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Saturday, December 24, 2011
Friday, November 25, 2011
|> I've watched a lot of football over the years, and I have never seen someone in the stands throw a receiver a touchdown pass. Nor have I seen someone in the audience get an assist for a hockey or soccer goal. <|
Prospect: "What sets you apart from the 500 other people who seemingly do what you do?"
You: "I'm in the room with you right now and they aren't."
Saturday, November 12, 2011
Thursday, October 20, 2011
Saturday, October 8, 2011
Saturday, September 24, 2011
Saturday, August 27, 2011
Hint: This is not limited to marketing relationships. Not nearly.
The single line worth reading in this post:Set up a straight line relationship from you to a lead to a sub.
Tuesday, August 23, 2011
"But you can't hear tone in an e-mail, which is why I call people directly," he argues proudly.> Don't be so proud. You can't see expression on a phone."That's why I use Skype," she beams.> Better, agreed, but are we looking to be better or make the sale? "That was a better shot, this time," says the coach, "but you still missed."
Tuesday, August 16, 2011
Saturday, August 6, 2011
Saturday, July 16, 2011
Them: What we provide is innovative in our space.Me: But a quick web search shows many competitors that say they do exactly the same thing in the same way.Them: They're all liars.Me: We can't create a brand based on being the one company in this space that doesn't lie.Them: Why not?
Saturday, June 25, 2011
Saturday, June 18, 2011
Every time I take out a business card, I feel like I'm pulling out a piece of the past.
With vcards, Outlook, CRMs, LinkedIn, QR codes, etc. haven't we progressed past having a small, printed piece of paper with our contact data on it? Even card scanners seem quaint, like they are automating the abacus.
So, let's assume the business-card-as-contact-details-mechanism is dead. Clearly there is a reason we all (or almost everyone) still have them. And I hope you think about these reasons before you order your next box of cards.
To get you started, here are three goals for post-rolodex business cards.
#1 – to be a tiny billboard I.e. to help promote your messaging and value proposition. You can either handle this with a unique design, a unique material, or by putting an advertisement (of sorts) on the back of your card. Or a combination thereof.
If you are decal manufacturer, your card could be a high-quality decal. With a dead-front*, perhaps. If you are an envelope company, use a business card sized envelope. A plastics company? Print your card on plastic**. And the list goes on.
There are other ways to provide a tangible 2" x 3.5" idea of how you are better, faster, smarter, etc. - which could even be by not making your card 2" x 3.5" in size. Remember: the card no longer needs to fit into a card holder, though it might need to fit into a pocket folder.
#2 – provide talking points for networking situations See #1 above, but you can also solve this by adding an interesting line to the back. What question do you want someone to ask you after you hand them your card? What might spur them to ask this?
A few classics, though they might be urban legends, are:
• Putting, "Don't believe me, call my Mom" and her phone number on the back.
• A lawyer with his litigation win/loss score on the back.
Some recent ones I have seen are:
• A QR code on the back of the card.
• A mini assessment (relevant to the company's services) on the back.
• Icons for the company's services lines, highlighted for the area in which the person works.†
To show we, at LargerPond, practice what we preach, our cards are thinner than normal, have rounded corners and we each have a number of different taglines.
#3 – taking notes. #1 and #2 above make this harder, so you might end up with an either/or proposition, but if you want people to write on the back of your cards, or want to write something on yours before you hand it to them, then strongly consider a plain white or light colored, non glossy card. (Why non glossy? So the pen doesn't smear.) I have yet to see a card with "Notes:" and line rules on the back, but it would not be a huge surprise to learn that there are cards like that.
All of the above is anecdotal and from personal experience, since I have seen no studies with real metrics. However, I believe most people just try to make cards "pretty", so any thinking here is likely going to provide value and spur discussion.
In short: Whatever you decide to do will be better than simply making your cards "pretty", especially if there is a business or positioning reason behind it.
*When you can only see the printing if there is light behind it, such as the engine warning light in your car. And, yes, we created a business card like this for Muir Omni Graphics. (See http://muirgraphics.com)
**Maine Plastics has these cards. (See http://www.maineplastics.com/)
†LiquidPrint, a web development firm, does this. (See www.liquidprint.com/)
Monday, May 30, 2011
Saturday, May 7, 2011
"More business? Who needs it? All these clients get in my way of thinking about myself. So, please stop helping me connect with people who want my products or services. I prefer to be poor and lonely."
#1) You can use this an an opportunity to more clearly define your offerings to the referral source. (But be sure to make this a two-way street.)#2) You now have a lead you can provide to someone else in your network.
Wednesday, April 27, 2011
Saturday, April 2, 2011
Complete this simple questionnaire before you even set a date for your session:1. Why we are having this session: (Be specific.)2. What will the long-term results of this session?3. By when do we expect to start seeing these specified results?4. How will we measure these results?5. What will we do to add needed structure and continually reinforce the why post-event?6. Who describes the vision & value at the event? (This is the small who.)7. WHO will be responsible for creating the structure, supporting the day-to-day needs, measuring, and reporting successes and failures to leadership? WHO actually owns these results? (I.e. WHO will be rewarded or punished accordingly?)
Saturday, March 19, 2011
Friday, March 11, 2011
Saturday, February 26, 2011
Saturday, February 19, 2011
|>My thinking, as many know and as I expect I have written in this blog before, is that you need 8-12 promoters in your network. If you do not have them, either go get them or go get a "real" job, since you will have trouble staying in business without them if you rely on rainmaking.<|
|>We need to look for people who can present potential value above the "you should" metric and move to the "you will" one. That term is "Yetis."<|
1) Find the pain for which your product or solution is a clear and obvious salve.2) Create witnesses (often current customers) who cannot imagine why others haven't yet used your offering to salve that pain.
Saturday, February 12, 2011
|>A caveat: No one nor any company should ever stop marketing. Using the analogy above, you should have a plan to continually drive balls onto the fairway. But if your business development effort does not include a strategic, step-by-step plan for moving these people from 1) initial meeting to 2) engaged community member to 3) referral source/prospect, then you are wasting your time meeting them.<|
|>The question is: If you output all your contacts onto a spreadsheet, how many would you have?A better question is: How many more do you need? Odds are (85% likely by my non-statistical count), the answer is none. You already have enough.<|