Give Thanks. Grow Your Business.

ThanksThis is the second of three articles leading up to the Thanksgiving holiday focusing on cultivating gratitude as a proven technique for improving your mental, emotional, and physical health – with real life implications for your business.

As a businessperson, I can be as pragmatic and analytical as anyone, but for me the human dimension has always been infinitely more interesting and rewarding than the technical or statistical.

I fully understand and appreciate the necessity of a healthy, well-managed balance sheet, of continually studying work processes, cash flows and optimizing for efficiencies and outcomes. I get that tracking and managing technical competencies and measurable outputs are essential to running a successful company.

I also maintain that these are the structural underpinnings to the real business of business – people.

Peter Drucker once wrote “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”

Customers, I hope we can all agree, are people – people with families, passions, dreams and frustrations. You and your company exist to help these people solve a problem or realize an aspiration. How well you connect with people to make them aware of your company, attract their interest, make a sale and maintain a relationship depends entirely upon your – and your company’s – capabilities as a marketer.

These capabilities are, in turn, directly related to the imagination, intention, enthusiasm and compassion you bring to the relationship. Qualities that are all enhanced, personally and institutionally, by being grateful. Here’s how…

Imagination

A 2012 Forbes Magazine article titled “Employee Brain on Stress Can Quash Creativity And Competitive Edge” by Judy Martin, reports that “with more than forty percent of American workers reporting chronic workplace stress, the long-term impact of stress and its influence on the human creative condition and business can be detrimental, says Rick Hanson PhD,  a California-based neuropsychologist and author of Just One Thing: Developing a Buddha Brain One Simple Practice at a Time.”

Research, much of it conducted by psychologist and leading gratitude expert Robert Emmons, has shown that people who feel gratitude are happier, report more life satisfaction, and also report less stress.

The conclusion is easy to draw. If you are grateful, you are probably less stressed. If you are less stressed, you are probably more creative. If you are more creative, you can solve problems and innovate more effectively. Pretty straightforward, huh?

Intention

Gratitude acknowledges the vital role that others, including our employees, suppliers and customers have played in the good things we experience in our lives and in our business. This simple act de-emphasizes the individual’s and the company’s internal focus (obsession), and places it where it belongs – on the people you serve and the people who help make it possible.

Enthusiasm

Just as gratitude can help alleviate stress, it contributes to better health and feelings of well-being. A 2011 Harvard Medical School publication titled “In Praise of Gratitude” reports that “In positive psychology research, gratitude is strongly and consistently associated with greater happiness. Gratitude helps people feel more positive emotions, relish good experiences, improve their health, deal with adversity, and build strong relationships.”

Whether you are the CEO or just joined the mailroom staff, you will approach life and work with more energy, optimism and enthusiasm if you are happier and healthier. How you lead, how you collaborate and how you serve are all directly related to your enthusiasm.

Compassion

When we are freed from the negative affects of the flight-or-fight instinct triggered by stress and we become more generous about acknowledging the contributions of others to our own well-being, it’s easier to be more accepting, less judgmental and more eager to please.

Companies and employees who are open enough to recognize the challenges faced by their colleagues and customers are less apt to resort to “it’s not my job” behavior. Tell me honestly, as a customer aren’t you happier when the company and the person serving you is genuinely interested in you, solving your problem of helping fulfill your aspiration?

If Mr. Drucker was correct, and I believe he was, the purpose of business is to create a customer. Then, at all levels in an organization, and at all times through the development and execution of business strategies, people are the object of all your intentions. A deliberate and ongoing practice of gratitude makes people – leaders, managers, and employees – happier, healthier, more creative and more helpful.

That’s got to be good for business.

I am extremely grateful for the readers who take a few minutes out of their crazy-busy weeks to visit this site. I’m also grateful to my wife, Cathleen, my daughters Halley and Georgia Mae and to many friends and colleagues for their support as I launch my new business, Michael L Morrison Marketing. I am truly blessed. Thank you all.

I get very few comments on this blog, so I’m making a special request this week in preparation for my Thanksgiving Day post next week. Please share what you are thankful for and what, if anything, you do to make gratitude a regular part of your life. I look forward to hearing from you. – Michael

 

 

 

 

Want More Out of Life and Work? Practice This Miraculous Technique!

gratitude7Sometimes, the best marketing is no marketing at all. Sometimes heartfelt gestures of gratitude engender respect and a deeper connection by reminding ourselves, our customers and our neighbors that we are all in this together.

