Business

Unexpected Insights for the Christian Entrepreneur, Pt. 1

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“The horse is made ready for the day of battle, but victory rests with the LORD.” – Proverbs 21:31 (NIV)

There is an interesting dynamic at play that Christian entrepreneurs in every industry have to deal with: finding a balance between taking action and having faith in God as Provider. How do we avoid going to one extreme or the other?

The verse above paints a clear picture we can apply to our business lives.

As people of faith, we know that God has promised to supply all of our needs (Philippians 4:19), and we should trust Him fully for this provision. But does that mean we sit idle and wait for Him to do all the work? Obviously not.

Ultimately, victory and success comes from His hand. (That’s even true for people who don’t believe it!) But He still expects us to “make the horse ready for battle.” It’s less a matter of God “helping those who help themselves” (which isn’t in the Bible, by the way), and more an issue of cooperating with what He wants to do.

In most cases, the Lord uses His people to accomplish his will in the world. He works through us. E.M. Bounds said that “Men are God’s method…When God declares that “the eyes of the Lord run to and fro throughout the whole earth, to show himself strong in the behalf of them whose heart is perfect toward him,” he declares the necessity of men and his dependence on them as a channel through which to exert his power upon the world.”

He wants us to be willing co-workers (1 Corinthians 3:9).

What does that mean in practical terms?

It means do your part. If you want to win the battle, you have to prepare the horses. If you want to get customers, you have to market your products or services. If you want to retain clients, you have to treat them right and provide them with real value.

Do the best work you possibly can, then leave the results up to your Provider.

Read Unexpected Insights for the Christian Entrepreneur Pt. 2.

What Marketing is All About

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“You’ve gotta come and see this!” my wife exclaimed as she ran into my office (which is any room with no kids in it at the time) last night.

“What is it?” I was curious what had made her so excited in the middle of the night.

“Just watch,” she said, unpausing the DVR. She played the commercial for the 2014 Honda Odyssey.

Normally she doesn’t get excited about commercials, but this one had her head spinning. “Honey, I need that van!” kept rolling off her lips for the rest of the night.

Honda is really onto something here.

What Makes This a Great Commercial?

There’s nothing particularly brilliant about the special effects. It’s not thigh-slappingly funny. But it got the only thing that truly matters right.

It showcases the built-in vacuum.

The commercial is brilliant because it highlights a brilliant move Honda made when they designed this car.

honda-odyssey-2014-built-in-vacuumimage via theshoppingmama.com

Maybe they hired a mind reader, or maybe they just asked van drivers what they wanted in a new van. However they came up with the idea, they’re now offering something that moms and dads (the ideal customers for vehicles like this) have been wishing they’d had for years.

That’s what marketing is all about folks. Finding out what people want and helping them get their hands on it.

Honda’s the first car manufacturer to offer this innovation (if I can call it that), but they won’t be alone for long. Their unique selling proposition won’t be unique for long.

What do they need to do to keep the advantage?

P.S. Are you having trouble crafting your own rock-solid USP? You should consider this.

Worst of Signs, Pt. 2

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Here are a couple more instances of crummy signs in my south Chicago neighborhood.

Teeth Sign Chicago

This is a billboard for a dental practice just off the highway. Maybe it’s just me, but it seems terribly offensive, or at least insensitive. But it’s been in the same spot for several months, so maybe it’s working better than I think. Of course, since the sign isn’t keyed to produce trackable leads (in direct response fashion), it’s hard to know for sure, even for Dr. Atcha.

Pops Sign Lansing

If I have to point out what stinks about it, you need some help, too.

If I ever sign up for Pinterest, I’ll be sure to have a board dedicated to the good and bad advertisements I see around Chicago. There are plenty of both.

Did you see It Was the Best of Signs, It Was the Worst of Signs Pt. 1?

It Was the Best of Signs, It Was the Worst of Signs

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dad highest rank

This billboard by the National Responsible Fatherhood Clearinghouse and the Ad Council is one of the best advertisements I’ve ever seen. It doesn’t qualify as direct response or direct marketing, but it is promotional.

