Time2Improve

People want to improve.  Well, most people do anyway.

They’ll talk the improvement game.  They’ll go to conferences.  They’ll read those books.  Most will target a start date of January – the official biggest improvement month of the year.

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The trouble is I see too many people who talk about improving, but, by the month of February, they regress to their tried and true habits.  They do the same things the same way they always have.  Routines are grounded into most folk’s normal day.  And change is hard – really hard.

Make Time4Improvement

A friend of mine recently commented in an off-hand way, “If someone never sets aside time to improve, they’ll never improve.”  It was a simple statement, but as soon as I heard it I knew I had to write about it. In previous B2Seed entries, I’ve shared about how busy people in the world are today.  There are fewer of you working in companies and you’re doing more and the deadlines seem to come quicker and quicker.

You move from crisis to situation to trouble to meeting.  It’s just the way it is whether you are in marketing, leadership, medicine, human resources, running a non-profit, or consulting other businesses.

So here is my challenge to you.  You’re not going to magically make yourself better.  You’re only going to get better if you carve time out of your calendar to do so.  Make it a routine and start this week.  No matter how much pressure you get from clients, bosses, or the teams you lead, it is critical you create space to actually improve.  You owe it to your people, your company, and – most of all – to yourself.

Block out thirty minutes twice a week for the next three weeks.  Plan it right after you finish reading this article and before you begin your next task.  At this point it doesn’t even really matter what route you select to improve. You’ve marked a start and starting is the most important step.  After all, you can always improve at improving once you get that habit changed and make time for it.

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You Need2Let Help In

In the early days of my agency my clients would ask me to help them come up with an idea.  I would quickly reply “okay,” or “you bet,” or “we’ve got this”.

Then, I would retreat to my car or make the walk back to my office on Kirk Avenue, stare ahead, and think "Oh man, what do I do now?" I always had faith the idea would come, but its arrival frequently included anxiety, questions, and some additional stress.

Frankly, the pressure meant the creative process was bound to be more difficult.

As my firm grew, I started working more closely with creative folks which allowed for the dispersal of some of that pressure. It certainly made life easier.  Even still, I had to learn to let go.  It was time to let others add their input and ultimately come up with the (usually even better) creative approach.

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Honestly, much of the growth of B2C came as other – more talented – creative people got involved in the process.

A Sales (and Leadership) Reminder4Us

Years later, I’ve realized something even more important has stemmed from our creative shift:  Not only did the process get less stressful and easier, but I became a better account executive and manager.

Now, when I’m in front of a prospect or client, I simply KNOW my team is going to have an exceptional creative idea.  It’s a relief when you know the people working alongside you are going to come through.  Relief is significant, but the confidence you have in your team shows in your approach and presentation.

It’s the same reason the star quarterback elects to toss the ball to his favorite receiver, or the editor gives the big assignment to that accomplished reporter.

As sellers and account managers we are a reflection of the team behind us who are doing the work.  When they’re doing great work it shows naturally through our demeanor and plays out well for those of us out in front of the public.  The confidence you have in your team gives you the ability to leave a meeting and simply know you really do have this covered.

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Writing4Growth

My Dad is probably the biggest fan of my writing – and sometimes my biggest critic.  I’ve seen the statistics for this monthly piece and most of you who receive it actually read it. Some of you may muddle through it while others engage with the message, writing to tell me thank you or explain how a point hit them just right.  In many cases, my Dad will still give me feedback and tell me how much he liked what I wrote.  He’s been reading (and editing) my work since the 1970’s when I was a cub sports reporter at the local town newspaper in Kennett Square, Pennsylvania.

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These columns are submitted because I love to write and because I usually have something helpful to share.  Helping people is a passion of mine and this serves as a gateway for that purpose.  In the process, it’s also helped me and my business.  This monthly tip or thought-starter is definitely an outlet.  It’s also a way to keep B2C Enterprises in front of prospective, current, and former clients of our advertising and marketing agency.  It’s one of the ways we build top of mind awareness – that’s for sure.

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Things2Take Away

There is a reason to do this.  And frankly, it is a reason you should consider yourselves.While you may not love to write like I do, surely there is someone in your organization who does. Consistently creating helpful content is one of the most powerful business development tools your company can employ.  The material needn’t be sales focused – in fact it’s often better if it isn’t – but the regular outreach can make a huge impact for your growth.Put those ideas and thoughts out there – as a part of your routine.   People love to receive helpful information.  Then, when they have other questions or thoughts, you and your organization can become a resource to them.  It’s because they remember hearing from you.  It’s true I write these pieces because I want to, but now that the secret is out, I also write them to engage people who may have an interest in working with us.

