New Year’s is always a time of hope! It’s kind of like a new season of the NFL. It’s that magical time where every team feels they have a shot at the Super Bowl. Until they start playing the games.
Have you ever just sat and thought long and deep about where your business is at and where you want it to be? My guess is you probably have and you’re not satisfied with where you are at.
Perhaps your business is a few years old and it feels like things are never going to change. You’re chasing cash just so that you can pay your debts and have a few dollars to go see Star Wars (which was a fantastic movie). That few moments of escape relieves you for a short time from the stress. You crave relief if only for a few moments so that you can feel like yourself again.
Perhaps your business is doing okay, but it could do so much better. You’ve spent a lot of time and money on your website, social media and you’re going to do a few new strategies this year; only to see January go and then you’re right back in the middle of the season picking-up where you left off in December.
No matter where you are in your business, this is a great time to learn, evaluate, and make the necessary changes to ensure your short and long-term success!
What is the difference between a team (business) that is successful and one that is not?
I’ll summarize it one word: INFLUENCE!
Let’s be honest for just a brief moment.
It doesn’t really matter “WHAT” you do if you don’t know for real “WHY” you’re doing it. If you don’t know “why” then the “HOW” just doesn’t matter.
What is Influence?
Influence is nothing more than being able to attract a group of people who hear a message, relate to the message, coalesce around the message and take action.
Many people believe that leadership is something one has or doesn’t have. But that’s not true. Leadership is developed and then it’s earned. The ones who appear to “have it” are merely individuals who are charismatic. They may or may not be leaders.
Leaders influence people to take action and then lead them through it.
Characteristics of Leadership and How it Applies to Marketing
Allow me to share 7 ideas of what I believe leaders do:
- Leaders ensure that people not only see the vision; they live it themselves and inspires others to live it alongside them.
- Leaders learn how to understand people, get into their shoes and then exude positive energy and optimism.
- Leaders establish trust and competency with candor, transparency, and credit.
- Leaders have the courage to make unpopular decisions and gut calls.
- Leaders probe and push with a curiosity that borders on skepticism, making sure their questions are answered with actions.
- Leaders inspire risk taking and learning by setting the example.
- Leaders celebrate.
Can you see why leadership is developed?
Now, these principles apply to every single area of your business and life and these are the principles that I personally live by. But how does it apply to marketing?
For one, you have to earn your audience. You have to know and understand your audience’s problems, needs or desires and DEMONSTRATE to them that you are the one who can help them.
Over the last week I have seen a lot of new websites revamped. Some are by people that I network with both online and offline and I admire them and their work beyond measure.
I want to share with you why some of those websites fall flat and are void of any influence and it’s for one simple reason:
It says that it’s all about them, not their audience
When I see “I”, “I”, “I”, “we”, “we” all through the text there is an immediate problem. Leaders rarely speak in first person and the focus is never on them.
The focus is always on the message!
What is a Message?
I’m going to be talking about this in a webinar coming up on January 21st, so I hope you’ll check it out.
A message is a highly specific, highly tailored form of communication that solves one problem, meets one need or fulfills one desire for one person in any one piece of content.
Recently I had someone say to me that what I’m asking for on “Home” page is impossible.
It’s not impossible when you go through a process that helps you identify what your message “really” is.
This is hard, no question. That’s why this is a form of leadership. Leadership and influencing is not EASY!
Sylviane Nuccio is a current client that is in process and about a month ago she said; “I could never do this on my own.”
After several weeks we had identified:
- Numerous tangible values that her clients experience and how they felt about the experience after having worked with her.
- The highly specific problems that she solved for each tangible value
- Who she “specifically” solves each problem for
We then looked at each problem and I asked her to write one word next to the problem that explains or describes that problem. We then took all the words (I think there was around 30-40 words), grouped them and did it again until there was only a few words left that encompassed all of them.
By the time we were done she had a full, working definition of the “business she is ‘really’ in” and and a new foundation to understand her business and message.
I’m not going to share it with you her work just yet, I’m going to let Sylviane share it with you in the near future when she takes all the hard work she has done and is ready to show it to the world in her website. I will say this; it’s impressive what she came up with!
What Sylviane has done is learn how to start talking to her audience (the one’s she really wants to attract) in a way that relates to them and is about them. It’s not about her. She will have a home page that talks directly to her audience’s needs.
It’s not about “I”, “we” or “me”. It’s about THEM!
Leadership always puts the point of emphasis on others and when we create dynamic content through our core message that is repeated over-and-over again about the impact we can make through helping others we create influence.
Subconsciously, and sometimes consciously, people know when it’s about them or it’s about me (or you).
People always are interested in themselves and their needs. That’s why they want to learn from you, talk with you or buy from you; because they felt that you understood them!
That’s a function of leadership and influence.
Just to bring the point home, In a recent IBM study, 90 percent of marketers agree that personalizing the customer experience is critical to their success. Despite this widespread agreement, nearly 80 percent of consumers stated that the average brand doesn’t understand them as an individual. (Access the study on the Begin Here page)
Influence always has a message behind it that is about the audience.
When you have a great message it brings sales without you ever having to present yourself as “salesy”. Sales doesn’t have to be hard if you’ve created the influence necessary to win over your audience.
Do you have it?
If not, do you want it?
If so, Click here or on the image below of the book cover to get a free copy of my eBook titled “The Shift – Making the Fast Paced Transition from Mass Marketing to Context Marketing”
Do you have thoughts, ideas or questions? If so, please leave share with me below in the comments and let’s chat. I would love to engage with you!