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Marketing tips and ideas to help you grow your business

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Needed

By Jim Connolly | January 24, 2025

needs not wants, professional service provider

Today, I’m going to show you how to grow your business, build your reputation, keep your customers or clients happy and generate extremely valuable referrals.

Better still, all it takes is one adjustment to the way most small businesses operate.

When I share this idea with business owners, I use the following example. Think about some of the most powerful commercial logos. Apple, Chanel, McDonald’s, Adidas, IBM, Google and Target, etc. All of these designs look simplistic. A child could reproduce any of them in a few seconds.

Now, imagine for a moment what happens when a business owner hires a great designer to create their logo. The designer then gets back to the client with exactly what the client needs… a powerful, extremely effective, yet brilliantly-simple design. Like one of the world-class examples I just mentioned.

Because the client is not a design professional, they want MORE for their money. So, they demand changes.

  • More detail.
  • More lines.
  • More complexity.

If the designer gives the client what the client wants, the client ends up with a confusing piece of junk.

If the designer gives the client what the client needs, the client ends up with an effective, professionally designed logo.

How to get this right

The best service providers use education, to help the client understand what the client needs.

When the service provider does this correctly.

  • The client ends up with what they want and what they need.
  • The service provider ends up with a delighted client, who has a great piece of work. That’s the kind of client who provides valuable referrals.
  • The marketplace gets to see your very best work, which helps you build an excellent reputation.

Your clients deserve your very best work. And so do you, my friend.

Marketing 101: Creativity works better than money

By Jim Connolly | January 18, 2025

creative marketing

Ever wondered why I never write about how or where to spend your marketing money?

Well, today I spill the beans. And it can save you, and make you, a fortune.

There are a lot of ways you can spend money on marketing. Advertising and promotion is available via thousands of providers. It’s so easy.

  • You pay them your money.
  • They say they’ll get your message in front of X number of prospective clients or customers.
  • Hopefully, a percentage of these will contact you.
  • And a percentage of that percentage, could spend money with you.

So far so good, right?

It would be, if your competitors didn’t have the exact same options.

But they do.

Buying attention is overrated

Obviously, your competitors advertise to the same marketplace as you… otherwise they wouldn’t be your competitors.

So your ads are always competing against their ads.

Whoever spends most money, gets the most attention. This is equally true when you advertise on different platforms, as digital advertising reaches the same target groups regardless of where they are.

This makes buying attention with ads extremely precarious! Your ad reach will always depend on the marketing money your competitors choose to spend. It’s out of your control. It’s also impossible to plan the future growth of your business with confidence.

Why?

A well-funded competitor can, quickly and easily, wipe your visibility out before you even know what’s happening.

Thankfully there’s an effective alternative.

Marketing creativity over marketing money

I choose to focus 100% on a very different marketing model. It’s a model that is impossible for your competitors to copy, as they can’t see what you’re doing, unlike paid ads / promotion.

  • They’ll know that you get talked about a lot more often.
  • They’ll also sense there’s a real buzz around your products or services.
  • They’ll notice their existing clients or customers switching to you.

BUT they won’t know why.

That’s because the marketing model I use is entirely based around creativity, not money.

It’s about attracting attention, not buying attention.

It’s about giving your prospective clients something to talk about.

And it’s exceptionally effective. In fact, The Wall Street Journal came to me for an example of how I achieve massive marketing success for my small business clients, using creative marketing strategies, and NOT A PENNY spent on advertising or promotion.

In short, I don’t write about how to buy attention because it’s a risky, expensive, unpredictable and exceptionally limited way to grow your business.

So, now you know.

When people say you’re too expensive, do this!

By Jim Connolly | January 16, 2025

Jim Connolly marketing

When you ask why they didn’t buy from you, prospective customers or clients often say that your prices are too high.

And it could be true.

However, it usually isn’t.

Here’s what you need to know.

Your prices are seldom the problem

Let’s start with some far more likely reasons for their decision.

  • Your marketing could be suffering from Toxic Complexity. This is dangerous and extremely common.
  • You might be marketing to the wrong people.
  • You could be contacting them at the lowest point of their cash flow cycle.
  • You could be asking people to make a decision before they have all the information they need.
  • Your marketing could be failing to clearly demonstrate enough value, making your price seem higher than they expected.
  • Your marketing promises could be too similar to those offered by your lower priced competitors.
  • Your payment terms may not be flexible enough for them.
  • Your branding could be positioning you as a lower priced provider than you actually are.
  • You could be responding to enquiries too slowly.

