Business Lessons from Trump, Sanders et al


 

With the Iowa Caucuses this coming Monday and the New Hampshire Primary a week later, this is crunch time in both the Democratic and Republican Presidential Nomination Races.

And whatever your politics, as business people we can learn a lot in these next two weeks from how the leading candidates sprint and compete hard for votes and momentum.

So as you are watching the election coverage, don’t just get upset by all of the rhetoric but also learn from these winning political strategies and mindsets that can be put to great business use right away:

5. Nothing is Immutable to Hard Work. As voting days approach, watch for the vastly increased personal effort of the candidates, with “Dawn to Dusk and Beyond” full throttle campaigning the expectation and norm. Yes, whatever you think of their motivations, politicians right before elections, like coaches preparing for a big game, are excellent role models in “lengthening the day” and cranking up the energy in pursuit of victory.

4. Simple Messaging is Effective Messaging. Whether or not you agree with their styles and policies, note that the favorites to win in Iowa and New Hampshire are Bernie Sanders and Donald Trump, who in turn have by far the simplest and most emotionally visceral campaign messaging.

For Sanders, it is the always popular theme of income inequality, and for Trump the equally time tested one of cultural identity and fear of "the other." For our business purposes let’s not focus on the rightness of these positions and instead reflect on how our customer and prospect messaging can be simplified and better aimed at "the gut" versus the analytical mind.

3. Repeat, Repeat, Repeat. As responsible businesspeople, we often feel the need to "change up" what we're saying because a) We feel that if we have already told someone something, that it is rude to repeat ourselves and b) especially for the creative entrepreneurs among us, saying the same thing over and over again is boring.

Politicians feel no such constraint. Coming back to Sanders and Trump, not only do they keep their messages simple and visceral, but they repeat these messages over and over again. (Heck, Bernie Sanders has been saying pretty much the same thing for over 50 years!)

The old marketing adage that a message needs to be heard seven times before it starts to stick probably underestimates the needed touch points in our massively distracted, low attention span technological age. So when in doubt, have faith that more frequency almost always trumps less.

2. Cater to Your Niche. While in a general election, the candidates are tasked with crafting messaging that appeals to a broad and diverse electorate, in primaries the winning strategy is as often as not to cater to the more “extreme” voters, who also are usually the most animated and engaged, and thus command a disproportionate influence on the result.

Similarly, in business, the value of our most enthusiastic customers - the Harley Davidson riders that tattoo themselves with the company's name, the Apple enthusiasts who sleep in line outside of a store to be first up for a new product release - should never be overlooked.

These kinds of customers do something far more important than buy our products and services, they validate us and the value we bring with a level of authenticity and credibility that we as “conflicted agents” can’t ever match.

1. Re-Frame Everything as a Positive. Yes, it is partly an act, but no matter their poll numbers or how little money they have in the bank, between now and the voting all of the candidates will project a positive and winning air.

And if they lose, in their concession speeches they quickly “spin” the defeat into a positive - i.e. they did better than expectations, they made an important contribution to the debate, etc.

Yes, it is only natural to be discouraged by setbacks, but being effective means moving with velocity through those setbacks and quickly pivoting to that next challenge, that next race, that next sale.

So let's put the cynicism aside and no matter our politics both commend and learn from the effort, messaging, and resilience of the various candidates in this their truly “Crowded Hour.

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The 10 Quickest Ways to Improve Your Website


 

Regardless of how good your current website it, I'm confident it can be better. In fact, on my website, I'm constantly testing new ideas to improve it. I test different colors, different headlines, different pictures, and so on. And each time, I learn ways to improve.

Below I summarize the 10 key aspects of your website that you should review and improve over time.

1. Look and Feel

The look and feel of your website is much more important than you might realize. Because when visitors go to your site, it's critical that their first impression is positive.

Think for a minute about who your customers are and what they are seeking. Then cater to them. For example, the look and feel of Porsche's website is extremely cool and elegant. Conversely, the look and feel of the Ben & Jerry's website is much more animated and fun (right now it's showing cows drinking on the beach).

