Jim Connolly Marketing

Marketing tips and ideas to help you grow your business

Provide something of value that’s in short supply

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We know why the most successful businesses are always in high demand. It’s the same reason they command the highest fees.

They provide something of value that’s in short supply.

We also know why the average business isn’t in high demand. It’s because they provide something, which is in abundance.

Here’s the thing

It’s not enough to work hard, work smart and care about your clients. Most of your competitors already do that. To think otherwise is to underestimate your competition. And that’s a big mistake.

marketing, high demand, short supply

To be in high demand and earn the highest fees, you need to embrace the tricky stuff. The things that are in short supply, because they’re too challenging or uncomfortable for most business owners.

This includes a willingness to.

  • Set higher standards than your competitors.
  • Do work that’s meaningfully different. Work that has your signature all over it.
  • Initiate. Not always. But often.
  • Be there for people when they need help. This is critically important in today’s economy.
  • Encourage others.
  • Connect people.
  • Treat different customers differently.
  • Adapt to the rapidly changing threats and opportunities. Preferably before your competitors do.
  • Make promises and keep them.
  • Inspire your customers, your team and your marketplace.

Is this easy? No. It’s hard. Really hard.

Here’s a better question: Is it worth it? Yes, absolutely!

The very fact it’s so bloody hard is why it’s so rare, why it’s in such high demand and why it’s so valuable.

Marketing 101: Pick a frequency

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Here’s a content marketing tip, to help you attract the attention of prospective customers AND motivate them to buy from you or hire you. It’s all about one word that has two extremely useful meanings. That word is Frequency.

Allow me to explain.

marketing 101, pick a frequency, content marketing, frequency

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

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

There’s a powerful lesson here for anyone who wants to grow their business.

Frequency

Clearly, I’ll never be able to keep everyone happy with the frequency of my newsletter. For some it will be too little. 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 only 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 is on your wavelength.

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

You land in the middle. In my earlier example, you’d be too infrequent for Sophie and too frequent for Rick. Lose, lose.

By landing in the middle, you become directly relevant to no one. This means your marketing message will lack the motivation it needs, to inspire your prospects to take action. Only clear, directly relevant marketing has that kind of impact.

So, pick a frequency.

Shun the masses.

Embrace the community you wish to serve. Focus only 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 will be for your business.

3 Tips to help you regularly create great Content Marketing

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content marketing tips

If you’ve ever wondered, how some people are able to regularly produce effective content marketing; (newsletters, blog posts, articles, podcasts, etc), and how you can do the same, this post is for you.

I’ve divided it into 3 core tips.

1. Is this useful?

There’s a sign on the wall in my studio. It’s a small sign, containing just 3 words: “Is this useful”. That’s the mark I set for everything I create. Nothing gets published unless I believe you’ll find it useful. I don’t try and be clever. Just useful. And as long as I think you’ll find an idea or observation useful, I share it.

Some small business owners are put off creating content, because they over-complicate things. They dig into minute detail. And try to make everything as close to perfect as possible.

The thing is, your prospective clients or customers want something useful, not perfect.

Once you stop aiming for perfection you’ll find it a lot easier. You’ll also get massively better results.

2. Don’t let crappy ideas block you

If you’re anything like me, you’ll find that most of the ideas you get are pretty average. Most of mine are bloody terrible! But maybe 1 in 5 or 1 in 10 are good enough, to be turned into a valuable (useful) piece of content marketing.

The challenge is that in order to get that 1 useful idea, you need to allow yourself to have the crappy ones… without getting disheartened.

The way I overcame this, was to deliberately give myself permission to think of lots of crappy ideas, knowing that something useful would come from it.

When you view the duff ideas as essential steps in the development of better ones, they switch from being disheartening to highly motivating.

3. Give your work the respect it deserves

We often overestimate the ideas and the work of others and underestimate the value of our own. Here’s a great example of what I mean.

A business owner told me how she was taking some files off a computer for archiving, when she discovered an old documents folder. It contained loads of articles, which were really interesting. She looked to see who wrote them and found they were all her own work, from 9 years earlier!

She didn’t publish them at the time, because she thought they weren’t good enough. It was only when she thought they were written by someone else, that she saw them for what they really were. Your work is almost certainly way, way better than you think.

So get it out there!

In short, if you’re looking to improve the quality and quantity of your content marketing, focus on being useful. See your crappy ideas as necessary steps to your useful ideas.

And give your work the respect it (and you) deserve.

Focus on believers. Forget the rest

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You gave a great presentation or demo to a prospect.

It went extremely well. Without a hitch.

You answered their questions in full.

You also provided assurances and quoted them a great price.

Only for them to say they’re not interested!

Today, I’d like to show you how to avoid this scenario. Or stop it from happening as often in the future.

marketing, prospecting, world view, mindset

It’s down to knowledge and belief.