And there are lots of other reasons. None of which have much to do with your prices or fees, and more to do with your marketing and how you sell your products or services.

It’s a trap

Lowering your prices can be tempting. It’s a quick and extremely easy way to make your products or services seem better value. But it’s a trap. A trap you need to avoid. A trap that can put your business in a dangerous race to the bottom. You do not want to be in a race to the bottom!

A far better alternative is to find out what’s actually causing people to think you’re too expensive. And to then focus on improving your marketing in those key areas.

If you’re not sure where to start looking for answers, the brief list above is a useful place to begin. Try to look at each item on that list from the perspective of a potential client. Remember, most prospects will have done at least some research. So check your competitors to see how your; services, marketing, payment terms, promises, guarantees, branding and response times, etc., stack up against theirs.

And make lowering your prices the very last thing you consider.

Take their attention to the bank

By Jim Connolly | January 10, 2025

convert more prospects

So, you want to get your products or services noticed? Of course you do. You work hard, your business is excellent and more people need to know about what you do.

However, before you start working on how to get noticed, you’ll need to put some foundations in place. Otherwise, you’ll blow a ton of money, waste your time and miss out on some potentially great opportunities.

With this in mind, be sure to check the following.

  • Do you have an accurate way to measure the number of prospective customers or clients who notice you?
  • Have you determined the number of people you need to notice you, in order for your business to flourish?
  • Are you able to accurately track whether you are getting noticed by the right people, or just a poorly targeted mix?
  • When people notice you for the first time, do your *touchpoints build an image of trust? *Touchpoints are the places where a new prospective encounters you, such as your website, Linkedin, your newsletter, your office, your store, your advertising, etc.
  • Will new prospective customers find your marketing message compelling enough, to motivate them to place an order, to contact you, to come back for more, etc? [This tip will help you]
  • And have you made it extremely easy and intuitive, for them to recommend you to their friends and contacts?
  • Do you have a robust strategy to get their permission to stay in touch with them?
  • Are your systems, both online and offline, regularly tested, to ensure they’re working, or are you losing prospective customers or important data, without even knowing it?

The key is to make sure you don’t simply get noticed, but that you get noticed by the right people. And that when these prospective customers notice you, you’re optimized to turn their attention into money in the bank.

Get this balance right and you’ll convert more people into customers in 2025 than ever before.

Reject the masses. Here’s why

By Jim Connolly | January 3, 2025

marketing specific, targeted message, marketing tips

Here’s a very straightforward, proven way to build a successful service-based business. I’m going to suggest you reject the mob.

All right. That’s the intro finished. Let’s go!

Depending on the service you provide and your location, there are thousands, maybe tens of thousands or hundreds of thousands of prospective clients.

Except, they’re not really your prospective clients at all.

No.

Whilst you may be able to provide a degree of service to some of them, for the vast majority you won’t be exactly what they’re looking for. You can’t possibly be. None of us can.

After all.

  • Some will want a more local provider.
  • Some will demand the lowest priced provider.
  • Some will insist on the absolute premium, and happily pay the maximum to ensure it.
  • Some will need a provider that speaks a certain language.
  • Some will be looking for a provider from one of their networking groups.
  • Some will want a provider with a rare, highly specialist knowledge.
  • Some will require a provider who charges annually in arrears.
  • Some will only hire a provider with offices in multiple locations.
  • Some will want unlimited phone access at no extra charge.

Given you can’t possibly serve the majority of your marketplace, I have a strong recommendation for you. I recommend you adopt a much more focused strategy.

Here’s why. Along with how it works.

Shun the masses

The temptation is to try and have as wide an appeal as possible, so you get a shot at as many prospective clients as possible. That’s a very common approach. It seems to make sense, but it’s completely wrongheaded. A bad mindset to work from. And a very expensive mistake.

Why?

Because by trying to be somewhat relevant to everyone, you fail to be directly relevant to anyone – including your actual prospects.

Your actual (genuine) prospects need to see your marketing and immediately identify that you’re talking to them. By weakening that message, you lose them.

They’ll assume you’re not what they’re looking for, when you’re exactly what they’re looking for and exactly what they need.

So my plea to you is simple.

Reject the mob. They’re not interested. They’ll waste your time. They’ll want ‘this’ when you offer ‘that’. And you’ll go nuts trying to make them happy, let alone keep them happy.

Embrace your actual prospects instead

Focus on being directly relevant to the prospective clients you can absolutely delight with your services. These are the people who will hire you, pay you the correct rate, recommend you to their friends and stay with you for years and years. These are the clients you can confidently build an amazingly successful business with.