Both websites do a great job of conveying the image in which they want customers to view them. Make sure that the look and feel of your website does the same.

2. Copywriting

I'm sure following situation happens to you (since it happens to me all the time): I go to a company's website, I read the homepage, and I still don't know what the company does.

So, I end up going to the "About Us" page to read more and to try to decipher what it is that the company does.

Importantly, I'm the exception. Few other visitors will invest the time to figure out what your company does. Rather, if they don't immediately "get it" and you don't immediately show them how you will benefit them, they'll leave and be gone forever.

A quick tip here is to use compelling headlines. For example, if your website sold tires, a great headline would be: "See Our Selection Of Over 500 Brands of Tires at the Guaranteed Lowest Prices." This is pretty much what all customers are looking for (selection and best price), so this headline lets visitors quickly know what the company does and that they are in the right place.

3. Navigation

I'm sure your website has many pages, and it's your job to make it as simple as possible for your visitors to find the pages they want.

Navigation should be done on a top and/or left navigation bar, using links at the bottom of your website AND within the body text of all pages of your site.

4. Accessibility

More and more people are using devices other than computers (particularly mobile phones and tablets) to access websites. Make sure your website is accessible from all of these devices or you will unwittingly be turning away new customers.

5. Quality Content

Website visitors have come to expect that your website will include quality content or information. For example, if your website has articles, they shouldn't be "fluff" - they need to include actionable advice that shows visitors that you know more than they do.

And clearly, having typos and grammatical errors will also turn off site visitors and prospective customers.

Think about the information you need to convey to customers to better solve their needs and differentiate from the competition. While some of this information is compelling verbiage about your company, more of it should be information that's truly helpful to customers and makes them feel they made the right choice by visiting your website.

6. Amount of Content

The amount of content you include on your website is important for two reasons.

The first is that the more content you have on your website, the more preference search engines like Google will give your site when ranking it for desired keywords.

The second is that if customers are considering doing business with your company, they will want to learn more and more about it. Having a 5 or 10 page website clearly won't allow you to do this (you can start with a small website, but you need to add to it over time).

7. Interactivity

Having a blog on your website helps solve both your website's need for amounts of content (#6) and interactivity (#7).

With regards to amount of content, adding a daily or weekly blog post entry will allow your website to constantly grow in size. This will boost your website's search rankings and give you more keyword opportunities to rank on (since each blog post might rank for certain keyword search terms).

With regards to interactivity, having a blog allows customers and prospective customers to interact with you. It gives you the opportunity to solicit feedback, which provides quick and easy market research.

Your blog also gives you a voice. Here's why this is important. People prefer to buy from people and not faceless companies. While your main website can have a professional, corporate look and feel, your blog gives your customers a look into your personality, and can encourage rapport and sales.

8. Prove that You are Worthy

Your website must prove that you are a worthy company, since many of your visitors may have never heard about you or your company, and there is a natural skepticism consumers have against companies they find online.

Unfortunately, overcoming this skepticism is not as easy as simply stating "we are great." Rather, you need to prove that you are worthy.

You can accomplish this by including any or all of the following on your website:

  • Media mentions (in which media your company has been featured)
  • Credibility logos (e.g., a logo of the Better Business Bureau with a link to your BBB rating)
  • Client logos, names, testimonials and/or case studies showing you have performed quality work
  • Industry associations and groups to which you belong
  • Certifications you and/or members of your team hold


9. Have Multiple Calls to Action


Even though all of us have grown accustomed to going online to find new products and services to buy, the way each of us likes to buy is different.

Some of us like to buy online. Others like to fill out an online contact form. Others like to call a toll free number. And so on.

It is your job to ensure you have multiple ways in which visitors can contact you to learn more about buying your products or services.

Also, if customers may not be ready to buy now, include calls to action to download free reports or other items to satisfy their initial needs; these items should require them to give you their contact information for further marketing.

10. Effective Page Layout

The final key attribute of your website is the layout of your pages.

The key here is to ensure visitors have to think as little as possible. The idea layout influences visitors to take the desired actions. For example, if the goal of one of your web pages is to get the visitor to give you their email address, having the email box near the top of the page, with a clear headline above it in a big font, will yield much better results than the same email box on the bottom left corner of the page with a small headline.

