How To Develop A Compelling Brand Language

A compelling and magnetizing brand language that reflects your brand essence is a must-have for any “red carpet” brand. It’s an integral part of any serious, growth-oriented brand strategy, and it’s just as important for your brand success as your brand image or any other element of your brand.

Here’s how to design a client-attractive brand language…

Use the words of your ideal clients
Every successful brand is crystal clear on its audience. Defining your niche and your ideal client is crucial for a whole array or reasons, one of them being the intimate knowledge of the language your ideal prospects use when describing their problem(s) and the result(s) they want to achieve. To get started, think about the gender of your target market, and adjust your wording accordingly: for example, if you’re focusing on women, your brand language – to be effective – can’t be mainly masculine and tough.

Stay true to your authentic language
Authenticity will always be “in” – we all crave real, genuine, heart-to-heart connections. So, even when you’re branding your business (that is separate from you, as you and your business are not one and the same), put a pinch or two of yourself in the brand language. Spice it up by using greetings, adjectives, made-up words, analogies and interjections that are typical for you, and really own your special, unique way of speaking and/or writing.

Align your brand language with your brand personality
If your brand personality is vibrant, dynamic, modern and on the cutting edge, your brand language can’t be conservative, reserved, or bordering on boring. There would be a major disconnect that would significantly hurt your brand, so immerse yourself in your brand story and your brand personality to uncover the word combinations, the tone and the pace/rhythm that are in alignment with your brand.

Emphasize your underlying gift
There are four gifts your brand brings to the table, no matter which business you’re in – care, transformation, inspiration and information – with one being the predominant one. Highlight your number one”underlying gift” by incorporating the words related to it into your brand language.For instance, if your gift is “care”, the words you might want to use are: happy, love, adore, cherish, hold the space for, take a stand for, encourage, and support, to name just a few.

Keep it consistent
Consistency is key in branding, and brand language is no exception. Once you’ve made the decision about your signature phrases, analogies, tone, rhythm, and more, stick to it – remember that a confused mind says no, and a messy brand language can be just as confusing as a disconnected visual representation of your brand.

How to Use the Core Story Principle to Build Brand Value

What is a core story?

If your communication doesn’t match up with your brand values, your stakeholders will not understand your brand’s offering, and there will be a gap between your brand’s external image and your company’s internal identity. Using a core story is a strategic way of aligning your communication to create a consistent message about your brand.

Your core story is your central brand message and the basis of all your communication. The aim of using a core brand story is to close any gap there might be between your brand’s external image and your company’s internal identity and ultimately building your brand’s value. The story should be relevant and appealing to all of your stakeholders, so they are drawn to it and want to connect with you, your brand and your company.

What are the benefits of using a core story to communicate your brand values?

The benefits of using a core brand story include:
- A platform for basing the rest of your storytelling (and other) communication on, resulting in consistent communication of brand values
- An easy and efficient way of communicating your brand values and your company’s mission and vision
- Stakeholders easily understanding and becoming drawn to connect with your brand values and company
- A way of aligning, enhancing and communicating your marketing and communication strategy
- A way of differentiating your brand and business and standing out from the competition
- A way of engaging your stakeholders in the brand story, resulting in more positive psychological co-creation and word of mouth

Where do you “find” your core story?

The most important criteria for your core brand story is that it must be authentic – either based on an authentic personal story (like what motivated you to start your own company), or an authentic problem (like using fictional characters to illustrate the problem you are solving through your services). A good start on a core brand story for a small company or solopreneur is why you got started in the first place, what your values are and what your mission is with your company – basically your about page on your website.

However, for bigger and/or older companies, more people have had an influence on the brand and have helped co-create the brand through interacting with it. Therefore, the bigger the company, the more stakeholders you want to involve before creating your story. Consumers, customers, employees and others can be involved in creating the story. Through listening to these stakeholder groups’ stories about their experiences with the brand (for example customer reviews), you can create an authentic co-created story that includes the internal culture and external experiences with the brand. Involving a lot of stakeholders in creating your core brand story will also be effective in lessening the gaps in external image and internal identity.