More than that, it’s emotionally powerful. For proud dads like myself, for those who are saddened by the lack of father figures in our nation, and particularly for military families, these 7 words speak volumes.

It’s among the best of signs because it’s targeted, which makes it laser-guided towards specific emotional responses. The imagery aims right at the heart.

Does your advertising evoke the right emotions in your target audience?

support

I mentioned this sign in an interview I did last year as being one of the dumbest signs I’d ever seen. I went back to take a picture of it in the window of a shop in south suburban Chicago.

The handwriting is nice, but that’s about as far as the positives go. And if I’m not mistaken, that shop is no longer open.

This is among the worst of signs because it is wrongly focused. Businesses cannot walk up to would-be customers and say “Hey, give me some of your money.” Businesses only stay in business because they provide value to their customers.

The business exists for the customer, not the other way around.

The sign doesn’t offer any reason whatsoever for the reader to support the business. I could understand a sign that says “Support American Businesses.” That’s asking the customer to do something that is in the best interest of the economy of his country. That means it’s good for him in the long-term.

This particular sign comes much closer to panhandling than marketing. It’s just asking for support without promising anything unique or valuable in return. What reason does anyone have to support them?

Are you giving your audience reasons why they should do business with you in your advertising? Are you telling them what’s in it for them? If not, you’re completely missing the point.

Raise the Bar on Your Value Proposition

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What is Rolex’s unique value proposition (UVP), really?

What do they do that no other watchmaker does? Do they make the world’s most accurate timepieces? The most durable? Nope. The most aesthetically pleasing? I’d give that a “no,” but I guess that one is debatable. Do they offer special features that can’t be found in other watches? Not really.

So what is it that makes Rolex so special? If we think about that for a moment, we may gain insights that will immediately impact the way we run and market our businesses.

Two Unique Conversations

apple vs. samsung marketing war

I’ve long been an advocate of finding your uniqueness. If you’ve been reading my stuff for any length of time, you’ve heard this conversation on numerous occasions. But my thinking about how uniqueness works out in the real world is evolving. Two conversations have really sparked my changing perspective.

My first inspiration came during a conversation with a brilliant marketer, my good pal Chuck McKay. He was explaining to me how there’s really no way for products to be truly unique anymore — at least not for more than a few months. Companies that create technological advancements that customers get excited enough to pay for usually see copycats coming up right behind them almost immediately.

Exhibit A: The multi-billion dollar global battle, Apple vs. Samsung.

Jack Welch said that “If you don’t have a competitive advantage, don’t compete.” So what do you do in an environment where your advantages can be ripped off so quickly?

Well, the force that creates loyal, enthusiastic customers (ones who don’t make price the the primary factor in their buying decisions) for companies like Apple, Rolex and Harley-Davidson can work just as well for you.

Boiling It All Down

You may point to the way that strong brand positioning is propelling companies like Rolex forward, and you’d be correct. But what really lies behind this branding thing? More importantly, how can you use it to build of loyalty and top of mind awareness like a Nike.

The second conversation I mentioned earlier was more of a conversation I had in my own mind after reading an article written by Kimanzi Constable. When you boil it all down, business is about relationships and experiences. Branding is about relationships and experiences, both real and imagined.

unique relationship as value proposition

Have you ever seen images of fans at a Michael Jackson concert? People went bananas! Security personnel and paramedics were always on hand to handle people who whipped themselves into a frenzy and often passed out.

Good music was only part of the cause. You can bet these folks didn’t pass out every time a Michael Jackson song came on the radio. But at the concert, perfectly rational, even-keeled people became emotional, delirious fanatics . Their relationship with Michael may not have been personal, but it was very real.

Your favorite musicians may have a similar effect on you. Music creates powerful emotional experiences and, in a way, we have vicarious relationships with musicians (and other fans) through the art they perform.

