Jim Connolly Marketing

Get connected and prosper

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customer experience, marketing, word of mouth

As you start the second quarter of 2023, I have a suggestion you might find really useful. Why not connect with some people?

For example.

  • The people you know, who could help you to reach someone you’d like to meet with.
  • The people you know, who will give you their honest opinion on that idea you have.
  • The people you know, who always leave you feeling energized after you speak with them.
  • The people you know, who need your help or support right now.
  • The people you know, who have successfully duplicated their business model in a new location, and opened up a whole new marketplace.
  • The people you know, who you haven’t connected with in a while and you should catch-up with.
  • The people you know, who would make great Joint Venture partners.
  • The people you know, who are experienced at dealing with a challenge you have.

Your list

Your list of people will be different from the one above. And your list will change, as your situation changes.

For example, my wife is an author. Her list changes radically, when she gets the publication date of her next book. It changes again, when the publicity for that book starts. And again, when she starts research on a new book.

The key thing is to set time aside when required, to focus on the people who could help you, and those who you might be able to help.

Their list

As you know, there are people out there who rely on you for various things; both in business and life in general. You’re on their lists, even if they don’t have written lists. The myth of the self-made success is exactly that… a myth. None of us can do it all by ourselves.

So get connected. And prosper.

What really matters

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Stalling tactics, marketing tip

It doesn’t matter what brand of laptop or phone you work with. Leonardo da Vinci used a quill and parchment. Einstein used a pen and paper, plus a chalkboard.

It doesn’t matter how motivated you feel. You don’t wait for inspiration to appear. You command it to appear.

It doesn’t matter what negative or peevish people tell you. Great ideas are not anointed!

It doesn’t matter if others can’t see your vision. Steve Ballmer famously laughed on camera, when interviewed about Apple’s first iPhone. He said no businessperson would use a phone that didn’t have a hardware keyboard.

What does matter

What matters, really matters, is that you get started.

This means taking the first step, despite being fearful, tired or nervous… rather than waiting for that mythical perfect time to arrive.

Sometimes we are our own worst enemy.

Unconsciously, we develop stalling tactics and end up standing in our own way. We need to identify the things that cause us to stall, and call them out for what they are (excuses). When we do, we’re free to get started.

Free to unleash our full potential.

The retailer who’s killing his business

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marketing content, copy

There’s a powerful marketing lesson I’d like to share with you, from my own personal experience.

I visited a store yesterday morning. In the space of just a few minutes, they damaged their reputation and lost at least 2 customers instantly. They will almost certainly have already lost more by the time you read this, as the story has now surfaced on a local Facebook group.

Here’s what happened.

I was standing in line waiting to buy a new razor, at a local, independent store. A customer in front of me was trying to exchange a faulty hair dryer she’d bought from them. The hair dryer was, apparently, 2 days past the store’s return policy. The customer tried to explain that she’d just returned from a 14 day business trip and couldn’t return it sooner.

The guy at the store wasn’t interested. He just kept loudly telling the customer there was nothing he could do. The customer left the store, vowing never to return. I put my purchase back on the shelf and decided to buy a razor elsewhere.

A better approach leads to a better result for everyone

The guy at the store was wrong when he said there was nothing he could do. There were a number of useful things he could have done.

  • He could have listened to the customer as she explained her situation. Instead, he chose to avoid eye contact.
  • He could have looked at her passport, when she showed him the stamps that proved she returned to the country yesterday. Instead, he chose to look away, rolling his eyes.
  • He could have spoken to the customer with empathy. Instead, he chose to keep repeating the same mantra, over and over.
  • He could have been flexible because of the customer’s situation, offering her a working hair drier or maybe a discount on a second one. Instead, he chose not to.

And he could have turned the customer’s problem into a positive story.

He could have given her a remarkable customer experience, which she would share with her family and friends. After all, he’d sold her a defective product and her passport stamps (which she showed him) proved she’d been out of the country until the previous day.

Instead, he chose to give the customer a very poor experience. The kind of experience she has since used as a warning, via a popular local Facebook group. When I last looked, her story had almost 100 reactions, with comments from others who’d had similar experiences.