These are the clients you need. And they need you. They really need you!

Now, go and let them know! Focus all your marketing, so that it’s strikingly obvious you’re exactly what they’ve been looking for.

We’ll find a way

By Jim Connolly | December 10, 2024

we'll find a way, leadership,

There’s something exceptionally powerful in the following 4 word statement, ‘We’ll find a way’.

It’s quite literally transformative. Just consider the impact it has in each of the following scenarios. Then we’ll look at opportunities for you to apply it directly into your business.

  • We’ll find a way: It’s a springboard to growth and development.
  • We’ll find a way: It’s a mindset to make your meetings ultra productive.
  • We’ll find a way: It’s a sign of your commitment.
  • We’ll find a way: It’s the starting point of every great discovery.
  • We’ll find a way: It’s a mindset for removing barriers.
  • We’ll find a way: It’s a message that demonstrates your willingness.
  • We’ll find a way: It’s the answer to feelings of hopelessness.
  • We’ll find a way: It’s a preface to collaborations and partnerships.

There are many, many other examples of the powerful impact this phrase can have.

We’ll find a way in your business

With this in mind, here’s something I’d like you to consider.

I wonder how it might improve your business, when you look for opportunities to include ‘we’ll find a way’ thinking; in your conversations, client meetings, sales presentations, social media copy, newsletters, planning sessions, staff training, internal and external emails and project meetings.

As you have probably already noticed, we’ll find a way thinking is one of the most powerful, yet least talked about attributes of the world’s most influential leaders.

So, consider it another tool in your arsenal. Another option. A way to remove blocks that were holding you back. And a mindset that will be invaluable to your business as we enter 2025.

A big powerful idea

By Jim Connolly | December 3, 2024

big ideas,

Yes, as 2024 comes to an end, things are changing fast. That’s why today, I’m going to share an idea with you that can help you move forward with confidence. It’s something I’ve used for decades and it has never failed. 

It’s all about the importance of focusing on a big, powerful idea.

Here’s why it will work for you, along with a proven way for you to develop your very own big, powerful idea.

  • Big ideas crush apprehension and replace it with eager anticipation and excitement.
  • Big ideas fill you with motivation. They also provide the energy that’s required to achieve them.
  • Big ideas force you to grow. Every big idea requires you to learn new things, connect with new people and expand your horizons.
  • Big ideas attract the attention of others. People lean forward when they hear a big idea. They want to know more.
  • Big ideas draw people to you who want to be involved. You never have to worry about getting the help you need, if your idea is compelling enough.
  • Big ideas spread. You don’t need to push big ideas. They go from person to person. They have legs. They’re the source of that ‘buzz’ that every thriving business has.

Think big. Plan big. And enjoy the energy, clarity, direction and rewards that come from working toward your big, powerful idea.

The question is, where’s your big idea going to come from? 

Here’s your answer. 

Finding YOUR big, powerful idea

Given that this newsletter is being read by people on every continent, in every industry and with vastly different levels of experience, here’s a ‘silver bullet’ tactic. I’ve used this for decades and shared it with millions of people through my work. It’s a 4 step process I call The 6 Idea Trick. 

Important: Past experience shows that the correct way to use that tactic, is to make time for it. It’s amazingly effective. It will work, but it’s not magic. It requires time and effort. 

The marketing information you need

By Jim Connolly | November 28, 2024

information and data, difference between, marketing

A company pays a salesperson $125,000 a year.

That salesperson has generated an average of $250,000 a year, for 3 years, in high-profit sales.

He did great.

No he didn’t!

He was terrible.

In fact, he was worse than a waste of money.

And here’s why.

They were losing their company a fortune!

You see, that salesperson left the company and was replaced by a new salesperson.

The new salesperson was also paid $125,000 a year.

And using the same source of leads, over the following 3 years they generated an average of $750,000 a year in high-profit sales.

In the space of 3 years, the first salesperson under-performed by $1,500,000.

Data and information

Too many business owners, and sales/marketing directors, who should know better, make decisions based on data, when what they need is information.

Information is what you get, when someone applies knowledge, experience and context to data.

  • Data will show you that your salesperson is generating a 100% profit.
  • Information does that. However, your information-based decision-making causes you to research the average conversion rate for your industry. It immediately identifies a major problem that’s losing you a fortune. The salesperson is way, way below average and needs training or replacing.

This same data error is made by most small and medium-sized business owners, when they advertise.

