There are a handful of product and service cycles, many of which are either missing or have misplaced affinity.
Surely you can’t have an affinity for a product before you’re aware of it.
Another misperception and common trip up is that affinity comes after the product is used.
I’d argue that’s not affinity.
That’s impact, action, and if you’ve done it right, loyalty… but not affinity.
Affinity comes in before the action now, before the product is purchased, before one even knows if it works. Why?
Because that’s where the strongest story is. That’s when your product is the thing that aligns with the narrative of the customer. She hasn’t used it yet, but she already wants to come back to it again and again.
As marketers, we can spend time selling how the product will make ones life better once they purchase it or we can let the product do its own marketing on that scale. Instead, we can share how the product adds to the customer’s story she’s telling herself now, not later.
That is much more of a challenge (and much greater of a reward).
Stay Positive & There Is Affinity Between The People And The Product – Will You Find It?
We expect others to react to our ideas far worse than they actually do.
I received an email today that contained a few content ideas for a client. She was trying to get my brain working in a different way. She was throwing ideas out there – they weren’t necessarily great ideas, but they got me thinking.
And, despite our worst fears, that’s the “worst” that usually happens.
For a moment I imagined if I was the one sending the email then I’d be thinking the recipient is judging me by my ideas. I would think it’s too risky to share half-baked thoughts. I would have been afraid to hit send for fear of personal criticism.
Alas, knowing that it was simply fear convincing me not to hit send, I would have followed through with the email. Raw. Revealing. And… ultimately resulting in a reaction that was far better than imagined.
This type of situation happens every day. As artists, we have a choice to succumb to the lizard brain, to delete the ideas or to throw them out there.
You never know. That one idea you share might just get someone thinking, acting and succeeding.
Now that’s power.
Stay Positive & What’ll It Be For You? Hide? Or Show?
If you’re painting, act as if you’ll be submitting it to the Louvre.
If you’re pitching to a prospect, act as if you’re pitching to the late Steve Jobs.
If you’re writing a novel, act as if Tom Robbins will be the first one to read and edit it.
When you change the narrative (which, by the way, takes little effort), you change the result. The outcome becomes stronger. The product has in it: more care, more passion, more will than if you were just creating for the sake of creating or because your boss told you to do it.
For some they imagine that everything is a competition, others imagine the largest reward for a job magnificently done, others find an influencer and judge their work by them, “If Edward Bernays were seeing this PR proposal, would he be proud?”
All it takes is a little imagination to do better work; just a tweak of your narrative.
Stay Positive & You’ll Be Impressed At What Follows After Your New Narrative
The infamous expression of six degrees of separation means that to get to who you want, you’re six or less steps/meetups/emails away from making the connection.
That was the case in 1929 when the theory was announced…
That’s simply not the case anymore.
Stay Positive & Ask, And You Shall Receive
By default, when you do something for the first time, you’re mentally prepared for trial and error, you’re focused on learning, you already know there must be a second time and that the second time will be better than the first because you paid attention to what you could learn.
But, as your second, twentieth or hundredth time doing it comes around, are you still open?
Are you seeking out the lesson?
Are you maintaining the attitude that there is always something to learn every time you do a project?
Stay Positive & The Successful Still Do
One of the largest mistakes a business (especially a service-business) can make is to not hold their customers or clients accountable.
There’s nothing worse than clinging yourself to a sinking ship or one that is permanently moored in its ways.
When my mom was a personal trainer, the complaint I heard most often was that clients would cancel their training sessions. My mom, always wanting to give the benefit of the doubt, wouldn’t charge them.
The constant cancellations (having put so much preparation into a session!) finally got to her.
There are two ways to look at this. The first being selfishly. She could have made more money, got compensated for her time and got an hour back of her day to invest in someone else.
The second way is that, had she established a cancellation fee, she would have held her clients accountable. She would have been what they were actually paying her to be. (Anyone can do some workouts, but most need the right kind of accountability to do them.)
The same goes if you’re a marketer. Do you have a penalty for clients who don’t let you meet the bottom line you’ve promised? Perhaps you agree to 100 pitches this year, but the client rejects 40 of the 110 you suggest. Do you let it be or do you kick them in the butt?
Holding customers accountable is a move not many make and not many blame their failure on for reasons of selflessness and guilt, but it’s the one marketing tactic that ensures a baseline of success.
Stay Positive & Accountability Is Everything
The gateway to getting what you want is to leave the gate open.
The way you face at work.
The time you spend with headphones in.
Where you position yourself through the majority of the day.
It all makes you more (or less!) approachable.
When you make yourself approachable, more opportunities land on your pile, more connections are made, more rewards are shared.
Stay Positive & Is Your Gate Open?