In particular, the difference between how we get someone to know what we know, and how we get someone to believe what we believe.

Knowledge and beliefs

Knowledge

If you want a prospective customer to know something you know, you simply tell them. Your knowledge is then transferred. They now know what you shared with them. This is what happens during the sales process.

Belief

If you want a prospective customer to change what they believe, simply telling them something new has very little effect.

That’s because our beliefs run deep.

Our beliefs about what constitutes value, what we regard as important, what we believe is risky, etc., are developed over decades. They naturally take a long time and a lot of effort to change. Too long for a sales presentation. That’s for sure!

The answer?

Simple!

Focus on the believers

The most direct route to spectacularly improved sales results, is to focus on the believers. Believers are the prospects who already believe in, and value, whatever the core benefits of your product or service are.

And the marketplace is packed with your believers.

This is true regardless of what kind of service or product you offer and what end of the market you serve. Your believers should be your sole focus. These are the only prospects worthy of your attention or your time.

Everything improves when a prospective customer already believes what you believe. Because gaining the sale (or new client) becomes a simple matter of providing a compelling presentation. You know… just like the great presentations you wasted on all those non-believers, who said they were not interested!

Yes, you’ll need to adjust your marketing so you can identify and attract your believers. But that’s relatively easy.

When you get it right, your reward is vastly better conversion rates, higher sales volume and greater revenues and profits.

When you enter Attract Mode, people will hire you

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Here’s a marketing tip, which is based on attracting clients. Yes, they come to you. I’ve done this since 1995 and today, I’ve given it a name. Attract Mode.

When you do work you enjoy, to the highest standard you can, and make it visible to prospective clients, you enter Attract Mode. And people will hire you.

This holds true for every type of service I can think of.

Here’s an example of what I mean.

marketing attract mode, attract mode, show your work, show your knowledge, marketing tip

Last week I spent around 6 hours, spread over a few evenings, working on the hedges that surround my house. It’s great exercise, I love doing it and the weather was perfect. After about 30 minutes, someone came over, complimented my work and asked if I would give him a quote, to tidy up his garden hedge. I thanked him and explained my situation, that I’m the homeowner, not a gardener. He said, “Okay” and went on his way.

In total, 4 people asked me the same thing in that 6 hour period. Because without even knowing it, I was in Attract Mode.

What does this have to do with you, your business and the way you market your services?

Show your work, where prospects will see it

You can enter Attract Mode and reach thousands of times more people than I did, with the service you provide.

How?

By sharing your knowledge, the way you work and your passion for what you do, where your prospective clients will see it.

How will they see it?

It works like this.

  1. You choose a digital marketing platform to create and publish with. I love newsletters and WordPress. You might prefer YouTube or podcasting, whatever. The key is to find a space where you can demonstrate your knowledge, the way you work and your passion for what you do. Along with how to get in touch with you.
  2. You then need to determine where your prospective client’s attention is. This might be Facebook, Instagram, Twitter, TikTok or a more industry specific social platform.
  3. Then, when you’ve published a ‘piece’ that demonstrates your knowledge, the way you work and your passion for what you do, you share it on the social platform (or platforms) used by your prospective clients.

After a while, if you get the value, focus and balance right, you’ll be able to ignore the second and third step. By then, people who have discovered your newsletter, YouTube channel, podcast, blog or whatever, will be sharing it for you. In my case, I publish marketing tips and ideas, which are shared by my newsletter subscribers and those who visit my site.

Welcome to Attract Mode

By including easy ways for people to contact you, interested prospects will reach out. You won’t need to push. Which is good. Because pushing only causes people to push back.

Instead, you’ll be in Attract Mode. People will come to you. You won’t be selling to them, they’ll be hiring you. This changes the whole dynamic of how you grow your business.

Will this work for everyone?

No.

  • Partly because some business owners won’t be able to resist turning what they publish into a series of sales pitches. No one is attracted to sales pitches. No one.
  • And partly because they’ll quit too soon. This isn’t magic. It’s marketing. Real world marketing, which your audience (prospects) will take time to discover. It also takes time for them to develop a connection with you and to identify what you do with what they need.

Attract Mode has been a cornerstone of my marketing since 1995. And it works spectacularly well, when done correctly.

A lesson in goal setting from the genius of Michelangelo

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goals, targets, Michelangelo

How are your business goals coming along?

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

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

– Michelangelo.

Puny goals fail to inspire us. And as Michelangelo said, even if we achieve them, we don’t really achieve anything meaningful.

Here’s a far better approach.

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

That’s the kind of goal setting, which fuels you with the passion, energy, direction and inspiration you need. That’s the kind of goal setting, which can lead to meaningful results. That’s the kind of goal setting, which is used by the most effective business people.

And that’s because it works.

Thanks for the inspiration and motivation, Michelangelo.