Marketing - Are you Feeling the Pain?

"If you want to be the best in the world make your world smaller." 

- Seth Godin

"Making money is easy - find someone with a problem

 and solve it for them."

- Steve Chandler

These two quotes have a lot in common and are the secret to great sales and marketing processes and programs.

Just take a look at your competitors' homepage and then your own. Do they all focus on the company? When the business was founded, great products, great services, etc?

(Hint: Do you have this problem? Do you fear your marketing is not working? I'm using the technique - find someone with a problem and solve it for them - to get those of you that do have this problem to watch the video below.)

Don't feel alone, but see this as the first warning sign that you have a weak message and a weak marketing process and program. No one cares about you - they care about themselves. What is their pain, fear, need or want?

There is a much better strategy, one that works and is unique in the marketplace. I did this 42 minute presentation a few years ago, pulled it out for a new client the other day and thought it would be helpful to others. It is chock full of the best practices from the great marketers' of your time.

It works and it will work for you because it is based on some universal truths, not BELIEFS, carried over from the last century about how to do marketing. The way I did it for 35 years in corporate America and the way 95% of companies still do it today. 

Man I wish I knew then what I know now. 

These concepts and techniques have worked for me and for my clients.

Click here for this 42 minute presentation  on how to kick start your marketing programs and processes.  Enjoy and begin to find problems (pains and fears) and then solve them uniquely for your "world". You'll make more money.

Recruit Top Talent By Being Proactive

"At most companies, people spend 2 percent of their time recruiting and 75 percent

 managing their recruiting mistakes."

- Richard Fairbanks, CEO of Capital One

The following blog post is from Joan Graci an expert in recruiting and building great teams. I have added a few things in italics. 

Recruit Top Talent By Being Proactive

By Joan Graci 

(Talent Coach for Visionary HR & Industry Leaders | Building Effective Teams and Enhancing Talent Brands)

I've been in the HR world for over 3 decades helping growing companies identify talent, so it's safe to say that I know what's up. And despite what you may think, it's not the quality of a company - and by "quality," I mean mastering one of these 3 items: 1) a cutting-edge product, 2) supreme customer service, or 3) the best prices in town - that decides the outcomes of a recruiting effort. It's actually how that company approaches the recruiting process altogether.

I've been fortunate to meet with many good, quality companies throughout my tenure, but great companies - those that have a leg up on the good ones - have a major common denominator: they all use a strategic, future-focused recruiting process. These all-star companies view talent recruitment like an exciting marketing campaign rather than a mundane HR exercise.

Beef up your talent initiative by following these steps:

1. Make recruiting a priority

The first mistake many "good companies" make is only recruiting when they need to fill a role. By implementing talent-focused marketing strategies into your everyday role, securing that perfect match when you need it most will be a walk in the park. Finding the right people reduces stress, increases profits, and positions your company for future growth.

2. Treat recruiting like a sales and marketing effort

Commit to a company narrative that everyone prescribes to and share it with active and passive job seekers in unconventional ways. While you should implement talent-friendly content on your website, there are other creative ways to gain exposure. For example, hosting an informational event or a tour of HQ that exposes your company to a new population.

3. Use technology to build your talent brand

Smart companies communicate with job seekers through Facebook, Twitter, LinkedIn, Instagram, etc. to establish their reputation and start a conversation. This is not only a huge part of your brand's foundation, but it's also the best way to introduce your company to the talent pool. Use Monster Resume Search for a month to build up resumes of "Ideal Prospects" you can then begin to proactively contact many that have jobs now.

4. Generate leads

Usually, that phrase only comes to mind in reference to our sales funnel, not our recruitment strategy. Between networking events and association meetings, are we scouring the crowd for new clients or keeping our eyes out for a future employee? I have a client that has an organized list of potential employees he meets (including where he met them, the potential department he sees them fitting into, etc.). When our top candidates find out about this, they're beyond impressed.

5. Plant your talent seeds strategically (Build A Virtual Bench)

Always be recruiting but you don't have to hire. Most of you're A Player Prospects will have a job. They are not looking and they are not going to take another job if you don't offer them a job today. Let them know you will need them down the line and stay in contact with them. Then when you do need someone you have a bench of A Players ready to go into the game. Less stress, no panic, makes you a better coach knowing you have a great player on the bench.

