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Hub You - 15 Irrefutable Marketing Proficiencies
“If you want to be happy, set a goal that commands your thoughts, liberates your energy, and inspires your hopes.” Andrew CarnegieThe following techniques when applied consistently, are guaranteed to get results in achieving greater business success, increased sales and personal success. Consistency is key. Be specific and realistic. Practice these techniques daily. These are the same strategies I applied in 1995 when I wanted to enter the speaking business. I was skeptical and wondered if these techniques would really work. By 1996 I was speaking in Ireland, England, Scotland and Wales as an international speaker. My point is not to brag. My point is that if you will diligently practice the following affirmations, visualizations and action steps, you will attract more business success and
14. TEAM
I recognize my weaknesses and that I’m not an expert at everything. To bridge my shortcomings, I surround myself with other experts on whom I can readily call for support or refer clients to. They become my partners and board of advisors and help me grow my business.
15. MINDSET
I recognize that how I think about marketing and selling my services may limit my ability to grow my business. I make a conscious effort to continuously expand my marketing mindset. I look for and learn strategies that allow me to better leverage my unique talents and expertise as my best promotional tools.
That’s the list. Did you keep track of your “score”?
If most of those statements are true for your business - congratulations. But if you realized you’ve got some w
Did you know that maintenance accounts for 50% to 80% of the overall product cost? Well, it does! And while most project managers are fairly good at sizing new product features, many are terrible at estimating the effort required to support a product once it becomes generally available. As a result, maintenance projects are inadequately staffed, companies can’t respond to customer requests in a timely manner, and products never reach payback.This article presents a methodology to help you guesstimate and therefore plan for the maintenance phase of generally available products. But first, let’s define a few terms that are important to the comprehension of this article.MaintenanceMaintenance is defined as the effort associated with fixing defects in a software system af
You see, marketing is more than just one technique. It’s about becoming proficient at many “little” things. Here is my list of a few of those “little things”. I call them '15 Irrefutable Marketing Proficiencies'. Check to see how many of them you’ve already mastered.
1. PASSION
I’m passionate about why I’m in business. What I do impacts who and what I care about. Performing my regular work activities gives me joy, re-energizes me and is my way of contributing to the world.
2. VISION
I can see where my business will be in the future. I’m excited to undertake the tasks necessary to get there. When I talk about my business people around me become enthusiastic and willingly lend their support.
3. STRATEGY
My business is strategically-driven by a long term plan. I don’t get distracted by “busy work”. All activities are results driven. I evaluate all opportunities based on my strategic plan.
4. CLARITY
I’m clear about who my ideal clients are, what problems I solve for them and how I do it. This clarity allows me to save time, money and energy; I only contact and follow-up with people who want and appreciate my services.
5. UNIQUENESS
What I do and how I do it differentiates me from others and creates “top-of-mind” awareness in my chosen niche. My business is unique so I don’t have competition. Others, who offer similar services, simply provide an opportunity for me to sharpen my skills, outsource overflow work and create strategic alliances.
6. MESSAGE
My introduction easily and powerfully communicates who I am and what I do. My message is clear and memorable even to people who don’t need my services. My introduction is benefit-based, jargon-free, describes my ideal clients, their biggest problem and the solution I provide.
7. IDENTITY
My business identity is an extension of who I am. All aspects of my business – from my business cards, to stationary, to web site, to my personal appearance – present a consistent, attractive image that’s appropriate for my industry.
8. MOMENTUM
My marketing strategies and activities are in line with my strengths and talents. It’s easy for me to promote my business because I love what I do, know the value I create and use only promotional activities I enjoy. I promote my business consistently and continuously and never allow the work I do for clients to break my marketing momentum.
9. METRICS
I don’t guess how well my business is doing. I have identified and regularly track specific, easy to measure performance indicators. At any point I can assess my progress against my written 90-day, six-month and one-year benchmarks.
10. SYSTEMS
All routine functions of my business are systematic; they are always done the same way and create predictable results every time. Lead generation, follow-up, keeping up clients’ files, tracking important dates, submitting proposals, sales process - I have a system for each one of those activities that allows me to complete them effectively and efficiently.
