Getting the Sale Once You Have Attention

get results: add value
get results: first, fastest or best

We discussed in a previous post, the importance of capturing attention when carrying out marketing activities. To summarise what we covered in that post…

Marketing only works if you can first capture your prospect’s attention, otherwise all your other marketing efforts go to waste. Capturing your prospect’s attention is the combination of standing out from the crowd and providing something of value in the pursuit of one of their goals.

So that’s where we’ll pick things up.

Having won ourselves a few seconds of precious attention, nothing more, we must make the best of the time we’ve got. The question is, how can we maximise the opportunity?

Provide something valuable

We must ensure our sales patter is interesting, in that it provides some value that the prospect wants or needs in their journey towards the attainment of one or more of their goals.

A goal could be something big, like building their own business or making the next big phone app, or something small like having a clean car, or a new set of pots and pans to cook with.

There are a couple of ways to help them move towards their goals. The first is to show them your solution and explain the benefits and features of what you offer. If they are currently in the market for it, then as long as the price is right, the value is communicated, and they have enough trust in your ability to deliver on your promise, you’ll have a decent chance of them buying. Having said that, most prospects will be wary of committing straight away, without having previously built up some trust in you, your company or brand. This is particularly true if they have never heard of you before.

Build trust

There are several ways to building trust quickly. The first is to appear professional in the way you present yourself, your brand or business. You do this through your communication; such as signage, website, social media presence and literature.

The second way is to have a physical location (premises) which prospects can visit and check out. This gives the perception that you are rather more stable and dependable than if you were solely a web-based business. We’ve all experienced problems with internet only businesses who can’t be contacted easily when things go wrong.

Finally, one of the best ways of building trust quickly, particularly with regards to new prospects, is to have plenty of good, genuine customer reviews or testimonials, preferably stretching back over several years. This helps with the perception that you’ve been around a while. Good search engine rankings also help to demonstrate longevity, because they are difficult to circumvent.

Make it easy

Having minimal friction in your buying process will also give you more chance of getting a sale. The fewer hoops prospects have to jump through to buy from you, the better. This is why Amazon’s one click shopping option is so popular.

Brand building

I did say there were two ways to help move prospects towards their goal, we’ve covered what to do with those looking to buy straight away, but what about those that aren’t ready yet, but who may be in the next 30 or 60 days or so.

You can focus on building your brand with these prospects, by providing free extra value in some way. If you sell pots and pans, you may offer some great recipes that make use of those pots and pans. If you’re a car valet, you may provide free branded car air fresheners, or some tips and tricks to remove stains and spills from car upholstery.

What you’re trying to do, when giving out gifts, advice, tips and tricks, is build a relationship with prospects, so they get to know, like and trust you, so that when they are ready to buy, you are in the frame to make the sale. The things you do to provide the extra value must support your core offering, the thing you’re trying to sell to them, otherwise it won’t make any sense.

With that in mind, it’s better to keep adding value over time, rather than just doing it as a one off. By keeping your brand in the forefront of your prospects’ minds you will improve your chances of getting the sale when the time comes for them to buy.

Summary

Once you’ve captured your prospect’s attention, you have to provide something of value for them. You can do this through the benefits and features of your offering.

If prospects are ready to buy straight away, make sure your sales process is as frictionless as possible.

If they aren’t ready to buy just yet, either because they don’t want your solution right now, or they don’t trust you enough; work on building your brand with them, by providing free extra value. Keep adding value until they are ready to buy.

Check out our marketing guide for more marketing information.

Marketing That Grabs Attention

Get Results: stand out marketing
Get Results: stand out marketing

Marketing requires you to first capture the attention of your prospects. If you’re unable to do so, you have no way of sharing your marketing message with them, and all your marketing efforts will go to waste.

Prospects are continually bombarded with information, as indeed we all are. To cope with the shear volume of incoming stimuli, choices are made, often on a subconscious level. We as humans tend to pay attention to things that are relevant to some kind of goal or pursuit we are trying to move towards. Everything else is ignored or filtered out from our conscious awareness, and may not even register with us.

To illustrate this point, check out this video.

Hopefully you now appreciate the fact that attention is limited, and goal focused. You ignored the gorilla because your attention was busy focusing on counting the passes of the ball. The goal required you to keep your eye on just the ball and ignore everything else that didn’t contribute to that.

