Photo by Autumn Goodman on Unsplash
Photo by Autumn Goodman on Unsplash

Why Every Marketer Must Be an Entertainer

Highlights of all my social media feed has to do with entertainment.

On twitter the tweets that have the highest retweets and likes have some semblance of entertainment

Likewise Facebook and Instagram

Offering featuring reality TV, Music, the Kardashians latest family drama etc.

People are looking for entertainment and that’s why social media usage increase is the on the high use.

Given people’s preferences on social media platforms and how they interact with content, the key is creating content that’s engaging and draws the attention of audiences by being entertaining. Regardless of the industry your business finds itself in, there’s an industry joke or point of entertainment to explore.

By capitalizing on current events and creating avenues for debates and discussions where it creates avenue for discussion and commentary for people to buy into the brand

The thing about entertainment is that it can be a hit or miss. When it’s a hit, it goes viral when it’s a miss, users will drag you and will never let you forget it.

Study Your audience: Every blog post I write states this in it because its true. If you understand your audience, then creating content that entertain them will be less of a headache.

Try with popular memes: There are many meme generating software and products that allow you to hook your content to the latest trending meme and create content around it. Memes like the cat confronting the woman is a great example of how you can build your story’s narrative to align with it.

Photo by Webaroo.com.au on Unsplash
Photo by Webaroo.com.au on Unsplash

Ditch the analytics and focus on creation.

Entrepreneurs reach out to me frustrated.

Why are they frustrated?

They’ve been doing social media marketing for a month or 2 and they’re not gaining any results, what it is they’re doing wrong?

How come they’re not successful?

I take a quick scan through their content and it becomes obvious.

No storytelling, no content marketing, no effort to connect, no defined target audience.

Yet these entrepreneurs desire to make record sales.

This reminds me of a video of a personal trainer who talked about his frustration with people who come to him asking why they’re not losing weight. He asks them how long have they been watching their diet and exercising and the average answer is two weeks.

 Two weeks, two months and to some extent even a year is not enough to get to the success you seek.

Being obsessed with analytics and results at that early stage of content creation can stifle creativity. Every project requires that initial baby steps to figure out what works it grows from there.

Excessive focus on analytics and results can also be addictive. What happens is that you relentlessly check your handles for results.

I recall a few months back, I changed my Instagram profile into a business page. What happened was that I became obsessed with analytics and the stats that were being provided without focusing on yield. Funny thing about that period in time was that the analytics did not matter because I wasn’t selling a product or service. Ego plays a role in marketing hence its important that you check your ego before it checks you.

The growth of digital and social media channels also leads to analytics overdose. Which means as an entrepreneur creating and promoting a product that has visibility on 5 channels, all your time will be spent on tracking analytics on these platform without inventing something new or creating cool products.

The goal here is to be in tune with your audiences and build content that suits them. The rigid focus on analytics will come later

Photo by AB on Unsplash
Photo by AB on Unsplash

Great Entrepreneurs have one key skill (Ability to sell)

Apple is a beloved and respected global brand. One of the outstanding Marketing and Public Relations tools for the brand are their their live events.

Steve Jobs before his demise comes on stage and introduces global audiences to Apples’ latest products and service offering. Speaking with conviction and passion and how Apple is changing the world of smart phones and personal computing. By the time his talk is over,  you’re completely sold on getting the latest Apple product.

Then rolls the memes, commentary, discussions and critique of the Apple brand online and on traditional media.

The free publicity Apple receives from product launches and live events across the globe is estimated be worth millions of dollars and then there’s the free Social Media impressions generated as a result of the live event.

Great entrepreneurs like Steve Jobs, Elon Musk, Jeff Bezos, Bill Gates etc have something in common.  They have the knack for building good businesses.  The knack for building good business comes from identifying a need and solving that need.

The ability to identify a need comes with being observant of the gaps and loopholes in an economy and they can create solutions to these problems.

