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One of the saddest things you’ll ever see is a leader who doesn’t lead.

They want the title, they want the position, they want the power, they want whatever it is they want, but they don’t want to serve.

They don’t want to make tough decisions, they don’t want to take responsibility, they don’t really want to “do” much of anything except occupy the role of the “leader.”

Sad.

Just sad.

Lead, follow, or get outta the way!” – Someone who understood leadership.

Quality in a product or service is not what the supplier puts in. It is what the customer gets out and is willing to pay for. A product is not quality because it is hard to make and costs a lot of money, as manufacturers typically believe. This is incompetence. Customers pay only for what is of use to them and gives them value. Nothing else constitutes quality.” – Peter F. Drucker

 

 

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Lots of people set resolutions for the new year, and lots of people end up abandoning them a few weeks afterward. What’s worse, these people often end up feeling like they failed. Or worse, they consider themselves a “Failure.”

Remember, success is a process, not an event. We talked about that some time ago, and don’t be surprised if I come back to this later on. Process, after all. Process!

If that resolution/goal/idea/hope/dream/whatever you had in mind for 2018 hasn’t worked out yet, quit moping and try again! Who says it has to be a “resolution” anyway? And who decides that it has to be set at a certain time or accomplished at a certain time?

Success is a journey, not a destination. The doing is often more important than the outcome.” – Arthur Ashe

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Learn from the past, set vivid, detailed goals for the future, and live in the only moment of time over which you have any control: Now.” – Denis Waitley

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Need to write some ad copy? A flyer? A cover letter? An e-mail? Copy for your website?

Here’s a time-honored formula that’s sure to work for you. An oldie but a goodie.

AIDA – Attention, interest, desire, action. Those four hallowed words reverently dictate how you can write persuasive copy. It’s a formula that’s been around for nearly a century and whose usage still echoes in much of the messages you experience today across all media platforms. Here’s a short discussion of the steps involved in the AIDA formula.

Attention – Before any persuasive communication can take place, the attention of the audience has to be captured. This is often referred to as “disruption” because in addition to having many other things on their minds, your audience today is being bombarded with over 3,000 advertising messages every day.

Interest – Gaining attention is one thing, but it’s another to actually secure the audience members interest in your message. This step engages the reader by showing how your offer solves his or her problem or how their life could be better with your solution.

Desire – Once the audience’s interest is established, because they see the value of your offer, the next step is to build their desire by getting them to imagine themselves experiencing the value of “owning” your offer. The benefits. Get them to imagine that better future your product can deliver.

Action – They’re interested, and they want it, so don’t leave them in suspense! Show them how they can get it! The call to action gives the audience member the way to act upon their desire to own what you’re offering, so a good idea is to make is as easy on them as possible. “Click here to order” or “Call now” or “Visit your local showroom today” are examples of calls to action.

Next time you’re listening to the radio, watching TV, browsing the web or your favorite magazine, look closely and you’ll see that adaptations of this formula are still heavily used for a simple reason – they work!

Every writer I know has trouble writing.” – Joseph Heller, Catch 22

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Yep, I’ve got a sure fire, time-honored, market-proven system that’ll help you have all the success you want in your endeavor, and then some.

Three simple steps:

1. Find out what your customers want.

2. Find a cost-effective and profitable way to give it to them.

3. Repeat.

Just that simple. Start doing this and you’ll be amazed at the results you get. If you’re already doing something like this, go back and make sure you’re not leaving a step out.

Test it for yourself and I’ll bet you’ll have a hard time arguing that it’s a simple strategy.

Simple, yes. Easy? Not so much. And that’s why so many fail.

A complex system that does not work is invariably found to have evolved from a simpler system that worked just fine. – Murphy’s Law of Computing

 

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Every time I attend a seminar or pick up a book on marketing I find myself fighting the urge to go down one rabbit trail after another. While it’s good to keep an open mind and check out lots of different ideas and viewpoints, I think a much wiser approach is to peek through the forest and be sure you see the trees. Focus on what is most important.

In marketing, the most important thing is the customer! Your customer!

If the latest and greatest idea, whether it be related to big data or social media or any of the other new buzzwords out there, seems like something that would enhance your relationships with your customers or help you get more of your ideal customers, then it’s probably worth pursuing. If you’re not sure whether it would enhance those relationships, ASK your customers. And if you’re still not sure, try whatever it is (if it’s not too costly or risky to your brand) and study whether or not it enhances customer relationships. Whatever it is. Focus on what matters most: Your customer!

A similar strategy could be employed in life, too. Rather than chasing after the wind (Thank you King Solomon), figure out what is MOST important to you and be sure that becomes your main focus.

It may not be easy, but it is that simple.

Go get ’em!

“Starve your distractions, feed your focus.” – Unknown

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Do I think we’re headed for an economic downturn?

Yes. Absolutely. Definitely.

Why do I say that?

And for that matter, why would I say such a thing when it’s usually my goal to offer you mostly positive stuff when you visit here?

I say yes, we absolutely, definitely are headed for an economic downturn. And it could be rough.

I say that with such confidence because that’s what economies do. They go through periods of prosperity, recession, depression, and recovery. 

You can take that to the bank, friends. 

When can we expect the next downturn? How bad will it be? How long will it last? 

Beats me. Knowing how economies work and what to expect is one thing. Knowing all the particulars and specifics is something else. And I’ll also say, I’ve read the works of many authors and trend spotters over the years to it’s pretty clear that nobody knows nothin’ for sure when it comes to timing predictions in the economy. 

You may not be able to time predictions exactly, but knowing that what goes up also comes down can help you make better decisions in terms of planning ahead. Store up a little something for the winter, in other words.

That way, you don’t have to worry so much about the economy, you can focus on your economy.

Our old friend SWOT the PEST may be of use to you in that regard. 

It’s a recession when your neighbor loses his job; it’s a depression when you lose yours.” – Harry S. Truman

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A while back a little crisis erupted when a local fuel vendor announced that a few batches of its gasoline had too high an ethanol content. High enough to potentially cause engine damage. Several Oklahoma City metro convenience store locations were affected, and they of course had to notify the public of the unfortunate news.

Fortunately for OnCue and its customers, the recall didn’t affect them. Or, more accurately, as a loyal On-Cue customer, I should say it didn’t affect us. OnCue made a point of making sure their customers knew it, too, by placing signs that prominently shared that important message on the front doors of its Oklahoma City locations.

If your value offers a competitive advantage, even if it’s a short-term advantage, showcase it. Let the world know about it.  If you’ve got it, flaunt it, baby!

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If there is an opportunity to get in front of an audience, you can bet marketers will find it. The picture to the left illustrates one such example.

The good folks at Coca Cola determined that those concrete poles that serve as safety/security barriers to the entrance to such places as Wal-Mart were not being used to their full potential. So they came up with a cardboard overlay that featured their latest promotion. Hard to miss as you walk through the main entrance, and I offer them a tip of my marketing hat for their creativity.

A while back we talked about how Amazon did something similar.

A good idea is to look for “underutlized real estate” where you might be able to get your message out there. The more unique, and the more clever, the better.

Doing business without advertising is like winking in the dark. You know what you are doing, but nobody else does.” – Unknown

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