Marketing to a captive audience

You might think it would be easier to market to a captive audience. For example let’s say you are advertising on the TV or on the radio or even in the pre-roll of a YouTube video. Your audience is already watching or listening, so they can’t escape your advert.

But ask yourself, when was the last time you really paid attention to the adverts in such situations. You either reach for your phone, to see what notifications you’ve missed, or you tune out, while thinking about something else.

Marketing on a busy platform

If your advertising on a busy platform, say social media, then engagement is much harder to achieve. You are then competing with everything else that can steal your prospect’s attention away. Let’s consider the example of running an advert on their Facebook feed.

Your marketing message will compete with status updates from your prospect’s friends and family. As well as engaging entertainment posts related to their interests. So you need to stop them scrolling passed your advert, by appealing to their interests and/or goals.

Searching or not

Imagine you’re a florist, and Valentines day is just around the corner. You know that people are likely to be in the market for buying flowers, so presenting them with a unique offer, is probably going to get them to stop for a moment to check your advert out. If there is no special occasion imminent, then creating an excuse for them to surprise their partner may be required.

The fact that they are not actively searching for something to buy, makes the sale a little more difficult. They will probably just scroll straight passed your advert, without giving it a second thought. So you may have to rely on eye-catching imagery to get them to stop and see what’s on show.

Stand out

High quality images are more attention-getting than static text, and video is often more engaging than images. You must find a way of standing out from the other content, to catch their eye.

We humans take notice of changes and differences. It’s hard-wired into us, at an instinctive, self-preservation level. If our ancestor didn’t pay attention to changes in their surroundings, it could have resulted in them being eaten by a predator. Our subconscious picks up on such things before we’re even consciously aware of it. And although we’re unlikely to be eaten when scrolling through our Facebook feed, our instinct still reacts as if we might.

So make sure your marketing message doesn’t blend in with all the other content. Make it stand out by contrasting in some noticeable way. Usually this needs to be done visually, because sound is often muted on social media. However, there is no one-fits-all solution available, only by testing alternatives can you see what works best for your particular situation.

Summary

So in summary, marketing only works if you can first capture your prospect’s attention, otherwise all your other marketing efforts go to waste. Capturing your prospect’s attention is the combination of standing out from the crowd and providing something of value in the pursuit of one of their goals.

What next

Once you’ve captured your prospect’s attention, you need to deliver a message that pulls them in to your offering, so they’ll want to find out more about you and your solution.

We’ve discussed this here: getting the sale.

Happy marketing until next time.

Beware of Conspiracy Theories

Get Results: belief
Get Results: belief

Many conspiracy theories come out of the deep distrust of authority.

When people have the perception they’ve been lied to, and deceived, over and over again, it’s only natural that people becoming distrusting of the offending entity. It can be very difficult, if not impossible to build trust again.

This seems to be what’s happening with western governments and the media, at the moment.

All who side with the distrusted party are themselves distrusted and seen to be complicit in the lie. Even science seems to have fallen into this trap of late.

How do you get trust back? Can you? Are governments’ reputations damaged irreparably? Is the media reputation damaged irreparably? What about science?

I think science should take an independent stand, so as not to be seen as complicit in some government led deception.

Science should speak with one voice, not with dissenting, often conflicting viewpoints, that only act to muddy the waters. What is evidence based, and what is opinion? It’s important to address any contradictions, otherwise people won’t know what to believe.

I often see people on social media, calling others ‘sheeple’ as a derogatory term for those they perceive as being gullible for believing what government and associated science are saying. But not believing what the government or science is saying, is not an absence of belief, but rather a belief in some kind of conspiracy theory.

What reliable scientific evidence is there to support the belief in that conspiracy theory? Believing in some unfounded conspiracy theory, which runs counter to respected scientific evidence, could also be seen as an example of people acting like sheeple.

You can believe the widely accepted science, or you can believe often debunked anti-scientific opinion, but I know which one is probably more likely to be accurate.

It’s wise to be skeptical about what people tell you. It’s wise to be questioning. When someone tells you something ask them to prove it. It’s fine to use that principle when authority tells you something, but also question conspiracy theories, in the same way. Don’t reject one and then blindly embrace the other, that is just dumb.