How do you use your core story to communicate your brand values?

Think of your core story as a way to direct the rest of your communication. The articles you retweet on Twitter, share on Facebook or LinkedIn are more valuable to your brand if they have something in common with it (making retweeting web design articles more valuable if you are a web designer). The blogposts you create should establish you as a form of expert in your field of service, in turn making your brand and service more valuable and attractive. Your goal should be to communicate valuable, meaningful and interesting messages about your brand, that your stakeholders can connect with. Basically, before communicating with your stakeholders, you want to make sure that your message is consistent with your story and brand values, so as not to confuse your stakeholders about your brand.

By the way

Fog, Budtz and Yakaboylu (2004) have written a whole book (Storytelling – Branding in Practice) about how to find and use your core brand story, written for larger companies.

The Biggest Branding Mistakes To Avoid

Branding is like an umbrella; it covers pretty much everything you do in business. And, to stay dry, especially during these challenging times, it’s important to make sure there aren’t any holes in it.

Obviously, the holes are the mistakes, but you can easily avoid them if only you’re aware of them. Let’s go through some of the biggest ones that you can’t really afford to make if you’re serious about developing your brand and growing your business.

Pricing that is not aligned with your brand identity
If your brand is supposed to “speak to” affluent business owners, for instance, your pricing needs to reflect that particular clientele. If even your most high end package is priced ridiculously low, they’ll probably get suspicious about the quality of your offerings and move on. Similarly, if your brand is geared towards a market with a history of investing exclusively in low to mid end items, you’re way off if you’re only selling very high end products and services.

Incompleteness – elements missing
Perhaps your brand has holes, too, just as your branding. So, do you “have all your ducks in a row” – are all your brand elements accounted for and aligned to form a clear, congruent and compelling brand? If there are parts missing, like the message, the values, the mission, the promise, a well-defined brand image, etc., your potential clients will see it and sense it and smell it – and most likely, hesitate to do business with you. After all, a confused mind always says no.

Marketing and selling that are not reflecting your brand identity
Your marketing and selling system needs to be in alignment with your brand, too; not only visually – i.e. displaying your brand colors, fonts, imagery, etc. in all your marketing and sales materials and using them for all your marketing and sales activities – but also in terms of your brand identity. The specific language you use, the marketing and selling methods you choose, the unique style of presenting an offer you develop – it all counts. Boring is out. Tall poppies are in.

Unclear values
Do you know what does your brand stand for? What are the values it promotes, not only in words, but in the value provided to the clients through services and/or products? For instance, if one of your top brand values is family, does your business, with its offerings, communication style, working hours, pricing, etc. support clients’ family life? If not, what can you do to fix it?

