Changing is hard. Transforming anything – especially yourself – is hard, but in the right workplace you can make it happen simply through persistence and the support of your incredible peers.
We all need to change in 2015. With only a few days to go until Old Father Time starts his egg timer anew, you’ve got the world in your hands – a once-in-a-lifetime opportunity to see your business go into overdrive.
Are you ready to change?
What to change
You’re probably ticking along nicely. Reports say the economy is bucking and it’s in part thanks to you.
But unless you’re satisfied with everything exactly as it is, or achieving greatness isn’t on your roadmap, you’re going to need to take some important steps in alien territory come 2015.
Rest easy, if only for a minute. I got your back.
Accomplish these 3 things and you’ll enjoy huge success in 2015:
- Lend your customers an ear – and never ask for it back
- Think not in terms of how, but what
- Lose your inhibitions
Lend your customers an ear – and never ask for it back. The only people who stand between you and a sale are your customers. There are a great many businesses who lever many more obstacles into the journey, but they are destined to fail. Once you understand the absurb simplicity of the sales process, it becomes easy to understand what you need to do to remove any speed bumps. Find out the problems endured by customers of today and tomorrow; the hacks they have created to make your goods perform better; and always be finding out how you can create a richer experience, improve usability (start with the instruction manual – every business needs one), or simply enhance your customer service capabilities so there’s always someone on hand when they’re needed. And when you’ve got that two-way dialogue going on, and prospects are becoming customers proper wowed by your dedication to their needs, you can create a VIP program for your greatest advocates/evangelists/critics (seriously – it works) that will automate much of the hard graft of locating your next generation of clients.
Think not in terms of how, but what. Anywhere you look online, people are fawning over the latest social network. It’s the future, they say, before it disappears into a wormhole never to reappear. The reason most businesses fail online to bring customers closer is this obsession with shiny new things over the message they need to deliver. It’s that age-old sausage, sizzle argument. The vehicle for your communications isn’t going to get you home unless you fill it with the right kind of fuel. It’s not how you say it, but what you say. Getting a toehold on any social network isn’t easy – but it’s made easier when you know what your customers want, and you’ll do anything you can to get it.
Lose your inhibitions. To create the right content for the right customers, sometimes you have to leave your cosy confines and break some rocks. “They” say you should do something every day that surprises you, that takes you from your comfort zone. If that means playing the fool for your customers’ benefit, do it. Recording a video dressed as Santa in September is important if it means your customers can see you’re serious about them. If you need proof, look at virtually any marketing campaign driven by Sir Richard Branson since 1975. Be creative and surprise even yourself. That’s the sweet spot of crafting compelling, business-winning content.
Many will baulk at the sheer simplicity of it all. But take a look at the best products: Logitech, Braun, Samsung, Apple. Instinctive to use, fast to deliver the goods.
Change. The grass really is greener over there.
Noone ever accused me of standing still.
But I don’t find it easy staying focused.
Thankfully there are three amazing tools in my arsenal that help me conquer the devil that is distraction.
- Focus At Will (http://www.focusatwill.com/). This delivers the kind of mind-soothing music you just can’t find elsewhere. It has auto-generated playlists of all genres of music and with user-defined rhythmic beats so you can get motivated or destressed depending on the situation at hand. After 30 days free you pay less than five bucks a month. Focus At Will has been a lifesaver for me.
- Coffitivity (http://www.coffitivity.com/). This is a fun one. If you work best in coffee shops but find the idea of dumping a fiver each time you want to wet your mouth a disgusting fallacy, Coffitivity brings the coffee shop to you. There are premium coffee shop soundscapes but why would you bother? Now I’ve heard this I’m convinced the guys at the Marketing Over Coffee podcast channel this stuff into their mixer rather than hang out at the donut shop where they purport to be. RUMBLED!
- Pomodairo AIR app (https://code.google.com/p/pomodairo/). Why do more people not know about this? You set the timer, get on with your work, and a bell rings when you could recede from that self-imposed exile of productivity greatness. Pomodairo works on the principle of breaking your time into 30 minute chunks. You focus for 25 minutes than play for 5; rinse and repeat. This seriously is a game-changer if you want to chunk your day into phases of genius.
Recipe for productivity nirvana
Try 1 for 30 days. Love it, sign up. If not, go free with 2 and use 3 every time you need to devote yourself to a task unreservedly for 25 minutes.
How do you get productive?
Those comment options below ain’t gonna feed themselves, y’hear?
One of my greatest pals in newspapers in Andrew Brown, now editor of many printed organs in the north west of England.
As booze-fuelled but entirely amicable journos we once ran rampant through the alehouses of Southport and beyond in the dim hours after our papers had been put to bed. Halycon, if expensive, days.
But we’ve both grown up now with the principal difference being we walk, rather than run.
Andrew’s the first guy I go to with ideas about how to regenerate our home town.
That’s why I introduced him to #LoveSouthport.
Everyone loves taking photos. Increasingly so, videos.
