Atomic Penny

Last week I discussed everyone being on the same page. The result? Stagnation, rigidity, group think and even boredom. Let me suggest something to try next time you are in one of these meetings. TURN THE PAGE…

What's the worst that can happen? Ridicule, a bit of embarrassment, being called on the carpet for not being a team player? And….How long will that resonate? Probably until the next person takes a risk. In the big scheme of things it will be a minor blip.

On the flip side, if you are the page turner, the risk taker, the payoff can be tremendous. Recognition, authority, promotion, empowerment. Even if it takes 5-10 times for your unique ideas to be recognized, it is worth it.  It is needed and it is essential to grow, both for yourself and your company.

Turn the page, write the script and reap the rewards, What's to lose?

POWER ON–Mark

Meetings, committees, workgroups, corporate escapes–You have probably participated in one or more of these. Have you noticed more than likely that at the end of the meeting all of the participants are "on the same page"? How did everyone get on the same page? Was it by edict, collaboration, hashing and rehashing or was the goal completed by the beating down of the opposition? If you are all on the same page, who is looking at turning the page to create what happens next?

Think about being on the same page. Is it what you as a business owner real hope to achieve? Do you stay the course because that is what the handbook says?

I recommend listening, learning and turning the page. Don't forget your foundation, and don't forget that your success is based on turning the page, not reading the same thing over and over again.

POWER ON–Mark

On long plane flights you have the opportunity to do many things; watch TV or movies, eat airline food, read, sleep and even meet someone new. On a recent trans-continental flight I watched some TV because sleep was out of the question. Me, airline seats and sleep does not make for a good combination. 

I watched two unrelated shows on two different and unrelated networks and saw some very similar product placement. On Anthony Bourdain: No Reservations, and Psych there was some very blatant  product placement. Not the cars they ride in, the drinks with the label facing the camera or even the clothing. What was shown was the Chase Credit Card. 

I watch these show regularly and am disappointed by the pitches inserted in each episode. I am sure that both shows are paid handsomely for this promotion, but at what cost of turning off viewers? 

And if it is on these shows, what other TV shows are also in on this? I am all for marketing and product placement, but if it is so 'in your face' that it makes you rethink your entertainment selections, then it should be rethought.

And, next time I will find a way to sleep.

Did the Chase credit card placement work? I'm talking about it. Hmmm…..

POWER ON–Mark

Before you read this I want you to know I am a fan of Apple products, I have a Mac, 3 iPods, an iPhone (3G, not the 4), and I had an iPad for a while, hoping it would meet my needs. It did not, so I returned it. But I love the products, the design, and the ease of use, so I will continue to buy Apple products as I need them. With that said, did you see or read about the announcement by Steve Jobs regarding the iPhone 4 antenna issues? I saw and read them and was disappointed. You can watch it for yourself here: Steve Jobs on CNN Reports

On one of my very first posts, I briefly mentioned that marketing is the heart of your business, and I believe that even more now.  In looking at the presentation by Steve Jobs, I felt Apple forgot its heart. Why? There really wasn't an apology, there was an explanation. And worse, there was a comparison! Apple has never had to compare. Instead of saying "we want all our customers to be happy",  Apple should apologize, say they failed to meet their own high expectations, provide a fix and move on. Giving a free case was a needed gesture, but did not fix the bigger issue of the proud culture that has been established by Apple.

The comparison to the loss of signal while holding the phone a certain way was below the high standards of Apple. Apple needs to remember that they can and should turn a weakness into a strength. Go for the jugular. Don't compare your weakness, make it better. Show why I should buy, and why you are better, or the best. Regain your arrogance, and move on. Take your lumps, fix it, then power ahead. 

If you have a similar issue in your business, learn from Apple. Make your weakness a strength, move ahead, and rise to a higher level.

What power can you gain from a weakness?

POWER ON–Mark

Salt is a common element composed of sodium and chloride, each of which have various other uses, but together they form the simple compound of salt. Why is this important? It is an example of how two elements when combined can create a wonderful outcome. This is also true when you create a marketing program. Take your knowledge and an associate’s creativity, both of you combined can create a powerful program.

Think of it as an exercise in expansion. See how much each of you can contribute to the success of a project. You cannot let the fear of the outcome block your way. Be prepared to inspire, listen and GO! Be the salt of your marketing and business success. It just starts with a sprinkle.

The hardest part is usually starting. Here is a suggestion.

1. Get  a piece of unlined paper, a crayon and an empty space
2. Either write or draw the basics of your idea (no style points are given, and no experience necessary – I suggest drawing)
3. Have someone else look at what you have done and have them add to your writing or drawing with their own crayon
4. Go back and forth until both of you have the basics of the path you are going to pursue
5. Hang the picture where it is visible to all involved (no explanations necessary)

Now you have the salt of your project. And a recipe to follow as you move forward.

• As for recipes, I learned one the other day for steak that was unbelievable. Take your steak, grind twice as much salt and pepper on both sides as you usually would. Cook it over a grill with hardwood as the heat source. Remove when cooked to preference, enjoy!

What recipe for your success can you start today?

POWER ON–Mark

Recently I contacted a businessman that I had done business with, commented on his blogs, tweeted his success and shared his writings with others. Because I knew he was busy, I used his personal email address, and did not want to interrupt him with a phone call. The response I received was not from the business owner, but from some unknown assistant. It read in part, “thanks for writing Bob (not his real name). If you wish to leave a message please go to his website and post a message.”

