Marketing tips, marketing help and advice

How to thrive in the current crisis

By Jim Connolly | March 16, 2020

There are small business owners reading this, who will absolutely thrive in 2020.

Yes. Really.

They will survey the current crisis and identify improved ways to operate. They will look for opportunities to radically increase their value to the marketplace, based on the landscape ahead. They will adapt to the new needs of the people they serve.

And they’ll not only grow exponentially, they will become more useful, more valued and more cherished by their marketplace than ever before.

The reason this opportunity exists, is that most small business owners won’t do any of that.

They’ll wait. They’ll sit tight. They’ll keep doing what they always do and hope things get better, before they run out of time, money or credit. Just like others did in the 2007/8 financial crisis.

It’s interesting to see how differently small business owners act, when faced with the same situation. They tend to fit into one of two broad groups. Some will thrive. Some will freeze.

Thriving: Those who thrive will do so by adapting their approach and helping others with the crisis we face. The thrive strategy is a core focus of my work with clients right now. It should be your focus too.
Freezing: Those who freeze don’t have a strategy. Things are moving fast. So failing to adapt isn’t even an option… let alone a viable business strategy.

Thriving: Where to begin?

Look at the services you provide and the people you serve, not based on their usual needs, but their needs moving forward.

As I learned from working on thrive strategies with small business owners recently, there’s no one-size-fits-all approach. Strategies that are spectacularly effective for some will be ineffective for others. I’ve needed to piece together individual strategies with my clients.

A useful place to start, is to check your range of services, opening hours, payment methods and client acquisition strategies. Also, check your marketing messages and advertising, etc. What worked fine until now may need to be replaced with more suitable alternatives.

Listen intently to your clients and the marketplace you serve. And keep listening. Things are moving fast and their needs will change and so will the opportunities around you. Be prepared to adapt because it isn’t going to be ‘business as usual’ for a while.

However, it’s your business.

You’re in control.

The winds will certainly change, but you set your own sail.

So don’t freeze.

Because you can thrive if you choose to.

Help during a crisis

By Jim Connolly | March 13, 2020

One thing everyone reading this has in common today, is that our countries and local communities are facing a health crisis. Some more than others.

Our primary focus is to look after our loved ones. But once they are cared for, we should consider helping our customers, contacts and wider marketplace.

How?

Back in the financial crisis of 2008, I sent a note to all my contacts. Something like; “I know times are tough right now. If there’s anything I can help you with, just let me know”. A number of them decided to do the same. A small ripple of cooperation developed. People helping people. Friendships were formed, which are still strong to this day.

Another ripple from that note was the launch of Jim’s Marketing Blog. I wanted to give free information to as many small business owners as possible, to help them build stronger businesses.

The 2008 financial crisis passed.

And this crisis will pass, too. They always do.

Until then, those of us in a position to provide help can become part of the solution. Even in a small way. Little actions, like a brief note to your contacts, can create a ripple effect.

We can make a difference. We can help make things better.

Finally my friend, I hope you and those you love are well and that you stay well.

The problem with knee-jerk reactions

By Jim Connolly | March 4, 2020

marketing, knee jerk

Photo: Shutterstock.

…is that they often leave us looking like a jerk.

And more importantly, they can seriously damage a business.

In today’s post, I give a very recent example of how nasty a knee-jerk reaction can be, along with a strategy to avoid it happening to you and your business.

Here’s what happened.

Yesterday, a business owner responded angrily to a customer complaint on Twitter. The customer replied. A very heated argument ensued. The business owner then deleted his angry tweets, aware of the damage this could cause him.

Problem solved, right?

No.

As often happens, someone took a screenshot of the business owner’s angry tweets and shared them. Then more and more people shared his tweets. The problem escalated fast. He was soon being attacked by lots of his customers for the way he handled the original complaint, and his attempt to cover his tracks.

4 minutes

Knee-jerk reactions happen fast. Those offensive tweets were sent over a period of just 4 minutes, yet they’ve created a considerable marketing problem for the company concerned.

Marketing problem?

Yes!

Many of the company’s Twitter followers are customers. Some tweeted to say they were going to switch providers. What’s not known is how many other customers saw what happened and will simply leave. However, he also has a longer-term problem to deal with. Tweets are indexed by Google. Any prospective customer researching a new provider can easily stumble upon what his angry customers are saying.

That’s a heck of a marketing problem to overcome.

He’ll need to try and rebuild his connection with his customers. He’ll also need to earn their trust again. Some in similar positions have needed to invest in a rebrand. Others have needed to appoint a new CEO or leadership figure.