Consider using a heat map program that can show you exactly how visitors are interacting with your website; what they are looking at, what they are clicking on, etc.  As you can imagine, this information enables you to make significant improvements to your site.

From reading these 10 key website elements, ideally you will have identified at least a few improvements you can make right away. Also, please realize that improving your website is an ongoing process. You should always be trying and testing new ideas, so your website keeps getting better and better.

 

Suggested Resource: Want unlimited online leads? And want a proven step-by-step system to get them. Check out our Ultimate Internet Marketing System to learn how you can build the ultimate online lead generation machine. Click here to learn more.

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That Quality of Certainty


 

Perhaps the most underrated of Steve Jobs' many talents was his maniacal ability to be totally convinced that whatever business position, opinion, or strategy that he was holding at a particular moment was the 100% right and righteous one, that all who disagreed with him were fools and/or ill-intentioned, and that everyone at Apple had to right away rally around (and do so 24/7!) his suggested course of action.

And Steve Jobs could, would, and did regularly change his mind on these opinions, strategies, and suggested courses of action, often to diametrically opposed positions in just a few days time and every time he did...

...he then held that new view with the exact same if not more fervor than the point of view so recently discarded.

While some would call this lacking in solid beliefs, chameleon-like, and just all around not to be admired, This “Quality of Certainty,” when arrived at without guile and from an authentic place, is a powerful executive management and leadership trait.

Words to describe folks like this: Charismatic, Enthusiastic, Persuasive, Change Agents.

And resilient too, possessing of that inspirational knack of re-framing obstacles and rejections as the fault not of themselves but of the “other,” and thus both able to bounce back quickly from adversity and be energized and not drained by setbacks and difficulties.

So how does an executive develop more of this Certainty and put it to use in his or her business?

Well, first by accepting, as with all personal qualities, that some people are more naturally possessive of it than others, but equally so that it can be developed through practice, focus, and modeling of those with the quality in abundance.

Secondly, by repeatedly taking the time too convince and "sell oneself” as to the righteousness and value of our business proposition. And when we just can’t bring ourselves to do it for our current line of work, then to know it is time to find it for something we can.

And, finally, by being careful to not equate a general energy drain with lack of business conviction.

This is true now more than ever, as the technology of our modern life that requires us to be “always-on” inevitably dents our spirit and dampens our spark.

So take time for downtime, off the grid, and away from the maddening crowd. And be pleasantly surprised by the certainty that will naturally bubble up for what we are doing, saying, and offering right now, right here.

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The 10 Common Characteristics Of Empire Builders


 

Are you an Empire Builder?

How do you gauge yourself and your business?  Do have the potential to turn your business into an empire? You may not know it yet, but you may just be the person to create the next business empire.

Empire builders are ordinary people who perform extraordinary tasks. There are certain traits and actions that distinguish these outstanding individuals from others. By learning certain skills and adopting successful actions you can set your business growth to super-size.

10 Characteristics of Empire Builders

If you have painstakingly built your business from scratch to where it is now, assuming it is growing steadily, you should not be surprised that you possess some characteristics in common with empire builders. Here are the 10 common characteristics.

1. Sacrifice & Hard Work.
Empire builders are willing and ready to make sacrifices to be successful. Running a business is quite different from simply joining your workmates at a desk job; it involves hard work. 

2. Passion.
Empire builders are passionate about what they do. They put in extra effort to achieve their goals. Being passionate about what you do usually means that you are having fun doing it. The journey should be just as rewarding as the destination.

3. See Opportunities.
Do you see opportunities where others see obstacles? Another trait of empire builders is that they see an opportunity where others see barriers. Many people think that to be successful you need to come up with an idea that nobody has thought of before. Many successful empires have been built without innovative ideas, just the will to do the same thing others are doing but in different way. Or they dare to tackle a problem others are afraid to tackle.

4. Highly Motivated. Empire builders are highly motivated people. They don't let their determination cool off due to defeats. If they don't succeed at first, they simply try again and again.  They use failure as a motivation rather than an obstacle.