When people don’t have reliable sources of information, they may become confused and hunker down into what they already believe. Better to seek out information from various sources. Read what the Political Right have to say, then read what the Political Left have to say about the same thing. The truth is likely to be somewhere in the middle of the two.

Science is usually a good starting point, spend time researching the latest knowledge on the topic. If you’ve not got the time, best to keep your opinions to yourself, rather than risk spreading misinformed misinformation, which doesn’t help anyone.

Follow the scientific advice unless you have definitive proof it’s a lie. Be even more skeptical of conspiracy theories. They spread because they are often sensational and fantastical. They ride on the back of the facts of the event or situation in a plausible way, but they are only a narrative interpretation.

Every intention and action can be interpreted negatively or positively if you so wish. The hero explorer is cast as the merciless invader, the protective government is seen as the oppressor, safety becomes confinement, a worried neighbor is seen as nosey.

Look for the facts and take the rest of the story with a pinch of salt.

To Sell More Stuff on Social Media!

Get Results: marketing quotes sell the problem
Get Results: marketing quotes sell the problem

To successfully sell on social media, online or anywhere else, for that matter, two things are required..

Get Noticed

First, we have to get noticed. Think about it this way, what grabs you’re attention when you’re scrolling through your Facebook feed?

For adverts, that are designed to sell you something, it would usually have to provide something you want or need, a solution to a problem you have, presented in an eye-catching way.

Motion graphics will help you catch attention, and stop people scrolling passed.

Call to action

The second thing required would be a clear “call to action”.

The call to action depends on what you want viewers to do after seeing your advert. The clearers and frictionless the process of carrying out that call to action is, the better.

When  talking about “friction” we’re not just talking solely about the physical things we want them to do, such as click here, enter your email address or add to cart, but also what we’re asking of them psychologically.

If they fear getting spammed by marketing messages, giving us their email address is not going to be as easy as it otherwise might be.

So whatever we are asking of them, we must make it both physically and psychologically as frictionless as possible. Make it as quick-and-easy as possible (one click is the ideal), with the minimum of risk attached to it (money back guarantee, free taster etc).

What else

Everything else you use in your advert is only required to support your call to action. Things like testimonials, engaging images and text should aim to support your message and improve trust and liking.

We can help you put out compelling promotions.

Check out our marketing guide.

Branding: Emotionally Connect, Through Storytelling

Get Results: branding is the sum of all experiences
Get Results: branding is the sum of all experiences

Branding is a very conceptual term. It can be hard to get your head around if you’re new to it. It holds almost mystical power.

My definition of branding is

“To emotionally connect, to prospects and customers, through meaningful storytelling.”

Branding helps shape customer’s BELIEFS.

It helps shape how customers think about you, and the meaning your brand holds for them. It can determine what they think you stand for and what they think your values are.

Branding will assist customers to feel they know like and trust you, and subsequently encourage them to want to support and buy from you.

Think about why you buy the brands you buy.

What car do you drive?

What footwear do you wear?

What make of TV do you watch?

What coffee do you drink?

What washing powder do you wash your clothes with?

Where do you shop for groceries?

Which pub, cinema, restaurant do you frequent?

What search engine do you use?

Where do you spend most of your social media time?

What make of lipstick, if any, do you buy?

The brand you used is heavily influenced by the story that brand uses to emotionally connect with you, and the story you subsequently carry around with you.

If a brand doesn’t have a story to share, then it becomes a commodity. Whether you buy it, or from it, depends on price, convenience, impulse, or just pure luck and circumstance. Prospects and customers probably won’t give your brand a second thought. They probably won’t remember you very well when you’re not around.

Customers may enjoy many aspects of your value proposition. Your great service, pleasant-natured sales assistant, great value for money. They may appreciate the fact you provide a great solution for their problem. They may remember your warm smile, witty banter, your comfortable chairs, your attention to detail, or whatever you do to make them feel good and valued.

What branding does is pull everything together into a coherent story. This makes remembering and identifying your brand easier, particularly when they are ready to buy again. This might be the difference between them coming back to you rather than going somewhere else.