And passions run deep in Southport for the heritage and future of our town. It has a rich past, hosting a once-elegant shopping boulevard frequented by landed Victorian gentry.
But it’s on its arse, frankly. Most of the jewels have been sold off; even its beach has been washed away, replaced by scrub and marshland. Southport now languishes in a land of confused interpretation, with town marketers not wholly sure whether to pitch it as a fun-filled family seaside destination, a conference resort, or a place where sportspeople hang out and get hammered after taking on one of the many nearby world-famous golf courses.
Southport in short needs to get back on the map.
The people will decide
Only the residents know what Southport is good for, unless you subscribe to the ‘wood for the trees’ theory of proximity.
So we need to mobilise the troops. Have them show the world what we’re good for.
Show us all why they #LoveSouthport.
I have proposed that starting 2015 the Southport Visiter launches a fun-packed campaign to promote Southport far and wide. Using the magic of modern media and marketing.
#LoveSouthport revolves around Instagram, since it is inherently about the most powerful medium of all – photography. But due to the magic of hashtagging, people can join in with #LoveSouthport posting images on any social network.
Posting images and videos is one cog in the machine. Here’s where #LoveSouthport gets exciting:
- Hosting Instameets. every month, someone noted from Southport leads a walking tour of Southport on a theme. And people are encouraged to shoot photos and short videos and post them. The winner gets a prize provided by a local trader
- Mobile media workshops. Every month, I host a mobile media workshop showing people how to shoot photos and videos to publish to #LoveSouthport
- Weekly photo contests. Every week, through the Visiter, you ask people to shoot photos on a theme. One winner every week, gets a prize provided by Southport BID.
This is a truly community-driven campaign and can go on for months. All year, if needs be. Southport offers a wealth of photogenic events; in 2015 as well as its air show, musical fireworks championships, flower show and comedy festival, Southport’s The Bothy Folk Club celebrates 50 years. The town’s buildings and artefacts are magnificent, from the recently-remodelled The Atkinson arts and performing space to the pier, one of the UK’s longest, and all the aforementioned aspects – its sports offering, the conference scene, and the fast-changing beach environment – all competing for lens share.
Southport has two radio stations, and two newspapers – though I’m naturally biased in favour of the Southport Visiter grasping the nettle on #LoveSouthport, especially since 2015 marks its relocation from a home it has occupied for almost 150 years to a digital hub on that previously mentioned shopping boulevard, of Lord Street.
Let’s #LoveSouthport. Let’s do this!
UNUSUAL FACT: the proper introduction to this article is below this introduction. On reflection, I realise that my real nemesis here is not amanda but is, in fact, myself. Sometimes you learn the most when you not only listen to what’s happening externally – but internally. I mention context further down the page; context doesn’t just relate to situations outside your control, but inside. amanda, whoever you are, wherever you may be: thank you for teaching me a life lessson I may never forget.
I’m off to Skegness this weekend for the Great British Folk Festival. I knew I had a blog post to write beforehand, but I was scratching around for inspiration when my latest gift of serendipity arrived.
It could have been so different. Before Sharon Dippity came knocking I was going to mither you about the importance of a killer strapline so people are in no doubt about why they should buy from you. Sell the sizzle, not the sausage, right?
But then this happened:
Creating epic content needs to be the name of YOUR game in 2015. Need a hand?
— Thack ☁️ (@DaveThackeray) December 4, 2014
As you know I’m outrageously generous giving my time away. Let’s be honest, it doesn’t really come for free: while you don’t pay me in cash, I do earn an enormous amount of happiness seeing people take their business and turn it into something amazing with my help in some way having contributed towards their enormous success. Of course, not everyone can pop a gift horse in their mouth. Introducing “amanda”.
I’ll admit I took a bit of a gamble on this one. When amanda got in touch, all she had to show for her Twistory was the spammer’s favourite profile pic – or rather, no pic at all and the dreaded egg placeholder.
But she’d been around for a month, and was following a hundred people. I was dumb enough to click the link to her blog (it wasn’t a shortened URL in Tweetdeck so I copied and pasted it into Notepad to double check it wasn’t a cloaked URL/virus).
The guy in the Twitter convo above is a genuinely great Tweep, by the way. His request for marketing help I was enormously pleased to answer.
I cautiously advised our egg-lovin’ amanda that un oeuf was un oeuf.
@DaveThackeray done now what?
— amanda vella (@vella_mandy) December 4, 2014
My next challenge to unroboticise amanda was to have her add a short bio. Which she did, with the same irritating response.
I’m generally pretty patient and I understand how things can so easily be taken out of context and misinterpreted on social media, when all you get is a string of characters with no emotion or nuances of behaviour attached. But I have a heavy cold and this week has been a tough gig.
Nevertheless, I ploughed on. amanda had at least preened her Twitter chances, so now it was time to get stuck in to marketing the meat and two veg.
I have a million ideas how to turn her blog into something special. But we need to get the basics right before she reaches out to tell @jamieoliver his days are numbered.
First line of enquiry: What’s your favourite food, amanda?