5. Disciplined. Another important characteristic of empire builders is discipline. Empire builders are focused on their goals. They do not let distractions derail them from achieving their objectives. They have clear steps that they take every day to bring them closer to their goals.

6. Open Mindedness. Open mindedness is a vital characteristic of empire builders. These are individuals that are ever open to new ideas and new ways of doing things. They get inspiration from different sources and focus it on achieving their goals.

7. Team Builders. They are skilled networkers who build strong contacts needed for success. Nobody ever succeeds alone; rather, success requires team building. Empire builders have persuasion skills that enable them to convince people to work for them even when their ideas may seem crazy.

8. Decision-Makers. Empire builders have good decision-making abilities. Sometimes people may wait for the right time to do something but empire builders launch their projects and then make the necessary corrections later. Decision-making is vital and in many cases, not making a decision is as bad as making a wrong decision.

9. Can Create Or Expand a Market. Empire builders expand the market. Contrary to what many believe, you don't have to launch something completely new to be successful. You can simply get into a business that many have thought of and get your share of the market and grow it.

10. Understand Their Markets. In business, timing can mean the difference between success and failure. Empire builders are capable of predicting the precise time a product will be successful in the market. When Sony launched the walkman, skeptics said people would not be interested in listening to music as they walked. Know the wants and needs of you market.
What Lessons From Empire Builders Can Help You Grow Your Business?

I want you to take a challenge. Pick three characteristics from above and start applying them this week.  Keep practicing until they become second nature; aim for 3 to 4 weeks. Then pick three more. Do that until you cultivate all these characteristics of empire builders. 

Here's your checklist:

  • Don't hesitate to make sacrifices and work hard
  • Follow your passion/enjoy the journey
  • Be open to new opportunities
  • Stay motivated
  • Be disciplined
  • Keep an open mind
  • Build a team that can deliver results
  • Be decisive
  • Realize you don't need to create something completely new
  • Understand/research your market

Let us know how this challenge changes you and your business!

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Breakdowns Leading to Breakthroughs!


 

In my work I often get to lead strategic and business planning sessions and retreats with some amazingly dynamic and thoughtful entrepreneurs and executives.

These past seven days have been particularly rich in this regard.

Last week, I led a retreat day for the executive management team of one of California's and fastest - growing construction management firms, and on Monday did so for one of the oldest receivable management agencies in the world.

These sessions follow a common pattern: A company’s leaders set growth goals, for sales, profits, company value, and/or on a company, division, product/service basis…

…and then together they grapple with both their realism and the marketing, sales, operational, and financial challenges to be overcome to achieve them.

Through this process, the original goals are revisited, adjusted up or down (or completely rethought!), and almost always brought into plain daylight is the need for profound change - organizationally and at the individual level - for there to be any reasonable probability of their achievement.

There is a common energy dynamic to these sessions that was best described at a famous (or infamous!) empowerment seminar I attended many years ago:

Breakdowns Lead to Breakthroughs.

No matter the industry, the age or level of success or sophistication of the executive group, inevitably the course of a serious strategic discussion follows a “peak to valley to peak” flow like this:

The Opening. The session starts, the group is fresh, full of enthusiasm, energized by being together and by the yet to be discovered business possibilities.

The Breakdown. The first blush recedes, the discussion turns to considerations (of time, money, talent) and of obstacles - competition, market/customer apathy, operational inefficiencies.

Energy drains from the room, creases of doubt and worry spread.

The Breakthrough. When hope is about gone, someone suggests something…

…an idea, a strategy, a new way of approaching/defining/verbalizing the opportunity, the selling proposition, the competitive advantage.

The suggestion is taken up by the group, augmented, permutated, solidified. Heads nod, eyes lock, adrenaline surges.

The group arrives, miraculously, to another place. Different from what had been anticipated for sure but usually far more actionable.

Let me say it again: this emotional “roller coaster" is common to almost all strategic gatherings, and I would venture to say that without it the ability of a group to define and commit to the business action plans that flow from the discussion is limited.

A common question asked is, "How long must we be in breakdown until we get to breakthrough?"