Branding requires you to provide value through your sales proposition.  You’re required to have a product or service that addresses your customer’s needs. Without this, no amount of branding is going to help you, over the long term.

You must show up regularly through advertising or content creation.

Try to add value between sales by building the perception of expertise. You can do this by providing tutorials or tricks and tips which relate to your offering. Try to build a relationship with prospects and customers alike, so they get to know like and trust you.

Congruency is vital. Everything you do should support the story you want to communicate to your market.

Consider  how you look, via your website, social media channels, advertisements, signage, brochures, mail shots, vehicles, and  in-store.

What you do is also vitally important.  The extra value you add through your solution. Your customer service, even how you market your brand matters. Make sure all your activities and communications are driven by beliefs and values that are also important to your customer base.

Everything you do needs to fit together, to make sense, and support the story you’re telling.

Your brand should be distinctive, so you’re noticeable, and clearly identifiable from the competition.

Make a good first “impression”. You only get one chance, so make it count.

Maintain an excellent reputation. Trust takes time to build up and seconds to destroy.

Be a good tribe leader by taking a stand. Make sure you stand for something, don’t cop out by sitting on the fence. Focus on your customers and only them. It’s okay to say “we’re not for you”  to everyone else.

Ultimately, help your customers tell their story by allowing them to piggy-back on your brand story. Help them identify with your brand, and bring it into their sense of self.

Branding is about creating a little bit of magic through story. It’s about inspiring them to imagine the possibilities of fulfilling their potential through your brand.

Politics is all about division, don’t get dragged into the drama

Get Results: don't argue with someone who believes their own lies
Get Results: don’t argue with someone who believes their own lies

Politics is very emotive because “division” is an important aspect of the human Ego.

The Ego’s default inclination is to either..

  • Seek ATTACHMENT or
  • SEPARATION, particularly when we’re not psychologically awake to what is happening.

Let’s just take a second to review how Attachment works – it inflates (false) sense of self – if we psychologically “have” more, we “are” more.

Separation works by also inflating (false) sense of self – by separating, we make an “other”, and there is no greater “other” than an “enemy”. We criticise, complain about an “other”, implying we are superior in some way.

So politics is about attaching to a party that represents our beliefs, our desires and goals, while separating from parties that don’t connect with us.

Because these things are important to us, they come with great emotion.
We become tribalist behind the ideologies of one party at the expense of others.

But politics isn’t as black or white as politicians and the media would have us believe.

Mainstream media is a hugely influential force, when it comes to shaping public opinion.

But it’s important to understand that the media craves drama, discourse, division and headline-making news, in the most emotive way possible. It does so because these things attract and engage viewers, and in doing so, the media can make money from sponsors and advertisers and justifies its existence to stakeholders.

As the public, we need not take sides, or get dragged into the overblown drama of the media.

If you’re emotional about something, anything, there is an underlying attachment at the heart of that emotion. Check out the following story to illustrate what I mean.

Mike is watching the news, sees a program where keir Starmer criticises Boris johnson with regards to one of his policies; the details aren’t important for the purpose of this story.

This elicits a negative reaction by Mike, as if he were being personally, verbally attacked himself.

But why does he have this response?

Mike is attached to Boris Johnson in some way – not to him personally, because he’s not a big fan of him as a leader. Mike is attached to some of his policies. Mike likes what he believes Johnson is trying to “do for” the country

Mike believes Johnson is going to try and “reform government” – which is important to Mike.

Mike believes Johnson is going to invest in northern towns and cities – by redistribute wealth to poorer, undeveloped areas, as he promised.

Mike believe Johnson represents “something important to him”

Mike reacts to an attack on his attachment; what he believes Johnson stands for.

Mike doesn’t want Johnson’s “mission derailing”

Mike is really attached to what he believes…

  • Johnson stands for
  • Johnson represents
  • Johnson will do for the country and for him personally

Which is…

  • #1 – Reform government
  • #2 – Investment in northern towns and cities – redistribute wealth to poorer areas.

Mike is putting faith in the person rather than the system. He may not trust the system.

Does the Johnson have the power to deliver on his promises? Does Johnson have the will to do this? Does Mike trust Johnson’s intent, capabilities, trustworthiness.