11. VALUE
I recognize that my clients buy not what I do but the value my work creates. I regularly attend training events and schedule activities that support me in learning fresh, valuable information (in- and outside of my area of expertise) so I become more indispensable to my clients. I’m clear about the value I deliver so I never hesitate to state my fees, recommend my business and ask for the job.
12. TOOLS
My promotional resources are limited so I make them count; they illustrate my expertise and pre-sell my services. All my marketing materials describe my ideal clients, list the problems I solve and communicate the benefits of working with me. I use tools like articles, public presentations, teleclasses, workshops, regularly updated content on my web site, and regularly published newsletter to attract new business and maintain connection with clients and strategic partners.
13. RELATIONSHIPS
I love my clients. I respect who they are and cherish the opportunity to be on their team. I recognize that they are people first and clients next. I strive to learn about their personal lives. I take note of and acknowledge their important dates – like birthdays and anniversaries. I’m there when they need support and celebrate their victories.
14. TEAM
I recognize my weaknesses and that I’m not an expert at everything. To bridge my shortcomings, I surround myself with other experts on whom I can readily call for support or refer clients to. They become my partners and board of advisors and help me grow my business.
15. MINDSET
I recognize that how I think about marketing and selling my services may limit my ability to grow my business. I make a conscious effort to continuously expand my marketing mindset. I look for and learn strategies that allow me to better leverage my unique talents and expertise as my best promotional tools.
That’s the list. Did you keep track of your “score”?
If most of those statements are true for your business - congratulations. But if you realized you’ve got some wo
You can hardly influence the development of your child by selecting whatever name. That is one of the conclusion of Steven Levitt published in the book “Freakonomics.” Most influence is given to a child before it is even born. You can do wrong however – according to an example in the same book of a parent that named a first son “Winner” and the latest born “Loser.” Imagine what happened to both of them...Whether you agree with Levitt and favor a nature viewpoint or you disagree and you favor a nurture argument, when talking about business there is only one option; The name you choose will -– as a cultural element -– influence your business.Recently a Dutch company TPG Post announced the change of their name into TNT Post. The company is the product of a split that took place i
4. CLARITY
I’m clear about who my ideal clients are, what problems I solve for them and how I do it. This clarity allows me to save time, money and energy; I only contact and follow-up with people who want and appreciate my services.
5. UNIQUENESS
What I do and how I do it differentiates me from others and creates “top-of-mind” awareness in my chosen niche. My business is unique so I don’t have competition. Others, who offer similar services, simply provide an opportunity for me to sharpen my skills, outsource overflow work and create strategic alliances.
6. MESSAGE
My introduction easily and powerfully communicates who I am and what I do. My message is clear and memorable even to people who don’t need my services. My introduction is benefit-based, jargon-free, describes my ideal clients, their biggest problem and the solution I provide.
7. IDENTITY
My business identity is an extension of who I am. All aspects of my business – from my business cards, to stationary, to web site, to my personal appearance – present a consistent, attractive image that’s appropriate for my industry.
8. MOMENTUM
My marketing strategies and activities are in line with my strengths and talents. It’s easy for me to promote my business because I love what I do, know the value I create and use only promotional activities I enjoy. I promote my business consistently and continuously and never allow the work I do for clients to break my marketing momentum.
9. METRICS
I don’t guess how well my business is doing. I have identified and regularly track specific, easy to measure performance indicators. At any point I can assess my progress against my written 90-day, six-month and one-year benchmarks.
10. SYSTEMS
All routine functions of my business are systematic; they are always done the same way and create predictable results every time. Lead generation, follow-up, keeping up clients’ files, tracking important dates, submitting proposals, sales process - I have a system for each one of those activities that allows me to complete them effectively and efficiently.
11. VALUE
I recognize that my clients buy not what I do but the value my work creates. I regularly attend training events and schedule activities that support me in learning fresh, valuable information (in- and outside of my area of expertise) so I become more indispensable to my clients. I’m clear about the value I deliver so I never hesitate to state my fees, recommend my business and ask for the job.
