We just pinged our members a short report on how best to apply Face Book and Twitter to their marketing arsenal and are preparing a more detailled report on the benefits of forums and blogging.
Below is a short taster on forums ....... by way of introduction.
In order to be successful in using forums to run viral marketing campaigns there are some things that you need to be aware of and other things that are required.
Do Your Homework: Prior to joining any forum, you must do some research.
1. Join relevant forums that are in some way related to your market primary sector. For example, someone involved with a health related product/service, there are many types of forums that could apply … everything from holistic medicine to stay-at-home mums. Be creative with your search.
2. Choose popular forums. There is no point in wasting your time and energy on forums that have only a handful of members and few or irregular posts.
Page ranking and the amount of active members are two good ways to check for this.
3. Choose forums that allow sig tags (see example at the end of this post for my sig tag) If it’s possible read the rules before joining and pay attention to them.
Your time is important, too. It is better to find out that a forum doesn’t allow posts with sig tags before you go to the time and trouble of joining.
After you have looked the forum over and decided: OK! … you have chosen two or three forums that meet your requirements … which you have joined and have been accepted, spent some time getting familiar with the structure ...... now what?
1. Create your profile including your sig tag and update it regularly. The ideal thing is to limit yourself to one link, preferably to your main website.
2. Never create posts that are nothing more than an advertisement. This is all but a universal rule and only displays the marketers lack of experience if they do so.
At best this kind of post will be deleted by the monitors/administrators … at worst, it is grounds for being banned or becoming isolated before people even get to know you.
Some forums do allow one advertising post per month .... so be aware of the rules for posting.
3. Work the room. Be an active member on the forum. Plan to spend at least a half hour each day there and allow yourself time to get to know the users. Take the time to introduce yourself with intelligent questions/replies to threads depending upon the forum’s topic.
As you become a regular member, and start to actively post threads yourself, you will hopefully develop a good reputation and without saying a word about your company ..... other than a short introduction, those who are interested in your product will contact you for more information.
Forums are a great source of B2B and B2C referrals.
Have fun posting ........
John
Quote for the day: "Learn to give more in value ..... than you receive in payment"
John Wylie MCIPR
Director of Public Affairs
Translate Scotland Public Relations & Marketing
e mail: info@translatescotland.co.uk
Website: http://www.translatescotland.co.uk
Tuesday, 17 August 2010
Tuesday, 20 July 2010
Attention all cyclists or anyone who knows cyclists
Seventy Five Reasons To Celebrate ....
If you know anyone who was a member of Musselburgh Roads Cycling Club, or just had any connection with the club say as a marshall or supporter etc please pass this message on to them.
The Musselburgh Roads Cycling Club (MRCC) formed in 1936 is widening its search throughout the global cycling fraternity in an effort to make contact with past members or anyone who had a previous connection to the Club.
Finalising details to celebrate 75 years in Scottish Cycling, the Club plans to host a number of events over the next year culminating with a commerative presentation dinner which is scheduled to take place in early October 2011.
Affiliated to the East of Scotland Cycling Association (ESCA) the Club, who carry the Musselburgh Town colours (blue and gold) for sport, organise a full program of cycling events to suit all age groups and are committed to the development of sport and health throughout the East Lothian region.
The Club will have its ‘colours’ on show as part of the Musselburgh Festival Parade which takes place on: Friday the 30th of July starting at 18.45.
Anyone who would like further information on the Club’s plans for the 2011 commerative dinner and would like to reconnect with the Club should contact: urquhart@cyclists.co.uk or mobile: 07786 598 092 and mention 75 Years In Scottish Cycling.
ENDS
Many thanks
John Wylie MCIPR
Director of Public Affairs
Translate Scotland public relations and marketing
www.translatescotland.co.uk
If you know anyone who was a member of Musselburgh Roads Cycling Club, or just had any connection with the club say as a marshall or supporter etc please pass this message on to them.
The Musselburgh Roads Cycling Club (MRCC) formed in 1936 is widening its search throughout the global cycling fraternity in an effort to make contact with past members or anyone who had a previous connection to the Club.
Finalising details to celebrate 75 years in Scottish Cycling, the Club plans to host a number of events over the next year culminating with a commerative presentation dinner which is scheduled to take place in early October 2011.
Affiliated to the East of Scotland Cycling Association (ESCA) the Club, who carry the Musselburgh Town colours (blue and gold) for sport, organise a full program of cycling events to suit all age groups and are committed to the development of sport and health throughout the East Lothian region.
The Club will have its ‘colours’ on show as part of the Musselburgh Festival Parade which takes place on: Friday the 30th of July starting at 18.45.
Anyone who would like further information on the Club’s plans for the 2011 commerative dinner and would like to reconnect with the Club should contact: urquhart@cyclists.co.uk or mobile: 07786 598 092 and mention 75 Years In Scottish Cycling.
ENDS
Many thanks
John Wylie MCIPR
Director of Public Affairs
Translate Scotland public relations and marketing
www.translatescotland.co.uk
Friday, 5 March 2010
Designing the Future!
Newsflash: 05March2010
The latest member to join our International Resource Centre for Entrepreneurs is: Chris Rhodes an exceptionally talented design architect from East Lothian who has offices at the new EH21 Creative Hub Eskmills Business Park in Inveresk, Musselburgh.
