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THIS WEEK
Why This Marketer Detests Advertising
ALSO IN THIS EDITION
Why This Marketer Detests Advertising
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Do you ever get sick of advertising? The emails that scream "here's the magic bullet – just attend this course, buy this webinar series, purchase this software etc".
They promise that if you just follow the magic formula, plant the magic beans, kiss the unicorn and spin around three times ... that all your dreams will come true. (OK – I made up the bit about the unicorn, but you get my drift).
Most weeks I just glaze over and ignore it. But, last week as I was sifting through a wheelie bin load of pre-Christmas catalogues, and after deleting a few hundred breathless emails promising the latest magic bullet ... I hit the wall.
Enough!
Look ... I am in marketing, and I know that the easiest marketing is to promise to deliver a pot of gold at the end of the rainbow. After all, so many people make the same promises every day.
And, there will always be people who want to buy hope and a quick fix, and will fall for false promises. But selling bogus dreams feels icky and just plain wrong. It smacks of taking advantage of innocent people and seedy one-night stands.
Look - here's the drum. There are no magic bullets and there are no magic wands.
But ... there are people who can only hear your voice
In my world-view, there are people in the world who can only hear what you have to say. It doesn't matter how many other people are saying similar things – they need to hear you say it in your unique way, and from your unique approach in order for them to take action.
Your mission in life is to find the people who can only hear your voice – and help them. If the solution you are offering matches their problem, and is competitively priced – then they will accept your offer of help.
People don't need a set of steak knives with it and they don't need a helping of stardust (or bull-dust) to make their decision. They just need you to speak from your heart, and offer true value in your goods and services.
But that doesn't mean you shouldn't demonstrate your credibility and highlight the value you can add. You need to do that in spades in your marketing to help people work out whom to listen to!
So before you send your next email or release your next ad ... stop! Take a cold shower. Ask yourself what you want to be known for ... offering false dreams or helping the people who need you most.
I personally prefer finding and speaking to the people who can only hear my voice ... and then helping them achieve their goals and dreams. Yes, it is harder than peddling a 10-second miracle – but it is so much more rewarding.
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 The most effective managers communicate openly and honestly with their employees. They don't sugar coat, they don't dance around issues and they don't oversell a role.
This is particularly true with performance reviews. Performance reviews should be more about the conversation and less about the forms. But how do you get reviews to that point?
Our Employee Performance Reviews: Tips, Templates & Tactics covers off the essentials of productive performance reviews, as well as a host of tips on dealing with challenging performance issues including tears, anger and the "silent" treatment.
Each kit comes complete with 8 training sessions on MP3 for you to download, as well as a stack of templates, and process tips. And for only $24.97(AUD) it's a bargain completely free of unicorns and magic beans!
Check out Employee Performance Reveiws: Tips, Templates & Tactics here.
Comedians are some of the most creative people in the world. So how do they keep coming up with creative ideas day after day? This post shares a brilliant talk by John Cleese on how to boost creativity.
exuberantly yours
Ingrid
Heart Harmony
Legal stuff: This newsletter is intended as only a general guideline for Australian businesses. You should seek specific advice for your situation rather than relying only on this newsletter
Earnings disclaimer. Some of the content may include advertorial information, which means I may receive financial compensation for the products I recommend. But - unless I know and trust the product, I will not recommend it.
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