Project Management – Mingling Technical And Human Skills

A project manager has to use technical and human resource management skills in tandem. It is important for a manager to be able to effectively communicate with people who are often at opposing ends of the process.Project Management is as much about managing people as much about the job. Companies usually promote people to the supervisory positions based on their knowledge of the task and their performance. But project management is about the ability to get the best out of the people. A manager’s job is to manage the projects as well as the people working on them.A manager needs to be well versed in the technical aspects of a job. He should know how to put the pieces together to produce the complete thing. This ability would enable him to come up with the right kind of plan to get the project done. He would be able to take care of the routine technical nuances and guide the team through these. Anyone who has received quality technical training, has enough exposure and possesses analytical skills, can take care of the project part.However, for being a good manager, one has to supplement the technical skills with soft skills as well. To put it simply, a manager must be able to effectively communicate with people. Now, dealing with people is many times more complicated than dealing with a technical issue. One needs to possess top notch soft skills to excel as manager. You need to communicate with your team members, your seniors and maybe the clients as well. You ought to know how to balance their expectations, which would most probably be at the opposite ends.If a manager is adept in managing projects but lacks adequate management skills, targets would be met but unwillingly and usually full of errors. An inept manager would fail to motivate employees to work effectively. Employees dissatisfied with their job would not work to the full of their ability, and this would influence the quality of the project. For quality work, it is necessary to keep the employees’ dedication levels at the optimum. A manager with top-notch skills would know how to get the job done in the best possible manner.A manager has to use technical and soft skills in tandem to get the best possible results. If a manager effectively manages projects as well as people, it would churn out peak performance producing the highest quality task. The best approach for a manager would be to manage the projects through people. They need to recognise that manpower is valuable and it needs to be retained and encouraged to get good results.Usually, project managers are involved in a project from inception to the closing phase. They have to draw a detailed plan regarding the completion of the project. If they make the best use of the available human resources, they would be able to complete the project in timely and efficient manner. They also need to demonstrate problem solving and decision making skills. They have to make decisions during the execution of the project, some related to the project while some to people associated with it. He must be able to take reasonable decisions after analysing problems and issues, listing out possible solutions, picking up the best option and implementing it to manage a project.One can undertake professional project management training courses to hone the skills needed for executing a project. These courses are specifically designed keeping in view the challenges faced by managers at work, thus helping one to develop as a valuable human asset of the company.

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Email Marketing: Do You Want To Triple Your Return On Investment?

Introduction:One of the biggest mistakes most marketers do nowadays, is think email marketing is dead. Many marketers today drop the email marketing scheme to go with social media. Come to think of it, social media look much more sexy than email. But, is a social media post really as effective as an email? Before we answer that question, lets state a well known fact. It is easier to send a friend request on Facebook than to collect an email online. But believe me, email marketing is thrice as worth it as social media marketing. So, what is email marketing?Email marketing is the targeting of customers through emails. Every emails sent to a potential customers can be considered as email marketing. Email marketing involves sending a promotional email or an ad to a subscriber. Via his email address. A great deal of organisations today use email marketing. Even more bloggers do use email marketing today than ever before. For example, have you ever been browsing on a website, and you see some field where you are asked to submit your name and email to get a free eBook or update? That is the front part of email marketing.Most bloggers use email marketing because it enhances the customer experience. With a well targeted email list, you can reach established customers and prospective ones too. Any given subscriber will be informed better and more easily via email. The email will have a greater visibility than a Facebook post. The Facebook post will be drowned in a stream of content in the minutes following its posting.Do You Really Need Email Marketing?If you want to improve your customers’ or readers’ experience, then you need email marketing. Forget about the glamour and the flashy of social media marketing. We are talking efficiency here. We are talking greater engagement. Greater reach. Greater click through rate and more. As many experienced marketers say, ” the money is in the list”. Some even say “your net worth depends on your network”. In the following lines, I will explain the advantages of email marketing. In these explanations, I will use statistics. The sites which produced those stats will be mentioned at the end of this article. So, let’s get into the advantages of using email marketing.:Potential Reach:Did you know that in 2013, there were about 3.2 billion email accounts created in the world? 