Remember, we judge politicians on the basis of their…

  • Politics,
  • Policies,
  • Promises,
  • Personality – intent, capability, credibility, trustworthiness, likeability

Mikes beliefs, in this instance, are based on FAITH rather than certainty and habit.

So it is with all of us, when we’re trying to make decisions about future events or situations, we can’t know with any certainty that we’re doing the right thing. We may give a leader or party the benefit of the doubt, but faith is usually what our beliefs are founded on.

I guess we could vote a particular way based on habit; we voted for them last time, we’ll vote for them again, or family vote for a particular party, so we do the same.

We might decide not to vote at all.

After all is said and done, whether you’re engaged in politics or not, it affects every facet of everybody’s lives.

Whatever your political persuasion, it’s important to understand the roles that all the participants play; politicians, media and the public.

It’s equally important to see through the often overblown drama stirred up by the media. They are running a business with their own agenda. Drama pays the bills for these organisations.

It’s equally important to understand that competing political parties are maneuvering for political power. It is in their interests to disagree with one another, to find fault in one another for their own political gain.

However, there is a difference between point scoring and holding each other to account, which is an important part of the political process. We want government to be scrutinised and held-to-account by other parties and the media, for their promises and actions.

But understand the underlying motives and learn to read between the lines. Scrutiny is good, point scoring, and political maneuvering is bad and self-serving by the politicians.

We shouldn’t focus on taking sides, by falling behind one party or the other and attaching with a vice-like-grip to a political position or engage in party politics. What we need to do, as a society, is to hold all politicians to account. Utilise the best policies based on merit and the reality of human nature in reaction to those policies, rather than ideology alone.  We need to ensure politicians deliver on promises with effective execution. Question whether the policies are doable, and the politicians capable, and we should base these judgements on merit, not ideology.

Acquiring Knowledge

Get Results: no end to knowledge
Get Results: no end to knowledge

One of the building blocks to getting results is the “acquisition of knowledge”.

In philosophy, the study of knowledge is called Epistemology and the definition of knowledge most popular with Epistemologist, came from Plato who famously defined it as “True Belief with Logos (a reason)”, or “justified true belief”.

So now that we’ve defined what knowledge is, how do we acquire it?

More often than not, knowledge is acquired through the testimony of other people.

Generally we learn through the people we share our lives with. Those who have greatest influence on us growing up, are parents, siblings, friends, teachers, authority figure, who we look to and trust. More widely, we take knowledge from the media and science as reliable sources of knowledge. Although many people question the honesty of media these days.

There is knowledge about the fact of things. Things like the earth is round, things fall to the ground because of gravity, your name is [whatever your name is], your birth date is [whatever it is], you are male or female. We believe them and they are accurate, so we have knowledge, providing we haven’t been lied to about them.

There are also beliefs that come out of inference. Your parents might say to you “None of our family are rich, people like us just don’t get rich, so you’re not likely to get rich either”. The knowledge that “none of our family are rich”, might be accurate, but the inferences that “people like us don’t get rich, so you’re not likely to get rich either”, can’t be counted as knowledge, they are not fact, but they may well be believed.  Many self-limiting beliefs are formed this way. We hold them as truth, we may count them as knowledge, but they are not, they are no truer than saying “none of our family are rich, but there is nothing stopping us getting rich, with education, effort and a sound plan of action, you can be as rich as you want to be.”

When we’re considering moving away from what we’re currently doing, to go somewhere else, or do something else, whether that is building a new career, starting a new business, moving to live somewhere new, whatever it is, there is likely to be a requirement to gain some new insights, learn some new knowledge, to help us along the way.

So we require finding reliable sources of accurate information to help us do that. We are also required to have enough self-belief and self-confidence to take action. If you don’t believe you can do it, you’re unlikely to put yourself in the way of possible failure and disappointment.

Social conditioning includes all the sources of testimony of knowledge we’ve identified previously; parents, teachers, peers etc. The term social conditioning also includes negative connotations, particularly concerned around somewhat restrictive, self-limiting beliefs we may have picked up along the way.

If we haven’t experienced it directly, we’ve all heard of people who have been told they won’t amount to much, or shouldn’t try to stretch themselves, so as not to experience disappointment and failure. If we take these kind beliefs onboard, they can become intertwined with our knowledge and it can be hard unpicking fact from fiction.

