Grunt Work

In The Box Podcast

Episode 8: Grunt Work, All-Inclusive Resorts, Misinformation And More – Podcast

Garth Beyer

On this episode of In The Box Podcast, we talked about our obsession with time, the importance of symbols to brands, all-inclusive resorts, bitching about grunt work to colleagues, how comedians are truth-tellers, and how we can best prevent misinformation. Enjoy.

Episode 8: Grunt Work, All-Inclusive Resorts, Misinformation And More

Not bitching about grunt work – Does bitching about grunt work help you connect with others or does it hurt their view of you?

Symbols – How important are symbols to a brand?

All-inclusive resorts – Are all-inclusive resorts really all-inclusive?

Comedians – Can we take a minute to recognize how important they are to a healthy society?

Time – How obsessed should we be with time? and why are people so obsessed with time?

(Mis)information – What are the best ways to prevent misinformation from being spread?

 

Stay Positive & If You Like What Your Hear, Please Subscribe And Leave A Rating

Become A Remarkable Business Owner

Garth Beyer

“Instead of caring about everyone and taking what you can get, embrace a subset, find the weird, and love them more than anyone else ever could.” – Seth Godin 

Great Business Owner

Great business owners

… are determined to get it right even if it calls on them to change their worldview or do what they previously said they wouldn’t. No matter what the cost is, they will do it right.

… are in complete awe and fascination for the remarkable impact little things done just right can have on people. It’s not just noticing the little things, it’s being the source of them.

… are in cahoots with the requirement that to reach a higher level of achievement, they must focus their attention on systematizing the plethora of (what many see as) insignificant, banal, grunt work that makes up every business.

… are working more than they should for the monetary return they are receiving on their investment. But the intrinsic value they receive from working with passion is priceless.

… are providing the people who they work with and who work for them an idea that is truly worth working for. They tell a story worth believing in.

… are always imagining, dreaming, visualizing; are always in wonder.

… are absorbed by the people, and not the work. You will only ever love the game if you love the players.

… are seeing their business as a product and treating it accordingly. Yes, that means treating it as a system, defining all its pieces, and writing out a strategy, people, marketing, etc., plan.

… are treating all customers in a way that makes them feel right, even if they are not.

… are working to be the best they can be, to learning what they don’t know, to acting more human than their competitors.

… are aware of Lippmann’s and so many others similar conclusions that reality only exists in someone’s perceptions, attitudes, beliefs and conclusions. It is not subjective or definable to the mass. To understand a customer you must understand the images in their head.

“The problem with most failing businesses is not that their owners don’t know enough about finance, marketing, management, and operations, but that they spend their time and energy defending what they think they know.” – Michael Gerber

 

Stay Positive & All You Do Is A Reflection Of Who You Are

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One Thing Employees Want Most

One Thing Employees Want Most

Garth Beyer

Mopping Leader

is to know their leader understands them.

And the only way to understand them is to step in their shoes, to do the grunt work, to have experience doing what they’re doing.

The best place a leader can be for quick profits might be in the office, but the best place a leader can be for building a remarkable business, for increasing the chance of surviving longterm, for doing what really gets talked about is out on the floor.

 

Stay Positive & Same Can Be Said For His Target Audience

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Reaching The Market Outside Your Home Town

Reaching The Market Outside Your Home Town

Garth Beyer

Marketing Outreach

This is a longer post than I usually write. You could easily skip it and respond to the notification awaiting you on your phone. Alas, I hope you find this as practical, if not more.

We’re All Marketers

I’ve never understood PR folk talking about “outreach” in their own community. To me, that’s inreach, as in, easily in reach; as in, if your business is remarkable enough, the success of it will have enough momentum to touch all those in reach. A great business has inreach built in. Steven P. Dennis calls the hometown diehard fans of a business the obsessive core. Marketers, therefore, are for reaching out beyond the core.

Business plan = inreach.

Marketing = outreach.

Clear? Now let’s tackle the outreach by going over a few tools every marketer needs to understand to reach the market outside their zone, their base, their marked territory.

Not Your Average Advertising

As complicated as Facebook advertising is to understand, it’s quite easy to use to target consumers outside common ground.

Say you’re marketing MobCraft Beer to a state other than Wisconsin where they are based and a current Wisconsin resident follows Mobcraft’s FB page. This follower also has a few out-of-state friends she regularly interacts with. Facebook’s advertising algorithm will pick them up and advertise directly, noting to them there Wisconsin resident friend has liked MobCraft Beer’s FB page and they should too.