WOW!

Now I know what my support is worth. It must be that I didn’t attend all the seminars, workshops and consulting he tried to sell me. He will never understand my frustration, but I probably won’t go out of my way to use his services, which are quite good. I just wanted to support him when he started out, and hoped that I could learn something which I did.

By the way, I have emailed or twittered Seth Godin, Pamela Slim and Tony Hseih and received a personal response. I was no only surprised, but more importantly I was impressed. I am not a captain of industry, I am not a major player, and I am definitely not someone who can bolster his or her career. But to each of them I am important enough to respond to, and they have a fan for life.

If you put this in the context of your business, have you ignored your older customers because they didn’t buy everything that was offered? Do you consider the person with the biggest car or highest credit limit more important than the customer paying with cash?

Who stood by you when you started up and when times turned tough? What have you done for them lately?

POWER ON–Mark

John Jantsch has a new book, The Referral Engine, all about building referrals without begging. What is begging? Asking your customers for the names of their friends and family who may be interested in your product or services. The customer came in to buy your product or service, not to give you more prospective customers. At a retail store I was asked for my phone number and email address after paying for my product. I probably will get a survey or call on my “satisfaction” with my purchase. I really just wanted to buy the soap that my wife wanted, not to give a life history. I believe you do your customer a disservice by asking for more and more. At some point it becomes a dissatisfier.

If the customer is happy, they will tell others, if they are not, they won’t. It’s that simple.  Make your customers happy, and give them a reason to refer you.  Your measure will be when you ask your customer where they heard about you in a passing manner.

Your customer is not a checklist, she is a person who made the choice to interact with you. Don’t blow the opportunity by asking more than you need to know.  Begging will get you nowhere, but genuine thinking will get you everywhere.

POWER ON–Mark

A School World Fair, 40-50 countries represented by 200 15 year olds saying the same thing. The objective was to discuss the flag, food culture, geography and native dress. Each display also usually had a native food and possibly music. If this criteria was met, the teen had the adult sign a card, and after ten adults signed the card, the assignment was complete.

After listening to many presentations, the words of Seth Godin came back to me, reinforcing that learning is not being done in our school system. These kids did a great job of memorizing and regurgitating facts. I do not believe that many of these students learned anything. Ask them today about the country they presented and I would guess you get a blank stare.

What does this have to do with marketing? In marketing we are taught the 5 P’s: Price, Product, Placement, Promotion and People. A traditional formula that doesn’t always fit into today’s marketing culture. If an item is given away, there is no traditional price point. Or if a product sells just by word of mouth or spreads virally via the web, there is no traditional placement. Both of theses, price and promotion can be planned and managed, however they can also take on a life of their own. Let them spread, and manage the resulting sales. Don’t manage the spread. This is the new world of marketing. Unlearn what you know, don’t become locked in to any one measure or marketing process. Start with a goal in mind, but while using the plan as a guide, make it flexible and changeable. Your public will guide you, you can no longer guide them.

Get used to it or get out of the way.

POWER ON–Mark

Creating a marketing program can be amazingly tough. Do you base it on media, social media, referrals, or inside actions? Do you spend a massive amount of money using a ‘push’ strategy, hoping for the best? Or do you create an ‘pull’ strategy with your customer’s assistance? The possibilities are infinite, as are the frustrations. When starting your Confetti Project, the countdown is an essential step to determining what will work best for you in your situation. The countdown starts with a blank sheet and an open mind. Being proactive instead of reactive can lead to ideas that really fly.

There are resources also that will help stimulate your process. Here are four that can help you out:

Seth Godin-Author, Marketing Expert, All-Around Good Guy

John Jantsch-Duct Tape Marketing

Dave Crenshaw-Author, Time Management Whiz

Pamela Slim-Coach, Speaker, Small Business Expert

These are just a few experts, use them, or find your own. Just don’t carry the burden alone.

POWER ON–Mark

I was reading this blog by Seth Godin the other day and am amazed that this is still the way many of us do business. I wanted to share my experience with two businesses I visited last week. The first was Barnes and Noble Booksellers to look for a video and a book for Mother’s Day. I found the video, and was going to look for the book. I was not allowed to take the video into the book area until it was paid for at that location. While I waited to be checked out, the cashier chose to answer the ringing phone instead of assist me. Then the cashier was upset my gift card did not cover the entire purchase and had to accept cash for the balance due. The cashier was neither friendly nor professional, just doing his job as it was outlined in the manual. By the time I found the book I wanted, the next cashier line was long, and I decided I could get the book elsewhere, and my mother would love a nice plant. She did!

The second business is the bicycle shop, Trek of American Fork. I have developed a relationship with the owners, Jeff and Kris, because they listen to my needs and help me get what I need. Recently Jeff helped a friend buy a bike and accessories. The friend was ecstatic with the service and help she received. Trek of American Fork is also involved in many community events such as a Ride for Haiti, Breast Cancer Awareness Ride, and the ever popular Tour de Donut. While these activities support the shop, they also create awareness and support the community at large.

While one company works to keep the employees in a box, another seeks to spread the influence. Which one is the best company? Which one are you? Are you the Sweeper? or the Spreader?

POWER ON–Mark