...Two Seminars, Two Continents - Two Rules...
Rule #1 Greenwich College, London...
Lecturer walks into the theatre holding a rounders (baseball if you are in the USA..) bat and a couple of tennis balls...
He throws the ball up and hits it into the audience - it goes off to the right and bounces off the wall...
He throws the second ball up and hits this one too - this time it goes up to the roof and gets caught by someone in the middle of the back row...
Then silence - he looked at us and barked - "what did you just learn...?"
No one said anything - except Helen who chirped - "you are rubbish at rounders...?"
He smiled and said...
"History does not repeat itself, even if your actions are the same, the outcome will be different..."
Rule #2 Salt Lake City, Utah...
During a Seminar in Salt Lake City, the presenter was talking about Marketing and how to attract Leads and Prospects to a business...
Having covered AIDA, ROI, Headlines and Offers; he said something that struck me as odd...
"When you find a piece that works, keep using it don't change it; ever..."
After the event I asked him to clarify what he meant. He told me that once he found an advert that worked he just kept on using it - for years...
Apparently it is a rule of Marketing that everyone should abide by...
Present Day...
Marketing has changed - we are not in the business of advertising, we are in the business of attracting, informing and differentiating ourselves from everyone else who thinks they deserve a piece of the action...
Attracting clients and prospects through Social Media, Stories and Relationships means that Rule # 1 applies but Rule # 2 doesn't...
On the assumption that Marketing should pay for itself by a factor of at least 10:1, it matters what you do...
Imagine you post a Blog on LinkedIn - you get 1000's of views, 100's of likes and dozens of comments - you even get a few emails and a Client signs with you as a direct result...
What should you do...?
According to Rule #2 you should keep publishing the same Blog for ever...
Assuming Rule #1 applies - change it, it wont get the same results...
Which is right...?
They both are...
When you find a method of Marketing that works - keep it.
Keep the method but change the content...
Imagine with the Blog - if you keep posting the same Blog week in and week out, it will lose it's effect. This is when I hear people say that there Marketing doesn't work anymore, or LinkedIn only worked once...
You will want to keep the method of developing your message of course, if you find that your style and creativity attracts attention, then simply apply them to different topics and subjects.
Treat you marketing as if you are in the music business, you have to keep releasing singles for download, producing albums and perform on stage at concerts. Yes, you can do a re-release occasionally - but you have to keep your content fresh and appealing.
The method of distribution will stay the same - providing of course you keep up with technology - but the content must change.
Your Marketing will be a One Hit Wonder unless you change your offer and message.
AND...
Don't send out Newsletters and messages cobbled together by someone else your content MUST be written by YOU, about you and your take on life and business...
People buy people - you are in the business of developing relationships. Imagine if you hand wrote one of your own Poems and gave it to your partner, or you photocopied someone else's and gave it to them - what would have the best impact..?
Depends on your Partner I guess - but a handmade, personally written message from the heart - even with poor grammar, spelling and handwriting will beat a crisp photocopy of someone else's...
NEVER put your credibility and passion in to an "automatic update..."
Why should you contact me...?
Simple - you will be better off with me as your Coach than you are without me.
I will expect and encourage you to achieve more than you think possible, you will love me some days and hate me the next. I will take away your excuses and replace them with achievement; and on the way we'll have more fun than should be allowed in Business...
So, if you think you're ready - drop me an Email...
If you think you're not - then it makes no difference what you do...
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