American entrepreneurs may have a well-earned reputation for risk taking, but once we have a modicum of success, we tend to turn into a timid bunch—or maybe the better term is reluctant. We’ve figured out what works on our own for initial growth, so we start relying on that status quo experience, often refusing to recognize changes appearing on the horizon, reluctant to see what’s right in front of us.
It’s that time. You know you need to write another blog post, but you’re just not feeling it. Where do you start? If you are an expert advisory firm, you are aware of the importance of providing valuable thought leadership, also known as lead-generating content. Your website needs to substantiate the work you do for your clients. When a prospect who is “on the fence” about your services comes across your site, your content can make the difference.
As another September approaches and the beautiful summer slips away, my head is exploding with ideas and possibilities. As much as I’m trying to hang on to the peace and calm of a wonderful unplugged vacation hiking in the beautiful High Sierras in July, I’m also energized by the thought of fall. We have actually had a very busy summer, a little less laid back than some, but we’re counting our blessings for being busy with some great clients.
I recently had the privilege of being part of a panel at the Maryland Center for Entrepreneurship’s Speaker Series to discuss marketing for emerging companies. We had some great questions and input from participants, which always makes it more interesting for everyone. Most concurred that as technology changes and it becomes more important to be connected and keyed in to what’s going on, basic branding building blocks still apply. As a startup, it’s very important to invest in your initial branding.
Insight180 has been in business for almost 15 years, and during that time we’ve worked with so many different kinds of clients. From startups, restaurants, brewers, retailers and solopreneurs to large membership organizations, public-private partnerships, Fortune 500 companies and international nonprofits, we have been very fortunate to work with some truly great ones. Lately we’ve been focusing on advisory firms in the business-to-business arena, or those who sell the “invisible” — a complex service, consulting, program or idea.
Hey, Wendy:
I’m reading a book and insight180 came to mind. The Art of Doing: How Superachievers Do what They Do and How They Do It So Well, by Camille Sweeney & Josh Gosfield. The book features interviews with respected, high profile professionals about how they do what they do. I heard the authors interviewed on two different radio programs during their book tour.
We’ve all experienced it at one time or another – that uncontrollable urge to spend time or money on the latest gizmo, app, online tool, trick or offer. Remember Dug, the adorable talking golden retriever from Pixar Disney’s movie, Up, who in the midst of conversation would become distracted and exclaim, “Squirrel!?” You may chuckle, but Shiny Object Syndrome (SOS) occurs all the time, including in our marketing.
Hard to believe the first month of the new year has come and gone. With one twelfth of the year over, are you following the vision you set out for the year, holding to your resolutions, meeting your goals? Actually, this year in the onslaught of posts about planning, predicting and creating visions to start off right, I was struck by the number of people who were abandoning the idea of resolutions altogether and trying something different. Instead, some are working on creating new habits slowly and gradually, choosing a word or theme for the year, or choosing a book (or three, like in Chris Brogan’s Three Book Diet) to read and truly implement to influence leadership or success in their lives.
We’ve all been there. You’re part of a great presentation or meeting among your peers or clients; great discussion ensues; wonderful, meaningful questions that apply to the whole group are being presented and answered and commented on; and then it happens. One person asks a question that pulls the focus away from the tremendous momentum that has been occurring and focuses on his or her specific issue. It sucks the energy from the room. Do you know what I’m talking about? It’s frustrating, discourteous and ultimately disheartening. Even masterful facilitators can find it difficult to get back on track. And that is a great reminder for those charged with developing website strategy and content. It’s not always all about you.
Trends and predictions were the big topics at the Mid-Atlantic Marketing Summit held in Baltimore a couple of weeks ago –– marketing experts sharing what they’ve seen in the ever-changing landscape of branding and marketing, both online and off, inbound and push. What was especially interesting to me was that for every new approach, there was a traditional approach that still proved effective. For every new tool or technology, brand strategy and marketing planning trumped tactics every time.
I was reminded this past week, on a few different occasions, that the art of positioning is based on the ability to narrow focus and to let go. In a meeting with a new client who was struggling to clearly define the services his company provided and to whom, it became clear that his biggest challenge was in positioning. In his attempt to be more service-oriented and have greater reach, the company tried to become too many things to too many types of customers, and the brand lost relevance.
It’s the end of August, often thought of as a slow time for advisors and consultants –– and, well, business in general, as people take vacations and prepare for school. Interestingly, this year, we haven’t really noticed a let up. Networking events have been packed to the gills, clients have been calling with new projects, and we all seem to be busy. Even some of the lucky few who have been able to get away manage to answer emails or take calls. One colleague joked that he wasn’t in a hurry for a proposal because he had one more day to collect sand between his toes (yet he responded to my email in record time). So we’re on vacation, but are we really on vacation?
