Niche Marketing Matters

“May you live all the days of your life.” -Jonathan Swift

What is your purpose? Stop for a moment and answer that question.

I know that sounds pretty heavy and it is. Life is truly short (unless that reincarnation thing is for real). Roll with me for a minute here. Let me submit that we all have a unique script to play out. Given the choices before us, why not live a life with purpose?

How about we first provide value to others (such as our friends or customers or even strangers), rather than fixating on our own needs? Yes, the “me” generation might struggle at first with this notion, but the satisfaction of a life of purpose has its rewards. The rewards might be the respect and admiration of others, a sense of calm that you did something right, or, surprisingly, monetary rewards.

I met with a rich man the other day (far richer than me). His vast wealth was part hard work and part luck (he admitted to being born right). Yet, his money was not the ticket to happiness, instead his greatest satisfaction was giving to others. All his profits are given to charity. Despite that he gives away his profits, he continues to be rewarded beyond his dreams — more money, quiet satisfaction, and contentment.

In the same week, I met with a poor man, or so I thought. He had lost his house in a fire, declared bankruptcy, and had lost most of his possessions. Yet, his passion was music. His gift to others was his song and it was beautiful. My God it was beautiful. His music plays again and again in my head. I am a better person because I met him. I will do almost anything to help this man, but he needs little from me. He is rich because he lives a life with purpose.

Either story might be yours (or mine) and the ending is the same. Give to others unconditionally. Ask nothing in return. Live with intention. Live with purpose.

John Bradley Jackson
© Copyright 2010 All rights reserved.

For many, the new economy of 2009 is limiting personal options, or so it seems. You know what I mean. We have always had the equity in our home, the cash in our IRA or 401K, and maybe some savings. Well, I guess we can scratch that now.

I suppose for some moving to Hawaii and opening a surf shop was the long term plan. Maybe it was leaving corporate and buying a small business. My personal “Plan B” has always been to cash out and go live in the woods and chop wood.

With the banks choosing not to lend and our tax deferred savings down by 40%, we should reconsider options. But, let’s not abandon them. How about we review and reinvent them?

The greater question becomes what really matters? Why are you on this planet? What is your purpose? Luckily there is no perfect path. There is only your path. It is for you to discover and live.

So, find your path and get going.

John Bradley Jackson
© Copyright 2009 All rights reserved.

Now that is a heavy question, is it not? Yet, there must be some reason that you are here on this planet at this time.

This type of question can motivate some to study philosophy and others to enter the seminary. Or, you could consider good old fashioned denial and avoidance to dodge the question—why bother answering a question that cannot be answered anyway?

To save you that trouble, here is the simple answer. You exist to fulfill your own unique purpose—whatever that may be. That is why you exist.

You have a unique responsibility to live out your own personal script. Maybe that purpose is to invent things like software or music. Your purpose could be to lead or teach others. You might have one purpose, a few, or many. Whatever it is, it is exclusively yours. It does not matter what your purpose is as long as you do it.

Alas, here is the rub—you must uncover your purpose before you can do it. One way to discover your purpose is with the creation of a personal mission statement. A personal mission statement addresses three questions:

1) What is your life about?

2) What do you stand for?

3) What are you doing to fulfill that purpose?

Using no more than 30 words, a personal mission statement says what you wish to accomplish or contribute and who you want to be. Your mission statement speaks about what you are doing today to fulfill that purpose. Don’t confuse your mission with vision. Vision statements describe what could be in the future while a mission statement lives in the here and now.

Yes, answering these questions may not be easy. Here is an exercise that might help get you going. Imagine that it is your 80th birthday and you are having a grand party. All your family, friends, co-workers in your profession, and neighbors have gathered to hear you speak. What would you say to them was most important in your life? What did you do for the last 80 years? Why? How?

As the Greek philosopher Epictetus wrote, “First say to yourself what you would be; and then do what you have to do.”

John Bradley Jackson
© Copyright 2009 All rights reserved.

The bad news is everywhere. The stock market leaps up and down bouncing along a never ending trough. Layoffs are forecast. The big three auto makers need billions to get through the next quarter. CNN trumpets the word depression seemingly for its shock value. After a while you cannot help but believe we are on a sinking ship in a perfect storm.

But, let’s keep things in perspective. You only need one job (or, least that applies to most of us). Our IRAs and 401Ks won’t be needed until years down the road— so the losses will be replaced with gains in the long run. The losses are on paper only.

