Jim Connolly Marketing

Uncovering the pattern for success

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business development, biz dev

There’s an interesting pattern, which predictably repeats itself in business. Once you see it, you can’t un-see it. And you wouldn’t want to, because it points to a valuable business lesson.

Here’s a tiny sample of the pattern in action.

  • Just a small minority of business owners look for opportunities to encourage others.
  • Just a small minority of business owners genuinely go the extra mile.
  • Just a small minority of business owners are prepared to invest enough in their ongoing education.
  • Just a small minority of business owners are willing to lead.
  • Just a small minority of business owners can be bothered to make tough decisions.
  • Just a small minority of business owners are motivated enough to eat well and exercise regularly.
  • Just a small minority of business owners care enough to share a useful blog post.
  • Just a small minority of business owners are willing to truly stand out from their competitors.

That pattern matters. It matters because it’s also just a small minority of business owners who succeed in any meaningful way.

And that’s no coincidence.

What everybody needs to know about focus

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marketing blogs, marketing help

You tend to attract whatever you focus on.

  • Those looking for opportunities tend to find them.
  • Those looking for answers tend to find them.
  • Those looking for resources tend to find them too.

Of course, it works both ways.

  • Those looking for excuses tend to find them.
  • Those looking for distractions tend to find them.
  • Those looking for problems tend to find them.

The message here is simple. Focus on what you need. Focus on what you want. Focus on progress.

Your customers are telling you something important, which you’re probably missing

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marketing tips, marketing ideas, marketing tips and ideas

In business, it’s easy to confuse silence with satisfaction. The thinking looks like this:

No one’s complaining, so everyone’s happy.

That’s 100% incorrect! It’s not only incorrect. Thinking that way can destroy your business. Allow me to explain.

When a customer receives an average service, they don’t tend to make a noise. That’s because an average service isn’t good enough to motivate them to praise you and it isn’t bad enough to motivate them to complain.

Silence equals indifference

As a business owner, you need to understand that silence is a sign of indifference. And indifference kills businesses! If you have too many indifferent customers it’s impossible to succeed in any meaningful way. That’s because a customer who feels they receive an average service will switch as soon as an above average provider or outstanding provider approaches them.

Now, if only a tiny subset of your customers never recommend you or thank you for going the extra mile, you’re fine. However, if too many of your customers are silent, take heed. Figure out why they’re not occasionally taking 2 minutes to thank you and why they’re not telling their friends about you. Then put a plan together to switch them from indifference to delight. From silent customer to passionate advocate.

In a nutshell, give them something extra to care about before someone else does.

How to crush the feast or famine cycle

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marketing help, marketing advice

If your sales results are too erratic or you find yourself in that feast or famine cycle, this post is written just for you.

Most businesses offer products or services, which people are only interested in when they have a problem. If your business provides the answer to a problem, there’s a very good chance you’re using the wrong marketing approach.

I’m going to explain why and also show you how to get it right.

Knowing you before they need you

Coaches, accountants, designers, dentists, trainers, financial professionals, lawyers, translators, consultants, etc., are only sought after, when someone has a requirement.

Here’s the thing: If they already know who you are, before they need you, you are massively more likely to earn their custom, than some provider they have never heard of. For instance, my most recent client had been a subscriber of mine for months, before hiring me.

I once heard Mercedes’ head of advertising say, that if Mercedes focused on showing people advertisements, the week before they were about to buy a new car, it wouldn’t work. So, Mercedes focus on getting their marketing messages in front of us when we’re kids. Then, when we’re 35 and are thinking of buying our first luxury car, we think of Mercedes.

Whilst that approach is too long-term for most small businesses to consider, the advice is sound. It’s all about the client or customer knowing who we are, before they need us.

Switch from short-term gambits to a long-term strategy

Make marketing an ongoing part of your business, not something you do when you lose a client or when sales are down. Remain relevant to your marketplace. Stay in their mind (sometimes called ‘front of mind’). Keep earning their attention, through strategic, useful, permission-based marketing.

In a nutshell: If you want great, long-term results, you need to make great, long-term plans.

Exciting times for your business

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business development, marketing tips

These are exciting times to be in business. You have opportunities that previous generations could not have imagined.

Think about it:

  • With a laptop and an internet connection, you can tap into an unlimited marketplace. A global marketplace, with pretty-much limitless potential.
  • Your website can be a 24/7 lead generating machine. Not just that, a lead generating machine that sends you highly targeted prospective clients.
  • You can create digital products and sell them while you sleep. I do this here.
  • You can get a message in front of your prospective clients in seconds.
  • Your current clients can use social networks to spread the word about you.

There are outstanding opportunities all around you. Like delicious, ripe fruit just waiting to be harvested.

The question is, what are you going to do with all this potential… what’s your plan?

10 Things to start today, which your future self will thank you for

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Here they are in no particular order.

  1. Dream bigger dreams. Big, inspirational dreams are far more motivating than puny goals.
  2. Get into the habit of walking daily for 30 minutes. It will improve your life in so many ways. This Stanford study agrees.
  3. Too busy for a 30 minute walk? Get serious about solving your time management problem. This will help you.
  4. Focus on what you want. Not what you fear.
  5. Stop aiming for perfection. Instead, strive to be better than you were yesterday.
  6. Look for opportunities to step up and lead. Your marketplace desperately needs leaders.
  7. It isn’t the 1980’s — So, instead of focusing on closing sales, focus on opening relationships.
  8. Start a blog or a newsletter. If you already have a blog or newsletter, start taking it seriously. Here’s how to become an overnight blogging success.
  9. Avoid toxic influences. Everyone and everything you connect with has an impact on you. Choose wisely.
  10. Stop waiting for things to improve. Instead, plan for improvement, then work the plan.

I hope you found those suggestions useful. More importantly my friend, I hope you do something with them.