Never would you guess the family’s leaders dine with Persian princes and European presidents all while driving their simple blue Fords. Remember, your customers and your employees are watching.
The reality is that most of us fear that we aren’t turning our marketing dollars into profit. Not consistently. Not directly. Which is why we have advertising budgets. To limit risk.
THE WIZARD (bi)WEEKLY
Twice a month we’ll send our best advice, no strings attached.
Let’s grow your business.
No spam. No nonsense.
A dozen years from now 50% to 60% of transactions will be occurring online. And a surprising advantage will go to stores who sell online but advertise locally.
Partner Book of the Month
Onward & Upward: Rocket Fuel for Your Business
By Ray Seggern & Monica Ballard
Small business branding questions? You’re not alone!
From the pages of Success Group International’s Compass Magazine, marketing strategist Ray Seggern presents 24 of his most popular columns. Onward & Upward’s advice can be readily applied to most any small business with entrepreneurial advice that can only be described as “high octane fuel for thought!”
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Warren Buffet and Charlie Munger made money by using a strategy that passed the test of time. At 97 years old, Munger attributes two things to his success: patience and inversion.
For every IBM, there are 100 Blockbusters. For every General Motors, there are 100 Polaroids. You can bet the leaders in your category will one day be in trouble. You can catch and pass them.
The chase for instant gratification in marketing often looks like “sales events.” Knowing when to use a sale and when to use other methods to get customers in the door makes all the difference.
You could create an ad on Facebook so compelling, interactive, and authentic that the algorithm rewards you by showing it to more people organically (free).
Just like unions of the 1940s, there is a societal shift toward worker empowerment. If you’re first in your category to embrace this shift, you win. Resist, and you lose.
You’re thinking about buying something and an acquaintance says, “Don’t do it; I bought that / hired them and it was a total waste of money. I got screwed.” Generally speaking, we believe them.
Since 83% of social media is consumed on mobile devices, and 85% browse without sound, you must tailor your content to be effective within that context. Here’s how…
Amateur ad writers assume everyone makes decisions based upon the same criteria they use. This causes them to unconsciously frame their messages to reach people exactly like themselves.
Simon Sinek writes about this in “Leaders Eat Last.” Before you can get what you want, you must first give them what they want. “They” is everyone but you. Let’s start with your employees.
There’s no doubt that great businesses have equally great employees. But they also have their share of Bubba’s, Jim-Bob’s, and Tina-Marie’s. We never talk about those guys. If you ever lost sleep over a dumbass thing an employee did, you probably have a Bubba on your team.
Why are you still paying your social media expert to create posts that look like TV commercials and “for sale” ads? We are telling you to “STOP!” And if you won’t listen to us, then listen to Facebook. Please.
A “scrapbook company” doesn’t have the emotional connection to your brand that you do; so they give you a templated product that looks like everything else. Unremarkable.
Too many Shivers leaves a stink in the hearts of the customers. They are inattentive, self-serving, what’s-in-it-for-me type of people. Calypsos make things better – for you and the customer.
“NOBODY reads the newspaper.” Beware of anybody who speaks in absolutes. Statisticians look for something called a “representative sample.” And you don’t have one (no offence, I’m sure you’re a lovely person).
Marketing in 2021 cannot be like 2019. Too much has happened. Society suffers from post-traumatic stress disorder. To think everything will return to normal is to believe the last 16 months never happened.
There are two types of business owners: (1) Those who just want to run a profitable, stable business that funds a quality lifestyle, and (2) Aspiring empire builders with visions or building something much, much bigger.
Although Gretzky was undoubtedly the best player of his generation and arguably the best player of all time, he needed great players around him to win. Now look at your own business…
Kelsie and I can look at the posts on your social media and tell you exactly why reach and engagement are low. It is because we have studied, played with, succeeded, and failed with the Facebook Algorithm.
The truth is that social media allows you to see how each piece of content performs before you ever invest money in it! You don’t get the opportunity to do that with billboards, radio, TV, or print media.
