Marketing tips, marketing help and advice

What is “a bias for action” and why is it potentially dangerous?

By Jim Connolly | May 9, 2020

Since the start of the pandemic, one of the key business mantras out there, is that it’s smart to have “a bias for action“.

That’s not only wrong. It’s dangerously wrong.

Why a bias for action is dangerous

On a surface level, the advice seems to make sense. It sounds positive after all. However, if you think about it for a few minutes you’ll spot the obvious error. You’ll notice that many of the most unproductive people you’ve ever met had a bias for action.

These include.

The people without a strategy, who are enthusiastically doing the wrong things.
The people who work like crazy until they burn out and get sick.
The people who jump from project to project, because they’re action focused and get bored fast.
The people who keep themselves busy doing what’s comfortable, rather than what’s required.

It reminds me of something Jim Rohn used to say; “Motivation alone is not enough. If you have an idiot and you motivate him, now you have a motivated idiot.”

Harsh words. But Jim made a very solid point. A bias for action can work directly against us. Unless we also develop a bias for progress or a bias for success.

The most productive people in business make a critically important distinction. Instead of a bias for action, they widen it out. They don’t want to be busy. They want to achieve desired outcomes. So they develop a bias for progress instead. Progress is what happens when preparation is combined with action.

This means planning first, then acting. Using your time and energy as effectively as you possibly can.

These are challenging times and we all need to be at our productive best. So get specific about exactly what you want to achieve. Do the research. Get the advice. Look at the numbers. And if everything stacks up, take action. That’s when a bias for action is needed.

Agility is the new growth

By Jim Connolly | May 6, 2020

Photo: Shutterstock.

Since the start of the pandemic, I’ve written a lot about the need for business owners to adopt agile thinking. So it may come as a surprise that the title of today’s post is taken from Matthieu Pellerin, the founder and head of Google’s Growth Lab.

Pellerin wrote a very interesting post yesterday, Inside Google Marketing: Agility is the new growth. In it, he generously shares what he’s seeing, regarding changes required when marketing during the coronavirus pandemic. I found the following quote especially interesting:

“Our raison d’être continues to be driving responsible and sustainable growth, but we’re now operating under a new mantra of ‘organisational agility’.”

Whilst his post focuses on what his team at Google are doing, there’s clearly a core message we can all benefit from.

The needs, wants and situation of your clients and prospective clients is changing rapidly. In some cases, daily. Your marketing messaging needs to be just as agile, if you want to be as useful, valuable and relevant to them as possible. This includes your email marketing, website content, blog posts, social networking updates and vlogging, etc.

You simply cannot expect a pre-pandemic marketing message to strike the correct tone. Pellerin gives an example of just how important he believes it is, to get agile and move fast:

“We readjust these plans regularly and continue to switch resources as needed. Our key product priorities are shifting at lightning speed”.

Next steps

If, like many people reading this, you’re getting fewer sales or new client enquiries, check the messaging you’re using. If it fails to address the new and evolving priorities of your marketplace, it will also fail to deliver the results you need.

Whenever possible, hire a professional marketing copywriter to create compelling, relevant content for you. If that’s not within your budget, do something yourself. And in either case, review the message at least every 7 days. Sooner if it isn’t generating the results you need.

Yes, this means spending more time on your marketing. However, an agile situation demands an equally agile response.

Mark Twain: Going out on a limb

By Jim Connolly | May 3, 2020

mark twain, going out limb, where fruit is

One of the foundations of success, is a willingness to go out on a limb. That’s because all meaningful progress is preceded by the decision to take a calculated risk; to go out on a limb and do something.

Risk, security and progress

Starting a family, starting a business, relocating – all of these life changing decisions require us to go out on a limb. One of the oddities of life, is that even though the decisions that lead to the most progress in our lives are preceded by risk, we tend to opt for certainty instead. The pull of the comfort zone is clearly too strong for most to resist.

