“Would you like me to give you a formula for success? It’s quite simple, really. Double your rate of failure.” —Thomas J. Watson
The afternoon sun scorches our front porch, our favorite place to sit at the end of the day. So a few years ago my husband and I bought a beautiful weeping tree for the corner to cast some shade when we need it most.
This spring was ruthless, though. Just as the budding leaves sprouted, it snowed. Crisping and killing those delicate little sprouts… stopping growth in its tracks. I wasn’t sure how the new tree would respond… would we get our coveted shade this summer?
Just yesterday as I curled up on the corner of the porch to make a phone call, I looked up and saw that behind the dead little leaves, that hadn’t even reached full-size, were tiny green buds.
How did that tree know to start all over again?
It wasn’t phased by failure. It...
As entrepreneurs we’ve all been there, the sleepless nights and stress-induced ulcers. Fortunately, I’m not talking about that kind of psycho.
Psychographics is what I’m talking about. Demographics are important, too, but psychographics are what give you the edge in marketing. Because it helps your message cut through the noise and make potential customers feel like you’ve gotten into their heads.
Marketing is simple: Communicate your business’ value to the people who need and want it most. That takes a certain amount of communication skills, both verbal and visual, but more importantly—actually MOST importantly—is knowing who values your business/products and/or services. What are their habits, interests, and buying behaviors; what is their lifestyle?
I’m sure you can talk about your business all day long. You can invest in high-end brands, gorgeous marketing materials, creative...