Efficient Marketing

The idea that Apple & Starbucks marketing methods are "best" is the biggest lie in business. Just because it works for them doesn’t mean it will work for the rest of us who work at small or medium sized businesses.

What you should be learning is that you should not be focused on brand marketing but rather on direct marketing.
Every cent you spend on marketing should be tracked and expected to produce a return.

So if you’re serious about upping your game, you need to refocus on learning what the best direct marketers do to build successful businesses. And one of the best resources on this subject is Dan Kennedy’s No B.S. Direct Marketing. Below are 10 rules from the book:

1. Always Include An Offer
“The purpose of marketing is to create a customer.” If you don’t include an offer, you’re creating more awareness instead of more customers.


2. Give A Reason To Respond Right Now
With everything going on in our busy lives, we’re either going to take advantage of an offer now – or not at all. Put a time limit. Make it a limited quantity offer. Put a sense of urgency. Grab the attention of the people who see your ads and give them a reason to act right now.


3. Give Clear Instructions
Don’t assume people will know what to do when they see your marketing material. Tell them exactly what step you want them to take next.


4. Focus on Tracking, Measurement, and Accountability
If you’re not testing and tweaking your marketing continuously, you are guaranteed it won’t be as effective as it could be. And the only way to test is to track and measure everything. In fact, if it can’t be tracked and measured – don’t do it.


5. Only Do No-Cost Brand Building
There’s nothing wrong with brand building. It’s only wrong when you pay for it. Instead, focus on direct marketing. Enjoy any brand building you get as a bonus of your marketing – not as the goal.


6. Always Follow-Up
Dan Kennedy once asked a room of business owners which battery company ran ads with the bunny that kept “going and going”. Half the room thought it was Duracell. So if Energizer spent billions of dollars on advertising and still couldn’t get people to remember their brand – do you really think just one ad or marketing effort is enough to sway people to your cause? You need to follow up – follow up with your prospects, follow up with your customers.


7. Make It Look Like Mail-Order Advertising
Most people think mail-order advertising is ineffective. But the truth is, it works big time. The point is that mail-order advertisements are some of the most tested marketing pieces that exist. So study them. Use them as role models for all your campaigns.

8. Strengthen Your Copy
Most marketing we see in the digital age is made of nice pictures and cute catch phrases – seems that the people behind those ads forgot that those things don’t make people buy. And remember our goal: to make people buy your product. So focus on writing in a way that sells – focus on strong copy. (I highly recommend the book How To Write An Advertisement as a great guide for that).


9. Focus On Results. Period.
It doesn’t matter what image or copy you like, or which ad you think you should use. As a marketer, you need to listen and act only on results.


10. Put Your Business On A Strict Direct Marketing Diet
Next time your local newspaper calls about putting your logo on the fourth page – say “no” – unless you’re ready to use the above 9 points in there as well. Forget about awareness marketing and go on the diet of business champions: direct marketing.

What Did You Think?
How many of those rules did you “get”? Which one was spot on? Which ones did you already know? And more interestingly—which do you disagree with?

10 Excuses Made by Ineffective Bosses

Do you have excuses -- or more likely "reasons" -- for not being a better leader?

See if you recognize any of these:

1. "I'm under tremendous pressure." 
Of course you are. Every boss is stuck in between the "rock," employees, and customers, vendors, investors, etc, the "hard place."
If demands seem overwhelming and pull you too far away from your team, get your employees more involved in your projects and responsibilities.
They'll be glad to help, especially if they gain skills and exposure in the process.

2. "I don't get paid enough to deal with this." 
You're right. Great leaders are chronically under-compensated and under-appreciated, and that will probably never change.
But great employers see the satisfaction they gain from praising, developing, mentoring, and helping employees reach their goals as a part of their total package.
If you don't see it that way, rethink whether you want to lead people; otherwise you'll always be unsatisfied.

3. "My employees work better when I leave them alone." 
If that's true, it means you're the problem.
Great employees don't need (or want) to be told what to do, but they do need to hear they do a great job -- it will help them learn about new directions or strategies. Everyone likes some amount of attention.
Just make sure the attention you give makes a positive impact.

4. "This process was created by someone who doesn't have to implement it." 
Often true. For example, many human resources specialists have never worked in a shop-floor leadership role, but that doesn't mean certain initiatives are not worthwhile.
You may not like creating development plans, but don't just go through the motions. Work hard to make sure your plans actually develop your employees. And if you don't like a policy or guideline, don't ignore it; work to make it better.
It's every boss's responsibility to make sure company policies protect and promote employee interests to the greatest extent possible.

