Back when I worked in banking, as the Assistant Manager of a branch, I wore a mask. No, not literally, you silly goose. After all, banks and masks don’t go well together if you know what I mean…but I hid all the same. I was hiding behind an image of who I thought I should be, who I thought others wanted me to be. I didn’t show the “real me” because I was scared. Something inside me said I didn’t belong there. If people knew who I was, deep down, they wouldn’t respect me, they wouldn’t trust me, they wouldn’t listen to me. I was just a kid!!! I had no idea what I was doing!!! I cried at night when I was alone. I felt overwhelmed and lost and out-of-control. I never balanced my checkbook, I forgot birthdays, I obsessed about boys. Who was I to “manage” anything??? I wasn’t even certain of who the “real me” was... So I faked it. I pretended to be someone else--someone who had her life together. Someone who didn’t make work personal. Someone who barked orders and never backed down and refused to get close to anyone. And you know what happened? I became a person I hated. I thought this was just what people did at work. They acted. They didn’t show themselves because that would be weak. They didn’t make real connections with people because they would never take you seriously again. They never, ever showed their human side. I was naïve, back then, in so many ways. And when I finally left the bank (probably a year later than I should have…) I vowed never to make the same mistakes. In my next job, as an executive assistant, I wanted to be the REAL, no-holds-barred CHRISSY. I wanted to be friends with everyone. I wanted to make everyone love me. Turns out, that too is the wrong way to go. So, once again, I changed my strategy. I’ve never claimed to be perfect—not by a long shot—but I’ve learned a thing or two over the years. I know there’s a right way and a wrong way to go about creating relationships in the workplace. I know there’s a middle ground in there, where you can be authentic and true to yourself without going too far. And where you can be respected and trusted and listened to even if you’re not perfect. You don’t have to pretend. You don’t have to hide. You can create real, lasting authentic relationships in the workplace. I’m not talking about “friendships.” There’s a difference. Most people don’t really understand how to do this. And, like me, they end up with an inappropriate amount of distance—they’re too close to or too detached from their colleagues. If this sounds all too familiar to you, I’d like to invite you to join me for a 4-part webinar series. During these four training sessions, I’m going to teach you the communication strategies and techniques you need to know in order to build and leverage the right kind of professional relationships—the kind that make you feel good about yourself and what you’re doing. The kind that allow others to respect you and, at the same time, enjoy being around you. The best part? This series is very affordably priced. I know how important this topic is to your personal satisfaction at work and to your career success; I don’t want ANYONE to pass it up because of money issues. You can learn more about the series and sign-up here. Chrissy Scivicque (pronounced “Civic”), founder of Eat Your Career, is an award-winning freelance writer/editor with a passion for two things: food and helping others. Please visit her website and download her FREE mini-workbook called, "How Nourishing is YOUR Career?" Read more » articles by this approved career expert | Click here » if you’re a career expert Image from vgstudio/Shutterstock
If your marketing is focused on, “here, buy my product!” those days are over. For marketing to be effective, consumers need to understand much more about your brand before buying your product in this highly competitive world.
Here are four signs why focusing on “buy my product” is making you look desperate.
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Not Delivering Value
One of the biggest signs I see are companies communicating the exact features, benefits, and messaging points as their competitors, with no unique value. They fall into the trap of believing that they are different because they had, at one point in time, a surge of sales that has since slowed. Consumers have more choices than ever before for how to spend their time and money.
Unfortunately, there are many CEOs that believe an amateur can drive aggressive $20M growth goals instead of investing in brand marketing and strategy. Defining your brand’s strategy is not a “nice-to-have.” If you don’t take the time to define your brand strategy—understanding why consumers should buy from you and what unique value you provide them—you’ll lose them. Here is a guide on how to create a value proposition that’s valuable.
Do you find your marketing team being reactive? For example, is your marketing team being hit with a ton of questions from within your organization like, “let’s send out an email this week promoting that we are back in stock,” or “we should send a holiday email with a discount across our entire portfolio.” And then when the marketing team constantly accommodates all of these requests, do you find your messaging is all over the place or—even worse—it’s lacking consumer engagement?
Results don’t come from being reactive. The “here, we have this widget, find us leads” mentality kills growth opportunities. Reactive marketing never works. When you don’t have a clear brand message, this creates havoc with your internal and external teams as you haven’t succinctly communicated who you are, what you do, and why you are different. Check out my article on how to create a clear brand messaging.
Lack Of Focus
Focus is one of the hardest things to communicate to entrepreneurs who try to cast a wide net to see what sticks in order to make their brand more appealing. Unfortunately, it’s all about ruthlessly prioritizing. Prioritizing your target audience. Prioritizing your marketing actions. Prioritizing your time.
- Prioritize Your Target Audience: It seems logical to want to sell to as many customers as possible. Unfortunately, 80% of consumers don’t think brands understand them as a person. The power of your brand relies on your ability to be focused. Take the time to identify your ideal target audience (check out my article on how to identify a target audience/market segmentation) to strengthen your brand and transform your business.
- Prioritize Your Marketing Actions: I’ve worked for start-ups that have invested heavily in a number of different marketing platforms but weren’t seeing a return on their investment. They were busy executing but hadn’t defined their strategy or KPIs. Having a strategic marketing plan will help you focus on what to do and what not to do with limited resources.
- Prioritize Your Time: Adobe Workfront found marketers spend less than 20% of their time on high-value work. They use the other 80% on tasks like meetings, administration, and responding to emails which can negatively impact your strategic growth plans.
Discounting may seem like a good way to increase your sales. However, it actually hurts your brand in the long run. When you discount, you are shifting the focus from your brand and placing it on the price. Right now, discounting is all over e-commerce because it’s easy to do, not because it’s the right strategy to convert consumers. Consumers become conditioned to buy your brand only when it’s on sale. And when they do buy, they buy enough to last until the next sale. When you engage in continuous discounting, consumers become laser-focused on price vs. the key differentiators of your product, losing out on any emotional attachment to your brand (check out my article on emotional branding). They are also much more likely to switch to another brand based on price.
As you evaluate your pricing strategy, be strategic about your discounts, measuring their ongoing effectiveness and impact on your brand.
In summary, beware of these four signs: not delivering value, reactive marketing, lack of focus, and continuous discounting which can lead to “buy my product” desperation. When you invest the time in your brand, your business will reap benefits. Until next time, keep building your brand leadership. You’ve got this!
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