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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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Why Your Boss Holds You Back – Part 2

what to do if the boss holds you back | BIGG SuccessToday, we’ll wrap up our mini-series on why your boss holds you back. Last time, we talked about the secret motivation of your boss.

It’s the reason why – in spite of all the hard work you do, in spite of the results you deliver – your boss doesn’t want you to get promoted.

Simply stated, he or she has a vested interest in keeping you right where you’re at.

So what can you do about it? What are your options?

We’ll share three of them today.

Listen to this post! Click a player to hear George & Mary-Lynn on The BIGG Success Show Podcast. (Runtime 4:50)


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Go for it anyway

Tell your boss you understand the concerns. But you want to be sure you’re ready when the right opportunity does present itself. You’d like to practice interviewing.

Even that may not get the job done.

So let’s assume the opportunity is out-of-town. If need be, and if you feel really strongly about your fit with this particular opportunity, offer to pay for the trip yourself. Take an extra few days and call it a mini-vacation.

We have a friend who did exactly this. He got his boss to set up the interview. He didn’t go to practice. He went to get the job.

And he did! You can do it too!

Jump ship

You may not be able to get a better gig with your current employer. But if you’re feeling like you’re hitting your head on a ceiling, start looking for a place with a higher ceiling!

Expand your outlook to other companies.

Reach out to select individuals in your network.
None of them will likely be the person who gives you a job.
But one of them is likely to know someone who might.

When you chat with them, just let them know that you’re quietly exploring your options. You’re doing great where you are. You love the place.

But you’re ready for a bigger challenge and it doesn’t seem forthcoming where you’re at.

Strike out on your own

The best way to have a boss who never holds you back is to be your own boss. But be ready – this boss may be your toughest task master!

Before you launch, be sure you’re ready for the rigors of entrepreneurship. It may pay to spend a little time preparing before you give up the day job.

And don’t think it has to be an all-or-nothing proposition. If you have enough energy to take on a job with more responsibility, you should have enough energy to start a part-time business.

You can build it part-time until your free cash flow replaces your current job.
Then you can launch full-time and let the sky be your limit. Now that’s BIGG success!

If you have more questions than answers about being your own boss, maybe we can help.

Direct link to The Bigg Success Show audio file | podcast:
http://traffic.libsyn.com/biggsuccess/00788-030812.mp3

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Steer Your Way to Bigg Success

steeringHere are two key principles to never forget:

1. You are the entrepreneur of your life; you and only you are in charge of it.

2. If it works for you, it works.

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With these two principles in mind, you can steer your way through good times and bad to get to your destination.

There are natural laws which we can't break without unfavorable consequences. But we also place a lot of "rules" on ourselves. These rules come from many influencers – family, friends, co-workers, Hollywood, advertisers, society at large, and tradition to name a few.

Sometimes we need to follow these rules. Sometimes it pays to break them. Here’s an example:

Fred DeLuca had just graduated from high school. He wanted to go to college and then medical school, but he had a problem. The only jobs that he could get only paid minimum wage. He couldn't make enough to pay for his education.  

So he approached a family friend and asked him for the money to start a restaurant. He got the money and opened the restaurant. It lost money – Fred would have been better off working for minimum wage!

But the young man was not dismayed. He did something that we wouldn't do; maybe you wouldn't either.

He opened a second store nearby!

There was just one problem – it lost money too.

What Fred did next was downright crazy – he opened a third restaurant!

Before long, all three locations were profitable because he could advertise all three with the same budget as just one.

This is the story of how Fred DeLuca started Subway. His tactic – opening more stores in spite of losses – may not work for anyone else. It doesn't matter to Fred; it worked for him.

With the two key principles in mind, here are the action steps to duplicate the success of bigg winners like Fred DeLuca. We’ve put them into an acronym to make them easier to remember: I STEER.

Investigation: Match your talent with a specific market opportunity.

Strategy: Formulate a plan to get started.

Tactics: Break your strategy down into specific actions to be done by a specific time.

Execution: Act upon your tactics.

Evaluation: Review your progress and make any and all necessary adjustments.

Reprise: Repeat these steps in harmony with the knowledge you've gained.

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Subscribe to the Bigg Success Weekly – it’s FREE!

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Thank you so much for sharing some of your time with us today. Please join us next time when we’ll tell you how to feel better right away. Until then, here’s to your bigg success.

Subscribe to The Bigg Success Show in iTunes. 

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Direct link to The Bigg Success Show audio file:
http://media.libsyn.com/media/biggsuccess/00509-102709.mp3

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How to Chase Away Your Website Visitors

running_awayMost businesses and non-profit organizations have a web site by now. Good thing since more and more people are searching online for services instead of using the phone book.

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There’s a lot of advice about how your website should look. It’s important to pause to realize …

It's the experience that counts the most!

Just like in the bricks-and-mortar world, people value the experience.

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marylynnI've had two bad user experiences recently. The first one has to do with a local not-for-profit organization for which I volunteer. I produce the audio for the radio and television commercials that promote the event. The commercials mention a web address to get more information. However, that address takes you to the organization's national website. I spent ten minutes trying to find the page with information about our local event.

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george If memory serves, Mary-Lynn, you told me that you saw a link, “Find your local event.” But it directed you to sign up or log in to get more information.

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marylynnRight! It’s crazy. I shouldn't have to sign up to simply get information. Regardless, I finally recovered my user name and password. Then I logged in, but I still haven't found the local page. I ran out of time and will have to go back.