  • They run the ads and data shows an ‘X’ percent profit is being achieved. They then look at ways to further increase that profit figure, with better written ads, better timed ads, better designed ads or placing ads on different platforms. This is an extremely limiting approach.
  • The business owner using an information-based approach, would start by looking at the ad data. THEN, they’d expand their potential by examining the profitability of investing in email marketing, joint ventures and endorsed relationships, etc.

Just ONE, successful Endorsed Relationship campaign can generate more high-profit income for you in a week than you usually earn in a year. I’ve seen far higher returns than that.

In short, data is extremely useful. But you can’t make informed decisions without information. Data is just a single component. And using it by itself, can ruin an otherwise great business.

Closing the sale?

By Jim Connolly | November 17, 2024

close the sale, closing tactics, business

When I started out in sales and marketing, it was all about closing the sale.

In fact, good salespeople were often referred to as good closers.

Decades later, I still see sales recruiters asking for candidates who have a proven record of closing.

Here’s why you need to be extremely careful, before using any of the countless closing techniques and tricks.

Closing for business?

The challenge with the closing mindset, is that it positions the prospective customer as little more than an obstacle. A barrier between you and the sale. A hurdle to be overcome. It’s little wonder so many closing techniques are based on aggressive, psychological tactics.

Here are a couple of the worst, widely used examples today.

  • The silence close. This is where a series of long, uncomfortable silences are used at key points in the sales process. The person selling uses this discomfort to exert the maximum mental pressure on the prospective client. It’s borrowed from interrogation techniques!
  • Assuming the sale. This is where the person selling literally ignores the prospect’s lack of interest and acts as if the prospect has agreed to make the purchase. They just start asking for the delivery address and a suitable date. When/if the prospect objects, the salesperson responds with a series of why? questions, further pressuring the prospect.

In a nutshell, the focus is on outmanoeuvring your opponent. It’s them against you. A confrontation.

Here’s a very different approach, along with why I strongly recommend you use it.

Opening

I built my reputation in sales by adopting the total opposite approach. Instead of focusing on closing, I focused on opening. And I made a fortune.

Opening?

Yes. Opening relationships and opening opportunities. I found the idea of closing to be self-defeating. I discovered that you can achieve a great deal more, by opening relationships with people. This means taking time to listen to them. And then learning about their challenges and what they want or need. If our marketing is targeted correctly, we’re automatically only speaking with people who are our ideal profile of client.

When handled correctly, and preceded with effective marketing, this means there’s no need to close anything or close on anyone.

The whole process becomes a natural, flowing conversation, where we seek to help people overcome a challenge, with the products or services we provide.

It’s an effective, rewarding and professional way to achieve amazing sales results, and build masses of high-value relationships that last.

Too passive?

No way! This approach may sound passive, but consider the people YOU like. The people you trust. The vendors you’re already purchasing from. Are they pushy? Are they confrontational? No! That’s because we avoid people like that. Conversely, we’re attracted to those who respect us and are open and honest with us.

We trust people who are open and honest.

We buy from people who are open and honest.

We value people who are open and honest.

We recommend people who are open and honest.

In short, the more open we are, the more opportunities we’re open to, the more sales we make and then, the more referrals we receive.

You’ve grabbed your reader’s attention. Now what?

By Jim Connolly | October 18, 2024

content marketing, newsletters, copywriting,

You have grabbed your reader’s attention. Your next step is extremely important. Here’s what to do next, plus something you must avoid in order for your marketing to be effective.

Let’s go.

Getting the reader’s attention is the easy part. We can do that with a clickbait headline or an outrageous statement.

However, a marketing message needs to tell them something or sell them something. And it absolutely must be consistent with that headline or statement we used.

If not, we lose twice over.

  1. We’ll lose the sale.
  2. We’ll lose the reader and the chance to market to them again. They’ll remember that we used an inaccurate headline to trick them into opening that email or clicking that link. They’ll feel foolish. They’ll feel duped. They’ll remember for a long time.

It’s a terrible tactic with a limited lifespan. The longer a business owner uses it, the more prospective clients they will alienate. That means when we have something to share with them, which is well-written, which is worth their time, which is what they need, which is what they want… they won’t click on it or open it.

The solution

By all means, grab their attention. Just make damn sure that your message is of interest to them, that it’s consistent with your attention-grabbing headline or statement, and that it motivates them to take whatever action you require.

That way, you win twice over.

  1. You’ll win the sale.
  2. You’ll win the attention of the prospect, because you’ll have trained them that you’re worth taking notice of.

Now that’s a win-win situation worth striving for!

Not already a subscriber? Then join my mailing list here.

Keep the good. Lose the bad!

