Tag: marketing

  • 6 Reasons You Don’t Have Enough Ideal Clients (and How to Fix That)

    6 Reasons You Don’t Have Enough Ideal Clients (and How to Fix That)

    Ideal clients are the ones we love to do business with. They are easy to work with, appreciate and value us, challenge us and want us to challenge them. Doing business with them is profitable and they think they are getting a good deal from us. We wish we could clone them and they wish all their partners could be more like us. So why can’t all our clients be ideal one? Read on to learn six things that get in the way and what to do instead.

  • Suppose We Don’t

    Suppose We Don’t

    Suppose we cut corners? Suppose we feather our nests? Suppose we get while the getting is good? Suppose we compete on price? Suppose we sue? Suppose we press our advantage? Suppose we underpay? Suppose we over promise? Suppose we cut our training and development? Suppose we bait and switch? Suppose we baffle? Suppose we trick […]

  • Rock Stars

    Rock Stars

    When we are worried about what to say, how someone might react, or how we’ll be judged, we are pointing the camera at ourselves. We get so concerned about our performance that we wreck our ability to perform. This is true most everywhere including marketing, sales, influence, negotiations, and leading. The antidote is to turn the…

  • We Need These Two Unexpected Leadership Traits for Growth

    We Need These Two Unexpected Leadership Traits for Growth

    If we want to grow our companies, there are leadership traits far more important than ones we might imagine. Things like intelligence, experience, persuasion, decision making, strategy, who we know, systems, developing people, or getting people to do stuff are not the most important. No, the two leadership traits that matter the most in growth are 1)…

  • Sharpen Your Market for Fun and Profit

    Sharpen Your Market for Fun and Profit

    There is a huge temptation to say, “Our target market is everybody.” After all, the bigger our market, the more opportunity, and the more likely we can continue to grow and provide our products and services, right? No. A large target market is difficult if not impossible to engage and serve. It’s tough to be…

  • The Wrong Approach to Marketing That Almost Everyone Uses

    The Wrong Approach to Marketing That Almost Everyone Uses

    There is a wrong way to market ourselves or our company and a right way. The wrong way is to describe ourselves and our product’s or service’s features, functions, and benefits. Example: “We are the leading, global provider of kitchen tools including our award-winning turnip twanglers. Committed to excellence, we produce high-quality, low-cost tools such…

  • The Oddest Career and Marketing Secret

    The Oddest Career and Marketing Secret

    The secret is that the people we can help the most and best are the ones who struggle with the same things we struggle with. Wha..?! It’s true. We really understand the things we’ve been wrestling with. We learn as we struggle with anything like respect, money, connection, leadership, followership, self-worth, power, intelligence, happiness, love,…

  • No Need for Big Messages or Profound Arguments

    No Need for Big Messages or Profound Arguments

    When we have something important to say–when we want to convince someone of something–we may be tempted to make our messages big and our arguments airtight and profound. But in marketing, leadership, influence, sales, or politics, we only have to convince our next client, employee, or colleague–not the world. Tune your message to the person…

  • Turn the Camera

    Turn the Camera

    Most organizations spend untold time and money explaining what they (and their products and services) do and why they are so good. Look at their websites to see that they have the camera firmly turned at themselves. Most prospective clients, on the other hand, focus on the the results they want and the obstacles they…

  • Superlatives Can’t Replace Honest & Effective

    Superlatives Can’t Replace Honest & Effective

    Unique! Unparalleled! Exceptional! New! Improved! Unprecedented! Award-winning! Powerful! When marketing (internally to the team or externally to clients and partners), we must not fall into the trap of superlatives. No one listens when we use flowery words to explain how good our product, project, or service are. Superlatives are no replacement for honest, effective messaging.…