, , ,

It's a Remarkable Time

, , ,

Fooling people used to work. Creating something average and telling people it was better than it actually was...worked. The majority of your time, cost and resources were spent on the message, finding enough customers, and the sale. Unless you were building a new plane or telescope, something requiring intense engineering, the big cost of delivery was in the lie.

Now, fibbing is easy and cheap. Websites are better and cost way less, finding and connecting with audiences is a click away and keeping in touch with customers is virtually free. So, what's the hold up?

There's still a hard part. In fact, it's gotten harder. With so many new ideas flooding the market, creating a remarkable experience, a story that's authentic and rises above the clutter, is now much more challenging. Not because it costs more or requires additional skill to create. The hard part is commitment...commitment to getting started and to doing it right. You can't win unless you do both. Get started with something that's significantly flawed or perceived as a gimmick and you fail. Wait until it's perfect and you lose out to someone else. The new skill requirement is knowing when...when to fire, when to release the next version...and when not to.

Develop a reasonably creative idea...one that solves a problem and is worth talking about. Make it better than average...something that has meaning and a soul. Show people you care by improving (or abandoning) it. And, don't waste people's time...sell it to someone who wants it. No embellishment, no bait and switch, no forcing the issue. If it's a remarkable story, it works. The only question is whether there's a big enough audience to support it. That's hard to figure out...called risk.

Fear is probably the only thing holding you back. Better move past that...someone else has.

, , ,

Sell Care

, , ,

Seabear

Selling "at" people is at an all time high...and is likely to get worse. That's what happens when things get desperate. More cold calls, new mailers to chamber lists, a resurgence in billboards...get ready, it's all on its way. What's increasingly rare, yet more important then ever, is the art of getting personal...the art of showing someone you care.

Too often direct sales is about doing something, making a call, clicking on send and checking the name off the list. Too bad all that activity is the easy part. Actually connecting and engaging with someone is so much harder...and of course what really matters. Your chances of making the sale are much, much better if someone feels like you actually care about them...because not many people do.

, ,

Become an Expert

, ,

Experts get noticed

They get hired first...and fired last
Experts get paid more...and are given the best projects
Experts are asked for advice...and, they're listened to

Good news...you don't need a Phd or a twenty-five year career to become one. Just, passion, desire, willingness to learn and the ability to endure and fail.

You can be an expert barista, an expert car valet, an expert admin, an expert sales executive or an expert housekeeper. Doesn't really matter which category you choose...it just matters that you choose to do so and understand why it's so important.

Point is...why settle for average when you can become an expert at something.


, , ,

Rising Above The Clutter...for employers

, , ,

Need to hire someone? Place an ad in the local paper, or a few regional or selected national rags. Post an entry on Monster, HCareers or yourindustryhere.com. Call a friend, and if you have some extra bucks, a recruiter.

Or, you can create a job specific billboard like this one and get everyone you know to spread the word. Most companies, department heads and HR departments won't take the time to be this creative. Good for you...less competition.

, ,

Agency Problem

, ,

Some agencies haven't made the shift. They haven't embraced the idea that broadcast messaging is becoming less effective every day. They continue to develop the same ad campaigns, 1.0 websites and press releases. They buy 3 million dollar ad spots during the super bowl.

Connecting with an audience has always been the goal of promotion strategy. Not so long ago, shouting at people was your best chance of reaching them. Now, it's fast becoming the worst. It's a good thing technology has come to the rescue. It moves the power from the company to the customer and gives the little guy a chance. It allows a business to keep in touch with fans and find new ones without beating them over the head with the same message hundreds or thousands of times. It allows an agency to create a network of raving fans for a fraction of the cost of producing TV or print ads. The work isn't easier...it's just different. In fact, it's harder because it's personal. Sending handwritten thank you's is harder than email. Creating interesting blog posts is challenging...a banner ad campaign isn't. Visiting with each customer while they're in your shop and getting them to follow your blog is tough...buying an ad in the paper or sending direct mail to a chamber list isn't. 

Agencies can be wonderful. They open doors you can't. They know people you don't. And, some of them keenly understand the new marketing order. Be careful, some don't...choose wisely.

This post inspired by...Good News and Bad News on Marketing Budgets


,

Deviate

,

It doesn't matter what you do really. Whether you're selling a car, ice cream or a hotel stay, the goal shouldn't be to meet someone's expectations...it should be to do something unexpected. That's what gets people to talk, write and come back.