The challenge with opting for the mediocre decisions, is that mediocre decisions lead to mediocre results.

In our strive for certainty and security, it’s easy to justify playing it safe. After all…

If we don’t state our opinions, our opinions can’t be criticised.
If we don’t start a business, the business can’t fail.
If we don’t ask that amazing person for a dance, they can’t say no.

Mark Twain and going out on a limb

I discovered a wonderful quote from Mark Twain, which describes the importance of going out on a limb far more eloquently than I can.

Here’s what he said: “Why not go out on a limb? That’s where the fruit is!”

One of the great ironies in business, is that playing it safe is the riskiest thing we can do. This means a risk averse business owner places an incredibly low ceiling on his or her potential. They reach a plateau with their business no matter how hard they work, because every genuinely valuable opportunity has an element of risk attached. Progress means change. And change means risk.

Here’s an interesting fact:

In over 6000 years of recorded human history, no one has ever achieved anything outstanding by playing it safe. No one. The message is clear. We need to either accept the necessity for calculated risks, or settle for way, way less than we deserve.

So why not go out on a limb, as Mark Twain suggests? At least occasionally. And put yourself within reach of the fruit.

Mark Twain photo: Shutterstock.

It’s pure, marketing gold dust

By Jim Connolly | April 30, 2020

Photo: Shutterstock.

One of the most important lessons in marketing, is to understand that none of us have any clients or customers.

In other words, the client relationship is not ours.

We have to earn the privilege of providing a service to our clients… and then keep looking for opportunities to re-earn it. This means consistently looking for ways to deliver more value than they expect. And determining that an outstanding service is our absolute base line, our bare minimum, and never offering anything less.

Pure marketing gold dust

Only by accepting that we have no clients, can we avoid complacency and operate at our very best. And by operating at our very best, we become not only invaluable to our clients; we also leave a trail of outstanding work that inspires client referrals.

Think about it.

Massively higher client retention than others in our industry.
Far, far more client referrals than others in our industry.

It’s pure, marketing gold dust. A robust, unstoppable way to grow a successful business.

As I have said many times before, everything in business is marketing. This includes the quality of the service you provide to your clients, and your absolute commitment to their success.

Pandemic marketing: Specifics you need to focus on

By Jim Connolly | April 27, 2020

Photo: Shutterstock.

We’ve all seen the tragic, human cost of the pandemic unfolding and the heroic work of those working on the front line.

Commercially, as countries start to sketch out their plans to ease certain restrictions, we can get a better idea of the business disruption we’re likely to see between now and next year. With that in mind, and to help you plan ahead, here are some specific marketing challenges, which business owners will need to overcome.

I’ve split them into 2 groups (business to business and business to consumer), though you may find some overlap.

If you sell products or services to businesses.

Those offering design, branding and so-called ‘soft skills’ training may find prospects holding back on investment, until things settle down.
It’s likely that a number of the businesses you serve will cease trading. This will vary depending on the industries you sell into.
If your customers have been scaling back or reducing staff numbers, this could reduce the frequency or size of their requirement / future orders from you.
With almost every business taking a financial hit from the pandemic, you will encounter more price resistance than before.
Leading on from the previous point, your low cost competitors are likely to be a greater threat to your business than they were.
Some of your competitors will be a lot more active with their marketing. Most will rely on DIY marketing and have little effect on your business. However, some may get expert help and eat into your market share.

If you sell direct to consumers.

Many consumers will be forced to scale back on non-essential products and services. This is less of an issue if you sell into the expensive end of your market, or the low cost end of the market. It’s a bigger concern if you sell into the middle of the market.
If most of your customers are elderly, many will be required to stay in lockdown until a vaccine or cure for COVID-19 is developed. You’ll need to create a safe way to serve your customers. Then, you’ll need to market your new approach clearly.
Those offering so-called ‘soft skills’ training may find customers and prospective customers less willing to invest, until their financial situation is more certain.
Restaurants, coffee shops and cafés, etc., are likely to be required to provide social distancing for customers, until a vaccine or cure is developed. This means you’ll have a smaller capacity, fewer tables / fewer seats and probably fewer customers. You’ll need to work hard on increasing the average order amount.

