Category Archives: Business

Targeting Your Marketing Message and Planning Your Ad Strategy

Getting results from advertising doesn’t mean that your results will always be smooth.  Expect that when you’re advertising, you will always get what you ask for from your marketing message, even if it’s not what you actually thought you were asking for.  If your results from marketing aren’t what you want, you may be left wondering whether the fault lies on your choice of prospects or whether your marketing message is to blame. I would suggest looking at both areas to improve your marketing.

If you have marketing that’s bringing in phone calls and traffic to your business you may think that it’s working great, but think a little deeper on this. Is it really efffective? More specifically, is it bringing you the right type of prospect or are you just doing spray marketing, telling anyone and everyone and hoping someone is your target customer? Real marketing is tailoring your message to your target customer and then sending your message out to those people. It’s a mix of accurate messages and accurate targeting.

For you to ensure that you’re getting the right prospects from your marketing, you have to identify the type of clients you want to work with. For example, in a real estate business, you would want to ask yourself whether you want to work with:

  • Buyers or sellers
  • Home owners or condo owners.
  • Investment buyers
  • Sellers having trouble or looking to move up
  • First time home buyers

You might want to add more to the list of people you would want to work with as time goes on, but do so slowly and carefully. The reason is that it costs more and more to offer multiple services to people in order to cater to their every need. This is often the kiss of death of businesses that try to be everything to everyone instead of offering a specialized service to a highly targeted type of client. Being specialized also makes it much easier for you to become well-known as an expert in your area of specialization.

Other things to consider is the logistics of that particular area of expertise in terms of location. Do you want to focus your business in one specific area of your city or do want to focus on a huge geographic area? If you do decide to go hyper-local, be prepared to have refers of other service providers in other areas in case prospects ask you to help them but they live/work in another geographic area. This is an excellent use of networking within your area of expertise and seek mutual referral agreements!

Must-Read Books: Tim Ferriss and Kevin Rose Share Their Favorites

Tim Ferriss (author of The 4-Hour Workweek) and Kevin Rose (founder of Digg) recently got together for a Random episode where they talked about their five must-read books. When they did the video I had a huge interest in finding out their choices since I’m constantly reading and always on the search for new paradigm-expanding books to read… plus, I respect both of these guys and their opinions tremendously. I decided to share with you guys a nicely formatted list of the books they recommend plus a snippet of how they described the book. Make sure to watch the full video to get a more in-depth look at their book choices, plus the discussion on Tim’s blog and at Kevin’s twitter account. Tim even says of his choices that “each of these should have the potential to change your life or your business entirely.”

Tim Ferriss’ Must-Read Books

The 22 Immutable Laws of Marketing (Violate Them at Your Own Risk!) by Al Ries and Jack Trout
“I’ve re-read this before every product launch that I’ve done or even in the product development phases. Talks about things like creating a category versus trying to be the best in an existing category.”

Getting Real (The smarter, faster, easier way to build a successful web application) by 37signals
“It does have a software focus but all of it can be applied to entrepreneurs in general. It’s really about creating a lean startup and testing assumptions that you may have. Is offering options, more options, always the best decision? The answer is no.”

Vagabonding (An Uncommon Guide to the Art of Long-Term World Travel) by Rolf Potts
“This is one of two books that I took with me in 2004 around the world. The other is Walden by [Henry D.] Thoreau. This is arguably, the most practical manual of life philosophy that I’ve found. It’s an outstanding book for those people who  feel trapped in any situation in their business or career or who simply want to experience more of life.”

Seneca (Letters from a Stoic) by Seneca
“Someone who’s able to help control an empire indirectly, but also amass wealth without being controlled by it. Seneca is an outstanding thinker and this is I think one of his most accessible books.”

Leaving Microsoft to Change the World (An Entrepreneur’s Odyssey to Educate the World’s Childen) by John Wood
“[John Wood] is on track to be Dale Carnegie 2.0. If you’ve ever wondered what you can do to really change the world, outside of perhaps your business or using your business, maybe a change in direction to give a test by dipping your toes into the world of philanthropy or causes this is a book you need to read.”

Motherless Brooklyn by Jonathan Lethem
“A lot of philosophy in that as well, but it’s about a detective with Tourette’s Syndrome.”

Surely You’re Joking, Mr. Feynman! (Adventures of a Curious Character) by Richard P. Feynman
“A collection of stories and adventures of the physicist Richard Feynman.”

NOTE: Tim also recommends in the comment section of his blog Buddhism Without Beliefs by Stephen Batchelor . He also says that of his book choices, if he was forced to only choose one book to buy and the rest to read in a library, he would buy Seneca (Letters From a Stoic) or Vagabonding (An Uncommon Guide to the Art of Long-Term World Travel) and read the rest in a library.

Kevin Rose’s Must-Read Books

Envisioning Information by Edward R. Tufte
“The master when it comes to taking complicated data and turning it into beautiful charts and graphs that are easy to understand. If you’re into graphic design, print design, web design, you name it, you’re going to get some really good information and how tos out of these books. He has a whole series of these books.”

The Tipping Point (How Little Things Can Make a Big Difference) by Malcolm Gladwell
“Bunch of really good information in here on how to make ideas go viral. This could be good to apply to any kind of products or ideas you may have.”

