Greatness in marketing

Looking for greatness in marketing? Free prize inside:

1. If your product strives for delivering the biggest possible utility. Or if your service thrives for adding more added value embedded in the service itself. If your product or service races against the biggest possible value, you win. Greatness.

2. Failing with your product o delivering a bad service. Then, taking responsibility for it and coming back to delight the customers who suffer it.

3. Practising – every day – the following mantras: “done is better than perfect” / “if you don’t ship consistently, it doesn’t count” / “no matter what, you’ll fail, try different”.

4. Spending less time polishing your posts on social media, and more time spent on building habits, abilities and skills that are aimed at enchanting the people around you. And yourself, of course.

5. Make the words success an interchangeable word for choosing your customers wisely. And life too.

6. Fall in love with yourself, then with your job. Then with your product or service. And finally with the people that come to cheer you up.

7. Don’t compare your product or service with your competition. There’s a whole world in between.

8. Bet and cash on your weirdness. Empower your nerd and make it your everyday business.

Greatness, it’s already inside, we only need to unleash it. Greatness is a choice.

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How to dance with uncertainty

1. Be gentle, stay calm, keep a positive attitude, choose your beliefs carefully. Understand your bias and aim to comprehend different worldviews than yours.

2. Understand that change means something like: “this is going to bring something better, bigger and ultimately, happier, but it won’t be like lying on the beach, probably”.

3. Your mindset has to send the following message: “the situation is going to change abruptly, the context is going to change really fast, the map is going to change radically, the market is going to change negatively, mi profession is going to change for the worse, my friends are going to change forever. Change itself requires that I change not only at the same pace but faster”.

4. This powerful muscle you have within it’s called the brain, it’s probably the most amazing thing in the world. And guess what? You possess one. Yeah. It’s far resistant, resilient, malleable and surprising than you’ve ever thought.

5. Look, find and talk to your demons.

6. The most difficult part of uncertainty it’s not if you accept uncertainty or not. The part is when you have to be aware of how your amygdala is trying to sabotage, manipulate and control you.

7. You can’t control everything, this is beyond doubt. Read this, you can’t control people, but you can control yourself. You’d better take advantage of it.

8. Belief in something greater than just you. Believe in empowering people through the work you do.

9. Surround yourself from change agents that help you to see what you can’t see.

10. Leap. Leap. Leap.

Keep dancing.

 

 

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Amazing, the best, top…

The best interview ever.

The most amazing website.

Top 10 influencers.

Unbelievable movie.

Awesome content.

The best post I’ve ever written.

Top 10 mistakes.

Amazing job.

The best strategy and best practices.

Breathtaking project – or collaboration.

Incredible song.

Terrific tweet.

Amazing business deal.

Outstanding speech.

We live in a time where everything is amazing, breathless or awesome. In a moment where almost everything is the best you’ve ever seen, done, listened, read o enjoyed. We live in an era where top rankings are made for almost everyone in order (most of the times) to position oneself.

Think about this, what will you call at something amazing that appears to be truly amazing? How will you describe the best thing ever that occurs to you when it will be really the best thing ever happened to you? How will you rank something that is already at the top of the top all the time?

Let’s do the right marketing when it’s only the right time.

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Content marketing: 3 global strategies for Latin America

Carlos García Arista interviewed Juan Merodio, Abel Delgado and myself asking about content marketing global strategies for expanding into Latin America… Here’s the full post he published in Skyword – Content Standard:

content marketing strategy

content marketing strategy

content marketing strategy

content marketing strategy

content marketing strategy

content marketing strategy

content marketing strategy

content marketing strategy

content marketing strategy

content marketing strategy

Original and full interview: Content Standard by Skyword.

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9 unsorted things you need to know

1. People get in the habit of telling what you can do and what not. Ignore no-requested advice, whatsoever.

2. You can do anything you want to – unless it’s harmful to other people or you – if it takes you to the sweet spot you are shooting for. No matter what, if it works for you and it’s honest, skip the haters, shun the non-believers and ignore the crowd.

3. What’s scarce it’s valuable. What’s rare it’s chased. No is a true successful value proposition. Betting against the status quo is an underrated strategy. All of this works pretty well today, even it’s sometimes skipped for most of us.

4. Time is a choice. While you’re killing time, time is killing you. Don’t fight against time, hack it.

5. Breaking patterns will take you far from you want to travel. Build your own lifestyle. Focus your energy on things that make you feel uncomfortable. Work on embracing uncertainty. Disconnect from the connected world from time to time. Get real and dance with the fear.

6. Instead of goal-setting, do fear-setting.

7. Forget your competition, you only should race against yourself, your attitude, your time, overcome customer expectations, enchant people and commitment. Nobody won a triathlon looking at the rear.

8. If your art doesn’t stand out, two options: first, perhaps it’s not matching with your passion. Second, maybe you need to do it better, and more.

9. The given chance of somebody picking you, it’s more and more delusional. Everyone is busy and less relevant than they use to be. The alternative, step forward and chose yourself.

Once you know it, what will you do next?

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Enchanting customers

Maintain the price even if the competitions increases it.

Extend the guarantee for an additional one more year.

Reward new customers with educational value.

Develop a gratification program aimed to every loyal customer that buys from you.

Build better products, products that best meet people or business needs that are already your customers.

Two months after every sale, ask your customers five (or more) questions related: how they feel about the purchase, what it was the real value the product added, what’s missing from the original promise, how it can be improved and what else you can do for them without an additional charge.

Build a more complete, dynamic and useful set of services.

Don’t sell the information you get from your customers.

Send email marketing just for addressing your customers queries.

Make visible and big the must-know information placed at the most invisible sections, the fine print basically,

Build the first base of 100 customers, get to know them, interact with them. Serve them. Please them. Meet with them every year.