The answer of course, is it depends. Sometimes the breakdown is only a matter of minutes, other times it lasts months.

However, a good measurement of an executive’s effectiveness is his or her ability to get to and move through breakdowns rapidly.

Is it better to have strategic sessions led by an outside facilitator or done in-house?

Well, just like all Olympic gold medalists that have great coaches, so do great business leaders have advisors that help them move through breakdowns and to breakthroughs faster.

So do strategic retreat and planning sessions often and right, more breakthroughs will be had and your business will soar.

Getting to all this is worth a breakdown every now and then, isn't it?

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Using the 20% Rule to Double Business Results


 

In last week's post, I described The 20% Rule, where by improving four key business processesby just 20% each leads to results doubling. 

What I love most about The 20% Rule is how it allows us to set big Stretch Goals, and then focus all our business energy on incremental, ongoing improvements to reach them. 

So what does process improvement at a 20% clip look like? It is even easier than it sounds, requiring a mere 2% monthly improvement over the course of a year to more than exceed it.

So why do most of us fall short? I would point to three main reasons:

1. We Don’t Know What to Fix. Thoreau once famously said that “The unexamined life is not worth living."

Likewise, the unexamined business is not worth having - and nicely, those businesses that stay unexamined won't stick around for long anyway!

So before even figuring out what to fix, let’s just make a firm commitment to connect all of our important business processes (marketing, sales, operational, financial, etc.) too easy to measure Data Points and Metrics.

My experience is that doing just this gets us more than halfway to any process improvement goal.

2. Become a Better Fixer. Business, like sports, is a highly competitive undertaking, with many talented players and teams, reaching for the same, brass ring.

And just like athletes must constantly train and practice, so do entrepreneurs and executives need always to work on maintaining and improving their “Business Games,” with skills to rigorously develop and be great at for the 20% rule including:

●    The ability to collect data (see above)
●    The ability to interpret data - i.e. understanding what data represents in “Three Dimensional” business terms
●   From these interpretations, the business “creativity” to arrive at plans and solutions to improve results
●    The Will to Act (enough said)

3. No Egos Allowed! The 20% Rule requires us to check our egos at the door and accept which of the above we aren't great at and ask for help.  Help, with an authentic desire for it coupled with an inspirational mission and persona, is easy to attract and get.

This is a well-known secret of all successful people, to understand and stay within one’s Circle of Competence.  John Paul DeJoria, billionaire co-founder of the Patrón Spirits Company explained it best:

"Do what you do best and try to find others who can fill in by doing the things you are not good at. For instance, I am terrible at details — accounting especially, so I hire accountants to help me. This frees me up to focus on the things I do excel at and I can run a more efficient operation."

So let’s set big Stretch Goals, break them into 20% Attainable Goals, and then incrementally reach and exceed them via measuring what needs fixing, becoming great fixers, and getting help when, where, and as we can.

[Click Here for a complimentary consultation on how to identify and improve your four key business processes by 20% each to double results in 2016]

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What Your Business Can Learn from the Online Holiday Giants


 

Like many fellow, proud last minute holiday shoppers, my gift-buying stress has gone down dramatically as online shopping has gotten faster, more reliable, and if it is even possible more price competitive.

I am not alone. Holiday E-commerce continues to one of the great growth industries in the world, with sales growing 13.9% this year, to a record $79.4 billion. At this growth rate, within 5 years ecommerce will represent the majority of US holiday retail sales!

Great for the consumer, but troubling to say the least for all but the biggest online businesses, as the Amazons of the world build on their already dominant positions and put under severe threat everyone - offline, specialty, and smaller retailers - in their crushing paths.

Yes, smaller businesses need to either adapt to this new environment - learning from the strengths and exploiting the weaknesses of the Big Boys - or be steamrolled. 

Just say no!  Here are changes and initiatives that almost every business can set in motion right now to keep this from happening to them in 2016. 

First, Understand and Speak to the “New Customer.” At Amazon senior executive meetings, Jeff Bezo's famously leaves one seat empty to represent the interests, wants, and needs of the customer. 