All because of 4 minutes of angry tweeting.

I believe the best thing we can learn from situations like this, is to develop a strategy that stops us making the same mistake.

Here’s the strategy I use. I hope you find it useful.

Pausing our knee makes us less of a jerk

Knee-jerk reactions only happen, because we react almost instantly… when emotions are running high.

Just as it’s hard to solve a problem using the same kind of thinking that caused the problem, it’s hard to respond with *love, when you’re still feeling angry or irritated.

*Yes, love. If we don’t love the community we serve, we’re in the wrong job.

So, my strategy when someone puts me in a toxic frame of mind, is to press pause before I respond. This inserts a time cushion between the incident and my response. I find 15 to 20 minutes is ideal. When possible, I use that time to go for a walk. I find a change of scenery makes my thinking even clearer. Either way, I’m able to respond in a much more thoughtful, measured fashion.

That approach has not only helped me professionally, but been enormously useful in general. After all, no one likes a hothead.

The key is to find an effective strategy, before you need it. If mine doesn’t work for you, keep looking until you find one that does. It’s so much easier to avoid knee-jerk problems before they happen, than to have to deal with all the damage afterwards.

Mistakes, birthdays and billionaires

By Jim Connolly | February 24, 2020

Photo: Shutterstock.

I have an idea to share with you today, from a weird combination of sources. It involves mistakes, birthdays and billionaires.

My friend Amy has a landmark birthday today. One of those birthdays with a zero at the end. She said she was now “officially old” and that it’s the first time she’s not felt like celebrating a birthday.

I offered her another way to look at things, as she was clearly feeling down.

Imagine you’re just a penny away from becoming a billionaire. Nothing really changes on the day you earn that final penny. You were already pretty-much a billionaire and probably extremely wealthy for decades. You may feel different now you have that extra penny, but you’re just a penny richer than the day before. That’s all.
Landmark birthdays work the same way. You may feel very different. In reality, you’re just a day older than yesterday. That’s all.

What does this kind of thinking have to do with business?

Every year in business, you make countless decisions, have thousands of conversations, give numerous presentations and send lots of proposals… it’s an almost endless stream of activity.

When you make a poor decision, it’s just one decision.
When you have an unproductive conversation, it’s just one conversation.
When your proposal is rejected, it’s just one proposal.
When a meeting doesn’t go the way you want it to, it’s just one meeting.

In the same way as the final penny doesn’t make you rich, and the day your age has a zero on the end doesn’t make you old, a negative commercial outcome must be seen in context.

When you make a poor decision, learn from it and make better future decisions.
When you have an unproductive conversation, unpack it and make the next one more productive.
When your proposal is rejected, look for ways to make the next one stronger.
When a meeting doesn’t go the way you want it to, review what happened and improve.

A recent failure does not define us as failures. The last penny doesn’t make us rich. And I hope Amy now has a very happy 20th birthday.

Waking up?

By Jim Connolly | February 17, 2020

Photo: Shutterstock.

A reader emailed me earlier with an observation. She explained that even though it’s only February, it’s already starting to look a lot like 2019 for her business. And 2019 was pretty similar to 2018.

She’s frustrated with her progress. And she’s not alone. I always hear similar things around this time of year.

On one level, the answer to her problem is simple. No. It’s extremely simple. Because we know exactly why this happens and exactly what to do.

On another level, it’s a very hard problem to crack. Allow me to explain why PLUS some ideas to overcome it!

Cause and effect

Like everything in life, business follows the law of cause and effect.

In short: The law of cause and effect states that for every effect there is a definite cause. Likewise for every cause, there is a definite effect.

So, if a business owner wants better results (effects), they need to take better actions (causes). Obviously, if we carry on doing things the same old way, we’ll get the same old results. Old ways won’t open new doors.

It’s tricky

Knowing why business owners get stuck in a rut is one thing. But actually resolving the situation requires a mindset shift.

And that’s not easy. Not easy at all!

This is especially the case when:

The business owner has developed a level of acceptance with their situation. They start to self-identify as having reached their potential; consciously or unconsciously. This is pretty common.
The business owner has a degree of comfort, which makes it hard to motivate themselves to leave their comfort zone and improve things. Sure, they’re not where they want to be, but they’re kind of okay. This is easily the biggest cause of unfulfilled potential.

What should a business owner do, if they identify with one of those mindsets?

They should wait!

Yes. Wait. Allow me to explain.

