December 2, 2009
Crises = danger + opportunity
“The Chinese use two brush strokes to write the word ‘crisis.’ One brush stroke stands for danger; the other for opportunity. In a crisis, be aware of the danger – but recognize the opportunity.”
Richard M. Nixon
Paradox is a characteristic of our modern society. It is so easy to fixate on the danger and become paralyzed. It is so easy to stop thinking and cease to see the bigger picture (the context of the crisis). It is difficult to tear our eyes away from the danger and strike out, with a brave heart, towards the opportunity lying within our reach.
Today I would like to encourage you to see the opportunity in every crises.
You can do this . . .
November 27, 2009
Blogging (podcasts, YouTube videos) and all forms of social media is not something EXTRA – it is in place of.
Blogs should be in place of mountains of long explanatory emails, memos, circulars, journals, product training, think-tanks, authoring in Ms Word, planning meetings, mentoring meetings etc
Podcasts, in place of endless staff meetings and training events.
Videos, in place of training seminars and motivational meetings.
Social media e.g. FaceBook in place of newsletters, emails and phone calls.
As long as you think of the new Internet tools as ‘something extra’ you will struggle to start or make a change in your circumstances.
“Destroy it all and start again.” – Tom Peters.
September 29, 2009
In Old Marketing your expenses generate a profit e.g. you run a large ad campaign, you sell products / services to the few that respond and you generate a profit. To generate more profit you have to repeat the cycle over and over again; if you stop your profit dries up – there is no asset here.
This method remains popular because people want instant gratification; we are still a quick fix society but it is impossible to stand out in an overcrowded marketplace.
In New Marketing your expenses should generate an asset e.g. you run a small campaign / initiative, you make a few contacts, you build trust and credibility, you gain permission to speak to them on an ongoing basis, you sell them products / services over and over again without exposing them to the initial campaign. Demand for your products / services continues even when you stop – this is an asset that you can sell.
This method remains unpopular because people don’t want to take the time to build the network and invest in the relationships. That is why the people who do it well, do so well.
September 22, 2009
We are all confronted with the one BIG deal scenario. That deal that will make us for life and secure our future. One BIG deal eats resources and takes up so much time that we are tempted to turn our backs on all other options, income streams, opportunities, partnerships and growth.
Don’t do it!!
The long road necessary for that ONE big deal is fraught with life wrecking problems and challenges. Source - unknown.
Don’t focus exclusively on the one big project / opportunity / product. Big projects have a nasty habit of not happening for a variety of reasons beyond our control. I know of one project team that worked together for five years – sunk everything into a new venture (including retirement funds) only for the team to fall apart when the real money began to appear on the horizon; today they only talk to one another through their lawyers that they cannot afford to pay.
The joy of the Internet is that it allows us to multi-task, be project based, keep relationships warm, continue to build our network, grow our skills and build our personal brand at zero cost WHILE we partially focus on the one big deal.
This way we don’t live with regret and if the deal falls through it’s still business as usual.
September 16, 2009
So what are you waiting for?
What does it take to get you moving on your website, blog, podcast, Facebook, video, online-course, mass mail campaign, newsletter, community project? There was an old advert that said “You can stay as you are for the rest of your life or you can change . . . ”
Don’t wait for the perfect time. Don’t wait for the holidays. Don’t wait for the new computer. Don’t wait for help from a visiting son . . . . the perfect time will never exist.
Start today. It’s that simple . . . and if it is not, put out a call for immediate help and fix a time and date. The old world will never return; marketing has changed forever; the old methods will just eat up valuable time and money; old habits will just frustrate and keep you in the rut you don’t want to be.
Look at the website, Michael Martin Photography home page below. Not only is it complety different but it points to a whole new way of doing things, different packaging, different marketing . . .
Michael Martin Photography home page
Often it is not seeing the light that gets us moving, but feeling the burn – dont wait for the BURN!.
August 28, 2009
Internet marketing and search engines best serve tightly-defined, ultra-focused, niche markets. How can you have competition if no-one offers what you do?
Best made axes
Consider ‘Best Made Axes’ – they make hand-made axes that are objects of art, items of fashion, collectibles; quality is expected, demanded and is not even news; they sell because they are cool, different and sexy (in a lumberjack kind of way) and price is of no consequence.
Visit their unique website site.
What makes your service / product different? Are you offering something that no-one can duplicate because it is uniquely you? Find and cultivate that uniqueness and then deliver it consistently; time and viral marketing will do the rest.