Let’s speak to these customers as they are - for better or for worse entitled and empowered by endless inducements like detailed product specifications, price matching, and extensive, verified online reviews and testimonials.

And know that B2B customers too are fully conditioned with these expectations and that if we can't meet them, newer competitors will. 

And we are going to recognize and accept that meeting these expectations will require us to offer far more Intrinsic Value with our products and services than we currently do.

This is especially true for service businesses - lawyers, accountants, web designers, consultants of all types - where much of the offering is “relational” and “perceived” and as such difficult to define and quantify. 

Here is a quick and dirty way to do this quantifying and defining: Let’s benchmark the price, quality, and value of our offerings against that offered by “freelancers” in our industry for comparable services.

Yes, doing so is scary - think of fields like web and graphic design decimated by overseas freelancers providing good quality service outcomes at seeming impossibly low rates.

But look, compare, and benchmark we must. 

And as we do, we need to make one big change and one big choice:

The Big Change: Ruthless cost reduction and vigilance is the way we must live and work today (brought to you by Amazon, among many others). Given the vicious and unrelenting pricing pressures from everywhere and always, we have to be able to at least partially get to price competitiveness through cost competitiveness. It is what it is. 

The Big Choice: We need to accept that we can’t compete, like an Amazon does, in multiple markets with multiple offerings, at commodtized prices. 

Rather, we need to pursue niche and / or premium offerings that are - again - at least partially protected from price and feature competition. 

Now this is where it gets really hard - more often than not what this entails is an acceptance of reduced volume and horror of horrors turning away paying customers if they are lower margin and not part of a longer term sustainable and strategic plan.

A tough road for sure, but the competition is only going to get tougher as the years roll on.  So give your business a gift this holiday season and put these critical changes into motion today.

To an Awesome Holiday Season for You and Yours!

P.S. Click Here to register for my webinar on “Seven Things to Do” to Make 2016 Your Best Business Year Ever.

 

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How to Develop a Strong Brand


 

Your brand is the unique design, sign, symbol, and/or words that create an image or impression of your product(s), service(s) and/or company.

A strong brand differentiates your product or service from your competitors, and is easily recognized by customers in your market.

Think about Starbucks...Their coffee is not the most affordable in the market, but their brand recognition and loyalty is off the charts.  They have a wide-spread reputation for delicious, strong coffee that many people refuse to do without. 

Disney is global mega brand.  Show a child a black round circle with two round black ears and the screams of "Mickey, Mickey!" will leave you temporarily deaf.  Not only is the image recognizable, but it's is associated with fun and happiness. 

Developing a strong brand is important and can dramatically impact your success. Below are three surefire strategies you can use.

1. Create a New Product and Constantly Innovate it

Apple's introduction of the iPhone is a classic example of this strategy. While cell phones had been in the market for years, Apple introduced a new sleek design and took the cell phone into the realm of smart phones.  Instead of just phone and camera, Apple popularized having music on your phone and later led in the development and release of mobile applications This strategy caused Nokia's market share to drop precipitously. 

Not only did Apple innovate with the initial introduction of the iPhone, but the company keeps the product fresh by releasing updated models every 2 years or so.

Puma is also adapting this method by constantly introducing new sports products to the market. The company does this to continue building its reputation as the most desirable sport lifestyle brand.

By creating a new, unique product and constantly updating it, you will build a strong brand. And you will stay top-of-mind for customers since they will always be curious as to what they can expect from you next.

2.  Using a New Campaign To Change a Brand's Image

As second branding strategy is to use a new marketing campaign to change your brand image. One example of this is the Dove soap campaign introducing "Real Beauty" in 2011. The concept is that women have real beauty and Dove can help them realize it.

This type of campaign can also be called "rebranding." You use an old product, repackage it, and possibly change its logo too. Your purpose is to change the product's identity and reputation in the view of consumers.

You can also use rebranding to overcome a period of poor publicity. For instance, if your company has been involved in public malpractice litigation, rebranding can help you get rid of negative connotations that may be hurting your sales.

Rebranding can be a powerful tool in helping you differentiate your product from competitors. Think of special stitching and serial numbers high-end purse manufacturers use to differentiate their products from cheaper knock-offs.  When you make your product distinguishable, you can gain more customers.