His company offers the full range of architectural services and work across a number of sectors, with speciality the residential side, conversions, extensions and new build domestic projects.
Chris states that "most people don't realise the benefit of using an architect until they employ the services of one - the real benefit as I see it is unlocking the spatial, tactile and experiential potential of a project - the lawrence llewelyn bowen flowery chat which I could go on for hours about, but I think it really takes the skills of an Architect to produce something special - after all you are investing in something that you want to use each and every day - something to improve the way you live your life, or perhaps simply to improve value (but equally the person who will be prepared to pay that value will be swayed by the same thing you are looking or should be looking to achieve - the wow factor), something a little bit more special than the run of the mill - and who better than somebody who has spent their entire life dedicated to doing just that - 6 years at University and only then are you allowed to work in an office for another couple of years as an assistant before you can then sit an exam and earn the right to pay a registration fee to the governing bodies and uphold the professional codes of conduct with continuing professional development".
He is currently in the process of building his website and, in the meantime, can be contacted by e mail to: chris@chrisrhodesarchitects or mobile:07967 802329
"if you want quality and value for money" .... give him a call ...... today!
John Wylie
Director of Public Affairs
Translate Scotland Public Relations & Marketing
The latest member to join our International Resource Centre for Entrepreneurs is: Chris Rhodes an exceptionally talented design architect from East Lothian who has offices at the new EH21 Creative Hub Eskmills Business Park in Inveresk, Musselburgh.
His company offers the full range of architectural services and work across a number of sectors, with speciality the residential side, conversions, extensions and new build domestic projects.
Chris states that "most people don't realise the benefit of using an architect until they employ the services of one - the real benefit as I see it is unlocking the spatial, tactile and experiential potential of a project - the lawrence llewelyn bowen flowery chat which I could go on for hours about, but I think it really takes the skills of an Architect to produce something special - after all you are investing in something that you want to use each and every day - something to improve the way you live your life, or perhaps simply to improve value (but equally the person who will be prepared to pay that value will be swayed by the same thing you are looking or should be looking to achieve - the wow factor), something a little bit more special than the run of the mill - and who better than somebody who has spent their entire life dedicated to doing just that - 6 years at University and only then are you allowed to work in an office for another couple of years as an assistant before you can then sit an exam and earn the right to pay a registration fee to the governing bodies and uphold the professional codes of conduct with continuing professional development".
He is currently in the process of building his website and, in the meantime, can be contacted by e mail to: chris@chrisrhodesarchitects or mobile:07967 802329
"if you want quality and value for money" .... give him a call ...... today!
John Wylie
Director of Public Affairs
Translate Scotland Public Relations & Marketing
Friday, 30 October 2009
When The Going Gets Tough - Part 2
Competition SUCKS! part 2 ........ why and what I believe we can do about it.
With a saturated marketplace and new competition getting in 'the game' every day in life, you often hear things like:
"Why should I buy your whatever when the XYZ company sells it for £50 less?"
"Why should I hire you to sell my house when the ABC company will sell it for 5% instead of 6% commission?"
"Why should I listen to you when say your products or service are the best value for money?"
Want to know what’s even worse about living in this state of competition?
In most cases, you’ll never even get a chance to respond to these objections because people won’t verbalize them to you… those objections often never make it past their subconscious evaluation phase. When you live in competition with others, prospects and customers will ELIMINATE you without a second thought… and they often won’t even know why they’ve eliminated you.
Competing against other people inevitably creates an internal struggle within you… Internal struggle leads to other negative feelings like anger, resentment, inferiority and worse!
If you try to win through competing with others … ultimately, your health and your bank balance will suffer!
You can’t win in this way (nobody can)!
Even if you succeed for a while by competing with others, ultimately you will lose because once you become #1, people naturally try to knock you off… pull you down… or otherwise climb over you in their quest to take the #1 spot.
Unless you possess an unlimited budget, incredible good looks, or psychic abilities that let you see into the future, competing with others is NOT the way to win in life or in business over the long haul! At this point, you probably have a question on your mind (or at least you should)…
"If better, faster, quicker competition isn’t the answer, then what’s the secret to winning?"
Simple! Don’t play the game everyone else is playing… Don’t compete.
Instead… you should "Create!"
Creation - not competition - is the secret to winning in everything you do!
As competition is not desirable ....what really matters is creativity.
Lead don't follow ....and have the greatest respect for anyone who has the courage to lead anything creative or constructive ....
Creation is the process of finding, inventing, discovering or originating something new. It’s doing things in a different, more creative, more beneficial way than others are currently delivering to them.
Creation means coming up with new solutions to existing problems and doing things in a way that immediately separates you from the competition in the minds of your prospects.
In fact, being a creator rather than a competitor, so much so, that they won’t even make a comparison… you stand alone in their minds.
Creation means being different… and people who are different stand apart from the crowd and don’t face the struggles that naturally come along with the inherent pressure from market competition.
Creation means being the only game in town if people want and trust what you offer… and that means a whole lot more sales, more satisfaction, better relationships… and more money!
Creation comes with a price… a price most people are mysteriously NOT willing to pay. But if you pay the price… the world will deliver anything you ask. That’s the price?
In order to create instead of compete you must cut yourself off from the mentality of the 'crowd' mindset and ..........
You must be willing to make mistakes.
You must be willing to take chances and be vulnerable.
You must be willing to open yourself up to criticism.