By Jim Connolly | October 15, 2024

marketing review, small business

A friend of mine regularly appears as an expert on business programs. She called me with a question. It’s a question about a foundational truth of all business success and I think you’ll find my answer useful, so I’m sharing it with you.

Okay. Here’s my friend’s question.

I need a piece of business advice, which would work as a very short sound bite. I’m live on TV in just under 30 minutes. Can you help?

Fortunately, I had been working a few days earlier with one of my clients and shared something, which he found really useful. I figured it might be what she was looking for. She loved it. She used it. And it worked perfectly.

It was this. “Hold on to what’s working and let go of what isn’t”.

Allow me to explain.

Holding on and letting go

Much of what we do as part of our day-to-day business is habitual. At least to a degree. Here are just a few common examples.

  • We have certain service providers we go to for particular challenges.
  • We have a familiar set of business strategies, which we’re comfortable using.
  • We rely on specific people for professional, expert advice.
  • We use a pretty fixed selection of software and hardware for certain tasks.

Over the years, these providers, strategies, people and technologies become a key part of how small business owners operate their business.

However, the most successful business owners use a different approach.

They keep their eyes open for better alternatives all the time.

They know that meaningful improvement is only possible by reviewing what you do, holding on to what’s working and letting go of what isn’t.

Not already a subscriber? Then join my mailing list here.

Is it working or not?

It’s only natural for us to feel comfortable with what seems to be working. And after all, if it isn’t broke, don’t fix it! The thing is, we can only be certain that something isn’t broken if we check for better alternatives.

Here’s a recent example. Organic SEO was a very powerful form of marketing. Is this true today? For millions of business owners the answer is a resounding ‘no!’. Since Google’s AI Overview was announced on May 14th 2024, organic search results have been pushed way, way down their search engine results page.

Google’s AI Overview is also answering the very questions people used to visit your website for. So, you could be the number one organic result and see a fraction of the traffic you used to receive.

And what about the assumptions we make?

For instance, consider the assumptions we make about the market we serve. Are these assumptions working for us? If not, we need to let them go and make better, informed decisions. This is especially the case if we’re seeing a drop in sales or marketing results.

Changes

With very few exceptions, people have significantly changed how they spend money and invest. The pandemic, followed by the economic fluctuations since, has radically altered priorities. Small business owners today, who are marketing similarly to the way they did back in 2022, are not even close to what their prospects need to hear from them two years later.

Why not take some time to review the things you’re currently holding on to. Especially those you haven’t changed in recent years. Make sure they’re still the best option for you.

Check if they’re still optimal.

Then hold on to what’s working and let go of what isn’t.

Marketing 101: Your prospects really need you

By Jim Connolly | October 1, 2024

marketing obligation, increase sales, professional obligation

Photo by Brooke Cagle.

Today marks the start of the final quarter of 2024 and I want to help you finish the year strong. So, here’s a proven way to significantly increase your sales.

Let’s go.

You’ve connected with a prospective client or customer.

You’ve taken time to fully understand their needs.

You are now absolutely certain that your service or product is exactly what they require. Experience of your industry assures you that they won’t find a better match than you, anywhere.

It’s at this exact point where you have a professional obligation to the prospect. An obligation to make sure they don’t make the mistake of hiring or buying from another provider.

Your professional obligation

The reason you have an obligation, is that as a professional, you always act in the interests of the market you serve. You have no way to know just how badly people will be served by one of your competitors.

The only thing you can know for certain, is that you take great care to provide your clients with a superb, professional service. In short, your prospects really need you!

Okay. Please hold that thought for a moment.

Now consider your next conversation with a prospective client.

Before you begin, simply remind yourself of the facts above; that you can provide exactly what the prospect needs, that you’ll serve them better than any of your competitors and that the prospect needs you.

Here’s what very often happens

Having shared this idea with countless business owners over the years, here’s what I have found again and again.

By approaching the conversation with your prospect, mindful of your genuine commitment to their best interests, it significantly improves how they feel about you and how they feel about what you say.

Interestingly, you don’t need to deliberately change the words you use.

Why?

Because what you’re doing is 100% sincere. It’s the real you.

It’s natural, not scripted.

It’s genuine, not a trick.

When I started to use this approach for my own business, I found that it soon increased my client base. And for decades, I’ve seen it help my own clients to greatly increase their sales.

What changes by is how you communicate; your eagerness to listen fully to what they say, the cadence of your conversation, your facial expressions and your body language, etc. You’re now communicating with them as an ally who is looking out for them and their best interests. Because that’s exactly who you are, and it’s exactly what you’re doing.