So, the way ahead includes finding reliable sources of accurate information, and unpicking your limiting beliefs enough to find the confidence to take the necessary action to follow your dreams, or at the very least, chase down your goals.

We now have more access to knowledge than ever before. We can learn so much through the internet these days. There is soo much information available, the biggest problem is there is also a lot of dross and misleading information to wade through, and it’s difficult to identify who and what to believe and who and what to ignore.

We need to find sources of information who have credibility, ideally people who have done what it is we want to do, and so have direct knowledge about what is required, or what was required for them to do it. They have a track record that we can model. We may call these people role models, or if we can get personal access to them, even mentors.

We need to make sure sources of information and knowledge are not serving some hidden agenda, which doesn’t have our best interests at heart. Sure there lots of courses out there that will teach you to do something, but there are many more who promise to give you the world, to make you rich, but who have no intention of doing anything other than lining their own pockets. When you spend a certain amount of time online you begin to recognise the signs to watch out for. These often include outrageous claims of success. The general rule applies, that if it sounds too good to be true, or promises to be really easy, then you can bet it’s a scam more often than not.

Remember one thing, the road to success is a journey, try to enjoy the journey as much as the destination. Learn your trade, keep trying to make improvements,  so you grow into the person you need to be to succeed, and don’t look for shortcuts. There are very few overnight successes in any areas of life.

So, in summary, learn the difference between knowledge that is fact, and beliefs that you treat as knowledge, but aren’t and that often only serve to hold you back from chasing down your goals.

Find reliable sources of accurate information and knowledge, which helps move you closer to achieving your goals.

Political Persuasion and Manipulation

get results: hugh Rank's model of persuasion
get results: hugh rank’s model of persuasion

As we begin another general election here in the UK, I think it’s important to understand how the art of persuasion will be employed by all sides in the battle for our vote. I’m going to keep updating the list below as the campaign goes on.

I think it’s important to understand what politicians say and why, then research the accuracy of such talk. You may notice that some things are repeated again and again; such as ‘fall off a cliff edge’, ‘regain control of our borders and laws’. These become sound bites that if repeated enough times become political truths in the minds of receptive listeners/viewers.

Instead of blindly allowing such comments to be integrated into your beliefs system, question their accuracy. It’s not about what you want to be true, but what is true. So consider all such sound bites as the start of your research, not the end. Take the scientific approach and look to disprove them, before you integrate them into your sense of self and believe them with complete certainty.

Remember, both sides are trying to manipulate your opinion, don’t be outraged by this fact, and it is a fact, it is a truth, after all, this is what the game of politics is founded on. Politics is about each party presenting their argument and trying to convince onlookers that their argument is more compelling.

Personally I think the whole political system is broken, it should be about having a system of governance that provides the best outcomes not the best and most persuasive arguments, and party politics is often reduced to throwing insults at the other side rather than establishing effective solutions to real-life problems.

We must hold politicians to account more; promises made should be the same as promises delivered, and often they are not.

Whoever you decide to vote for, and you should always vote, don’t blindly listen to the words, question their validity, research them and make sure you insist that promises made are honour with action, and if not, hold the promisers to account with your next vote.

Get Results: political persuasion examples
Get Results: political persuasion examples

Why Can CHANGE Be So Difficult To Achieve?

Get Results: Change is a journey of transformation
Get Results: Change is a journey of transformation

We often think CHANGE will be a simple process, a case of cause (we do something) and effect (something happens as a  consequence). For example, we learn to drive, pass a test, get a car so we can drive around where we want to go. Or we learn a skill, let’s say programming, then we can go looking for a programming job. We learn to swim, we go swimming etc.

These are reasonably straight forward examples of simple change, but let’s consider another example that tends to be more problematic. Let’s say we want to lose weight, why can it be so hard to shed those pesky pounds?

We first must KNOW what is required to lose weight; which is, we must consume less calories than we burn off as energy.  It’s as simple as this to lose weight, right? If we do indeed eat less calories than we burn off as energy, than losing weight is inevitable.

But many people often struggle to achieve weight loss, why is this?

Figuring out what calories we are consuming and how many calories we’re burning off is difficult to gauge. We get so many mixed messages from the media and people around us, we are told fat free food is the way to go, then we find sugar is really the problem. Finding accurate information from reliable sources is critical for success, but harder than it should be.

