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Value

Aug 31 2012

18 Things You Can Learn About Marketing From Clint Eastwood

You didn’t think we’d go there, did ya? Well, actually, we aren’t going there. Instead…

Everyone has gotten into the act, it seems. Not Clint Eastwood’s act (much discussed; his appearance at the Republican National Convention on August 30), but the “5 of these” and “10 of those” list act.

From Inc Magazine
A List of Lists

Inc. Magazine proves that these are popular – why, just look at this screengrab of today’s “Most Viewed” from the inc.com site.

And these sorts of lists were ON FIRE during the London Olympics, with just about everyone getting into the act.

My personal favorite was from friend and fellow marketer Olivier Blanchard, whose The Brand Builder poked fun rather eloquently at this phenomenon. Here’s the link: 10 Lessons or Something, Olympics, Blah Blah Blah.

News Flash: This is Not an “18 Things”…Post

Now that we drew you in with the clever title, what is it we’re really wanting to talk about?

How To Prove You’re Worth It

That’s right, we’re going to give you a couple of tips to prove – to your employer, to your client, to your prospective employer, to anyone – that you are, indeed, worth it. Here goes.

1. Don’t Compare.

Let’s say you’re jumping into the fray on some contract work, and you’re the leader in the clubhouse. How do you come up with a number that isn’t going to make them balk?

Start by not comparing yourself to established players, or competitors, or, for that matter, anyone else.

It’s easy to get caught up in the “well, if the big boys did this they’d charge X” game. But you’re not the big boys (or girls) and that is irrelevant in this conversation anyway, because you’re not competing against them. Even if you are technically competing with them.

It’s about communicating your own unique value.

2. Look. In. The. Mirror.

There’s something compelling about you. Something that makes you unique. Something that will win you this business, this promotion, this chance to prove to the boss that you can do more than just make coffee.

If you haven’t taken a good POSITIVE long look at yourself, then please do so.

3. Communicate the Value of Acting Immediately

Act Now, Operators Are Standing By!

They aren’t, but another way of looking at this…what is the cost of inaction?

(An interesting take is here from Fast Company: “The $1.3 Trillion Price of Not Tweeting.”)

Sitting on the sidelines costs people every day. It cost me: I was prattling on and on about how Groupon was over-valued, and how I’d buy a whole bunch of put options. I didn’t, those options would be valuable right now, and…well, it’s because I didn’t act immediately that I’m missing out.

This isn’t about whether hiring you (or giving you the promotion or letting you take a crack at the project) is better than hiring the other gal. (Or guy.)

This is about how ACTING NOW is the most prudent thing they can do, short- and long-term.

4. It’s About Contribution

We’ve talked to tons of people about their digital marketing, social media, public relations, communications, and general business strategy. Some have signed up with us, some haven’t.

But in looking back, the situations where we DID get the project were the ones where we were able to show what SPECIFIC CONTRIBUTION we would make. “Because we know X, Y, and Z, we can make an IMMEDIATE CONTRIBUTION to the success of the project.”

How will you contribute?

I’m not sure WHAT Clint Eastwood can teach us about marketing.

But I do know: You can prove that you’re worth it.

Written by Dave · Categorized: Value · Tagged: Clint Eastwood, Communicating Value, Proving Worth

Feb 29 2012

Just One More Day…

Yes, we’re still doing our FORWARD:MARCH webinar series; and we have 7 slots left for private coaching and consulting, too. Starting March 5…

120 over 89
Not perfect, but getting better

We’re jumping on the Time is Money bandwagon today. It is February 29, after all, and this is a day that arrives once every four years. (The site we’ve been working on as a side project – New Frugality – goes more in-depth on the subject as well.)

A confession from Dave: I have to control my blood pressure.

After watching and checking every once in awhile, I was corralled by several people to get it checked for real. So I did, and Doc told me I should get a monitor. So I did that, too.

The photo is today’s reading – and I am in no way declaring victory.

