The One-Trick Pony Syndrome

One trick pony.

Have you ever heard the phrase, “a one-trick pony?”

Researchers believe the “one-trick pony” phrase comes from an entertainment background. According to research, the earliest reference was associated with circus ponies used to perform a trick or feat that impressed audiences. The ponies involved could do an amazing act, such as walking on their hind feet, but that was all they could do. Eventually, the audiences got bored with the show. In one version of the story, a pony had a dog partner that would ride on it. While the audience got sick of seeing the pony do the same thing every time the circus was in town, the dog gained fame because it learned and began to perform new tricks. In time, the dog became the star, and the pony was relegated to hauling circus carts.

Is Your Business A One-Trick Pony?

The moral of the story here is not to allow your business to get stuck on only one good thing. It’s tempting to think that if you have something good going, why ruin it? Well, over time that good thing will become less and less popular. The number of customers who want it will diminish and the business will have to start cutting prices to keep it attractive. Eventually, the product or service won’t sell at all.

Palm PDAs and Blackberry were both perfect examples of the one-trick pony mistake. They both had a really good product for a while, but both companies failed to upgrade and develop new products. Eventually, someone else did, and their customer base walked away. Those text screens on a Blackberry and similarly on a Palm PDA simply looked old and obsolete versus smartphones like the original Apple iPhone. The world had changed.

It’s Time to Diversify

Is your business riding the wave right now of a star pony? If so, now is the time to be looking for and generating a new path. Diversify into a new product or new service. Not only does it protect your business’ longevity, but multiple revenue streams from different customers will eventually offset each other when one of them starts to weaken.

Companies that map out their product/service life cycle and plan for eventual loss with replacement “ponies” are the firms that survive and grow. Don’t let all your energy, money, time, and effort go down the drain with a one-trick pony. Instead, use the initial success to be your springboard for the next one.


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What Happened to Summer? Back-to-School Marketing Starts Earlier Than Ever

Back to School Marketing
The temperature is soaring, steaks sizzle on the grill, and kids play in the pool, but not everyone is thinking summer. Back to school season is starting earlier than ever for big retailers and the impact trickles over into all aspects of marketing. Both Office Depot and Land’s End launch back to school campaigns at the start of summer – in some cases before school even ended in some parts of the country.

This is a change even from last year; according to AdAge, 2016 saw back to school marketing head into full swing around the middle of July. Time magazine cites the need for retailers to make as many revenues as possible during the highest spending periods as the reason Black Friday, Halloween, and Back to School promotions are being scheduled earlier than ever before.

When does Back to School Begin?

Big retailers working on the premise that earlier is better have begun pushing back-to-school marketing back each year. Back to school is big business for retailers, since it is worth about 78 billion; it is second only to the major holidays for revenues, according to AdAge.

How Early is Too Early?

Office Depot’s back-to-school advertising rolled out June 25 of this year, a full three weeks earlier than 2016’s July launch. Other retailers are following suit, but there is some consumer backlash against the early push. Lands’ End received public criticism on social media when their back-to-school catalog dropped while kids in many parts of the country were still in school.

“We got your #backtoschool catalog in the mail. Our kids still have two weeks of school left this year! #fail #marketing,” tweeted Greg Magin.

@GregMagin helpfully tagged his rant with #fail, #backtoschool and #Marketing, so it was seen by far more than just his followers. This backlash from consumers shows that a too-early launch can backfire. Right now, the sweet spot for back-to-school marketing seems to be right after the 4th of July through the end of the month.

Back-to-school marketing is all about timing. Being aware of this pitfall, and of the enormous potential of this busy season, can help you make the most of Back to School season for your brand and ensure your organization has a visible presence during this often overlooked marketing opportunity.

Make Back to School Time Count for your Brand

Positioning your Back to School promotions in July and working to build not only sales but also awareness can help place you in front of consumers when they’re ready to outfit the kids for the next school year. Since most consumers begin searching online well before they part with actual money, building awareness ahead of this busy season can help you get the results you want without irritating consumers.


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Veterans Use the Internet to Expand Skill Set and Boost Income

Happy Veteran US Army
As a war veteran, Shane Thomason knows firsthand what it feels like to experience victory in battle. After being home for nearly ten years from the Iraqi War, Thomason now spends his time giving back to the community and expanding his occupational skill set via the internet. Owning more than 250 websites, including RandomVeteran.com, Thomason enjoys working from home and has found much success in being able to sell unique t-shirts and other novelty items online.

