Do It! Marketing Blog: Marketing for Smart People™

A few years back, J.M. Smucker topped the list of the "100 Best Companies to Work For" compiled by the Great Place to Work Institute and published annually in Fortune magazine.

Their extremely simple code of conduct (and the foundation of their strong corporate culture) is as follows:

• Listen with your full attention
• Look for the good in others
• Have a sense of humor
• Say thank you for a job well done

See, it's simple! No big words.

No "mission/vision/gobbledygook."

And what is most interesting to me is that the "corporate code" above is not corporate at all -- it's PERSONAL. It addresses the way each individual person is expected to BEHAVE (not think - but ACT).

What's the corporate code where you work?
Is there a difference between the written code (on the wall in the lobby, perhaps?) and the way people really treat each other? Click in the COMMENTS section below and let's discuss...

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David Newman is a marketing speaker and marketing coach who works with professionals who want to do a better job of marketing so they get more leads, better prospects, and bigger sales.

• Building a coaching culture that promotes candor and dialogue
• Linking strategy, structure, processes, values and human resources
• Balancing strategy and tactics
• Developing road maps for strategic planning and implementation at all levels
• Identifying and developing future high-potential leaders ("HiPos")
• Business literacy and management skills for new managers
• Performance-based coaching and feedback skills for managers and execs
• Persuasion, political savvy, managing without authority, managing upward
• Building "bench strength" in anticipation of the next labor shortage as the economy recovers
• Developing a bottom-line accountable culture
• Motivating workers in uncertain times

What's YOUR take on the list above? Please SHARE and DISCUSS in the comments section below...

• Leadership Skills
• Teambuilding
• Motivation
• Supervisory Skills
• Customer Service
• Meeting Facilitation
• Process Improvement

• Healthcare
• Corporate
• Financial Services
• Small Business Owners
• Entrepreneurs
• Non-Profit
• Faith-Based Organizations
• Anyone who wants to maximize potential, overcome obstacles & achieve goals

• Architectural drawings
• Building plans
• Hammering
• Screwdriving
• Framing
• Drywalling
• Plumbing/HVAC
• Roofing

• Tall people
• Short people
• Families
• People who want a new house
• People who'd like to move
• Caucasians
• African Americans
• Asian Americans
• Latinos
• Anyone who wants a house they can call a home, a roof over their heads, and to obtain housing

MARKETING TIP: Nobody CARES about YOU and what YOU do! They want to hear about the outcomes. Outcomes go way beyond features, benefits, processes, and methodologies.

Sell me on the HOUSE and what my life will be like when I've moved in, or have guests over, or have a picnic, or retire.

Talk about ME, MY life, and what MY experience of your product/service will be. That's all I really care about!

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David Newman is a marketing speaker and marketing coach who works with professionals who want to do a better job of marketing so they get more leads, better prospects, and bigger sales.

This video clip speaks for itself (you should have your audio/speakers turned on):

What can YOU do that will impress people with YOUR versatility and talent?

These days, "being good" (or even great) is merely table stakes - you need to MASTER your offerings so your audience knows they're in the hands of a professional good enough to deliver A+ work while being confident enough to have fun.

In my marketing seminars, we spend about 10 minutes talking about what I call "canvas size." And my point is that most people's canvas is too small. Sometimes WAY too small.

To indulge the analogy for a minute, most folks can fingerpaint just as well as others... they just limit themselves to those small little 3x3 canvasses you can get at the art store.

Now, let's say you have big-canvas talents. For example, let's say you're a Chuck Close or a Jackson Pollock.

You could certainly paint on a little 3x3 canvas, but you wouldn't have the space or capacity to express YOUR message in YOUR way.

You'd be constricted, small, and tight. You certainly would not be considered a master of modern art. You're working on the wrong canvas size - it's too small for you.

Or worse, you'll make a mess on the rug and the table as your paint spills over the edges. You need more space.

Are YOU working on a big enough canvas?

Are you SURE?

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David Newman is a marketing speaker and marketing coach who works with professionals who want to do a better job of marketing so they get more leads, better prospects, and bigger sales.

"Nearly all rich and powerful people are not notably talented, educated, charming, or good-looking. They become rich and powerful by wanting to be rich and powerful."
-- Paul Arden

How’s that for a goal? Imagine this:

“Billy, what do you want to be when you grow up?”

Billy: “Rich and powerful!”