Those experiences and relationships are where true uniqueness can be found. Even in a commodity business where unique value propositions are hard to come by, you can create unique experiences with customers. Just like famous musicians, you may never see them face to face, but the unique relationships you forge can be very real.

Years ago, I had a manager who told me that “every man should own a Rolex.” Rolex represents success, refinement and even masculinity for those who own them and those who desire them. This is the unique relationship Rolex has with its customers. The brand is capable of providing them with a highly-esteemed status symbol, one that draws both admiration and jealousy, in a way no other timepiece can quite replicate. The brand is an extension of the owner’s self-image, the self he wants to portray to others. He will gladly pay thousands of dollars to accomplish that.

Building Your Unique Value Relationship

Even if you have an established USP/UVP, you should start to think about your marketing and branding in terms of relationships instead of propositions. There are countless ways to build your unique value relationship (UVR). Since it is unique to each individual, I can’t tell you the best way for you to put everything together. But here are some principles to get you started.

1) Make and keep bold promises. Inspire, excite and challenge potential or existing customers. Most of your competitors will never do anything to shake people up and make them take special notice. They’re too busy playing it safe.

2) Provide remarkable customer service. Treat the customer like royalty (note how royalty and loyalty rhyme, at least in English). Give ridiculous guarantees and take away as much of the risk as possible from your customers. Make it easy to buy, easy to ask questions and get answers. Go further than your competitors are willing to go to take care of your customers’ needs. Live the Golden Rule. Don’t just say you care–prove it.

3) Stand for something. Or against something. Be a hero, an advocate. Champion the cause of your audience. Few things build and strengthen relationships like a shared goal or a common enemy.

4) Create an exclusive clique. Starbucks initiates customers into a whole new world of coffee enjoyment. I worked there for years, so I’ve seen the effect firsthand. These people are forever ruined to Folgers. But it’s more about being a member of an elite class of coffee connoisseurs than the quality of the drink. I had plenty of people tell me that Dunkin Donut’s brew tastes just as good.

If there’s anything in the world that’s a commodity, it’s coffee. Starbucks still found a way to become unique. It’s all in the experience.

5) Make the most of your location. Be THE neighborhood auto body shop. Or accountant. Claim your territory and dominate it. To steal a popular slogan, like a good neighbor, you should be there.

I believe the only way to free your business permanently from the commoditization rat race (a.k.a. the economy of today and tomorrow) is to develop and maintain a uniquely valuable relationship with people you can truly help. That is something no competitor can rip-off or destroy.

Go get started. Today.

Authenticity, Awesomeness and the Red Herring of Altruism

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Greetings, good people.

An apology before I get started.

This may turn out to be a little bit of a rant. We won’t be discussing a particular marketing concept or copywriting technique. There are a few ideas “out there” right now that I want to talk about. I still think you’ll be get some good information and insight from this conversation, but I apologize for going off-road.

Be Yourself, Doggone It

“Authenticity” is a huge buzz word these days. That’s both a good and a bad thing.

Many of the gurus and would-be teachers online now are pumping the message of authenticity. Be yourself. Speak with your authentic voice. Don’t try to be anyone else, no matter how much you admire them. Nothing wrong with being that unique individual you were created to be, right? Right!

In a copy-and-paste world, I guess that advice is necessary. When everyone seems to be winning but you, it’s tempting to start mimicking what others are doing. Besides, most of our instructors have told us at one time or another not to “reinvent the wheel,” as it were. Find something that works, and model it.

One the other hand, a 27-point list on how to be myself may be counterproductive.

Hear me on this: don’t chase authenticity. Being yourself is simple, even if it isn’t easy. Anyone who makes a big production out of this idea is sending you on a snipe hunt. That includes me. Check out this quote from American president, Woodrow Wilson.

“If you think about what you out to do for other people, your character will take care of itself. Character is a by-product, and any man who devotes himself to its cultivation in his own case will become a selfish prig.” The same is true for authenticity.

By all means, be yourself. If you’re not sure what that means, it’s time for some introspection. Write in a journal, spend some quiet time in deep thought, turn off the TV or radio and pay attention to what’s really going on inside. You’ll probably learn a lot.

