We, collectively as a species, have an infinite capacity for self-deception. I think Einstein said that… not sure, didn’t look it up, don’t care… IT’S TRUE!Continue Reading
Writing and producing compelling, persuading and entertaining content is what I enjoy doing the most in my business …the thing is… it is also what most people, businesses and projects are in desperate need of, but guess what… Most don’t even know it!
Most business downplay or outright ignore message strategy altogether, instead they focus on what I call “tactical beauty”, which is usually devoid of any real thinking or client-centric strategy.
The power of your words, when properly and effectively applied, engage both the conscious and the subconscious mind. Meaning that a properly crafted and positioned message, with a strong value prop, targeted to the right audience will have an effect at different levels of someone’s psyche, which will usually prompt them to take action.
Just remember, before you touch the brain you must touch the heart! …and also don’t forget, if your product, service or you SUCK …it won’t matter what words you choose!
To illustrate just how important it is for you to shift your thinking on this topic, here’s a video I usually point customers, clients and prospects to in order to describe not only what I do, but the mindset they must have when it comes to creating content and copy for their businesses and organizations… Enjoy!
Stay sharp and fired up
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The secret to better care in hospitals is about aligning providers to patients. The question of course, is how? The way we do it is by creating an immersive environment based upon data. The end result is that people change. The ideas that surround them, help connect people in a deep, emotional way. -@gapingvoid
What I love about this idea, what I find powerful about it, is that is premised on the belief that “people change”.
If you’ve spend anytime in healthcare you instinctively know this is an innovative concept. Why? Because the level of bureaucracy, cynicism and apathy in healthcare is the highest of any industry.
Healthcare is in dire need of change, but specifically a culture change. No wonder listening to the guys from healthUX @gapingvoid lead the conversation with empathy, better experiences and deeper connections between healthcare providers and patients brings about an air of excitement and novel mindset to the street.
The good people in the industry, healthcare providers, need to hear this, need to feel the energy around it, and want a change in culture.
The focus must always be on the positive side of the equation, on the people with the right attitude, and most of all on patients and their families!
But the information is overwhelming, everything takes time, does it really work?
You say to yourself, “I’m financial planner, a dentist, a retailer… I’m not a marketer or a media company!”
Listen, don’t be the guy that bought 500 horses in 1907… Why?
Because the Model T made its debut in 1908 with a purchase price of $825.00. Over ten thousand were sold in its first year, establishing a new record. Four years later the price dropped to $575.00 and sales soared. By 1914, Ford could claim a 48% share of the automobile market.
…and you are stuck with 900 ponies at an avg price of $300 a piece …and guess what!!? You lost!
Don’t be that guy …bet on the future, bet on progress, especially when your business, your life, depends on it!
So here’s what you need to know first, then you need to do something about it:
- You are not what you do, today you are a media/marketing company first, then you are everything you went to school for!
- Produce content in the right context in any form that provides value, answers questions, and solves problems for the people that pay you for what you do or sell.
- Educate yourself when it comes to marketing your specific business online …the information is out there, make the time!
- Today the market decides how good, hence how valuable, hence how much you’ll get paid for your services, not you! You can set any price you want…
- Respect people’s time above everything else.
- Learn to engage with millennials and centennials (boomers, it just rhymed!), they have all the man and the purchasing power.
- The number one thing you are competing for along with every one else, is one and one thing only: Attention
- Mobile phone screens is where the attention is. Phones are the gateway to people’s minds, hearts and pubic areas. Make sure you show up in people’s phone in the context of all 3, or at least 2 of the 3.
- You need to have an effective presence on at least 3-4 of these social channels: Facebook, Instagram, LinkedIn, Twitter, Youtube, Snapchat, Vine, Pinterest, Medium, Anchor …and on the look out for new platforms. Learn the user psychology of each of these.
- You need to start telling stories in video micro-segments that lead to bigger micro-segments…
- You must have a website that does only 3 things: educates/informs and offers solutions to problems – collects emails (builds an email list) – generates calls to your office.
- Get out of your office and go meet new people.
- Orchestrate an organized referral process with your existing customer base.
- If Amazon sells what you sell, get rid off your inventory and find something else to do! I’m serious…
- Start using video and voice in your business. Look at FB video, Instagram, Snapchat, all have newly minted video functionality …start using them, your clients are there!
- Social Media is the internet today …don’t bet against the internet!
