Ep 2. Selling
Selling. The dirty word. Makes you cringe. A natural reaction. When it’s understood as we’ve been taught: convincing, finding ways to sneak in things that will be (mostly) in your favor, doing whatever it takes even when it feels wrong. You can try a different conception of Selling: “Helping people you like get what they want” Jonathan Stark. Because selling can be seen as not trying to convince anyone of anything. It’s vetting them to see if they’re a fit for you. Vetting them if it makes…
Ep 1. Push and Pull
Push or Pull marketing? None. Because they don’t actually exist. Here’s why. What most seem to forget is the final part of it: Push or Pull marketing strategies. It’s actually a strategy that gets applied to the customer in a context of distribution (aka how you get to more people buying). What does it mean, anyways? It takes the center on the customer. It’s a push ON them or a pull FROM them. Has nothing to do with you. (: Push You push your offering towards your customers. You take…
A new series
Pre-S. Got down on a flu for a few days. No fun at all. But all good. We’re back at it. 🙂 Now, onto our thing. A new series: Marketing misconceptions It’ll be a few dailies on things clients, friends, and lots of people have a sort of an understanding, but easily gets mixed up with other things —or in the ways that things were taught. Having these things better understood will bring you clarity in your decision-making for your business. It will certainly give you an advantage to most of your…
One thing that will kill your business
The wrong focus. On customers that are not profitable. On products that no one needs. On numbers (revenue, sales), over profits. On people who just won’t do the thing or put the work. Choosing is hard, yet simple. You’ve always known what you should do. Take that first next step and just start.
Surprise
To deliver surprise you need to be comfortable with risk. No risk, and you’ll be expected, predictable. And if you want to stand out in your market, predictability works in favor of your competitors. Awe them. Awe your customers.
Morally incorrect?
During a conversation this past week, I heard that. That raising your prices 5X or 10X, or charging one client different (probably 10X more) from another is not fair. Or that it’s wrong. What are your thoughts on that?
Fake it till you make it.
BS. What if you reframe it? And just see things from what you know, and adapt it to them.
Creative strategist
(Doom)Scrolling through LinkedIn a post popped up: creative strategist. Is there ANY strategy that doesn’t require creativity? How can you create advantage —and bring it in a surprising way— (2 requirements for any strategy), if you bring the same as everybody else? If you’re not creative? Spoiler: You can’t. You don’t. And what’s creativity? The ability to see. Mihaly Csikszentmihalyi
Maximizers
In The JOLT Effect, a maximizer refers to a type of person (buyer, in this case) who: Wants to make the absolute best possible decision, not just a good one. Wants to explore every option, analyze all data, and compare thoroughly before committing. Often fears messing up (making the wrong choice). In short, someone who is always trying to get the lowest possible risk. The trade off is, though, that all of this happens at the expense of risking the inaction of now. It can (it does) take many…
Revenue ≠Value
Creating value is not the same as creating revenue —and viceversa. Increasing your revenue can be a good indicator of something happening: the market finding your offerings attractive, making a simpler process for your customers to buy, increasing volume of sales, increasing prices, etc. YET, when your cost structure remains, your revenue minus costs will stay pretty much the same (because your costs are proportional to your revenue on most of the situations above). Revenue can deceive you….