Prices for consumer goods are cascading down—that flat panel HD TV can now be added to the family room. Gasoline just fell below $2.00 a gallon and may fall much lower. Housing is now affordable for many who were locked out. Interest rates are at the lowest level in decades. In USA we are blessed with abundant food, medical help, and educational resources.

My advice is simple. Turn off CNN. Stay off the internet news sites. Watch Seinfeld reruns instead. Read the funny pages and skip the headlines. Cherish your friends and family. Read a good book. There is no sense in letting this creeping malaise get the best of us. Don’t let it beat you.

I have yet to see a barrier so big that I could not walk around it and continue the journey.

John Bradley Jackson
© Copyright 2008 All rights reserved.

You are going to end up somewhere, so why not end up where you want to be? Organizations (and people) all have a purpose or a reason for being. Many call it a mission. That mission helps the firm to make good decisions that are consistent with its purpose. With a well written “mission statement” to guide you, the little decisions for your firm become easier, and I think you have a better chance of getting to your desired destination.

A mission statement is a proclamation about why the firm exists and what really matters. It should speak about the firm’s values and describe what the business hopes to achieve while describing the nature of the business. A mission statement can provide a compass during times of uncertainty or strife by reminding the employees at the firm about what really matters.

The mission statement should be a few sentences up to a brief paragraph that is simple, clear, and jargon free. No Shakespeare needed here. Thirty words or less should do the trick. It should be memorable, while motivating to the firm’s employees. If properly written, the mission statement can be displayed proudly on the company website, brochures, and business cards.

Your mission statement should include some or most of these elements:

• Who is your customer?
• What business are you in?
• What are your products or services?
• What is your geographic domain?
• What is your commitment to ownership?
• How is your firm different from the competition?
• What are the opportunities available for the firm?
• What is your company philosophy?
• What are the firm’s core beliefs and values?
• What is the essence of your brand?
• What do things look like when things go well?

A vision statement, while similar to a mission statement, is more of a proclamation of what the firm should be; it is an image of the desired future, almost Utopian in its grandeur. Typically, the vision statement is no more than a short sentence. Some say that a vision statement is a description of an ideal and, thus, it will never be achieved. Most vision statements are imaginative and hope to inspire others.

So, what is your purpose?

John Bradley Jackson
© Copyright 2008 All rights reserved.

Marketing mantras say how you are different.

A mantra is a religious prayer or mystical phrase or poem that instills concentration when repeated and is used for meditation and prayer. The key is to focus on the mantra and to block out everything else.

A marketing mantra is three to five words that describes how your business or offering is different. It must be easy to say and remember while being easily understood. If it is in writing, it should leap off the page with authenticity and integrity. It can be used internally or externally. It should say how you are different instead of how you are the same.

Your marketing mantra should be positive. Study after study shows that positive messages sell better than negative messages and so it is with mantras. Many marketing messages are negative. Who can forget “American Express: Don’t Leave Home without it?” I always feared what might happen if chose to leave without it, so I switched to MasterCard.

Mantras help focus your employees and your customers on what makes your offering different. This focus is critical since customers buy because of your differences, not because you are like the competition or have similar benefits. An example of a marketing mantra is “Diamonds Are Forever” by DeBeers Corporation. It accentuates the point that unlike other gifts, diamonds will outlast them all and they will never go out of style.

Another example of a mantra is Burger King’s “Have it Your Way”; this mantra told us that fast food could be customized at Burger King, unlike the food at McDonalds. During its time, this was a very powerful message about how Burger King was different from Mickey D’s.

You can write a mantra by first writing down a list of your distinctive competencies, which are the unique benefits of your offering that your customers value. Try to boil it down to a few words while experimenting with the order of the words. Reduce it to three to five unique words that say how your firm is different. Alliteration can help and shorter is better.

Next, test it with friends, employees, and customers. See if they react positively and if they agree that it says how your offering is different. Change it if necessary. And try it again. When you get the message right, blanket the earth with your mantra. For this is the most important message you will ever tell your customers and prospects.

By the way, the difference between a tag line and a marketing mantra is mostly intention. Tag lines can deliver any type of message while a marketing mantra focuses on how your offering is different.

Be first, best, or different. Be first, best, or different. Be first, best, or different. Be first, best, or different. Be first, best, or different…….

John Bradley Jackson
© Copyright 2008 All rights reserved.

P.S. Special thanks to Guy Kawasaki who popularized the use of marketing mantras.