Be sure to check out the videos at the bottom of this article.

In a couple of weeks here in the United States, we’ll observe Thanksgiving Day – a day first observed in 1789 according to a proclamation by our first president, George Washington. The Thanksgiving holiday we continue to celebrate was established by Abraham Lincoln during the Civil War and made into law by Congress in 1941.

Thanksgiving, the act of giving thanks – of being grateful – is a profound act. In an article titled “Why Gratitude Is Good”, Robert Emmons, a leading scientific expert on gratitude, argues that gratitude has two key components.

“First,” he writes, “it’s an affirmation of goodness. We affirm that there are good things in the world, gifts and benefits we’ve received.”

In the second part of gratitude, he explains, “we recognize that the sources of this goodness are outside of ourselves. … We acknowledge that other people—or even higher powers, if you’re of a spiritual mindset—gave us many gifts, big and small, to help us achieve the goodness in our lives.”

For me as an individual, gratitude means enthusiastically acknowledging my Creator as the author of all good things. It also means contemplating the gifts I have received and the lessons I have learned from people who have shaped my life and colored my journey.

As a marketing professional, I believe gratitude is best expressed in the ways we think about, interact with, and serve our customers. If gratitude is, as Mr. Emmons suggests, an “acknowledgement that other people…gave us many gifts to help us achieve the goodness in our lives.” Then companies who embrace gratitude have a powerful incentive to “pay it forward”, to deliver superior products and experiences.

If a company honestly and deliberately internalizes the conviction that the goodness it has experienced is the result of gifts from others – its customers, its employees, shareholders and partners – how do you suppose it would affect the way the company communicates with and serves those same people?

Personally and professionally, an Attitude of Gratitude is for me the best way to approach business and the business of life. As we approach this season of thanks, my best wish for you is gratefulness that lasts all year long.

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Speaking of the season of thanks…today, I was exposed for the first time to what has become a holiday tradition in Great Britain, television commercials (adverts there) by UK retailers John Lewis and Sainsbury’s.

For 2014, these companies have created very different stories, but each evokes shared experiences of love and brotherliness that reflect the good will of the season. For me at least, these wonderfully well-produced commercials remind me of all I have to be thankful for. Enjoy.

Sainsbury’s 2014 Christmas advert

John Lewis’ 2014 Christmas advert

Do you do business with a company that really seems to be thankful for your business? How does that affect your experience? How does your company express gratitude? 

Beer or Innovation? I’ll Take Both!

Rainier bottlesEven the oldest, most straightforward business models are capable of innovation. Your company may never be revolutionary like Apple or become a category buster like Starbucks. But if you innovate by making small, often simple, changes you can alter the way your customers and prospects think about you and your products. No matter how staid or commoditized your business is, follow the three tips at the conclusion of today’s post and you will become an innovator, with all of the attention and revived interest that innovation creates.

I love beer. Leonard and Darlene, my mom and dad, owned a bar and adjacent pizza place when my sister, Susie, and I were kids. Some of my earliest, most vivid memories are of the people and patrons whose joie d’ vivre convinced me that the business of conviviality, in this case beer and places to drink it, was a worthy pursuit.

Though my memories of those days are fond ones, the work itself was grueling for my folks, so when my dad was recruited by the Rainier Brewing Company to run their sales operation for the state of Montana, he happily sold the business and began a long and extraordinarily successful career as the “Rainier Rep” in a territory that eventually extended well beyond Montana’s borders.

In those days, the Rainier Brewery was a prominent fixture on the Seattle skyline, perched right next to I-5 between downtown and the airport. At its peak, brewing and bottling took place 24 hours a day to feed the demand for the Northwest’s (certainly Montana’s) favorite beer. Even more remarkable than their iconic physical plant was the relentless energy they devoted to keeping the brand, like the product, “Mountain Fresh”.

Rainier experimented constantly with its product, packaging and positioning – ultimately leading to its becoming the biggest selling beer in the region, quite a feat in the Bud and Miller dominated days long before the explosion in craft brewing. Many of the strategies they employed are adaptable to all businesses. With a little imagination and the willingness to make the effort, any business can innovate. Here’s how…

Packaging

We all get used to thinking about our companies and the products or services we sell in a fixed way. After all, our customers aren’t asking us to change the way we present our wares. They have a need. We have a solution. It’s as simple as that.