Good entrepreneurs are often  good salesmen and women. The ability to sell is a skill that every wannabe entrepreneur have to develop. Often at times, I come across entrepreneurs who have cool ideas about products and services then want to release into the market to solve a need but are hesitant to go out to start selling the idea and businesses to people.

Many wannabe entrepreneurs feel like being an aggressive salesperson is “cheesy” and its similar to being a snake oil salesman which they think it’s not cool. Who will be better at communicating the benefits of your product or brand but you.

The ability to communicate the benefit of your product or brand requires sales ability. And inherent within the sales ability are the following skills you need to master.

Persuasion: The ability to convince and create a good narrative about your product is a skill that’s needed in becoming a good entrepreneur. Read Dr. Robert Cialdinis’ on Influence

Charming: to be charming means to be good at listening. Many people listen to respond, not listen to understand hence quality listening skills is a trait once developed, will endure you to prospects as a charming individual.

Pre-empt Prospects Needs: The ability to think of all possible questions a prospect might ask helps you in fine-tuning your product and making it better.

Charisma: This is the positive energy you need to make a persuasive argument. If you’re talking to a prospect looking all beaten up, no eye contact and no authority in your voice. No one will like to buy from you.

Every entrepreneur needs to develop the ability to sell and the ability to sell comes from acquiring these key skills.

Courtesy-Unsplash
Courtesy-Unsplash

Greatness Requires Consistency and Persistency

Anytime I have been consistent and persistent in my goals, success has come to me. Although this seem like a straight forward habit to have, it comes with its trials. Because we all look at people who have achieved it and assume its an easy walk to the top.

Now I dwell on consistency and persistency because they are 2 key outlooks needed for success. Anytime I’ve been persistent and consistent towards a goal, I’ve had a high likelihood of achieving that goal.

My understanding of how consistency and persistency is stragithforward.

Consistency which is to keep the same level of energy, enthusiasm and effort towards the task ahead. Addition of new strategies to improve our quality of work comes with being consistent.

Persistency is not giving up until you’ve given it your all. This is where it gets head. Renowned Marketing Author Seth Godin is noted in his book “The Dip” about how starting a new project always seems so exciting but the struggle lie with keeping up with the work when it gets hard.

That is where true artistry and success comes from, unrelenting focus to achieve our goals. 2020 is the year to be persistent and to grow in the business whiles growing the Peak Performance and Marketing Podcast (PPMP) by writing and podcasting on the chosen areas of Startups, Marketing and Productivity, Discipline and Focus.

Being persistent and consistent is the message for 2020

Why My Goals Failed

For many years I was part of the crowd, writing New Years resolutions and looking for big moments where I could take a big initiative and everything will be better. The number of times I’ve failed at achieving my new years resolutions are uncountable. I even wrote a post about it on Medium.

After taking a step back and doing an assessment of my resolutions. I now understand why my goals were failing.

I was doing things because I saw others do it and it worked for them. This emanates from the fact that I thought I could do anything and everything I put my mind to. Yet I wasn’t the least interested in that.

For example when I see others write about things that gave them exposure, I figured if I also write about those things the exposure will come but it never did.

I thought the road to success was a straight path. Meanwhile it’s a journey with so many twist and turns its actually ridiculous.

Then there is the added work that’s needed in order to make it and be successful at these goals. It requires a sharp focus and attention to details that at that time I wasn’t mentally ready for

I didn’t think about these goals long and hard enough. As mentioned earlier, I just wanted to do things that worked for others and didn’t consider carefully if I had any level of interest in the said achievements of others.

 Its crazy how I’ve started blogs, websites, podcasts etc and quit as soon as it got difficult. Anytime I feel discouraged I visit these sites as a reminder to myself of the all the time invested into making something which did not amount to anything and how I’m determined to make it work now.

It mostly had to do with wishful thinking. Wishful thinking is nice because we don’t do any work but we feel the pleasure of what it feels like to achieve the things we dream off.