12. TOOLS
My promotional resources are limited so I make them count; they illustrate my expertise and pre-sell my services. All my marketing materials describe my ideal clients, list the problems I solve and communicate the benefits of working with me. I use tools like articles, public presentations, teleclasses, workshops, regularly updated content on my web site, and regularly published newsletter to attract new business and maintain connection with clients and strategic partners.
13. RELATIONSHIPS
I love my clients. I respect who they are and cherish the opportunity to be on their team. I recognize that they are people first and clients next. I strive to learn about their personal lives. I take note of and acknowledge their important dates – like birthdays and anniversaries. I’m there when they need support and celebrate their victories.
14. TEAM
I recognize my weaknesses and that I’m not an expert at everything. To bridge my shortcomings, I surround myself with other experts on whom I can readily call for support or refer clients to. They become my partners and board of advisors and help me grow my business.
15. MINDSET
I recognize that how I think about marketing and selling my services may limit my ability to grow my business. I make a conscious effort to continuously expand my marketing mindset. I look for and learn strategies that allow me to better leverage my unique talents and expertise as my best promotional tools.
That’s the list. Did you keep track of your “score”?
If most of those statements are true for your business - congratulations. But if you realized you’ve got some w
First Bank applies to raise N99.3bn from capital marketFirst Bank of Nigeria Plc on Tuesday began the process of raising fresh funds from the market with an application to the Nigerian Stock Exchange. The bank applied to offer 1.6billion ordinary shares of 50 kobo each to be sold at N33 per share for public subscription and 1.5billion ordinary shares of 50 kobo each at N31 per share as Rights Issue to existing shareholders.As a result of the application, the NSE has placed the share price of First Bank on technical suspension at N40.40 per share. This implies that throughout the period of the offer, trading in the shares on the floor of the exchange would be done at N40.40.Besides, prospective subscribers to the public offer at N33 would be enjoying a discount of N7.40, while
8. MOMENTUM
My marketing strategies and activities are in line with my strengths and talents. It’s easy for me to promote my business because I love what I do, know the value I create and use only promotional activities I enjoy. I promote my business consistently and continuously and never allow the work I do for clients to break my marketing momentum.
9. METRICS
I don’t guess how well my business is doing. I have identified and regularly track specific, easy to measure performance indicators. At any point I can assess my progress against my written 90-day, six-month and one-year benchmarks.
10. SYSTEMS
All routine functions of my business are systematic; they are always done the same way and create predictable results every time. Lead generation, follow-up, keeping up clients’ files, tracking important dates, submitting proposals, sales process - I have a system for each one of those activities that allows me to complete them effectively and efficiently.
11. VALUE
I recognize that my clients buy not what I do but the value my work creates. I regularly attend training events and schedule activities that support me in learning fresh, valuable information (in- and outside of my area of expertise) so I become more indispensable to my clients. I’m clear about the value I deliver so I never hesitate to state my fees, recommend my business and ask for the job.
12. TOOLS
My promotional resources are limited so I make them count; they illustrate my expertise and pre-sell my services. All my marketing materials describe my ideal clients, list the problems I solve and communicate the benefits of working with me. I use tools like articles, public presentations, teleclasses, workshops, regularly updated content on my web site, and regularly published newsletter to attract new business and maintain connection with clients and strategic partners.
13. RELATIONSHIPS
I love my clients. I respect who they are and cherish the opportunity to be on their team. I recognize that they are people first and clients next. I strive to learn about their personal lives. I take note of and acknowledge their important dates – like birthdays and anniversaries. I’m there when they need support and celebrate their victories.
14. TEAM
I recognize my weaknesses and that I’m not an expert at everything. To bridge my shortcomings, I surround myself with other experts on whom I can readily call for support or refer clients to. They become my partners and board of advisors and help me grow my business.
15. MINDSET
I recognize that how I think about marketing and selling my services may limit my ability to grow my business. I make a conscious effort to continuously expand my marketing mindset. I look for and learn strategies that allow me to better leverage my unique talents and expertise as my best promotional tools.
That’s the list. Did you keep track of your “score”?
