“If somebody offers you an amazing opportunity but you are not sure you can do it, say yes – then learn how to do it later!” – Richard Branson
You must realise that your mindset is everything that holds you back from growing your business. Confusion can reign if you let it, so don’t.
Let’s get back to my client, if you haven’t read the first post then you better had or you will have no idea what I am talking about – click here, and how NLT helped him change his way of thinking.
The biggest problem that my client faced, and he faced a few, was digital marketing, I know it sounds strange that we are talking about something that is so simple today, right. But he was finding it really difficult and couldn’t work out why it wasn’t working.
He was posting to his Facebook page regularly, he had a Twitter account with a few hundred followers that was doing OK but he just couldn’t seem to grow the business to that next stage by using it, so he did what every business owner does who is struggling with something, he stopped using it. As far as he was concerned it didn’t work so move on.
This is a normal trait for business owners, well some anyway, they give up at the first sign of trouble. It’s that ego problem rearing its head again. Other aspects of their business are running fine but this one is causing problems so better to leave it than fix it…right…wrong!
Digital or social marketing is really easy, but most just don’t put the effort in, they think that a few post to Facebook every week and the odd Twitter update is enough, it’s for kids right? Wrong. My client was no different and he wondered why it wasn’t working
Let’s take Facebook as it’s the biggest social channel out there and it seems that where it leads others follow. Think about why people go to Facebook, it’s to connect, socialise and catch up with the people they like and care about and to find out what they are up to. During that process they also find out what they are wearing, listening to and eating.
Facebook wants its users to see and find things that are relevant, fun, useful and shareable, if your content isn’t any of these things then you are losing, big time.
His mind set was, that it was just another way to ‘push’ his products and that because his products were really good people would just turn up to buy them. Wake up call…they didn’t and they won’t.
What he didn’t realise, people weren’t sitting waiting for his products and they didn’t care about his products, why? Because they didn’t know about them! There were no links in his updates back to the company website to give more detailed information on the products. It was all ‘me, me, me, and more me’.
He wondered why it wasn’t working.
The mind is a wonderful thing capable of fantastic feats but if you don’t ‘feed it’ it doesn’t work that well, it becomes slow and tired, just like us sitting front of the TV watching series 6 episode 5 of Game of Thrones for the 7th time.
Content is exactly like that, especially online content, if it’s not entertaining, engaging, relevant or shareable people aren’t interested, they switch off and his customers did.
So how did we fix this?
My story or part of it: I realised that if I didn’t do something quick I wouldn’t have a business. It was 2010 the recession was still biting and I had lost some key clients as their marketing budgets shrunk. I had to think of something else to do, something that I loved doing or it wouldn’t be worth it.
I have to say at this point that I have never started anything to make money it’s always been with the intention of helping someone or something.
Well there are a few things I love doing and anyone who knows me knows that I love to talk, especially about things I am passionate about, digital marketing, art, drumming etc. I had to pick one that would bring the biggest return to the people I was aiming to help and to me it was a no brainer, digital marketing, as people were struggling getting their businesses online in a meaningful way so an opportunity came about that I would speak about digital marketing and how it could and would impact on businesses on behalf of British Telecom. My first proper speaking gig.
But more important than that, this was my first brush with NLT, even though I didn’t realise it at the time, I was thinking big and not small. Yes BT was a beast of an organisation, yes there would be lots of people attending these talks, yes other digital marketing experts were would be there talking too and it could all go horribly wrong, but hey I was as good as the next digital marketer, I knew what I was talking about, didn’t I?
I have to let you into a secret here, the first speaking gig I did for BT I was as nervous as hell, I was definitely feeling the ‘imposter’ syndrome, what the hell had I talked my way into? Should I make a break for it before it all kicks off? Nope!
Was it the best talk I have ever given, not even close, was it well received, seemed to be, did the ground open and swallow me up, no, did I enjoy it, hell yes! Was I going to do it again…you bet!
This was something I loved doing and it paid well. All I did was brush up on my presentation skills and I really looked at my content. After many revisions I made it entertaining, engaging, relevant and shareable. I was now a public speaker. Fantastic!
Those early lessons, and there were many more, taught me never to think small again I was on the right path and there was no stopping me. But the thing that was always nagging in the back of my mind was how could I help others who feel the same way?
My client’s story: for my client this was a major problem because not only was he trying to sell his products online he had fallen foul of digital marketing tricksters, people who promise the earth but don’t deliver. He called them “The used car salesmen of the web” a little harsh but I could see where he was coming from.
Keeping all this in mind I knew the first step was to change his mind set. He was sure that it wouldn’t work and that any money he did spend on marketing and advertising would be wasted, let’s be honest you could understand why he thought like that as he had wasted enough before.
This is where I realised I had been in a similar situation, I wasn’t sure if I would be any good at speaking or getting what it was I wanted to say across in the right manner or if they understood what I was talking about but I knew I had to do it or be stuck thinking small. He was exactly the same. He wasn’t sure if it would work so he was thinking small by keep his cash and hope something else comes along. This never happens.
I sat down with him over a cup of coffee and told him the story I have just told you but with a slightly different spin on it. I explained that he was thinking small when he should be thinking big. When a recession hits, like it did a few years back, the ones who prosper are the ones who keep marketing, they back their products, they think big. Just because digital marketing wasn’t working for him didn’t mean that with a few tweaks to his strategy and plan that it wouldn’t, in fact at the time I don’t think he had a strategy or plan, he was so despondent with it all.
I offered to create a strategy and come up with a new plan that would get everything back on track. I have to say he was reluctant to spend any more money, I could understand his thinking but as the old saying goes, “speculate to accumulate” so we created his strategy and implemented the plan together and to this day, with a few minor tweaks, it’s still working. He does think digital marketing is worth the effort as he is seeing the results but it took a while, nothing that’s worth anything comes easy.
Mindset is a funny thing, because something doesn’t work first time or it seems complicated we give it up as a ‘bad job’ or that it will never work, when all we need to do is change our way of thinking by thinking big and not small.
NLT is a concept by Keith McMean to help you break out of the old way of thinking when it comes to your business and how to grow it successfully. If you have any questions or thoughts on traction we can talk them through in the comments, this way if you have a fantastic idea I can give you the credit you deserve and if I use it in a future post you’ll be right there with me.
Thanks for reading and see you soon.