How to make any business work

 

1. Assume that you need an extraordinary product beforehand, or a service that marvels customers. You must create something quite different from what the rest is offering. If you don’t have it, if your business is not remarkable, you must focus on this key point until you have an edge. Stop reading, stop looking for the secret sauce, subscribe less, stay on track, do what you need to do. Rethink, prototype, enhance. Ship, test, redesign, polish, ship again, test again, analyse. One day, you’ll have this kind of product or service.

2. Build a list of the right people you need in order to make your business works. That’s basically your (dream) team. Do not consider hiring anybody unless they develop a critical function: customer care, maintenance, distribution, design and development, operations, sales, etc.

3. Build another list with a comprehensive and detailed job description for every position you need to fulfil.

4. More lists please, build another list (which follows the other two) that describes what these people need to achieve.

5. No matter if you have a freelancing team or not. You should consider firing everyone that does not match #1, #2, #3 and #4. Then, go, look and test for minded-professionals until you find the right people for the desired outline – outcome.

From now and on, it’s a matter of time. What is coming next are strategies, tactics and execution. Team spirit, finance management, media and sales. The rest is plain guts, passion, is excellence, caring, consistency. It’s humanity and coherence. And principles.

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Non-requested advice

 

Focus your job on delighting only 20 customers.

Don’t look for applause, look for the part that was not understood.

Ignore destructive criticism at all cost.

Stop working for people that have different values than yours.

Launch as many things you are capable of.

Go and create a business that helps you grow. At least one in your life, just try and see how it feels.

Frame your story in terms of your customer worldview.

Look people in the eyes.

Do something absurd every week.

If in doubt, act randomly, but most importantly, act.

Build a personal relationship community around 40 people at maximum.

Switch off at least 7 days every three or six months.

Say no. More often than not.

Give yourself 30 minutes every day to work in your craft.

Instead of doing simply the job you are required to, go the extra mile.

 

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Thought-provoking marketing

Looking for thought-provoking marketing?

Organising an industry event that over-promises and under-delivers.

Finding products that only meet your more basic needs. A just-ok product.

Getting bad criticism for the job you did, even if it wasn’t created for the audience you intended.

Welcoming flattering comments for the magnificent work you did, even if it was performed for a different audience you had in mind.

Targeting micro-niche you can’t enchant and support.

Developing a marketing strategy for connecting the connected.

Implementing a digital plan for connecting the disconnected.

Building the next big move everyone will talk about. Distracting you from doing the work that pays your bills.

Working for people that don’t know you, doesn’t want to know, doesn’t’ like you and doesn’t interest you.

Focusing all your sales efforts on reaching to a newer audience, this instead of focusing on retention, rewards and cross-selling.

Making a difference in your brand and not in your employees.

Spending money on Television ads.

Investing more a more in ridiculous agreements that enslave customers and suppliers.

Trying to win power and influence only because you know the right influencers.

Amplifying doubt and fear so people can buy your product or use your service.

Exchanging short-term goals for dignity and possibility.

Ignoring the community’s advice about what your brand should do to care more.

What is still being considered as expensive, it will continue being perceived as expensive. Marketing is filled with missed opportunities and lesson that haven’t being learned.

It’s not marketing either

Of course is not. Clearly not.

It never was valuable, useful and thought-provoking marketing, it’s not now either, and it never will be.

The good news, just about everything that reverses these practices, it’s thought-provoking marketing. Indeed.

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How to build a human brand

1. Define your leitmotiv: “establishing emotional connections” for instance.

2. Let the feelings flourish: anger, sadness, happiness, love, joy, etc. Make sure that feelings are authentic and not pretended.

3. Chose the appropriate ambassador, the one who best represents the brand inside your community and market.

4. Draw the ideal shape of the person that will connect with your brand (known as buyer persona). This person will buy from you and spread the word. Once this ideal buyer persona is developed, fit your narrative, messages, services, logistics, operations and marketing touch-points so you can design everything around this profile. Not on the contrary.

5. Don’t post what you want, post about the content that your community wants to read, listen or see. Listen before acting on something.

human brand

6. Build peripheral services that add an extra value to you product o service. It has to be based on #3.

7. We don’t care about what your brand sells. You’d better organize workshops and seminars at no cost for educating potential customers. Right before they buy you product or acquire your service.

8. Build an emailing database not for promoting, but for approaching a specific target that has a specific need that you know how to provide it.

9. Send a very human email (not intrusive marketing please) only when you can create a positive impact, only when it’s worth it. This means reducing by 95% your actual email marketing tactics.

10. Start conversations with the goal of obtaining inputs that can help your brand and community improve.

Build a brand for the people – a human brand

If you use these ingredients, your marketing will expand your brand awareness and resonance. It will help you to grow your audience and reach. Mainly because you’re working for the people, you’re humanizing your business. The strategy is lead by customer feelings, their thoughts, needs and wants.

Put people right where they have to be, in the center. If this process is done well, the customer and your client will think that your brand belongs them, This is it.

Photo credit: Intersection Consulting.

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Some 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. Your product will fail or you’ll deliver a bad service, that’s right. Then, the interesting step, you should move forward quickly, 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 word 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 measure 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 within, 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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  • No Related Posts

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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