Thomason isn’t the only veteran taking advantage of the internet to boost his annual income. There are veterans located all across the globe who sell items and services online as a way to supplement their earnings, and for many of them, they simply do this for the same reason Thomason does — to pass the time and keep their minds occupied.

A former civil engineer for the US Navy, Zachary Scheel, says, “Veterans are comfortable operating in high-pressure environments that are changing rapidly, where they’re constantly forced to make decisions with incomplete information.” And while many common internet users may not think of the online world as being high-pressure, Thomason is sure to tell you different. From selling websites at exactly the right moment to creating content on a consistent basis, operating businesses and sites online is a full-time job that requires much attention, and more so, much intelligence.

There are many skills learned through the military and overseas that can be used in business. Six of the most valuable skills veterans can carry over from the battlefield are integrity, dependability, sharp decision-making, the initiative to go above and beyond, tenacity, and adaptability. The capability to take advantage of technology is also another skill that veterans are familiar with, making them all the more apt to find success. Whether it be learning new software or performing website coding, veterans often have a knack for training themselves.

Thomason wrote articles for his local newspaper, the Grayson County News Gazette, while serving in Iraq, which greatly improved his ability to write and has translated into an exceptional skill for being able to create web content, including home pages and product descriptions, which he uses to sell t-shirts and other items on RandomVeteran.com.

One of Thomason’s most valuable pieces of advice to other veterans who are considering using their skills for work is not to become a recluse. Thomason says, “helping the community by being actively involved is the primary way I am able to sustain peace in my life. Sure, working from home is great, but getting out in the community and working with the children and other veterans is what keeps me moving forward from one day to the next.” Thomason is the Commander of American Legion Post 81 and spends a great deal of time giving back to his community when he is not working.

Generating business is simple when veterans take advantage of the existing skill set that they acquired while serving in the military. Veterans can also find an abundance of resources available to them. From online training courses to website builders, many of these resources are available free of charge because they have served in the military.


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Indra Nooyi: A Story in Being Yourself and Persistence

happy woman

Have you ever heard of Indra Nooyi? Maybe not, but you’ve probably bought her product at one time or another in the past year. Ms. Nooyi is the CEO of Pepsi-Co., the makers of the popular and well-known Pepsi soda brand. However, her position at Pepsi is not necessarily what is the most amazing fact of her story. Granted, reaching the status of being a Fortune 500 company CEO is huge and significant, but how Ms. Nooyi got her start is the real story. That’s because she risked everything with no safety net to fall back on.

Some Compelling Advice

Indra Nooyi came to the U.S. like so many other great minds, arriving as a student immigrant. Ms. Nooyi jumped to a slot in Harvard’s master’s degree program in business. However, graduating wasn’t her biggest challenge. It was translating her academic success into a result: getting a job. Ms. Nooyi’s first real interview was total failure – no connection, no rhythm, no job. However, she received a piece of advice from a professor that Ms. Nooyi has carried forward since then to her role as a CEO. She was told to simply “be herself.”

Ms. Nooyi clearly took the advice she received to heart. Not only has she been herself as intelligent, smart, persistent, and daring, she has also scored an enviable position of 75 percent plus support by her own employees worldwide. See if you can find a politician with as much support even when winning a national election.

What Makes A Person Successful?

For business owners and leaders, the lesson from Ms. Nooyi is to never forget what really makes a person successful. It’s not the suit, it’s not the past laurels, and it’s not the school degree. What makes the difference that catches people’s attention and gets their support is one’s personal confidence and persistence. Ms. Nooyi gambled everything with not just coming to the U.S. to succeed but to also establish herself in a highly competitive arena: business consulting. Had she failed, Ms. Nooyi would have had to return back to India and likely would have disappeared into a vast number of IT companies there; everything for her was on the line. But she persisted. And Ms. Nooyi, with her new advice on being herself, was quickly hired. That in turn became her path to eventually becoming Pepsi-Co.’s latest CEO.