6. Establish brand ambassadors

Implement all levels of your organization in the search for talent. Consider a building a rewards program that incentivizes employees to submit referrals, such as an added vacation day or a bonus increase. Talented people usually surround themselves with other talented people, so maximize your company's hiring potential by leveraging each of your employee's personal networks.

7. People will come to you

Like the Container Store, if you build a team of A Players who are skilled, have the will to grow and are engaged at work you will attract great people. You won't have to continually be seeking them - they will come to you. 

https://www.youtube.com/watch?v=ppYh28BMUe8 5 minute interview

The Most Successful Team

"Researchers found it actually doesn't matter what your core values are. What matters is that you have them and you align the entire organization around them; and you're willing to hire and fire people based on having nothing to do with their actual job performance."

- Tony Hsieth, Zappos

Most of us are not in tune with Rugby but the All Black's are the best in the world and have been for 100 years.

I saw this article and thought it was a great example of Core Values and how, when defined, embraced, communicated and lived every day can ensure a great company with competent, committed and engaged employees.

When England faces the All Blacks on Saturday, they will line up against statistically the most successful sporting team in human history. New Zealand's win-rate over the last 100 years is over 75 per cent. It's a phenomenal record, and an achievement matched by no other elite team, in any code.

But back in 2004, something was wrong. The 2003 World Cup had gone badly, and by the start of the following year senior All Blacks were threatening to leave. Discipline was drunk and disorderly, and to make things worse, the All Blacks were losing.

In response, a new management team under Graham Henry began to rebuild the world's most successful sporting team from the inside out. They wanted a fresh culture that placed emphasis on individual character and personal leadership. Their mantra? 'Better People Make Better All Blacks'. The result? An incredible win-rate of just over 86pc, and a Rugby World Cup.

In early 2010, I had the privilege of going deep inside the All Blacks camp for five weeks alongside photojournalist Nick Danziger. It was a unique opportunity to study the way the best in the world stay on top of their game.

Here are five lessons in leadership I learnt.

The All Blacks Values

 

1. Sweep the sheds (My input: Sounds like 2 Second LEAN to me!)

 Before leaving the dressing room at the end of the game, some of the most famous names in world rugby - including Richie McCaw, Dan Carter and Mils Muliana - stop and tidy up after themselves. They literally and figuratively 'sweep the sheds'.

 

Former All Black Andrew Mehrtens describes it as an example of personal humility, a cardinal All Blacks value.

 

Though it might seem strange for a team of imperious dominance, humility is core to their culture. The All Blacks believe that it's impossible to achieve stratospheric success without having your feet planted firmly on the ground.

Dan Carter kicking for goal

2. Follow the spearhead (My input: Hire and fire for values, not competence alone.)

In Maori, whanau means 'extended family'. It's symbolised by the spearhead.

Though a spearhead has three tips, to be effective all of its force must move in one direction. Hence the All Blacks mantra 'No D***heads' (loosely translated No one gets in that is uncommitted, disengaged, that don't "fit in"), a term shamelessly stolen from the Sydney Swans.

The All Blacks select on character as well as talent, which means some of New Zealand's most promising players never pull on the black jersey - considered d*******s, their inclusion would be detrimental to the whanau.

3. Champions do extra (My input: Committed to improving you and everything around you.)

Former All Black Brad Thorn's mantra, 'Champions Do Extra', helped him become one of the single most successful players in rugby history.

The philosophy simply means finding incremental ways to do more - in the gym, on the field, or for the team. It is much like the philosophy of marginal gains used by Team Sky.

A focus on continual improvement, the creation of a continual learning environment, and a willingness to spill blood for the jersey was at the core of Graham Henry's All Black culture.

Brad Thorn

4. Keep a blue head (My input: Keep focused on the Rocks, the right things and executing them, not putting out fires and reacting all day.)

Following their arguably premature exit at the 2003 World Cup, the All Blacks worked with forensic psychiatrist Ceri Evans to understand how the brain works under pressure. They wanted to overcome their habit of choking.

