January 2, 2018
Happy New Year! I hope you had a wonderful holiday season with your friends and family. Whether you ended the year on a high note, or were just glad last year is finally over, it’s time to embrace the challenges and opportunities of this new year.
Now, if your email inbox looks anything like mine, it’s running over with messages promising you a successful new year if you invest in a particular program. The only investment I’m looking for today is your time (by reading this blog) and your talent (by implementing the strategies below). Using Makeda’s Bakery in Memphis, Tennessee as an example, here are
3 Strategies for a successful new year:
- Shout Out Your Specialty
Hubby and I were driving around Memphis early one morning on our way to a museum when we discovered the bakery. The sign in the window said “Makeda’s Homemade Butter Cookies, the best butter cookies in the world”. I told Rob “you know we’ve got to stop, right?” We parked at a museum and walked about 1/2 a mile back to the bakery. When I walked into the store I saw a display case with about a dozen different kinds of cookies. But they had built their brand on the one they did best, butter cookies; everything else was an upsell.
As an entrepreneur, it’s tempting to talk about everything we do because let’s face it, you want to get as many customers as you can. But is your business getting lost in the approximately 10,000 ads consumers see daily? To stand out you must constantly shout out your specialty. Let the world know what you do best in three words or less. That way when consumers need (fill in the blank), your business will be the first thing they think about.
For Makeda’s it was “butter cookies”, for me it’s “strategy”. What’s your specialty? Now go spend your advertising dollars shouting about it.
- Speak the Language
Advertising is simply selling with words (and maybe a picture or two). To sell effectively you must speak the language of your prospects. What words, phrases and tone makes your product attract clients. What words and tone repels them? Remember, the same words can cause two different people to have opposite reactions.
Now, my favorite cookie is actually M&M cookies. But since I’m a foodie, there was no way I was going to pass up the opportunity to try the “world’s BEST butter cookie”. One little word made me alter my plans that morning. What can you say that will make your product irresistible and cause people to give up their hard-earned dollars? Just make sure that your product matches your claim or you will kill your brand.
- Check Your Systems
If you got your million-dollar break today, can your business handle it? Do you have the systems and processes in place that will support your vision for your business? Once you’ve made Oprah’s Favorite Things list is not the time to find out there is a flaw in your business model.
The first thing I noticed when I went to Makeda’s website was that it was PayPal verified and the ordering process was smooth. That gave me confidence in their ability to deliver as promised. Hopefully, by the time you are reading this blog post, my cookies will be on their way.
Well there you have it; three strategies you can implement today. Now shout out your specialty, speak your prospects language, check your systems and go out and have an amazing new year!
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