A Better Choice

Business leaders trying to keep a company going will at some point face a challenge where everything has to be put on the line to get to the next level. Many don’t take that leap. It’s too risky, it’s too costly, or it’s too unknown. Yet from Ms. Nooyi’s example, the last thing anyone should be doing is trying hard to fake their way through the issue. Be yourself. Trust your skills and trust your gut to make the right the decision. That’s what got a person to a leadership role in the first place, so why should he or she be any different at the moment that counts the most? Risk, responsibilities, fears of what-if can all combine to make someone think behaving differently may be the best path forward. Clearly, from Ms. Nooyi’s example, there’s a better choice.


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5 Tips for Effective Direct Mail

Guy checking the mail.

Every day but Sunday, the mailbox delivers surprises. Of course, much of what arrives in the mail is expected, but that element of surprise never wanes. The mail might contain a card from a loved one, a check you didn’t expect, or a great offer from a local company, via direct marketing. Successful direct marketing campaigns don’t happen by accident, but a small business doesn’t need to pour substantial amounts of money into such an endeavor to achieve a good result. That means rather than mass marketing, modern direct mail campaigns concentrate on targeted marketing. When businesses use effective direct mail marketing, they not only boost their bottom line, but add excitement to the routine of picking up the mail.

1. Set Your Goals

As a business, what do you expect this mailing to accomplish? Have a firm plan in mind ahead of time. What is your budget for this mailing? What kind of ROI do you think you’ll receive? Crunch the numbers before embarking on a direct mail campaign.

Have a projected number of new customers in mind. For small businesses doing much of the work on their own, one of the best measures is sending out a mailer-only coupon for a percentage off a purchase or free item with purchase. Ensure that keeping track of the number of people who redeemed the coupon, including new customers, is quite simple.

2. The Mailing List

When it comes to an effective direct marketing campaign, nothing is as crucial as the mailing list. That seems obvious, but too many companies waste time and money sending direct mail to people with little interest in their product or service. You want a “Goldilocks” mailing list – not sending too many or too few mailers, but just the right amount.

While you will need to purchase some lists, focus on your own lists of previous customers. In fact, if you don’t have a solid database of customer names and addresses as well as strong prospects, avoid direct marketing until you do.

3. The Demographic

Who are your customers? What is their primary age and income level? Where do they live? This information is essential for a small business conducting a direct marketing campaign. You’re looking for your ideal customer, whether that person is a senior citizen, millennial, parent of young children, individuals with X amount of disposal income – that’s necessary information before you start your campaign. The more personally you can delineate the target, the better the response rate. You can then consider the type of mailing list you want to purchase.

4. Clarity Rules

No matter what type of mailing format you decide to go with, the potential customer must instantly “get” what you offer. All the fancy graphics in the world won’t make up for a confusing message. That doesn’t mean your direct mail has to be boring – far from it. You only have a few seconds for the recipient to decide whether your offer is one worth saving or throwing in the trash. Funny, clever copy can help get the message across, but it must be absolutely clear. The person must instantly recognize they can get a special deal on your product or service and understand exactly what they must to do to take advantage of the offer. For best results, repeat that call-to-action a few times.

5. From Direct Mail to Online

Social media and direct mail marketing are not mutually exclusive. A direct mail campaign is a good way to get customers to follow you online. The cheapest form of direct mail, the postcard, can get you more online customers and followers. You want to drive traffic to your website, and direct mail is a useful vehicle. A coupon code on the postcard for online sales or some other promotion can gain you the customer info that you can then follow up on via an email or social media marketing campaign.


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How To Craft More Compelling, More Emotional Presentations Today

Business Presentation
The major goal of any piece of marketing collateral is to connect with your audience in a deep, meaningful way. This is true regardless of the specific type of marketing you’re talking about – from that terrific new flyer you just designed, to a banner, and beyond. Presentations are a particularly valuable format in this regard as they give you a nice opportunity to really dive a little deeper into certain subjects in a way that other mediums don’t allow.

However, the format is only a means to an end. If you really want to make sure that you’re crafting the most compelling, emotional presentations possible, there are a few key things you’ll want to keep in mind.

Find That Theme

Because presentations tend to be long form documents (at least in comparison to something like a flyer), you always want to make an effort to keep your “eye on the prize,” so to speak. Every presentation has a topic. That topic should be reinforced again and again by your primary theme. This is the main idea you’re trying to get across or the idea that you’re trying to help someone understand.