'Red Head' is an unresourceful state in which you are off task, panicked and ineffective. 'Blue Head', on the other hand, is an optimal state in which you are on task and performing to your best ability.

The All Blacks use triggers to switch from Red to Blue. Richie McCaw stamps his feet, literally grounding himself, while Kieran Read stares at the farthest point of the stadium, searching for the bigger picture.

Using these triggers, the players aim to achieve clarity and accuracy, so they can perform under pressure.

Richie McCaw

5. Leave the jersey in a better place (My input: Core purpose)

The All Blacks have long had a saying: 'leave the jersey in a better place'. Their task is to represent all those who have come before them - from George Nepia to Colin Meads, Michael Jones to Jonah Lomu, and all those who follow suit. An All Black is, by definition, a role model to schoolchildren across New Zealand.

Understanding this responsibility creates a compelling sense of higher purpose. It's a good lesson for us all: if we play a bigger game, we play a more effective game.

Better people make better All Blacks - but they also make better doctors and lawyers, bankers and businessmen, fathers, brothers, and friends.

James Kerr is the author of Legacy: What the All Blacks Can Teach Us About the Business of Life. 

15 Lessons In Leadership (Published by Constable £12.99)

The Most Expensive Thing You Can Own

"The recipe for perpetual ignorance is: Be satisfied with your opinions and content with your knowledge."

- Elbert Hubbard

Beliefs, common knowledge, fears, opinions are powerful forces in our lives. The problem with them all is we think they are facts and truths. We make decisions, choices, plans, actions, excuses, as if they are all facts. The secret? They are not all true and you have to start today to question them. 

Beliefs are ingrained in our minds from the day we are born. Let's take one belief that I think is one of the most damaging ones - pleasing people. We grew up being taught to please people. Our parents and all adults - be polite, do what you're told and you get a pat on the head and "good boy/girl".

As we grow we are supposed to please teachers, employers, customers, family, friends, co workers, etc.

It is probably the most damaging belief there is. Pleasing people robs us of time and energy and results in failure most of the time. So what is the alternative?

SERVING PEOPLE

"I don't know the key to success, but the key to failure is trying to please everybody. Secret : Serving people is one key to success." 

- Steve Chandler

Serving is powerful. Serving is truly helping people. It is lasting and remembered and it will free you up tremendously.

Here are some examples:

Sales

Pleasing 

This the good 'ole boy approach. Get them to like me, take them to lunch, build a relationship through saying and doing what they like and want. Being more likable than the competitor. People buy from people they like right? No, they buy from people they trust.

Serving 

This is listening to their story, their pains and problems, and then focusing on those like a laser and solving them with the best solution (not necessarily the one they think they want). Serving is focusing on the problems. Yes you have to be personable, but the focus should be on serving by solving their problems, not on getting the person to like you.

Time

Whether you own a business or work for someone else we all "don't have enough time" to get everything on our plate done. We are accountable for being busy - not getting results. Why?

Pleasing

We cannot manage time, we can only manage what we do with our time. Thus, we must quit trying to please everyone - by always saying YES to everyone's requests. Everyone - customers, employees, coworkers, the school, invitations to events, clubs, charity, etc.

We only have so much time you cannot do it all with focus and quality.

Serving

"Saying no may be uncomfortable for a few minutes or maybe an hour but saying yes can affect you for weeks, months and sometimes years."

- Dave Allen

       

To do your best work, to get the results you need and want, and to live the life you want, you must learn to serve by saying NO. Say no to things you do not have time to do right and that steal time away from allowing you to reach your goals (both personal and work related).  Learn to say no politely and start to serve yourself and others by saying yes to those things that you can focus on and do correctly, and that will further your career and life.

"Management" /Ownership

Pleasing

You cannot manage people but we have always been told we should and could. Managing is making sure everyone is comfortable and stable. Please them by providing guidance on the job, what you want them to do next, what they need to do now, and keeping things stable and consistent. Reacting all day long, putting out fires for the team, taking the hard jobs on, reacting all day in support of the company. Don't let them in on the numbers and strategy - they don't care and won't understand. Money is the main motivator that will please them. Don't give them personal goals - they will reject it. Give them a review once a year.

