The Pedestal Group

A friend called this week to see what I thought of adding the word process to his tag line.  He has a rock-solid process to help his clients and he is very proud of it.  But as we talked, he realized that there is no way to convey what his process really offers without a lot more words and in a tag line, that wasn’t practical.  The reality is if you check his competitor’s websites, they ALL have rockin’ processes that are going to solve the world’s problems so it was tough to stand out with just using the word process.

There was a time when people didn’t have processes.  Then, it was vital to mention you had one and clients wanted details.  How could you ensure you would be able to replicate your results if you didn’t have a process?  Today, most people talk about a process so it has lost the impact.  Today, you have to illustrate your process differently.

For some of my clients, we design a graphic to illustrate their process.  These pictures convey exactly how the process will repeat the success and are easy to follow.  In fact, I’ve had a couple of clients that when we tried to draw their process we couldn’t and they have gone back and simplified the whole thing!  Another option is to name the process.  Giving it a name gives it meaning as well and also an opportunity to discuss where the name came from, how it works, etc. A third option is to highlight a key step in the process – “we focus on the “XYZ” of our process to ensure world-changing results”.  Again, this changes the game and gives the client something to talk about instead of blowing off your process as just another process.

Generic words that are used by everyone shouldn’t be part of your brand unless you are using them in an unconventional way.  Instead, use pictures, names or call outs to really bring your message home.

This morning I read an article by Clate Mask about Hunting vs. Harvesting. In the article, Mask talks about businesses often going hunting for new business rather than harvesting what they have grown.  The idea is you choose what you want to grow, where you should grow it, and then you tend it until it bears fruit.  A long term strategy for sure but at some point it pays off more consistently than hunting.  That isn’t to say hunting isn’t a good idea as well, but you get the metaphor.

When I began my business, I embraced this philosophy whole-heartedly.  I am not a good hunter.  I don’t like the uncertainty, the failure/misses, or the need to put myself out there like that.  Coincidentally, my clients aren’t either.  They don’t like the hunt.  So we build programs that are more about the harvest.  Being a gatherer has its advantages – people remember you longer and with more warm feelings if you are a gatherer.  I know this is true because in the last two weeks I have run into people I have been cultivating for 6 months who are now ready to do business.  They’ve gotten my newsletters, phone calls, emails and blog articles and now are ready to go. Hooray!

So when I say to be a gatherer – here’s what I recommend:

Know what kind of fruit you want – what kind of business would be best or second best?
Know where the fruit is – know which prospects could give you the type of business you want.
Provide the water and sunlight to the fruit trees – Give them vital information for their business.
Check on the plants – Contact your prospects to see how things are going.  Have a good reason to be checking though!
Be ready to harvest when the fruit is ripe – There is nothing worse than being ready to buy and not being able to for some reason. So when the prospect is ready, be available.  Answer the email or phone call, schedule the meeting, whatever it takes.

The tasks involved in cultivating plants is the same as managing prospects.  Be sure you have the tools you need and backups to help if the market conditions don’t provide what is needed.  After all, slow and steady often wins the race!

We have now concluded our series on how to start a marketing plan.  So what did we accomplish?

Product or Service
Strong Company Brand
Strong Personal Brand
Established or Create the need
Long or Short Sales Cycle
Known Industry
Established vs. Startup
Tech Savvy Customers

At each step, we analyzed the company and the customers to make sure we understood who people think we are, who we know we are and who we want to be.  That is the core of a good marketing plan.  And while no one knows your company better than you do, there are many details that have not been put into words.  That makes a huge difference when trying to target marketing.  The last thing we want to do is throw a bunch of stuff at the wall and see what sticks!

We’ve talked in the past about buyer personas and that is really the next step to your marketing plan.  Create 5-7 characters in your marketing story that are typical of your best customers.  What are they like?  What do they do in their spare time?  Married?  Children?  Where do they live?  Give these characters as much dimension as you can.  Then, when reviewing marketing options, ask “does this attract Scott” or is “this answering Mary’s concerns”.  Since you know so much about the characters, you should be able to answer the questions.  And we all know what my answer will be if you say you don’t know your customers that well. GO ASK.  If you are local, go sit down with them and if not, get everyone in your company together and put together what you know.  Then, the next time you talk, find out what’s missing.  Otherwise, you will not be able to tell if that new technology is the best thing to use or if traditional advertising works better.

Your marketing plan is vital to know how to steer your ship in 2010.  Many people are forcasting changes to social media this year with a tightening of networks and more depth in relationships.  If you have a strong plan, you will be able to adapt to those changes as they come and handle them immediately.  Bring on the plans!