Posts Tagged ‘marketing’

Disciplined Surprises

Monday, February 18th, 2019

How many unsolicited referrals or other surprises (invites to networking events, speaking opportunities, media/PR opportunities) have you received since New Year? Do you want or rather need more?

Ask yourself, when did you last meet or call the 25 best sources of new ideas for your business growth in the prior 3 years? I am not talking about email or reading and responding to posts on social media. I am referencing unfettered time spent together in a business or social setting. I bet for some reading this the response is weeks, months or even years.

Given the quantum of changes happening within your organisation and externally with your clients, is that wise? Make a note in your physical or electronic calendar, to call and set those meetings up at a rate of 10 calls per week.

My guess is that within the month of April, you will have more opportunities than the entirety of the first quarter of 2019.

Hunting or Praying

Monday, January 14th, 2019

“Welcome, Mr Bond. I’ve been expecting you!”

In the new “normal”, where volatility and disruption pervade, almost every business manager and investor faces a stark choice. Pray for a return to “gentler” times of old that almost certainly will never happen or hunt for new opportunities? If you consider, rightly, the latter the lower risk option, are you consistently investing time with people, who you know or suspect have a need for your unique value in these times? Start with:

  • Client buyers
  • New buyers within existing clients
  • Buyers within new suppliers
  • Buyers within new distributors
  • Buyers within your clients’ competitors (domestic/international)
  • Buyers at your past clients
  • Buyers with new responsibilities (M&A, consolidation, new markets)
  • Buyers in new prospects and targets of opportunities
  • New referral sources from non-buyers to your ideal buyers
  • New business partner collaborations with your ideal buyers
  • New content ideas for hosted events appealing to your ideal buyers
  • New industry speaking or event hosts focused on your ideal buyers
  • New publishing ideas attractive to your ideal buyers immediate/relevant needs
  • New media and PR sources for promotion to your ideal buyers


If not, why not?

Opportunity abounds in this economy for those with the discipline, talent and work ethic to search for it. There is no “short cut”. After all, the alternative is pretty unpalatable.

When Everyone is a PR

Monday, November 5th, 2018

Productive Content

I walked into a countryside pub recently and I saw a guy attempting to play darts, missing the entirety of the dartboard frequently, endangering bystanders and very irregularly hitting the required number. My first thought was “give yourself a break, get a new hobby”.  It reminded me of countless number of people daily posting their musings on LinkedIn, Facebook or Twitter or issuing press releases, articles, and self-authored content. Aimless content disappearing into the ether of self-congratulatory irrelevance. Time really is precious.

If you want to “play”, be very sure who your target audience is (specific traits), aim where they demonstrably hang out and engage with others (publishing forums), and be clear what response you want to elicit (provocation, engagement, seen as a peer or thought leader). I am not suggesting you keep score of every piece of your content’s impact (futile activity), what I am suggesting is you ask yourself is this time well-spent given my immediate priorities? Be honest.

Finding Money Under The Seat

Tuesday, October 23rd, 2018

Hidden Cash

If the owners of the eponymous London nightclub, Annabel’s, can rake in upto £1.2 million selling the old property’s tired fixtures and fittings, it is a great reminder in our own businesses to look under our own seats. What historic products, services or relationships do you possess and could you quickly re-purpose using different media for both your existing and prospective clients? Such that they receive tremendous value and a dramatic impact on their immediate goals with fair and equitable compensation for you. The hunt for the “hidden cash” demands two things: (1) Aptitude, you have the volition to regularly look for it and (2) Application, you possess the wisdom to apply it your buyers’ immediate and relevant business needs. Get searching!

In Good Company

Tuesday, October 9th, 2018

If you are an entrepreneur wanting to attract the highest quality investors,  people, business partners and so forth, think about the company you are keeping. Am I spending time with gatekeepers, window shoppers or real buyers/investors of my product, service and relationships? Does the event or platform put me in rarefied company or am I circling around with a largely undifferentiated crowd? Will my presence and affiliation with the audience dramatically build my brand or have a negligible impact?     

Where is the hard evidence or observed behaviour to validate my judgement?

It is myth that any “exposure” is a valuable use of our time. That is rubbish. If you are not in front of a high proportion of your target audience, decline the invite with a simple “No”. You don’t need to explain yourself, you do need to avoid wasting time talking to the wrong people.

Uncommon Market Attraction

Wednesday, September 19th, 2018

The Secret of A Seductive Rapport

When business or investor prospects are drawn to your intellect, social interaction and your communication style, the relationship moves to a depth of reciprocal trust and respect where doing business together becomes “probable”, not  “possible”. Counterintuitively, you get to that point, not by submerging business prospects in everything there is to know about you (marketing collaterals, credentials, deals) but impressively answering what the prospect wants to know.

You help yourself in advance, by visualising where you want the conversation to end up, the obstacles that might lie ahead, and natural responses to keep your conversation on track with maximum momentum.

You help yourself after the conversation, by examining what worked well and you can repeat successfully next time you meet, what didn’t work well and what you must improve when in the same situation.  

   

The Fear of Referrals

Wednesday, July 4th, 2018

There are some people, who are instinctively uncomfortable about referring others even from a trusted source. The resistance is more often than not about their own self-worth. Don’t dwell on their fears or trying to overcome them, move on.

© James Berkeley 2018. All Rights Reserved.

The “Ask”

Thursday, June 28th, 2018

 

How direct is acceptable when making the “ask” in a business or social setting? That question had me thinking watching a young huckster approach two pretty girls that he clearly had never met at London’s Masterpiece art fair last night with the line “I’d like to take you out, can I have your telephone numbers?”. That they handed them over with a nervous giggle and 30 seconds of mumbling conversation shocked my wife. In an insta-glam world of dating, perhaps that is increasingly the norm. Do we really forsake building a trusting relationship for a quick response? In business, in my experience, that only works for life insurance salesman and charlatans.

© James Berkeley 2018. All Rights Reserved.

A Very Royal Connection

Saturday, May 19th, 2018

25 million Americans will arise early this morning seduced by a few hours of British pageantry,  a young Californian girl and a British prince walking up the aisle. It is a moment where fact suspends fiction. Where a powerful brand leaps out of the television set and creates a deep visceral connection with its’ audience. Pure marketing nirvana.

The Twinkling Diamond

Friday, May 18th, 2018

What, precisely, are you doing to draw your ideal audience to you and to maximise their intellectual curiosity?  When you perfect those techniques, you have close to zero acquisition costs.

© James Berkeley 2018. All Rights Reserved.