Jarred. This gambit doesn’t fit with amanda’s worldview. This is where she starts a sequence that grates me like cheese and leads to us not having the world’s best professional romance.
@DaveThackeray why are you asking these questions
— amanda vella (@vella_mandy) December 4, 2014
Let me say here that in my career I’ve coached dozens – literally, several score – of young people how to use social media, and get ahead in digital marketing.
I’m not the kind of guy who goes off on one on a sixpence.
If someone comes to me with the hunger to learn and change, I’m all over the situation like a very pretty rash. But when my defences are low my ire is yours if you approach me for insight and then interrogate my way of working in a brusque and confrontational fashion.
It’s at this point I start to understand why media maker Philip Bloom can be interpreted by those who don’t understand the great man, as a miserable bastard.
I’ve given him a couple of sharp elbows in the past, and felt the roughness of his tongue when it lashed in my direction. But now I get it. The guy gets thousands of questions, many of which are inelegant facsimiles, and those apparently so eager to learn are too lazy to research. I completely empathise.
It’s not easy being in demand, and naturally as an information concierge and advisor, you want to help those who have the same respect for learning as a long-term desert wanderer the monsoon. The long and the short of my latest experience is the dance turned into a theatre of war and having careened to the precipice we’re now at a do-or-die moment.
@vella_mandy I’m one Tweet away from blocking you. Help me make my decision.
— Thack ☁️ (@DaveThackeray) December 4, 2014
But there’s an incredibly valuable lesson that both parties in this tete-a-tete can learn from where we’re at.
If you want to learn, please be prepared to change. In the later, tentative stages of amandagate, I mentioned I’m quite a big noise as a marketing coach and she might consider it a good idea to bear my advice in mind. That’s when cranky amanda decided I was high and mighty. I wouldn’t ordinarily have acted all high and mighty, but amanda persisted with her questioning my questioning. And because I was a little gobsmacked, I retorted. But Ralph Macchio didn’t have it easy, either. Sometimes you have to bring some character and composure to the party to get the cocktail you were looking for.
If you want to coach, be prepared to change. Everyone’s different. You have your own worldview of how your model muse should behave. Except rarely is a muse the mannequin you envisaged. Some are more curious than others, others are more churlish. Deep down we all yearn to learn, but we express ourselves in a million different ways. If you’re teaching on social media, you need extra empathy. If not, but you must deliver coaching virtually, have a word with CreativeLive to see if they’ll have you. If not, register with Google Helpouts (good luck with that – my application went in moons ago and I still haven’t heard back; but many swear by, rather than at, it). Otherwise do it face to face, in classes, workshops, or at conference breakout sessions. If you have no patience, you’re better off finding a podium. If you have no patients and are a GP, find a new career.
This blog post has been hugely cathartic. I now realise that my frustrations have been in part self-initiated. And it’s all because of a little learning experience of mine.
After conducting a highly-regarded presentation and in the final furlong of a detailed report on my leadership attributes, I’m just about done with my ILM Level 5 course. It’s been a blast, and some of the lessons shared haven’t necessarily been ingested.
One of our workshops focused on arbitration using the ‘three chairs’ method.
The theory goes that whenever someone feel animosity towards another, they find a trio of seats and choose one in which to sprawl.
There they explain their own view of the situation, and how they feel.
They then take a second chair, and speak from the perspective of the offending party. What they have done from their perspective, and how they feel.
Third, the seat of an impartial onlooker. What do they see of the two people who have just expressed their feelings and frustrations?
The result is the grumbler has a good perspective on the situation. Which more often than not, resolves the situation.
I don’t understand why businesses have such a hard time making customers happy.
Maybe they over think everything. Maybe it scares them having so much responsibility – not just to product excellence, but to aftersales and beforesales. That’s not what they signed up for. They wanted to sell the good stuff. And now look – they’ve got relationships to build, people to please.
Where did it all go so wrong?
The reality is, we all have time to do the right things. We simply spend too much time on the wrong.
On Cyber Monday Honda decided to take itself over as He-Man’s enemy. I’m not entirely sure what that was about. Justin thinks they knew what they were doing. I’m not so sure.
— Honda (@Honda) December 2, 2014
A useful takeaway was the number of unfollows Honda had once normality had resumed. Literally thousands. And over the long term, how many Honda purchases directly related to the campaign? Give me an O…
Over the weekend the gloriously unpredictable Virgin Trains at first said they’d help us out of a hole when we got stranded in Belgium during a regional train strike, and then didn’t when we needed them most.
They made us go to email, when the original conversation took place on Twitter (important lesson here – expanded upon later). But the email, which I’d sent to them within 10 minutes, sat there for nearly 48 hours without response.
And today I had an issue with DollarPhotoClub declaring I had an Expired Download when the guy manning their Twitter account said he couldn’t handle customer service issues.
This kind of business behaviour just isn’t acceptable any more. It’s not acceptable if you’re a small business; it’s especially not ok if you have hundreds of staff, and no clue.
