It’s all about future gain

1 Comment

As selfish people, we are always thinking about what we want. We want our customers to complete surveys, to confirm their opt-ins and to upgrade their memberships. Our customers are selfish people, too. While they may like us and may be willing to do us a favor, they are much more interested in doing themselves a favor. Every time you need a favor from your customers, whether it’s completing a survey, RSVPing for an event or bringing in a completed form to facilitate your on-site event registration, you must always ask by telling them how the action will benefit them. The survey is so you can provide training suited to their tastes. They are RSVPing to ensure there is a seat reserved for them. And they are printing and keeping up with their forms to speed up their time in the registration line on site. The fact that each of … Continued

Reduce the frustration of your team

Leave a Comment

Tammy was at her wit’s end. Not only was she trying to keep up with two jobs, but she also had to take care of two Labrador Retrievers. In 2006, shortly after starting the Information Marketing Association, Bill Glazer and I had an idea: Let’s provide training for info-marketers’ staff. Because info-marketers are preoccupied with marketing, maybe if we trained their staff we could make sure the info-marketers received the benefit from the training in business systems and finance without them having to participate in the training themselves. I arranged to attend a Dan Kennedy Platinum Mastermind meeting. Dan invited his Platinum members to bring staff members for a special day-long mastermind meeting that I led. Eighteen staff members from around the country attended the mastermind session. The attendees represented a wide range of business sizes. One info-marketer brought two staff members out of the 31 who run his operation. … Continued

Are you in the ‘popular’ crowd?

1 Comment

I get frustrated when I hear about the social structure in high school. But then I realize it is the same everywhere else, if you let it. When my daughter, Samantha, was in high school, she had several classmates she had known for many years. They went to elementary and middle school together. But she doesn’t talk to them. Confused, I asked her why. She told me, “They are ‘populars,’ and I’m not. I hang out with the band.” Definitions can be interesting. According to high school social vernacular, “populars” doesn’t mean these students are well known or well liked; it means they are full of themselves. Samantha is looking for people who are more accepting of each other, and that’s the band kids. I don’t like this because I want everyone to like my daughter, and I want her to be the most popular kid in the school. More … Continued

Secret to getting unstuck

1 Comment

My office is across the street from one of the best and biggest elementary schools in Tallahassee. It’s particularly convenient for the young moms working here to have their children in school across the street. For the rest of us, it’s a total pain. Each day for about 30 minutes in the morning and 30 minutes in the afternoon, there are hundreds of cars on our typically quiet two-lane road. Usually it’s not a problem for me. Most days I’m working at my desk at 3 p.m. when all the kiddies and their parents are braving traffic to get home from school. But then it happened. I ended up in traffic. Trying to leave my office early, I got on the road and got stuck in the school traffic jam. Cars were backed up, bumper to bumper, waiting for the children to get dismissed, come to the curb and load … Continued

The only real shortcut

1 Comment

Your teachings have made a huge difference for me these past two years and I’m expecting some big gains this next year due to modeling my business after your pyramid. I’ll look forward to sharing the details with you sometime in near future. You don’t shortcut the shortcut. Hear people telling me they want to launch continuity programs or have other ideas how to do this. This is the fastest, most powerful route. Alex Jarrett www.TechnologyExecutivesClub.com   I’ve been blessed the last few weeks to have received messages like Alex’s from several long-time IMA members. I can’t tell you how happy it makes me to receive your notes. I can still remember the frustration and tears, on my knees in front of my desk, praying to God: “Whatever it takes, just show me what to do and I’ll work day and night to make it happen. I sincerely appreciate his … Continued

Dealing with “overwhelm”

2 Comments

While my alarm is set for 5 a.m. each morning, I often wake by 4 a.m. Those are the trickiest mornings. As I lie there, trying to get back to sleep, I can make all kinds of side deals with myself. I’ll think, “I’ve been lying here 15 minutes, and now I’ve only got 45 minutes until it’s time to get up. Forty-five minutes isn’t worth falling asleep for; I’ll move my alarm to 5:15 a.m. to give myself a full hour.” Then when 5:15 a.m. comes, I’ll rationalize that because I had trouble sleeping, I may as well get up at 6 a.m. to make sure I’m not too sleepy later in the day. Then when 6 a.m. comes, I’ll talk myself into some other reason to stay in bed. That morning self-talk is a tricky thing. I have found it’s especially tricky when I allow myself to get … Continued

“Great content” isn’t enough

Leave a Comment

This has the power to transform everything you do in 2014. Imagine a magic wand that can make all the work you currently do more effective at generating customers and profit. This wasn’t as important years ago when the economy was good. Today, there are far more distractions, and consumers are a lot more discerning about where to spend their money. Last week I told you about the Northwestern University Media Management Center study that revealed people are not reading newspapers, magazines and blog sites for news; they are there for a “time-out” experience. Here are the reasons for reading that researchers heard from consumers and the real basis of whether a consumer liked a particular newspaper, blog or magazine: “It takes my mind off other things that are going on.” “It’s an escape.” “I like to go to this site when I am eating or taking a break.” “It … Continued

What Your Customers Really Want

1 Comment

Here are the two possible ways your marketing message will be greeted by your customer: Disengagement; examples are cynicism, not for me, overload, annoying, sameness Engagement; examples are connection, inspiration, reinforces what I believe, trust and credibility, makes me smarter The examples above are a few of the thousands articulated by consumers in a recent Northwestern University Media Management Center study. I know, I know, academic studies are often out of touch and don’t relate to the real world, but this is going to answer a lot of questions for you. Right now the research is in its early stages, but this will be the subject of the next BIG business phenomenon like Tom Peters’ In Search of Excellence or Jim Collins’ Good to Great. Read on and you’ll get the use of this information years ahead of everyone else. The study sought to determine why consumers were moving from … Continued