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Plus, who doesn’t love getting sweet feedback from their 89-year-old father in their email inbox? (Hi, Dad.)

Just Have2 Say It

There is a commonly seen logo that I simply love.I love everything about it.  I love how different divisions have the same branding, but with a significant color variation.  I love how simple it is and how the font is direct and clean and vibrant and colorful.It’s true that my attention to this logo in particular (and any logo in general) likely makes me a marketing geek.  I’m okay with that.But above all, I love the hidden image in it and over the past decade or so I’ve asked others if they see the cleverly-integrated reverse icon.  I’d say at least half can already identify it, but those who haven’t are able to see it right away when it’s pointed out.  It’s the arrow inside FedEx.

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The best part is, once you see it – you can never “un-see” it.  That arrow, situated so smartly between the “e” and the “x” of the delivery giant’s name, becomes so clear it can’t be ignored.

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More than a Brand4 You

One of the things we work to do in our marketing and advertising creation is to engage the recipient’s brain.  It’s important the branding you use to represent your company or organization has layers with new bits and pieces revealed to the viewer over time.  It is one of the best ways to subtly connect with the busy brains you are trying to reach.The creator of the FedEx branding obviously knew what they were doing, but they didn’t scream it. Instead, they left it there for the implied message of speed and accuracy.  A deeper look into the optical illusion might suggest that there’s a way forward and a powerful direction with the FedEx branding.  And the way the company has used it – so cleanly, so simply, and so directly – only proves up their message.It’s why I love it so much. And why I don’t really care if you think I am geek about all of this marketing stuff.

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A Thought4Your Consideration

Unless you are one of a few devout underground music fans, the group Portugal The Man probably hadn’t passed by your ears prior to 2017. Last year, they burst upon the scene with their hit song “Feel It Still” and this band from Alaska became a common name among millions in America.Any guesses why?

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For decades, successful marketers have been using music to drive their messaging.  If you’re my age (spoiler alert – I’m in my 50’s), you remember Heinz Ketchup using “Anticipation” and Coca-Cola worked to “Teach the World to Sing” in their TV commercials.

Whether the music is original, re-purposed for a specific reason, or picked because an ad person likes it, the fact is many of the commercials we remember are aligned with music that sticks in your brain.

Music2Be Noticed

With this particular iPad Pro campaign, Apple, a technology powerhouse pulling in billions of dollars every year, became a vessel for the worldwide fame of Portugal The Man (which is actually a whole band).  The funny thing is, this band has been playing music together since the early 2000’s. Hardly a new act, Portugal The Man had already made a name on the festival scene and was being recognized through their years together for their abilities.

They just didn’t become a “household name” until June of last year when Apple used their song in a TV commercial.

I remember watching the iPad Pro commercial and thinking, man, that’s a fun song.  Shortly after, I began hearing it on obscure radio stations. It wasn’t long before it was everywhere and being played repeatedly.  It peaked at #4 on theBillboardHot 100 songs at one point in 2017.

Imagine that – a catchy tune, combined with clever video and a creative concept, executed by a trendsetting company that makes really cool things. Sounds like a recipe for a winner. And it was for both Apple and Portugal The Man.

Your organization may not have the kind of pull to launch a band into fame.  What it does have, though, is the ability to choose original or special music to drive your next big campaign.

Doing2Things at Once

It’s really a made-up phrase.  In my mind, I’ve come to the realization I simply cannot do it. (I’m pretty sure those of you who are reading this can’t either, no matter how much you think you can.)

Multitasking?  Nah.  Sometimes we can do multiple things in a really fast sequence, but when we try to do two jobs at one time neither typically gets the proper attention.   

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The other night I was listening to the news, while trying to do something else I’m sure, and I heard a statistic – Pedestrian Traffic Deaths are at a 25 Year High in the United States. The anchor stated marijuana has something to do with the increase, but even bigger is the impact of texting and walking.  These experts took all the fun out of texting and driving and now they don’t even want us to text and walk.

That’s because it’s not safe.  You can’t do two things – especially like that – at once.

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Watch4The Lessons

They are simple really. One is for advertisers and the other is for people engaged in any kind of business.

1) Your advertising had better interrupt because, if you’re lucky, people are only halfway paying attention to start.  Grab their attention first and then try to begin the process of winning over their hearts and minds.

2) Focus on one thing at a time when the one thing is something that requires your attention.  Sometimes you can walk and chew gum (or text), but when your mind needs to be engaged it is best to absolutely do one thing at a time.  Otherwise you’ll end up doing neither particularly well.

They say advertising isn’t life and death.  Generally that’s true, though even that can depend on what multitasking duties you marketing and business people are trying to accomplish.  Focus completely instead. You will be better at most everything you do.