I recently realized that marketing is like exercising. It’s so easy for people to give up on marketing, just like they have given up on exercise. They don’t know where to start, and when they don’t see instant results (cue the scale) they give up.
Do you know who you are and who you serve? Are you Walmart or are you Nordstrom? Meaning, are you offering the lowest price, or are you providing an exceptional experience?
You cannot offer the lowest price, the best product, the best client experience AND make a profit. It’s impossible…
I recently spoke at Alan Weiss’ Million Dollar Consulting Convention and Sales Expert, Colleen Francis was also one of the speakers. Colleen shared some vital and eye-opening stats on the percentage of buyers who make purchasing decisions before they ever have a conversation with you.
The important message was this:
Years ago, I hired a web company to help me make some significant changes to my website. I soon realized that the only thing they could do on time was invoice me.
They failed to do what they said they would, they overbilled me for services they didn’t complete, they were late at delivering milestones repeatedly, and when I requested a meeting to discuss my concerns with them, they asked me to document them instead.
Needless to say, I fired them.
There are three conditions that are critical for the growth of a small business. These three conditions are fairly straight forward in theory, but an entrepreneur’s ability to execute on all three might not be so easy.
Those conditions are:
She commented on my sponsored ad and said, “I really dislike the ads where people say they are paying for you to see this.”
For a moment I thought she was talking about my ad, or that Facebook had rolled out yet another change to how they showed sponsored posts. I could almost envision a line that said “I paid for you to see this,” in place of the word “sponsored” in an effort to increase their transparency to their users. Of course, that’s not what they did, and it’s not what she meant either.
We read Seth Godin’s book, This is Marketing in Thought Readers in January. It is a fantastic book for the time we are in right now, as business owners, human beings, and as marketers.
Over the course of the month, we discussed a number of topics, and Seth himself even chimed in and answered some questions for our group which was a really big deal. Right before we started his book, I emailed Seth, told him about our group, explained how Thought Readers worked and invited him to join us. I was blown away when he showed up.