Marketing: the truth is that they lie!

College marketing professors and media sales “professional” like to tell small business owners that you need to “get your name out there.” That the purpose of you placing ads is to “build your brand.” And that when you “Do image advertising” customers will recognize your company/brand.

The say that once consumers recognized your brand, they will automatically buy from you.

But the truth is, this is a lie.

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Let me explain this in a way that may makes sense, lets say you finely save up enough money to buy your first house. You do a conventional loan at 10% down and move in! WOW, you did it, you became a homeowner.

The first couple of months your pretty stressed with your new monthly payment, but your making it. Now this is where the story goes bad, you get laid off at work after only 3 months into your new home, and on the way back to that dream house you get into a car accident. Lucky for you, you walk away without a scratch.

For the sake of time lets just fast forward to 6 month from your car accident. You have no option but to give up the house before it goes into bankruptcy. Why? you haven’t been able to find a job that you can ride the bus too, because you didn’t make the car insurance payment because you had a mortgage.  Here’s some more bad news, in the nine months you have lived in your new home, you have made no payments towards the principal, you were only paying the interest. You have NO Equity! It doesn’t matter how much you think it’s worth, it’s only going to sell for what the bank can get for it.

The reason it’s a lie, is that you have NO brand equity!

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Now lets talk about your business. When people see your colors and fancy logo design, the first question they have is, “what does your company do?” If they even care. The truth is that because your brand has no equity it’s has no value. What your brand need to do first is to communicate how your products/services provide benefits to those that buy. Don’t believe me? Just go to the next business trade show and walk the isles and tell me what you find. Lots of pretty logo’s and designs, but no way of telling what they do!

If this is still unclear than click on the Buyers Formulas (watch the video’s) and learn the TRUTH about marketing, and what and why people will start buying from you! (Hint: it’s not because you have a pretty logo)

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Practice won’t help you in business?

We were all told when growing up, that we need to “Practice”

All of us growing up learned to practice to get good at something: sports, music, or any other disciplines.

But is that true for business owners too?

Feeling defeated in business and life pushes us further into our cycle of trying harder. You think to yourself, “I just need to try harder” or,” I need to keep practicing (like some professional athlete or an Olympian) becoming successful is difficult enough without this “Try harder!” mentality we force upon ourselves. It sucks us into a cycle of “I must do better,” “I ought to be spending more hours at work,” or “I should be more successful by now.”

Let me share with you one of my “aha” about this practice mentality!

My golf coach took me out onto the practice range one day after just hiring him to help me play better golf. He asked me to look out on the practice range and tell him what I saw. I said, “It looks like everybody is here today, and the range is full.” That seemed pretty obvious!  That’s not what he saw through his eyes, and then, went and dropped this bomb on me. He said, “What I see is, 95% of these want to be golfers, practicing their mistakes.”

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What he was trying to help me to see was that unless these “want to be golfers” learn the basic skills of the game, all of their “try harder” mentality of just more practice was hurting them. They were all just practicing their mistakes.

They like so many others in business and life have not been given the basic skills on “how to” know and do what the 5% are always practicing. For me my biggest “aha” came when I went from my try harder mentality, too practicing what the 5% know and do. Practice does not make perfect (or successful) but perfect practice will.

Have you learned to perfect what the 5% practice?

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NETWORKING: Get 70% of your business through referrals!

People who spend time networking, on average, are getting almost 70 percent of their business through referrals!

The most dramatic statistic found in a study on networking activities is that people who were asked said, “that networking played a role in their success” spent an average of 6.5 hours a week participating in networking activities.

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However, the majority of people who claimed “networking did NOT play a role in their success” spent 2 hours or less per week developing their network! If you ask me, the time investment is definitely worth making.

Actively networking with others means you invite those people to one or more of the networking organizations you belong to, and that you carry several of their business cards with you all the time, and above all, refer them whenever you have an opportunity to do so. Active networking also means having a reciprocal relationship with others.

Did you know that it is International Networking Week?

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International Networking Week® is an initiative of BNI®. International Networking Week® will feature a number of networking events across the world!

What’s it all about?

The focus of these events will be to bring together representatives of government, businesses and the community to network with each other, to understand the concept of good networking and to listen to talks by key networking specialists from across the world. These speakers will offer advice and information on how businesses can grow and succeed through good networking practices.

Invitations to attend are open to the wider business community, members of other networking organizations, students, press representatives and interested parties from all levels of government and business. The purpose of International Networking Week® is to raise the profile of networking in the wider community, recognizing it as an essential tool for success in today’s business climate. (More here)

How much time are you currently spending on networking each week? Do these statistics make you want to devote more time to networking?

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You can also join me here on our LinkedIn Group, “Micro-Entrepreneurs Networking Group” here.

Is this you on YouTube?

I don’t know if you’re getting your fair share of people discovering you on YouTube, but if you aren’t, you’re missing out on a simple rock-star technique that can bring you enough inquiries that you’ll be able to pick and choose your best clients.

If you love what you do, but you still don’t have a handle on this video deal; if you still haven’t been able to leverage it to get your fair share of high quality customers, then you really need to join me for a up coming webinar, called:

How to Use The Magic of Video to Attract Loyal Paying Clients Who Need You

In this highly practical webinar you’ll learn:

  • The six basic steps of a simple video marketing system that brings you a steady, consistent, predictable flow of first-rate customers.
  • Why making video seems so hard – and the simple tweaks to make it look 1000% better. 
  • What to say in your videos to attract the right clients.
  • How to be attractive on video even if you have a “face made for radio”!

There is still a bit of time to register and secure your spot for this valuable webinar (click here)