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Transparency leads to trust

March 29, 2017

I really don’t like surprises. Granted, I’m anti-surprise to the extreme. I used to drive my mom crazy by ferreting out where she hid the Christmas gifts and then “guessing” what I was opening on Christmas morning. I suspect most people aren’t quite that determined to avoid surprises, but the reality is, especially when it comes to business – we don’t like them. Your customers want transparency, not surprises.

There’s an excellent book out there by Patrick Lencioni called Getting Naked, A Business Fable About Shedding The Three Fears That Sabotage Client Loyalty. The core message of the book is that the more transparent we can be with our customers the more they learn to trust us over time.

Businesses are often plagued with customers who have doubts, uncertainties and unexpressed concerns. Those emotions breed mistrust and worry, which leads to a lot of questioning, push back and micro managing from your clients.

I’d like to suggest that there’s a different way, as does the book Getting Naked. I think many businesses operate under the misguided notion that clients shouldn’t see you sweat, know if there’s a potential problem or will throw a fit if you explain your pricing to them.

I think that’s a recipe for disaster. Here are some areas (I call it the three Ps of Transparency) where transparency can lead to trust, better customer relationships and increased sales.

Pricing: This is probably one of the biggest areas that needs more transparency. I believe many businesses are uncomfortable talking about their pricing because they’re either not sure how to justify the cost, know they’re not the cheapest game in town or hate the negotiations that come after the initial price is outlined.

We can’t let our money insecurities trickle down to our clients. If you are uncomfortable with your price point, maybe you need to think about how to add more value to what you deliver so you actually believe the client is getting a bargain. If you can’t hold your head up high when you talk about your pricing, then the problem is in what you deliver, not with your customer.

Process: If you’d like your customers to stop calling and asking for updates, proactively give them not only an outline of the entire delivery process but frequent updates. When they know exactly where everything is at, they will stop asking.

The other factor related to process is that for some reason business people believe that they can’t admit they don’t know something. So they fake it. Unfortunately, most of us aren’t that good at faking it and the client gets this vague sense of unease, which leads to more micromanaging on their part.

Saying “I don’t know” is a perfectly acceptable response as long as it’s followed with an explanation of how you’re going to get the information. We have to get over the idea that our clients expect us to be perfect and all knowing.

Problems: This is the biggie. No matter how buttoned up you are, sometimes there are issues that cause delays, errors and other undesirable results. This is the worry that keeps your client awake at night. And the companion worry for them is that it’s going to be a surprise.

The minute you get an inkling that there might be a problem – tell your customer. Give them as much advance warning as possible and carefully outline the possible solutions or workarounds. If it’s your fault – tell them. Don’t mince words or make excuses. Own up to it, clearly and directly apologize and then tell them how you’re going to fix it.

If you want your customers to trust you and to grow to rely on you – remember that they know you’re human, they know mistakes happen and all they want from you is your honesty. Weave transparency into every interaction and watch the trust grow.

Sometimes nothing is better

March 22, 2017

There is a required critical mass in terms of marketing. Sometimes it’s actually better to do nothing as opposed to underfunding an effort. In this conversation underfunding could mean not having enough money but it could just as easily mean not being willing to commit the time, the focus or have the discipline to honoring a schedule.

I get that this is counter-intuitive. Surely it’s better to do something rather than nothing, right? Actually, if what you’re going to accomplish is simply diminishing your resources and not really moving the needle – why bother?

Just to be clear – I am not saying that no marketing is ever a wise choice. Just that you need to be realistic about your resources and allocate them wisely.

Here are some signs that should indicate to you that maybe you’d be better off just putting the money back in your pocket and/or the time back into your day.

If you can’t sustain the effort: Marketing is a marathon, not a sprint. I don’t care how compelling your offer is, how fascinating your story is or how awesome your product/service is – marketing takes time. You can’t speed up the process of when a prospect actually needs what you sell. Sure – you can trigger an earlier purchase with a killer discount or some other enticement, but until they have decided to buy, the ball remains in their court.