  • If someone is expecting to arrive at your hotel and stand in line to check in...greet them at the door and take them directly to their room (happens here)
  • If someone is expecting to see photo's of a car you're selling...show them a video
  • if someone is expecting you to charge them for extra cheese...give them a choice of three kinds...for free
  • if someone is expecting an electronic confirmation after signing up for a newsletter...send them a handwritten thank you note
  • if someone is expecting you to say no...say yes instead

Do what you can to move away from the norm...deviate whenever possible.

, , ,

Automation

, , ,

People like efficiency...not automation. People want to feel special...not part of a program. Every time you place someone in an automated telephone answering sequence and force them to go down a predetermined path, there's a good chance you'll lose them...if not at the outset, then at some point when the paths don't work for them.

If you're stuck with an automated system, the first choice should include talking with a live person...no questions asked, 24 hours a day (or, at least anytime the business is open). Anything less is inhospitable. 

Unexpected

When times are tough, customers expect you to lower prices. They also know there's a trade. So, they don't often complain when you cut costs, skimp on service and eliminate frills. Most people are willing to sacrifice...to some degree. They turn from satisfying wants...to meeting needs which has far lower expectations.

So, what would happen if you bucked the system? What would happen if you delivered an experience that people wanted for the same price, or less than your competition? You would win.

A Reason

One of the things most coveted by a marketer is a reason...a reason to engage with people, and keep in touch. Without one, your sales call becomes a cold call, your trade show booth becomes a billboard, your encounter in the lobby seems scripted and odd. Without a reason, you're chance of making a meaningful connection with someone goes way down.

A common mistake is to make up a reason that has no benefit to the person we're talking with. Supposing someone wants to hear from you is not good enough. Ad's, billboards, and scripted check-in routines don't make much impact.

The reason I like to visit with guests and escort them to their rooms is it gives me a reason...an opportunity to send them a personal note, offer assurance that someone in the business cares and wants them to come back. Without a reason, it's a form letter and likely not even read. With a reason, it's anticipated and welcomed fan mail.

Sound Tells a Story

IMG_0610  

What you say and how you say it tells people how you feel about them and what you're doing. As I sat in two airports, two planes, a train and two taxi's last week, I realized how little these companies cared. All of the announcements and interactions were monotone, scripted and lacked any sort of customization or spontaneity. Not one person made me feel important to their business.

While this sort of "business as usual" attitude obviously continues the graveyard spiral for most of these organizations, it leaves a grand opportunity for the rest of us. This is a terrible time for any operator who maintains the status quo. It's a great time for anyone sensible enough to realize that doing things better is no longer an option.

, ,

Matt's Molteni Story

, ,
Part of Matt's story is the equipment he uses to do his job. For people like Matt, building a remarkable career requires better than average design, more than standard function. In fact, what works best is a story within a story...makes the end user much more appreciative of what went into their experience. Translation...they feel better, perhaps more attached and are often willing to pay more. Tools, like the much coveted Molteni, are often the difference between just another restaurant and one that people go out of their way for.


, ,

Asking Permission

, ,

Permission is powerful...one of the most coveted assets for any business. Misused or falsely represented, it's even more powerful...with the potential to destroy everything you've done to build trust with your customer. Sometimes, companies (usually big ones) fall victim to using "customary practices", which are cleverly disguised as permission, when in actuality they're asking for forgiveness...just in advance.

In the near term, it's easier to place your burden on the customer and to rationalize that it makes sense. The alternative, engaging and asking someone if it's ok to talk with them, is far more difficult...it takes real effort, time, money and a genuine interest in how someone feels about what you're doing.

My overarching rule for sensible permission...it benefits the customer more than it does the company.

Then, in the case of unsolicited communication, I'd add that if we're penalizing the majority of our customer base to collect money or information from a few, I'd find another way. I certainly wouldn't do it like this...

--------------------------------------------------------------------------------
NEWS FROM WELLS FARGO
Effective January 12, 2009 in order for the Bank to better service your account
and collect any amounts you owe, we may from time to time make calls and/or
send text messages to the telephone number(s) associated with your account,
including wireless telephone number(s) that could result in charges to you. The
manner in which these calls or text messages are made to you may include, but
is not limited to, the use of prerecorded/artificial voice messages and or an
automatic telephone dialing system. In addition, to better service your account
or collect any amount you owe, we may also contact you via email at any email
address you have provided. If you do not want to receive prerecorded/artificial
voice messages, automatic telephone dialing system calls and/or text messages
on your wireless telephone, please contact us at 1-877-647-8551 Monday-Friday
between 8am and 6pm and Saturday between 7am and 3pm PST.
--------------------------------------------------------------------------------