But is it? At Rainier then, and other breweries today, they are constantly working on new packaging designed to intrigue and persuade customers. Maybe it’s a can that signals when its contents are cold enough or a 30-pack that consumers assume is a better value. At Rainier, they developed a truly unique bottle shape (pictured at top) unlike anything else on the market – then or now.

How can other businesses “repackage”? Let’s say you have a professional services company, maybe a law firm, and your practice has a specialty in business start-ups. You can bundle the competencies and services that apply to most start-up engagements in a way that conveys specialized authority, and makes it possible to target your marketing with new, more relevant and compelling messaging.

Product

Starbucks busted an age-old category wide open by delivering quality, accessibility and consistency with both its products and the customer experience. They’re also developing new products all the time. Whether it’s a new line of food, the addition of wine and beer in select locations, prepackaged beverages for retail distribution, or instant coffee.

At Rainier, they offered side brands like Rainier Ale, and at one point they even experimented with an alteration to the basic formula, developing their “Light, Light Light, and Not So Light” brews (pictured at top). This was pretty revolutionary at the time. Today’s craft brewers have embraced what is really an ancient brewing tradition, offering a variety of products to suit the season and a wide variety of tastes and moods. Even the mass brewers now recognize that new products, or spin offs of existing products are a potent way to drive sales and revenue growth.

If you provide financial, accounting or legal services, you might begin by thinking of your product as the clients’ experience. Unless you can or will do something your competitors don’t, then the only thing that distinguishes your company is the ease and satisfaction your customers experience in their interactions with you. If you can develop a whole new competency, great. If that’s probably not in your future, think about ways to make your company and its services more accessible, valuable and indispensable to your customers.

Positioning

Rainier did something back in the 70s that made it stand out in a really crowded and competitive marketplace. It became the fun, funny brand. With brilliant advertising across multiple media and a cohesive event and sponsorship strategy, Rainier achieved brand awareness that survives to this day.

The first two videos here feature hilarious musical treatments of the Rainier brand. The first is a wonderfully odd piano and whistling recital (check out the name on the piano) and the second is a take off on the old Lawrence Welk Show. Look close and you can see my dad, the dark-haired guy with the bushy mustache on the far right of the screen blowing the bass beer bottles. Way to rock it, Len!

It probably doesn’t make sense for you to position your business as fun or funny, but you can influence the way your customers and market thinks about you, especially as it relates to your competition.

Again, start with your customers. Understand why they trade with you and the problems they face. Explore ways to position your company as the one with a unique appreciation for your customers’ struggles and ambitions and be ready to change the positioning as your customers or business evolves.

Rainer Beer knew that good times and good beer went hand in hand. By positioning themselves as creators of good times, they earned a special kind of consideration from beer drinkers and became a best seller despite powerful and unrelenting competition. What positioning makes you the best, most relevant choice?

What companies do you admire for their innovation? Are there any companies in traditional businesses whose innovations have surprised or impressed you? What can you and your company do to reframe or refresh your company in the minds of your market?

Thanks as always for reading. If you made it all the way to the end, I really appreciate your patience with my long form content. It’s not the fashion, I know, but I hope you hang in there because you feel like you’re getting something out of my weekly observations, ideas and suggestions. If so, please like, comment, share and keep tuning in.

 

 

Look Up: The Virtues of the Unexpected

Digital media. It’s everywhere. Between our searches on Google, videos on YouTube, friends and connections on Facebook and LinkedIn, the people we follow on Twitter, the images and ideas we collect on Instagram, Reddit, Pinterest, Vine and others, we can connect 24/7 using our computers, tablets and smartphones.

This is too much gif

The thing is, this breathtaking volume of messages and images has distracted us from the real thing, the powerful experience of connecting with people in person, in the moment.

Look up. If you’re reading this in a public space, I’d bet that many (if not most) of the people surrounding you are looking at a device right now, just like you. Even people seated at tables with others may be gazing at their iPhone instead of engaging with one another.

Please don’t mistake me for a curmudgeon. These new tools of expression are a blessing to mankind. They empower us to connect with friends and colleagues who before social media would have fallen away. Social media have also demonstrated an unparalleled ability to organize and inspire people to effect important social change.