Add to that the amount of marketing noise out there. It takes a while to break through the clutter. All of that adds up to the reality – if you can’t sustain something for a minimum of six months, don’t bother doing it. That doesn’t mean every marketing tactic requires a six+ month investment of time or money. But it does mean you need to be ready to make that level of commitment, just in case. If you run out of time or money short of the finish line, you’ve basically wasted that resource and not reaped any of the rewards you might have enjoyed if you could have stuck it out a few more months.

If you’re desperate: I’ve rarely seen any company make a good marketing decision when their back was against the wall. Desperation typically leads to a herky-jerky series of attempts – none of which are well thought out, executed in the best way or left in place long enough to be effective.

Prospects can smell desperation and it’s off-putting, to say the least. If you’re desperate, odds are you’ve taken your eye off the marketing ball because you’ve been so busy servicing clients or developing a new offering and now, your pipeline is dry. Sadly, there is no short fix to that other than to learn your lesson and make marketing a daily activity – even on the busiest of days so the pipeline always has some flow.

If you’re just going to talk about yourself: Until you get it through your head that marketing should always be about, for and in the voice of the consumer, you might as well not waste your money or time. They only care about us in the context of their work or their life. If you can’t frame your marketing to help them understand how you can enhance some aspect of their world, don’t bother.

That’s not to say you never mention what it is you sell. But marketing is about gaining their interest and their trust. That’s accomplished through being helpful, not through selling. They’ll let you know when they’re ready to shift the conversation to sales.

Marketing is something you should do every day but that doesn’t mean every possible tactic is a good choice. Watch for these red flags to avoid spinning your wheels for nothing.

Marketing automation done right

March 15, 2017

According to Wikipedia, marketing automation “refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.

The most common channel where marketing automation is used is email. Whether you realize it or not, you’ve interacted with marketing automation software when you:

Signed up for an email newsletter
Subscribed to a blog by RSS feed or email
Provided your email address so you could download a white paper or ebook
Completed a “contact us” form on a website
Purchased something online

There are lots of other ways to trigger an automated tool but those are among the most common. Marketing automation is often connected to the idea of creating a “drip campaign” where a person is identified as a prospect and is sent a series of marketing communications over an extended period of time so the company can stay top of mind with that prospect.

Some marketing automation is created for a finite number of contacts or period of time. For example, if you download an ebook and then receive three or four emails that are related to that ebook topic – that’s a relatively short run automation. On the other side of the spectrum, we have had some subscribers to Drew’s Marketing Minute e-newsletter for over a decade. Some of them have ended up being clients but many of them have never hired us and that’s just fine. We’re happy to stay in touch and share our marketing expertise with them.

Whether you are thinking you’re going to create a short or long run automation, there are some best practices you should keep in mind:

Remember, you’re the guest: You’ve been given permission to be in your prospect’s inbox, so you need to remember that you’re their guest. They can ask you to leave just as quickly as they invited you in. Like any good guest, you want to be interesting to them and not overstay your welcome. In email terms that means sharing helpful content versus sales pitches and not bombard them with emails.

Wear a white hat: No matter what kind of marketing automation software you use, from the simple ones like Mail Chimp or Constant Contact to the more complex InfusionSoft, Marketo or Hubspot – they will be scoring your email behavior. If you send too many emails to bad email addresses, or your recipients report your email as SPAM (this happens a lot if you buy an email list rather than growing one organically) then your provider will either restrict the emails you send or they can shut you down completely. Always practice white hat email practices to stay in their good graces and to actually have successful email campaigns.

Add a human touch: Automation is awesome and it helps you stay on track, on a schedule and under your prospect’s nose. But sooner or later, they may want to actually communicate with a human being. Be sure that someone is actually watching for responses and reacting to any questions, feedback or requests for more information. I know that should be obvious, but you’d be amazed at how many companies do not monitor the email address that they use with their automation.

