Major rethinking of advertising's fundamental premises

The good news is that we're on the verge of a major rethinking of advertising's fundamental premises. One of the biggest challenges facing the industry is ad credibility. Consumers don't trust ads, but they do trust their friends, and telling friends about the products they use has never been so easy. Through social nets, credibility now has a channel for mass distribution.

Businesses have to be thinking about how to incorporate the social map into the way they deal with customers and prospects. This is going to be huge, and the opportunities are immediate for those who act, lead the pack, and try new strategies based upon the new social media tools/platforms available to them.

Don't wait... start incorporating a strategy to incentivize engagement with your fans, customers, members, and prospects NOW!

Business and war have much in common

In war, it is axiomatic that the victors of the last war fight the new one with the same tactics of the old. Having won the victor is content with what won for him; but the vanquished wants to know why he lost.

Business and war have much in common. Entrenched companies keep doing what got them there. Upstarts introduce/discover new methods and vanquish the victors.

What worked before does not always continue to be effective. Best practices evolve and change. Look for and/or discover those changes... evolve or perish!

"Being defeated is only a temporary condition, giving up is what makes it permanent."

"Do not let your fire go out, spark by irreplaceable spark. In the hopeless swamps of the not quite, the not yet, and the not at all, do not let the hero in your soul perish and leave only frustration for the life you deserved, but never have been able to reach. The world you desire can be won, it exists, it is real, it is possible, it is yours." --John Galt

Thinking of using Social Media tools to reach out to an audience?

If you are thinking of using Social Media tools to reach out to an audience, the first steps are to determine your goals and your audience. Who are you trying to reach? What action would you like them to take? Once you determine your outreach/communication goals, consider the various social media tools to decide which one (or more) will help you reach those goals.

Just remember most importantly that a social media presence is more about giving than receiving. You want to make information available and provide benefit to those who choose to follow, friend or become a fan. If you provide value and information your ability to influence and get people to act will grow with your visibility.

As you build your Social Media audience I have three stages with which I measure… #1 is Audience growth, #2 is Reactivity… getting them to take an action, and #3 Stickiness… keeping them coming back and engaged.

How well do you listen; I mean, Really Listen?

What if your point of difference was an acute ability to listen? What would that look like?

In his highly-rated article about marketing yourself, my friend Joe Hage (http://budurl.com/First3) asks, "What's your point of difference?" I have an idea. What if your point of difference was your acute ability to listen?

Yes, I recognize listening alone may not set you apart from the competition. But among service providers, you may win more business using your ears and eyes than with any other marketing strategy. That's because, with listening, you can understand your prospect, and that understanding wins business. I've lived it.

The Art of Listening
With all the sales training offered out there, the most often overlooked and simplest to execute is the "art of listening." Listening carefully attracts more clients and closes more sales than talking constantly about anything to do with you or the service you offer.

Unfortunately, the typical sales person always has something more to say and a difficult time closing the mouth. With practice, it's possible ... I know.

The following can improve your listening skills:

• Listen with your eyes as well as your ears. Use your eyes and ears to show interest in your discussions with prospects. While listening carefully, your eyes can detect body language that can communicate information about what the person is saying and thinking.
• Don't "overpower" prospects. You will meet prospects that you know you can win over with your intelligence, charisma, and confidence. If you treat these prospects with condescension because you know immediately they are within your grasp you will overpower and lose them. To truly listen to a timid or meek prospect, make the prospect feel vital, happy, and comfortable.
• Don't argue with prospects. If a prospect makes a statement that you strongly disagree with, do not get into an argument. Diplomatically and respectfully discuss your opinion. Your sincere respect for his or her point of view will build admiration and loyalty. Your purpose is to encourage your prospect to speak freely and opening… making you a friend and confidant.
• Never knock the competition. Remember that your prospects might be good listeners too. If you speak negatively about others, prospects may be uncomfortable giving you information about themselves. Avoid attacking others to raise your status. This tactic only makes you look petty, lacking in confidence in your own skills, and will most certainly backfire.
• Listen more than you talk. A sales call should be a dialogue -- with your prospect talking more than you. Listen to every requirement, objection, and make note of as much personal information as possible. The only time you should monopolize the discussion is when you're sure you have what they are looking for… and even that discussion should involve questions and answers from the prospect.

As you can see, listening does not simply mean keeping your mouth shut. The true value in listening is what you learn, in addition to making your prospect feel like they are being "heard."

Listen, interpret, and display understanding. Concentrate on your prospect's tone, inflection, body language, and breathing. With these clues, you'll better understand the prospect, the needs, the wants, and how you can satisfy that need.

Good selling!

Before bed

This blog with serve as a place for me to post quotes I love, thoughts I have day to day, and to share my feelings about various subjects when inspired to do so. Stay tuned...

In the beginning

"A man does what he must - in spite of personal consequences, in spite of obstacles and dangers and pressures - and that is the basis of all human morality." - John F. Kennedy

At least my personal morality.