You must be willing to work through the doubts that will inevitably bubble up from your subconscious mind as you experiment with new and better ways to help others get the results they want.
How do you remove yourself from the crowded arena of competition and get into the fresh air of creation? Simple.
Here’s a 4-step formula for getting out of competition and in to creation…
# Step 1 – Decide
Make a positive decision that you will no longer do things the exact same way, sell the exact same things, just because everyone else does it that way doesn’t make it right… or better…
Earl Nightingale termed it best when he said most people play "Follow the follower." People blindly following the person in front of them… who follows the person in front them… and there’s no leader at the front, just an endless line of followers… doing the same old thing… the same old way… with the same old tools… creating needless competition.
And remember – dare to be different.
# Step 2 – Innovate
Innovation means finding a new use for an existing tool or technique and is simply the process of taking something old and creating something new by taking two seemingly unrelated things, putting them together in a slightly different way thus creating a new solution to a problem.
Innovation means sticking your head above the crowd, doing a complete about-face, and heading in a totally different direction looking for new answers to old problems.
Innovation means being different… it means trusting yourself and your abilities…
# Step 3 - Mix in the “magic” ingredient – YOU!
Decide to always look for ways to inject your individuality and unique talents into everything you do or say.
By embracing all of your your talents, developing yourself as a person, and valuing your contributions – you unleash the new way of creative thinking we ALL possess inside us. You simply create needless competition and struggle when you try to be like others without injecting your own uniqueness into what you do and how you do it.
# Step 4 - Trust
Trust that you do contribute exceptional value and always go the extra mile.
Trust that you can always improve in some small way over yesterday
Trust that everything that happens in your life happens with a purpose and it serves you.
Trust that creation, not competition holds the 'secret' for your eventual success and that, like anything, you’ll get better over time with practice and positive application.
Creativity makes you unique… uniqueness makes you almost indispensable… indispensable people have little or no immediate 'competition'!
John
Quote for the Day: "ImagiNATION is the greatest nation on earth......... you are invited to join that nation"
__________________
John Wylie MCIPR Director of Public Affairs
Translate Scotland Public Relations & Marketing
www.translatescotland.co.uk
"It's what we learn after we think we know it all.....that really counts!"
With a saturated marketplace and new competition getting in 'the game' every day in life, you often hear things like:
"Why should I buy your whatever when the XYZ company sells it for £50 less?"
"Why should I hire you to sell my house when the ABC company will sell it for 5% instead of 6% commission?"
"Why should I listen to you when say your products or service are the best value for money?"
Want to know what’s even worse about living in this state of competition?
In most cases, you’ll never even get a chance to respond to these objections because people won’t verbalize them to you… those objections often never make it past their subconscious evaluation phase. When you live in competition with others, prospects and customers will ELIMINATE you without a second thought… and they often won’t even know why they’ve eliminated you.
Competing against other people inevitably creates an internal struggle within you… Internal struggle leads to other negative feelings like anger, resentment, inferiority and worse!
If you try to win through competing with others … ultimately, your health and your bank balance will suffer!
You can’t win in this way (nobody can)!
Even if you succeed for a while by competing with others, ultimately you will lose because once you become #1, people naturally try to knock you off… pull you down… or otherwise climb over you in their quest to take the #1 spot.
Unless you possess an unlimited budget, incredible good looks, or psychic abilities that let you see into the future, competing with others is NOT the way to win in life or in business over the long haul! At this point, you probably have a question on your mind (or at least you should)…
"If better, faster, quicker competition isn’t the answer, then what’s the secret to winning?"
Simple! Don’t play the game everyone else is playing… Don’t compete.
Instead… you should "Create!"
Creation - not competition - is the secret to winning in everything you do!
As competition is not desirable ....what really matters is creativity.
Lead don't follow ....and have the greatest respect for anyone who has the courage to lead anything creative or constructive ....
Creation is the process of finding, inventing, discovering or originating something new. It’s doing things in a different, more creative, more beneficial way than others are currently delivering to them.
Creation means coming up with new solutions to existing problems and doing things in a way that immediately separates you from the competition in the minds of your prospects.
In fact, being a creator rather than a competitor, so much so, that they won’t even make a comparison… you stand alone in their minds.
Creation means being different… and people who are different stand apart from the crowd and don’t face the struggles that naturally come along with the inherent pressure from market competition.
Creation means being the only game in town if people want and trust what you offer… and that means a whole lot more sales, more satisfaction, better relationships… and more money!
Creation comes with a price… a price most people are mysteriously NOT willing to pay. But if you pay the price… the world will deliver anything you ask. That’s the price?
In order to create instead of compete you must cut yourself off from the mentality of the 'crowd' mindset and ..........
You must be willing to make mistakes.
You must be willing to take chances and be vulnerable.
You must be willing to open yourself up to criticism.
You must be willing to work through the doubts that will inevitably bubble up from your subconscious mind as you experiment with new and better ways to help others get the results they want.
How do you remove yourself from the crowded arena of competition and get into the fresh air of creation? Simple.
Here’s a 4-step formula for getting out of competition and in to creation…
# Step 1 – Decide
Make a positive decision that you will no longer do things the exact same way, sell the exact same things, just because everyone else does it that way doesn’t make it right… or better…
Earl Nightingale termed it best when he said most people play "Follow the follower." People blindly following the person in front of them… who follows the person in front them… and there’s no leader at the front, just an endless line of followers… doing the same old thing… the same old way… with the same old tools… creating needless competition.