Things have changed drastically since I tuned my mind to be consistent and persistent. It takes discipline and focus and that’s something I’m willing learn and grow at.

Photo by Clark Tibbs on Unsplash
Photo by Clark Tibbs on Unsplash

The Paradox of Building a Digital Brand

Building a brand in this day and age is easy and difficult at the same time. Its easy because one can have a well thought out and put out social media presence in a matter of minutes replete with what they do and have to offer.

The harder bits is the shouting match that social media has become and the fact that your account is a single profile in a network dominated by hundreds of millions of users.

Increasingly, users need to stand out from the noise and to top it off, new channels are being created every day. For example the Social Media app TikTok has grown exponentially over the past few months.

The Strategy

Use the rule of 2:

Often, people want to know if they should maintain a presence on all social media channels or at least the popular ones. Well my response has been, it can be a bit overwhelming to create and re-purpose content for all these channels. What helps is sticking to 2 channels that you enjoy and can create content for in the long term.

What happens with having a strategy where all you do is to spread yourself thin across all platforms is that your brand do not get the deep and personalized engagement you seek.

Go where your audience are

In our effort to build a personal brand, there’s the foresight we have of the type of brand we want to build and the targeted audience we want to associate with.

It is imperative that we begin that process from the get go. By being clear about our end game, we cut the chase and reduce second guessing because we know our target audiences and how we can be of help to them.

It takes time

People start exposing their brand digitally and expect millions of followers and likes. It takes a longer time than that. Take time to build the brand. It’s all part of the process.  

The New Rule of 2020 Digital Marketing: Stop Chasing Vanity Metrics

Digital and social media has presented an avenue where every entrepreneur is essentially a content creator in their own right.

Often, it appears as entrepreneurs we’re always looking for validation on digital channels and we measure our worth in metrics such as “Likes”, “Comments”, “Reaction” etc. These metrics most of the time does not have any direct correlation with sales.

As entrepreneurs, we have one job. Which is to sell. If our content receive millions of likes, comments, shares, retweets etc and does not lead to sale then of what use is our digital marketing strategy.

Many entrepreneurs get apprehensive and sometimes go on the defensive when these discussions come up but it is a necessary conversation to have.

Your job is to sell. There’s no point in being popular whiles you’re starving.

What to do

What to do is simple, understand that social media and digital channels are controlled by companies who possess algorithms that show visitors what they choose to see when they go on the network.

Its become difficult to get visibility on Social Media News Feeds without buying ads.

Don’t be a slave to the algorithm.

Seek your target audience and serve them.

Do the analysis and once your targeted audiences are seeing your promotional materials, then you’re good. The aim is for your marketing content to reach the audience you seek to serve.

Do not get caught in the vanity metric rabbit hole looking for “Likes”, endorsements, approvals to make you feel good about yourself which has no direct correlation to the business you aim at growing. Once a core audience has been built around your brand, the marketing will accelerate itself

Image by Free-Photos from Pixabay
Image by Free-Photos from Pixabay

You Don’t Need Capital to Start a Business

Ask any wannabe entrepreneur why they’re not in business and the answer will be “lack of capital”.

Lack of capital has often been cited as the key challenge and reason by many potential entrepreneurs as the reason they have not started their business.

Although this may be a genuinely honest reason for some type of businesses, lack of capital should not be the challenge for other type of business ideas. Especially those that are service based.

Service based businesses models such as Agencies, Consultancies and the likes have minimal set up cost.

Therefore if you find yourself citing lack of capital as the reason why you haven’t started your Digital Agency or Real Estate Consultancy, then you’re using this excuse as a lame reason not to start.

I have used this excuse several times as the reason I haven’t started my Consulting Company when I know damn well that I do not need a huge capital infusion to get my consulting company off the ground.

