HOOKING BIG FISH

It’s no harder to win a whale of a company than a minnow as a customer.

Yet, start-ups invariably fish for tiddlers.

They think they know their place and believe they have no chance of netting big fish.

Big mistake.

If you can deliver at the right price and you’re the best at what you do, you’ll hook customers irrespective of their size – or yours. 

WORTHLESS AWARDS

Business awards are ten a penny and one of the biggest scams in the corporate world.

They cost a pretty penny to enter and the winners behave like conquering heroes while disappointed losers grumble about the fact they should have won.

The real winners, of course, are the organisers – it’s a nice little earner for them.

Alas, most of us reluctantly feel pressured into entering awards, in the belief it will help us win business.

I’m not so sure. We don’t enter awards and it certainly hasn’t stopped us from winning work.

DON’T BE A MIDDLE OF THE ROADER

In business the middle of the road is a dangerous place to be.

Brands that opt for the centre ground will always be middling.

Brands that operate on the edge are the ones that grab attention.

No one notices middle-of-the-roaders. They end up as roadkill.

To make an impact – make your brand edgier. 

MARKET YOUR B2B BRAND ON LINKEDIN

If you’re in the b2b sector, you’re missing out big time if you’re not exploiting Linkedin.

We win masses of business by distributing valuable content on the platform every day.

Today, as I scribble this blog, we have won two new clients directly from Linkedin.

I wholeheartedly endorse the site for content marketing.

But seeding content is only half the story. Building a following, not just any following, is the other part.

The CEOs of the biggest companies in the world are connected to me, so follow my lead and connect with decision makers.

OVER-HYPING IS NOT SMART

Like you, I get bombarded with offers promising the most amazing deals.

Like you, I ignore them.

Like you, I’ve learned that if it sounds too good to be true – it probably is.

Yet, most of us in the world of advertising over-egg the pudding from time to time.

Resolve never to do it again.

Under-promising and over-delivering is the way to win business.

HEARING WITHOUT LISTENING

You’re missing a trick if you don’t have subtitles on social media videos.

Most social channels mute the sound on videos, so you have to click the volume button to hear what’s being talked about.

Open captioning allows your followers to instantly see what’s being said.

Everyone’s a winner – you get your message across and they don’t have to click the sound button.

It’s a supremely simple idea that you should adopt in your next video.

A RECIPE FOR SUCCESSFUL PUBLISHING

What’s more important – quality or quantity?

It depends – but in the world of publishing, quality is far more important.

Whether you’re publishing a blog or a book a video or a magazine, quality beats quantity every day of the week.

You gather a following for a brand by producing great content in small quantities.

It’s what great chefs do – they don’t load plates with too much food.  They leave their diners wanting more.

DON’T PROCRASTINATE

Super successful people don’t procrastinate – they confront issues head-on.

That doesn’t mean blundering in without thought.

It means assessing situations, thinking how to get the best outcome and going for it.

It can mean pouring oil on troubled water or, on occasion, being a bit more forceful.

The secret is not allowing situations to fester.

Super successful people know it’s easier to extinguish a campfire than a bonfire.

HAPPY BIRTHDAY MR PRESIDENT

You may not be a fan of President Trump.

But you have to admire his determination to stick to his own agenda.

Scandals, lawsuits, resignations and global media hostility have failed to dent his resolve.

Business leaders can learn from that.

Too often we cave into internal and external pressures when we know in our heart of hearts that we should carry on regardless.

It’s when the going gets tough, that the tough really get going.