And remember – dare to be different.
# Step 2 – Innovate
Innovation means finding a new use for an existing tool or technique and is simply the process of taking something old and creating something new by taking two seemingly unrelated things, putting them together in a slightly different way thus creating a new solution to a problem.
Innovation means sticking your head above the crowd, doing a complete about-face, and heading in a totally different direction looking for new answers to old problems.
Innovation means being different… it means trusting yourself and your abilities…
# Step 3 - Mix in the “magic” ingredient – YOU!
Decide to always look for ways to inject your individuality and unique talents into everything you do or say.
By embracing all of your your talents, developing yourself as a person, and valuing your contributions – you unleash the new way of creative thinking we ALL possess inside us. You simply create needless competition and struggle when you try to be like others without injecting your own uniqueness into what you do and how you do it.
# Step 4 - Trust
Trust that you do contribute exceptional value and always go the extra mile.
Trust that you can always improve in some small way over yesterday
Trust that everything that happens in your life happens with a purpose and it serves you.
Trust that creation, not competition holds the 'secret' for your eventual success and that, like anything, you’ll get better over time with practice and positive application.
Creativity makes you unique… uniqueness makes you almost indispensable… indispensable people have little or no immediate 'competition'!
John
Quote for the Day: "ImagiNATION is the greatest nation on earth......... you are invited to join that nation"
__________________
John Wylie MCIPR Director of Public Affairs
Translate Scotland Public Relations & Marketing
www.translatescotland.co.uk
"It's what we learn after we think we know it all.....that really counts!"
Thursday, 8 October 2009
When the Going Gets Tough ... the Tough Get Going! - part 1
Life is a journey ..... not a destination and what you have at the moment .... you've attracted to you by the person....you've become!
The subject of this particular 2 part post arose out of a discussion with the members of the 'Table of Eight' which is an informal group (strategic or psuedo mastermind alliance) of my ex-Shetland business colleagues and friends .... many of whom are based or spend some of their 'off the island' time in and around Edinburgh and we meet up at irregular intervals for an occasional meal and associated 'social refreshments'
Why is that relevant ......well it's not directly - but it gave me an introduction/background link for the post which I thought I should clarify and which could well have been entitled 'once upon a time....there was'.
It was my turn on the soapbox as the general topic for the discussion was the difference between personal and business development.
Well ..... is there a difference ? and the answer is (in my opinion) a resounding NO! because if you are a one man/woman band or small business then 'you are your business' and what you do or say affects the impression people have of you and/or your business image/identity.
I mean if you get negative or lazy or careless or impolite or are always late for meetings or provide dodgy products or unprofessional services or do anything which affects the impression people have of you, as an individual, would that affect your business dealings with prospective customers or business colleagues and the answer is ...... Of Course!
You started your business with a dream .....your dream and it is almost impossible to seperate the two ....in fact if you reverse the above underlined statements and become ........ professional, careful and always deliver on promises would that have a positive impact on how you and your business activities were perceived and the answer is ...... OF Course (this is another of these 'of course' moments)
Is there any 'secret' to how we should address the 'of course' moments ..... NO!...... Very few things really rate as “secrets” in our personal or business lives anymore.
In fact, more often than not the word “secret” gets used in false, confusing, or even misleading ways. It seems dozens of books (more like 10,000 books) exist to explain the “secrets” for everything from how to crush the competition in business, make more money, have a better life, create better relationships… but do any of them really contain any “secrets” or are they just rehashing the same old stuff?
It makes you wonder…
Are there really any secrets that, if you learned them, would truly enable you to separate yourself from the competition and WIN virtually every single time you stepped into any arena of life?
No! but there is a way… and it’s so simple you’ll wonder why you never saw it or thought of it before!
I’m not talking about some lame theory of “winning” where you “win” just by showing up and feeling good by contributing and then count on everyone else to pay you back through some mystical, unexpected ways.
NOPE! NO way… that takes way too long and most people quit before that approach ever kicks in… let alone puts money in your bank account!
A major problem most people face in business (online or offline) or in their personal life comes down to answering the question “What am I selling?” whether it be for financial gain or simply an exchange of anything ....I am ......we are ........you are...... involved in selling!
What are you selling in exchange for the money or results or friendship you seek from others?
Now some (maybe even you) might say “I don’t sell anything. I’m a _____________ (service provider,teacher, mother, fireman, cook, fill-in-the-blank)”
But if you want to market yourself offline/online, give yourself a running chance in any form of business, or be happy in other areas of your personal life, you must accept that fact that you ARE a salesperson.
You constantly “sell” people on why they should:
• Accept your business ideas
• Accept your point of view/change theirs
• Keep paying you as an employee
• Respect you as a father/mother or significant other
• Hire you for a new job/contract
• Pay you money for any type of service
• … and much, much more!
But there’s a problem… … and the problem is ........You’re probably doing whatever you’re doing the same way everybody else does it!
There’s a certain way most employees act…
a certain way most people sell offline/online…
a certain way most people behave with their kids…
a certain way most people treat their customers ....
a certain way most people decide what to sell (usually based on what they see others doing)…
Here’s the root of the problem… by doing things the same way others do them, selling the same things others sell, behaving the same way others behave, you create for yourself a little problem we call – competition!