For most of my career as a marketer and communicator, I have worked in the financial services industry. It’s a sophisticated industry that spends a lot on marketing, but because it is vigorously regulated most firms – mine included – were slow to fully embrace digital, especially social media, as a marketing and communications platform with legitimate business building implications.

To be honest, we were missing the boat. To this day, many financial firms are still missing the boat.

Early on, I knew I needed to be able to develop effective integrated digital strategies that included social media, so when social really started taking off, I dedicated as much time as I could to getting educated in the discipline.

I have learned a lot, especially that I can never be done learning. Digital is as diverse and changeable as any media I have ever encountered. This blog is part of my effort to better understand and one day master digital marketing. It is a burgeoning field, with experts abounding in search engine optimization, search engine marketing, content development, inbound marketing, copywriting, blogging, lead generation, lead nurturing, you get it…

A captive audience!

A captive audience!

By now, you know that you are going to be marketed to anywhere and everywhere you go. There are ads on the shopping cart at the grocery store, in public restrooms, in your email box, and even at the movies (that one still ticks me off). So most of us have gotten accustomed to seeing the ads that line up next to, or run before, what we really want to see when we are online.

The technology that powers Google, Facebook and others gives these platforms deep insights into your interests. By tracking what you search for, who and what you like and what you buy, they can deliver marketing messages that are specifically designed for people just like you. As a result, you’re more likely to take action (buy something or at least take a closer look) than a more random message would prompt.

The other side of this transaction is digital’s inherent measurability. When you click, digital marketers know. There is a direct cause-and-effect relationship between marketing and response that other media cannot match.

So what’s wrong with all this? Nothing really. At the same time that we’re connecting with friends, colleagues and customers and being entertained, we’re also getting marketing messages that are way better suited to our lifestyles. We’re being pitched stuff we actually care about, and the companies that are doing the pitching have a better idea for how their marketing investments are paying off. Better in fact than at any time in history. Everything’s jiggy, right?

Well, yes. Mostly.

A couple of years ago, I was driving through a remote part of rural Montana, and the only radio station I could find was an AM station broadcasting from a tiny town at least a hundred miles away. For an hour or so, I listened to songs from artists that (I swear) included Frank Sinatra, AC-DC, George Jones, The Supremes, and more current stuff from the likes of Maroon Five and Tim McGraw. I heard music I would never have heard, and most of it was good. Damn good.

That experience got me thinking about the virtues of the unexpected. When I confine myself to a certain type of music, or food, or art, or to communities defined by a common (often narrow) set of interests, I miss some great things. By allowing myself to be immersed in a digital world designed to deliver exactly what I like today, I risk missing some great, unexpected thing that I might be passionate about tomorrow.

One of the things I love about our neighborhood is the openness of our neighbors. Unlike other areas in the city, where people avoid eye contact and keep their ear buds and earphones tightly in place, we and our neighbors readily engage. On evening walks, my wife and I have had wonderful, surprising conversations with people I now count as friends, people I would ordinarily never meet. They bring experiences and outlooks utterly unlike my own and I’m richer for it.

So here’s what I am doing so I don’t get stuck in a digital or psychic rut. If any of these tactics resonate with you, I hope you’ll join along or find a method that does the trick for you.

  • I am reducing my time on social media. The quality of the discourse there doesn’t come close to direct communications between people. Whenever I can, I will spend time face to face, followed by phone, then email, then social.
  • I’m keeping my head up and my eyes and mind open – signaling to the world that I am interested in knowing the people around be better. When I can help them, I want to.
  • I’m going to work harder to experience new things. By connecting with and listening to the people, new and old, whose paths cross mine, I intend to go out of my way to expand my experience and appreciation.

As a marketing professional, I love digital media. As a fellow human being, I hope my audience is adventurous enough to know that some of the best things out there have never even crossed their minds.

What role does social media play in your life? How has it made your life better? How have Internet search engines like Google affected your behavior as a consumer? Are the changes all for the better?

Let Your Customers Love You!

Nobodyvintage_heart_1 does business with a company because they expect to be disappointed. How ever you managed to win a customer’s business – your reputation, a product or promotion, a referral or just plain old convenience – that customer is predisposed to like your company. Get that first interaction right, and they might even end up loving you.

What a gift! Before you even try to answer a question, take an order, propose a solution or solve a problem, the customer is on your side. In the beginning, you have a big leg up.