Before you run advertisements on Facebook, make certain that your Facebook presence is truly alive. Here are four indicators to know your Facebook presence is alive and well.
One of the biggest challenges in today’s business world is finding and keeping employees. I’m told it’s catastrophic and there’s more demand than there is a supply of good people. This is not a new problem.
54% of customers will research products and a business on social media before making a purchase.
There is no right time when connecting the message with customers. The right time was six years ago. The second best time was yesterday.
Your intuition has already spoken up. She whispers, “No one is excited about you”. The ledger says sales have slipped. You are not hitting goals. Margins are down. Morale is off. Everything is just blah.
Stop worrying about the colour of your logo, the size of your ad, or the shares on Facebook. When it comes to business, your job is to sell happiness. And the best happiness that is long lasting and unbreakable is through the use of Oxytocin.
These are product, service, channels of distribution, relationships, reputation/image, and price. However, not all differentiation strategies are equally effective.
Google didn’t tell anybody when they started feeding everybody’s business ads over onto their video game platforms. So the impression count went up, the clicks went up. But they’re all useless.
You need 4 things… (1) A good steady flow of new customers. (2) A good steady flow of repeat customers. (3) Referrals. (4) Positive Word of Mouth (and this includes social media)
Squeaky wheels demand grease, and when they don’t get greased, they squeak louder and louder and louder. Social media has provided them an amplifier of unprecedented volume and duration.
“Mike, look, the post office is hiring,” Bob tipped his head at the encased poster, “but you’re past the age limit.”
“Hey Bob. Yeah, you wouldn’t get away with a recruitment ad like that these days.” Mike smiled.
Yes a few customers will take advantage. Get over it. A Courageous Offer opens up the customer floodgates. The money of the many will wash away the bad taste of a few.
“Yeah, they were on for 6 months. But they don’t want to renew. Some employees bought the business. She said they’d think about it in the spring.”
“That HVAC outfit. We had some great ads.”
I’m guessing you don’t know how much your competitors are doing each year? I bet you’re wiser than you think.
1. Allow the same listener to hear the same ad at least 3 times every 7 nights sleep (sleep erases advertising)
There’s a real danger in the word “modernizing” your marketing because we tend to immediately leap towards thoughts like, “Well, I need to be on Snapchat.”
That day, my dad gave me the tool I needed to successfully check the pressure of tires. On the same day, he also gave me the greatest tool for customer service. “Aaron, the best way to make better tips is to stop thinking about them.”
“Those who build great companies understand that the ultimate throttle on growth for any great company is not markets, or technology, or competition, or products…”
As part of a recent self-exploration of how we’re measuring success, my friend and mentor Michele Miller suggested coming up with a to-don’t list.
Variables: (1) The population of your market. (2) The size of your ad budget.
She walked right up to the wall with all of the options and pointed right to the logos with the red and blue waterdrops on them. My 80-year-old grandma knew the Moen brand because of the red and blue drops in their logo.
This conversation started on Facebook in our private group discussing an article in Forbes. The headline said, “When big brands stopped spending on digital ads, nothing happened. Why?”
We hold the places we adore to higher standards. Chick-fil-A’s the most beloved fast-food restaurant in America. The Cathy family developed a lengthy list of systems, policies, and procedures – observable behaviors…
You’re having a good day at work. Then the phone rings. It’s the local magazine rep with a once in a lifetime discount offer. Now you’re under pressure.
We discuss the ways we’ve helped stuck companies break through that barrier (even if you’re not in the HVAC industry).
The further down this path you go — by building a business empire and a legacy — the more you’ll find that the normal ways of thinking and acting simply won’t do.
Dear Intrepid Entrepreneur, if you have the heart of a farmer, you’re already a success. What? Explain! On Super Sunday, February 3, 2013, Dodge aired this legendary ad. Take two minutes and listen.
When you’re searching for ways to level up your company, where are you looking hardest? Too many leaders strain and stare at the horizon for what’s going to change, hoping to leverage those changes.