5. "I can't deal with all the politics." 
Company politics can be a factor even for a business owner.
If the culture is bad, fix it. If politics keep people from doing their jobs or performing as well as they could, fix those issues.
Your job is taking care of any problems that make it hard for your employees to do their best.
So do your job.

6. "If she gets too much credit, I'll look bad." 
Don't be afraid your employees might outshine you. Your goal is to have employees outshine you.
Great leaders surround themselves with outstanding talent. That's how they become great leaders.  The better your team, and the individuals that make up your team, the better you look.

7. "I shouldn't need to praise people for doing their jobs." 
Yes, you should. Praising employees is the courteous thing to do and, from a performance point of view, praise reinforces positive behaviors and makes it much more likely those behaviors will occur in the future.
By all means, expect your employees to do their jobs, but praise them when they do -- because that's your job.

8. "Well, that's how I was trained." 
Do you train employees by tossing them into the fire simply because that's how you were once treated? Whenever you feel something was "good enough for me," realize that it isn't good enough for your employees.
Determine the best way to train and develop employees and then make it happen. Any bad experiences you had should shape a more positive approach, not serve as a blueprint.

9. "I need to spend some time with employees … so hey, I'll go talk to Mike." 
You need to get to know employees on a personal level, but do you typically gravitate toward the employees with whom you share common interests?
Every employee deserves your attention and respect. Take an interest. Ask questions. Find a common interest -- even if that common interest is simply trying to help them reach their own career and personal goals.
When you make a sincere effort, they'll make it easy for you. People naturally appreciate people who are interested in them.

10. "Why waste my time? I know he doesn't like me." 
Few things are more awkward than working with, or even just talking to, employees who you feel don't like you.
Reach out and clear the air. Say, "Mike, I don't feel our working relationship is as positive as it could be …I really want to make it better."
Then let Mike vent. Sure, you may not like hearing what he says, but once you do, you'll know how to make the situation better.

Act Like a Child!

 

Be like children, and remember there are four ways to be more like a child no matter how old you get…

1. Curiosity Be curious; embrace childish curiosity. What will kids do if they want to know something bad enough? You’re right. They will bug you. Kids can ask a million questions. You think they’re through, then they’ve got another million. They will keep plaguing you. They can drive you right to the brink. Kids use their curiosity to learn. Have you ever noticed that while adults are stepping on ants, children are studying them? A child’s curiosity is what helps them to reach, learn and grow.

2. Excitement Learn to get excited like a child. There is nothing that has more magic than childish excitement. So excited that you hate to go to bed at night… that you can’t wait to get up in the morning… that you’re about to explode. How can anyone resist that kind of childish magic? Now, once in a while I meet someone who says, “Well, I’m a little too mature for all that childish excitement.” Isn’t that pitiful? You’ve got to weep for these kinds of people. All I’ve got to say is, “If you’re too old to get excited, you’re old.” Don’t get that old.

3. Faith Faith is childish. How else would you describe it? Some people say, “Let’s be adult about it.” Oh, no. No. Adults too often have a tendency to be overly skeptical. Some adults even have a tendency to be cynical. Adults say, “Yeah. I’ve heard that old positive line before. It will be a long day in June before I fall for that positive line. You’ve got to prove to me it’s any good.” See, that’s adult, but kids aren’t that way. Kids think you can get anything. They are really funny. You tell them, “We’re going to have three swimming pools.” And they say, “Yeah. Three. One each. Stay out of my swimming pool.” See, they start dividing them up right away, but adults are not like that. Adults say, “Three swimming pools? You’re out of your mind. Most people don’t even have one swimming pool. You’ll be lucky to get a tub in the backyard.” You notice the difference? No wonder the master teacher said, “Unless you can become like little children, your chances, they’re skinny.”

4. Trust Trust is a childish virtue, but it has great merit. Have you heard the expression “Sleep like a baby”? That’s it. Childish trust. After you’ve gotten an A+ for the day, leave it in somebody else’s hands. Curiosity, excitement, faith and trust. That is a powerful combination to bring (back) into our lives. During his lifetime, Jim Rohn heard from thousands of people who credited their success to his simple principles and life strategies that expanded their imagination of what is possible.