Let this sink in for a few days, then come back to it and start checking off what you are already doing versus what needs to be done, and get busy.
A few points to remember:
- don’t get overwhelmed.
- pick your sources of information and education well.
- listen to everyone, but act on only a few.
- stick to practical advice, learn, do, fail, learn, do, fail, learn, do, succeed.
- productivity is key, be smart with your time.
- social media is hard work.
- In social media: strategy before tactical, always.
- Don’t spam people.
This is broad I know …it’s a map, you can use it to get closer to the objective of using social media to promote your business for the benefit and in the context of your specific target market.
-A brief guide on how to put true resolve behind your New Year’s resolution!
Can you guess what the failure rate for New Year resolutions is?
A New Year’s resolution is a tradition, in which a person just like you and I makes a promise to do an act of goodwill or self-improvement starting New Year’s Day.
We are all too familiar with some of these resolutions, for example:
- Lose a few pounds
- Start exercising
- Improve mental well being
- Improve financial status
- Self-improvement and personal development
- Make new friends
- Find that special person
- Read more
- Travel more, be more adventurous
- Reduce stress
- Make more money, save more money, spend less
- Find a better job
- Be more spiritual, find a connection with your creator
- Give more, volunteer and be more philanthropic
- Call your parents more often
- Grow closer to your spouse and kids
- Buy a pet
- Get more clients and customers
This list can be as long as you have goals…
With deep religious origins, ancient civilizations were well versed in the practice…
Babylonians made promises to their gods at the start of each year. The Romans began each year by making promises to the God Janus. In the Medieval era, knights took the “peacock vow” at the end of the Christmas season each year in order to re-affirm their commitment to chivalry.
But don’t worry …they also broke promises and quit on their resolutions, just like we do!
It’s been statistically calculated that by January 15th ninety five percent of us break, forget, or quit on our New Year’s resolutions.
We seemed and felt so confident, sure and optimistic about our decision. What made us doubt and fall to our knees in despair, defeated? What made us walk away with such indifference just a few days later?
We’ve all done this, there’s no point in hiding or justifying it. There’s also no point in re-living it.
I for one; and I bet you feel the same way, wanted to figure out how to beat the odds and put some serious resolve behind our New Year’s resolution.
But, we also need to first figure out why we failed in the past, so that we understand why we are not going to blow it this New Year!
Here’s why we’ve failed in the past: We weren’t asking the right questions!
Most of us when faced with a challenge or goal begin by asking just one question …and it’s a good question, but it’s also a premature one!
We ask: What do I need to do? …to lose weight, to gain weight, to make more money, to be more social, to meet more people, to have the life I want.
We focus on the “What”. This is the wrong question, at absolutely the worse time!
In the quest for success or achievement of anything, regardless of its scope, you must think strategically first!
Here are the 3 key questions you need to be asking when looking to achieve or succeed at anything:
- The “Who”
- The “Why”
- The “What”
In this order!
Who do I need to become? In your mind, what do you aspire to be? … and start modeling that behavior even if you haven’t achieved the results you want. Find a role model, a mentor, or a powerful idea and start behaving congruently with that vision and in line with your newly created identity.
Why do I want to achieve this goal? If you don’t have a strong reason to change or achieve “that” something in your life, you will quit at the first sign of push back, and believe me, life will push back! So the stronger your reasons to stay in the fight, the better your chances to not only survive but thrive in adversity. Find a powerful reason, a meaningful “Why” …and look at it every day!
What do I need to do? Now it’s time to ask this question, because your head’s in the right place! The first 2 questions get you in the right mindset. This question is about how to take massive action, set the parameters, figure out the tactics and the mechanics. What rituals and systems need to be in place for you to succeed? This question is about first organizing, and then putting in the work and action that fuels your desire.
This 3 step formula has helped me achieve things in my life I never thought I could do. Now I’m teaching to my children, my friends, my clients and to you!
I wish you Happy Holidays and a meaningful, permanent and successful New Year’s resolution!
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Aren’t you tired of living in obscurity and neglect? Watching other companies and people swipe the clients and customers you should be getting while you live your life wishing and wanting but never achieving?
I hate that feeling!
But look! -You have to decide what kind of company you want to be.
I kept it simple, I want to inspire people. I want them to see their business in a brand new way …a better way, and I’m confident I can help!