Issues like these will impact millions of business owners, but you don’t need to be one of them. Everything here can be overcome successfully, if marketed correctly. Everything.

So get to work now on the areas that are likely to impact your business. And give yourself the advantage of adapting to the new needs of your customers, before your competitors do.

At worst, your business can still grow

By Jim Connolly | April 21, 2020

This is a short post. It’s also the most important I’ve written in a long time. I strongly recommend you take a couple of minutes to read it.

Photo: Shutterstock.

During the pandemic.

You have the freedom to focus on surviving.
You have the freedom to focus on thriving.

If your thinking is all about how to survive, it will have a hard limit. A limit that sees survival as the desired end point. If things go as well as they possibly can, you’ll still be in business by the end of the pandemic. If things fall (even a little) short of your desired end point, you’re out of business.

If your thinking is all about how to thrive, it has no limitation. No restriction on your end point. If things go well, your business (and you) will have absolutely thrived by the end of the pandemic. If things fall short of your desired end point, your business can still grow!

Focusing on thriving will open you up to outstanding possibilities. It will boost your energy levels. It will inspire the people around you. It will excite your marketplace. It will open your eyes to opportunities that the survive crowd aren’t even looking for.

Picture this for a moment. Imagine how much better your chances of success will be, if you choose today to focus exclusively on thriving. This means you too will be working on outstanding business possibilities, with boundless energy, surrounded by inspired people, with an excited marketplace, and all this whilst simultaneously enjoying new opportunities, just like my ‘thrive’ clients.

I hope you found this useful, but more importantly, I hope it inspires you too, to thrive.

15 Things you really should be doing right now. Yes you. Yes now!

By Jim Connolly | April 18, 2020

Photo: Shutterstock.

Many of you have emailed me, asking for advice on what you should be focusing on right now.

Obviously, different businesses have different needs. But as we all know, hunkering down and waiting for things to magically just get better, isn’t an option.

With that in mind, here are some general examples of things you should consider.

Research the new needs of your marketplace. It definitely will not be business as usual after the crisis passes.
Stop watching rolling news and feed your mind with useful ideas instead.
Build strategic alliances. Partner-up with providers, who offer a complimentary, but non-conflicting product or service.
Sketch out ideas (and then develop) new, highly profitable services.
Plan the way forward for your business.
Form endorsed relationships.
Before you market anything to anyone, remember that these are weird times for everyone.
Look outside your industry for new ideas, which could dramatically improve your business.
Get to know your clients better.
Hire expert marketing help. This is the worst time in history to rely on DIY marketing.
Start a blog, then distribute it via email. Like I do.
Ramp up your marketplace outreach.
Look for ways to connect your clients or customers with one another.
Ask your clients and former clients, “How can I help?”.
Send a ‘thank you’ to all those helping you during the crisis.

Most importantly, get active now. Don’t let your competitors gain a huge advantage over you, by building their businesses while you’re waiting to see how things pan out. That’s an unnecessary additional business problem, which you really don’t need. So get moving. And get moving now.

Business as normal: The 2020 version

By Jim Connolly | April 16, 2020

Photo: Shutterstock.

The human cost of the coronavirus is heartbreaking, and the courage and dedication of those on the front-line, helping patients, is beyond heroic.

Scientists and governments are currently trying to figure out what to do and when, to restrict the spread of the virus and save lives. They’re also trying to get the balance right, so the economy is strong enough to support the population when the pandemic has passed.

When will business return to normal?

As you probably know, certain trading restrictions are already being lifted in some places, with lifting of restrictions in many other areas expected in the coming weeks.

It seems business will return to ‘normal’ slowly, but starting soon.

However, it will be a new version of normal.

