MSI Blog

I had an experience last Friday that reminded me once again of the power of being real.

I have the opportunity of serving as a board member for SCERA, a non-profit arts organization that has served countless patrons and artists in all facets of music, acting, visual arts, etc. for an impressive 75 years. As part of my involvement, I enjoy meeting many of the music artists who come in concert. Last Friday it was Lonestar, the country super-band.

I have another connection to these events in that my mother hosts the pre-concert VIP dinners and photo ops for the visiting celebrities in her Architectural Digest-quality back yard (it's over an acre of pure visual pleasure). This yard is her baby now that her babies are all grown. She keeps it meticulously manicured. It's her almost-full-time avocation.

Following most photo ops, the celebrities are whisked away by their managers to prepare for the show. But on Friday, something different happened. Dean, Lonestar's keyboardist, had asked about whose yard they were in and had complimented my mother on her amazing work. The rest of the band joined in the conversation. Within a few minutes, the group had broken into a few smaller groups with casual, real life conversations taking place. The talk was about family, friends, and life. Nobody needed the spotlight. No one was anything more than just another human, connecting in meaningful and real ways as humans do. For some 20 minutes I enjoyed the conversations along with other family members who were there. Cody, Michael, and Keech, Lonestar's other three members, were as real and down-to-earth as Dean.

Comment (1) Read More...

Life gets busy...especially if you're a multiple-hat-wearing business owner or employee who has had extra duties piled on due to the economic slowdown. Too often important tasks, like marketing, get pushed aside for seemingly more urgent duties. Clearly that's dangerous. Now is the time, perhaps more than ever, you need to be actively marketing. So what's the solution?

Don't get caught up in the mindset that you need to set a day (or more) aside for marketing to get caught up. We both know that likely won't happen. Instead, set an amount of time each day you're going to dedicate to your marketing efforts then stick to it just as you would a client meeting. (I'm assuming you're not blowing off client meetings saying, "I just don't have time for this today.") Your marketing should be viewed as being just as important as serving existing clients. After all, if it's not, you'll arrive at a point you don't have clients to serve. And neither of us want to see that happen.

Depending on your situation, you may need to dedicate just 30 minutes a day to marketing. Or maybe your primary function is marketing, in which case you may spend hours on it. Whatever the case, choose a workable amount of time, PUT IT ON YOUR CALENDAR JUST AS YOU DO YOUR IMPORTANT APPOINTMENTS, then keep this appointment with yourself consistently. You'll be amazed at the success this small act will create for you.

Do you have ways you've found to make your marketing happen? Please share them by commenting.

Comment (1) Read More...

Many business owners and marketing people fall into the trap of feeling like they need to tell their whole story to every prospect in their entire marketplace. Every ad is overloaded with information. Every sales letter gets into the fine details of why their product is the perfect solution for everyone. Every presentation meticulously addresses all aspects of the company's services. STOP!

Get specific with your audience. Segment your marketing efforts and be as to-the-point as possible based on each group's interests and wants. Once a prospect is in the door--or after he has become a client--you'll have the opportunity to spoon-feed him with more information about additional products and services you offer. Don't confuse him to the point you're just more of the noise with which he is bombarded each day. Stand out by being simple, direct, and compelling.

Here's to your marketing success!

Bryan Waldon Pope

Comment (3)

Once bitten, twice shy...

This seems to describe many people's apprehension to engage in marketing activities with ever-tightening budgets and far too many failed marketing campaigns under their belts. So what's the solution?

It's simply this: Refuse to roll out any unproven, full campaign without testing it first. Consistently testing will save you money, heartburn, and gut grinds. A failed test will simply let you know what doesn't work so you can tweak and re-test. A failed campaign, on the other hand, may mean significant losses. I've even seen it cause the ultimate demise of businesses during these lean times.

Comment (0) Read More...