95% of online consumers use an email address. The most interesting fact is; 91% of those consumers check their email accounts at least once a day. Today, we browse more with our phones than our computers. As a result, we are more easily notified when we receive emails. Our phones place the notifications right in front of our eyes.Today, it is easier to check to an email than a Facebook or Twitter post. This is because when we post content, so does a million other people. As a result, finding one particular post you liked 3 weeks ago can be the most daunting task.Actual Reach:Before I explain this part in more detail, let’s get some interesting numbers. In the first half of 2013, a research conducted using emails as a marketing channel revealed some staggering facts. The one that stands out the most is this; 18% of the emails sent during a campaign never reach their destinations. 4% of the sent emails are sent into the spam folder. That makes 22% of the sent emails that do not actually reach the intended receiver.On the other hand, 78% of the emails sent during an email campaign actually reach their destination. Think of it this way, If you send 1000 emails, 780 emails will reach their destination. In addition to that, 91% of the receivers check their emails daily. This means, about 709 receivers will actually see your email. This is great efficiency, as less than 30% of the emails sent are lost.Now, let’s compare these numbers with those of a Facebook campaign carried out in the same way. This revealed that 74% of the Facebook posts are actually lost within the big stream of content. That is a problem. That means, per thousand Facebook posts, 740 are lost in the stream of content. That leaves us with 260 posts seen by our target readers. Another bad thing is, everyone who sees your content will not actually click through. Less than half will actually do. That leaves us with less than 130 people who are actually interested in our offers.Click Through Rates:In the previous point, we talked about what percentage of people who see and may like your posts and mails. Now let’s talk about people who actually complete the actions and do what you want them to do. Let’s say clicking on a link. This link may take them to a landing page or a website.Click through rate is the percentage of people that receive your message and actually click on it. The click through rate of a tweet is 0.5 percent as opposed to 3% for an email. These numbers look small at first. But, this means that people click 6 times more on an email link than on a tweeted link.Let’s keep on using our example of 1000 emails and 1000 social media posts. A 0.5% click through rate means per thousand, 5 people will actually click on your link. This is for social media. Sometimes the click through rates are higher, but those are particular cases. The numbers we use here are average ones.A 3% click through rate with emails means 30 clicks per thousand. That is the best click through rate you will obtain on average. The numbers are not astounding, but efficient numbers are not always astounding. The difference is such because, when people give you their email addresses they actually want to hear more form you.Your Readers Want It This Way:Most people use social media to communicate with friends first. Seldom are they used to receive business news and reviews. There are specialized websites for that. 77% of the users during a survey online said they prefer to receive promotional messages in their emails. 4% said they prefer these messages on social media. This speaks to the fact that by submitting an email, people are literally giving you a business meeting location.Emails Are Private:It is easier for a reader to express his problems in private than in the open. Everybody is not comfortable when it comes to expressing their shortcomings in the open. When a user wishes to express his struggles and he can’t meet with you, what does he do? He writes you an email. This way, he can tell you everything. You can answer specifically to him.I will soon create a page where I post user requested content. Every weekend.Email Marketing and newslettersConclusion:You want to use emails if you want to boast your online presence. Also, this is for you if you want to enhance reader experience. Setting up an email marketing campaign is not really expensive. We are talking about 6$ to 20$. Per month. Some services like MailChimp even offer free services for your first 2000 subscribers.Email marketing is not dead. If anything, it kills that silence between your subscribers and you. In an upcoming post, I will talk about building an email list. Thanks for reading. Talk to you guys soon.

