New year, fresh start!
No matter what your business faced or how your team pulled through, now’s a great time to provide your team a well-deserved pat on the back and a thoughtful review.
At FocalPoint, we’re quick to give Jobs his due, but we also appreciate that he’s not the only one to market entrepreneurially. There are many great examples of reading the marketplace correctly and capturing consumers’ attention, from hot movie franchises to new cars, popular political slogans to toy manufacturers.
According to Adrian Slywotzky, author of Demand: Creating What People Love Before they Know they Want it, “Demand creators figure out how to solve the big and little hassles we all face.” They tell a story about how their product will make our days more convenient, more productive and more fun. Then, they market that hassle-relief instead of the product itself.
It’s a great strategy, but not a new one. That theory used to be called “selling the sizzle, not the steak.” And it’s still a very effective way to market new products and new ideas because it relies on human emotion.
But it’s not always the first entrepreneur that succeeds in a big way. It’s the first to market to the emotional business or marketplace. Effective entrepreneurs and marketers have the uncanny ability to turn “fence-sitters” into customers by correctly pinpointing and marketing to buying triggers.
How can we help you use this marketing philosophy to help you with your business?
It doesn’t matter how new you and your product are, you have to find ways to command attention to break through the noise and get noticed.
The holiday season is a great time to see this in action. Businesses of every sort are finding it increasingly difficult to rise above the noise and seize the attention (and buying power) of new customers. Some just succeed in making a lot of noise. Others break through the noise in brilliant ways.
Like most guys shopping is not my thing and shopping for clothes proofs to be even more of a burden but the Trunk Club has the solution. The Trunk Club grabbed my attention from a marketing perspective first and then from a consumer perspective. This company is a perfect example of using marketing to inquire and engage their customer — leading them right down the path to a buying decision.
It’s not enough to get your message ‘out there.’ To get noticed and win business in today’s incredibly crowded marketing landscape, you have to command attention in unexpected, memorable and moving ways.
That happens to be our sweet spot at FocalPoint. We can help get you where you want to be.
How can I expand my business in a slow-growing economy, you ask?
We get that question a lot here at FocalPoint. Because despite news that employment numbers are up and the economy is percolating, we’re not feeling any kind of surge here in the Midwest.
So, what can you do to increase your marketing share?
The short answer is: get creative! But of course, any marketing solution we recommend begins with us doing a lot of listening to what you do, how you do it differently, and what you are trying to achieve.
That said, here are some interesting ideas we may consider for small and medium sized businesses on a budget:
Here’s a glass half full way to think about marketing on a budget: Because your business is smaller, you have the ability to react quickly to current conditions and (together with us) create ads and promotions that use trends, changing circumstances, opportunities, and headlines to your advantage.
Let the creative sparks fly!
How important is building and maintaining solid connections with your customers and the people you work with?
Both are invaluable, according to Michael Ray Hopkin, popular blogger and author of Lead on Purpose.
Hopkin believes that to be a truly effective manager or company president and attract and keep clients, you need to continuously improve your business relationships with your employees and your clients.
Here are three ways to do this:
Let others talk more than you do. Pay attention to what they’re saying.
Appreciate what your clients and your employees do. Take the time to understand where they are truly coming from.
Be quick to give credit to others for their successes. Celebrate achievements of your employees and delight in the accomplishments of your customers.
At FocalPoint, we agree, and put this goal into daily practice. We have seen that if you do this every day and make it a priority, you’ll learn about what inspires and motivates your employees. That will make you a better manager (and will keep employee morale strong).
Additionally, listening, understanding and acknowledging what your customers are saying, how they are reacting to your company, and what is really important to them – will put you in position to provide the services they really need in a way they will appreciate. And that translates into increased sales and customer dedication.
FocalPoint asks: What are you doing to build effective, solid relationships inside and out of your workplace? Got a great example? We’d love to hear about it.