Isn’t that great? What is wrong with that answer?

Nothing, NOTHING, NOTHING! Or as my mother says, “There’s nothing wrong with making a lot of money, you know.” (Thanks, Mom.)

Paul Arden gets it. On the cover of his book It’s Not How Good You Are, It’s How Good You Want to Be, he has the subtitle “The world’s best-selling book by Paul Arden.”

That’s what we’re talking about!

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David Newman is a marketing speaker and marketing coach who works with professionals who want to do a better job of marketing so they get more leads, better prospects, and bigger sales.

'Ideas are flowing much faster now than they ever used to.'
-- Pradeep Sindhu, Founder, Juniper Networks

This snippet from a FAST COMPANY interview got me thinking that one good metric for corporate innovation is fairly simple to measure: I call it IDEA FLOW.

Here's how to measure it - right now!

Answer these 8 questions:

1. How many ideas have come across your desk in the last 30 days from anywhere in your organization?

2. How quickly did you respond to them with either:
   a. feedback
   b. discussion
   c. implementation

3. How many ideas did you personally contribute anywhere else in the organization?

4. How many got one of the three responses in question 2 above?

5. Where do most of the ideas that are ACTED UPON come from in your organization?

6. What formal or informal structures are in place to harvest, encourage, and reward business ideas - even crazy or offbeat ones?

7. Are managers rewarded for not only the ideas they come up with, but others' ideas that they credit, promote and implement?

8. What is the path of the typical IDEA FLOW in your organization? Are there many stops along the way or is there a streamlined process?

Do you remember the public TV cartoon on "How a Bill Becomes a Law?" - connect that to "How Do Ideas Become Profit?"

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David Newman is a marketing speaker and marketing coach who works with professionals who want to do a better job of marketing so they get more leads, better prospects, and bigger sales.

Almost 10 years ago, I wrote an article for the Philadelphia Business
Journal (and an abbreviated version for WallStreetJournal.com) entitled "Marketing is Everyone's Business."

Upon re-reading it recently, I came to the sad conclusion that the article wasn't that strong although the concept behind it was HUGE then - and it is still HUGE today...

It was inspired by my 10-minute conversation with Susan Bach
of Adolor Corporation in Exton, PA. Susan gave me more
information about her company and their positioning,
products, and future plans for new drugs than most brand
managers at competing companies could have done. The catch?
She's the HR Director.

The bottom line: You gotta KNOW the business and MARKET the
products, services, and value prop no matter what the title on your business card. Great companies KNOW this and TRAIN for it. Does yours?

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David Newman is a marketing speaker and marketing coach who works with professionals who want to do a better job of marketing so they get more leads, better prospects, and bigger sales.

Guest post by Karl Bryan

Here is a laundry basket of word of mouth small business marketing initiatives I have used over the years for retail clients that have worked successfully.

I’ve done it in a list form, so you can go through and highlight the ones you want to put into action.

These are offered by George Silverman who wrote the amazing book, The Secrets of Word of Mouth Marketing.

Put your seat belt on... because here they are...