Once you’ve settled on your theme, EVERY component of your presentation needs to feed back into it. This will form the basic spine of your piece. Anything that isn’t directly related to that theme or the topic at hand has to go – no exceptions.

It’s a Visual World; We’re Just Living In It

Another essential step you want to take in your quest to craft more compelling, more emotional presentations involves including as many visual elements as possible. Remember that a presentation is not a white paper or a blog post – it is a medium that is perfect for relevant images and other visual content.

Human beings tend to be visual learners. We can’t help it; it’s just the way our brains work. One study revealed that once someone had heard a piece of information, they usually only remembered about 10% of that content three days later. When that same information is paired with a relevant image, however, that number jumps to 65%.

In terms of presentation success, it’s hard to find a tip more valuable than relying on visuals. Visuals give people something to latch onto, something to break up big blocks of text and (more importantly) are naturally engaging. People even follow directions better when the content they’re reading is filled with pictures, so this is one of those major tips that you definitely don’t want to avoid.

These are just a couple of the major tips that you can use to craft more compelling, more emotional presentations. Remember that one of your top priorities as a marketer is always to get the right content in front of the right people at the right time. However, doing that is only half the battle. Making sure that the content is as striking and as engaging as you can is another major component when it comes to getting people to make that ever-important sale.


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Lessons We Can Learn From Great Business Minds of Yesteryear

Old ford motorcar
Business leaders of yesteryear can teach us lessons even today. Cornelius Vanderbilt, who dominated shipping and railroads, John Pierpont “J.P.” Morgan, who built a financial empire on investments and banking, Mary Kay Ash, who founded the exceptionally successful company Mary Kay Cosmetics, and John D. Rockefeller, who founded Standard Oil as was America’s very first billionaire are all worthy of admiration and have lessons they can teach us. Today, though, let’s look at one businessman, in particular, Henry Ford.

Who Was Henry Ford And How Did He Make An Impact in The Country?

Henry Ford, born in 1863, was a U.S. Industrialist who revolutionized automobile production, which allowed his company to mass produce cars, thus bringing the price down. This, in turn, allowed more regular folks to purchase cars and led to Ford Motors becoming hugely successful. In essence, Ford did more than creating a successful company; he revolutionized the entire transportation industry. Before his changes were implemented, most people were unable to afford such a luxury. Therefore, he took a product that was not widespread and made it applicable for the average consumer, thus changing the entire landscape of the country in several ways. Ford was able to achieve this success thanks to a few methods he applied within his business. These ideas are applicable to any type of business and can teach us as business professionals and entrepreneurs lessons on success even today:

  • Innovation is Everything: When it comes to innovation, Henry most certainly knew what he was doing. He utilized an assembly line technique that forever altered the way automobiles were produced. It’s worth noting that he was not the inventor of said assembly line. He only created an innovative way to implement the technique within his business. This is a great lesson we can learn from him today. You don’t have to come up with the idea or product in order to figure out a new way to utilize it.
  • Don’t be Afraid to Specialize And Offer Solutions to Undiscovered Problems: Henry Ford understood his market and specialized in it. He understood that it’s hard to find success when remaining too generic. He also understood his customer base better than they understood themselves. He was able to offer a product as a solution to a problem that his customer base didn’t even realize they had. He once stated, “If I had simply asked people what they wanted, they would have asked me for faster horses.”
  • Efficiency is Vital: Ford was such a believer in efficiency that he is credited with the creation of “Fordism.” This term basically describes a system of mass production that is both standardized and efficient. He understood the importance of keeping his workers productive and achieving a maximum output. He was able to do this, in part, by providing incentives. These incentives, which included a reduced workweek and better wages, resulted in worker loyalty and efficiency.
  • Don’t be Afraid to Learn Something New: Henry Ford once said, “Anyone who stops learning is old, whether at twenty or eighty. Anyone who keeps learning stays young.” Henry Ford was personally committed to learning. He was never content to learn all he could about a subject and just stay there. He didn’t want to just “be,” he wanted to grow. This is likely how he was able to come up with such innovative ideas because he never got stuck thinking or acting a certain way. Instead, Ford was always up for a new challenge. We would do well to emulate this in our own professional lives.