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Digital Marketing: A Contribution Towards Environment

Marketing:
Marketing alludes to the actions of an organization related to purchasing and selling an item or administration. It incorporates publicizing, selling and conveying items to individuals. Individuals who work in organizations’ showcasing offices endeavor to get the consideration of target crowds utilizing mottos, packaging plans, superstar promotions and general media presentation.
There are four variables known as the advertising blend or the four Ps:
Product:
So as to figure out what you ought to offer, you should comprehend your objective, client’s needs and afterward tailor your item to address those issues.
Price:
The cost that you charge will impact the number of offers and the sum sold. On the off chance that you value it too low, it might create the impression that the item is of lower quality or you may basically make too little benefit. Whether you value it too high, clients may purchase fewer things or in little amounts.
Place:
Place alludes to both where you will offer your item and how you will disperse it.
Promotion:
For individuals to purchase your item, they should know about it, have a positive impression of it, and be persuaded that they need it.Digital Marketing:
The advancement of items or brands by means of different types of electronic media. For instance, publicizing mediums that may be utilized as a component of the advanced showcasing system of a business could incorporate limited time endeavors made by means of the Internet, web-based life, cell phones and electronic boards, and by means of computerized and TV and radio channels.
Digital media is pervasive to the point that buyers approach data whenever and wherever they need it. Those days are gone when the information about your product or administrations are delivered by you and people got to know about only those pieces of information which you want them to hear. It is a progressively developing wellspring of news, purchasing or selling and communication. Also, they will probably trust them than you. There is the increase in demand for brands that are trusted by individuals, customized interaction and also personalized offers that are made according to their needs and interest.The 5Ds characterize the open doors for buyers to interface with brands and for organizations to reach and gain from their gatherings of people in various ways:
Digital Gadgets:
Gatherings of people encounter marks as they cooperate with business sites and portable applications commonly through a mix of associated gadgets including cell phones, tablets, workstations, TVs and gaming gadgets.
Digital Platforms:
Most co-operations on these gadgets are through a program or applications from the signifying stages or administrations, that is Facebook (and Instagram), Google (and YouTube), Twitter and LinkedIn.
Digital media:
Distinctive paid, possessed and earned interchanges channels for coming to and connecting with gatherings of people, including promoting, email and informing, web indexes and interpersonal organizations.
Digital Information:
The knowledge organizations gather about their group of user profiles and their associations with organizations, which presently should be ensured by law in many nations.
Digital Innovation:
The showcasing innovation or technology stack that organizations use to make intelligent encounters from sites and portable applications to in-store stands and email battles.Benefits of Digital Marketing:
Most Prominent Form of Marketing:
Digital marketing can possibly change the manner in which you reach and draw in your clients.
Cost-effective:
Digital Marketing gives you a chance to spare your money to a considerable degree. This can possibly replace expensive publicizing stations. You can help your leads with email promoting mechanization. Along these lines, it will enable you to pre-stack substance and schedule it for conveying the content at key circumstances.Most Measurable Form of Marketing:
With conventional marketing, you need to sit tight for quite a long time, now and then even a very long time before the promotions begin to turn up. In this skirmish of conventional versus web-based advertising, web-based promoting wins again attributable to its fast outcomes. By estimating your digital marketing efforts continuously, you can see which strategies are working and which are definitely not. At that point, you can modify your advertisements for more prominent achievement. You can likewise take the bits of knowledge that you’ve picked up from the procedure to enhance future campaigns.
Target Ideal Buyers:
With digital marketing, you can guarantee that the correct customers are seeing your substance. Web optimization enables you to achieve those customers who are hunting the web for content and themes that are important to your business. While pay-per-snap, display, and internet-based life publicizing empowers you to focus on the individuals who are well on the way to be occupied with your items or administrations in light of statistic data and general qualities.
Benefit for Small Businesses:
This introduces an extraordinary open door for independent ventures to associate with potential clients and instruct them amid the starting phases of the purchaser’s excursion. By making pertinent and drawing in content that is upgraded for the web crawlers, you can enhance your visibility on the web and achieve clients when it is most important.
Attract Customers:
Digital marketing encourages you to achieve these connected users. In addition to the fact that you are ready to distribute and advance one of a kind content on these social locales, but on the other hand you’re ready to achieve purchasers through promoting. Web-based platforms like Facebook offer modern focusing on choices that assist you to achieve the customers who are well on the way to be occupied with your items or administrations.
Higher Engagement:
By improving your webpage content for the web indexes, you can work to achieve more purchasers on the web. Utilizing important keywords that assists portray your item or administration offerings can enable you to convey more focused traffic to your site, which expands transformations after some time.
Connect with Mobile Users:
Having a predominant online presence that is upgraded for cell phone and tablet clients can impact purchasing conduct. The vast majority of versatile searchers utilize their mobiles to keep an eye on forthcoming in-store buys, and about every one of them searches for the most applicable data to their inquiries. Some of the versatile clients have bought from an unexpected brand in comparison to the one they had as a main priority in view of the data recorded.
Analyze and Adapt Easily:
Since digital marketing gives genuine, convenient information, you can watch and adjust to the patterns and the activities that genuine individuals are taking. You don’t need to depend on, an example, informational index or make any informed speculations – design, execute and adjust in a hurry in view of genuine execution information.
Make Business More Competitive:
Digital marketing is the manner by which organizations are working now and will keep on working later on. On the off chance that your business isn’t as of now in the digital marketing division, at that point you’re behind. Guarantee your business is aggressive by utilizing a savvy digital marketing procedure.
Contribution towards Environment:
Traditional marketing utilizes a large number of papers for their promotions. For example, for hoardings, advertisement in newspapers, pamphlets only paper is utilized. And this had a negative impact on the environment. On the other hand, digital marketing promotes any product or services through social media or emails.
The sole advantage of diminishing paper utilization is sparing the world. The climatic changes we are seeing at this level will be decreased at a more noteworthy rate. The fundamental favorable advantage is picked up by nature.
Not just our condition can profit by the decrease of paper utilization, yet we can likewise pick up focal points, for example, sparing money. When you will utilize less paper then, you won’t need to purchase more papers. You will spare your cash in general. Firstly, your paper expenses will diminish, then your printing expenses will likewise diminish. You should comprehend that every one of these things is interrelated.
Paper utilization in numerous parts of the word is on the ascent. Extending generation and pulpwood gathering undermines a portion of the final regular timberlands and the general population and natural life that rely upon them. The increased use of digital marketing altogether adds to environmental change.
Dreamworth Solutions:
So, if you want to make your contribution towards the environment, choose digital marketing over traditional marketing. One of the best Digital marketing service provider in Pune is Dreamworth Solutions. They have a significant involvement in digital marketing taking care of nearby, local, national and global customers from various foundations. Be it any kind of business, they extremely surely know the necessities and prerequisites of each sort and work likewise to enable you to accomplish more noteworthy statures.
Being an IT organization, they guarantee experienced, proficient group endeavors, develop every opportunity to influence you to emerge from the center. They are additionally dynamic in digital marketing from Business to Business organizations. They make companies figure out how Business to Business organizations can do digital marketing to extend their work in the market. They come out as one of the leading SEO services provider in Pune, who are known to deliver the required results every time.
Dreamworth Solutions is one of the best digital marketing companies in Pune. They value their customers and believe in on-time delivery of their services.
For details visit website: https://www.dreamworth.in
Email-ID: [email protected]
Phone: 086056 97774