Wait for the wake up call

Entrepreneurs will motivate themselves to do what’s required, as soon as they realise they’re coasting or in their comfort zone. However, real entrepreneurs are just a tiny fraction of small business owners.

What tends to happen, is that something unexpected occurs. Something that creates the motivation for the small business owner to act. A wake up call.

Common examples I see include.

They lose a major client or source of income.
They have a birthday with a zero at the end and realise they’re wasting time.
An agile competitor arrives and starts to target their best clients.
They were in a marriage / long-term relationship that’s recently ended.
They discover they’re not going to be able to retire with the quality of life or security they hoped for, or retire as soon as they thought.
A family member or old friend reminds them that they used to have much bigger dreams.
They just get tired of making-do and want something more from work (and life).

The key to our success is not whether we get wake up calls or not. We all get them. And we get them fairly regularly.

Our success depends on our decision: to either hit the snooze button… or wake up.

Note – I explain the entrepreneurial mindset in a little more detail here.

Steve Jobs, some journalist and a great marketing lesson

By Jim Connolly | January 29, 2020

marketing tricks

Photo: Shutterstock.

This post is a little different from my usual stuff. I hope you find it useful.

One of the keys to business success is to be memorable (for all the right reasons). The following brief story shows the difference between making a big, but instantly forgettable impact and making a big impact that’s remembered for years to come.

Steve Jobs and a heated email exchange

A few years before Steve Jobs died, a journalist published a private email exchange he’d had with the legendary Apple CEO. Jobs was a passionate man. And the exchange got a little heated, as the journalist intentionally tried to get Jobs angry. This was dynamite for the journalist, who spotted an opportunity to get noticed, on the back of Jobs’ fame.

As I started writing this, I was unable to recall who the journalist was. I did recall covering the story a little while after the event, so I checked that blog post, and even at the time of writing that post, I wasn’t able to remember his name.

However, even today the core story is fresh in my mind.

I remember the journalist’s tactics, in goading Jobs for click-worthy comments.
I remember Steve Jobs’ passion, as he responded in person to the string of emails.
I even remember Jobs asking the journalist something along the lines of, “Have you ever created anything yourself… or do you just criticise those with the courage to create?”.
But I’d totally forgotten who the journalist was and what publication he represented.

Unforgettable

We soon forget those people and companies that grab our attention with PR stunts. That’s because stunts and tricks attract drive-by interest: People look quickly at the hoopla, but it lacks connection / meaning, so they just ‘drive by’.

What we DO remember are those rare people and brands, that are willing to make a difference. Those brave people in business (and every area of life), who have the courage to do something useful and meaningfully different. We remember them and connect with them because we value their contribution. And it serves us well to learn from them.

A few notes you may find useful

By Jim Connolly | January 20, 2020

Photo: Shutterstock.

I jotted a few notes down during this morning’s Pick My Brain client session. I hope you find them useful.

How many of your activities today will help make your business stronger in 12 months time?
How many of your daily business activities have you assessed recently: Either to check that they’re still relevant or still the optimal way to achieve your business goals?
How many of your hours today will be spent responding, rather than initiating?
How many times have you checked your phone notifications in the last 30 minutes?

Whilst the notes were for a specific business owner, they could be of wider interest. Especially for those of you, who are finding January 2020 is already looking a lot like January 2019.

So, what’s inside the box?

By Jim Connolly | January 17, 2020

Photo: Shutterstock.

Today, I have something different for you. It’s a simple, yet powerful technique I often share with business owners. By the way, this leads on nicely from my previous post. You can read it here.

I want you to imagine for a moment that you’re sitting with a potential client or customer. Between you is a table. And on that table, you place a box.

You explain that the box contains something of truly great value.
You tell them that other people are using it, and they love it so much that they recommend it to their friends.
You then tell them that once they have it, they’ll wonder how they managed without it.
And then you explain that the price for what’s in the box, is way below what it’s worth.

Finally, you ask them, “Would you like to see what’s inside the box?”

Their eyes widen as they lean forward and say, “Yes please!”

This begs the question: What’s inside the box?

As a business owner, your task is to develop a product or service for your clients, which fits inside that box. The only rule is that in order for it to fit, your product or service needs to be able to deliver on the 4 points above.

Why bother?

It changes everything. If you take the time to get it right, you’ll find yourself speaking with highly motivated potential clients. People will need very little encouragement to hire you or buy from you. Plus, your existing clients will be eagerly telling their friends and contacts about your services and your business.

Make no mistake, this process requires creative thinking. And it takes guts, too. Why? Because whatever you decide to place in the box, will by default, be different from what your competitors are doing. And it takes courage to stand out, to zig when everyone else zags.