FACT: A state of competition exists when customers (or family members) look at you, then look at other people, and compare the two of you against each other. As soon as others think they can make a comparison between you and someone (or some thing) else – you LOSE!
It doesn’t matter if it’s a fair or even comparison – “apples are apples” be damned! In fact, it doesn’t even matter if the comparison made has absolutely NO basis in reality. None of that matters!
As soon as your prospects, customers, or family members look at you and someone else and, in their minds, see you as equal -- you have LOST! GAME OVER!
Why? Because no matter how good you are, if you choose to compete directly or indirectly with others in any arena of business or personal life, there will ALWAYS be someone who is .......
• bigger
• better
• faster
• richer
• smarter
• nicer
• more fun
• better looking
• earlier
• flashier
• or cheaper than you are!
It’s a fact… if you live in the world of competition, you WILL (not might or maybe)… you WILL eventually lose out to someone else.
In an earlier post I mentioned Wallace D Wattles. In the early 1920's Wallace D Wattles wrote that 'we don't get rich by doing certain things .....we get rich by doing things in a CERTAIN way'
Competition and competing SUCKS! and in part two of this I'll explain why I think so and in what 'certain way' I think we can do something about it.
John
Quote for the day: "If you do the things you need to do, when you need to do them ...... then someday you will be able to do the things you WANT to do ..... when you want to do them" Zig Ziglar.
__________________
John Wylie MCIPR Director of Public Affairs
Translate Scotland Public Relations & Marketing
www.translatescotland.co.uk
"It's what we learn after we think we know it all.....that really counts!"
The subject of this particular 2 part post arose out of a discussion with the members of the 'Table of Eight' which is an informal group (strategic or psuedo mastermind alliance) of my ex-Shetland business colleagues and friends .... many of whom are based or spend some of their 'off the island' time in and around Edinburgh and we meet up at irregular intervals for an occasional meal and associated 'social refreshments'
Why is that relevant ......well it's not directly - but it gave me an introduction/background link for the post which I thought I should clarify and which could well have been entitled 'once upon a time....there was'.
It was my turn on the soapbox as the general topic for the discussion was the difference between personal and business development.
Well ..... is there a difference ? and the answer is (in my opinion) a resounding NO! because if you are a one man/woman band or small business then 'you are your business' and what you do or say affects the impression people have of you and/or your business image/identity.
I mean if you get negative or lazy or careless or impolite or are always late for meetings or provide dodgy products or unprofessional services or do anything which affects the impression people have of you, as an individual, would that affect your business dealings with prospective customers or business colleagues and the answer is ...... Of Course!
You started your business with a dream .....your dream and it is almost impossible to seperate the two ....in fact if you reverse the above underlined statements and become ........ professional, careful and always deliver on promises would that have a positive impact on how you and your business activities were perceived and the answer is ...... OF Course (this is another of these 'of course' moments)
Is there any 'secret' to how we should address the 'of course' moments ..... NO!...... Very few things really rate as “secrets” in our personal or business lives anymore.
In fact, more often than not the word “secret” gets used in false, confusing, or even misleading ways. It seems dozens of books (more like 10,000 books) exist to explain the “secrets” for everything from how to crush the competition in business, make more money, have a better life, create better relationships… but do any of them really contain any “secrets” or are they just rehashing the same old stuff?
It makes you wonder…
Are there really any secrets that, if you learned them, would truly enable you to separate yourself from the competition and WIN virtually every single time you stepped into any arena of life?
No! but there is a way… and it’s so simple you’ll wonder why you never saw it or thought of it before!
I’m not talking about some lame theory of “winning” where you “win” just by showing up and feeling good by contributing and then count on everyone else to pay you back through some mystical, unexpected ways.
NOPE! NO way… that takes way too long and most people quit before that approach ever kicks in… let alone puts money in your bank account!
A major problem most people face in business (online or offline) or in their personal life comes down to answering the question “What am I selling?” whether it be for financial gain or simply an exchange of anything ....I am ......we are ........you are...... involved in selling!
What are you selling in exchange for the money or results or friendship you seek from others?
Now some (maybe even you) might say “I don’t sell anything. I’m a _____________ (service provider,teacher, mother, fireman, cook, fill-in-the-blank)”
But if you want to market yourself offline/online, give yourself a running chance in any form of business, or be happy in other areas of your personal life, you must accept that fact that you ARE a salesperson.
You constantly “sell” people on why they should:
• Accept your business ideas
• Accept your point of view/change theirs
• Keep paying you as an employee
• Respect you as a father/mother or significant other
• Hire you for a new job/contract
• Pay you money for any type of service
• … and much, much more!
But there’s a problem… … and the problem is ........You’re probably doing whatever you’re doing the same way everybody else does it!
There’s a certain way most employees act…
a certain way most people sell offline/online…
a certain way most people behave with their kids…
a certain way most people treat their customers ....
a certain way most people decide what to sell (usually based on what they see others doing)…
Here’s the root of the problem… by doing things the same way others do them, selling the same things others sell, behaving the same way others behave, you create for yourself a little problem we call – competition!
FACT: A state of competition exists when customers (or family members) look at you, then look at other people, and compare the two of you against each other. As soon as others think they can make a comparison between you and someone (or some thing) else – you LOSE!