By answering questions for everyone - you are not serving them. They learn nothing and never develop their skills or how to make decisions. Serving them by having them come to you with their solution will, over time mean they interrupt you less and less and they will get better at what they do, and happier and more fulfilled doing it. 

Serving

Be a coach. Think and act like an NFL coach. Engage them with the why we do what we do.  The core values, team goals, personal goals - practice to get better, share everything. People want and crave feedback so give it freely in weekly one on one coaching conversations (practice). Make sure you have the best people in every slot , A Players want to work with other A Players. Having C Players on your team is poison and your good people will leave if they see you not addressing the issues.

Serving by coaching will build trust and a great team that is engaged and happy to come to work.

I challenge you to begin today. Question all your beliefs as you make decisions, plan, choose, make an excuse, etc - are they true?

"The most expensive thing a person can own is a closed mind."

- Don Hutton

Top 10 Takeaways from Brain-a-thon

Science is unlocking and bringing more credibility to what philosophers and highly successful people have been telling us for ages. Here is a blog post from Dave Sjolin from the 4th Annual Brain-A-Thon.

Dale Carnegie said it so well:

"Inaction breeds doubt and fear. Action breeds confidence and courage.
If you want to conquer fear, do not sit home and think about it.
Go out and get busy."

The following is from Dave Sjolin (please note: items in italic are my comments):

A week has passed since the awesome 4th annual Brain-a-thon where we were offered much in the way of new and actionable information. These are my top ten takeaways from the event, and the six brain and mindset experts that presented.

1. Fear is the #1 block to our success. Evolution has programmed our brain for fear. We are designed to worry, feel anxiety and believe in scarcity. In the past, we had to worry about that movement in the grass. If it was a Sabre Tooth Tiger, we were going to have a bad day unless we reacted immediately to that potential threat. Today, we get much the same response when we go to make a sales call. (Fear is in the future -  Action will melt the fear.)
    
2. The fear center in the brain controls our motivation. When we feel fear, it stops our motivation. On the other hand when we feel hope, our motivation is rekindled. (Again, Action will melt the fear.)
    
3. 95% of our behavior is driven by our subconscious thoughts, beliefs and habits. We like to think that our conscious brain is in control but most of our behavior is directed by our subconscious. What we are willing and able to do is controlled by fears and limiting beliefs.  (Question your beliefs and take action.)
    
4. We all have a money story. A Money Story is our entire relationship with money. It's the unconscious tale we continually tell ourselves about what money means to us, and what money says about us to others. It defines how much we deserve, how much we think we are worth, and how much we are capable of earning. It's about what would happen if we had more and what would happen if we had less.
    
5. Most of us tend to repeat the same money story and not surprisingly we achieve the same results over and over again. We repeat this money story because it's safe and predictable. Our comfort zone may be limiting and uncomfortable, but at least it's familiar.
    
6. Due to neuroscience's recent discovery of Neuroplasticity, we now know that our brains can change. We are not stuck with the brain we were born with. We are not hard wired at birth nor does our brain stop changing at some point in our childhood. Our brain continues to grow and change based on life experiences and the positive inputs we provide such as the "Innercise™" offered in Winning the Game of Money.
    
7. To create a new money story we need to recognize that we are writing our story now and that we can write a more satisfying one if we choose. We need to own our story and realize that we are in control.
    
8. Commitment is the first step in achieving our goals. We have to ask ourselves, am I interested or am I committed? If we are interested, we will do whatever is convenient. If we are Committed, we will do whatever it takes. That commitment gives us the drive to overcome all blocks that our subconscious throws in our way.
    
9. To change our money story and live an exceptional life, we need absolute clarity on what we want and why we want it (our BIG WHY). First, we need a target for our brain to focus on so we can notice all the information, people and opportunities that can help us achieve our goals. We also need a big why to motivate us to do what whatever is necessary to achieve the goal. If we don't have a big enough why, we won't expend the effort when things get tough.
    
10. Finally, to achieve our goals, we need to daily prime our brains to adopt the new beliefs and create the new habits that we will need to become the person that can achieve the goals we have set. Part of this will come through our brain retraining audios and part from visualizing our goals with emotion.