If you are pitching someone who’s not inspired or doesn’t have enough imagination to be a better version of themselves with your help.. then don’t take them as a client, don’t work with them!
What I want to share with you today will GUARANTEE you hands-down, unequivocal success IF you stick to just one basic rule.
This super-simple formula will allow you to build exactly the kind of business you dream of -with only the clients you envision working with -and to create the kind of business that will give you the lifestyle you’ve always wanted.
Don’t you want to be in constant salivating demand, be booked months in advanced, and have a waiting list of prospects turning down your competitors because they must see you?
If that’s something that rubs you the right way, then you must do this:
MAKE YOURSELF WANTED, NEVER NEEDED!
Take a minute to reflect on that, because this is either going to make total sense to you and hit you like a Mike Tyson right hook, or you won’t get it, and you will stop reading right here while you curse me and my entire family!
By the way…that would be a shame, because I know you can make this work. But please do yourself a favor, KEEP READING.
You may say to yourself, but I already do that… I make myself EXTRA-wanted, and I say to you: NO YOU DON’T!
Thinking and wishing are not the same as working and getting results, the results you really, really want!
I don’t mean to come in like a bull in a china shop with this advice, and believe me I want you to make it out like a bandit in whatever you do, but it makes my blood boil when I see incredibly sharp and talented people choosing to work with clients that don’t appreciate them and are totally devoid of inspiration and creativity!
The money is almost always – NOT WORTH IT.
Are you still a doubting Thomas? -Let me prove it by asking you…
Why are you in business, most specifically, why do you offer the services or products you do?
Most people will answer:
Because I’m filling a need in the market place, people NEED what I have, I do a great job, I’m priced in the right range, and I’m unique in the way I deliver my product or service!
And this is also why most people are getting their ass kicked and are on the road to oblivion.
oblivion: [uh-bliv-ee-uh n] - The state of being completely forgotten or unknown. The act or process of dying out; complete annihilation or extinction.
Think about it for a second. Haven’t the most important decisions, and by most important I mean the ones that have affected your life in the most profound way, been made out of wants more so than needs?
Think hard now and give me an honest effort!
- Did you want or need to get married?
- Did you want or need to drive the car of your dreams?
- Did you want or need kids?
- Does a woman need or desperately wants to make love to a man she secretly day dreams about?
- Do you need or want to lose 40 pounds. The fact is that no one that says “I need to lose 40 pounds actually does it” Only the ones that REALLY FRIGGING WANT to change their lives for the better do it!
- Do you want or need to summit Everest?
- Do you want or need to be an Olympian?
Need I go on?
So why don’t you stack the deck in your favor for once! -You see everything that ignites a purpose-driven life and the ACTION that precedes it is based on deep burning desires, not mere needs!
So I ask you once again.
How do you want the world to claim you … Via deep desire or basic need?
Do you want to be perceived as a mere need, a necessary evil, a reluctant obligation to your clients?
Or do you want to be seen as someone’s ace in the hole and get them to say: ”This is the guy I want to work with” “This is the company I want to be associated with” “These are the guys that get what I’m about”
I’m done here …anymore talking and I’ll come across as If I’m trying to convince you of inevitability, and like my grandfather used to tell me:
Don’t ever try to convince anyone of the inevitable, you’ll look like a jackass! …Thanks Gramps!
Oh, and just in case you are wondering how exactly you make yourself Wanted and not Needed, I’ll dive deeper on that topic on my next post right here!
Stay sharp and fired up
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Here’s one big business myth that’s pervasive both in the online and offline worlds:
We just need to get our name out there!
Not true today, it’s never been true, and it will never be true!
Your ad doesn’t need to get your name out, it needs to reel customers in.
You content marketing and ads work only when they attract a targeted type of client or customer you want to engage and sell your product or service to.
In order to make content marketing and advertising work for you you need to know how both relate to each other and what advertising really is: “Salesmanship in print”
Here’s a 3 step high-impact customer ad formula:
Step 1 – Make sure your headline is a total problem solver with a unique benefit. Keep it simple and focused on what they want to hear, touch and feel. Do not include your name or company info, nobody cares!
Step 2 – Do not mention price. At this point they don’t want to be sold, in fact NO ONE ever wants to be sold, but we do like to buy stuff don’t we! So appeal to the buyer in them, not the bargain hunter, keep price out of it, price is just a detail not the deal itself.