Is it worth it?

In my experience, (both with my client’s businesses and my own) the answer is a resounding ‘yes’. It’s easier, more profitable and far less stressful to have products or services that pretty-much sell themselves.

How to crack the New Year’s resolution code. My story

By Jim Connolly | January 1, 2020

Photo: Shutterstock.

I never succeeded with New Year’s resolutions. Then I figured out why they don’t work. Since then I’ve achieved every major goal I’ve set. Today I’m sharing the simple idea behind my success with you.

So, here’s how I did it. And in doing so, generated hundreds and hundreds of thousands of dollars in fees, quit cigarettes, quit alcohol, got to my ideal weight (and stayed there), put Type 2 diabetes into full remission… and achieved lots more too.

Why New Year’s resolutions suck

First, here’s why New Year’s resolutions are so notoriously ineffective. We see the same pattern every year.

The local gym will be three times as busy, because it’s January.
The sale of health food will surge, because it’s January.
Business owners worldwide will set new targets, because it’s January.

And by March, almost all of these will revert back to their old ways. That’s because setting a target or goal, simply because it’s January, brings very little motivation. Once January passes the motivation it brings also passes. Gyms are emptier, the sale of healthy food plummets and business owners slide back into their comfort zones.

The best New Year’s resolution you can set for yourself, is to do something you know is good for you or your business. Something BIG and exciting. Then, resolve to stick with it… for 24-hours. And tomorrow, resolve to do the same.

Does it work?

Using this method, I quit smoking (28 years ago) and quit drinking alcohol (33 years ago). I haven’t had 1 cigarette or consumed any alcohol since. No tricks, no pills, no patches. I just stopped.

But only for 24-hours.

Anyone can do it for just 24-hours. The thing is, those 24-hours stack up. They become weeks, months, years and decades.

I’ve also reversed Type 2 diabetes and am in full remission, so zero medication and perfectly normal blood sugar (HBA1C 5.4% or 36 mmol/mol). And I reached my ideal weight years ago (and stayed there). By doing what is required, just for 24-hours and seeing where it takes me tomorrow.

In 2008 I decided to start Jim’s Marketing Blog. The goal was to write something every day. And if it was likely to be useful to business owners, I’d publish it. There are now thousands of useful posts published on the blog, and tens of thousands of notes, unpublished. The blog has readers worldwide, many of whom become clients; generating hundreds and hundreds of thousands of dollars in fee income and countless opportunities.

And it all stems from setting a BIG and exciting goal and doing what’s required, just for the next 24-hours.

Maybe it’s time to make things easier for you and your business? Set some big and motivating goals. Grab the most important one and be resolute to do what’s required for its attainment, just for 24-hours. Then see where it takes you the next day. Repeat with each important goal.

7 Hard truths about marketing your business

By Jim Connolly | December 31, 2019

Photo: Shutterstock.

Embrace brevity. Your marketing content is almost certainly 50% to 75% too long. Fix it. Your prospective clients are being bombarded with emails, texts, social media updates, phone calls. Their time (and attention) has never been under so much pressure. This will become an increasingly bigger issue in 2020. So get to the point. And fast.
Be cautious of anyone offering tricks or short cuts to marketing success. Short cuts to success are seldom short cuts and they never lead to success.
Avoid general marketing advice. Why? Because it’s extremely risky. Your marketing problem is specific to you and your unique situation; your industry, budget, location, size of business, competition, mindset, assets, etc. And your specific situation requires a specific strategy.
In business, everything you do is marketing. Yes, everything. From the way you answer the phone, reply to emails and the design of your website… to your ability to meet deadlines, the customer service you offer and your opening hours. It’s all saying something about you. Either positive or negative. Nothing is neutral. It’s making you money or it’s losing you money.
Don’t expect professional marketing results from amateur marketing. Marketing is the life-blood of your business. So stop treating it like some DIY project or you’ll run out of money, time (or both).
If you need to attend networking events, to try and get people talking about your business, you have a major problem. Ask yourself “why”? Why aren’t people automatically talking about your service? Spend more time fixing the problem. Spend zero time pestering strangers at networking events for leads.
You will never be one Facebook Live ‘event’ or online course away from marketing success. Ever.
Always over deliver. Take time to focus on being of as much value as you can be. You can’t do this if you spend too much of your time, producing content for your newsletter, Linkedin, Facebook, Youtube and a podcast. Choose one or two channels. And put your time and energy into being useful or helpful in those areas.