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3 Marketing Rules & 3 Expert Tips

I follow marketing news, so you don’t have to.  Here are favorite rules and tips from marketing gurus.  Enjoy!

Three Marketing Rules

1) Selling is Out:   People have been oversold.  They’re cynical and suspicious.  Traditional “selling” doesn’t work anymore.  It turns people off.

2) Attention is Rare:  Research shows we’re bombarded with 3,000 – 20,000 marketing messages a day, but only 12 make an impression.

3) Volume is Annoying :  People are overwhelmed with tasks and activities.  Just adding to the volume is unappealing.  Be targeted, personal and relevant.

Three Marketing Tips

1) Use Your 6.5 Seconds:  FCB, a top global ad agency, reveals we have 6.5 seconds to engage our listeners or they tune out. You have just enough time to entice interest.  After they engage, you can explain more.

2) Say it with Picture-Words:  Memory research reveals that pictures stick and concepts slip.  Case in point, Tom told me “I distributes large scale vehicles used in commercial environments”. After probing, I discovered Tom sells fire-trucks. Which would you remember?  Fire-trucks!  Use words that evoke a picture or experience.  They’re powerful & sticky.

3) People Want to Like You First:  Like-ability is huge. Too often we focus on expertise and forget that personal connection is important.  No one will care about our expertise, if they don’t like us first.

For more check out:Daily Ad Exposure Why is Everyone So Busy? FCB on 6.5 seconds  Made to Stick Model The Likeability-Factor assessment


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How “Fluency” Delivers the Win

What the heck is “Fluency”?  How does it deliver the win? Fluency (a psychology term) indicates how easily people read, understand and interact with something.  The more something is fluent, the more we like it and judge it to be good.

If it’s unappealing or confusing, we think “BAD”, no matter how good it actually is.

It’s important that prospects experience fluency with everything about you or the gut reaction may be:  I don’t like this, I don’t want this!

A new CRM search delivered this reality powerfully.  The most fluent won with:

  1. Fluent Presentation:  Pleasant & appealing
  2. Fluent Interactivity:   Easy & accessible
  3. Fluent Deliverables:  Relevant & practical

How easy, relevant, appealing and fluent are things your prospects and clients encounter?  Consider your:

  • Tag-Line
  • Website
  • LinkedIn Profile
  • Print Marketing
  • Prospect Initial Meetings
  • Client On-Boarding
  • Client Meetings
  • Client Communication

Refine to make as fluent as possible!

In case your curious, here’s what happened with the CRM. The most popular and robust CRM failed because all three fluency measures were awful.  The cheapest, with most relevant deliverables, failed because the presentation and interactivity were dreadful.  The winner, an upstart in the CRM world, has the most fluent presentation, interactivity and deliverables.

Fluency delivered the win over everything else.


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Success Story: How to Inspire COI Advocates

I’ve been encouraging advisors across the country to talk to women who are centers of influence when they want to develop more business.  Stop telling & selling.  Ask for help.

Women don’t mind asking for directions and we don’t mind being asked (it’s practical). One of my financial advisor clients did this with great success. Here’s what he did:

1. He asked 5 influential women COI’s to a meeting.  He also included his fabulous female client associate.

2. He shared his values and vision to serve women.  He was genuine about why he cared and what he does to help. 

3. He asked for their help in reaching more women.

4. He listened for 3 1/2 hours as they strategized on growing his business.

Big Results from Asking COI’s

One is introducing the advisor to all her friends who work at a large corporation.

An attorney is connecting the advisor to more influential COI attorneys.

Three women are planning a networking event for three different professional networks, featuring the advisor.

Another is nominating the advisor for an important role on local board, where his financial expertise will be highlighted.

All out of inviting a few women to a meeting and asking for their input!


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People Prospect Like This? Really? (Enjoy a Good Laugh & 3 Tips)

We all want new business.  Sadly some are still prospecting old-school and bombing out. You’ll get a good laugh from these fumblers who killed their chances in 60 seconds. Read on for a laugh & 3 Tips.

Sales Death by Wise-ASSumption

I was recently at a trade show with my husband.  As we walked the booths a vendor tried to differentiate himself with humor. He joked about my husband as the primary decision-maker and “owner” of the money.  BIG MISTAKE!

This poor soul made the wrong ASSumption.  I suggested that he might change his approach since nearly half of women earn more than their husbands and might find his jokes insulting.  His female partner shrugged and rolled her eyes apologetically.  She was clearly embarrassed for him and by him.

Sales Death by Obnoxious Elitism

Believe it or not, people still cold-call with aggressive, obnoxious elitism.  I got a call from a young man trying to prospect new investors clients.  I was curious how this young man was being trained to cold-call, so listened.

He talked rapidly about his investment offer and then aggressively asked the name of my advisor and my specific investments.  When I politely declined to reveal highly personal information, he launched into an elitist list of requirements to qualify for his great offer.  Since he didn’t want to waste his time or mine (really his), I needed to reveal my specific investments upfront.

I replied “Since, I won’t discuss my investments with a complete stranger, I guess our conversation is at an end.”  He quickly tried recover and re-engage me.  I felt bad for the guy.  Who in the world is training him to cold call like that?

A Good Laugh: Wow, such ineptness really makes us feel good about what we’re doing to reach new prospects.  Hope this gives you a good laugh and a boost to your day.

3 Tips:  Seriously, even good professionals may accidentally de-motivate a willing referral partner. Learn how several professionals made it hard to refer and 3 tips to help your advocates refer.  3 Referral Killers & 3 Referral Rescues (pdf)

Next Steps: We all (me too) need to make it EASY for advocates to refer. If you’d like to explore getting more referrals:  Contact Me


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Coach or Lead: YES!

Recently, I was privileged to work with a national team on leadership and coaching. Coincidentally, I received a sample assessment that’s supposed to measure a Leader’s ability as a Coach. I took it.  Guess what?

If you’re a good Leader, likely you’ll get a poor score. The sloppy psychometric design rewards coaching and punishes leading.  Unfortunately, this further muddies already murky waters.  Leading and coaching are two distinct roles and both are important. 

A critical part of working with this leadership team was differentiating coaching from other roles.  In fact, the team had an “Ah-Ha” moment as they realized a past consultant had not clarified this distinction.  They lost time and effort being confused in their work together.

Learn how coaching and leading are different but powerful forces together:  Lead or Coach YES!

Quick Tool:  Leadership Self Assessment

Trusted Assessments:  Sample Assessment Reports

PS.  I don’t profit from assessments.  There are 1,000′s of assessments many poorly designed. I’m happy to review any tests clients use, work with their providers or help get new tools.  The goal is to serve the best interests of the individuals, teams and leaders.




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