Way (way, way) back when I was making a meager living as an actor, I remember reading a book by a celebrated acting coach. He suggested coping with stage fright by reminding yourself that the audience is already rooting for you. If the actors do their jobs well, the guests who expected to be entertained will be delighted. They’ll forget how expensive the tickets were and they’ll tell all their friends.

The same dynamic applies to you and your business whether you’re selling groceries, offering financial advice, or replacing windshields. Your customers want and expect to like you. They want to be happy with their experience. All you have to do is not let them down. Surprise them by doing more than that, by really knocking their socks off, and you’ll be on your way to building a base of raving fans.

There’s more good news. Knockout early impressions create a bank of goodwill you can draw on when problems arise. The restaurant business provides a perfect example. If the food and service is excellent the first time you visit, you’ll be much more likely to forgive a disappointing experience down the road.

If, on the other hand, you get bad food or your waiter decides to take a vacation to the Maldives before taking your order, and again before bringing you the check, there’s a very real chance you will never go back. Not only that, you’ll be telling all your friends and family about what a crummy joint it was. And, as we all know, negative reviews travel much faster and farther than positive ones, especially today with Urban Spoon, Yelp and social media all at our fingertips.

Customers give you a wonderful opportunity to win their trust and admiration. Your job as a business owner, manager or employee is not to blow it. Here are three principles you and your company can adopt to make your customers’ experiences exceptional.

Surprise Your Customers

The veterinary hospital where we take our dog, Alice, has a great staff of friendly professionals who go out of their way to greet and connect with their customers and their pets. The building is immaculate. The staff treats us as if Alice was the smartest most lovable and attractive dog they have ever seen. Their prices are competitive with the market, often better.

Surprised? We were blown away on our first visit and that experience has redefined the category in our minds. We enthusiastically recommend the place and, for as long as they continue to operate this way (and a little while after) we’ll be going back.

Some businesses attract customers and close sales by making extravagant claims about performance, product, price or service. Don’t be that company. If there is more than a random chance that your customer’s experience will fall short of your hyperbole, the consequences can be serious. Either modify your operations or your messaging. “Under Promise and Over Deliver” will always be good advice. Do it whenever you can.

Be Open and Honest

Years ago, I worked for a company that experienced a cyber attack. From the moment we became aware of the event, our chief objective was to share as much information as we could with all of the customers who were affected and to do all possible to shield them from risk.

In the span of a few days, we built, staffed and trained an emergency call center so we could deal directly and personally with concerned customers. Naturally, customers weren’t happy about the news, but our transparency and aggressive response to the problem soothed their concerns. What could have been very damaging to the business ended up being an opportunity for us to demonstrate the company’s commitment to, and genuine concern for, its clients.

In business, there will always be times when you’ll need to deliver information to customers that they don’t want to hear. Resist the urge to “spin” the message. Sure, you expose yourself to criticism, but the long-term benefits more than compensate for the pain.

Watch Your Front Line

It doesn’t matter what business you’re in. Competition is intense. The only way you can grow and keep business is to make all your customer interactions a success.

What distinguishes customer-centric companies like Zappo’s and Nordstrom is a disciplined, deliberate focus on every customer touch point in the organization. It doesn’t matter how skillful and attentive a sales person is if the people in charge of the delivery, installation or implementation are indifferent or – heaven forbid – hostile.

You need to pay attention to how phones are answered, how walk-ins are greeted, how (and if) you’re interacting in social media. No matter where and when a customer touches your company, you need a plan to make every interaction a success.

Where’s the love?

Seize the opportunity your customers grant you the first time they do business and you’ll have a lot to look forward to. Add a few extra flourishes, quick and earnest problem solving, focus on the details and you can be among the few whose customers proudly proclaim “I love (your name here)! They’re the best!”

What companies do you love? Are there companies in typically unlovable industries that have surprised you by going above and beyond? What changes can your company make right now to upgrade your customers’ experience?

Thanks as always for reading. Your comments and suggestions are welcome. If you enjoyed this or any of my articles, I hope you will share them. See you next week!

 

 

 

 

 

Three Ways to Help Investors in Scary Markets

downward-graph

 

Equity investors, for the most part, have had a nice time since the market recovery began following the ’08 – ’09 collapse. In the five years since, the losses they experienced during the crisis and its aftermath have recovered and investors have delightedly watched as the major indexes have all entered record territory.

