Marketing and advertising advice for owner-operated businesses
Just after dusk on October 16, 1978, a cardinal stepped out onto the loggia of St. Peter’s Basilica proclaiming to the world, “Habemus papem”—”We have a pope.” In the 26 years that followed, Pope John Paul II changed the course of events in eastern Europe if not the whole world. How he did it offers clues on how you can be a more effective communicator.Continue Reading
I just love this van. It’s fun, it’s honest, it’s unpredictable. It covers nearly half of the Ten BE’s of Better Branding. But, it really nails Be #1: Be who you are without apology. They could have wimped out and called it “Quality Flyers,” or “First Rate Flyers.” Sure. Then they would have sounded like everyone else and melted into city’s the wallpaper of delivery vans. Instead, they claimed the truth of what customers want: cheap azz flyers.
I don’t know anything more about Cheap Azz Flyers than what you see here. I’ve never used them and can’t endorse them. I do know the colors, the lettering, the attitude all got my attention because they’re a great example of the Ten Be’s in action. (Minor points off for parking in a handicapped spot, though.)
How about you? Do you have the nerve to claim what it is your customers really want?
My son takes his SAT’s next week. The baby I held newly born two blinks ago, will be old enough to vote this December. So, I thought it fair to ask, as we drove together this morning, “what do you want to be?”
That ride, and his answer, left me wondering if we ask that question often enough about our business and marketing. Last week I wrote about the danger of too much doing. This week, I’m focused on BE: are you actively choosing what you want your business to Be?
Winning businesses, brands, products, and people start with BE. Here’s why: if you know what you aim to BE, what you need to do becomes obvious. Your BE comes before goals and strategies. BE is a filter to keep you on course.
1. Be real: Whatever you are, be it fully without apology
2. Be principled: Know your boundaries, follow your north star
3. Be honest: Truth is so rare it makes you stand out
4. Be specific: Define customer expectations clearly
5. Be reliable: Do what you say as you say every time
6. Be aware: Observe and reflect your market
7. Be generous: Give more than you expect in return
8. Be unpredictable: Customers love delightful surprises
9. Be learning: Stretch your thinking, seek innovation
10. Be playful: It makes you happy and drives competitors crazy
My son, by the way, couldn’t answer that early morning question. He’s in the same trap that often grabs us: mistakenly focusing on what to DO instead of understanding his BE. Take time to define your company’s BE’s up front. Then, watch what happens. Knowing your BE’s adds sparkle to everything you DO.
You may disagree with some of my list. Fair enough. What do you think belongs on there?
No worries about my son, by the way. He’s a teenager. It’s good for him to discover there are still some things he doesn’t know.
It's not enough to do a good job. Your neighbor does a good job. I aim for client delight; going that extra mile to deliver more than is expected, taking the routine to a higher level. This is my tenth year creating television ads for Nelson Water Gardens' annual spring Garden Party. Each year, we hone the idea, bringing a fresh approach to the same message. Today is the first time a customer took time to write a note---to my client---praising the ad. Today I learned, the only thing better than client delight is customer delight for my client because we didn't settle for doing a good job."Love your T.V. ad.... Beautiful. A few moments of bliss. Thank you."
--June, a Nelson Water Gardens customer