All this is happening, when the store had a great opportunity to delight a customer and give her a positive story to share. It would have cost them pennies.

Small business should play to our strengths

As an independent business, they had the flexibility to deal with that situation in any way they wanted. And that’s exactly what they did. Whether the guy who served the customer was the owner or an employee, it was clear that they operate a rigid returns policy.

Certainly, the retailer needs to avoid customers taking advantage of them. However, it was very clear that this customer was an exceptional case. This is the exact kind of situation, where a small business can use their agility and win a client’s goodwill and loyalty. It’s a golden marketing opportunity. (I wrote this piece explaining why everything in business is marketing that you might find useful).

Our customers will talk about us, regardless. It’s the way we look after them that determines the kind of story they share.

A genius marketing idea from a 19th century artist

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Back in the 1800’s, Edgar Degas said: Art is not what you see, but what you make others see.

The same is true of great marketing

Successful marketing paints a compelling picture in the mind of a prospective client. It doesn’t list a series of facts or features. Instead, it talks directly to the needs and wants of your clients. It paints a picture of how you can help them. It illustrates how you’re passionate about helping them. Everything is rooted in what’s best for them. Everything.

Ineffective marketing paints a picture of the provider. It’s all about their business and the products or services they offer. It’s dry. It’s dull. It’s forgettable. And it fails to motivate people to take action.

The message, my friend, is simple. If you want to attract better clients, paint better pictures.

Get more referrals with this simple idea

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marketing, referrals, word of mouth recommendations

Give this a try.

  • Think of some amazing things, which you would LOVE your marketplace to be telling their friends about your business.
  • Write those amazing things down.
  • Next, put a plan together of what you will need to do, in order for your marketplace to say those amazing things.
  • Finally, get to work on your plan.

This is a switch of focus, from the vast majority of advice on getting referrals.

Most referral advice is about how to motivate others to recommend your services or products to their friends and contacts. How to change their behaviour.

This advice is focused on you taking direct control. It’s about you crafting an experience, which makes people want to recommend your services or products.

People are naturally hardwired to communicate with each other. When we give our marketplace an experience worth talking about, that’s exactly what they do.

The wonderful thing about this, is that it means your referral stream is always, always under your direct control.

Suddenly it smashes you in the face!

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Jim Connolly marketing, fix your marketing

Marketing tactics and strategies seldom fail overnight.

Instead, they become a little less effective over time. The decrease in effectiveness is usually so gradual that for weeks, often longer, you hardly even notice it. Then you look at your sales leads, your upcoming sales meetings and your sales figures and the reality of the situation kicks in.

Your marketing is no longer effective and you’re about to feel some real pain, unless you resolve things.

One guy went 5 months without a sales lead, before he contacted me. He said, and I believe him, that he hoped it was just a long blip, and that things would pick up ‘next week’. It was only after his bank refused to increase his lending that he reached out for help.

That months-long period is how marketing problems usually manifest themselves. There’s a slow, very gradual decline in results. Then suddenly the numbers punch you in the face. It’s at this point, where most business owners will take action.

Other business owners do things differently.

Here’s what I see regularly, with new clients. They have been keeping an eye on their marketing and the results generated. They then paid extra attention as soon as they saw a negative pattern emerging. The moment they believed there was a bigger problem ahead, they contacted me.

So, why do most small business owners hesitate?

There are a number of reasons behind the decision of some business owners, to wait longer than others, before proactively taking control of their problem.

Here are the reasons I hear most commonly from new clients.

  • Some are sat on a fat bank account, which decreases their hunger to fix things. They’ll try to ride it out.
  • Some hate the idea of change, so leave it as late as possible.
  • Some have far less motivation or need to make money, as the vast majority of their family income is from their life-partner, wife, husband or parents.
  • Some have a well-paid job and their business is really just a hobby or pastime.

It boils down to different circumstances and different attitudes.

Whatever your current situation or mindset, marketing problems are easier and faster to resolve, the sooner you get started. Because the moment you start doing the right things correctly, you change the direction of your business.