Consistency is king
Why is it so difficult to give your customer the service they expect?
I understand if you sell sweets and the guy who owns the Bentley comes in and demands a pound of your finest parma violets, parma violets which you have never sold.
I keep going back to that film Miracle on 41st Street where Richard Attenborough tells a customer they have nothing they want in stock – but their competitor down the road does.
All we, the customer, want, is for you to be there.
Where we are.
And not to be so unreasonable as to channel shift us to suit your every whim.
Ever heard ‘the customer is always right’?
Judging by how you go about it, that’s a phrase that’s never crossed your path.
In short, if you can’t stand the heat, now really would be a good time to get out the kitchen.
Or wear Aventus Creed, since that seems to be enough to keep Gordon Ramsay smiling in the hottest room in the house.
If you can’t serve your customer, don’t communicate. It is AS SIMPLE AS THAT. — Thack ☁️ (@DaveThackeray) December 2, 2014
- Go to SNCB Marketing School
I’m in a bit of a pickle, folks. Because Sam’s on call over Christmas, I decided to bring the festive celebrations forward a few weeks. I booked a weekend in Brugge.
It’s been in the bag for months.
Hotel’s booked (non-refundable in case of cancellation), trains to London booked (being a skinflint I bought the inflexible Advance tickets – non-refundable unless you lose all four limbs simultaneously).
In other words, you really don’t want to be in a situation where you can’t go. You’d sacrifice a few hundred quid. And being a skinflint, that would make me cry like an abandoned puppy on Boxing Day.
Today this puppy has every reason to be mournful.
When he’s not posing for pictures looking indescribably cute, this canine is a customer service critic.
And he’s got good reason to frown.
What are Belgians good at?
I’ve supped a fair few Tripels in my time. Flemish monks, perhaps out of character, nailed it long ago when it came to brewing world-class ales.
Belgian chocolate is equally renowned. Waffles slide down like a helter skelter rider with olive oil on her bum.
And the frites! Oh. I’ve just soiled myself.
That’s the good news.
They suck at customer service
Sweeping generalisation over, let’s survey the evidence.
A couple of days ago I got an email from Eurostar saying Belgium was having a fit about the way its government was handling austerity (apparently manufacturing more beer was not the most efficient way of climbing out of a big economic hole; serves them right for overlooking me as Their First Guy; I’m, like, the perfect Ghent for the job!).
Consequently because I was holidaying there, they were holding a regional strike WHERE BRUGGE IS on THE WEEKEND WE’RE THERE.
Stuff like this makes me mad. Why didn’t they just ask for my support, instead of effectively ruining Christmas?
The TripAdvisor forums were awash with speculation. Because Belgians haven’t done regional strikes before, possibly because they were all too full and drunk, there was no precedent on whether all transport was off, or not.
Like a good citizen of the internet I went to the Belgian rail website, known as SNCB.
17 paragraphs in, not including headlines or lists, we finally get to the crux.
On the SNCB website – for English people (important point, this) – all the trains on December 1 (Monday, strike day) were shown as unaffected. I could literally book one.
But nowhere on the website was there any information about this strike.
Was it a work of fiction? Had I dreamed it, just before the scene where someone slagged the crap out of a big presentation I’m doing in the real world tomorrow?
Negative. All the news of the strike was still there. Not there, but elsewhere.
So I dropped the good folk at SNCB a Tweet. Because that’s how you do customer enquiries these days, if you’re me.
To be fair to the folks, it only took them about 16 hours to reply, and that included snoozytime.
But it was the substance of the response that triggered this enthralling article.
@davethackeray Hi. Informations about on regional strikes are only available on the french and dutch websites atm. Sorry about that. ^pc
— SNCB (@SNCB) November 26, 2014
I don’t mind people making mistakes. You just did, clicking on that juicy link to read this chaff. And I still love you. What does set my teeth on edge is when you ignore your customers’ needs. This is borderline racist, for goodness sake!
If I’m passing through your country you’re more than happy to sell me stuff (evidently being on the verge of bankruptcy, one ponders, would be a good reason to do so) in my mother tongue. But you’re not ready to inform me that I can buy stuff and you won’t give it to me.
Maybe that’s it. Cunning. It’s like Del Boy, Arfur Daley and Steptoe rolled into one. A Ponzi scheme! I may have gone overboard with the last one. But you feel my angst, right?
@davethackeray Sorry about that. ^pc
— SNCB (@SNCB) November 26, 2014
“Sorry about that”. Righty-ho. So what now? Is it on? And those tickets I can buy – what were you planning to do about them? Just let it ride – unlike people on your trains?
There’s a lesson in here. Go figure it out.
I’ve a well-reasoned hunch you’re positively nauseous about me rabbiting on about the theories of modern marketing.
Wouldn’t it be nice, you muse, if Dave now and again walked the walk and delivered the goods rather than insinuate the paths to success.
Well hallucination over, folks. Those perfectly manicured digits are about to get a real workout.