Don’t treat everyone the same: Someone who completed a form requesting more information has a very different motivation than someone who gives you their email address in exchange for an ebook. One of the best features of marketing automation software is that you can create different paths for different people and you should take full advantage of that.

Marketing automation is only going to get more prevalent and more sophisticated. Learn and perfect these best practices now and reap the benefits.

Your visuals need your attention!

March 8, 2017

No matter what kind of marketing we’re producing, it seems like we give most of our time and attention to the words. We agonize over the messaging and each and every syllable. And rightly so – they’re all very important. But for some reason, we don’t give our visuals anywhere near as much attention. That’s a huge mistake and it’s keeping your marketing from being as effective as possible.

Remember, we are visual creatures. Sixty-five percent of human beings are visual learners and even if we’re not wired that way, all of us process images 60,000 times faster than we can process auditory or written messages.

Ninety percent of what is communicated to our brain is visual. And much of the information is visually communicated in ways we aren’t even aware of at the time. We take in so much more than we realize and much of it is emotionally based. We react both intellectually and emotionally to everything we see.

Why does all of this matter? Emotions are at the core of every buying decision and long before the cash register rings – emotions allow us to form the know • like • trust chain that leads to that first purchase.

When we talk about marketing visuals, the possibilities are vast. I want you to think about everything from:

The simple aspects of your visuals like the size and shape of your marketing materials: Think about how much more we notice a square brochure versus the traditional tri-fold that fits into a #10 envelope. We’re drawn to die cuts, round business cards and websites that leverage shapes to get our attention.

Color selection: Too many companies disrespect their own color palette because someone in the marketing department is bored. Beyond protecting your brand visually by not messing with your corporate colors, remember that color is a great way to show emphasis, guide someone through a marketing piece or create eye rests on digital pieces.

Illustration versus photographs: Is what you’re trying to communicate a concrete thing or is it conceptual? What kind of a mood are you creating? Which option would be more surprising and arresting? A visual isn’t just a placeholder. It needs to add to the understanding of your message or it’s a waste of space. If you feel like your visual is trite – it is.

Stock photography versus shooting your own: This is a tough one for people because of the perceived cost variance. But don’t dismiss shooting original photography. The ability to control the mood, feature real locations, people and situations and the authenticity can be worth the expense. One budget helping option is to shoot your most vital visuals and augment them with well-chosen stock.

What kind of chart/graph would best communicate your information: When you are trying to communicate a complicated concept, charts and graphs can often be helpful. Sadly, most people cram so much into each visual that they render them useless. With charts and graphs, remember that less is more. Be mindful of the relationship between each fact you’re including. That should suggest the type of chart or graph that would best illustrate the connection.

If you’re creating an infographic, what is the storyline? Infographics are the hot “new” visual tool but most companies miss the mark. An infographic should do more than spew out stats or data. The real power of an infographic is that it can actually tell a story. Identify the arc of your story and let the visuals and facts move the viewer through the arc.

Your visuals should not be an afterthought. In fact, they often communicate on more levels than the words you so carefully craft. Give your visuals the time and respect they deserve and your marketing will be the better for it.

How’s your marketing game plan going?

March 1, 2017

I know everyone is anxious for spring to arrive but you have to admit, March got here in a hurry. You’re almost 25% of the way through the year. How are you doing on meeting your goals? If you aren’t hitting all your key metrics, maybe your marketing game plan is a little off.

Rather than wait until late in the year to do a course correction, let’s do it now so you still have most of the year to make up any lost ground. Let’s look at some of the common mistakes that get made.

Depth not breadth: While I applaud people for being ambitious, the truth is, most marketing plans are unrealistic. Even if you had nothing else to do all day, you’d never be able to execute everything you have in your plan.

