I can’t tell you how touched I am that SO many of you wrote me about the passing of my long-time neighbor, and many of you included stories about people close to you who are no longer with us either, and I thank you so much for sharing those stories with me.
I’m pretty sure I answered each one, but if yours somehow managed to slip through the cracks, please accept my deepest apologies.
Work / Life Balance
It feels like I’ve spent the past month joining a lot of things. And it all sure has been keeping me busy – I was out every night last week, which I don’t particularly like to do, but did have a great time!
While I’ve helped many clients achieve a more rewarding work / life balance, I come up a bit short on that myself; one of those not practicing what you preach situations.
At times I find myself doing the same thing with my business; I can come up with a great USP for a client and then suggest myriad ways they can express that USP to their prospects, clients, customers and patients, but don’t necessarily follow the same advice I give them, myself.
I’m going to hazard a guess that many of you do the same thing: you come up with brilliant ideas, strategies and marketing ideas for your clients, but yours leave something to be desired.
This drives me crazy!
But wait, it gets worse! I have a business coach (all successful businesspeople have a coach, even successful coaches!) and when I ask for her advice on some challenge I’m having, she often tells me the exact same thing I’d tell a client if they asked me the same question!! Don’t you just hate it when that happens?
Moral of the story: get thee to a mastermind group or find a coach forthwith, because as much as we don’t like to acknowledge it, all too often we “can’t see the forest for the trees”; all too often we don’t “practice what we preach” and all too often we do adopt the “Do as I say, not as I do” principle. And it doesn’t serve us.
Sales Choreography 101
Always on the lookout to bring you information you don’t usually get elsewhere, I subscribe to way more newsletters than I ever get to read.
This story in Ad Age about something called “Manifesto Marketing” caught my eye, and it plays right into the three Member calls I did last fall on Millennials.
Been there, heard this
Most of you have probably already heard the maxims, “People don’t buy what you do as much as they buy who you are.” And “People buy from people they know, like and trust.” All you Dan Kennedy folks have heard this a zillion times.
The New Reality
Well, Manifesto Marketing has updated these truisms to reflect an emerging new reality:
- “People don’t buy what you sell, they buy why you sell it”
- “People don’t buy what you sell, they buy how you sell it”
- “People buy what you sell based on what you believe in”
- “People buy from you because of your values”
Millennials are different, and your business is going to have to be different, too, if you want them to choose to do business with you.
WE have to change because they aren’t going to
Millennials very much care about your why, your how, your what and your values. It’s turning into a whole new ballgame out there, particularly for those of you who would like to sell to those who today, are between 20 and 38 years old. In five years they’ll be 25 to 43 years old, and so on.
By 2020 they’ll be the group with the most buying power, as Boomers continue to reach their expiration date in greater numbers. So it’s pretty important that you start preparing for this.
What’s the lesson here?
According to the folks at Ad Age, “Manifesto Marketing may also include topics that are only tangentially related to the business, such as Sheryl Sandberg’s modern classic book “Lean In” and Arianna Huffington’s “Thrive.” And open letters on subjects that are only distantly related to what the company sells also qualify, such as the “welcome to the world” letter Mark Zuckerberg published when his daughter was born.”
“… ad campaigns that deliver meaning and messages that are risky, authentic and about subjects way bigger than the brand or the product also constitute Manifesto Marketing, like Dove’s culture-changing Real Beauty campaign and Chipotle’s Back to the Start campaigns.”
How do I make this work for me?
Ad Age says it way better than I: “Consumers will increasingly demand and require companies to take a stand on major cultural and political issues, in addition to providing truly transformational products and services, in exchange for their mindshare, spend, loyalty, and brand love. And they will exercise their dollar vote, accordingly.”
“The most powerful Manifesto Marketing is an ongoing cadence, an accumulation of statements, actions and messages, internally and externally, over time. Everything communicates. Everything. Consumers are watching what you say and what you do, as a company, all the time.”
The bar is being raised
“Trust is earned in drips and lost in buckets, the old adage goes. It turns out that so are brand love, loyalty, downloads, and dollars.”
SBB: This all might sound like something only large companies and corporations need to be concerned about. Not true. If all the Big Boys are marketing like this, it will quickly become the norm and the standard by which all of us are judged and are expected to meet.
Something to think about. And if you’d like someone to talk with about how this might or will impact your business, you know how to reach me.
Wishing you happiness, prosperity and abundance in all things,