Messaging is a fancy marketing term for the story that you tell about your company or your offering; most importantly, your message must be heard and understood by your customers, friends, and employees. This message must clear, concise, backed with evidence, and tell the right story.

Starting with the basics, it all starts with your company name. Your company name must be memorable, easy to say and spell, and must be associated with what you do. Sounds simple, but if your company name is Mike’s Mufflers and you are offering ballet lessons, you have a big problem right out of the starting gate. People won’t hear your message if they are confused about what you do.

Presuming your company name makes sense, a message tells your customer, the media, and your other contacts a story that you want to be understood. It can be about a new product announcement, an event, or your competitive advantage.

For an advertising campaign, your ad agency will spend a great deal of time helping you craft the right message; it must be clear, concise, memorable, and meaningful. They will test the message with focus groups made up of your customers and friends. No matter how proud you are of the message you have written, the real test is how others respond to it. Often, these tests confirm the message is correct; sometimes, the feedback sends you back to the drawing board.

Tag lines tell a story or message. It may be the most powerful message that you will ever write since it appears on your website banner, letterhead, business cards, etc. Tag lines need the same type of testing, so be sure to slow down and do it right.

For a message to be believed, you need to submit evidence. On a website this could be a tab devoted to testimonials. Nothing is more believable than a customer reference or testimonial. Other types of evidence could include product specifications, customer lists, or press quotes. All help back up your message and the implied claims.

Messages are best understood when introduced one at a time. A marketing brochure needs a focus to its messaging; if you try to deliver multiple messages in the same piece you will likely miss your target. Think about the TV advertisements that you have watched. They almost always tell one story.

Finally, for messages to be remembered they must be delivered to the right people with frequency. A great message delivered to the wrong people will be ignored. A great message delivered once to the right people will be forgotten. There is no substitute for frequency of contact when delivering your message.

John Bradley Jackson
© Copyright 2006 All rights reserved.
My new book “First, Best, or Different” is now available at www.firstbestordifferent.com!
Please buy my book!

Need a quick way to communicate the company mission? Then consider a mantra.

Traditionally, a mantra is a sacred syllable, phrase, or verse associated with deep meditation or prayer. Applied to people and organizations, mantras help people focus on what is important.

A mantra is three to four words about why your firm exits. No Shakespeare is needed. In fact, plain English is required (please, no business speak about “core competencies” or “strategic collaboration”). Your mantra should be immediately understood by the guys down in shipping as well as the board members.

My mantra for this blog is “Niche Marketing Demsytified”.

What is your mantra?

John Bradley Jackson
© Copyright 2006 All rights reserved.
Please visit my website at www.firstbestordifferent.com

“An’ it’s all right now, learned my lesson well.
You see, ya can’t please everyone, so you got to please yourself”

Ricky Nelson, singer (1940-1985)

Since most entrepreneurs are the “soul of a business”, writing a personal mission statement is a good first step before you tackle the mission of your business. A personal mission statement is a proclamation of your purpose. It declares your reason for being, what you value, what is important to you, and it helps describe how you are going to do to live this mission. It is your personal compass.

A well-thought-out personal mission statement helps you make decisions. For example, is it OK for you to cheat or to lie if it helps you get a deal? Should you accept the job transfer away from your children? Should you agree to do work outside of your mission? Is money more important than a commitment to a customer or a friend?

To get started, try the following exercise to help you flesh out what is important. Pretend that it is your 70th birthday. You have been asked by “Time Magazine” to write your own biography highlighting your professional and personal achievements. What would want your colleagues at work, your family, and your friends want to know about you? How do you want to be remembered? What did you do with your life? This exercise helps you create a balance sheet of your life’s most important achievements and values.

After completing this sometimes difficult exercise, the next step requires you to review what you wrote. What did you learn? What do you really want to do with your life? Does your work today reflect your purpose? What should you start doing today and what should stop doing? It is now time to write your personal mission statement.

Although your personal mission statement can be any length, 30 well chosen words would be best. Begin it simply with the words, “My mission is to ….” Begin the writing process by listing things that are important to you. Combine the words into phrases or sentences. Carefully wordsmith the phrases until you have a complete thought that describes your purpose.

When done display it in your office, post it on your make up mirror, and carry it in your wallet or purse. Review it frequently and edit it as things change. This process is as important as the words themselves, since your personal mission statement is a living document about you and your purpose. Live your life with purpose.

John Bradley Jackson
© Copyright 2006 All rights reserved.
Please visit my website at www.firstbestordifferent.com