That doesn’t serve you well. What usually happens is that a company kicks off the year with all of these big and bold marketing initiatives. But because you have so many plates spinning, you can’t possibly attend to all of them. Which means none of them get enough time and attention. As plates crash to the ground, you abandon many of the tactics in the plan and really have no idea which ones could have gained traction. Or you’re very hit or miss on your execution, which sends the wrong message to your audience.

Here’s my suggestion. Do about a third of what you thought could be accomplished. But, do that one-third better than you could have imagined. Great marketing is about leaving a lasting impression. It’s tough to do that with mediocre messaging or execution.

Deadlines are not optional: When you cut out two-thirds of your tactics, you absolutely can and need to deliver on the one-third. That’s not just about quality. As mundane as it sounds – deadlines matter. When you tell someone you’re going to send out a monthly e-newsletter and it goes out 7 times a year — that sends a message. When you offer quarterly webinars but cancel them because you under promoted them and didn’t attract enough bodies –- that sends a message.

After you trim back your marketing plan to a manageable level, you must commit to the timeline. This is particularly challenging if you wear other hats in the business. It’s easy to run from customer fire to customer fire. I hate to tell you, but the only time your own marketing is on fire is when the ship is about to sink. Don’t wait for that to happen. Your customers make their needs a priority for you. You have to do the same for your own marketing. If you do not carve out and protect the time, it just won’t get done.

Talk less, listen more: The marketing monologue is dead. There are so many ways for your consumers to talk to you, about you and around you – you’ve got to make listening a priority.

Do it formally by launching customer surveys, creating a client review board, or ask your best clients to test new products for you as part of an insider’s club. Do it informally by chatting with them at trade shows about how they’ve adapted your products, hang out with them on Facebook or in forums where they gather to talk about their work challenges.

Your best customers have plenty to say. Your least satisfied customers have plenty to say. The ones in the middle don’t care enough but if you show them that you care, they just might.

I know you’re probably tired of hearing me say this but marketing is simple, which is why it’s so difficult. We can’t help ourselves. We complicate it and muck it up. If you’ve gotten off track, now is the perfect time to do a course correction.

Help – my digital display ads aren’t working

February 22, 2017

I recently got an email from a reader who was struggling with their digital display ads. They were underperforming and the business owner was considering pulling the ads.

Here’s what I said back to her.

Thanks for your email and the stats on your digital ads. You’re right, based on industry standards, your click-through rate of less than .1% is not within the gold standard of an effective campaign.

Before I dig into some of the reasons why your ads may be underperforming, remember that click-through is just one metric used to measure the effectiveness of a digital ad campaign.

With any rich media that includes brand creative, engagement rates are just one aspect of the ad’s success or failure. Many companies view their digital display ads as being a tool to drive brand awareness as well as a direct response vehicle. Unfortunately, it’s tough to measure that sort of uptick in brand awareness, which is why most people default to their click-through rates.

You also need to recognize that there are lots of ways a person can find your business without clicking on your display ad at that given moment. Think about your own behavior. I’m sure there was a time you saw a banner ad that caught your interest but instead of clicking on the ad, you did a search for the company or product in your favorite search engine, or just typed the company’s URL directly into your web browser. The ad you saw made an impression on you and got you to take an action. You might have seen that ad on the same day but probably not. When it was convenient for you or your need escalated and you were ready to buy, you found the company and became a customer.

The importance of seeing your ads becomes even greater when we start talking about retargeting. If someone has already been to your site and then they start seeing your ads, the likelihood of them returning to your site is greatly increased.

But I do want to address your question. Assuming the main reason you’re running digital display ads is to trigger an immediate action, here are some reasons why your campaign is underperforming.

Bad creative: Regardless of the medium, creative matters. If your ads are not visually arresting, if your message is not attention grabbing or if your visuals are boring – you’ve got trouble.