1. Give them something worth talking about
2. Cater to your initial customers shamelessly
3. Give them incentives to engage in word of mouth
4. Ask them to tell their friends
5. The customer is always right
6. Always tell the truth
7. Surprise the customers by giving them a little more than they expected
8. Give them a reason to buy, make them come back and refuse service from anyone else other than you
9. Make eye contact, and smile, even through the telephone
10. Find ways to make doing business with you a little better: a warmer greeting, a cleaner floor, nicer lighting, a better shopping bag, extra matches, faster service, free delivery, lower prices, more selection.
11. Never be annoyed when a customer asks you to change a large bill even if he doesn't buy anything.
12. The customer is your reason for being. Never take her for granted. If you do, she will never come back, and will go straight to your competition.
13. Always dust off items, but never let the customer see you doing it.
14. Never embarrass a customer, especially by making him feel ignorant.
15. Never answer a question coming from a desire to show how smart you are. Answer with a desire to help the customer make the best decision.
16. Never shout across the store, "How much are these condoms?" or anything about the personal items a customer is buying.
17. When you don't know, say so. Do whatever you can to find out the answer.
18. Every customer is special. Try to remember their names.
19. Don't allow known shoplifters into the store.
20. Don't ever let two sales staff talk when a customer is waiting. The worst thing you can do is count your cash while a customer is waiting.
21. If you can suggest something better, they will be grateful. Always respect their choice.
22. Never pressure anyone into buying anything.
23. Never knowingly give bad advice. Just help people come to the right decision.
24. Personally visit the store of the competition or assign people to visit and report back to you.
25. Hire a shopping service to prepare periodic reports on how your people are treating your customers.
26. If you hear of a store where the management is insulting the customers, buy it, then put up the sign "Under New Management" outside. Then sell it later based on the increased sales.
27. One expert (in the drugstore's case, a nurse or physician) who is convinced you are better brings hundreds of customers and their friends through word of mouth.
28. Always look for ways to make a stranger a customer.
29. People will walk several blocks to save a dollar, or see a smile, or be treated right.
30. Always run a sale promotion or an offbeat event. Make them come back to see what you are cooking up next.
31. Use the best sign-maker you can find and pay him more than anybody else.
32. If someone is mad at you, they will tell everyone who will listen for as long as they are angry, maybe even longer. So correct any dissatisfaction, and ask customers to send their friends.
33. Treat your employees and salespeople who sell to you the same way you treat your customers.
34. Have a zero error system. There may be terrible consequences for example, if a mistake is made filling a prescription. Have people check each other's work for safety.
35. Occasionally make intentional mistakes to see if people are checking.
36. Always measure your performance.
37. Always ask a customer to "come back soon"
38. If customers say they are moving away, offer to send them their favorite items by mail.
39. Tell jokes.

This is a lot of information to digest, so we’re going to wrap up this list and leave you with the homework of going through and taking a look at the tips and tricks you like best.

Also, look for tips that fit your company, products, services and target customers to maximize their effectiveness.

Guest post by Mary McKay

1. Mistake:  You have not yet articulated what you do for your target market in one to two simple sentences. 
Remedy: Be ready at a moment’s notice to succinctly introduce yourself and your expertise in no more than two sentences.  You’re building your relevant marketing message. 

2. Mistake:  You refuse to identify one target market and therefore, postpone marketing activities because you haven’t yet thought through what value you have to any one group.  
Remedy: Identify your ideal client.  What are their characteristics, what keeps them up at night and where do they gather in large numbers?

3. Mistake:  You are not committed to certain hours in the day for marketing your expertise to grow your speaking business.  
Remedy: Systematize the booking process so that you will be able to automate your marketing activities that will build your business.  

4. Mistake:  You have not yet created an on-line opt-in strategy that speaks to the needs of your target market.   
Remedy: Create tips, short articles and relevant solutions to their challenges that you can distribute at least once a week.  

5. Mistake:  You don’t inspect what you expect. 
Remedy: If you spend three hours reaching out to prospects in your target market introducing your expertise, follow up with them routinely and send notices of products or services relevant to their needs.  

6. Mistake:  You fail to continually seek and post to your website third party endorsements. 
Remedy: Ask for endorsements following events. Make endorsement request on your evaluation form.  Draft ideas about what you would like to hear your past clients say about you. They may request your assistance on that. 

7. Mistake:  You rely on your circles of influence to deliver referrals which rarely come in.
Remedy: Become pro-active by contacting those who have hired you.  These days, you generally have to ASK to GET.  

8. Mistake:  You don’t ask your target market what they want to know and need to know. You may be guilty of thinking you know what they need. 
Remedy:  Consider doing an ASK campaign to your ideal audiences to find out the top 5 challenges with which they struggle.  Use this market intelligence to insure that you hit the bull’s eye.   

9. Mistake: You don’t do the research about an organization before you contact them. No meeting professional wants to tell you the facts about a meeting that repeats what has already been stated on their website.  
Remedy: Demonstrate your respect for their time by being informed before you contact them.

10. Mistake:  Not creating a website that speaks directly to your target market’s needs. You expect meeting professionals to read through pages of features about you that are irrelevant to their needs.  
Remedy: Create a website that’s about the client’s needs rather than all about you.  Articulate the relevant facts about your background that are pertinent to the organization.  Most are interested more in what you can do for them rather than what you have accomplished in your life.

Mary McKay is a speaker marketing specialist for emerging and under-booked professional speakers who want to secure more paid speaking engagements.  With her Turnkey Speaker Booking System, she systematizes the booking process to uniquely position the speaker, optimize the appearance, generate referrals and enable more revenue potential through product sales.