Next month:
June 2005

Vision Means Passion - What's Yours?

Small business owners often forget to promote their true reason for being in business; they've lost touch with their passionate vision.

Passion is defined as an intense, driving, or overmastering feeling or conviction. Vision means unusual discernment or foresight - a person of vision.

Passionate Vision is an authentic story because it comes from our heart. It's the reason we do what we do. And authentic stories are how we persuade people to use our service or product (ideas) over many other choices.

Ask Yourself This Question

Why did you go into business in the first place? You probably got started with a vision you felt passionate about.

Somewhere along the line you fell victim to day-to-day, reactive thinking and never returned to your original business vision.

What Can I Do to Rediscover My Vision?

Remembering the reason you started your business is the first step. Follow the action steps below to rediscover it.

Next, tell people the story of how you got started and why you love what you do.

Passion is that single, illusive thing that attracts clients.

This Weeks Action

1. Create an Authentic Vision Story. Start by considering the reason you started your business in the first place. Think back, when you first started out, what were you excited about?

2. Write down one sentence that tells the value you provide to others. This is the true reason you are in business.

3. Next, write down your competitive advantage. How are you different than the competition?

4. List single sentence statements that tell people your identity. Remember, image is dead. Clients and prospects need a strong authentic identity to understand exactly who you are and what you stand for.

5. Add your niche to this list. What single group of people do you best serve?

6. List the type of person you most enjoy working with. Include both professional and personal qualities. Understand who your ideal client is.

7. Weave the 6 points above into a compelling story.

8. Memorize that story. Focus on your ideal client only. Tell every ideal prospect you talk to this week your Authentic Vision Story.

9. The results will surprise you. Your prospects will seem more receptive. Your clients will be more willing to help you spread the word.

Follow these steps and you are guaranteed to find more enjoyment in your business.

If you're lacking a vision or not sure how to go about rediscovering it, check out the 90 Minutes to Better Marketing.

Next Week

The 10 Things Marketing is REALLY All About


More on Half BILLION Votes

Dr. Bill Gallagher, an excellent DNFT Chiropractor and friend in Scottsdale, AZ, brought a VERY interesting thought to me that was worth sharing.

Bill wrote -

“The numbers from American Idol do sound staggering but you must consider that after each show viewers had two hours to call in their votes.  My wife and I decided to do that the week before last, being aging hippies we felt a responsibility to vote for Bo. 

In two hours time we got through just over 100 times.  People back home who supported each of the singers more than likely called far more often than we did. 
So you can safely reduce the number of votes so that the 500,000,000 votes were to where at best the votes were probably cast by 5,000,000 and we can bring that down to an average of 500,000 voters for each of the 10 weeks. 

Then Bill goes on to explain –

“The true test will come in the next few months when two or three of the contestants release their first albums (CD's, there I go showing my age again) and you can safely expect them each to move a million copies the day they hit the stores.  Now that is one amazing piece of marketing.”

WOW! Again. American Idol motivated busy people to feel a strong enough passion and connection to people they never heard of before to call in 100 times.

I’d imagine the people who had a personal connection to the contestants may have called in 1,000 or more times.

The final takeaway from A.I. – when you want to sell a million CDs, build a great story, tell it to people who care for some reason and motivate them to participate in something BIG.

Thank you, Bill. This is a great marketing lesson for us all.


Half a BILLION Votes

In the past, I have not been much of a fan of American Idol. BUT the media attention aroused my curiosity enough to check out the final episode last night.

Having spent 15 years of my life as a pro musician certainly allowed me to understand what the feelings of the contestants must have been.

Then, at 8:50 pm, I heard something shocking to me. 500 Million people voted for various contestants over a 10 week period. 50 MILLION votes per week.

That's a total of half a BILLION votes! And they were for people NO ONE heard of before. Fans just watched the story of a competition unfold and rooted for their favorite for 10 weeks.

Talk about an IdeaVirus at work - YIKES!

I suppose that proves Seth Godin's most recent proposition (All Marketers Are Liars). Stories that compel, sell.