I guess I’m not much of a cook.
I don’t want Colonel Sanders’ fried chicken recipe. Famous Amos makes great cookies but I have no need to reverse engineer the baking.
And I don’t need to know the secret in any sauce. Original thinking is better than a copy.
Too many marketers are looking for a formula to increase revenue. And it better not be simple. If it’s complicated, it must be better.
I’ve made a lifetime of study in the field of time management. I’ve taught several hundred seminars to leaders in search of a better time management system. When students come in the front door of the class, they have a hidden expectation that the marker board will soon fill with a magic formula: “Ancient Secrets for Time Management.”
This is my course content for time management: “Do ONE thing today toward your highest priority goal. Write it in a time slot on your calendar. Then do another.” Of course, a good seminar leader can take 4 hours to deliver that takeaway.
The longer I teach and consult in marketing, the more I realize that many leaders work too hard to make marketing work.
Here are a few simple takeaways from deep-dive seminars I teach. I consider each point to be fundamental:
- Go where the pain and pleasure are formed.
- Write one or two sentences about how your product or service provides a solution to #1.
- Draw a circle on an 8.5/11 sheet of paper. Inside the circle, list descriptions of people who need what you do.
- Make a smaller circle and identify the top 20 percent of your bigger circle. The Top 20 should consist to:
- be the easiest to reach
- have the strongest motivation to solve their problem
- have funds to purchase your solution immediately
- Collect email addresses from people who match your small circle.
- Develop a drip campaign using email, video, social media. (pick one) Show up every day and make sure your WORDS address the problem and solution.
- Do this for a long, long time. Every drip makes a difference in the long run.
This is a secret recipe. The best secrets are simple.