When I grow Up…

When I grow Up…

When I was growing up there were a number of people in my life that I looked up to – family members, inspirational teachers, sports stars and family friends all featured. When I consider the person I am today – my morals, my feelings towards others, my views on business and so much more I can see elements of these people in me.

Without realising it, I have become a product of my environment. As I’ve grown up I’ve continued to seek out new role models and people that I aspire to be like or learn something from. I’m sure a few of you probably put names like Branson, Steve Jobs, maybe even Lord Sugar in your role model lists but sometimes it’s the people that are on your door step that have the most to offer.

My Dad plays a huge part in my business life – I bounce ideas off him regularly, he chairs one of my companies boards as a non-exec. He is there for me when I need that experience and I’ve often said that if it weren’t for him, I wouldn’t be where I am now. I can never thank him enough for that.

I’m lucky that my job takes me into hundreds of businesses as a consultant and trusted advisor. I get to meet more people running businesses around the country than I ever dreamed I would have done. Every person I meet is an opportunity to learn. Every now and then I meet someone I know I can learn a lot from and I make it my business to do so. I ask questions, I show interest, I forget my path for that moment and concentrate on others. I wholeheartedly encourage you to do the same.

There are a few people I’d like to pay special tribute to (business wise). Maybe you could consider doing the same today.

Ken Rudge – A good friend and businessman who lives and works in Devon. A very sensible head on him and doesn’t pull any punches.

James Trebble – Never have I met anyone who is so positive. Whatever life throws at this serial entrepreneur, he gets up, dusts down and gets on with it. An absolute delight to spend time with, everyone needs a JT in their life.

*Worth noting here that myself, James and Ken take a day a quarter out of our businesses to get together and talk about challenges, set goals and think about the next big thing for our companies – this is absolute gold dust.

James Dawkins – My business partner for 12 years. We might bicker every now and then but we’ve never fallen out and in 12 years I think that’s pretty impressive. He’s the ying to my yang (soppy I know!).

Nick Sprague – Ultra successful businessman and philanthropist. I think it’s important to have business goals in life and and mine are based on what this man has achieved. Not only does he have a number of successful businesses but he enjoys life, helps charities (even setup his own: http://www.parabottle.co.uk) and has a wonderful home life. If I’m where Nick is in a few years, I’ll be a very happy man.

My list could easily go on…

In my opinion its vital to surround yourself with successful and positive people. Role models are so important to have. If you’ve not done it already, seek yours out and make them a part of what you do.

Now Your Thoughts

  • Who inspires you? Give them a shout out on this blog. They deserve the recognition right?
  • How much of an impact did your childhood role models have on you?

Is your marketing material all about you?

Is your marketing material all about you?

I learnt a valuable lesson about marketing once which fundamentally changed the way I view the composition of marketing material for my businesses. This was the lesson: It’s not about me/my business, it’s about the needs of my prospective clients. Sounds simple doesn’t it, but it’s all to easy to talk about yourself when putting together this material. I challenge you to look at your own material now (yes this minute – go and grab it) with a subjective head on and consider how it would read to someone you want as a client. Have you told them how great you are? Have you told them how much experience you have, how many years you’ve been in business and the fact that you’re one of the best in your area at what you do? Is this the main message? Guess what? Your prospective clients don’t care. They have their own issues, their own challenges and their own needs to satisfy. They don’t care if you’ve got over 50 years combined experience in your market, they probably don’t care if you are the number one company offering XYZ in your area! These maybe useful to know and perhaps you should have these as after thoughts but they shouldn’t be your main message. What you actually need to do is define the audience you’re trying to reach, why they might need to buy what you offer and then heres the clincher – solve their problem for them (or at least tell them that you can solve it somehow).

When you start thinking about marketing like this, it requires a different style of thinking, a different outlook on the production of this important material. In my opinion there are far too many companies out there simply ticking a ‘marketing box’. They produce some material saying how great they are, they send it out either electronically or via snail mail and then saying ‘Yeah good job guys, that’s the marketing bit done’. They then wonder why they are not getting results and why the phone is not ringing off the hook. Next time you’re putting together something which is marketing your business, try and think of how it will be viewed in terms of the buyer. If you’re like me then I’m sure that everyday you gets lots of letters, glossy flyers and brochures across your desk – how many of these end up in filing cabinet Z (The bin)? A large proportion I’ll wager? Now think about what made you pull that one thing aside to actually spend some time looking at? I bet it added value for you in some way, or helped towards, or claimed to be able to solve a problem you have? The success in direct mail and e-marketing can be quite low so you need to make sure you make it work for you. It can be expensive after all. If you’re looking for inspiration then I can thoroughly recommend signing upto the Glazer Kennedy Insiders Circle. These guys are legends at preparing marketing material which really works. You can also check them out on their Facebook page or follow Mara Glazer on Twitter. You won’t be dissapointed.

One last tip – Not all of us are or ever will be marketers so when you produce drafts for your next brochure of sales flyer, try sending it out to friends and colleagues who could be potential buyers and ask theem to be as constructive as possible. Be prepared to have it ripped apart and get ready for the critiscm – Don’t get defensive if its not what you want to hear – after all you don’t want to send out something that’s going to get you nowhere do you? The end result will be a more successful campaign and hopefully better conversions into real business.

Most importantantly – Have Fun :)