Pay Attention to Attract Attention‍

My friend Bill from Toledo told me a story once and it has stayed with me for more than twenty years.

At the time, he was in broadcast television commercial production and, as a Black man living in America, he had a very different perspective than I did. He recalled being a kid in the early 70’s watching television and seeing a person of color portrayed in a local commercial. He raced to the kitchen and shouted excitedly to his mom, “There’s a black man on TV!”

The occurrence was pretty rare back then, though in many cities (Toledo included) the African American population was a significant part of the market. For a variety of reasons, most likely starting with the fact that most commercial production workers were white men, there was very little ethnic diversity on TV.

As a result, and for decades, advertisers were missing the mark with their messages.

Match Your Audience for More Success‍

Perhaps as a part of the many social justice movements or the expanding base of talented producers – many of whom are women, Hispanic, Asian, or Black – commercials now look different. And they should.

It’s not uncommon these days to see a tapestry of people represented in advertising now. If you read magazines, watch enough TV, or glance at billboards while driving down the road, you’ll notice same sex couples, bi-racial families, and all kinds of images of people.

That’s because most of us desire to be able to relate to those we see in advertising. Incorporating client testimonials, patients, actors, or models who represent your core audience creates a connection. Determine who you are doing business with or what part of the market you’d like to serve, and then be intentional in selecting the images you use. Whether it is a print ad, digital billboard, website, social media post, or your new TV commercial, it’s important to utilize talent who match society. It’s a simple tactic, but an important part of representing your business and doing business successfully.

Bill’s story may be 20 years old, but the lesson is completely relevant in 2020 – and moving forward.

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You Know the Ones

Before I became a business owner eleven years ago, I was a sales manager. Before I was a sales manager, I was a seller out in the field. Early on I decided I didn’t ever want to be “that kind” of a salesperson. You know the type – the ones who don’t listen and care for their clients and who do not value the work of the Account Executive, Account Manager, or Account Representative. They’re usually referred to as “slimy” salespeople.

It’s true. There are some of them out there and they’re pretty easy to spot.

As I worked with hundreds of sellers before, and over the past decade consulted with hundreds more, I realized salespeople generally mean well. While there are people only in it for themselves, they typically do little harm outside of giving the rest of the industry a bad name.

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Selling is Still Essential

I’m not saying your friendly neighborhood salesperson will have banners hung that read “Heroes Work Here” any time in the near future. I can safely say – especially in times of economic recovery – there is a significant place for relationship building, problem solving, and considerate purveyors of business to business services. As America ramps up and adjusts to the ever-changing climate, here’s a perspective for everyone in the professional sales world.

Few people want to be sold to. People want to be heard.

No one has time to waste. Prospects make time for people who care and help.

Don’t make it about yourself. Focus on the problems your clients have.

Cookie cutter answers rarely work. Once you’ve listened, the real work begins.

Tonality, timing, and value will serve you. Don’t go barging in where you haven’t been invited.

Don’t just sell. Fix. Solve. Help. Build value.

The recipe to landing on the good side of sales is pretty simple. The good ones simply pay attention to what works and they take a breath before starting that sales process, or contacting that prospect. To those of you who sell professionally – you may not be heroes, but you are, in fact, an important part of the economic revival this nation is craving.

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Communicating in New Ways‍

Some of us have thrived for years in the environment of the face-to-face meeting. It’s meant we’ve been able to read a room, notice body language, and maybe build rapport with someone based on the photos in their office or by identifying with the university on their displayed diploma. We were able to look our employees in the eye and tell if they were up or down or scared or happy.

The fancy language describing this is emotional intelligence. Lots of us have used that to our advantage to lead, manage, sell, buy, present, and any other number of key business transactions.

For the past month or two, those abilities have been back-burnered for the majority of us in almost every situation.

Instead, we are WebExing, Zooming, LinkedIn-ing, Teaming, calling, or messaging. Those activities require a whole different set of skills and abilities and, frankly, too often too many people are ill-equipped for human interaction that doesn’t include actual human interaction.

How do I know this to be true? Let’s take it back to the basics and talk about email.

Tend Before You Send‍

I’m pretty sure I’ve made every mistake one could make in electronic correspondence. True as that may be, I can tell you there are some rudimentary things you can do to help get your message across, practice decent decorum, and leave a better impression.

In anxious times like these most people are so focused on getting their points made and their to-do lists cleared that they “shoot” emails out without regard to how they may be received. Lately we’ve seen some interactions with people who are perfectly kind in person or on the phone but send some emails that actually felt like a punch in the stomach. It happens every once in a while, but when it happens routinely it’s easy to see the sender just isn’t being thoughtful. They’re actually being selfish.

Decorum and decency should be a regular part of commerce and – in times such as these – even more so. Unfortunately, tonality is often absolutely ignored, and hastily written emails are sent.

Consider these simple tips:

• Send that email to yourself first. Come back to it, read it, edit it, then decide if you actually want to deliver it to the intended recipient.
• Read it back – slowly – to yourself before hitting send.
• Put a delay delivery on it. Just because you are working at 1am on a Sunday night doesn’t mean the person who is now working from home, nervous about circumstances, or tethered to their email has to read it and respond at 1am.