Lastly, when your product has been in the market for a long time, curiosity and interest from customers may lessen. Rebranding can help you regain excitement in the market place and recapture market share. Intrigued customers want to try whatever is new in your product.

3. Advertise While Keeping Up with the Brand Value and Promise


Being seen on television and other advertising channels can do wonders for most products and services. Sometimes, despite being more expensive than other brands, consumers still buy products with which they are more familiar. This is true of the brand Tide. There are laundry detergents that are less expensive, but many customers still buy Tide.  Because they hear about Tide frequently, it is top of mind when consumers are shopping.

Still, Tide has to keep up with its promise of being a great laundry detergent.  If consumers experienced poor results, they wouldn't buy Tide again despite millions of dollars of advertising.  The product must do what your advertising said it would. 

It is also important to make sure your advertising, whether local or national, is reaching your target audience.  Remember the Chrysler Pacifica?  Its okay if you don't; they don't even make the Pacifica minivan anymore.

In 2004, despite warnings from their advertising consultants, Chrysler contracted Celine Dion for $10 million to promote the new Pacifica.  The campaign was a disaster.  The Pacifica appealed to young professionals, yet Celine Dion resonated with an older age group.  The result?  Nothing.  Flat sales with millions of dollars out the driver's window.  Know your target market!

Applying the Strategies


While many of the examples I used are from well known large companies, any business owner, even a one person operation can use the strategies listed above.

And importantly, you don't have to spend a fortune on this. With social media tools like YouTube, Instagram and Facebook, you can create videos and photos that can spread your brand message quickly, inexpensively and with amazing effectiveness.

So focus on building your brand, because the right brand will bring in tons of new customers and dramatically increase the value of your company.

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In Business, Winning through Losing


 

This weekend, the youth soccer team I coach suffered a heart-breaking loss in our league’s championship game. In addition to losing the game in its final moments, to add insult to injury, we did so on an incorrectly called penalty kick!

The loss was emotionally hard on our players, parents, and on me as the coach, as we all played back in our minds and in conversation how things could and should have gone differently and of the unfairness of sports where luck and circumstance often play outsized roles.

And while we all of course prefer winning to losing, losses - especially emotionally impactful ones and ones after we have practiced and played our absolute best and came up a bit short…

…well these kinds losses can be transformative.

Some of the reasons why are cliché, but real nonetheless – we learn that we are way more resilient than we think and that we can get "Off the mat and back into the ring" no matter how hard we have been knocked down.

But the “lesson from losing” that I like best is how it puts a cold and harsh spotlight on those areas where we need to improve if we are to win the next time out.

And boy-oh-boy, does this lesson apply to business or what?

Because in business, the losses always outnumber the wins.

In marketing, no matter the channel, the vast majority of our target audience doesn't respond (For e-mail, a 97% non-response rate is considered excellent).

The best salespeople lose two out of three of the deals they pitch and in some industries losing nine times out of ten is considered world-beating.

And once clients are secured, when the standard is as it should be of making them "raving fans" and "evangelists" of and for us, how often do most businesses win at that?

How about winning financially? How many business grow at a rate and profit to an amount as defined by plan? And sorry folks, if we we’re not doing this, then that’s called losing.

Yes, in business, losing is our constant companion.

Now, the most successful and effective entrepreneurs and executives I know are by no means so talented and brilliant that they just win all the time, as much as they are far better than their competition at learning from their losses.

They only take losing personally when it serves them to do so - to be so peeved by it that they commit to work more energetically and creatively to win the next time.

They “inspect” their losing - critically and analytically parsing it to its smallest detail, and then making the technical corrections to incrementally decrease its likelihood of doing so the next time out.

And they recognize the overriding importance of that next time.

Because businesses, like athletes, are not valued on the basis of their past performances - no matter how glorious they might have been - but on their future prospects.

And so yes, we should hate to lose. And grieve over it when we do.

But we should also laugh at it for what it really is: An irrelevant relic when it comes to pursuing and achieving our future success.

