Spend $$ to Make $$$$

We’ve heard it before. “You have to spend money to make money.”

It’s true, but that doesn’t mean you have to waste money! As you start your next quarters marketing strategy (I’m thinking Christmas?), keep a few things in mind. It will help you stay on the right track with your effort, outcomes and budget.

1. Demographics

That’s right, what’s your demographic? Who are you trying to reach? Where do they live, work and play? How old are they? Do they have kids?

You have to know your target before you can appeal to them. I’ve talked about this before. If you need a brush up, check out 50/60/70/80.

2. Product v. Value

What are you selling? This can be a product or a service. More importantly that the product, you need to be able to explain and show the value. Why does your demographic want what you are selling?

Once you have pinpointed the answer– sell the value. It’s truly the only thing that separates you from your competitor.

3. Voice

How are you going to reach your clients? Mail, email, web, TV, radio, etc.? Knowing your audience will help you make this decision. How you choose to contact your ideal customer is crucial. Spending thousands on a magazine ad is silly if your ideal customer is age 21-35, drinks coffee regularly and has a smart phone- just sayin’.

How you choose to contact them is going to reflect directly on your business and its vibe. Your advertising is essentially your voice. Yelling through a loudspeaker on a busy street might be exactly what you need. Maybe you need to sponsor a local event or school, maybe an old fashioned newspaper ad is more attune to your demographic. Do the research to find out.

4. Execute

Even the best plans are unsuccessful without execution.

Once you know what you’re going to do. Do it.

Don’t put it off- get it done, now. Set yourself a deadline. If you don’t have the time, find a company near by that does. Spending an extra couple hundred may be well worth the time you don’t have. If someone else can do it for you and do it better, than it’s usually worth the extra money.

5. Track Results

Sending a mailer to every resident within 5 miles doesn’t matter if you don’t know how many of your customers are here because of that flyer. You need to know how effective your efforts were. You need to know why they came in and keep them coming back.

So ask them. I mean right there, at the register ask “Did you get our mailer last week?” “Wonderful! If you would like to add your email to our list, we’ll send your our monthly offers.”

 

Plan well, plan effectively and execute.

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Networking?

I’ve spent the last few months going out of my way to get to local Networking Events. To be honest, I have been quite disappointed by most of them.

I’m not sure what I expected from the first one that I went to,  but I really didn’t get much out of it (in fact, even the speakers were lame). So I turned to a few books and blogs to find out what I did wrong. Apparently, I’m supposed to command a room upon my entrance. I’m sure I turn a few heads – being a female and wearing ridiculously high heels (see, I have this thing for shoes…). However, the room is usually packed with people deep in conversation.

So the next time I listened in on those conversations. Most of the groups huddled throughout the space already have an established relationship with each other – which begs the questions as to why they even attended the networking event (free breakfast?).

Then it hit me. Sure I can go to every event I can get my hands on. It’s only a few hours and I usually do meet new people (I really have to go out of my way to be VERY social), but networking isn’t about some 2 hour conference or presentation.

Networking is the relationship.

I still go to networking events. I’ve come to quite like the free breakfast (joke). But they are no longer my only chance each month for networking.

I network EVERY DAY. I meet new people every where. The grocery store, the salon, gas station – you name it. Just strike up a conversation. Make a relationship. You’re probably not going to exchange business cards with everyone. But out of the hundreds of people you talk to every week, there’s sure to be at least one or two that can do something for you (or you can do for them).  Now that’s what I call networking.

You don’t need to spend time at special events to make connections. Make connections during your normal routine. Most likely, they’re going to be more meaningful.

3 Steps to Charisma

Charisma truly is a learned art. Some people are gifted with the ability to command attention as soon as they walk into a room.  The stage is set, the question is whether they can keep their audience engaged. Sure we want to hear about your latest product line, and of course we are interested when you tell us a marketing disaster story, but if you fail to connect with us – we’re going to stop listening, and likely stop caring. You’ve missed one of the pieces of the pie and potentially lost a sale.

There are 3 distinct features of charisma. With practice and self-awareness, there is no doubt you too can be a least little more charismatic.

1. 1.       Confidence

Before you can begin any conversation, or presentation or sales pitch, you must be confident. Essentially, you must already know you are a success before presenting yourself (and your product) to your audience. More and more we are told through this social media age that we don’t sell a product or service, we sell its value. To do that, we sell a connection with our audience. To even begin the connection, you must exude a confidence that makes people want to hear what you have to say.

Confidence cannot be taught. The best advice I can give you is to remember that you are an expert in your field. You must know more about what you do than the average person, use that as leverage next time you walk into a crowded room.

However, if that’s just not enough, and you need a little more than a lifetime experiences check out “10 Ways to Instantly Build Self Confidence” be Editor in Chief, Pick the Brain.

1. 2.       Assertiveness

The dictionary defines assertiveness as confidently aggressive or self-assured; positive. Notice that you cannot be satisfactorily assertive until you’ve mastered the confidence. This feature of charisma is by the far the most difficult to balance. While you want to put your ideas into the hands of your audience, there is only a thin line between confidently aggressive and overly dominant and bombarding.

Don’t be afraid to let people know that you are the owner of your company, or the head of marketing, or whatever fancy title you prefer. Not only do these titles give you a more memorable appearance (you’re not just Joe Schmoe, you’re Joe Schmoe the Owner of “insert your business here”), you also open the door to assert yourself into conversations where you can be the expert on the subject.

Being assertive is the trickiest part of being charismatic. It’s a demonstration of self-control.

1. 3.       Genuine Interest

I personally find this to be the most difficult part to master. Of course we have a genuine interest in our own careers or family, but that’s not what I mean here. To truly be charismatic, you must show a genuine interest in what other people have to say. Ask a question then listen to the answer and respond accordingly.

Not everyone is going to enjoy talking about that same things all the time, but you will never know unless you ask. Likewise, they may have valuable information to share, or a product that you personally wouldn’t use, but you know someone who would.

Showing a genuine interest in the people you strike up a conversation with is priceless when networking and building clients.

I cannot claim to be an expert at achieving a perfect charismatic balance. However, I do my best to remember all three pieces of the pie. As long as I am keeping a decent balance, my interactions with others usually go very well.