Too many words: Many people cram too much into a digital ad. You need to think of it like an outdoor board. Depending on the size — seven to ten words at the most is a good rule of thumb.

Wrong websites/audience: It’s easy to place digital ads. It’s not always easy to place them in the right spots. If you can afford it – let a professional help you.

Bad offer: Keep in mind, your ad needs to offer the viewer something so compelling that I am going to stop whatever I am on the web/mobile to do and click. So it can’t be subtle, boring or unimpressive. You are trying to literally stop me in my tracks and get me to change direction. That takes oomph.

No call to action: Give me a reason to click. Offer me a free ebook, free trial, 20% off or something. If your ad doesn’t tell me what my reward is for clicking on it, odds are I’m not going to unless I was already actively looking for whatever you sell.

Digital display ads are often a very cost effective tool in your marketing arsenal. But like most tactics – there are some best practices you need to follow if you want to enjoy a healthy ROI on your investment.

Remove the barriers

February 15, 2017

I recently spent some time at Walt Disney World and observed how brilliantly they remove barriers for their guests.

There’s a free Disney shuttle from the Orlando airport to any Disney hotel and back to the airport at the end of your trip. Once you’re on property, there are free shuttles to all the theme parks and other attractions (like their water parks, putt-putt golf area, Disney Springs – their dining and entertainment district, etc.) If you don’t feel like taking a shuttle, you have other options like monorails and boats that can get you around as well.

That free transportation probably saves the average family a couple hundred dollars in rental car fees for the average 4-5 day visit. In fact, most Disney hotel guests don’t bother with a car at all.

Given that Disney wants to fill those hotel rooms and keep their guests on property for as much of the vacation as possible – they just removed some significant barriers to make that happen.

You don’t need to know your way around. Just get on the right bus. It’s efficient and free. Now, if you want to visit Universal Studios or Sea World – you have to rent a car or take a cab. Most families, given the sheer volume of things you can do on Disney property, will just opt to stay put. More money in the Disney pocket.

But the transportation system is peanuts compared to their new magic bands. They are a master class in removing barriers. That wristband is your room key, your ability to charge food, merchandise, tickets, etc. and gives you the ability to skip the lines on popular rides. They have a corresponding website and app so you can customize your vacation months in advance or on the fly as you walk through one of their theme parks.

I was just there for a week and never had to pull out my wallet. Every member of your party has their own band and, if you want, their own charging privileges. Imagine the increase in food, beverage and merchandise spending since they implemented this program.

But don’t think barrier removal is just for the big boys. Every one of us has the same opportunity to identify what slows down or gets in the way of a potential buyer during their customer journey and blast it out of the way.

Here are some of the areas many businesses could make smoother/easier:

Contract/Project sign-offs: Are you still sending your clients paper contracts to review and sign? Then what? They either need to fax them back (assuming they still have a physical location and a fax machine) or they have to scan them so they can digitally get them back to you. Why not use one of the many e-signature services available today? With a few clicks, the authorization is signed and work can begin.

Access to you: People hate voice mail and with good reason. Why not forward your work number to your cell or better yet – get a number that intuitively knows which phone to ring, no matter where you are. At the very least, in your voice mail message — give them another way to reach you (email, mobile number) if it’s urgent.

Anticipate their concerns: The bigger your price tag, the more concerns your prospects are going to have. Answer their questions and worries before they ask. Create a FAQ section on your website. Include a PDF of it with your proposal. Go out of your way to answer all of their worries before they even express them.

Spend some time identifying the biggest barriers in your business and put together a plan to reduce or eliminate them all together. That could lead to an impressive 2017!

The question behind the question

February 8, 2017

If you were ever to become an employee at Walt Disney World, you’d go through a class called Traditions. You’d learn all about the vision and legacy of Walt Disney and all the ins and outs of working at your one specific location. If you were slated to work at the Magic Kingdom, one of the things you’d learn is that the most common question asked is “what time is the 3 o’clock parade?”

