I want to share a valuable piece of advice with you, which I received from my mentor; the late, great Jim Rohn. Here’s what Jim used to say;
“Have something worth saying and say it well.
Jim would use that phrase when speaking about effective communication and I believe it’s also a very simple, powerful way to remind ourselves how to focus our marketing efforts. Let me explain what I mean, looking at both parts of that message, 1 part at a time.
Have something worth saying
Are your products or services worth talking about, or are they pretty similar to other people in your industry? You see, no matter how good someone’s marketing is, it will fail to generate sales or motivate people to buy from them, if its a great message, about an ‘average’ or slightly better than average service.
- People are bored by ‘average.’
- They see average everywhere.
- Average, is camouflage that stops you getting noticed.
- Average, is bland.
- Average, doesn’t compel people to do anything.
People need to ensure that their business, products and services are REALLY worth talking about. Not only is this required if you want to generate word of mouth publicity, it’s also required if you want your marketing to work.
…and say it well
Many people really struggle with effective communication, yet unless we know how to communicate effectively, we can never achieve anything worthwhile in business. This is why it’s so important that when we have something worth saying, we learn how to say it well.
No business wants to be “the best kept secret” in their industry. However, the majority of what we see and hear from small businesses is very poorly communicated. A business that cannot effectively communicate what it does and why people need to buy from them, is placing a VERY low ceiling on their potential. If such businesses are intent on handling all their own marketing, at the very least, they need to make a study of effective written and verbal communication.
Bottom line: By having a business, product or service that’s worth talking about, and learning how to effectively share this compelling news, marketing becomes a great deal easier.