It doesn’t matter if it’s a fair or even comparison – “apples are apples” be damned! In fact, it doesn’t even matter if the comparison made has absolutely NO basis in reality. None of that matters!
As soon as your prospects, customers, or family members look at you and someone else and, in their minds, see you as equal -- you have LOST! GAME OVER!
Why? Because no matter how good you are, if you choose to compete directly or indirectly with others in any arena of business or personal life, there will ALWAYS be someone who is .......
• bigger
• better
• faster
• richer
• smarter
• nicer
• more fun
• better looking
• earlier
• flashier
• or cheaper than you are!
It’s a fact… if you live in the world of competition, you WILL (not might or maybe)… you WILL eventually lose out to someone else.
In an earlier post I mentioned Wallace D Wattles. In the early 1920's Wallace D Wattles wrote that 'we don't get rich by doing certain things .....we get rich by doing things in a CERTAIN way'
Competition and competing SUCKS! and in part two of this I'll explain why I think so and in what 'certain way' I think we can do something about it.
John
Quote for the day: "If you do the things you need to do, when you need to do them ...... then someday you will be able to do the things you WANT to do ..... when you want to do them" Zig Ziglar.
__________________
John Wylie MCIPR Director of Public Affairs
Translate Scotland Public Relations & Marketing
www.translatescotland.co.uk
"It's what we learn after we think we know it all.....that really counts!"
Wednesday, 30 September 2009
How To Implement Systems That Will Simplify Your Life
and enable your business to operate without you ..........
Imagine this scenario.................
It’s 09.00am on a Monday morning and you pick up the phone and call your office and say “Hi, it’s me. I’m taking a few weeks off to travel and attend some business meetings. Look after things for me” and hang up.
If you had the right systems in place could you do that?
I would argue that we don’t have to spend a lot of money to build better business systems. However we do need to put in place a method by which the least professional amongst the professionals, the least experienced amongst the experienced can be given a system which will leverage them to produce the results we seek to achieve over and over again.
The answer is simply to give those ordinary people - extraordinary tools (SYSTEMS) with which to work and those tools need to be developed no matter what we do or the true assets of the business (the people) walk out of the door every day.........leaving it empty of capability, empty of commitment.
It has, been suggested that the intellectual assets of any business, are the systems we develop to allow us the predictable results every single time, no matter what activity we are engaged in and if we can drive that technology down and put it within the reach of ordinary people we literally guarantee ourselves, our business
partners and our Clients............ more opportunity and more chance of success.
We are all aware that running a business can be stressful, especially if we're like most business owners: We want/need to have a hand in everything that goes on in the business because we want to make sure everything is done right.
Most seasoned entrepreneurs eventually realize that the long work hours and constant threat of burnout require a change. The key is to implement systems - that allow your business to operate without you physically being there.
It's obvious that the more talented you are, the more creative you are, the more confident you are, the more ambitious you are etc then it is more likely that you will feel that your life is starting to get out of control, that you will start to operate in an inefficient and unproductive way.
One of the biggest mistakes we often make is to volunteer for so many unconnected things ... we say well I can do that, then I can do this and once I'm finished that I'll come and help you then before we know where we are we start to get under pressure to do the things which we would have finished before our latest round
of 'volunteering to help' was over.
The mnemonic for the word SYSTEM is .... Save Yourself SomeTime Effort and Money.
Something we all want .....right?
#1 Make a list of your priorities
Look at the most effective use of your time by asking yourself 'what one or two things - if I could do them today - would have the biggest impact on my business?'.
Chances are you often find yourself so wrapped up in the actual running of your business that you have little or no time to focus on other key aspects of your business, such as seeking out growth opportunities, networking, or building relationships with your clients.
Once you've made a list of your priorities, you know the most important things on which you want to focus, allowing you to leave the less important or low impact other tasks to your employees or outsource to others, leaving you free to FOCUS solely on the high impact, high yield activities.
#2 Be prepared to delegate or outsource responsibilities
For many small business owners, handing over the everyday responsibilities to employees our outsourcing tasks can be a challenge. But, it's essential if you want your business to run without you and if you want time to concentrate on other aspects of your business. You must learn how to delegate responsibilities and
trust that your employees/others will do as good a job as you would do.
#3 Create replicatable systems
Systems are going to allow you to have a more hands-off approach to the everyday happenings of your business. Everyone in your business should have a role in creating systems. For example, if you have a payroll department, even if it consists of only one person, you're going to create a system that allows the payroll
department to run smoothly even if you're not around.
Have the payroll manager sit down and write a list of all the processes that occur each day to ensure the payroll department runs smoothly. That way, if she isn't around, someone can come in, read the payroll department's procedures and do the job in her place.
#4 Create a step by step simplified procedure manual
A procedure manual is essential to ensuring that your business runs smoothly when you're not around. Take all of the processes that were created by you or your employees and compile them into a comprehensive procedure manual that lists every procedure and process that is followed to ensure your business runs smoothly. A stranger should be able to come into your business, read your procedure manual, and know what needs to be done to run the business smoothly.
#5 Train people to work in other positions
As a business owner, you can and probably have worked in every role in your business. While it's important for you to be able to step in when needed, it's just as important that you cross train your employees, so they are able to step into other roles if and when needed.
#6 Be patient and appreciate that it takes time
Systemizing your business so it can run when you're not around is a process. It's not going to happen overnight, so be prepared to take the time that is needed now so that your business will eventually be able to operate without you there.