There are countless other lessons we can glean from Henry Ford and other businessmen and women like him who revolutionized their industries and achieved amazing success. The important point to remember is that they all stepped out, took a risk, and believed in their goals. That is the foundation for any great success.


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Top Five Ways to Work Less and Enjoy Life More

Child and a father

Everything today is about “more”: more money, more time, more pressure, and ultimately, more stress. However, does this rat-race life leave you feeling flat and defeated and constantly chasing an ideal you’re no longer sure exists? If this sounds like you, it’s probably time to downshift and find ways to work less and truly enjoy your life more. Working less sounds like a scary prospect, but once you see how achievable it is and how much peace it will return to your life, you will be sold!

1. Make Changes at Work

We often get caught up in the tidal wave of rushing to get to the next level at work. So caught up, in fact, that we don’t realize we are no longer enjoying the work that we do and aren’t even sure that we’re adding value. How do you make an honest shift towards happiness while not letting down your co-workers or your boss, and continuing to pay your bills? Fortunately, there are more options available than ever before. There are simple steps that you can take such as walking at lunch as a way to get away from your desk or more drastic options such as requesting a lower-stress (and likely lower-paid) position. However, there are some great middle ground opportunities at businesses today as long as you get creative. Have you ever considered flex time? More than ever, organizations are allowing their employees to work one day a week from home or create a more flexible schedule that doesn’t inconvenience office mates or negatively impact work.

2. Pick Your Battles

Think of everything that you need or want to accomplish in the next five years. Maybe it’s saving up for a big trip, or getting that huge promotion you’ve had your heart set on. Physically write down what is most important to you in the short-term and the long-term, and those are the things that you don’t want to compromise on. Everything else is up for negotiation. If a short jaunt with friends comes up that will require you to skip a vacation day with family later in the year, just say no! The same goes for things like eating out on a weekly basis. The costs associated with feeding a family of three or four outside the home can really mount up, and keep you from reaching longer-term goals for a short-term convenience. This trade-off may not be worth it and may cause you to have to work overtime to support your fast-food habits.

3. Stop Multitasking

Taking the time to focus on one topic at a time truly does pay off. While multitasking feels efficient, a recent study at Stanford University showed how productivity can plummet when your brain attempts to focus on more than one thing at the same time. Instead, be intentional about what you need to accomplish — focus, complete the task, and then move on.

4. Automate Your Savings

Ever find it difficult to get enough money together at the end of each month for savings? If so, it’s time to outsmart yourself! Even if it’s only ten to twenty dollars per week, start sending a small chunk of change from each paycheck to a savings account that you can’t easily access, and do it automatically. The theory being that if you never see the money, you’ll never miss it. Before you know it, you’ll be able to buy something you’ve really wanted without having to work overtime or take on extra shifts to make it happen.

5. Get Motivated

Sometimes, the way to do your best work is simply to have fun! When you are energized and enjoying what you do, work just comes more naturally. Creative juices flow, relationships with co-workers have more synergy, and life is good. When you’re at work, look for ways to enjoy it! The positive mood will spill over into your personal life, and you’ll find yourself enjoying life more every day.

These are just a few of the ways you can find more peace and joy in your daily life, simply by finding the balance between hard work and hard play. Multitask less, focus more, and bring fun to everything you do!


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Learn How to Communicate on a Case-by-Case Basis for Better Results

Listening is important

To say that communication is important in the workplace is an understatement. This is true regardless of the type of business you’re running or even the industry you’re operating in. One study from McKinsey Global Institute found that not only does active communication bring people closer together in the workplace but in these types of situations productivity tends to improve between 20% and 25% on average.

At the same time, there is no “silver bullet” method to communication that will instantly get everyone on the same page. Only by looking to your employees as individuals, and playing to their own individual strengths and preferences, will you finally be able to see the communication gains that you so richly deserve.

Let the Employee Be Your Guide

Perhaps the most important thing for you to understand is that communication no longer means face-to-face conversations, -or at least it doesn’t exclusively. This is particularly the case regarding introverted employees, a staple at any organization.

Just because Ryan from Accounting doesn’t like to speak up in meetings doesn’t mean that he lacks communication skills. It just means that speaking in front of a group isn’t necessarily his forte. Instead of trying to force Ryan to adapt to your wishes, consider how Ryan would prefer to communicate.