I was recently drafted in by an upcoming Northern Quarter drinking den to fabricate a modern marketing strategy.
I spent a very enjoyable couple of hours chinwagging with the overlady about her vision. It is a striking one. When it opens, this pleasuredome will be like no other in Manchester. The vibe will be friendly, and the majority of patrons corporate types.
It’ll be part upmarket dive, part events space. And in the versatility and boldness in attitude of its leading lady will lend itself beautifully to a city whose citizens are more fickle than a Kardashian at Bob’s Boobs.
Take my hand and let’s turn this cornucopia of confusion into a marketing opportunity like no other. Here’s my thought process for proposing to my elegant friend how to make this cathedral of cocktails sing like a cockatoo.
An intersection of Manchester life and passionate people.An intoxicating mix.The texture of life.
Making people feel special
We all know there’s too much stuff out there. There are about a dozen books whose message is exactly – and just – that.
Cutting through that mass of nonsense is the critical component of your marketing efforts.
So how do you stand out?
Where I used to work, some guy from Latin America in one of his more lucid moments explained we should act local and think global. I remember fondly using the word glocal in the internal comms magazine, and thinking what a twattish corporate world we inhabited. You have to understand that this was the same year we coined a brand new-to-me territory – Eurasia. Which was pronounced YourArseYeah. In my head.
But in a situation like this, your secret weapon isn’t just acting local – but thinking local. Or localal, if you want to sound like a diet version of kosher meat (you have to say that out loud for it to be in the same postcode as funny).
This is Manchester. City of the minted. Where the real people ran off long ago when the gentrification of a once great city began.
And since everyone has a very high opinion of themselves, the landscape has to pass muster as a perma-Disneyland. Every moment has to be Facebookable, every sight Instagrammed.
This place has to fit. It has to speak for itself.
Speak for itself…
The texture of life
If there’s one thing that people love, it’s people they love talking about things they love.
That sense of community, togetherness, belonging, inspiration, desire.
Influencer marketing is so called because it’s a thing.
And right now we need to be reaching out to precisely those people who will prove our new enterprise the most coveted destination for event organisers and regular joes lusting after a special experience.
If you’re a new business competing in a competitive sector, how do you figure out your influencers?
Answer: you don’t. Your customers do.
But Dave, you’re probably saying, behind the smirk. Dave – throw us a bone.
It’s all about your top 10
Freak like me. One minute he’s on about 1000 true fans. Now it’s your top 10 clients.
If you’ve ever watched Countdown (the 8 out of 10 cats one is particularly good) you’ll know numbers are best when delivered randomly.
To know the influencers, you need to define your 10 ideal clients.
This is no easy task. Of the 90 or so clients I’ve asked this question, approximately 6 have given me an answer within the last decade.
And I’m not one of them child entrepreneurs.
But this is important for all kinds of reasons.
Once you know the 10 customers you’d most like to partner, everything about your business will change. Everything will be so much more focused. Because as I’ve said before, it’s not just about those X keys to your success: we’re not so different, and there will be thousands more who sing to the tune of your perfect 10.
There’s some bonus material here about notching up your gee-whizz customer.
Who are your top 10, Dave?
You’ve probably guessed when it comes to this blog, I mostly write stuff that pops into my head. But now you’re thinking it’s all a big scam. Here you are, 1094 words in, probably none the wiser, and to all intents and purposes I’ve led you on just so I can cajole a plausible reason to name 10 companies for which I have the greatest respect and will promptly offer me a job as an overpaid editorial, content or creative director.
There are 11, by the way. That’s just to show you that 10 should, for you, be a shoe-in:
- Technology: I’d love to work with Logitech (Twitter) because they are simply the most responsive and customer-centric tech company in the world. They know their schiz, people.
- Food: until I had a chat with their UK director, Thermomix were the company I really admired. After the dream was smashed apart for me like when you get some Jacobs cream crackers in a Ziploc bag and hammer down on them to make Jamie Oliver’s ‘cracking’ burgers, I figured Vitamix (Twitter) would be my ideal client.
- Travel: you might not know I spent nigh on 10 years editing Holiday, Europe’s most widely-distributed travel magazine. Yeah. So I get a buzz from the world of leisure and hospitality. And in this realm, I nominate Hilton as my perfect partner. I have a lot of love for Wyndham, my former employers, and also Holiday Inn, now IHG, after striking up a close friendship with the chain’s chairman while scribing for the hospitality business press. But what Hilton has done with HiltonSuggests on Twitter, and how it creates new and exciting digital campaigns (its Vacationitis ‘urgent vacation care center’ initiative was overwhelmingly clever).
- Retail: John Lewis, for what it could be in bricks and clicks but isn’t, yet. This isn’t a pony with just the one trick: penguins and cartoon Christmases aside, it knows how to treat its customers (join the loyalty scheme and get free cake and a cuppa out the traps) and if it figures out what to do next with its physical locations using experiential marketing, it could be the poster child for how to integrate r(e)tail. At the charity where I’m digital lead, I sit on the Future team where we envision the organisation’s next move, and the one after that. I’m pretty sure John Lewis’ ‘future’ team has plenty more tricks up its sleeve.
