On this episode of In The Box Podcast, we chatted about when you should stop growing your business (Yup, STOP growing it), the tiers of keeping in touch with people, the difference between convincing and converting as well as the difference between being defensive and seeking to be understood. As always, we had a bonus topic (bonus in the sense of always random, thought of in the moments before starting the podcast) where we talked about what advice we would give someone who has a tough time asking for or receiving feedback.
You may want the lifestyle the scene above portrays.
If you do, I can tell you how to get there. Interested?
If you don’t, is it poor marketing?
A poor marketer’s instinct might be to wonder how she can advertise this is the lifestyle you want until it’s the lifestyle you want. It’s a great thing this method doesn’t work despite the not-yet-smart marketers of the world insisting it’s an effective strategy.
It’s important (if you care any bit about the marketing world) that you realize the marketer’s job is not to get attention so you can sell what a company has already made, rather the marketer’s job is to think up how to plate something the market is already interested in.
If you think you have a weird product, it’s likely something the market will want. Why? Because people are weird. Now, the best way to market it? Weirdly.
Stay Positive & Constant Ads Telling People What They Want Is Not Weird
When using emotional connections to market a product or service, it’s often easy to leverage the inspiring mindset that you want to create more share.
It’s fair as a bow manufacturer brand to want to get more people into archery, and, by extension, buy their product. That would be creating share and there are many inspiring, connective, and legendary ways to create share.
However, it makes no sense for a peep manufacturer or archery bow release brand to worry about marketing in a way that creates share. Leave it up to the bow makers.
Another example? Does it make sense for an instrument mouth piece brand to try to get more people to buy saxophones in hopes they will buy their mouth pieces? No. It’s better for them to steal shares from competitors and to focus on those who already own an instrument.
Another example? What about a vehicle seat brand trying to get more people to buy cars in the hopes they will buy a car with their seats. No. It’s better for them to steal shares and leave the getting more people to buy cars up to the car makers.
Every marketing tactic you come up with files into one of these two categories. If your strategy is to steal shares, you need to stay with the tactics that accomplish it, rather than getting lost in the fun-ness and trap of working to create more shares.
It’s quite natural for the lizard brain to ignite some crazy thoughts in our heads while receiving, waiting to receive, or after having received feedback.
Think about the email containing feedback and how it seemed so harsh when you read it. Think about all the things you’re thinking could be wrong. Think about how you’ve felt as if you’re not good enough. It all sucks.
I found two effective ways to get beyond the rush of blood one gets when feedback is imminent.
WiiFM: What’s in it for me. Be selfish with the feedback. It’s your opportunity to grow as much as you can. Extract every piece of advice and reasoning for it you can. Feedback is a chance for you to get greedy and not care about what’s in it for them, focus on what’s in it for you.
WHY: If you go into a feedback session with an open mind, curious about what, why, how things are, you’re bound to handle it better. When you’re genuinely interested in the feedback, it’s hard for your lizard brain to act up because you’re so focused on solving a problem.
If you’re one that doesn’t handle feedback well, one who has a lot of self-doubt, consider working on your focus. When you focus (seeing what’s in it for you and being curious), it’s impossible for negative thoughts to occur because there is no mental space for them.
Stay Positive & Put Your Mental Energy Toward What’s Important