We are all imposters and copycats anyway. To an astounding degree, we figure out who we are and who we’re not from the people around us. From infancy forward, we imitate our parents and role models and build our personalities on the scaffolding they set up.

Is that Awesome or What?

It wouldn’t be an exaggeration to say that I’ve seen a dozen articles, blog posts and other references to “being awesome” in the past two weeks. Gotta admit, all the chatter is starting to bother me.

What in the world does that statement even mean? It’s fairly arbitrary and generic. What is the standard for awesomeness? How do we measure it? Who’s the final judge when there’s a disagreement over levels of epicness (another word that’s hotter now than when Homer penned the Iliad)?

Here’s a thought. Don’t worry about being awesome. Now, it’s important and praiseworthy to pursue excellence in your field. But that’s more concerned with the pursuit of technical expertise or specialized knowledge. There’s a subtle difference.

I don’t think you can just write an article that says, “Be Awesome or Die.” But there is material out there right now that says exactly that. I don’t see anyone telling me “How Win the Kentucky Derby Right Now!” There’s no way you could sell that idea. On top of that, would you be frustrated if you read the article, and when you woke up the next morning, you weren’t ready to compete in the Derby? Would you wonder what’s wrong with you that you couldn’t get it to work? Do you need any extra frustration in your life?

“How to Become a Solid Marathon Runner in 8 Weeks” makes more sense. Specific, realistic, quantifiable.

My advice? Whatever you’re doing, do your best every day. And every day, try to get better. If you keep getting better, you’ll be pretty epic by the time you’re through. How awesome it that?

Altruism

According to legend, one day Pablo Picasso sat in a restaurant in Paris drinking a cup of coffee. A woman recognized him, approached him and asked him to draw sketch of her. Being the gentleman that he was, Picasso obliged. When he was finished, she took the drawing, and asked “How much do I owe you?”

“$5,000,” was Picasso’s reply.

“$5,000?!” she exclaimed. “But it only took you three minutes!”

“No,” he answered, “it took me all my life.”

What do you think Picasso would say about this romanticized notion of the starving artist? The one who creates masterpieces for the love of the craft, and would never commercialize his art. He will suffer poverty before “selling out.”

The question of art versus commerce is ridiculous. I’ve loosely labeled this idea altruism, that is, doing for or giving to others without seeking anything in return. Not looking for any benefit for yourself.

What does altruism have to do with anything? I’m glad you asked.

Honestly, not very many people are talking about being altruistic nowadays. Everyone seems to be telling you more and easier ways to become one of the rich cool kids. But I know for a fact that a lot of people feel guilty for charging what their services are worth. Or they’re scared to ask for it. Or they question whether it’s right to make people pay them to do what they love to do.

Get those thoughts out of your mind.

It is not greedy to charge what you deserve. If your plumber loves fixing pipes, should he charge you less to do it? Of course not.

Be as bold as Picasso in the anecdote above. Know the value you provide, and ask for pay commensurate with the value you bring to the table.

I’m not sure true altruism exists on planet earth. There is some degree of self-interest involved with every action. But in business, the question is a red herring. Thinking about it is nothing more than a waste of time. Stay focused on doing the best work you can do, creating as much value as possible, and earning what you’re worth for it.

Generosity is good. In most cases, I recommend being charitable on the back end. Earn as much as you can, then give as much as you can (in the words of John Wesley, founder of the Methodist church) to deserving causes.

Feet on the Ground

Wow, that really did turn into a rant. I violated my own principle of talking about one thing, but then again, the overriding topic was getting your mindset right and protecting yourself from time-draining thought processes.

We’ll get back to the regular format next time. Thanks for letting me get that out. If you have any thoughts, disagreements, or whatever, feel free to let me know. I look forward to hearing from you.

(originally published May 10, 2011)

 

Funny Thing About Yearbooks…

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Funny thing about yearbooks…

No matter who you are, there are pictures from your past that you consider embarrassing, if not downright horrifying.