John
Quote for the day: "Management and Personnel work IN the system, whilst leaders work ON the system".
www.translatescotland.co.uk
Imagine this scenario.................
It’s 09.00am on a Monday morning and you pick up the phone and call your office and say “Hi, it’s me. I’m taking a few weeks off to travel and attend some business meetings. Look after things for me” and hang up.
If you had the right systems in place could you do that?
I would argue that we don’t have to spend a lot of money to build better business systems. However we do need to put in place a method by which the least professional amongst the professionals, the least experienced amongst the experienced can be given a system which will leverage them to produce the results we seek to achieve over and over again.
The answer is simply to give those ordinary people - extraordinary tools (SYSTEMS) with which to work and those tools need to be developed no matter what we do or the true assets of the business (the people) walk out of the door every day.........leaving it empty of capability, empty of commitment.
It has, been suggested that the intellectual assets of any business, are the systems we develop to allow us the predictable results every single time, no matter what activity we are engaged in and if we can drive that technology down and put it within the reach of ordinary people we literally guarantee ourselves, our business
partners and our Clients............ more opportunity and more chance of success.
We are all aware that running a business can be stressful, especially if we're like most business owners: We want/need to have a hand in everything that goes on in the business because we want to make sure everything is done right.
Most seasoned entrepreneurs eventually realize that the long work hours and constant threat of burnout require a change. The key is to implement systems - that allow your business to operate without you physically being there.
It's obvious that the more talented you are, the more creative you are, the more confident you are, the more ambitious you are etc then it is more likely that you will feel that your life is starting to get out of control, that you will start to operate in an inefficient and unproductive way.
One of the biggest mistakes we often make is to volunteer for so many unconnected things ... we say well I can do that, then I can do this and once I'm finished that I'll come and help you then before we know where we are we start to get under pressure to do the things which we would have finished before our latest round
of 'volunteering to help' was over.
The mnemonic for the word SYSTEM is .... Save Yourself SomeTime Effort and Money.
Something we all want .....right?
#1 Make a list of your priorities
Look at the most effective use of your time by asking yourself 'what one or two things - if I could do them today - would have the biggest impact on my business?'.
Chances are you often find yourself so wrapped up in the actual running of your business that you have little or no time to focus on other key aspects of your business, such as seeking out growth opportunities, networking, or building relationships with your clients.
Once you've made a list of your priorities, you know the most important things on which you want to focus, allowing you to leave the less important or low impact other tasks to your employees or outsource to others, leaving you free to FOCUS solely on the high impact, high yield activities.
#2 Be prepared to delegate or outsource responsibilities
For many small business owners, handing over the everyday responsibilities to employees our outsourcing tasks can be a challenge. But, it's essential if you want your business to run without you and if you want time to concentrate on other aspects of your business. You must learn how to delegate responsibilities and
trust that your employees/others will do as good a job as you would do.
#3 Create replicatable systems
Systems are going to allow you to have a more hands-off approach to the everyday happenings of your business. Everyone in your business should have a role in creating systems. For example, if you have a payroll department, even if it consists of only one person, you're going to create a system that allows the payroll
department to run smoothly even if you're not around.
Have the payroll manager sit down and write a list of all the processes that occur each day to ensure the payroll department runs smoothly. That way, if she isn't around, someone can come in, read the payroll department's procedures and do the job in her place.
#4 Create a step by step simplified procedure manual
A procedure manual is essential to ensuring that your business runs smoothly when you're not around. Take all of the processes that were created by you or your employees and compile them into a comprehensive procedure manual that lists every procedure and process that is followed to ensure your business runs smoothly. A stranger should be able to come into your business, read your procedure manual, and know what needs to be done to run the business smoothly.
#5 Train people to work in other positions
As a business owner, you can and probably have worked in every role in your business. While it's important for you to be able to step in when needed, it's just as important that you cross train your employees, so they are able to step into other roles if and when needed.
#6 Be patient and appreciate that it takes time
Systemizing your business so it can run when you're not around is a process. It's not going to happen overnight, so be prepared to take the time that is needed now so that your business will eventually be able to operate without you there.
John
Quote for the day: "Management and Personnel work IN the system, whilst leaders work ON the system".
www.translatescotland.co.uk
Sunday, 23 August 2009
Some Thoughts on 'Levelling' The Playing Field
Even though you may be a new start or small business doesn't mean you can't compete with the big guns and get all the leverage and visibility you need from external communications – a well thought out strategic approach to every contact you make with the media can help position you as 'lead dog' in your field even if you are on a tight budget.
Here's how and why...
Economics are important but it doesn’t take a lot of money to put in place these things I'm talking about here. It takes creativity; the desire to change/adapt... it takes such qualities as:
• Innovation (PR-otagonist confident to lead without authority)
• Inspiration (PR-edisposed to try out new ideas)
• Motivation (PR-agmatic with your time mangement)
• Imagination (PR-udent in your analysis of what is possible)
• Communication (PR-ecise in your selective use of the appropriate media)
• Determination (PR-emptive in your avoidance of naysayers)
• Dedication (PR-oactive in the drive for 'value added' service)
• Activation (PR-epared to step outside your comfort zone)
Progress is made in any business venture by simply out innovating your competition through the development of an effective and well thought out communications strategy.