Just One More Day…

Wait a minute, we have that extra day to work with, right? So, whatever it is, we can put it off til tomorrow, right?

Yeah, that’s what I thought. Months ago – when I first went to the doctor for something entirely different and he said: “you need to track that blood pressure.” So I thought I would, but I really didn’t.

In fact, the in-home blood pressure monitor was something I really needed, but put off getting until the last possible moment.

Because I figured I would wait Just…One…More…Day.

Time Is Money – So How Are You Investing?

Right…that old pablum again: if you’re spending 10 minutes on something, but you bill out at $200 an hour, then that’s 1/6 of $200 you could be charging someone for.

Sure, you get it, I get it, we all get it.

Except…I didn’t get it.

The cost of the monitor above was about $40. The ability to track movement of my blood pressure was very important – as it enabled me to get a handle on things like diet and exercise and stress, and how they impact my blood pressure movement.

The time delay may have cost me in the long run, or maybe it didn’t – but I put off making a small but major purchase out of…well, out of the old excuse.

Just One More Day…

If I wait just one more day to get off my bottom, I’ll be in a better mood and things will happen then.

If my business waits just one more day to invest in our marketing, our operations, planning or whatever else, the clouds will open up then.

If I sit this one out and wait just one more day, maybe there will be another event to attend that’s even better, or another opportunity to sit down for coffee with someone prettier, or more connected, or with more money.

I’m not an expert – but I think you can’t wait Just One More Day. Can You?

 

Written by Dave · Categorized: Perspective, Value · Tagged: Blood Pressure, Time is Money

Jun 02 2011

Fireworks and Nolan Ryan

Fireworks
cc License, Camera Slayer
Spending some of my formative years in a University Athletic Department taught me tons. One of the lessons, though, keeps resonating.

I was once Sports Information Director at Chicago State University. It was a great experience for me – I was 22, new to Chicago, and got the reins of what was (and still is) one of the smallest, lowest-budget, NCAA Division 1 programs in the country.

The phrase “in over your head” may have been uttered a couple times.

We didn’t have a ton to work with, facilities back then would not have impressed most high school athletes, attendance to basketball games (the bread and butter program) was sparse.

One of my cohorts – the SID at another Midwestern school that was in our conference – had worked as an intern for the Kansas City Royals, and he and I were shooting the breeze one day, lamenting the dearth of attendance. And he then told me the theory that the early 1990s Royals had about attendance:

“Only two things bring out the crowds. Fireworks and Nolan Ryan.”

Fireworks speak for themselves. Go to the ballpark on a Saturday night, stay to the finish, watch the show.

And Nolan Ryan was, in the 70s, 80s and into the 90s, a machine. A freak of nature (and I mean that in the nicest way, Mr. Ryan) who soaked his arm in pickle brine and threw fastballs, struck out thousands of batters, and guaranteed a show.

How Do You Guarantee Traffic?

Our expectations at Chicago State were pretty low. Win more than 10 games? Not a given. Get a crowd to show up? Not a given. (One year, we had a home game with the University of Utah and 258 people showed up.)

We were also lacking a Value Proposition. Inexpensive family entertainment? Great basketball? $2 Polish Sausage? A band who plays while its own team is shooting free throws?

What are your Fireworks? Who’s your Nolan Ryan?

You have to find this element in whatever it is you’re doing. The essence of what makes you, well, you. This is why some people seem to have that Law Of Attraction stuff working for them, and others are still languishing. This is why some businesses can immediately get you to say yes – and others strike out.

Our value proposition at Chicago State was non-existent. When I write my memoir, we can dissect it blow-by-blow; but it’s awfully tough to come up with a value proposition when a team goes 4-23 one year, 6-20 the next.

But you – your business, your organization, your department – have to have one. Right?

Find it. Write it down. Figure out what value you provide.

Find your Fireworks. Channel your Nolan Ryan.

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Written by Dave · Categorized: Value

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