Stop Marketing. Start Outreach.

Stop Marketing. Start Outreach.(Photo by malik ml williams)

For many people, marketing is the process of trying to convince people that what you offer should matter to them. Your job is to understand what unmet need people have and show how the product or service you’re offering solves their need. Once accomplished, your job is more about sales – persuading them that you’re providing a great value for their needs.

However, if you’re a local business, instead of trying to convince locally, start reaching out locally. Help those in your community to improve their lives. Find ways to really matter to them,  both as a business and as a citizen. This process is what marketing used to be about – building trust in YOU. Such old-fashioned marketing is slower, but deeper. With modern marketing, people are deluged with marketing messages, and trying to get their attention can be exhausting to everyone. But ultimately trust is built through experience. Give potential customers a chance to build trust in you through your actions (at no cost).

“Old Fashioned” (Cee Lo Green)

My loves’ old fashioned
But it still works
Just the way it isThis love is classic
And not just simply because
I say it is
It’s right on time (right on time)
And it’s timeless (timeless)
And it’ll be right here, for always
My loves’ old fashioned
So be it, I’m set in my ways
Hush child, just listen
Don’t it sound just like the good old days
Well it’s right on time (right on time)
And it’s timeless (timeless)
And it’ll be right here, for always (always)
My love’s right one time (right on time)
And it’s timeless (timeless)
I’ll be right here for always
Oooo… people they gather round, and they wonder how
Are we in love right here and now
I just smile cause true love doesn’t go out of style
Ooh… right on time, Ooh, yes,
Ooh… on time, ooh timeless
I’ll be here, for always

Need A Tagline / Theme For Faith-based Initiative

 I need a theme that uses the word “purpose” or “purposeful” to define the initiative of a church’s mission for this coming year. The mission for both this church and this women’s group in the church we’re trying to create this tagline for is “service”. They serve others. What they want is to start off with arousing support rallying around purpose, having a purpose. Motivating people in a form on an evergreen type of initiative by drawing on a purpose to act to serve.


Jay’s Answer:

  • The Purpose of 2017
  • What’s Your Purpose?
  • Show Your Passion!

How to Leverage Other’s Networks?

I am a mental health author and I am looking for advice on how to find well known people in my field. Once I find these “experts” I would like to tap into their huge network of fans by contributing helpful advice to their fan base through guest blogs, social media posts and article/blog comments.
Do you have any advice on how to find these people and the process itself would be appreciated or know of someone who could help me? If so I would appreciate the help.


Jay’s Answer: Since you’re asking a large favor from people, you need to provide a great reason for them to help you. To start with, why should they trust your advice? What special knowledge do you possess that they would gladly share with their network? If your advice is incorrect, then that may affect their credibility in their network – what promise will you make to shield them from risk? What makes your request especially hard is that the health field is very sensitive to fakery.

To find these people, start by identifying who specifically is reaching the audience you want to connect with, and then offer to write a guest blog article for them. You’ll need to provide samples of your work for them to ensure that the quality meets their criteria.

Superhero Marketing

Superhero Marketing(Photo by Lane Pearman)

From comic books to television shows and movies, superheros are more popular than ever. Who wouldn’t want to have superpowers and the ability to save the day (or planet)? In your marketing, when you tell the story of how you helped your clients become successful, who do you make the superhero – you or your client?

If you take the mantle, then that means that you claim the the spotlight, the exclusive success, and therefore the exclusive blame should your client have have a bad experience with working with you.

Instead, let your client be the superhero. They paid for your services, they responded to the calls/emails, and helped others succeed. If you’re part of their secret sauce – shine in their reflected glory. It’ll show prospective clients that you really care about THEIR success, not just your own.

Up, up, and away!

Stop Speaking Nounsense

Don’t Speak Nounsense in Marketing(Photo by Steve Rotman)

Seen any of these buzzwords anywhere (everywhere)?

Disruptive, groundbreaking, ninja, revolutionary, cross-channel, inbound, agile, growth hacking, stakeholder, mission critical, bandwidth, low-hanging fruit, unicorn, or pivot?

Buzzwords are handy to show you’re part of the “in-crowd”, but in trying to impress you’re likely to distance yourself from others. Buzzwords also come-and-go quickly, so it’s easy to look dated in the eyes of leaders. Nouns and adjectives are also used to describe things. But things aren’t what people are searching for.

Use verbs to connect with people’s emotions. Verbs tease, entice, motivate, satisfy, enlighten, and transform lives. People are searching for better life and business experiences that evoke life-long memories.

The next time you’re writing a newsletter or an advertisement, start with the emotion you’re trying to evoke in the reader/viewer, and build your message around that with juicy verbs.


Customized Travel Service Name

I’m starting a website that will serve as the go-to destination for people who want to visit Greece and need a personalized holiday package with all the comforts that a luxury package could offer. Obviously this will be more of a premium service targeting affluent consumers. I’m struggling to crack the name for this business and I’d appreciate any help on this.


Jay’s Answer: Why not simply “Elite Greece Experiences”?

Cute And Catchy Children’s Boutique Name

I currently run an online children’s boutique with 3 friends but the time has come for me to branch off on my own. Can you offer suggestions for a cute, yet catchy name? I sell hair accessories, flip flops, hair bow holders, boys bow ties, burp cloths, etc. My middle name is Jo and in the business I am branching out from our name was JoJos Deeliteful Creations (but I don’t necessarily have to use my name in the store title.)


Jay’s Answer:

  • Little Jo Peep: A Children’s Boutique
  • From Jo With Love: A Children’s Boutique

Need To Name Our New Training Program

We are combining 2 training programs – one is our TEAM Trainer Program (TEAM – Together Every Associate Matters), which is a one-on-one training conducted locally at each of our sites. The other is a new all star Training Program where more advanced training will take place. The all stars are promoted up from the TEAM Trainer role. We’d like to name the entire program (that includes both) but want something catchy, training related, and possibly Property Management related. Any ideas?


Jay’s Answer:

  • Propel (Property + Compelling)
  • All For One (where “one” is the property)

Beware of Tunnel Thinking

Tunnel Thinking Dangers in Marketing(Photo by jugbo)

If you’re a perfectionist, you’re likely overwhelmed daily with all the various things you are trying to keep up with: technology, emails, phone calls, marketing campaigns, outreach, your competition, and opportunities. With a 24/7 world economy, you are frequently finding yourself working harder just to keep up with your goals. Be very careful.

Going fast feels good. It’s adrenalizing. It shrinks your to-do list. Everyone around you is in awe of what you’re juggling. But your single-focus on getting things done likely means you’re not paying attention to peripheral issues (and opportunities).

Instead of always going fast to make things perfect, experiment with solutions that are good enough. Good enough doesn’t mean that you deliver sub-par solutions or shabby products. It means that your solution does the job better than others, but it doesn’t have to be perfect. In fact, you likely don’t know what perfect really means in the eyes of your target audience. Good enough will attract attention, and with a long-term relationship, you can fine-tune your offering.

Remember: The light at the end of the tunnel can be an oncoming train.