That is until recently. Since its peak a little less than a month ago, the S & P 500 Index is down nearly 7% as of this writing. After a rally of several years, you might think that investors would be philosophical about the downturn, right? I mean market adjustments are commonplace throughout history. What goes up must come down.

Well, you’d be right… and you’d be wrong.

Investors may, and many certainly do, understand that this downturn like all the downturns that preceded it will end, and the long-term upward trend will resume. To these folks (and many industry pundits) downturns are merely a buying opportunity.

This makes perfect sense to me intellectually, and generally I don’t get at all uneasy about market swings. But for some reason (maybe the headlines!), this particular downturn has gotten my attention. I’m betting that there are a lot of investors like me who for whatever reason find this disruption unsettling.

This is a golden opportunity for financial advisors and their firms to provide great service, assure their clients, build loyalty and drive new business relationships.

Of the many tactics available to advisors and their firms, I have identified three easy-to-execute activities that use most firms’ existing resources. Just as important, they empower individual advisors with the tools they need to make that all-important personal connection.

  • Create an official message for distribution by your advisors.

Many firms already have a market strategist or research department that is preparing daily or weekly updates. The same author(s) can refer to this stream of content to affirm their longer-term view, acknowledge the concerns that even a short-term downturn can provoke, and remind investors that – when it comes to the markets – the worst response is an emotional response.

This timely message should be made available as quickly as possible to advisors, while the issue is hot. It should be distributed electronically or on paper as widely as possible. Don’t worry about trying to guess who needs it and who doesn’t. You have nothing to lose by sharing your wisdom with everyone.

Busy advisors should be given the language they’ll need in their email or letter enclosure. Something like:

“Dear (be sure to personalize using your CRM and mail merge function), I have been receiving a lot of call from clients with questions about recent market volatility. (My firm’s) research department has just published a position paper exploring this trend and providing some long-term perspective I hope you will find valuable. As always, I encourage and welcome your call. If you find the attached/enclosed helpful, please share it. Your friends, neighbors and colleagues are welcome to call me as well.”

  • Host an online client call-in webinar conference

Adapt the theme and content in the official message for a 1-hour webinar and offer to entertain client questions. There are several online platforms for this type of application. If you don’t already have one in your digital arsenal, look into GoToWebinar.com or any of its competitors.

To tightly control attendance and minimize compliance hassles, clients should register in advance for the event and be instructed to submit their questions in writing any time from registration through the actual webinar. The webinar moderator can then filter and sort the questions to make sure the most common questions are answered, and any client-specific issues can be dealt with offline by the appropriate advisor or department.

Set a date and time for the webinar and promote it on your website and through your advisors no more than 7 days in advance. Remember, this is a hot topic issue. You need to act while it’s top-of-mind with your clients. The promotion itself has value because it communicates your willingness and ability to react promptly to client concerns and market conditions.

Prepare a short 5 to 7-page slide presentation with an attractive cover containing the title of the presentation and the presenter’s name, title and preferably a photo. The presentation should contain graphics that illustrate the talking points, not text.

An event moderator should introduce herself, thank the attendees and welcome them to the event by title. She should then give a fairly formal introduction of the presenter to set the stage for the content that will follow.

The presentation itself must be well prepared and well rehearsed. The transition from the moderator to the presenter must be seamless and the presentation should be delivered with a friendly, yet concise and authoritative voice. Client questions gathered in advance of the event should be printed on a slide as prompts for the presenter’s response.

As appropriate, the presenter should engage relevant subject matter experts to prepare responses to questions.

Be sure to record the webinar. If your content and client interaction meet compliance requirements for public distribution, encourage your attendees to come back and share the recorded events.

  • Post the compliance-approved message and recorded webinar prominently to your website where they are most likely to be seen – your homepage and client login page.

Promote the link on social media. Depending on its continued relevance, mention it in other communications such as e-delivery notifications and client newsletters. If you’re particularly pleased with the message, consider adapting it to a press release or submitting to business or trade publications.

The beauty of this methodology is its limitless utility. There will be other market downturns and other periods of “irrational exuberance”. With the personnel, procedures and technology in place, you can regularly provide meaningful, high-profile answers to your clients’ most pressing concerns while nurturing relationships and creating opportunities for your brand and your business.