Emails, memos, texting, one-on-one meetings, phone calls: these are all viable options regarding getting ideas across in the modern era. As a business leader, it’s not your job to get everyone to communicate the way you want to just because you prefer looking someone in the eyes when you tell them what they need to do next. It’s your job to make a note of the conditions that a person excels under and then do whatever you can to facilitate those needs whenever possible.

The Larger Implications of Communication

Consider the fact that according to one survey, an incredible 46% of employees said that they “rarely, if ever” leave a meeting knowing exactly what they’re supposed to do next. This is the danger of a “one size fits all” approach to communication. You end up becoming something of a “jack of all trades, master of none.”

One study revealed that 26% of employees think email is a major productivity killer. But when you reverse that, it means that 74% of employees think email is just fine. But it’s important not to create an “either/or” situation where one doesn’t have to exist. If you know that Robert is going to get the information he needs from an email, send away. If you know that Brenda is the type of employee who needs to sit down and talk out her next objective in person, be sure you make time for her in your schedule.

It’s up to you to find the right communication method that works for the individual so that everyone can be on the same page when it comes to contributing to the whole.

It’s important to remember that according to a recent Gallup poll, 70% of employees in the United States said that they just weren’t engaged in work anymore. Creating an environment of open and honest communication is one of the keys to combating this issue head on. But you must also remember that no two employees are created equally. An approach that works great for getting one employee to open up and become engaged in their work may be woefully inadequate for the next.

Only by making an effort to communicate on a case-by-case basis will you be able to generate a workplace where success is no longer a question of “if” but “when.”


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Print Marketing: Never Underestimate the Value of Letting Someone Unplug

unplug-greenTechnology is all around us. As recently as ten or fifteen years ago, computers weren’t quite the ever-present part of our lives that they are today. They were usually reserved for when you got home from a hard day at work or school and not something you used all day every day. Flash forward to today, where 77% of adults in the United States own a smartphone according to Pew Research – a device that’s literally more powerful than the combined computing that NASA used to send men to the moon in the 1960s.

All of this may underline how important our digital lives are becoming with each passing day, but it also helps to illustrate perhaps the most critical benefit that only print marketing collateral can bring to the table: that it isn’t digital at all.

The Digital Divide

Technology addiction, and specifically smartphone addiction, is a very real concern across the United States. According to one study, 89% of Americans check their smartphones “at least one or two times a day.” That may not seem too bad, but when you consider that 36% admit to “constantly checking and using” their phones, things get a little more concerning.

Of those surveyed, 21% of people said that they checked their smartphone at least once every hour. When you add in people between the ages of 18 and 24, that number rises to 36%. According to another study by IDC Research, 80% of smartphone users, in particular, check their mobile devices within fifteen minutes of waking up in the morning. Taking a shower? Brushing your teeth? Getting breakfast ready? All of these things take a back seat to finding out what your friends are up to on Facebook or checking your work email account for new messages.

While this may sound alarming, it again perfectly illustrates one of the reasons why print marketing is, and will always be, so valuable. Whether you realize it or not, you’re giving someone a chance to unplug. You’re giving them permission to take a breather from the internet and to check in with something tangible, something that they can hold in their hands, and something that they can pass along to their friends. You’re letting them tap into an experience – a physical one, at that – that people don’t get nearly enough of these days.

What This Means For Direct Mail

This digital divide is likely a large part of the reason why in the last ten years, direct mail response rates have shot up 14%. What else happened during the last ten years, you ask? That’s right – the Apple iPhone was released in 2007 and the smartphone explosion occurred, changing large portions of our lives for all time.

According to yet another survey, an incredible 92% of younger shoppers say they actually prefer direct mail when it comes time to make purchasing decisions – the same demographic who check their phones constantly. These ideas may seem like they’re in conflict with one another, but they really aren’t.

With print marketing, you’re giving people an opportunity to do something they want more of but just can’t seem to find time for: stop thinking about their digital lives for a minute or two so that they can focus on the real world around them. If anything, this is something that is only going to get MORE precious as time goes on, which is why print marketing is and will always be one of the most effective ways to reach out to someone to make a strong, emotional connection that benefits you both.


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