- Health and fitness: this is an incredibly disrupted sector right now. An obvious transplant for my skills would be Equinox but I believe strongly in the startup zone here. 8fit has my vote for democratising being better. This is an app you haven’t heard of. I hope that changes soon. I can help with that.
- Motivation: Thinkful is an amazing start on the road to habit-forming us. Distractions are damaging and rampant. Getting focus is critical if we are to succeed in whichever endeavour powers us. I think Thinkful could get us there. With me on board.
- Books: I have a great friend in Sally Ashworth, one of the nicest and all-round-best people in publishing who introduced me to Harvard Business Review via AMACOM. I’m a regular reviewer of their books and I would love to get my teeth stuck into bringing that brand to life. They have the beginnings of something special: bringing Clay Christensen to launch his latest book at London’s V&A Museum was a masterclass in touching the right communities with the right message at just the right time (the after-work decompression effect of a moody, near-infinite space was gold standard marketing).
- Creativity: imagine a playground for your mind, an ever-changing roster of incredible presenters with a lifetime’s worth of expertise to share. Welcome to CreativeLive – a funky studio space broadcasting live channels of educational content for a modern world.
- Spiritualism: There’s a kernel of awesomeness in the Scottish team behind Buddhify. Wherever you are, you can take time for yourself. To pause, to spend thoughtless minutes in the beauty of life. Like health trackers, we’re not quite there yet when it comes to commuting meditation to devices. But talking about liking health trackers…
- Health tracking: Belle and the crew at Exist.io rock my world with their big picture view interpreting all the data emitted by our squillions of moving devices. I don’t suppose what they have is ultimately where it will be, but it acts as a valiant precedent and I imagine their mission control is transmitting mindwaves of acquisition potential to people like Google and Facebook. I love Basis for what it’s doing with Peak, but more than anyone I admire Withings for coming so far from its wifi scales to the place where elegance meets utility with its Activite smartwatch.
- Innovation: Dyson. James has revolutionised domesticity and his smart thinking has won what could have been another humdrum enterprise a place in the hearts of millions. And Dyson is taking the next huge step forward announcing it will transform another 1,000 things with its unprecedented approach to product design. I mean, who doesn’t love a robotic vacuum cleaner?
If I was Moz I’d open up a spreadsheet with 900 rows and 77382 columns into which I’d squirt each of these 11 entities and a further 9 million variables.
But I’m not. Instead, I’m going to run some Twitter analysis on each of my dream partners to learn what they Tweet and who they’re RTing.
Back to reality
About 1,000 words ago, in a faraway paragraph, I mentioned about defining your dream clients and doing everything you can to discern their influencers and influences. Then doing your damnedest to make sweet sonatas with this insight forming irresistible storylines for your uber prospects.
Value and meaning are your golden thread.
We’ve already figured that to put a venue built for social outings on the map, you need to ooze sociability.
That’s the recipe.
The magic ingredients are the space in the centre of your marketing Venn diagram. What you offer (left) – what your clients want (right) – kerching (centre).
After doing some deep dive analysis into the Manchesterati, consisting of an indecent amount of networking, both virtual and at bars, meetings and offices across the city, I’m confident that there’s nothing quite so potent as getting the inside track into this urban sprawl’s hidden delights.
Those chintzy, avant garde, breaking news, cutting edge haunts sating our cultural and emotional indulgences.
A scandalously voluminous velvet and firefly throne, all Graham Norton and Alan Carr.
Daring environment (courtesy of this story’s hero location).
Sophisticated but rough-cut host. Six stellar personalities pandering to the future you.
10 minutes out of life. The ultimate local video show. One to remember. One to eagerly await.
Repurposed across a million different channels to tickle the fancy of everyone, not just the circles’ middle.
Think Time Out, Hello, Lancashire Life, GQ.
Welcome. To The Pleasuredome.
Life’s all about being different to achieve uncommon success.
Because if you’re not, you’re second place. Who wants the steak knives? Or worse?
Be different. How else will they remember you?
My pals at Professional Academy – purveyors of professional learning and development – asked if I would record a short video with my recommendations on how we business owners should make magic in 2015.
I struggle with the whole concept of brevity. So despite being ordered to limit myself to one minute, I delivered something twice the size. My thinking is bigger is better. Imagine going to McDonalds and being handed a toasty, moist Big Mac rather than a limp and dry cheeseburger. I don’t know about you, but I’d skip out that shop.
It’s all about mastering measuring metrics (and helpful marketing)
Despite doubling the length of my video I still couldn’t pack in any detail about the information above in parethesis. I’ll give you a quick hint: it’s all about getting up close and intimate. No more spray and pray. 121 wins. Other than that nugget you’ll have to wait around or scour the rest of my blog for helpful marketing strategies (there are plenty here).
Right now let’s focus on the stats. This article is nothing less than the figurative representation of a data scientist’s soaked sheets. Quants will faint with delight.
