Posts Tagged ‘marketing’

Be Open To Opportunity

Successful entrepreneurs create their own opportunities for success. Why? Because they know that success is not accidental. You have to make it happen … and you have to actively look for opportunities to make it happen.

 Life is filled with opportunities: people we stand or sit next to, chance meetings, unplanned events, items seen or read, offered projects, ideas that seemingly come out of nowhere. We have to recognize each of them for what they can be if we want to achieve our goals.

 Seek out opportunity and  leverage it into something more. Watch for it. Evaluate it. Answer the door and build on it. Don’t let it pass you by. Successful people are constantly watching for opportunity and, when they find it, they embrace it. They do not wait for success to happen. They make it happen … one opportunity at a time.

We often hear about being ‘on the road to success’. There is no one road to success, but there are a lot of paths and side roads. Knowing which path to take is where strategy comes in. Knowing when to step off the main road and explore a new path is where courage and creativity come in. Knowing when to stop exploring and put the accelerator down for a while in order to get closer to your ultimate destination is where experience comes in.

Opportunity is out there. If you are open to it and actively working toward your goals, it will find you. Better yet: Put yourself in the path of success by focusing on what you want to achieve. Immerse yourself in your topic. Think about it, read about it, talk about it.

Actively look for and create opportunities to be successful and you will be successful.

You’ve heard this one too: ‘Follow the path and see where it leads.’ Opportunity is a path. It is a road that can move you forward, or present a new direction for achieving your goals. Be aware of and open to possibilities – and then act on them. Some will pan out, others won’t. But you will never know what COULD have happened unless you follow the path for a while. In order to truly be open for business, we have to truly be open to opportunity … Lori Martinek, Branding Expert & Author, http://edcgrow.com

Put Yourself in the Path of Success

Successful entrepreneurs create their own opportunities for success. Why? Because they know that success is not accidental. You have to make it happen … and you have to actively look for opportunities to make it happen. 

Life is filled with opportunities: people we stand or sit next to, chance meetings, unplanned events, items seen or read, offered projects, ideas that seemingly come out of nowhere. We have to recognize each of them for what they can be if we want to achieve our goals. 

Seek out opportunity and  leverage it into something more. Watch for it. Evaluate it. Answer the door and build on it. Don’t let it pass you by. Successful people are constantly watching for opportunity and, when they find it, they embrace it. They do not wait for success to happen. They make it happen … one opportunity at a time.

We often hear about being ‘on the road to success’. There is no one road to success, but there are a lot of paths and side roads. Knowing which path to take is where strategy comes in. Knowing when to step off the main road and explore a new path is where courage and creativity come in. Knowing when to stop exploring and put the accelerator down for a while in order to get closer to your ultimate destination is where experience comes in.

Opportunity is out there. If you are open to it and actively working toward your goals, it will find you. Better yet: Put yourself in the path of success by focusing on what you want to achieve. Immerse yourself in your topic. Think about it, read about it, talk about it.

Actively look for and create opportunities to be successful and you will be successful.

You’ve heard this one too: ‘Follow the path and see where it leads.’ Opportunity is a path. It is a road that can move you forward, or present a new direction for achieving your goals. Be aware of and open to possibilities – and then act on them. Some will pan out, others won’t. But you will never know what COULD have happened unless you follow the path for a while. In order to truly be open for business, we have to truly be open to opportunity. … Lori Martinek, Branding Expert & Author

 

The Measure of Success

The measure of success is not whether you have a tough problem to deal with, but whether it is the same problem that you had last year.’ — John Foster Dulles

Lori adds: Problems rarely just just ‘go away’, and there are opportunities to overcome them everywhere. Example: If your website was dated this year, it will be even older next year. Get it updated. Is your image out of synch with your market? Get to work on rebranding.

Don’t spend your 2013 marketing budget promoting an image that already isn’t working in 2012. 

And don’t spend your career, or your life, continuing on a path that isn’t getting you anywhere. Chart a new direction for 2013 and start taking steps to realize your true life’s work. … Lori Martinek, Branding Expert & Author, http://www.edcgrow.com

Stop Selling What You Have …

Stop selling what you have and start selling what they want. People buy benefits, not attributes … always. They buy the promise of a need or a want fulfilled; the anticipation of a wish come true. Sometimes that promise represents a tangible problem solved. Other times (often), it’s an intangible, but equally important desire for status, convenience, belonging or something similarly wishful.

Every branding strategy should start with a SWOT … an assessment of your offering’s Strengths, Weaknesses, Opportunities and Threats. Strengths identify potential benefits. Opportunities identity potential needs. Opportunities in the marketplace that potentially match your offering’s Strengths have promise as competitive consumer benefits … but not quite yet.

Consider the Strengths that you have to work with and identify your target market. Who are the Ideal Prospects for your product or service? They should be people who have a need or a desire that is well-matched with your offering. Then think, carefully, and make sure that you can answer these questions before you proceed further:

• WHO are these prospects?

• WHAT is important to them?

• HOW do they obtain information to make buying decisions?

• WHICH types of media or other information sources do they use to get that information and, therefore,

• WHERE will you be able to find them and speak to them?

