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Brand Positioning - Be Distinctive!

Brand Positioning: Why Should Your Business Exist?

Brand Positioning - Be Distinctive!
Your brand positioning has to go beyond “me too but.” Click the player to hear George & Mary-Lynn share some ideas on The BIGG Success Show podcast.

We know – the question posed in the title is a tough one. But we say it with love. And we share it from our own struggles with this topic.

It’s a crowded marketplace these days. Competition is fiercer than ever. The bad news is that it’s probably only going to get more vicious in the future.

Many small businesses aren’t prepared to compete amidst all the noise. They don’t stand out. They get lost. They remain obscure.

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Artificial Dissemination – A Tool for Bigg Success

spinToday we’ll wrap up our discussion about artificial dissemination. Last time, we talked about three dangers of misstatements and exaggerations.

There’s another side to artificial dissemination. It can also be a tool if used carefully and properly. We’ll look at two ways to do that.

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Honest vs. Kind

Sometimes we face a battle. It’s not a battle between good and evil. It’s a battle between two competing forces for good. Should we be honest? Or should we be kind?

Picture this … your best friend just had a baby. He’s so proud that the buttons on his shirt are popping. He takes you to see the little guy. Now, the little guy is the ugliest baby you’ve ever seen. He’s so ugly you’re not even sure he’s human!

So your friend turns to you and says, “Isn’t he the best looking baby you’ve ever seen?”

Panic sets in. What do you say? Beads of sweat start forming on your forehead. Do you tell the truth? Or should you be nice?

Artificial dissemination can be used as a tool for kindness.

Authentic vs. “Fake it until you make it”

Now we want to talk about telling the truth, the whole truth and nothing but the truth.

That’s another battle which we must fight every day. We often hear that we should be authentic. Yet we also hear people say that you have to “fake it until you make it.”

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george I’m authentic every day … when I first get up. If I wanted to be authentic, I would never shave!

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marylynn
I wouldn’t wear any make-up!

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It is important to be true to yourself. People can spot a fake. But “fake it until you make it” doesn’t necessarily mean being someone you’re not.

Artificial dissemination can be a tool for casting yourself in the best light.

We’ve talked before about the entrepreneurial roller coaster ride. But people like to do business with successful people. When you’re at the bottom of the ride, you don’t have to tell the world. Just confide in a few close friends or trusted advisors and project an image of success to the rest of the world.

The whole world doesn’t have to know the whole truth. In many cases, with most people, part of the truth will suffice just fine! You’re not on the witness stand for crying out loud!

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marylynnI think with social media we sometimes broadcast things about ourselves, not remembering that hundreds or thousands, or hundreds of thousands, of people are going to see it.

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george
You have to manage your reputation just like companies manage their reputations.

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marylynnI remember seeing a tweet from a person I follow. She had just lost her job. I don’t remember what she said, but it was something that would have been better left unsaid.

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george The stories you tell about yourself shouldn’t be fiction. But occasionally, you may think of them as part of a docudrama. You can put a positive spin on things. Sometimes that leads to bigg success!

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Authentic or fake it until you make it. Where do you come down in the debate? Share that with us by leaving a comment below, calling us at 888.455.BIGG (2444) or e-mailing us at bigginfo@biggsuccess.com.

Thanks so much for reading our post today.

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Please join us next time when we’ll discuss a surprising thing that others expect from you. Until then, here’s to your bigg success!

Subscribe to The Bigg Success Show in iTunes. 

Subscribe to the Bigg Success feed.

Direct link to The Bigg Success Show audio file:
http://media.libsyn.com/media/biggsuccess/00444-072309.mp3

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A View that Leads to Bigg Success

watchBigg success is life on your own terms. Our focus today is growth, one of the five elements of bigg success.

We tend to avoid information that’s not consistent with our beliefs. There’s been a long-running debate between psychologists:

Do people actively avoid contradictory information or is it a more natural process? For example, it may be that we don’t hear opposing views because we hang out with people like us.

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Some new research [PDF] (led by a psychology professor at the best school in the world, the University of Illinois) has answered that question.

If you seek opposing views, you’re in the minority

The research confirms that people do avoid ideas that disagree with their own. They did this study to “see … to what extent people are willing to seek out the truth versus just stay comfortable with what they know.”

The researchers found that two-thirds of us choose information that supports what we already think. However, the more interesting part of their research to us was this:

They found that two types of people are more likely to listen to alternative points-of-view:

People who are confident in their own beliefs

We were out with a friend right after we read this research. The timing was perfect. She’s very politically active – politics is one area the researchers cited that we’re particularly reluctant to consider the other side.

