A Very 2012 Set of Problems

I have chaired several conferences and workshops over the last month and a set of common themes is emerging:

1. Interruption marketing no longer works

None of the traditional marketing activities work so very well, if at all.

2. Tons of noise about social media
Way too much time is being spent discussing the whats, ifs and buts of various social media and the tedious parasite industries that measure or aggregate or gamify the activity. Wrong discussion. Figure out what your message is and where to find your targets. Talk to them using the media they prefer to use. End of.

3. Five-year-old-itis
Too many businesses are still running on a model of the world created on five-year-old assumptions about competitors, customers, how and why people buy, pricing and marketing. Most of these assumptions are hopelessly out of date and irrelevant.

4. Partnership

The main limit on growth is access to relevant resource and potential clients. The quickest way to accelerate your opportunities is to partner with other, complementary businesses that will give you access to their database. Who should you be talking to about a new joint venture or partnership?

5. Thought leadership

One way to force your way to the top of the attention ladder is to have something to say. There are too many mediocre, run-of-the-mill players out there. Do you really want to be associated with their mediocrity? If so, fine. Otherwise, start putting together and implementing your plan to be seen to behave like an expert. (See The Expert! model in my 'Grow Your Service Firm' book.)

6. Self-management
People are endlessly searching for the universal solution to their time management nightmares. Get organised and look for ways to maximise and leverage your activity. No short-cuts here, just plain common sense. Buy yourself a diary, commit to using a simple prioritising To Do list.


No rocket science when you break the themes down under simple headings.

Yet somehow we feel we are missing something, that there is some magic silver bullet that we just can't find.

I am afraid it is back to basics.

However, the whole debate must start with your product or service. What problem is it solving and why should people bother to buy it? More importantly, why should they bother to buy from you?

Thank you.




Robert Craven -- UK's #1 Business Speaker (SpeakerMix)
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Alan Rae - Business Communicator

alan-rae-50531

A Very 2012 Set of Problems

The way you get business is to meet people, have a product or service that they need and deliver it with ruthless efficiency. This means removing friction and constantly motivating those around you. And always remember its easier to sell other people's products to your customers than to sell your products to other people's customers :)

1 comments

Abby ren

abbyren-708569

A Very 2012 Set of Problems

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0 comments

Stella Holman "The Connector"

stellaholman_theconnector

A Very 2012 Set of Problems/thanks Robert

Thanks very much Robert.:-)

1 comments

Stella Holman "The Connector"

stellaholman_theconnector

A Very 2012 Set of Problems/New join Venture or Partnership

Hi Robert Re: Partnership [The main limit on growth is access to relevant resource and potential clients. The quickest way to accelerate your opportunities is to partner with other, complementary businesses that will give you access to their database. Who should you be talking to about a new joint venture or partnership?] I get so many requests now from various sources but alot of the time it is Affiliation which to me is high risk - someone else want to use my network to advertise their product or service but I would only receive a commission in the event that someone bought the service or product, what is your thoughts on this? Kind regards Stella

1 comments

Iain McGuigan

iainmcguigan-350540

A Very 2012 Set of Problems

Hi Robert, I agree about back to basics and how important that is but the problem as I see it is that it goes against natural human instincts. We like to nibble at the edges, theorise, spend hours on exciting things rather than on the nuts and bolts. We like to think about, discuss, write down, prioritise, bitch about how much we have to do rather than just getting on with doing it. We either like to jump in with little thought or think about it for so long that it's to late. We love to blame every little thing but us for how difficult it is or mistakes made and we will spend significant energy and time coming up with reasons as to why our theories are correct rather than getting on and fixing it. Procrastination is embedded in to our very souls and hard wired in to our brains. We desire to be liked, preen at compliments and fume at slights and spend entirely too long dealing with either. It is not that we don't know what to do it's just that we don't do it and a lot of our time is spent thinking up spurious reasons for this. And ... then there is everybody around us, co workers, bosses, customers, friends, family and strangers who help us to achieve and perpetuate the above for they are in the same cycle Successful business people go against this grain and strive hard to fight against these natural foibles. No wonder so few truly succeed. My ramble for the day, how much sense it makes I will leave to others. Kind regards Iain

1 comments

Mike Morrison

rapidbi

A Very 2012 Set of Problems

yes back to basics - real basics - but get those right and a business has half a chance

1 comments