TLC Copy Critic

Some people just don’t get it. They think they know what is best for everyone, even when most everyone disagrees with them. Somehow the disagreement gets discounted as stupid reasoning. These people pretend to want compromise, yet are unwilling to unbend the slightest. They’re all about smoke and mirrors and the magic silver bullet that cures all. They put on a good show, yet most people see them for what they are… a bunch of hot air and very little substance.

They steamroller all opposition and use strong arm tactics to instill fear or coercion. Not a great way to run a marketing campaign or a summit is it? The alleged Health Care Summit touted as a meeting of the minds was anything but. Not smart marketing. So how was the Health Care Summit like a bad marketing campaign?

First you don’t keep interrupting the very people you hope to sway. Think someone will listen when you keep inserting comments every few sentences and speak more than they do? That just doesn’t cut it when you’re out to persuade and change people’s mind. You listen in earnest. You ask questions to be sure you understand what their issues are. You don’t act like they’re the bowling pins and you’re a bowling ball out to knock them down at all costs.

That isn’t smart marketing. And you fool nobody with cheap tactics. You really think you’ll make customers out of the people whose arms you twist? You think these potential customers are like a bunch of sheep and too dumb to see what you’re doing? Um, no. You don’t gain customers or clients by alienating them, not listening, or chatting under your breath with your team when the very person you hope to persuade is talking to you. That is extremely disrespectful and actually a stupid tact to take.

Who will take you seriously when you won’t even listen to what they have to say? Who will feel you have their best interests at heart when you ignore their concerns, especially when the concerns are legit? You don’t give your audience or adversaries the brushoff… unless you’re aiming for the cone head award.

You address the customer’s problems. You listen and repeat their concerns back to them. That shows you care and you feel what they have to say is important. They feel appreciated and let their guard down. Then when they start to trust you they will be open to your message. If you wait for them to say their piece without interrupting them, not only does it show good manners, it also shows your respect.

And respect is a two way street. It isn’t rude nor intrusive or barges in. Go ahead, take your marbles and go home. If you refuse to listen and  try to cram your marketing views down my throat without showing me common decency, I don’t want to play with you anyway, and I certainly don’t want your marbles. I’ll find someone else who plays nice and doesn’t try to always get their way even when there might be a better solution… if only they knew how to listen and hear it.

You want to be the marketer who listens and plays nice. Otherwise your bad rep will get around and nobody will want to play with you.

Everybody who works for themselves needs a business plan. It’s not one-size-fits-all either. The business plan also isn’t a constant static. The plan constantly changes as the biz changes.

It should be written down somewhere, even if it’s only an outline. If you need financing though, the plan better be thorough. Why have a business plan?

It helps to give you someplace to start and have focus. It becomes your goals, both short range and long range. It’s your dream and vision all rolled into one. The plan helps you to implement necessary changes from paper into reality.

Also have it written down helps keep you on track. Use it to assess where you are in the game. If changes and a new focus is needed, then change the plan. It’s something to go on.

Clients feel reassured… it’s solid. If you’re pretty much winging it, then that too will show. The plan is your base of operations, your slant and your market.

The plan clears your mind of clutter and helps you focus on what you need and where you’re headed. It’s purpose driven and is your bottom line. It gets rid of the unnecessary excess baggage.

It’s okay to start out with a few ideas of where you intend to take your business. You have to start somewhere and with something. But it’s okay to veer off course and to change it up from time to time.

As the business grows your goals often change. As you gain experience you see what works and what doesn’t. New doors open and old ones close. New ideas become apparent and come out of hiding.

You just gotta have a plan. Just be sure to adjust it from time to time.