And the new normal will bring with it numerous opportunities, just as it always has in the past.

Many outstanding, new opportunities will exist to transform your business. That’s because things will change. And change is the most powerful catalyst for innovation, which creates opportunity.

So, keep your eyes open! Because windows of opportunity tend not to stay open very long. But they’re wide open to you right now, my friend.

Here’s what your marketplace wants from you

By Jim Connolly | April 15, 2020

Photo: Shutterstock.

Here are a few thoughts regarding the needs and wants of your marketplace, written from their perspective.

We’re about to find out how you react in a major emergency. Please exceed our expectations.
We always value sincere, personal messages. But never more so than today.
We’re eagerly looking for sources of realistic optimism. And we’re looking at you.
We want your seed, not your need. So show us how you can help. Go easy on the sales pitches.
We’re just like you; when people go silent on us, we soon forget them.
We all respond differently under stress. Expect the unexpected from us and you won’t be disappointed.
We will remember how you treated us after the crisis has passed.

Your marketplace is made up of a diverse group of people. They won’t all be focused on the exact same things. But many will be sensitive to some of those points.

This is a challenging time for everyone, including your clients and prospective clients. Your marketing needs to speak to this new reality or it will be irrelevant and ignored.

Front of mind?

By Jim Connolly | April 11, 2020

Photo: Shutterstock.

So, what does front of mind mean? In this article I’ll explain the meaning and also provide you with some powerful examples we have all been very aware of.

Since the start of last year, many of the companies, organizations and brands that were front of mind (sometimes called top of mind), have now been replaced. The 2020 coronavirus pandemic changed everything and we saw different brands respond very differently with their marketing. It was a great example of what front of mind means, and how it works.

What does “Front of mind” mean?

It’s generally used to describe the first person or brand that comes to mind, when someone thinks about a topic. For example, if I ask you to give me the name of a social network and you reply with “Facebook”, then Facebook is currently front of mind for you, among social networking brands.

One of your key marketing tasks as a business owner, is to occupy the front of mind position in your marketplace. When they need whatever you provide or need help from someone in your industry, your name needs to pop into their mind first.

If they think of 2 or 3 competitors before you, you’re way less likely to get an enquiry.

A recent example of how front of mind works, and can change, came from the way businesses responded to the coronavirus. Their reaction fit into one of the following three groups.

1. Some carried on as if nothing had happened

They were unsure what to do, so they just did what they’d always done. This made them utterly irrelevant to the new needs and wants of their marketplace. They quickly faded in prominence, in the mind of their existing clients – – let alone the minds of those who would have been their future clients.

2. Some made an announcement, then went quiet

This group saw other providers making a statement about COVID-19, so they did the same. They then reverted back as if it was business as usual, like those in the previous group. And they too saw their businesses or brands fade in the mind of their marketplace.

3. Some adapted to the challenges of the coronavirus

This group increased the relevance and frequency of their marketing messaging. They looked at the new needs and new wants of their marketplace and adapted accordingly.

Interestingly, this group included the largest of corporations and the smallest of small businesses.

For example.

Coca Cola started to use their Twitter account exclusively to share coronavirus advice and promote charities, to over 3 million followers.
I live in a small village where a local taxi driver switched his business, to exclusively focus on delivering shopping, hot food, medicines and other supplies to high-risk people. He’s now the best known taxi driver in the area and has an army of super loyal customers.
In the marketplace they serve, those 2 very different businesses became front of mind.

Businesses in that 3rd group were keenly seeking out ways to proactively connect with, and be helpful to, the community they served. They used social networks, newsletters, blogs, vlogs or podcasts etc., to share useful, relevant information and they thrived as a result.

And they naturally became front of mind!

The situation in 2020 / 2021 saw lots of new brands become front of mind, and many have managed to retain the position. The key is to remember that there are opportunities in every economy, and under every kind of service conditions, to take our businesses to the front of our marketplace’s mind.