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5 Principles To Ensure Your Business Grows

Every business owner wants to see their business grow beyond its current position and it doesn’t matter if you’re thinking of starting a business, have been in operation for less than five years, or you have an established business. But growing a business is not easy, if it was then 80% of business start ups would not go out of business each year, and the remaining 50% would survive beyond five years. So what can you do to grow your business? This special report looks at five key areas you need to focus on to ensure your business grows along with specific action points.

Principle # 1 having a clear vision

Many times when I ask business owners (and particularly new business owners) what they want to achieve with – where do they want to take – their business in the next 5 years, along with asking them what profit margins do they want to achieve and What markets do they want to get into?, they are unable to tell me the answer.

When you come to plan business growth, or even start a new business, one important question needs to be asked? Why do you want to grow your business (and please don’t just say ‘to make more money.’) What is it you want to get from it? What is your outcome? What do you want to achieve from it?

An architect doesn’t say to a builder “Place some bricks over there. Build a wall so high here. Maybe a window this big there” They begin with the end in mind. The architect knows what size the building needs to be, what supports, joists, levels of foundations are needed. They know what materials are needed to get the job done, and how much it will cost and how long it will take. They have clarity as to what they want to achieve. It’s the same in business.

The clearer you are about what it is you want to achieve with your business, when you want to achieve it and what you are going to do to achieve it, the easier it will be to achieve and the quicker you will able to achieve it.

Why not try the following experiment to understand this principle.

Make sure you are in a room with lots of space and stand in the middle of the room away from anything you can bump into. Pick a point on the wall in front of you. This point is going to represent your business’s future. Then you will need to close your eyes and spin around five times. Finally without opening your eyes point to the spot on the wall that was depicting your business’s future. When you think you are pointing to it, open your eyes and see how you did.

