ADAM’S BLOG

All posts from Adam

466: Taking Care Of You To Take Care Of Business

Ever noticed how you never feel inspired to work on anything important after eating cheap pizza?

  • Junk food is bad for business: It’ll fog you brain and drain your focus. A 10-hour work day may yield only 2-3 hours of useful output.
  • Your mind is fed by your gut: An unhealthy gut creates an unhealthy mind. You may be smart generally, but under these circumstances, you’re really not anymore.
  • An unhealthy lifestyle isn’t noble: It’s actually taking away the very thing that your meaningful, important work needs most: you.

Increase your health, to increase your wealth, to increase your contribution to work that matters.

465: Why nobody wants your sales coupon anymore ​

As enticing as they can be (albeit a little desperate) there’s a better option for the enlightened consumer of today:

  • Coupons are for people who are already interested. But what gets them interested? Unless it’s the mere pursuit of a bargain, initial interest must come from somewhere altogether more emotional.
  • We want to buy things that stand for something. What we stand for. Be it sustainability or sex slavery abolishment, as consumers we wear our hearts on our sleeves, feet, backs, legs, necks…
  • Great brands never seem to ask for the sale. Not like coupons do. Cause-driven organizations share their vision for the world not to ask for a sale, but to enable you to buy as an expression of a shared belief.

What if you traded a coupon for a cause?

(Tip: Work your cause into your communication instead of your coupon. tryABC.net will help you integrate your message.)

464: For those who think “I’ll contribute to good causes when we’re rich” ​

Ever caught yourself staring at a good cause and saying, “One day, I’ll contribute to that cause…when we have more money.”

I think we’ve all caught ourselves saying it at one time or another in our lives. The problem is, it’s completed backwards:

  • If TOMs Shoes didn’t have its 1-for-1 campaign, would you have ever heard about them? Would you have cared if you had? That campaign put the cause on the map–the shoes came along for the ride. Their shoes are good, but lots of shoes are good. Their cause is why you bought.
  • If Product(Red) products didn’t support Red, would you ever buy Red products? Or would you just not bother, or just buy the color you actually prefer? The products selected are usually great, but would we care if it was just… red products? Their cause is why you bought.

What if those brands decided to defer doing social good until “later”?

(Tip: Weave your chosen cause into your existing message, and let people know what you stand for. tryABC.net will help you integrate your message.)

463: Ad value = Add value ​

Your secret recipe is about to be exposed.

  • Ads that sell are dying: Not because they used to be good and now they’re not. But because they were never that good and prospects got wise to it.
  • Ads that serve are rising: Not because it’s a new trend we should all hop on. But because solving problems for others is what business is all about.

There’s no need to wait for permission–or renumeration–to start serving your market. Why keep what makes you such a great fit for them a secret?

(Tip: If we communicate our value right, we can stand apart from competitors who are still merely ‘selling’. tryABC.net will help you make the shift.)

462: Meeting Your Heroes VS Becoming Your Heroes ​

They say you shouldn’t meet your heroes. I’m not sure it makes any difference:

  • Meet them and see their flaws, or don’t meet them and remember they’re flawed. Meeting them doesn’t make them flawed any more than believing they’re perfect makes them so.
  • Meet them and learn from them, or don’t meet them and learn from them. Meeting them doesn’t make them easier or harder to learn from if they’re producing books and trainings you can use.

Learn what you can from their successes and failures so that you can have more of the former and less of the latter. Meetings optional.

(Tip: It’s easy to get started on those two key things, take a peek at tryABC.net to find your focus.)

461: What Comes First In Marketing Online ​

I get asked all the time, “we want to improve our ability to sell online, what do we do?”

And my team and I have routinely seen people approaching this from as many different angles as you can possibly imagine. So what’s the answer?

  • Not where you think you should start: This is the first clincher. Folks tend to start from a linear, tactical mindset where they’re looking for a tool or website hack to make everything work better. That’s not where you’re supposed to start.
  • Where you’re really supposed to start: Getting clearer on who you’re talking to. Getting clearer on what you should be saying to them. If you get those two things right, and then execute on them in the right way, you win. If you don’t, you lose.

It’s really as simple–and as complicated–as that. The temptation to pursue the latest hot marketing hack is compelling. If you stay focused on what matters, you’ll outperform all those with shiny-object syndrome.

(Tip: It’s easy to started on those two key things, take a peek at tryABC.net to find your focus.)