You may be pleasantly surprised by something you learn in the process; at the very least, you will have planted an unexpected seed of good will that may pay dividends in the future.

The other day, I received a written note – you know, the kind hand-written on actual paper and delivered by a human mail carrier.

It was kind of shocking.

. . . not because of what it said; it was merely a “thank you” note from a casual acquaintance for whom I had done something that apparently was appreciated. The shocking part was not the message, it was a medium used to express it. Just think: It was an actual hand-written-on-real-paper note!

I’m no fool.

Inasmuch as a significant portion of my modest income is derived from crafting email messages and other electronic communications for clients, I might be the last one you would expect to sing the praises of an “old-fashioned,” surface mail missive. Yet, nevertheless, I am doing just that.

That’s because one of the prime tenants of my marketing philosophy is to create impact by employing unexpected, hopefully refreshing methods of communication (now, who would have thought a simple written note could one day earn that accolade?). But, in this case it is deserved. I suppose its effect on me was intensified because it came from a young man, the rather “hard-nosed” athletic type I simply would never have imagined would make such a sensitive, over-the-top gesture.

The lesson of Old School

Indeed, the sincerity implicit in such a fundamental communiqué got my attention, impressed me, and spoke volumes to me about the heretofore undetected “depth” of this particular message sender. It truly took me by surprise and undoubtedly elevated my opinion of the sender.

And isn’t that one of the worthiest goals of human communication?

It doesn’t take that much time. Look at your “hit list,” pick out a favorite, pick up the phone, and ask if you can be of assistance in any way. Do this with regularity, and you will be grastified by the results you get. Try it – you’ll like it.

A positioning statement should consist of 20 or less words that succinctly define for your prospective consumers what it is that your company does. Such statements can be written or spoken, but in either case should be clear, simple and — perhaps most important — should give a hint of the unique nature of your mission, your products and/or services.

The problem is that too many of these statements contain so many details and superlatives that the listener or reader becomes bored, confused or simply loses interest before getting to its ending. Nowhere is the KISS dictum (Keep it simple, stupid) more relevant than is the case with positioning statements.

Rather than trying to answer every possible question in one swoop (as many seem to be intending), your statement should simply entice the prospect, perhaps making them want to know more. Ideally, it should leave them with a burning (well, at least tickling) question or two about what it is you actually do. This presents you with the ideal opportunity to follow up.

A breakthrough consumer attitude survey recently found that when your marketing message is simple and easy to understand, you increase your odds of success by 70%.

Really good email marketing should inform, instruct or provide other types of relevant, useful information for recipients. Those that merely scream, “Buy this!” give e-mail marketing a bad name; you know, that nasty “s-word.” More people prefer to get their information by email than any other way. But remember, what people really want is to be helped – not hustled!

People will be more likely to value – in fact, understand – what you are saying if you speak a little more slowly. In meetings, I always suspect that the rapid talkers are uncomfortable about, or, possibly, unsure of what they are saying. This may not be true, but it makes for a bit of uncomfortable listening. This is particularly important for leaders in commanding the attention of groups.

Try it. You will think you are speaking way too slowly at first, but with practice it will grow on you and become just another part of your style.

Today, January 7, 2013 is “R-Day” . . . Reality Day, the actual first day of the business year (did you notice that people – including yourself – were still on cruise control last week?).
It’s time to take a deep breath, and come out of the starting blocks with a focus on prioritizing your goals for the New Year. A self-examination of your product/service offerings and how you will market them is a great place to start.
best wishes for an energetic and successful year!

I’ve always said, “I’m an optimist because it doesn’t cost any more to be optimistic.”

Of course, there are other reasons I chose to deliver this particular treatise to start the New Year. They are:

1. Most of the 9,000-plus readers of this newsletter are actual or potential entrepreneurs and, by definition, it follows they must be optimists.

2. To be pessimistic is to have a self-fulfilling prophecy for failure (much like a golfer who focuses on the hazard or the out-of-bounds stakes).

3. Optimism is a key foundation for energy, determination and effort, three indispensable ingredients in any success formulas of which we are aware.

4. All things being equal, most of us tend to achieve what we set out to achieve.

5. Failure is NOT and option . . . right?

That said, we’re amidst a particularly “challenging” economy, one beset with more than the usual number of unknown quantities concerning taxes, insurance, job security and all manner of “cliffs,” fiscal and otherwise. It is important to realize one fundamental fact, 2013 won’t be a period of business as usual.

Where marketing fits in

Recognizing the premise that advertising is about selling what we have, while marketing is about having what will sell, we must first look inwardly at our product and service offerings to determine if they are well suited for our target audience. As a matter of fact, early on, we should even be certain we are targeting precisely the audience that matters most. This should include not only direct prospects but those centers of influence to which they respond (like associates and peers, organizations, the media, etc.)

For most of us, it promises to be a year of “hill climbing”; it’s at least safe to say, a year during which sales may be expected to not come more easily. To combat this, it wont take the enlightened long to select as their weapon of choice energetic marketing initiatives. Certainly, tight budgets will call for overall expenditure controls and utmost discretion in putting together an arsenal comprised of effective marketing moves. Clue: Making at least one impression per month with everyone on your database is a must (you do have a database, don’t you?)

Boiling it down

It starts with a definitive marketing plan. Shredding – or at least amending- the one in place would seem a good place to start.

Marketing plan tips:

• With the help of others, think it through carefully
• Commit it to writing
• Commit it to action
• Give it a chance to work
• Establish benchmarks
• Analyze results
• Don’t be afraid to amend it necessary
• Keep your eye on the ball – and the prize

Happy and healthy New Year’s marketing to all!

. . . This is one option, though we’ve traditionally found it to be a good time for planning, at least in part, for the New Year.

But, even if you decide to make it a quite productive year-end “break,” we hope you will at least take some time out to count your blessings – both business and personal.

Do something as useless as getting caught in the rain playing golf, as I did Saturday, and laugh heartily with friends at the precious time you’ve enjoyed wasting together. Or, pause to watch a child at play, and think back to the time you saw the world through similarly idealistic eyes. Find time to devote energy to an activity decidedly NOT intended to go to the bottom line.

Even if doing so will merely contribute to your lifeline.

. . . yes, I know Santa checked his list only twice. But, he was a pro a list making.

List your top five marketing objectives for 2013, and check your progress with them on or about April 1 (no fooling), July 1 and October 1. Efficiency experts tell us that committing our goals to writing – and following up on them – make chances at least 50% better they’ll actually be accomplished.

Let’s see if they are right.