8 Weeks to Optimum Health (A Proven Program for Taking Full Advantage of Your Body’s Natural Healing Power) by Andrew Weil
“He is a Harvard educated doctor and then also has Eastern medicine experience as well. Really great well rounded book. Love Dr. Weil and I read this probably every couple of years.”

Zen Mind, Beginner’s Mind by Shunryu Suzuki
“Isn’t a religious book, but more on self-realization, study on yourself, breathing exercises, relaxation and understanding human nature.”

The Intelligent Investor (The Definitive Book on Value Investing) by Benjamin Graham
“The foundation for investing. A lot of people have used this as their guide to getting into investment. Warren Buffett cites this as the book that got him into investing. How to evaluate different companies out there before you make an investment.

by Stephen Batchelor

The Knowledge Edge: Why You Need to Foster a Learning Culture in Your Business

Knowledge is often the key to succeeding in business. Innovation doesn’t happen by accident or chance, innovation is a choice. You need to have the right steps in place in order to get you to where you want to go in your business life. Random chance can sometimes be on your side and can help you along the way – but don’t bet on it!

Learning more about your chosen field or topic of interest can give you an edge in terms of better performance and much improved profits – these outcomes come from improved skill levels in various areas of your business. Keep in mind that you’re the focus of your business – if you improve yourself, your business improves at the same time.

If you’re an entrepreneur, resign yourself to the fact that there’s almost always someone out there with more capital and more resources than you. That’s a fact. But there’s one area where you can get an edge over everyone else in your field and industry. The way you do this is by having invaluable knowledge that others may not have or know how to implement and constantly improving these levels of knowledge. Power in business, by virtue of us living in this information ,isn’t based on physical brute manpower as it was a few hundred years ago. How far and how high you can take your business is now based on brain power and the decision making skills to put that knowledge into action. We need to quickly develop our potential – increasing our knowledge is the only path.

Technology is an impressive and a generally important tool to have in your business. Amazingly powerful software and computers that fit in the palm of your hand are definitely great tools to have but they will not necessarily take you where you need to go in terms of learning. They can help, but true learning comes from the inside.

We all have our special gifts as human beings. At the same time though, we need to find our own unique strengths, magnify these strengths, and at the same time improve our weaknesses so they’re no longer our weak points. This allows us to grow into more balanced human beings and at the same time we expand our capacity to contribute in business.

One of the keys of knowledge that you need to understand is that knowledge, in and of itself, is fluid. What yesterday was the newest, most advanced information is now old news today. There are always eternal truths but in general, learning is a journey that you need to be on a daily basis – learning from every experience, whether an apparent failure or success. If you have the mentality that there’s always something to learn in every experience you have, then success will come regularly for you.

If you’re currently managing a team of employees, you need to foster an attitude in your workplace and among communication with your employees that knowledge should be gained without limitations. To gain an edge, you need to give your employees the freedom to learn what they need to learn, when they need to learn to it, and use this information to strengthen the entire business team. Knowledge is not to be hoarded; it is to be shared freely.

When I was writing this article, I started thinking beyond just gaining knowledge and began thinking about a more abstract topic: ethics and integrity. Is there such a thing as morality and ethics in business when it comes to knowledge? Or is it fair to  just do whatever you can to get ahead without getting caught? Are there certain business practices when it comes to information which are unethical even if they are completely legal? Many times we may be doing something that can be classified as borderline unethical and not even realize the ramifications of our actions. Let’s say we hire an employee away from another competing company. This employee knows of a product they are launching soon, but it’s been confidential up to this point. Do we ask this employee for information on this product? If we do, is this just getting a business edge or is this unethical and unfair?

You can run your business in a no-holds-barred type of way – getting an advantage no matter what it takes. You can also run your business transparently, always putting integrity above profits. Either way is successful – there’s no denying that. I’m not going to lecture you one way or another either, this isn’t a sermon! What I will advise you is to think of both ways of running your business and think about which of the two ways brings you the most satisfaction. Which business style inspires you? You need to get pumped about your business if you want to succeed – there needs to be passion!

If you want to inspire your co-workers and employees to fast track their knowledge you need to get these same people to feel as emotionally committed to taking this journey as you are. Unless you have a literal gun in your hands you can’t force anyone to do anything! Even if you had a gun, they’d just do it, well, because they don’t want to get shot! You need to have these people open to the idea of learning and really wanting to do so – this is the definition of true motivation and leadership in management. You need to get this commitment from people before you launch into action trying to create complicated systems.

The bottom-line is that for you to be able to get the people in your organization to join you in your quest for increased knowledge, you need to get them to join you in the same thirst for knowledge, that sense of wonder, curiosity, and that inquisitiveness you feel right now. Like all successful leaders in all facets of life, you need to win over these people to your way of feeling and thinking and then share with them how important it is to exponentially increase the knowledge levels of your business. Remember that motivation precedes action, action then produce results, and results produce more motivation. One of the best ways to accomplish this task is to create a culture of innovation and curiosity. At first it may be challenging if everyone’s been exposed to the all-too-common business culture of “just doing what you can to get by each day”. But once this learning culture is established, it makes it much easier for you to leave your business in the hands of another, and see that the culture you initially instilled is still going strong and has even been improved!