How did you do? Did you point to your businesses future?

OK I know it’s a silly game but you would have got the principle behind it. So many business owners spend their time moving around with ‘their eyes shut’ thinking they know where their business’s future is when unfortunately they don’t know at all, far from it.

Before moving on to the next principles please take a few moments to write down in a note pad or on a piece of paper that you can keep safe, the following question. ‘Where do I want this business to be in 5 years time?’ Then write out your answer making it as clear and concise as possible, because this is going to be the starting point for you to build your business the way you truly want.

Principle # 2 moving from point A to point B

In principle one I talked about the importance of knowing where you want to end up. In this principle I want to talk about how to get there.

If I were to ask you what is the shortest and most direct route from point A to point B? You would more than likely answer; ‘a straight line!’ After all everyone knows that from learning geometry in school. Yet so many business owners I come across who want to grow their business go in every direction but the most obvious and simplest one, a straight line.

A great example of this is a new business owner I met once who told me that he was going to set up a graphic design company helping new businesses to create their branding. Great I thought he knows exactly where he is going. The problem was he started getting involved in so many other things too. He began providing web design, organising printing jobs, and then adding photography as well. In fact he started doing everything but graphic design. He was like the motorist who wanted to go from London to Leeds (obvious route straight up the M1) but went via Southampton, Bristol, Birmingham and Manchester first.

If you are going to be a Graphic Designer, be a Graphic Designer. Be a good one then maybe once you have reached your destination add extra things then, not the other way round.

If you decide that to grow your business you need to do a specific task, think about what is the easiest and shortest, most direct way of doing it. Then stick to it, don’t deviate, divert, get distracted or add other things.

Another thing I commonly see with business owners (especially new business owners) is the urge to not take the simple route. It probably is great to come up with a completely new way of doing something, but to be honest by the time you have created a new fuel injected, glittery, all singing all dancing way of doing it, you could have done the simple thing and taken the most direct route.

Take your note book or piece of paper that you wrote your five year vision on and now underneath that write out how you are going to get there. This is going to take you some time but it is important to ensure that before you start on your journey you know where you are going. Remember the straighter and more direct the route, the better.
Principle # 3 focus your attention

Have you had the same experience as me when it comes to the day before you go away on holiday? You’re at work and you have stacks of jobs still outstanding on your desk. It can be filing, invoices to send out, accounts to pay, it doesn’t matter what the jobs are that still need doing; the point is you actually get them all done! Why is that? They have been sat there for ages then suddenly the day before you go away on holiday you get them all completed. That’s amazing isn’t it? No! That is what is known as focused attention?

One of the main reasons why businesses fail to grow, and in particular new businesses fail to survive, is because the business owner will do everything else but focus their attention on their business.

I had a client who recently called me in a panic. They are an Estate agent and their sales had suddenly begun to dry up. They weren’t selling their properties like they used to. When I sat down with them it came apparent why their sales had dried up when I asked them the question, ‘Talk me through a typical day’

They told me about all the paperwork they had to do, the filing that needed doing, the advertising that had to be sorted out and so on and so on. Not once did they mention the viewings they need to arrange or the actual selling of property they needed to do. Why not? Because their attention was focused on everything else but the actual thing they were there for; selling houses. As soon as they redirected their focus, sales began to rise.

New business owners do this all the time. They spend time sorting out their new office, getting the furniture all straight and correct. They focus on getting their letter head right and their paper work systems in order. They focus on anything and everything except the most important thing to insure their survival… getting customers!

Why is Tiger Woods so successful at golf? Quite simply, he focuses his attention on being the best. He doesn’t worry about or waste time designing golf courses. He isn’t putting all his attention into opening golf academies. When he is not hitting a ball 400 yards he is practising hitting it 400 yards. When he is not winning tournaments with great short game play, he is practising his short game play so he does win tournaments that way. It is because of his focused attention that he has been #1 in the golf rankings for such a long time now, winning more tournaments than any current player and the reason why he was the #1 highest paid sports star in 2006, earning a massive $100 million.