All social network advertising, not just social media networks are taking into consideration the value of connections, of handshakes, of conversations over the value of eyeballs. You don’t want the mass, anyway. You want those who matter. Right? Advertising isn’t what it used to be. (That’s a good thing for us marketers.)

Working Email and Mailing Address Lists

There’s no reason not to be A/B testing.

A/B testing in its most simplified definition is trying two different things and seeing which works better. Does a zen-like website page get more click-throughs than a collage-designed page? Will a handwritten card with a great photo on the front work better than a brochure? Will emailing small-time bloggers be more effective than a press release to those in authority? It’s time to find out.

Test and measure, test and measure.

And remember: Don’t get on the scale unless you’re willing to change your diet and exercise routine and don’t change your diet and exercise routine unless you will regularly step on the scale. Test and measure.

Surfing the Internet

If I’m not doing some grunt work, I know I’m not doing the best marketing I can. No matter what client I’m working with, I search on multiple search engines to find forums, blogs, and other places where the tribes have gathered. (And, yes, I go into the depths of Google, far beyond the first, second and third pages of results.) The long tail matters. Every small tribe matters.

A smart place to start is Reddit. A fellow PR daily contributor, Mickie Kennedy wrote a short bit on how to use Reddit for PR.

Through surfing the Internet, you’ll realize very quickly (if you haven’t already) how critical being human is. Most online tribes are skeptical; they will downvote blatant advertising and seek clarification of credibility before they upvote, make a purchase or share what you offer.

You’ll also learn (if you haven’t already) those who are the most loyal to brands are the most likely to turn their shoulder to a brand if they feel the outreach is robotic, if they believe the email they received is the same email everyone else on the list received, if they think you’re just in it for the money or job security or because it’s what your boss told you to do.

Moreover, Outreach has Changed/Improved/Realligned

When I get a pitch that tells me I am part of a company’s ‘blogger outreach program,’ it feels condescending to me. My inclination is to get bristly with the person doing the pitching. Other social journalists feel the same way.” – Shel Israel

Now, I wouldn’t be the first to say you have permission to market to everyone, but why would you need 10,000 strangers when you can make 10 friends, 10 people who trust you, 10 acquaintances who respect you, 10 passionate folk who need you.

Permission is one thing, participation is another. Participation is what matters. Find the 10 avid bloggers who need your product or service and connect with them. Find 10 die-hard craft beer drinkers and get on a Google Hangout together. Successful outreach rarely comes from a single click of “send;” it comes from continuous care, effort, and conversation. There’s another obsessive core out there. Reach out to them.

Successful outreach has improved since the days of mass advertising. It’s not about eye balls anymore; it’s about eye contact.

Now is your chance to build your tribe, to establish connections that matter. As for my last PR/marketing tip: never refer to people you are reaching out to as your target market, as part of your outreach program, as part of your market. They are not a special case because they are outside your hometown, your normal campaign realm, your regular target market. They are all strangers at first, then friends, then customers, no matter what geographical market they are in.

 

Stay Positive & Only Reach Out If You Plan To Truly Lift Someone Up

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Doing What Matters And Doing What Doesn’t (so much)

Garth Beyer

The problem a lot of people run into when they are finally having a full-time schedule of productivity is that they are so busy doing things that really matter, that they feel unable to make time for the things that still matter, but matter less.

This is one of the biggest fallout’s for people who feel on a roll. Just because you reach a new level of success and productivity, doesn’t mean that you can say goodbye to previous engagements and expectations.

Take the hierarchy of needs for example … you can work your way up, but being on the third level doesn’t mean that you stop building the first and second.What does this mean to you?

It means that yes, you still have to do the grunt work. Every so often you have to pick up the broom and sweep yourself, you have to make those phone calls and send the emails just to keep up the contact with people who still matter, you have to provide input for others instead of receiving the input, you have to find yourself grunting now and then.

 

My suggestion: They say Sunday’s are for rest. I say that one day a week of grunt work is all that you will ever need to do. Get in the habit of it now so that it never stops you from reaching the heights you work so hard for.

 

Stay Positive & Steve Jobs Used To Grunt Everyday (no wonder he was so successful)

Garth E. Beyer

It also does well to note that the more you find yourself grunting (doing the grunt work), the greater understanding you have of how success and progression works. Obvious, but easily forgettable.