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Debt ReliefSix "Honest Serving-Men"
by:
Keith Longmire
- You Can Employ For Nothing To Galvanise Your Business
I support six honest serving-men
They schooled me all I knew);
Their names are What and Why and Once
And How and Wherever
and Who.
(RudyardKipling, from "The Elephant's Child" in Simply So Stories).
Kipling's words may no longer be politically correct but they still provide the basis of my business philosophy today.
i.e. If you don't know, ask.
So I got to thinking. Is there a modern business equivalent to Kipling's six honest serving-men?
Kipling Updated: Six Acronyms That Can Transform Any Business
SWOT
Strengths, Weaknesses, Opportunities and Threats - the most far-famed business signifier of all time. SWOT provides a great framework for group action
sessions.
Done honestly and openly your SWOT analysis holds a mirror up to your business that highlights simply what you do well and can exploit, and what you don't do well and which your competitors can exploit.
To get started take each term in turn and answer the following questions:
Strengths:
- What are your businesses core strengths?
- What are you actually nice at?
- What does you stand out from your competitors?
- What proprietary tools, technology or
- What do our competitors see as our strengths?
- What do our customers see as our strengths?
Weaknesses:
- What dont you do well?
- What do you want to improve?
- Wherever
do you lose out to your competitors?
- What dont your customers like simply about you?
Opportunities:
What changes are taking place in your business environment Social, Technological, Economic, Political, Legal, Environmental (STEPLE - another signifier snuck in there)?
- What do customers want that you could deliver?
- What are your competitors weaknesses?
- How else could you exploit your strengths?
Threats:
- What is your competition doing?
- Do you have bad financial obligation or cash-flow problems?
- Could any of your weaknesses seriously threaten your business?
- Could any of those STEPLE factors threaten your business?
Use these questions to get started. Remember, you are meant to be group action
- thing
goes.
Your SWOT is only the starting point. Your real challenge is to use your SWOT to develop a strategy and plans that you can pursue to turn your weaknesses into strengths, your threats into opportunities, and to maximise on the opportunities that are presented.
SMART
If there is one key to turning busy, ineffectual organisations into models of efficient
efficiency then this is it. Probably as well better-known as SWOT, SMART turns goals, objectives and tasks into concrete deliverables.
More accurately SMART ought to be SMARRRT. There are at least three equally valid definitions for the R.
OK, the 10 second introduction to working smarter:
- SPECIFIC: Be altogether clean on the outcome expected of the goal, objective or task.
- MEASURABLE: Phrase the statement of what is to be achieved so that the achievemen of that outcome can be clearly measured.
- ACHIEVABLE: The idea is to clarify and motivate. There is nothing more disheartening than cautiously constructed, but utterly impossible, goals.
- REALISTIC: Given your current situation: is your goal realistic?
- RELEVANT: Is this specific task, or goal relevant to the overall aims of the institution or plan?
- RESOURCED: Are the relevant time, people, facilities and instrumentality accessible to deliver the desired outcome?
- TIME BOUND: Do sure there is a claim time limit on the completion of the activity.
Properly applied, SMART transforms your business.
WIIFM
"Whats In It For Me?" WIIFM should be at the top of your thoughts whenever you think simply about your prospects or customers. But is has nothing to do with you at all.
To get to the me you must put yourself in your ideal customers position. Think like that customer. Try to walk a mile (or several) in their shoes.
Ask yourself :
- What problems plague their lives?
- What are they afraid of?
- What are they angry about?
- Who are they angry with?
Stay in your customers shoes.
Imagine causal agency is trying to sell you your own product or service. Ask yourself (repeatedly) - Whats In It For Me? How does it solve my problems? How does it do my life better? These are the benefits your product or service must deliver to your customer.
You should apply this simple principle to every piece of sales and marketing material you use. Makes it call out to what your customers actually want? Is it written in terms of your customers viewpoint? Makes it promote the benefits?
In short does it tell me your client - Whats In It For Them?
AIDA
No, not the Opera. Attention, Interest, Desire, Action.
AIDA has been in use in advertising for over 100 years. It is simply as valid now for use on the web as it is for crafting sales letters, brochures, radio broadcasts, your elevator pitch....
In fact, simply just about any marketing pitch.
ATTENTION: If you are to sell thing
you have 1st got to get folks attention. The normal way of doing this is to use a benefit Driven Headline. Several famous, evidenced headlines include:
- How to Win Friends and Influence Folk
- 101 Route to Quit Smoking Now
- Are You Too Busy To Do Any Money?