Because 2015 is when we all start paying a wealth more attention to numbers and being accountable.
I was chatting with some pals the other day at a user conference for my workplace’s CMS. When I started talking about metrics and analytics, they shot me the look of a man whose mother I punched in the face. I genuinely feared for my life.
It’s like when my pal Gini Dietrich addressed a room packed with PRs. She asked how many used Google Alerts. Gini would have received a warmer welcome had she pulled a big sausage from her trousers in a Vegan Society AGM.
Anyway, in this video I show you how to first reach your customers on social media – and then analyse the effects of your marketing and communications.
Reaching the rights
- Let’s take Twitter. Find your most important followers on Twitter using commun.it. This is a ninja tool that few use. You can try it free, then it’s cheap to recruit full-time. And worth every penny.
- And Facebook‘s Power Editor (facebook.com/powereditor on the Chrome browser after you’ve logged in to facebook.com) lets you reach exactly the customers you want to using the incredibly powerful hypertargeting capabilities of Facebook Advertising. Quick tip here: just focus your efforts on the news feed, not the right hand sidebar – you’ll reach no mobile users that way.
Secret VIP tip – if you have deep pockets, DemographicsPro lets you get leagues deep into the ocean of data from your Twitter efforts. It’s incredibly good: just ask my pal Jeremy Waite about his penguin obsession.
Caveat: these things take a little learning (especially the Power Editor; there’s so much to it, which in this case is A Good Thing). Any questions, ask me @davethackeray.
Righting the reach
So now you know who you need to work with (and using Twitter Cards and Facebook Ads, you can get people to sign up to your newsletter, by exchanging something with high perceived value for their details which will ultimately end up in your CRM, right? Streak – free – yes?).
Calibrating and refining your efforts so that not one penny or minute is wasted on the wrong consumers is essential. Essays in their thousands have been written about the 7Ps (and my CIM course is replete with them). Measuring your marketing will not only help you grow relationships with the right people – it will separate the wheat from the chaff especially if you take into account attitudinal data which can be harvested in part using some of the tools below.
But we’re here right now to talk about qualifying the correct customers. Once you’re talking to the right people about the stuff they want, measure everything better.
- Everything: Mondovo.com is a startup tying performance across all your digital platforms together. This is seriously a brilliant tool. You can start using it right away, plugging in your website and social accounts for a global dashboard, and do some SEO research in the same place to tie it all together. Mondovo, people. It’s ‘a world of vo’*.
- Mining your own rich seam of data: Google Analytics Solutions Gallery at google.com/analytics/gallery/ is great if you
want to start out figuring how your own website is performing (nibbler).
- Starting out with web analytics: If you’re new to measuring how users play with your site check out Andy Crestodina videos on how to use Google Analytics at Orbit Media.
Secret VIP tip pre-measuring metrics: do a quick pulse check on how your website is performing. Nibbler is a free website analyser that will knock your socks off when it comes to unearthing incredible insights about how your digital strategy’s working out from the punter’s perspective.
Follow my lead and by 2016 you’ll be enjoying all kinds of new success.
Get more on measuring metrics
As always, Tweet me at @davethackeray to talk about any of this stuff and stay tuned to ProfessionalAcademy.com for more insights on how to win at business.
The problem is us.
Us, being everyone.
Increasingly more sophisticated, the marketplace increasingly more fragmented, our voice increasingly quietened by the mass of competition encroaching on our previously uncontested territory.
But still the vile stench of everything “97” festers unrestrained.
You can’t avoid them. The $97 get rich quick product. The $397 product funnel formula. The £997, AAA conference pass.
And the morning after. The wretched feeling of inadequacy, of the missing piece, of raiding your business bank account because the squeeze page oozed sexy words and hollow promises leaving you empty in pocket and mind.W
If you really want to know about how to win at business, you have to be yourself. And understand that no matter how much you want someone else to be your guide, the only true guide is the market and its response to everything you do.
Unique is common
Every single business needs to do things a million different ways.
Let’s take this to the bridge. While I was coaching our golf squad to reach out using their unique assets – the content DNA that marks them out as who they are – it became abundantly clear just how high they have to reach to put their heads above the parapet.
There are so many golf courses out there against which they compete; but equally, the market they’re chasing extends to driving ranges, other sports venues, even computer games. Anything that provides a distraction to the rat race is fair game when it comes to fighting your corner for a share of recreational time.
I would have been laughed off the course had I offered them an out-the-box social media training suite. As we sat down we trailblazed a novel path for them to follow. It’s winter, downtime for the golf fraternity. But those who love the sport don’t just winterise their clubs and swap balls for bigger ones. They live for golf. So this is the perfect time to build a community and sneak out some real AAA, VIP updates on both this club and course.
