Be quick but don't hurry

John Wooden is a great basketball coach. One of his many great sayings/quotes is "Be quick, but don't hurry." Honestly, that is some of the best advice I've ever absorbed and it applies in so many areas of ones life. And it applies well to marketing too. Often there are many tasks that need to be done and all seem ultra important, but most often there are a few big rocks that really need to be done first AND done very well. So, hustle. Work hard. Be diligent. And most of all, be quick but don't hurry-the process, the hire or the project. Great sometimes takes just a little bit more.

Process = Success

If you implement anything more than a few steps long you have a process. Done well a process is your friend. It helps marketers or executives to insure you cover important bases and don't miss things. A good process is not static and improves over time. An example from my daily work is our review process for newsletters - both electronic and printed. The process has saved us many times from making errors both BIG and small. We use similar processes for campaign themes and various other projects, as well. It works like this.

1. We prepare and send a "First Look" which is mock up of the piece. It might have full stories and graphics in some places and ideas for stories in other places. It prompts the discussion.
2. We prepare the newsletter based on feedback and send what is a 98% complete document to make sure the content we've developed follows the feedback/discussion provided in the First Look session. We state this is not polished, but should be close and we talk about any holes that still need filling (the 2%). We ask for a keen eye review.
3. Following comments/suggestions/corrections, internally we do what we call the FTC (fine tooth comb). This is a detailed review where you re-read every word and you need to be in full editor mode. After writing and laying something out - often you can't see the forest for the trees, so you need extra keen eyes at this point.
4. After FTC, we send the final out for approval. If someone finds something, we fix it. Most often, it is approved and we order.

This process works because it has been developed over time and everyone knows what to expect. We use it consistently and participants know what is needed at each step. It makes it easier for all involved AND we get the best results because of it.

What processes do you use to make your tasks easier to accomplish? An advice to make our process better? I love to learn.

Purpose and passion are 'self serve'

These days you can outsource many responsibilities in your business. Often, you and your customers are better served by doing so because you can hire great expertise at less cost than it would take to employ them in-house. You'll likely gain some efficiencies too. But, there are at least two areas you can't hire out:

1. Your company or organization's purpose

AND

2. The passion it takes to sustain the organization or company

One can't be sure of the reason some companies try to outsource these core elements. My guess is they are tired or they are lazy.

I've seen this done under the veil of 'planning' where an organization wanted the facilitator to lead them to their passion or purpose. In reality, they were not willing to do the soul-searching work it took to get to the answers they needed. Granted, sometimes you may need the assistance of someone to help you with unpacking the 'how' of your purpose, but never the 'what'.

I urge you to do the work. If you don't know how, try this. Shut off all electronic devices and go to a place you cannot be disturbed for a few hours. Without distraction, it may not even take this long. Be sure to take a pen and a legal pad with you.

1. Then, ask yourself this question: Why do people come to your business or organization?
2. If you are failing and need to make a change, the question might be: Why do you want them to come to your organization or business?
3. Then, ask yourself this: What really makes me excited about our business?

Discovering these answers will invigorate and excite you. If it doesn't, you have not found your purpose or passion.

What baseball can teach you about being a better marketer!

I’ve heard many people say “baseball is so slow” or “baseball is boring.” If I know them, I'll ask why they feel that way. Usually the answer is similar to “there is so much standing around.” I’ll admit I was practically born on a baseball field and I love the game. Certainly not everyone has that same experience. However, there is a lot the game can teach marketers if we see what is really happening with every pitch.

Baseball is a game of fundamentals and planning. So is marketing.

Baseball is a game of strategy and patience. So is marketing.

Baseball is a game of subtlety and adjustments. So is marketing.

A fundamental example: if a base stealer’s footwork is bad, he will need to be one step faster than someone with perfect fundamentals to steal a base. If a marketer doesn’t engage staff early by asking questions and using their feedback, your campaign/promotion won’t be as successful as if you had.

A strategy example: there are (at least) 5 more ways to score if a runner is on second or third base, so you will see team sacrifice an out to move a runner up. It is basic baseball strategy, based on numbers. As a marketer you need a strategy and then you need to follow it. Too often I see a lot of wishing and hoping. Have a well-considered strategy. Use it patiently. Judge it carefully.

A subtle example: professional baseball players are great defenders too. They make hard plays look easy. Why? Because they were positioned correctly or they anticipated where the ball would be hit based on the pitch thrown or the hitter’s tendencies. They or their coaches notice small things and adjust accordingly. Baseball is a game of constant change. Marketing is exactly the same. Your ability to adjust in the short and long term is what will make your success.

See, baseball is not slow or boring when you know what to watch. Enjoy!

Pricing, packages, bundles. Are they right for you? Yes? Start here.

I do a lot of work with telecommunications companies and it occurred to me that a webcast on 'bundling' I did for them last year might have some value to others. The concepts can certainly extend to many other industries, in fact, they are quite interesting when viewed through this lens. So if you are interested in pricing and bundling your products or services, you might want to scan this. I'll include a link to the slide deck at the end of this post.

So, what are the initial questions you want to ask yourself before you dive into bundling or a pricing restructure? Here are a couple to get you started:

• Do you have the margin for it? Sometimes bundles just don't make sense. If they are not for you, don't push it.
• Do you have capacity? This can be defined however you want: time, inventory, capital, etc.
• What are your competitive pressures? Simple question. How does competition affect your pricing?
• What are the goals for your bundling? Simple questions #2. What are your reasons for wanting/needing to bundle?

Reasons to bundle vary. Below are some to consider that MAY apply to you or could if you worked at it.

• Stickiness: in most industries customers in bundles with more products reduces churn significantly!
• Customer expectation: bundles are easy (think Extra Value Meals and 2for1 deals). Customers like them.
• Easier to sell/explain/understand: putting stuff together that makes sense is easy to buy and sell.
• Increase revenue: Often bundles are used to raise Average Revenue per User/Customer.

Be relevant if you decide this approach is right for you.

• Talk about what is important to customer, not what is important to you.
• Create products that show you are concerned about customers needs.
• Educate them concerning products and services they want or need.

Finally, be creative with your creative!

• Be thoughtful about your customer. Use words & graphics that connect to them & pull them in.
• Be consistent with your look & message. About when you are getting bored, they are starting to hear.
• Know the hot buttons and push them. What matters to customers? It shows you care and are listening to them.

Click here to read or download slide deck.

Good luck. Please let me know what questions you asked yourself as you considered this for your industry or business.