Do you think the financial services industry does a good job of connecting with its customers? Are there some companies that do it better than others?

Please like or share this article if it was interesting to you. As always, your comments and suggestions are welcome and encouraged. Thanks for reading!

 

Michael

 

Passion, Schmassion. You Do What You Hafta Do

I’m sure you have heard the Confucian quote

“Choose a job you love and you will never have to work a day in your life.”

Every day, you and I are subject to a fairly constant stream of stories about how visionary entrepreneurs and fearless professionals have found success by pursuing their passions and encouraging us to do the same.

Bull.

I often think about the experiences of the people who touch my life over the course of an ordinary day. You know, the young man who poured my coffee at Stumptown Coffee Roasters yesterday morning, the three guys who for the last four days have been laboring in the hot sun to install a new patio at my neighbor’s house, the woman at the pet food store, our financial advisor, the guys who collect our garbage and recycling, my dermatologist. Are these folks passionate about their work? Probably not.

And if they are, do they approach their jobs with the kind of unbridled enthusiasm they bring to the things they really are passionate about? Their families? Their faith? Their hobbies? Well… maybe.

But that’s OK. Really. The simple fact is that the vast majority of us do work we have to do so we can live the lives we want to live. The trick is finding the passion in whatever you’re doing.

If your experiences have been anything like mine, at various times in your career you have struggled, compromised, gotten frustrated, been under-used, overworked and overlooked, and every now and then…knocked it out of the park.

At the same time, you’ve met amazing, wonderful, smart, funny and generous people. Been mentored in countless ways how to – and how not to – manage a project or staff and run a business. You’ve taken on challenges that made you work harder than you thought you could and gotten smarter and more resilient because of it. Pretty great, amazing stuff.

The Papa Murphy’s take-n-bake pizza place in our neighborhood is very, very busy. On weekend evenings, they might have four or five people squeezed in at the assembly line with two or three people doing prep work in the back. Others are scurrying to answer the phones, serve walk-ins and work the drive through. It’s nuts.pizza_hd_picture_6_167274

 

In the midst of this bedlam, the entire staff remains unflappably friendly and courteous. They answer the phones quickly and warmly. They greet each walk-in with an honest, welcoming smile. And they are all equipped to help customers with helpful tips and advice. It’s obvious that everyone respects her coworker and, believe it or not, actually enjoys the work, even if they’re not passionate about it. We love it, and we keep going back (thus this article in a “marketing” blog).

My wife and I are so impressed by the place and its team, we have actually had conversations about it. Many of our experiences at fine restaurants and resorts – as well as with other merchants and professional service providers – don’t measure up to the standard this small take-n-bake pizza branch sets.

The good work, happy people and great customer experiences at my neighborhood pizza place have a few lessons for both employers and employees who are interested in finding something to be passionate about.

Have a Big, Bold vision

People aren’t motivated by the work, they’re motivated by the product of the work.

Management has to have a vision and must share it. It’s not about pizza. It’s about taking a load off a busy mom or dad so they can spend more time with their kids. It’s about fun and nourishment. It’s about believing in the product and having respect for the customers who choose it. It’s also about respect for your coworkers and vendors. Make the vision as big and bold as it deserves to be. Then share it, share it, share it. Make it your mantra. Believe it and your people will believe it.

Be Proud

If you’re doing a job, it’s a job that needs doing.

The people you serve, whether they’re aware of you or not, are depending on you. Your coworkers are also depending on you, not only to carry your share of the load, but to be a responsible member of the workplace community. Be friendly and supportive. Take pride in your contribution and always look for ways to improve. I learned lessons dumping garbage at Sears in Spokane, Washington when I was in high school that serve me to this very day.

Find Ways to Celebrate

You don’t need me to tell you that work can be a grind, but it’s amazing how even the smallest celebration can pull people out of the stress of their workday.

  • Catch people doing something right and thank them personally and publicly.
  • Be clear about goals and get loud when they’re reached, really loud when they’re exceeded.
  • When you finish a particularly challenging day or project, thank the whole team. Be specific about the standout contributions from you star players. They deserve it, and it helps your bench players set their aspirations.

If you are among the fortunate few who loves your work so much it doesn’t even seem like work, I am thrilled for you. I would love for you to share your experience in comments. For those of us who find the passion where we can, I’d love to know more about how you bring your best every day, even when it really feels like work. Either way, you’re getting it done.