If we are armed with the correct information, we then have to deal with MOTIVATION. We have to overcome our desire to eat those calorie-loaded sweet treats. They taste so good don’t they?

Such desires are the enemy to our goal of losing weight.  Here at getresults.org.uk we call them blocking motivations, they are blocking progress towards our goal. In fact, they can be taking us further away from our goal as with the example of eating calorie-dense foods; we’d be putting more weight on rather than losing it.

Fear is another example of a blocking motivation, it isn’t usually a factor when trying to lose weight but it can be when we’re, say, wanting to start a business or looking to make some meaningful change to our lives or professional life. We fear the thought of failure, loss, disappointment, embarrassment etc and this can stop us taking action altogether.

Discomfort, inner-conflict, coping strategies and lack of support are other examples of blocking motivations.

Then there is COMPLEX CHANGE to consider, this is change where there are more variables and moving parts to consider, many of which aren’t under our direct control. For example; if you want to set up an online business, you have to figure out what message you need to use to communicate and market your product or service, so that you get people to visit your site and buy. This isn’t just about what you are doing, it’s about shaping the thoughts and behaviours of other people. This is altogether more complex than just controlling your own actions and behaviours.

You can see how complicated things start to get when considering CHANGE. We must not under-estimate the difficulty of the challenge, even with apparently simple change. But armed with the right knowledge and motivation, it can be mastered, and once mastered, it will help you in other aspects of life, from health to wealth.

Check out the site for more information on the  subject of change and the aim of getting results, it is dedicated to the pursuit of achieving success in all areas of life. Hope you find it useful on your journey of change.

The Essentials of BRAND Development

Get Results: Essential elements in brand development
Get Results: Essential elements in brand development

When it comes to building a brand, there are many considerations, but there are 3 that I would suggest should be at the forefront of your brand building activities.

Differentiated positioning

Differentiated positioning involves your branding standing apart from the competition.

Your brand should represent unique meaning from the point of view of customers.

Think about some of your favourite brands, what simple meaning do they represent to you? Volvo represents safety to me, Apple represents innovation.

Positioning is also about where you position your brand in the marketing, are you a specialist, a generalist, are you a premium brand or a value driven brand?

No two brands can successfully hold the same market position, the first in that space will usually be the winner.

Look to disrupt and challenge the status quo, by shaking things up and approaching the market from a unique and refreshing direction. Think about how Netflix have changed the landscape of the video rental business into the streaming services we now see. What would look different in your space?

Play to your brands unique qualities and strengths. What has your brand got to offer that will allow you to stand apart from the competition?

Provide value to customers

The fundamental requirement of any brand is for it to provide value to its customers.

If there is no benefit for the customer in interacting with your brand, why are they going to bother? They just aren’t going to, life is too short to waste time on brands that don’t benefit anyone.

Provide a valuable solution that addresses customers wants and needs.

Make sure your solution fits your brands strengths, talents and skill-set.

Try to ensure your brand is focused on a specific part of the market. It’s often better to focus narrow and deep, rather than shallow and wide in terms of market coverage. Leave the mass market to the big boys who have a big enough budget to reach them.

Brands should attempt to connect emotionally with customers, because  emotions and not reasoning or logic, are what connect people to people and people to brands.

To matter to customers your brand has to provide value on a regular basis, so that if you go away, they will miss you.

What do customers want or need that your brand can provide a valuable solution for?

Effective communication; perception control

Value offering and differentiation are no good if you aren’t able to communicate them effectively to customers or prospective customers.

Brand building orientated marketing is required to tell your story to customers so that they get what you’re brand is about. Speak to your target customers in a language only they will understand. It’s okay if your communication goes over the heads of non-targeted people.

Be inspiring to customers, provide them with hope; show them that whatever they are wanting to achieve, can be done, and they can do it with your help.

If possible connect to a bigger cause – be part of it, together. Play to customers aspirations. Romanticise a calling – “I’m a photographer”  changes to “I help celebrate family – happy families make for happy communities.”

Ask yourself “What does the market think of us? Is this as intended?” If there is a disconnect between the two, revise your brand communications.

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