Promises, Promises

Your Brand

Hi and welcome to the latest edition of Brand Stand, our fortnightly newsletter. 

During the last weeks of performances, coaching and consultancy, I’ve been reminded how pivotal earning and keeping trust is.

No matter how good your PR or marketing, no matter how much you say you will do something or deliver on a promise, if you’re not following through and keeping promises, then the words are empty and the relationship with your prospect or client short lived.

All healthy relationships are built on trust.

Here are simple reminders for earning trust online and face to face: with your suppliers, your team, your website visitors, your peers, prospects and clients begin

1. Give with clear intentions. We get your intentions, whether you know it or not. In your sales calls, your writing, or your networking, they eventually come through. Best to make them good ones.  
2. Deliver massive value early. Find out what your clients need and keep finding ways to give them what truly matters to them and their business.
3. If you’re looking for cues to how do this, stop telling them what they need and start asking them what they want.  
4. Do what you say you’ll do. So simple but so often overlooked.
5. Give a little more. Want to set yourself apart from your competitors? Go the extra mile. Help your client meet an unexpected deadline. Give a little flexibility

So many times people talk cynically about empty promises and spin. But it’s not spin if you’re delivering.

Brand is delivering on a promise.

Your People 

One of the best ways to build trust is online is video, and with YouTube being owned by Google, video is also great for your Google ranking. We’re now shooting more and videos at clients’ requests, as we create case studies, testimonials, training videos and video postcards, invites and welcome videos (such as the one we created for client Claire Owen from SWIMLAB).  

Here are pointers to keep your video shoots personal with technical aspects that will position you clearly, and build and maintain trust.

1. Speak to one person. Think of a friendly ideal client and speak to them as a trusted friend.

2. Pay particular attention to your sound. It's an often underrated component of shooting video, but people notice sound much more than we think. 

3. Shoot in good light. We were reminded how important strong light is when working on the Sony campaign. If you're new to video we suggest a simple lighting setup is best. Keep your light even and if shooting on location, check out that location beforehand (at the time of day you’ll be shooting).

Your Event

This fortnight we proudly present Brigid O'Sullivan. Brigid brings unique talents to the role of MC. She is an actress, comedienne, role player and trainer... and Brigid is also an Economic and Law graduate of Sydney University. Among others, Brigid has worked with Commonwealth Bank, RSPCA, and the NSW Chamber of Commerce. 

To find out more about Brigid and see her video, click here. 

Until next time... keep delivering on your promises. 

michael@mcme.com.au

      

Eight Rules For Doing What You Love

In the past two weeks I've heard and read the expression 'do what you love' many places. Too many to ignore.

From interviews with Steve Jobs to re-reading an email from my editor Megan Kerr (Do what you love - and get paid for it - and the rest follows, Megan wisely says), to catching up with a good friend Bob, who's been running his own chiropractic clinics for over twenty years. I've heard others say the same at associations I belong to. 'Don't chase the money, grow your business doing what you love.' And just last night I heard another speaker, Gina Carr, say the words 'Do what you love with people who make your heart sing.'

Here's my perspective on doing what you love.

1. It's not always easy.
2. More often than not, it's worth it.
3. You still need to get paid - and very well.
4. Make sure your love of what you do is matched with skill, uniqueness, and value you bring to others.
5. Even when you're doing what you love, there are times you won't love what you do (stop chasing perfection and manage your own expectations)
6. Doing what you love needs awareness and discipline to escape indulgence.
7. If managed well, you'll have more energy for what you do and who you provide it for.
8. Build your A-list. That is, get as many passionate advocates, allies, apprentices and accomplices on board to support, challenge and promote you. Ideally people you can do the same for in return.

If you're not doing what you love, there will be resistance. Even if you are, there's bound to be resistance from time to time. Not just from others but from yourself. 'Who am I to do be doing what I want?' you might ask yourself. 'I can't do that.'

Yes you can.

So how about you? Are you doing what you love? And are you getting paid well to do so?






michael@mcme.com.au

Brand Stand Radio: Interview With Susie Elelman

Media icon Susie Elelman shares her tips on how to make sure your message gets seen and heard by the media.

To find out more about Susie, visit www.williamsonmgt.com.au 

To ask Susie and Michael more questions about how to stand out in the media, email michael@mcme.com.au

Online, Offline

Staying in Adelaide over the weekend I jogged past this signand it caught my eye. Why? It’s a good example of what I tell many clients todo. Especially those who ask how to leverage their social media. And that is tocross your online and offline marketing at every opportunity.

If you don’t let people know about your social mediachannels, how will they know they’re there? How else can you cross online and offline channels?

Online

• Letprospects get to know - and clients get to know even more about you - withphotos and personal bios. Keep it real, keep it professional.\
• Givepeople special offers online that must be redeemed in store, in your office orin your restaurant (or wherever your place of business is. 
• Promoteyour sales and events online and have options for people to buy both online andface to face

Offline

• Havea signup sheet for an e-newsletter in your office to let face t o face clientsknow about these offer. 
• Includeyour social media channels on your signage, brochures, flyers and receipts
• Givethem a call to action such as ‘check out our special deals on Facebook.’

There are many, many more ways to cross pollinate yourmarketing. You just need to keep thinking creatively. If you’re spending moneyon signs, brochures and other traditional marketing and advertising avenues andnot using them to promote and leverage your online channels, then it’s simplywasted real estate.

Tell me, how are you crossing your lines?

Michael

Five Big Things in Ninety Days

This is a principle I'm adopting working with clients right now. I'm also putting the principles into action to create wins going into 2012.

It's deceptively simple, but highly effective if you stay on track.

Pick 5 big things you want to achieve in the next 90 days. 


Not nice to haves.

I'm talking big, hairy audacious goals for you and your business (I borrow BHAG from Jim Collins' classic 'Good to Great').

Now give yourself at least five ninety minute blocks each week to devote to these activities. As you gain momentum you might want to give those projects more time. There are no rules about how many you work on at once- we all have our own thresholds for how many plates we keep spinning at once. You can reassess your  time blocks at the end of each week, but the point is you might keep at it.

To recap:

- Five big things
- Ninety days
- At least five ninety minute blocks a week
- Make sure the things matter to you. Really matter.

The rest is up to you. Go to work and let us know how you go.


michael@mcme.com.au