Why Try To Get Out Of Your Box, When You Can Use What's In It?
Each customer has a story they are telling themselves.
One of the most common marketing failures is the incorrect communication of value or in other words how one’s service or product fits within the target’s story.
In the long run, it’s not worth trying to bring every flavor, color, style forward in hopes that you’ll get lucky and tell the right story. Better to listen to the customer until you know what their value is. Then share it.
Stay Positive & Listen Listen Listen
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Some think there’s a fault in always wearing your heart on your sleeve.
When it comes to creating remarkable work, I think it’s a vital place to have it.
The problem isn’t making yourself vulnerable, it’s letting your feelings stop you from creating more work. Not everyone will love what you’ve got, but that’s no reason to stop giving it your all.
Stay Positive & Get Vulnerable Daily
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Many want to begin their marketing strategy by focusing on awareness.
They believe success is guaranteed by getting eye balls, paying to be placed on influential blogs, and having their good side shown on TV.
Better, I believe, to show the customer you care first.
Think about what more you can give to your target? Instead of a media kit, what would a customer kit look like? Instead of advertising to get a longer line at the door, why not invest in making it a greater experience for the few who have shown up?
Stay Positive & Care First And More Will Come
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We’re accustomed to avoiding situations that fill us with fear, most often of which: failure.
The interesting bit about our brains is that we’re primed to feel a greater sense of calm when we think through the possible failures than if we convince ourselves that everything is uncertain.
There’s greater stress in not knowing than in knowing things might turn sour.
Stay Positive & Think It Through
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If you charge a little more, what do you do to make it more valuable?
If you subject an employee to a consequence, what do you do to reward the others?
You can’t get away with only doing things one way, one-sidedly for long.
Either you find a way to push both ends of the spectrum and keep an equilibrium as you grow or let it snap back and bring you down to equilibrium.
Stay Positive & It’s Only A Matter Of Time (And Effort)
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Logically, you can be right, but not move a person to commit, buy or change their worldview.
Logically, we’re illogical human beings that rely on emotion more than we know.
Being part of the narrative the customer is telling himself, having empathy toward him, and making an emotional connection with him will trump the facts day after day.
Stay Positive & Listen With Your Heart
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The more we do business, the more often we act as if we know what the customer wants.
In doing so, we immediately jump to what we’ll offer, assuming the reasons why.
When, in reality, it’s not the offer that matters, it’s the ability to communicate that you understand and have listened to the customers desires.
Stay Positive & Prove You’ve Understood
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