The YouTube channel Me and My Golf is a great example of where we’re going with marketing today. So fervent are they in favour of selling golf with on-screen lessons, they bring to mind Ray Kroc and McDonald’s – a business foundation built not on selling burgers, but snapping up priceless real estate for knock down prices. Spend any amount of time watching Me and My Golf episodes and you’ll see, quite honorably, that they are using golf to sell ads and generate revenue via YouTube, not using YouTube to sell golf.
I’m not destroying digital courses, period. The rise of online universities proves there’s merit in learning virtually.
Take a look at
So let’s be clear – ethical players with integrity thrive in this space. It’s just so often their efforts are spoiled by the many more who don’t share their same worldview of caring by sharing.
More steering by profiteering.
Increasingly digital merchants are peddling complimentary passes to courses masquerading as normally paid options, to build lists. Get on the list and you’ll rue the day you ever signed up.
Because as everyone knows, there is no such thing as free, according to Squeeze Page law.
So whadda we do?
If you want to learn how to win at business, you need to first take time to tick the boxes in my 14-point business-winning formula. This, rest assured, is absolutely free with no jnnk mail involved, no ulterior motive, simply a prerogative to build better businesses.
If you don’t have the artifice and chicanery of $397 courses to lean on, where do you draw your inspiration and motivation?
The answer lies in the power of groups.
I used to run a lot of mastermind groups, which in scam circles are often referred to as genius networks since that’s a badge you want to wear.
Masterminds should be free. You can make money doing business – whereby mastermind groups should be for the benefit of everyone involved, not to line the organiser’s pockets.
The mastermind group assembles six people with varying experiences in business and life to smash problems of others round the table. It’s the junta, what Napoleon Hill referred to as the power of the collective mind. Try it and you’ll be staggered by the results.
Why free? I’m a big believer in corporate social responsibility. This is why I loathe the idea of paying for networking unless you’re doing it underneath the nose of Concorde, where the experience of being there is as breathtaking as the new connections you make.
Groups aren’t just powerful face-to-face. I’ve learned a ridiculous amount from Facebook Groups, and Google Groups, and even the smattering of LinkedIn Groups that aren’t patronised exclusively by the ‘buy me’ brigade.
I don’t hold the same candle for Chambers of Commerce, since they are run as businesses rather than for them. Same goes for BNI, and basically any network that charges membership fees. In this day and age, where collaboration and communication are freer than most birds, do we really need to rely on an ancient framework which refuses to embrace the miracle of modern technology to bring their constituents closer?
Do you see the minefield?
As you’ll know from previous escapades on this website among my priorities right now is getting more people feeling amazing through fitness.
What really turns me in on this space, is habit-forming. You can’t change lives if you can’t change behaviours. As Tony Robbins says, get the state, the story and the strategy right and it just works.
Pay close attention to how these four startups work
- Lift (get a coach)
- Thinkful (get a motivator)
- Fitbay (social proof; validation that the you in you is just fine)
- 8Fit (anyone can do this)
because all riff to the beat of my drum.
To succeed in business you need to be more you. To know that what you’re selling is precisely what the market needs and conclusively salves. To provide the kind of customer service that most can dream of. And to deliver on your promise wherever your customers of today and tomorrow need you.
I rant on about the book Hooked which to the casual onlooker appears a blueprint for successful web apps. But do more than scratch the surface and you’ll see, like that E-Myth book, that it’s all about building, and not just selling to, customers.
Habit forming is a critical component of any strategy looking to instil permanent change. Which in the merchant’s case, is creating a loyal customer base.
But habit-forming is not something you can do following a course. You need active mentorship, encouragement, and a smattering of reality talk so you know where you’re going wrong and can man the til when a change of direction needs charting.
- Anything ending in 97 is going to give you a headache and hit you in the wallet. They’re like the course equivalent of penny stocks (further learning: The Wolf of Wall Street).
- Courses don’t motivate you to complete them. Some work, but don’t give you the tools to realise this. If you’re the kind of person who reads voraciously every study in an appendix, then you may see beyond the finish line. But you are in the minority, friend, and you’d make much more money in the legal profession.
- Everyone online is trying to sell you something. The secret is knowing when the goods offered are genuinely going to change you, and not just add an extra zero to the purveyor’s bank balance.
- Courses with 97 in the price are not dead ends. Only in the sense that they are a dead end to the journey of the money you’ve invested in them.
How to do it right
There’s no substitute for jumping in your scrubs and getting dirty in the trenches. But if you simply need a knowledge and motivational boost, there are resources that are worth their weight in gold. The first one throws a curveball at you and separates the wheat from the chaff.
- Buy the first five customers that come into your head a coffee. Or jump on a Skype call with them and send them an Amazon voucher. Ask them what they like least about what you do.
- Buy Gary Vee’s book Jab, Jab, Jab, Right Hook. It will help you figure out why and how social media works
- Buy Jay Baer’s Youtility book to get started practicing helpful marketing (it’s the only marketing that works now the customer is firmly in control
- Have my book of digital marketing excellence, Sharing Superheroes, totally free – as well as a 14-step formula to winning at business, and 5 practical tips exclusive to your web presence to help you immediately dominate your industr
Prove me wrong.