It all starts with reminding yourself how much you care for your clients, how truly committed you are to delighting them and how much you want to help them avoid making a mistake.

You’re not drinking enough cold coffee for your business to grow

By Jim Connolly | September 16, 2024

marketing, business development, cold coffee

Early in my career, I noticed I could always tell when I was making real progress. How? I’d find myself drinking a lot of cold coffee!

Don’t laugh. You probably do something similar. Maybe with tea. Either way it looks like this.

  • You make a coffee and bring it to your desk.
  • Then, because you’re so engaged with what you’re doing, you lose track of time.
  • You grab your coffee and start to drink it, immediately noticing it’s no longer hot.
  • So, you guzzle it down quickly and make another.
  • If this happens again, you’re officially on a cold coffee productivity streak.

Your progress during these cold coffee streaks is off the charts.

Hot coffee work

Conversely, you can’t build a successful business when you’re doing hot coffee work. Hot coffee work doesn’t capture your imagination. It’s work that looks productive but isn’t. It’s work that drags on. It’s work that keeps you busy but ceases to inspire you. And importantly, it’s work that doesn’t stretch you. Remember, you can’t grow without stretching.

That’s why cold coffee work is essential!

How to know when you’re on the right track

You’ll notice that other people get excited when you tell them your plans. They’ll lean forward to listen to you. In many cases, they will want to get involved.

And you’ll find yourself with the same motivation, energy, optimism and passion that you had back when you started your business.

Be stingy with your time but not your ideas

By Jim Connolly | September 12, 2024

share ideas, stingy time

Laura emailed me with a great question. She is a member of my newsletter community and wanted to know I find time to give so many ideas away in my newsletter, blog and on my Twitter or X account. My reply contains a really useful idea, so I decided to share it with you.

It starts with understanding that sharing useful ideas is a very different type of sharing.

  • If you own 3 bars of gold and you give 1 of them away, you are left with 2 bars of gold. Give all 3 bars away and you’re left with nothing.
  • However, if you give someone a useful idea, you still have just as many ideas as you had before. Plus, you have just enriched the other person. That person could tell others how your idea helped them. So you may also have made a new business contact or a number of new business contacts.

However, there’s something else about sharing useful ideas that’s extremely important.

Scaling your sharing

You need to choose a way to be generous with your ideas, which scales.

  • If you give an hour of your time, to share useful ideas to each of 10 individual people, you have just spent 10 hours of your time. It doesn’t scale. It’s unsustainable.
  • But if you give an hour of your time to your community every day, in a way that reaches 10 people or 10,000 people you have only invested 1 hour. Newsletters, YouTube, blogging, podcasting and social media publishing are just some of the ways you can achieve this.

Be stingy with your time

Here’s how I explain the balance required: Be stingy with your time, but not your ideas.

You have a limited number of hours available each day and you need to use them wisely. Thankfully, by scaling the way you share useful ideas with your prospective clients or customers, you can choose to give generously. You can contribute to the success of dozens, then hundreds, thousands or hundreds of thousands of your prospects. And the initial financial investment required from you, in many cases, starts at zero.

Just think about that for a moment. And if it sounds interesting, why not give it a try?

How to land breakthrough opportunities for your business

By Jim Connolly | September 8, 2024

business breakthrough, business development

I recently shared some ideas about how to prepare when a major breakthrough comes your way. If you missed it, you can read it here: Seize the moment: Be prepared.

Today, I’m going to give you some proven ideas, to help you attract that major breakthrough you need.

It starts with 4 examples, based on breakthrough opportunities that small business owners often ask me about.

  • Maybe you’d love an invitation to appear on the biggest TV show, program or podcast in your industry.
  • It could be you want the endorsement of the person best-known and most respected by your prospective clients or customers.
  • Perhaps you’d love to receive a new marketing strategy that increases your client base or customer base, by a thousand percent.
  • And it might be that an introduction to an investor, who has the courage and finances to back you, is exactly what you want right now.

In fact, it could be any type of breakthrough that would lead to a life-changing improvement.

If you want to achieve that level of success, there are 2 business assets you need to develop.

  1. Door building.
  2. Success readiness.

Let me explain why those assets need your urgent attention, if you want something amazingly transformative to happen.

1. Door building

Breakthroughs don’t magically happen.

In order to achieve a massive breakthrough, you need to build yourself a door. A door, which your breakthrough opportunity can knock on.

Let’s take a look at what this means, based on those examples above.