Step 3 – Spend time working on your “Hook”. What is the one thing that YOU know they will react to? I know step 3 and Step 1 seem almost identical but they are not. The “Benefit” is what a great “Offer”, the hook provides.
Everything we do online and offline needs to solve a problem, and assuming your product is an awesome solution, just remember no one knows that yet!
They don’t know who you are, so the only way anyone is ever going to find out how awesome you are is by being attracted to you via the copy in your content and your advertising.
Get the FREE full 7 Step High-Impact Customer Ad Formula and…
Stay focused :-)
A great father’s day gift is a combination of simplicity and careful pseudo-thoughtfulness. In the end it only needs to appeal to the lizard brain.
The criteria is simple:
Can I get instant gratification from it, does it temporarily fill the void of a much deeper and unknown desire, and can I and my ego bludgeon someone with it psychologically or physically …it doesn’t really matter which, either one will do!
Anyway hurry! Because you only have today and tomorrow left to get him what’s on this list!
Marvel Cinematic Universe: Phase One – Avengers Assembled – If you are a rabid Marvel fan then here’s where you start. Own the collection, watch with the kids, by yourself, or make it a whole family affair and force your wife to share your fantasies
Survival Life lifetime subscription – A man’s one stop shop to all things survival, outdoors, family protection, tools and survival disaster tips and programs. I spent most of my time in working with businesses in the digital world, Survival Life offers me an awesome pattern interrupt and totally different point of reference and a way to unplug.
The BBQ Briefcase – Impress you brother in law and friends! You will look like you know what you are doing with this BBQ set even if you can’t overcook a burger.
Audio-Technica AT-LP60 turntable – As a product of the 80’s I can’t just turn my back on throwback technology, even though I can’t live without my iphone, soundcloud, Pandora and the other 175 technologies I depend on to fulfill my existence and those of my clients!
Gopro Hero4 Silver – I just think this is freaking cool and I want it!
The 80/20 Individual: How to Build on the 20% of What You do Best – THE 80/20 INDIVIDUAL, Richard Koch reveals the secret of their success: they discovered what they do better than anyone else and rode it for all its worth. Love this concept, grab it! It’ll change his life!
An Astronaut’s Guide to Life on Earth: What Going to Space Taught Me About Ingenuity, Determination, and Being Prepared for Anything – I am now convinced that the most resourceful, smartest, mentally diverse and coolest people in this planet are astronauts! This would be a great gift for father’s day …great inspiration for fixing things around the house, but don’t tell him that when you give it to him, and definitely don’t say it was me!
If some of these don’t find their way to him today or tomorrow, there’s always birthdays and X-mas!
Either way Happy Father’s Day, and give your Dad a big kiss. I know mine’s getting a huge one
Is remembering better than thanking?
Both are verbs so action is required, but which one would have more meaning for american servicemen and women and their families.
I don’t know, I’m not a soldier. I don’t know what is like to feel the pride of having served or the pain to having lost friends and family as a consequence.
This is my way of remembering, it’s also my way of thanking you.
Here are five posts that not only touched me but educated me on what the meaning of this day represents for so many of us!
“If you’re pitching your product to corporates, should you highlight their negatives, such as bad reviews on TripAdvisor for a travel company, or focus on positive solutions in order to explain true product benefits?”
This was an actual question on Quora.com I bumped into this morning. I thought it was a terrific question by the way, one that will come up time and time again if you make presentations to sell your products or services.
Here’s my answer -
[ I would approach it from a general viewpoint, yet addressing the issue:
“…one of the many special benefits this “widget” provides is reducing the customer service calls turn-around-time. A huge and usually justified source of customer discontent in over 90% of companies in your industry. This is currently costing your peers over 1 Billion in repeat business. Whomever can fix this issue the fastest, will most likely emerge as the market leader”
I usually stay away from indirectly blaming or pointing sticky fingers to the very people I’m trying to sell my services to.
Beside, many times the real issue is not what they think it is anyway. Usually the issue they tell you they are having is a symptom of the real problem. So if they bring up their pseudo-problems to the table, sure address them in the same way, but be empathetic in your approach and believable in your solution regardless.
When you focus on commonalities, benefits and solutions you can bring your point across in a more constructive and in a “let’s-get-you-in-front-o
What would your approach be?
Would you focus on positive solutions to make a sale or would you point out defects and weak links to sell such solutions?