The trainers use this absurd question to teach their new cast members (what Disney calls employees) a very important lesson that is just as critical in marketing as it is in theme park management.

The lesson is this: look for the question behind the question. When people express a concern or raise a question, there’s often something underneath that initial inquiry. But to figure out what’s really at the core – you have to understand your audience and their heart a little.

The people that ask, “what time is the 3 o’clock parade?” have waited on a curb for one to two hours for the upcoming parade. They’ve probably saved for more than three years to afford the trip to Disney in the first place and they probably will not be back for a few years at least. Which means that they are very invested in this vacation and one of the highlights of their day is supposed to be the big parade. Their kids are (by mid afternoon) tired and a little whiney so this parade had better be awesome. What this harried Mom or Dad is actually asking is “what time does the 3 o’clock parade pass by this exact spot and are we in a good viewing location?”

If the cast member didn’t understand the stakes for the average Disney guest – they might offer a snide reply or give the guest a look that says… “Duh.” Hardly a stellar customer service moment. But imagine how a guest feels after asking that question and having a cast member say, “the parade is kicking off in Frontierland, so it should be here by about 3:20. And you’ve got a great spot for not only seeing the parade but interacting with some of the characters.”

That’s real communication. That’s anticipating what your customer really needs. And that’s the kind of customer care and understanding that earns repeat business. So how do you apply this idea of understanding the question behind the question to your organization?

Dissect your FAQs: Make a list of the questions your staff gets asked most often. And be sure not to exclude anyone – your accounting department, your shipping crew, and the people who handle returns. Ask anyone and everyone to help you put together a master list.

Bring together a diverse team from your organization and really look at what’s underneath those questions. Force yourselves to go beyond the expected assumptions. Ask “what if” questions to explore new possibilities.

Look for patterns: Patterns suggest that there’s a common thread or behavior worth investigating. Don’t dismiss them, especially if it’s around a product/service that isn’t selling as well as you expected. Odds are, there’s something underneath the lack of sales beyond what you’re assuming. Every objection hides an insight underneath.

Test your theories: We know assuming is dangerous so be sure to test your new insights. Whether you use customer surveys, access a client advisory board or do some A/B testing with ad messages – make sure you get validation. Once you do, you can start folding the new insights into your marketing messages and materials.

Everyone wants to do business with a company that truly gets them. Understand what they’re really asking so you can demonstrate that you’re the right choice.

Music to my ears

February 1, 2017

As I was listening to one of my favorite playlists today, I was struck by how emotional music can be. A certain melody or specific song has an amazing ability to trigger our emotions in an instant. Ask any runner and they’ll tell you that one of the ways they set the tone for their run is by pre-programming the music they’ll listen to when they run. Many writers swear by the same technique and have spent hours putting together just the right mix of songs to inspire their work.

You’ve probably noticed how music impacts your reaction to TV commercials, videos, and podcasts. In the short run – it sets the tone and tempo for the piece and gets your emotions fired up. But in the long run – just the first notes of a familiar jingle can have you repeating the company’s tagline or theme song lyrics. And that connection lasts for decades.

If I could magically make this article play the first few bars of “I’d like to teach the world to sing” many of you over the age of 40 would be subconsciously reaching for a can of Coke before you could remember why. That campaign ran in 1971 and we still have that trigger embedded in our memory decades later. That’s powerful.

Music is a connector. It connects us to memories, people, and stories. Marketing is about making a connection with your audience.

You don’t have to be producing a multi-million dollar TV spot, video or audio show to leverage music’s impact. There are plenty of ways for marketers of all sizes and shapes to work music into their marketing plan.

Sponsorship: According to Billboard, live concert attendance is up over 20% and there are no signs it’s slowing down. What? You don’t have the budget to sponsor Madonna’s new tour? No worries – look no further than your own local music scene. Most communities are producing some incredible local vocalists and bands that are performing on a regular basis.