Our friend told us that she no longer subscribed to a certain magazine. She said that she found she always disagreed with their point-of-view. After further discussion, it was clear that she’s not confident in her opinions.

If she had confidence in her opinions, it wouldn’t bother her to read the other side. In fact, by reading the other side, she might gain confidence in her positions. Or she might change her mind, but be more confident in her new opinion.

The best way to confirm your opinion is to continually test it against all the information available. Talk with people who hold counter opinions. Read everything you can. Try to balance opinions on all sides of an issue before arriving at a conclusion.

Even then, continue testing that opinion with any new evidence you find, both pro and con. Then you’ll have confidence in your opinions.

People who have to defend their ideas in public

It’s interesting that the researchers cite the much-maligned politicians here. Politicians constantly have to defend their point-of-view.

They serve as an example to us. Don’t keep your opinions to yourself; defend them.

We should point out two things here:

  • You have to be careful discussing certain subjects with certain people.
  • We’ve talked about things here in very black-and-white terms. Obviously, many if not most issues are full of grey. That’s what makes for interesting discussion!

When you do discuss your ideas, you will hear other points-of-view that you can synthesize with your own. Your ideas will sharpen and grow. So will your confidence in what you believe.

That’s bigg success … as long as you agree with us!

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Get the tips and tools you need to be a BIGG success.
Subscribe to the Bigg Success Weekly – it’s FREE!

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Thanks for reading our post today. Please join us next time when we’ll discuss what we can learn from cats about communication. Until then, here’s to your bigg success!

Subscribe to The Bigg Success Show in iTunes. 

Subscribe to the Bigg Success feed.

Direct link to The Bigg Success Show audio file:
http://media.libsyn.com/media/biggsuccess/00438-071609.mp3

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(Image in today's post by adzica)

Critical Keys to Business Success – Part 2

success Today we continued our discussion with Deb Neuman, host of the Back to Business Radio Show. Last time, Deb shared four of her keys to business success, which all happen to start with the letter “P”. Today, she will share her final three. Let’s get back to the conversation …

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People

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marylynnSo far we’ve discussed Passion, Product, Persistence, and Planning. Now Deb, you say we have to think about People – surround yourself with people whose strengths are your weaknesses.

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debAnd look beyond your friends, family, and significant other. They are important people to have on your team, but you want to have other people who can be objective, who don’t have any emotional ties to you as well.

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marylynnOften, to get someone to take care of a weakness, you have to pay them to do that. If you don’t have any money, what is the answer then?

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debA lot of people barter. I have a friend who is a massage therapist who needed help building the web site for her business. So she and the web designer now trade services. The web designer gets massaged and doesn’t even have to pay for it … he’s happy! A side note to that – check with your accountant to make sure you’re accounting for it properly when tax time comes up. A lot of people I know really enjoy helping small businesses. They may be an accountant or an attorney. They’re looking for new businesses as future clients. Sometimes they’re willing to give you a few hours of service at no charge or give you a reduced rate. They recognize that, if they help you get your business started, you’re likely to become a future customer for them. Talk to other business owners and see who they’re using as providers.

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Promotion

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georgeNext up on the list is something that many business owners are cutting back on because of the tough economic climate – Promotion.

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debI just did some research into The Great Depression, what businesses survived, and how they did it. Some of the businesses that made it through the depression very successfully include Procter & Gamble, Camel cigarettes of all things, Kellogg, and Chevrolet. What they all had in common is that they scaled up their advertising during The Great Depression. They stayed visible in the minds of consumers and they were able to continue to do business throughout the depression even though people were spending less money. And when the economy did turn around, and it always does eventually, they had customers loyal to their brand. So now is not the time to stop promoting your business. Now is the time to kick it up a notch because people still have money to spend. They may spend less of it and they may be more choosy about where they spend it. But if they don’t know you’re out there, you’re not even going to be considered. Few of us have the resources to just advertise here, advertise there, and just throw money around that’s not going to pay back. So you really need to sit down and identify who your customers are. Be specific. Are they men or women? What age range? What kind of profession? Where are they? What are they reading? What are they listening to? What are they looking at online? Then think about how you can best reach them. Successful promotions, marketing, and advertising don’t mean you buy an ad in the newspaper and run it once. It has to be a long term plan and commitment.

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Positive Attitude

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george
So the last “P” on your list is Positive Attitude.