Maybe you had goofy glasses, or a terrible haircut.

Maybe you were wearing hideous clothes or just acting stupid, as “kids” often to do.

(For example, I’m absolutely certain people will look back and feel intense shame that they were ever involved in “planking”)

There’s no way around it. That’s how life is. That’s the nature of fast-fading fads and the process of growing up.

But that was you. Being who you were then is part what made you who you are now.

There’s a very similar similar reality in marketing. When you look back at some of your early efforts, you may laugh and shake your head. Was that really you? Were you really that clueless? 

Yep. That was you.

And that’s okay. Who you did back then has created business you have today.

Here’s the point. Everyone looks like a beginner when he’s just getting started at something. Don’t let the fact that you’re not perfect yet stop you from getting started. You don’t have to know everything about everything to do something.

There’s a good chance you’re going to look back at your old blog posts and wonder how those words ever came from your mind. I know I do. Your first efforts are probably going to look like first efforts.

And that’s okay. That’s how you build the business you want to be in the future.

So get started ASAP. Write that sales letter. Announce that seminar. Prepare to launch that product you’ve been sitting on for the past 5 years.

In 2020, you’ll either look back and see that the actions you took in 2014 (even though they may seem amateurish in hindsight) moved you toward in creating something great… or you’ll look back and regret waiting for the “perfect moment.”

What will you see when you look back?

Mousetraps and Snow Shovels

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Falling snow can bring all kinds of thoughts to mind: Grandma’s hot apple cider, Saturday morning sledding or tackle football at recess in 4th grade.

Snow always makes me think of opportunity.

You can go to bed on a clear night and wake up with a foot of fresh snow on the ground. Suddenly everyone has an urgent need. Cities and towns that aren’t prepared for it shut down altogether. (No chance of that happening here in Chitown!)

But those who are ready with shovels, plows and rock salt can become neighborhood heroes. Some build businesses specifically for times like these.

My shovel saw action for only the second time this winter on Friday. In honor of my poor, neglected tool, I’m going to contort Quote of the Week 65 as follows:

“If a man can make a better snow shovel, the world will make a beaten path to his door.” (On his freshly shoveled sidewalk, no less.)

As you probably noticed, this statement is no truer than Emerson’s quote about mousetraps.

Here are a few things to think about. No matter how good your shovel is

  • People who live on tropical islands aren’t going to buy from you. Inhabitants of desert-like climates will never be your customers
  • Many people will purchase a snow blower instead of your shovel
  • Those who don’t have sidewalks or driveways won’t be very interested in buying from you

… regardless of how strong your marketing is.

Are you concentrating on creating shovel innovations? Or are you focused on helping people handle their snow problems?

Which do you think is the better path to take?

The only thing that compels people to buy snow shovels is snow. The only people that buy snow shovels are people who know they have or will have snow piling up in their yards.

Self-Defense Against Business Hijackers

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Do you own the patent on your product, service or process? If not, you are in danger of being “knocked off” by a competitor at some point. Chances are that they’ll charge less than you for what appears to be a similar offering.

In my January newsletter, I said

“…there’s really no way for products to be truly unique anymore — at least not for more than a few months. Companies that create technological advancements that customers will pay for usually see copycats coming up right behind them.

“So what do you do in an environment where your advantages can be ripped off so quickly?”

Have you seen those SodaStream commercials on the air recently? Seems like a cool product, right? As someone who knows very little about such things, I also thought it was pretty much a one-of-a-kind product.

Well, earlier this month, I saw knock-off Cuisinart version merchandised right next to the “name brand”…on the SodaStream-branded shelf display (complete with SodaStream video playing on a loop) — for $30 less. In a national retail chain.

I wish I could find the picture I snapped.

SodaStream spends $18 million/year in advertising (according to the most recent figure I could find), including buying for premium shelf space and an in-store video player, only to have Cuisinart undercut them on price and hijack customers at the moment of decision.

How do you think customers will react when they see a competitive product, which could be just as good, for nearly a quarter cheaper?