Odds are these musicians haven’t had a lot of experience in being sponsored so you may have to carve out a deal from scratch. But just like the nationally known artists – each of these local talents has a following. Find the singer or group that has attracted the audience that matters to your business and see if you can strike up a deal.

Customize your music: If you’re creating a jingle or want to have a consistent piece of music associated with your company – don’t buy something off the shelf. Have a piece of music composed that you can own and use for years to come. And remember – sometimes the words are what makes a jingle stink. Instrumental music can be even more potent if it’s well written. Again – there are plenty of local composers who have both the talent and equipment to help you bring the musical spirit of your organization to life.

Set the mood with music: Whether you have a retail store or you deal with your customers over the phone – you have the opportunity to establish the tone of your interactions with music.

Here’s the key to this strategy that is often missed. If you are not the same age/demographic as your target audience, remember – it’s not about what you like, it’s what they like. Have you ever walked into the store Hot Topic at the mall? You immediately know (if you’re over 20) that you are not their target audience. Use your musical selections to create a welcome mat for your right fit customers.

Whether you’re putting together testimonial videos, a radio series or creating a live event – don’t forget to think long and hard about music and how you can elevate your results with it.

Will it work?

January 25, 2017

I was sitting with the leadership team of a new client during an onboarding meeting and we’d gotten to the “do you have any questions for me” stage of the meeting. One of the senior people looked at me and said, “Yeah, I have a question. Will it work?”

I’m a big fan of being straightforward, so I appreciated the opportunity to be equally frank with him. I said, “Well, that all depends on you and the rest of the team. I know our part of the equation will work.”

Marketing, no matter the product or service, is about connecting with the right audience in a way that they find interesting/helpful so that when they’re ready to buy what you sell – you’re in the consideration set.

Within that reality are several places that things can go awry and when something does get off track, the marketing results suffer or over time, the marketing might not work at all.

What are the must do elements to making your marketing work? Here’s what I shared with my new client that day to answer his question, “Will it work?”.

We have to be consistent: Marketing is like investing in the stock market. You never know exactly when the market is going to go up or down, so the wisest investment strategy is to invest consistently so you can be in a position to take advantage when it goes up. The same is true with marketing. You never know when a prospect might be ready to turn into a customer. So you have to be consistently in front of them with messages that are attention worthy so that when they are ready, you are top of mind.

Where companies mess this up: You start something but don’t really commit to it. The monthly newsletter goes out four times a year. The blog gets updated once in awhile. Your best customer calling program gets derailed every time you get busy.

We have to narrow our focus: The worst marketing is aimed at everyone. When you try to be relevant to everyone, you can’t help but be very general and broad. It turns out, that’s not particularly helpful or interesting to anyone. The best marketing is when you can get incredibly specific and most people are completely uninterested but the ones who are interested – are very, very interested.

Where companies mess this up: This is a tough one for organizations to wrap their head around. Every dollar is not a good dollar to chase. Knowing who your sweet spot customers are and only communicating to them requires incredible discipline and bravery.

We have to be customer-centric: If your marketing is all about you, you’ve lost the battle before you’ve even started.

Where companies mess this up: You blather on about you. You talk more than you listen. You push for the sale too soon rather understanding there are many tiny next steps that need to come before the ask.

We have to make the marketing to sales connection: The only way to be confident that your marketing is worth the investment is to track prospects through the sales funnel and identify what got them there in the first place.

Where companies mess this up: Most companies either can’t or don’t put the mechanics in place to accurately track and measure conversions.

It seems so simple and yet very few do it really well because it’s actually a very delicate dance and it’s so easy to get out of step.

Will it work? It will if you: Know your audience and what they care about. Earn their trust by helping not selling and be absolutely consistent in your delivery. Track their progress through your sales funnel so you can quantify your results.

That’s it. Sounds simple enough, doesn’t it?

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