  • Are you ready to do what’s required to attract the attention, and earn the interest, of the producers of those TV shows, programs or podcasts?
  • Are you ready to do what’s required to get yourself in front of the best known, most respected person in your industry. And when you have, are you ready to do what’s required, to earn their trust?
  • Are you ready to do what’s required, to have a marketing strategy that’s powerful enough to drive a thousand percent increase in clients or customers?
  • Are you ready to do what’s required to create a product or service that’s so valuable, wealthy investors will want to invest? And then, are you ready to do the work required to capture their attention?

So, that’s the door building preparation you need.

Now it’s time for success readiness.

2. Success readiness

This second step relates to the readiness, which turns the breakthrough opportunity into massive breakthrough results.

  • So, you get the invitation to appear on that prime time TV show, program or podcast. But are you ready to get the media training required in advance, so you give a great account of yourself?
  • You got the endorsement of the best-known and most respected person in your industry. But are you ready to put plans in place, in advance, so you can maximize the potential of this superpower endorsement?
  • You just witnessed a one thousand percent increase in clients. But are you ready to build a scalable process, in advance, to handle or onboard that thousand percent client increase?
  • You now have access to all the capital your business needs, thanks to that investor. But are you ready to study, in advance, how to grow a business with that spectacular level of funding?

What’s the lesson here?

  • Breakthrough opportunities come to those who carefully plan for their opportunity in advance.
  • Breakthrough success comes to those who are fully prepared, when their opportunity arrives.

It’s important to know that the breakthrough you’re wishing for, need not be a wish. It’s something you can make happen, with basic planning and preparation. I’ve done this countless times for my clients and for my own business.

You can do it, too.

Better still, after you make it happen just once, you’ll be able to repeat the process, and repeat the results.

Massively increase your sales with tiny improvements

By Jim Connolly | August 24, 2024

increase sales, small improvements

I have a beautifully simple, yet powerful marketing tip to share with you today. It’s all about how you can spectacularly increase your sales, by making some tiny improvements.

Let’s go!

Though it was years ago, I vividly recall speaking with the owner of an office supplies company. I’m going to call him John. He was introduced to me after a talk I gave and said he had something he’d like to share with me.

He explained that for years, he’d been frantically trying to work out why his biggest competitor was doing so well. That’s because on the surface, they seemed very similar to John’s business. And yet they’d grown 5 times bigger than John’s business, serving the same marketplace.

Then he discovered their secret!

John hired a former employee of his successful competitor. He quickly discovered the root of their success. It wasn’t any one thing or tactic that made that competing business so successful. Instead, it was the cumulation of lots of little things. These little things compounded, just like compound interest. It resulted in an outstanding difference, which their customers adored and their prospects were attracted to.

It was also undetectable to the competition, including John.

John had been looking for a mountain and totally missed the many molehills, which made all the difference. With a large number of relatively small improvements, John was able to significantly increase his revenues and profits.

In short, if you create enough molehills, you end up with a mountain. By looking for small improvements to the way you look after your existing customers, and the way you attract new customers, you can achieve spectacular sales results.

It’s a ‘6 word secret’ to business success

By Jim Connolly | August 22, 2024

Marketing, business advice, get moving

It’s simply this: In business the winners get moving.

Here’s why those 6 words are critically important to the success of your business.

  • Every business owner has ideas and occasionally great ideas.
  • Every business owner is presented with opportunities to succeed.
  • Every business owner can choose to be a leader.
  • Every business owner can instigate, rather than wait for someone else to move.
  • Every business owner has potential to be better today than they were yesterday.
  • And every business owner has the same 24-hours available to them every day.

It’s what we DO that counts.

  • Not our intentions.
  • Not our network of business contacts.
  • Not our cutting edge technology.
  • Not our plans.
  • Not our targets.
  • Not our qualifications.
  • Not our competitive edge.
  • Not our ingenuity.
  • Not our skills.

Intelligent action always precedes success. That’s why in business, the winners get moving.

Protect your business from time thieves

By Jim Connolly | August 6, 2024

marketing tip, packaging, time wasters

Photo: Shutterstock.

Your time is easily the most valuable asset you have. So today I’m going to show you an effective way to eliminate time wasters and replace them with high-quality, eager prospective clients.

Let’s go.

Salt and sugar

To begin, I’d like you to think for a moment about how similar salt and sugar look. They’re almost indistinguishable to the human eye. Even close up.

So why don’t people regularly add salt to their beverages by mistake? Sure, at home people know where they keep the salt and the sugar. But when they’re out? Why don’t we constantly see people in coffee shops and restaurants, having salt and sugar related accidents?