Create, at least, three peripheral services that increase the product or service value, and add no extra cost to your customers.

Reply to every person that reaches to you.

Don’t wait to gain the trust of your customers, trust them first.

Teach your employees how to lead, how to listen, how to persuade, how to stay human and how to enchant.

Most of the people, especially the persons who you want to sell. They’re not worried about:

  • Paying a little more.
  • Telling their friends.
  • Go the extra mile for buying from you.

If the transaction comes with dignity, trust, vulnerability, utility and a smile. That’s what enchanting customers are all about.

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Reality is malleable

You don’t want to listen it’s easy because I know it’s hard as hell. So you have to know the real truth, but you don’t like what lies inside the truth. Then your worldview creates a different reality.

You don’t want to believe that your mission it’s going to happen, mainly because I know it’s not going to happen by chance or while you’re waiting. Unless you go at take the permit to make a dent in the universe.

Your customers don’t want to see your new record sales or new brochure because I know they don’t give a heck about it. They are eager to know how your product is going to change their lives.

The investors don’t want to meet another me-too-entrepreneur with a great idea ready to be funded because I know they’re being sick of wasting their time listening great storytelling. They want shipped ideas that transcend silos and get their own auto-funding first.

Your Instagram community doesn’t want to be bothered with another breakfast pic because I know this doesn’t add value to them. They want the utility you can provide.

Your colleagues don’t want to be told about your trip to Burning Man or Coachella because I know they are your colleagues for a business reason. They want to know about compelling business.

Worldview vs reality

We’re so obsessed with our worldview that we avoid seeing the world as it is, which is the only way to make a real connection. The reality is malleable beyond the way we see, perceive and think about almost everything.

Disruption starts here

Once you see the reality outside your worldview, disrupting the status quo starts happening. Then enhancing yourself, your business or other people becomes easier and real.

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Disruption happens

Disruption doesn’t occur on Conan O’Brien show.

It sometimes happens when you try something for the very first time.

Disruption happens when you launch a ton of bad ideas.

It happens when somebody is eager to enchant a well-defined micro-segment.

Disruption hates the status quo, expectations, procrastination and the fear of losing. But, above all, disruption fights against “average”. It goes beyond the hype for creating something nobody thought it would be possible.

Disruption doesn’t happen and the comfort nor the safety zone. Disruption, true disruption happen at the edges. Out of the limb.

Disruption occurs when contradictions collide. When utopia becomes real.

Disruption doesn’t necessarily mean technology or innovation. It means breaking patterns and interrupting the way things are done.

Disruption is a great tool for disrupting your business or yourself.

Disruption happens because our ego propels us. It increases its impact when it’s shared.

Disruption spaces from the experts and it resonate with doers. The intent with purpose is the key.

Disruption is not a rare thing, but we’ve been indoctrinated to believe that only a few can be the disruptive ones, the chosen ones.

Disruption often comes from noticing things that most of the people don’t.

Disruption means considering approaches that the majority can’t even think of.

Disruption comes during and after experimenting.

Disruption doesn’t belong uniquely to scientific, engineers, visionary geniuses or Silicon Valey folks. It belongs to anyone willing to pursue it.

Disruption is being decentralized by intrepid and bold individuals.

Disruption doesn’t need ID, passports or credit cards. It takes whatever wants with a great deal of authority.

Disruption could be a way of life, work and doing business.

Without disruption, there won’t be forward motion because we won’t have audacity.

No disruption no disruptive economy, and that’s a bad thing. Let’s make disruption our asset.

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How to…

How to buy better: buy only things you need.

How to optimize your phone calls: don’t respond incoming calls outside your “time for calls” unless you know they’re critical.

How to find meaning: having a mission and following this path through.

How to sell better: give your customer the double – at least – of value for what it pays to you.

How to take risks: decide faster than ever. Don’t think too much about what’s going to happen if you fall. Just fall.

How to get it right: getting it wrong first.

How to sell your personal brand: selling results, facts, and proof.

How to collaborate: looking only for the “win-win” equation.

How to communicate more effectively: staying more human.

How to do a greater marketing: creating a greater product or designing a greater service.

How to live the good life: being present, falling in love with the moment.

How to be more aware: getting in the habit of noticing unnoticed things.

How to get the best of and adventure or journey: dancing with the unknown, alone.

How to achieve anything: standing out from your inner self.

The point isn’t in “how to”, but why and when.

Ready?

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17 habits for staying human

People and business that stay human through the Internet. Thus, harness the power of this connection economy, they practice the following every day “staying human” habits:

1. Addressing people by their names.

2. Making jokes. Saying funny things. Don’t take matters too seriously.

3. Don’t take problems as something personal.

4. They feel more, instead of thinking more.

5. Listening, really listening for acting accordingly.

6. They practice active listening: verbal confirmation & verbal communication.

7. Demonstrating with results that they are paying attention to what you are saying.

8. Making compliments that make sense. Sincere, descriptive and insightful ones.

9. Giving constructive feedback, instead of criticizing.

10. The don’t complain about you, they try to change what they don’t like by turning the situation upside down.

11. Responding assertively to critics, complaints or troll attacks.

12. They ask interesting, propelling and descriptive questions all the time.

13. Being real persons instead brands or companies. They let you know who is the person behind the digital channel.

14. They know how to tell compelling  and sticky stories.

15. Asking you for advice, acknowledging they don’t know about certain things.

16. They do their best to surprise you every time they can.

17. Practicing generosity, don’t ask anything in return. They just want to add some kind of value to you.

As you can see, most of this habits are little techniques that you can (and should) implement every day. You’ll stay more human, and this will make a big difference in your community, business, clients and the world.

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