Years ago we sold our services right from the start. We offered a variety of marketing services that we still offer today. But there was a big problem.

We did our part and clients were happy with our marketing services. Over a few weeks or months we would learn about a variety of other things, marketing, advertising, print and digital, that our clients were doing. We had clients who would buy a new “shiny object” or expensive media purchase then email us and say, “Check it out…isn’t it great?”

Sometimes the answer was “yes,” but other times it was, “Ooops. That was a waste.”

So we added Discovery & Diagnosis Consultation and it allowed us to dig deeper into our new client’s business.

Here is what happened:

• I often find places within the client’s existing business to boost their profits without any extra spending. I call this the “Hidden Profit Analysis”.
• I find areas that the client could save money or spend it more effectively…none of which has anything to do with our services, unless it’s a perfect fit.
• Clients are steered in the right direction instead of running and spending aimlessly in the wrong direction.

It worked out great for clients and for us. Sometimes (but not always) clients end up saving money over and above what they end up investing in our services(if we move forward together.) So it’s like our services are free.

There are a few reasons why I was inspired to write this article:

• There are media salespeople out there who are very good at hyping and selling their media to you…but they are not good at analyzing whether you will even benefit from what they offer.
• There are wannabe marketing people who have 500 friends on Facebook and decide they are a social media expert — or worse — a marketing expert.
• There are people with impressive technical skills for social use, website tweaking, graphics creation and more…but they have no real business savvy.

All of the above may hurt your business or your wallet; and quite frankly, it ticks me off. They take advantage of business owners who are too busy running their business to fully grasp what marketing works today…and it makes real marketing and advertising experts look bad.

So before you dive into services or buying media, talk to someone who takes a consultative-advisory approach to find out what you really need. If someone truly wants you to succeed, they should ask about your business and NOT just sell you their services. If they are really good they may be able to help you make more money or save money and effort that is currently heading out the door.

Check out our Discovery & Diagnosis Consultation.

In 2013, 42 the true story of an American legend, debuted in movie theaters. It is the story of Jackie Robinson, the first African-American to play Major League baseball since segregation.

As a fan of baseball, Jackie, and people everywhere who are willing to take risks to break down barriers, I saw the movie.

In this article I write about the rewards of being first, but also the risks involved and how to limit them.

The first website listed at the top of Google gets about 40-50% of all the action, according to various studies. The other nine sites get to split the other 50%. Knowing why would make an interesting conversation, but the point is to KNOW the rewards for being first.

Being the first to do something often leads to being the most remembered.

Most people have an easier time remembering the first over the second:

• First African-American baseball player – Jackie Robinson…2nd…?
• First President – George Washington…2nd…?
• First Ammendment – Free speech, religion, press, etc…2nd…?

  Being the first is great positioning. The perception is that in a lot of cases, first is the equivalent of “best.”

  Being the first to try a new method, strategy, service, or other in your business comes with risk as well. The person at the front of a line walking with a machete through a jungle gets to choose the direction. This person also gets to be first to confront BIG scary animals and critters.

  The first in business to try new strategies, ideas, and methods may burn through resources and make mistakes as their is no clear-cut blueprint to follow.

  A solution (in business anyway) is to be the first in your industry or in your area but NOT the first overall. This way it will appear that you are the first (to your customers, clients, patients, etc.) but there is a success path to follow by observing others. Observe with a strategic eye in everything you do. You can pick up marketing ideas, operations ideas, and service ideas by watching OTHER industries.

  Many people believe Henry Ford invented the vehicle. He did not. Most people believe Henry Ford invented the assembly line. He did not.

  Henry Ford manufactured vehicles and wanted his company to be more productive. While visiting a stockyard in Chicago he noticed something. Henry saw how productive it was to have the meat on an overhead trolley and as it passed by, each worker did his part. Henry brought this idea to the car manufacturing business and he changed the world. And got rich.

  To save you Google time:

  • 2nd African-American baseball player – Larry Doby
  • 2nd President  – John Adams
  • 2nd Ammendment – The right of the people to keep and bear arms.

  Have you picked up any great ideas and tweaked them to fit your business?