So the next time the breaks of the game and/or of the Board Room don't go your way, shed a tear or two for sure because it is normal and healthy to care.

But only shed a few and do it fast, because the next game, the next opportunity, the next pitch is just waiting for you to step up and hit out of the park.

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10 Tips to Rank At the Top of Google


 

It's a given these days that your business needs a website. And, if your website ranks at the top of the search engines for the right keywords, it could mean a ton of new customers and revenue for your business.

SEO or Search Engine Optimizing is the process of getting your website to rank as high as possible on your most important keywords. And when focusing on SEO, you should pay most attention to Google (rather than Yahoo or Bing, etc.) as Google currently has a 68% market share of all searches done in the United States.

And when optimizing, keep the following ten SEO tips in mind.

1. Social Media Optimization Helps SEO
 
Social media (e.g., Facebook, Twitter) can provide you with website traffic. It also impacts your rank in Google. Specifically, Google's ranking algorithm decides on your brand's social media value through the number of likes in Facebook, the comments and shares it gets, the number of Twitter followers, the number of tweets that states your brand or has your web link, and the number of people you have in your Google circles. So don't ignore social media.

2. Content Is Still King

 
The key here is for you to establish yourself as an expert in your niche by providing relevant and fresh information to your readers. You can also invite guest bloggers or hire content writers that can give your site vital information about your industry. The search engines are keen on whether your site provides quality information.
 
3. Do Guest Posting Properly
 
While guest posting (i.e., getting other experts to post their articles on your website) can be a great source information, be careful with backlinks.  Backlinks are links from one site to another. Make sure you only link to high-integrity websites and blogs.  So, if your guest poster wants to link to a "sketchy" website in their article, don't let them.

4. Diversifying Can Protect You


With Google Panda and Penguin penalizing websites for shady SEO techniques, one of the best things you can do is to diversify your SEO techniques. Consistently update your site with fresh and winning content while using diversified anchor texts and links. "Real" is the word here, real content and real links are rewarded by search engines.

5. Location-Based Searched Results Can Take You Higher


Search activities based on location boost your ranking as well. Location-based meta tags and descriptions can do wonders to your page rankings. How you are positioned in Google places can also help drive traffic to your website.  This can be critical to your business if your sales depend on local customers.

6. On-Page Optimization Never Gets Out Of Style

Proper keyword selection, research, and testing are crucial in doing your on-page SEO. Tags and internal links should be done appropriately. As mentioned earlier, your content is the most determining factors in improving your rank.  They key is to produce high quality content that appeals to your customer.

7. Videos And Infographics Are Cool Ways To Do SEO


Videos and infographics engage customers. So they stay longer and consume your content. As mentioned before, this is what the search engines want.

Also, videos, when posted on other sites (like YouTube) can drive traffic to your website (e.g., in the description under your video).

Finally, if your videos and infographics are good enough, other sites will link to them on your site, which will drive traffic and boost your rankings.

8. Press Releases Make The Town Talks About You


Well written press releases can build your brand and generate a lot of new links to your website and thus boost your rankings.  There are many online sites that allow you to publish your press releases (the better ones do charge fees). 

9. Usability And Significance Add Power

Ask yourself whether your site is providing your audience answers to their needs. Is your site offering quality information to web searchers and clients? Like any brand, establishing your brand's quality is recognized by search engines.  Solving customers' problems makes your website more relevant.

10. Build And Maintain Strong Relationships


Your clients are your most important concern. Be creative and sincere in dealing with your clients and you will start building your brand empire. Have them experience your product and services in a personal way and you will find that making sales is easier and simpler with a strong following. 

While search engine optimization is very important to driving traffic, always prioritize your brand.  And create high-quality content.  Old-school SEO experts may want to convince you to have hundreds of low quality articles proliferated around the web to boost your rankings.  The new Google algorithms and market attitudes will punish this behavior. 

In short, keep the quality of your content high and always pay attention to the needs of your customers, and your search engine rankings should continue to rise.

 

Suggested Resource: Want to learn my complete strategy for methodically maximizing your online traffic, leads, sales and profits? Then check out my Ultimate Internet Marketing System.

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