More importantly, can you see how this applies to your own business? Are you facing competitors who charge less than you? Does their mere existence cost you sales?

How can you protect yourself? Here are a few thoughts.

1) Have better, more resonant marketing. When potential customers form an emotional or mental bond with your product, service or more often your brand, they often look for you — not the other guy– when they’re ready to buy.

2) Offer an insane guarantee and/or service after the sale. Think LifeLock. They offer a $1 million guarantee if identity thieves get their hands on your information. (They’re a good example of strong marketing, too. Remember the commercial where the CEO broadcast his social security number?)

Service after the sale can set you apart from all of your peers. It’s a terrific way neutralize the fear that kills so many sales. When customers buy from anyone else, they’ll be all alone, trying to figure out how to set up, maintain and get the most from their purchase. You can make life easy for them by being there for them.

3) Does your product carry prestige, recognition or affiliation with some desirable group? Compare diamonds and moissanite. They look alike; some will even say that moissanite looks better than diamonds. But everyone knows which is a more desirable symbol.

4) Offer a bundle or bonus. The added value can make all the difference when it’s time to buy. Another idea would be to link your offering with a related product that would complement the purchase. Again, you’re making the consumers life better and easier than it would be if they dealt with the competition.

5) Create implicit doubt in the quality of the competitive service. Be sure to do this carefully and with class.

You could say something like this: “Plumbers at Acme are the only ones certified by the Illinois Board of Health for contamination-free work in residential and commercial buildings.” That means anyone else could be leaving dangerous germs all around your house. How much more would homeowners be willing to pay to protect their family’s safety?

Don’t attack anyone when you’re using a tactic like this, and always be 100% honest.

If you need some help crafting and implementing your own uniqueness, USP Made Easy may be exactly what you’re looking for.

 

Big Ideas that Impacted Me in 2012

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Happy New Year!

I’m pretty sure most of you will not be reading this newsletter in December, but for the record, it’s still 2012 here in Chicago as I’m typing. I really didn’t mean to wait until the last minute to get in touch with you this month, but this month has been crazy busy.

For this final communication of the year, I wanted to talk briefly about 2 ideas that had a major impact on my thinking over the past months. Maybe they’re not new to you, but I think they’re worth rehashing.

Let’s go!

The Necessity of (Servant) Leadership

People generally don’t like to be told what to do. But, people need leadership. They crave it.

Leaders create a vision for the future. They inspire others and give them courage to move forward. They know (or at least seem to know) just a little more than the rest of us and provide lantern-light so we can follow their path.

You have to start thinking about your business in terms of leadership. We’ve talked about becoming an authority in your field and demonstrating your expertise. Leadership goes one step further. Your customers and prospects are looking for someone to help them do what they already want to do. The person or business which can eliminate the risk they’re facing, help them make tough decisions with confidence and show them the best path they can take to get to get what they want in life will gain unconquerable loyalty from those whom they serve.

The kind of leadership I’m talking about is based on just that: serving people. You’re leading them because you care. Leading because you can honestly help them achieve something great. Believe it or not, making their best interests your priority will pay off for you. As the late Zig Ziglar said, “You can get everything in life you want if you will just help enough other people get what they want.”

“Didn’t Come Here to Read”

Rumor has it that during the World Series in 1957, Yogi Berra, catcher for the New York Yankees, was trying to distract Hank Aaron during a crucial at-bat. Well, Tony Evans tells the story better than me. Check out this 1-minute video –> http://www.youtube.com/watch?feature=player_embedded&v=0a3XygWsHEI

You have to know what you’re here for. What’s your purpose? Who is the audience you’re called to lead and serve? That’s really where business success starts.

If there’s any area I’ve struggled with this year, it’s right here. Knowing and being consistent with my “why” has been a challenge I need to tackle better in the new year.

Thanks for spending 2012 with me. I would love to hear from you, and I’d love to connect with you on social media.

Google+
Twitter
LinkedIn

As always, feel free to let me know if there’s anything I can do for you.