“There’s no magic bullet. No hack, no trick, no tip, no class, no degree.
But you, armed with the right knowledge and resolution, can acquire the self-motivation, self-discipline, and self-belief necessary to become a focused, mentally-tough working pro.”
It’s a simple and straightforward question, and it’s marketing’s job to provide the answer.
If you’re struggling with conversion it could be that it’s not clear to your prospective clients exactly what’s in it for them if they engage with you.
Everyone knows what’s in it for them when they buy a BMW. They get all the status perks of driving the ‘Ultimate Driving Machine’.
Coke has told us over and over since the 80’s that if we drink a Coke somehow it will make us smile.
And, if you decide to eat at Burger King then you know you can ‘have it your way’.
Simply put a marketers job is to make it abundantly clear exactly what someone will get.
Let me start by saying that if you know me personally or if you follow this blog then you know I’m a fan of the Starbucks brand. But I’ve got to be honest. I just had a bad experience (from a marketing and branding stand point) at my local Starbucks.
After I left the gym this morning I pulled over and ordered via the Starbucks app oatmeal with 2 agave syrups, 1 blueberry pack, and 1 fruit & nut seed medley.
The bad vibes started the moment I walked through the door, and didn’t get the usual ‘Welcome to Starbucks from across the counter’. But that wasn’t the problem. The young lady serving up items at the pickup counter it was visible (at least it seemed) like she just didn’t want to be there. I mean I walked through the front door (along with another gentleman) and straight to the pickup counter and just stood there and she didn’t acknowledge either of us. We’re just standing there, and the pickup counter is right in front of the entry door…she saw come in. So we had to ask for our stuff.
When I get my order it’s wrong. But what’s frustrating me is that this not the first time this store has gotten my orders wrong. So I go up to the pickup counter to show her on my iPhone screen what I ordered and to ask does it come through to you this way. Her response “I don’t know, I didn’t pack your order”. I’m thinking “What!!!”. So I ask again, and she gives me the same response.
While standing there I realize I can’t read her name tag because it looks like someone took a wet cloth and smeared the white letters so that only what looked like a G, a Y, and an N were visible in her name. I’m thinking to myself what’s the point in wearing an illegible name tag?
Finally she asked me what was actually in the bag, I told her and she gave me the items that were left out. But what she didn’t give at any point was an “I’m sorry we got it wrong”. Sadly, this experience is a long way off form the Starbucks Barista Promise I wrote about a while back.
The main points I want to make here about branding are.
- If you’re an employee and you’re having a bad day, as we all do sometimes either suck it up and smile or just go home. Our attitudes affect how the companies we work for are perceived.
- Small things like a name tag that can’t be read actually matter a lot to some people … like me.
- If you or someone else on your team get’s something wrong start with “I sorry”, not “I don’t know I didn’t do it”.
Do you know the most important thing to focus on if you want to be successful at making a really great cup of coffee is? It’s the beans. But instead of focusing on the beans most people spend hours of time, and hundreds of dollars researching and buying brewers, and then buy cheap beans. When all they really need to do is the relatively simple thing of buying good quality beans.
The point here is that people are easily distracted from the main thing. That’s why your ability to focus is critical to your success. If you’re a salesperson, or solopreneur then the most important things for growing your business is for you to focus on are revenue-generating activities. If you’re in customer service focus completely owning and solving one customers problem before moving on to the next. Are you a Vloger…then you’ve got to get out high quality video content consistently.
Hopefully you’re getting the point. To be successful at whatever it is that you’re doing it’s imperative that you keep the main thing the main thing! Do all the other stuff later or outsource it.
In short know what your beans are and focus on them.
If you’d invested 1,000 in Bitcoin in 2008 you’d have over $40,000,000 today. But in all fairness you likely did not know about Bitcoin in 2008. Well, if you’d invested $1,000 a year ago today in Bitcoin that investment would be worth a little more than $15,000.
Nearly a year ago I personally told all of my closest friends about the success I’m having with Bitcoin and other crypto currencies. Only one leaped. And although Bitcoin and crypto currency has been on just about every major news outlet most people still fail to leap. Why?
Fear! Because people have been conditioned to be afraid to leap. To be too afraid to risk even a small portion of what little they already have in order to get something more.
That same fear is what’s prevents you from starting a business, charging what you’re worth, starting a movement, starting or leaving a relationship, speaking up, or standing up. Fear of losing what you already have.
I shutter to imagine what America would be today if Dr. Martin Luther King, Jr. and countless others had given into fear and been too afraid to start, too afraid to speak up, too afraid to stand up, too afraid to sit-in, too afraid to march, too afraid to go to jail, or too afraid to die.
It’s completely up 2 you. You can choose to have a spirit of fear, or one of power, love, and of a sound mind. Your fear of leaping will subside with practice. Bitcoin and crypto currency is just one way to practice leaping. There’s a plethora of opportunities to leap, start, stand, and speak-up.
Fear is not totally useless. Fear whispered in the ears of our ancestors ‘run’. Obeying that fear kept them from being eaten by dinosaurs. Fear of not making the mortgage payment pushes commissioned sales people to sell.
Fear is a good barometer to determine if you’re doing work that matters. Renaissance artist ignored the fear of starving to paint what they liked thus giving rise to the phrase ‘starving artist’, and Steve Biko actually died for the right to write what he liked. If you’re living on the edge, making a difference there ought to be something you’re afraid of.
The trick is not to get rid of the fear but to learn when to obey it and when to ignore it.
“…And so I’m happy tonight; I’m not worried about anything; I’m not fearing any man. Mine eyes have seen the glory of the coming of the Lord”…Dr. Martin Luther King, Jr.