IS ALSO THE
If you’ve traveled lately, you know what I mean.
On a recent flight overseas, I found myself intently focused on my seat. Well, actually, on
the seat in front of me. With the screen barely
a foot away, even movie watching was a challenge and I was left to ponder what the airline
possibly could have had in mind. I’m betting
that the airline knew its seats were uncomfortable but what they clearly didn’t bank on was
the distraction factor. Fidgety, and with a lot of
time on my hands (it was a long flight), I didn’t
have much to do except think about how the
airline was quickly losing me as a customer.
They had lost their focus and their value.
Sound familiar? The ability to focus (or
not) like a laser is a powerful marketing tool.
When you’re planning for your business this
year, think about how you can hone in to unlock value for your clients and customers. Ask
these questions to laser focus your marketing.
WHAT ABOUT THE TREES?
Yes, trees. Like many of you, perhaps, I listened
to my share of graduation speeches this year.
The best speaker recounted his heli-skiing experience in the middle of nowhere with deep,
deep snow (better him than me). His guide
advised him not to look at the trees. If you
concentrate on the trees, the guide said, you’ll
definitely hit them and you’ll get squashed.
Instead, focus on the white space: Tune your
laser beam on what you want, not what you
It may seem counter intuitive, but the same
is true of marketing. Don’t get distracted. Focus squarely on the marketing results you’re
looking for—and don’t look at the trees.
QUALITY VERSUS QUANTITY?
On a recent consulting assignment about
company growth, I asked managers about how
they market their companies to take on more
business. I was interested to see that several
relayed that their company’s goal for the year
is to get even better versus bigger.
When we’re first starting our property management businesses, it’s natural to take on a
little bit of everything. Perhaps we don’t want
to be locked into one property type. Maybe we
need to take on a variety of work just to make
the rent. Sometimes, our businesses morph
and it turns out that not every client we take
on is the right client. With 2015 right around
the corner, take the opportunity to improve
what you’ve got. Now’s the time to analyze
which clients have grown, and more importantly, which ones are best for your company.
Remember the old V8® commercial? It
shows people getting lightly bopped on the
head for forgetting their veggies. Each time,
they said, “I could’ve had a V8®.” You don’t
want to do that. So, pay attention to the effect distraction has on your marketing. When
you’re working on next year’s business plan,
sharpen your focus, and don’t avoid the trees.
As for me, next time I’ll try another airline. ILLUST
Want to Laser-Focus Your Marketing?
DON’T AVOID THE TREES