Then also ask: WHY is your offering the best one to fulfill their needs? And WHY is it more competitive that what your competitors are offering? There are no simple answers in marketing, but there are very clear, very basic questions that you can (and should) ask yourself before beginning any outreach effort. … Lori Martinek, Branding Expert & Author, http://edcgrow.com

Strong Brands Stand Out, Shine Brighter

A smart branding strategy will help you, your company or your organization Be Visible and Get Noticed by raising your visibility among potential clients, mentors and partners. Visibility leads to awareness and awareness is critical to being top of mind among key audiences.

Strong brands are clear, concise and confident and they communicate clearly, concisely and confidently — online and off. They convey a clear Promise and Benefit and they grow stronger with reinforcement. Visual identity standards ensure that your brand is used and promoted in a consistent way which reinforces its identity and builds visibility and recognition.

A strong brand will get attention and create interest in your offering. Interest creates desire, which leads to action. Action can be as simple as clicking through to your website for more information, sending an email or picking up the phone, or it could be making a purchase or becoming a new client.

Take action to make your brand stronger, by creating a brand strategy that begins with understanding. It is important to understand WHO your target audience is, WHAT is important to them and HOW what you have to offer fulfills THEIR wants and needs (not yours). Develop a brand that creates an expectation for success and satisfaction … and then ensure that the reality matches the promise by providing exceptional service, always. … Lori Martinek, Branding Expert and Author, Owner of ED/c Partners  http://www.edcgrow.com

What Makes A Good Message Strategy?

Your brand’s message must convey a compelling benefit that fulfills a need or solves a problem that your target audience has or finds themselves faced with. If your brand is offering a solution, it must be a solution that is perceived as practical, desirable and believable. If you are describing a bundle of services or strengths, those attributes must be perceived as offering tangible results and being value adding.

Someone has to want, need or desire what you are offering if you are going to be successful. More importantly, they have to know that they want, need or desire your product and its benefits.

A great message strategy sets up a situation or need, makes a Promise, includes a believable Reason Why and asks for the sale — typically in very few words or through a single compelling image. Great advertising and media messages are a challenge to create and the most memorable ones are often stunning in their simplicity (‘Just do it!’). Those of us in the advertising industry know that it only looks easy. An enormous amount of research and thought has to go into the process … Lori Martinek, Branding Expert & Author,  www.pplusonline.com  (Excerpted from Lori’s book, Be the Bulb!. To read more, visit Amazon.com HERE.

Adopt vs. Adapt

Early Adopters seek out new ideas and put them to work.

Adapters put up with what is given them, often reluctantly … and usually without joy.

Adopt versus Adapt.

One is offensive, the other defensive.

One is proactive, the other reactive.

One requires courage and curiousity … a trade off of risk for reward.

The other is more about compliance, complacency … or even fear.

It is difficult to get Adopters to adapt, but it’s easier to sell them on new ideas and products.

Adopters live life and experience it. Adapters cope with it.

 

Adapters will follow Adopters, as their numbers grow.

Target Adopters and they will help you spread the worrd … Lori Martinek, Branding Expert & Author,
http://pplusonline.com
 

Don’t Wait For Success To Happen …

… MAKE it happen! Success comes to those who go after it — in any economy. There’s no magic formula to live by, just four undeniable truths that apply to any business or brand.

Lori’s ‘Four To Live By’:

    – Make Yourself Visible;

    – Plant the Idea;

    – Ask For the Sale;

    – Deliver As Promised and Provide Exceptional Service.

      Always

Servicing the sale is more important than closing the deal. The experience of working with you and your company is what customers will remember. First impressions count, but it’s the perceived experience that makes or breaks a reputation …. Lori Martinek, Branding Expert & Author, http://pplusonline.com

Evolution Always Beats Inertia!

Your marketing strategy, like life in general, must always be a work in progress. People change, markets change, circumstances change, the world changes — and your relation to (or with) all of these will also change and evolve.

 

You must avoid inertia by working to ensure that your offering and your message remain relevant amidst change. You must keep your sites focused on the target, as it moves, to ensure that you keep moving toward your goal.

 

There will always be opportunities to make your company stronger, smarter and more successful. Watch for these opportunities — and then enbrace and expand on them.

 

Evolving brands — and businesses — thrive. Static brands die. Change for the sake of change is not the solution. Considered brand evolution is.

 

Alway be considering your next toward success. … Lori Martinek, Branding Expert & Author, http://pplusonline.com

Six Things You Shouldn’t Have to Figure Out By Yourself

Create Stakeholder Interest, Input and Investment in your brand … right from the start. It is the best way to create an army of Brand Champions. 

Always Base Your Brand In Reality … Make sure that it reflects what exists today, NOT what you hope it will become tomorrow … or at some point in the future, once you’ve had a chance to ‘work on things’.

 

Keep Your Focus on the Target Audience and THEIR Needs … and how what the Benefit that you have to offer can fulfill those needs better than anyone else … or any other place … can.

 

Focus on Benefits, not Attributes … Always. Attributes are features and are often presented as a list. A benefit is the promise that is offered by one or more attributes. Make sure that your benefit is competitive, compelling and believable.

 

Branding is an Investment. Consider it carefully and call in outside expertise if you can. It is always difficult to objectively study your own backyard and see the real strengths and challenges … and …

 

Your Brand is a Valuable Asset. Create it, nurture it, reinforce it and strengthen it, always. Strong brands survive. … Lori Martinek, Brand Expert & Author