If most of those statements are true for your business - congratulations. But if you realized you’ve got some w
If you are considering running a car wash fundraiser for your nonprofit group you may wish to consider the hours of operation of your car wash fundraiser on a busy sunny Saturday. Obviously you will pick a busy location and a place, which has a water outlet and plenty of room to do the car wash fundraiser.Once you have all those things under control you want to determine how many kids you have that can help you wash the cars and it makes sense to break them into shifts. If you have a high school band with 40 kids then you can break them into four shifts of 10 kids each no more than two hours long and if you wanted to you can run your car wash for eight hours you actually could.However, this is probably not necessary because the peak time for carwash fundraisers is really between 10
11. VALUE
I recognize that my clients buy not what I do but the value my work creates. I regularly attend training events and schedule activities that support me in learning fresh, valuable information (in- and outside of my area of expertise) so I become more indispensable to my clients. I’m clear about the value I deliver so I never hesitate to state my fees, recommend my business and ask for the job.
12. TOOLS
My promotional resources are limited so I make them count; they illustrate my expertise and pre-sell my services. All my marketing materials describe my ideal clients, list the problems I solve and communicate the benefits of working with me. I use tools like articles, public presentations, teleclasses, workshops, regularly updated content on my web site, and regularly published newsletter to attract new business and maintain connection with clients and strategic partners.
13. RELATIONSHIPS
I love my clients. I respect who they are and cherish the opportunity to be on their team. I recognize that they are people first and clients next. I strive to learn about their personal lives. I take note of and acknowledge their important dates – like birthdays and anniversaries. I’m there when they need support and celebrate their victories.
14. TEAM
I recognize my weaknesses and that I’m not an expert at everything. To bridge my shortcomings, I surround myself with other experts on whom I can readily call for support or refer clients to. They become my partners and board of advisors and help me grow my business.
15. MINDSET
I recognize that how I think about marketing and selling my services may limit my ability to grow my business. I make a conscious effort to continuously expand my marketing mindset. I look for and learn strategies that allow me to better leverage my unique talents and expertise as my best promotional tools.
That’s the list. Did you keep track of your “score”?
If most of those statements are true for your business - congratulations. But if you realized you’ve got some w
We all attend many meetings. I’m sure you have been to some great meetings and some poor ones. Unfortunately for everyone I’ve ever talked to, the number of poor ones far outweighs the number of great ones.The fact is that most meetings are too long, unfocused, too frustrating, and unproductive.And yet meetings are a valuable way to gain collective understanding, buy-in, agreement, and consensus. They help us find better solutions and create cooperation, collaboration, colleagueship, and community.Since meetings are necessary and can lead to important results, we need to figure out how to make more of them successful. I have helped and watched organizations create more effective meetings by doing several things, including teaching people how to use some basic roles, settin
14. TEAM
I recognize my weaknesses and that I’m not an expert at everything. To bridge my shortcomings, I surround myself with other experts on whom I can readily call for support or refer clients to. They become my partners and board of advisors and help me grow my business.
15. MINDSET
I recognize that how I think about marketing and selling my services may limit my ability to grow my business. I make a conscious effort to continuously expand my marketing mindset. I look for and learn strategies that allow me to better leverage my unique talents and expertise as my best promotional tools.
That’s the list. Did you keep track of your “score”?
If most of those statements are true for your business - congratulations. But if you realized you’ve got some work to do - don’t despair. There are many ways you can quickly elevate your level of mastery of these proficiencies. Here are the three that come to mind right away:
=> Regularly buy and read marketing books. Start by focusing on topics you need most help with.
=> Attend a marketing seminar. An intense, day-long session with a few experts can give you a jump start you need.
=> Work with a marketing consultant. When your problem is too many ideas and not enough action – perhaps a more “hands-on” help is best for you. A marketing mentor can help you focus on a long term strategy and identify action steps you will feel comfortable taking on a daily basis.
Finally, keep this one thing in mind – mastering these proficiencies is not a matter of one day – it’s a matter of doing it daily.
© 2006 Adam Urbanski. All Rights Reserved.
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