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debYou just have to maintain a positive attitude, through thick and thin. That reflects on your employees. Your customers know it. I just heard from a colleague of mine who went into a retail store. She said she’d never go there again because the owner of the store was in a really bad mood, griping about the economy. She said that she wasn’t there to hear all of that. She was there to have a nice experience. It really turned her off.

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marylynn
Because shopping is my escape. This is me trying to stimulate the economy, so relax!

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georgeRight now, not just for entrepreneurs, but any leader … it seems like we’re hearing such dismal news from so many of our leaders from the highest levels in the country to the biggest businesses. And I think, in many cases, small business owners are buying into it and people don’t want to follow someone who doesn’t have a better vision for the future.

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debExactly. I’m seeing businesses, some who’ve decided to close, but others who are planning and taking a different approach. They’re being very creative about it. They’ve said that this is forcing them to not be lazy. When things are good, they do whatever they want. They can’t do that now so they realize they have to be really proactive, but they’re making changes that they’re really excited about, even if they were forced into making them. They think they’re in a much better position going forward, now and when things do turn around for the better.

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Thanks Deb for sharing your wisdom with us! Check out Deb’s site, debneuman.com for more great tips for your small business.

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Get the tips and tools you need to be a BIGG success.
Subscribe to the Bigg Success Weekly – it’s FREE!

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And thank you for reading our post today. Join us next time when we’ll tell you how to find the deal of your lifetime. Until then, here’s to your bigg success!

Subscribe to The Bigg Success Show in iTunes. 

Subscribe to the Bigg Success feed.

Direct link to The Bigg Success Show audio file:
http://media.libsyn.com/media/biggsuccess/00345-030609.mp3

Related posts

Critical Keys to Business Success – Part 1

(Image in today's post by k_vohsen)

I Just Got Laid Off – Part 3

work We’re wrapping up a 3-part series on what to do if you just got laid off. In Part 1, we discussed the day you learn about your layoff. Part 2 was about the first couple of days after the announcement. Now we want to talk about moving on to your next job.

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We’re moving ahead quickly, but don’t be alarmed if you’re not quite ready to move on just yet. You’re going through a grieving process so it will take some time. Be aware of it, but also look forward to that time in the near future when you start feeling your zest return. If it doesn’t return relatively quickly, you may consider speaking with a professional.

During this time, it’s important to maintain a proper attitude. One of the best ways to do this is by associating with positive people. It’s also helpful to talk with people who have gone through this before. Ask for their advice. Almost everyone really likes to help other people. They can encourage you with their story.

Next, assess your financial situation. Ask yourself how aggressive you need to be in your job search. Map out a timeline. Think about phases.

For example, in Phase 1, you may be able to be very choosy in your job search. Phase 2 may mean you need to find a job soon so you’ll be less selective. In Phase 3, you may freelance or work part-time to get some money in the door. You may find a job in the first phase, but you’ll be prepared in case you don’t. 

Also plan how you will market yourself. Think about what makes you unique? How can you communicate that? What opportunities play to your core strengths?

Obviously, you’ll also need to update your resume if you haven’t already. We found a great site for help with resumes, cover letters, job search and interviewing tips. Check out Resume Help.

Begin to think about how you will explain your recent departure. Practice interviewing with a friend, preferably someone who is a manager who interviews people. Get feedback.

One of the most important things to get on your to-do list is networking. It’s amazing how many people land a new job through a referral. Resist the urge to go into self-imposed isolation. Reach out to everyone you know who might be able to help you. Tell them what you’re looking for.

Have you registered on Meetup to find out about local events of interest to you? Are you on LinkedIn? What about Facebook? Have you joined any social networking groups for your industry? The contacts you make through these sites will be invaluable now.

The good news is that most people who go through this report that they are happier in their new job than they were in their old job. It may take some time, but you’ll land on your feet!

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Get the tips and tools you need to be a BIGG success.
Subscribe to the Bigg Success Weekly – it’s FREE!

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Thank you so much for stopping by today. Join us next time when we discuss scheduling time to decompress. Until then, here’s to your bigg success!

Subscribe to The Bigg Success Show in iTunes. 

Subscribe to the Bigg Success feed.

Direct link to The Bigg Success Show audio file:
http://media.libsyn.com/media/biggsuccess/00334-021909.mp3

Related posts

I Just Got Laid Off – Part 1

I Just Got Laid Off – Part 2

The Greatest Miracle In The World

The Hero Within the Hero

Coping With Life Change

(Image in today's post by Hisks