Polite engagement needn’t be saved for in-person communication. It’s appropriate with a keyboard, too.

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Heard it All Before

“Misery loves company.”

“It is what it is.”

“This too shall pass.”

“Take it a day at a time.”

“The sun will come up tomorrow.”

My English teacher in high school called sentences like that colloquial language. I learned that meant ordinary, expected, or very commonly spoken phrases. For the last few weeks people in a daze are speaking trite and expected sentences. They are using language that reflects the often dulled senses that accompany horrific seasons such as this. These are painful days no doubt and this isn’t a quick message about watching our vocabulary.

There’s a reason people know these phrases and speak these statements. Read them over again.

The reason they are said so often is that they are soaked in truth. We do feel better knowing we aren’t the only ones navigating these unknown waters. When a worldwide crisis like this happens, people realize they can’t change the circumstances that encapsulate them. It helps to know it’s a season and that the next season won’t just be hotter, but more hopeful. Keeping a short account, checking in on friends and loved ones, making sure you are breathing – these are the things that are best done in quicker and more regular time intervals.

Comfort in Tomorrow

How do I know this to be true?

The new day that comes after today always comes. It may be rainy, it may be windy, but the fresh start that the dawn brings means new opportunities await us. Every day a new day comes.

Sure, it feels like the world will never be the same. And like post 9/11 and other significant events, things will change. True as that may be, we will also find a pattern, a routine, a regular pace to life again. Baseballs will be pitched and hit. Movies will be released. New sitcoms will be produced. Another type of automobile will be invented. Handheld mobile phones will get bigger and smaller and be able to do more. Babies will be born. People will fall in love and some will get married. Life will return to normal. Not a new normal, but a normal-normal.

You’ve heard it before – the sun’ll come up tomorrow. It rings true – because it is.

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Wait2Do This?

Yesterday, in the midst of all the new ways of conducting business, I was on my seventh conference call of the week and a significant client of ours told us what had been happening in their world. Major work was being put off by a large cross section of their clients. He tongue-in-cheek said, “August is going to be a really busy month,” because that’s the arbitrary time everyone has determined things will get back up and running.

Nobody really knows when the craziness of this virus will pass or when business will return to whatever “normal” is. While there is some benefit to having to learn new things (like trying to stand during those web conference calls), it’s obviously an uncomfortable time.

August is far enough out into the future, past the “summer vacation” months, and yet not too much into the distant. So, sure. August seems good but wait a minute.

A Concept4Your Consideration

The problem is, life may take a little longer to “get back to normal”. Or maybe we’ll bounce back quicker, but people won’t feel so good about keeping their summer vacation travel plans considering all the social distancing they’ve been doing this spring. Honestly, no one really knows how busy August will be.

You’re adjusting. You’re adapting. It’s really all a business can do. Or is it?

If you can get past the initial gut punch and somehow deal with the newness surrounding the way commerce is done, there are so many things you can accomplish during this time. I run a non-profit music venue as a side hustle (www.TheSpotonKirk.org) and for that organization and so many others like it, there isn’t a lot that can be done because, well, the doors are shut.

For you as a leader, as you get your oxygen mask over your face, think about how you can set a course for your team by getting that design in place or fixing that system that has long needed your attention. Now is a great time to build a recruitment plan, a marketing plan, or perhaps even look at a merger or an acquisition.

Don’t get me wrong. These are trying times, no doubt. In some regards we have no idea just how tough they can be. But that doesn’t have to mean these are idle times. Just as you’ve done in the past – use the shifting landscape to give your marketing and business development approach some much needed attention.

It's your very best bet to get back on track… when the time is right.

Three Things2Know

In real estate there’s an old saying: only three things matter – location, location, location.

It’s funny how that same adage has an application in the world of marketing and advertising as well. So many creative shops and ad agencies focus on the messaging – maybe even exclusively – with little thought or fanfare concerning where the material will run, when it will run, and how it will be rotated.

You have a bank on the south side of town and you run a billboard promoting it up in the northern suburbs. Your company’s really fun radio commercial is in the sixth spot of a seven-commercial break. Your TV commercial created to target upscale homeowners is running right in the middle of the afternoon soaps.

Location matters – in real estate and in marketing.

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How You Can Make It Work4You

You should pay attention to the messages you are creating and how you are putting them into the marketplace. That’s a huge part of successful advertising and in the ultra-competitive landscape of 2020, it’s really important you get that piece of the plan right.

Do yourself a favor, though, and hold the placement of the outreach you are doing in equally high regard. Think before you lock in that annual agreement, sign up for that on-sale package, or decide about the billboard or newspaper advertisement. Even the best, most well-crafted ad has to be seen and heard by the right audience to create the momentum and branding you are hoping to gain. While it may seem simple and logical, you’d be surprised at how often I see or hear something that is way out of alignment or sorely out of position.

So remember, placement is to advertising like location is to real estate.

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