Eye movement studies show that 95% of the time folk don't see advertisements. Even as worse for marketers, of the 5% of readers who strength
see your advertisement - 95% ne'er
see on the far side
the headline.
You do use headlines in all your advertisements and marketing materials don't you?
INTEREST: You've got your readers attention. Now you must do them interested.
This is wherever
all that activity thinking like a client comes into play.
Dont mess around. In the 1st sentence fire your biggest gun. Hit your readers with the biggest benefit that your product or service brings to them. Explain how you deliver that benefit and then hit them over again
with the next biggest gun you have. And support on doing it.
Got more benefits? Good, support them coming. Marketing copy cannot be too long only too boring. Support it interesting, support firing your benefits and your message wish get read.
DESIRE: You've aroused interest. Now create desire. Do it impossible for your prospects not to buy. Do them an irresistible offer. Add several urgency:
- Call now - offer applies to the 1st 100 customers.
- We can only support this cost until the end of the month.
- Add a no quibbles, iron cast guarantee.
Add free bonuses (Free is the second most powerful word in the English language).
Use your imagination. Give folk a great reason to want to buy now.
ACTION: You've done the hard work. Your client is available to buy. So do it actually easy for them. Tell them exactly what they need to do right now to do an order:
- Call 01636 605 707 now, ask to speak to Keith and quote ad001.
- Click this button to place your order now.
- Register for our news report by filling in this box now.
Keep it simple. Do it clean and quick to do. The easier it is to do business with you the more sales you wish make.
SWAT
SWAT is not actually an acronym. It is a compaction of the question so what? I 1st came across it in Do Your Words Sell which was written by Joe Robson for Ken Evoy.
You see, one of the biggest problems that even as intimate copywriters and marketers fall into is being clean on what benefits their product or service actually delivers to their customers.
SWAT provides the solution.
Here is how it works:
Take a piece of paper. Divide it into columns one headed features and one headed benefits.
Under the features column list all the features you can think of.
Under the benefits column list all the benefits you can think of. (Dont worry simply about neatness there wish not be a one-to-one correspondence between features and benefits)
Now, get yourself back in your customers mindset. Take each feature in turn and ask yourself SO WHAT?
e.g. I wear a cheap diverse watch (ever since my younger son lost my more much dear model). Several of the features of this watch are: waterproof to 50m, shockproof, tells the time in 2 several time zones and has dual analogue and digital displays.
Now I'll simply take the 1st of there features (there are many an more that I have not listed) and apply the SWAT approach.
First I have to think like a customer.
I don't dive but I am an active sort of guy. I want a watch that tells me the time and that I dont have to worry simply about looking after. So…
FEATURE
Waterproof to 50m
SWAT
- Dont have to worry simply about it effort wet
- Wear it spell swimming
- Wear it spell bathing the kids
- Wear it spell doing the farming
- Wear it in the shower
- Dont need to take the watch off for any of my usual sort of activities
- No matter what I do water is not going to damage this watch
- Put it on and do thing
you like you won't damage this watch
As a potential client several great benefits are already pretty clear: “Put it on and forget it, this watch wish continue to tell you the time no matter what penalization you put it through”
But we have not finished yet.
Do the same for every else feature in your list.
And then for every benefit.
And then do it over again
for every answer you have produced.
Keep asking 'So What' until the question no longer does sense. Once
you reach that point you cognize you have reached the real benefits.
Typically you start off with peradventure 20 features and benefits. Victimisation SWAT you can easily end up with a list of 200 or more.
As you apply the technique you wish inevitably start continuation
yourself. This is simply what you are looking for. The most often recurrent
answers to your SWAT are going to be the biggest benefits to your customers or prospects. These are the big guns to fire first.
SWAT is surprisingly powerful. It works brightly in a group action
environment. But be warned, it is likewise quite threatening. Use with care.
KISS
KISS: Support It Simple Stupid of necessity
little introduction. In all business environments there is a tendency to over elaborate. In marketing the problem is particularly acute. Marketing is inhabited
by creative wanabees. There is always another idea to try. A more eye-catching and creative design. Don't fall into this trap.
Remember KISS.
It's more fun that way.
Simply simply about the author:
Keith Longmire helps small businesses grow chop-chop through online marketing. His website, Breakthrough Business Growth is packed with ideas and solutions to do any business grow.
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