Looking for clues

A salt shaker looks very different from a sugar bowl. That’s why we never pick up a sugar bowl and assume it contains salt. Or vice-versa.

  • The container (packaging) gives us powerful clues about what’s inside.
  • These clues send us a direct message regarding what to expect.
  • They also guide the action we decide to take.

People use clues like this all the time. And that includes our prospective clients. When they need a new provider, they’re looking for guidance that confirms we offer exactly what they need.

So, what kind of decision-making clues are in your marketing?

For example. Do your clues set the right expectations regarding your fees, or do they attract fee-sensitive enquiries? Do your clues motivate people to want to purchase now, or do they attract early stage researchers, who’re not ready to buy? You get the idea.

If you’re sick of wasting your time with the wrong kind of client enquiries, check your clues. Look at your marketing through the eyes of a stranger; someone who doesn’t already know the type of clients or customers you want to attract. Then, make sure your messaging clearly positions you in the correct way.

I hope you find this idea useful but more importantly, I hope you give it a try.

Stop: Don’t hide the bad stuff

By Jim Connolly | August 5, 2024

marketing tips, small print, fine print

You’re reading about a product or service.

It sounds amazing.

Then you spot it!

You spot the dreaded *asterisk. And your heart sinks.

You know you’re about to be disappointed. You’re about to discover the exclusions, restrictions, omissions and conditions, which means that offer isn’t as good as they said it was.

They could have told you the truth without hiding it behind the asterisk. However, they deliberately chose not to. They intentionally concealed it from you, hoping you wouldn’t dig deeper. And in a split second, they’ve totally changed how you feel about them.

You wonder what else they’re hiding from you.

Your guard is up.

Your trust is diminished. Perhaps totally diminished.

The asterisk risk

If a business owner feels they need to hide something behind an asterisk, there are always better alternatives.

The most effective alternative, is to make the product or service as good as you said. This eliminates the need for an asterisk. Plus, it simultaneously pumps more value into your offering, making it more attractive and giving you a huge competitive advantage.

Another powerful alternative is to openly state, in honest and clear language, exactly what you’re offering. And include whatever would have been behind the asterisk, out in the open. Here’s an example of what that could look like.

Imagine it’s an introductory deal, offering your service at a reduced price for the first 3 months. Rather than quote the introductory price (and hide the fact it increases after 3 months, behind an asterisk), tell them up front. Let people know that you’re so confident they’ll love your service, you’re offering it at a super-low discount, so they can discover for themselves, why it’s outstanding value at the regular price.

There’s another reason for adopting a transparent approach to your marketing.

And it’s a biggie, too.

Social networks give your prospects a powerful voice. That voice can either be used to tell everyone how great you are, or how disappointed they are. Thankfully, you get to choose the kind of experience that’s being shared.

Not only does transparency start to work immediately, it’s also a proven way to build an outstanding reputation in the long-term.

How to be number one. In a category of one!

By Jim Connolly | August 4, 2024

marketing, outstanding, average

It’s tough being a service provider. There are so many of us in every industry. Not only that, a prospective client can find lower priced alternatives to us, on Google, in seconds.

With so many competitors, what can we do?

Well.

  • We could try and out-spend them on advertising. Of course, this eats into our profit margins.
  • We could try being the lowest priced. Of course, this almost eliminates our profits.
  • We could try joining a networking group. Of course, we’d be relying on fellow group members to provide us with leads; the very same people who need to attend the group because they can’t even get enough leads for their own business!

There are better alternatives though. And one that works extremely well, is to become number one in a category of one.

It’s the strategy I follow for my own business and one that could be just as effective for you and your business.

It works like this

Let’s imagine you’re a financial advisor. (You could equally be a mentor, lawyer, designer, trainer, accountant, marketing consultant or whatever). Anyhow, unlike your fellow financial advisors, you choose to work exclusively with creative professionals. This immediately places you as number one in a category of one.

  • The fact you understand their profession at a super-deep level, sets you apart from the rest.
  • The fact you understand their terminology and speak their language, sets you apart from the rest.
  • The fact you understand the threats and opportunities specific to their industry, sets you apart from the rest.
  • The fact you understand their unique requirements, sets you apart from the rest.
  • The fact you understand the creative mindset, sets you apart from the rest.

And because you’re clearly more relevant to the creative industry, you will stand out as the obvious choice, to be their next financial advisor!

It’s hard to think of a service provider in any industry, who couldn’t transition themselves into being number one in a category of one.

Including you.

Yes, including you!

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Hi! I'm Jim Connolly and I help small business owners to increase sales, boost their profits and build amazing businesses. Read more here.

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