GarthBox

People get scared and think they can’t possibly treat large groups of people in a remarkable way, a way that leaves them in complete delight. It’s much easier one-on-one, but that’s not sustainable for a business, so many try reaching for the mass.

Instead of treating differently people differently, they sacrifice value, connection, surprise, and trust to appeal to the mass. It’s easier to do that, isn’t it?

“Yes” is the lie we tell ourselves to get out of doing work that’s risky, but ultimately matters, ultimately has an impact, ultimately delights more people.

Value, trust, surprise, connection, and delight are like any muscle in that the more you exercise them, the stronger they get and the easier it is to please more people at your door in a meaningful way.

Like any exercise (if you’re focused on growth), it never gets easier, but it continues to be more worth it.

Anyway, the mass isn’t as appealing as they sound.

 

Stay Positive & Start By Delighting A Few And Then A Few More

I see it over and over again, people giving up, changing course before any concrete conclusion.

They work months at building their business and selling their idea, but give up because they’re let down from the lack of interest.

People pitching stop calling and emailing when those they pitch to don’t respond.

In other words, we give up too early.

I’ve tried to land a story with one journalist for the last month and a half. I sent 5+ emails and tried calling him every few days on the phone. I wanted to give up. There was no way he was interested. He would have responded if he was. But hey, he didn’t say no yet, so I sent another email. And wah-lah.

There’s two rules of thumb I try to follow when facing the decision to change course or keep going.

1) If I haven’t gotten a clear “no,” then the ball is still live. I wouldn’t have landed the pitch if I thought silence meant the ball was dead.

2) When it comes to competition, we get in the mentality that we have to stick with something forever, when, in reality, we only need to hold out longer than the other person. I have won many-a-arm-wrestle with this.

 

Stay Positive & It’s A Lot Less Overkill Than You Think It Will Be

You lose loyalty when A and B happen at the same time.

A) unsatisfying/disappointing service from you

B) satisfying/remarkable service from your competitor

It’s easy to know where to put your energy because you only have control over A, not B. And it happens that by default when you provide inadequate service, your competitors appear all the more appealing. You don’t want that, do you?

 

Stay Positive & Focus On Delight

What you can expect when someone says “Can do, will do”: thoughtful questions that help them do it right, no plea for more bandwidth to do it, no complaints, that they’ve got the basics down and you don’t need to train them, and motivation to please you (perhaps overdeliver).

From my experience delegating tasks, those who respond with the affirmative also teach me something along the way too.

Surround yourself by “can do, will do” attitudes and you’ll not only offer opportunities for growth to others, you’ll learn a thing or two as well.

 

Stay Positive & As Is The Art Of A Mentor/Mentee Relationship

(Great) marketers read about so many remarkable events, products, strategies from a variety of genres and from all over the globe because it helps them get closer to greatness.

Just as the motto goes that you are the average of the five people you spend the most time with, your product/service’s greatness is the average greatness of the five brands you spend the most time with.

Nothing, not even creating something from nothing, will get you to greatness faster than surrounding yourself with examples of it.

What are you reading? What’s something great you’ve come across? What’s remarkable?

 

Stay Positive & Keep Note Of What Makes A Brand Great

Reasons are at the heart of all remarkable marketing.

“Reasons” is a way to trip up novice marketers, though. “Reasons” implies rationality, a guided path backed by information – a map, if you will. These reasons have a place in the marketing strategy, but they’re not at the heart of it.

The real reasons are feelings.

We are going to do A. Reason being? Because A makes them feel like a mother who is doing what’s right for her children.

We are going to run with B. Reason being? Because B makes them feel elated that they’ve accomplished something off their bucket list.

The best reasons are the reasons that evoke emotion and satisfy the motivations of the customer.

 

Stay Positive & Stop Telling Them Why They Should Buy, Start Showing How They Can Feel What They’ve Wanted To For So Long