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george People who aren’t as invested as you probably wouldn’t put that much effort into finding the local information. Worse yet, they may never go back to the site.

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Tip #1: Create a landing page specific for what you are promoting.

Make it easy for people to find the information they want. For example, our local branch could have a page that ends with the name of our city. They could set up an address like this: nameoforganization.com/champaign.

That's a landing page. It’s the address you want to promote to people in your area for information about your local organization – especially when you’re using local TV, radio, or the newspaper.

Here's another example for a business: If you are promoting a deal, use a web address like one of these:

yourbusinessname.com/deal

yourbusinessname.com/summersale

Create your landing page in advance. It can reiterate the most important points of your advertisement and provide more information. Also provide links to your home page and any other pages that people interested in this promotion might find useful.

Integrating your offline marketing with online marketing makes all your marketing more productive. It’s a time-tested strategy. If visitors to your site get the information they want quickly, they’ll be more likely to take the time to visit other areas of your site.

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marylynnThe second bad experience occurred when I read an article online about a local tech series that is free and open to the public. The article was on our local newspaper's website. It gave details on the upcoming session and offered a link to the organization's website to get more information on all of the sessions in the series.

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george So you went to the website to find out more information, and I remember hearing a … how should I describe it … a frustrated sigh coming from you.

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marylynnThat’s a good way to say it. I was frustrated because I couldn't find anything about the series. I clicked on several page links, including their events link. Nothing. I used their search tool to search for the name of the event. Still nothing. Finally I went to their calendar and typed in the exact date. The first session in the series came up. It contained the same information that was in the article. Nothing further about the entire series. I was planning to put all of the dates on my calendar. I guess I’ll have to call them.

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Tip #2: Make it easy to find the information you promote.

If you want people to know about your events, make it easy to get that information. Especially if your event is getting press!

Create a page like we suggested above. If you prefer to link people to your home page, create a link and highlight it so people can find it quickly and easily. For example, in the case we mentioned above, you could highlight it this way:

"Tech series starting in August"

Make it very visible on your site. When people click on that link, it will take them to the page you've created with all the information about that event.

Your site is an excellent tool to compliment your other marketing efforts. But if you don't make it easy for people to find what you’re promoting, they won't participate in your sale or event.

Prepare your web site for visitors before you advertise or send out a press release. That will help make your campaign a bigg success!

Do you have any tips from your bad user experiences? Or maybe a good experience combining your web site with traditional media? 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. Please join us next time when we’ll discuss artificial dissemination. Yes, you read that right! 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/00442-072109.mp3

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Making More Money Per Hour

time_money_balanceBigg success is life on your own terms. Today’s topic really covers two of the five elements of bigg success – time and money.

Specifically, we want to discuss charging for your time. If you’re a consultant, a coach, a freelancer or anyone who bills hourly, how do you determine what an hour is worth?

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One of the biggest reasons small business people don’t reach bigg success is because they don’t charge enough. In fact, in many cases, the business fails for this reason.

So pricing your service is very important. We can think of two primary methods to arrive at a price:

The Market Approach

This is probably the most common way that entrepreneurs arrive at a price. With this method, you simply look at your competition to see how much they’re charging. Then depending on your strategy, you charge the same, a little more or a little less.

The Cost Approach

Here you determine how much you need to charge based on your cost structure and your opportunity costs. By opportunity costs, we mean:

How much could you make working elsewhere?

Add your hard costs to your opportunity cost to arrive at your price per hour.

Limitations

The downside to just using the Cost Approach is that it ignores the market. For instance, your price may be a lot lower than the market but you wouldn’t know it because you haven’t looked at the market. You would be leaving money on the table.

Or it may be a lot higher and the market won’t compensate you what you the amount you need for your time. The result would be a failure that could have been avoided.

The Market Approach also has its limitations. We have a friend who looked at his competitors’ hourly rate to determine how much he should charge. He opened up his shop and started losing a lot of money every month.

He was perplexed, so he did a little more competitive research. He discovered that all of his competitors were losing money as well. Everybody was in a price war; nobody was charging enough to make money.

So he increased his price based on his costs. He lost some customers when he did this but he started making money.

Because of the limitations each method has, we recommend that you use both methods when you’re trying to arrive at a price for your service. Then you’ll have two reference points from which to make decisions.

The Value Equation

Now we want to move to making more money per hour. From the customer’s point-of-view:

Value = (Service x Quality) / Price

From this equation, you can see that there are three ways to increase the value to your customer:

  • decrease your price
  • increase your service level
  • improve your quality

Of course, decreasing the price will very likely hurt you in the long-term. Look at it this way – do you want to work just as hard to make less money? Of course not. Yet a lot of small business people do this first.

So you would prefer to increase the value to your customer by providing a higher level of service or quality.

Let’s focus on service since quality is more up to you. Think about these four D’s:

  • dirty
  • difficult
  • dangerous
  • designed

By designed, we mean customized but we had to have a “d-word”! Dangerous might mean “risky”. However, keep in mind that risk is a matter of perspective. The customer may view something as extremely risky but you know how to manage the risk so it’s not really risky at all for you.

Here’s the key to these four D’s: Find something that your customer
doesn’t want to do, doesn’t know how to do, is afraid to do or just simply can’t do.

When you can do that, your customers will perceive more value for your service. You’ll find it easier to charge a premium. That’s more money per hour. That’s bigg success!
 

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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 so much for checking in on us today. Please join us next time when we’ll talk about the downside of education. 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/00422-062309.mp3

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