Nike’s and Wayne Gretzky’s Advice

For years, I’ve appreciate Nike’s tag line that tells us to “Just Do It.”

This past week, I’ve encountered a number of situations with clients, cohorts, and myself in which the answer has been, “Just Do It.” What a refreshing reminder! When we let doubt, fear, or any other obstacle keep us from getting out there and making our mark, we rob ourselves of the success we’re seeking.

Not sure if a campaign is ready to roll out? Just test it! Don’t know if the question you’re going to ask will lead that prospect to make a purchasing decision? Just ask it! Whatever the next step is you need to take to get your marketing results to the next level…Just do it!

Gather your team. Define what your company needs right now to move forward. Don’t focus on obstacles, but instead see solutions. Then act. Famed hockey legend Wayne Gretzky says it best when he reminds us that we miss 100% of the shots we never take. Take that shot.

Today is my day. How about you?

Here’s to your marketing success!

Bryan Waldon Pope

The Ethical Way to "Steal" Marketing Ideas

“There’s nothing new under the sun.” I believe this old saying in every sense of its meaning.

What there is, however, is creative application, reworking, and improvement of ideas and tangible objects that give us ever-evolving products, services, and lifestyles. Though we could all argue society would be better off without some innovations that have come along, most will agree that, in the big picture, our situations, experiences, and comfort are enhanced because of the drive of untold millions of human minds making incremental changes to existing realities over centuries of time.

What does this have to do with marketing? EVERYTHING!

If we begin at square one with everything we do, we won’t make it very far in business. We must use others’ successes as springboards to move ahead. Here are just two of the many ways to borrow and build on the efforts of other businesses in meeting our marketing goals:

1. Look for successful marketing strategies and tactics in industries outside our own. It’s easy to get stuck in the rut of doing the same things as our competitors in marketing our businesses. What’s working in other industries? Other geographic markets? How can these successes be adapted to work for us?

2. Borrowing existing assets of other companies is another way to enhance our opportunities. When Canon decided to enter the copier arena against Xerox, they didn’t start from square one. They licensed existing technology and aligned themselves with established distribution channels. They leveraged others’ assets to gain a foothold in the marketplace and launch a thriving division of their company.

Gather your team and look at these two areas of opportunity. What can you borrow from others’ success that has application in your situation? Whose intellectual property, technology, client base, or other assets can you leverage to bring greater returns to your business while benefitting the assets’ current owners?

OK, so what I’m talking about here isn’t really “stealing” as the headline said. It’s innovating…the same way mankind has been doing it from the beginning. As we open our eyes and our minds, we’ll find new, productive ways to market our businesses using others’ ideas and innovations as stepping stones to our own greater achievement.

Here’s to your 2011 marketing success!

Bryan Waldon Pope

Finding Our Hidden Marketing Assets (Part 1 of 2)

Any time I ask business owners and marketing managers what the one thing is they’d like more of to effectively market themselves, I always get the same response that has already popped into your head: money. While more money can be hugely beneficial in marketing our businesses, we all have other assets--many of which may be hidden from our immediate view--that can be used to meet our marketing objectives.

Today I’d like to share two of four categories of assets we should take time to carefully explore: people and organizations. Our connections and affiliations can be leveraged appropriately, tastefully, and effectively to ultimately bring us the greater success we’re each seeking. Here’s a partial list of places to look to get your mind going:

People:

Vendors
Clients
Employees
Friends
Family Members
Inactive Clients
Old Colleagues
Past Employees
Past Co-workers
Past Business Partners
Mentors
…and the list goes on.

Organizations:

Associations
Chambers of Commerce
Networking Groups
Mastermind Groups
Seminar and Workshop Groups
Business Societies
etc…

Gather your team and take a look at the resources and assets available to you as a collective group in terms of relationships and associations with other people and organizations. You’ll be surprised at the opportunities available in these largely untapped asset pools.

Next time I’ll share some insights on two other groups of assets to consider diving into to find unused marketing opportunity.

Here’s to your marketing success!

Bryan Waldon Pope

Fake It 'Til You Make It

I was sharing this story with a client recently and wanted to share it with you as well.

A number of years ago I was teaching a workshop on networking. In the course of the conversation, the principle of perception was addressed. We talked about being an expert and never appearing desperate no matter one's circumstance. No one wants to do business with a newbie or someone who isn't successful.

One of the workshop participants raised his hand and asked, "So are you saying we should fake it 'til we make it?" I went on to share my thoughts on this point by proposing we're all 'faking it' to some extent since none of us ever really 'arrive,' and that once someone feels he or she has arrived, a decline begins.

The participant agreed with my stand, but went on to state there is a point of 'arrival' when one is considered an expert and money is no longer a primary driver in one's business pursuits. I acknowledged his input, pointing out this perception needs to reside in the minds of the audience and proceeded with the discussion. He wanted more. He wanted me to identify the point of 'arrival' he had proposed. In the course of his quest for an answer he blurted out in a most confrontational manner, "So have you made it, or are you just faking it?"

I replied, "You really can't tell?"

"No," came his response.

To that I only had one thing left to say: "Exactly."

The workshop proceeded.

I'm not suggesting we operate as impostors in our businesses. Being genuine is key to success. I am, however, submitting that no one ever 'made it' by focusing on his or her flaws, pointing them out to an audience of prospects, or apologizing constantly for shortcomings.

Focus on your strengths. Become a real authority on whatever it is you do. Then speak and act with purpose and conviction. If you do this, are you faking it, or have you made it? I suppose that question is still up for discussion.

Bryan Waldon Pope

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