Jun 11
19
What Men Have Taught Me About Marketing & Business
For those of you who know me and have followed me over the years you have probably learned a few things about me. I love all things stiletto, I abhor holiday themed clothing and I try very hard to help others help themselves to realize their potential.
I rarely do holiday themed marketing because I think it is somewhat cheesy and clients are usually bombarded with it. I want my message to get across, so I try to stay away from it as much as possible.
However, I wanted to do one today. Let me explain. I got an email from a client thanking me for making business marketing principles easier to understand and punctuated with real life examples. I was truly touched by the thoughtful sentiment. The more I teach marketing the more I find that promoting is knowing how people buy, why they buy, knowing who they are and what they ultimately want for their lives.
On this Father’s Day, I thought I would share just a few of the men who have taught and inspired me in business and marketing. I’d love to hear your own stories or simply share if you can relate.
My Grandfather was a simple man; a farmer who believed in higher education even though he had none; fairness to every one regardless of race, means or abilities. He was the first to teach me the concept of Threshold Marketing. My Grandpa wouldn’t do or buy anything unless it met with his internal value system. (Yes, I have blogged about that.) I was never quite sure what made my Grandfather based his approvals, but there was always a threshold. For example, he would say, “Butterfly, never buy a such and such, unless it does this and that.” Or, “Butterfly, never do business with a man who doesn’t do…..” things like that. My most memorable threshold lesson he taught me was on a more personal level. During my teenage years, if I brought a boyfriend out to the farm he would put them to the test. He would take them out to chop wood. Now most of the city boys had never chopped wood before so it was quite a test. However, his approval of them was important to me and he had his own system for deciding if they were good enough for his granddaughter. It was part of his internal value system. It was his threshold.
In marketing, if you can figure out where your client’s threshold is and can exceed it, then you can get them to buy from you. It’s about trust for these types of buyers. These are the ones who drop your name in conversation with their colleagues. “Hey Jim, I got a solution to your case, talk to so and so. She’s good people.” And as we all know in marketing, your name on someone else’s lips is the best sound of all. Although hearing that old oak crack with the drop of the ax in summer’s glistening sun to earn your love is a pretty sweet sound too.
My Daddy taught me a different kind of lesson. He is pre-problem solver. I will never forget when I had an office job a and was in a board meeting. I was asked to get a very rare type of replacement light bulb. I walked into my office, emailed him and asked if he knew where I could get them and how much they might cost. I forgot about the entire thing until I was sitting at my desk a day or two later and had to sign for an overnight delivery. It was a year’s supply of the light bulbs. No invoice, just the bulbs. Not even a note. I had a problem, he solved it and I didn’t even ask him to. That’s just who he is. If it needs done he does it. Perhaps that is why my Father has been at the same job my entire life and everyone turns to my Daddy as the expert. He’s solid.
In marketing, if you can solve a problem for your client before they ask you to who do you think they will turn to on their next $100,000 case? Goodwill and good works go a long way in getting good business.
My Business Partner,
I’ll try not to wax on and on about this one but he has been so instrumental to my success over the last few years. There are several business things we teach each other but the best one I’ve learned from him is that you have to let people be who they are and work with them from there. Work on their level. Clients will not change how they do business because you want to do business with them. If they only email then you must work with them in that venue and respect that.
He has a warped respect for me that I cannot explain. This ability to bring out things that I know are there just don’t know how to develop; he doesn’t not allow me to hide behind excuses, fears or self-doubt. He has taught me that I am my own cheerleader. He tells me what I need to hear not necessarily what I want to hear.
My Current Love,
A few months ago he pulled me close, kissed my neck and patiently waited as I picked out yet another pair of shoes. I was having a rough week and he knew that sometimes, it’s just about the black boots for me. (Another story for another day.) As we walked down the aisles I caught his glance and he smiled that smile that makes me feel whole. He knows what I need. He indulges my shoe fetish and never complains about the buying process. I am not sure if the shoes make him happy, but he knows that they make me happy.
What does this teach you about marketing? Maybe a little, maybe a lot. What I know is that every time a certain client of mine has a bad day, I send her a pack of little Eater marshmallow chicks. (Try finding those in July!) She and her staff blow them up in their microwave. Not exactly my cup of tea towards feeling better, but I’m just glad it does and that I can make that happen.
I am convinced that his love has made me stronger, less afraid to be who I am and to be patient for what I need. Invaluable lessons, invaluable love.
From my Ex-Husband I have learned that cookies are good and go to work every day. That sometimes you can come together with people you used to hate for the good of others. That people change and bridges burned are opportunities lost. Always a good lesson to apply to business.
From E, I learned that every business person needs someone who is 100% on their side. Regardless of the idea, the complaint, the fear and the irrational thoughts. A person who worships the very ground you walk on. Someone who adores you for who you are not what you can provide or what you can do for them or how much money you make them. Who’s day is made better by the mere sound of your voice. I have found over the years that clients who have someone like this usually fare better in consulting. Have a safe place where you are the heroine; where you can do no wrong in someone’s eyes. Even if you know you’re not perfect, having someone else believe you are makes those days when you want to give up more tolerable.
Past loves, past partners have shown me the concept of ROI Marketing. Return on Investment Marketing is simply getting more from the money that you invest. I once dated a guy who barely had two nickels to rub together but he taught me this lesson well. Every Friday we used to get a $5 bootleg movie, some fried fish and spend the evening lost in some on-screen tale. It’s funny how occasionally on Fridays I’ll have a fleeting desire for fried fish and a movie instead of sushi and opera.
These days when consultants chase after anything they think will bring in more business or throw thousands of dollars away trying to be memorable, remember that simple, affordable marketing make people remember you most. Spending $5 dollars on a memorable chasing that next thing to bring in clients.
Marketing is really just 50% observation, 40% knowing how to capitalize on your observations and 10% luck. These are just of few of the lessons in marketing and business I have learned from the men in my life. Happy Father’s Day to all of you have taught me and not even known it.
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