How Service Business Models Work

Conceptualise the business idea

 I advise that you go with the 1-page business plan from the $100 startup written by Chris Guillebeau. This is helpful so that you don’t get bogged down with writing a detailed business plan that overwhelms you and not make you take action.

Seek Out Client

Seek out clients by talking to friends, acquaintances, office colleagues etc. and run your business offers by them. In my case I talk to people close to me about the services I can offer them and listen to directions on what they actually need. Then I build services to suit that need.

 I was always willing to help colleagues and friends with their digital and business strategy, business development etc. Some friends wanted me to help them raise investment for their business and raise funds for the non-profit causes which presented an opportunity to build skills in creating proposals for fundraising which became another source of income for me.

Building a business has become flexible due to the tools and opportunities we have at our disposal. Take advantage of them.

I Have Many Interests Which One Should I Pursue?

Welcome to the club if you always feel like this. One minute you want to start a business that will champion a world changing product that will make you a billionaire. The next minute you believe you can get into pro sports and retire a legend.

The next moment, you want to write a book that will that will set a record as the book with the highest rating on the New York Times Bestsellers list.

You believe the world is your oyster and you can achieve anything you put your mind to however the problem is you haven’t achieved anything.

If this is your story, then you’re not alone. There are many people across the globe (myself included) who feels this way. Due to the believe in our “extraordinary” capabilities, we think we can achieve anything we set our minds to yet haven’t done much.

How I Got Out of This Mindset

I got out of this mindset by using the Warren Buffett 5/25 rule to narrow my focus. I first heard about this rule from Investor, Business Man & Comedian James Altucher on his podcast and I’ve read about this concept on other blogs as well.

The rule is pretty straight forward and it goes like this

  • List the 25 things that most interest you or the key career goals  
  • Cross out  20 items on the list and focus on the top 5

The good thing about this exercise is that it helps you narrow your focus to achieve the career and business goals that are most important to you.

I became serious about this strategy at the latter part of last year and I’ve already noticed significant improvements in focus. Although once in a while I get sidetracked, reminding myself of the choices I’ve made has been helpful in getting me back on track.

I have already witnessed improvements in my ability to focus and reach the tiny daily goals I set for myself.

Give this strategy a shot and let me know if it works for you.

Photo by George Pagan III on Unsplash
Photo by George Pagan III on Unsplash

Why You Should “Just Do It”

These 3 powerful words inscribed on  Nike products have something important to teach us.

My understanding of “Just Do It” is simple. It basically means  take the Smallest Possible Steps towards your goal. I do this by breaking tasks that appear huge into simple bit-sized exercises.

For example, when I set a goal to write a 1,000-word article. I do not write the 1000 words at a go . The question I ask myself is What is the easiest possible step I can take towards achieving this goal?

I then break this goal down by writing 300 words every 30 minutes till I reach my goal of a 1,000 words.

Having identified the easiest parts of the work, I start work on that immediately. It has taken me a longer time (than necessary) to understand that big successes emanate from achieving and doing small little tasks.

I’m therefore a champion for the theory of getting one percent better. Because knowledge and skill in one percent increments compounds and grows exponentially.

This exercise builds creative muscle and helps you sharpen and define your ideas because the beginner stages of any creative venture will have its moments of doubts and burn outs.

Keep on Track.

Distractions and self-doubts are a natural part of the creative process, yet it used to derail me. In the past, once I’ve been distracted, re-gaining focus back onto the task was like pulling my tooth out. Psyching myself and understanding that distractions are possible helps me in getting back on track has been a helpful process.

Understanding that distractions are a regular part of the creative process has helped me reduce distractions to the barest minimum. The number one distractor in my case was my phone. Therefore anytime I aim to create or write something I simply hide my phone and do not fetch it till I’m done creating whatever it is I’m working on.

Understanding that productivity is a process and allowing myself not to be overwhelmed by my goals has been an important journey I’ve been on these past few months and the marathon continues.

Just do it!!!