with being appropriately proactive.

There are times when we need to be swift. To move quickly. Most opportunities in life and business come with a use-by date. If we take too long, we’re often too late.

The advice is don’t rush the process.

Fast is fine.

Too fast is rushing.

I hope you find this idea useful. More importantly, I hope you do something with it.

How to make decisions, like the world’s top entrepreneurs

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decision making entrepreneur

The best decisions you ever made all had one thing in common. Can you guess what it was?

It’s simply this. They were big decisions. All of them.

Think about it: The decision to start a family, to buy a home, to start a business or change careers… these decisions are huge. They’re life changing. And they were risky, because none of them came to you with any guarantee of success.

The same is true in business.

Major success only comes after you’ve made breakthrough decisions. And breakthrough decisions are big. Big enough to break through the challenges that are holding your business back.

Decision making and risk

Every big business decision comes with what seems like an equally big risk attached. At least, that’s how it feels at the time. However, the riskiest thing any business owner can do is to try and avoid such risks. By seeking to avoid risks, they actually avoid opportunities.

In working with business owners, I find that ongoing business problems can always be traced back to a big decision, which is being avoided.

It looks something like this.

  • They know there’s a persistent or recurring problem in their business.
  • They also know something needs to be done about it.
  • The decision to do what’s required, usually to make a significant change, feels too risky.
  • So, they decide not to do what’s required.
  • Instead, they do something that seems easier.
  • Naturally, their problem persists.
  • The business continues to struggle.

The entrepreneurial mindset

One hundred percent of the most successful businesses, in every niche, are directed by people with an entrepreneurial mindset. That’s because entrepreneurs evaluate risk in a massively more effective way.

Entrepreneurs know that letting a problem persist is always riskier than making the necessary decision. They know that ignoring the black smoke bellowing from the rear of a car doesn’t make the problem go away. It only makes things worse. And that ignoring a business problem doesn’t make the business problem go away. It only makes things worse.

Interestingly, the entrepreneur is still avoiding risk. All that changes, is what they attach risk to. They attach risk correctly, make far better decisions and achieve far better results.

In short, if you want the right results for your business, you need to make the right decisions for your business. And if your business isn’t performing the way it should, it’s because there’s an urgent decision you need to make.

Predictable?

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Predictable, marketing tip

Predictable can be life saving: The braking system on your car is a great example. You need to know that each time you put your foot on the brake, you’re going to slow down or stop as expected.

Predictable can be reassuring: It’s reassuring to know that the quality of products or services you receive from a vendor, will be predictably excellent.

However, predictable can also hurt your business. Imagine a prospective client is looking for a new service provider. For whatever reason, their previous provider didn’t fulfil their needs. The last thing that prospective client will want, is another provider that seems too similar looking, to the one they just fired.

Conversely, they’ll be extremely attracted to providers that combine being reassuringly professional, with fresh ideas and uncommonly great service.

That’s where YOU come in my friend. At least it should be.

Don’t let predictability bite your ass

Being predictable in the wrong areas will destroy your marketing.

  • It will attract fewer enquiries.
  • It will motivate fewer prospects to hire you.
  • It will position your business as a commodity. People buy commodities based on the lowest price or fee.
  • It will camouflage your business and stop you getting noticed.

This is the total opposite of what you need in order for your business to succeed.

Make no mistake, it takes guts to build your own version of how a service provider in your niche should operate. It’s hard to zig when your competitors zag. It’s so much easier to play follow the follower. That’s why only the top few percent in any industry truly stand out.

Those of us who want our business to fly need to be smarter than that. We need to only be predictable where it matters. Because the alternative is to be invisible. And a business that lacks visibility, places a very low ceiling on its potential.

Stability through impact

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Jim Connolly marketing, fix your marketing

There are 3 broad ways you can guide the direction of a business.

  1. You can aim for stability.
  2. You can aim for impact.
  3. You can aim for stability through impact.

Here’s how those 3 options pan out, and why one of them gives you the best chance of fully unlocking your maximum potential.

Primary focus on stability

Business owners with a primary focus on stability, plan and act with a safety-first mindset. This often blocks them from making the improvements they need, even when their business isn’t growing. If something ‘kind of works a little’, they’ll hold onto it tight.

They do this rather than try something new with an infinitely greater potential to help them.

Primary focus on impact

Business owners with a primary focus on impact, plan and act with a mindset that’s driven by the desire to make a meaningful difference. They have a vision of the impact they seek to create and are motivated by the desire to see that vision become a reality.

Within this broad group are business owners who are well-prepared, with a thoroughly researched idea, which they are passionate about.

However, this group also contains business owners who have a deep belief in their idea, but their idea hasn’t had the necessary rigour applied. There’s no market for it. The numbers don’t stack up.

We see this all too often, when a new business opens with an expensive launch, lots of bold claims and in no time, they’re gone. It’s heartbreaking.

Focus on stability through impact

The business owner whose primary focus is stability through impact, understands something that the vast majority of people totally miss.

They’ve figured out that a balance needs to be achieved.

  • They know that hunkering down, avoiding change and hoping things will magically improve is a terrible strategy. You can’t hope your way to the top. Or to the middle.
  • They also know that stability is essential. If you’re only focusing on making an impact, without ensuring you have a stable foundation, you’re very likely to fail. Nothing of value can be built on flimsy foundations. You need that stability. It’s a must.

So, what do they do?

They decide what impact they want to create. In other words, they choose the thing that they want to be known for… the difference they want to make to their marketplace (or the world). Then they do the research and put a plan together. A realistic, costed and robust plan.

Then, they work the plan.

With the stability of working to a solid plan, and fuelled by the motivation of making an impact, you can fully activate your maximum potential, whilst minimizing your risk.

Start with the end in mind

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start with the end in mind

Small business owners come to me regularly, asking for something they don’t want and they don’t need. I’m sharing this with you, because it’s a symptom of a problem and you’re probably making it, too!

Here it is. Plus how you can avoid it.

First, here are some examples of dangerously misleading statements. I see these pretty-much every day from small business owners.

  • I need more leads for our sales team.
  • I need more enquiries from my website.
  • I need more social media followers.
  • I need more traffic to my website.

They’re wrong!

One hundred percent, provably wrong.

More sales leads, additional client enquiries, bigger social networks and more website traffic are not their desired outcomes. That’s because they’re not end results. What business owners actually need, is more customers, higher profits, bigger contracts, higher revenues or more sales, etc.

The challenge with searching for the wrong thing, is that it will lead you down the wrong path. You’ll ask the wrong questions, get the wrong answers and end up with the wrong outcomes.

Start with the end in mind

This means you need to decide what your desired outcome is. In other words, determine exactly what you need your business to achieve. Focus on your desired end point and NOT on a particular process or marketing strategy.

Here’s an example of exactly what I mean.

I was thinking of a business owner earlier, who decided to start with the end in mind. Sarah identified a contact who owned a business that offered a complimentary, non-conflicting service to hers. They agreed to do some joint ventures. Sarah achieved 7-years worth of business growth in just 11 months. Previous to using this idea, she’d wasted years doing what everyone else does.

Start with the end in mind. It will help you get your marketing on the right track and ensure you’re aiming for the correct targets.