Now that you have written down where you want to be in five years time and then followed it up by planning the most direct route to get there, I want you to write down the key areas you believe you need to focus on to ensure you get there in five years or less. What areas do you need to really focus your attention? What will need the most attention? Once you have written them down, keep referring to them to ensure you are not deviating from them and getting off track.

Principle # 4 who do you do business with?

This may seem like an obvious question to you, but you would be surprised to discover that many businesses that fail to grow do so because they have forgotten who they do business with.

I knew of a very successful business that went from start up to one of the fastest growing and most successful businesses in the whole of the UK, all within 2 years. Within 4 years it went into administration.

The main reason why the company went into administration was a simply one. It grew so fast in the first place because they had a unique service that none of their competition provided. What’s more there was a need for it, but only in a particular market place. The company wanted to expand by moving into market areas where they were unknown. The problem was the company had lost sight of what made them successful in the first place and stopped focusing on the service that gave them that success. They tried to be a player in a market place unfamiliar to them. The company had a number of outlets located in different towns across the region and before long the previously successful outlets had to increase their performance to support the new ones who were not doing so well. Eventually because these new outlets were not being successful, the existing ones could no longer support them, and the company had to call in the administrators.

It costs 6 times more to generate new clients than it does to service and keep selling to the ones you already have. So let me ask you – Who are your clients? Who is providing you with your revenue? If you don’t know exactly, you need to find out because not only is it more cost effective but 80% of your revenue will come from around 20% of your customers, those that have bought from you in the past. So as long as you have provided them with a good service in the past they will buy from you again. If you are bringing out a new product or service, tell them about it, get them to buy it from you. Don’t make the mistake of looking for new clients when you have them already at your door step.

In your book / on your piece of paper write out a list of your top 20 – 50 customers. The ones you deal with the most and who buy from you the most. Once you know who they are then you can focus your attention on having them buy from you again and again.

Principle # 5 who can help you?

The most successful businesses and those business owners, who know how to build a successful business, know the power of leverage.

There are three main sources we use in business:

o Time

o Money

o Energy

Each one of these sources if we use them personally, are a drain on both our business and ourselves. Think about it for a moment. Business’s that fail to grow do so because they are wasting either time, money, or energy and in the worst case, all three. If you are a one man operation are you wasting time and energy doing the filing, accounts, invoices, bills, orders etc? If you employ staff are they wasting time and energy by focusing on things that are not important, or to put it as principle # 3 says, not focusing their attention. Is the job or task you are currently doing really important? Can it be done later or if you really tap into leverage, can someone else be doing it? Can you be using someone else’s time, money or energy?

In you note book / on your piece of paper Write out all the tasks you currently do daily in you business and ask the following questions about each task.

o Is it going to eventually save me time or am I wasting time?

o Will I be making money doing this task or wasting money?

o Can only I do this task or can I pass it on to someone else?

For your business to really truly grow you need to learn to tap into OPT, OPM and OPE:

Other Peoples Time,

Other Peoples Money

Other Peoples Energy.

Those who do this successfully are seeing not only their business grow, and their profits increase, but as a result they have more time, more money and more energy to do the things they really want, be it in business or in their private life.

By going through these five principles and working on the task I set you on each one, you have begun to create a plan that will help you work towards growing your business. You can also visit [http://www.yourbusinessgrowthcoach.com] and try our 10 Day Business Boost programme to begin boosting your profits immediately – ITS FREE – plus if you would like to discuss how as Your Business Growth Coach I can help you and your business in other ways, call me on 0800 2982910 to discuss further.

Naithan Tarrant is owner of Your Business Growth Coach. Naithan has been involved in Business Marketing and growth, along with personal development and life coaching since 1994. He is an accredited Life Coach, an Executive & Corporate coach, plus an accredited Guerrilla Marketing Coach, along with a Master Practitioner of NLP, and a business owner. He is also a member of Toastmasters International.

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