The media and channels of communication are flooded with the big players, multimillion pound advertising, PR and marketing campaigns, backed by legions of proactive practitioners.
When viewed through the eyes of an SME, this environment can be decidedly unnerving, leaving small businesses wondering if they'll ever be able to compete and get their name out there, let alone derive any significant and measurable benefit from their marketing efforts.
But it doesn’t have to be this way – sometimes the most frequent mistake in marketing that an SME makes is trying to do too much, too early and too often.
Indeed, so many companies end up trying to take over the world with communications before mastering their own particular niche and immediate customer base, thus spending more than they can afford, on a shotgun approach rather than a sniper like communications campaign.
One important tip for SME's is to establish command of its own niche by taking control and identifying the problems then delivering solutions that are relevant to its industry and customers. This strategy centres on solutions ownership which has been shown, in a competitive marketplace, to be highly effective.
On a basic level the solutions strategy centres on knowing, guiding and developing discussion to the relevant press within their particular market or sector. By doing this an organisation will, over time, build a base of credibility, knowledge and inform new and potential prospects of their 'value added' business ethos.
Finding out which publications are read by your customers, what particular topics are written about and then making a concerted effort to contribute is an easy first step.
Another great way to get quality coverage is by guiding debate using development in your particular niche and regularly update relevant journalists on the hot topics in your industry in order to secure unbiased opinion
pieces.
Develop a contact list of the most important publications and journalists in your sector and keep them updated with relevant (i.e. of interest to their readership) information. Create a media page on your website giving all your contact details and archive any contributions or published releases/case studies so that they are available for review.
Another great thing about a solutions driven communication program is that it can always be reused – not for other publications - but in your search for new clients effort and later testimonials. Circulating information (within the bounds of copyright) to prospective clients can help you to really build your reputation with little extra effort or expenditure.
Don't get me wrong, I'm not trying to become a dream crusher here but your integrated and communicative effort should be like throwing a stone into the pond and then allowing the ripples to dissapate before throwing your next stone.
Thought for the Day:
'Not having enough stones to throw is never the problem it's often that there are just too many people around the same pond'.
John
__________________
John Wylie MCIPR Director of Public Affairs
Translate Scotland Public Relations & Marketing
www.translatescotland.co.uk
"It's what we learn after we think we know it all.....that really counts!"
Here's how and why...
Economics are important but it doesn’t take a lot of money to put in place these things I'm talking about here. It takes creativity; the desire to change/adapt... it takes such qualities as:
• Innovation (PR-otagonist confident to lead without authority)
• Inspiration (PR-edisposed to try out new ideas)
• Motivation (PR-agmatic with your time mangement)
• Imagination (PR-udent in your analysis of what is possible)
• Communication (PR-ecise in your selective use of the appropriate media)
• Determination (PR-emptive in your avoidance of naysayers)
• Dedication (PR-oactive in the drive for 'value added' service)
• Activation (PR-epared to step outside your comfort zone)
Progress is made in any business venture by simply out innovating your competition through the development of an effective and well thought out communications strategy.
The media and channels of communication are flooded with the big players, multimillion pound advertising, PR and marketing campaigns, backed by legions of proactive practitioners.
When viewed through the eyes of an SME, this environment can be decidedly unnerving, leaving small businesses wondering if they'll ever be able to compete and get their name out there, let alone derive any significant and measurable benefit from their marketing efforts.
But it doesn’t have to be this way – sometimes the most frequent mistake in marketing that an SME makes is trying to do too much, too early and too often.
Indeed, so many companies end up trying to take over the world with communications before mastering their own particular niche and immediate customer base, thus spending more than they can afford, on a shotgun approach rather than a sniper like communications campaign.
One important tip for SME's is to establish command of its own niche by taking control and identifying the problems then delivering solutions that are relevant to its industry and customers. This strategy centres on solutions ownership which has been shown, in a competitive marketplace, to be highly effective.
On a basic level the solutions strategy centres on knowing, guiding and developing discussion to the relevant press within their particular market or sector. By doing this an organisation will, over time, build a base of credibility, knowledge and inform new and potential prospects of their 'value added' business ethos.
Finding out which publications are read by your customers, what particular topics are written about and then making a concerted effort to contribute is an easy first step.
Another great way to get quality coverage is by guiding debate using development in your particular niche and regularly update relevant journalists on the hot topics in your industry in order to secure unbiased opinion
pieces.
Develop a contact list of the most important publications and journalists in your sector and keep them updated with relevant (i.e. of interest to their readership) information. Create a media page on your website giving all your contact details and archive any contributions or published releases/case studies so that they are available for review.
Another great thing about a solutions driven communication program is that it can always be reused – not for other publications - but in your search for new clients effort and later testimonials. Circulating information (within the bounds of copyright) to prospective clients can help you to really build your reputation with little extra effort or expenditure.
Don't get me wrong, I'm not trying to become a dream crusher here but your integrated and communicative effort should be like throwing a stone into the pond and then allowing the ripples to dissapate before throwing your next stone.
Thought for the Day:
'Not having enough stones to throw is never the problem it's often that there are just too many people around the same pond'.
John
__________________
John Wylie MCIPR Director of Public Affairs
Translate Scotland Public Relations & Marketing
www.translatescotland.co.uk
"It's what we learn after we think we know it all.....that really counts!"
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